Chapter 14

Sampling

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Learning Objectives

Understand . . .
• The two premises on which sampling theory is
based.
• The accuracy and precision for measuring
sample validity.
• The five questions that must be answered to
develop a sampling plan.

14-2
Learning Objectives

Understand . . .
• The two categories of sampling techniques
and the variety of sampling techniques within
each category.
• The various sampling techniques and when
each is used.

14-3
Small Samples Can Enlighten

“The proof of the pudding is in the eating.

By a small sample we may judge of the
whole piece.”
Miguel de Cervantes Saavedra
author

14-4
PulsePoint:
Research Revelation

80
The average number of text
messages sent per day by
American teens.

14-5
The Nature of Sampling

•Population
•Population Element
•Census
•Sample
•Sampling frame

14-6
Why Sample?

Availability
Availability of
of Lower
Lower cost
cost
elements
elements
Sampling
Sampling
provides
provides
Greater
Greater Greater
speed
speed accuracy

14-7
What Is a Sufficiently
Large Sample?

“In recent Gallup ‘Poll on polls,’ . . . When asked

about the scientific sampling foundation on which
polls are based . . . most said that a survey of 1,500 –
2,000 respondents—a larger than average sample
size for national polls—cannot represent the views of
all Americans.”
Frank Newport
The Gallup Poll editor in chief
The Gallup Organization

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When Is a Census
Appropriate?

Feasible Necessary

14-9
What Is a Valid Sample?

Accurate Precise

14-10
Sampling Design
within the Research Process

14-11
Types of Sampling Designs

Element Probability Nonprobability

Selection
•Unrestricted • Simple random • Convenience
•Restricted • Complex random • Purposive
• Systematic • Judgment
•Cluster •Quota
•Stratified •Snowball
•Double
14-12
Steps in Sampling Design

What
What is
is the
the target
target population?
population?

What
What are
are the
the parameters
parameters of
of interest?
interest?

What
What is
is the
the sampling
sampling frame?
frame?

What
What is
is the
the appropriate
appropriate sampling
sampling
method?
method?

What
What size
size sample
sample is
is needed?
needed?

14-13
When to Use Larger Sample?

Population
variance

Number
Number of
of Desired
Desired
subgroups
subgroups precision
precision

Confidence
Confidence Small error
level
level range
14-14
Simple Random

Advantages Disadvantages
•Easy to implement •Requires list of
with random dialing population elements
•Time consuming
•Larger sample needed
•Produces larger errors
•High cost

14-15
Systematic

Advantages Disadvantages
•Simple to design •Periodicity within
•Easier than simple population may skew
random sample and results
•Easy to determine •Trends in list may bias
sampling distribution of results
mean or proportion •Moderate cost

14-16
Stratified

Advantages Disadvantages
•Control of sample size in •Increased error if
strata subgroups are selected at
•Increased statistical different rates
efficiency •Especially expensive if
•Provides data to represent strata on population must be
and analyze subgroups created
•Enables use of different •High cost
methods in strata

14-17
Cluster

Advantages Disadvantages
•Provides an unbiased •Often lower statistical
estimate of population efficiency due to subgroups
parameters if properly done being homogeneous rather
•Economically more efficient than heterogeneous
than simple random •Moderate cost
•Lowest cost per sample
•Easy to do without list

14-18
Stratified and Cluster Sampling

Stratified Cluster
•Population divided into •Population divided into
few subgroups many subgroups
•Homogeneity within •Heterogeneity within
subgroups subgroups
•Heterogeneity between •Homogeneity between
subgroups subgroups
•Choice of elements from •Random choice of
within each subgroup subgroups

14-19
Area Sampling

14-20
Double Sampling

Advantages Disadvantages
•May reduce costs if first •Increased costs if
stage results in enough discriminately used
data to stratify or cluster
the population

14-21
Nonprobability Samples

No need to
generalize

Limited
Limited
Feasibility
Feasibility objectives
objectives

Time
Time Cost

14-22
Nonprobability
Sampling Methods

Convenience
Convenience

Judgment
Judgment

Quota
Quota

Snowball
Snowball

14-23
 Key Terms

• Area sampling • Multiphase sampling

• Census • Nonprobability
• Cluster sampling sampling
• Convenience sampling • Population
• Disproportionate • Population element
stratified sampling • Population parameters
• Double sampling • Population proportion
• Judgment sampling of incidence
• Probability sampling
14-24
 Key Terms

• Proportionate stratified • Simple random

sampling sample
• Quota sampling • Skip interval
• Sample statistics • Snowball sampling
• Sampling • Stratified random
• Sampling error sampling
• Sampling frame • Systematic sampling
• Sequential sampling • Systematic variance

14-25
 Appendix 14a
Determining
Sample Size

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Random Samples

14-27
Increasing Precision

14-28
Confidence Levels & the
Normal Curve

14-29
Standard Errors

Standard Error % of Area Approximate

(Z score) Degree of
Confidence
1.00 68.27 68%

1.65 90.10 90%

1.96 95.00 95%

3.00 99.73 99%

14-30
Central Limit Theorem

14-31
Estimates of Dining Visits

Confidence Z % of Interval Range

score Area (visits per
month)
68% 1.00 68.27 9.48-10.52

90% 1.65 90.10 9.14-10.86

95% 1.96 95.00 8.98-11.02

99% 3.00 99.73 8.44-11.56

14-32
Calculating Sample Size for
Questions involving Means

Precision
Precision

Confidence
Confidence level
level

Size
Size of
of interval
interval estimate
estimate

Population
Population Dispersion
Dispersion

Need
Need for
for FPA
FPA

14-33
Metro U Sample Size for Means

Steps Information
Desired confidence level 95% (z = 1.96)
Size of the interval estimate  .5 meals per month
Expected range in 0 to 30 meals
population
Sample mean 10
Standard deviation 4.1
Need for finite population No
adjustment
Standard error of the mean .5/1.96 = .255
Sample size (4.1)2/ (.255)2 = 259
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Proxies of the
Population Dispersion

• Previous research on the

topic
• Pilot test or pretest
• Rule-of-thumb calculation
– 1/6 of the range

14-35
Metro U Sample Size for
Proportions
Steps Information
Desired confidence level 95% (z = 1.96)
Size of the interval estimate  .10 (10%)
Expected range in population 0 to 100%
Sample proportion with given 30%
attribute
Sample dispersion Pq = .30(1-.30) = .21
Finite population adjustment No
Standard error of the .10/1.96 = .051
proportion
Sample size .21/ (.051)2 = 81
14-36
Appendix 14a: Key Terms

• Central limit theorem

• Confidence interval
• Confidence level
• Interval estimate
• Point estimate
• Proportion

14-37
 Addendum: Keynote
CloseUp

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Keynote Experiment

14-39
Keynote Experiment (cont.)

14-40
 Determining
Sample Size
Appendix 14a

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Random Samples

14-42
Confidence Levels

14-43
Metro U. Dining Club Study

14-44