Sampling methods and techniques
Chapter-4: SAMPLING METHODS AND TECHNIQUES
Statistics in general deals with a large number of figures. It does not deal with a single figure. All the items under considerations in any field of enquiry constitute a ‘universe' or ‘population'. The term population is referred to any collection of individuals or of their attributes or of results of operations which can be numerically specified. Thus, there may be population of weights of individuals, heights of trees, prices of wheat, number of plants in a field, number of students in an institution/university etc. A population with finite number of individuals or members is called a ‘finite' population. For instance, the population of ages of twenty boys in a class is an example of finite population. A population with infinite number of members is known as infinite population. The population of pressures at various points in the atmosphere is an example of ‘infinite' population. For any statistical investigation with large population size, complete enumeration (or census) of the population is impracticable, for example, estimation of average monthly income of the individuals in the entire country. Further, in some cases, if the population is infinite, then the complete enumeration is impossible. As an illustration, to know the total amount of timber available in the forest, the entire forest can not be cut to know how much timber is available there. The analysis of the entire population in the study is called as ‘census' method of collecting data.
In practice, on the other hand, it is so happens that it is not possible to examine or consider all the items of a population. Again in maximum cases consideration of all the items of a population is also not necessary. Sometimes it is possible to obtain sufficiently accurate results by studying a part/a segment of the population. Thus the few items are selected from the population in such a way that they are the representative of the universe and these representatives in research are called as ‘sample'. The process of selecting the representatives from the population is called ‘sampling'. Thus sampling is simply the process of learning about population on the basis of sample drawn from it. Under this method a small group of universe is taken as the representative of the whole mass and the results are drawn. It is the method to make social/business investigation practicable and easy. For example, only 20 students are selected from a universe of 120 students who are perusing MBA degree from a particular institute situated at Puna or 50 households are selected from a village of 250 households. For determining the population characteristic, instead of enumerating all the units in the population, the units in the sample only are observed and the parameters of the population are estimated accordingly. Sampling is, therefore, resorted to when either it is impossible to enumerate all the units in the whole population or when it is too costly to enumerate in terms of time and money or when the uncertainty inherent in sampling is more than compensated by the possibilities of errors in complete enumeration.
4.2 SAMPLING DESIGN:
A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Sample design also leads to a procedure to tell the number of items to be included in the sample i.e., the size of the sample. Hence, sample design is determined before the collection of data. Among various types of sample design technique, the researcher should choose that samples which are reliable and appropriate for his research study.
Steps in sample design
There are various steps which the researcher should follow. Those are,
(i) Type of universe:
In the first step the researcher should clarify and should be expert in the study of universe. The universe may be finite (no of items are know) or Infinite (numbers of items are not know).
(ii) Sampling unit:
A decision has to be taken concerning a sampling unit before selecting a sample. Sampling unit may be a geographical one such as state, district, village etc., or construction unit such as house, flat, etc., or it may be a social unit such as family, club, school etc., or it may be an individual.
(iii) Source list:
Source list is known as ‘sampling frame' from which sample is to be drawn. It consists the names of all items of a universe. Such a list would be comprehensive, correct, reliable and appropriate and the source list should be a representative of the population.
(iv) Size of sample:
Size of sample refers to the number of items to be selected from the universe to constitute a sample. Selection of sample size is a headache to the researcher. The size should not be too large or too small rather it should be optimum. An optimum sample is one which fulfills the requirements of efficiency, representativeness, reliability and flexibility. The parameters of interest in a research study must be kept in view, while deciding the size of the sample. Cost factor i.e., budgetary conditions should also be taken into consideration (For more detail analysis on the determination of size of sample please refer to section 4.5 of this chapter).
(v) Sampling procedure:
In the final step of the sample design, a researcher must decide the type of the sample s/he will use i.e., s/he must decide about the techniques to be used in selecting the items for the sample.
