Sampling: Design and Procedures

Lecture Plan

 Overview
 Sample Vs Census
 The Sampling Design Process
 A Classification of sampling Techniques
 Basic Concepts

 Population
 Census Vs Sample
Census implies 100 per cent enumeration of items in the
population
Sampling implies selecting only a part of the population
 Distinguish between-
 Time, Resources, Size, focus
The Sampling Design Process

Define the Population

Determine the Sampling Frame

Select Sampling Technique(s)

Determine the Sample Size

Execute the Sampling Process

 Sampling

 Sample size depends on the following:

 Population size
 Heterogeneity

 Accuracy and reliability

 Allocation of resources
 Some terms and Definitions
 Unit – is an element or a group of elements, living or non-living, on which observations

can be made
 Population (or Universe) – the collection of all the units of a specified type at a particular
point or period of time
 Sampling Frame- The list of all the units with their identification is known as sample

frame.
 Sample – one or more units, selected from a population according to some specified
procedure
 Sample size – The number of units, selected in the sample is called sample size
 Sampling with or without replacement
 Classification of Sampling Techniques

Sampling Techniques

Nonprobability Probability
Sampling Techniques Sampling Techniques

Convenience Judgmental Quota Snowball

Sampling Sampling Sampling Sampling

Simple Systematic Stratified Cluster Other Sampling

Random Sampling Sampling Sampling Techniques
Sampling
 Probability Sampling

 Simple Random Sampling (With and without replacement)

 Systematic Random Sampling
 Stratified Sampling (Proportionate and Disproportionate)
 Cluster Sampling (Single and multi stage)
 Simple Random Sampling

 Each element in the population has a known and

equal probability of selection.

 Each possible sample of a given size (n) has a known

and equal probability of being the sample actually
selected.

 This implies that every element is selected

independently of every other element.
 Procedures for Drawing
Simple Random Sampling

1. Select a suitable sampling frame

2. Each element is assigned a number from 1 to N
(pop. size)
3. Generate n (sample size) different random numbers
between 1 and N
4. The numbers generated denote the elements that
should be included in the sample
 A Graphical Illustration of
Simple Random Sampling
A B C D E

1 6 11 16 21
Select five random
numbers from 1 to 25.
2
The resulting sample
7 12 17 22
consists of population
elements 3, 7, 9, 16, and
3 8 13 18 23
24. Note, there is no
element from Group C.
4 9 14 19 24

5 10 15 20 25
 Systematic Sampling

 The sample is chosen by selecting a random starting point

and then picking every I’th 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.

 When the ordering of the elements is related to the

characteristic of interest, systematic sampling increases the
representativeness of the sample.
 Systematic Sampling

 If the ordering of the elements produces a cyclical

pattern, systematic sampling may decrease the
representativeness of the sample.

For example, there are 100,000 elements in the

population and a sample of 1,000 is desired. In this case
the sampling interval, i, is 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.
 Procedures for Drawing
Systematic Sampling

1. Select a suitable sampling frame

2. Each element is assigned a number from 1 to N (pop. size)
3. Determine the sampling interval i:i=N/n. If i is a fraction,
round to the nearest integer
4. Select a random number, r, between 1 and i, as explained in
simple random sampling
5. The elements with the following numbers will comprise the
systematic random sample: r, r+i,r+2i,r+3i,r+4i,...,r+(n-1)i
 A Graphical Illustration of
Systematic Sampling
A B C D E

Select a random number

1 6 11 16 21
between 1 to 5, say 2.
The resulting sample
2 7 12 17 22
consists of population 2,
(2+5=) 7, (2+5x2=) 12,
(2+5x3=)17, and
3 8 13 18 23
(2+5x4=) 22. Note, all the
elements are selected
4 9 14 19 24
from a single row.

5 10 15 20 25
 Stratified Sampling
 A two-step process in which the population is partitioned
into subpopulations, or strata.

 The strata should be mutually exclusive and collectively

exhaustive in that every population element should be
assigned to one and only one stratum and no population
elements should be omitted.

 Next, elements are selected from each stratum by a random

procedure, usually SRS.

 A major objective of stratified sampling is to increase

precision without increasing cost.
 Stratified Sampling

 The elements within a stratum should be as

homogeneous as possible, but the elements in different
strata should be as heterogeneous as possible.

 The stratification variables should also be closely related

to the characteristic of interest.

 Finally, the variables should decrease the cost of the

stratification process by being easy to measure and
apply.
 Stratified Sampling

 In proportionate stratified sampling, the size of the sample

drawn from each stratum is proportionate to the relative
size of that stratum in the total population.

