SAMPLING METHODS

PROBABILITY & NON-PROBABILITY METHODS

Institute of Business & Information Technology

Sampling Methods

WHAT IS SAMPLING?
A sample is a smaller (but hopefully representative) collection of units from a population used to
determine truths about that population.
And sampling is the process of selecting units (e.g., people, organizations) from a population of interest
so that by studying the sample we may fairly generalize our results back to the population from which
they were chosen.
It is a process used in statistical analysis in which a predetermined number of observations will be
taken from a larger population. The methodology used to sample from a larger population will
depend on the type of analysis being performed, but will include simple random sampling,
systematic sampling and observational sampling.

TYPES OF SAMPLING METHODS:

The sampling methods include:

1. Probability (Random) Sample

a. Simple random sample
b. Systematic random sample
c. Stratified random sample
d. Multistage sample
e. Cluster sample
2. Non-Probability Samples
a. Convenience sample
b. Snowball Sampling
c. Judgment Sampling
d. Quota

1 PROBABILITY SAMPLING
A probability sampling method is any method of sampling that utilizes some form of random selection.
In order to have a random selection method, you must set up some process or procedure that assures
that the different units in your population have equal probabilities of being chosen.
Probability methods require a sample frame i.e. a comprehensive list of the population of interest.
Probability methods rely on random selection in a variety of ways from the sample frame of the
population. They permit the use of higher level statistical techniques which require random selection,
and allow you to calculate the difference between your sample results and the population equivalent
values so that you can confidently state that you know the population values.

TYPES OF PROBABILITY SAMPLING:

1. Simple random sample
It is a subset of a statistical population in which each member of the subset has an equal probability of
being chosen.
A simple random sample is meant to be an unbiased representation of a group.
An example of a simple random sample would be a group of 25 employees chosen out of a hat from a
company of 250 employees. In this case, the population is all 250 employees, and the sample is random
because each employee has an equal chance of being chosen.

2. Systematic Random Sampling

It is a type of probability sampling method in which sample members from a larger population are
selected according to a random starting point and a fixed, periodic interval. This interval, called the
sampling interval, is calculated by dividing the population size by the desired sample size. Despite the
sample population being selected in advance, systematic sampling is still thought of as being random,
provided the periodic interval is determined beforehand and the starting point is random.
Choosing a sample size through a systematic approach can be done quickly.
For example, if you wanted to select a random group of 1,000 people from a population of 50,000 using
systematic sampling, you would simply select every 50th person, since 50,000/1,000 = 50.

3. Stratified Random Sampling

It is a method of sampling that involves the division of a population into smaller groups known as strata.
In stratified random sampling, the strata are formed based on members' shared attributes or
characteristics. A random sample from each stratum is taken in a number proportional to the stratum's
size when compared to the population. These subsets of the strata are then pooled to form a random
sample.
Stratified random sampling divides a population into subgroups, or strata, and random samples are
taken, in proportion to the population, from each of the strata created. The members in each of the

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stratum formed have similar attributes and characteristics. This method of sampling is widely used and
very useful when the target population is heterogeneous. Stratified random sampling can be used, for
example, to sample students grade point averages across the nation, people that spend overtime hours
at work and the life expectancy across the world.
For example, a study examines the views of research participants in a hypothetical HIV vaccine study. In
particular, it examines views regarding individual compensation for participation and post-trial benefits
to the community in which the trial took place. Here, the total population is stratified according to
regions i.e. Peri-urban, rural, and deep rural.

4. Cluster Sampling
Cluster sampling is the sampling method where different groups within a population are used as a
sample. This is different from stratified sampling in that you will use the entire group, or cluster, as a
sample rather than a randomly selected member of all groups.
Cluster random sampling is used where the target population can be naturally divided into clusters,
where each cluster is similar in profile to every other cluster. A subset of clusters is then randomly
selected for sampling.
For example, suppose that the Department of Agriculture wishes to investigate the use of pesticides by
farmers in Lahore. A cluster sample could be taken by identifying the different territories in Lahore as
clusters. A sample of these territories (clusters) would then be chosen at random, so all farmers in those
territories selected would be included in the sample. It can be seen here then that it is easier to visit
several farmers in the same county than it is to travel to each farm in a random sample to observe the
use of pesticides.

5. Multi-Stage Sampling
Multi-stage sampling is a complex form of cluster sampling which contains two or more stages in sample
selection. In simple terms, in multi-stage sampling large clusters of population are divided into smaller
clusters in several stages in order to make primary data collection more manageable.
A multi-stage sample is one in which sampling is done sequentially across two or more hierarchical
levels.
An example of multi-stage sampling is where, firstly, electoral sub-divisions (clusters) are sampled from
a city or state. Secondly, blocks of houses are selected from within the electoral sub-divisions and, thirdly,
individual houses are selected from within the selected blocks of houses.

