Slide 7.

Lecture 6
Selecting Samples

By:
Dr. Saddam Hussain

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

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.3

The need to sample

Sampling- a valid alternative to a census

when

A survey of the entire population is unviable

Budget constraints restrict data collection

Time constraints restrict data collection

Results from data collection are needed quickly

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.4

Overview of sampling techniques

Sampling techniques

Figure 7.2 Sampling techniques Source: Saunders et al. (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.5

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

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.6

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

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.10

Selecting a sampling technique

Five main techniques used for a probability

sample

Simple random

Systematic

Stratified random

Cluster

Multi-stage

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.11

Simple random sampling

Number each of the cases in your sampling
frame with a unique number.
Select cases using random numbers until,
actual sample size is reached.
Computer aided telephone interviewing (CATI)
software

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.12

Systematic Random Sampling

Number each of the cases in your sampling

frame with a unique number.
Select the first case using a random number
Calculate the sampling fraction
Select subsequent cases systematically using
the sampling fraction to determine the
frequency of selection.
Sampling fraction = actual sample size/ total
population

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.13

Systematic Sampling

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.14

Stratified random sampling

Choose the stratification variable or variables
Divide the sampling frame into the separate
strata.
Number each of the cases within each layer
with a unique number
Select your sample using either simple random
or systematic random sampling

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.15

Cluster sampling
Choose the cluster grouping for your sampling
frame.
Number each of the clusters with a unique
number.
Select sample of clusters using random
sampling

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.16

Multi-stage sampling

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.17

Non- probability sampling

Key considerations

Deciding on a suitable sample size

Data saturation

Selecting the appropriate technique

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.18

Non- probability sampling

Sampling techniques

Quota sampling (larger populations)

Purposive sampling
Snowball sampling
Self-selection sampling
Convenience sampling

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.19

Quota Sampling
Divide the population into specific groups.
Calculate quota for each group based on
relevant and available data
Collect data from each quota

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.20

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.21

Purposive sampling
Extreme case/deviant sampling: unusual or
special case enable to learn the most about
the RQ.
Heterogeneous or maximum variation
sampling: representing different subgroups
Homogeneous sampling: One subgroup.
Critical case sampling:
If it happen there, it will happen everywhere.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.22

Snowball sampling
Make contact with one or two cases in the
population.
Ask these cases to identify further cases.
Ask these new case to identify further new
cases.
Stop when either no new cases are given or
the sample is large enough.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.23

Self select sampling

Publicize your need for cases
Collect data from those who respond

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.24

Haphazard/convenience sampling
Also called purposive or availability sampling.
Select case based on ease or convenience.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.25

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.26

Rules of Thumb

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.27

Summary
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

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.28

Summary

Probability sampling requires a sampling frame

and can be more time consuming

When a sampling frame is not possible, non-

probability sampling is used

Many research projects use a combination of

sampling techniques

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.29

Summary

All choices depend on the ability to

gain access to organisations

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009