SAMPLING TECHNIQUES

Internal Assignment

Research Methodology

Submitted by

Mrs. Shradha Dongre

Research Scholar
Dept. Microbiology

Submitted to:

Rayat Shikshan Sanstha’s

Karmaveer Bhaurao Patil College Vashi (Autonomous)
 SAMPLING TECHNIQUES

Sampling is an essential part of any research project. The right sampling method can make or
break the validity of your research, and it’s essential to choose the right method for your
specific question. In this assigment, we’ll take a closer look at some of the most popular
sampling methods and provide real-world examples of how they can be used to gather
accurate and reliable data.

Fig. No. 1: Diagrammatic Representation of Population Vs Sample

Population vs. Sample

First, you need to understand the difference between a population and a sample, and identify
the target population of your research.

The population is the entire group that you want to draw conclusions about.

The sample is the specific group of individuals that you will collect data from.

The population can be defined in terms of geographical location, age, income, or many other
characteristics.

It can be very broad or quite narrow: maybe you want to make inferences about the whole
adult population of your country; maybe your research focuses on customers of a certain
company, patients with a specific health condition, or students in a single school.
It is important to carefully define your target population according to the purpose and
practicalities of your project.

If the population is very large, demographically mixed, and geographically dispersed, it

might be difficult to gain access to a representative sample. A lack of a representative sample
affects the validity of your results, and can lead to several research biases, particularly
sampling bias.

Sampling frame

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).

Example: Sampling frame

You are doing research on working conditions at a social media marketing company. Your
population is all 1000 employees of the company. Your sampling frame is the company’s HR
database, which lists the names and contact details of every employee.

Sample size

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 is a technique of selecting individual members or a subset of the population to

make statistical inferences from them and estimate the characteristics of the whole
population. Different sampling methods are widely used by researchers in market research so
that they do not need to research the entire population to collect actionable insights.

It is also a time-convenient and cost-effective method and hence forms the basis of
any research design. Sampling techniques can be used in research survey software for
optimum derivation.
For example, suppose a drug manufacturer would like to research the adverse side effects of
a drug on the country’s population. In that case, it is almost impossible to conduct a research
study that involves everyone. In this case, the researcher decides on a sample of people from
each demographic and then researches them, giving him/her indicative feedback on the
drug’s behavior.

Fig No. 2: Flow diagram of types of Sampling methods

I] Types of sampling: Sampling methods

Sampling in market action research is of two types – probability sampling and non-
probability sampling. Let’s take a closer look at these two methods of sampling.

Probability sampling: Probability sampling is a sampling technique where a researcher

selects a few criteria and chooses members of a population randomly. All the members have
an equal opportunity to participate in the sample with this selection parameter.

Non-probability sampling: In non-probability sampling, the researcher randomly chooses

members for research. This sampling method is not a fixed or predefined selection process.
This makes it difficult for all population elements to have equal opportunities to be included
in a sample.
 II] Types of probability sampling with examples:

Probability sampling is a technique in which researchers choose samples from a larger

population based on the theory of probability. This sampling method considers every member
of the population and forms samples based on a fixed process.

For example, in a population of 1000 members, every member will have a 1/1000 chance of
being selected to be a part of a sample. Probability sampling eliminates sampling bias in the
population and allows all members to be included in the sample.

There are four types of probability sampling techniques:

Fig No. 3: Picture presentation of Types of probability sampling techniques

a) Simple random sampling: One of the best probability sampling techniques that helps in
saving time and resources is the Simple Random Sampling method. It is a reliable method of
obtaining information where every single member of a population is chosen randomly,
merely by chance. Each individual has the same probability of being chosen to be a part of a
sample.

For example, in an organization of 500 employees, if the HR team decides on conducting

team-building activities, they would likely prefer picking chits out of a bowl. In this case,
each of the 500 employees has an equal opportunity of being selected.

b) Cluster sampling: Cluster sampling is a method where the researchers divide the entire
population into sections or clusters representing a population. Clusters are identified and
 included in a sample based on demographic parameters like age, sex, location, etc. This
makes it very simple for a survey creator to derive effective inferences from the feedback.

For example, suppose the United States government wishes to evaluate the number of
immigrants living in the Mainland US. In that case, they can divide it into clusters based on
states such as California, Texas, Florida, Massachusetts, Colorado, Hawaii, etc. This way of
conducting a survey will be more effective as the results will be organized into states and
provide insightful immigration data.

c) Systematic sampling: Researchers use the systematic sampling method to choose the sample
members of a population at regular intervals. It requires selecting a starting point for the
sample and sample size determination that can be repeated at regular intervals. This type of
sampling method has a predefined range; hence, this sampling technique is the least time-
consuming.