Criteria for selecting a sample procedure
While selecting samples a researcher must remember that the procedure of sampling analysis involves two costs viz., (i) the cost of collecting the data and (ii) the cost of an incorrect inferences resulting from the data. So, far as the cost of collecting data is concerned, it completely depends on the researcher to reduce it and to some extent it is within the control of the researcher. But the real problem arises while taking into account about the cost of incorrect inferences which is again of two types,
1. Systematic bias and
2. Sampling error.
1). Systematic bias results from errors in the sampling procedures, and it cannot be reduced or eliminated by increasing the sample size. It can be eliminated by eliminating and correcting the causes which are responsible for its occurrence. Following are some causes of the occurrence of systematic bias which requires concern to the researcher.
i. Inappropriate sampling frame:
If the sampling frame is inappropriate i.e., a biased representation of the universe, then it will result in a systematic bias.
ii. Defective measuring device:
The second cause of occurrence of systematic bias is the selection of defective measuring devices. The measuring devices may be the interviewers; the questionnaire or other instrument used to collect data or may be physical measuring devices. If the questionnaire or the interviewer is biased and/or if the physical measuring device is defective this will lead to the occurrence of systematic bias.
If the researcher is unable to sample all the individuals initially included in the sample, there may arise a systematic bias. The reason is that in such a situation the likelihood of establishing correct or receiving a response from an individual is often corrected with the measure of what is to be estimated.
iv. Natural bias in the reporting of data:
There is usually a downward bias in the individual income data collected by the income tax department where as an upward bias is found in the income data collected by some social organizations. People give less income data when asked for income tax but they overstate when asked for social status.
v. Indeterminacy principle:
Same times a researcher finds that individuals act differently when kept under observations than what they do when kept in non-observed situation.
2). Sampling errors on the other hand, is the random variations in the sample estimated around the true population parameters. Since they occur randomly and are equally likely to be in either direction, their nature happens to be of compensatory type and the expected value of such errors happens to be equal to zero. Sampling error decreases with the increase in sample size and it happens to be a smaller magnitude in case where the population is characterized as homogeneous. Sampling error can be measured for a given sampling design and size which is called as ‘a precision of the sampling plan'. If the sample size is increased, the precision can be improved but increase in sample size causes limitations like cost of collecting data, and also increases the systematic bias. Thus the effective way to increase the precision is usually to select a better sampling design which has a smaller sampling error for a given sample size at a given cost. Therefore, it shows that while selecting a sampling procedure the researcher must ensure that the procedure causes a relatively small sampling error and helps to control the systematic bias in a better way.
Characteristic of a good sample design:
From the above analysis, we can list down the characteristics of a good sample as follows,
Sample design must result in a truly representative sample,
Sample design must be such which results in a small sampling error,
Sampling design must be viable in the context of funds available for the research study,
Sample design must be such that systematic bias can be controlled in a better way, and
Sample should be such that the results of the sample study can be applied, in general, for the universe with a reasonable level of confidence.
4.3 SCOPE OF SAMPLING METHOD:
As discussed earlier in this chapter, the census method is one where all the units of the population under investigation are selected and information are gathered from all of them for drawing inferences. This method of data collection is rarely used by few researchers for some specific studies. The suitability of the census method requires very few conditions like- (i) where the area of study is very limited and is within the reach of the researcher, and/or (ii) the researcher is having enough time for covering the entire population, and/or (iii) the study is funded with adequate and sufficient finances to meet the expenses needed, and/or (iv) all the units of the population are behaving homogeneous characteristics, and/or (v) the study sought for adopting this specific method only. However, except these few characteristics, in all other cases it is better to use the sampling method to collect the data. It is again can be said as, it is not so easy to fulfill all the above requirements for adopting the census method. Following are some scope of sampling method of data collection.
(a) Objectives of Sampling Method:
The prime objectives of the sample survey are to obtain accurate and reliable information about the universe under study with minimization of cost, time, and energy. For example let that one want to estimate the monthly expenditure behaviour of 80 management students living in Apeejay Institute of Technology, boys and girls hostel. Then census method will be appropriate one as there are around 900 borders who are residing in both the hostels. But if one wants to estimate the students living in entire hostels of management colleges (more than 45) situated in Greater Noida then sampling method may be the right option.
(b) Characteristics of Good Sample:
Out of the experiences, the researchers have opined various features/characteristics of a good sample. A good sample is one which satisfies all or few of the following conditions:
Representativeness: When sampling method is adopted by the researcher, the basic assumption is that the samples so selected out of the population are the best representative of the population under study. Thus good samples are those who accurately represent the population. Probability sampling technique yield representative samples. On measurement terms, the sample must be valid. The validity of a sample depends upon its accuracy.
Accuracy: Accuracy is defined as the degree to which bias is absent from the sample. An accurate (unbiased) sample is one which exactly represents the population. It is free from any influence that causes any differences between sample value and population value.
