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Sampling: Theory and Methods

Sampling: Theory and Methods. 6. Learning Objectives. role of sampling in the research process probability and nonprobability sampling factors that determine sample size steps to develop a sampling plan. The Future of Mobile Search. Sampling.

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Sampling: Theory and Methods

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  1. Sampling: Theory and Methods 6

  2. Learning Objectives • role of sampling in the research process • probability and nonprobability sampling • factors that determine sample size • steps to develop a sampling plan

  3. The Future of Mobile Search

  4. Sampling • 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

  5. Census

  6. Basics of Sampling Theory Population Element Defined target population Sampling unit Sampling frame

  7. Sources of Error • Sampling error is any type of bias that is attributable to mistakes in either drawing a sample or determining the sample size • Nonsampling error is bias that occurs in a research study regardless of whether a sample or census is used, such as bias caused by measurement error, response errors, or coding errors

  8. Sampling Methods Probability sampling Nonprobability sampling

  9. Probability Simple random sampling Systematic random sampling Stratified random sampling Cluster sampling Nonprobability Convenience sampling Judgment sampling Quota sampling Snowball sampling Types of Sampling Methods

  10. Forms of Probability Sampling_1 • Simple random sampling is a method of probability sampling in which every unit has an equal nonzero chance of being selected • 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

  11. Steps in Drawing a Systematic Random Sample • 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

  12. Forms of Probability Sampling_2 • Stratified random sampling is a method of probability sampling in which the population is divided into different subgroups and samples are selected from each • Cluster sampling is a method of probability sampling where the sampling units are selected in groups rather than individually

  13. Steps in Drawing a Stratified Random Sample • 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

  14. Sample Design (More Details)

  15. Figure 12.7 Non-probability Sampling Techniques Nonprobability Sampling Techniques Convenience Sampling Judgmental Sampling Quota Sampling Snowball Sampling

  16. Convenience Sampling 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 • department stores using charge account lists • “people on the street” interviews

  17. A Graphical Illustration of Non-Probability Sampling Techniques Convenience Sampling Group D happens to assemble at a convenient time and place. So all the elements in this Group are selected. The resulting sample consists of elements 16, 17, 18, 19 and 20. Note, no elements are selected from group A, B, C and E.

  18. Judgmental Sampling Judgmental sampling is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher. • test markets • purchase engineers selected in industrial marketing research • bellwether precincts selected in voting behavior research • expert witnesses used in court

  19. A Graphical Illustration of Non-Probability Sampling Techniques Judgmental Sampling The researcher considers groups B, C and Eto be typical and convenient. Within each of these groups one or two elements are selectedbased on typicality and convenience. The resulting sample consists of elements 8, 10, 11,13, 22 and 24. Note, no elements are selected from groups A and D.

  20. Quota Sampling 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. Population SamplecompositioncompositionControl Characteristic Percentage Percentage NumberSex Male 48 48 480 Female 52 52 520 ____ ____ ____ 100 100 1000

  21. A Graphical Illustration of Non-Probability Sampling Techniques Quota Sampling A quota of one element from each group, A to E, is imposed. Within each group, oneelement is selected based on judgment or convenience. The resulting sample consistsof elements 3, 6, 13, 20 and 22. Note, one element is selected from each column or group.

  22. Snowball Sampling 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.

  23. A Graphical Illustration of Non-Probability Sampling Techniques Snowball Sampling Random SelectionReferrals Elements 2 and 9 are selected randomly from groups A and B. Element 2 refers elements 12 and 13. Element 9 refers element 18. The resulting sample consistsof elements 2, 9, 12, 13, and 18. Note, no element from group E.

  24. Figure 12.8 Probability Sampling Techniques Probability Sampling Techniques Simple Random Sampling Systematic Sampling Stratified Sampling Cluster Sampling

  25. Simple Random Sampling • Each element in the population has a known and equal probability of selection. • Each possible sample of a given size (n) has a known and equal probability of being the sample actually selected. • This implies that every element is selected independently of every other element.

