Sampling

Technique
s
and their implications
Explore the different ways to represent a
population.

by Ms. Desiree Clark Domaguio

 Representing a
population
A sample refers to a portion of the population.

P O P U L AT I O N SAM PLE
 Sampling
Techniques
The process and method of selecting
your sample using a subset of a
population to represent the whole
population.
 Why is sampling
1
important?
Resource Efficiency
Sampling reduces effort and cost in research studies.

2 Expanded Research Scope

It allows studying larger populations with the same resources.

3 Versatility
Sampling enables various research applications, from exit polls to nationwide censuses.
 Sampling
Techniques
A sample must represent the entire
population.
This means that all members
have an equal chance of being
A sample must not be biased.
selected.
There are two major types of sampling methods: probability
and non-probability sampling.

• Probability sampling
• Non-probability sampling
 Types of Sampling
Techniques
Probability Sampling Non-Probability Sampling

Uses randomization for Researcher deliberately set a

selection. Each member has a criteria based on non-random
known chance of being chosen. factors like convenience,
geographic, availability, or costs.
 Probability Sampling Methods
SIMPLE RANDOM S Y S T E M AT I C S T R AT I F I E D CLU ST ER
Sampling SA MPLIN G Sampling SA MPLIN G

Every element has an equal Selects every nth item after Random selection within Selects groups rather than
chance of selection. Easy and a random start. Efficient for predefined groups. Enhances individuals. Practical for
reduces bias but offers no ordered populations, but representation of subgroups large populations but can
control for the researcher and here's a risk of introducing but requires accurate introduce greater sampling
may lead to unrepresentative bias if there's an knowledge about the error due to similarities
groupings. unrecognized pattern. population's stratification. within clusters.
 Simple Random
Sampling
All members of the population have an equal chance at being chosen as part of the
sample.
Simple Random
Method PROS:
Simple random sampling is easy to do and
cheap. Designed to ensure that every member of
the population has an equal chance of being
selected, it reduces the risk of bias compared to
non-random sampling.

CONS:
It offers no control for the researcher and may
lead to unrepresentative groupings being picked
by chance.
This method is particularly useful in
the following 7 scenarios
Represents entire population in uniform populations.

Equal chance of selection, minimizing bias.

More feasible and cost-effective for smaller populations.

Useful in preliminary research for initial insights.

Establishes a benchmark for future studies or tracking changes.

Validates results from other sampling methods or cross-checks previous research.

Efficiently obtains representative sample in limited resources.

Systematic Sampling
Selecting one member for every
nth of the population.

Example

The 200 students' names

may be listed
alphabetically then every
3rd student will be part of
the sample.
Systematic Sampling
The random selection only applies to the first item
chosen. A rule then applies so that every nth item or
person after that is picked.
Systematic Sampling
The random selection only applies to the first item P ROS:
chosen. A rule then applies so that every nth item or Systematic sampling is efficient and
person after that is picked. straightforward, especially when dealing with
populations that have a clear order. It ensures a
uniform selection across the population.

CONS :
There’s a potential risk of introducing bias if
there’s an unrecognized pattern in the population
that aligns with the sampling interval.
 There are 4 situations in which
researchers should consider
employing systematic sampling:
Regular Patterns: This method works well when the population displays consistent patterns, ensurin
even coverage without sampling bias.

Resource Constraints: It's efficient for studies with limited time, manpower, or finances,
offering a straightforward approach.

Large and Homogeneous Populations: Ideal for uniform populations, ensuring every member
has an equal chance of selection.

Low Variability: Effective when population characteristics are consistent, yielding reliable estimates
with minimal bias risk.
 Stratified Sampling
A method used by researchers to identify highly correlated aspects of a sample and
determine the appropriate subdivide (stratify) for the research.
 Stratified Sampling 60 sample
Dividing the sample into subgroups with shared 200 population

characteristics
before drawing random samples Level Total Number Proportional Number

Year 7 30 30 × 60/200 = 9

Year 8 30 9

Year 9 40 40 × 60/200 = 12

Year 10 30 9

Year 11 30 9

Year 12 40 12

P O P U LAT I O N = 2 0 0 S AM P L E = 6 0
 Stratified Sampling
PROS: CONS:
Stratified sampling enhances the This method requires accurate knowledge
representation of all identified about the population’s stratification, and
subgroups within a population, its design and execution can be more
leading to more accurate results in intricate than other methods.
homogeneous populations.
In what situations is stratified sampling
likely to be the suitable sampling
approach?
Heterogeneous Populations: Provides fair representation from diverse populations like age, income, or location.

Variability in Attributes: Ensures proportional representation for applicable conclusions across different segments.

