Sampling Methods

[Link] Gupta
Associate Professor
Maharaja Agrasen School of Management
Maharaja Agrasen University
Recap of the Last Session....

Data

Population

Sample

Sampling or Sampling Process

 What are sampling methods?

In a statistical study, sampling methods refer to how

we select members from the population to be in the
study.

If a sample isn't randomly selected, it will probably

be biased in some way and the data may not be
representative of the population.

There are many ways to select a sample—some good

and some bad.
Representative and biased samples

Representative of
a population

Sample 1

Population Sample 2

Biased Sample
Characteristics of a Probability Sampling

Every unit of the population has the same

probability of being included in the sample.

A chance mechanism is used in the selection

process.

Eliminates bias in the selection process.

This is also known as Random sampling.

Characteristics of a Non-Probability Sampling

Every unit of the population does not have the same probability
of being included in the sample.

It opens up the selection bias.

Not an appropriate data collection methods for most of the

statistical analysis.

Also known as non-random sampling.

Types of Sampling Methods
What type of Sampling?

A teacher puts students' names in a hat and chooses without

looking to get a sample of students.

Every member has an equal chance of being included in the sample.

Why it's good: Random samples are usually fairly representative

since they don't favor certain members.
Simple Random Sampling
Purpose : Random and Representative Sample from a Larger Population.
When to Use : Best to use when population is small and
produces better representative.

Key Thing: All members of a population has an equal probability.

How : Assign numbers to members of population & select randomly.

Small Population: Manual Lottery Method.
Larger Population : System Generated Number.

Advantages: Easier, Better representativeness, Low sampling error,

No prior information is required.

Disadvantages: Biased sample, Does not reflect proportionate

representation, Difficult when population is larger.
What type of Sampling?

A student council surveys 50 students by getting random

samples of 25 juniors and 25 seniors.

Why it's good: This sample guarantees that members from each
group will be represented in the sample, so this sampling
method is good when we want some members from every
group.
Stratified Random Sampling

Purpose : Unbiased Random Sample from a Larger Population.

When to Use : Population proportion should be reflected in sample.

Key Thing: Sample proportion is same as Population proportion,

Strata is homogeneous.

How : Divide the population into Strata or Groups.

Criteria : Gender, Hair Color, Eye Color, Salary, Designation, Age etc.
Selection : Simple Random Sampling approach to Strata.

Advantages: Enhancement of representativeness of a sample, Easy to

carry out, Higher statistical efficiency.

Disadvantages: Classification error, time consuming, expensive.

What type of Sampling?

Example—A principal takes an alphabetized list of student

names and picks a random starting point. Every 4th student is
selected to take a survey.

Why it's good: This sample includes every 4th person. But, first
person is chosen randomly.
 Systematic Sampling

When to Use : When project budget is tight and less time to complete.

Key Thing: Find the kth value to select every kth member.
k=N/n
How: Assign numbers to each population member.

Selection : Randomly select first person and then select every kth
person.

Advantages: Easy to select, Sample evenly spread over entire

reference population, cost effective.

Disadvantages: Sample may be biased, Each element does not have

equal chance, Ignorance of all elements between two kth element.
What type of Sampling?

An airline company wants to survey its customers one day, so

they randomly select 5 flights that day and survey every
passenger on those flights.

Why it's good: This sample gets every member from some of the
groups, so it's good when each group reflects the population as a
whole.
 Cluster Sampling

When to Use : When population is already broken up into groups(clusters).

Key Thing: Heterogeneous members in each group.

How: Population is divided into non-overlapping areas(clusters).

Each cluster is a miniature or microcosm of a population.

Selection : Clusters are selected randomly and all elements are

included or elements are chosen using simple random sample.

Advantages: More convenient for geographically dispersed populations,

Less travel cost, Simplified administration of the survey.

Disadvantages: Statistically less efficient, Sampling error is higher,

problems are higher than simple random sampling.
Source Images: [Link],
 Non-random Sampling Methods

 Convenience

 Judgmental/Purposive

Quota

Snowball
 What type of Sampling?

A researcher polls people as they walk by on the street.

Bad ways to sample: The researcher chooses a sample that is

readily available in some non-random way.
Why it's probably biased: The location and time of day and
other factors may produce a biased sample of people.

Souce Image: [Link]

Convenience Sampling

When to Use : When population is not clearly defined or sampling

unit is not clear or complete source list is not available.

Key Thing: Subjects for a study are easily available within the
proximity of the researcher.

How: It is done at the “convenience” of the researcher.

Selection : Whichever individuals are easiest to reach and they are
convenient.

Advantages: Ease of availability, saves time, money, Useful in pilot

study.
Disadvantages: Biased sample, Sampling errors, Results can’t be
generalized.
 What type of Sampling?

People who owns the qualities expected by the researcher.

The researcher uses their own knowledge and judgement to

include or exclude people in the sample.
Judgmental Sampling

When to Use : The sample is selected based upon judgment.

Also, the researcher must be confident that the chosen
sample is truly representative of the entire population.

Key Thing: The researcher selects a sample based on experience or

knowledge of the group to be sampled.

How: Basis of the researcher’s knowledge and judgment.

Selection : People who owns the qualities expected by the researcher.

Advantages: Consumes minimum time, real-time results.

Disadvantages: Selection bias, Selection of proper sample size.

 What type of Sampling?

An interviewer may be told to sample 200 females and 300 males

between the age of 45 and 50.

Sample the people till the quota is met.

Quota Sampling

When to Use : If a study aims to investigate a trait or a characteristic of a

certain subgroup, this type of sampling is the ideal technique.
Key Thing: Sample elements are selected until the quota controls are
satisfied.
How: First identify the stratums and their proportions as they are
represented in the population.

Advantages: When the respondent refuses to cooperate, he may be

replaced by another person who is ready to furnish information, Less
expensive, speedy, Convenience in execution.
Disadvantages: Bias, lack of valuable data.

Note: It is the non-probability equivalent of stratified sampling.

What type of Sampling?

Survey the people who are involved in illegal activities.

Identify an initial object.

Snowball Sampling
When to Use : When the desired sample characteristic is rare.

Key Thing: Research starts with a key person and introduce the next
one to become a chain. It may be extremely difficult or cost prohibitive
to locate respondents in these situations.

How: Identify an initial subject and ask these people to identify others.

Selection : This technique relies on referrals from initial subjects to

generate additional subjects.

Advantage: Lowers search cost.

Disadvantage: Introduces bias.

Errors in Sampling

Sampling Error
or Random occurs when sample is not representative
Sampling Error of population
Errors in
Sampling

Non-Sampling
Errors or occurs during data collection, causing
Systematic the data to differ from the true values.
Errors
 Errors in Sampling

 Data from nonrandom samples are not appropriate for analysis

by inferential statistical methods.

 Sampling Error occurs when the sample is not representative of

the population.

 Non-sampling Errors
• Missing Data, Recording, Data Entry, and Analysis Errors
• Poorly conceived concepts , unclear definitions, and defective
questionnaires
• Response errors occur when people so not know, will not say,
or overstate in their answers
THANK YOU