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Muhammad Nabeel Ijaz Roll Number: 011 112 Subject: Business Research Topic: Sampling Techniques Presented to: Dr. Ashfaq Bhatti Sb.
Department of Business Administration

University of Sargodha, Sargodha

Sample: A sample is some part of a larger body specially selected to represent the whole. Sampling then is taking any portion of a population or universe as representative of that population or universe. In social science research, sampling is virtually always done without replacement; that is, after a particular unit has been selected for observation, it is not put back into the pool so it can be selected again. For Example: It would be impractical to survey the same person twice. Note: Pool is a type of sample survey dealing mainly with issues of public opinions or elections. Sampling Frame: A list of all units in a population under study from which a sample could be selected. Sampling Techniques 1. Probability Sampling 2. Non-Probability Sampling 1. Probability sampling: This is one in which each person in the population have the same probability / chance of being selected. Samples that have this quality are often labeled as EPSEM (Equal Probability of Selection Method) Types of Probability Sampling: I. Simple Random Sampling: Every unit in the population has an equal chance of being selected in the sample. Each unit in the population is assigned a number. A set of numbers is then randomly selected with units assigned those numbers being included in the sample. This probability is: p = 1/N
Muhammad Nabeel Ijaz (MBA 1.5 S.S) Roll Number: 011 112

Where N = the size of the study population. Disadvantage: Using simple random sampling may be very difficult if the size of the study population is very large as it could be very cumbersome and time consuming to assign a number to every unit in the study population, especially if it has to be done by hand. II. Systematic Sampling (Interval Random Sampling): It is calculated by dividing the study population size by the desired sample size. A random number is selected between 1 and k(the sampling fraction) beginning with the randomly selected number every kth unit in the population is selected for inclusion in the sample. The formula is: Study Population Size / Desired Sample Size Example: There is a study population of 100 people. A sample of 10 persons is desired. In this case the sampling fraction would be 100/10 = 10. Thus k = 10. A random number is then selected between 1 and 10 for example 3. The 3rd unit would then be selected for the sample. Using the sampling fraction, 10 units would be skipped and the 13th unit would be included. Skipping ahead 10 more units, the 23rd unit would be included. This procedure would continue until 10 units were selected for the sample and the desired sample size reached. Disadvantage: A primary danger of systematic sampling is that this design can produce a biased, or nonrepresentative sample if the sampling frame from which the sample is selected is ordered in some kind of systematic fashion that will influence the composition of the sample. III. Stratified Sampling: The population is divided up into subgroups or "strata." A separate sample of units is then selected from each stratum.
Muhammad Nabeel Ijaz (MBA 1.5 S.S) Roll Number: 011 112

The ultimate function of stratification is to organize the population into homogeneous subsets and to select the appropriate number of elements from each. Advantages: It increase sample efficiency (i.e. lower sampling variance). It ensures that certain key subgroups will have sufficient sample. Creation of strata permits the use of different sample designs for different portions of the population.
It has two types:

a) Proportionate Stratified sample where the number of units selected from each strata for a sample is proportional to the number of units in each strata in the population. b) Disproportionate Stratified sample where the number of units selected from each strata for a sample is not proportional to the number of units in each strata in the population. The major problem with using stratified sampling is that it is necessary for the researcher to have data on the characteristics of the population (i.e., have population data on the stratification variable) in order to select the sample. In many situations, data on population characteristics may be unavailable and unknown. IV. Cluster Sampling The population is divided up into subgroups or "clusters" that represent aggregates of individual units. A sample of clusters is then selected. All individual units that are contained within a cluster that is selected are included in the sample.

Muhammad Nabeel Ijaz (MBA 1.5 S.S) Roll Number: 011 112

Advantage: A major advantage of cluster sampling is that it can be used on very large populations and it is not necessary to have data on important variables for the entire population. Rather, it is just necessary to be able to divide the population up into clusters of some type. Disadvantage: A major disadvantage of cluster sampling is that this method tends to produce less representative samples compared to other probability sampling designs, particularly when the clusters contain large numbers of units within them and only a few are needed to meet the desired sample size. 2. Non-probability Sampling: Every unit in the study population does not have a chance, or a nonzero probability, of being selected for inclusion in the sample. As a result of this, statistical tests, such as the calculation of confidence intervals, cannot be validly used, because such procedures assume that each unit in the population does have a chance of being included in the sample. In other words this is where the probability of inclusion in the sample is unknown. Types of Non-Probability Sampling: I. Convenience (Accidental) Sample: In this the units are selected on the basis of availability. II. Quota Sample: Units are selected on the basis of availability with "quotas" being selected to represent the distribution in the population. III. Purposive / Judgmental Sample: The researcher selects units he/she thinks are most representative of the population.

Muhammad Nabeel Ijaz (MBA 1.5 S.S) Roll Number: 011 112

IV.

Snowball Sample: A unit with a desired characteristic is identified. This unit is asked to identify other units with the desired characteristic. These additional units are also asked to identify other units with the desired characteristic. Through this process the size of the sample "snowballs" or grows larger. This technique is useful when little is known about a population being studied or the goal is to study social groups such as "social networks. Conclusion: Non-probability samples are best used in "exploratory" research studies, where the goal is to gain some initial insights into behaviors that we know little about. While findings obtained from non-probability samples cannot be empirically generalized to a larger population, they could be viewed as "suggestive." That is, the findings could be viewed as the results that a researcher "might" obtain, if he/she conducted a study using a probability sample.

Muhammad Nabeel Ijaz (MBA 1.5 S.S) Roll Number: 011 112