Chapter two, part 2

Saad Haddi
Learning objectives:
 To differentiate sample and Population
 to learn types of sampling
To learn sample size calculation/determination
• We first discuss a variety of different types of samples, which fall into
two groups – probability samples and non-probability samples.

• What does sampling mean?

• A sample is the representation of the larger group (the population),
which is essentially the universe of your units of analysis (such as all
people, villages, or regions) and will be indicated by your research
purpose.
Some Terminology
Population: the complete set of cases about which generalisations are
to be done.
Examples:
• all adults in Somaliland,
• all the villages in the district,
• children attending the school,
• all the patients in the hospital.
Cont…
• Sampling frame: the specific sets of all cases from which the sample
can be selected. The sampling frame makes the population tangible,
so sampling can be carried out. It is a list or a rule that determines
which particular cases form part of the population.
• Example
• Electoral register of Somaliland
• List of villages in the district
• School register
• list of patients in the Hargeisa Group Hospital
Cont…
• Sample Size: the total number of units selected from the population
• Example
• A sample of 60 students drawn from 400 students in the school
register
• A sample of 100 patients was selected from the 1000 patients who
visited the Hospital register last month.
Cont…
• Response rate: the proportions of all sampled individuals actually
responded.
• Example
• A sample of 100 households, 27 returned a paper questionnaire
therefore response rate is 27.
Cont…
• Non-response rate: failures to obtain data from those in the sample,
because they do not respond or cannot be contacted.
• Example
• The respondent was out when you called or visited the house
• Person is not willing to take part the study
Types of Sampling
Probability Sampling
Non-probability Sampling
1. Probability sampling:

a. Simple random sampling: The simplest way of selecting a sample . In

this method, each member has an equal chance of being a part of the
sample. The objects in this sample are chosen purely on a random basis
and each member has the exact same probability of being chosen.
For example:
If an University a dean would like to collect feedback from students
about their perception of the teachers and level of education, all 1000
students in the University could be a part of this sample. Any 100
students can be selected at random to be a part of this sample.
Simple random sampling
b. Cluster sampling: is a type of sampling method where the
respondent population is divided into equal clusters. Clusters are
identified and included in a sample on the basis of defining
demographic parameters such as age, location, sex etc. which makes it
extremely easy for a survey creator.
For example, if the Somaliland Quality Control Commission would like
to collect data about adverse side effects from drugs, they can divide
Somaliland into distinctive clusters, like regions. Research studies are
then administered to respondents in these clusters.
Cluster sampling:
C. Systematic sampling: is a sampling method where the respondents
are chosen at equal intervals from a population. The method to select
the sample is to pick a starting point and then pick respondents at a
pre-defined sample interval.
For example, while selecting 3 volunteers for the control of pardemic
from an application list of 9 people, each applicant could be provided a
count from 1 to 9. Then starting from 1 and selecting each respondent
with an interval of 3, a sample of 3 volunteers can be found.
D. Stratified random sampling: is a method of dividing the respondent
population into distinctive but predefined parameters in the research
design phase. In this method, the respondents don’t overlap but
collectively represent the whole population.
For example, a researcher looking to analyse people from different
socioeconomic backgrounds can distinguish respondents into their
annual salaries. This forms smaller groups of people or samples and
then some objects from these samples can be used for the research
study.
Stratified random sampling
2. Non-probability sampling
None- Probability Sampling: Is a method uses the researcher’s
discretion of selecting a sample. This type of sample is derived mostly
on the basis of the researcher or statistician’s ability to get to this
sample. This type of sampling is used for preliminary research where
the primary objective is to derive a hypothesis about the topic in
research.
Types of Non-probability sampling
A. Convenience sampling: in easy terms stands for the convenience at which
a researcher can access a respondent. There is no scientific method of
deriving this sample. Researchers have nearly no authority over selecting
elements of the sample and it’s purely done on the basis of proximity and
not representativeness. This non-probability sampling method is used
when there are time and cost limitations in collecting feedback.
For example: researchers that are conducting a mall-intercept survey to
understand the probability of using a fragrance from a perfume
manufacturer. In this sampling method, the sample respondents are chosen
purely on their proximity to the survey desk and their willingness to
participate in the research.
• Judgemental/purposive sampling: the researcher chooses
respondents, trying to obtain as wide a representation as possible,
taking account of the likely source of difference between individuals.
The danger is you have no way of knowing how a typical sample is.
• Example: in small rural case study, choose one or two village with a
typical health problem.
• TV reporters stopping certain individuals on the street in order to ask
their opinions about certain political changes constitutes the most
popular example of this sampling method.
C. Snowball sampling: Snowball sampling or chain-referral sampling is
defined as a non-probability sampling technique in which the samples
have traits that are rare to find. This is a sampling technique, in which
existing subjects provide referrals to recruit samples required for a
research study.
For example:
while collecting feedback about a sensitive topic like AIDS, respondents
aren’t forthcoming with information. In this case, the researcher can
recruit people that have an understanding or knowledge of such people
and collect information from them or task them to collect information.
D. Quota sampling: Is a method of collecting a sample where the
researcher has the liberty to select a sample on the basis of their strata.
The major characteristic of this method is that two people cannot exist
under two different conditions.
For example:
when a shoe manufacturer would like to understand from millennials
their perception of the brand with other parameters like comfort,
pricing etc. Then only females who are millennials are selected for this
study as the research objective is to collect feedback about women’s
shoes.
Advantages of a Sample

There are many advantages of sampling, here are some of them:

1. Reduced cost & time: Since using a sample reduces the number of
people that have to be reached out to, it reduces cost and time.
Continues
2. Reduced resource deployment: It is obvious that if the number of
people that are part of a research study is much lower due to the
sample, the resources required are also much lesser. The manpower
required in researching the sample is much lesser than the manpower
required in researching the whole population.

3. Accuracy of data: Since the sample is indicative of the population,

the data collected is accurate. Also, since there is a willingness of the
respondent to participate, the Survey dropout rate is much lower
which increases the validity and accuracy of the data.
Continues…
4. Intensive & exhaustive data: Since there are lesser respondents, the
data collected from a sample is intensive and exhaustive. More time
and effort is given to each respondent rather than having to collect data
from a lot of people.

5. Apply properties to a larger population: Since the sample is

indicative of the larger population, it is safe to say that the data
collected and analysed from the sample, the properties can be applied
to the larger population and it would hold true.