Professional Documents
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for Research
Muhammad Zaki Rashidi
Sampling Methods
Lecture Week 5
Overview
Sampling techniques
Determination of sample size
Probability sampling
Simple random sampling
Stratified random sampling
Systematic sampling
Cluster sampling
Non-probability sampling
Quota, judgment, convenience sampling
Snowball sampling
Errors in sampling
Table of sample size
3
Basics of sampling I
A sample is a
Basics of sampling II
Limitations of
Sampling
Demands more rigid
control in undertaking
sample operation.
Minority and smallness in
number of sub-groups
often render study to be
suspected.
Accuracy level may be
affected when data is
subjected to weighing.
Sample results are good
approximations at best.
Sampling Process
Defining the
population
Specifying
Sample
Method
Developing
a sampling
Frame
Determining
Sample
Size
Sampling: Step 1
Defining the Universe
Universe or population is the
Sampling: Step 2
Establishing the Sampling
Frame
A sample frame is the list of
Step - 3
Determination of Sample Size
Sample size may be determined by using:
Subjective methods (less sophisticated methods)
The rule of thumb approach: eg. 5% of population
Conventional approach: eg. Average of sample sizes of similar
other studies;
Cost basis approach: The number that can be studied with the
available funds;
MINIMUM
SIZE
TYPICAL
RANGE
500
200
200
1000-2500
300-500
300-500
150
200
10
stores/outlets
2 groups
200-300
300-500
10-20
stores/outlets
4-12 groups
Step 4:
Specifying the sampling method
Probability Sampling
Every element in the target population or universe
Non-Probability Sampling
Every element in the universe [sampling frame] does not
Probability sampling
Four types of probability
sampling
Appropriate for
homogeneous population
Simple random sampling
Requires the use of a random
number table.
Systematic sampling
Requires the sample frame
only,
No random number table is
necessary
Appropriate for
heterogeneous
population
Stratified sampling
Use of random number
Non-probability sampling
Four types of non-probability sampling
techniques
Convenient sampling
Judgmental sampling
More systematic and formal
Quota sampling
Special type
Snowball Sampling
Also called
random sampling
Simplest method
of probability
sampling
Need to use
Random
Number Table
3 4 5
7 8
9 10 11 12 13 14 15 16 17 18 19 20
1
2
3
4
5
37
50
99
70
18
75
91
14
72
46
10
56
23
01
06
49
41
50
00
49
98
52
21
33
47
66
82
01
25
32
03 86 34 80 98 44 22 22
98 11 57 96 27 10 27 16
03 25 79 07 80 54 55 41
19 16 23 58 03 78 47 43
58 08 75 29 63 66 89 09
45
35
12
77
22
83
34
15
88
35
53
47
15
15
97
86
01
03
02
74
23
36
68
55
30
51
08
56
67
80
6
7
8
9
10
65
83
58
54
56
76
76
90
74
81
34
95
07
67
92
11
25
84
11
73
33
70
20
15
40
60
60
98
78
07
95
13
57
21
20
51
82
42
02
59
78
84
46
54
15
76
99
34
51
46
45
02
61
78
09
26
64
44
76
75
45
00
01
76
64
11
12
13
14
15
34
02
43
92
67
99
26
04
56
42
06
92
25
51
43
21
27
36
22
26
22
95
00
11
20
38 22 32 85 26 37 00 62 27 74 46 02 61 59 81
87 59 38 18 30 95 38 36 78 23 20 19 65 48 50
45 73 80 02 61 31 10 06 72 39 02 00 47 06 98
06 86 88 77 86 59 57 66 13 82 33 97 21 31 61
60 84 18 68 48 85 00 00 48 35 48 57 63 38 84
03
32
93
96
05
53
52
36
43
26
72
11
65
14
63
06
87
10
11
57
78
38
71
22
86
28
49
83
74
48
14
01
93
17
51
Step 1: Assign all the 100 members of the population a unique number.You may
identify each element by assigning a two-digit number. Assign 01 to the first name
on the list, and 00 to the last name. If this is done, then the task of selecting the
sample will be easier as you would be able to use a 2-digit random number table.