Size: A good sample must be adequate in size and reliable. The sample size should be such that the inferences drawn from the sample are accurate to a given level of confidence to represent the entire population under study.
(c) Merits of Sampling Method:
There are some advantages of choosing sampling method. They are
* The volume of data in case of sampling method is small, which can be collected and analyzed quickly. Hence one can get the results urgently if s/he desires.
* Some times census method is impossible to be employed. For example: the list of manufactures of ‘saries' in India. In such a case a sample is tested to represent the entire population.
* Since the sample is small in size hence, detailed information from the respondents can be collected
* Qualified personnel as investigating authorities can be appointed
* Sampling method seems to be more economical than that of the census method of data collection
* Cross checking in case of any error may be possible. If required then data can be collected again and again from the same respondents.
(d) Demerits of Sampling Method:
Some demerits of sampling method are:
* There is possibility that the results obtained may be false, inaccurate and misleading if the sample might not have been drawn properly out of the population under study
* Possibilities of sample errors are comparatively more. The investigator may have personal bias especially with regard to choice of techniques and drawing sampling units.
* The size of sample may not be sufficient to represent the entire universe.
* When the universe is small one then it is not advisable to go for sampling technique of data collection.
4.4. LAWS OF SAMPLING:
Aggarwal and Diwan in their study have mentioned about two fundamental principles on which the sampling theory rests on:
1. The law of statistical regularity and
2. The law of inertia of large numbers.
Both the above theories are discussed as follows:
1. Law of Statistical Regularity
The law states that if a moderately large number of items are selected at random from a given population, the characteristics of those items will reflect, to a fairly accurate degree, the characteristic of the entire population. For example, if 300 employees are picked from a company at random and the average height is found out, the result will be nearly the same as will be found if all the employees of the company are picked up and measured.
The reliability of the law depends on the two factors viz., (i) the size of the sample which says that the larger the sample, the more reliable are its indicators. The reliability of the sample is proportional to the square root of the number of items it contains and larger the samples the more representative and stable, and (ii) the sample must be chosen at random.
There are various characteristics on which the applicability of the law is based on. The first one is that with the use of this law, a part of the universe can be chosen. Thus, when census method for collecting information is not possible because of the constraints, then with the help of this law and by using the method of random sampling, researchers can determine the sample units. The second one is that, when selection is made at random, then by using this law, all good, bad and average units of the entire population have equal chance of being selected and third characteristics is that with the help of this law, inferences drawn from a particular inquiry for different time and place can be used for all other places with little adjustments.
2. Law of inertia of large numbers:
The law of inertia of large numbers is a corollary of the law of statistical regularity and lays down that ‘in large masses of data abnormalities will occur, but in all probability, exceptional items will offset each other, leaving the average unchanged subject, where the element of time enters, to the general trend of data'. According to King, ‘the law of inertia of large numbers asserts that large aggregates are the results of the movements of its separate parts, and it is impossible that the latter will all be moving in the same direction at the same time. Consequently, their movements will tend to compensate one another, and the large the number involved, the more complete will this competition be'. To summarize the above definitions it can be found that the larger the number of items one chose from a universe, the greater is the possibility of accuracy. Hence, the law is based on the fact that if one part of a large group varies in one direction, the probability that another equal part of the same group would vary in the opposite direction, so that the total change would be insignificant.
4.5 DETERMINATION OF SAMPLE SIZE:
One of the important characteristics of a good sample is that it must be adequate in size in relation to the population. What should be appropriate sample size? The Air University sampling and surveying handbook answers this question by developing three different formulas for determining appropriate sample size based on three different situations as derived below.
Formula-1: If the nature of the study is such that the researcher has to report the results as percentages (proportions) of the sample responding, then the formula for calculating sample size is:
where n = sample size required, N= Number of people in the population, P= estimated percentage of the population possessing attribute of interest, A= Accuracy desired, expressed as a decimal (i.e., 0.01,0.02,0.03,0.04,0.05 etc.) and Z= number of standard deviation units of the sampling distribution corresponding to the desired confidence level (see Appendix-I for Z values).
Formula-2: If the nature of the study is such that the researcher has to report the results of the study as means (averages) of the sample responding, then the formula will be:
where, n = sample size required, N = Number of people in the population, P = estimated standard deviation of the attribute of interest in the population, A = Accuracy desired, expressed as a decimal (i.e., 0.01,0.02,0.03,0.04,0.05 etc.) and Z = number of standard deviation units of the sampling distribution corresponding to the desired confidence level.
