SAMPLING METHOD

CHAPTER 3: METHODOLOGY (Understanding data and

ways to systematically collect data) ➢ PROBABILITY SAMPLING - Refers to a sampling
technique in which samples are obtained using
RESEARCH DESIGN some objective chance mechanism, thus involves
RANDOMIZATION.
➢ ETHNOGRAPHY
• (Ethno = people, Graphy = writing) Commonly used probability sampling techniques
• Refers to the direct description of a group, culture or
community. A. Simple random sampling - a process that does not
• Ethnography translates to writing about people. only give each element in the population a chance
• Aims to study a particular group of people in their of being included in the sample but also makes the
natural settings. selection of every possible combination of the
• Wants to describe and interpret the behavior of desired number of cases equally likely.
different kinds of people, culture or population. • Sample is selected in one of two ways: by
• This can pertain to a specific type of culture, means of a table of random numbers or by
community, school, or workplace. using the lottery technique

B. Systematic random sampling - systems are the ones

➢ NARRATIVE ANALYSIS to determine who should compose the sample.
• An approach that includes stories that reflect on • If you want to have a sample of 150, you may select
people’s experience and the meaning that this a set of numbers like 1 to 15, and out of a list of
experience has for them. 1,500 students, take every 15th name on the list
until you complete the total number of respondents
to constitute your sample.
➢ PHENOMENOLOGY
• An approach that focuses on the subjective C. Stratified random sampling - The group comprising
experience of the individual and seeks to the sample is chosen in a way that such group is
understand the essence or structure of a liable to subdivision during the data analysis stage.
phenomenon from the perspective of those who • A study needing group-by-group analysis finds
have experienced them. stratified sampling the right probability sampling to
use.

➢ CASE STUDY D. Cluster sampling - This is a probability sampling that

• A bounded system, a single entity, a unit around makes you isolate a set of persons instead of
which there are boundaries. individual members to serve as sample members.
• The difference of case study with other approaches • For example, if you want to have a sample of 120 out
to qualitative research is that it gives a more in- of 1,000 students, you can randomly select three
depth analysis to a topic with a use of more data sections with 40 students each to constitute the
gathering procedures at the same time. sample.

Begin composing the methodology of your study by

providing the required information below. ➢ NON-PROBABILITY SAMPLING - A technique used
when there is NO WAY of estimating the probability
A. Definition of specific method(s) to be used that each element has of being included in the
B. Reference sample
C. Definition and description of theoretical concepts to
be used Commonly used non-probability sampling techniques
D. Rationale for choosing this specific methodology
1. Convenience/Availability sampling - subjects are
selected because of their convenient accessibility
and proximity to the researcher, also called
accidental or availability sampling.
Examples of Convenience/Availability Sampling DATA GATHERING TECHNIQUES

• In CLINICAL PRACTICE (medical field), patients who ➢ OBSERVATION - A technique of gathering data
are available to medical people are usually their whereby you personally watch, interact, or
sample. communicate with the subjects of your research.
• In RESEARCH, samples are usually those who simply
volunteer for the study. TYPES OF OBSERVATION
• Interviews by television news program to “the man 1. Participant Observation - the researcher takes part
on the street” to get quick reading of public opinion. in the activities of the individual or group being
2. Snowball sampling - works like a chain referral. observed.
After observing the initial subject, the researcher • Your actual involvement enables you to obtain
asks for assistance from the subject to help identify firsthand knowledge about the subjects’ behavior
people with a similar trait of interest. and the way they interact with one another.

