Types of Sampling Methods

Samples

Probability Samples
Non-Probability
Samples

Simple
Random Stratified
Judgement Chunk
Cluster
Systematic
Quota
 Simple Random Samples
• Every individual or item from the frame has an equal
chance of being selected

• Selection may be with replacement or without

replacement

• Samples obtained from table of random numbers or

computer random number generators
 Systematic Samples
• Decide on sample size: n
• Divide frame of N individuals into groups of k individuals:
k=N/n
• Randomly select one individual from the 1st group
• Select every kth individual thereafter

N = 64
n=8 First Group
k=8
 Stratified Samples
• Population divided into two or more groups according to
some common characteristic
• Simple random sample selected from each group
• The two or more samples are combined into one
 Cluster Samples
• Population divided into several “clusters,” each
representative of the population
• Simple random sample of clusters is selected
• All in selected clusters are combined into one

Population
divided
into 4
clusters.
 Advantages and Disadvantages
• Simple random sample and systematic sample
– Simple to use
• May not be a good representation of the population’s
underlying characteristics
• Stratified sample
– Ensures representation of individuals across the
entire population
• Cluster sample
– More cost effective
– Less efficient (need larger sample to acquire the
same level of precision)
 Why We Need Sampling?
1. Sampling makes possible the study of a large, heterogeneous population.
- The universe or population to be studied may be too large or unlimited that
it is almost impossible to reach all of them. Sampling makes possible this kind of
study because in sampling only a small portion of the population maybe involved
in the study, enabling the researcher to reach all through this small portion of
the population.
2. Sampling is for economy.
- Research without sampling may be too costly. Sampling reduces the study
population to a reasonable size that expenses are greatly reduced.
3. Sampling is for speed.
- Research without sampling might be too time consuming.
4. Sampling is for accuracy.
- If it takes too long a time to cover the whole study population, there maybe
inaccuracy. The research must be finished within a reasonable period of time so
that the data are still true, valid and reasonable.
5. Sampling saves the sources of data from being all consumed.
- The act of gathering data may consume all the sources of information
without sampling. In such a case, there is no more data to apply the conclusion
to.
 Disadvantages of Sampling

1. If sampling is biased, or not representative, or too

small, the conclusion may not be valid and reliable.
2. In research, the respondents to a study must have a
common characteristics which is the basis of the
study.
3. If the population is very large and there are many
sections and subsections, the sampling procedure
becomes very complicated.
4. If the researcher does not possess the necessary skill
and technical knowhow in sampling procedure.
 WHAT IS A GOOD SAMPLE?
• The sample must be valid.

• Validity depends on 2 considerations:

1. Accuracy – bias is absent from the sample

2. Precision – sample represents the population

 STEPS IN SAMPLING DESIGN

Example:
A Company would like to make a study in the quality of digital
cameras it manufactured.
1. Target population – consumers of digital cameras
2. Parameters of interest – quality of digital cameras (scale of 1 to
5 , 5 being the most satisfactory)
3. Sampling frame – database of stores in which digital cameras
are sold, usually customers gives information about them for
warranty purposes
4. Sampling method – Probability sampling (Stratified sampling).
5. Size of sample – it is more on heterogeneous population,
average responses would like to know by the manufacturer, so
large proportion will be needed from the population.
 More About Sampling
• Theoretical sampling – Researcher seeks a sample in order to test a specific hypothesis.
– Drawn from theory
– A type of purposive sampling
– A staple of grounded theory
– Sampling is not fixed
• Self-selection sampling – test yourself
– Often used in sensation/perception experiments
– Problems
• Lacks diversity
• Can be extremely biased
• Dealing with Hidden Populations
– Individuals that participate in hidden behavior or organizations.
– Eg., Homosexuals
– Must often mix sampling procedures
– Snowball sampling a good start – can lead to others
– Problems:
• Confidentiality – many of these groups are hidden for a reason. Provide
anonymity
• Often need to get their confidence
 More About Sampling…

• Repeat sampling methods – studying changes over time.

– Repeat survey - entire survey process is repeated, including the sampling.
– Sample is randomly selected.
– E.g., voter preferences leading up to election
– Problems: must have large sample to make generalizations over time.
– Random changes in sample may be confused with changes over time.
• Panel surveys (cohort surveys) - the same sample of people or organizations is
contacted several times over a relatively long period.
– Longitudinal research
– Problem: those associated with longitudinal research (i.e., fatigue, order effects,
etc.)
• Rotating survey – combination of repeat survey and panel survey.
– Sample is changed over repeated measures.
– Individuals are only sampled a set number of times.
– Helps to eliminate problems with fatigue, order, etc.
– Not perfect in doing so
 Non Responses

• Refusal to respond
• Ineligibility to respond
• Inability to locate respondent
• Respondent located but unable to make
contact