Subject: Quantitative Techniques

PGDM 2nd Trimester

Topic : Sampling techniques
Submitted to : Sowmya Mam
Table of content:

1. Introduction to sampling
2. Sampling methods
3. Probability Sampling, it's types with examples.
4. Type of non-probability sampling, its types with examples.
# Introduction:

What is sampling?
Sampling is a technique of selecting individual members or a subset of the
population to make statistical inferences from them and estimate
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 a cost-effective method and hence forms

the basis of any research design. Sampling techniques can be used in a
research survey software for optimum derivation.

For example, if a drug manufacturer would like to research the adverse

side effects of a drug on the country’s population, it is almost impossible to
conduct a research study that involves everyone. In this case, the
researcher decides a sample of people from each demographic and then
researches them, giving him/her indicative feedback on the drug’s behavior.
Types of sampling: sampling methods 

Sampling in market research is of two types – probability sampling and

non-probability sampling. Let’s take a closer look at these two methods of
sampling.

1. Probability sampling: Probability sampling is a sampling technique

where a researcher sets a selection of a few criteria and chooses
members of a population randomly. All the members have an equal
opportunity to be a part of the sample with this selection parameter.

2. Non-probability sampling: In non-probability sampling, the researcher

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

Probability sampling is a sampling technique in which researchers choose

samples from a larger population using a method 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 bias in the population and gives all members a fair
chance to be included in the sample.

● 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, it is highly likely that they would
prefer picking chits out of a bowl. In this case, each of the 500 employees
has an equal opportunity of being selected.

● Cluster sampling: Cluster sampling is a method where the researchers

divide the entire population into sections or clusters that represent 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 inference from the feedback.
For example, if the United States government wishes to evaluate the
number of immigrants living in the Mainland US, 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.

● Systematic sampling: Researchers use the systematic sampling

method to choose the sample members of a population at regular intervals.
It requires the selection of a starting point for the sample and sample size
that can be repeated at regular intervals. This type of sampling method has
a predefined range, and 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).

● 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.
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:

● Convenience sampling: This method is dependent 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
where there are 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.
● Judgmental or purposive sampling: Judgemental or purposive
samples are formed by the discretion of the researcher. 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.
● Snowball sampling: Snowball sampling is a sampling method that
researchers apply when the subjects are difficult to trace. For example, it
 will be extremely challenging to survey shelterless people or illegal
immigrants. In such cases, using the snowball theory, researchers can
track a few categories to interview and derive results. Researchers also
implement this sampling method in situations where 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.
● Quota sampling:  In Quota sampling, the selection of members in this
sampling technique 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.

THE END