Sample and Sampling Method (Sampling Design)

Sampling is the process of choosing the group that you ultimately use
to obtain your research data.

Sample is a subset of a larger group of people you want to draw

conclusions about (a population). This subset, known as a sample, is
carefully selected to mirror the characteristics of the larger population
as closely as possible.

“Sample is Representative” which means that the individuals selected

(who serve as respondents of the study) or data points included in the
sample accurately reflect the characteristics and diversity of the
larger population from which it was drawn. By ensuring that the
sample is representative, researchers can draw conclusions about the
larger population with greater confidence.

Sampling Design is the method you use to choose your sample. It

serves as the roadmaps for the selection of your survey sample. The
objective of sampling design is to ensure that your selected sample
allows you to generalize your findings to the entire population you’re
targeting.

What to consider in choosing the Sampling Design?

1. Representativeness - the degree to which a sample accurately reflects the

characteristics of the larger population it is drawn from. In other words, a representative
sample should be a miniature version of the entire population, where the proportions of different
sub-groups or categories within the sample mirror those in the whole population.

2. Generalizability - When a sample is representative, conclusions drawn from the sample

can be generalized to the larger population with more confidence. This allows researchers to
make inferences about the entire group based on their findings from the smaller sample.

3. Potential Biases - By ensuring representativeness, we try to minimize the chance

of bias creeping into the results. Sampling biases occur when certain groups or individuals are
systematically overrepresented or underrepresented in the sample, leading to skewed findings.

Types of Sampling Designs

A. Probability Sampling – a technique used in quantitative research where every

member of the target population has a known and non-zero chance of being selected
for the sample. This ensures that the sample is representative of the larger population,
allowing you to generalize your findings to the entire group.
- often used in quantitative research

B. Non-Probability Sampling – is a technique in which the researcher selects the sample

based on subjective judgment rather than the random selection. In this method, not all the
members of the population have a chance to participate in the study.

is a technique used in quantitative research where not every member of the target
population has an equal or known chance of being selected for the sample. This means
the resulting sample may not be fully representative of the population, and generalizing
findings to the entire group can be risky. However, non-probability sampling methods
can still be valuable for specific research goals and situations.

- often used in Qualitative research

Probability Sampling Methods Non-probability Sampling Methods

Probability Sampling is a sampling technique in which Non-probability sampling method is a technique in

samples taken from a larger population are chosen based which the researcher chooses samples based on
on probability theory. subjective judgment, preferably random selection.

These are also known as Random sampling methods. These are also called non-random sampling methods.

These are used for research which is conclusive. These are used for research which is exploratory.

These involve a long time to get the data. These are easy ways to collect the data quickly.

There is an underlying hypothesis in probability

The hypothesis is derived later by conducting the
sampling before the study starts. Also, the objective of
research study in the case of non-probability sampling.
this method is to validate the defined hypothesis.
Types of Probability Sampling

1. Simple Random Sampling:

Definition: Each member of the population has an equal chance of being selected.
Method: Lottery-style selection, random number generators, etc.
Best for: Homogeneous populations where sub-groups are not important.
- In simple random sampling technique, every item in the population has an equal and likely
chance of being selected in the sample. Since the item selection entirely depends on the chance,
this method is known as “Method of chance Selection”. As the sample size is large, and the
item is chosen randomly, it is known as “Representative Sampling”.

Example: Suppose we want to select a simple random sample of 200 students from a school.
Here, we can assign a number to every student in the school database from 1 to 500 and use a
random number generator to select a sample of 200 numbers.

2. Stratified Random Sampling:

Definition: The population is divided into sub-groups (strata) based on

relevant characteristics, and then a random sample is drawn from each
stratum.
Method: Identify strata, draw proportionate or disproportionate samples
within each.
Best for: Heterogeneous populations where specific sub-groups are of
interest.
- In a stratified sampling method, the total population is divided into smaller
groups to complete the sampling process. The small group is formed based on a
few characteristics in the population. After separating the population into a smaller
group, the statisticians randomly select the sample.

Example: There are three bags (A, B and C), each with different balls. Bag A has
50 balls, bag B has 100 balls, and bag C has 200 balls. We have to choose a sample
of balls from each bag proportionally. Suppose 5 balls from bag A, 10 balls from
bag B and 20 balls from bag C.

