SAMPLING

TEACHNIQU
ES
Presented by: Sir Kian Gutierrez
When you conduct research about a group of people, it’s rarely
possible to collect data from every person in that group.
Instead, you select a sample. The sample is the group of
individuals who will actually participate in the research. To
draw valid conclusions from your results, you have to carefully
decide how you will select a sample that is representative of
the group as a whole. This is called a sampling method. There
are two primary types of sampling methods that you can use in
your research:
Probability sampling - involves random selection,
allowing you to make strong statistical inferences about the
whole group.

Non-probability sampling - involves non-random

selection based on convenience or other criteria,
allowing you to easily collect data.
Population vs. Sample
First, you need to understand the difference between a
population and a sample, and identify the target population
of your research.

The population is the entire group that you want to

draw conclusions about.
The sample is the specific group of individuals that
you will collect data from.
Sampling frame
 The sampling frame is the actual list of individuals that the sample
will be drawn from. Ideally, it should include the entire target
population (and nobody who is not part of that population).

Sample size
 The number of individuals you should include in your sample
depends on various factors, including the size and variability of the
population and your research design. There are different sample size
calculators and formulas depending on what you want to achieve
with statistical analysis.
Probability sampling
methods
Probability sampling methods
 Probability sampling means that every member of
the population has a chance of being selected. It is
mainly used in quantitative research. If you want
to produce results that are representative of the
whole population, probability sampling
techniques are the most valid choice.
1. Simple random sampling
 In a simple random sample, every member of the population
has an equal chance of being selected. Your sampling frame
should include the whole population.
 To conduct this type of sampling, you can use tools like
random number generators or other techniques that are based
entirely on chance.
2. Systematic sampling
 Systematic sampling is similar to simple random
sampling, but it is usually slightly easier to conduct.
Every member of the population is listed with a
number, but instead of randomly generating numbers,
individuals are chosen at regular intervals.
3. Stratified sampling
 Stratified sampling involves dividing the population into
subpopulations that may differ in important ways. It allows
you draw more precise conclusions by ensuring that every
subgroup is properly represented in the sample.
 To use this sampling method, you divide the population into
subgroups (called strata) based on the relevant characteristic
(e.g., gender identity, age range, income bracket, job role).
4. Cluster sampling
 Cluster sampling also involves dividing the
population into subgroups, but each subgroup
should have similar characteristics to the whole
sample. Instead of sampling individuals from each
subgroup, you randomly select entire subgroups.
 If it is practically possible, you might include every individual
from each sampled cluster. If the clusters themselves are large,
you can also sample individuals from within each cluster
using one of the techniques above. This is called multistage
sampling. This method is good for dealing with large and
dispersed populations, but there is more risk of error in the
sample, as there could be substantial differences between
clusters. It’s difficult to guarantee that the sampled clusters are
really representative of the whole population.
 Non-probability
sampling methods
Non-probability sampling methods
In a non-probability sample, individuals are selected based on non-random criteria,
and not every individual has a chance of being included.
 This type of sample is easier and cheaper to access, but it has a higher risk of
sampling bias. That means the inferences you can make about the population are
weaker than with probability samples, and your conclusions may be more limited.
If you use a non-probability sample, you should still aim to make it as
representative of the population as possible.
 Non-probability sampling techniques are often used in exploratory and qualitative
research. In these types of research, the aim is not to test a hypothesis about a
broad population, but to develop an initial understanding of a small or under-
researched population.
1. Convenience sampling
 A convenience sample simply includes the individuals who
happen to be most accessible to the researcher.
 This is an easy and inexpensive way to gather initial data,
but there is no way to tell if the sample is representative of
the population, so it can’t produce generalizable results.
Convenience samples are at risk for both sampling bias and
selection bias.
2. Voluntary response sampling
 Similar to a convenience sample, a voluntary response
sample is mainly based on ease of access. Instead of the
researcher choosing participants and directly contacting
them, people volunteer themselves (e.g. by responding to a
public online survey).
 Voluntary response samples are always at least somewhat
biased, as some people will inherently be more likely to
volunteer than others, leading to self-selection bias.
3. Purposive sampling
 This type of sampling, also known as judgement sampling, involves the
researcher using their expertise to select a sample that is most useful to the
purposes of the research.
 It is often used in qualitative research, where the researcher wants to gain
detailed knowledge about a specific phenomenon rather than make
statistical inferences, or where the population is very small and specific.
An effective purposive sample must have clear criteria and rationale for
inclusion. Always make sure to describe your inclusion and exclusion
criteria and beware of observer bias affecting your arguments.
4. Snowball sampling
 If the population is hard to access, snowball sampling can
be used to recruit participants via other participants. The
number of people you have access to “snowballs” as you
get in contact with more people. The downside here is
also representative, as you have no way of knowing how
representative your sample is due to the reliance on
participants recruiting others. This can lead to sampling
bias.
5. Quota sampling
 Quota sampling relies on the non-random selection of a
predetermined number or proportion of units. This is
called a quota.
 You first divide the population into mutually exclusive
subgroups (called strata) and then recruit sample units
until you reach your quota. These units share specific
characteristics, determined by you prior to forming your
strata. The aim of quota sampling is to control what or
who makes up your sample.
THAN
K
YOU!