CHAPTER 3
3.3. SAMPLING And SAMPLING
METHODS
Learning Objective
Identify the purpose of sampling
Define population, sample, and sampling.
Discuss the procedure for drawing a sample.
Define non-probability and probability sampling.
Identify the types of non-probability and
probability sampling strategies.
Discuss the factors that influence determination of
sample size.
Outline
Definition of Population, Sample & Samplıng
The Sampling Process
Samplıng methods
3.3.1. Definition of Population, Sample & Samplıng
Sampling is a process of
selecting a portion or subset
of the designated population
to represent the entire
population.
A sample is a set of elements
that make up the population.
An element is the most basic
unit about which information
is collected.
Population in Research
It does not necessarily mean a number of people, it is a
collective term used to describe the total quantity of things
(or cases) of the type which are the subject of your study.
So a population can consist of certain types of objects,
organizations, people or even events.
Relationship between
sample and population
Population can have the following characteristics:
Characteristics Explains Examples
homogeneous all cases are similar bottles of beer on a production line
stratified contain strata or layers people with different levels of income: low,
medium, high
proportional contains strata of percentages of different nationalities of
stratified known proportions students in a university, sex proportion
grouped by type contains distinctive of apartment buildings – towers, slabs, villas,
groups tenement blocks
grouped by different groups animals in different habitats – desert,
location according to where equatorial forest, savannah, tundra
they are
Sampling Frame
Within this population, there will probably be only
certain groups that will be of interest to your study,
this selected category is your sampling frame.
The Need to Sample
Why Sampling in a research?
Sampling- a valid alternative to a census when;
A survey of the entire population is impracticable
Budget constraints restrict data collection
High degree of accuracy and reliability (if sample is
representative of population)
Time constraints restrict data collection
Results from data collection are needed quickly
3.3.2. The Sampling Process
Sampling is the process of selecting a sufficient
number of right elements from the population so, the
major steps in the sampling include.
1. Defining the target population
2. Determine the sample frame
3. Determine the sampling design
4. Determine the appropriate sample size
5. Execute the sampling process
The Sampling Process...(Cont’d)
The Sampling Process
The Sampling Process...(Cont’d)
i. Defining the target population
Sampling begins with precisely defining the target
population.
The target population is the total group of
individuals from which the sample might be drawn.
The target population must be defined in terms of
elements, geographical boundaries and time.
Example: A target population may be, for example, all
faculty members in the Department of Architecture in the
SCEA, all housewives in Adama, All pre-engineering
students in ASTU,
The Sampling Process...(Cont’d)
ii. Determining the sample frame
The sampling frame is a list or device to specify the
population of interest.
It's a group of components that a researcher can use to
select a sample. Often, the list does not include the
entire population.
Example: Student telephone directory (for the
student population), the list of companies on the
stock exchange, the directory of medical doctors
and specialists, the yellow pages (for businesses).
The Sampling Process...(Cont’d)
iii. Determining the sample design
Two major types of sampling
Probability sampling-The elements in the
population have some known, non zero
chances or probability of being selected as
sample subjects.
Non probability sampling -The elements do
not have a known or predetermined chance of
being selected as subjects.
The Sampling Process...(Cont’d)
iv. Determining the sample size
The decision about the how large the sample size can be very
difficult one. The factors affecting the sampling decision are
The research objective
The extent of precision desired(the confidence interval)
The acceptance risk in predicting that level of
precision(confidence level)
The amount of variability in the population itself
The cost and time constraints in some cases, the size of
population itself
The Sampling Process...(Cont’d)
v. Executing the sample process
In this final stage of sampling process, decision with
respect to
the target population
the sampling frame
the sample technique, and
the sample size have to be implemented.
3.3.3. Samplıng Methods
Determining the sample design
Two major types of sampling
Probability sampling-The elements in the
population have some known, non zero
chances or probability of being selected as
sample subjects.
Non probability sampling -The elements do
not have a known or predetermined chance of
being selected as subjects.
