CHAPTER 1

1.2 Sampling and Data Collection

Method
By
Noor Fadhilah Mohd Ramlan

Sampling

The process of selecting a sample from a population

Advantages : save cost, time, energy and can give better analysis

Sampling Techniques

The sampling processes of selecting samples from population

The samples selected must be random and represent the population
Choose the sampling techniques depends on homogeneity or heterogeneity of the population, the
availability of the sampling frame, the research budget and the important of the research.

Sampling Frame

A list of update information (eg: name, ic) of all elements in the population
The sampling frame must be homogeneous, complete and updated
Eg : a list name of all students, telephone directory

Types of Sampling Techniques

Non - probability
Sampling Techniques
Judgmental
sampling

Quota
sampling

Snowball
Sampling

Convenience
sampling

Probability
Sampling Techniques
Simple random
sampling
Cluster
sampling

Multistage
sampling

Systematic
sampling

Stratified
sampling

Non probability Sampling

Techniques

Probability Sampling Techniques

Not all elements of the population has the

same chance of being selected as a sample

Each element of the population has the same

chance of being selected as a sample

The sampling frame is not needed

The sampling frame is need to obtain

More convenient and less costly

Used it when a researcher plans to make

inference about the population

Non - probability Sampling Techniques

Judgmental sampling

Quota sampling

Elements are not selected randomly but by using the Researcher are usually looking for a specific
judgment of the researcher
type of respondent age, gender, race (the
most frequently used as quota controls)
The selection depends on a certain characteristics
that represent the population based on researcher
Quota indicating the number of
experiences
respondents to be interview but it is not
concern about the randomness of selection
Eg: TV reporter will meet some individuals to ask Eg: To study the opinion of the KTM service
their opinions about certain political changes. The - the respondents : 60% male, 40% female
reporter will choose depends on his/her experiences

Convenience Sampling

Snowball Sampling

Respondent are selected because they Often used when trying to interview hard to reach groups.
happen to be in the right place at the
Researcher will identify one respondent and make an
right time
interview. After being interviewed, these respondent are
The researcher simply stops anyone in
asked to identify others who belong to the target
the street and asking anyone to
population of interest
participate and interviewing anyone
This procedure is applied until the researcher obtains the
that willing to help
required number of respondents
Eg: To select 50 customers who enter a Eg: To study the behavior of drug addicts, to interview the
shopping complex to study about the
unemployed people or Minority Ethnic residents
perception of the goods price

Advantages & disadvantages

Sampling technique

Advantage

Disadvantage

Judgmental sampling

Reduced cost and time

Selection bias

Quota sampling

Sample can be controlled for certain characteristics

Selection bias

Convenience sampling

Easily applied

Selection bias

Snowball sampling

Can estimated rare characteristics

Time consuming

Probability Sampling Techniques

Simple random sampling

Drawn randomly from a sampling frame

Similar to a lottery system / lucky draw

Process involved :
i. Get a list of N elements and sort it
ii. Label each element with unit number
iii. Random number are generated by a computer to determine which n elements are to be
selected as a sample

Example:
20 students from part one AC110 which consist of 100 students are to be
selected using simple random sampling

i. Get a list name of 100 students from part one AC110 and sort it
ii. Label each name with unit number

iii. Random number are generated by using computer to determine which 20

names are to be selected as a sample

Systematic sampling
The random starting point (r) is selected and then every kth element of the population is selected
Process involved :

i. Get a list of N elements and sort it

ii. Find k = N/n

iii. Choose r between 1-k

iv. Sample selection : rth, (r+k)th, (r+2k)th, (r+3k)th, , until get n element as a sample

Example:
20 students from part one AC110 which consist of 100 students are to be
selected using systematic sampling

i. Get a list name of 100 students from part one AC110 and sort it
ii. Find k = N/n

N = 100, n = 20,

k = 100/20 = 5

iii. Choose r between 1-5. Choose r = 2

iv. Sample selection : 2nd, 7th, 12th, , until get 20 names as a sample

Stratified sampling
Divide the population into several mutually exclusive strata (group) and then select the samples
randomly from each of these strata
Elements within each stratum should be homogeneous and between strata should be heterogeneous

