SAMPLING DESIGN AND TECHNIQUES IN QUANTITATIVE & QUALITATIVE RESEARCH

DR. F. DUFIE AZUMAH(ESQ)

Department of Sociology and Social Work, Faculty of Social Sciences, COHSS, KNUST t ‘
SAMPLING DESIGN AND
TECHNIQUES
DR. DUFIE AZUMAH (ESQ)
Department of Sociology and Social Work, Faculty of Social Sciences,
COHSS, KNUSTt
METHODOLOGY
PART 1
Sampling Design
 OUTLINE SAMPLING IN QUANTITATIVE RESEARCH

(1) Census and Sample Survey-Population

(2) What is a Sample Design
(3) Steps in Sample Design
(4) Criteria of Selecting a Sample Procedure
(5) Characteristics of a Good Sample Design
(6) Sample size determinants
(7) Different types Sample Design
Probability (Random)
-
PROBABILITY SAMPLE- FOR
QUANTITATIVE STUDY
(I) How to select a Random Sample
(II) Complex Random Sampling Designs
(a) Systematic Sampling
(b) Stratified Sampling
(c) Cluster Sampling
(d) Area Sampling
(e) Multi-stage Sampling
(f) Sampling with proportional to Size
(g) Sequential Sampling
SAMPLING TECHNIQUE- WHAT IS
SAMPLING DESIGN?
• A sample design is a definite plan for obtaining a
sample from a given population.
• It refers to the technique or the procedure the
researcher adopts in selecting items for the
sample
A sample design is always determined before a
data is collected.
 Terms in samplings
• Population
• Census
• Sample
• Sample technique
• Sampling fraction
• Sampling error
• A Census is a complete enumeration of all items in the population.
• Population―Methodologically it is the aggregation of all cases that conform to some
designated set of specification. In the field of enquiry population constitutes all items in
any field of enquiry. That is, the entire set of relevant units of analysis (e.g. indiv., org.).
Target population – is the large population to which the researcher would like to
generalise the study results•
Terms in samplings
The unit of Analysis- is the entity that frames what is being looked at
in the study. That is the major entity that you are analysing in your
study
A Sample is any subset of sampling unit from a population i.e. the
selected respondents.
Sample fraction :Number required for sample divided by the number
in the total sampling frame expressed as a fraction or percentage
Formula: n/N where n is the sample size and N is the total population
NB: Sample technique is the selection process of the sample.
8
Terms in samplings
• Sampling error : the differences of results between a sample and that of
the whole population
• Representative sample : one which reflects the population accurately –
showing the same distribution of characteristics or variables as the whole
population

9
 Steps in Sample size selection

(1) Type of Universe/Population

(2) Sampling Unit
(3) Source List/Sampling Frame
(4) Sample Size
(5) Parameter of Interest
(6) Budgetary Constraint
(7) Sampling Procedure
STEPS IN SAMPLE DESIGN
(1) Type of Universe/Population:- The first step in
developing any sample design is to clearly define the
set of objects, technically called the population
universe to be observed.
This can be finite or infinite. In finite universe, the
number of items is certain, while in the infinite the
researcher does not have any idea about the total
number of items.
STEPS IN SAMPLE DESIGN CONT.
(2) Sampling Unit:- It is a single member of a sampling
population or in cluster sampling a collection of
sampling units (e.g.. A Voter, a household, an event).
•Generally, sampling units have numerous attributes,
one or more of which are relevant to the research
problem.
•A sampling unit as indicated is not necessarily an
individual. It can be an event, a university or
geographically a state, nation, district, village etc.
SAMPLING UNIT CONT.
• The researcher has to make a decision on one or
more of such units that needs to be selected for his/
her study.
 STEPS IN SAMPLE DESIGN CONT.
(3) Source List/Sampling Frame:- This is a list of the sampling units that is
used in the selection of the sample.
It is the list of elements from which the sample is actually drawn.
It contains the names of all items of the universe (in case of finite universe
only).
•The researcher has to make a source list, from which the sample is to be
drawn if this is not available.
•Such a list should be comprehensive, correct, reliable, and appropriate. It is
extremely important for the source list to be as representative of the
population as possible.
STEPS IN SAMPLE DESIGN CONT.
(4) Sample Size:- This refers to the number of items to be selected
from the universe to constitute the sample.
In research, the sample size should neither be excessively large or
too small, rather it should be optimum.
• An optimum sample size is the one which fulfills the
requirements of efficiency, representativeness, reliability and
flexibility.
SAMPLE SIZE CONT.
• In determining the sample size, the researcher must determine
the desired precision in relation to the acceptable confidence
level for the estimation (testing hypothesis).

