sampling

SAMPLING
DESIGN AND PROCEDURES

Sampling Terminology
• Sample
• Population or universe
• Population element
• Census
Sample Population
• Subset of a larger • Any complete group
population • People
• Sales territories
• Stores
Census
Target
• Investigation Population
of all
individual • Relevant
elements that population
make up a • Operationally
population define
Sampling Frame
• A list of elements from which the sample may be drawn
• Working population
• Mailing lists - data base marketers
• Sampling frame error
Sampling Units
• Group selected for the sample
Random Sampling Error
• The difference between the sample results and the result
of a census conducted using identical procedures
• Statistical fluctuation due to chance variations
The Sampling Design Process
Define the Population
Determine the Sampling Frame
Select Sampling Technique(s)
Determine the Sample Size
Execute the Sampling Process

Classification of Sampling Techniques
Sampling Techniques
Nonprobability Probability
Sampling Techniques Sampling Techniques
Convenience Judgmental Quota Snowball

Sampling Sampling Sampling Sampling
Simple Random Systematic Stratified Cluster Other Sampling

Sampling Sampling Sampling Sampling Techniques
Convenience Sampling
Convenience sampling attempts to obtain a sample

of convenient elements. Often, respondents are
selected because they happen to be in the right place
at the right time.
• use of students, and members of social

organizations
• mall intercept interviews without qualifying the
respondents
• department stores using charge account lists
• “people on the street” interviews
Judgmental Sampling
Judgmental sampling is a form of convenience

sampling in which the population elements are
selected based on the judgment of the researcher.
• test markets
• purchase engineers selected in industrial

marketing research
• expert witnesses used in court
Quota Sampling
Quota sampling may be viewed as two-stage restricted judgmental
sampling.
• The first stage consists of developing control categories, or quotas, of

population elements.
• In the second stage, sample elements are selected based on
convenience or judgment.
Population Sample
composition composition
Control
Characteristic Percentage Percentage Number
Gender
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
Snowball Sampling
In snowball sampling, an initial group of respondents

is selected, usually at random.
• After being interviewed, these respondents are

asked to identify others who belong to the target
population of interest.
• Subsequent respondents are selected based on the

referrals.
Simple Random Sampling
• Each element in the population has a known and

equal probability of selection.
• Each possible sample of a given size (n) has a

known and equal probability of being the sample
actually selected.
• This implies that every element is selected

independently of every other element.
Systematic Sampling
• The sample is chosen by selecting a random starting
point and then picking every ith element in succession
from the sampling frame.
• The sampling interval, i, is determined by dividing the

population size N by the sample size n and rounding to
the nearest integer.
• When the ordering of the elements is related to the

characteristic of interest, systematic sampling
increases the representativeness of the sample.
Systematic Sampling
• If the ordering of the elements produces a cyclical

pattern, systematic sampling may decrease the
representativeness of the sample.
For example, there are 100,000 elements in the

population and a sample of 1,000 is desired. In this
case the sampling interval, i, is 100. A random
number between 1 and 100 is selected. If, for
example, this number is 23, the sample consists of
elements 23, 123, 223, 323, 423, 523, and so on.
Stratified Sampling
• A two-step process in which the population is partitioned
into subpopulations, or strata.
• The strata should be mutually exclusive and collectively

exhaustive in that every population element should be
assigned to one and only one stratum and no population
elements should be omitted.
• Next, elements are selected from each stratum by a

random procedure, usually SRS.
• A major objective of stratified sampling is to increase

precision without increasing cost.
Stratified Sampling
• The elements within a stratum should be as
homogeneous as possible, but the elements in
different strata should be as heterogeneous as
possible.
• The stratification variables should also be closely

related to the characteristic of interest.
• Finally, the variables should decrease the cost of the

stratification process by being easy to measure and
apply.
Stratified Sampling
• In proportionate stratified sampling, the size of the

sample drawn from each stratum is proportionate to
the relative size of that stratum in the total population.
• In disproportionate stratified sampling, the size of

the sample from each stratum is proportionate to the
relative size of that stratum and to the standard
deviation of the distribution of the characteristic of
interest among all the elements in that stratum.
Cluster Sampling
• The target population is first divided into mutually

exclusive and collectively exhaustive subpopulations,
or clusters.
• Then a random sample of clusters is selected, based

on a probability sampling technique such as SRS.
• For each selected cluster, either all the elements are

included in the sample (one-stage) or a sample of
elements is drawn probabilistically (two-stage).
Cluster Sampling
• Elements within a cluster should be as

heterogeneous as possible, but clusters themselves
should be as homogeneous as possible. Ideally,
each cluster should be a small-scale representation
of the population.
• In probability proportionate to size sampling, the

clusters are sampled with probability proportional to
size. In the second stage, the probability of selecting
a sampling unit in a selected cluster varies inversely
with the size of the cluster.
Types of Cluster Sampling
Cluster Sampling
One-Stage Two-Stage Multistage

Sampling Sampling Sampling
Simple Cluster Probability

Sampling Proportionate
to Size Sampling
Choosing Nonprobability Vs.
Probability Sampling
Conditions Favoring the Use of
Factors Nonprobability Probability
sampling sampling
Nature of research Exploratory Conclusive
Relative magnitude of sampling Nonsampling Sampling

and nonsampling errors errors are errors are
larger larger
Variability in the population Homogeneous Heterogeneou

(low) s (high)
Statistical considerations Unfavorable Favorable
Operational considerations Favorable Unfavorable

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SAMPLING

DESIGN AND PROCEDURES

Define the Population

Determine the Sampling Frame

Select Sampling Technique(s)

Determine the Sample Size

Execute the Sampling Process

Convenience Judgmental Quota Snowball

Simple Random Systematic Stratified Cluster Other Sampling

Convenience sampling attempts to obtain a sample

• use of students, and members of social

Judgmental sampling is a form of convenience

• purchase engineers selected in industrial

• The first stage consists of developing control categories, or quotas, of

In snowball sampling, an initial group of respondents

• After being interviewed, these respondents are

• Subsequent respondents are selected based on the

• Each element in the population has a known and

• Each possible sample of a given size (n) has a

• This implies that every element is selected

• The sampling interval, i, is determined by dividing the

• When the ordering of the elements is related to the

• If the ordering of the elements produces a cyclical

For example, there are 100,000 elements in the

• The strata should be mutually exclusive and collectively

• Next, elements are selected from each stratum by a

• A major objective of stratified sampling is to increase

• The stratification variables should also be closely

• Finally, the variables should decrease the cost of the

• In proportionate stratified sampling, the size of the

• In disproportionate stratified sampling, the size of

• The target population is first divided into mutually

• Then a random sample of clusters is selected, based

• For each selected cluster, either all the elements are

• Elements within a cluster should be as

• In probability proportionate to size sampling, the

One-Stage Two-Stage Multistage

Simple Cluster Probability

Nature of research Exploratory Conclusive

Relative magnitude of sampling Nonsampling Sampling

Variability in the population Homogeneous Heterogeneou

Statistical considerations Unfavorable Favorable

Operational considerations Favorable Unfavorable

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