Chapter 11 Sampling

The nature of sampling: - Population: Its the whole from which the researcher is going to drive a part known as a sample. - Population Element: a unit in the population - Population Frame: List of the whole (all population elements), official type of document. - Sample: a unit of the element - Subject: a unit of the sample Example: - Research Topic: postgraduate students studying MBA in greater Cairo - Population: any institution or university giving MBA degree, the whole. - Population Element: Eslsca, unit of the whole - Sample: Class in Eslsca, unit of the element - Subject: students in the class, unit of the sample - Population Frame: List of all institutions all universities granting MBA. In probability sampling: - Researcher should provide a complete list of the population elements in the population frame. - If researcher is ready with population frame, then he can work probability sampling; since everybody is involved, this means that everybody has got an equal chance of being chosen.

Appropriate sample size: - In quantitative: a minimum number of a good representative, samples is required, number is calculated through an equation proportional of the total size of population. A representative sample: a sample that represents and keeps the characteristics of the population (gender and age diversity). - In qualitative: sample saturation is the goal, researcher doesnt have a minimum or a maximum number.

Steps: 1- Target population: Who is the appropriate person who is eligible to fill the questionnaire? Is it women only or men only or middle managers.

2- Parameters of interest: Research hypothesis tell exactly the parameters of interest and what to ask the target population. 3- Sampling frame: its a list of the members included in a sample. 4- Sampling method 5- Sample Size: In quantitative: a number is calculated through an equation proportional of the total size of population. In qualitative: sample saturation is the goal, researcher doesnt have a minimum or a maximum number.

Restricted probability sampling - Researcher has some restrictions to put into considerations.

Unrestricted random sampling - Researcher giving questionnaire to whoever without any restriction, irrespective of age or gender, and ask him to fill the questionnaire.

- Unrestricted

Probability - Simple random sampling

- Restricted Certain considerations to meet

- Complex random 1- Systematic: researcher knows population elements and start picking samples according to specific order, i.e 1,3,5,7. 2- Cluster: is the most highly defined sample. 3- Stratified: is dividing sample into no. of strata. 4- Double: It is surveying the same person twice.

- Every and each one has equal opportunity of being chosen. - We use it when we know exactly the population. - It generates more reliable findings. - Generalizable.
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Nonprobability - Convenience sampling: whoever is available & willing to participate will be part of the sample. - A case of sampling that you cant get hold of the total population. - Purposive sampling: there are certain standards that make the sample eligible to answer the questions. - Three types of purposive sampling: 1- Judgment: looking for someone specifically. 2- Quota: maintain certain sample size to be sure that sample is representative. 3- Snowball: ask participant to recommend another one. - When researcher dont know who the population is. - Its about validity & not generalizability.

Systematic: researcher knows every element in the population elements and start picking samples according to specific order, i.e 1,3,5,7.

Stratified sampling in research= market segment in marketing It is dividing sample into number of strata, each strata has got certain characteristics. i.e: class is the strata, stratum will be: - Stratum 1: top performers - Stratum 2: poor performers. People within the same stratum are having homogeneity From one stratum to another, there is a case of heterogeneity.

Cluster sampling: - It is the complete opposite of stratified sampling. - It is the most highly defined sample ever. - Sample is divided to clusters: cluster 1 & cluster 2 People within cluster 1 are heterogenous. From cluster 1 to cluster 2, there is homogeneity.

Very Important slide.

Double Sampling: 1. It is surveying the same person twice. i.e: a researcher has done a survey about student satisfaction, 20 students participated, however, 5 of them gave deep answers to the questions, the researcher resurvey them and that would be double sampling 2. A sample of the sample, same scope but different questions

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Area sampling = geographic sampling Mobinil, Vodafone and Etisalat are helping with area sampling. Area sampling is used extensively in marketing research.

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