Dayananda Sagar Academy of Technology & Management

Department of Management Studies

MBA- SECOND SEMESTER ( Batch of

23- 20 25)

Course Code: 23MBA23

Course Title: Research Methodology and IPR

Module 3- Sampling

Faculty Instructor: Suma

Email ID: sumaa- mba@[Link]

1
 Contents:

Sampling: Concepts, Types of Sampling, Probability Sampling: simple random

sampling, systematic sampling, stratified random sampling, cluster sampling.

Non- Probability Sampling: convenience sampling- judgmental sampling,

snowball sampling, quota sampling, Errors in sampling.
Sample Meaning:
a representative part or a single item from a larger whole or group especially when presented for inspection or
shown as evidence of quality.
finite part of a statistical population whose properties are studied to gain information about the whole.

A Sample is a subset of the total population. It can be an individual element or a group of elements selected from the
population.

A sample refers to a smaller, manageable version of a larger group. It is a. subset containing the characteristics of a
larger population.

It is a smaller set of data that a researcher chooses or selects from a larger population using a pre- defined selection
method. These elements are known as sample points, sampling units, or observations. Creating a sample is an
efficient method of conducting research.
 Characteristics of a good sample

1. Representativeness: The samples so selected out of

the population are the best representative of the
population under study. Thus, good samples are those
who accurately represent the population. On
measurement terms, the sample must be valid. The
validity of a sample depends upon its accuracy.
2. Accuracy: Accuracy is defined as the degree to which
bias is absent from the [Link] accurate (unbiased)
sample is one which exactly represents the population.
3. Size: A good sample must be adequate in size and
reliable. The sample size should be such that the
inferences drawn from the sample are accurate to a given
level of confidence to represent the entire population
under study.
 The size of sample depends on number of factors. Some important among them are:

1. Homogeneity or Heterogeneity of the universe: Selection of sample depends on the nature of the universe. It says
that if the nature of universe is homogeneous then a small sample will represent the behaviour of entire universe. This
will lead to selection of small sample size rather than a large one. On the other hand, if the universe is heterogeneous in
nature then samples are to be chosen as from each heterogeneous unit.

2. Number of classes proposed: If a large number of class intervals to be made then the size of sample should be more
because it has to represent the entire universe. In case of small samples there is the possibility that some samples may
not be included.

3. Nature of study: The size of sample also depends on the nature of study. For an intensive study which may be for a
long time, large samples are to be chosen. Similarly, in case of general studies large number of respondents may be
appropriate one but if the study is of technical in nature then the selection of large number of respondents may cause
difficulty while gathering information.
Steps in Sampling Process
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 the Target Population:
The target population is defined in terms of element, sampling unit, extent and time frame. The definition should be in
line with the objectives of the research study. A well- defined population reduces the probability of including the
respondents who do not fit the research objective of the company.
For ex, if a kitchen appliances firm wants to conduct a survey to ascertain the demand for its micro ovens, it may define
the population as ‘all women above the age of 20 who cook (assuming that very few men cook)’.
However, this definition is too broad and will include every household in the country, in the population that is to be
covered by the survey. Therefore, the definition can be further refined and defined at the sampling unit level, that, all
women above the age 20, who cook and whose monthly household income exceeds Rs.20,000. This reduces the target
population size and makes the research more focused. The population definition can be refined further by specifying the
area from where the researcher has to draw his sample, that is, households located in Bangalore.

2. Specifying the Sampling Frame: A sampling frame is the list of elements from which the sample may be drawn.
For ex, Continuing with the micro oven ex, an ideal sampling frame would be a database that contains all the households
that have a monthly income above Rs.20,000.

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.
For ex, In this case, a household becomes a sampling unit and all women above the age of 20 years living in that
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:
• Probability and Non- Probability sampling.

5. Determination of Sample Size: The sample size plays a crucial role in the sampling process.
Sample size determination is the act of choosing the number of observations or replicates to include in
a statistical sample. Larger sample sizes generally lead to increased precision when estimating
unknown parameters. There are various ways of classifying the techniques used in determining the
sample size.

