Sampling is the process of selecting a small number of elements from a larger defined target group of elements such that

the information gathered from the small group will allow judgments to be made about the larger groups

Population

Element

Defined target population

Sampling unit

Sampling frame

Sampling error is any type of bias that is attributable to mistakes in either drawing a sample or determining the sample size

Define the Population Determine the Sampling Frame

Select Sampling Technique(s)

Determine the Sample Size

Execute the Sampling Process

Define the Population

The target population is the collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made. The target population should be defined in terms of elements, sampling units, extent, and time.

An element is the object about which or from which the information is desired, e.g., the respondent. A sampling unit is an element, or a unit containing the element, that is available for selection at some stage of the sampling process. Extent refers to the geographical boundaries. Time is the time period under consideration.

Population of interest is entirely dependent on Management Problem, Research Problems, and Research Design.
Some Bases for Defining Population:
Geographic Area Demographics Usage/Lifestyle Awareness

A list of population elements (people, companies, houses, cities, etc.) from which units to be sampled can be selected. Difficult to get an accurate list. Sample frame error occurs when certain elements of the population are accidentally omitted or not included on the list. See Survey Sampling International for some good examples

Probability sampling

Nonprobability sampling

Probability Nonprobability Simple random Convenience sampling sampling Systematic random Judgment sampling sampling Quota sampling Stratified random Snowball sampling sampling Cluster sampling

Simple random sampling is a method of probability sampling in which every unit has an equal nonzero chance of being selected

Simple random sampling can be of two types SRSWR (Simple Random Sampling With Replacement) SRSWOR (Simple Random Sampling Without Replacement)

Systematic random sampling is a method of probability sampling in which the defined target population is ordered and the sample is selected according to position using a skip interval

1: Obtain a list of units that contains an acceptable frame of the target population 2: Determine the number of units in the list and the desired sample size 3: Compute the skip interval 4: Determine a random start point 5: Beginning at the start point, select the units by choosing each unit that corresponds to the skip interval

Stratified random sampling is a method of probability sampling in which the population is divided into different subgroups and samples are selected from each

1: Divide the target population into homogeneous subgroups or strata 2: Draw random samples fro each stratum 3: Combine the samples from each stratum into a single sample of the target population

The target population is first divided into homogeneous subpopulations, or clusters. Then a random sample of clusters is selected, based on a probability sampling technique such as SRS. For each selected cluster, either all the elements are included in the sample. Elements within a cluster should be as heterogeneous as possible, but clusters themselves should be as homogeneous as possible. Ideally, each cluster should be a small-scale representation of the population.

Convenience sampling attempts to obtain a sample of convenient elements. Often, respondents are selected because they happen to be in the right place at the right time.
use of students, and members of social organizations mall intercept interviews without qualifying the respondents people on the street interviews

Judgmental sampling is a form of convenience

sampling in which the population elements are

selected based on the judgment of the researcher.

Quota sampling may be viewed as two-stage restricted judgmental sampling. The first stage consists of developing control categories, or quotas, of population elements. In the second stage, sample elements are selected based on convenience or judgment.

In snowball sampling, an initial group of respondents is selected, usually at random.

After being interviewed, these respondents are asked to identify others who belong to the target population of interest. Subsequent respondents are selected based on the referrals.

Technique
Non-probability Sampling Convenience sampling Judgmental sampling Quota sampling Snowball sampling

Strengths
Least expensive, least time-consuming, most convenient Low cost, convenient, not time-consuming Sample can be controlled Can estimate rare characteristics

Weaknesses
Selection bias, sample not representative, not recommended for descriptive or causal research Does not allow generalization, subjective Selection bias, no assurance of representativeness Time-consuming

Probability sampling Simple random sampling (SRS) Systematic sampling

Easily understood, results projectable

Can increase representativeness, easier to implement than SRS, sampling frame not necessary Include all important subpopulations, precision Easy to implement, cost effective

Difficult to construct sampling frame, expensive, lower precision, no assurance of representativeness. Can decrease representativeness

Stratified sampling
Cluster sampling

Difficult to select relevant stratification variables, not feasible to stratify on many variables, expensive Imprecise, difficult to compute and interpret results

Research objectives

Degree of accuracy

Resources

Time frame

Knowledge of target population

Research scope

Statistical analysis needs

How many completed questionnaires do we need to have a representative sample? Generally the larger the better, but that takes more time and money. Answer depends on:
How different or dispersed the population is. Desired degree of accuracy.

Common Methods:
Budget/time available Executive decision Statistical methods Historical data/guidelines