Sampling and Sample Size

-Dr. Shyamali Satpathy

-Dr. Vidhisha Vyas
 Learning Objectives

Upon completion of this Session, you will be able to:

 Understand the importance of sampling

 Differentiate between random and non-random sampling
 Understand the concept of sampling and non-sampling errors
 Understand the concept of sampling distribution and the
application of central limit theorem
 Sample Size determination
 Sampling Concepts
 Population: Population refers to any group of people or objects that form the subject of study in a
particular survey and are similar in one or more ways.
Element: An element comprises a single member of the population.
Sampling frame: Sampling frame comprises all the elements of a population with proper identification
that is available to us for selection at any stage of sampling.
Sample: It is a subset of the population. It comprises only some elements of the population.
Sampling unit: A sampling unit is a single member of the sample.
Sampling: It is a process of selecting an adequate number of elements from the population so that the
study of the sample will not only help in understanding the characteristics of the population but will
also enable us to generalize the results.
Census (or complete enumeration): An examination of each and every element of the population is
called census or complete enumeration.
Sampling Concepts
 Quiz

A market researcher surveys 85 people on their coffee-drinking

habits. She wants to know whether people in the local region
are willing to switch their regular drink to something new.

What is the sample?

A: People in the local region
B: The 85 people
C: Society at large
D: The market researcher
 Sampling

A researcher generally takes a small portion of the population for study,

which is referred to as sample. The process of selecting a sample from the
population is called sampling.
 Why Is Sampling Essential?

Sample saves time and cost.

A decision-maker may not have too much of time to wait till all the information is
available.
There are situations where a sample is the only option.

The study of a sample instead of complete enumeration may, at times, produce

more reliable results.
A census is appropriate when the population size is small.
Steps in the sampling design process
 The Sampling Design Process

Step 1: Target population must be defined

 Target population is the collection of the objects which possess the information required by the
researcher and about which an inference is to be made.

Step 2: Sampling frame must be determined

 A researcher takes a sample from a population list, directory, map, city directory, or any other source
used to represent the population. This list possesses the information about the subjects and is called
the sampling frame.

 Sampling is carried out from the sampling frame and not from the target population.
 The Sampling Design Process (Contd.)

Step 3: Appropriate sampling technique must be selected

 In sampling with replacement, an element is selected from the frame, required information is obtained,
and then the element is placed back in the frame. This way, there is a possibility of the element being
selected again in the sample.

 As compared to this, in sampling without replacement, an element is selected from the frame and not
replaced in the frame. This way, the possibility of further inclusion of the element in the sample is
eliminated.

 Step 4: Sample size must be determined

 Sample size refers to the number of elements to be included in the study.

 Random(Probability) Versus Non-random (Non-probabilty) Sampling

Probability Sampling Design/Random sampling - Probability sampling designs are used in conclusive
research. In a probability sampling design, each and every element of the population has a known chance of
being selected in the sample. In other words, each unit of the population has the same probability (chance) of
being selected as part of the sample.

Non-probability Sampling Designs/Non-random sampling - In case of non-probability sampling design, the

elements of the population do not have any known chance of being selected in the sample. In other words,
the members of the sample are not selected by chance. Some other factors like familiarity of the researcher
with the subject, convenience, etc. are the basis of selection
Random and non-random sampling methods
 Random Sampling Methods

 Simple Random Sampling

 In simple random sampling, each member of the population has an equal chance of being included in the
sample.

 Stratified Random Sampling

 In stratified random sampling, elements in the population are divided into homogeneous groups called
strata.

 Then, researchers use the simple random sampling method to select a sample from each of the strata.
Each group is called stratum.

 In stratified random sampling, stratum should be relatively homogenous and the strata should contrast
with each other.
 Random Sampling Methods (Contd.)

 In cases where the percentage of sample

taken from each stratum is proportionate
to the actual percentage of the stratum
within the whole population, stratified
sampling is termed as proportionate
stratified sampling.

 In cases where the sample taken from

each stratum is disproportionate to the
actual percentage of the stratum within
the whole population, disproportionate
stratified random sampling occurs.
Stratified random sampling
based on educational levels
 Random Sampling Methods (Contd.)
 Cluster (or Area) Sampling

 In cluster sampling, we divide the population into non-overlapping areas or clusters.

 In stratified sampling, strata happen to be homogenous but in cluster sampling, clusters are internally heterogeneous.

 A cluster contains a wide range of elements and is a good representative of the population.

Diagram for cluster sampling

Systematic (or Quasi-random) Sampling
 In systematic sampling, sample elements are selected from the population at
uniform intervals in terms of time, order, or space.

 A researcher wants to take a sample of size 30 from a population of size 900 and
he has decided to use systematic sampling for this purpose.

 For obtaining the sample, the first member can be selected

randomly and after that every 30th member of the population is
included in the sample. Suppose the first element 3 is selected
randomly and after this, every 30th element, that is, 33rd,
63rd, … element up to a sample size of 30 are included in the
sample.
Multi-Stage Sampling
 As the name indicates, multistage sampling involves the selection of
units in more than one stage.

