Sampling

Why sampling:

Time available to take decision

Cost of gathering data
Reasonable accuracy of information
Destructive testing

Extensively used in MR, QC, economic,

biological & pharmaceutical studies

Sampling Errors

Sample size

Sampling error

Census

Non-sampling error

Sampling Errors

Sampling errors: variation in

Mean and standard deviation of the

survey sample against the population

Non-sampling errors:

Inaccurate reporting by respondents

Poor sampling design
Misinterpretation of questions
Respondents lying

Sampling Process

Defining population to be sampled

Element: Unit about which information is collected

(consumer, company, dealer, household)
Population: Aggregation of elements, relevant segment
Sampling Unit: Elements available for selection at some
stage of sampling process
Survey population: Aggregation of elements from which
actual survey sample is chosen

Defining frame (boundaries): Subset of population;

geographical or within some published or available
data like Rotary and such Clubs
Method of selecting sample units
Decide on size of sample
Identifying & selecting actual members of sample

Determining Sample Size

e = tolerable error acceptable

Confidence level:

90% = 1.645x (1.645 sigma/std deviation)

95% = 1.96x
99% = 2.58x

Approximate estimate of standard

deviation:

=(Maximum minimum)/6

Sampling distribution of sample

means
3x=99.73%

1x=68.27%
2x=95.45%
3x

2x

1x

1x

2x

3x

Determining Sample Size

For continuous or interval scaled variables

like: 1-5, 1-7, 1-10 etc

n = ((z*s)/e)2 where
z = desired confidence level
If 90% = 1.645
If 95% = 1.96
If 99% = 2.58
s = standard deviation; (max-min)/6
e = tolerable error in estimating the variable

Sample Sizes
Interval Scaled Variable: 1 to 7

Error
level

Confidence
level

Confidence
level

Confidence
level

0.10

90%
270

95%
385

670

0.05

1080

1540

2680

0.02

6800

9600

16600

0.01

27000

38500

67000

99%

Sample Sizes
Interval Scaled Variable: 1 to 5

Error
level

Confidence
level

Confidence
level

Confidence
level

0.10

90%
120

95%
170

300

0.05

475

680

1180

0.02

3000

4220

7300

0.01

12000

17000

30000

99%

Determining Sample Size

When estimating proportions

n = p*q*(z/e)2 , where,
p = Frequency of occurrence expressed as proportion.
Example:

1 in 4 = 0.25
1 in 10 = 0.10
Represents things like market share or proportion of target
market with respect to variables like age, gender, profession
etc
p is always less than 1

q = 1-p
z = confidence level factor
e = tolerable error expressed in (%/100)

3% error = 0.03
5% error = 0.05

Sample Sizes
Proportions:

Sample
size

Confidence
level
90%
p
10

50
100
500
1000
5000

e=error level in % at various FOQ: Frequency of Occura

p
20

7.8 10.7
12.3
4.7 6.2
7.2
1.4 1.8
2.1
1.0
0.7
0.4

p
30

Confidence
level
95%

Confidence
level
99%

FOQ
10

FOQ
10

FOQ
20

8.5 11.4
13.0
6.0 8.0

0.6

9.2
2.7
4.1
1.9

0.6

2.9
0.85 1.1

3.6
2.6

FOQ
30

FOQ
20

9.0 12.0
13.7
7.3 9.8
11.2
4.0 5.4
6.1
2.8
4.3
1.3

3.8
1.7

FOQ
30

Determining Sample Size

Cell size analysis:

Sample size should be more than 10 times the

required cell
Cell: Total category market combination; say
age=4groups, income category=4groups; then
sample size > 4*4*10 >160

In multiple questions with varying interval

scaled variables, set the sample for the
major variable
If wider geographical coverage is required,
insist on minimum sample size at each
centre (if sample size obtained from formula
become small)

Probability Sampling

Simple Random:

Picking out of lot by random

Possible for smaller population

Systematic Sampling

Subdivide the population by sample size

and choose at random one each from the
unit
You need to select at random 100 out of
2000; No of units=2000/100=20
For every 20 choose 1 or in the first unit let

Probability Sampling

Stratified Random Sampling:

Proportionate: Dividing into segments

based on:

% of each segment (wi)

Probability Sampling

Stratified
Random
Sampling:

Disproportionat
e: Used in
special cases to
balance:

Type of store
Corporate
chains

% of allfood
stores
8%

% retail
food
sales
26%

Co-operatives 10%

30%

Large
independent

12%

16%

Medium
independent

30%

19%

Small
independent

40%

9%

Probability Sampling

Cluster Sampling / Area Sampling:

In the first stage clusters are identified and

selected
Sample elements are selected from these
clusters
Disadvantage: Clusters tend to behave similar

Multi-stage or Combination Sampling:

Combining cluster sampling and stratified

sampling

Selecting Sample Units

Non-probability samples

Convenience Sampling: on the basis of

convenience or accessibility
Snowball Sampling: Further samples relying on
referrals of the earlier sample units
Judgment Sampling: Opinion based on
recommendation of experts or by our own
assessment of spread of population based on
previous studies or data
Quota Control Sampling: conforms to chosen
parameters of population
Census: Total population