Examples of Snowball Sampling 2. Naturalistic Observation - this happens when a

researcher observes the behavior of a group of people
• Obtaining subjects for a study that wants to observe in their natural setting.
a RARE DISEASE. It is also possible that the patients • For example, if you want to observe the behavior of
with the same disease have a support group; being students inside a classroom without putting any
able to observe one of the members as your initial external disturbances on them then you are using
subject will then lead you to more subjects for the naturalistic observation.
study.
3. Purposive/Judgment sampling - the researcher 3. Non-naturalistic Observation - this type of
selects units to be sampled based on their observation happens when you take your respondents
knowledge and professional judgment. out of their natural environment and put them in an
• you sample with a “purpose in mind” environment of your choice.
• You observe how people behave when they are not
Example of Purposive/Judgement Sampling in their usual settings.
• COCOLIFE staff in SM • One situation for this is taking a group of high
4. Quota sampling - gathering a representative sample school students and letting them attend one or two
from a group based on certain characteristics of the college classes where you must observe their
population chosen by the researcher. learning behaviors.
• the population is divided into specific groups • Non-naturalistic observation is where you as a
researcher decide what is the “ideal” environment
STEPS-BY-STEPS QUOTA SAMPLING for you to complete your research.
➢ INTERVIEW - You verbally ask the subjects or
1. The first step is to divide the population into respondents questions to give answers to what
exclusive subgroups. your research study is trying to look for.
2. Identify the proportions of these subgroups in the
population; this same proportion will be applied in TYPES OF INTERVIEWS
the sampling process.
3. Finally, the researcher selects subjects from the 1. Structured Interview - This is an interview that
various subgroups until the desired sample size is requires the use of an interview schedule or a list
reached while taking into consideration the of questions answerable with one and only item
proportions noted in the previous step. from a set of alternative responses.
4. The final step ensures that the sample is • Choosing one answer from the given set of answers,
representative of the entire population. the respondents are barred from giving answers
that reflect their own thinking or emotions about
the topic.
• You, the researcher, are completely pegged at the
interview schedule or prepared list of questions.
2. Unstructured Interview - In this type of interview, members are one downside of this interview
the respondents answer the questions based on approach. (Denzin 2013; Feinberd 2013)
what they personally think and feel about it.
• There are no suggested answers. 3. Mediated Interview - No face-to-face interview is
• They purely depend on the respondents’ decision- true for this interview approach because this takes
making skills, giving them opportunity to think place through electronic communication devices
critically about the question. such as telephones, mobile phones, email, among
others.
• Though mediated interview disregards non-verbal
3. Semi-Structured Interview - Here, you prepare a communication (e.g., bodily movements, gestures,
schedule or a list of questions that is accompanied facial expressions, feelings, eye contact, etc.), many,
by a list of expressions from where the nonetheless, consider this better because of the big
respondents can pick out the correct answer. number of respondents it is capable of reaching
However, after choosing one from the suggested despite the cost, distance, and human disabilities
answers, the respondents answer another set of affecting the interview.
questions to make them explain the reasons behind
their choices. Steps in Conducting an Interview
• Allowing freedom for you to change the questions 1. Getting to Know Each Other
and for the respondents to think of their own 2. Having an Idea of the Research
answers, this semi-structured interview is a flexible 3. Starting the Interview
and an organized type of interview. (Rubin 2012; 4. Conducting the Interview Proper
Bernard 2013) 5. Putting an End to the Interview
6. Pondering Over Interview Afterthoughts
➢ QUESTIONNAIRE - A questionnaire is a paper
APPROACHES OF INTERVIEW containing a list of questions including the
1. Individual Interview - Only one respondent is specific place and space in the paper where you
interviewed here. write the answers to the questions.
• The reason behind this one-on-one interview is the
lack of trust the interviewees have among TYPES OF QUESTIONNAIRES
themselves. 1. Closed-ended questionnaires - this type of
• One example of this is the refusal of one questionnaire is similar to a structured interview.
interviewee to let other interviewees get a notion This is mostly used when you want to conduct
of or hear his or her responses to the questions. surveys on your respondents.
• Hence, he or she prefers to have an individual • This is mostly for statistical purposes and the
interview separate from the rest. questions are already prepared for your
• This is a time-consuming type of interview because respondents to answer. These types of
you have to interview a group of interviewees one questionnaires usually have boxes for the
by one. respondents to put a check mark.

2. Group Interview - In this interview approach, you 2. Open-ended questionnaires - unlike close-ended
ask the question not to one person, but to a group questionnaires, this type of questionnaire leaves a
of people at the same time. The group members blank space for the respondents to give their point
take turns in answering the question. This approach of view about a specific question.
is often used in the field of business, specifically in
marketing research. 3. Combination of both - this type of questionnaire
• Researchers in this field, whose primary aim in combines both the close-ended and open-ended
adhering to this interview approach is to know questionnaires. For example, you may want to ask a
people’s food preferences and consumer yes or no question to your respondents and also
opinions; they also call this as focus group want them to explain why they have answered yes
interview. or no.
• The chances of having some respondents
getting influenced by the other group
QUIZ

Read the following scenarios and identify what type

of sampling method is being used then explain why.

1. A research about customer satisfaction in a specific

restaurant uses this kind of sampling technique by
giving survey questionnaires to any customer that
enters their establishment. They take advantage of
whoever is readily available and does not consider
any criteria for choosing them as respondents in the
survey.
2. Ace is a psychology professor and wants to conduct
research about psychosis and schizophrenia. In
order to get participants for his study, he enlisted
the help of his previous patients which he now
considers as his close friends to be his respondents.
3. Shiela used crowdsourcing through facebook to
look for respondents in her study about behavioral
psychology. She posted a status asking her friends if
they know someone that is willing to participate in
her study.

Read the following scenarios and try to identify which

approach in research design is appropriate to use
(Historical Approach, Phenomenology, Case Study or
Ethnography), then explain why.

1. A researcher wants to study the farming techniques

and livelihood of Lumads and how it is tied to the
culture of their people.
2. A research study will be conducted on the
experiences of several people in the communities
that were affected by typhoon Yolanda.
3. A researcher wants to have an examination on the
accuracy of information in the documents that were
found during the martial law era.