For example, a researcher intends to collect a systematic sample of 500 people in a

population of 5000. He/she numbers each element of the population from 1-5000 and will
choose every 10th individual to be a part of the sample (Total population/ Sample Size =
5000/500 = 10).

d) Stratified random sampling: Stratified random sampling is a method in which the

researcher divides the population into smaller groups that don’t overlap but represent the
entire population. While sampling, these groups can be organized, and then draw a sample
from each group separately.

For example, a researcher looking to analyze the characteristics of people belonging to

different annual income divisions will create strata (groups) according to the annual family
income. Eg – less than $20,000, $21,000 – $30,000, $31,000 to $40,000, $41,000 to $50,000,
etc. By doing this, the researcher concludes the characteristics of people belonging to
different income groups. Marketers can analyze which income groups to target and which
ones to eliminate to create a roadmap that would bear fruitful results.
Table explaining examples, advantages and limitations of different sampling techniques

Sampling Example Advantages Limitations

Technique
Simple random The names of all 1,000 Representative of May be difficult
sampling children are placed into a the population to obtain the list.
computer database. The May be more
computer is the instructed to expensive.
select 100 names. These
children and their parents are
then contacted.
Stratified random The names of all 1,000 Representative of May be difficult
sampling children are placed into a the population to obtain the list.
computer database and May be more
organized by grade (sixth, expensive.
seventh and eighth). The
computer is then instructed to
select 35 names from each
grade. These children and their
parents are then contacted.
Convenience The researchers know one of Simple May not be
Sampling the middle- school teachers, Easy representative of
and the teacher volunteers her Convenient population
35 students for study. These No Complete
children and their parents are Member list needed
then contacted.
Quota sampling Using middle school directory, Simple May not be
the researcher selects first 20, Easy representative of
sixth grade boys, the first 20 Convenient population
sixth grade girls, the first 20 No Complete
eighth grade boys, the first 20 Member list needed
eighth grade girls. These
children and their parents are
then contacted.
 III] Uses of probability sampling:

There are multiple uses of probability sampling:

 Reduce Sample Bias: Using the probability sampling method, the bias in the sample
derived from a population is negligible to non-existent. The sample selection mainly
depicts the researcher’s understanding and inference. Probability sampling leads to
higher-quality data collection as the sample appropriately represents the population.

 Diverse Population: When the population is vast and diverse, it is essential to have
adequate representation so that the data is not skewed toward one demographic. For
example, suppose Square would like to understand the people that could make their
point-of-sale devices. In that case, a survey conducted from a sample of people across
the US from different industries and socio-economic backgrounds helps.
 Create an Accurate Sample: Probability sampling helps the researchers plan and
create an accurate sample. This helps to obtain well-defined data.

IV] Types of non-probability sampling with examples

The non-probability method is a sampling method that involves a collection of feedback

based on a researcher or statistician’s sample selection capabilities and not on a fixed
selection process. In most situations, the output of a survey conducted with a non-probable
sample leads to skewed results, which may not represent the desired target population. But,
there are situations, such as the preliminary stages of research or cost constraints for
conducting research, where non-probability sampling will be much more useful than the other
type.

Four types of non-probability sampling explain the purpose of this sampling method in
a better manner:

a) Convenience sampling: This method depends on the ease of access to subjects such as
surveying customers at a mall or passers-by on a busy street. It is usually termed as
convenience sampling because of the researcher’s ease of carrying it out and getting in
touch with the subjects. Researchers have nearly no authority to select the sample elements,
and it’s purely done based on proximity and not representativeness. This non-probability
sampling method is used when there are time and cost limitations in collecting feedback. In
 situations with resource limitations, such as the initial stages of research, convenience
sampling is used.

