CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY (CHARUSAT)

FACULTY OF MANAGEMENT STUDIES (FMS)

INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT
BBA PROGRAMME (2018 – 21)
SEMESTER – 5
(BM311.1) Consumer Behaviour

A PRESENTATION ON
TYPES OF SAMPLING AND DATA

Student ID. No. :18BBA0067 Submitted to : Binit Patel

18BBA0087 Asst. Professor, I2IM - CHARUSAT

Student Name: Patel Raj

Saurav Rathi

1
 Table of content
Sampling DATA

• Terminologies
• Types of Data
• What is sampling
• Need of sampling 1. Nominal Data
• Sampling design process 2. Ordinal Data
• Advantages and Disadvantages of Sampling 3. Interval (or Score/Mark) Data
• Classification Of Sampling Techniques 4. Ratio Data
• Probability Sampling
5. Discrete and Continuous Data
• Non Probability Sampling
• Sampling Errors
Terminologies ( Meaning of some Word )
• Population or universe: It refer to the group of people, items or units under
investigation and includes every individual.
• Sample: a collection consisting of a part or subset of the object or individuals
pf population which is selected for the purpose, representing the population
• Sampling: It is the process of selecting a sample from the population. For this
population is divided into a number of parts called Sampling Units.
• Sample Size: the number of people in the selected sample.
• Sampling Frame: the list of individual or people included in the sample.
• Sampling technique: it refers to the technique or procedure used to select
members of the sample.
 Sampling
• Sampling is the process of selecting
observations to provide an adequate
description and inferences of the
population.
 Sample
• It is a unit that is selected from
population
• Representing the whole population
 Sampling Frame
• Listing of population from which a
sample is chose.
 What you
want to talk
about What you
Population actually
observe in
the data

Sampling Process Sample

Sampling Frame

Inference
Need of sampling
• Large population can be conveniently covered.
• Time, money and energy is saved.
• Helpful when units of area are homogenous.
• Used when percent accuracy is not acquired.
• Used when the data IS Unlimited.
If the population is Homogeneous
If the population is Heterogeneous
Advantages and Disadvantages of
Sampling
Advantages
 Economical
 Increased speed
 Accuracy
 Better Understanding
Disadvantages
 Biasedness
 Selection of true representative sample
 Need for specialized Knowledge
 Impossibility of sampling
Classification Of Sampling Techniques
Probability
 Simple Random sampling
Sampling  Systematic sampling
Techniques  Stratified sampling
 Cluster sampling
Non-Probability
 Convenience sampling
Non-  Judgmental sampling
Probability
Probability  Quota sampling
 Snowball sampling
• Probability Sampling: A • Non-probability Sampling:
probability sample is one in Sample a particular member of
which each member of the the population being chosen is
population has an equal chance unknown.
of being selected. • In Non-probability Sampling, it
• In Probability sampling, relies on personal Judgment.
Randomness is the element of
control.
 Probability Sampling
1. Simple Random Sampling
2. Systematic Sampling
3. Stratified Sampling
4. Cluster Sampling
5. Multistage Sampling
1. Simple Random Sampling: Here all members have the same chance
of being selected. Random method provides an unbiased cross
selection of the population.
For Example
We wish to draw a sample of 50 students from a
Population 0f 500 students. Place all 500 names in
container and draw out 50 names one by one.

Advantage Disadvantages
• Minimum Knowledge is required • Does not use researchers’
• Easy to understand and analyze expertise
the data • Larger risk of random error
2. Systematic Sampling: Each member of the sample comes after an
equal interval from its previous member.
For example: For a sample of 50 students, the sampling fraction is
50/400 = 1/8 i.e. select one student out of every eight students in the
population. The starting points for the selection is chosen at random.

Advantages
• Moderate cost: Moderate
usage
• Simple to draw sample
• Easy to Verify
Disadvantage
• Periodic ordering required
3. Stratified Sampling : The population is divided into smaller
homogenous group or strata by some characteristic and from each of
these strata members are selected randomly.
Population is divided into two or more groups called strata
Subsamples are randomly selected from each strata
Finally from each stratum using simple random or systematic sample
method is used to select final sample.
Advantage
• Assures representation of all groups in
sample population
• Characteristics of each stratum can be
estimated and comparisons made
Disadvantages
• Requires accurate information on
proportion of each stratum
• Stratified lists costly to prepare
4. Cluster Sampling (Area Sampling): A researcher selects sampling
units at random and then does complete observation of all units in the
group.
For example, the study involves primary schools.
Select randomly 15 schools. Then study all the children of 15 schools. In
cluster sampling the units of sampling consist of multiple cases. It is
also known as area sampling, as the selection of individual member is
made on the basic of place residence or employment.

Advantage
• Estimation of population can be made easy
Disadvantage
• The cost to reach an element to sample is very high
• Each stage in cluster sampling introduces sampling
error, the more stages there are more error.
 5. Multistage Sampling:
• It is carried out in Stages.
• Using smaller and smaller sampling units at each stage
• It’s a sampling method in which we use combinations of two
or more sampling methods at least one of which involves
randomness . The most common examples for multistage
sampling are Stratified random sampling and cluster sampling.
For example, in the 2 stage cluster sampling, in Stage 1, we
use cluster sampling to choose clusters from a population.
Then, in Stage 2, we use simple random sampling to select a
subset from each cluster for the final sample.
Advantage
• More Accurate
• More Effective
Disadvantages
• Costly
• Each stage of sampling have some error so more
stage more error
 Non Probability Sampling
1. Convenience Sampling
2. Quota Sampling
3. Judgmental Sampling
4. Snowball Sampling
1. Convenience Sampling
Convenience sampling involves choosing respondents at the
convenience of the researcher.
It refers to the procedures of obtaining units or members who are most
conveniently available.
In this sampling the researcher determines the required sample size
and then simply collects data on that number of individuals who are
available easily. Advantages
• Very low cost
• Extensively used/understood
 
Disadvantages
• Variability and bias cannot be measured or
controlled
• Projecting data beyond sample not justified
• Restriction of Generalization
2 . Quota Sampling
The selection of the sample is made by researcher, who decides the quotas for
selecting sample from specified sub groups of the population.
The population is first segmented into mutually exclusive sub-groups, just as in
stratified sampling.

