Refers to those methods which are used for

making judgments and taking actions based on

sample(taken from population).
POPULATION: The larger group of items
having common measurable characteristics.
SAMPLE: The limited number of items selected
from the larger group which itself represents
the whole population.
NEED: It saves time , money and energy.
BASIC SAMPLING DESIGN TYPES

RANDOM/ PROBABILITY SAMPLING: Every unit

has equal chance to be selected in sample.

NON RANDOM / NON PROBABILITY SAMPLING:

Every unit has no equal chance to be selected
in sample.
METHODS
 SIMPLE RANDOM
SAMPLING

Each and every unit in the population has

an equal and independent chance of being
included in the sample .
The method of selection is specified ,
objective and replicable.
Types:
Simple random sampling with replacement
Simple random sampling without
replacement.
MERITS: DEMERITS:
Easy to use. Requires up- to date &
complete list of
population.
Eliminate personal Time consuming &
biasedness. costly in case of
scattered information.
 STRATIFIED RANDOM SAMPLING

It is used when population is heterogeneous in

nature .
Techniques of stratification(division into different
layers or groups) is used.
Methods of allocation of sample size:
 Proportional allocation
 Equal allocation
 MERITS: DEMERITS:

It gives more Result will be biased in

representative sample in case of faulty
case of heterogeneous stratification.
sample.
Improves sampling
design & brings Difficult to classify in
administrative case of small size of
convenience. population.
 SYSTEMATIC SAMPLING

In this type of sampling only the first sample unit is selected at

random and the remaining units are automatically selected in
a definite sequence at equal spacing from one another.

MERITS: DEMERITS:
Easy to operate and checking Complete and accurate list
of sample is needed. Save
time and labour Relative efficiency depends
upon properties of population.
 CLUSTER SAMPLING

It is used when area is very big. The area is divided in to

small overlapping or neighboring areas called CLUSTER.
MERITS : DEMERITS:

More
Less efficient.
economical and
easy to operate
 MULTI-STAGE SAMPLING

First selecting the clusters and then selecting

only some elements of the selected clusters.
MERITS:
 More flexible as compared to other methods of
sampling.
 Different sampling techniques can be used at
different stages.
DEMERITS:
 Errors are likely to be greater due to variability of
the estimates .
 NON- RANDOM /NON –
PROBABILITY SAMPLING:
Purposive / judgment
sampling

Based on hand picking of the individual

elements.
Selection is done by choice not by chance .
MERITS:
 Useful information can be obtained .
DEMERITS:
Influenced by personal biasness.
 CONVENIENCE SAMPLING

Consist of simply taking the cases that are

available.
MERITS:
 Convenient to use
DEMERITS:
 Personal biasness.
 QUOTA SAMPLING
Used when population size is large and abundant.
Used to improve representativeness of the study.
LOGIC:
 Certain relevant characteristics describe the
dimensions of the whole population.
MERITS:
 Used in surveys particularly in the commercial
world .
 Used to reduce the cost of surveys.
DEMERITS:
 Biasness is there.
 SNOWBALL (Network or
chain) SAMPLING

Special type of non probability sampling

where respondents are difficult to identify
thus best located through referral network.
MERITS :
 Reduced sample size and cost .
DEMERITS:
 Biasness is likely to enter.
 ADVANTAGES OF
SAMPLING
TECHNIQUES:
SPEED
ECONOMY
ADAPTABILITY
SCIENTIFIC APPROACH
LEADS TO GOOD RESULTS
 CONCLUSION:

Various sampling techniques adopted for

investigation usually offers great
advantages as to cost, time & sometime
even to quality of results .
Simple random & purposive sampling
techniques are mostly used at M.Sc. & PhD
level.
Multistage sampling and stratified
sampling should be used to get proper
representation of population.
 REFERENCES:

Research Methodology by C.R.Kothari

Research Methods by John Adams/Hafiz T.A.Khan
Research for marketing decision by Paul. E.Green.
Marketing management by Arun Kumar.
POSTIVE CRITISISM AND SUGESTIONS ARE
WELCOME