Formula-3: If, on the other hand, the nature of the study is such that the researcher is planning to report the results in a variety of ways, or if, the researcher is getting difficulty in estimating percentage or standard deviation of the attribute of interest, then following formula may be more suitable for use:
where, n = sample size required, N = total population size (either known or estimated), d = precision level (usually 0.05 or 0.10) and Z = number of standard deviation units of the sampling distribution corresponding to the desired confidence level.
The above formula can be clearer with the below derived example. Let that the total population (N) =10000 and the researcher decided to consider this study at 95% confidence level and ± 5 percent precision level (d = 0.05, Z = 1.96)., the sample size ‘n' will be:
So, a representative sample of 370 (369.98 rounded up) would be sufficient to satisfy the risk level. An analysis of the formula shows that the required sample size will increase most rapidly if: (i) the confidence level (Z factor) is increased, or (ii) the precision level (d) is made smaller.
In case the nature of the study is such that the population is stratified into more than one group, the size of each group will be its proportion (percentage) in the population times the total sample size as computed above. To illustrate, recall the example as discussed above of four stratified groups. Using the ‘n' of 370 calculated above, each of these strata should have the following sample sizes:
* Business community, male 370 * 0.455 = 168.35 = 168
* Business community, female 370 * 0.195 = 72.15 = 72
* Government officer, male 370 * 0.245 = 90.65 = 91
* Government officer, female 370 * 0.105 = 38.85 = 39
Factors Affecting the Size of Sample:
The size of sample depends on number of factors. Some important among them are:
Homogeneity or Heterogeneity of the universe:
Selection of sample depends on the nature of the universe. It says that if the nature of universe is homogeneous then a small sample will represent the behaviour of entire universe. This will lead to selection of small sample size rather than a large one. On the other hand, if the universe is heterogeneous in nature then samples are to be chosen as from each heterogeneous unit.
Number of classes proposed:
If a large number of class intervals to be made then the size of sample should be more because it has to represent the entire universe. In case of small samples there is the possibility that some samples may not be included.
Nature of study:
The size of sample also depends on the nature of study. For an intensive study which may be for a long time, large samples are to be chosen. Similarly, in case of general studies large number of respondents may be appropriate one but if the study is of technical in nature then the selection of large number of respondents may cause difficulty while gathering information.
4. Practical considerations:
Practical considerations are the availability of finance, time for study along with the availability of the trained and experienced experts. These factors weight a lot in the process of selecting sample size.
Geographic area of the study:
If the area covered by a survey is very large (a country or a state) and the size of the population is quite large, then the size of sample should be large. But if the area and the size of the population are small, than relatively small sample could be enough.
4.6 TECHNIQUES OF SAMPLING:
Equally important to the size of the sample is the determination of the type of sampling techniques to be followed. Different types of sampling techniques are used for drawing a sample plan. The techniques of sampling are classified into two broad categories as derived below:
Probability sampling and
1. Probability Sampling:
It provides a scientific technique of drawing samples from the universe. In such a case each unit has some defined pre-assigned probability of being chosen in the sample. Different types of probability sampling techniques are:
(i) Random sampling
(ii) Systematic sampling
(iii) Stratified sampling
(iv) Cluster sampling and
(v) Multi-stage sampling
(i) Random Sampling:
A random sampling is one where each item in the universe has an equal or known opportunity of being selected. In addition, the selection of one member should in no way influence the selection of another. According to W.M. Harper, ‘a random sample is a sample selected in such a way that every item in the population has an equal chance of being included'. This type of sampling is more suitable comparatively in large samples and when population is homogeneous, that is, one composed of members who all possess the same attribute that the researcher are interested in measuring. The simple random sample requires less knowledge about the population than other techniques of probability sampling, but it does have two major drawbacks. One is if the population is large, a great deal of time must be spent listing and numbering the members. The other is the fact that a simple random sample will not adequately represent many population attributes (characteristics) unless the sample is relatively large. In identifying the population to be surveyed, homogeneity can be determined by asking the question, ‘what is (are) the common characteristic(s) that are of interest?' These may include such characteristics as age, sex, rank/grade, position, income, religion or political affiliation, etc., whatever is the base of the research study that the researcher interested in measuring. One of the greatest advantage is that random sampling always produces the smallest possible sampling error. In a very real sense, the size of the sampling error in a random sample is affected only by random chance. Because a random sample contains the least amount of sampling error, it can be said that it is an unbiased sample. Note that this does not mean that this sampling technique contains no error, but rather the minimum possible amount of error.
