Research

Dr. Scott R. Swanson

Sample Designs and Sampling Procedures

OBJECTIVES
To understand the concept of sampling. To understand sampling error. To distinguish between probability samples and non-probability samples. Determining the appropriate sample design.

POPULATION

CENSUS

PARAMETER

SAMPLE
SUBSET OF A LARGER POPULATION STATISTIC IS AN ELEMENT OR CHARACTERISTIC OF A SAMPLE USED TO MAKE INFERENCES ABOUT THE POPULATION PARAMETERS

SAMPLING
WHY SAMPLE?
Pragmatic reasons. Accurate and reliable results. Destruction of test units.

TARGET POPULATION SAMPLING FRAME

WORKING POPULATION
A LIST OF ELEMENTS FROM WHICH THE SAMPLE MAY BE DRAWN SAMPLING FRAME ERROR

SAMPLING UNITS

RANDOM SAMPLING ERROR

THE DIFFERENCE BETWEEN THE SAMPLE RESULTS AND THE RESULT OF A CENSUS CONDUCTED USING IDENTICAL PROCEDURES STATISTICAL FLUCTUATION DUE TO CHANCE VARIATIONS

SYSTEMATIC ERRORS
NOT DUE TO CHANCE DUE TO STUDY DESIGN OR IMPERFECTIONS IN EXECUTION

Steps in Developing a Sample Plan

Execute Operational Plan

Define the Population of Interest

Develop Operational Plan

Choose Sampling Frame

Determine Sample Size

Select a Sampling Method

Steps In Developing A Sampling Plan

Step One: Defining the Population of Interest Specifying the characteristics from whom information is needed. Define the characteristics of those that should be excluded. Step Two: Choosing Sampling Frame A list of elements or members from which we select units to be sampled.

Steps In Developing A Sampling Plan Step Three: Select a Sampling Method The selection will depend on: The objectives of the study The financial resources available Time limitations The nature of the problem
Probability Samples A known, nonzero probability of selection Nonprobability Samples Elements selected in a nonrandom manner

TWO MAJOR CATEGORIES OF SAMPLING

PROBABILITY SAMPLING

NONPROBABLITY SAMPLING

Classification of Sampling Methods

Sampling methods

Probability samples

Nonprobability samples

Systematic

Stratified

Convenience

Snowball

Cluster

Simple random

Judgement

Quota

Nonprobability Sampling
Reasons to use Procedure satisfactorily meets the sampling objectives Lower Cost Limited Time Not as much human error as selecting a completely random sample Total list population not available

Probability vs. Nonprobability Samples

Nonprobability samples are adequate when:
the sample is very small the population is homogenous on the variable being studied informal, exploratory research is being done it is desired to screen out loser products

STRENGTHS & WEAKNESSES OF BASIC NON-PROBABILITY SAMPLING TECHNIQUES

Least expensive. Least time-consuming. Most convenient. Selection bias. Sample not representative. Not recommended for descriptive or causal research.

STRENGTHS & WEAKNESSES OF BASIC NON-PROBABILITY SAMPLING TECHNIQUES

Low cost. Not time consuming. Useful for some types of forecasting. Does not allow generalization. Subjective, may make the sample unrepresentative.

STRENGTHS & WEAKNESSES OF BASIC NON-PROBABILITY SAMPLING TECHNIQUES

Sample can be controlled for certain characteristics. Selection bias. No assurance of representativeness. Projecting data beyond sample inappropriate.

STRENGTHS & WEAKNESSES OF BASIC NON-PROBABILITY SAMPLING TECHNIQUES

Can estimate rare characteristics. Time consuming. Projecting data beyond sample inappropriate.

STRENGTHS & WEAKNESSES OF BASIC PROBABILITY SAMPLING TECHNIQUES

Easily understood. Results projectable. Difficult to construct sampling frame. Expensive. Often due to dispersed respondents.

Simple Random Sampling The purest form of probability sample Probability of Selection = Sample Size Population Size

STRENGTHS & WEAKNESSES OF BASIC PROBABILITY SAMPLING TECHNIQUES

Can increase representativeness. Easier to implement than SRS. Can decrease representativeness. Must be particularly concerned with possible ordering in the population. Uses a fixed skip interval to draw elements from a numbered population. Skip Interval = Population Size Sample Size

STRENGTHS & WEAKNESSES OF BASIC PROBABILITY SAMPLING TECHNIQUES

Includes all important sub-populations. Precision. Expensive. Difficult to select relevant stratification variables.

1. The original population is divided into two or more mutually exclusive and exhaustive subsets 2. Simple random samples of elements from the two or more subsets are chosen independently from each other.

Probability Samples
When to use stratified sampling over SRS:
Primary research objective is to compare groups There are separate confidence interval objectives by strata Variances differ by strata Costs differ by strata Prior information differs by strata

CLUSTER SAMPLING
The purpose of cluster sampling is to sample economically while retaining the characteristics of a probability sample. The primary sampling unit is no longer the individual element in the population. The primary sampling unit is a larger cluster of elements located in proximity to one another.

Probability Samples
When to use cluster sampling over SRS:
When travel costs can be reduced as a result When there are substantial fixed costs associated with each data collection location When there is a list of clusters but not of individual population members

Steps In Developing A Sampling Plan

Step Four: Determine Sample Size Available budget Rules of thumb Number of subgroups

Steps In Developing A Sampling Plan

Step Five: Develop Operational Procedures for Selecting Sample Elements Step Six: Execution of the Sampling Plan The final step of the operational sampling plan Include adequate checking of specified procedures.

Internet Sampling
Major disadvantage
lack of computer ownership and Internet access among certain segments of the population

Hard to reach subjects may participate

Web Site Visitors

Unrestricted samples are clearly convenience samples Over- representing the more frequent visitors

Internet Samples
Panel Samples Recruited Ad Hoc Samples Opt-in Lists