The process of selecting units (e.g. people, organizations) from a population of interest so that by studying the sample we may fairly generalize our results back to the population from which they were chosen
Sample
A smaller group of members of a population selected to represent the population
Census study
When the entire population will be sufficiently small, and the researcher can include the entire population in the study
Advantages of sampling
Reduces cost
Reduces time
Provides greater accuracy
Allows study of inaccessible populations
Provides greater speed
Sampling method
A procedure for selecting sample members from a population
How to execute sampling method
1. Define target population
2. Select appropriate target population
Categories of sampling methods
Probability sampling
Non-probability sampling
Probability sampling
Every member of the population has a known chance of participating in the study
Non-probability sampling
Sampling group members are selected on non-random manner, therefore not each population member has a chance to participate in the study
Probability sampling methods
Simple random sampling
Systematic random sampling
Stratified random sampling
Cluster sampling
Multi-stage sampling
Simple random sampling
The purest form of sampling under the probability approach since it provides equal chances of being picked for each member of the target population
Systematic random sampling
A list of every member of the population is created, the researcher randomly selects the first sample element from the first k element on the population list, then selects every kth element on the list
Stratified random sampling
The population is divided into groups, based on some characteristic, then within each group, a probability sample is selected
Cluster sampling
Every member of the population is assigned to one, and only one group, a sample of clusters is chosen, using a probability method, only individuals within sampled clusters are surveyed
Multi-stage sampling
The researcher selects a sample by using combinations of different sampling methods
Non-probability sampling methods
Quota sampling
Purposive sampling
Volunteer sampling
Convenience sampling
Snowball sampling
Quota sampling
Identifies strata like stratified sampling, but it also uses a convenience sampling approach as the researcher will be the one to choose the necessary number of participants per stratum
Purposive sampling
The researcher selects participants according to the criteria he/she has set
Purposive sampling
Advantages: most cost-effective and time-effective, may be the only appropriate method available if there are only limited no. of primary data sources who can contribute to the study
Disadvantages: vulnerability to errors in judgment by researcher, low level of reliability and high level of bias, inability to generalize research findings
Volunteer sampling
Made up of people who self-select into the survey, often these folks have a strong interest in the main topic of the survey
Volunteer sampling
Advantages: not time consuming, minimal effort required
Disadvantages: volunteer bias, results cannot be generalize
Convenience sampling
Made up of people who are easy to reach, used when there are only a few available members of the target population who can become the participants in the survey
Snowball sampling
Used when the desired sample characteristic is rare, it may be extremely difficult or cost prohibitive to locate the respondents, achieved by asking a participant to suggest someone else who might be willing or appropriate for the study
Slovin's formula
A formula used to determine sample size
Online sample size calculator
A tool used to determine sample size
Adherence to the sample size is important - participants less than the sample size leads to low representativeness of the target population, participants over the sample size may cause a diminished rate of enhancement in the precision of the survey outcomes