15-1
Unit 2
Sampling
15-2
Learning Objectives
Understand . . .
• two premises on which sampling theory is
based
• accuracy and precision for measuring
sample validity
• five questions that must be answered to
develop a sampling plan
15-3
Learning Objectives
Understand . . .
• two categories of sampling techniques and
the variety of sampling techniques within
each category
• various sampling techniques and when
each is used
15-4
The Nature of Sampling
• Sampling
• Population Element
• Population
• Census
• Sampling frame
15-5
Why Sample?
Availability
Availability of
of Lower
Lower cost
cost
elements
elements
Sampling
Sampling
provides
provides
Greater
Greater Greater
speed
speed accuracy
15-6
When Is A Census
Appropriate?
Feasible Necessary
15-7
What Is A Good Sample?
Accurate Precise
15-8
Exhibit 15-2 Types of
Sampling Designs
Element Probability Nonprobability
Selection
Unrestricted Simple random Convenience
Restricted Complex random Purposive
Systematic Judgment
Cluster Quota
Stratified Snowball
Double
15-9
Steps in Sampling Design
What
What is
is the
the target
target population?
population?
What
What are
are the
the parameters
parameters of
of
interest?
interest?
What
What is
is the
the sampling
sampling frame?
frame?
What
What is
is the
the appropriate
appropriate sampling
sampling
method?
method?
What
What size
size sample
sample is
is needed?
needed?
15-10
Larger Sample Sizes
Population
variance
Number
Number of
of Desired
Desired
subgroups
subgroups precision
precision
When
When
Confidence
Confidence Small error
level
level range
15-11
Simple Random
Advantages Disadvantages
• Easy to implement • Requires list of
with random dialing population elements
• Time consuming
• Uses larger sample
sizes
• Produces larger
errors
• High cost
15-12
Systematic
Advantages Disadvantages
• Simple to design • Periodicity within
• Easier than simple population may skew
random sample and results
• Easy to determine • Trends in list may
sampling distribution bias results
of mean or proportion • Moderate cost
15-13
Stratified
Advantages Disadvantages
• Control of sample size in • Increased error will result
strata if subgroups are selected
• Increased statistical at different rates
efficiency • Especially expensive if
• Provides data to strata on population must
represent and analyze be created
subgroups • High cost
• Enables use of different
methods in strata
15-14
Cluster
Advantages Disadvantages
• Provides an unbiased • Often lower statistical
estimate of population efficiency due to
parameters if properly subgroups being
done homogeneous rather than
• Economically more heterogeneous
efficient than simple • Moderate cost
random
• Lowest cost per sample
• Easy to do without list
15-15
Exhibit 15-5 Stratified and
Cluster Sampling
Stratified Cluster
• Population divided • Population divided
into few subgroups into many subgroups
• Homogeneity within • Heterogeneity within
subgroups subgroups
• Heterogeneity • Homogeneity
between subgroups between subgroups
• Choice of elements • Random choice of
from within each subgroups
subgroup
15-16
Area Sampling
15-17
Double
Advantages Disadvantages
• May reduce costs if • Increased costs if
first stage results in discriminately used
enough data to
stratify or cluster the
population
15-18
Nonprobability Samples
No need to
generalize
Limited
Limited
Feasibility
Feasibility objectives
objectives
Issues
Issues
Time
Time Cost
15-19
Nonprobability
Sampling Methods
Convenience
Convenience
Judgment
Judgment
Quota
Quota
Snowball
Snowball
15-20
Key Terms
• Area sampling • Multiphase sampling
• Census • Nonprobability sampling
• Cluster sampling • Population
• Convenience • Population element
sampling • Population parameters
• Disproportionate • Population proportion of
stratified sampling incidence
• Double sampling • Probability sampling
• Judgment sampling
15-21
Key Terms
• Proportionate • Simple random sample
stratified sampling • Skip interval
• Quota sampling • Snowball sampling
• Sample statistics • Stratified random
• Sampling sampling
• Sampling error • Systematic sampling
• Sampling frame • Systematic variance
• Sequential sampling
15-22
Appendix 15a
Determining
Sample Size
15-23
Exhibit 15a-1
Random Samples
15-24
Exhibit 15a-2
Increasing Precision
Reducing the Standard
Deviation by 50% Quadrupling the Sample
15-25
Exhibit 15a-3 Confidence
Levels & the Normal Curve
15-26
Exhibit 15a-4
Standard Errors
Standard Error % of Area Approximate
(Z score) Degree of
Confidence
1.00 68.27 68%
1.65 90.10 90%
1.96 95.00 95%
3.00 99.73 99%
15-27
Central Limit Theorem
15-28
Exhibit 15a-6
Estimates of Dining Visits
Confidence Z score % of Area Interval Range
(visits per month)
68% 1.00 68.27 9.48-10.52
90% 1.65 90.10 9.14-10.86
95% 1.96 95.00 8.98-11.02
99% 3.00 99.73 8.44-11.56
15-29
Calculating Sample Size for
Questions involving Means
Precision
Precision
Confidence
Confidence level
level
Size
Size of
of interval
interval estimate
estimate
Population
Population Dispersion
Dispersion
Need
Need for
for FPA
FPA
15-30
Exhibit 15a-7 Metro U
Sample Size for Means
Steps Information
Desired confidence level 95% (z = 1.96)
Size of the interval estimate .5 meals per month
Expected range in 0 to 30 meals
population
Sample mean 10
Standard deviation 4.1
Need for finite population No
adjustment
Standard error of the mean .5/1.96 = .255
Sample size (4.1)2/ (.255)2 = 259
15-31
Proxies of the
Population Dispersion
• Previous research on the topic
• Pilot test or pretest
• Rule-of-thumb calculation
– 1/6 of the range
15-32
Exhibit 15a-7 Metro U
Sample Size for Proportions
Steps Information
Desired confidence level 95% (z = 1.96)
Size of the interval estimate .10 (10%)
Expected range in population 0 to 100%
Sample proportion with given 30%
attribute
Sample dispersion Pq = .30(1-.30) = .21
Finite population adjustment No
Standard error of the proportion .10/1.96 = .051
Sample size .21/ (.051)2 = 81
15-33
Appendix 15a: Key Terms
• Central limit theorem
• Confidence interval
• Confidence level
• Interval estimate
• Point estimate
• Proportion