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Session 6
Sampling techniques
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Define the Population Determine the Sampling Frame Select Sampling Technique(s) Determine the Sample Size Execute the Sampling Process
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containing the element, that is available for selection at some stage of the sampling process.
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Convenience Sampling
Judgmental Sampling
Quota Sampling
Simple Random
Systemat ic Sampling
Stratifie d Sampli
Cluster Sampli ng
Convenience Sampling
Convenience sampling attempts to obtain a sample of convenient elements. Often, respondents are selected because they happen to be in the right place at the right time.
use of students, and members of social
organizations mall intercept interviews without qualifying the respondents department stores using charge account lists people on the street interviews
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Judgmental Sampling
Judgmental sampling is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher.
test markets purchase engineers selected in industrial
marketing research bellwether precincts selected in voting behavior research expert witnesses used in court
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Quota Sampling
Quota sampling may be viewed as two-stage restricted judgmental sampling. The first stage consists of developing control categories, or quotas, of population elements. In the second stage, sample elements are selected based on convenience or judgment. Population composition Sample composition
Control Characteristic Percentage Percentage Number Sex Male 48 48 480 Female 52 52 520 ____ ____ ____ 100 100 1000
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Snowball Sampling
In snowball sampling, an initial group of respondents is selected, usually at random.
After being interviewed, these respondents are
asked to identify others who belong to the target population of interest. Subsequent respondents are selected based on the referrals.
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Systematic Sampling
The sample is chosen by selecting a random starting point
and then picking every ith element in succession from the sampling frame. The sampling interval, i, is determined by dividing the population size N by the sample size n and rounding to the nearest integer. When the ordering of the elements is related to the characteristic of interest, systematic sampling increases the representativeness of the sample. If the ordering of the elements produces a cyclical pattern, systematic sampling may decrease the representativeness of the sample. 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 1212 consists of elements 23, 123, 223, 323, 423, 523, and so on.
Stratified Sampling
A two-step process in which the population is
partitioned into subpopulations, or strata. The strata should be mutually exclusive and collectively exhaustive in that every population element should be assigned to one and only one stratum and no population elements should be omitted. Next, elements are selected from each stratum by a random procedure, usually SRS. A major objective of stratified sampling is to increase precision without increasing cost.
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Cluster Sampling
The target population is first divided into mutually exclusive
and collectively exhaustive subpopulations, or clusters. Then 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 in the sample (one-stage) or a sample of elements is drawn probabilistically (two-stage). Elements within a cluster should be as heterogeneous as possible, but clusters themselves should be as homogeneous as possible. Ideally, each cluster should be a small-scale representation of the population. In probability proportionate to size sampling, the clusters are sampled with probability proportional to size. In the second stage, the probability of selecting a sampling unit in a selected cluster varies inversely with the size of1414 the
One-Stage Sampling
Two-Stage Sampling
Multistage Sampling
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Strengt
Least expensive, hs time-consuming, least convenie most Low nt cost, not timeconvenient, Sample can consuming be for certain controlled Can estimate characteristics characteristi rare cs Easily resul projecta understood, ts ble Can representativen increase easier ess, to implement SRS, sampling frame than necessa not Include all ry subpopulatio important precisi ns, Easy to implement, on effecti cost ve
Weaknes
Selection bias, sample ses representative, not recommended not descriptive or causal for Does not allow research subjecti generalization, Selection bias, no assurance ve representativen of Timeess consuming Difficult to construct frame, lower sampling no assurance representativen expensive, precision, Can representativen of ess. decrease ess
Difficult to select stratification variables, not relevant stratify on many variables, feasible to Imprecise, difficult to compute expensive interpret and 1616 results
Systematic Sampling
2. Each element is assigned a number from 1 to N (pop. size) 3. Determine the sampling interval i:i=N/n. If i is a fraction, round to the nearest integer 4. Select a random number, r, between 1 and i, as explained in simple random sampling 5. The elements with the following numbers will comprise the 1818 systematic random sample: r, r+i,r+2i,r+3i,r+4i,...,r+
Stratified Sampling
1. Select a suitable frame 2. Select the stratification variable(s) and the number of strata, H 3. Divide the entire population into H strata. Based on the classification variable, each element of the population is assigned to one of the H strata 4. In each stratum, number the elements from 1 to Nh (the pop. size of stratum h) 5. Determine the sample size of each stratum, nh, based on H proportionate or disproportionate stratified sampling, nh = where
h=1 n
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Cluster Sampling
1. Assign a number from 1 to N to each element in the population 2. Divide the population into C clusters of which c will be included in the sample 3. Calculate the sampling interval i, i=N/c (round to nearest integer) 4. Select a random number r between 1 and i, as explained in simple random sampling 5. Identify elements with the following numbers: r,r+i,r+2i,... r+(c-1)i 6. Select the clusters that contain the identified elements 7. Select sampling units within each selected cluster based on SRS or systematic sampling 2020 8. Remove clusters exceeding sampling interval i. Calculate
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Conditions Favoring the Use of Nonprobability P robability sam pling sam pling Ex ploratory Nonsam pling errors are larger Hom ogeneous (low ) Unfavorable Favorable Conclusive Sam pling errors are larger Heterogeneous (high) Favorable Unfavorable
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Data collection process and field work Quiz from sampling Click to edit Master subtitle style
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