Basic Concepts in Social Survey:

SAMPLING
 1. SIMPLE RANDOM SAMPLING
• Simple random sampling is a type of probability sampling in which the researcher
randomly selects a subset of participants from a population.
• A simple random sample takes a small, random portion of the entire population to
represent the entire data set, where each member has an equal probability of
being chosen.
• An example of a simple random sample would be the names of 25 employees
being chosen out of a hat from a company of 250 employees. In this case, the
population is all 250 employees, and the sample is random because each
employee has an equal chance of being chosen.
• This method of sampling is most apt for when the main objective of a study is for
its findings to be generalizable for a whole population. In other words, this method
of sampling ensures that the data extracted from the chosen sample group is
reflective of what it would be for the target population as a whole.
 2.
SYSTEMATIC SAMPLING
• There are many sampling techniques adopted by researchers and
statisticians and the type of sampling depends upon the analysis to be
performed. When it seems time consuming to obtain data from every
member of the population, then sampling techniques are employed.
• The sample size is the number of people out of the entire population you
assess in your sample. A larger sample size requires more work while
providing increased certainty, while a smaller sample has higher
uncertainty but requires fewer resources to assess.
• Systematic sampling is a type of probability sampling method in which
sample members from a larger population are selected according to a
random starting point but with a fixed, periodic interval.
• This interval, called the sampling interval, is calculated by dividing the
population size by the desired sample size.
 2. SYSTEMATIC SAMPLING
• Systematic sampling is carried out smoothly if the population is in ascending or
descending order since it will include members from both the top and bottom end
of the population.
• For example, a study seeking to gather information by sampling 5% of a population
may use systemic sampling with an interval of 20 to select one out of every 20 data
points, which equals 5% of the total.
• Another example, if a school wants to form a systematic sample of 500 students
for a volunteer event from a population of 5000 students, then they can select
every 10th student from the entire student population to build a systematic
sample.
 3. STRATIFIED SAMPLING
• In stratified sampling, researchers divide subjects into subgroups called strata
based on characteristics that they share (e.g., race, gender, educational
attainment). Once divided, each subgroup is randomly sampled using another
probability sampling method.
• For example, consider an academic researcher who would like to know the
number of MBA students in 2021 who received a job offer within three months of
graduation.
• The researcher will soon find that there were almost 200,000 MBA graduates for
the year. They might decide just to take a simple random sample of 50,000
graduates and run a survey.
• Better still, they could divide the population into strata and take a random sample
from the strata. To do this, they would create population groups based on gender,
age range, race, country of nationality, and career background.
• A random sample from each stratum is taken in a number proportional to the
stratum’s size compared with the population. These subsets of the strata are then
pooled to form a random sample.
 3. STRATIFIED RANDOM SAMPLING

• Stratified random sampling is used when the researcher wants to highlight a

specific subgroup within the population.
• This technique is useful in such researches because it ensures the presence of the
key subgroup within the sample.
• In other words, stratified random sampling is typically used by researchers when
trying to evaluate data from different subgroups or strata.
• It allows them to quickly obtain a sample population that best represents the
entire population being studied.
• Researchers also employ stratified random sampling when they want to observe
existing relationships between two or more subgroups.
 3. CLUSTER SAMPLING

• What is Cluster Sampling? Cluster sampling is a probability sampling technique

where researchers divide the population into multiple groups (clusters) for
research. So researchers then select random groups with a simple random or
systematic random sampling technique for data collection and analysis.
• Cluster sampling is typically used when both the population and the desired
sample size are particularly large.
• The purpose of cluster sampling is to reduce the total number of participants in a
study if the original population is too large to study as a whole.
• These clusters serve as a small-scale representation of the total population and
taken together, the clusters should cover the characteristics of the entire
population.
• Cluster sampling allows researchers to create smaller, more manageable
subsections of the population with similar characteristics. Cluster sampling is
particularly useful in area or geographical sampling, when the populations are
widely dispersed.
• The population within a cluster should ideally be as heterogeneous as
possible.
 CLUSTER SAMPLING
• The way in which both systematic and cluster sampling pull sample points from the
population is different. While systematic sampling uses fixed intervals from a larger
population to create the sample, cluster sampling breaks the population into
different clusters.
• Systematic sampling selects a random starting point from the population, and then
a sample is taken from regular fixed intervals of the population depending on its
size. Cluster sampling divides the population into clusters and takes a simple
random sample from each cluster.
• Here's an example. Let's say there's a population of 100 people in a study. The
researcher starts with the person in the 10th spot. They then decide to choose
every seventh person after that. This means the people in the following data points
are selected in the sampling: 10, 17, 24, 31, 38, 45, and so on.
 4. CONVENIENCE SAMPLING
• Convenience sampling is a non-probability sampling method where units are
selected for inclusion in the sample because they are the easiest for the researcher
to access.
• This can be due to geographical proximity, availability at a given time, or
willingness to participate in the research. Sometimes called accidental sampling,
convenience sampling is a type of non-random sampling.
• A basic example of a convenience sampling method is when companies distribute
their promotional pamphlets and ask questions at a mall or on a crowded street
with randomly selected participants.
• Businesses use this sampling method to gather information to address critical
issues arising from the market. They also use it when collecting feedback about a
particular feature or a newly launched product from the sample created.
 5. PURPOSIVE SAMPLING
• Purposive sampling refers to a group of non-probability sampling techniques in
which units are selected because they have characteristics that you need in your
sample. In other words, units are selected “on purpose” in purposive sampling.
• Also called judgmental sampling, this sampling method relies on the researcher’s
judgment when identifying and selecting the individuals, cases, or events that can
provide the best information to achieve the study’s objectives.
• Purposive sampling is common in qualitative research and
mixed methods research. It is particularly useful if you need to find information-
rich cases or make the most out of limited resources, but is at high risk for
research biases like observer bias.
• The main goal of purposive sampling is to identify the cases, individuals, or
communities best suited to helping you answer your research question. For this
reason, purposive sampling works best when you have a lot of background
information about your research topic. The more information you have, the higher
the quality of your sample.
 SNOWBALL SAMPLING
• Snowball sampling is a non-probability sampling method where new units are
recruited by other units to form part of the sample. Snowball sampling can be a
useful way to conduct research about people with specific traits who might
otherwise be difficult to identify (e.g., people with a rare disease).
• This sampling method involves primary data sources nominating another potential
primary data sources to be used in the research.
• In other words, snowball sampling method is based on referrals from initial
subjects to generate additional subjects. Therefore, when applying this sampling
method members of the sample group are recruited via chain referral.