CHAPTER FOUR

Sampling Design
 Sampling Design
 A sample design is the framework, or road map, that serves
as the basis for the selection sample.
 Sampling design is a mathematical function that gives you
the probability of any given sample being drawn.
 Sampling refers to drawing a sample (subset) from a
population (the fullest).
 It refers to choosing a smaller, more tangible number of
people to take part in the research.
 The usual goal of sampling is to produce a representative
sample
 The purpose of sampling is to gather maximum information
about the population under consideration at minimum cost,
time and human power
 Terminology Used in Sampling
Here are some important terms used in sampling:
• A sample: A set of element taken from a
population (i.e. a finite subset of individuals
defined in a population.)
• Sampling unit: The constituents of a population,
which are individual’s to be sampled from the
population and can not be further subdivided for
the purpose of sampling at a time.
 Contd……..
• Population: the full set of elements or people you are sampling.
Technically known as Universe.
• population refer to an entire group of people, objects, events, hospital
visits, or measurements.
• A population can thus be said to be an aggregate observation of
subjects grouped together by a common feature.
• The universe can be finite(fixed) or infinite(endless); in earlier case the
number of items is certain.
• Sampling Design: A definite plan for obtaining a sample from the
sampling frame.
• It refers to technique / Procedure adopted by the researcher.
• Census: A measurement of all the units in the population.
• A census is the procedure of systematically enumerating, and acquiring
and recording information about the members of a given population.
• Statistics Vs Parameter
• Statistics: a numerical characteristics of as ample (i.e. is a number that
 Contd…..

• Parameter: a numerical characteristic of a population (i.e.,

is a number that result from measuring all the units in the
claimed population)
• Sampling error Vs. Non- sampling error
• Sampling error: sampling error is limited to any
differences between sample values and universe values
that arise because the sample size was limited.
• sampling errors occur because of variation in the number
or representativeness of the sample that responds.
• Sampling errors can be controlled and reduced by
• (1) careful sample designs,
• (2) large enough samples
• (3) multiple contacts to assure a representative response.
• Non- sampling error:
• non-sampling error is a statistical term that refers
to an error that results during data collection,
causing the data to differ from the true values
called non- sampling error.
• Non-sampling errors can happen whether you’re
working with a representative sample (such as
with a national survey) or doing total
enumeration.
Reasons for selecting sample: Why sample?

Sampling is inevitable in the following situations:

 Complete enumeration are practically impossible

when the population is infinite
 When the results are required in short time.

 When the area of survey is wide

 When resource (Money, time and trained persons are

limited.
 When the items or units are destroyed under
 Principles of sampling

• The following principle tells us that the sample methods provide

such good estimate.
1. Principle of statistical regularity:
According to this principle, when a large number of items is
selected at random from the universe, then it is likely to possess
the same characteristics as that of the entire population.
2. Principle of Inertia of large number: Other things being equal, as
the sample size increase the result tend to be more accurate and
reliable.
3. Principle of validity: This states that the sampling methods
provide valid estimate a bout the population units (parameters).
4. Principle of Optimization: The principle takes in to account the
desirability of obtaining a sampling design which gives optimum
result.
• This minimizes the risk/ loss of the sampling design.
 Sampling Procedure
The following procedure
1) Defining population
2) Census Vs Sample
3) Sampling Design
4) Sample Size Determination
5) Estimate Cost of Planning
6) Execute Sampling Process
sampling design can be divided into seven steps as given
below:
1. Defining the target population
2. Specifying the sampling frame
3. Specifying the sampling unit
4. Selection of the sampling method
5. Determination of sample size
6. Specifying the sampling plan
7. Selecting the sample
1. Defining population

