In sample survey method
It is incumbent on the researcher to clearly define the target population. There are no strict rules to follow,
and the researcher must rely on logic and judgment. The population is defined in keeping with the objectives
of the study. Sometimes, the entire population will be sufficiently small, and the researcher can include the
entire population in the study. This type of research is called a census study because data is gathered on
every member of the population.
Usually, the population is too large for the researcher to attempt to survey all of its members. A small, but
carefully chosen sample can be used to represent the population. The sample reflects the characteristics of
the population from which it is drawn.
Sampling methods are classified as either probability or non probability. In probability samples, each
member of the population has a known non-zero probability of being selected. Probability methods include
random sampling, systematic sampling, and stratified sampling. In non probability sampling, members are
selected from the population in some non random manner. These include convenience sampling, judgment
sampling, quota sampling, and snowball sampling. The advantage of probability sampling is that sampling
error can be calculated. Sampling error is the degree to which a sample might differ from the population.
When inferring to the population, results are reported plus or minus the sampling error. In non probability
sampling, the degree to which the sample differs from the population remains unknown.
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 or
impossible to identify every member of the population, so the pool of available subjects becomes biased.
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.
Systematic sampling is frequently used to select a specified number of records from a computer file.
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.
Examples of stratums might be males and females, or managers and non-managers. The researcher first
identifies the relevant stratums and their actual representation in the population. Random sampling is then
used to select a sufficient number of subjects from each stratum. "Sufficient" refers to a sample size large
enough for us to be reasonably confident that the stratum represents the population. Stratified sampling is
often used when one or more of the stratums in the population have a low incidence relative to the other
stratums.
Convenience sampling is used in exploratory research where the researcher is interested in getting an
inexpensive approximation of the truth. As the name implies, the sample is selected because they are
convenient. This non probability method is often used during preliminary research efforts to get a gross
estimate of the results, without incurring the cost or time required to select a random sample.
Judgment sampling is a common non probability method. The researcher selects the sample based on
judgment. This is usually and extension of convenience sampling. For example, a researcher may decide to
draw the entire sample from one "representative" city, even though the population includes all cities. When
using this method, the researcher must be confident that the chosen sample is truly representative of the
entire population.
Quota sampling is the non probability equivalent of stratified sampling. Like stratified sampling, the
researcher first identifies the stratums and their proportions as they are represented in the population. Then
convenience or judgment sampling is used to select the required number of subjects from each stratum. This
differs from stratified sampling, where the stratums are filled by random sampling.
Snowball sampling is a special non probability method used when the desired sample characteristic is rare.
It may be extremely difficult or cost prohibitive to locate respondents in these situations. Snowball sampling
relies on referrals from initial subjects to generate additional subjects. While this technique can dramatically
lower search costs, it comes at the expense of introducing bias because the technique itself reduces the
likelihood that the sample will represent a good cross section from the population.