Sampling

2
Population & Sample
Population (universe): a complete group of
entities sharing some common set of
characteristics
Population element: an individual number of
specific population
Sample: A subset, or some parts, of a larger
population
3
Population & Sample
Universe
Sampling frame
Sample
4
Census & Sampling
Census: An investigation of all the individual
element that make up the population, a total
enumeration rather than a sample
Sampling: The process of using a small number
of items or parts of a larger population to make
conclusions about the whole population
Sampling frame: the list of elements from which
a sample may be drawn; also called working
population
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Why sample?

Lower cost
Greater accuracy of result
Greater speed of data collection
Availability of population elements
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Universe
Sample 1
13 Items
Mean = 37
Why sample?
Sample 2
25 Items
Mean = 35
Population mean for 105 items = 32
Sample 3
48 Items
Mean = 33
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How
Sample
Works?
250 dots 1000 dots
2000 dots
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What is a good sample?
How well the sample represents the characteristics of
the population it purports to represent. Validity of a
sample depends on accuracy and precision
Accuracy
Accuracy is the degree to which bias is absent from the sample.
An accurate sample is one in which the under-estimators and
over-estimators are balanced among the members of the sample.
There is no systematic variance with accurate sample
Precision
Precision is measured by the standard error of estimate, a type of
standard deviation measurement. The smaller the standard error
of estimate, the higher is the precision of the sample.
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Steps in sampling design
What is the relevant population?
What are the parameters of interest?
What is the sampling frame?
What is the type of sample?
What size of sample is needed?
How much will it cost?
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Sample
Target Population
Sampling
Population
(Sampling
Frame)
Target Population Sampling Population Sample
Sampling and Representativeness
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Representative Sampling
females
females
males
males
Biased Sampling
Unbiased Sampling
Unbiased, representative sample
drawn at random from the entire
population.
Biased, unrepresentative sample drawn
from the population.
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Types of sample
Random sample or Probability sample
Every unit of the population has the same probability of
being selected into the sample
Non random or Non probability sampling
A sampling technique in which units of the sample are
selected on the basis of personal judgment or
convenience
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Simple Random Sampling

List of children attending the school
Children numerated from 1 to 1200
Sample size = 100 children
Random sampling of 100 numbers between 1 and
1200
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Simple Random Sampling
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Simple Random Sampling
Simple random sampling- assures that each
element in a population has an equal chance of
being included in the sample
Lottery method
Random number table method
List of children attending the school
Children numerated from 1 to 1200
Sample size = 100 children
Random sampling of 100 numbers between 1 and 1200

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Systematic sampling
A sampling procedure in which initial starting
point is selected by a random process and then
every k
th
number on the list is selected.
k = N/n,
where N = population size,
n = sample size,
k = size of interval
Sampling interval (k): The number of population
elements between units selected for the sample
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
46 47 48 49 50 51 52 53 54 55 56 ..
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Stratified sampling
A sampling procedure in which simple random sub-
samples (strata) are drawn from within different strata
that are more or less equal on some characteristic.
Proportional stratified sampling
The percentage of sample taken from each stratum is
proportionate to the percentage that each stratum is within the
whole population.
Disproportionate stratified sampling
The sample size for each stratum is allocated according to
analytical considerations.
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Stratified sampling
100 households
100 households
100 households
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Stratified sampling
100 (out of 10000)
200 (out of 20000)
300 (out of 30000)
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Cluster sampling
The population is divided into many sub groups
or clusters and the clusters itself are selected
according to some criterion
Area sampling
A cluster sampling in which the primary sampling unit is
geographic area
Multistage area sampling
Involves two or more steps that combine some of the
probability techniques already discussed
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Section 4
Section 5
Section 3
Section 2 Section 1
Cluster Sampling
Population Element Possible Clusters
College seniors Colleges

Manufacturing firms States
Districts
Localities

Airline travelers Airports
Planes

Sports fans Football stadiums
Basketball arenas
Baseball parks

Examples of Clusters


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Multi Stage Area Sampling
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Non probability sampling
Convenient sampling (accidental sampling)
The sampling procedure used to obtain those
units most conveniently available. Elements are
selected for the convenience of the researcher
Judgment or purposive sampling
Sample selected based on the judgment of the
researcher. An experienced individual select
sample based on some appropriate
characteristic of sample members
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Non probability sampling
Quota sampling
A non probability sampling procedure that ensures that
a certain characteristics of a population sample will be
represented to the extent that investigator desires
Snowball sampling
A sampling procedure in which initial respondents are
selected by probability/ non probability method and
additional respondents are obtained from information
provided by initial respondents
Sample Size
Variance (standard deviation)
Magnitude of error
Confidence level
2
|
.
|

\
|
=
E
zs
n
Sample Size Formula
Sample Size: Example
Suppose a survey researcher, studying
expenditures on lipstick, wishes to have a
95 percent confident level (Z) and a range
of error (E) of less than Rs. 2.00. The
estimate of the standard deviation is Rs.
29.00.
2
E
zs
n
|
.
|

\
|
=
( )( )
2
00 . 2
00 . 29 96 . 1
(

=
2
00 . 2
84 . 56
(

= ( )
2
42 . 28 =
808 =
Sample Size Formula - Example
Suppose, in the same example as the one
before, the range of error (E) is acceptable
at Rs. 4.00, sample size is reduced.
Sample Size Formula - Example
2
E
zs
n
|
.
|

\
|
=
( )( )
2
00 . 4
00 . 29 96 . 1
(

=
2
00 . 4
84 . 56
(

= ( )
2
21 . 14 =
202 =
For larger population, smaller the sample
If N = 100 or < 100 take Census
If N > or = 500, take 50 %
If N > or = 1500, take 20 %

Sample Size: Example
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Errors in Sampling
Sampling frame error: error that occurs when certain
sample elements are excluded or when the total
population is not accurately represented in the sampling
frame
Random sampling error: the difference between the
sample result and the result of a census conducted
using identical procedures; a statistical fluctuation that
occurs because of chance variation in the elements
selected for the sample
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Errors in Sampling
Random sampling error is a function of sample size. As
sample size increase, sampling error decreases.
Non sampling error (systematic error): error resulting
from some imperfect aspect of the research design that
causes response error or from a mistake in the
execution of research; error that comes from such
sources as sample bias, mistakes in recording
responses, and non responses from persons who were
not contacted or who refused to participate.

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Define the target population
Select a sampling frame
Conduct fieldwork
Determine if a probability or nonprobability
sampling method will be chosen
Plan procedure
for selecting sampling units
Determine sample size
Select actual sampling units
Stages in
Sampling