Sampling

SAMPLING DESIGN
Sampling Terminology
 Population or universe
 Sample
 Population element
 Census
 Sampling Frame
Population
Population is the total collection of elements
about which we wish to make some
inferences. Any complete group:-
 People
 Sales territories
 Stores
Population Element
A Population Element is the individual
participant or object on which the measurement
is taken. It is the unit of the study.
For Example: Each ad is an element of a

population of advertisement.
Sample
Subset of a larger population
or
The process of inferring something about a
large group of elements by studding only a
part of it is referred to as sampling.
Census
Investigation of all individual elements that
make up a population.
or
The process of obtaining responses from
each of the members of the population.
Sample Frame
The complete list of all the members /unit of the
population from which each sampling unit is
selected is known as sampling frame.
or
It is the complete and correct list of population

members only.
Stages in the Selection of a Sample
Define the target population
Select a sampling frame
Determine if a probability or non probability

sampling method will be chosen
Plan procedure
for selecting sampling units
Determine sample size
Select actual sampling units
Conduct fieldwork
Target Population
 Relevant population
 Operationally define
 Comic book reader?
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
 Primary Sampling Units (PSU)
 Secondary Sampling Units
Errors Associated with Sampling
 Sampling frame error
 Random sampling error
 Non response error
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.
Why Sampling
 Time taken for the study
 Cost involved for the study
 Physical impossibility of complete enumeration
 Enough reliability of inference based on sampling

Essential of a Sample
 Representative
 Independent
 Homogeneity
 Adequacy
Two Major Categories of
Sampling
1) Probability sampling
It is based on the principle of random selection. All probability design ensure
that each element in the population has some nonzero probability of getting
included in the sample.
2) Non probability sampling
any sampling process which does not ensure some nonzero probability for each
element in the population to be included in the sample would belong to the
category of non probability sampling. In this case samples may be picked up
based on the judgment or convenience of the enumerator.
Probability Sampling
 Simple random sample
 Systematic sample
 Stratified sample
 Cluster sample
 Multistage area sample
Simple Random Sampling
A sampling procedure which ensures that
each element in the population will have an
equal chance of being included in the sample.
Systematic Sampling
 A versatile form of probability sampling is systematic
sampling. In this approach every nth element in the
population is the sampled.
 The Kth element or skip interval is determined by dividing the
sample size into the population size to obtain the skip pattern.
Stratified Sampling
 Most population can be segregated into
several mutually exclusive subpopulations
or strata.
 If we are doing a sampling study we would

like to make sure that our sample does have
some members from each of the categories.
Cluster Sampling
 The purpose of cluster sampling is to
sample economically while retaining the
characteristics of a probability sample.
 The primary sampling unit is no longer the
individual element in the population.
 The primary sampling unit is a larger
cluster of elements located in proximity to
one another.
Non probability Sampling
1) Convenience
2) Purposive
 Judgment
 Quota
 Snowball
1) Convenience
In this type of non-probability sampling, the choice of
the sample is left completely to the convenience of the
interviewer. The cost involved in picking up the sample
is minimum and the cost of data collection is also
generally low.
Such samples can suffer from excessive bias from known

or unknown sources and also there is no way that the
possible errors can be quantified.
2) Purposive
In purposive sampling some restriction s are
put on the possible inclusion of a member in the
sample.
Judgment Sampling
In judgment sampling the judgments or
opinion of some experts forms the basis
for sample selection. The experts are
persons who are believed to have
information on the population which can
help in giving us better sample.
Quota Sampling
 Ensures that the various subgroups in a
population are represented on pertinent
sample characteristics.
 To the exact extent that the investigators
desire
 It should not be confused with stratified
sampling.
Snowball Sampling
“Snowball” sampling is when a sampled person is asked to
identify others with the “condition” under study.
For example, we might use snowball sampling in a study
of injection drug users.
“Snowball” sampling cumulates sample persons by using a
network information reported by sample persons. This
method assumes that an individual with the “condition”
will know others who also have the “condition”.

Sampling

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SAMPLING DESIGN

For Example: Each ad is an element of a

It is the complete and correct list of population

Select a sampling frame

Determine if a probability or non probability

Determine sample size

Select actual sampling units

 A list of elements from which the sample

 The difference between the sample

 Cost involved for the study

 Physical impossibility of complete enumeration

 Enough reliability of inference based on sampling

 If we are doing a sampling study we would

Such samples can suffer from excessive bias from known

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