Population,
Sample Size,
and Sample Size
Course Overview
• This module defines key terms and processes involved in
choosing the research samples.
Course Objectives
• Explain the distinctions between among population,
sampling frame, and sample.
• Define the different sampling techniques
• Discuss the advantages and disadvantages of each
sampling technique.
Defining Population and Sample
Population is
a set which includes all
measurements of interest
to the researcher
(The collection of all responses, measurements,
or counts that are of interest)
Sample:
A subset of the population
Rationale of Sampling
Get information about large populations
Less costs
Less field time
More accuracy i.e. Can Do A Better Job of Data Collection
When it’s impossible to study the whole population
Some Key Terms to Remember
Target Population: The population to be studied/ to which the
investigator wants to generalize his results
Sampling Unit : smallest unit from which sample can be selected
Sampling frame: List of all the sampling units from which sample is
drawn
Sampling scheme: Method of selecting sampling units from
sampling frame
Sample size: the number of people from whom you need to gather
data to obtain precise and reliable findings.
Steps in Developing a Sampling Plan
1. Define the population
2. Choosing a sampling frame
3. Selecting the sampling techniques
4. Determine the sample size
5. Execute the sampling process
Identifying the Population
This is done by identifying the characteristics of the
participants must possess based on the research
question or hypothesis. This may include:
• Demographics
• Geographical location
• Use
• awareness
Choosing the Sampling Frame
Factors to consider in making a sampling frame:
• A unique identifier for each member. This could be a simple numerical
identifier (i.e. from 1 to 1000). Check to make sure there are no duplicates
in the frame.
• A logical organization to the list. For example, put them in alphabetical
order.
• Up to date information. This may need to be periodically checked (i.e. for
address changes).
Selecting the Sampling Techniques
In selecting the sampling techniques, one has to consider the
types of samples. Basically, there two:
Non-probability sampling is a sampling method where samples
are chosen on a non-random criteria; hence, not everyone has a
chance to be included.
Probability sampling method where the researcher considers
every member of the sample frame has a chance to be included.
Classification of Sampling Techniques
Sampling Techniques
Non-probability Probability
Sampling Techniques Sampling Techniques
Convenience Judgment Quota Snowball
Sampling Samples Sampling Sampling
Simple random Systematic Stratified Cluster
Sampling Sampling Sampling Sampling
Non-Probability Sampling Techniques
Convenience samples (ease of access) sample is selected
from elements of a population that are easily accessible
Snowball sampling (friend of friend….etc.)
Purposive sampling (judgemental) You chose who you
think should be in the study based on a selection criteria
Quota sample
Probability Sampling Techniques
• Simple Random Sampling: considered to be the purest
form of probability sampling. A probability sample is a
sample in which every element of the population has a
known and equal probability of being selected into the
sample.
Sample Size
Probability of Selection = Population Size
Probability Sampling Techniques
• Systematic Sampling
• Probability sampling in which the entire population is numbered,
and elements are drawn using a skip interval.
Population Size
Skip Interval =
Sample size
Probability Sampling Techniques
• Stratified Samples
• Stratified samples are probability samples that are distinguished
by the following procedural steps:
• First, the original or parent population is divided into two or more
mutually exclusive and exhaustive subsets (e.g., male and female).
• Second, simple random samples of elements from the two or more
subsets are chosen independently from each other.
Probability Sampling Techniques
• Cluster Samples
• In the case of cluster samples, the sampling units are selected in
groups. There are two basic steps in cluster sampling:
• First, the population of interest is divided into mutually exclusive and
exhaustive subsets.
• Second, a random sample of the subsets is selected.
Probability Sampling Techniques
• Cluster Samples
• In the case of cluster samples, the sampling units are selected in
groups. There are two basic steps in cluster sampling:
• First, the population of interest is divided into mutually exclusive and
exhaustive subsets.
• Second, a random sample of the subsets is selected.
Probability Sampling Techniques
• Cluster Samples
• In the case of cluster samples, the sampling units are
selected in groups. There are two basic steps in cluster
sampling:
• First, the population of interest is divided into mutually
exclusive and exhaustive subsets.
• Second, a random sample of the subsets is selected.
Cluster sampling
Section 1 Section 2
Section 3
Section 4
Section 5
Advantages and Disadvantages of Sampling Techniques
Technique Strengths Weaknesses
Nonprobability Sampling Least expensive, least Selection bias, sample not
Convenience sampling time-consuming, most representative, not recommended for
convenient descriptive or causal research
Judgmental sampling Low cost, convenient, Does not allow generalization,
not time-consuming subjective
Quota sampling Sample can be controlled Selection bias, no assurance of
for certain characteristics representativeness
Snowball sampling Can estimate rare Time-consuming
characteristics
Probability sampling Easily understood, Difficult to construct sampling
Simple random sampling results projectable frame, expensive, lower precision,
(SRS) no assurance of representativeness.
Systematic sampling Can increase Can decrease representativeness
representativeness,
Easier to implement than
SRS, sampling frame not
necessary
Stratified sampling Include all important Difficult to select relevant
subpopulations, stratification variables, not feasible to
precision stratify on many variables, expensive
Cluster sampling Easy to implement, cost Imprecise, difficult to compute and
effective interpret results
Choosing between NPS vs. PS
Factors Conditions Favoring the Use of
Non-Probability Sampling Probability Sampling
Nature of Research Exploratory Conclusive
Relative magnitude of Non- sampling errors are Sampling errors are larger
sampling and non- larger
sampling error
Variability in the Homogenous (low) Heterogenous (high)
population
Statistical considerations Unfavorable Favorable
Operational Favorable unfvorable
considerations
Determining the Sample Size
• Once the sampling method has been
chosen, the next step is to determine the
appropriate sample size.
• Developing Operational Procedures:
• Involves determining whether a probability or
non-probability sample is being used.
Execute the Sampling Process
• The final step in the sampling process involves
execution of the operational sampling plan
discussed in the previous steps.
• It is important that this step include adequate
checking to make sure that specified procedures
are adhered to.
References
Keyton, Joann. (2019). Communication research: Asking questions, finding
answers. New York: McGraw-Hill.
Sampling Frame Definition. [Link]