Chapter Six

Slide 7.
Chapter 7
Selecting Samples
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.2
Selecting samples
Population, sample and individual cases
Source: Saunders et al. (2009) Figure 7.1 Population, sample and individual cases
Slide 7.3
The need to sample

Sampling- a valid alternative to a census when
A survey of the entire population is impracticable Budget constraints restrict data collection Time constraints restrict data collection Results from data collection are needed quickly
Slide 7.4
Overview of sampling techniques

Sampling techniques
Figure 7.2 Sampling techniques
Source: Saunders et al. (2009)
Slide 7.5
The sampling frame

The sampling frame for any probability sample is a complete list of all the cases in the population from which your sample will be drown.
Slide 7.6
Probability sampling
The four stage process
1. Identify sampling frame from research objectives 2. Decide on a suitable sample size 3. Select the appropriate technique and the sample
4. Check that the sample is representative
Slide 7.7
Identifying a suitable sampling frame

Key points to consider
Problems of using existing databases Extent of possible generalisation from the sample Validity and reliability
Avoidance of bias
Slide 7.8
Sample size
Choice of sample size is influenced by
Confidence needed in the data Margin of error that can be tolerated Types of analyses to be undertaken
Size of the sample population and distribution
Slide 7.9
The importance of response rate

Key considerations
Non- respondents and analysis of refusals Obtaining a representative sample Calculating the active response rate Estimating response rate and sample size
Slide 7.10
Selecting a sampling technique

Five main techniques used for a probability sample
Simple random
Systematic
Stratified random
Cluster Multi-stage
Slide 7.11
Simple random(Random sampling)

Involves you selecting at random frame using either random number tables, a computer or an online random number generator such as Research Randomizer
Slide 7.12
Systematic sampling
Systematic sampling involves you selecting the sample at regular intervals from the sampling frame. 1. Number each of the cases in your sampling frame with a unique number . The first is numbered 0, the second 1 and so on. 2. Select the first case using a random number. 3. Calculate the sample fraction. 4. Select subsequent cases systematically using the sample fraction to determine the frequency of selection
Slide 7.13
Stratified random sampling

Stratified random sampling is a modification of random sampling in which you divide the population into two or more relevant and significant strata based in a one or a number of attributes. In effect, your sampling frame is divided into a number of subsets. A random sample (simple or systematic) is then drown from each of the strata. Consequently stratified sampling shares many of the advantages and disadvantages of simple random or systematic sampling
Slide 7.14
Cluster Sampling
Is on the surface, similar to stratified as you need to divide the population into discrete groups prior to sampling. The groups are termed clusters in this form of sampling and can be based in any naturally occurring grouping. For example, you could group your data by type of manufacturing firm or geographical area
Slide 7.15
Cluster Sampling
For cluster sampling your sampling frame is the complete list of clusters rather than complete list of individual cases within population, you then select a few cluster normally using simple random sampling,. Data are then collected from every case within the selected clusters
Slide 7.16
Multi-stage sampling (multistage cluster sampling

It is a development of cluster sampling, it is normally used to overcome problems associated with a geographically dispersed population when face to face contact is needed or where it is expensive and time consuming to construct a sampling frame for a large geographical area. However, like cluster sampling you can use it for any discrete groups, including those not are geographically based. The technique involves taking a series of cluster samples, each involving some from of random sampling
Slide 7.17
Quota sampling
It is entirely non random and it is normally used for interview surveys. It is based on the premise that your sample will represent the population as the variability in your sample for various quota variables is the same as that in population. Quota sampling is therefore a type of stratified sample in which selection of cases within strata is entirely non-random
Slide 7.18
Quota sampling
Divide the population into specific groups. Calculate a quota for each group based on relevant and available data. Give each interviewer an assignment', which states the number of cases in each quota from which they must collect data. Combine the data collected by interviewers to provide the full sample.
Slide 7.19
Quota sampling
Quota sampling has a number of advantages over the probabilistic techniques. In particular, it is less costly and can be set up very quickly. If, as with television audience research surveys, your data collection needs to be undertaken very quickly then quota sampling frame and, therefore may be the only technique you can use if one is not available. Quota sampling is normally used for large population . For small population , it is usually possible to obtain a sampling frame. Decisions on sample size are governed by the need to have sufficient responses in each quota to enable subsequent statistical analyses to be undertaken. This often necessitates a sample size of between 2000 and 5000.
Slide 7.20
Purposive sampling
Purposive or judgemental sampling enables you to use your judgment to select cases that will best enable you to answer your research question(s) and to meet your objectives. This form of sample is often used when working with very small samples such as in case research and when you wish to select cases that are particularly informative . Purposive sampling can also be used by researchers adopting the grounded theory strategy. For such research, findings from data collected from your initial sample inform the way you extend your sample into subsequent cases.such samples, however can not be considered to be statistically representative of the total population.
Slide 7.21
Continued
The logic on which you base your strategy for selecting cases for a purposive sample should be dependent on your research question(s)and objectives. Patton (2002) emphasizes this point by contrasting the need to select information-rich cases in purposive sampling with the need to be statistically representative in probability sampling.
Slide 7.22
Extreme case or deviant sampling

Extreme case or deviant sampling focuses on unusual or special cases on the basis that the data collected about these unusual or extreme outcomes will enable you to learn the most and to answer your research question(s) and to meet your objects more effectively. This is often based on the premise that findings from extreme cases will be relevant in understanding or explaining more typical cases (patton 2002).
Slide 7.23
Heterogeneous or maximum variation sampling

Heterogeneous or maximum variation sampling enables you to collect data to explain and describe the key themes that can be observed. Although this might appear as contradiction, as a small sample may contain cases that are completely different, Patton (2002) argues that this is in fact a strength. Any patterns that do emerge are likely to be of particular interest and value and represent the key themes. In addition, the data collected should enable you to document uniqueness.
Slide 7.24
Continued
To ensure maximum variation within a sample Patton (2002) suggests you identify your diverse characteristics(sample selection criteria)prior to selecting your sample.
Slide 7.25
homogenous sampling
In direct contrast to heterogeneous sampling , homogenous sampling focuses on one particular sub-group in which all the sample members are similar. This enables you to to study the group in great depth.
Slide 7.26
Critical case sampling

Critical case sampling selects critical cases on the bases that they can make a point dramatically or because they are important. The focus of data collections to understand what is happening in each critical case so that logical generalizations can be made.
Slide 7.27
Continued
Patton (2002) outlines a number of clues that suggest critical cases these can be summarized by the questions such as: If it happens there, will it happen everywhere? If they are having problems, can you be sure that everyone will have problems? If they cannot understand the process, is it likely that no one will be able to understand the process?
Slide 7.28
Typical case sampling

In contrast of critical case sampling, typical case sampling is usually used as a part of a research project to provide an illustrative profile using a representative case. Such a sample enables you to provide an illustration of what is typical to those who will be reading your research report and may be unfamiliar with the subject matter. It is not intended to be defintative
Slide 7.29
Snowball sampling
Is commonly used when it is difficult to identify members of desired population. For example people who are working while claiming unemployment benefit you therefore, need to: 1. Make contact with one or two cases in the population. 2. Ask these cases to identify further cases. 3. Ask theses new cases to identify further new cases (and so on) 4. Stop when either no new cases are given or the sample is as large as manageable
Slide 7.30
Self selecting sampling

It occurs when you allow each case usually individuals, to identify their desire to take part in the research you therefore 1. Publicize your need for cases, either by advertising through appropriate media or by asking them to take part. 2. Collect data from those who respond
Slide 7.31
Self-selection sampling
Publicity for convenience samples can take many forms. These include articles and advertisement in magazines that the population are likely to read, postings on appropriate Internet newsgroups and discussion groups, hyperlinks from other websites as well as letters or emails of invitation to colleagues and friends (Box 7.14). Cases that self-select objectives. In some instances ,as in research question(s) or stated on the management of the survivors of downsizing (Thornhill et al.1997), this is exactly what the researcher wants. In this research a letter in the personnel trade press generated a list of self-selected organisations that were interested in the research topic , considered it important and were willing to devote time to being interviewed.
Slide 7.32
Convenience sampling
Convenience sampling (or haphazard sampling) involves selecting haphazardly those cases that are easiest to obtain for your sample, such as the person interviewed at random in a shopping centre for a television programme or the book about entrepreneurship you find at the airport (Box 7.15). The sample selection process is continued until your required sample size has been reached. Although this technique of sampling is used widely , it is prone to bias and influences that are beyond your control, as the cases appear in the sample only because of the ease of obtaining them. Often the sample is intended to represent the total population , for example managers taking an MBA course as a surrogate for all managers! In such instances the selection of individual cases is likely to have introduced bias to the sample ,meaning that subsequent generalisations are likely to be at best flawed. These problems are less important where there is little variation in the population, and such samples often serve as pilots to studies using more instructed samples.
Slide 7.33
Probability sampling
With probability samples the chance , or probability, of each case being selected from the population is known And usually equal to all cases. This means that it is possible to answer research questions and to achieve objectives that require you to estimate statistically the characteristics of the population from the sample. Consequently, probability sampling is often associated with survey and experimental research strategies.
Slide 7.34
Non probability samples

The probability of each case being selected from the total population is not known and it is impossible to answer research questions or to address research objectives that require you to make statistical inferences about the characteristics of the population. You may still be able to generalize from non probability samples about the population, but non on statistical grounds
Slide 7.35
Non- probability sampling (1)

Key considerations
Deciding on a suitable sample size
Selecting the appropriate technique
Slide 7.36
Non- probability sampling (2)

Sampling techniques
Quota sampling (larger populations) Purposive sampling Snowball sampling Self-selection sampling Convenience sampling
Slide 7.37
Summary: Chapter 7
Choice of sampling techniques depends upon the research question(s) and their objectives Factors affecting sample size include: - confidence needed in the findings - accuracy required - likely categories for analysis
Slide 7.38
Summary: Chapter 7
Probability sampling requires a sampling frame and can be more time consuming When a sampling frame is not possible, nonprobability sampling is used Many research projects use a combination of sampling techniques
Slide 7.39
Summary: Chapter 7
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Slide 7.

The need to sample

Overview of sampling techniques

Figure 7.2 Sampling techniques

Source: Saunders et al. (2009)

The sampling frame

4. Check that the sample is representative

Identifying a suitable sampling frame

Size of the sample population and distribution

The importance of response rate

Selecting a sampling technique

Simple random(Random sampling)

Stratified random sampling

Multi-stage sampling (multistage cluster sampling

Extreme case or deviant sampling

Heterogeneous or maximum variation sampling

Critical case sampling

Typical case sampling

Self selecting sampling

Non probability samples

Non- probability sampling (1)

Selecting the appropriate technique

Non- probability sampling (2)

All choices depend on the ability to gain access to organisations

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