 Defining the target population implies specifying the subject

of the study.
 Specification of a population involves identifying which
elements (items) are included, as well as where and when.
2. Census
Advantages of Census
 Reliability: Data derived through census are highly reliable.
 The only possible errors can be due to computation.
 Detailed information: Census data yield much more information.
Limitation of Census
 Expensiveness: Investigating each elements of the population is
expensive to any individual researcher
 Excessive time and energy: Beside cost factor, census survey
takes too long time and consumes too much energy.
1.Specifying the sampling frame
• A sampling frame is the list of elements from
which the sample may be drawn
• A sampling frame error pops up when the
sampling frame does not accurately represent
the total population or when some elements of
the population are missing or another
drawback in the sampling frame is over –
representation.
 3. Specifying the Sampling Unit

• A sampling unit is a basic unit that contains a single

element or a group of elements of the population to be
sampled.
• 4. Selection of the Sampling Method:
• The sampling method outlines the way in which the
sample units are to be selected.
• The choice of the sampling method is influenced by the
objectives of the business research, availability of financial
resources, time constraints, and the nature of the
problem to be investigated.
• All sampling methods can be grouped under two distinct
heads, that is, probability and non-probability sampling.
 Need for Sampling
 Some of the major reasons why sampling is necessary are:
a) The destructive nature of certain test
b) The physical impossibility of checking all items in the
population
c) The cost of studying all the items in a population is often
prohibitive
d) The adequacy of sample results
e) To contact the whole population is often time consuming
 Sampling techniques is used under the following conditions:
 Vast data
 When at most accuracy is not required
 Infinite population
 When census is impossible
 Limitation of Sampling Technique

 Less accuracy
 Misleading conclusion
 Need for specialized knowledge

Essentials of ideal Sample

The following four basic characteristics
a) Representativeness
b) Independence
c) Adequacy
d) Homogeneity
 3) Sampling Design

Operationally, sample design is the heart of

sampling planning.
Specification of sample design includes the
method of selecting individual sample unit involves
both theoretical and practical considerations.
 Sample design should answer the following:
 What type of sample to use
 What is the appropriate sample unit?
 What frame (list of sampling) is available for the
population?
 How are refusals and non-response to be handled
 4) Sample Size Determination

The sample size determination is purely statistical

activity, which needs statistical knowledge.
There are a number of sample size determination
methods:
A. Personal judgments: The personal judgment and
subjective decision of the researcher in some
cases can be used as a base to determine the size
of the sample.
B. Budgetary approach: is another way to determine
the sample size.
C. Traditional inferences: this is based on precision
rate and confidence level.
 5) Estimate Cost of Planning
The sample plan must take in to account the estimated
cost of sampling.
Such costs are of two types, overhead costs and,
variable costs.
It may be difficult and even for some people not
reasonable to separate sampling cost from over all
study cost.
6) Execute Sampling Process
The last step in sample planning is the execution of the
sample process (procedure).
In short the sample is actually chosen.
 TYPES OF SAMPLE DESIGN
There are different types of sample design based
on two factors
Basics sample Design
Element selection Technique Representation Basis

Unrestricted Probability 1. Random Sampling

2. Cluster sampling
3. Systematic sampling
4. Stratified sampling

Restrict Non- Probability 1. Haphazard/convenience

2. Purposive sampling
3. Quota,
4. Judgment sampling
 Probability Sampling

 A probability sampling is on where the selection of the units

from the population is made according to known probability.
The sample is based on probability theory.
 Every unit of the population of interest must have a know non-
zero chance of being selected in to the sample.
 Assigns equal probability/ chance to each units of the
population.
 Error of estimation/significance of results obtained can be
measured.
 Best technique for representative sample (i.e., produce
representative sample).
 Ensure the law of statistical regularity
 Even each combination (possible) of sample will have equal
probability of being picked.
 All choices are independent of one another.
 Types of probability sampling

1. Simple Random sampling:

 A simple random sample from finite population is
a sample selected such that each possible sample
combination has equal probability of being
chosen.
 It is also called unrestricted random sampling
 Methods of selection of simple random sampling