Process of Selecting Random Samples:
There are four methods of drawing out a sample on random basis. They are:
Ø Lottery Method:
Under this method the various units of the universe are numbered on small and identical slips of papers which are folded and mixed together in a drum or in a flat container. A blindfold selection is then made from the number of slips required to constitute the desired size of sample.
Ø Use of random number tables:
The most practical and economical method of selecting a random sample consists in the use of random numbers table which have been so constructed that each of the digits from 0,1,2… 9 appears with approximately the same frequency and independently with each other. The best way to choose a sample is to use a random number table (or let a computer generate a series of random numbers automatically). In either case, the researcher would assign each member of the population a unique number (or perhaps use a number already assigned to them such as telephone number, zip code, etc.). The members of the population chosen for the sample will be those whose numbers are identical to the ones extracted from the random number table (or computer) in succession until the desired sample size is reached (an example of a random number table and instructions for its use appear in Appendix-II attached at the end of this book). Many statistical texts or mathematical tables treat random number generation. A less rigorous procedure for determining randomness is to write the name of each member of the population on a separate card, and with continuous mixing, draw out cards until the desired sample size is reached.
Ø Selecting from sequential list:
Under this the names of the respondents/items are first arranged serially according to alphabetical, geographical or simply in serial order. Then out of this every 10th number or any such number that is determined by the researcher based on the cases may be taken up.
Ø Grid system:
According to this method a map of the entire area under study is prepared. Then a screen with sequence is placed upon the map and the areas falling within the selected area are considered as samples.
It is however, drawing a random sample calls for the following precaution:
Ø Populations to be sampled must be clearly defined.
Ø Different units should approximately of equal size.
Ø The unit must be independent of each other.
Ø Each unit should be accessible. Unit once selected should not be ignored or replaced by any other unit.
Merits of Random Sample Method:
Ø It is more scientific method of taking out samples from the universe since it minimizes personal bias
Ø Less possibility of sampling error
Ø No advance knowledge of the characteristic of the population is necessary under this method
Ø It is assumed that the samples drawn under this method are true representative of the universe and
Ø This method provides us most reliable and maximum information at the least cost which save time, money and also labour.
Demerits of Random Sample Method:
Random sample method of data collection is having some practical difficulties. Some important one's are as follows:
Ø This method requires complete list of the universe. But in real life such information is not available in much research studies which restricts the use of this method freely
Ø In field research where the area of coverage is fairly large then the units selected under this method are expected to be scattered in widely geographical area and thus, may be time consuming
Ø The selected sample may not be a true representative of the universe and
Ø Some times this method gives such results whose probability is very small or negligible.
(ii) Stratified Random Sampling:
This method is used when the population is heterogeneous rather than homogeneous (or as discussed above, when the researcher wants to obtain a representative sample across many population attributes). A heterogeneous population is composed of unlike elements; such as, officers of different ranks, different levels of management personnel, civilians and military personnel, or the patrons of a discount store (differing by gender or age). A stratified random sample is defined as a combination of independent samples selected in proper proportions from homogeneous groups within a heterogeneous population. The procedure calls for categorizing the heterogeneous population into groups that are homogeneous in themselves. If one group is proportionally larger than the other, its sample size should also be proportionally larger. The number of groups to be considered is determined by the characteristics of the population. For example, if one is comparing Business community and governmental officer segments on a self determined base, each of these will be a separate group. After dividing the population into groups, then each homogeneous group is to be sampled by using any techniques of probability sampling, of course as per the requirement. Finally, the sample statistics are to be calculated for each group to determine how many members are needed from each subgroup. Two separate cases derived in Box-4.1 and Box-4.2 is enough for the readers to clear their fundamental on applicability of stratified random sampling
Box-4.1: Selecting Samples by Using Stratified Sampling Technique
Let's say that the researcher wants to draw a random sample from a population of a village to assess their opinions on some issue related to income inequality. In addition, s/he would like to determine if the opinions differ by government officials and business community and also by gender of the individuals surveyed. It is recognized that the sample s/he wants to draw is heterogeneous in respect of the two attributes of interest to the researcher. So, four homogeneous subgroups are created: like (i) Business community, male; (ii) Business community, female; (iii) Government Officials, male and (iv) Government officials, female
Now, each group is homogeneous on both attributes. To ensure each subgroup in the sample will represent its counterpart subgroup in the population, the researcher must ensure each subgroup represented in the sample in the same proportion to the other subgroups as they are in the population. Let's assume that it is known (or can be estimated) that the population of the selected village which is to be distributed as follows: 70 percent male, 30 percent female and 65 percent business community, 35 percent government official. With this, the approximate proportions can be determined four homogeneous subgroups in the population:
* Business community, male .65 x .70 = .455
* Business community, female .65 x .30 = .195
* Government officials, male .35 x .70 = .245
* Government officials, female .35 x .30 = .105
Thus, a representative sample of the village population would be composed of 45.5 percent business community as males, 19.5 percent business community as females, 24.5 percent government official as males, and 10.5 percent government officer as females. Each percentage should be multiplied by the total sample size needed to arrive at that actual number of personnel required from each subgroup or stratum.