 In disproportionate stratified sampling, the size of the

sample from each stratum is proportionate to the relative
size of that stratum and to the standard deviation of the
distribution of the characteristic of interest among all the
elements in that stratum.
 A Graphical Illustration of
Stratified Sampling
A B C D E

1 6 11 16 21 Randomly select a
number from 1 to 5
for each stratum, A to E.
The resulting
2 7 12 17 22

sample consists of
3 8 13 18 23 population elements
4, 7, 13, 19 and 21.
Note, one element
4 9 14 19 24
is selected from each
column.
5 10 15 20 25
 Cluster Sampling

 The target population is first divided into mutually

exclusive and collectively exhaustive subpopulations, or
clusters.

 Then a random sample of clusters is selected, based on a

probability sampling technique such as SRS.

 For each selected cluster, either all the elements are

included in the sample (one-stage) or a sample of
elements is drawn probabilistically (two-stage).
 Cluster Sampling

 Elements within a cluster should be as heterogeneous as

possible, but clusters themselves should be as homogeneous
as possible. Ideally, each cluster should be a small-scale
representation of the population.

 In probability proportionate to size sampling, the clusters are

sampled with probability proportional to size. In the second
stage, the probability of selecting a sampling unit in a
selected cluster varies inversely with the size of the cluster.
 A Graphical Illustration of
Cluster Sampling (2-Stage)
A B C D E

Randomly select 3 clusters, B, D

1 6 11 16 21 and E.
Within each cluster, randomly
select one
2
or two elements. The resulting
7 12 17 22
sample
consists of population elements 7,
18, 20, 21, and 23. Note, no
3 8 13 18 23 elements are selected from
clusters A and C.

4 9 14 19 24

5 10 15 20 25
 Types of Cluster Sampling

Cluster Sampling

One-Stage Two-Stage Multistage

Sampling Sampling Sampling

Simple Cluster Probability

Sampling Proportionate
to Size Sampling
 Non-Probability Sampling

 Quota Sampling
 Convenience Sampling
 Judgment Sampling
 Snowball Sampling
 Convenience 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.

 use of students, and members of social organizations

 mall intercept interviews without qualifying the
respondents
 department stores using charge account lists
 “people on the street” interviews
 A Graphical Illustration of
Convenience Sampling
A B C D E

1 6 11 16 21 Group D happens to
assemble at a convenient
time and place. So all the
2 7 12 17 22 elements in this Group
are selected. The
resulting sample consists
of elements 16, 17, 18,
3 8 13 18 23

19 and 20. Note, no

4 9 14 19 24 elements are selected
from group A, B, C and E.

5 10 15 20 25
 Judgmental Sampling

Judgmental sampling is a form of convenience

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

 test markets
 purchase engineers selected in industrial marketing
research
 bellwether precincts selected in voting behavior
research
 expert witnesses used in court
 Graphical Illustration of
Judgmental Sampling
A B C D E

1 6 16 21 The researcher considers

11
groups B, C and E to be
typical and convenient.
2 7 12 17 22 Within each of these groups
one or two elements are
selected based on typicality
3 8 13 18 23 and convenience. The
resulting sample consists of
elements 8, 10, 11, 13, and
4 9 14 19 24 24. Note, no elements are
selected
from groups A and D.
5 10 15 20 25
 Quota Sampling

Quota sampling may be viewed as two-stage restricted judgmental sampling.

 The first stage consists of developing control categories, or quotas, of

population elements.
 In the second stage, sample elements are selected based on convenience or
judgment.

Population Sample
compositioncomposition
Control
Characteristic Percentage Percentage Number
Sex
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
 A Graphical Illustration of
Quota Sampling
A B C D E

A quota of one element

1 6 11 16 21 from each group, A to E,
is imposed. Within each
group, one element is
2 7 12 17 22 selected based on
judgment or convenience.
The resulting sample
3 8 13 18 23 consists of elements 3, 6,
13, 20 and 22. Note, one
element is selected from
4 9 14 19 24 each column or group.

5 10 15 20 25
 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.
 A Graphical Illustration of
Random
Snowball
Selection
Sampling
Referrals
A B C D E

Elements 2 and 9 are selected

randomly from groups A and B.
Element 2 refers elements 12 and
1 6 11 16 21
13. Element 9 refers
element 18. The resulting sample
consists of elements 2, 9, 12, 13,
2 7 12 17 22
and 18. Note, there are no element
from group E.

3 8 13 18 23

4 9 14 19 24

5 10 15 20 25
 Choosing Nonprobability Vs.
Probability Sampling
Conditions Favoring the Use of
Factors Nonprobability Probability
sampling sampling

Nature of research Exploratory Conclusive

Relative magnitude of sampling and Nonsampling Sampling errors

nonsampling errors errors are larger are larger

Variability in the population Homogeneous Heterogeneous

(low) (high)
Statistical considerations Unfavorable Favorable

Operational considerations Favorable Unfavorable