Limited Resources: Optimizes resources by focusing on specific subgroups, reducing sampling error.

Targeted Analysis: Enables targeted analysis for in-depth study of specific subgroups.

Boost Precision: Increases precision by reducing sampling error, especially with high population variation.

Compliance with Regulations: Requires compliance with regulations for valid and ethical findings in research contexts like
surveys or clinical trials.
 Cluster Sampling
Sampling method wherein the population is divided into clusters, from which researchers
randomly select some to form the sample.

C LU S T E R 1 C LU S T E R 2 C LU S T E R 3

C LU S T E R 4 C LU S T E R 5 C LU S T E R 6
 Cluster Sampling
Cluster sampling can be done by selecting the entire cluster,
or in the case of two-stage cluster sampling, by randomly RANDOMLY CHOOSE CLUSTER SAMPLE
selecting the cluster itself, then selecting at random again
within the cluster.

CLUSTER THE POPULATION

C LU ST E R 1 C LU ST E R 2 C LU ST E R 3

C LU ST E R 4 C LU ST E R 5 C LU ST E R 6
 P ROS:
Cluster sampling is economically beneficial and
logistically easier when dealing with vast and
geographically dispersed populations.

CONS:

Due to potential similarities within clusters, this

method can introduce a greater sampling error
compared to other methods.
 When to Use Cluster Sampling?
Widely Dispersed Populations: When studying populations spread across large geographical areas,
this group-based sampling method simplifies data collection by focusing on specific regions or
clusters.
Natural Groupings: Cluster sampling can be an effective approach, if the population naturally
forms clusters, such as households in neighborhoods or students in schools.

Limited Resources: When time, budget, or personnel are constrained, cluster sampling offers a
practical solution by concentrating efforts on selected clusters.

Large Populations: For extensive populations, sampling within clusters enables obtaining a
representative sample while minimizing logistical challenges.
 Non-Probability Sampling
CONVENIENCE
Methods Q U O TA S A M P L I N G PURPOSIVE SNOWBALL
SA MPLIN G SA MPLIN G SA MPLIN G

Selects participants based on Ensures representation Deliberately choosing Participants recruit others
their accessibility and according to certain groups or participants based on specific creating a "snowball" effect.
availability, such as students or criteria, like gender or income criteria to identify patterns or This method is useful for
co-workers. It's quick and easy level but selection within themes within a particular hard-to-reach populations but
to implement, but highly quotas is non-random. group. It's highly subjective and can also introduce bias.
susceptible to bias and lacks can introduce biases, but is ideal
real-world application. for studies requiring specialized
participants.
 Convenience
Sampling
Selecting readily available participants, based on accessibility and availability.

The sample was selected as the

first listed group. The technique was
chosen for its simplicity.
Population
 Convenience
Sampling
CO NSECUTIV E SAM PLING (ALSO K NOW N AS
T O TA L E N U M E R AT I V E S A M P L I N G ) :
Selecting all available subjects meeting criteria until
the desired sample size is reached.

S E L F - S E L EC T I O N S A M P L I N G ( A L S O K N O W N A S
VOLUN TE ER SAMPLI NG):
Participants voluntarily opt-in, as with online surveys.
 When to Use Convenience
Sampling?
Exploratory Research: This method is ideal for gaining quick insights into new topics or phenomena.

Qualitative Research: It captures diverse perspectives within accessible groups for in-depth exploration.

Pilot Studies: These are used to test research instruments or methodologies on a smaller scale.

Ethnographic Studies: These engage participants in cultural contexts for insights into daily practices.

Medical Research: It involves selecting clinical cases or participants available at specific locations, such as hospitals or medical
records databases.
Limited Time and Resources: This approach offers a practical method for collecting data when faced with limitations and
constraints.

Accessibility to Specific Populations: This approach offers a feasible solution when access is challenging or restricted.

Initial Feedback Collection: This method quickly gauges customer reactions and preferences for new products or services.

Flexibility in Sampling Locations: This allows for selection based on where participants are most accessible.
 P ROS:
Convenience sampling is the most
straightforward method, requiring minimal
planning, making it quick to implement.

CONS :

Due to its non-random nature, the method is

highly susceptible to biases, and the results are
often lacking in their application to the real
world.
 Quota Sampling
The researchers establish
quotas for various
demographic groups within a
population and then sample
individuals from each quota
until the desired sample size is
achieved.
 Quota Sampling
Participants are selected
based on pre-defined quotas
to represent specific
characteristics or subgroups.
Quota Sampling
 Quota Sampling
P ROS:
Quota sampling ensures certain subgroups are
adequately represented, making it great for
when random sampling isn’t feasible but
CONS :
representation is necessary.
The selection within each quota is non-random
and researchers’ discretion can influence the
representation, which both strongly increase
the risk of bias.
 There are 4 situations in which
researchers should consider qouata
sampling:
Product Testing: It's crucial to ensure that feedback comes from all segments of the target
market when testing a new product.

