Sampling:

Design and Procedures

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 1. Chapter Outline

1) Overview
2) The Sampling Design Process
3) A Classification of Sampling
Techniques
4) Nonprobability Sampling
5) Probability Sampling
6) Choosing Nonprobability
Versus Probability Sampling

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2. The Sampling Design Process

A. Define the Population

B. Determine the Sampling Frame

C. Select Sampling Technique(s)

D. Determine the Sample Size

E. Execute the Sampling Process

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 2. The Sampling Design Process: Define the
Target Population
A. Define the Target Population
The target population is the collection of
elements/objects/people that possess the
information sought by the researcher and about
which inferences are to be made. The target
population should be defined in terms of:
• An element is the object about which or from which the
information is desired respondents, products, stores,
companies, families,…
• e.g., a person in the population.
• A sampling unit is an element, or a unit containing the
element, that is available for selection at some stage of the
sampling process.
• E.g., a respondent who takes your survey
• Extent refers to the geographical boundaries.
• Time is the time period under consideration.
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 2. The Sampling Design Process: Define the
Target Population

Important factors in determining

the sample size are:

• the nature of the research

• Surveys need more people; qualitative
interviews need less
• the number of variables
• More variables = more people
• the nature of the analysis
• Certain methods require more people –
e.g. t-tests need more than simple
averages.
• sample sizes used in similar
studies
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 2. Sample Sizes Used in Marketing
Research Studies

Type of Study Minimum Size Typical Range

Market potential research 500 1,000-2,500

Pricing research 200 300-500

Product tests 200 300-500

Test marketing studies 200 300-500

TV, radio, or print advertising (per 150 200-300

commercial or ad tested)
Test-market audits 10 stores 10-20 stores

Focus groups 2 groups 6-15 groups

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3. Classification of Sampling Techniques

Sampling Techniques

Nonprobability Probability
Sampling Techniques Sampling Techniques

Convenience Judgmental Quota Snowball

Sampling Sampling Sampling Sampling

Simple Random Systematic Stratified Cluster

Sampling Sampling Sampling Sampling

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A classification of sampling techniques

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3. Classification of Sampling Techniques

• A probability sampling scheme is

one in which every unit in the
population has a chance (greater
than zero) of being selected in the
sample.

• Nonprobability sampling is any sampling

method where some elements of the population
have no chance of selection
• these are sometimes referred to as 'out of
coverage'/'undercovered'.

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4. Nonprobability Sampling -
Convenience Sampling

Nonprobability sampling techniques include:

convenience, judgmental, quota, and
snowball sampling

Convenience sampling attempts to obtain a

sample of convenient elements. Often,
respondents are selected because they happen
to be in the right place at the right time.
Examples:
• Use of student respondents
• Members of social organizations
• “People on the street” interviews
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4. Nonprobability Sampling - Judgmental
Sampling

Judgmental sampling is a form of

nonprobability sampling in which the population
elements are selected based on the judgment
of the researcher.

Examples:
• Test markets.
• e.g. Columbus, OH
• purchase engineers selected in industrial
marketing research
• expert witnesses used in court

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4. Nonprobability Sampling - Quota
Sampling
Quota sampling may be viewed as two-stage
restricted judgmental sampling.
1. The first stage consists of developing quotas
of population elements.
2. In the second stage, sample elements are
selected based on convenience or judgment.

Quota Population Sample

Variable composition composition
319m. total 1000 total

Sex Percentage Percentage Number

Male 48% 48% 480

Female 52% 52% 520
____ ____ ____
100% 100% 1000
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4. Nonprobability Sampling - Snowball
Sampling

In snowball sampling, an initial group of

respondents is selected, usually at random.
• After being interviewed, these respondents
are asked to identify others who belong to
the target population of interest.
• Subsequent respondents are selected based
on the referrals.

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 5. Probability Sampling –
Simple Random Sampling

Probability sampling techniques

include:
• Simple random, systematic,
stratified, and cluster sampling

Simple Random Sample:

• Each element in the population has
a known and equal probability of
selection.
• This implies that every element is selected independently
of every other element.
• Each possible sample of a given size (n) has a known and
equal probability of being the sample actually selected.
• The sample is drawn from a random procedure from a
sampling frame
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5. Probability Sampling – Systematic
Sampling

Systematic Sampling
• The sample is chosen by selecting a random
starting point and then picking every ith (e.g.
5th, 10th) element in succession from the
sampling frame.
• The sampling interval, i, is determined by
dividing the population size, N, by the sample
size, n, and rounding to the nearest integer.
• For example: 500,000 (N)/1,000(n) = 500(i)
• When the ordering of the elements is related to
the characteristic of interest (e.g. age),
systematic sampling increases the
representativeness of the sample.
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5. Probability Sampling – Systematic
Sampling
For example:
• There are 100,000 people in the population (N).
• Each person is put into order based on age.
• A sample (n) of 1,000 is desired.
• In this case the sampling interval, i, is 100.
• (100,000/1,000) = 100
• A random number between
1 and 100 is selected.
• If, for example, this number
is 23, the sample consists
of elements 23, 123, 223,
323, 423, 523, and so on.

