Sampling Method

Statistics and Research, Quarter 2

Sampling
● A sample is a smaller collection of units used to determine truths about a
population
● Save resources (time, money) and workload
● Gives results with known accuracy that can be calculated mathematically

Sampling Methods
Probability and Nonprobability

Probability Nonprobability Sampling

- Simple Random - Convenience
- Systematic Random - Purposive
- Stratified Random - Quota
- Clustered Sampling - Snowball

Probability versus Nonprobability

Probability
● Every unit in the population has a chance (greater than zero) of being selected
in the sample and can be accurately determined.

Nonprobability
● Some elements of the population have no chance of selection or where the
probability of selection can’t be accurately determined.
● It involves selecting elements based on assumptions regarding the population
of interest, which forms the criteria for selection.

Probability sampling

Simple Random Sampling

● The purest form of probability sampling
● Each member of the population has an equal and known chance of being
selected
● When there is are very large population, it is often difficult to identify every
member of the population, so the pool of available subjects becomes biased

Systematic Random Sampling

● Relies on arranging the target population according to some ordering scheme
and then selecting elements at regular intervals through that ordered list.
● Takes samples from a larger population and is selected according to a
random starting point but is fixed with a periodic interval.
Advantages:
1. Simple to conduct
2. Time-efficient and cost-efficient

Disadvantages
1. Requires population size
- you must know the exact number of people before sampling. If they
don't have any idea how many people or respondents there are, they
cannot systematically select a starting point or interval size.
2. Greater risk of data manipulation
- researchers may select their own starting points or sample sizes to
increase their chance of achieving a desired conclusion rather than
allowing random data to create a fair answer. As a result, any statistics
that resulted could not be trusted
3. The method may produce poor results, particularly in smaller
populations where predicting the sampling interval can happen, leading to a
bias in the selection of samples

Formula:
Target population = interval
(every number)
Target respondents

Stratified Random Sampling

● The sampling technique that involves dividing a population into smaller
subgroups or strata based on shared characteristics
● Used to pick respondents with different characteristics

Steps to identify
1. Define your research question
- Clearly state the research question you are trying to answer.
2. Examine population heterogeneity
- Examine the population variability that is relevant to your research
question.
3. Identify stratification variables
- Determine the specific characteristics that will be used to divide the
population into strata
 4. Consider sample size
requirements
- Determine the
minimum sample size
that is needed for
your research and
evaluate if stratified
random sampling can
be applied
successfully.

Cluster Sampling
● Population is divided into clusters of homogeneous units, usually based on
geographical contiguity.
● Each cluster represents a mini-representation of the entire population and
offers less statistical certainty than simple random sampling
● Sampling units are groups rather than individuals
● Use pre-existing units ex, schools or cities as their cluster.
Steps:
1. Define population
2. Cluster the population
- The most important part of the process
- The quality of your clusters and how well they represent the larger
population determines the validity of your results.
3. Randomly select clusters
4. Collect data from selected clusters

Advantages
- Time and cost-efficient, especially when samples are widely geographically
stretched and would be difficult to properly sample
- Cluster sampling uses randomization, if the population i clustered properly,
your study will have high external validity because your sample will reflect the
characteristics of the larger population
Disadvantages
- Internal validity is less strong than with simple random sampling
particularly as you use more stages of clustering
- If the clusters are not a good mini-representation of the population as a
whole, then it is more difficult to rely upon your sample to provide valid
results and is very likely to be biased.
Applications:

1. The illustration shows that a population has been

separated into 5 CLUSTERS. each cluster will
randomly pick and be used for data gathering.

2. This 2nd illustration shows that a population has been

divided into 3 “avenues” or streets. which
means they are divided into 3 clusters. 1st, 2nd,
and 3rd Ave will also be used for sampling/data
gathering

Nonprobability Sampling

Convenience Sampling
● Also known as grab or opportunity sampling or accidental or haphazard
sampling
● selecting individuals or elements from a population that are readily available
and easily accessible to the researcher.
● Unlike random sampling, this sampling does not ensure randomness or
representativeness in the sample. This may lead to a biased sample

Advantages:
1. Time efficient
- Quick to implement allowing researchers to collect data rapidly
2. Simple
- The method is straightforward and doesn’t demand intricate sampling
procedures, making it suitable for studies
3. Provide insights

