Choosing appropriate sampling method Step by Step guide

By Prof. Swapnil Undale, (MIT School of Management, Pune)

State necessary
assumption

Define population

Source of sampling
frameation/universe

Whether sampling
frame is available

Yes

No

Probability sampling

Non -probability
sampling

Homogenous
Population

Simple Random,
Systematic

Whether identifying
respondents is easy or
difficult

Hetrogenous
Population

Stratified random,
Multistage, cluster

Easy

Homogeneous
Population

Difficult

Hetrogenous
Population

Convenience,
Judgement

Swapnil Undale (2014), undaleswapnil@gmail.com, ph. 9096318693

Quota

Snowball

Illustration 1
Choosing sampling method in following situations
1. To survey petrol buying habits of car owners in a particular city
Sol.:
Step 1: Assumption/s
This survey will be carried out in Pune city. <Name of city was not given,
hence we assumed as per our convenience>
Step 2: Defining Population
Population would comprises of all petrol car owners in Pune city
Step 3: Source of sampling frame
List of all car owners in Pune collected from R.T.O. of Pune city. This list
includes contact details of car owners
Step 4: Access to sampling frame (Can researcher access sampling frame?)
Yes, we can collect the list of all car owners of pune from R.T.O. pune.
Step 5: Selection of Sampling Method
As, sampling frame is available (i.e. list of all petrol car owners), we will
select one of Probability sampling methods.
Step 6: Nature of population (Homogeneous or Heterogeneous?)
Car owners populaton is comprises of car owners of Hatchbacks, Sedans,
Sport Utility Vehicles (SUV). Hence this is a heterogenious population.
Step 7: Choosing appropriate sampling techniques
As the population is heterogenous in nature we will select stratified
Sampling technique.
This is a two step procedure:
Step I:
We will divide the population of Car owners in three highly homogeneous
groups according to the type of car they own, i.e. we will prepare three lists
as follows
i.
List of Hatchback owners
ii.
List of Sedan owners
iii.
List of SUV owners
Note: Each group is called as stratum. Theses strata are mutually exclusive and collectively
exhaustive. (Strata Plural, Stratum Singular)

Step II:
Now from each stratum, we will select required samples independently by
using Simple Random Technique (i.e. Lottery or using Random Number
Table).

Swapnil Undale (2014), undaleswapnil@gmail.com, ph. 9096318693

Illustration 2
Choosing sampling method in following situations
2. To survey Customers buying behaviour in a mall
Sol.:
Step 1: Assumption/s
This survey will be carried out in Central Mall of Pune city. <Name of mall and
city was not given, hence we assumed as per our convenience>

Step 2: Defining Population

Population would comprises of all customer of Central Mall in Pune city
Step 3: Source of sampling frame
List of all customer of Central Mall in Pune city available with management
of Central Mall. This list includes contact details of all customers.
Step 4: Access to sampling frame (Can researcher access sampling frame?)
No, management of Central Mall will not share list of its customers to
researcher on ground of confidentiality.
Step 5: Selection of Sampling Method
As, sampling frame is not available (i.e. list of all Central Mall customers),
we will select one of Non-Probability sampling techniques.
Step 6: Nature of population (Homogeneous or Heterogeneous?)
Central Mall customers population is comprises of people of different
gender. Hence this is a heterogeneous population.
Step 7: Choosing appropriate sampling techniques
As the population is heterogeneous in nature we will select Quota
Sampling technique.
Our sample will comprises of 50% Male and 50% Female customers.

Swapnil Undale (2014), undaleswapnil@gmail.com, ph. 9096318693