CHAPTER FOUR

SAMPLE DESIGN
4.1. Meaning of Sample Design and a Population
 The term population means all members that meet a set of specifications or
a specified criterion.
For example, the population of the Ethiopian is defined as all people residing
in the Ethiopian .
 A single member of any given population is referred to as an element.
 sample is when only some elements are selected from a population,
 when all elements are included, we call it a census.
• when all items are covered, no element of chance is left and highest
accuracy is obtained.
• However, this type of inquiry involves a great deal of time, money and
energy.
• Therefore, when the field of inquiry is large, this method becomes
difficult to adopt because of the resources involved.
STEPS IN SAMPLE DESIGN

(i) Type of universe: The first step in developing any sample design is to clearly
define the set of objects, technically called the Universe,
•The universe can be finite or infinite. In finite universe the number of items is
certain,
•The population of a city, the number of workers in a factory and the like are
examples of finite universes,
•infinite universe is we cannot have any idea about the total number of items.
•the number of stars in the sky, listeners of a specific radio programmer
(
(ii) Sampling unit: Sampling unit may be a geographical one such as
state, district, village or social unit such as family, club, school, etc., or
it may be an individual. etc
(iii) Source list: It contains the names of all items of a universe (in case
of finite universe only). If source list is not available, researcher has to
prepare it
(iv) Size of sample: This refers to the number of items to be selected
from the universe to constitute a sample
• An optimum sample is one which fulfills the requirements of
efficiency, representativeness, reliability and flexibility.
(v) Parameters of interest:
• In determining the sample design, one must consider the question of
the specific population parameters which are of interest.
(vi) Budgetary constraint: Cost considerations, from practical point of
view, have a major impact upon decisions relating to not only the size of
the sample but also to the type of sample
(vii) Sampling procedure: Finally, the researcher must decide the type
of sample he will use
 Criteria of Selecting a Sampling Procedure
• Two costs are involved in a sampling analysis
A. the cost of collecting the data and
B. the cost of an incorrect inference resulting from the data.
• causes of incorrect inferences
1. A systematic bias results from errors in the sampling procedures, and it
cannot be reduced or eliminated by increasing the sample size.
• At best the causes responsible for these errors can be detected and corrected.
2. Sampling errors
• the random variations in the sample estimates around the true
population parameters.
• Sampling error decreases with the increase in the size of the sample,
and it happens to be of a smaller magnitude in case of homogeneous
population.
•While selecting a sampling procedure, researcher must ensure that the
procedure causes a relatively small sampling error and helps to control
the systematic bias in a better way.
Characteristics of a Good Sample Design
• Sample design must result in a truly representative sample.
• Sample design must results in a small sampling error.
• It must be viable in the context of funds available for the research
study.
• Sample design must be such so that systematic bias can be controlled
in a better way.
• Sample should be such that the results of the sample study can be
applied,
 Aims in Selecting a Sample
•In selecting a sample, always try to
 achieve maximum precision in your estimates within a given sample size, and
 Avoid bias in the selection of your sample
Bias can occur if:
 sampling is done by a non-random method,
 If the sampling frame does not cover the sampling population accurately and
completely; and
 a section of a sampling population is impossible to find or refuses to co­operate.
 TYPES OF SAMPLE DESIGNS
1. Probability sampling:
• is also known as ‘random sampling’ or ‘chance sampling’. Under this
sampling design, every item of the universe has an equal chance of
inclusion in the sample
A. simple random sampling
•Simple random sampling is defined as a sampling technique where
every item in the population has an even chance and likelihood of being
selected in the sample.
• The selection of items entirely depends on luck or probability, and
therefore this sampling technique is also sometimes known as a
method of chances.
•There are 4 key steps to select a simple random sample.
Step 1: Define the population.
Step 2: Decide on the sample size.
Step 3: Randomly select your sample. ...
Step 4: Collect data from your sample
Advantages of simple random sampling
 It is a fair method of sampling, and if applied appropriately, it helps to
reduce any bias
The research doesn’t need to have prior technical knowledge of the
data collecting.
There is no restriction on the sample size that the researcher needs to
create.
 Disadvantages simple random sample
• The representativeness of a sample cannot be ensured by this method.
• This method does not use the knowledge about the population.
• The inferential accuracy of the finding depends upon the size of the
sample.
 B. Systematic sampling
• Is defined as a probability sampling method where the researcher
chooses elements from a target population by selecting a random
starting point and selects sample members after a fixed ‘sampling
interval.
•The sampling interval will be the standard distance between the
elements.
•Systematic Sampling Formula for interval (i) = N/n
The steps in using the systematic sampling
Step one: Develop a defined Population/Audience
Step two: Figure out the ideal size of the sample
Step three: Assign a number to every member of the sample.
Step four: Define the interval of this sample.
Step five :Randomly choose the starting member
Step six: Select the members who fit the criteria
Situations to use Systematic Sampling:
Budget restrictions: like simple random sampling, this sampling
technique is more suitable for conditions where there are budget
restrictions
Uncomplicated implementation: As systematic sampling depends on
the defined sampling intervals to decide the sample, it becomes simple
for the researchers to manage samples with more respondents.
Low risk of data manipulation in research: It is highly productive
while researching a broad subject
 C. Stratified Random Sampling
• It is form of probability sampling.
• To stratify means to classify or to separate people into groups according
to some characteristics, such as position, rank, income, education, sex, or
ethnic background.
• These separate groupings are referred to as subsets or subgroups
• A random sample is selected from each stratum based upon the
percentage that each subgroup represents in the population.
• It is more accurate in representing the population than are simple random
samples.
• It also require more effort
•Formula to select a sample from each strata
•ni= n. Ni/N1
• where 12…… and kdenote the standard deviations of the k strata,
• N1, N2 …….Nkdenote thesizes/population of the k strata and
• ni,…, n denote the sample sizes of k strata
• N…..denote the sample size
Illustration 1
•A population is divided into three strata so that N1=5000, N2=2000,
N3=3000 Respective standard deviations are:
σ1=15 σ2 18 and σ3=5
•How should a sample of size n = 84 be allocated to the three strata, if
we want optimum allocation using Stratified sampling design?
Solution:, the sample sizes for different strata will be determined as under:
i. Sample size for strata with N1=5000
n1=84(5000) (15)/ ((5000) (15) + (2000) (18) + (3000) (5))
=6300000/126000=50
ii. Sample size for strata with N2=2000
n2= 84(2000) (18)/ ((5000) (15) + (2000)(18)+(3000)(5))
=3024000/126000=24
iii.Sample size for strata with N3= 3000
n3=84(3000) (18)/ ((5000) (15) + (2000)(18)+(3000)(5))
=1260000/126000= 10
 4. Cluster sampling
•Is defined as a probability sampling technique where the researcher
creates multiple clusters of people from a population where they are
indicative of homogeneous characteristics and have an equal chance of
being a part of the sample.
Types of cluster sampling
Single-stage cluster sampling
• As the name suggests, sampling is done just once.
• An example of single-stage cluster sampling – An NGO wants to
create a sample of girls across five neighboring towns to provide
education.
• Using single-stage sampling, the NGO randomly selects towns
(clusters) to form a sample and extend help to the girls deprived of
education in those towns.
Two-stage cluster sampling:
• Here, instead of selecting all the elements of a cluster, only a handful
of members are chosen from each group by implementing systematic
or simple random sampling.
• An example of two-stage cluster sampling – A business owner wants
to explore the performance of his/her plants that are spread across
various parts of the Ethiopia
• The owner creates clusters of the plants. He/she then selects random
samples from these clusters to conduct research.
Multiple stage cluster sampling:
• Multiple-stage cluster sampling takes a step or a few steps further than two-
stage sampling.
• For conducting effective research across multiple geographies, one needs to
form complicated clusters that can be achieved only using the multiple-
stage sampling technique.
• An example of multiple stage sampling by clusters – An organization
intends to survey to analyze the performance of smartphones across
Ethiopia.
• They can divide the entire country’s population into cities (clusters) and
select cities with the highest population and also filter those using mobile
devices.
Cluster sampling Stratified sampling

