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Probability Sampling

BCE

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25 views3 pages

Probability Sampling

BCE

Uploaded by

kiplimoalvins70
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Probability sampling methods

Probability sampling means that every member of the population has a chance of being selected. It is
mainly used in quantitative research. If you want to produce results that are representative of the whole
population, probability sampling techniques are the most valid choice.

There are four main types of probability sample.

Probability sampling

1. Simple random sampling

In a simple random sample, every member of the population has an equal chance of being selected.
Your sampling frame should include the whole population.

To conduct this type of sampling, you can use tools like random number generators or other techniques
that are based entirely on chance.

Example: Simple random sampling

You want to select a simple random sample of 1000 employees of a social media marketing company.
You assign a number to every employee in the company database from 1 to 1000, and use a random
number generator to select 100 numbers.

2. Systematic sampling

Systematic sampling is similar to simple random sampling, but it is usually slightly easier to conduct.
Every member of the population is listed with a number, but instead of randomly generating numbers,
individuals are chosen at regular intervals.

Example: Systematic sampling

All employees of the company are listed in alphabetical order. From the first 10 numbers, you randomly
select a starting point: number 6. From number 6 onwards, every 10th person on the list is selected (6,
16, 26, 36, and so on), and you end up with a sample of 100 people.

If you use this technique, it is important to make sure that there is no hidden pattern in the list that
might skew the sample. For example, if the HR database groups employees by team, and team members
are listed in order of seniority, there is a risk that your interval might skip over people in junior roles,
resulting in a sample that is skewed towards senior employees.

3. Stratified sampling

Stratified sampling involves dividing the population into subpopulations that may differ in important
ways. It allows you draw more precise conclusions by ensuring that every subgroup is properly
represented in the sample.

To use this sampling method, you divide the population into subgroups (called strata) based on the
relevant characteristic (e.g., gender identity, age range, income bracket, job role).

Based on the overall proportions of the population, you calculate how many people should be sampled
from each subgroup. Then you use random or systematic sampling to select a sample from each
subgroup.

Example: Stratified sampling

The company has 800 female employees and 200 male employees. You want to ensure that the sample
reflects the gender balance of the company, so you sort the population into two strata based on gender.
Then you use random sampling on each group, selecting 80 women and 20 men, which gives you a
representative sample of 100 people.

4. Cluster sampling

Cluster sampling also involves dividing the population into subgroups, but each subgroup should have
similar characteristics to the whole sample. Instead of sampling individuals from each subgroup, you
randomly select entire subgroups.

If it is practically possible, you might include every individual from each sampled cluster. If the clusters
themselves are large, you can also sample individuals from within each cluster using one of the
techniques above. This is called multistage sampling.
This method is good for dealing with large and dispersed populations, but there is more risk of error in
the sample, as there could be substantial differences between clusters. It’s difficult to guarantee that the
sampled clusters are really representative of the whole population.

The number of people you have access to “snowballs” as you get in contact with more people. The
downside here is also representativeness, as you have no way of knowing how representative your
sample is due to the reliance on participants recruiting others. This can lead to sampling bias.

Example: Snowball sampling

You are researching experiences of homelessness in your city. Since there is no list of all homeless
people in the city, probability sampling isn’t possible. You meet one person who agrees to participate in
the research, and she puts you in contact with other homeless people that she knows in the area.

5. Quota sampling

Quota sampling relies on the non-random selection of a predetermined number or proportion of units.
This is called a quota.

You first divide the population into mutually exclusive subgroups (called strata) and then recruit sample
units until you reach your quota. These units share specific characteristics, determined by you prior to
forming your strata. The aim of quota sampling is to control what or who makes up your sample.

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