• Also the size of the population variance ( which reflects how

large or smaller the variance), the parameter of interest in the
research, the budgetary constraints should be taking into account,
when deciding the sample size.
STEPS IN SAMPLE DESIGN CONT.
(5) Parameter of Interest:- The question of specific
population parameters which are of interest need to be
into consideration.
E.g. In estimating the population of persons with some
characteristics in the population, the researcher may
be interested in knowing some average or other
measures concerning the population.
All these have strong impact upon the sample design.
STEPS IN SAMPLE DESIGN CONT.
(6) Budgetary Constraint:- The financial cost in
research has greater impact upon decision in relation
to not only the size of the sample but also the type of
of sample.
(7) Sampling Procedure:- The researcher must finally
decide on the type of sample to adopt i.e. the
technique to be used in the selection of items for the
sample. This technique or procedure stands for the
sample design itself.
Criteria of selecting a sample procedure: Procedure
(Avoiding Systematic bias)
• There are two major costs involved in a sampling analysis.
These are
(1) The cost of collecting the data
(2) The cost of an incorrect inference resulting from the
data.
The researcher should keep in mind that these are two causes
of incorrect inference .i.e. systematic bias and sampling
error
SYSTEMATIC BIAS
(1) Inappropriate Sampling Frame
(2) Defective measuring device
(3) Non-Respondents
(4) Indeterminacy Principle
(5) Natural Bias in the reporting of data
SYSTEMATIC BIAS
• Systematic bias results from errors in the sampling
procedures, and it cannot be reduced or eliminated by
increasing the sample size.
• A systematic bias is the result of one or more of the
following factors;

(1) Inappropriate Sampling Frame:- This involves a

biased representation of the universe which results in a
systematic bias.
SYSTEMATIC BIAS CONT.
(2) Defective measuring device:- When the measuring
device is constantly in error, it will result in a systematic
bias. E.g. Systematic bias can result if the questionnaire
or interviewer is biased.
(3) Non-Respondents:- When the researcher is unable
to sample all the individuals initially included in the
sample a systematic bias may occur.
This is because in such a situation the likelihood of
establishing contact or receiving a response from an
individual is often correlated with the measure of what is
to be estimated.
SYSTEMATIC BIAS CONT.
(4) Indeterminacy Principle:- This usually occur when individuals act
differently when kept under observation , then what they do when kept in
non-observed situation.
E.g. Workers behaving differently when they are aware
that they are being observed (Reactivity).

The Indeterminacy principle may cause a systematic bias.

SYSTEMATIC BIAS CONT.
(5) Natural Bias in the reporting of data:- Natural bias is often the cause
of a systematic bias in many inquiries
E.g. There is usually a downward bias in the income data collected by
government taxation department.
Whereas there is upward bias in the income data collected by some social
organisation.
Characteristics of a Good Sample Design

(a) Sample design must result in a truly representative sample.

