SAMPLE DESIGN & EXECUTION

(a). Introduction

Sampling is a process of obtaining information from a subset (sample) of a larger group

(population). The results obtained for sample is then used to make estimates of the larger group.
The two key factors while doing sampling are:-

1. Selecting the Right People.

2. Selecting the right number of right people.

A sample design 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. Sample
design may as well lay 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. Here are a few characteristics that
a sample design must have.

 Sample design must result in a truly representative sample

 Sample design must be such which results in a small sampling error.
 Sample design must be viable in the context of funds available for the research study.
 Sample design must be such so that systematic bias can be controlled in a better way.
 Sample should be such that the results of the sample study can be applied, in general, for
the universe with a reasonable level of confidence.
 Sampling Design Process

Define Population

Defining Popula
Determining Sampling Frame

Determine Sampling Procedure

Probability Sampling
Non Probability Sampling
 Simple Random Sampling
 Convenience
 Stratified Sampling
 Judgemental
 Cluster Sampling
 Quota
 Area Sampling

Determine Appropriate Sample Size

Execute Sampling Design

 (b). DEFINING POPULATION

 The first step in developing any sample design is to clearly define the set of objects,
technically called the Universe. The universe can be finite or infinite. In finite universe
the number of items is certain, but in case of an infinite universe the number of items is
infinite, i.e., we cannot have any idea about the total number of items.

 The population of a city, the number of workers in a factory and the like are examples of
finite universes, whereas the number of stars in the sky, listeners of a specific radio,
throwing of a dice etc. are examples of infinite universes.

 Number of items to be selected from the universe constitutes a sample. The size of
sample should neither be excessively large, nor too small. It should be optimum.

 An optimum sample is one which fulfills the requirements of efficiency,

representativeness, reliability and flexibility. While deciding the size of sample, we must
determine the desired precision as also an acceptable confidence level for the estimate.

Sample VS Census

Type of Study Conditions Conditions Study

Favoring Favoring Favoring
Sample Census FIKNIK
Club
Budget Small Large Sample
Time Available Small Large Sample
Population Size Large Small Sample
Variance in the Small Large Census
Characteristic
Cost of Sampling Low High Sample
Errors

Attention to Yes No Census

Individual Cases
 (c). Sample Framework

It contains the names of all items of a universe (in case of finite universe only). Ideally, the
sampling frame perfectly coincides with the target population. For the study the sampling frame
is taken from Facebook and Google analytics users, working in corporates as well as members
belonging to family of pro-creation who have limited friend with interest in short trip excursions
during weekends between the age of 25 to 40.

The reason for choosing Facebook users in sampling frame is information about short or long
excursion is easily accessible through Facebook database. Second the database facilitates
searches by respondents, demographics such as age, job, interests etc. The selection of users
between the age of 25-40 is based on the fact that people are usually free only during weekends
for short durations due to pressure of work in corporates also people of the above age group tend
to be living in nuclear families and want to increase their social interaction.

Working population
between age group
of 25-40 who live in
Working population using
nuclear and are
various social media
users of Facebook
platforms.
Working population who live
in nuclear family and are users
of Facebook
 (d). Probability Sampling Method

Random Sampling

 Simple random sampling (also referred to as random sampling) is the purest and the most
straightforward probability sampling strategy. It is also the most popular method for
choosing a sample among population for a wide range of purposes.

 In simple random sampling each member of population is equally likely to be chosen as

part of the sample. The logic behind simple random sampling is that it removes bias from
the selection procedure and should result in representative samples.

 Ideally, the sample size of more than a few hundred is required in order to be able to
apply simple random sampling in an appropriate manner.

Stratified Sampling

 If a population from which a sample is to be drawn does not constitute a homogeneous

group, stratified sampling technique is generally applied in order to obtain a
representative sample.

 Under stratified sampling the population is divided into several sub-populations that are
individually more homogeneous than the total population (the different sub-populations
are called ‘strata’) and then we select items from each stratum to constitute a sample.

 Since each stratum is more homogeneous than the total population, we are able to get
more precise estimates for each stratum and by estimating more accurately each of the
component, we get a better estimate of the whole.
Cluster sampling
 If the total area of interest happens to be a big one, a convenient way in which a sample
can be taken is to divide the area into a number of smaller non-overlapping areas and
then to randomly select a number of these smaller areas (usually called clusters), with the
ultimate sample consisting of all (or samples of) units in these small areas or clusters.

Area sampling
 If clusters happen to be some geographic subdivisions, in that case cluster sampling is
known as area sampling. In other words, cluster designs, where the primary sampling
unit represents a cluster of units based on geographic area, are distinguished as area
sampling.

(e). Procedure for Selecting Sample Frames

We have used Random sampling method as our respondents were around 100 based in area of
Delhi. Selecting Random sampling also reduces the potential of human bias while selecting the
case which results in sample which is highly representative of the case and allows us to make
generalization from the sample to the population.

We had conducted the survey in Delhi and had contact details of potential participants hence
contacting them was not challenging and circumstances were ideal to use random sampling.

(f). Sampling Plan Execution

Delhi being a Tier 1 city had number of participants working in various companies within our
required age group.

We created a survey and forwarded to friends & families within the NCR region made sure that
the survey which was in-turn forwarded by our friends were only circulated within our specified
geographical limits by closely coordinating with them.

In case respondents had replied from any other cities especially Tier 2 cities their responses
were not taken into consideration during the initial survey analysis
(g). Evaluating the Adequacy of Sample Size

From the above table the working population of Delhi within our within the prescribed age
group lies between 1millionand 10 million with responses of around 100 we are choosing
confidence level of 95% and margin of error at 10%.