Sampling
“Scientific research is systematic, controlled, empirical,
and critical investigation of natural phenomena guided by
theory and hypotheses about the presumed relations
among such phenomena.”
Kerlinger, 1986
Sampling Definition
• A sample is “a smaller (but hopefully
representative) collection of units from a
population used to determine truths about
that population” (Field, 2005)
OR
• Procedure by which some members of a given
population are selected as representatives of
the entire population.
SAMPLING…….
STUDY POPULATION
SAMPLE
TARGET POPULATION
Sampling Importance
• Advantages of sampling are:
• It is economical and practical.
• Faster and cheaper.
• It can yield more comprehensive information.
• It is more accurate.
• Gives results with known accuracy that can be
calculated mathematically.
Sampling Types
• Non-probability samples:
• some people have a greater, but unknown, chance
than others of selection.
• Probability samples
• Each member of the population has an equal
chance of being selected.
Non-probability Samples
• Quota sampling.
• Purposive sampling.
• Convenience sampling.
• Snowball sampling.
Quota Sampling
• Non random sampling in which the
investigator chooses sample members to fulfil
a specified “quota’.
• Sample reflects population structure
Time/resources constraints.
• Quota sampling is often used in market
research. Interviewers are required to find
cases with particular characteristics.
Purposive Sampling
• The researcher attempts to obtain sample that
appears to him/her to be representative of the
population.
• Often used in political polling -districts chosen
because their pattern has in the past provided
good idea of outcomes for whole electorate.
Convenience Sampling
• Convenience sampling defined as a group of individuals
believed to be representative of the population from
which it is selected, but chosen because it is close at
hand rather than being randomly selected.
• Selection of the sample is at the convenience of the
researcher.
• Biased.
• e.g. when you simply ask any patient in your clinic who
is willing to participate.
Snowball sampling
• You initially contact a few potential
respondents and then ask them whether they
know of anybody with the same characteristics
that you are looking for in your research.
• For example, if you wanted to interview a
sample of vegetarians / cyclists / people with a
particular disability / people who support a
particular political party etc …..
Probability Samples
• Simple random sampling.
• Systematic sampling.
• Stratified sampling.
• Cluster sampling.
Simple Random Sampling
• Principle:
• Equal chance of drawing each unit
• Procedure:
• Number all units.
• Randomly draw units.
Systematic Random Sampling
• N = 1200, and n = 60
• sampling fraction= 1200/60 = 20
• List persons from 1 to 1200
• Randomly select a number between 1 and 20
(ex : 8)
• 1stperson selected = the 8th on the list
• 2nd person = 8 + 20 = the 28th
• etc .....
Systematic Random Sampling
• Advantages:
• Ensures representatively across list
• Easy to implement
• Disadvantages:
• Need complete list of units
• Periodicity-underlying pattern may be a problem
(characteristics occurring at regular intervals)
Stratified Sampling
• Principle :
• Classify population into internally homogeneous subgroups
(strata)
• Draw sample in each strata
• Combine results of all strata
• Procedure:
• Divide (stratify) sampling frame into homogeneous subgroups
(strata) e.g. age-group, urban/rural areas, regions, occupations;
• Draw random sample in each stratum
• If strata population size unequal: sample same proportion of
subjects from each stratum (the same sampling fraction is used,
so probability proportional to size)
Stratified Sampling
• Advantages:
• Can acquire information about whole population and
individual strata.
• Precision increased if variability within strata is smaller
(homogenous) than between strata.
• Disadvantages:
• Sampling error is difficult to measure.
• Different strata can be difficult to identify.
• Loss of precision if small numbers in individual strata
(resolved by sampling proportional to stratum population).
Cluster Sampling
• Principle:
• Whole population divided into groups e.g.
Neighbourhoods.
• Random sample taken of these groups (“clusters”).
• Within selected clusters, all units e.g. households
included (or random sample of these units).
Cluster Sampling
• Advantages:
• Simple as complete list of sampling units within
population not required.
• Less travel/resources required.
• Disadvantages:
• Cluster members may be more alike than those in
another cluster (homogenous)….and
• This “dependence” needs to be taken into account in
the sample size and in the analysis (“design effect”).
Method Selection
• Population to be studied:
• Size/geographical distribution.
• Heterogeneity with respect to variable.
• Availability of list of sampling units.
• Level of precision required.
• Resources available.
Sampling Quality
• Precision:
• A high precision means that we could, if we would
take different samples of the same population,
reproduce the same or similar results.
• Validity :
• Sample should accurately reflect distribution of
relevant variable in population.
• Representativeness essential to generalise.
• Ensure representativeness before starting.
Thank You
