SAMPLING
Sampling
• Is a process of selecting a sample from a population.
• Population is a set of all items or the larger group from which items
are selected.
• A sample is “a small (but hopefully representative) collection of
items from a population used to determine truths about that
population” (Field, 2005)
• Sampling frame – the list of individual or items from which the
sample can be obtained.
• Sampling unit/items – people, services, organisation, housing,
location etc.
The purposed of sampling
• To gather data about the population in order to make an
inference/interpretation that can be generalised to the
population
• In other words, it is used to generalised or to make a conclusion
about the population.
Sample
HOW TO DETERMINE THE SAMPLE
SIZE
Using a Census
for Small
Populations
• One approach is to use
the entire population as
the sample. (e.g., 200
or less).
Types of sampling
• Random sampling
• Systematic selection
• Stratified sampling
• Convenience sampling
• Snowball sampling
• Self –selected sampling
• Using a Sample Size of a Similar
Study
• Using Published Tables
Random
sampling
Systematic Sampling
• This selection is like random sampling, but rather than use random tables
or a computer to select your respondents you select them in a systematic
way.
• The researcher divides the population size (N) by the intended sample
size
(n) to obtain the range k=N/n
• Number units in population from 1 to N.
• Decide on the n that you want or need.
• N/n=k the interval size.
• Randomly select a number from 1 to k.
• Take every kth unit.
Systemat
ic
samplin
g
Stratified
random
sampling
Example of Stratified Sampling
Sample from Sample from
each strata each strata
Disproportionate Proportionate
Whole Population Population in stratified random stratified random
each strata sampling sampling
Single (100) Single (10) Single (25)
Total investors who
bought the ASB Married (400) Married (40) Married (25)
unit trust in Jan Divorced (300) Divorced (30) Divorced (25)
2022 is 1000
Widowed (200) Widowed (20) Widowed (25)
Total = Total = Total =
1000 100 100
Convenience Sampling
• The sampling procedure of obtaining the people or units that are
most conveniently available
• This involves selecting the nearest and most convenient people
to participate in the research.
• This method of selection is not representative and is considered
a very unsatisfactory way to conduct research.
Convenien
ce sample
Snowball Sampling
• Is the procedure of selecting the subsequent respondent based on
the information provided by the earlier respondents and the
process continues until enough respondents are obtained.
• The researcher only needs to identify the first respondent
who possesses the characteristics required by the study.
• Example - Victim of illegal investment scheme.
Snowba
ll
samplin
g
Cluster Sampling
• Is applicable when the study covers a large geographical area, the
population is not homogeneous, and the sampling frame is not
available. Example: district, state, regions, departments, sections
etc.
• Cluster sampling entails selecting clusters at random and all
individuals in the selected clusters are included in the sample
Selangor
Pera
k
Sarawa
k
Johor
Kuala
Lumpur
Un-sold residential properties in
Malaysia
Using a Sample Size of a Similar
Study
• Need to cite reference
• However, a review of the literature in your discipline can
provide guidance about “typical” sample sizes that are
used.
Process of the sample selection for
Quantitative Research
Determine sampling Plan procedure
Define the Select a techniques will be for selecting
study sampling chosen sampling units
population frame
Select actual Determine sample
Conduct
sampling size
fieldwork
units
Sample
size
► The sample size is based on
Krejcie and Morgan’s (1970)
table of determining sample
size BASED O N GIVEN
POPULATION
Krejcie & Morgan
(1970)
Self –
selected
sample
Sample size
• According to Uma Sekaran in Research Method for Business 4th
Edition, Roscoe (1975) proposed the rules of thumb for
determining sample size where sample size larger than 30 and
less than 500 are appropriate for most research, and the minimum
size of sample should be 30% of the population.
Process of the sample selection for Qualitative
Research
Define the Determine
Plan procedure
sampling sampling
for selecting
units techniques will
sampling units
be chosen
(What to
sample)
Saturation
Select actual
(stop selecting Conduct
sampling
units fieldwork
the
sampling
units)
Sample size for qualitative
research
• It has previously been recommended that qualitative studies require
a minimum sample size of at least 12 to reach data saturation
(Clarke & Braun, 2013; Fugard & Potts, 2014; Guest, Bunce, &
Johnson, 2006) Therefore, a sample of 13 was deemed
sufficient for the qualitative analysis and scale of this study.
Sampling biases
• Bias is a systematic error that prejudice the findings
• Some members are likely to be excluded
• Example: a sample of high school students to measure teenage use
of illegal drugs may exclude home schooled or dropouts
• Bias due to underrepresented / overrepresented
• Sample is not random (some participants are favored)
How to know if the sample is
biased?
• Compare the characteristics of the sample with the
population (demographic information)
What can we do about sampling bias?
1 2
Increase response rate Don’t imply that the
• Be persistent results apply to anyone
• Offer incentives and rewards other than those
• Make it look important responded
References and extra
readings
• Creswell (2009). Research design: Qualitative, quantitative,
and mixed methods approaches, SAGE
• Notes from Irina Shklovski and Richard M. Jacobs
• Shadish W.R., Cook T.D. & Campbell P.T. (2002) Experimental and Quasi-
Experimental Design for Generalized Causal Inference. Boston, Mass:
Houghton Mifflin
• Dillman, D. A., Smyth, J. D., & Christian, L. M. (2009). Internet, mail,
and mixed-mode surveys : the tailored design method (3rd ed.). Hoboken,
N.J.: Wiley & Sons.
• Fowler, F. J. (1995). Improving survey questions : design and evaluation.
Thousand Oaks: Sage Publications.
• Cohen, J., Cohen, P., West, S., & Aiken, L. (2003). Applied multiple
regression/correlation analysis for the behavioral sciences (3rd ed.).
Mahwah, NJ: Lawrence Erlbaum Associates.
• Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage.