McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 10
Sampling: Theories, Designs
and Plans
1. Distinguish between probability and
nonprobability sampling.
2. Explain the advantages and
disadvantages of probability
sampling.
3. Compare the advantages and
disadvantages of nonprobability
sampling.
4. Describe the factors that influence
the appropriate sample design.
5. Understand the steps in developing a
sampling plan.
Learning Objectives
10-3
Sampling
. . . involves selecting a relatively small
number of elements (sample) from a
larger defined group (population) and
expecting the information gathered
from the small group will enable
judgments about the larger group.
10-4
Census
. . . primary data is collected
from every member of the
target population.
10-5
Population
Elements
(people, products, etc.)
Defined target
population
Sampling units
(available elements)
Sampling frame
Sampling Terms
10-6
Types of Error
Sampling Nonsampling
10-7
. . . any type of bias that results from
mistakes in either the selection process
for prospective sampling units or in
determining the sample size.
Sampling Error
Information on Sampling Error, etc.
http://www.statcan.ca/english/edu/power/ch6/sampling/sampling.htm#samplesize
10-8
Nonsampling Error
. . . bias that occurs in a research
study regardless of whether a
sample or census is used; e.g., bias
caused by measurement errors,
response errors, coding errors, etc.
10-9
Sampling
Methods
Probability
sampling
Nonprobability
sampling
10-10
Probability
Simple random
sampling
Systematic
random sampling
Stratified random
sampling
Cluster sampling
Nonprobability
Convenience
sampling
Judgment sampling
Quota sampling
Snowball sampling
Types of Sampling
Methods
10-11
Cluster Sampling
Simple Random Sampling
Probability Sampling
Systematic Random Sampling
Stratified Random Sampling
10-12
Snowball Sampling
Convenience Sampling
Nonprobability Sampling
Judgment Sampling
Quota Sampling
10-13
Summary of Comparative
Differences between
Probability and
Nonprobability Sampling
Methods
10-14
Simple Random
Sampling
. . . a method of probability
sampling in which every unit
has a known and equal chance
of being selected.
10-15
Systematic Random
Sampling
. . . a method of probability
sampling in which the defined
target population is ordered and
the sample is selected according
to position using a skip interval.
10-16
Steps in Drawing a
Systematic Random
Sample
1. Obtain a list of units that contains an
acceptable frame of the target
population.
2. Determine the number of units in the
list and the desired sample size.
3. Compute the skip interval.
4. Determine a random start point.
5. Beginning at the start point, select
the units by choosing each unit that
corresponds to the skip interval.
10-17
. . . a method of probability
sampling in which the
population is divided into
different subgroups and
samples are selected from
each.
Stratified Random
Sampling
10-18
Selecting a
Stratified Random Sample
Three Basic Steps
(3) Combine samples
from each stratum into
a single sample.
(2) Select random
samples from each
stratum.
(1) Divide population
into homogeneous
subgroups.
10-19
Stratified Sampling
Two Methods of
Deriving Samples
from Strata
Proportionate Disproportionate
10-20
Cluster Sampling
. . . a method of probability
sampling where the
sampling units are selected
in groups rather than
individually.
10-21
Steps in Drawing a Two-Step
Cluster Sample
10-22
Nonprobability
Sampling Methods
Convenience sampling . . . relies
upon convenience and access.
Judgment sampling . . . relies upon belief
that participants fit characteristics.
Quota sampling . . . emphasizes
representation of specific characteristics.
Snowball sampling . . . relies upon respondent
referrals of others with like characteristics.
10-23
Factors to
Consider in
Sample Design
Research objectives Degree of accuracy
Resources Time frame
Knowledge about
target population
Research scope
Statistical analysis requirements
10-24
Critical Factors in Selecting
the Appropriate Sampling
Design
10-25
Factors Affecting Sample Size
Variability of the population
characteristic under investigation.
Level of confidence desired in the
estimate, most often 95% (within
2 SD).
Degree of precision desired in
estimating the population
characteristic, e.g. sampling error
= +/- 2.
Other . . .
o Formulas
o Rules of Thumb
http://www.surveysystem.com/sscalc.htm
Sample Size Calculator
10-26
. . . the process used to
select sampling units from
the population.
Survey Sampling is a limited
Service supplier firm that
specializes in helping firms with
their sampling plans.
www.surveysampling.com
10-27
1. Define the Target Population
2. Select the Data Collection Method
3. Identify the Sampling Frame(s) Needed
4. Identify the Appropriate Sampling Method
5. Determine Sample Sizes and Contact Rates
6. Create Plan for Selecting Sampling Units
7. Execute the Plan
Steps in Developing a
Sampling Plan
10-28