Elements of a population are randomly The researcher divides the entire population
selected to be a part of groups (clusters). into even segments (strata).

Members from randomly selected clusters Researchers consider individual components of

The key objective is to minimize the cost The key objective is to conduct accurate sampling,
involved and enhance competence. along with a properly represented population.
2. Non-probability sampling
• It is a sampling procedure which does not afford any basis for
estimating the probability that each item in the population has of being
included in the sample.
 Non-probability sampling is also known by different names such as
deliberate sampling, purposive sampling and judgments sampling.
 In this type of sampling, items for the sample are selected deliberately
by the researcher;
 Sampling error in this type of sampling cannot be estimated and the
element of bias, great or small,
 A. Quota Sampling
• Under quota sampling the interviewers are simply given quotas to be
filled from the different strata, with some restrictions on how they are
to be filled.
• Individuals are selected in the sample on the basis of availability.
• This technique is often used by market researchers and those taking
political polls.
• In other words, the actual selection of the items for the sample is left
to the interviewer’s discretion.
• when the population of interest is large and there are no ready-made
lists of names available from which to sample randomly.
• This type of sampling is very convenient and is relatively inexpensive.
B. Convenience Sampling
• Convenience sampling is used because it is quick, inexpensive, and
convenient.
• Convenience samples are useful for certain purposes, and they require
very little planning.
• Researchers simply use participants who are available at the moment.
The procedure is casual and easy, relative to random sampling.
convenience comes with potential problems,
•Convenience samples are nonprobability samples. Therefore, it is not
possible to specify the probability of any population element’s being
selected for the sample.
•Indeed, it is not possible to specify the population from which the
sample was drawn.
•Examples of convenience sampling, in shopping malls or airports,
 3. Judgmental or purposive sampling
• The primary consideration in purposive sampling is the judgment of
the researcher as to who can provide the best information to achieve
the objectives of the study.
•This type of sampling is extremely useful when you want to construct a
historical reality, describe a phenomenon or develop something about
which only a little is known.
END OF CHAPTER 4