Population
x x

x x
x x

BM119

oo
o o
o
oo o

CS111

Sample

*
* *
* *
*
* *

AC110

Example:

There are 10 students from BM119, 12 students from CS111 and 8 students from
AC110. Explain how to select 15 students randomly.
Formula = (Size / N) x n

N = 30, n = 15

BM119 = (10 / 30) x 15 = 5

CS111 = (12 / 30) x 15 = 6
AC110 = (8 / 30) x 15 = 4

Cluster sampling
The population is divided into cluster (group) and then a random sample of cluster is selected
All elements for each selected cluster are selected as a sample
The element within each group are heterogeneous as possible and the groups are homogeneous

Population

Road A

Road B

Road C

Road D 1

Road E

Sample

Example:
Hotlink is conducting a survey to find out the average monthly prepaid in a certain college in
UiTM Shah Alam. The area consists of 10 blocks of college. Each blocks consist of 5 levels. A
random sample of 5 blocks is selected. All students who stay at the all levels in each block
are chosen are include in the sample

Multistage sampling
Is an extension of cluster sampling and involving several stages of sampling
The purpose is to reduce time and cost when working with samples from very large population

Population

Road A

Road B

Road A

Road C

Road C

Road D 1

Road D 1

Road E

Sample

Advantages & disadvantages

Sampling technique
Simple random
sampling
Systematic sampling

Stratified sampling

Advantage
Easily applied
Represent the population
Simple to design
Represent the population
Precision is improved

Represent the population

Easily applied
Cluster / Multistage
sampling
Represent the population

Disadvantage
Not efficient

Can decrease representativeness if certain

patterns exist in sampling frame
Expensive
Time consuming

Difficult to compute and interpret results

Data Collection Methods

To determine the best way to reach the respondents in order to obtain the required data
Do it at minimum cost
Choose the methods depend on:
i. Budget available for the research
ii. Time allocation for the research
iii. Accuracy of the result needed
Face to face
interview

Telephone
interview

Direct
questionnaire

Mail (postal)
questionnaire

Direct
observation

SMS, email,
Internet survey

Face to face
interview
Personal interview
2 methods:
i) The interviewer
will meet the
respondent and ask
questions
ii) Respondent will
have to go to the
interview center
whereby a few
interviewers will ask
some question

Telephone
interview

Direct
questionnaire

Mail (postal)
questionnaire

An interviewer asks The researcher will A questionnaires is

questions from a
greet respondents
sent to
prepared
and explain briefly
respondents via
questionnaire
his intention before pos with stamped
giving the
addressed
Respondents are
questionnaires to
envelope attached
only who can be
the respondents.
reached by
The respondents
telephone
Questionnaires is a
are request to fill
printed list of
up the
Normally short in
questions to be
questionnaires and
duration
answered by
return it to the
respondent
researcher within a
specific time

Direct
observation
To study the habits
or human behavior

All information
needed is being
recorded by the
researcher

Face to face interview

Telephone interview

Direct
questionnaire

Mail (postal)
questionnaire

Direct observation

Advantages

Advantages

Advantages

Advantages

Advantages

High response rates

Less expensive

Easily applied

Cheaper

Respondents will give a

spontaneous answer

Respondents can be
contacted easily

Fast to get
information

Disadvantages

Disadvantages

Expensive

Low response rates

Respondent might be too

embarrassed to answer a
personal question

Only a few and short

questions can be asked

Disadvantages

Expensive

The research
coverage is wider
Disadvantages
Low response rate
Only simple
questions can be
asked

Disadvantages
Enables the
researcher to record
what actually
happens

Time consuming

Designing a Questionnaire
The questions should be short and simple
Begin with simple and less controversial question first

Should not require calculation

Allow a answer to be ticked

The question should not too personal

Ample space should be given for the answers to be written down

Avoid open-ended questionnaires