(b) It must be such which results in a small sampling error,
(c) It must be viable in the context of funds available for the research
study.
(d) It must be such that systematic bias can be controlled in a better way.
(e) It should be such that the result of the sample study can be applied in
general, for the universe, with a reasonable level of confidence
 Steps in sampling techniques
There are three steps involved in sampling;
Step 1. First identify the target population; for example in study of maternal
health. Your target population could be all women of reproduction health.
Step2. Secondly define clearly the target population of study. Example; all
women between the ages of 18-49 years currently living in Ghana who have
either pregnant or give birth in the past two years.
Step 3. Find your sampling frame. List all women between the age of 18-49
years who are pregnant or have given before in the past two years. (At times the
sampling frame may not be available for most population of study, this applies
to Ghana and less developed countries).
Factors to consider when select a sample size

1. The nature of the population

2. The sampling technique to use
3. The number of breakdown plan
Reason for sampling

1. We sample because we cannot get access to the whole population of

study.
2. The entire population may not be accessible.
3. We sample due to time constraints and cost factors
4. Sampling ensures accuracy of information from large population.
5. When you population of study is too large the more likely to make
errors. Sampling reduces errors.
DIFFERENT TYPES OF SAMPLE DESIGN
• There are different types of sample designs and these
are based on two factors:
(i) The representation basis; and
(ii) The element selection technique.

On representation basis ,the sample may be probability

sampling or non-probability sampling.

On element selection basis, the sample may be either

unrestricted or restricted.
CHART SHOWING BASIC SAMPLING DESIGNS

Element Selection Representation Basis

Technique Probability Sampling Non -Probability

Unrestricted Simple Random Sample Haphazard Sampling

Sampling Convenience Sampling

Restricted Complex random sampling Purposive Sample (e.g. Quota,

Sampling (e.g. Cluster, Systematic, Judgment sampling).
Stratified sampling etc.)
Sample Size Determination
In
Quantitative Study

31
Criteria for Sample size determination in quantitative
study
Several criteria will need to be specified to determine the
appropriate sample size:
Level of precision,
Level of confidence or risk,
Degree of variability in the attributes being measured (
prevalence)
External validity
Criteria for Sample size determination

The Level of Precision-sometimes called sampling error

• range in which the true value of the population is estimated to
be.
• This range is often expressed in percentage points (e.g., ±5
percent).
The Confidence Level
• based on ideas encompassed under the Central Limit Theorem.
• E.g a 95% confidence level is selected, 95 out of 100 samples
will have the true population value within the range of precision
Degree of Variability
• refers to the distribution of attributes in the population.
• The more heterogeneous a population, the larger the
sample size required to obtain a given level of precision.
• The less variable (more homogeneous) a population, the
smaller the sample size.
Degree of Variability

• A proportion of 50 % indicates a greater level of variability

than either 20% or 80%. This is because 20% and 80%
indicate that a large majority do not or do, respectively,
have the attribute of interest.
• Because a proportion of 0.5 indicates the maximum
variability in a population, it is often used in determining a
more conservative sample size, that is, the sample size
may be larger than if the true variability of the population
attribute were used.
Degree of Variability

• Sample size affects accuracy of representation; Larger

sample means less chance of error
• Minimum suggested sample is 30 and upper limit is
1,000
External validity – how well sample generalizes to the
population, a representative sample is required (not the
same thing as variety in a sample)
 Strategies for Determining Sample Size

There are several approaches to determining the

sample size.
Using a census for small populations
Imitating a sample size of similar studies
Using published tables
Applying formulas to calculate a sample size
Use computer soft ware e.g EPI-info series
1. Using a Census for Small Populations

One approach is to use the entire population as the sample.