Disadvantages
1. Not general
- Findings may not be generalizable to the broader population, limiting
the external validity of the research
2. Limited diversity
- Participants in Convenience samples are often similar in
characteristics, which can result in a lack of diversity
3. Errors
Applications:

1. A company wants to launch a new product and conducts initial market

research. They set up booths in a few shopping malls and ask passersby to try
the product and give feedback
2. A small local clinic is conducting a study on the effectiveness of a new therapy
for managing muscle pain. They recruit participants from patients visiting the
clinic during a specific period

Purposive sampling
● The researchers choose the sample based on who they think would be
appropriate for the study
● This is used when there is a limited number of people that have expertise in
the area being researched
● study participants are specifically chosen based on predetermined criteria
that are pertinent to the goals of the investigation.
● Participants with specific traits, expertise, or life experience relevant to the
research issue are carefully selected by the researchers

When to use it?

1. When obtaining relevant insights requires detail and depth, this approach is
used.
2. To access a particular subset of the population that shares certain
characteristic
3. To research issues likely to have unique cases.

Advantages
1. It increases the validity of the study
2. Time and cost-effectiveness are demonstrated
3. The strategy is adaptable
4. purposive sampling advances our understanding of the topic under study

Disadvantages
1. This process is extremely prone to researcher bias.
2. It may be challenging to defend the representative nature of a sample.
3. It can be an ineffective method when applied to large population groups.
4. There is no way to evaluate the reliability of the expert or authority in
purposive sampling.

Application :
1. Choosing skilled candidates for a vacancy. A panel of seniors who are
themselves experts/adept at the role select a suitable sample to get the
necessary result, hiring the best candidate for that role
 2. Makeup company releases a new cosmetic product, its target audience is 7
women. This is a situation where the company creates a sample of people
who know about that topic, and that category, and brand

Quota Sampling

Quota
- Fixed minimum or maximum number of a particular group of people

Quota sampling
● Preplanned number of selections
● Non-probability sampling method that relies on the random selection of a
predetermined number or proportion of units.

Advantage:
1. Easy to conduct
2. Can be performed quickly
3. cost-efficient
4. Can be used as a primary research method
5. Convenient

Disadvantage
1. Random selection of participants is not allowed
2. Results may not be reliable
3. Researchers' risk of bias may increase
Steps:
1. Create an exclusive group
- Create groups of individuals with similar characteristics and traits
2. Determine the proportion of subgroups
3. Deciding the size of the sample
4. Select Participants

Application
1. For example, a cigarette company wants to find out what age group prefers
what brand of cigarettes in a particular city. They apply survey quota on the
age groups of 21-30, 31-40, 41-50, and 51+. From this information, the
researcher gauges the smoking trend among the population of the city
2.
Snowball sampling
● A special nonprobability method is used when the desired sample
characteristic is rare.
● Relies on referrals from initial subjects to generate additional subjects
● new units are recruited by other units to form part of the sample.
● Current study participants find potential new volunteers among their friends.
It's frequently employed in situations where reaching out to a certain
demographic directly is difficult and through referrals, the sample size
increases in a "snowball" fashion

Patterns of snowball sampling

1. Linear snowball sampling
- Formation of a sample group that starts with only one subject and the
subject provides only one referral.
- Referral is recruited into the sample group and also provides only one
new referral.
- Continuously until the sample group is fully formed
2. Exponential Non-Discriminative snowball sampling
- The first subject recruited to the sample group provides multiple
referrals
- Each new referral is explored until primary data from a sufficient
amount of samples are collected

3. Exponential discriminative snowball sampling

- Subjects give multiple referrals, however, only one new subject is
recruited among them.
- The choice of a new subject is guided by the aim and objectives of the
study
Advantages:
1. Quicker to find samples
- Helps researchers to gain participants in an easy way
2. Cost-effective

Disadvantages:
1. Sampling biases
- The initial subject might pick people that they know well and might
have similar backgrounds to them

2. Margin of error
- The sampling method does not pick random participants and uses
non-probability sampling
Applications:
1. The past homeless people in Iloilo’s survival strategies
2. The Effectivity of Rehabilitation Centers to Drug Addicts