Professional Documents
Culture Documents
Research Methods
William G. Zikmund
Chapter 06:
Sample Designs and Sampling Procedures
Sampling Terminology
Sample: A subset, or some part, of a larger population.
Plan procedure
for selecting sampling units
Conduct fieldwork
Two Major Categories of Sampling
Probability sampling: A sampling technique in which every
member of the population has known, nonzero probability of
selection.
Two types of probability sampling
o Simple Random Sampling
o Complex Random Sampling: Includes
i)Systematic sample, ii) Stratified sample, iii) Cluster sample,
iv) Multistage area sample
Non probability sampling : A sampling technique in which units of
the sample are selected on the basis of personal judgment or
convenience.
i) Convenience, ii) Judgment, iii) Quota , iv) Snowball
Simple Random Sampling
4. Feasible alternative
Nonprobability Sampling
Convenience: The sampling procedure used to obtain those units
or people most conveniently available.
Judgment: A technique in which an experienced individual selects
the sample based upon some appropriate characteristic of the
sample member.
Quota: A procedure that ensures that various subgroups in the
population are represented pertinent characteristics to the exact
extent that the investigator desire
Snowball: A sampling procedure in which initial respondents are
selected by probability methods and additional respondents are
obtained from information provided by the initial respondents.
Errors
Sampling Error:
Random Sampling Error
Non Sampling Error/Systematic Error
Random Sampling Error
The difference between the sample results and the result of a
census conducted using identical procedures
Systematic Errors:
Occurs when
Imperfect aspect of the research design that involves;
Response error
Mistake in the execution of the research
Error comes from such sources as sample bias
Mistake in recording responses
Sampling frame error (when certain sample elements are
excluded or when the entire population is not accurately
represented in the sampling frame)
Non response error (The statistical difference between a
survey that includes only those who responded and a survey
that also includes who failed to respond).
Determine the Sample Size
z 2 p (1 p )
n
e2
Where
z tabulated zvalue 90 1.645, 95 1.96 99 2.576
p proportion
e error , level of confidence
N PopulationSize
When population Size known
n0 N
n
n0 ( N 1)