• Although cost considerations make this impossible for large populations.
• Attractive for small populations (e.g., 200 or less).
• Eliminates sampling error and provides data on all the individuals in the
population.
• Some costs such as questionnaire design and developing the sampling
frame are “fixed,” that is, they will be the same for samples of 50 or 200.
• Finally, virtually the entire population would have to be sampled in small
populations to achieve a desirable level of precision
Using a Sample Size of a Similar Study

• Use the same sample size as those of studies similar to the one
you plan( Cite reference).
• Without reviewing the procedures employed in these studies you
may run the risk of repeating errors that were made in
determining the sample size for another study.
• However, a review of the literature in your discipline can provide
guidance about “typical” sample sizes that are used.
2. Using Published Tables

• Published tables provide the sample size for a given set of criteria.
• Necessary for given combinations of precision, confidence levels and
variability.
• The sample sizes presume that the attributes being measured are
distributed normally or nearly so.
• Although tables can provide a useful guide for determining the
sample size, you may need to calculate the necessary sample size
for a different combination of levels of precision, confidence, and
variability.
• Eg. MORGAN’S TABLE FOR SAMPLE SIZE
Krejcie And Morgan’s Sample size determination

• S= X2 NP (1-P) / d2 (N-1) + X2P (1-P)

• s = required sample size.
• X2 = the table value of chi-square for 1 degree of freedom at the desired confidence
level (3.841).
• N = the population size.
• P = the population proportion (assumed to be .50 since this would provide the
maximum sample size).
• d = the degree of accuracy expressed as a proportion (.05).
Krejcie And Morgan’s Sample size table
 Cochran sample Size table
for ±5%, ±7% and ±10% Precision Levels: where Confidence Level Is 95% and P=.5.

Size of Population Sample Size (n) for Precision (e) of:

±5% ±7% ±10%

100 81 67 51

125 96 78 56

150 110 86 61

175 122 94 64

200 134 101 67

225 144 107 70

250 154 112 72

 Cochran sample Size table
for ±5%, ±7% and ±10% Precision Levels: where Confidence Level Is 95% and P=.5.

Size of Population Sample Size (n) for Precision (e) of:

±5% ±7% ±10%
275 163 117 74
300 172 121 76
325 180 125 77
350 187 129 78
375 194 132 80
400 201 135 81
425 207 138 82
450 212 140 82
3. Using Formulas to Calculate a Sample Size

• Sample size can be determined by the application of one

of several mathematical formulae.
• Formula mostly used for calculating a sample for
proportions.
For example:
• For populations that are large, the Cochran (1963:75)
equation yields a representative sample for proportions.
• Fisher equation, Mugenda etc
Cochran equation
Where n0 is the sample size,

Z2 is the abscissa of the normal curve that cuts off an

area α at the tails;

(1 – α) equals the desired confidence level, e.g., 95%);

e is the desired level of precision,

p is the estimated proportion of an attribute that is
present in the population, and q is 1-p.
The value for Z is found in statistical tables which
contain the area under the normal curve. e.g Z = 1.96
for 95 % level of confidence
A Simplified Formula For Proportions- Yamane’s
formula

A Simplified Formula For Proportions

• Yamane (1967:886) provides a simplified formula to
calculate sample sizes.
• ASSUMPTION:
• 95% confidence level
• P = .5 ;
Yamane’s formula

Where
‘n is the sample size,
N is the population size,
e - is the level of precision.
Finite population correction of or proportions

• With finite populations, correction for proportions is necessary

• If the population is small then the sample size can be reduced
slightly.
• This is because a given sample size provides proportionately
more information for a small population than for a large
population.
• The sample size (n0) can thus be adjusted using the corrected
formulae
Yamane “s formula - Finite population

Where n is the sample

size
N is the population
size.
no is calculated sample
size for infinite
population
Note
• The sample size formulas provide the number of
responses that need to be obtained. Many researchers
commonly add 10 % to the sample size to compensate for
persons that the researcher is unable to contact.
• The sample size also is often increased by 30 % to
compensate for non-response ( e.g self administered
questionnaires).
QUANTITATIVE RESEARCH:SAMPLING
TECHNIQUE- PROBABILITY SAMPLING
(1) Simple random
(2) Systematic Sampling
(3) Stratified Sampling
(4) Cluster Sampling
(5) Multi-stage sampling
(6) Sequential sampling
Type of sampling
(i) Probability Sampling
(ii) Non-Probability Sampling
PROBABILITY SAMPLING
(1) Simple random
(2) Systematic Sampling
(3) Stratified Sampling
(4) Cluster Sampling
(5) Multi-stage sampling
(6) Sequential sampling
TYPES OF PROBABILITY SAMPLING: A. PURE/SIMPLE RANDOM SAMPLING

This type of sampling is one in which every one in the population

of the inquiry has an equal chance of being selected to be included
in the sample.

