Sampling

Prepared by:
Nithyavani Manikam

Definition of sample
A sample is a subgroup of the target
population that the researcher plans to
study for the purpose of making
generalizations about the target
population.
Samples are only estimates.
The difference between the sample
estimate and the true population is the
sampling error.

Sampling
Sample frame = the target population
you wish to research
Census = all the respondents in the
sample frame participating in the
research
Sample = a smaller group selected
from the sample frame to participate in
the research
Sample method = the technique used
to select the sample

Why sample?
The population of interest is usually
too large to attempt to survey all of
its members.
A carefully chosen sample can be
used to represent the population.
The
sample
reflects
the
characteristics of the population from
which it is drawn.

SAMPLING BREAKDOWN

SAMPLING.
STUDY POPULATION

SAMPLE

TARGET POPULATION

Sampling
Sampling methods can be split into two
distinct groups:
Probability samples
Non-probability samples

Probability Samples

Probability samples offer each

respondent an equal probability or
chance at being included in the
sample.
They are considered to be:
Objective
Empirical
Scientific
Quantitative
Representative

Non Probability Samples

A non probability sample relies on the

researcher selecting the respondents.
They are considered to be:
Interpretivist
Subjective
Not scientific
Qualitative
Unrepresentative

Classification of Sampling
Methods
Sampling
Methods

Probability
Samples
Systematic

Cluster

Nonprobability
Stratified

Simple
Random

Convenience

Purposive

Snowball

Quota

Probability Sampling
Simple random sampling
Systematic sampling
Cluster sampling
Stratified sampling

Simple Random Sampling

This involves selecting anybody from the
sample frame entirely at random
Assures each element in the population
has an equal chance of being included in
the sample
Random number generators

Probability of Selection =

Sample Size
Population Size

Systematic Random
Sampling
In systematic sampling we select
every Kth individual from a list.
This selection is like random sampling
but rather than use random tables or a
computer to select your respondents
you select them in a systematic way.
E.g. every tenth person on the college
list is selected.

Stratified Random
Sampling
An appropriate group is decided upon i.e. female,
male, 16 18 year olds and the participants are
picked randomly from within the strata
Stratified sampling should be used when a goal is
to compare behaviour of participants from
subgroups.

example
Lapisan 1
- Tahun

Tahun 1
Semua
Siswa

Lapisan 2 jantina
lelaki
Perempuan

Tahun 2
Tahun 3
Tahun 4

Saiz sub-sampel

10
10

Cluster Random
Sampling
Similar to stratified sampling but
the groups are selected for their
geographical location
i.e. school children within a
particular school.
The school is the cluster with the
children being selected randomly
from within the cluster

Non-probability sample
Convenient sampling
Quota sampling
Snow balling sampling
Purposive sampling

Quota Random
Sampling
Having decided on the characteristics
of the sample frame, a sample is
selected to meet these characteristics.
E.g. if the sample frame is car drivers
and the car driving population is 55%
male and 45% female then the quota
would require the same proportions.
Participants would be selected to fill
this quota using the random method

Convenience Sampling
This involves selecting the nearest and
most convenient people to participate
in the research.
This method of selection is not
representative and is considered a very
unsatisfactory way to conduct
research.

Snowball Sampling
This type of sampling is used when the
research is focused on participants with
very specific characteristics such as
being members of a gang.
Having identified and contacted one
gang member the researcher asks to
be put in touch with any friends or
associates who are also gang
members.

Purposive Sample
The sampling procedure in which an
experienced research selects the
sample based on some appropriate
characteristic of sample members
to serve a purpose

Bias
Includes
nonsampling bias
and sampling bias
Is due to mistakes
which can be
avoided
Cannot be precisely
measured
Control and
prevention
requires careful
attention

Sampling error
Is unavoidable if
sampling < 100% of
population
Can be controlled
by selecting
appropriate sample
size and sampling
method
Can be precisely
calculated after-thefact

THANK YOU