SAMPLING IN

RESEARCH
Research Fundamentals
Ntokozo Mntambo
[email protected]
What is Sampling?
• Theprocess of selecting a subset of data from a larger population or
dataset in order to analyse or make inferences about the whole
population.
• Population (N):
• Entire group that you want to draw conclusions about.
• Sample (n):
• Specific group of individuals that you will
collect data from.
Sampling Frame and Sample Size
• The sampling frame is the actual list
of individuals that the sample will be
drawn from. Ideally, it should include
the entire target population (and
nobody who is not part of that
population).
• The number of individuals you
should include in your sample
depends on various factors,
including the size and variability of
the population and your research
design. There are different sample
size calculators and formulas
depending on what you want to
achieve with statistical analysis.
Sampling methods
• Probability Sampling
• Involves random selection, allowing you to make strong statistical
inferences about the whole group.
• Every member of the population has a chance of being selected.
• Quantitative research studies

• Non-probability Sampling
• Involves non-random selection based on convenience or other criteria,
allowing you to easily collect data.
• Qualitative research studies
Types of Probability Sampling
(Quantitative Research)
• Simple random sampling
• Systematic sampling
• Stratified sampling
• Cluster sampling
Simple Random Sampling
• Everymember of the
population has an equal
chance of being selected.
• Yoursampling frame should
include the whole population.
• Youcan use tools like random
number generators or other
techniques that are based
entirely on chance.
Systematic Sampling
• Similar to simple random
sampling, but it is usually
slightly easier to conduct.
• Everymember of the
population is listed with a
number, but instead of
randomly generating
numbers, individuals are
chosen at regular intervals.
Stratified Sampling
• Divide the population into subgroups
(called strata) based on the relevant
characteristic (e.g., gender identity,
age range, income bracket, job role).
• It allows you draw more precise
conclusions by ensuring that every
subgroup is properly represented in
the sample.
• Based on the overall proportions of
the population, you calculate how
many people should be sampled
from each subgroup. Then you use
random or systematic sampling to
select a sample from each subgroup.
Cluster Sampling
• Involves 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.
• This method is good for dealing with
large and dispersed populations, but
there is more risk of error in the
sample, as there could be substantial
differences between clusters. It’s
difficult to guarantee that the
sampled clusters are really
representative of the whole
population.
Types of Non-Probability Sampling
(Qualitative Research)
• Individualsare selected based on non-random criteria. Not every
individual has a chance of being included.
• Easier and cheaper to access, but has a higher risk of sampling bias.
• That means the inferences you can make about the population are
weaker than with probability samples, and conclusions may be more
limited.
• Theaim is to develop an initial understanding of a small or under-
researched population.
• Convenience Sampling
• Purposive Sampling
• Snowball Sampling
• Quota Sampling
Convenience Sampling
• Includes the individuals who happen to be
most accessible to the researcher.
• This is an easy and inexpensive way to gather
initial data, but there is no way to tell if the
sample is representative of the population, so
it can’t produce generalizable results.
• Convenience samples are at risk for both
sampling bias and selection bias.
• Voluntary response sample
• is mainly based on ease of access. Instead of
the researcher choosing participants and
directly contacting them, people volunteer
themselves (e.g. by responding to a public
online survey).
• Are always at least somewhat biased, as some
people will inherently be more likely to
volunteer than others, leading to self-selection
bias.
Purposive Sampling
• Also known as judgement sampling
• Involves the researcher using their
expertise to select a sample that is
most useful to the purposes of the
research.
• Used to gain detailed knowledge about
a specific phenomenon rather than
make statistical inferences, or where
the population is very small and
specific.
• Must have clear criteria and rationale
for inclusion.
• Always make sure to describe your
inclusion and exclusion criteria and
beware of observer bias affecting your
arguments.
Snowball Sampling
• Ifthe 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.
• The downside here is also
representativeness, as you have
no way of knowing how
representative your sample is due
to the reliance on participants
recruiting others. This can lead to
sampling bias.
Quota Sampling
• Relieson the non-random selection
of a predetermined number or
proportion of units.
• You first divide the population into
mutually exclusive subgroups
(called strata) and then recruit
sample units until you reach your
quota.
• These units share specific
characteristics, determined by you
prior to forming your strata.
• Theaim of quota sampling is to
control what or who makes up your
sample.