This means that the probability of inclusion in a sample is based

on the sampling fraction which is expressed as :

n/ N where n is the sample size and N is the population

size
It is also called the Lottery or Raffle type of sampling.
TYPES OF PROBABILITY SAMPLING: A. PURE/SIMPLE RANDOM SAMPLING

Advantages and Disadvantage

The main advantage of this technique of sampling is that, it is

easy to understand and it is easy to apply too.

The disadvantage is that, it is hard to use with too large a

population because of the difficulty encountered in writing the
names of the persons involved.
Implication of Simple Random Sampling
(a)It gives each element in the population an equal
probability of getting into the sample and all choices
are independent of one another.
(b) It gives each possible sample combination an equal
probability of being chosen.
 Simple Random Sampling
• Formular for defining a simple random sample from
a finite population.
NC n , Where the possible sample has the same
probability, 1/ NCn of being selected.
Simple Random Sampling
• N= Number of elements in the population
n= the sample size

Eg. Given a certain finite population consisting of six

elements (a b c d e f)
i.e. N=6
If we take a sample of size n=3
Simple Random Sampling
• Then

N Cn = ⁶C ₃ = 20
Twenty (20) possible distinct samples of the required
size, abc, add, abe, abf, etc.
The probability is 1/20 of being chosen.
How to Select a Random Sample
• Use illustration of lottery-Cut papers and write
numbers on , mix the papers thoroughly and slip them
in a container. Then draw as a lottery- either by
blindfolding or rotating the container.
Or
use the formular to find a random number between zero (00)and hundred
(100) is
= RAND() * 100 use the F 9 key to re calculate
Random Sample from an Infinite Universe
• The selection of each item in a random sample from
an infinite population is controlled by the same
probability and that, the successive selections are
independent of one another.

Advantage of Random Sampling

The selection procedure ensures that every sampling
units of the population has an equal and known
probability of being included in the sample.
 Steps in selecting sample using a table of random numbers:

• Define the population

• Determine the desired sample size
• List all the members of the population
• Assign each of the individuals on the list a consecutive number from zero to the required
number, ex. 01-99 or 001-249 The formula to find a random number between zero
(00)and hundred (100) is = RAND() * 100 use the F 9 key to re calculate
• Select an arbitrary number in the table of random numbers (Close your eyes and point)
• For the selected number, look at only the appropriate number of digits
• If the selected number corresponds to the number assigned to any individual in the
population, then that individual is in the sample
• Repeat the steps until the desired sample size is reached.
Complex Random Sampling Design
• Probability sampling under restricted sampling
technique may result in complex random sampling
design. Such designs may be termed as mixed sampling
design. These include the following;

(1) Systematic Sampling:- This consist of selecting

every Kth sampling unit of the population after the
first sampling unit is selected at random from the total
sampling unit.
B. PROBABILITY -SYSTEMATIC SAMPLING

It is a technique of sampling in which every k th name in a list may be selected to

be included in a sample. The K th element or skip interval is determined by
dividing the sample size into the population to obtain the skip pattern applied to
the sampling frame. This assumes that the sampling frame is an accurate list of
the population.
This could be in an arithmetic progression( n + 2 e.g. 2, 4, 6, 8, 10, ……), or
geometric progression( 2n eg. 2, 4, 8, 16, 32, 64……… )
• It is also called the sampling interval, or sequence there is a gap or interval,
between each selected unit in the sample.
• It is used when the subjects or respondents in the study are arrayed or arranged
in some systematic or logical manner such as alphabetical arrangement and
geographical placement from north to south.
SYSTEMATIC SAMPLING

