SAMPLING

INTRODUCTION

• Sample is a part of target population.

• Sample frame
• Distinction between census and sampling
• When is census appropriate?
• When is sample appropriate?
SAMPLING PROCESS
Define the target population

Select a sampling frame

Specify the sample unit

Selection of sampling
method

Determination of sample size

Specify sampling plan

Selection of sample
1. DEFINE THE POPULATION

• Elements
• Sampling units
• Extent
• time
2. SAMPLING FRAME

• Sources of information – population

• Example: Scooter owner in the city. The
RTO will be the frame
3. SPECIFY THE SAMPLING UNIT

• Who is your respondent?

• Determine how and where to contact the
sampling unit.
4. SELECTION OF SAMPLING METHOD

• Probability sampling
• Non – probability sampling
5. DETERMINE THE SAMPLE SIZE

• How many elements of the target population

are to be chosen
• It depends on the type of study
• It depends on the resources available
• It depends on the accuracy required
6. SPECIFY THE SAMPLING PLAN

• Should clearly specify the target population

• It includes sampling unit and sampling procedure
• Outline on the basis of which research is
conducted
• Example: household
7. SELECT THE SAMPLE

• Sample respondents are selected to collect

the data for the purpose of research.
• Decide on how to select the sample
 TYPES OF SAMPLING
Systematic Random Deliberate
sampling sampling sampling
Shopping
mall
intercept
Stratified sampling
random Sampling Non -
sampling probability methods probability
Quota
sampling

Cluster
sampling Area Snow
Multi Panel ball
sampling
stage samples sampling
sampling
RANDOM SAMPLING
• It is a process in which every item of the population has an
equal probability of being chosen.
• Lottery method
• Random number table
• A researcher randomly picks numbers, with each number
corresponding to a subject or item, in order to create
the sample. To create a sample this way, the researcher
must ensure that the numbers are well mixed before
selecting the sample population.
RANDOM NUMBER TABLE
Equal probability

Varying
probability

(a)Tippet’s table (b) Fisher and

Yate’s table (c) Kendall and
Raington table
SYSTEMATIC RANDOM SAMPLING

• Sampling interval K is determined as follows:

– No. of units in the population/No. of units desired in the
sample
– K = N/n
• One unit between the first and Kth unit in the population list is
randomly chosen.
• Add Kth unit to the randomly chosen number
STRATIFIED RANDOM SAMPLING
• Stratified random sampling is a method of sampling that
involves the division of a population into smaller groups known
as strata.
• This method is useful when population is heterogeneous
• Strata is formed based on some characteristics or attributes ex:
Income or education
• Based on more or less equal on some characteristics.
• Proportionate stratified sampling
• Disproportionate stratified sampling
 EXAMPLE… • Suppose a researcher wishes to study the retail sales of
products.
• Require 12 stores
Size of stores No of stores Percentage of stores
Large stores 2000 20
Medium stores 3000 30
Small stores 5000 50
Total 10000 100
CLUSTER SAMPLING
• Researcher divide a population into smaller groups
known as clusters
• Cluster sampling is a method of probability sampling
that is often used to study large populations,
particularly those that are widely geographically
dispersed
• All the units in the selected cluster are studied
• Example: Site measurement
MULTISTAGE SAMPLING