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Tennis’s Systematic Sampling Returns a Smash

• Tennis magazine conducted a mail survey of its subscribers

to gain a better understanding of its market. Systematic
sampling was employed to select a sample of 1,472
subscribers from the publication's domestic circulation list.
If we assume that the subscriber list had 1,472,000 names,
the sampling interval would be 1,000 (1,472,000/1,472). A
number from 1 to 1,000 was drawn at random. Beginning
with that number, every 1,000th subscriber was selected.
• A brand-new dollar bill was included with the questionnaire
as an incentive to respondents. An alert postcard was
mailed one week before the survey. A second, follow-up,
questionnaire was sent to the whole sample ten days after
the initial questionnaire. There were 76 post office returns,
so the net effective mailing was 1,396. Six weeks after the
first mailing, 778 completed questionnaires were returned,
yielding a response rate of 56%.
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Example

• Suppose that you want to select a random

sample of 250 names from the white pages of a
phone book. Let's also say that there are 55,000
names listed in the white pages. A systematic
sample provides a convenient way to choose the
sample.

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Procedures for drawing Systematic Sampling

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5. Probability Sampling – Stratified
Sampling (lấy mẫu phân tầng)

Stratified Sampling:
1. A two-step process in which the population is
partitioned into subpopulations, or strata.
• Every person in the population should be assigned to
one and only one stratum and no population elements
should be omitted.
2. Next, elements are selected from each stratum
by a random procedure, usually simple random
sampling.

• A major objective of stratified sampling is to

increase precision without increasing cost.

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5. Probability Sampling – Stratified
Sampling

• The elements/people within a stratum (e.g.

male) should be as homogeneous (đồng
nhất) as possible.
• The elements/people across strata (e.g.
male, female) should be as heterogeneous
(không đồng nhất) as possible.
• The stratification
variables should
also be closely
related to the
characteristic of
interest.
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5. Probability Sampling – Cluster Sampling

Cluster Sampling:

1. The target population is first divided into

mutually exclusive and collectively
exhaustive subpopulations, or clusters.

2. Then a random sample of clusters is

selected, based on a probability sampling
technique such as simple random sampling.

3. For each selected cluster, all the elements

are generally included in the sample.

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Procedures for drawing Stratified Sampling

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Example

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5. Probability Sampling – Cluster Sampling

Note: In stratified sampling, a

random sample is drawn from
each of the strata (e.g. five
people from every town),
whereas in cluster sampling
only the selected clusters are
studied (e.g. every person from
five towns).
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Procedures for drawing Cluster Sampling

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Procedures for drawing Cluster Sampling

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6. Choosing Nonprobability Vs. Probability
Sampling

Technique Strengths Weaknesses

Nonprobability Sampling Least expensive, least Selection bias, sample not
Convenience sampling time-consuming, most representative, not recommended for
convenient descriptive or causal research
Judgmental sampling Low cost, convenient, Does not allow generalization,
not time-consuming Subjective, selection bias
Quota sampling Sample can be controlled Selection bias, no assurance of
for certain characteristics representativeness
Snowball sampling Can estimate rare Selection bias, time-consuming
Characteristics, convenient

Probability Sampling Representative, Difficult to construct sampling

Simple random sampling results, projectable frame, expensive, lower precision

Systematic sampling Can increase Can accidentally decrease

representativeness, representativeness
easier to implement than
SRS, sampling frame not
necessary
Stratified sampling Include all important Difficult to select relevant
subpopulations, stratification variables, not feasible to
representative stratify on many variables, expensive
Cluster sampling Easy to implement, cost Imprecise, difficult to compute and
effective, more representative interpret results
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6. Choosing Nonprobability Vs. Probability
Sampling

Conditions Favoring the Use of

Factors Nonprobability Probability
sampling sampling

Nature of research Exploratory Conclusive

Variability in the population Homogeneous Heterogeneous

(low (high
variability) variability)

Statistical considerations Unfavorable Favorable

Operational considerations Favorable Unfavorable

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Questions??

Thanks!

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