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A
PRESENTATION
ON
SAMPLING:
DESIGN & PROCEDURES
Presented To:
PowerpointProf. T. S. Shibin
Templates
Page 2
PRESENTED BY:
P for
POWERFULL
Page 3
SAMPLE or CENSUS
Population: Aggregate of all the elements that share
some common set of characteristics.
Census: Complete involvement of elements of a

population.
Sample: Subgroup of the population selected for the

participation in the study.
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SAMPLE Vs. CENSUS
PARAMETER SAMPLE CENSUS
Budget Small Large
Time available Short Long
Population size Large Small
Variance in characteristics Small Large
Cost of sampling errors Low High
Cost of nonsampling errors High Low
Nature of measurement Destructive Nondestructive
Attention to individual cases Yes No
Page 5
THE SAMPLING DESIGN PROCESS
Define the Target Population
Determine the Sampling Frame
Select a Sampling Technique
Determine the Sample Size
Execute the Sampling Process
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Define the Target Population
Target population is the collection of elements or objects that
possess the information sought by the researcher.
Defining the target population involves translating the problem

definition into a precise statement of who should and should not
be included in the sample.
Target population should be defined in terms of Elements,

Sampling units, Extent and Time.
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Determine the Sampling Frame
Sampling frame is a representation of the elements of the
target population.
It consists of a list or set of directions for identifying the target

population.
e.g. Telephone directory, Yellow pages, Customer list etc.
Sampling frame error.
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Select a Sampling Technique
Bayesian Approach: Elements are selected sequentially and it
incorporates prior information about population parameters, costs and
probabilities associated with making wrong decisions.
Traditional Approach: Most commonly used.
Sampling with replacement: After obtaining data from the element, it

is placed back in the sampling frame, so it has chance of getting
selected again.
Sampling without replacement: After collecting data from element, it

is removed from the sampling frame and hence it cannot be selected
again.
Probability or Nonprobability sampling.

Page 9
Determine the Sample Size
Sample Size: Number of elements to be included in the study.
Importance of the
Resource Decision
Nature of Research
Constraints
Factors for selecting

Completion Rates Number of Variables
Sampling Size
Incidence Rates Nature of Analysis

Sample sizes used in
similar studies
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Execute the Sampling Process
It requires a detailed specification of how the sampling design
decisions with respect to the population, sampling frame,
sampling unit, sampling technique and sample size are to be
implemented.
Page 11
Hardik
Page 12
Classification of
Sampling Methods
Sampling
methods
Probability
samples Nonprobability
samples
Systematic Stratified Convenience Snowball
Simple
Cluster Judgement Quota
random
Page 13
Disadvantages of Nonprobability Samples
1. Sampling error cannot be computed
2. Representativeness of the sample is not known
3. Results cannot be projected to the population.
Advantages of Nonprobability Samples

4. Cost less than probability
5. Can be conducted more quickly
6. Produces samples that are reasonably representative
Page 14
Convenience Sampling
Convenience sampling attempts to obtain a sample of
convenient elements. Often, respondents are selected
because they happen to be in the right place at the right
time.
Use of students, and members of social
organizations.
“People on the street” interviews.
Olympic Convenience.
Page 15
A Graphical Illustration of
Convenience Sampling
A B C D E Group D happens to
1 6 11 16 21 assemble at a
convenient time and
2 7 12 17 22
place. So all the
3 8 13 18 23 elements in this Group
4 9 14 19 24 are selected. The
resulting sample
5 10 15 20 25 consists of elements 16,
17, 18, 19 and 20. Note,
no elements are
selected from group A,
B, C and E.
Page 16
Judgmental Sampling
Judgmental sampling is a form of convenience
sampling in which the population elements are selected
based on the judgment of the researcher.
Purchase engineers selected in industrial marketing
research.
Expert witnesses used in court.
Department store study in Metropolitan.
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Judgemental Sampling
The researcher
A B C D E considers groups B, C
1 6 11 16 21 and E to be typical and
2 7 12 17 22 convenient. Within each
of these groups one or
3 8 13 18 23 two elements are
4 9 14 19 24 selected based on
5 10 15 20 25 typicality and
convenience. The
resulting sample
consists of elements 8,
10, 11, 13, and 24. Note,
no elements are selected
from groups A and D.
Page 18
Quota Sampling
Quota sampling may be viewed as two-stage restricted
judgmental sampling.
The first stage consists of developing control categories, or
quotas, of population elements.
In the second stage, sample elements are selected based on
convenience or judgment.
Population Sample
composition composition
Control
Characteristic Percentage Percentage Number
Sex
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 Powerpoint
1000 Templates
Page 19
Quota Sampling
A B C D E A quota of one
element from each
1 6 11 16 21
group, A to E, is
2 7 12 17 22 imposed. Within
3 8 13 18 23 each group, one
element is selected
4 9 14 19 24
based on judgment
5 10 15 20 25 or convenience. The
resulting sample
consists of elements
3, 6, 13, 20 and 22.
Note, one element is
selected from each
column or group.
Page 20
Snowball Sampling
In snowball sampling, an initial group of respondents is
selected, usually at random.
After being interviewed, these respondents are asked to