As this example illustrates, stratified random sampling requires a detailed knowledge of the distribution of attributes or characteristics of interest in the population to determine the homogeneous groups that lie in the heterogeneous population.
Box- 4.2: Selecting Stratified Samples: M/S. Anshul Steel (P) Ltd.
Let that M/S Anshul Steel (P) Ltd., a Bhubaneswar based company wants to select a sample of 45 full-time workers from a population of 900 full-time employees to estimate the effectiveness of an in-campus training programme that has been organized by the company in different phases over the last two years. Out of the total population, 40 % employees are in the manager grade and the rest 60%employees are form technical grade. With this information, being the research head of the company, you have to select the samples in a proper order by using the stratified sampling method so that you can get the correct percentage of samples from manager grade and also from technical grade.
Steps: We have to first list down the names of all the employees who had attended the training programme from the attendance record. By preparing the list we can able to get the list of all the 900 employees of the company we had attended the programme, thus N will be 900 (where N is the population of the study. In the next phase, we have to segment the entire population in two parts i.e., manager grade and technical grade. As we know that 40% of them are managers, we have to identify and separate 360 managers (40% of the population) and rest i.e., 540 technical grade employees.
To collect a stratified sample proportional to the sizes of the strata, we have to select 40% of the overall sample from the manager grade stratum and 60% sample from the technical grade stratum. In order to select samples from both the stratum, any technique of probability sampling can be used. If we will assume the response rate of the employees as 90%, then we need 50 respondents to get the required 45 respondents or samples. Thus we have to select 20 samples (i.e., 40% of 50 samples) from the manager grade of 360 employees and 30 samples (i.e., 60% of 50) from the technical grade of 540 employees.
A stratified random sample is superior to a simple random sample since the population is divided into smaller homogeneous groups before sampling, and this yields less variation within the sample. This enables the desired degree of accuracy with a smaller sample size. But if the homogeneous groups are not accurately identifiable by the researcher, then it is better to use the simple random sampling technique as improper stratification may lead to some serious errors.
The process of stratified random sampling involves the following steps:
Ø The universe is first divided into sub-groups and the required units are selected at random from each sub-group
Ø Each and every unit in the population must belong to one and the only stratum. In other wards various strata must be non-overlapping and
Ø The size of each stratum in the universe must be large enough to provide selection of items on random basis.
Merits of Stratified Random Sampling:
Ø If a correct stratification has been made even a small number of units will form a representative sample
Ø No significant group is left unrepresented and
Ø This is more precise and to a great extent avoids bias. It also saves time and cost of data collection since the sample size is less in this method.
Demerits of the Method:
Ø It is a very difficult task to divide the universe into homogeneous strata and
Ø If the stratification is faulty, the results obtained may be biased.
(iii) Systematic Sampling:
Under this method the sample is taken from the list proposed on the systematic arrangements either on basis of alphabetic order or on house number or by adopting any such methods. In this method only the first sample unit is selected at random and the remaining units are automatically selected in a definite sequence at equal spacing from one another. Steps involved in systematic sampling are as follows:
Ø The population is arranged in serial numbers from 1 to N and the size of sample is determined
Ø The sampling interval is determined by dividing the population by the size of the sample i.e., N/n=K. Where K=sample interval, n=sample size and N=size of population and
Ø Any number is selected at random from the first sampling interval. The subsequent samples are selected at equal or regular intervals.
