CHAPTER FOUR

SAMPLING
DESIGN

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 Basic Concepts in Sampling
 Meaning of Sampling
 All items in any field of inquiry constitute a ‘Universe’
or ‘Population’.
 A population is a group of individual persons, objects,
or items from which samples are taken for
measurement.
 A complete enumeration of all items in the ‘population’
is known as a census inquiry.
 It can be presumed that when all items are covered,
no element of chance is left and highest accuracy is
obtained.
 But in practice this may not be true.
 B/c element of bias will get larger and larger as the
number of observation increases.
 Besides, this type of inquiry involves a great deal of:
 time,
 money and
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 energy.
Sample is a group of units selected from a

larger group (the population).

However, it needs to be emphasized that

when the universe is a small one, it is no

use resorting to a sample survey.
The sample corresponds to the larger
population on the characteristic(s) of
interest.
In that case, the researcher's conclusions

from the sample are probably applicable to

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 What is Sampling Design?
It is a definite plan for obtaining a sample from a

given population.
 It refers to the technique or the procedure the

researcher would adopt in selecting items for the

sample.
Its lays down the number of items to be included in

the sample i.e., the size of the sample.

Sample design is determined before data are
collected.
Researcher must select/ prepare a sample design

which should be reliable and appropriate for his/her

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research study.
 Reasons for Sampling (Advantages of
sampling)
Economic advantage (Cost factor):
Taking a sample requires fewer
resources than a census.
Time factor:
to collect vital information more
quickly.
To complete study in short
times,
Timely to deliver information
for decision-making.
The experiment may be destructive
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Samples may result in higher
quality:
 B/c trained and experienced
investigators generally conduct
the entire work in sample survey
and provide more accurate
result.
 Detailed information:
 More detailed information
through detailed analyses can be
obtained through sample survey,
as the data is manageable.
Inaccessibility
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 Sampling Vs Non-Sampling
Errors
a) Sampling Error:
It is an error that arises due to the
fact that sample is taken rather
than the whole population.
There are two basic causes for
sampling error:
 chance and
 sampling bias.

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 b) Non-Sampling Error (systematic
or measurement error):
It is an error that results solely from the
manner in which the observations are made.
This type of error can occur whether a
census or a sample is being used.
Important Causes of the Systematic
Bias:
Inappropriate sampling frame:
 biased representation of the universe,
it will result in a systematic bias.
Defective measuring device
Non-respondents:

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Indeterminacy principle:

 sometimes individuals act differently when kept

under observation than what they do when kept
in non-observed situations.
 For instance, if workers are aware that
somebody is observing them in course of a work
study, they can create artificial situation than
during the unobserved.
Natural bias in the reporting of data:

 Example: People generally understate their

incomes if asked about it for tax purpose, but they
overstate the same if asked for social status or
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their affluence.
 What is a good sample?
The ultimate test of a sample design is how
well it represents the characteristics of the
population it purports to represent.
 In measurement terms, the sample must be
valid.
 Validity of a sample depends on two
considerations. These are:
 Accuracy and
 Precision.
 Accuracy refers to the magnitude of non-
sampling error
 Precision refers to the extent to which
sample statistics represent population
10 parameters, degree of sampling error.
 Characteristics of Good Sampling
Design

A good sample design:

must result in a truly

representative sample.
must results in a small sampling

error.
must be viable in the context of

11 funds available for the research

 Types of Sample Design
Sampling

Probability Non-
probability

Simple random Convenience/

sampling Haphazard
sampling
cluster Purposive sampling
such as:
sampling,  quota sampling,
systematic  judgment
sampling, sampling
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 Snowball sampling
 Probability/Random/
Sampling
 All elements in the population have some
opportunity of being included in the sample
 The mathematical probability that any one of
them will be selected can be calculated.
 Individual units are picked up from the whole
group not deliberately but by some technical
process.
 It starts with a sampling frame.
 Sampling Frame:
 is a list of all elements in the population of
interest e.g.,
 names of individuals,
 telephone numbers,
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 house addresses
 1. Simple Random Sampling (SRS)
is the most familiar type of probability
sample b/c :
 all elements in the sampling frame
have an equal chance of selection, and
 sampling is done in a single stage with
each element selected independently.
Desirable Qualities associated with SRS:
1. EQUAL PROBABILITY = every element has
an equal probability of inclusion
2. INDEPENDENT SELECTION = Selection of
one element first doesn't have any
influence on what other elements get
chosen
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 Advantages of the SRS Method
Simple and easy method
Assures good representativeness of
sample (particularly if the population is
large and homogeneous).
Allows us to make
generalizations/inferences.
Avoids biases that are possible in some
of the other methods.
Disadvantages of SRS Method:
The population is assumed to be
homogenous
Have to have a list/sampling frame.
15 Have to number the list.
Stratified Sampling
 Stratified sampling techniques are
generally used when the
population is heterogeneous.
 Objective: Divide the population
into non-overlapping groups (i.e.,
strata) N1, N2, N3, ... Ni, such that
N1 + N2 + N3 + ... + Ni = N.
 Then do a simple random sample
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of n/N percent in each stratum.
 Advantages of Stratified Random Sampling
Increased accuracy at a given cost.
Higher degree of representation as compared
to simple random sampling. (Increased
statistical efficiency.)
Enables use of different methods in the
different strata,
Researcher controls sample size in strata
Disadvantages
One must know the characteristic of the
population so as to apply stratification
Mostly costly and time consuming (it is
17 expensive)
 Cluster Sampling
Cluster sampling divides the population into
groups, or clusters.
These clusters are internally heterogonous
and externally homogenous.
In other words, any two clusters are assumed
to be similar while individual elements within
a given cluster are different.
The basic premise in cluster sampling is that
each cluster will be a prototype of the
population.
Hence, analysis conducted on one cluster will
reflect the attribute of the whole population.
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 Advantages
Reduced costs (economic efficiency).
No need of having complete sampling
frame.
Simplified fieldwork and
administration is more convenient.
Disadvantages
Less accurate results are often
obtained due to higher sampling error
than for simple random sampling with
the same sample size (low statistical
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 Systematic Sampling
Under systematic sampling only the first unit of
the sample is selected at random and the
remaining units are selected at fixed intervals.
Systematic sampling is especially applicable when
the population to be studied is arranged in time.
Steps in Systematic Sampling
Begin with a numbered sampling frame again.
Choose your SAMPLING INTERVAL = number in
population divided by number desired in sample,
or N/n.
If a systematic sample of 500 students were to be
carried out in a university with an enrolled
population of 10,000, the sampling interval would
be: I = N/n = 10,000/500 =20.
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If I is not a whole number, then it is
rounded up.
Choose your random number
between 0 and N/n
Select the element that
corresponds to the random number.
Then instead of picking a second
random number, etc., count out the
interval (N/n) and choose that
element.
When you get to the end of the list
go back to the beginning until you
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have your full sample.
Advantages of Systematic
sampling method
Simple and flexible.
It also gives a good spread right
across the population
Disadvantages of Systematic
Sampling:
Still need a list/sampling frame that
is numbered.
Might run into periodicity problem.
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 Multistage Sampling
Multi-stage sampling is like cluster
sampling, but involves selecting a sample
within each chosen cluster, rather than
including all units in the cluster.
Thus, multi-stage sampling involves
selecting a sample in at least two stages.
The advantages :
convenience, economy and efficiency
Multi-stage sampling does not require a
complete list
The Disadvantage :
lower accuracy due to higher sampling error.
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Non-Probability Sampling:
Convenience Sample
Quota Samples
Judgmental Sample
Snowball Sampling

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 Thank
You!!!
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