Steps in Sampling Process

An operational sampling process can be divided into seven steps as given below:

1. Defining the target population.

2. Specifying the sampling frame.
3. Specifying the sampling unit.
4. Selection of the sampling method.
5. Determination of sample size.
6. Specifying the sampling plan.
7. Selecting the sample.

1. Defining the Target Population:

Defining the population of interest, for business research, is the first step in sampling process. In
general, target population is defined in terms of element, sampling unit, extent, and time frame. The
definition should be in line with the objectives of the research study. For ex, if a kitchen appliances
firm wants to conduct a survey to ascertain the demand for its micro ovens, it may define the population
as ‘all women above the age of 20 who cook (assuming that very few men cook)’. However this
definition is too broad and will include every household in the country, in the population that is to be
covered by the survey. Therefore the definition can be further refined and defined at the sampling unit
level, that, all women above the age 20, who cook and whose monthly household income exceeds
Rs.20,000. This reduces the target population size and makes the research more focused. The
population definition can be refined further by specifying the area from where the researcher has to
draw his sample, that is, households located in Hyderabad.

2. Specifying the Sampling Frame:

Once the definition of the population is clear a researcher should decide on the sampling frame. A
sampling frame is the list of elements from which the sample may be drawn. Continuing with the micro
oven ex, an ideal sampling frame would be a database that contains all the households that have a
monthly income above Rs.20,000. Whatever may be the case, an ideal sampling frame is one that
entire population and lists the names of its elements only once.

3. Specifying the Sampling Unit:

A sampling unit is a basic unit that contains a single element or a group of elements of the population
to be sampled. In this case, a household becomes a sampling unit and all women above the age of
20 years living in that particular house become the sampling elements. If it is possible to identify the
exact target audience of the business research, every individual element would be a sampling unit.
This would present a case of primary sampling unit. However, a convenient and better means of
sampling would be to select households as the sampling unit and interview all females above 20 years,
who cook. This would present a case of secondary sampling unit.

4. Selection of the Sampling Method:

The sampling method outlines the way in which the sample units are to be selected. The choice of the
sampling method is influenced by the objectives of the business research, availability of financial
resources, time constraints, and the nature of the problem to be investigated. All sampling methods
can be grouped under two distinct heads, that is, probability and non-probability sampling.

5. Determination of Sample Size:

The sample size plays a crucial role in the sampling process. There are various ways of classifying
the techniques used in determining the sample size. In non-probability sampling procedures, the
allocation of budget, importance of the decision, number of variables, and completion rates play a
major role in sample size determination. In the case of probability sampling, however, formulas are
used to calculate the sample size.

6. Specifying the Sampling Plan:

In this step, the specifications and decisions regarding the implementation of the research process are
outlined.

7. Selecting the Sample:

This is the final step in the sampling process, where the actual selection of the sample elements is
carried out. At this stage, it is necessary that the interviewers stick to the rules outlined for the smooth
implementation of the business research.

Sampling Procedure – Selection Criteria

What is Sampling Criteria ?

Sampling Criteria is one must remember that two costs are involved in a sampling analysis viz., the
cost of collecting the data and the cost of an incorrect inference resulting from the data.

A researcher must take into account the two causes of incorrect inferences:

systematic bias and sampling error. Systematic bias arises due to errors in the sampling
procedures; also, it cannot be reduced or eliminated by increasing the sample size. The
causes of these errors are detectable and can be rectified. Generally, systematic bias
results due to one or more of the following factors:

1. Inappropriate sampling frame: In case the sampling frame is inappropriate (a

biased representation of the universe), it results in a systematic bias.
2. Defective measuring device: When the measuring device shows constant error,
it results in systematic bias. In a survey, if the questionnaire or the interviewer is
biased, it results in systematic bias. Similarly, if the physical measuring device is
defective, it shows systematic bias in the data collected through such a measuring
device.
3. Non-respondents: If all the individuals included in the sample are not involved, it
might cause systematic bias. This is because, in such a situation the possibility of
establishing contact from an individual is often correlated with what is to be
estimated.
4. Natural bias in data reporting: Natural bias of respondents often causes
systematic bias in many inquiries. We can find a downward bias in the income data
collected by government, whereas we find an upward bias in the income data
collected by some social organization. People tend to understate their income if
 asked about it for tax purposes. But, they overstate the same when it is a question
of their social status.

Sampling errors are random variations in the sample estimates. Sampling errors
decrease with an increase in the sample size and are of a smaller magnitude in case of
a homogeneous population.

Measurement of sampling error is usually called precision of the sampling plan. An

increase in sample size improves the precision. But, increasing the sample size has its
own limitations: a large-sized sample increases the cost of data collection and also adds
to systematic bias. The most effective way to increase precision is to select a sampling
design, which has smaller sampling error for a given sample size at a given cost.

In brief, while selecting a sampling procedure, researcher must ensure that the
procedure causes a relatively small sampling error and helps to control the
systematic bias in a better way.