SAMPLING
TECHNIQUES
Population & Sample
• Population: All items in any
field of inquiry constitute a
‘Universe’ or ‘Population.’
• Sample: selected respondents
who are representatives of the
sample population
• Sampling technique: process
of selection
Why is it important?
• Entire population cannot be studied
• Limited resources
• Time-bound
• Reduces the duration of study
• Increases accuracy (non sampling error/non response)
Characteristics of a Good Sample
Design/techniques
• Representative sample
• Small sampling error (differences between the characteristics of a sample
population and those of the general population)
• Viable in the context of funds available for the research study
• Free from bias
• Sufficient sample size
• Scientific determination of sample size
• Generalizability with reasonable level of confidence
Sampling technique
• Based on the Process of
sample
process of selection
selection
process of the
sample – 2 types Non-
Probability
probability
sampling
sampling
Random Random
selection is selection is
involved not involved
Probability & Non-Probability Sampling
◦ Sampling method or sampling technique is the process of studying the
population by gathering information and analyzing that data.
◦ Probability sampling involves random selection, allowing to make
strong statistical inferences about the whole group.
◦ Non-probability sampling involves non-random selection based on
convenience or other criteria, allowing to easily collect data.
Probability Sampling
◦ The probability sampling method utilizes
some form of random selection.
◦ All the eligible individuals have a chance of
selecting the sample from the population.
◦ More time-consuming and expensive.
◦ Benefit – it guarantees that the sample
should be representative of the population.
1. Simple Random Sampling
◦ Every item in the population has an equal
and likely chance of being selected in the
sample.
◦ Since the item selection entirely depends on
the chance, this method is known as
“Method of chance Selection”.
◦ Use tools like random number generators or
other techniques that are based entirely on
chance
Simple random sampling
Advantages Disadvantages
• Equal chance for each unit • Needs complete catalogue of
the population
• Bias free
• Applicable to smaller sample
size
2. Systematic Sampling
◦ The items are selected from the target
population by selecting the random
selection point and selecting the other
methods after a fixed sample interval.
◦ Every member of the population is listed
with a number, but instead of randomly
generating numbers, individuals are
chosen at regular intervals.
3. Stratified sampling
◦ Dividing the population into subgroups or strata
and selecting a random sample from each
stratum.
◦ This technique is useful when the population is
heterogeneous and you want to ensure that the
sample is representative of different subgroups.
◦ Classify by sex, age, ethnicity, and similar ways.
◦ Splitting subjects into mutually exclusive groups
and then using simple random sampling to choose
members from groups.
◦ Advantages: Effective way to achieve
representativeness; greater accuracy
◦ Disadvantages: Burden on researcher; expensive;
accurate information is required about the
population
4. Cluster Sampling
◦ Dividing the population into subgroups,
but each subgroup should have similar
characteristics to the whole sample.
◦ Instead of sampling individuals from each
subgroup, you randomly select entire
subgroups.
5. Multistage sampling
• Further development of the principle of cluster sampling
• Big inquires extending to a considerable large geographical area
• Proficiency of National Banks in India > State > District > Taluk
Non-Probability Sampling
◦ The non-probability sampling method is a technique in which the
researcher selects the sample based on subjective judgment rather than
the random selection.
◦ Not all the members of the population have a chance to participate in
the study.
◦ Non-probability sampling is
most useful for exploratory
studies like a pilot survey.
1. Convenience sampling
◦ Samples are selected from the population only
because they are conveniently available to the
researcher.
◦ Researchers choose these samples just because they
are easy to recruit, and the researcher did not
consider selecting a sample that represents the entire
population.
◦ It can’t produce generalizable results.
2. Quota Sampling
◦ The researcher forms a sample that involves
the individuals to represent the population
based on specific traits or qualities.
◦ The researcher chooses the sample subsets
that bring the useful collection of data
3. Purposive sampling
◦ Also known as judgement sampling or deliberate
sampling
◦ Researcher using their expertise to select a
sample that is most useful to the purposes of the
research.
◦ It is often used in qualitative research, where the
researcher wants to gain detailed knowledge
about a specific phenomenon rather than make
statistical inferences
4. Snowball Sampling
◦ Useful when the population is hard to access
◦ Snowball sampling can be used to recruit
participants via other participants.
◦ The number of people you have access to
“snowballs” as you get in contact with more
people.
Nonprobability Sampling
Advantages Disadvantages
• Cost effective • Selection bias
• Less time-consuming • Sample not representative
• Most convenient
• Does not allow generalization
• Ideal for exploratory research
design • Not recommended by
descriptive or causal research
• Useful when sampling frame is not
available • Scientifically not robust
Research
design
What is Research Design?
• Conceptual structure within which research is conducted
• It constitutes the blueprint for the collection, measurement and analysis
of data
• Answers following questions
• What is the study about?
• Why is the study being made?
• Where will the study be carried out?
• What type of data is required?
• Where can the required data be found?
• What periods of time will the study include?
• What will be the sample design?
• What techniques of data collection will be used?
• How will the data be analyzed?
Features of a research design
• Plan - sources and types of
information relevant to the research
problem
• Strategy - approach will be used for
gathering and analyzing the data
• Time and budgets
Wha
t
Problem
How
Research Populatio
Analysis
design n
Who
Process/
techniqu
How es
• Qualitative
• Quantitative • Cross-
sectional
• Mixed
method
Types of RDs • Longitudinal
Exploratory Descriptive Experimental
• Formulating a • Describing the • Causal relationships
problem for more characteristics of a between variables
precise particular
investigation individual, or of a • With or without
group control group
• Discovery of ideas
and insights
