SAMPLING
METHODS
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LEARNING OBJECTIVES
Learn the reasons for sampling
Develop an understanding about different
sampling methods
Distinguish between probability & non probability
sampling
Discuss the relative advantages & disadvantages
of each sampling methods
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What is research?
• “Scientific research is systematic, controlled,
empirical, and critical investigation of natural
phenomena guided by theory and hypotheses
about the presumed relations among such
phenomena.”
– Kerlinger, 1986
• Research is an organized and systematic way of
finding answers to questions
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Population definition
A population can be defined as including
all people or items with the characteristic
one wishes to understand.
Because there is very rarely enough time
or money to gather information from
everyone or everything in a population,
the goal becomes finding a representative
sample (or subset) of that population.
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TARGET/ THEORETICAL
POPULATION
The entire group that the researcher is
interested in generalizing their
conclusions to.
STUDY POPULATION
The specific, accessible group from which
the sample is actually drawn.
The subset of the theoretical population
that is actually accessible and available
for the research
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SAMPLING
A sample is “a smaller (but hopefully
representative) collection of units from a
population used to determine truths about that
population” (Field, 2005)
Why sample?
Resources (time, money) and workload
Gives results with known accuracy that can be
calculated mathematically
The sampling frame is the list from which the
potential respondents are drawn
Registrar’s office
Class rosters
Must assess sampling frame errors
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EXAMPLE:
🌱 Example 2: Tomato Plants
You planted 500 tomato seedlings.
Not all of them survived—only 450 grew healthy and are accessible.
👉 In this case:
Target population = 500 tomato seedlings (all planted).
Study population = 450 surviving, healthy tomato plants (accessible for study).
Sample = 212 (USE THE SLOVIN’S FORMULA)
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SAMPLING…….
STUDY POPULATION
SAMPLE
THEORETICAL/
TARGET POPULATION
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10
SAMPLING BREAKDOWN
SAMPLING…….
3 factors that influence sample representative-
ness
Sampling procedure
Sample size
Participation (response)
When might you sample the entire population?
When your population is very small
When you have extensive resources
When you don’t expect a very high response
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Types of Samples
Probability (Random) Samples
Simple random sample
Systematic random sample
Stratified random sample
Cluster sample
Non-Probability Samples
Convenience sample
Purposive sample
Quota
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Process
The sampling process comprises several
stages:
Defining the population of concern
Specifying a sampling frame, a set of items
or events possible to measure
Specifying a sampling method for selecting
items or events from the frame
Determining the sample size
Implementing the sampling plan
Sampling and data collecting
Reviewing the sampling process
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PROBABILITY SAMPLING
A probability sampling scheme is one in which
every unit in the population has a chance (greater
than zero) of being selected in the sample, and
this probability can be accurately determined.
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PROBABILITY SAMPLING…….
Probability sampling includes:
Simple Random Sampling,
Systematic Sampling,
Stratified Random Sampling,
Cluster Sampling
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Simple Random Sampling
•Definition: Every member of the
population has an equal chance of being
selected, usually through lottery, random
number generator, or drawing lots.
•Key idea: “Everyone has the same
chance.”
Systematic Sampling
•Definition: You select every k-th
element from a list or sequence after
choosing a random starting point.
•Key idea: “Pick every k-th one.”
Stratified Sampling
•Definition: The population is divided into
subgroups (strata) based on shared
characteristics (e.g., size, age, location), and
random samples are taken proportionally from
each group.
•Key idea: “Divide into groups, then sample
randomly within each group.”
Cluster Sampling
•Definition: The population is divided into
clusters (often by location or natural grouping),
then you randomly select whole clusters
instead of individuals.
•Key idea: “Randomly pick groups, not
individuals.”
📌 Summary
Simple Random → pure chance,
lottery style
•Systematic → every k-th element
•Stratified → divide into groups,
sample proportionally
•Cluster → select whole
groups/clusters
•Multistage → combination, step-by-
step
Example
SRS: From 1,000 tomato plants, you randomly
pick 200 using a random number table.
Systematic: From 1,000 tomato plants
arranged in rows, you choose every 10th plant
after randomly starting at Plant #7.
Example
Stratified: In a tomato farm, you divide plants
into young (200 plants), mature (600), and
flowering (200). You then randomly select
samples proportionally, say 40, 120, and 40
plants from each group.
Cluster: A farm has 10 plots of tomato plants.
You randomly select 3 plots (clusters) and
study all the plants in those plots.
NON PROBABILITY SAMPLING
Any sampling method where some
elements of population have no
chance of selection (these are
sometimes referred to as 'out of
coverage'/'undercovered'), or where
the probability of selection can't be
accurately determined.
It involves the selection of elements
based on assumptions regarding the
population of interest, which forms the
criteria for selection. Hence, because
the selection of elements is
nonrandom, nonprobability sampling
not allows the estimation of sampling
23 errors.
Purposive/ Selective
Sampling
•Definition: The researcher chooses
participants (or plants, in your case) based on
specific characteristics that are relevant to the
study.
•Key idea: “I select because they fit my
purpose.”
Convenience Sampling
•Definition: The researcher selects samples
that are easiest to access, without
considering whether they fully represent the
whole population.
•Key idea: “I choose what is convenient for
me.”
Quota Sampling
•Definition: The researcher divides the
population into groups (categories) and then
selects a fixed number (quota) from each
group, without randomization.
•Key idea: “I need to fill quotas for each
group.”
Judgmental Sampling
•Definition: The researcher uses their own
judgment or expertise to choose what they
believe are the “best” or “most representative”
samples.
•Key idea: “I choose what looks best or most
typical.”
Scenario:
A farmer grew 800 tomato plants in total.
Purposive: The researchers only want to study plants that
are already flowering, because they are interested in
flower production and fruit set.
Convenience: Choosing the tomato plants closest to the
greenhouse entrance.
Quota: Deciding to select exactly 100 plants from Plot A
and 100 from Plot B regardless of total population.
Judgmental: Choosing only the “healthiest-looking” tomato
plants based on researcher’s judgment.
Activity
Part A: Probability Sampling
[Link] Random Sampling
[Link] the whole deck.
[Link] a student to draw 5 cards randomly
without looking.
[Link] the selected cards on the board.
[Link] Sampling
[Link] the deck face down in a line.
[Link] a random starting point (e.g., 3rd
card).
[Link] every 5th card until you have 5
samples.
[Link] the selected cards.
Part B: Non-Probability Sampling
[Link] Sampling
[Link] shuffling, take the top 5 cards
from the deck.
[Link] the selected cards.
[Link] Sampling
[Link] only face cards (J, Q, K) to
represent “flowering plants.”
[Link] which ones were chosen.
Quota Sampling
[Link] on a quota, e.g., 2 hearts
and 3 spades.
[Link] until the quota is filled.
[Link] the cards.
Judgmental Sampling
[Link] a student to pick 5 cards that
they believe are the “best” or
“luckiest.”
[Link] the chosen cards.
Discussion / Processing Questions:
[Link] sampling methods gave
every card an equal chance of being
selected?
[Link] methods were easiest to
perform?
[Link] methods could introduce
bias?
[Link] real research, which methods
would give the most reliable results?