SAMPLING

DESIGNS

Two Ways of Selecting

a Sample
Probability
Non-Probability

Probability
Sampling

Probability
Every individual in the population is
Sampling

given an equal chance to be selected

as a part of the sample.

Includes:

simple random sampling

systematic random sampling
stratified random sampling
cluster sampling

Simple Random
Sampling

Simplest process

Technique

of obtaining the sample

by giving each member of the
population an equal chance of being
included in the sample.

Can

be in lottery method or by the

use of table of random numbers.

Lottery method
Example:

Professor Cell has 200 students and he

wants only 40 to join the free concert. In this
case, he must have a list of his students with
the corresponding number from 1 to 200 to
each student. Professor Cell should prepare
200 strips of paper with numbers from 1200. These strips were rolled or folded then
putting them in a box. The box must be
shaken while he pick and draw 40 pieces.
The numbers drawn and the corresponding
students name from the record are the ones
to join the concert.

Systematic
Sampling
Easier

alternative to the simple

random sampling in the sense
that there will be less pieces of
paper to prepare and drawn.

Suppose we have a sample of 50 students to be

drawn from the population of 200 students. We
will divide the population size by the sample
and we will get 4. This means that we will only
4 pieces of papers to prepare and draw once.
Suppose that we draw a random start equal to 3,
which is the first member of the sample, then
for the remaining members we will use the
expression:
F(s)=S+kp

S- random start
k- ratio of the population and the sample
size
p-1,2,3.n-1

The

drawn samples for

example are as follows.
F(s)=3+4p

the

Membe
p
F(s)
Sample
r
1
Random
3
3
start
2
1
3+4(1)
7
3
2
3+4(2)
11
4
3
3+4(3)
15
:
:
:
:
48
47
3+4(47)
191
49
48
3+4(48)
195
50
49
3+4(49)
199

Stratified Random
Sampling
The

population is divided into

non-overlapping groups
referred to as strata.

Have

two methods

The

first method is to draw a

random
sample
with
prescribed sample size from
each stratum independently.

For

example,
from
a
population
size
of
400
students
classified
as
freshman, sophomore, junior
and senior. Only 80 students
will be chosen as presented:

Student
Classificati
on

Stratum
size
(Nk)

Stratum
size
(nk)

Freshman
Sophomore
Junior
Senior
TOTAL

85
95
105
115
N=400

20
20
20
20
n=80

The

second
method
is
to
determine the sample size for the
whole sample and then allocate
the proportion of each stratum to
determine the sample size.

For

example, if the sample size of

80 students will be chosen from
the rest of 400 students classified
as freshman, sophomore, junior
and senior, then the students
chosen are presented:

Student Stratum Proporti

Classific
Size
on
ation
(Nk)
Freshma
n
Sophomo
re
Junior
Senior
TOTAL

Stratu
m Size
(nk)

60

0.15

12

80

0.20

16

100
160
N=400

0.25
0.40
1.00

20
32
n=80

Cluster Sampling
Used

when the population is very large

and the usage of the simple random
sampling
is
very
difficult
and
cumbersome.

As

an illustration, suppose we want to

have a random sample from a population
divided into 20 groups, namely G1 to G20.
Further, each group consists of N1 to N20
members. By doing cluster sampling, let
us say 8 then the possible drawn cluster is
G1, G4, G6, G9, G11, G16, G18 and G20, so our
sample size n will be given by the equation:

n=N1+N4+N6+N9+N11+N16+N18+N20

Non-Probability
Sampling

Non-Probability
Sampling

Also
known
as
judgment
or
subjective sampling.
Information is obtained from a nonrepresentative
sample
of
the
population.
Not so reliable
Includes:

convenience sampling
qouta sampling
judgement sampling

A researchers convenience
forms the basis of selecting a
sample.

Generating
of
information
becomes easy however this can
cause bias for the respondents
that do not possess such device.

Quota Sampling
The

manner of selection is not

random when drawing a sample
with particular sample size from
the population

quota of sample units is

established.
Example: 50 men and 50 women

Judgment Sampling
The

selection of respondents is
predetermined according to the
characteristics of interest made
by the researchers.
Randomization is not present on
this process.
Also
called
as
purposive
sampling.

Probability vs NonProbability Sampling

Non-probability

sampling is less time

consuming and less expensive.
The
probability of selecting one
element over the other is not known
and therefore the estimates cannot be
projected to the population with any
specified
level
of
confidence.
Quantitative generalizations about
population can only be done under
probability sampling.
However,
in
practice,
marketing
researchers also apply statistics to
study non-probability samples.

Thank you!!!