Sampling

Techniques
Prepared by Dr. Gurinder Sandhu
 Population and Samples
 A population is an entire set of
individuals or objects, which may be
finite or infinite. Examples of finite
populations include the employees
of Tata Motors, the number of
airplanes owned by an airline, or the
potential consumers in a target
market. Examples of infinite
populations include the grains of
sand on the beaches of the world.
 A part of the population is called
a sample. It is a proportion of the
population, a slice of it, a part of it
and all its characteristics. Examples
of sample are 10 employees from Tat
motors, a handful of grains of sand
on the beach. Prepared by Dr. Gurinder Sandhu
 Sampling and its types
Sampling is the process of selecting units from a population of interest so that by
studying the sample we may fairly generalize our results back to the population
from which they were chosen

Prepared by Dr. Gurinder Sandhu

 Probability and Non- Probability
Sampling
 A probability sample is a sample in which
every unit in the population has a chance (greater
than zero) of being selected in the sample, and
this probability can be accurately determined.
 In non-probability sampling the probability of

any particular element of the population being

chosen is unknown the selection of units in non-
probability sampling is quite arbitrary, as
researchers rely heavily on personal judgement.

Prepared by Dr. Gurinder Sandhu

 Simple Random Sampling
Simple random sampling is
a type of probability sampling
technique. With the simple
random sample, there is
an equal chance (probability)
Of selecting each unit from
the population being studied
when creating your sample.
Example: Randomly selecting
four students from a class of
12 students.

Prepared by Dr. Gurinder Sandhu

 Simple Random Sampling
Advantages: Disadvantages:
 Better chances that the  Risks of selecting
sample represents the samples from a few
whole population. variations only
 Costs less money  It cannot be employed
 The process is unbiased
where the units of the
 Comparatively easier
population are
way of sampling heterogeneous in nature.
 Can be done even by

non- technical persons

too
Prepared by Dr. Gurinder Sandhu
 Stratified Sampling

Stratified Sampling is a probability

Sampling technique wherein the
researcher divides the entire population
into different subgroups or strata, then
Randomly selects the final subjects
proportionally from the different stratas.
Example: In a class of 12 students,
selecting two boys and two girls
requires stratified sampling technique to
be adopted. First whole class students
will be divided into two stratas i.e. boys
and girls group and then randomly two
students will be selected from each
strata.

Prepared by Dr. Gurinder Sandhu

 Stratified Sampling
Advantages: Disadvantages:
 the process of stratifying  It requires the
reduces sampling error and knowledge of strata
ensures a greater level of membership a priori.
representation.  It takes longer and prove
 Adequate representation of

all subgroups can be to be more expensive

ensured. due to the extra stage in
 It ensures different degrees the sampling procedure.
of accuracy for different
segments of the population.

Prepared by Dr. Gurinder Sandhu

 Systematic Sampling

Systematic sampling (also known as

interval sampling) relies on arranging the
study population according to some
ordering scheme and then selecting
elements at regular intervals through
that ordered list. Systematic sampling
involves a random start and then
proceeds with the selection of every kth
element from then onwards. A simple
example would be to select every 10th
name from the telephone directory the
researcher has a population total of 100
individuals and need 12 subjects. He first
picks his starting number, 5. Then the
researcher picks his interval, 5. The
members of his sample will be
individuals 5, 10, 15, 20, 25, 30, 35, 40,……,
95, 100. Prepared by Dr. Gurinder Sandhu
 Systematic Sampling
Advantages: Disadvantages:
 It allows the researcher  It consumes lot of time

to add a degree of and energy.

system or process into  It gives biased results if

the random selection of there are periodic

subjects. features in the frame.
 Assurance that the

population will be
evenly sampled.

Prepared by Dr. Gurinder Sandhu

 Cluster Sampling
Cluster sampling is the sampling method where
different groups within a population are used as a
sample. This is different from stratified sampling in
that you will use the entire group, or cluster, as a
sample rather than a randomly selected member of
all
groups. Example: For instance, if surveying
households within a city, we might choose to select
100 city blocks and then interview every household
within the selected blocks.
One stage cluster sampling: selecting clusters as
sample
Two- stage cluster sampling: Selecting clustersand
then selecting sample units from each of the
selected cluster using random sampling or
systematic sampling method. This is done if the
items in the cluster are very much similar.