Multi-stage (four stages) sampling

 Non-Random Sampling

Sampling techniques where selection of the sampling units is not based on a random selection process
are called nonrandom sampling techniques.

 Quota Sampling

 In quota sampling, certain subclasses, such as age, gender, income group, and education level are used as
strata. Stratified random sampling is based on the concept of randomly selecting units from the stratum.

 However, in case of quota sampling, a researcher uses non-random sampling methods to gather data
from one stratum until the required quota fixed by the researcher is fulfilled .

 Convenience Sampling

 In convenience sampling, sample elements are selected based on the convenience of a researcher.
 Non-Random Sampling (Contd.)

 Judgment Sampling

In judgment sampling, selection of the sampling units is based on the judgment of a researcher.

 Snowball Sampling

In snowball sampling, survey respondents are selected on the basis of referrals from other survey
respondents.
 Quiz

 The market researcher analyzes the data and finds that 61% of survey respondents are willing to switch their
regular drink to something new. What is the 61% referred to as ?

 A. Parameter

 B. Statistic

 C. Sampling error

 D. Standard error
 Sampling and Non-Sampling Errors
Sampling Error

Sampling error occurs when the sample is not a true representative of the population. In complete
enumeration, sampling errors are not present.

Sampling errors can occur due to some specific reasons:

 Faulty selection of the sample.

 Sometimes due to the difficulty in selection a particular sampling unit, researchers try to substitute that
sampling unit with another sampling unit which is easy to be surveyed.

 Sometimes researchers demarcate sampling units wrongly and hence, provide scope for committing
sampling errors.
 Sampling and Non-sampling Errors (Contd.)

Non-Sampling Errors
All errors other than sampling can be included in the category of non-sampling errors.

The following are some common non-sampling errors:

 Faulty designing and planning of survey

 Response errors

 Non-response bias

 Errors in coverage

 Compiling error and publication error

 Central Limit Theorem

 A population has a mean μ and standard deviation σ. If a sample of size n is drawn

from the population for sufficiently large sample size (n ≥ 30); the sample means
are approximately normally distributed regardless of the shape of the population
distribution. If the population is normally distributed, the sample means are
normally distributed, for any size of the sample.

 In case where sample means are normally distributed, z formula applied to sample
mean will be

The revised version of the z formula can be presented as below:

The distribution of the annual earnings of the employees of a cement factory is negatively skewed.
This distribution has a mean of Rs 25,000 and standard deviation of Rs 3000. If a researcher draws a
random sample of size 50, what is the probability that their average earnings will be more than Rs
26,000?
Probability that the average Corresponding z scores
earnings of employees is more than for probability of average earnings
Rs 26,000 more than
Rs 26,000
Sample Size determination
Cochran’s Sample Size Formula
 Cochran’s formula is considered Cochran formula is:

 
especially appropriate in situations
with large populations. A sample of                               
any given size provides more
information about a smaller
population than a larger one, so Where:
e is the desired level of precision (i.e. the margin of error
there’s a ‘correction’ through which ),
the number given by Cochran’s p is the (estimated) proportion of the population which
has the attribute in question,
formula can be reduced if the whole q is 1 – p.
population is relatively small. The z-value is found in a Z table.
Example of Sample size determination
 Suppose we are doing a study on  So p = 0.5. Now let’s say we want
the inhabitants of a large town, and 95% confidence, and at least 5
want to find out how many percent—plus or minus—precision.
households serve breakfast in the A 95 % confidence level gives us Z
mornings. We don’t have much values of 1.96, per the normal
information on the subject to begin tables, so we get
with, so we’re going to assume that
 ((1.96)2 (0.5) (0.5)) / (0.05)2 = 385.
half of the families serve breakfast:
this gives us maximum variability.
How to Find a Sample Size (unknown
population)
 Example question: 41% of Kerla
residents said that they had been in
a Tsunami. How many adults should
be surveyed to estimate the true
proportion of adults who have been
in a Tsunami, with a 95% confidence
interval 6% wide?
Step 1: Using the data given in the question, figure out the following variables:
• z: Divide the confidence interval by two, and look that area up in the z-table:
.95 / 2 = 0.475
The closest z-score for 0.475 is 1.96.
• E (margin of error):  Divide the given width by 2.
6% / 2
= 0.06 / 2
= 0.03
• p   : use the given percentage.  41% = 0.41. If you aren’t given phat, use 50%.
• q  :  subtract     from 1.
1 – 0.41 = 0.59
Step 2:Multiply  p   by q    . Set this number aside for a moment.
0.41 × 0.59 =  0.2419
Step 3: Divide Z by E.
1.96 / .03 = 65.3333333
Step 4: Square Step 3:
65.3333333 × 65.3333333 = 4268.44444
Step 5: Multiply Step 2 by Step 4:
0.2419 × 4268.44444 = 1,032.53671
= 1,033 people to survey
Krejcie & Morgan in their 1970 article “Determining Sample Size for Research
Activities” – Use excel template for the same
Thanks….

nks
Tha