SAMPLING

PROCEDURES
 SAMPLING PROCEDURES

Outline
1. INTRODUCTION: Sampling vs. Census
2. PROCEDURE FOR DRAWING SAMPLE
3. TYPES OF SAMPLING PLANS
4. NONPROBABILITY SAMPLES
5. PROBABILITY SAMPLES
1. SAMPLING VS. CENSUS

ADVANTAGES OF SAMPLING
Ø Time
Ø Cost
DISADVANTAGES
Ø Because only a sample has
been drawn, there is
associated uncertainty (error)
1. SAMPLING VS. CENSUS

Target
Populatio
n

Sample
2. PROCEDURE FOR DRAWING SAMPLE
(slightly different from procedure in your book)

A. DEFINE THE TARGET POPULATION

v the specification of people or cases on whom the
research is to be conducted.
B. IDENTIFY THE SAMPLING FRAME
v Listing of population elements from which
sample is drawn.
C. SELECT THE SAMPLING PLAN
D. DETERMINE SAMPLE SIZE
E. SELECT THE SAMPLING UNITS
 3. TYPES OF SAMPLING
PROCEDURES
SAMPLE DESIGN

NONPROBABILITY SAMPLES PROBABILITY SAMPLES

- CONVENIENCE - SIMPLE RANDOM

- JUDGMENTAL - STRATIFIED
- QUOTA PROPORTIONATE
 PROBABILITY VS. NONPROBABILITY

v PROBABILITY SAMPLING
Ø Every member of the population has a
known, non-zero probability of being
selected

v NON-PROBABILITY SAMPLING
Ø The probability of any particular
member being chosen for the sample
is unknown
 NONPROBABILITY SAMPLING METHODS

 CONVENIENCE SAMPLES
Ø Nonprobability samples used primarily
because they are easy to collect

‚JUDGMENT SAMPLES
Ø Nonprobability samples in which the
selection criteria are based on personal
judgment that the element is
representative of the population under
study
NONPROBABILITY SAMPLING METHODS

ƒ QUOTA SAMPLES
Ø Nonprobability samples in which
population subgroups are classified on
the basis of researcher judgment

„SNOWBALL SAMPLES
Ø Nonprobability samples in which
selection of additional respondents is
based on referrals from the initial
respondents
PROBABILITY SAMPLING METHODS
 SIMPLE RANDOM SAMPLING
Ø A probability sample in which every
element of the population has a known
and equal probability of being selected
into the sample

Sample Size
Probability of Selection = Population Size
 PROBABILITY SAMPLING METHODS

STRATIFIED RANDOM SAMPLING INVOLVES

THE FOLLOWING TWO-STEP
PROCEDURE:

I. The parent population is divided into

mutually exclusive and collectively
exhaustive subsets (strata)

II. A simple random sample is chosen from

each subset
REASONS FOR STRATIFIED SAMPLING

-- Investigate characteristics of interest by

subgroup; stratification allows for
adequate representation of different subgroups
-- Increase precision (reduce sampling error)
EXAMPLE
v Suppose I want to investigate if low-income users default
more on credit card than high-income users. I want to
ensure adequate representation of people with both high
and low incomes, so I divide the population on the basis of
income and take a random sample from the high-income
group and the low-income group.
 PROPORTIONATE VS. DISPROPORTIONATE
STRATIFIED SAMPLING

v PROPORTIONATE STRATIFIED SAMPLING: Take sample size in

(same) proportion to size of the population in each subgroup or
stratum; e.g., suppose there are 3,000 high-income users and
10,000 low-income users; then take maybe 30 (1%) high-income
and l00 (1%) low-income users
v DISPROPORTIONATE STRATIFIED SAMPLING: Sample size not
necessarily in proportion to population subgroup size; e.g. take
60 (2%) high-income consumers and 100 (1%) low-income users
because I think there is substantial variation among high-income
consumers
ƒ CLUSTER SAMPLING

v TWO-STEP PROCEDURE:
-- Population is divided into mutually
exclusive and collectively exhaustive subsets
-- A random sample of the subsets is selected
-- In one-stage cluster sampling, all elements in
the randomly selected subsets are included
-- In two-stage cluster sampling, a sample is
selected probabilistically from each randomly
selected subset
 MOTIVATION FOR CLUSTER SAMPLING

GENERALLY LOWER COST (but less accurate)

For example,
In the income / credit default case, suppose you
divide people based on where they live (say, by zip
code), then randomly select zip codes (say 75248 and
75212) and investigate either everyone in both zip
codes or a random sample of people from both zip
codes
 DIFFERENCE BETWEEN
STRATIFICATION AND CLUSTERING

v The variable used for stratification must be related

to research focus (income, in our example)
v The variable used for clustering must not be
related to research focus (zip code, in our example)
 PROBABILITY SAMPLING METHODS

„SYSTEMATIC SAMPLING
Probability sampling in which the entire
population is numbered. The first number
is drawn randomly. Subsequent elements
are drawn using a skip interval.

Population Size
Skip Interval =
Sample Size
 PROBABILITY SAMPLING METHODS

v Example of systematic sampling

Ø Suppose I want to pick 100 phone numbers
to call from a telephone directory with 1000
pages. Use

Population Size (1000)

Skip Interval = Sample Size (100) = 10

Ø First, draw a random number between 1 and 10

(say you get 7); then pick pages 7, 17, 27, …997
Ø From each page you can pick a phone number
(say on top right corner)
Thank You!