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Sampling: Prepared By: Komal Mehreen M.Phil (Communication and Media Studies)

This document discusses sampling methods used in quantitative research. It defines a population as a group meeting eligibility criteria for a study, while a sample is a subset of the population. There are two main categories of sampling: probability sampling, where each unit has an equal chance of selection and results can be generalized to the population, and non-probability sampling, where results cannot be generalized. Probability sampling includes simple random, systematic random, stratified, and cluster sampling techniques. Non-probability sampling includes accidental, convenient, judgemental, quota, and snowball sampling methods.

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Mehro Malik
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50 views2 pages

Sampling: Prepared By: Komal Mehreen M.Phil (Communication and Media Studies)

This document discusses sampling methods used in quantitative research. It defines a population as a group meeting eligibility criteria for a study, while a sample is a subset of the population. There are two main categories of sampling: probability sampling, where each unit has an equal chance of selection and results can be generalized to the population, and non-probability sampling, where results cannot be generalized. Probability sampling includes simple random, systematic random, stratified, and cluster sampling techniques. Non-probability sampling includes accidental, convenient, judgemental, quota, and snowball sampling methods.

Uploaded by

Mehro Malik
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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SAMPLING

Population and Sample


Population is an accessible group of people who meet the well-defined set of eligibility criteria for research and
sample is a subset of the population that is representative of the entire population.

Population
A

Sample
A1

Sampling
One of the most important characteristics of quantitative studies is the process of selection of sampling. Sampling
reduces the data and gives character to the research. Being opposite to the census, sample is the subset of population that
represents the entire population – the beauty of sample.

Types of Sampling
Following are two broader categories of sampling: -

1. Probability Sampling. Probability sampling done according to mathematical guidelines, in which each unit has the
equal chance or opportunity to be included in the sample. Probability sample computes the value for entire
population and thus results are generalized. Sample size is determined by the characteristics of population
(Representation). Inferential statistics determine the fate of phenomenon for problem being tested. There are four
types techniques used in probability sampling: -

a. Simple Random Sampling. In this type of sampling each member of population has an equal chance of
being included in the sample.
b. Systematic Random Sampling. Systematic random sampling relies on arranging the target population
according to ordering scheme and then selecting every nth element.
c. Stratified Sampling. Stratified sampling technique involves the breaking of population into small groups and
then random selection of the sample is selected.
d. Cluster Sampling. Cluster sampling is a sampling technique where the entire population is divided into
groups or clusters and then a random sample of these clusters are selected.

2. Non-Probability Sampling. Non-probability sampling does not follow the mathematical guideline. Don’t give equal
chance to every unit to be the part of study. Results cannot be generalized. Explain the characteristics of sample
only (N). Use descriptive statistics. In Non-probability sampling, following are the sampling techniques: -
a. Accidental Sampling. It involves the non-random selection of respondents based on their availability.
b. Convenient Sampling. Here the respondents are selected because of their convenient accessibility to the
researcher.
c. Judgemental Sampling. This approach is used when a sample is taken based on certain judgements about
the overall population.
d. Quota Sapling. It involves the non-random selection of respondents based on the identification of specific
characteristics to increase the samples representativeness.

Prepared by : Komal Mehreen


M.Phil (Communication and Media Studies)
e. Snowball Sampling. The respondents are hard to locate. In snowball sampling, you begin by
identifying someone who meets the criteria for inclusion in your study. You then ask them
to recommend others who they may know who also meet the criteria.

Prepared by : Komal Mehreen


M.Phil (Communication and Media Studies)

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