3. Systematic Sampling:

Definition: Select a random starting point and then choose every nth element
from the ordered list of the population.
 Method: Requires a complete and ordered list, calculate sampling interval
based on sample size.
Best for: Ordered populations where complete list exists, simplifies
selection.

- In the systematic sampling method, the items are selected from the target
population by selecting the random selection point and selecting the other methods
after a fixed sample interval. It is calculated by dividing the total population size
by the desired population size.

Example: Suppose the names of 300 students of a school are sorted in the reverse
alphabetical order. To select a sample in a systematic sampling method, we have to
choose some 15 students by randomly selecting a starting number, say 5. From
number 5 onwards, will select every 15th person from the sorted list. Finally, we
can end up with a sample of some students.

4. Cluster Sampling:

Definition: Divide the population into clusters (e.g., schools, cities),

randomly select some clusters, and include all members within those
clusters.
Method: Choose clusters randomly, use convenience sampling within
selected clusters.
Best for: Geographically dispersed populations when accessing complete list
is difficult.

- In the clustered sampling method, the cluster or group of people are formed from
the population set. The group has similar significatory characteristics. Also, they
have an equal chance of being a part of the sample. This method uses simple
random sampling for the cluster of population.

Example: An educational institution has ten branches across the

country with almost the number of students. If we want to collect
some data regarding facilities and other things, we can’t travel to
every unit to collect the required data. Hence, we can use random
sampling to select three or four branches as clusters.

All these four methods can be understood in a better manner

with the help of the figure given below. The figure contains various
examples of how samples will be taken from the population using
different techniques.
5. Multistage Sampling:

 Definition: Combines two or more sampling methods (e.g., stratified within

clusters).

 Method: Apply different methods at different stages of selection.

 Best for: Complex populations with multiple relevant characteristics and

difficulties accessing complete list.

Types of Non-Probability Sampling

1. Convenience sampling: Selecting readily available individuals or groups, often

leading to biased samples.
In a convenience sampling method, the samples are selected from the population directly because
they are conveniently available for the researcher. The samples are easy to select, and the
researcher did not choose the sample that outlines the entire population.
Example:

In researching customer support services in a particular region, we ask your few customers to
complete a survey on the products after the purchase. This is a convenient way to collect data.
Still, as we only surveyed customers taking the same product. At the same time, the sample is not
representative of all the customers in that area.

2. Purposive sampling: Selecting individuals based on specific characteristics relevant to your

research question. Also called as judgmental sampling

In purposive sampling, the samples are selected only based on the researcher’s knowledge. As
their knowledge is instrumental in creating the samples, there are the chances of obtaining highly
accurate answers with a minimum marginal error. It is also known as judgmental sampling or
authoritative sampling.

3. Snowball sampling: Asking initial participants to recruit others who share similar
characteristics.

Snowball sampling is also known as a chain-referral sampling technique. In this method, the
samples have traits that are difficult to find. So, each identified member of a population is asked
to find the other sampling units. Those sampling units also belong to the same targeted
population.

Seed - It refers to the initial participant(s) who kick-start the sampling process. They are the
first individuals you recruit and interview, and they play a crucial role in shaping the sample you
ultimately obtain.

4. Quota sampling: Setting quotas for specific sub-groups to ensure some representation in the
sample.

- your population is divided into categories determined by the researcher. Depending on the
research, you may need a particular number of males or females, or you may need your sample
to represent a certain income level or age range. Bias may occur simply based on the categories
chosen by the researchers.

- In the quota sampling method, the researcher forms a sample that involves the individuals to
represent the population based on specific traits or qualities. The researcher chooses the sample
subsets that bring the useful collection of data that generalizes the entire population.

Situations where non-probability sampling can be used in quantitative research:

1. Exploratory research and pilot studies: When you're initially exploring a topic and
don't need statistically generalizable results, non-probability methods like convenience
sampling or purposive sampling can be helpful to gather initial data and refine your
research questions.

2. Research with specific sub-populations: If you're interested in a specific subgroup

within a larger population that is difficult or expensive to access fully, non-probability
methods like snowball sampling or quota sampling can help you reach that group.

3. Feasibility and resource constraints: When random sampling is impractical due to

time, budget, or access limitations, non-probability methods offer a quicker and more
accessible alternative.