SAMPLING
DESIGN AND PROCEDURES
Sampling Terminology
• Sample
• Population or universe
• Population element
• Census
Sample Population
• Subset of a larger • Any complete group
population • People
• Sales territories
• Stores
Census
Target
• Investigation Population
of all
individual • Relevant
elements that population
make up a • Operationally
population define
Sampling Frame
• A list of elements from which the sample may be drawn
• Working population
• Mailing lists - data base marketers
• Sampling frame error
Sampling Units
• Group selected for the sample
Random Sampling Error
• The difference between the sample results and the result
of a census conducted using identical procedures
• Statistical fluctuation due to chance variations
The Sampling Design Process
Define the Population
Determine the Sampling Frame
Select Sampling Technique(s)
Determine the Sample Size
Execute the Sampling Process
Classification of Sampling Techniques
Sampling Techniques
Nonprobability Probability
Sampling Techniques Sampling Techniques
Convenience Judgmental Quota Snowball
Sampling Sampling Sampling Sampling
Simple Random Systematic Stratified Cluster Other Sampling
Sampling Sampling Sampling Sampling Techniques
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
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
• expert witnesses used in court
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 Sample
composition composition
Control
Characteristic Percentage Percentage Number
Gender
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
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.
Simple Random Sampling
• Each element in the population has a known and
equal probability of selection.
• Each possible sample of a given size (n) has a
known and equal probability of being the sample
actually selected.
• This implies that every element is selected
independently of every other element.
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.
Systematic Sampling
• 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 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.
Stratified Sampling
• The elements within a stratum should be as
homogeneous as possible, but the elements in
different strata should be as heterogeneous as
possible.
• The stratification variables should also be closely
related to the characteristic of interest.
• Finally, the variables should decrease the cost of the
stratification process by being easy to measure and
apply.
Stratified Sampling
• In proportionate stratified sampling, the size of the
sample drawn from each stratum is proportionate to
the relative size of that stratum in the total population.
• In disproportionate stratified sampling, the size of
the sample from each stratum is proportionate to the
relative size of that stratum and to the standard
deviation of the distribution of the characteristic of
interest among all the elements in that stratum.
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).
Cluster Sampling
• 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 of the cluster.
Types of Cluster Sampling
Cluster Sampling
One-Stage Two-Stage Multistage
Sampling Sampling Sampling
Simple Cluster Probability
Sampling Proportionate
to Size Sampling
Choosing Nonprobability Vs.
Probability Sampling
Conditions Favoring the Use of
Factors Nonprobability Probability
sampling sampling
Nature of research Exploratory Conclusive
Relative magnitude of sampling Nonsampling Sampling
and nonsampling errors errors are errors are
larger larger
Variability in the population Homogeneous Heterogeneou
(low) s (high)
Statistical considerations Unfavorable Favorable
Operational considerations Favorable Unfavorable