Political Polling: Accurate representation of voter demographics is essential to predict

election outcomes.

Advertising Research: Understanding how different demographic groups respond to advertising

campaigns helps in tailoring messages effectively.

Healthcare Studies: Ensuring diverse representation in medical research can lead to more
comprehensive insights.
 Purposive Sampling
Participants for the sample are
chosen consciously by
researchers based on their
knowledge and understanding of
the research question at hand or
their goals.
 Purposive Sampling
The goal of purposive sampling is to identify PROS:
patterns or themes within a particular group. Purposive sampling targets specific criteria or
characteristics, making it ideal for studies that
require specialized participants or specific
conditions.

CONS:
It’s highly subjective and based on researchers’
judgment, which can introduce biases and limit
the study’s real-world application.
 Snowball or Referral
Sampling
People recruited to be part of a sample
are asked to invite those they know to
take part, who are then asked to invite
their friends and family and so on. The
participation radiates through a
community of connected individuals like
a snowball rolling downhill.
 Snowball or Referral
Sampling
The population is hard to
reach. It is beneficial when
the target population has
stigmas. Researchers to
access these populations
through the referrals of
existing participants.
 Snowball Sampling
Enables access to a population that could be challenging PROS:
to find using other sampling techniques. Especially useful for hard-to-reach or
secretive populations, snowball sampling
is effective for certain niche studies.

CONS:
The method can introduce bias due to
the reliance on participant referrals, and
the choice of initial seeds can significantly
influence the final sample.
 When Would It Be Preferable To Use A Non-
probability Sampling?
Exploratory Research: When the focus is on understanding phenomena or exploring new areas
without the need for generalizability.

Limited Resources: When time, budget, or access to the population is constrained, non-
probability sampling offers a cost-effective alternative.

Hard-to-Reach Populations: For studying populations that are difficult to locate or access, such
as undocumented immigrants or individuals with rare conditions.

Pilot Studies: To test research instruments, procedures, or hypotheses before conducting larger-scale
studies.
Qualitative Research: Non-probability sampling is often preferred in qualitative research, where the
emphasis is on understanding individual perspectives and experiences rather than generalizability.
Choosing the Right Sampling
Method
Define Your Goals
Random or stratified sampling for general insights, snowball or purposive for focused community studies.

Assess Population
Stratified for diverse groups, cluster for widely spread, systematic for ordered sequences.

Consider Constraints
Convenience or quota for quicker studies, snowball or purposive for hard-to-reach participants.

Determine Reach
Probability sampling for broader representation, non-probability for specialized insights.

Get Feedback
Discuss chosen method with experts and conduct a test run before committing.
Choosing The Right
Sampling Technique
For Your Study...
In choosing the right sampling technique for your study, it is
crucial to consider the research objectives, the nature of the
population, and the resources available to you.

The type of research you are conducting—whether qualitative or

quantitative—will significantly influence which method is most
appropriate.
 For instance, if you aim to generate statistical inferences and
generalize findings to a larger population, probability sampling
techniques might be most suitable due to their ability to provide
representative samples.

Conversely, if your research is exploratory or focuses on

understanding complex phenomena in-depth, non-probability
sampling methods could be more effective, allowing for the
inclusion of specific, information-rich cases.
 Understanding the implications of each method is vital;
probability sampling reduces sampling bias and enhances the
validity of results, but often requires more time and resources.

However, non-probability sampling, may introduce bias but

offers flexibility and easier implementation, especially when
dealing with hard-to-access populations.
 References
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10 Tips for Accurate Research Results: Mastering Sampling Techniques | Research Gaps. (2023, May 05). Retrieved from https://www.researchgaps.com/10-tips-for-accurate-research-results-mastering-
sampling-techniques/

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techniques/

Sampling Methods: Understanding the Science Behind Effective Surveys. (2023, October 11). Retrieved from https://surveysparrow.com/blog/sampling-methods/

Sampling error: Understanding and Minimizing Sampling Errors in Research - FasterCapital. (2024, June 15). Retrieved from https://fastercapital.com/content/Sampling-error--Understanding-and-
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Importance Of Choosing The Right Sampling Method - FasterCapital. (2024, January 01). Retrieved from https://fastercapital.com/topics/importance-of-choosing-the-right-sampling-method.html
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