SAMPLING

SAMPLING

Sampling methodrefers to the

way that observations are
selected from a populationto be
in thesamplefor a
sample survey.
 The reason for conducting a sample
survey is to estimate the value of some
attribute of a population.

Population parameter. A population

parameter is the true value of a
population attribute.

Sample statistic. A sample statistic is

an estimate, based on sample data, of
a population parameter.
 Probability vs. Non-Probability Samples

As a group, sampling methods fall into one of

two categories.

Probability samples. With probability sampling

methods, each population element has a known
(non-zero) chance of being chosen for the
sample.

Non-probability samples. With non-probability

sampling methods, we do not know the
probability that each population element will be
chosen, and/or we cannot be sure that each
population element has a non-zero chance of
 Non-Probability Sampling Methods

Non-probability sampling methods offer

two potential advantages - convenience
and cost. The main disadvantage is that
non-probability sampling methods do
not allow you to estimate the extent to
which sample statistics are likely to
differ from population parameters. Only
probability sampling methods permit
that kind of analysis
 Two of the main types of non-
probability sampling methods are
voluntary samples and convenience
samples.
Voluntary sample. A voluntary
sample is made up of people who
self-select into the survey. Often,
these folks have a strong interest in
the main topic of the survey.
 Convenience sample. A convenience
sample is made up of people who are
easy to reach.

Consider the following example. A pollster

interviews shoppers at a local mall. If the
mall was chosen because it was a
convenient site from which to solicit
survey participants and/or because it was
close to the pollster's home or business,
this would be a convenience sample.
 Probability Sampling Methods

The main types of probability sampling

methods are simple random sampling,
stratified sampling, cluster sampling,
multistage sampling, and systematic
random sampling. The key benefit of
probability sampling methods is that
they guarantee that the sample chosen
is representative of the population. This
ensures that the statistical conclusions
will be valid.
 Simple random sampling. Simple
random sampling refers to any sampling
method that has the following properties.

The population consists of N objects.

The sample consists of n objects.
If all possible samples of n objects are
equally likely to occur, the sampling
method is called simple random sampling.
 Stratified sampling. With stratified
sampling, the population is divided into
groups, based on some characteristic.
Then, within each group, a probability
sample (often a simple random
sample) is selected. In stratified
sampling, the groups are
calledstrata.
Multistage sampling. With
multistage sampling, we select a
sample by using combinations of
different sampling methods.
 Systematic random sampling. With
systematic random sampling, we
create a list of every member of the
population. From the list, we randomly
select the first sample element from
the firstkelements on the population
list. Thereafter, we select
everykthelement on the list.
 Test Your Understanding
Problem
An auto analyst is conducting a
satisfaction survey, sampling from a
list of 10,000 new car buyers. The list
includes 2,500 Ford buyers, 2,500 GM
buyers, 2,500 Honda buyers, and 2,500
Toyota buyers. The analyst selects a
sample of 400 car buyers, by randomly
sampling 100 buyers of each brand.
Is this an example of a simple random
sample?
 Answers
(A) Yes, because each buyer in the sample
was randomly sampled.
(B) Yes, because each buyer in the sample
had an equal chance of being sampled.
(C) Yes, because car buyers of every brand
were equally represented in the sample.
(D) No, because every possible 400-buyer
sample did not have an equal chance of
being chosen.
(E) No, because the population consisted of
purchasers of four different brands of car.
THANK YOU!