Determining How To Select A Sample

Determining How to
Select a Sample
Edited & Complied

By
Sanjeev S. Malage
Associate Professor
FMS Department , NIFT, Bangalore
Learning Objectives
1. To understand the concept of sampling.
2. To learn the steps in developing a sampling plan.
3. To understand the concepts of sampling error and

nonsampling error.
4. To distinguish between probability samples, and

nonprobability samples.
5. To understand sampling implications of surveying over the

Internet.
2
Sanjeev Sadashiv Malage NIFT, Bangalore
Definition of sampling
Procedure by which some members

of a given population are selected as
representatives of the entire population
3
The Concept of Sampling To understand the
concept of sampling.
Ø Sampling Defined:The process of obtaining information

from a subset of a larger group.
Ø A market researcher takes the results from the sample to

make estimates of the larger group.
Ø Sampling a small percentage of a population can result in

very accurate estimates.
4
Why do we use samples ?
Get information from large populations

– At minimal cost
– At maximum speed
– At increased accuracy
– Using enhanced tools
5
What we need to know
• Concepts
– Representativeness
– Sampling methods
– Choice of the right design
6
Sampling and representativeness
Sampling
Population
Sample
Target Population
Target Population è Sampling Population è Sample

7
Steps in Developing a Sample Plan
Step 7. Step 2. Choose

Execute Data Collection
Operational Plan Method
Step1.
Define the
Population of
Step 6. Develop Interest Step 3.
Operational Plan Choose Sampling
Frame
Step 5. Determine (4)

Sample Size Select a
Sampling Method
8
Steps In Developing A To learn the steps in
Sampling Plan developing a sample plan.
Step One: Defining the Population of Interest

Specifying the characteristics from whom information is
needed.
Define the characteristics of those that should be
excluded.
Step Two: Choose Data Collection Method
Impacts for the sampling process.
Step Three: Choosing Sampling Frame
A list of elements or members from which we select units
to be sampled.
9
Basic Concepts in Sampling
• Population: the entire group under study

as defined by research objectives
– Researchers define populations in
specific terms such as “heads of
households located in areas served
by the company who are responsible
for making the decision.”
10
Sanjeev Sadashiv Malage, NIFT, Bangalore
• Sample: a subset of the population
that should represent the entire group
• Sample unit: the basic level of
investigation
• Census: an accounting of the
complete population
11
Steps In Developing A To learn the steps in
Sampling Plan developing a sample plan.
Step Four: Select a Sampling Method

The selection will depend on:
• The objectives of the study
• The financial resources available
• Time limitations
• The nature of the problem
12
Steps In Developing A Sampling Plan
Step Five: Determine Sample Size

• Available budget
• Rules of thumb
Step Six: Develop of Operational Procedures for
Selecting Sample Elements
Specify whether a probability or nonprobability
sample is being used
Step Seven: Execution the Sampling Plan
The final step of the operational sampling plan
Include adequate checking of specified procedures.
13
Classification of Sampling Methods
Sampling
methods
Probability
samples Nonprobability
samples
Simple Convenience Snowball

Systematic
random
Cluster Stratified Judgement Quota
14
Two Basic Sampling Methods
• Probability samples: ones in which
members of the population have a
known chance (probability) of being
selected into the sample
• Non-probability samples: instances in
which the chances (probability) of
selecting members from the
population into the sample are
unknown
15
Probability Sampling:
Simple Random Sampling
• Simple random sampling:
• the probability of being selected into

the sample is “known” and equal for
all members of the population
– E.g., Blind Draw Method
– Random Numbers Method
16
Simple random sampling
• Principle
–Equal chance of drawing each unit
• Procedure
–Number all units
–Randomly draw units
17
Probability Sampling:
1.Simple Random Sampling
– Advantage:
• Known and equal chance of selection
– Disadvantages:
• Complete accounting of population
needed
• Cumbersome to provide unique
designations to every population
member
18
Example: evaluate the prevalence of tooth
decay among the 1200 children attending
a school
• List of children attending the school

• Children numerated from 1 to 1200
• Sample size = 100 children
• Random sampling of 100 numbers
between 1 and 1200
How to randomly select?
19
20
Probability Sampling
Systematic Sampling
• Systematic sampling: way to select a
random sample from a directory or
list that is much more efficient than
simple random sampling
– Skip interval=population list
size/sample size
21
Systematic sampling
• N = 1200, and n = 60
Þ sampling fraction = 1200/60 = 20
• List persons from 1 to 1200
• Randomly select a number between 1
and 20 (ex : 8)
Þ 1st person selected = the 8th on
the list
Þ 2nd person = 8 + 20 = the 28th
etc .....
22
Systematic sampling
23
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
46 47 48 49 50 51 52 53 54 55 ……..
24
Systematic sampling
25
Systematic Sampling
– Advantages:
• Approximate known and equal
chance of selection…it is a probability
sample plan
• Efficiency…do not need to designate
every population member
• Less expensive…faster than SRS
– Disadvantage:
• Small loss in sampling precision
26
Cluster Sampling
• Cluster sampling: method in
which the population is divided
into groups, any of which can be
considered a representative
sample
– Area sampling
27
Cluster sampling
• Principle
– Random sample of groups (“clusters”)