2 NON-PROBABILITY SAMPLING
Non-probability sampling is a sampling technique where the samples are gathered in a process that does
not give all the individuals in the population equal chances of being selected. In non-probability
sampling, subjects are chosen to be part of the sample in non-random ways.
Probability sampling is designed to allow extrapolation from a small, highly representative sample, to a
larger population. This statistical inference allows us to describe a population and is used when you
want to answer the where and how many questions.

TYPES OF NON-PROBABILITY SAMPLING:

1. Convenience Sampling
When a sample is drawn to suit the convenience of the researcher, it is called convenience sampling. For
example, it may be more convenient to conduct interviews on textile industry labor practices with
employees from only one textile company; or select motorists from only one petrol station to interview
on fuel brand preferences; or select items for inspection from only one shift instead of a number of
shifts.
For example, a study to determine the average age and sex of gamblers at a casino that is conducted
for three hours on a weekday afternoon might be overrepresented by elderly people who have retired
and underrepresented by people of working age. Also called accidental sampling.

2. Snowball Sampling
Snowball sampling is used when it is not easy to identify the members of the target population for
reasons of sensitivity or confidentiality (e.g. in studies related to HIV/AIDS, gangster activity, drug
addiction, sexuality, poaching or illegal immigrants). If one member can be identified, then this person is
asked to identify other members of the same target population. Each identified person would be asked
to identify other members. In this way, the sample is built up. Again the selection of the sampling units
is non-random and potentially biased.
For example, if obtaining subjects for a study that wants to observe a rare disease, the researcher may
opt to use snowball sampling since it will be difficult to obtain subjects. It is also possible that the
patients with the same disease have a support group; being able to observe one of the members as your
initial subject will then lead you to more subjects for the study.

3. Judgment Sampling
When researchers use their judgment alone to select the best sampling units to include in the sample,
then judgment sampling has been applied. For example, only professional footballers (instead of any
football players) are selected and interviewed on the need for rule changes in the sport; or only labor
union leaders are selected (instead of general workers) to respond to a study into working conditions in
the mining industry.

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For example, in a study wherein a researcher wants to know what it takes to graduate summa cum
laude in college, the only people who can give the researcher first hand advise are the individuals who
graduated summa cum laude. With this very specific and very limited pool of individuals that can be
considered as a subject, the researcher must use judgmental sampling.

4. Quota Sampling
Quota sampling involves the setting of quotas of sampling units to interview from specific subgroups of
a population. When the quota for any one subgroup is met, no more sampling units are selected from
that subgroup for interview. This introduces selection bias into the sampling process.
For example, a researcher may set a quota to interview 40 males and 70 females from the 25- to 40year age group on their savings practices. When the quota of interviews for any one subgroup is reached
(either the males or the females), no further eligible sampling units from that subgroup are selected for
interview purposes. The main feature of quota sampling is the non-random selection of sampling units to
fulfil the quota limits.

Advantages and disadvantages

Probability Sampling:
Advantages: Since it is done at random, the whole process is unbiased. This is good to use in smaller
populations, of course it doesn't 100% protect from bias (depending on the question). But this option is
a quicker way of achieving information.
Disadvantages: if you are sampling information from a large population this will take too much time and
patience. There is also no guarantee that what these people say, represents what another group of
people believe.

Non-probability sampling:
Advantages: This is more accurate because we are targeting a specific group, therefore the answers will
be similar to what the rest of the population (of this group) will answer.
Disadvantages: This is more biased, because the individuals chosen are not at random. They also might
not represent what another population thinks

Basic Differences between Probability & NonProbability Sampling Methods

Probability Sampling
1)
2)
3)
4)

We can have a complete sampling frame.

We can select a random sample from our population.
We can generalize our results from a random sample.
This method can be more expensive and time-consuming.

Non-probability Sampling
1)
2)
3)
4)

This method is used when there is no exhaustive population list available.

It is not random.
It can be effective when trying to generate ideas and getting feedback.
More convenient and less costly, but doesnt hold up to expectations of probability theory.

Applications
Probability Sampling
Following points illustrates the applications of probability sampling:

Easily understandable
Results are projectable
Include all important sub populations
Increase representativeness
Cost effective

Non-Probability Sampling

Less expensive
Less time consuming.
Sample can be controlled for certain characteristics.
It is biased
No assurance of representative.

Advantages & Disadvantages

Probability Sampling
ADVANTAGES:
a) It does not depend upon the existence of detailed information about the universe for its
effectiveness.
b) It provides estimators which are essentially unbiased and have measurable precision.
c) It is possible to evaluate the relative efficiency various sample designs only when probability
sampling is used.

DISADVANTAGES:
a) The one disadvantage with probability sampling is of flaws to randomness model i.e. people may
cheat the system
b) It is time consuming and tedious
c) It is less random.

Non-Probability Sampling
ADVANTAGES:
a) It is more accurate because one is targeting specific group.
b) It is lower in cost as compared to probability sampling
c) It is less time consuming.

DISADVANTAGES:
a) In this type of sampling broad generalizations cannot be made about entire population of
people
b) It is more biased because individuals chosen are not at random.
c) Reliability cannot be measured in non-probability sampling.