Prepared by Dr. Gurinder Sandhu

 Cluster Sampling
Advantages: Disadvantages:
 In a cluster sample, each

cluster may be composed of

 It is less expensive and units that is like one another.
more quick. This may produce large
sampling error and reduce the
 This sampling plan representativeness of the
takes large populations sample.
 In Cluster sampling, when
into account unequal size of some of the
subsets is selected, an
element of sample bias will
arise.
Prepared by Dr. Gurinder Sandhu
 Multi-Stage Sampling
Multistage sampling refers to sampling
plans where the sampling is carried out
In stages using smaller and smaller
sampling units at each stage. In a two
Stage sampling design, a sample of
primary units is selected and then a
sample of secondary units is selected
within each primary unit. For example:
If we are interested in sample of n
individuals from a universe. The first
stage units may be countries, the second
stage units may be segments, the third
stage units may be households and the
forth stage units may be individuals.
Thus, each stage results in reduction of
the desired sampling units.

Prepared by Dr. Gurinder Sandhu

 Multi-Stage Sampling
Advantages: Disadvantages:
 Large area coverage  Research findings can
 Saves time as we need never be 100%
second stage frame only representative of
for those units which are population.
selected in the first stage  The presence of group-
 Greater utility level information is
required.

Prepared by Dr. Gurinder Sandhu

 Non- Probability Sampling Techniques
Convenience Sampling: A researcher selects the sample based on
convenience. For example: If the interviewer were to conduct such a survey at
a shopping center early in the morning on a given day, the people that he/she
could interview would be limited to those given there at that given
time Convenience sampling has a major problem: the people who are readily
available are not necessarily representative of the population at large.
Purposive Sampling: It is also known as judgmental, selective or subjective
sampling, is a type of non -probability sampling technique. A form of
non-probability sampling in which decisions concerning the individuals to
be included in the sample are taken by the researcher, based upon a variety
of criteria which may include specialist knowledge of the research issue, or
capacity and willingness to participate in the research. A researcher wants
to get opinions from non working mothers. They go around an area
knocking on doors during the day when children are likely to be at school.
They ask to speak to the 'woman of the house. Their first questions are then
about whether there are children and whether the woman has a day job.
Prepared by Dr. Gurinder Sandhu
 Non- Probability Sampling Techniques
Quota sampling: In quota sampling, the population is first
segmented into mutually exclusive sub-groups, just as in
stratified sampling. Then judgment is used to select the
subjects or units from each segment based on a specified
proportion. For example, an interviewer may be told to sample
200 females and 300 males between the age of 45 and 60. It
resembles a method of probability-based sampling known as
stratified sampling. It is different, because although
interviewers are constrained by the quotas, they are still using
some element of judgment in the choice of the sample. There
is the possibility of such bias, however, in quota samples. For
example, interviewers may consciously or unconsciously
choose non-threatening or easy-to-approach respondents, or
those who are easy to contact

Prepared by Dr. Gurinder Sandhu

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.
 It is also called the chain-referral sampling
method.
 It is used where a population is unknown
and rare and it is tough to choose subjects
to assemble them as samples for research.
 This sampling technique can go on and on,
just like a snowball increasing in size (in
this case the sample size) till the time a
researcher has enough data to analyze, to
draw conclusive results that can help an
organization make informed decisions.
 It is used when people with rare diseases
are quite difficult to locate or study related
to sex workers, hackers, criminals etc.

Prepared by Dr. Gurinder Sandhu

 When to use which Sampling
Techniques???....
 Random Sampling: There is a very large population and it is difficult to
identify every member of the population
 Systematic Sampling: Your given population is logically homogenous
 Stratified Sampling: When the population is heterogeneous. You can
divide your population into characteristics of importance for the research
 Cluster Sampling: You can divide your population into characteristics of
importance for the research
 Convenience Sampling: During preliminary research efforts to get a
gross estimate of the results, without incurring the cost or time required
to select a random sample
 Snowball Sampling: When you can rely on your initial respondents to
refer you to the next respondents
 Quota Sampling: When you can characterize the population based on
certain desired features

Prepared by Dr. Gurinder Sandhu

 Characteristics of a Good Sample
 Goal-oriented: A sample design should be goal oriented. It is means and
should be oriented to the research objectives and fitted to the survey
conditions.
 Representative: The sample should truly represent the characteristics of
the verse. For this investigator should be free from bias and the method
of collection should be appropriate.
 Economical: A sample should be economical. The objectives of the
survey should be achieved with minimum cost and effort.
 Practical: A sample design should be practical. The sample design
should be simple i.e. it should be capable of being understood and
followed in the fieldwork.
 Actual information provider: A sample should be designed so as to
provide actual information required for the study and also provide an
adequate basis for the measurement of its own reliability.

Prepared by Dr. Gurinder Sandhu