identify others who belong to the target population of
interest.
Subsequent respondents are selected based on the

referrals.
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Snowball Sampling
A B C D E Elements 2 and 9 are selected

randomly from groups A and
1 6 11 16 21 B. Element 2 refers elements
2 7 12 17 22 12 and 13. Element 9 refers
element 18. The resulting
3 8 13 18 23 sample consists of elements
4 9 14 19 24 2, 9, 12, 13, and 18. Note,
there are no element from
5 10 15 20 25
group E.
Page 22
Kapil
Page 23
Simple Random Sampling
Each elements in population has a known and equal
probability of selection.
Each possible sample of a given size (n) has a known and

equal probability of being the sample actually selected.
This implies that every element is selected independently of

every other element.
Sampling Frame or lottery system.
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Limitations:
Difficult to construct sampling frame.
Results in large geographical areas- data collection is

costly.
Lower precision with highest standard error.
May not result in representative sample.
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Simple Random Sampling
A B C D E
Select five random
1 6 11 16 21 numbers from 1 to 25.
2 7 12 17 22 The resulting sample
consists of population
3 8 13 18 23 elements 3, 7, 9, 16, and
4 9 14 19 24 24. Note, there is no
element from Group C.
5 10 15 20 25
Page 26
Systematic Sampling
Sample is chosen by selecting a random starting point then
every ith element is selected.
Sampling interval is selected by N/n.
When the ordering of the elements is related to the

characteristic of interest, systematic sampling increases the
representativeness of the sample.
If the ordering of the elements produces a cyclical pattern,

systematic sampling may decrease the representativeness of
the sample.
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Systematic Sampling
A B C D E Select a random number

1 6 11 16 21 between 1 to 5, say 2.
The resulting sample
2 7 12 17 22 consists of population 2,
3 8 13 18 23 (2+5=) 7, (2+5x2=) 12,
(2+5x3=)17, and (2+5x4=) 22.
4 9 14 19 24
Note, all the elements are
5 10 15 20 25 selected from a single row.
Page 28
Stratified Sampling
Two step process in which population is partitioned in to sub
population or strata.
Strata will be mutually exclusive and collectively exhaustive.
Samples or elements are selected from each stratum.
Objective of stratified sampling is to increase precision without

increasing cost.
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The variables used in partition the population in to strata is
known as stratification variables.
The criteria for selecting variables are homogeneity,

heterogeneity, relatedness and cost.
Elements within strata should be homogeneous but in strata

should be heterogeneous as possible.
The stratification variables should also be costly.
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In proportionate stratified sampling, the size of the
sample drawn from each stratum is proportionate to the
relative size of that stratum in the total population.
In disproportionate stratified sampling, the size of

the sample from each stratum is proportionate to the
relative size of that stratum and to the standard
deviation of the distribution of the characteristic of
interest among all the elements in that stratum.
Both are identical if characteristics of interest has same

standard deviation within each stratum.
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Stratified Sampling
A B C D E Randomly select a
1 6 11 16 21 number from 1 to 5
for each stratum, A to
2 7 12 17 22 E. The resulting
3 8 13 18 23 sample consists of
population elements
4 9 14 19 24 4, 7, 13, 19 and 21.
5 10 15 20 25 Note, one element
is selected from each
column.
Page 32
Navin
Page 33
Cluster Sampling
The target population is first divided into mutually exclusive
and collectively exhaustive subpopulations, or clusters.
Then a random sample of clusters is selected, based on a

probability sampling technique such as Simple Random
Sampling.
For each selected cluster, either all the elements are

included in the sample or a sample of elements is drawn
probabilistically.
Page 34
Types of Cluster Sampling
Cluster Sampling
One-Stage Two-Stage Multistage

