ZIKMUND BABIN

CARR GRIFFIN Chapter 16

Sampling Designs
BUSINESS and Sampling
MARKET Procedures

RESEARCH
EIGHTH EDITION

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 LEARNING
LEARNING OUTCOMES
OUTCOMES
After studying this chapter, you should be able to
1. Explain reasons for taking a sample rather than a
complete census
2. Describe the process of identifying a target population
and selecting a sampling frame
3. Compare random sampling and systematic
(nonsampling) errors
4. Identify the types of nonprobability sampling, including
their advantages and disadvantages

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 LEARNING
LEARNING OUTCOMES
OUTCOMES (cont’d)
(cont’d)
After studying this chapter, you should
5. Summarize the advantages and disadvantages of the
various types of probability samples
6. Discuss how to choose an appropriate sample design,
as well as challenges for Internet sampling

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 Sampling Terminology
• Sample
 A subset, or some part, of a larger population.
• Population (universe)
 Any complete group of entities that share some
common set of characteristics.
• Population Element
 An individual member of a population.
• Census
 An investigation of all the individual elements that
make up a population.

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 Why Sample?
• Pragmatic Reasons
 Budget and time constraints.
 Limited access to total population.
• Accurate and Reliable Results
 Samples can yield reasonably accurate information.
 Strong similarities in population elements makes
sampling possible.
 Sampling may be more accurate than a census.
• Destruction of Test Units
 Sampling reduces the costs of research in finite
populations.
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 EXHIBIT 16.1 A Photographic Example of How Sampling Works

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 EXHIBIT 16.2
Stages in the Selection
of a Sample

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 Practical Sampling Concepts
• Defining the Target Population
 What is the relevant population?
 Whom do we want to talk to?
 Population is operationally defined by specific and explicit
tangible characteristics.
• The Sampling Frame
 A list of elements from which a sample may be drawn;
also called working population.
 Sampling Frame Error
 Occurs when certain sample elements are not listed or are
not accurately represented in a sampling frame.

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 EXHIBIT 16.3 Mailing List Directory Page

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 Practical Sampling Concepts (cont’d)
• Sampling services (list brokers)
 Provide lists or databases of the names, addresses,
phone numbers, and e-mail addresses of specific
populations.
 Reverse directory
 A directory similar to a telephone directory except that listings
are by city and street address or by phone number rather
than alphabetical by last name.
• International Research
 Availability of sampling frames varies dramatically
around the world.

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 Sampling Units
• Sampling Unit
 A single element or group of elements subject to
selection in the sample.
 Primary Sampling Unit (PSU)
 A unit selected in the first stage of sampling.
 Secondary Sampling Unit
 A unit selected in the second stage of sampling.
 Tertiary Sampling Unit
 A unit selected in the third stage of sampling.

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 Random Sampling and Nonsampling Errors
• Random Sampling Error
 The difference between the sample result and the
result of a census conducted using identical
procedures.
 A statistical fluctuation that occurs because of chance
variations in the elements selected for a sample.
• Systematic Sampling Error
 Systematic (nonsampling) error results from
nonsampling factors, primarily the nature of a study’s
design and the correctness of execution.
 It is not due to chance fluctuation.

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 Random Sampling and Nonsampling Errors
(cont’d)
• Less than Perfectly Representative Samples
 Random sampling errors and systematic errors
associated with the sampling process may combine to
yield a sample that is less than perfectly
representative of the population.

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 EXHIBIT 16.4 Errors Associated with Sampling

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 Probability versus Nonprobability Sampling
• Probability Sampling
 A sampling technique in which every member of the
population has a known, nonzero probability of
selection.
• Nonprobability Sampling
 A sampling technique in which units of the sample are
selected on the basis of personal judgment or
convenience.
 The probability of any particular member of the
population being chosen is unknown.

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 Nonprobability Sampling
• Convenience Sampling
 Obtaining those people or units that are most
conveniently available.
• Judgment (Purposive) Sampling
 An experienced individual selects the sample based
on personal judgment about some appropriate
characteristic of the sample member.
• Quota Sampling
 Ensures that various subgroups of a population will
be represented on pertinent characteristics to the
exact extent that the investigator desires.

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 Nonprobability Sampling (cont’d)
• Possible Sources Of Bias
 Respondents chosen because they were:
 Similar to interviewer
 Easily found
 Willing to be interviewed
 Middle-class

• Advantages of Quota Sampling

 Speed of data collection
 Lower costs
 Convenience

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 Nonprobability Sampling (cont’d)
• Snowball Sampling
 A sampling procedure in which initial respondents are
selected by probability methods and additional
respondents are obtained from information provided
by the initial respondents.

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 Probability Sampling
• Simple Random Sampling
 Assures each element in the population of an equal
chance of being included in the sample.
• Systematic Sampling
 A starting point is selected by a random process and
then every nth number on the list is selected.
• Stratified Sampling
 Simple random subsamples that are more or less
equal on some characteristic are drawn from within
each stratum of the population.

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 Proportional versus Disproportional
Sampling
• Proportional Stratified Sample
 The number of sampling units drawn from each
stratum is in proportion to the population size of that
stratum.
• Disproportional Stratified Sample
 The sample size for each stratum is allocated
according to analytical considerations.

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 EXHIBIT 16.5 Disproportional Sampling: Hypothetical Example

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 Cluster Sampling
• Cluster Sampling
 An economically efficient sampling technique in which
the primary sampling unit is not the individual element
in the population but a large cluster of elements.
 Clusters are selected randomly.

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 EXHIBIT 16.6 Examples of Clusters

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 Multistage Area Sampling
• Multistage Area Sampling
 Involves using a combination of two or more
probability sampling techniques.
 Typically, geographic areas are randomly selected in
progressively smaller (lower-population) units.
 Researchers may take as many steps as necessary to
achieve a representative sample.
 Progressively smaller geographic areas are chosen until a
single housing unit is selected for interviewing.

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 EXHIBIT 16.8 Geographic Hierarchy Inside Urbanized Areas

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 What Is the Appropriate Sample Design?

Degree
Degreeof
of
Accuracy
Accuracy

National
Nationalvs.
vs. Resources
Local
Local Appropriate
Appropriate Resources
Sample
Sample
Design
Design

Knowledge
Knowledgeof of Time
Time
Population
Population

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 EXHIBIT 16.9 Comparison of Sampling Techniques: Nonprobability Samples

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 EXHIBIT 16.10 Comparison of Sampling Techniques: Probability Samples

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