6. Specifying the Sampling Plan: In this step, the specifications and decisions regarding the
implementation of the research process are outlined. This step outlines the steps of the sampling plan.
 Types of sampling design in Research Methodology
On the representation basis, the sample designs are basically
of two types viz., non- probability sampling and probability
sampling
• Probability sampling is based on the concept of random
selection
• Non- Probability sampling is based on the concept of
convenience or in other words ‘non- random’ sampling.
 Probability Sampling

Probability sampling refers to the selection of a sample from a population, when this selection is based on the
principle of randomization, that is, random selection or chance. Probability sampling is more complex, more time-
consuming and usually more costly than non- probability sampling.

For example, in a population of 100 people every person would have odds of 1 in 100 for
getting selected. Probability sampling gives the best chance to create a sample that is truly
representative of the population.
Types of Probability Sampling

1. Simple Random Sampling

2. Stratified Random Sampling

3. Cluster Sampling

4. Systematic Sampling
 1. Simple Random Sampling:

This sampling technique usually works around large

population and is a completely random method of
selecting the sample. This sampling method is as easy
as assigning numbers to the individuals (sample) and
then randomly choosing from those numbers through
an automated process. Finally, the numbers that are
chosen are the members that are included in the
sample. There are two ways in which the samples are
chosen in this method of sampling: Lottery system and
 2. Stratified Random Sampling:

This is a common method to arrange or classify by gender, age, ethnicity and similar ways. It
involves a method where a larger population can be divided into smaller mutually exclusive
groups, that usually don’t overlap but represent the entire population together and then using
simple random sampling to choose members from groups. Members in each of these groups
should be distinct so that every member of all groups get equal opportunity to be selected using
simple probability (This sampling method is also called “random quota sampling”).
 3. Cluster Sampling:
This is a way to randomly select participants when they are geographically spread out. Cluster
sampling usually analyses a particular population in which the sample consists of more
than a few elements, for example, city, family, university etc. The clusters are then selected
by dividing the greater population into various smaller sections.

Cluster sampling is a probability sampling method in which you divide a

population into clusters, such as districts or schools, and then randomly
select some of these clusters as your sample.
 4. Systematic Sampling:
Systematic sampling is an extended implementation of the same old probability technique in which each
member of the group is selected at regular periods to form a sample. In this method, you choose every
“nth” individual to be a part of the sample. For example, you can choose every 5th person to be in the
sample There’s an equal opportunity for every member of a population to be selected using this sampling
technique.
 W hat are the steps involved in
Probability Sampling? W hen to use Probability Sampling

1. Choose your population of interest carefully: 1. When the sampling bias has to be reduced: This
Carefully think and choose from the sampling method is used when the bias has to be
population, people whose opinions should be minimum. The selection of the sample largely
collected and then include them in the sample. determines the quality of the research’s inference.
Probability sampling leads to higher quality findings
2. Determine a suitable sample frame: Sample
because it provides an unbiased representation of
frame should include a sample from the
the population.
population of interest and no one from outside
in order to collect accurate data. 2. When the population is usually diverse: When
your population size is large and diverse this
3. Select the sample and start the survey: It
sampling method is usually used extensively as
can sometimes be challenging to find the
probability sampling helps researchers create
sample that responds to true probability
samples that fully represent the population.
survey but, in most cases, drawing a
probability sample will save you time, money, 3. To create an accurate sample: Probability
and a lot of frustration. You probably can’t sampling help researchers create an accurate
send surveys to everyone but you can always sample of their population. Researchers can use
give everyone a chance to participate, this is proven statistical methods to draw accurate sample
Advantages of Probability Sampling