Sampling Sampling Sampling
Simple Cluster Probability

Sampling Proportionate
to Size Sampling
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Elements within a cluster should be as heterogeneous as
possible, but clusters themselves should be as
homogeneous as possible. Ideally, each cluster should be
a small-scale representation of the population.
In probability proportionate to size sampling, the

clusters are sampled with probability proportional to size
and the probability of selecting a sampling unit in a selected
cluster varies inversely with the size of the cluster.
Page 36
Cluster Sampling
A B C D E
1 6 11 16 21
2 7 12 17 22
3 8 13 18 23
4 9 14 19 24
5 10 15 20 25
Page 37
Other Probability
Sampling Techniques
Sequential Sampling: A probability sampling technique in
which the population elements are sampled sequentially,
data collection and analysis are done at each stage, and a
decision is made as to whether additional population
elements should be sampled.
Double Sampling: A sampling technique in which certain

population elements are sampled twice.
Page 38
Choosing
Nonprobability Vs. Probability
Sampling
Conditions Favoring the Use of
Factors Non probability Probability
sampling sampling
Nature of research Exploratory Conclusive

Relative magnitude of Nonsampling errors Sampling errors are
sampling and are larger larger
nonsampling errors
Variability in the Homogeneous (low) Heterogeneous
population (high)
Statistical Unfavorable Favorable
considerations
Operational Favorable Unfavorable
considerations Powerpoint Templates
Page 39
Uses
Nonprobability Sampling: Projection to population not
needed.
Probability Sampling: Projection to population required.
Page 40
Nilesh
Page 41
A Classification of Internet Sampling
Internet Sampling
Online Intercept Recruited Online

Other Techniques
Sampling Sampling
Non Random Random
Panel Non Panel
Recruited Opt in Opt in list

Panels Panels TemplatesRentals
Powerpoint
Page 42
Internet Sampling
Advantages of Internet sampling:
Target respondents can complete the survey at
their convenience.
Data collection is inexpensive.
The interview can be administered under
software control.
The survey can be completed quickly.
Page 43
Disadvantages of Internet Interviewing
Users of the internet are not representative of the
general population.
No comprehensive and reliable source of email
addresses exists.
EXAMPLE-
Customer evaluation
Online purchase evaluation
Student course evaluation
Page 44
Ethics in Marketing Research
Ethics of the Sponsor
Overt and covert purposes
Dishonesty in dealing with suppliers
Misuse of research information
Ethics of the Supplier
Violating client confidentiality
Improper execution of research
Abuse of Respondents
Falsifying answers
Page 45
THANK
YOU
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Census: Complete involvement of elements of a

Sample: Subgroup of the population selected for the

Determine the Sampling Frame

Select a Sampling Technique

Determine the Sample Size

Execute the Sampling Process

Defining the target population involves translating the problem

Target population should be defined in terms of Elements,

It consists of a list or set of directions for identifying the target

e.g. Telephone directory, Yellow pages, Customer list etc.

Sampling frame error.

Traditional Approach: Most commonly used.

Sampling with replacement: After obtaining data from the element, it

Sampling without replacement: After collecting data from element, it

Probability or Nonprobability sampling.

Factors for selecting

Incidence Rates Nature of Analysis

Systematic Stratified Convenience Snowball

Advantages of Nonprobability Samples

After being interviewed, these respondents are asked to

Subsequent respondents are selected based on the

A B C D E Elements 2 and 9 are selected

Each possible sample of a given size (n) has a known and

This implies that every element is selected independently of

Sampling Frame or lottery system.

Results in large geographical areas- data collection is

Lower precision with highest standard error.

May not result in representative sample.

Sampling interval is selected by N/n.

When the ordering of the elements is related to the

If the ordering of the elements produces a cyclical pattern,

A B C D E Select a random number

Strata will be mutually exclusive and collectively exhaustive.

Samples or elements are selected from each stratum.

Objective of stratified sampling is to increase precision without

The criteria for selecting variables are homogeneity,

Elements within strata should be homogeneous but in strata

The stratification variables should also be costly.

In disproportionate stratified sampling, the size of

Both are identical if characteristics of interest has same

Then a random sample of clusters is selected, based on a

For each selected cluster, either all the elements are

One-Stage Two-Stage Multistage

Simple Cluster Probability

In probability proportionate to size sampling, the

Double Sampling: A sampling technique in which certain

Nature of research Exploratory Conclusive

Probability Sampling: Projection to population required.

Online Intercept Recruited Online

Non Random Random

Panel Non Panel

Recruited Opt in Opt in list

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