SAMPLING

Important statistical terms

Population:
Entire group of people, events or things of
interest
that the researcher wishes to investigate.





Sample:
A subset of the population
Why sampling?
Get information about large populations
Less costs
Less field time
More accuracy i.e. Can Do A Better Job of
Data Collection
When its impossible to study the whole
population
Sampling Process
1. Define the Target Population:
The population to be studied/ to which the investigator wants to
generalize his results (in terms of elements, geographical
boundaries and time)

2. Define the Sampling frame
List of all the sampling units from which sample is drawn

3.Determine the Sample Design
Probability or Non-probability sampling

4.Determine the appropriate sample size
Researchers objective; extent of precision; amount of variability in
population; population size, time and cost constraints

5.Execute the Sampling Process
Method of selecting sampling units from sampling frame

Types of sampling

Non-probability samples


Probability samples
Non probability samples


Probability of being chosen is unknown

Cheaper- but unable to generalise(maybe low values are
more presented in the sample or vice versa)

Potential for bias


Non probability samples

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
Select subjects who are in the best position (or
experts) to give the required information.
Quota sample
Ensures certain groups are adequately represented in the
sample using quotas.
Quota for each subgroup depends on the total no of elements of
each group in the population.

Probability samples
A probability sample is one in which each element
of the population has a known non-zero
probability of selection.

Probability samples

Each subject has a known probability of being selected
Allows application of statistical sampling theory to
results to:
Generalise
Test hypotheses
Probability samples are the best

Ensure
Representativeness
Precision


Methods used in probability samples
Simple random sampling
Systematic sampling
Stratified sampling
Double sampling
Cluster sampling




Simple Random Sampling
Each element in the population has an equal
probability of selection AND each combination of
elements has an equal probability of selection
Names drawn out of a hat
Random numbers to select
elements from an ordered list
Simple random sampling
Involves drawing every nth element in the
population starting with a randomly chosen
element between 1 and n.
Systematic sampling
Cluster sampling
Groups that have heterogeneous members are first
identified , then some are chosen at random.
Each group is internally heterogeneous but groups
are homogeneous on some characteristic.
All the members in each of the randomly chosen
groups are studied.
Target population is first divided into clusters and then
random sample of clusters is drawn

Cluster sampling
Section 4
Section 5
Section 3
Section 2 Section 1
Stratified sampling
Stratas are formed with homogeneous characteristics within
each.
Probability sampling procedure in which simple random
sub samples that are more or less equal on some
characteristics are drawn from with in each stratum of the
population
Each group is internally homogenous but there are
comparative differences between groups.

Multi-stage sampling
First step cluster sampling(for geographical location); next
particular area would be chosen and at third stage
particular units would be chosen.

Double Sampling
A sampling design where initially a sample is used
in a study to collect some preliminary information of
interest and later a subsample of this primary
sample is used to examine the matter in more
detail.
Sampling Errors (1)
Random Sampling Error This is defined as the
difference between the sample result and the result of a
census conducted using identical procedures and is the
result of chance variation in the selection of sampling
units

If samples are selected properly the sample is usually
deemed to be a good approximation of the population
and thus capable of delivering an accurate result

Increasing the sample size will reduce this error.
Sampling Errors (2)
Systematic (Non-Sampling) Errors These errors result
from factors such as:
an improper research design that causes response error ,
errors committed in the execution of the research,
errors in recording responses and
non-responses from individuals who were not contacted or
who refused to participate

Both Random sampling errors and systematic (non-
sampling) errors reduce the representativeness of a
sample and consequently the value of the information
which is derived by business researchers from it