For example, startups and NGOs usually conduct convenience sampling at a mall to
distribute leaflets of upcoming events or promotion of a cause – they do that by standing at
the mall entrance and giving out pamphlets randomly.

b) Judgmental or purposive sampling: Judgmental or purposive samples are formed at the

researcher’s discretion. Researchers purely consider the purpose of the study, along with the
understanding of the target audience. For instance, when researchers want to understand the
thought process of people interested in studying for their master’s degree. The selection
criteria will be: “Are you interested in doing your masters in …?” and those who respond
with a “No” are excluded from the sample.
c) Snowball sampling: Snowball sampling is a sampling method that researchers apply when
the subjects are difficult to trace. For example, surveying shelterless people or illegal
immigrants will be extremely challenging. In such cases, using the snowball theory,
researchers can track a few categories to interview and derive results. Researchers also
implement this sampling method when the topic is highly sensitive and not openly discussed
—for example, surveys to gather information about HIV Aids. Not many victims will readily
respond to the questions. Still, researchers can contact people they might know or volunteers
associated with the cause to get in touch with the victims and collect information.

d) Quota sampling: In Quota sampling, members in this sampling technique selection happens
based on a pre-set standard. In this case, as a sample is formed based on specific attributes,
the created sample will have the same qualities found in the total population. It is a rapid
method of collecting samples.

VI] Uses of non-probability sampling

Non-probability sampling is used for the following:

 Create a hypothesis: Researchers use the non-probability sampling method to create

an assumption when limited to no prior information is available. This method helps
with the immediate return of data and builds a base for further research.
 Exploratory research: Researchers use this sampling technique widely when
conducting qualitative research, pilot studies, or exploratory research.
  Budget and time constraints: The non-probability method when there are budget and
time constraints, and some preliminary data must be collected. Since the survey
design is not rigid, it is easier to pick respondents randomly and have them take the
survey or questionnaire.

How should a researcher decide on the type of sampling to use?

 For any research, it is essential to choose a sampling method accurately to meet the
goals of the study. The effectiveness of your sampling relies on various factors. Here
are some steps expert researchers follow to decide the best sampling method.
 Jot down the research goals. Generally, it must be a combination of cost, precision, or
accuracy.
 Identify the effective sampling techniques that might potentially achieve the research
goals.
 Test each of these methods and examine whether they help achieve your goal.
 Select the method that works best for the research.

VII] Difference between probability sampling and non-probability sampling methods

Probability Sampling
Non-Probability Sampling Methods
Methods

Probability Sampling is
a sampling technique in
Non-probability sampling is a sampling technique
which samples from a
in which the researcher selects samples based on
Definition larger population are
the researcher’s subjective judgment rather than
chosen using a method
random selection.
based on the theory of
probability.

Alternativel Random sampling

Non-random sampling method
y Known as method.

Population The population is

The population is selected arbitrarily.
selection selected randomly.

Nature The research is The research is exploratory.

 conclusive.

Since there is a method

for deciding the sample,
Since the sampling method is arbitrary, the
the population
Sample population demographics representation is almost
demographics are
always skewed.
conclusively
represented.

Takes longer to conduct

since the research
This type of sampling method is quick since
design defines the
Time Taken neither the sample nor the selection criteria of the
selection parameters
sample are undefined.
before the market
research study begins.

This type of sampling is

This type of sampling is entirely biased, and hence
entirely unbiased;
Results the results are biased, too, rendering the research
hence, the results are
speculative.
also conclusive.

In probability sampling,
there is an underlying
hypothesis before the In non-probability sampling, the hypothesis is
Hypothesis
study begins, and this derived after conducting the research study.
method aims to prove
the hypothesis.

VIII] Bias in sampling

There are five important potential sources of bias that should be considered when selecting a
sample, irrespective of the method used. Sampling bias may be introduced when:1

1. Any pre-agreed sampling rules are deviated from

2. People in hard-to-reach groups are omitted
3. Selected individuals are replaced with others, for example if they are difficult to
contact
4. There are low response rates
 5. An out-of-date list is used as the sample frame (for example, if it excludes people who
have recently moved to an area)

References:

1. Ben-Shlomo Y, Brookes S, Hickman M. 2013. Lecture Notes: Epidemiology,

Evidence-based Medicine and Public Health (6th ed.), Wiley-Blackwell, Oxford.
2. http://www.stats.gla.ac.uk/steps/glossary/sampling.html - Accessed 8/04/17
3. Taherdoost, H. (2016). Sampling Methods in Research Methodology; How to Choose
a Sampling Technique for Research. International Journal of Academic Research in
Management, 5, 18-27. doi:10.2139/ssrn.3205035
4. Omair, A. (2014). Sample size estimation and sampling techniques for selecting a
representative sample. Saudi Commission Journal of Health Specialties, 2, 142-147.
doi:10.4103/1658-600X.142783
5. Delgado-Rodríguez, M., & Llorca, J. (2004). Bias. Journal of Epidemiology and
Community Health, 58(8), 635. doi:10.1136/jech.2003.00846