SAMPLING AND ITS TYPES

By: Rafi Ullah

Some Terminologies
 Population or Universe: It refers to
the group of people, items or units under
investigation and includes every individual.
 Sample: a collection consisting of a part or
subset of the objects or individuals of
population which is selected for the purpose,
representing the population
 Sampling: It is the process of selecting a
sample from the population. For this
population is divided into a number of parts
called Sampling Units.
 Sampling…

The process of selecting a number of individuals

for a study in such a way that the individuals
represent the larger group from which they were
selected
A sample is “a smaller (but hopefully
representative) collection of units from a
population used to determine truths about that
population” (Field, 2005)

 The sampling frame

A list of all elements or other units containing the

elements in a population.

5
Population…

…the larger group from which

individuals are selected to
participate in a study
Target population
A set of elements larger than or different
from the population sampled and to which
the researcher would
like to generalize
study findings.
The purpose of sampling…

 To gather data about the population in order

to make an inference that can be generalized
to the population
Stages in the
Define the target population
Selection
of a Sample
Select a sampling frame

Determine if a probability or nonprobability

sampling method will be chosen

Plan procedure for selecting

sampling units

Determine sample size

Select actual sampling units

Conduct fieldwork
Need of Sampling
 Large population can be conveniently
covered.
 Time, money and energy is saved.
 Helpful when units of area are

homogenous.
 Used when percent accuracy is not

acquired.
 Used when the data is unlimited.
Advantages of Sampling
 Economical: Reduce the cost compare to entire
population.
 Increased speed: Collection of data, analysis and
Interpretation of data etc take less time than the
population.
 Accuracy: Due to limited area of coverage,
completeness and accuracy is possible.
 Rapport: Better rapport is established with the
respondents, which helps in validity and reliability of
the results
Disadvantages of Sampling
 Biasedness: Chances of biased selection
leading to incorrect conclusion
 Selection of true representative
sample: Sometimes it is difficult to select the
right representative sample
 Need for specialized knowledge: The
researcher needs knowledge, training and
experience in sampling technique, statistical
analysis and calculation of probable error
 Impossibility of sampling: Sometimes
population is too small or too heterogeneous to
select a representative sample.
Characteristics of a Good Sample

 A true representative of the population.

 Free from error due to bias.
 Adequate in size for being reliable.
 Units of sample should be independent and

relevant
 Units of sample should be complete precise

and up to date
 Free from random sampling error
 Avoiding substituting the original sample

for convenience.
 SAMPLE SIZE
 According to Uma Sekaran in Research Method for
Business 4th Edition, Roscoe (1975) proposed the rules of
thumb for determining sample size where sample size
larger than 30 and less than 500 are appropriate for most
research, and the minimum size of sample should be 30%
of the population.
 The size of the sample depends on a number of factors and
the researchers have to give the statistically information
before they can get an answer. For example, these
information like (confidence level, standard deviation,
margin of error and population size) to determine the
sample size.
Types of Sampling
1. Probability Sampling: A probability
sample is one in which each member of
the population has an equal chance of
being selected.
2. Non-Probability Sampling:
Nonprobability Sample a particular
member of the population being chosen is
unknown.
 In probability sampling, randomness is

the element of control. In Non-probability

sampling, it relies on personal judgment.
Selecting Random Samples
 Known as probability sampling
 Best method to achieve a representative
sample
 Four techniques
1. Random
2. Stratified random
3. Cluster
4. Systematic
Probability Sampling
1. Simple Random Sampling: Here all
members have the same chance
(probability) of being selected. Random
method provides an unbiased cross
selection of the population.
For Example,
We wish to draw a sample of 50 students
from a population of 400 students. Place all
400 names in a container and draw out 50
names one by one.
Selecting Random Samples
1. Random sampling
Selecting subjects so that all members of a population have an
equal and independent chance of being selected
 Advantages
1. Easy to conduct
2. High probability of achieving a representative
sample
3. Meets assumptions of many statistical procedures
 Disadvantages
1. Identification of all members of the population can
be difficult
2. Contacting all members of the sample can be
difficult
Selecting Random Samples

 Random sampling (continued)

◦ Selection process
 Identify and define the population
 Determine the desired sample size
 List all members of the population
 Assign all members on the list a consecutive
number
 Select an arbitrary starting point from a table of
random numbers and read the appropriate number
of digits
Stratified Sampling: The population is
divided into smaller homogenous group or
strata by some characteristic and from each of
these strata members are selected randomly.
Finally from each stratum using simple
random or systematic sample method is
used to select final sample.
 Selecting Random Samples

2. Stratified random sampling

◦ The population is divided into two or
more groups called strata, according
to some criterion, such as geographic
location, grade level, age, or income,
and subsamples are randomly
selected from each strata.
Selecting Random Samples
 Stratified random sampling
(continued)
◦ Advantages
 More accurate sample
 Can be used for both proportional and non-
proportional samples
 Representation of subgroups in the sample
◦ Disadvantages
 Identification of all members of the population
can be difficult
 Identifying members of all subgroups can be
difficult
Selecting Random Samples

 Stratified random sampling (continued)

◦ Selection process
 Identify and define the population
 Determine the desired sample size
 Identify the variable and subgroups (i.e., strata)
for which you want to guarantee appropriate
representation
 Classify all members of the population as
members of one of the identified subgroups
Stratified random
sampling
Cluster Sampling (Area Sampling): A
researcher/ enumerator selects sampling units at
random and then does complete observation of all
units in the group.

