Sampling Methods

Definition: Sampling is a scientific method or process of selecting of a subset (a statistical

sample) of individuals from within a statistical population or target population to estimate
characteristics of the whole population.
Population: A statistical population is the collection of all items of interest in a particular study.
Sample: A sample is a subset or part of the population selected to represent the population.

The importance of sampling:

1. Sampling is needed to produce accurate results.
2. It is necessary in research to find representative samples to avoid bias.
3. Sampling permits to draw conclusions a about very complex situations.

4. Sampling permits to do research faster.

5. Sampling helps to reduce costs.
6. Sampling helps in minimizing error due to large number in the population.
7. Sampling brings the population in a manageable number.

Sampling Process:
1. Define the population

2. Specifying a sample frame

3. Specify sampling units
4. Specify a sampling method
5. Determination of sampling size
6. Prepare and plan for sampling

7. Conduct fieldwork

Technical Terms used in Sampling:

Sampling Unit: Sampling unit refers to a singular value within a sample database. A sampling
unit can refer to any single person, animal, plant, product or ‘thing’ being researched.
Example: If one conducts research using a sample of university students, a single university
student would be a sampling unit. Again, if one conducts research with 50 households, one
household will be a singular sampling unit.
Unit of Inquiry: A unit of inquiry is the unit about which information is required.

Example: We may select a sample of households and obtain information about household
members. Here households serve as the “Sampling Unit” and the individual members as the
“Unit of Inquiry”.
Target population: The target population is the total group of individuals from which the
sample might be drawn.
Example: Examples of a target population are a company’s customer base, the population of
particular country, and the students of a particular university.
Sampled population: The population, which we actually sample, is the sampled population.
It is also called survey population.
Example: In a presidential poll taken to determine who people will vote for. The target
population will be all persons who are registered to vote and the sampled population may be
all registered voters who can be reached by telephone.
Sample size: Sample size refers to the number of units contained in a sample.

Population size: Population size refers to the number of units which constitutes the population.

Sampling with replacement and without replacement:

A sample may be drawn with replacement (SWR) or without replacement (SWOR). If the
sample is taken with replacement from a population, finite or infinite, the unit drawn is returned
to the population and the number of units available for future drawing is not affected and the
probability of drawing unit will remain unchanged.
In sampling without replacement, the unit drawn is not returned to the population. Each sample
unit of the population has only one chance to be selected in the sample.
Types of sampling: Sampling generally may be in two types- probability sampling and non-
probability sampling.
Probability sampling: Probability Sampling is a sampling technique in which sample from a
larger population are chosen using a method based on the theory of probability. We use this
form of sampling technique when we’re using a random process and all members has a known
chance of being included.

The methods of probability sampling:

1. Simple Random Sampling
2. Stratified Random Sampling
3. Cluster random Sampling

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4. Systematic Sampling
5. Multi-Stage Sampling

1. Simple Random Sampling: Simple random sampling is a method of selecting n elements

from a population of size N elements in such a way that each combination of n elements has
the same chance or probability of being selected as every other combination.
The samples can be drawn in two possible ways.
▪ The sampling units are chosen without replacement in the sense that the units once chosen
are not placed back in the population.
▪ The sampling units are chosen with replacement in the sense that the chosen units are placed
back in the population.
Example: Here’s a basic example of how to get a simple random sample, let’s put 100
numbered ping pong balls into a bowl (this is the population N). Select 10 balls from the bowl
without looking (this is your sample n). Note that it’s important not to look as you could
(unknowingly) bias the sample. While the “lottery bowl” method can work fine for smaller
populations, in reality you’ll be dealing with much larger populations.
2. Stratified sampling: Stratified random sampling is a sampling plan in which we divide the
population into several non-overlapping strata and select a random sample from each stratum
in such a way that units within the strata and homogeneous but between strata they are
heterogeneous.

Examples: A stratified sample is one that ensures that subgroups (strata) of a given population
are each adequately represented within the whole sample population of a research study. For
example, one might divide a sample of adults into subgroups by age, like 18-29, 30-39, 40-49,
50-59, and 60 and above.

Advantages of Stratified Sampling:

 Stratified random sampling is superior to simple random sampling because the process
of stratifying reduces sampling error and ensures a greater level of representation.
 The choice of stratified random sampling adequate representation of all subgroups can
be ensured.
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  When there is homogeneity within strata and heterogeneity between strata,
the estimates can be as precise (or even more precise) as with the use of
simple random sampling.

3. Cluster Sampling: Cluster Sampling is a method of sampling consisting first selecting, at

random, groups, called clusters of elements from the population, and then choosing all of the
elements within each cluster to make up the whole sample.
Example: For illustrating Cluster Sampling, here is an example. Suppose that we need a
random sample of n=200 households from a population of N=8000 households of a city. Since
there does not exist any good list of all household, it would be a difficult job to sample the
individual households. It would be at the same time too expensive to prepare such a list. Instead,
we can obtain a sample of blocks by dividing the entire area into a number of blocks and then
selecting 200/8000=2.5% of the blocks. The households located within the boundaries of the
sample blocks comprise the sample.
In the above example, the blocks are identified as clusters hence they represent the sampling
units. The households are the elementary units determined by the objective of the analysis.

Advantages of Cluster Sampling:

 It is the most time-efficient and cost-efficient probability design for large geographical
areas
 This method is easy to be used from practicality viewpoint
 Larger sample size can be used due to increased level of accessibility of perspective
sample group members
Non-Probability Sampling: 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.

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1. This type of sampling can be used when demonstrating that a particular trait exists in the
population.
2. It can also be used the researcher aims to do a qualitative, pilot or exploratory study.
3. It can be used when randomization is impossible like when the population is almost limitless.
4. It is useful when the researcher has limited budget, time and workforce

The methods of non-probability sampling:

1. Convenience Sampling
2. Purposive Sampling
i. Judgement Sampling

ii. Quota Sampling

3. Snowball Sampling

1. Convenience Sampling: Convenience sampling is also known as Haphazard Sampling

which is a type of non-probability or non-random sampling where members of the target
population that meet certain practical criteria, such as easy accessibility, geographical
proximity, availability at a given time, or the willingness to participate are included for the
purpose of the study.
Example: One of the most common examples of convenience sampling is using student
volunteers as subjects for the research. Another example is using subjects that are selected from
a clinic, a class or an institution that is easily accessible to the researcher. A more concrete
example is choosing five people from a class or choosing the first five names from the list of
patients.
Purposive Sampling: A purposive sample is where a researcher selects a sample based on their
knowledge about the study and population. The participants are selected based on the purpose
of the sample.
Participants are selected according to the needs of the study; applicants who do not meet the
profile are rejected Purposive sampling is also known as judgment, selective or subjective
sampling. In this sampling technique in which researcher relies on his or her own judgment
when choosing members of population to participate in the study. This type of sampling can be
very useful in situations when you need to reach a targeted sample quickly, and where sampling
for proportionality is not the main concern.
For example: One may be conducting a study on why high school students choose community
college over university. You might canvas high school students and your first question would
be “Are you planning to attend college?” People who answer “No,” would be excluded from
the study.

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