• main advantage is that it is more convenient, faster, and more

economical
• disadvantage is that the sample becomes biased if the persons
in the list belong to a class by themselves whereas the
investigation requires that all sectors of the population are to
be involved.
Steps in systematic sampling:

1. Define the population

2. Determine the desired sample size
3. Obtain a list (preferably randomized) of the population
4. Determine what k is equal to by dividing the size of the population by the desired
sample size – (k is the sampling interval) -
k = skip interval = population / sample size
5. Select some random place at the top of the population list OR identify the random
start.
6. Starting at that random point, draw the sample by taking every kth entry/name on the
list following the sequence or sampling interval until desired sample size is reached
• If the end of the list is reached before the desired sample is reached, go back to the top
of the list.
 SYSTEMATIC SAMPLING: Example

• Computing k= population size/ sample size

• K = skip interval = population size
• sample size
• population size = 64
• sample size = 8
•k=8
 C. STRATIFIED /REPRESENTATIVE / PROPORTIONAL SAMPLING

This process involves selecting randomly, samples from the different strata/
levels of the population used in the study.
The advantage is that it contributes much to the representative of the sample
• Steps involves in stratified sampling:
• Define the population
• Determine the desired sample size
• Identify the variable and subgroups (strata) for which you want to guarantee
appropriate representation (either proportion or equal)
• Classify all members of the population as members of one of the identified
subgroups
• Randomly select (using table of random numbers) an appropriate number of
individuals from subgroups.
 STRATIFIED SAMPLING

• Example: A call center company wants to seek suggestions of their agents for a new
marketing strategy for their new services.
1. Population 5,000 agents.
2. Desired sample size 500 (i.e 10%)
3. Variable of interest is age and there are three subgroups under 30, 30 to 45 and over
45
4. We classify the agents into the subgroups
20% or 1,000 are under age 30
• 65% or 3,250 are age 30 to 45
• 15% or 750 are over age 45
STRATIFIED SAMPLING contn.,
5. We want 500 agents. Since we want proportional representation.
• 20% of the sample (100) under age 30
• 65% (325) should be age 30 to 45
• 15% (75) should be over age 45
• Therefore, using table of random numbers,
• 100 of the 1000 under age 30 are selected
• 325 of the 3250 age 30 to 45 are selected
• 75 of the 750 over age are selected
 D. CLUSTER SAMPLING

Cluster samplimg is also called as multistage cluster sampling.

• It’s used when the population is so big or the geographical area
of the research is so large. This involves dividing the area or
population into zones or grouping based on their peculiar/
unique characteristics.
• Advantage : Efficiency
• Disadvantage: reduced accuracy or representativeness, on the
account of the fact that in every stage there is a sampling error
Steps in cluster sampling:

• Define the population

• Determine the desired sample size
• Identify and define a logical cluster
• Obtain, or make a list of all clusters in the population
• Estimate the average number of population members per cluster
• Determine the number of clusters needed by dividing the sample size by the
estimated size of the cluster
• Randomly select the needed number of clusters (using a table of random numbers)
• Include in the sample all population members in selected cluster
Using the same example from the stratified sample

• Population 5,000 agents

• Desired sample size 500
• Logical cluster is a branch
• 50 branches all over the country
• Although the branch vary in number of agents , there is an average of 100 agents
per branch.
• The number of clusters (branch) needed equals the desired sample size, 500 divided
by the average size of a cluster, 100. Thus, the number of branch needed is 5.
• Therefore, we randomly select 5 of the 50 branch
• All the agents in each of the 5 selected branch are in the sample.
 Area and Multi-stage sampling techniques
• Area sampling: If clusters happen to be some geographic subdivisions, in that case cluster
sampling is better known as area sampling.
In other words, cluster designs, where the primary sampling unit represents a cluster of units based on
geographic area, are distinguished as area sampling. The plus and minus points of cluster sampling
are also applicable to area sampling.
•
• Multi-stage sampling: Multi-stage sampling is a further development of the principle of cluster
sampling.
• Suppose we want to investigate the working efficiency of nationalised banks in Ghana and we
want to take a sample of few banks for this purpose.
• The first stage is to select large primary. sampling unit such as states in a country. Then we may
select certain districts and interview all banks in the chosen districts. This would represent a two-
stage sampling design with the ultimate sampling units being clusters of districts

