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Ch13 Sampling

13

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1K views17 pages

Ch13 Sampling

13

Uploaded by

Mohammad Al-arrabi Aldhidi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Research Methods for Business

A Skill-Building Approach
Uma Sekaran and Roger Bougie

Chapter 13 Sampling

Edited by Dr. Hadeel Al-Maaitah


[email protected]

Research Methods © 2012 John Wiley & Sons Ltd. 1


for Business www.wiley.com/college/sekaran
Sampling
The process of selecting the right individuals,
objects, or events as representatives for the entire
population is known as sampling.
By studying sufficient number of elements from the
population, and understanding the properties or the
characteristics of the sample subjects, we will be
able to generalize the properties or characteristics to
the population elements.

Research Methods © 2012 John Wiley & Sons Ltd.


for Business www.wiley.com/college/sekaran
Relevant Terms
• Population refers to the entire group of people, events, or things
of interest that the researcher wishes to investigate.
• The population frame (list) is a listing of all elements in the
population from which the sample is to be drawn.
• An element is a single member of the population.
• A sample is a subset of the population. It comprises some
members selected from it.
• The sampling frame is a listing of all elements in the sample from
which members will be targeted.
• Sampling unit: the element or set of elements that is available for
selection in some stage of the sampling process.
• A subject is a single member of the sample, just as an element is a
single member of the population.

Research Methods © 2012 John Wiley & Sons Ltd.


for Business www.wiley.com/college/sekaran
Advantages of Sampling
• Less costs
• Less errors due to less fatigue
• Less time
• Destruction of elements avoided

Research Methods © 2012 John Wiley & Sons Ltd.


for Business www.wiley.com/college/sekaran
The Sampling Process
• Major steps in sampling:
– Define the population.
– Determine the sample frame
– Determine the sampling design
– Determine the appropriate sample size
– Execute the sampling process

Research Methods © 2012 John Wiley & Sons Ltd.


for Business www.wiley.com/college/sekaran
Sampling in Qualitative Research
• Qualitative sampling begins with precisely
defining the target population.
• Qualitative research generally uses
nonprobability sampling as it does not aim to
draw statistical inference.
• Purposive sampling is one technique that is often
employed in qualitative research. It is important
that the subjects are chosen in such a way that
they reflect the diversity of the population.
Research Methods © 2012 John Wiley & Sons Ltd.
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for Business www.wiley.com/college/sekaran
Normality of Distribution
Many attributes or characteristics in the population are
generally normally distributed. If we are to estimate the
population characteristics reasonably precisely from the
characteristics represented in a sample, the sample has
to be chosen such normal distribution of the
characteristics of interest follows the same type of
normal distribution in the sample as it does in the
population.

Low μ High
Research Methods © 2012 John Wiley & Sons Ltd.
7
for Business www.wiley.com/college/sekaran
Issues of Precision and Confidence in
Determining Sample Size
• Precision
Precision refers to how close our estimate is to the true
population characteristics.

• Confidence
Whereas precision denotes how close we are in
estimating the population parameter based on the
sample statistic, confidence denotes how certain we are
that our estimates will really hold true for the
population.
Research Methods © 2012 John Wiley & Sons Ltd.
8
for Business www.wiley.com/college/sekaran
Precision and Confidence
Precision and confidence are important issues in
sampling because sample data are used to draw
conclusions about the population; one hopes to be pretty
“on target.” Precision and confidence are related to
sample size: if one wants to maintain the original
precision while increasing the confidence, or maintain the
confidence level while increasing precision, or one wants
to increase both the confidence and the precision, one
needs a larger sample size.

Research Methods © 2012 John Wiley & Sons Ltd.


9
for Business www.wiley.com/college/sekaran
Population Mean and Sample Mean
• The population mean symbol is μ pronounced mew.
• The sample mean symbol is x̄ pronounced x-bar
• The capital Greek letter sigma ∑ is commonly used in
mathematics to represent a summation of all the
numbers in a grouping.

Research Methods © 2012 John Wiley & Sons Ltd.


10
for Business www.wiley.com/college/sekaran
Population Variance and Sample Variance

The variance is the average of the squared


deviations about the mean for a set of numbers.

Research Methods © 2012 John Wiley & Sons Ltd.


11
for Business www.wiley.com/college/sekaran
Population Standard Deviation and
Sample Standard Deviation
• The standard deviation is the square root of the
variance. May be abbreviated SD
• The population deviation is denoted by lowercase
Greek letter sigma σ
• The sample standard deviation is denoted by s.
• The standard deviation is a popular measure of
variability.

Research Methods © 2012 John Wiley & Sons Ltd.


12
for Business www.wiley.com/college/sekaran
Relevant Terms - 2
• The characteristics of the population such as µ (the
population mean), σ2 (the population variance) and
σ (the population standard deviation) are referred to
as its parameters.
• The characteristics of the sample such as x̄ (the
sample mean), s2 (the population variance) and s
(the population standard deviation) are treated as
approximations of the central tendencies,
dispersions, and other parameters of the population.

Research Methods © 2012 John Wiley & Sons Ltd.


for Business www.wiley.com/college/sekaran
Sampling Techniques
• Probability sampling: elements have a
known and non-zero chance of being
chosen.
• Nonprobability sampling: elements do not
have a known or predetermined chance of
being selected as subjects.

Research Methods © 2012 John Wiley & Sons Ltd.


for Business www.wiley.com/college/sekaran
Probability and nonprobability sampling
types
• Probability Sampling
– Simple Random Sampling
– Systematic Sampling
– Stratified Random Sampling
– Cluster Sampling
• Nonprobability Sampling
– Convenience Sampling
– Judgment Sampling
– Quota Sampling
Research Methods © 2012 John Wiley & Sons Ltd.
for Business www.wiley.com/college/sekaran
Research Methods © 2012 John Wiley & Sons Ltd.
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Cont. ...

Research Methods © 2012 John Wiley & Sons Ltd.


17
for Business www.wiley.com/college/sekaran

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