What Is Random Sampling?

Random sampling is a method of data collection and analysis designed to

select a representative sample of respondents out of a larger population.
Random sampling is named as such because the data set is chosen via
random selection, where every member of the population has an equal
probability of being selected. This classifies it as a probability sampling
method. The opposite is a non-probability sampling method, where not all
members of a population have an equal chance of being chosen. When
properly conducted, random sampling results should be representative of the
population at large. Researchers study those respondents and then
extrapolate a set of inferences about the entire population based on data
analysis of those sampled.

3 Characteristics of Random Sampling

Random sampling is characterized by the following features:
. 1. Respondents are randomly chosen from a broader sampling
frame. In a random sample, a randomly chosen subset of the larger
population is selected for study. The methodology for random selection
varies. In a simple random sample, a researcher might assign a
number to every member of the population and then use a random
number generator or a random number table to pick respondents.
Phone surveys often work this way, with phone numbers chosen at
random.
. 2. Researchers use data from sample groups to make inferences
about the whole population. Statisticians typically regard random
sampling strategies as an accurate snapshot of the total population.
. 3. Sample sizes must be adjusted for population size. To create a
scientifically useful study, surveys of large populations must contain a
sufficient number of respondents to assure a truly random and
representative sample. For instance, a study of New York City
residents would require a notably larger sample size than a study of
Muncie, Indiana, residents.
.
Uses for Random Sampling
Random sampling has myriad uses in both science and market research.
Some of its manifestations include phone surveys, political polling,
epidemiology and tracking disease, gene pool mapping, and tracking public
opinion. Researchers may also use random sampling methods to track
academic performance across a region or school district.

4 Types of Random Sampling

There are four main types of random sampling techniques that statisticians
use.
. 1. Simple random sampling: The simple random sampling method
chooses respondents from a sample frame by using random
techniques. The most common among these is random number
 generation where every member of the sample frame is assigned a
number and certain numbers are picked at random.
. 2. Systematic sampling: This type of probability sampling streamlines
simple random sampling by using fixed intervals to pick respondents
from an entire population. Instead of random number tables or random
number generators, a statistician using systematic random sampling
might survey every nth person in a population. For instance, they could
assign a number to every person in the sample frame but only pick
people whose numbers end in the digit five.
. 3. Cluster sampling: The cluster sampling process starts by dividing a
total population into smaller groups known as clusters. Then, one of
these clusters is chosen for study. The key to this type of sampling is
that each of these clusters is intended to have near-identical
characteristics. For instance, if a large company has seven main
offices, one of those offices would be chosen for study and the results
would be extrapolated to describe the company at large.
. 4. Stratified sampling: Like cluster sampling, stratified
sampling breaks potential respondents into subgroups. The difference
is that in stratified sampling, these groups are intentionally
homogenous. Every member of a stratum shares a common trait (such
as gender, language spoken, or highest educational degree obtained).
What's more, they cannot fall into more than one strata. Researchers
use stratified sampling when the available sample frame may not be
representative of the total population they want to study. By breaking
the sample frame into homogenous demographics, and then weighting
certain demographics to represent the real-world population,
statisticians can create more relevant and useful data sets.
Advantages of Random Sampling
Random sampling is considered a gold standard for statistical analysis. It has
a much lower chance of sampling error than non-probability sampling
methods, such as convenience sampling where respondents are chosen
based on their availability to the researcher. This representative accuracy is
the primary advantage of random sampling.
Disadvantages of Random Sampling
The main disadvantage to random sampling is that it only works if a sample
frame truly represents the total population. The respondents must also be
chosen at random, which can be more difficult than it seems. To truly recruit a
representative random sample, statisticians must very carefully plan their
outreach and make sure that no groups are accidentally over-represented or
under-represented. This can be time-consuming and expensive, which is why
some researchers fall back on convenience sampling or other non-probability
sampling methods.