Chapter 7

Sampling and
Sampling Distributions
David Chow
Oct 2014

Learning Objectives
In the first part of this chapter, you will learn:
Different sampling methods

How to evaluate survey worthiness

An Example of Sampling

Why Sample?
Instead of selecting every item in

the population (ie, doing a census),

A sample is

less costly to select, and

more practical to analyze

Types of Samples
Types of
Samples

Nonprobability
Samples

Probability
Samples

In a nonprobability sample, items included are chosen

without regard to their probability of occurrence

Eg: convenience sampling
Eg: judgment sample, you get the opinions of pre-selected

experts in the subject matter

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Types of Samples
In a probability sample, items in the sample are chosen

on the basis of known probabilities.

Probability Samples

Simple Random

Systematic

Stratified

Cluster

each possible sample of size n

has the same probability of
being selected
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Simple Random Sampling

Every individual or item from the frame has an equal

chance of being selected

Selection may be with or without replacement
Samples obtained from table of random numbers or

computer random number generators.

Excel command:

=RAND() , OR
=RANDBETWEEN(lower limit, upper limit)

Systematic Sampling
Decide on sample size: n
Divide all N individuals into groups of k

individuals: k = N/n
Randomly select one individual from the 1st group
Select every kth individual thereafter
Eg: Suppose you were sampling n = 5 from a population of N = 50
Step 1: Divide the population into n groups, each with k = 50/5 = 10 individuals
Step 2: Randomly select a member from group 1, say individual 3
Step 3: Select every kth individual thereafter. The sample is {3, 13, 23, 33, 43}
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Stratified Sampling
Divide population into two or more subgroups (called

strata)
By some common characteristic like age, gender, industry, etc

A simple random sample is

selected from each stratum

Samples from subgroups are

combined into one

Eg: Sampling CU students by

stratifying across ____

Arome Bakerys
mango mousse cake
Figure
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Cluster Sampling
Population is divided into several clusters, each

representative of the population

A cluster is a small-scale version of the population

A simple random sample of clusters is selected

Eg: Election exit polls, where certain election districts are

selected and sampled

Eg: How to divide CU students into cluster?

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Comparing Sampling Methods

1. Simple random sample and systematic sample
Simple to use
May not be a good representation of the population

2. Stratified sample
Ensures representation of individuals across the entire

population
3. Cluster sample
More cost effective, but less efficient (i.e., a ____ sample

needed for the same level of precision).

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Evaluating Survey Worthiness

Any bias

Sometimes, we want to know who conducts the survey

Sample size?

Four common errors

1.

Coverage error, or selection bias

2.

Non-response error

3.

Measurement error

4.

Sampling error

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Types of Survey Errors

1.

Coverage error or selection bias

2.

Non-response error

3.

People who do not respond may be different from those who do respond.

Measurement error

4.

Exists if some groups are excluded from the frame and have no chance
of being selected.

Due to weaknesses in question design, respondent error, and

interviewers impact on the respondent.

Sampling error

Variation from sample to sample, cannot be fully eliminated.

Which of these errors are (a) inevitable, (b) fatal?

Remember the saying: Garbage in, ____ !

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Eg: A Poll on Occupy Central

By the largest political party, the pro-Beijing Democratic
Alliance for the Betterment and Progress of Hong Kong

Potential Problems
Sampling: 70% of the 1,097
respondents are aged 50+
Loaded Question: Are you worried
that Central will be paralyzed & HK
will suffer severe economic loss?

The poll did catch considerable attention from the media, though:
70pc frown on Occupy Central: DAB poll (SCMP, 2013-04-10)
Most HK residents oppose 'Occupy Central (China Daily Asia, 2013-04-08)
DAB says majority against Occupy Central plan (Standard, 2013-04-09)
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