75
QUALITATIVE RESEARCH :
SAMPLING DESIGN AND
PROCDURE/TECHNIQUES
Qualitative Study – Determinant of Sample Size
and techniques
• How to determine the sample size in qualitative study
• Ques: what is qualitative research?
• Mention the characteristics of Qualitative research?
• The determinant of the optimum sample size in qualitative research is
based on the attainment of saturation point

77
Some suggestions of sample size in qualitative
studies
• The smallest number of participants should be 15
• Should lie under 50
• 6-8 participants for FGDs AND at least 2 FGDs per population group
IMPORTANT
• Attainment of saturation
• Justification of choice of number
Sampling Techniques for Qualitative study/ Selection Procedures in Qualitative Study

•Convenience Sampling
•Purposive Sampling
•Quota Sampling
•Snowballing
A. ACCIDENTAL SAMPLING /CONVENIENCE SAMPLING

• Its the use of people who are readily available, volunteer, or are easily recuited for
inclusion in sample.
• There is no system of selection but only those whom the researcher or interviewer
meet by chance are included in the sample.
• The process of picking out people in the most convenient and fastest way to
immediately get their reactions to a certain hot and controversial issue.
• It is not representative of target population because sample are selected if they can
be accessed easily and conveniently.
• Advantage : easy to use
• Disadvantage: bias is present
• it could deliver accurate results when the population is homogeneous
ACCIDENTAL / CONVENIENCE SAMPLING

• Examples:
• the female moviegoers sitting in the first row of a movie theatre
• the first 100 customers to enter a department store
• the first three callers in a radio contest
• use of volunteers
B. PURPOSIVE SAMPLING

It is a selection technique by which the researcher specifies the characteristics of the

population of interest and then locates the individuals who have those
characteristics .
• the respondents are chosen on the basis of their knowledge of the information
desired. . The selection is solely based on the researcher’s judgment

• Two types of purposive sampling techniques:

(i) Quota
(ii) Judgmental
TYPES OF PURPOSIVE SAMPLING -1. QUOTA SAMPLING

• specified number of persons of certain types are included in

the sample.
• advantage over accidental sampling is that many sectors of the
population are represented. But its representativeness is
doubtful because there is no proportional representation and
there are no guidelines in the selection of the respondents.
TYPE OF PURPOSIVE SAMPLING:-( 2.) JUDGEMENT SAMPLING

• sample is taken based on certain judgements about the

overall population.
• Critical issue: Objectivity “how much can judgement
be relied upon to arrive at a typical sample?”
• Advantage: reduced cost and time involved in acquiring
the sample
SNOWBALL SAMPLING
• This method is often employed in the field whereby each person
interviewed may be asked to suggest an additional person.
• It is usually adopted where the researcher is not familiar , or
unable to identify the target group in the study area.
• Each sampled person is asked ton identify other potential
participants with the inclusive characteristics
SNOWBALL SAMPLING
• Similar ides to convenience sampling , the researcher contacts
an initial group of people relevant to the research topic and then
uses this group to contact others for the research . There is no
sample frame so it is not random, but sometimes it is difficult to
pre-define the population (e.g people living in poverty, or
HIV/AIDS).
• This technique is often in qualitative approach
Selecting informants(key informant)
• Informant is someone well versed in the social
phenomenon that the researcher wish to study and
who is willing to tell what she /he knows about it.
 Thank You

Jan 2014