Session 6 1

Define the Population

Determine the Sampling Frame

Select Sampling Technique(s)

Determine the Sample Size

Execute the Sampling Process

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▪ Population: Any group of people or objects (which are similar) that form the
subject of study
▪ Sampling frame: All the elements of a population with proper identification
that is available for selection (a list)
▪ Sample: Subset of the population, representative, drawn from sampling frame
▪ Sampling unit: A basic unit containing the elements of the population to be
sampled (e.g., Household)
▪ Sampling: It is a process of selecting an adequate number of elements
▪ Census (or complete enumeration): An examination of each and every
element of the population
▪ Choice is based on budget, time, population size, variance in the
characteristic, cost, attention to individual cases

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▪ Population: Students of Section B/C.
▪ Sampling frame:
▪ Sample:
▪ Sampling unit:

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▪ Sampling error: Arises when a sample is not representative of the population
▪ Difference between sample mean and population mean
▪ Non-sampling error: Other reasons, e.g.
▪ Plain lying by the respondent
▪ The error can arise while transferring the data from the questionnaire to the
spreadsheet
▪ Errors at the time of coding, tabulation and computation
▪ Population of the study is not properly defined
▪ Respondent may refuse to be part of the study
▪ There may be a sampling frame error

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 Sampling Techniques

Nonprobability Probability
Sampling Techniques Sampling Techniques

Convenience Judgmental Quota Snowball

Sampling Sampling Sampling Sampling

Simple Random Systematic Stratified Cluster Other Sampling

Sampling Sampling Sampling Sampling Techniques

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▪ Probability Sampling
▪ Each and every element of the population has a known chance of being
selected in the sample (known does not mean equal)
▪ Used in conclusive research

▪ Non-Probability Sampling
▪ Relies on personal judgment of the researcher rather than chance to select
sample elements
▪ No way to determine probability of selecting any particular element

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▪ Convenience sampling
▪ Respondents are selected based on convenience, they happen to be in
the right place at the right time
▪ Least expensive and least time consuming, mostly recommended for
exploratory research

▪ Judgemental sampling
▪ Form of convenience sampling, but elements are selected based on
judgement of researcher
▪ Used when required information is with limited set of people,
generalizability could be an issue
▪ Most commonly used for expert advice or limited sample like B2B
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▪ Quota sampling – Consists of two stages
▪ Stage 1- different quota/control is formed
▪ Quota assigned in proportion to the population e.g. (a) male/female quota
in board member study, vs. (b) male/female quota in study of
undergraduate students
▪ Stage 2- based on convenience or judgement the sample is selected for
each quota
▪ Snowball sampling
▪ Initial respondent group is selected at random
▪ Each respondent is asked to identify the next respondent
▪ Used when it is difficult to identify the members or the characteristic being
study is rare
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 Sampling Techniques

Nonprobability Probability
Sampling Techniques Sampling Techniques

Convenience Judgmental Quota Snowball

Sampling Sampling Sampling Sampling

Simple Random Systematic Stratified Cluster Other Sampling

Sampling Sampling Sampling Sampling Techniques

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▪ Simple Random Sampling
▪ Each element in the population has known and equal probability of
selection
▪ Every element is selected independent of other elements
▪ Most widely used

▪ Limitations-
▪ Difficult to construct sampling frame
▪ Could result in a very large sample/spread
▪ May not result in representative sampling

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▪ Systematic sampling

▪ Entire population arranged in a particular order, Sampling interval i.e. K=N/n

is calculated, then first sample unit is randomly selected followed by

systematic sampling
▪ Increases representativeness if ordering is done on characteristics of

interest

▪ 60, 10 , sampling interval 6.

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▪ Stratified random sampling-

▪ Two step process -> define the strata, take out sample from each strata

▪ Homogeneity within stratum, heterogeneity between strata

▪ Mutually exclusive and collectively exhaustive strata

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▪ Cluster sampling-
▪ Heterogeneity within clusters, homogeneity between clusters
▪ Useful when population is widely dispersed, less expensive

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▪ Conclusive research
▪ Arbitrary
▪ Based on budget allocated
▪ Based on other studies
▪ Confidence interval approach- important variables
▪ Variability- Higher the variability, larger will be sample size
▪ Confidence attached to the estimate- higher the confidence, larger the
sample
▪ Margin of error- Lower the error, higher the sample size
▪ Exploratory- Sample size is the data point from where one starts getting
repetitive information

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▪ Parameter- population estimate (e.g. mean of the population)
▪ Statistic – sample estimate (e.g. mean of the sample)
▪ Confidence interval- Range into which true population parameter will fall
▪ Confidence level- probability that population parameter falls into
confidence interval

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Variable Population Sample
Mean µ X

Proportion  p

Variance 2 s2

Standard deviation  s

Size N n

Standard error of the mean x Sx

Standard error of the proportion p Sp

Standardized variate (z) (X-µ)/ (X-X)/S

Coefficient of variation (CV) /µ S/X

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 Z = (X-U)/(/√n)

▪ Where-
▪ n = Sample size
▪ σ = Population standard deviation
▪ e = Margin of error
▪ Z = The value for the given confidence interval

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▪ We would like to start an ISP and need to estimate the average Internet usage of
households in one week for our business plan and model. How many
households must we randomly select to be 95 percent sure that the sample
mean is within 1 minute of the population mean . Assume that a previous survey
of household usage has shown  = 6.95 minutes.

Z = 1.96, e = 1, sigma = 6.95

N = 186

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• Incidence rate
The rate of occurrence of persons eligible to participate in the study
(expressed as %)
E.g. if incidence rate is 75%
Number of respondents contacted for each response = 1+ (.25/.75) =
1.33

• Completion rate
% of qualified respondents who complete the interview
If completion rate is 80%
Number of respondents contacted for each response = 1+.2/.8 = 1.25

Initial sample size = Final sample size/ (Incidence rate*completion rate) 21