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Sampling:
Design and Procedures
1) Overview
2) Sample or Census
3) The Sampling Design Process
i. Define the Target Population
ii. Determine the Sampling Frame
iii. Select a Sampling Technique
iv. Determine the Sample Size
v. Execute the Sampling Process
Table 11.1
Conditions Favoring the Use of
Type of Study Sample Census
Fig. 11.1
Fig. 11.2
Sampling Techniques
Nonprobability Probability
Sampling Techniques Sampling Techniques
Fig. 11.3
11.3
A B C D E
1 6 11 21
Group D happens to
16
assemble at a
convenient time and
2 7 12 17 22 place. So all the
elements in this
Group are selected.
3 8 13 18 23
The resulting sample
consists of elements
16, 17, 18, 19 and 20.
4 9 14 19 24
Note, no elements are
selected from group
5 10 15 20 25 A, B, C and E.
Copyright © 2010 Pearson Education, Inc. 11-12
Judgmental Sampling
• Test markets
• Purchase engineers selected in industrial
marketing research
• Bellwether precincts selected in voting
behavior research
• Expert witnesses used in court
1 6 16 21
The researcher considers
11
groups B, C and E to be
typical and convenient.
2 7 12 17 22 Within each of these
groups one or two
elements are selected
3 8 13 18 23 based on typicality and
convenience. The
resulting sample
4 9 14 19 24 consists of elements 8,
10, 11, 13, and 24. Note,
no elements are selected
5 10 15 20 25 from groups A and D.
Copyright © 2010 Pearson Education, Inc. 11-14
Quota Sampling
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
Fig. 11.3
A B C D E
A quota of one
1 11 16 21
element from each
6
group, A to E, is
imposed. Within each
2 7 12 17
group, one element is
22
selected based on
judgment or
3 8 13 18 23 convenience. The
resulting sample
consists of elements
4 9 14 19 24 3, 6, 13, 20 and 22.
Note, one element is
selected from each
5 10 15 20 25 column or group.
Copyright © 2010 Pearson Education, Inc. 11-16
Snowball Sampling
1 6 11 16 21 Select five
random numbers
from 1 to 25. The
2 7 12 17 22
resulting sample
consists of
3 8 13 18 23 population
elements 3, 7, 9,
16, and 24. Note,
4 9 14 19 24
there is no
element from
5 10 15 20 25 Group C.
Copyright © 2010 Pearson Education, Inc. 11-20
Systematic Sampling
Select a random
1 6 11 16 21 number between 1
and 5, say 2.
The resulting sample
2 7 12 17 22
consists of
population 2,
3 8 13 18 23 (2+5=) 7, (2+5x2=) 12,
(2+5x3=)17, and
(2+5x4=) 22. Note, all
4 9 14 19 24
the elements are
selected from a
5 10 15 20 25 single row.
Copyright © 2010 Pearson Education, Inc. 11-23
Stratified Sampling
Randomly select a
1 6 11 16 21
number from 1 to 5
for each stratum, A to
2 7 12 17 22 E. The resulting
sample consists of
3 8 18 23
population elements
13
4, 7, 13, 19 and 21.
Note, one element
4 9 14 19 24
is selected from each
column.
5 10 15 20 25
Randomly select 3
1 6 11 16 21 clusters, B, D and E.
Within each cluster,
randomly select one
2 7 12 17 22
or two elements. The
resulting sample
3 8 13 18 23 consists of
population elements
7, 18, 20, 21, and 23.
4 9 14 19 24
Note, no elements
are selected from
5 10 15 20 25 clusters A and C.
Copyright © 2010 Pearson Education, Inc. 11-30
Types of Cluster Sampling
Fig 11.5
Cluster Sampling
Fig. 11.6
Internet Sampling
Simple Random
Sampling
Table 11.4
Conditions Favoring the Use of
Factors Nonprobability Probability
sampling sampling