SAMPLING AND

DATA COLLECTION
METHODS
Dr Zairul Nisham Musa
BVEV 1106

 Is a process of selecting a sample from a population.

Population is a set of all items or the larger group
from which items are selected.

What is
Sampling?

A sample is a small (but hopefully representative) collection of

items from a population used to determine truths about that
population (Field, 2005)
Sampling frame the list of individual or items from
which the sample can be obtained.
Sampling unit/items people, services, organisation,
housing etc.

The
Purposed of
Sampling

To gather data about the population in order to make

an inference that can be generalised to the
population
In other words, it is used to generalised or to make a
conclusion about the population.

STUDY POPULATION

Sampling
Process

SAMPLE

TARGET POPULATION

Target

Sampling
Questions?

Types of
Sampling

Non-probability
sampling (Nonrandom)

Convenience sampling
Judgmental sampling
Snowball sampling
Quota sampling

Probability
Sampling
(Random)
Simple random
sampling
Systematic sampling
Cluster Sampling
Stratified random
sampling

NonProbability
Sampling
(nonrandom)

Is used when the generalisation concerning the

population is not important
Sampling frame where the sample is to be selected is
not available or it is difficult to obtain.
A non probability sample relies on the researcher
selecting the respondents.

Convenienc
e Sampling

The sampling procedure of obtaining the people or

units that are most conveniently available

This involves selecting the nearest and most

convenient people to participate in the research.

This method of selection is not representative

and is considered a very unsatisfactory way to
conduct research.

 Is the procedure of selecting respondents for research

solely based on the judgement of the researcher.

Judgmental
Sampling

The researcher selects a respondent whom (from his

judgement) he feels possessed certain characteristics
that represent the population of interest.
Also called purposive sampling

Snowball
Sampling

Is the procedure of selecting the subsequent

respondent based on the information provided by the
earlier respondents and the process continues until
enough respondents are obtained.
The researcher only needs to identify the first
respondent who possesses the characteristics
required by the study.
Example - Victim of illegal investment scheme.

 The process whereby a researcher gathers data from

Quota
Sampling

individuals possessing identified characteristics and

quotas.
Examples - Age & Income; Male & Female etc.

 Is used when a researcher plans to make inferences

about the population of interest

Probability
Sampling

And the sampling frame where the sample is to be

selected is available.
Probability samples offer each respondent an equal
probability or chance at being included in the sample.

Simple
random
sampling

This involves selecting anybody from the sample

frame entirely at random.

Random means that each person within the sample

frame has an equal chance of being selected.

In order to be random, a full list of everyone within

a sample frame is required.

Procedure: Use table of random numbers,

computer random number generator or mechanical
device.

Systematic
Sampling

This selection is like random sampling, but rather

than use random tables or a computer to select
your respondents you select them in a systematic
way.

The researcher divides the population size (N) by

the intended sample size (n) to obtain the range
k=N/n

Number units in population from 1 to N.

Decide on the n that you want or need.

N/n=k the interval size.

Randomly select a number from 1 to k.

Take every kth unit.

Stratified
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.

Stratified Random Sampling

List of clients
African-American

Hispanic-American

Others

Strata

Random subsamples of n/N

Cluster
Sampling

The entire population is divided into non overlapping

subgroups call cluster.
Cluster sampling entails selecting clusters at random
and all individuals in the selected clusters are
included in the sample.

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.

Define the target population

Select a sampling frame

Stages in
the
Selection of
a Sample

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

Data
Collection
Methods

Is the next step after the sample is identified and

selected.
Must choose the methods that provide the most
information at minimum cost.
There are several methods of collecting data.

 Face to face survey

Methods of
data
collection

Telephone survey
Direct questionnaire
Mail or Postal Questionnaire
Direct observation
Other methods (e-mail, video recording, SMS, internet
survey)