CHAPTER 2

SAMPLING & DATA

COLLECTION METHODS
 Types of sampling and data collections
What is SAMPLING ??

SAMPLING- is a process of selecting a sample from a

population.
Data sampling is a statistical analysis technique used to select,
manipulate and analyze a representative subset of data points in
order to identify patterns and trends in the data set being
examined as a whole.
 Primary Data
• Definition: Original information collected first-hand by field
work (Payne 2005).
• An advantage of primary data is that it is specifically tailored
to your research needs.
• The disadvantages is that it is expensive and time consuming
to obtain.
• Examples: measuring, counting, surveying, interviewing, etc
 Secondary Data
• Definition: Information from published resources which was
collected by someone else (Payne 2005)
• Secondary data is information that has been collected for a
purpose other than your current research project but has
some relevance and utility for your research.
• Examples: bulletins, publications, journals, textbooks, census
data, etc.
 Sampling Techniques :
Probability Sampling
• Random
• Systematic
• Stratified
• Cluster
• Multi-stage
 Random Sampling
• Example
• Random sampling is analogous to putting everyone's name into a
hat and drawing out several names. Each element in the
population has an equal chance of occuring. While this is the
preferred way of sampling, it is often difficult to do. It requires
that a complete list of every element in the population be
obtained.
cont
 Systematic Sampling
• Example
• Systematic sampling is easier to do than random sampling. In
systematic sampling, the list of elements is "counted off". That is,
every element is taken. This is similar to lining everyone up and
numbering off "1,2,3,4; 1,2,3,4; etc". When done numbering, all
people numbered 4 would be used
cont

All data is sequentially numbered

 Stratified Sampling
• Example
• Stratified sampling also divides the population into groups called
strata. However, this time it is by some characteristic, not
geographically. For instance, the population might be separated
into males and females. A sample is taken from each of these
strata using either random, systematic, or convenience sampling.
cont
 Cluster Sampling
• Example
• Cluster sampling is accomplished by dividing the population into
groups -- usually geographically. These groups are called clusters
or blocks. The clusters are randomly selected, and each element in
the selected clusters are used.
cont
 Multi-stage Sampling
• In this method, sampling is carried out in two or more stages. The population is
regarded as being composed of a number of first stage sampling units. Each of
them is made up of number of second stage units and so forth.
• That is, at each stage, a sampling unit is a cluster of the sampling units of the
subsequent stage, first, a sample of the first stage sampling is drawn, and then from
each of the selected first stage sampling unit, a sample of the second stage
sampling units is drawn.
• The procedure continues down to the final Sampling units or population elements.
Appropriate random sampling method is adopted at each stage.
• This method is designed to reduce time and cost when working with samples from
very large populations.
(Source: Usha Devi 2012)
 Sampling Technique :
Non-Probability Sampling
DEFINITION
The process of selecting a sample from a
population without using (statistical)
probability theory.
 Types of Non-Probability Sampling
1. Convenient (or Convenience) Sampling
2. Quota Sampling
3. Judgment Sampling
4. Snowball Sampling
 Convenient Sampling

DEFINITION
Selecting easily accessible participants with no
randomization.

For example, asking people who live in your dorm to take a

survey for your project.
 Quota Sampling

DEFINITION
Selecting participant in numbers proportionate
to their numbers in the larger population, no
randomization.

For example you include exactly 50 males and 50 females in a

sample of 100.
 Judgment Sampling

DEFINITION
Selecting participants because they have certain
predetermined characteristics, no randomization.

For example, you want to be sure include African Americans,

EuroAmericans, Latinos and Asian Americans in relatively equal
numbers.
 Snowball Sampling
DEFINITION
Selecting participants by finding one or two
participants and then asking them to refer you to
others.

For example, meeting a homeless person, interviewing that person,

and then asking him/her to introduce you to other homeless people
you might interview.
Summary
Primary Data &
Secondary Data
 Secondary Data
• Data gathered by another source (e.g. research study, survey,
interview)
• Secondary data is gathered BEFORE primary data. WHY?
• Because you want to find out what is already known about a
subject before you dive into your own investigation. WHY?
• Because some of your questions can possibly have been
already answered by other investigators or authors. Why
“reinvent the wheel”?
 Primary Data

• Data never gathered before

• Advantage: find data you need to suit your
purpose
• Disadvantage: usually more costly and time
consuming than collecting secondary data
• Collected after secondary data is collected
 Let’s Think
Group Research Topic Primary Data Secondary Data
1
2
3
Method Of Data Collection
 Method Of Data Collection
Method Advantages Disadvantages
Observation • Collect data where and when • people usually perform better
an event or activity is when they know they are
occurring being observed
• Directly see what people do • Does not increase
rather than relying on what understanding of why people
they say they do behave the way they do
Interviews • Useful for gaining insight and • Time consuming and
context into a topic expensive compared to other
• Allows respondents to data collection methods
describe what is important to • May seem intrusive to the
them respondent
 Method Of Data Collection
Method Advantages Disadvantages
Questionnaire / survey • Reduces chance of evaluator • Survey respondents may not
bias because the same complete the survey resulting
questions are asked of all in low response rates
respondents • Items may not have the same
• Some people feel more meaning to all respondents
comfortable responding to a • Given lack of contact with
survey than participating in an respondent, never know who
interview really completed the survey
• Many people are familiar with • Good survey questions are
surveys hard to write and they take
• Can cover a wide range of considerable time to develop
topics and done
 Method Of Data Collection
Method Advantages Disadvantages
Document Review

Focus Group

Case Studies

Illustrated Presentation
 Design & Constructing of Questionnaires

Select the correct types of questions:

• open ended – harder to score but get “richer” information
• closed ended – offer two either/or responses (true/false; yes/no;
• multiple choice – select one or more than one
• scaled response – gather range of “values” (strongly disagree,
somewhat disagree, neutral, somewhat agree, strongly agree
 Important characteristics of
good questionnaires
• Plan a user-friendly format
• Gather demographic data – age, gender, etc., when necessary.
• Ensure ease of tabulation
• Ask well-phrased and unambiguous questions that can be
answered
• Develop for completeness – get all the data
• Pilot test the instrument
continue
Remember, you should include on the survey:
• an introductory statement about the purpose of the survey,
• a motivational reason why customers should take it, and
• a reminder to participants that they are taking the survey anonymously.

You should NOT include on the survey:

• answer percentages
 Lets do
Prepare a questionnaire (word processed on paper) that you utilized
to gather the primary data for the formal report case.

• The questionnaire will be inserted as an appendix at the end of

your formal report.