Introduction to Marketing Research

Lesson #05: Sampling

Introduction
Sampling is one of the very important aspects of marketing research. When the population size is
large, it is difficult to survey all members of the population. In this regard, a researcher has to
select a sample to represent the target population. This process is known as sampling. In this
lesson we will learn about different methods of selecting a sample.

Learning Outcomes
By the end of this lesson, you are expected to be able to:
 Define the term sampling
 Explain the importance of sampling in marketing research
 Explain the differences between a population and a sample
 Describe different sampling techniques
 Carry out the sampling process

What is Sampling?
Sampling is the process of selecting a suitable representative part of a population to determine
parameters or characteristics of the whole population. It involves selecting a relatively small
number of elements from the population. Sampling is useful if the population size is large and if
both the cost and time associated with obtaining information from the population is high. If all
the respondents in a population are asked to provide information, such survey is called a census.
What is the Purpose of Sampling?

The purpose of sampling is to draw conclusions about populations from the samples. It is also
done to save resources e.g. time and money.

Population

A population is a total group of individual from which samples are taken for a particular purpose.

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Sample
A sample is a sub-set of a target population, which is carefully selected to represent the
population.

Types of Sampling Techniques

Sampling is classified into two basic types namely, probability sampling and non-probability
sampling.

Probability sampling: In probability sampling, each unit in the population has a chance for
being selected.

Non–probability sampling: In non-probability sampling, not all units in the population have a
chance for being selected.

Both probability and nonprobability sampling procedures can be further sub-divided into specific
sampling techniques that are appropriate for different circumstances. Classification of sampling
techniques is depicted in figure 4.

Figure 4: Classification of Sampling Techniques

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Probability Sampling Techniques
1) Simple random sampling
2) Systematic random sampling
3) Stratified random sampling
4) Cluster sampling

Simple Random Sampling: In simple random sampling, every item/member of the population
has an equal chance for being selected.

For example: There are four (4) shopping malls in a city: A, B, C & D. Suppose we need to pick
one shopping mall to visit. We write down all malls on four identical pieces of paper, fold the
pieces of paper, put them in a box and mix them. If we pull one piece of paper at random, any of
the four malls has equal chance of being selected.

Advantages of Simple Random Sampling:

 This approach is fair (totally free from bias).
 The method is simple to use.
 It allows us to make generalizations from the sample to the population

Disadvantages of Simple Random Sampling

 It is not suitable where members of the population are heterogeneous. For example, if the
target population consists of females and males, chances are that only or more males or
females may be selected.
 It is not suitable if members of the population are widely dispersed.

Activity: A marketing manager of the washing machine, brand G has the names and addresses of 1000
customers (all females). The manager wants to conduct a survey to assess the level of customer
satisfaction with the performance of the washing machine. Since he cannot survey all the customers, the
manager decides to select a sample of 100 customers to survey. The manager assigns each customer a
number between 1 and 1000, after which 100 of those numbers are selected at random. Which sampling
method is this? What are the advantages of this method? What are the disadvantages of this method?
What is the target population of these customers? What is the sample size of respondents? Which data
collection tool would you recommend for this study?

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Systematic Random Sampling: in this technique, a sample is obtained by selecting one
item/member of the population at evenly spaced regular intervals. The sampling interval is
determined by dividing the population size (N) by the desired sample size (n).

For example, the researcher has a population total of 100 customers whose names are listed in
the customer ledger in an alphabetical order and needs a sample of 20 respondents. If he
chooses to use systematic random sampling, he should divide100 by 20 and get 5. He will then
randomly select any number between 1 and five as a starting number. From there, he will select
every 5th name until he reaches the last one. By so doing he will end up with 20 selected
respondents.

Stratified Random Sampling: in this technique, a sample is obtained by dividing a population

into different groups (strata) based on some characteristics. Individual respondents are then
randomly selected from each stratum based on proportions. This method is suitable if there is
diversity among the members of the population.

For example, the researcher has realized that 1000 customers who have registered to participate
in a customer satisfaction survey come from five (5) regions (i.e. 200 from region A, 150 from
region B, 250 from region C, 100 from region D and 300 from region E). If the researcher
chooses to use stratified random sampling, he will randomly select from each region a given
number of respondents based on the proportion as follows:
 From region A: (200/1,000) x 100 = 20 respondents
 From region B: (150/1,000) x 100 = 15 respondents
 From region C: (250/1,000) x100 = 25 respondents
 From region D: (100/1,000) x 100 = 10 respondents
 From region E: (300/1,000) x 100 = 30 respondents

Cluster Sampling: a cluster sample is obtained by selecting clusters from the population on the
basis of simple random sampling.

For example, the College of Business Education decides to conduct a survey of secondary
schools in Mwanza region to determine if secondary school students are aware of the College
and its programmes. All secondary schools in Mwanza region are clusters. If the researcher
chooses to use cluster sampling method and wants 20 schools selected, he will use simple or
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systematic random sampling to select the schools, then every school selected becomes a cluster.
Thereafter, all students in each cluster must be surveyed.

Nonprobability Sampling Techniques

1) Convenience sampling
2) Judgment sampling (also known as purposive sampling)
3) Quota sampling
4) Snowball sampling

Convenience Sampling: in this method, respondents are selected depending on their availability,
accessibility and willingness to participate in a study.

For example, the College of Business Education decides to collect opinions of various
stakeholders in relation to its strictness in dress code. In this case, opinions can be collected
from respondents who are conveniently available to participate in this study.

Judgment Sampling: this method involves selection of respondents based researcher’s

judgment. In this case, the research relies on his/her own judgment when choosing members of
population to participate in the study.

For example, a researcher stops individuals on the street in order to ask their opinions about the
service offered by a certain organization.

Quota Sampling: this method involves selection of respondents who strictly meet certain
criteria. For example, age, gender, race etc.

Snowball Sampling: in this method, a sample is obtained on the basis of referral. An initial
group of respondents is randomly selected and then asked to identify other respondents who meet
the requirements of the study. Subsequent respondents are then selected on the basis of referral.

For example, the College of Business Education-Mwanza Campus wants to conduct a survey
involving alumni who graduated from the Campus in 2016. Snowball sampling may provide a
way forward.

Conclusion
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In this lesson, we have learnt about one of the important aspect of marketing research, sampling.
It has been learnt that using a sample in research saves time and money, if a suitable sampling
method is used. Various sampling techniques have been discussed. Each technique has its own
merits and demerits. To choose the most appropriate method, requires consideration of various
factors such as research objectives, availability of resources, time frame, scope of the research
etc.

Review Questions
Match each of the following descriptions with the correct type of sampling technique by
placing a (v) mark against the appropriate technique.

sampling Systematic random

Stratified random sampling

Simple random sampling

Convenience sampling
Judgment sampling

Snowball sampling
Cluster sampling

Quota sampling
Description

A sample is obtained by selecting one member of the

population at evenly spaced regular intervals
Respondents are selected depending on their availability,
accessibility and willingness to participate in a study
A sample is obtained by selecting clusters from the population
on the basis of simple random sampling
Every member of the population has an equal chance for being
selected
A sample is obtained on the basis of referral
A sample is obtained by dividing a population into different
groups based on some characteristics. Individual respondents
are then randomly selected from each group based on
proportions
Only respondents who meet certain criteria e.g. age, gender,
race etc. are selected
This method involves selection of respondents based
researcher’s judgment

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