  26. A Graphical Illustration of Probability Sampling Techniques Simple Random Sampling Select five random numbers from 1 to 25. The resulting sample consists of population elements 3, 7, 9, 16, and 24. Note, there is no element from Group C.

  27. Systematic Sampling • The sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame. • The sampling interval, i, is determined by dividing the population size N by the sample size n and rounding to the nearest integer. • When the ordering of the elements is related to the characteristic of interest, systematic sampling increases the representativeness of the sample. • If the ordering of the elements produces a cyclical pattern, systematic sampling may decrease the representativeness of the sample. For example, there are 100,000 elements in the population and a sample of 1,000 is desired. In this case the sampling interval, i, is 100. A random number between 1 and 100 is selected. If, for example, this number is 23, the sample consists of elements 23, 123, 223, 323, 423, 523, and so on.

  28. A Graphical Illustration of Probability Sampling Techniques Systematic Sampling Select a random number between 1 to 5, say 2. The resulting sample consists of population 2, (2+5=) 7, (2+5x2=) 12, (2+5x3=)17, and (2+5x4=) 22.Note, all the elements are selected from a single row.

  29. Stratified Sampling • A two-step process in which the population is partitioned into subpopulations, or strata. • The strata should be mutually exclusive and collectively exhaustive in that every population element should be assigned to one and only one stratum and no population elements should be omitted. • Next, elements are selected from each stratum by a random procedure, usually SRS. • A major objective of stratified sampling is to increase precision without increasing cost.

  30. Stratified Sampling • The elements within a stratum should be as homogeneous as possible, but the elements in different strata should be as heterogeneous as possible. • The stratification variables should also be closely related to the characteristic of interest. • Finally, the variables should decrease the cost of the stratification process by being easy to measure and apply. • In proportionate stratified sampling, the size of the sample drawn from each stratum is proportionate to the relative size of that stratum in the total population. • In disproportionate stratified sampling, the size of the sample from each stratum is proportionate to the relative size of that stratum and to the standard deviation of the distribution of the characteristic of interest among all the elements in that stratum.

  31. A Graphical Illustration of Probability Sampling Techniques Stratified Sampling Randomly select a number from 1 to 5 for each stratum, A to E. The resulting sample consists of population elements 4, 7, 13, 19 and 21. Note, one element is selected from each column.

  32. Cluster Sampling • The target population is first divided into mutually exclusive and collectively exhaustive 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 (one-stage) or a sample of elements is drawn probabilistically (two-stage). • 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. • In probability proportionate to sizesampling, the clusters are sampled with probability proportional to size. In the second stage, the probability of selecting a sampling unit in a selected cluster varies inversely with the size of the cluster.

  33. A Graphical Illustration of Probability Sampling Techniques Cluster Sampling (2-Stage) Randomly select 3 clusters, B, D and E. Within each cluster, randomly select one or two elements. The resulting sample consists of population elements 7, 18, 20,21, and 23. Note, no elements are selected from clusters A and C.

  34. Nonprobability Sampling Methods Convenience sampling relies upon convenience and access Judgment sampling relies upon belief that participants fit characteristics Quota sampling emphasizes representation of specific characteristics Snowball sampling relies upon respondent referrals of others with like characteristics

  35. Factors to Consider in Sample Design Research objectives Degree of accuracy Resources Time frame Knowledge of target population Research scope Statistical analysis needs

  36. Factors Affecting Sample Size for Probability Designs • Variability of the population characteristic under investigation • Level of confidence desired in the estimate • Degree of precision desired in estimating the population characteristic

  37. Probability Sampling and Sample Sizes • When estimating a population mean • n = (Z2B,CL)(σ2/e2) • When estimates of a population proportion are of concern • n = (Z2B,CL)([P x Q]/e2) • SEE WEBSITE FOR EXCEL VERSION

  38. 1. Define the Target Population 2. Select the Data Collection Method 3. Identify the Sampling Frame(s) Needed 4. Identify the Appropriate Sampling Method Steps in Developing a Sampling Plan 5. Determine Sample Sizes and Contact Rates 6. Create Plan for Selecting Sampling Units 7. Execute the Operational Plan

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