SAMPLING

Contents

• Introduction
• Need for and Advantages of Sampling
• Sampling Terminologies
• Sampling Design or Strategy
• Types of Sample Designs
• Characteristics of a Good Sampling Design
• Summary
• Reference
Introduction

The concept of Sampling arouse from the situation where an estimation or prediction had
to be made from a large group or data.

For example the outcome of an election : the result is decided after voting on an election
day ,but predictions about the outcome are usually made on the basis of opinion polls.
These polls are based on a very mall group of people who are questioned about their
voting preferences. On the basis of these results a prediction is made about the outcome.

Sampling, therefore, is the process of selecting a few ( a sample ) from a bigger group
( the sampling population ) to become the basis of estimating or predicting the the
prevalence of an unknown piece of information, situation or outcome regarding the
bigger group. A Sample is the subgroup of the population you are interested in.
Need for and Advantages of Sampling

• Saves time and Effort

• Saves Money

• More accurate measurements

1. Inspection fatigue is reduced (non-sampling error)

2. Sampling error can be studied, controlled and probability
statement can be made about magnitude

• Only way for destructive enumeration

• Only way when the population contains infinitely many members

• Enables to estimate Sampling error and hence helps in obtaining

Information concerning characteristics of the population
Sampling Terminologies

1. Population :All items in any field from which you make a selection to
find answers to your research questions are called the Population.

2. Sample : The small group from which you collect the required
information to make an estimation or prediction is called the Sample

3. Sample size : The number of items from which you obtain the required
information is called the Sample size

4. Sampling Design : The way you select the sample is called the Sampling
Design

5. Sampling Unit: Each item which becomes the basis of selecting your
sample is called the Sampling unit or Sampling element

6. Sampling Frame: A list identifying each item in the study population is

called the Sampling frame. If all the items in the Sampling frame cannot
be individually identified ,you cannot have a sampling frame for that study
population

7. Saturation Point :In qualitative research when no information is coming

from your respondent , this is called Saturation point

8. Sampling Error : Errors which arise on account of Sampling is called

Sampling error. Magnitude of error depends on the homogeneity of the
universe and size of the sample
Sampling Design or Strategy

This refers to a definite plan for obtaining sample from a given population.
It’s a technique or procedure for selecting items for sample including the size of the
sample. It should be reliable and appropriate to research study and determined before
data are collected.

Important aspects or steps in Sampling design

1. Type of Population /universe

Structure, composition and finite or infinite nature

2. Sampling unit
Individual, group, family, institution etc .Natural (eg: Geographical) or
Constructed (eg : Social entity)

3. Sampling frame or Source list

Should be representative, comprehensive, correct, reliable & appropriate
Ready to use or Constructed for the purpose.

4. Size of the Sample

Adequate to provide an estimate with sufficiently high precision
Representative to mirror the various patterns and subclasses of the
population
Neither too large nor too small , but optimum to meet the efficiency ,
reliability and flexibility
Higher the precision & larger the variance , the larger the size and more
the cost

5. Budgetary Constraint
Non-probability sample is cheaper

6. Sampling Procedure
For a given size, cost and precision, choose the one which has a smaller
sampling error
Types of Sample Designs

• Probability Sampling
1. Simple Random Sampling
2. Stratified Random Sampling

Proportionate Stratified Sampling

Disproportionate Stratified Sampling

3. Cluster Sampling

Single Stage
Double Stage
Multistage

4. Area Sampling
5. Sequential Sampling

• Non-Probability Sampling

1. Convenience / Haphazard Sampling

2. Purposive / Deliberate Sampling
Judgment Sampling
Quota Sampling
Dimensional Sampling
3. Snowball Sampling
4. Accidental Sampling

• Mixed Sampling

Systematic Sampling
Probability Sampling

Simple Random Sampling

1. Assigns equal Probability to each unit of the population

2. Random does not mean haphazard
3. Errors of estimation or significance of results obtained can be measured
4. Best technique for representative sample
5. Ensures law of Statistical regularity
6. Even each combination of sample will have equal probability of being
picked
7. All choices are independent of one another

Examples of Random Samples for finite Population

1. Lottery Method
2. Random Number Table
3. Grid System for selecting sample of an area
4. Selecting from a sequential list
5. Computer generated random numbers