(a) Lottery method: This is the most simple and

popular method. In this method all the items of
the population are assigned a number on a
separate slip of paper of same size, shape and
color
(b) Table of Random Numbers: As the lottery
method cannot be used, when the population is
infinite, the alternative method is that of using
the table of random numbers
 (2). Systematic Random sampling
 Each unit in the population is identified and each
unit has an equal chance of being in the sample.
It is also called Quasi- random sampling. Selection
procedures:
Systematic sampling involves three steps:
1st Determine the sampling interval, which is
symbolized by “K” (i.e., it is the population size
divided by the desired sample size).
2nd Randomly select a number between 1 and k and
include that person/unit in your sample.
3rd
Include all kth elements in your sample.
 For example:
• If K is 10 and your random selected number
between 1 and 10, for Instance 5, then you will
select persons 5, 15, 25----etc.
• When you get to the end your Sampling frame
you will have all the people to be included in your
sample
 (3)Stratified Random sampling :

It is mainly used to reduce the population

Heterogeneity and to increase the efficiency of
estimate.
Stratification means division in to groups.
The population is divided in to a number of sub-
groups/strata.
The strata should be so formed that each stratum
is homogeneous as far as possible.
Then from each stratum a simple random sample
may be selected and these are combined together
to form the required sample from the population.
 Types of stratified sampling
There are two types of stratified sampling.
I. Proportional and
II. Non- proportional.
 Proportional sampling equal and proportional
representation is given to subgroups or strata.
 Non-proportional sample, equal representation is
given to all the sub-strata regardless of their
existence in the population.
 The population size denoted by N and the sample
size is denoted by ‘n’ the sample size is allocated
to each stratum.
 Example:
 A sample of 50 students is to be drawn from a population consisting of
500 students belonging to two institutions A and B. The number of
student in the institution A is 200 and the institution B is 300. How will
you draw the sample using proportional allocation?

 There are two strata in this case with sizes N1=200 and N2 =300 and the
total population N= N1 + N2 = 500.
The sample size is 50.
If n1 and n2 are the sample size:
n1= n x N1 = 50 x 200 =20
N 500
n2 = n x N2 = 50 x 300 = 30
N 500
 The sample size is 20 from A and 30 from B. then the unit from each
institution is to be selected by simple random sampling.
 (4)Cluster Sampling:
Cluster sampling views the units in the
population as not only being members of the
total population but as members also of naturally
occurring in a cluster within the population.
Cluster sampling is used in a large geographic
sample where No list is available of all units in
the population but the population boundaries
can be well-defined.
 Non- Probability/ sampling
It is the one where option is used to select
representative units from the population (or) to
infer that a sample is representative of the
population.
It is called Non Random/judgment / purposive
sampling.
It mainly used for opinion survey
 Focus on volunteers, easily available units, or
those just happen to be present when the
researcher is done.
 Types of Non-probability methods/procedures
There are FOUR main types of Non-probability
methods/procedures:
1. Convenience sampling: also called accidental
/Haphazard /man in the street sampling. The
researcher selects units that are convenient, close
at hand, and easy to reach.
2. Purposive sampling: The researchers select the
units with some purpose in mind. The researcher
specifies the characteristics of the population of
interest and then locates individuals who match
those characteristics. Ex: Experts on coops,
 Contd……..
3. Quota sampling: The researcher constructs
quotas for different types of units. It also often
involves setting quotas and then use convenience
sampling to obtain those Quotas.
4. Snowball sampling: Each research participant is
asked to identify other potential research
participants who have a certain characteristics.
• You start with one or few participants, ask them
for more, find those, ask them for some and
continue until you have a sufficient sample size.
• It usually used where no sampling frame exist.
 CHARACTERISTICS OF A GOOD SAMPLE DESIGN

We can list down the characteristics of a good sample

design
a) Sample design must result in a truly representative
sample.
b) Sample design must be such which results in a small
sampling error.
c) Sample design must be viable in the context of funds
available for the research study.
d) Sample design must be such so that systematic bias can
be controlled in a better way.
e) Sample should be such that the results of the sample
study can be applied, in general, for the universe with a
reasonable level of
 End of chapter four

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