1. It’s Cost- effective: This process is both

cost and time effective and a larger sample
can also be chosen based on numbers
assigned to the samples and then choosing
random numbers from the bigger sample.
2. It’s simple and easy: Probability sampling
is an easy way of sampling as it does not
involve a complicated process. Its quick and
saves time. The time saved can thus be used
to analyse the data and draw conclusions.
3. It’s non- technical: This method of
sampling doesn’t require any technical
knowledge because of the simplicity with
which this can be done.
Morgan Table
 Non- Probability Sampling
Definition: Non- probability sampling is a sampling technique where the samples are gathered in a process
that does not give all the individuals in the population equal chances of being selected. Under this
technique, there is no probability attached to the unit of the population and the selection relies on the
subjective judgment of the researcher. Therefore, the conclusions drawn by the researcher cannot be
inferred from the sample to the whole population rather it can be extrapolated.
 2. Quota Sampling:
1. Convenience Sampling:
Quota sampling is a non- probability
Convenience sampling is probably sampling technique wherein the
the most common of all sampling researcher ensures equal or
techniques. With convenience proportionate representation of
sampling, the samples are subjects depending on which trait is
selected because they are considered as basis of the quota.
accessible to the researcher. For example, if basis of the quota is
Subjects are chosen simply college year level and the
because they are easy to recruit. researcher needs equal
This technique is considered representation, with a sample size
easiest, cheapest and least time of 10 0, he must select 25 1st year
consuming. students, another 25 2nd year
students, 25 3rd year and 25 4th
Examples of convenience year students. The bases of the
sampling include online and social quota are usually age, gender,
media surveys, asking
Quota sampling is defined as a non- probability sampling method in which researchers create a
convenience sample involving individuals that represent a population. Researchers choose these
individuals according to specific traits or qualities. They decide and create quotas so that the
market research samples can be useful in collecting data. These samples can be generalized to
the entire population. The final subset will be decided only according to the interviewer’s or
researcher’s knowledge of the population.

For example, a sports company wants to find out what age group prefers what brand of sports in a
particular city. They apply survey quota on the age groups of 21- 30, 31- 40, 41- 50, and 51+. From
this information, the researcher gauges the branding trend among the population of the city.
Case 1:
An example is given below to understand the concept of quota sampling:
Let us assume that we need to know about the career goals of university students. More particularly,
the differences in the career goals among fresher, juniors and seniors are to be examined. Suppose the
concerned university contains 10,0 0 0 students and can be taken as our population.
Now, we have to divide our population of 10,0 0 0 students into categories such as freshers, juniors and
seniors. Suppose we find that there are 30 0 0 freshers (30% ), 250 0 junior students (25% ) and 20 0 0
senior students (20% ). O ur sample must have these proportions. It means that if we sample 10 0 0
students, then we must consider 30 0 freshers, 250 juniors and 20 0 seniors. Lastly, we may start
collecting samples from these students based on our proportion.

Case 2:
Vacation plans
Researchers wanted to know where people in their city planned to vacation in the summer. They divided
their sample of 1,0 0 0 people into subgroups based on gender, age, working status, housing situation,
and residential location.
3. Judgmental Sampling:
Judgmental sampling is more commonly
known as purposive sampling
4. Snowball Sampling:
Snowball sampling is usually done
In this type of sampling, subjects are when there is a very small population
chosen to be part of the sample with size. In this type of sampling, the
a specific purpose in mind. With
researcher asks the initial subject to
judgmental sampling, the researcher
identify another potential subject who
believes that some subjects are more
also meets the criteria of the research.
fit for the research compared to other
individuals. This is the reason why
The downside of using a snowball
they are purposively chosen as sample is that it is hardly representative
subjects. of the population.
For example, if the researcher wants Snowball sampling is used when
to explore the attitudes, opinions, or researchers have difficulty finding
preferences of a specific group of participants for their studies. This
customers, they might use judgment typically occurs in studies on hidden
sampling to select a few customers populations, such as criminals, drug
who are likely to provide rich and dealers, as these individuals are difficult
 Key Differences Between Probability and Non- Probability
Sampling

BasisforComparison ProbabilitySampling Non- ProbabilitySampling

Meaning Probability sampling is a Non- probability sampling is a

sampling technique, in which the method of sampling wherein, it is
subjects of the population get notknownthat which individual from
an equal opportunity to be the population will be selected
selected as a representative asasample.
sample.

Alternatelyknownas Random sampling Non- random sampling

Basis of selection Randomly Convenience

O pportunity of selection Not specified and unknown Fixed and known

Research Exploratory Conclusive

Result Unbiased Biased
Method O bjective Subjective
Inferences Statistical Analytical
Hypothesis Tested Generated
 Errors in sampling

W hat is a Sampling Error? A

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