Business Research Method
(By Bilawal)
Chapter 7
Selecting Samples
What is Sampling techniques?Explain the types of sampling?
A sampling technique is the name or other identification of the specific process by which
the entities of the sample have been selected.
Types of Sampling
Five main techniques used for a probability sample
Probability sampling
The four stage process
1. Identify sampling frame from research objectives
2. Decide on a suitable sample size
3. Select the appropriate technique and the sample
4. Check that the sample is representative
Simple random(Random sampling)
• Involves you selecting at random frame using either random number tables, a computer or an
online random number generator such as Research Randomizer Systematic sampling
• Systematic sampling involves you selecting the sample at regular intervals from the sampling
frame.
1. Number each of the cases in your sampling frame with a unique number . The first is
numbered 0, the second 1 and so on.
2. Select the first case using a random number.
3. Calculate the sample fraction. Sampling fraction= actual sample size/ total populion.
4. Select subsequent cases systematically using the sample fraction to determine the frequency
of selection
Stratified random sampling
• Stratified random sampling is a modification of random sampling in which you divide the
population into two or more relevant and significant strata based in a one or a number of
attributes. In effect, your sampling frame is divided into a number of subsets. A random sample
(simple or systematic) is then drown from each of the strata. Consequently stratified sampling
shares many of the advantages and disadvantages of simple random or systematic sampling
Cluster Sampling
• Is on the surface, similar to stratified as you need to divide the population into discrete
groups prior to sampling. The groups are termed clusters in this form of sampling and can be
based in any naturally occurring grouping. For example, you could group your data by type of
geographical area
Multi-stage sampling (multi-stage cluster sampling)
• It is a development of cluster sampling, it is normally used to overcome problems associated
with a geographically dispersed population when face to face contact is needed or where it is
expensive and time consuming to construct a sampling frame for a large geographical area.
However, like cluster sampling you can use it for any discrete groups, including those not are
geographically based. The technique involves taking a series of cluster samples, each involving
some from of random sampling
NON Probabilty
• Deciding on a suitable sample size
• Selecting the appropriate technique
Quota sampling
• It is entirely non random and it is normally used for interview surveys.
It is based on the premise that your sample will represent the
population as the variability in your sample for various quota variables
is the same as that in population. Quota sampling is therefore a type of
stratified sample in which selection of cases within strata is entirely
non-random
• Divide the population into specific groups.
• Calculate a quota for each group based on relevant and available data.
Purposive sampling
• Purposive or judgemental sampling enables you to use your judgment to select cases that will
best enable you to answer your research question(s) and to meet your objectives. This form of
sample is often used when working with very small samples such as in case research and when
you wish to select cases that are particularly informative . Purposive sampling can also be used
by researchers adopting the grounded theory strategy. For such research, findings from data
collected from your initial sample inform the way you extend your sample into subsequent
[Link] samples, however can not be considered to be statistically representative of the
total population.
Continued
• The logic on which you base your strategy for selecting cases for a purposive sample
should be dependent on your research question(s)and objectives. Patton (2002)
emphasizes this point by contrasting the need to select information-rich cases in
purposive sampling with the need to be statistically representative in probability
sampling.
Extreme case or deviant sampling
• Extreme case or deviant sampling focuses on unusual or special cases on the basis that the
data collected about these unusual or extreme outcomes will enable you to learn the most and
to answer your research question(s) and to meet your objects more effectively. This is often
based on the premise that findings from extreme cases will be relevant in understanding or
explaining more typical cases (patton 2002).
Heterogeneous or maximum variation sampling
• Heterogeneous or maximum variation sampling enables you to collect data to explain and
describe the key themes that can be observed. Although this might appear as contradiction, as
a small sample may contain cases that are completely different, Patton (2002) argues that this
is in fact a strength. Any patterns that do emerge are likely to be of particular interest and value
and represent the key themes. In addition, the data collected should enable you to document
uniqueness.
Continued
• To ensure maximum variation within a sample Patton (2002) suggests you identify your
diverse characteristics(sample selection criteria)prior to selecting your sample.
homogenous sampling
• In direct contrast to heterogeneous sampling homogenous sampling focuses on one
particular sub-group in which all the sample members are similar. This enables you to to study
the group in great depth.
Critical case sampling
• Critical case sampling selects critical cases on the bases that they can make a point
dramatically or because they are important. The focus of data collections to understand what is
happening in each critical case so that logical generalizations can be made.
Self-selection sampling
• Publicity for convenience samples can take many forms. These include articles and
advertisement in magazines that the population are likely to read, postings on appropriate
Internet newsgroups and discussion groups, hyperlinks from other websites as well as letters or
emails of invitation to colleagues and friends.
Convenience sampling
• Convenience sampling (or haphazard sampling) involves selecting haphazardly those cases
that are easiest to obtain for your sample, such as the person interviewed at random in a
shopping centre for a television programme or the book about entrepreneurship you find at the
airport .The sample selection process is continued until your required sample size has been
reached. Although this technique of sampling is used widely , it is prone to bias and influences
that are beyond your control, as the cases appear in the sample only because of the ease of
obtaining them. Often the sample is intended to represent the total population , for example
managers taking an MBA course as a surrogate for all managers! In such instances the selection
of individual cases is likely to have introduced bias to the sample ,meaning that subsequent
generalisations are likely to be at best flawed. These problems are less important where there
is little variation in the population, and such samples often serve as pilots to studies using more
instructed samples.