Topic: Sampling Methods
Subject: Research Methodology
Instructor: Dr. Muhammad Hassaan Sial
• What is Sampling?
• Sampling is a technique of selecting individual members or a subset of
the population to make statistical inferences from them and estimate
the characteristics of the whole population.
• Different sampling methods are widely used by researchers to do
research so that they do not need to research the entire population to
collect actionable insights.
Example
• Suppose a drug manufacturer would like to research the side effects of
a drug on the country’s population. In that case, it is almost impossible
to conduct a research study that involves everyone.
• The researcher decides on a sample of people from each demographic
and then researches them, giving him/her indicative feedback on the
drug’s behavior.
Types of sampling methods
Probability Sampling
Non-Probability Sampling
Probability sampling: It is a sampling technique where a researcher
selects a few criteria and chooses members of a population randomly.
All the members have an equal opportunity to participate in the sample
with this selection parameter.
Non-probability sampling: In non-probability sampling, the
researcher randomly chooses members for research. This sampling
method is not a fixed or predefined selection process. This makes it
difficult for all population elements to have equal opportunities to be
included in a sample.
Types of Probability Sampling
• Probability sampling is a technique in which researchers choose samples
from a larger population based on the theory of probability. This sampling
method considers every member of the population and forms samples based
on a fixed process.
• Every member will have equal chance of being selected to be a part of a
sample. Probability sampling eliminates sampling bias in the population and
allows all members to be included in the sample.
I. Random Sampling
One of the best probability sampling techniques that helps in saving time and
resources is the Simple Random Sampling method. It is a reliable method of
obtaining information where every single member of a population is
chosen randomly, merely by chance.
A random sample would be the names of 25 employees being chosen out of
fertilizer company of 250 employees. In this case, the population is all 250
employees, and the sample is random because each employee has an equal
chance of being chosen.
II. Systematic sampling
• Researchers use the systematic sampling method to choose the sample
members of a population at regular intervals.
• It requires selecting a starting point for the sample and sample size
determination that can be repeated at regular intervals.
• This type of sampling method has a predefined range; hence, this
sampling technique is the least time-consuming.
• However, it may also lead to bias, for example if there are underlying
patterns in the order of the individuals in the sampling frame, such that
the sampling technique coincides with the periodicity of the
underlying pattern.
Example
• Suppose a supermarket wants to study their customers' buying habits.
With systematic random sampling, they can choose every 10th or 15th
customer entering the supermarket. Then, they can conduct the study
on this sample.
III. Stratified Sampling
• Stratified sampling divides your audience into sub-groups called strata. Any
characteristic can be the basis for this strata, like age, ethnicity, religion, etc.
Then, using sampling intervals, you can choose sample members from each
strata.
• If Age does play a role in the research, so you would want to divide your
audience into age groups like 18-25, 25-40 etc. From each strata, you can
select individuals to study using sampling intervals.
• It is used when we might reasonably expect the measurement of interest to
vary between the different subgroups, and we want to ensure representation
from all the subgroups.
• In stratified sampling, researchers divide subjects into subgroups called strata
based on characteristics that they share (e.g., race, gender, educational
attainment). Once divided, each subgroup is randomly sampled using another
probability sampling method.
Clustered Sampling
• In a clustered sample, subgroups of the population are used as the
sampling unit, rather than individuals. The population is divided into
subgroups, known as clusters, which are randomly selected to be
included in the study.
• Cluster sampling is a probability sampling method in which you
divide a population into clusters, such as districts or schools, and then
randomly select some of these clusters as your sample. The clusters
should ideally each be mini-representations of the population as a
whole.
Advantages of Probability Sampling
Reduce Sample Bias
Using the probability sampling method, the research bias in the sample
derived from a population is negligible to non-existent.
The sample selection mainly depicts the researcher’s understanding and
inference. Probability sampling leads to higher-quality data collection as
the sample appropriately represents the population.
Diverse Population
When the population is vast and diverse, it is essential to have adequate
representation so that the data is not skewed toward one demographic.
Labour Rights in Pakistan
Prisoner Rights in Pakistan
Quality of education in the Schools
Create an Accurate Sample
Probability sampling helps the researchers plan and create an accurate
sample. This helps to obtain well-defined data.
Non-probability sampling: In non-probability sampling, the researcher
randomly chooses members for research. This sampling method is not a
fixed or predefined selection process. This makes it difficult for all
population elements to have equal opportunities to be included in a
sample.
Convenience sampling
• This method depends on the ease of access to subjects such as
surveying customers at a mall or passers-by on a busy street. It is
usually termed as convenience sampling because of the researcher’s
ease of carrying it out and getting in touch with the subjects.
Researchers have nearly no authority to select the sample element.
• Convenience sampling is perhaps the easiest method of sampling,
because participants are selected based on availability and willingness
to take part.
Judgmental or Purposive Sampling
• Also known as selective, or subjective, sampling, this technique relies
on the judgement of the researcher when choosing who to ask to
participate. Researchers may implicitly thus choose a “representative”
sample to suit their needs, or specifically approach individuals with
certain characteristics. This approach is often used by the media when
canvassing the public for opinions and in qualitative research.
• Judgmental or purposive samples are formed at the researcher’s
discretion. Researchers purely consider the purpose of the study, along
with the understanding of the target audience.
Snowball Sampling
This method is commonly used in social sciences when investigating hard-
to-reach groups. Existing subjects are asked to nominate further subjects
known to them, so the sample increases in size like a rolling snowball.
Snowball sampling can be effective when a sampling frame is difficult to
identify. However, by selecting friends and acquaintances of subjects
already investigated.
For example, when carrying out a survey of risk behaviors amongst drug
users, participants may be asked to nominate other users to be interviewed.
Survey to Interview Illegal Immigrants
surveys to gather information about HIV Aids
Survey to gather information of sexual abuse
Thank you very Much