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The Nature of
Sampling
• Sampling
• Population Element
• Population
• Census
• Sampling frame
Sample
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SAMPLING
• Sample -- contacting a portion of the
population (e.g., 10% or 25%)
– best with a very large population (n)
– easiest with a homogeneous population
• Census -- the entire population
– most useful is the population ("n") is small
– or the cost of making an error is high
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Population
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Census
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Characteristics of Good Samples
• Representative
• Accessible
• Low cost
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Why Sample?
Availability
Lower cost
of elements
Sampling
provides
Greater Greater
speed accuracy
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When Is A Census Appropriate?
Feasible Necessary
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What Is A Good Sample?
Accurate Precise
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Population Vs.
Sample
Population of Interest
Population Sample
Sample
Parameter Statistic
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…this (bad)…
Sample
Population
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…or this (VERY bad)…
Sample
Population
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Stages in the
Define the target population
Selection
of a Sample Select a sampling frame
Plan procedure
for selecting sampling units
Conduct fieldwork
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Target Population
• Relevant Population
• Operationally Define
• Comic Book Reader?
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Sampling Frame
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Sampling Units
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Random Sampling Error
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Systematic Errors
• Nonsampling errors
• Unrepresentative sample results
• Not due to chance
• Due to study design or imperfections in
execution
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Errors Associated with
Sampling
• Sampling Frame Error
• Random Sampling Error
• Nonresponse Error
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Two Major Categories of
Sampling
• Probability Sampling
• Known, nonzero probability for every element
• Nonprobability Sampling
• Probability of selecting any particular member is
unknown
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Sampling Design Process
Define Population
Determine Appropriate
Sample Size
Execute Sampling
Design DRVRAMANUJAM07@GMAIL.COM
Probability Sampling
An objective procedure in which the probability of
selection is nonzero and is known in advance for each
population unit.
It is also called random sampling.
Ensures information is obtained from a representative
sample of the population
Sampling error can be computed
Survey results can be projected to the population
More expensive than non-probability samples
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Probability Sampling
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Simple Random Sampling
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Simple Random Sampling (SRS)
• Population members are selected directly from the
sampling frame
• Equal probability of selection for every member
(sample size/population size)
• 400/10,000 = .04
• Use random number table or random number
generator
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Simple Random Sampling
N = the number of cases in the sampling frame
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Objective: To select n units out of N
such that each NCn has an equal
chance of being selected
Procedure: Use a table of random
numbers, a computer random
number generator, or a mechanical
device to select the sample
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Systematic Sampling
• A simple process
• Every nth name from the list will be drawn
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Stratified Sampling
• Probability sample
• Subsamples are drawn within different
strata
• Each stratum is more or less equal on some
characteristic
• Do not confuse with quota sample
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Systematic Sampling
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systematic random sample
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Stratified Sampling (I)
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Stratified Random Sampling
Population is divided on the basis of
characteristic of interest in the population
e.g. male and female may have different
consumption patterns
Has a smaller sampling error than simple
random sample since a source of variation is
eliminated
Ensures representativeness when
proportional sampling used
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Stratified Sampling (II)
• Direct Proportional Stratified Sampling
– The sample size in each stratum is proportional to the
stratum size in the population
• Disproportional Stratified Sampling
– The sample size in each stratum is NOT proportional
to the stratum size in the population
– Used if
1) some strata are too small
2) some strata are more important than others
3) some strata are more diversified than others
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Cluster Sampling
• The purpose of cluster sampling is to sample
economically while retaining the characteristics of
a probability sample.
• The primary sampling unit is no longer the
individual element in the population
• The primary sampling unit is a larger cluster of
elements located in proximity to one another
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Examples of Clusters
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Examples of Clusters
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Examples of Clusters
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Nonprobability Sampling
• Convenience
• Judgment
• Quota
• Snowball
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Convenience Sampling
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Alberta Canada International Totals
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Snowball Sampling
• A variety of procedures
• Initial respondents are selected by
probability methods
• Additional respondents are obtained from
information provided by the initial
respondents
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What is the
Appropriate Sample Design?
• Degree of Accuracy
• Resources
• Time
• Advanced Knowledge of the Population
• National versus Local
• Need for Statistical Analysis
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After the Sample Design
is Selected
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Or
Thanking you
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