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Types of Sampling Design

Sample design related to research

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8 views16 pages

Types of Sampling Design

Sample design related to research

Uploaded by

vardinisubi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Types of

Sampling
design
Probability and Non-Probability
Sampling
•Probability sampling is also known as ‘random
sampling’ or ‘chance sampling’.
•Under this sampling design, every item of the
universe has an equal chance of inclusion in the
sample.
​

•Non-probability sampling is that sampling procedure


which does not afford any basis for estimating the
probability that each item in the population has of
being included in the sample.​
Non Probability
Sampling Methods
Convenience sampling

• Convenience sampling is defined as a method adopted


by researchers where they collect market research data
from a conveniently available pool of respondents
based on the ease of access.
• Example, a marketing student needs to get feedback on the
“scope of content marketing in 2020.”
• The student may quickly create an online survey, send a
link to all the contacts on your phone, share a link on social
media, and talk to people you meet daily, face-to-face.
Judgement Sampling

• Judgmental or Expert sampling is usually used in situations where


the target population comprises of highly intellectual individuals
who cannot be chosen by using any other probability or non-
probability sampling technique.

• Eg. In situations where a researcher conducts convenience sampling


to gather feedback from professors about their university but the
fact that there are high chances of the results to be skewed,
researchers prefer judgmental sampling to select those professors
who will provide 100% feedback about the university.

This Photo by Unknown author is licensed under CC BY-SA-NC.


Quota Sampling

• Quota sampling means to take a very


tailored sample that’s in proportion to some
characteristic or trait of a population.
• For example, you could divide a population
by the state they live in, income or
education level, or sex.
• The population is divided into groups (also This Photo by Unknown author is licensed under CC BY.

called strata) and samples are taken from


each group to meet a quota.
• If your population consists of 45% female
and 55% male, your sample should reflect
those percentages.
Snowball Sampling

• Snowball sampling or chain-referral sampling is defined


as a non-probability sampling technique in which
the samples have traits that are rare to find.

• For example, if you are studying the level of


customer satisfaction among the members of an elite
country club, you will find it extremely difficult to
collect primary data sources unless a member of the
club agrees to have a direct conversation with you and
provides the contact details of the other members of
the club.
This Photo by Unknown author is licensed under CC BY-SA-NC.
Probability Sampling Methods
Systematic
sampling
Sample members from a larger
population are selected according to a
random starting point but with a fixed,
periodic interval.
Example
Assume that in a population of 10,000
people, a statistician selects every 100th This Photo by Unknown author is licensed under CC BY-SA-NC.

person for sampling. The sampling


intervals can also be systematic, such as
choosing a new sample to draw from
every 12 hours.
Stratified sampling
• In a stratified sample,
researchers divide a
population into
homogeneous
subpopulations
called strata (the plural
of stratum) based on
specific characteristics
(e.g., race, gender,
location, etc.). Every
member of the population
should be in exactly one
stratum.
Example
• Let’s consider a situation where a research team is
seeking opinions about religion amongst various age
groups. Instead of collecting feedback from 326,044,985
U.S citizens, random samples of around 10000 can be
selected for research. These 10000 citizens can be
divided into strata according to age,i.e, groups of 18-29,
30-39, 40-49, 50-59, and 60 and above. Each stratum
will have distinct members and number of members.
Cluster sampling
Cluster sampling is a probability sampling technique where
researchers divide the population into multiple groups
(clusters) for research. Researchers then select random
groups with a simple random or systematic random
sampling technique for data collection and data analysis.
Example
•Consider a scenario where an
organization is looking to
survey the performance of
smartphones across Germany.
They can divide the entire
country’s population into
cities (clusters) and select
further towns with the highest
population and also filter
those using mobile devices.
Area sampling is a statistical sampling
technique in which conclusions are
drawn about an environment by taking
samples of the environment from a
defined area.

Area A city map can be divided into equal


size blocks, from which random
sampling samples can be drawn.

In industrial hygiene, area sampling is


used to monitor for the presence of
hazards within an area.
Multi-stage
sampling
• Multistage sampling divides large
populations into stages to make the
sampling process more practical. A
combination of stratified sampling or
cluster sampling and simple random
sampling is usually used.
Example
• Let’s say you wanted to find out which subjects U.S.
school children preferred. A population list — a list of all
U.S. schoolchildren– would be near-impossible to come
by, so you cannot take a sample of the population.
Instead, you divide the population into states and take a
simple random sample of states. For the next stage, you
might take a simple random sample of schools from
within those states. Finally you could perform simple
random sampling on the students within the schools to
get your sample.

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