SAMPLING METHODS

Define your Target Population

A sampling error is a statistical error that occurs when an analyst does not select a sample that represents the entire population of
data and the results found in the sample do not represent the results that would be obtained from the entire population.

Sampling error can be reduced by randomizing sample selection and/or increasing the number of observations.

Respondents

⚪ Respondents differ greatly in motivation to answer correctly and in ability to do so.

⚪ Obtaining an honest response to sensitive questions is difficult.

Census Sample

⚪ A census study occurs if the entire population is very small or it is reasonable to include the entire population (for other
reasons).

⚪ It is called a census sample because data is gathered on every member of the population.

⚪ The population of interest is usually too large to attempt to survey all of its members.

⚪ A carefully chosen sample can be used to represent the population.

● The sample reflects the characteristics of the population from which it is drawn.

Probability versus Nonprobability

⚪ Probability Samples: each member of the population has a known non-zero probability of being selected

● Methods include random sampling, systematic sampling, and stratified sampling.

⚪ Nonprobability Samples: members are selected from the population in some nonrandom manner

● Methods include convenience sampling, judgment sampling, quota sampling, and snowball sampling

PROBABILITY SAMPLES
1. Random Sampling

Random sampling is the purest form of probability sampling.

⚪ Each member of the population has an equal and known chance of being selected.

⚪ When there are very large populations, it is often ‘difficult’ to identify every member of the population, so the pool of available
subjects becomes biased.

● You can use software, such as minitab to generate random numbers or to draw directly from the columns

2. Systematic Sampling

⚪ Systematic sampling is often used instead of random sampling. It is also called an Nth name selection technique.
 ⚪ After the required sample size has been calculated, every Nth record is selected from a list of population members.

⚪ As long as the list does not contain any hidden order, this sampling method is as good as the random sampling method.

⚪ Its only advantage over the random sampling technique is simplicity (and possibly cost effectiveness).

3. Stratified Sampling

Stratified sampling is commonly used probability method that is superior to random sampling because it reduces sampling
error.

A stratum is a subset of the population that share at least one common characteristic; such as males and females.

a. Identify relevant stratums and their actual representation in the population.

b. Random sampling is then used to select a sufficient number of subjects from each stratum.

c. Stratified sampling is often used when one or more of the stratums in the population have a low incidence relative to
the other stratums.

NON- PROBABILITY SAMPLES

1. Cluster Sampling

Cluster Sample: a probability sample in which each sampling unit is a collection of elements.

Effective under the following conditions:

a. A good sampling frame is not available or costly, while a frame listing clusters is easily obtained

b. The cost of obtaining observations increases as the distance separating the elements increases

Examples of clusters:

c. City blocks – political or geographical

d. Housing units – college students

e. Hospitals – illnesses

f. Automobile – set of four tires

2. Convenience Sampling

Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive
approximation.

The sample is selected because they are convenient.

It is a nonprobability method.

a. Often used during preliminary research efforts to get an estimate without incurring the cost or time required to select
a random sample

3. Judgment Sampling

Judgment sampling is a common nonprobability method.

 The sample is selected based upon the experiences of the subject.

a. an extension of convenience sampling

When using this method, the researcher must be confident that the chosen sample is truly representative of the entire
population.

4. Quota Sampling

Quota sampling is the nonprobability equivalent of stratified sampling.

a. First identify the stratums and their proportions as they are represented in the population

b. Then convenience or judgment sampling is used to select the required number of subjects from each stratum.

5. Snowball Sampling

Snowball sampling is a special nonprobability method used when the desired sample characteristic is rare.

It may be extremely difficult or cost prohibitive to locate respondents in these situations.

This technique relies on referrals from initial subjects to generate additional subjects.

It lowers search costs; however, it introduces bias because the technique itself reduces the likelihood that the sample will
represent a good cross section from the population.