BUSINESS RESEARCH METHODS

SAMPLING DESIGN

Section 7 Group 3 Memeber

1. Yeshiwas Debalikie GSE/8211/16
2. Wasihun Tilahun GSE/0993/16
3. Yeshimebet Yemata GSE/3119/16
4. Yeamlak Endale GSE/6990/16
5. Tihitna Fentaw GSE/1102/16
6. Yordanos Samson
GSE/8658/16
7. Yonas Tesfaye GSE/7655/16
 SAMPLING DESIGN
DISCUSSION POINTS:
 Introduction
 What is sampling design?
 Census and sample survey
 Why is sampling design important?
 Types of sampling design
 How to choose a sampling design
 Sampling error
 Non-sampling error
 Conclusion
 1. INTRODUCTION

1. WHAT IS SAMPLING DESIGN?

 sample design is a definite plan for obtaining a sample
from a given population before data are collected.

 It refers to the technique or the procedure the researcher

would adopt in selecting items for the sample.

 Sample design may as well lay down the number of items

to be included in the sample i.e., the size of the sample.
There are many sample designs from which a researcher
can choose.
 CONT…

 Some designs are relatively more precise and easier

to apply than others.

 Researcher must select or prepare a sample design

which should be reliable and appropriate for his
research study
 2. Census and sample survey
 All items in any field of inquiry constitute a ‘Universe’
or ‘Population.’ Population refers to the totality of all
conceivable elements or subjects relating to a particular
phenomenon of interest to the researcher.
A
 The subjects or elements are the individual items that make
up the population, which may be observed or physically
counted, e.g. a population of banks in Ethiopia, the number
of audit staff in a company, etc.

 A complete enumeration of all items in the ‘population’ is

known as a census inquiry. It can be presumed that in such
an inquiry, when all items are covered, no element of
chance is left and highest accuracy is obtained. But in
practice this may not be true.
 Even the slightest element of bias in such an inquiry will
get larger and larger as the number of observation
increases. Moreover, there is no way of checking the
element of bias or its extent except through a resurvey or
use of sample checks.

 Besides, this type of inquiry involves a great deal of time,

money and energy.

 Therefore, when the field of inquiry is large, this method

becomes difficult to adopt because of the resources
involved. At times, this method is practically beyond the
reach of ordinary researchers.
 Perhaps, government is the only institution which can get the complete
enumeration carried out.

 Even the government adopts this in very rare cases such as population
census conducted once in a decade.

 Further, many a time it is not possible to examine every item in the

population, and sometimes it is possible to obtain sufficiently accurate
results by studying only a part of total population.
i. A population is an entire collection of objects, or entities,
or elements or individuals.
ii. An Element is unit from which information is collected and
which provides the basis of analysis.
iii. A Sample is a subset or some part of a larger population.
iv. A Sampling frame is the list of elements from which the
sample drawn.
v. A Sampling is the process of using a small number or part of a
larger population to make conclusion about the whole population.
vi. A Sample design is a definite plan for obtaining a sample frame.
vii. The population value we attempt to estimate is called a
parameter; is a characteristic of a population.
The sample calculations are known as statistics; it is a characteristic
of a sample.
 3. THE NEED FOR SAMPLING
DESIGN
 The following are some of the reasons for
sampling.
o Homogeneity: Similarities among the elements
of a population thereby making the study of a
part there-of sufficient. Therefore, if all units of
the population are alike (similar) sampling
technique is easy to use
o When census is impossible: Sometimes, it is
practically impossible to study the entire
population because of their number or nature
and pattern of dispersion.
 CONT…
o Cheaper: It is cheaper to study a sample than the entire
population.
o Fast: Sampling enables quicker results than the
whole population and enables the conduct of
large-scale studies.
o When utmost accuracy is not required: the sampling
technique is very suitable in those situations where
100% accuracy is not required, otherwise census
technique is unavoidable.
4. Types of sampling design
 4.1. Probability sampling
Probability sampling
 It is a sampling method that involves
randomly selecting a sample, or a part of
the population that you want to research.

 It is also sometimes called random sampling.

To qualify as being random, each research
unit (e.g., person, business, or organization
in your population) must have an equal
chance of being selected.
Types of probability sampling
 Cont..
A. Simple random sampling

In simple random sampling, each member of the
population has an equal chance of being selected.


