The Sampling Process:
Sampling is the process of selecting a sufficient number of right elements from
the population, so that the study of the sample and an understanding of its
properties or its characteristics make it possible for us to generalize such
properties of population. The major steps include in sampling are as under:
[Link] the target population. 2. Determine the sampling
frame.
[Link] the sampling design/method. [Link] of sample size.
[Link] the sampling process.
1. Defining the Target Population: In general, target population is defined in
terms of element, sampling unit, extent, and time frame. The definition should be
in line with the objectives of the research study. For ex, if a kitchen appliances
firm wants to conduct a survey to discover the demand for its micro ovens, it may
define the population as ‘all women above the age of 20 who cook (assuming that
very few men cook)’. However this definition is too broad and will include every
household in the country, in the population that is to be covered by the survey.
Therefore the definition can be further refined and defined at the sampling unit
level, that, all women above the age 20, who cook and whose monthly household
income exceeds Rs.20,000. This reduces the target population size and makes the
research more focused. Another example is, for an banker interested in saving
habits of blue-collar workers in the mining industry in the US, so for him his target
population might be all blue-collar workers in that industry throughout the
country. So all above examples illustrate that the research objective and the
scope of the study play very crucial role in defining the target population.
2. Determining the Sampling Frame: Once the definition of the population is
clear a researcher should decide on the sampling frame. A sampling frame is the
list of elements from which the sample may be drawn. Continuing with the micro
oven ex, an ideal sampling frame would be a database that contains all the
households that have a monthly income above Rs.20,000. However, in practice it
is difficult to get an exhaustive sampling frame that exactly fits the requirements
of a particular research. In general, researchers use easily available sampling
frames like telephone directories and lists of credit card and mobile phone users.
Various private players provide databases developed along various demographic
and economic variables. Sometimes, maps and aerial pictures are also used as
sampling frames. Whatever may be the case, an ideal sampling frame is one that
entire population and lists the names of its elements only once. A sampling frame
error pops up when the sampling frame does not accurately represent the total
population or when some elements of the population are missing another
drawback in the sampling frame is over –representation. A telephone directory
can be over represented by names/household that have two or more
connections.
3. Determine the sampling design: The sampling method outlines the way in
which the sample units are to be selected. The choice of the sampling method is
influenced by the objectives of the business research, availability of financial
resources, time constraints, and the nature of the problem to be investigated. All
sampling methods can be grouped under two distinct heads, that is, probability
and non-probability sampling. In probability sampling the elements in the
population have some known, non- zero chance or probability of being selected
as a sample subjects. In nonprobability sampling the elements do not have
unknown or predetermined chance of being selected as subjects. Probability
sampling designs are used when the representativeness of the sample is of
importance in the interests of wider generalizability. When time or other factors,
rather than generalizability, become critical, nonprobability sampling is generally
used.
4. Determination of Sample Size: The sample size plays a crucial role in the
sampling process because it is very difficult to determine either sample size will
be 40 or more than 40 or 40 is enough. Following are the factors decisions on
sample size as:
The research objective.
The extent of precision desired.
The acceptable risk in predicting that level of precision.
The amount of variability in the population itself.
The cost and time constraints.
In some cases, the size of the population itself.
Thus how long the sample size should be is the function of these six factors.
5. Executing the sampling process:
This is the final step in the sampling process, where the actual selection of the
sample elements is carried out. At this stage, it is necessary that the interviewers
stick to the rules outlined for the smooth implementation of the business
research. This step involves implementing the sampling plan to select the
sampling plan to select a sample required for the survey.