For example, the study involves Primary schools.

Select randomly 15 schools. Then study all the

children of 15 schools. In cluster sampling the unit of
sampling consists of multiple cases. It is also known
as area sampling, as the selection of individual
member is made on the basis of place residence or
employment.
Selecting Random Samples

Cluster sampling
 The process of randomly selecting intact groups, not
individuals, within the defined population sharing
similar characteristics
 Clusters are locations within which an intact group of
members of the population can be found
 Examples
 Neighborhoods
 School districts
 Schools
 Classrooms
Selecting Random Samples
 Cluster sampling (continued)
◦ Advantages
 Very useful when populations are large and spread over
a large geographic region
 Convenient and expedient
 Do not need the names of everyone in the population
◦ Disadvantages
 Representation is likely to become an issue
Selecting Random Samples
 Cluster sampling (continued)
◦ Selection process
 Identify and define the population
 Determine the desired sample size
 Identify and define a logical cluster
 List all clusters that make up the population of
clusters
 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 a cluster
 Randomly select the needed numbers of clusters
 Include in the study all individuals in each selected
cluster
Cluster sampling
Systematic Sampling: Each member of the
sample comes after an equal interval from its previous
member.
For Example, for a sample of 50 students, the
sampling fraction is 50/400 = 1/8 i.e. select one
student out of every eight students in the population.
The starting points for the selection is chosen at
random.
Selecting Random Samples

4. Systematic sampling
◦ Selecting every Kth subject from a list of the
members of the population
◦ Advantage
 Very easily done
◦ Disadvantages
 subgroups
 Some members of the population don’t have an
equal chance of being included
Selecting Random Samples

 Systematic sampling (continued)

◦ Selection process
 Identify and define the population
 Determine the desired sample size
 Obtain a list of the population
 Determine what K is equal to by dividing the size of
the population by the desired sample size
 Start at some random place in the population list
 Take every Kth individual on the list
Systematic sampling

 Example, to select a sample of 25 dorm rooms in your

college dorm, makes a list of all the room numbers in the
dorm. For example there are 100 rooms, divide the total
number of rooms (100) by the number of rooms you want in
the sample (25). The answer is 4. This means that you are
going to select every fourth dorm room from the list. First of
all, we have to determine the random starting point. This
step can be done by picking any point on the table of
random numbers, and read across or down until you come
to a number between 1 and 4. This is your random starting
point. For instance, your random starting point is "3". This
means you select dorm room 3 as your first room, and then
every fourth room down the list (3, 7, 11, 15, 19, etc.) until
you have 25 rooms selected.
1. Convenience sampling:
the process of including whoever happens to
be available at the time
…called “accidental” or “haphazard”
sampling
2. Convenience Sampling : It refers to
the procedures of obtaining units or
members who are most conveniently
available. It consists of units which are
obtained because cases are readily
available.
In selecting the incidental sample, the
researcher determines the required sample size
and then simply collects data on that number
of individuals who are available easily.
disadvantages…

…difficulty in determining how much

of the effect (dependent variable)
results from the cause (independent
variable)
Non Probability Sampling
1. Purposive Sampling: In this sampling
method, the researcher selects a "typical
group" of individuals who might represent the
larger population and then collects data from
this group. Also known as Judgmental
Sampling.
 2. Purposive sampling:
the process whereby the researcher selects a
sample based on experience or knowledge of
the group to be sampled
…called “judgment” sampling
disadvantages…

…potential for inaccuracy in the researcher’s

criteria and resulting sample selections

3. Quota sampling

the process whereby a researcher gathers

data from individuals possessing
identified characteristics and quotas
3. Quota Sampling: The selection of the sample
is made by the researcher, who decides the
quotas for selecting sample from specified sub
groups of the population.

 For example, an interviewer might be need data

from 40 adults and 20 adolescents in order to
study students’ television viewing habits.

Selection will be
 20 Adult men and 20 adult women

 10 adolescent girls and 10 adolescent boys

disadvantages…

…people who are less accessible (more

difficult to contact, more reluctant to

participate) are under-represented

4. Snowball Sampling:

 In snowball sampling, the researcher

Identifying and selecting available
respondents who meet the criteria for
inclusion.
 After the data have been collected from the
subject, the researcher asks for a referral
of other individuals, who would also meet
the criteria and represent the population of
concern.

 chain sampling, chain-referral, sampling

referral sampling
 Ethical Considerations in Data Collection

 It is the researcher’s ethical responsibility to

safeguard the story teller by maintaining the
understood purpose of the research…
 The relationship should be based on trust
between the researcher and participants.
 Inform participants of the purpose of the study.
 Beingrespectful of the research site, reciprocity,
using ethical interview practices, maintaining
privacy, and cooperating with participants.

 Patton (2002) offered a checklist of general ethical

issues to consider, such as:
 reciprocity
 assessment of risk
 confidentiality,
 informed consent
 and data access and ownership.
 Qualitative researchers must be aware of the
potential for their own emotional turmoil in
processing this information
 During the interview process, participants may

disclose sensitive and potentially distressing

information in the course of the interview..