of units
– In selected clusters, all units or
proportion (sample) of units included
28
Cluster Sampling
• In cluster sampling the population is
divided into subgroups, called
“clusters.”
• Each cluster should represent the
population.
• Area sampling is a form of cluster
sampling – the geographic area is
divided into clusters.
29
Cluster Sampling
• One cluster may be selected to
represent the entire area with the
one-step area sample.
• Several clusters may be selected
using the two-step area sample.
30
A Two-Step Cluster Sample
• A two-step cluster sample (sampling
several clusters) is preferable to a
one-step (selecting only one cluster)
sample unless the clusters are
homogeneous.
31
Example: Cluster sampling
Section 1 Section 2
Section 3
Section 5
Section 4
32
cluster sampling
To evaluate vaccination coverage:
• Without list of persons
• Total population of villages
• Randomly choose 30 clusters
• 30 cluster of 7 children each= 210 children
33
Cluster Sampling
– Advantage:
• Economic efficiency…faster and
less expensive than SRS
– Disadvantage:
• Cluster specification error…the
more homogeneous the clusters,
the more precise the sample
results
34
Stratified Sampling
• When the researcher knows the
answers to the research question are
likely to vary by subgroups…
35
Stratified Sampling
• Stratified sampling: method in which
the population is separated into
different strata and a sample is taken
from each stratum
– Proportionate stratified sample
– Disproportionate stratified sample
36
Stratified sampling
• Principle :
– Classify population into internally

homogeneous subgroups (strata)
– Draw sample in each strata
– Combine results of all strata
37
Stratified Sampling
– Research Question: “To what extent
do you value your college degree?”
Answers are on a five point scale: 1=
“Not valued at all” and 5= “Very
highly valued”
• We would expect the answers to vary
depending on classification. Freshers
are likely to value less than Alumni. We
would expect the mean scores to be
higher as classification goes up.
38
Stratified Sampling
– Research Question: “To what extent
do you value your college degree?”
• We would also expect there to be more
agreement (less variance) as
classification goes up. That is, seniors
should pretty much agree that there is
value. Freshers will have less
agreement.
39
Stratified Sampling
• Why is stratified sampling more
accurate when there are skewed
populations?
– The less variance in a group, the less
sample size it takes to produce a
precise answer.
– Why? If 99% of the population (low
variance) agreed on the choice of Brand
A, it would be easy to make a precise
estimate that the population preferred
Brand A even with a small sample size.
40
Stratified Sampling
– But, if 33% chose Brand A, and 23%
chose B, and so on (high variance) it
would be difficult to make a precise
estimate of the population’s preferred
brand…it would take a larger sample
size…
41
Stratified Sampling
– Stratified sampling allows the
researcher to allocate more sample size
to strata with less variance and less
sample size to strata with less variance.
Thus, for the same sample size, more
precision is achieved.
– This is normally accomplished by
disproportionate sampling. Seniors
would be sampled LESS than their
proportionate share of the population
and freshmen would be sampled more. 42
Stratified Sampling
– Advantage:
• More accurate overall sample of
skewed population…see next slide
for WHY
– Disadvantage:
• More complex sampling plan
requiring different sample size for
each stratum
43
Nonprobability Sampling
• With nonprobability sampling
methods selection is not based on
fairness, equity, or equal chance.
– Convenience sampling
– Judgment sampling
– Referral sampling
– Quota sampling
44
• May not be representative but they
are still used very often. Why?
– Decision makers want fast,
relatively inexpensive answers…
nonprobability samples are faster
and less costly than probability
samples.
45
• May not be representative but they
are still used very often. Why?
– Decision makers can make a
decision based upon what 100 or
200 or 300 people say…they don’t
feel they need a probability sample.
46
• Convenience samples: samples
drawn at the convenience of the
interviewer
– Error occurs in the form of
members of the population who are
infrequent or nonusers of that
location
47
• Judgment samples: samples that
require a judgment or an “educated
guess” as to who should represent
the population
– Subjectivity enters in here, and
certain members will have a
smaller chance of selection than
others
48
• Referral samples (snowball samples):
samples which require respondents
to provide the names of additional
respondents
– Members of the population who are
less known, disliked, or whose
opinions conflict with the
respondent have a low probability
of being selected
49
• Quota samples: samples that use a
specific quota of certain types of
individuals to be interviewed
– Often used to ensure that
convenience samples will have
desired proportion of different
respondent classes
50
Online Sampling Techniques
• Random online intercept sampling:
relies on a random selection of Web
site visitors
• Invitation online sampling: is when
potential respondents are alerted that
they may fill out a questionnaire that
is hosted at a specific Web site
51
Online Sampling Techniques
• Online panel sampling: refers to
consumer or other respondent panels
that are set up by marketing research
companies for the explicit purpose of
conducting surveys with
representative samples
52
• Sampling error: any error in a survey
that occurs because a sample is used
• A sample frame: a master list of the
entire population
• Sample frame error: the degree to
which the sample frame fails to
account for all of the population…a
telephone book listing does not
contain unlisted numbers
53

Determining How To Select A Sample

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Determining How to

Edited & Complied

2. To learn the steps in developing a sampling plan.

3. To understand the concepts of sampling error and

4. To distinguish between probability samples, and

5. To understand sampling implications of surveying over the

Procedure by which some members

Ø Sampling Defined:The process of obtaining information

Ø A market researcher takes the results from the sample to

Ø Sampling a small percentage of a population can result in

Get information from large populations

Target Population è Sampling Population è Sample

Step 7. Step 2. Choose

Step 5. Determine (4)

Step One: Defining the Population of Interest

• Population: the entire group under study

Step Four: Select a Sampling Method

Step Five: Determine Sample Size

Simple Convenience Snowball

Cluster Stratified Judgement Quota

• the probability of being selected into

• List of children attending the school

– Random sample of groups (“clusters”)

– Classify population into internally

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