For Example, an interviewer might be need data from 40 adults, and 20 adolescents in
order to study students, televisions viewing habits.
Selection will be
• 20 Adult men and 20 adult women
• 10 adolescent girls and 10 adolescent boys
Advantages
• Used when research budget is Disadvantages
limited • Variability and bias cannot be
• Very extensively used/understood measured/controlled
• No need for list of population • Time Consuming
elements
3. Judgmental Sampling: In this sampling method, the researcher
selects a “typical group” of individual who might represent the
larger population and then collects data from this group. It is also
known as Purposive Sampling.
Researcher employs his or her own ‘’expert’’ judgement about.

Advantages
• There is an assurance of Quality response
• Meet the specific objective.
 
Disadvantages
• Bias selection of sample may occur
• Time consuming process.
4. Snowball Sampling:
• In snowball sampling, the researcher identify and select available
respondent who meet the criteria for inclusion.
• After the data have been collected from the subject, the researcher
asks for a referral of other individuals, who would also meet the
criteria and represents the population of concern.
• The research starts with a key person and introduce the next one to
become a chain
Advantages
• Low cost
• Useful in specific circumstances &
for locating rare populations
 
Disadvantages
• Not independent
Sampling Errors
The errors which arise due to the use of
sampling surveys are known as the sampling
errors.
 
Two types of sampling errors
• Biased Errors- Due to selection of
sampling techniques; size of the sample.
• Unbiased Errors/ Random sampling
errors- Differences between the member
of the population included or not
included.
Methods of reducing sampling errors

• Specific problem selection.

• Systematic documentation of related research.
• Effective enumeration.
• Effective pre testing.
• Controlling methodological bias.
• Selection of appropriate sampling techniques.
Types of DATA
 Data
• Data is a gathered body of facts.
• Data is the central thread of any activity.
• Understanding the nature of data is most
fundamental for proper and effective use of
statistical skills.
• Data is a set of values of subjects with respect to
qualitative or quantitative variables. Data is raw,
unorganized facts that need to be processed.
When data is processed, organized, structured or
presented in a given context so as to make it
useful, it is called information.
 Types of Data
• Two broad kind of data are: Qualitative data and Quantitative data.

DATA

Numerical Categorical
(Quantitative) (Qualitative)

Discrete Continuous
 Types of Data
 Based on their mathematical properties, data are divided into four group:
Nominal
 Ordinal
 Interval
Ratio
• They are ordered with their increasing
 Accuracy
 Powerfulness of measurement
 Preciseness
 Wide application of statistical techniques
 Nominal Data
• Nominal means name and count; data are alphabetic or numerical in
name only.
• They are categories without order or direction.
• Their use is restricted to keeping track of people, objects and events.
• They are least powerful in measurement with no arithmetic origin,
order, direction or distance relationship.
• Hence nominal data is of restricted or limited use.
 Examples of Nominal Data
• Gender, marital status or any alphabetic/ numeric code without
intrinsic order or ranking.

SI.N0 Subject Code

1 Physics P

2 Chemistry C

3 Mathematics M

4 Biology B
 Ordinal Data
• Ordinal means rank or order.
• Ordinal data place event in order; They are ordered categories like
rankings or scaling.
• Ordinal data allows for setting up inequalities.
• Adjacent ranks need not be equal in their differences.
• Has no absolute value (only relative position in the inequality).
• More precise comparisons are not possible.
 Examples of Ordinal Data

Ranks or grades of student; Quality rating of service or product;

SI.NO. Education Code

1 Undergraduate U
2 Graduate G
3 Postgraduate P
4 Doctorate D

The inequalities like U < G < P < D < does not help to know differences
between any two of them cannot be said to be same (say, difference between
U and G is not same as G and P).
 Interval (or Score/Mark) Data
• Interval data in addition to ranking (setting up inequalities) further
allow for forming differences.
• For interval data there is no absolute zero; unique origin does not
exists.
• Internal data are more powerful than ordinal scale due to equality of
internal.
Examples:
• Temperature in Fahrenheit
Standardised scores
 Ratio Data
• Ratio data allow for forming quotients addition to setting up inequalities
and forming differences.
• All mathematical operation (manipulations with real numbers) are
possible on ratio data.
• It can have an absolute or true zero and represent the actual amount/
value.
• The most precise data and allow for application of all statistical
techniques.
Examples:
Height, weight, age, etc.
 Further Examples
Roll no Name Gender Rank Height Weight(Kgs)

1 Amar M 9 4’8’’ 51

2 Asha F 1 3’ 10’’ 39

3 Bhaskar M 5 4’ 5’ 48

4 Chandru M 3 4’ 3’’ 41
 Discrete and Continuous Data
• Numerical data could be either discrete or continuous.
• Continuous data can take any numerical value (within a range); For
example, weight, height, etc.
• There can be an infinite number of possible values in continuous data.
• Discrete data can take only certain values by a finite ‘jumps’, i.e., it
‘jumps’ from one intermediate value between them (For example,
number of students in the class).
 Discrete and Continuous Data Example
• A good example to distinguish discrete data from continuous data is
digital and analogue meter or clock where digital is discrete and
analog is continuous.
Thank you