• Complex form of cluster sampling in which two or more

levels of units are embedded one in the other.
• First stage, random number of districts chosen in all states.
• Followed by random number of talukas, villages.
• Then third stage units will be houses.
• All ultimate units (houses, for instance) selected at last step
are surveyed.
• Example: Exit poll
AREA SAMPLING
• This is another type of cluster sampling.
• Clusters are formed on the basis of geographical location
• Example:
– The list of all the agricultural farms in a village or a
district may not be easily available but the list of village
or districts are generally available. In this case, every
farm in sampling unit and every village or district is the
cluster.
NON – PROBABILITY SAMPLING
• Nonprobability Sample a particular member of
the population being chosen is unknown.
• In probability sampling, randomness is the
element of control. In Non-probability
sampling, it relies on personal judgment.
1.DELIBERATE OR PURPOSIVE
SAMPLING
• It is known as the judgmental sampling
• The researcher uses his discretion in selecting sample from
the universe
• There is an element of bias in the selection
• Units in the universe do not enjoy an equal chance of
getting included in the sample.
2. SHOPPING MALL INTERCEPT
SAMPLING
• Respondents are intercepted in shopping malls or other
public spaces.
• The process involves stopping shoppers, screening them
for appropriateness, and either administering a survey (or
interview) on the spot or inviting them to a research facility
nearby to complete the interview
3. QUOTA SAMPLING
• Researchers choose these individuals according to specific
traits or qualities.
• For example, a cigarette company wants to find out what
age group prefers what brand of cigarettes in a particular
city. He/she applies quotas on the age groups of 21-30, 31-
40, 41-50, and 51+. From this information, the researcher
gauges the smoking trend among the population of the city
• Employment according to category
4. SNOW BALL SAMPLING
• Initial group of respondents are selected randomly
• Subsequent respondents are being selected based on the
referrals provided by the initial respondents
• The referrals will have demographic and psychographic
characteristics that are relatively similar to the person
referring them.
5. PANEL SAMPLES
• Panels or members appointed by the researcher
• Example: researcher is interested in knowing
the change in the consumption pattern of
households.
PROBABILITY VS NON-PROBABILITY
SAMPLING
Probability Non-Probability
The sampling method in which all the members When all the individuals of the population are
of the population has a pre-specified and an not given an equal opportunity of becoming a
equal chance to be a part of the sample. part of the sample, the method is said to be
Non-probability sampling.
This technique is based on the randomization There is no probability attached to the unit of
principle, wherein the procedure is so designed, the population and the selection relies on the
which guarantees that each and every subjective judgment of the researcher.
individual of the population has an equal
selection opportunity.
This helps to reduce the possibility of bias. Possibility of bias is more

The methods of probability sampling: – Simple The methods of non-probability sampling: –

Random Sampling – Stratified Sampling – Convenience Sampling – Quota Sampling –
Cluster Sampling – Systematic Sampling Judgment or Purposive Sampling – Snowball
Sampling
 SAMPLING
ERROR
GAP BETWEEN THE SAMPLE MEAN AND
P O P U L AT I O N M E A N
 NON SAMPLING ERROR
• Non-sampling error is the deviations of estimates from their true
values that are not a function of the sample chosen, including
various systematic errors and random errors that are not due
to sampling.
• The higher the number of errors, the less reliable the information.
• When non-sampling errors occur, the rate of bias in a study or
survey goes up.
 SAMPLING FRAME ERROR
• Frame error results when the sampling frame is not an accurate and
complete representation of the population of interest.
• Consider sampling households within a city using the telephone
yellow pages as the sampling frame. Some numbers listed in the phone
book are no longer working numbers because the people in the
household that had the number have moved out of the city; these are
erroneous inclusions. Some households choose to have their phone
numbers unlisted; Some households have multiple listings in the
phone book because they have additional telephone lines for a
computer modem or for a fax machine or for the children.
NON – RESPONSE ERROR
• A non-response error occurs when units selected as part of the
sampling procedure do not respond in whole or in part.
• This may occur because either the potential respondent was not
contacted or they refused to respond.
• The extent of this non-response error can be checked through
follow-up surveys using alternate modes.
DATA ERROR

• This occurs during the data collection, analysis of data or

interpretation.
• Respondents sometimes give distorted answers
unintentionally for questions which are difficult if the
questions are too long and not understandable.
• It also occurs when answers to open ended questions are
being improperly recorded.
HOW TO REDUCE NON – SAMPLING
ERROR?
• For non response – provide incentives such as gift or cash
• Data error – don’t ask questions which respondents cannot answer.
Do not ask sensitive questions
• Train the interviewer to establish a good rapport with the
respondents
• Avoid leading questions
• Pre test the questionnaire
• Modify the sampling frame to make it a representative of the
population.