[Year]
SAMPLING TECHNIQUES
RESEARCH METHODOLOGY
AISHA TAHIR
REGISTRATION NO: 70100058
SEMESTER: 10TH A
1. Simple Random Sampling: Every member of the population has an equal chance of being
selected. This method is often used when the population is relatively homogenous and there's a
complete list of all individuals.
Example: A researcher wants to conduct a survey on public opinion about a new
government policy. They use a random number generator to select phone numbers from
a directory and call those individuals for participation.
2. Stratified Sampling: The population is divided into distinct subgroups or strata based on
certain characteristics (e.g., age, gender, income), and then random samples are taken from each
stratum. This ensures representation from each subgroup.
Example: A university wants to survey its students about their satisfaction with different
aspects of campus life. They divide the student body into freshmen, sophomores, juniors,
and seniors, and then randomly select 100 students from each class for the survey.
3. Systematic Sampling: Individuals are selected at regular intervals from a sampling frame. For
example, every 10th person on a list might be selected. This method is straightforward and
efficient if the list is randomly ordered.
Example: A researcher wants to study the traffic flow at a busy intersection. They stand
at the intersection and systematically observe the traffic, recording data every 5th minute
for an hour.
4. Cluster Sampling: The population is divided into clusters, usually based on geographical
proximity, and then clusters are randomly selected for inclusion in the sample. All individuals
within the chosen clusters are included in the sample. This method is particularly useful when a
complete list of the population is unavailable or impractical to obtain.
Example: A health organization wants to study the prevalence of a certain disease in a city. They
divide the city into districts and randomly select three districts. Then, they survey all households
within those districts
5. Convenience Sampling: Also known as availability sampling, this involves selecting individuals
who are readily available and willing to participate in the study. While convenient, this method
may introduce bias as it may not represent the entire population.
Example: A researcher conducting a study on smartphone usage approaches people in a
shopping mall and asks them to fill out a questionnaire. The participants are whoever is
available and willing to participate at that moment.
6. Snowball Sampling: Starting with a small group of participants, researchers ask them to refer
other potential participants who meet the study's criteria. This method is often used when the
population is difficult to reach or identify, such as marginalized or hidden populations.
Example: A researcher wants to study the experiences of individuals who have recovered
from addiction. They begin by interviewing a few individuals who have successfully
overcome addiction, and then ask them to refer other individuals they know who have
had similar experiences.
7. Quota Sampling: Participants are selected non-randomly according to pre-defined quotas,
often based on demographic characteristics. Researchers ensure that the sample has the same
proportions of these characteristics as the population being studied. This method is commonly
used in market research.
Example: A market research firm wants to conduct a survey on consumer preferences for
a new beverage. They ensure that their sample includes equal proportions of males and
females and different age groups by setting quotas for each demographic category.
8. Purposive Sampling: Also known as judgmental or selective sampling, this involves selecting
individuals based on the researcher's judgment about which ones will best serve the research
purpose. While this method may introduce bias, it can be useful for exploratory research or when
specific types of participants are needed.
Example: A researcher wants to study the leadership styles of CEOs in the technology industry.
They purposefully select CEOs from a list of top technology companies known for their innovative
practices, aiming to capture a diverse range of leadership approaches within
