1

Chapter


Sample Designs
and
Sampling Procedures
PROF. REKHA SARAF



Sampling may be defined as the
selection of some part of aggregrate or
totality on basis of which a judgement is
made.


It is a simple process of learning abt the
population on basis of sample drawn
from it.
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Sampling Terminology
Sample

Population or universe

Sampling Frame

Census
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Sample
Subset of a larger population
Sampling element Is Usually a human respondent
who may be customer, dealer or a person exposed to
an advertisement. Others can be stores/ companies ir
families or households so on.
Population
Predefined set of potential respondents in a geog area

Any complete group
People eg: all teenagers who watch MTV
Sales territories eg: rural areas/
income classificaton/ user classification
Stores
Census
Investigation of all individual elements
that make up a population
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Define the target population
Select a sampling frame
Conduct fieldwork
Determine if a probability or
nonprobability
sampling method will be chosen
Plan procedure
for selecting sampling units
Determine sample size
Select actual sampling units
Stages in the
Selection
of a Sample
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Target Population
Relevant population

Operationally define

Comic book reader?
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Sampling Frame
Easy to define TG population
Difficult to identify each member of such
a TG population
From a sampling frame we select a
sample for our research.
Eg: use a TT directory to define all the
adult population in mumbai

A list of elements from which the
sample may be drawn

Working population

Mailing lists - data base marketers

Sampling frame error
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Two Major Categories of
Sampling
Probability sampling
Known, nonzero probability for every element
Chance of every unit in population being
included is known
Unbiased and scheme for selection of units from
TG is specified .

Non-probability sampling
Probability of selecting any
particular member is unknown

Although PS is accurate n more
scientific, NPS is preferred cuz of
convinience and economy.

Actaul sample selection is left to the
interviewer and rsample is randomly
selected
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Non-probability
Sampling
Convenience
Judgment
Quota
Snowball
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Probability Sampling
Simple random sample

Systematic sample

Stratified sample

Cluster sample

Multistage area sample
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NPS_Convenience
Sampling

Also called haphazard or
accidental sampling

The sampling procedure of
obtaining the people or units
that are most conveniently
available

Eg: TV reporters catch any
person passing by for
interview
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NPS-Judgment
Sampling
Also called purposive
sampling

An experienced individual
selects the sample based on
his or her judgment about
some appropriate
characteristics required of the
sample member
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NPS-Quota Sampling
Ensures that the various
subgroups in a population are
represented on pertinent
sample characteristics

To the exact extent that the
investigators desire
It should not be confused
with stratified sampling.

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NPS- Snowball
Sampling
A variety of procedures

Initial respondents are
selected by probability
methods

Additional respondents are
obtained from information
provided by the initial
respondents

Eg: go to Benz owner and ask whether he knows
someone who owns the Benz too.
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PS-Simple Random
Sampling
A sampling procedure that
ensures that each element
in the population will
have an equal chance of
being included in the
sample
Also known as chance
sampling
Like conducting a lottery.

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PS-Systematic
Sampling
A simple process

Every nth name from the list
will be drawn
Every 10
th
house on the street.

Sampling frame is available
and hence this kind of
sampling becomes possible.
Eg. Directory or roll numbers.
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Ps- Stratified Sampling
Probability sample

Sub-samples are drawn
within different strata

Each stratum is more or less
equal on some characteristic

Do not confuse with quota
sample

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Ps- Cluster Sampling
The purpose of cluster
sampling is to sample
economically while retaining
the characteristics of a
probability sample.
The primary sampling unit is
no longer the individual
element in the population
The primary sampling unit is
a larger cluster of elements
located in proximity to one
another
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Population Element Possible Clusters
Indian
population States
Region
District
Tahasil
Blocks
Village
Households
Examples of Clusters
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What is the
Appropriate Sample
Design?
Degree of accuracy
Resources
Time
Advanced knowledge of
the population
National versus local
Need for statistical
analysis
PROF. REKHA SARAF
Size of the sample
one which fulfills the requirements of efficiency,
representativeness, reliability and flexibility.

Small enough to avoid unncess expenses and
large enough to avoid sampling errors.

FACTORS TO BE CONSIDERED IN SAMPLE SIZE:

1. The Size of the Universe: larger d universe size-larger
the sample

2. The resources available: if Rrcs r vast- large sample
can b taken

3. The degree of accuracy or precision required:
4. Greater precision requires larger sample selection

5. Homogeneity or heterogeneity: homo-small/ hetero-
large

6. Nature of study: studies which r not repititve- larhger
sample

7. Method of sampling adopted : simple random
sample/ stratified=small




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Sample Size Formula
2
|
.
|

\
|
=
E
zs
n
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Sample Size Formula
- Example
Suppose a survey researcher,
studying expenditures on
lipstick, wishes to have a 95
percent confident level (Z) and
a range of error (E) of less
than $2.00. The estimate of the
standard deviation is $29.00.
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Sample Size Formula -
Example
2
E
zs
n
|
.
|

\
|
=
( )
2
00
.
2
00
.
29 96
.
1
(

(



=
2
00
.
2
84 . 56
(

(



=
(
)
2
42
.
28
=
808
=
PROF. REKHA SARAF
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2
2
E
pq Z
n =
Sample Size for a
Proportion
PROF. REKHA SARAF