NAME
Adam, Tan
Carrol, Chan
.
Jerry Lewis
.
Lim Chin Nam
.
Singh, Arun
NUMBER
01
08
18
26
30
NAME
NUMBER
42
61
87
99
00
10 09 73 25 33 76
37 54 20 48 05 64
08 42 26 89 53 19
90 01 90 25 29 09
12 80 79 99 70 80
66 06 57 47 17 34
31 06 01 08 05 45
Step 3: Move to the next number, 42 and select the person corresponding to that number into
the sample. #87 Tan Teck Wah
Step 4: Continue to the next number that qualifies and select that person into the sample.
# 26 -- Jerry Lewis, followed by #89, #53 and #19
Step 5: After you have selected the student # 19, go to the next line and choose #90. Continue
in the same manner until the full sample is selected. If you encounter a number selected
earlier (e.g., 90, 06 in this example) simply skip over it and choose the next number.
Systematic sampling
Very similar to simple random sampling with one exception.
In systematic sampling only one random number is needed throughout the
entire sampling process.
To use systematic sampling, a researcher needs:
[i] a sampling frame of the population; and is needed.
[ii] a skip interval calculated as follows:
Skip interval = population list size
Sample size
Names are selected using the skip interval.
If a researcher were to select a sample of 1000 people using the local telephone
directory containing 215,000 listings as the sampling frame, skip interval is
[215,000/1000], or 215. The researcher can select every 215 th name of the entire
directory [sampling frame], and select his sample.
Stratified sampling I
A three-stage process:
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
(M)
(X)
(E )
(X)
(E )
(M)
(E )
(M)
(X)
(E )
(E )
(E )
(E )
(M)
(E )
(M)
(E )
(E )
(X)
(X)
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
(E )
(X)
(X)
(E )
(M)
(E )
(X)
(M)
(E )
(E )
(E )
(M)
(X)
(M)
(E )
(E )
(M)
(E )
(M)
(M)
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
(X)
(M)
(M)
(E )
(E )
(X)
(M)
(E )
(M)
(E )
(E )
(E )
(M)
(E )
(X)
(E )
(E )
(M)
(M)
(E )
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
(M)
(E )
(E )
(M)
(X)
(E )
(E )
(M)
(X)
(E )
(X)
(E )
(M)
(E )
(E )
(X)
(E )
(E )
(M)
(E )
Mandarin Language
Stratum
06 35 66
07 44 68
10 47 72
13 51 77
15 53 78
19 56 80
20 58 83
25 59 87
27 61 92
33 62 98
Other Language
Stratum
.
02 42
12 46
17 52
18 60
21 65
23 74
28 84
38 88
39 90
41 95
0.2
Cluster sampling
Is a type of sampling in which clusters or groups of
English
00, 22, 40, 64, 82
01, 24, 43, 67, 85
03, 26, 45, 69, 86
04, 29, 48, 70, 89
05, 30, 49, 71, 91
08, 31, 50, 73, 93
09, 32, 54, 75, 94
11, 34, 55, 76, 96
14, 36, 57, 79, 97
16, 37, 63, 81, 99
Mandarin
06, 35, 66
07, 44, 68
10, 47, 72
13, 51, 77
15, 53, 78
19, 56, 80
20, 58, 83
25, 59, 87
27, 61, 92
33, 62, 98
Others
02, 42
12, 46
17, 52
18, 60
21, 65
23, 74
28, 84
38, 88
39, 90
41, 95
Step 2: Select one of the 5 clusters. If cluster 4 is selected, then all its elements (i.e. Club
Members with numbers 09, 11, 32, 34, 54, 55, 75, 76, 94, 96, 20, 25, 58, 59, 83, 87, 28, 38, 84,
88) are selected.
Step 3: If a two-stage cluster sampling is desired, the researcher may randomly select 4 members
from each of the five clusters. In this case, the sample will be different from that shown in step 2
above.
