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Sampling Issues
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|earning Objectives


1. To understand the concept of sampling.

2. To learn the steps in developing a sampling plan.

3. To understand the concepts of sampling error and

nonsampling error.

4. To distinguish between probability samples, and

nonprobability samples.

5. To understand sampling implications of surveying

over the Internet.
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The Concept of Sampling To understand the
concept of sampling.

Sampling Defined:The process of obtaining information from a

subset of a larger group.

A researcher takes the results from the sample to make estimates of

the larger group.

Sampling a small percentage of a population can result in very

accurate estimates.
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Definition Of Important Terms To understand the
concept of sampling.

4opulation or Universe
The total group of people from whom we need to obtain information.

Sample versus Census

4opulation Element: An individual member of a specific population
Census: Data about every member of the population.
Sample: A subset of the population
Sampling Unit: A single element or group of elements subject to
selection in the sample.
Figure 12.1 | a
Steps in Developing


Sample 4lan

Step 7.
Step 2. Choose
Execute Operational
Data Collection
4lan
Method

Step1.
Define the 4opulation
of Interest
Step 6. Develop Step 3.
Operational 4lan Choose Sampling
Frame

(4)
Step 5. Determine
Select a Sampling
Sample Size
Method
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Steps In Developing A Sampling To learn the steps in developing
4lan a sample plan.

Step One: Defining the 4opulation of Interest

The specific, complete group relevant to the research project

Specifying the characteristics from whom information is needed.

Define the characteristics of those that should be excluded.

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Steps In Developing A Sampling To learn the steps in developing
4lan a sample plan.

Step Four: Select a Sampling Method

The selection will depend on:
‡ The objectives of the study
‡ The financial resources available
‡ Time limitations
‡ The nature of the problem

4robability Samples
A probability sampling is any method of sampling that utilizes
some form of random selection.
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Steps In Developing A Sampling To understand the steps in
4lan developing a sample plan.

Oonprobability Samples
Elements selected in a nonrandom manner.
Advantages of probability samples
‡ Obtain information from a representative cross-section
‡ Sampling error can be computed The survey results are
projectable to the total population.
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Steps In Developing A Sampling To distinguish between probability
4lan samples and non-probability samples.

Disadvantages of probability samples

‡ More expansive than nonprobabiity samples of the same
size.
‡ 4robability samples take more time to design and
execute.
Step Five: Determine Sample Size
‡ Available budget
‡ Rules of thumb
‡ Oumber of subgroups
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Steps In Developing A Sampling To distinguish between probability
4lan samples and nonprobability samples.

Step Six: Develop Operational 4rocedures for Selecting Sample

Elements
Specify whether a probability or non-probability sample is being
used
Step Seven: Execution the Sampling 4lan
The final step of the operational sampling plan
Include adequate checking of specified procedures.
Figure 12.2 |

Classification of Sampling

Methods

Sampling
methods

4robability
samples Oonprobability
samples

Systematic Stratified Convenience Snowball

Simple
Cluster Judgement Quota
random
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Sampling And Oonsampling To understand the concepts of sampling
Errors error and nonsampling error.

Sampling Error
The error that results when the same sample is not perfectly
representative of the population.

Two types of sampling error:

X= Õ º- s
º- ns
X = sample mean
Õ = true population mean

s = sampling error

ns = nonsampling error
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Sampling And Oonsampling To understand the concepts of sampling
Errors error and nonsampling error.

Oon Sampling Error

Error resulting from some imperfect aspect of the research design

that causes response error or from a mistake in the execution of the
research design.

Also known as systematic error.

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To understand the concepts of

 

 sampling error and nonsampling
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4robability Sampling Methods To understand the differences in
probability and non-probability
sampling methods.

Simple Random Sampling

The purest form of probability sample

Sample Size
4robability of Selection =
4opulation Size

Systematic Sampling
Uses a fixed skip interval to draw elements from a numbered
population.

4opulation Size
Skip Interval =
Sample Size
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O = 64
n=8
k=8
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4robability Sampling Methods To understand the differences in
probability and non-probability
sampling methods.

Stratified Samples
4robability samples that are distinguished by the following steps:

1. The original population is divided into two or more mutually

exclusive and exhaustive subsets
2. Simple random samples of elements from the two or more
subsets are chosen independently from each other.
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4robability Sampling Methods To understand the differences in
probability and non-probability
sampling methods.

Three steps involved in implementing a properly stratified sample:

1. Identify salient demographic or classification factors

correlated with the behavior of interest.
2. Determine what proportions of the population fall into various
sub subgroups under each stratum.

‡ proportional allocation (when we use the same sampling

fractions within strata)

‡ disproportional or optimal allocation (when we use

different sampling fractions within the strata)
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4robability Sampling Methods To understand the differences in
probability and non-probability
sampling methods.

3. Select separate simple random samples from each stratum.

Cluster Samples
Sampling units are selected in groups.

1. The population of interest is divided into mutually exclusive

and exhaustive subsets (usually along geographical
boundaries).

2. A random sample of the subsets is selected.

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4opulation
Randomly
divided into 4
selected
clusters
2 clusters
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4robability Sampling Methods   
   
 

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4robability Sampling Methods   
   
 

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Oonprobability Sampling To understand the differences in
Methods probability and non-probability
sampling methods.

Convenience Samples
Oonprobability samples used primarily because they are easy to
collect ; Theory testing
Judgement Samples
Oonprobability samples in which the selection criteria are based
on personal judgment that the element is representative of the
population under study
Quota Samples
Oonprobability samples in which a population subgroup is
classified on the basis of researcher judgment
Snowball Samples
Additional respondents selected on referral from initial
respondents.
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Sampling Over the Internet To understand sampling implications of
surveying over the Internet.

Advantages of Internet sampling:

‡ Target respondents can complete the survey at their

convenience

‡ Data collection is inexpensive

‡ The interview can be administered under software control

‡ The survey can be completed quickly

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SUMMARY

‡ The Concept of Sampling

‡ Definition Of Important Terms

‡ Steps In Developing A Sampling 4lan

‡ Sampling And Oonsampling Errors

‡ 4robability Sampling Methods

‡ Oonprobability Sampling Methods

‡ Sampling Over the Internet

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The End