MULTISTAGE
SAMPLING
3.3.3. Samplıng Methods…(Cont’d)
Probability sampling techniques give the most reliable
representation of the whole population.
Non-probability techniques, relying on the judgment
of the researcher or on accident, cannot generally be
used to make generalizations about the whole
population.
Probability Sampling
It is a sampling technique in which sample from a larger
population are chosen using a method based on the theory
of probability.
The most important requirement of probability sampling is
that everyone in your population has a known and an equal
chance of getting selected.
Probability sampling uses statistical theory to select
randomly, a small group of people (sample) from an
existing large population and then predict that all their
responses together will match the overall population.
Types of Probability Sampling
Five main techniques used for a probability sample:
Simple random
Stratified random
Cluster
Systematic
Multistage Sampling
Simple random sampling
Applicable when population is small, homogeneous & readily
available
All subsets of the frame are given an equal probability. Each
element of the frame thus has an equal probability of
selection.
•A table of random
number or lottery
system is used to
determine which units
are to be selected.
Stratified Random sampling
• Iinvolves a method where a larger population can be
divided into smaller groups, that usually don’t overlap but
represent the entire population together. While sampling
these groups can be organized and then draw a sample from
each group separately.
• A common method is to arrange or classify by sex, age,
ethnicity and similar ways.
Cluster random sampling
In cluster sampling, researchers divide a population into
smaller groups known as clusters. They then randomly select
among these clusters to form a sample
Cluster sampling usually analyzes a particular population in
which the sample consists of more than a few elements, for
example, city, family, university etc. The clusters are then
selected by dividing the greater population into various
smaller sections.
Systematic Sampling
• It is when you choose every “nth” individual to be a part of
the sample. For example, you can choose every 5th person to
be in the sample.
• Systematic sampling is an extended implementation of the
same old probability technique in which each member of the
group is selected at regular periods to form a sample. There’s an
equal opportunity for every member of a population to be
selected using this sampling technique.
Multistage Sampling
Complex form of cluster sampling in which two
or more levels of units are embedded one in the
other.
First stage, random number of districts chosen
in all states.
Followed by random number of talukas,
villages.
Then third stage units will be houses.
All ultimate units (houses, for instance)
selected at last step are surveyed.
This technique, is essentially the process of taking
random samples of preceding random samples.
Multistage Sampling…(Cont’d)
Not as effective as true random sampling, but
probably solves more of the problems inherent to
random sampling.
An effective strategy because it banks on multiple
randomizations. As such, extremely useful.
Multistage sampling used frequently when a
complete list of all members of the population not
exists and is inappropriate.
Types of Non-probability Sampling
Four main techniques used for a non-probability
sample:
Convenience
Judgemental
Snowball
Quota
Convenience Sampling
• It is used to create sample as per ease of access, readiness to be a
part of the sample, availability at a given time slot or any other
practical specifications of a particular element.
• Convenience sampling involves selecting haphazardly those
cases that are easiest to obtain for your sample, such as the person
interviewed at random in a shopping center for a television
program.
Judgmental Sampling
• In the judgmental sampling, also called purposive
sampling, the sample members are chosen only on the basis
of the researcher’s knowledge and judgment.
• It enables you to select cases that will best enable you to
answer your research question(s) and to meet your
objectives.
Snowball Sampling
• Snowball sampling is purely based on referrals and that is how a
researcher is able to generate a sample. Therefore this method is
also called the chain-referral sampling method.
• This sampling technique can go on and on, just like a snowball
increasing in size (in this case the sample size) till the time a
researcher has enough data to analyze, to draw conclusive results
that can help an organization make informed decisions.
Quota Ssampling
• Selection of members in this sampling technique happens on
basis of a pre-set standard. In this case, as a sample is formed
on basis of specific attributes, the created sample will have the
same attributes that are found in the total population. It is an
extremely quick method of collecting samples.
• Quota sampling is therefore a type of stratified sample in which
selection of cases within strata is entirely non-random.