This is the most basic type of probability sampling and
it is often used when the population is small or
homogeneous
 Cont…
B. Stratified sampling
 In stratified sampling, the population is divided
into strata, or subgroups.
 Cont..
 A random sample is then drawn from
each stratum.
 This of sampling is when the
type
population used is and the
researcher wants toheterogeneous
ensure that the sample is
representative of each subgroup
 CONT…
C. Cluster sampling
 In cluster sampling, the population is divided
into clusters, or groups of units.
 CONT…

 A random sample of clusters is then selected,

and all units within the selected clusters are
included in the sample.

 This type of sampling is used when the

population is geographically dispersed and it
is not feasible to sample individual units.
 CONT…
D. Systematic sampling
 Insystematic sampling, every nth unit in
the population is selected for the sample.
 This type of sampling is easy to implement
and it can be used when the population is
ordered, such as a list of names or a list of
addresses
 4. 2. Non-probability sampling

 Non-probability sampling is a sampling

method that uses non-random criteria like the
availability, geographical proximity, or expert
knowledge of the individuals you want to
research in order to answer a research question.
 Non-probability sampling is used when the
population parameters are either unknown or
not possible to individually identify. For
example, visitors to a website that doesn’t
require users to create an account could form
part of a non- probability sample.
CONT…
 4.2.1 .Convenience sampling

 In convenience sampling, the sample is selected

from the population that is most convenient to
access.
 This type of sampling is often used when the
researcher has limited time or resources
 4.2.2. Purposive sampling


In purposive sampling, the sample is selected based on the
researcher's judgment.

This type of sampling is often used when the researcher
has a specific
 4.2.3. Snowball sampling

Snowball sampling: This type of non-
probability sampling design is used when
the researcher asks members of the
population to identify other members of the
population who would be willing to
participate in the study. This means that the
sample may not be representative of the
population.
CONT…
 4.2.4.Quota Sampling
 Quota Sampling: The researcher sets quotas
for different subgroups within the population
and selects individuals to fulfill those quotas
 (Cont’d)
 To select a quota sample, the interviewers select
respondents until a pre-determined number of
respondents in certain categories are surveyed
(eg. the interviewers might select the sample to
achieve a certain age/sex breakdown reflective of
Population).

This is the method of sampling commonly used

by market researchers and political pollsters as it
can produce fairly good estimates if it is properly
conducted.
 5. Choosing a Sampling Design

Factors to Consider:

 Research Question: The nature of the

research question guides the selection of an
appropriate sampling design.

 Population Characteristics: Understanding

the population's size, distribution, and
heterogeneity influences the choice of
sampling method.
 (Cont’d)

 Resources and Time: The availability of

resources and time constraints may limit
certain sampling options.

 Sampling Error Bias: The chosen

and samplingtechnique should minimize
sampling error and potential biases
 6. Sampling Error
6.1. Sampling Error and Its Implications:
1.Definition: Sampling error is the difference
between the results obtained from a sample and the
true value of the parameter in the entire population

2. Types of Sampling Error:

A. Random Sampling Error: Inherent variability due to

random selection, unavoidable but minimized with larger
samples.
 (Cont’d)
B. Systematic Sampling Error: Occurs when
the sampling method introduces bias, leading
to inaccurate results.
 6.2. Reducing Sampling Error:

a. Increase Sample Size: A larger sample provides a more

accurate representation of the population.

b. Stratified Sampling: c. Random Sampling

Dividing the population into Techniques: Employ methods
subgroups and sampling from that give each individual an
each ensures better equal chance of selection to
representation. minimize bias.
 7: Non-Sampling Error

Definition: Non-sampling error is any error that arises

during the research process, excluding sampling
error.

Types of Non-Sampling Error:

a.Measurement Error: Inaccuracies in

measuring variables or recording data.

b.Non-Response Error: Failure to obtain data

from some individuals in the sample.
 (CONT…)
c. Processing Error: Mistakes
during data entry, coding, or
analysis.
 Minimizing Non-Sampling Error:

a. Pilot Testing: Pre-testing instruments and

procedures to identify and correct errors.

b.Thorough Training: Training data

collectors and analysts to ensure consistent
and accurate data handling.

c.Data Quality Checks: Implementing

regular checks to detect and rectify errors
throughout the data collection and analysis
process.
 8. CONCLUSION
Key Takeaways:

 Sampling design is essential for drawing

meaningful inferences about a population based on
a representative sample.

 The choice of sampling design depends on the

research question, population characteristics,
resources, and potential errors.

Minimizing sampling and non-sampling errors is

crucial for ensuring the accuracy and reliability of
research findings.