Sampling Techniques

SESSION 06
 RECAP
1. Problem definition

2. Defining the approach

3. Research design

1. Components of research design, types of designs – exploratory, descriptive, causal

2. Exploratory research – methods and data

3. Descriptive research – methods and data

• Survey, Observations

• Questionnaire and observation forms

• Scales

• Sampling
• Population
• Elements sharing common characteristics

• Comprise the universe for the purpose of MRP

• Census
• Complete enumeration of elements in the population

• Sample
• Sub-group of population selected for study
https://www.vectorstock.com/royalty-free-vector/research-process-sampling-from-a-target-population-vector-12456089
Parameter

Statistic
• Considerations - Census versus sample
• Budget

• Time

• Population size

• Variance

• Cost of sampling error

The Sampling Design Process

Define the target population

Determine the sampling frame

Select a sampling technique(s)

Determine the sample size

Execute the sampling process

 1. Define the Target Population
 Defined in terms of

 Element is the object about which or from which the information is desired -

the respondent.

 Sampling unit - an element, or a unit containing the element

 Extent - geographical boundaries

 Time - time period under consideration

• Opinion survey of PGP1s on placement • Survey of family income
• Element • Element
• Individual student • Head of the household

• Sampling unit • Sampling unit

• Individual student • Household

• Unit of analysis • Unit of analysis

• Individual student • Family/ household
 2. Determine The Sampling Frame

 A list or set of directions for identifying the target population

 Telephone directory, mailing lists, voter list

 Some frames may omit a few elements – sampling frame error

 Re-define population

 Check during sampling

 3. Select a Sampling Technique

 Bayesian or traditional sampling

 Sampling with or without replacement

 Probabilistic or non-probabilistic sampling

 4. Determining The Sample Size

Important qualitative factors:

• importance and nature of research

• the number of variables

• the nature of the analysis

• sample sizes used in similar studies

• incidence rates

• completion rates

• resource constraints
 5. Execute The Sampling Process

Operationalize the decisions taken in first 4 steps

 Classification of Sampling Techniques

Sampling Techniques

Probability
Non-probability
Sampling Techniques
Sampling Techniques

Convenience Judgmental Quota Snowball

Sampling Sampling Sampling Sampling

Simple Random Systematic Stratified Cluster Other Sampling

Sampling Sampling Sampling Sampling Techniques
Nonprobability Sampling
Techniques
• All individuals in the population do not have equal chances of being selected

• Individuals selected on the basis of their accessibility or judgement of researcher

• Less stringent method

• Sample may or may not represent the population

• Results cannot be generalized

• Usage
• Exploratory

• Qualitative research
 Types of Non-probability Sampling

1. Convenience

2. Judgemental

3. Quota

4. Snowball
 1. Convenience Sampling

• Respondents are selected because they happen to be in the right place at

the right time.

• Use of students and mall intercept interviews

• Less time and cost

 2. Judgmental Sampling

Population elements are selected based on judgment of the

researcher
Judgement about appropriateness or representativeness

A B C D E
1 6 11 16 21
2 7 12 17 22
3 8 13 18 23
4 9 14 19 24
5 10 15 20 25
 3. Quota Sampling

• Two-stage restricted judgmental sampling

1. Develop quotas of population elements
1. Based on certain characteristics

2. In proportion to the population characteristics

2. Sample elements selected based on convenience or

A B C D E
judgment
1 6 11 16 21
2 7 12 17 22
3 8 13 18 23
4 9 14 19 24
5 10 15 20 25
 4. Snowball Sampling

• An initial group of respondents is selected usually at random

• Subsequent respondents are selected based on the referrals

• Used when the topic of interest is not so common

Probability Sampling
• Any method of sampling that utilizes some form of random selection

• Some process - assures that different units in population have

equal probabilities of being chosen

• For example, if you have a population of 100 people every person

would have odds of 1 in 100 for getting selected

• Sample is representative of the entire population

• Chits, name out of hat, coin toss, lottery rand function

• The dynamics of cost-precision-error

 Types of Probability Sampling

1. Simple Random

2. Systematic

3. Stratified

4. Cluster
 1. Simple Random Sampling
• Each element in the population has a known and equal probability
of selection

• Every element is selected independently of every other element

• How to do?
1. Sampling frame

2. Assign number to each element

3. Pick “randomly”
 2. Systematic Sampling
• Select a random starting point and then picking every i th
element in succession
• Sampling interval (i) = Population size (N)/sample size (n)

• For example, there are 100,000 elements in the population and a sample
of 1,000 is desired. In this case the sampling interval, i, is 100.

• A random number between 1 and 100 is selected. If, for example, this
number is 23, the sample consists of elements 23, 123, 223, 323, 423, 523,
and so on.
 3. Stratified Sampling
• A two-step process:

1. Population is partitioned into subpopulations, or strata.

• Strata should be mutually exclusive and collectively exhaustive

• Each element in only one group – no element remains unclassified

2. Elements are selected from each stratum by a random procedure, usually

SRS

• Stratification variables – e.g. Demographics, type of industry

• Elements within a stratum should be as homogenous as possible

• Proportionate or disproportionate
Proportionate Sampling
Disproportionate Sampling
 4. Cluster Sampling (1)
• Target population divided into mutually exclusive and collectively
exhaustive clusters

• A random sample of clusters is selected, based on a probability

sampling technique such as SRS.

• For each selected cluster:

• either all the elements are included (one-stage)

• a sample of elements drawn probabilistically (two-stage)

 4. Cluster Sampling (2)

• Elements within a cluster - heterogeneous

• Clusters themselves – homogeneous

• Each cluster should be a small-scale representation of the population

Types of Cluster Sampling

Cluster Sampling

One-Stage Two-Stage Multistage

Sampling Sampling Sampling

Simple Cluster Probability

Sampling Proportionate
to Size Sampling
How to determine sample size?
1. Qualitative
• Purpose, cost, effort, resources etc.
• Some estimate based on type and purpose

2. Quantitative
• Formula

3. Adjustments
• Incidence rate
• Completion rate
It is desired to estimate the mean life time of a certain kind of vacuum cleaner.
Given that the population standard deviation is 320 days, how large a sample is
needed to be able to assert with a confidence level of 95% that the mean of the
sample will differ from the population mean by less than 45 days?
• A market researcher for consumer electronics company would like to study the
television viewing habits of the residents of a particular, small city. What sample
size is needed if he wishes to be 95% confident of being within +/- 0.035 of the
true proportion who watch the evening news on at least three weeknights if no
previous estimate is available?
Incidence Rate:
• Rate of occurrence
• Percentage of people eligible for participating in the study
• Incidence rate - x%,
• Sample size - 1/x % times - people should be approached to get a response
• As criteria gets complex, the number of contacts increases
Completion Rate:

• Percentage of qualified respondents who complete the interview

• If you expect a completion rate of x%, the number of contacts

should be increased by a factor of 1/x%

• Combining both incidence and completion rate

 Final Sample Size
Initial Sample Size =
Incidence X Completion
 Response Rates
• Screening not required:
• Response Rate
• Number of completed/ No. of eligible units in the sample

• In case screening is required:

• Eligible – completed and not completed
• Ineligible
• Not ascertained
1. First, determine number of eligible units in NA
2. Total number of eligible units
3. Response rate
 How to improve response rates?
1. Not at home
• Call backs, follow-ups

• Weigh the costs and benefits

2. Refusal
• Prior notification

• Motivating the respondent

• Incentives

• Questionnaire design and administration

• Follow-up
SPSS??