AREA SAMPLING
A common form of cluster sampling where clusters consist of geographic areas, such as
districts, housing blocks or townships. Area sampling could be one-stage, two-stage, or
multi-stage.
How to Take an Area Sample Using Subdivisions
Your company wants to conduct a survey on the expected patronage of its new outlet in a new
housing estate. The company wants to use area sampling to select the sample households to be
interviewed. The sample may be drawn in the manner outlined below.
___________________________________________________________________________________
Step 1: Determine the geographic area to be surveyed, and identify its subdivisions. Each
subdivision cluster should be highly similar to all others. For example, choose ten housing
blocks within 2 kilometers of the proposed site [say, Model Town ] for your new retail outlet;
assign each a number.
Step 2: Decide on the use of one-step or two-step cluster sampling. Assume that you decide to
use a two-stage cluster sampling.
Step 3: Using random numbers, select the housing blocks to be sampled. Here, you select 4
blocks randomly, say numbers #102, #104, #106, and #108.
Step 4: Using some probability method of sample selection, select the households in each of the
chosen housing block to be included in the sample. Identify a random starting point (say,
apartment no. 103), instruct field workers to drop off the survey at every fifth house
(systematic sampling).
Non-probability samples
Convenience sampling
Drawn at the convenience of the researcher. Common in exploratory
research. Does not lead to any conclusion.
Judgmental sampling
Sampling based on some judgment, gut-feelings or experience of the
researcher. Common in commercial marketing research projects. If
inference drawing is not necessary, these samples are quite useful.
Quota sampling
An extension of judgmental sampling. It is something like a two-stage
judgmental sampling. Quite difficult to draw.
Snowball sampling
Used in studies involving respondents who are rare to find. To start with, the
researcher compiles a short list of sample units from various sources. Each
of these respondents are contacted to provide names of other probable
respondents.
Quota Sampling
To select a quota sample comprising 3000 persons in country X using three control
characteristics: sex, age and level of education.
Here, the three control characteristics are considered independently of one another.
In order to calculate the desired number of sample elements possessing the various
attributes of the specified control characteristics, the distribution pattern of the
general population in country X in terms of each control characteristics is examined.
Control
Characteristics
Population
Distribution
Sample Elements
Gender: ....
.................
Male......................
Female ..................
50.7%
49.3%
Male
Female
Age: .........
.................
.................
13.4%
53.3%
33.3%
20-29 years
30-39 years
40 years & over
Religion: ..
Christianity ...........
76.4%
Christianity
3000 x 76.4% = 2292
.................
Islam .....................
14.8%
Islam
3000 x 14.8% = 444
.................
Hinduism ..............
6.6%
Hinduism
3000 x 6.6% = 198
.................
Others ...................
2.2%
Others
3000 x 2.2% = 66
_________________________________________________________________________________
_
Evaluation Criteria
Nature of research
Non-probability
sampling
Exploratory
Relative magnitude
sampling vs.
non-sampling error
Larger non-sampling
error
High
[Heterogeneous]
Population variability
Low
[Homogeneous]
Favorable
Statistical Considerations
Unfavorable
High
Sophistication Needed
Low
Relatively Longer
shorter
Time
High
Budget Needed
Larger sampling
errors
Relatively
Low
Table 1
% Margin of Error
95% Confidence
99% Confidence
9,604
16,590
2,401
4,148
1,068
1,844
601
1,037
385
664
267
461
196
339
151
260
119
250
10
97
166
5%
10%
5%
10%
500
250
218
81
250
250
124
1000
500
278
88
500
399
143
1500
624
306
91
750
460
150
2,000
696
323
92
959
498
154
3,000
788
341
94
1,142
544
158
5,000
880
357
95
1,347
586
161
10,000
965
370
96
1,556
622
164
20,000
1,014
377
96
1,687
642
165
50,000
1,045
382
96
1,777
655
166
100,000
1,058
383
96
1,809
659
166