Examples of Random Samples for infinite Population

1. Throwing of a fair dice

Stratified Random Sampling

1. The population is stratified in such a way that the population within a

stratum is homogenous with respect to the characteristic on the basis of
which it is being stratified
2. Characteristics chosen as the basis of stratification are clearly identifiable
3. Characteristics chosen as the basis of stratification should be related to the
main variable explored

Two types of Stratified Random Sampling

1. Proportionate Stratified Sampling

In this sampling the number of elements from each stratum in relation
to its proportion in the total population is selected.
2. Disproportionate Stratified Sampling
In this sampling consideration is not given to the size of the startum
Cluster Sampling

1. Divides a large area into smaller non overlapping areas /clusters

2. Randomly select some of this smaller areas
3. Choose all units in these sample small areas
- It is a trade off of economics and precision of sample estimates. It
reduces cost but precision also reduced
- Units in clusters tend to be homogenous & hence increasing
sample size improves precision only marginally

Advantages
- Reduces cost
- Suitable for Large population
- Better field supervision
- No sampling frame necessary
- Ensure better cooperation of respondents as they are not isolate
persons

Area Sampling

If Cluster happens to be some geographical subdivisions, in that case

Cluster Sampling is better known as Area Sampling.

Sequential Sampling

- Complex Sampling design comparatively

- Size of the sample is not fixed in advance
- Size is determined as per mathematical decision rules as the survey
progresses on the basis of information yielded
- If decision is taken to accept or reject based on a single sample
then its Single sampling and if it is based on two samples then its
double sampling
- One goes on taking samples as long as one desires to do so
Non-Probability Sampling

• Does not provide any basis for estimating the probability of items in the
population for getting included in the sample
• Judgement of researcher palys important role
• No assurance that every element has some specificable chance of being included
• Representativeness is in question
- Sampling error cannot be measured
- more suitable for small in-depth inquiries than in large surveys
- saves time and money
- more flexible

Convenience / Haphazard Sampling

1. Selected at the convenience of the researcher

2. No way to find representativeness
3. Not to be used for descriptive/ diagnostic studies and for casual studies
4. Used for formulative / explorative studies ,pilot surveys, testing questionnaires,
pre-test phase, formulation of probability /hypothesis

Purposive or Judgement Sampling

1. Researcher deliberately or purposively draws a sample which he thinks is

representative
2. Personal biases of investigator have a great chance ; not possible to estimating
sampling error

Quota Sampling

1. Selection based on some basic parameters like age , sex , income etc
2. Field workers are assigned quotas of number of units satisfying the vrequired
characteristics for collecting data
3. Looks similar to stratified sampling but differs in the fact that the discretion of
field worker is not found in stratified sampling which makes random sample from
each cell
4. Difficult to obtain an accurate & up to date propotion of respondents assigned to
each cell
5. When parameters are large number of cell increases
6. Misleads if a relevant parameter is omitted
7. Field workers tend to meet respondents who are more likely t be available
Dimensional Sampling

As a variant of /refinement of quota sampling ,has at least one respondent for

every combination of factor

Snowball Sampling

1.Selects Sample using networks

2. Useful for studying communication patterns, decision making, or diffusion of
knowledge within a group

Accidental Sampling

1. Based upon convenience in accessing the sampling population

2. Common among market researchers and news paper reporters

Mixed Sampling

Systematic sampling

1. Characteristics of both random and non-random sampling designs

2. Consecutively number the elements in the sample frame
3. Easy to use and less costlier for larger populations
4. Sample is spread more evenly on the entire population
5. Can be used even without list of units in the population
6. Elements can be ordered in a manner found in the universe
Characteristics of a good Sample Design

1. Truly representative
2. Having small sampling error
3. Economically viable
4. Systematic bias is controlled
5. Reliable
6. Optimum size
7. Similar to population or universe
8. Should have all the characteristics that are present in the population
Summary

- Sampling is the process of selecting a part of the whole with a

view to obtain information about the whole
- Choose appropriate sampling design and size of sample
- Elements of Sample need not be individuals
- Economic viability is important
- Sample should be adequate and representative
- Errors should be minimum and can be estimated
References

• Research Methodology by C.R Kothari

• Research Methodology by Ranjith Kumar
• Online journal by M.S Sridhar