Sampling Overview

University of Technology, Mauritius • Target population

To whom you wish to generalise
BUSINESS RESEARCH METHODS • Sampling frame
Those who have a chance to be selected
Session 3 • Sample
Those who were selected and responded
By • Representativeness
Reza Beebeejaun The extent to which the sample is a good
indicator of the target population

Population & Sample What is sampling?

A population in statistics
refers the entire set of
A sample is a set of data • “Sampling is the process of selecting units (e.g.,
drawn from the
individuals under study. population. people, organizations) from a population of
interest so that by studying the sample we may
Population
Sample fairly generalize our results back to the
population from which they were chosen.”
Subset
- Trochim (2006)
Parameter Statistic
Populations have Samples have
Parameters Statistics
A descriptive measure of a A descriptive measure of a
population sample

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 Representativeness of a sample
Why sample? depends on:

• Reduces cost, time, sample size etc. • Adequacy of sampling frame

• If the sample is representative, the sample
data allows inferences to be drawn about
the total population.
• Sampling method
• Adequacy of sample size
• Response rate – both the % & representativeness
of people in sample who actually complete
survey
• It is better to have a small, representative sample
than a large, unrepresentative sample.

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Sampling process Types of samples

１．Identify target population

２．Select sampling method
３．Calculate sample size for desired power.
４．Maximise return rate

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 Random/probability sampling
Each unit has an equal chance of selection
Selection occurs entirely by random chance
Also called representative sampling
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Simple random sampling
• Everyone in the target population has
an equal chance of selection
• Useful if clear study area or
population is identified
• Similar to a lottery:
•List of names are assigned #s and
randomly select #s of
respondents
• Randomly select # through table
of random #s or by computer
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Non-random / non-probability
• Also called purposive or judgemental sampling
• Useful for exploratory research and case study research
• Able to get large sample size quickly
• Limitations include potential bias and non-
representativeness
Systematic Samples
A systematic sample is a sample in which each member of
the population is assigned a number. A starting number is
randomly selected and sample members are selected at
regular intervals.
Every fourth member is chosen.
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 Stratified Samples
A stratified sample has members from each segment of a population.
This ensures that each segment from the population is represented.
Sub-divide population into strata (e.g., by gender, age, or location)
Then random selection from within each stratum
Cluster Samples
A cluster sample has all members from randomly selected
segments of a population. This is used when the population
falls into naturally occurring subgroups.

All members
in each
selected group
are used.
Freshmen Sophomores Juniors Seniors

The city of Port louis divided into city blocks.

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Multistage sampling Convenience Samples

• With multistage sampling, we select a sample by using
combinations of different sampling methods.
For example, in Stage 1, we might use cluster sampling to
choose clusters from a population. Then, in Stage 2, we
might use simple random sampling to select a subset of
elements from each chosen cluster for the final sample.
A convenience sample consists only of available members
of the population.
Example:
You are doing a study to determine the number of years of
education each teacher at your college has. Identify the sampling
technique used if you select the samples listed.
1.) You randomly select two different departments and survey each
teacher in those departments.

2.) You select only the teachers you currently have this semester.

3.) You divide the teachers up according to their department and

then choose and survey some teachers in each department. Continued.
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 Snowball sampling The Quota Sample
• Useful for difficult to access populations e.g., illegal
immigratnts, drug users 1. Determine what the population looks like in terms
• Respondents recommend other respondents of specific qualities.
• e.g., in studying ecstasy users, gain trust of a few 2. Create “quotas” based on those qualities.
potential respondents and ask them to recommend the 3. Select people for each quota.
researcher to other potential respondents

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Purposive sampling When should we use which types of

• Respondents selected for a particular purpose e.g.,
because they may be “typical” respondents
• e.g., select sample of tourists aged 40-60 as this is the
typical age group of visitors to Canberra
• e.g., Frequent flyers to contact regarding service quality
in an airline setting
sampling ?
•It depends on our purpose, population, type of
universe and the situation.
•Suppose, you are able to get clusters, which have
elements representing the entire population, you may
go for cluster sampling.
•If you want to really use a good method, have random
sampling in that method.

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 What is sampling error? Sample size?
To determine the sample size, you need to calculate the necessary
sample size for a different combination of levels of precision,
•The difference in the value identified by confidence level (95%), and variability.

sample and the population parameter is called Where n is the sample size,

sampling error. N is the population size

•For example, population mean is 20 but e is the level of precision

sample mean is 18, so sampling error = 2
The level of precision, sometimes called sampling error, is the range in
which the true value of the population is estimated to be. This range
is often expressed in percentage points, (e.g., ±5 percent)
A proportion of .5 indicates the maximum variability in a population
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