Merits of systematic Sampling:
Ø It is very easy to operate and checking can also be done quickly and
Ø Randomness and probability features are present in this method which makes sample representative.
Demerits of the Method:
Ø This method works well only if the complete and up-to-date frame is available and if the units are randomly arranged and
Ø Any hidden mistake in the list will adversely affect the representativeness of the sample.
To use the systematic approach, simply choose every Kth member in the population where K is equal to the population size divided by the required sample size. If this quotient has a remainder, ignore it (round down). For example, if there is the need of 100 members in a sample and the population consists of 1000 people, what needed is to sample every 1000/100 (or 10th) member of the population. When using this method, some research experts suggest choosing a starting point at random by choosing a random number from 1 to K.
(iv) Cluster Sampling:
Under this method the entire population is divided into some acceptable sub-divisions which are termed as ‘clusters' and simple random sampling of these clusters is drawn and then the survey of each and every unit in the selected clusters is made.
The method is based on following principles. They are
Ø Cluster should be as small as possible with the cost and limitations of the survey and
Ø The number of sampling unit in each cluster should approximately same.
Merits of Cluster Sampling:
Ø This method provides significant cost gain and
Ø It is easier and more practical method which facilitates the field work.
Demerits of Cluster Sampling:
Ø Probability and representativeness of the sample is some times affected if the number of the clusters is very large and
Ø The results obtained under this method are likely to be less accurate.
(v) Multi-stage Sampling:
This method is generally used in selecting a sample from a very large area. It refers to a sampling technique which is carried out in various stages. Here the population is regarded as made of a number of primary units, each of which is further composed of a number of secondary stage units which is further composed of third stage units and so on till a researcher ultimately reaches the desired sampling unit. At each stage there is a random selection and the size of sample may be proportional or disproportional depending on the size and character of variations based on the purpose of enquiry. Hence the area of survey is restricted into small units.
Merits of the Method:
Ø This method is more flexible in comparison to the other methods of sampling and
Ø This technique is of great significance in surveys of underdeveloped area where no up-to-date and accurate frame is generally available for the sub-division of the populations into reasonable small divisions.
Demerits of the Method:
Ø Errors are likely to be more in this method in comparison to any other probability method.
Ø A multi-stage is usually less efficient than a suitable single stage sampling.
Ø It results in listing of first stage units, second stage units etc., though complete listing is not necessary.
2. Non-probability sampling:
Non-probability sampling or judgment sampling is based on the personal judgment. Under this technique, a desired number of sample units are selected deliberately or purposely depending upon the subject of the enquiry so that only the important items representing the true characteristic of population are included in the sample. But in reality, non-probability sampling techniques are used more frequently than that of probability sampling that one might imagine. Non-probability sampling techniques will always produce larger sampling errors (for the same sample size) than random techniques. The reason for this is that these techniques generate the expected random sampling error on each selection plus additional error related to the non-random nature of the selection process. The methods of non-probability sampling are
(i) Purposive sampling/Judgment sampling
(ii) Quota sampling and
(iii) Convenience sampling.
Box-4.3 Why probability sampling techniques are better than non-probability sampling?
Let's say that the researcher wants to sample from a ‘population' of 1000 consecutively numbered slips of papers. Because numbering these slips is time consuming, we have 10 people having each number of 100 slips and place all 100 of them into our bowl when they finish. Let assume that the last person to finish has slips numbered from 901 to 1000, and these are laid on top of all the other slips in the bowl. If we wanted to make this a truly random sampling process, we would have to mix the slips in a bowl thoroughly before selecting. Furthermore, we would want to reach into the bowl to different depths on subsequent picks to make sure every slip, had a fair chance of being picked. But, let us say in this example that we forget to mix the slips in the bowl. Let's also say we only pick from the top layer of slips. It should be obvious what will occur. Because the top layer of slips is numbered 901 through 1000, the mean of any sample (of 100 or less) we select will however around 950.5 (the true mean of the numbers 901 through 1000). Clearly, this is not even close to the true population mean (500.5 - the mean of the numbers from 1 to 1000). Sampling error amounts to the difference between the true population mean and the sample mean. In this example, the sampling error can as large as 450 (950.5 - 500.5). This was a simple, and somewhat absurd, example of non-probability sampling. But, it makes the point. Non-probability sampling methods usually do not produce samples that are representative of the general population from which they are drawn. The greatest error occurs when the researcher attempts to generalize the results of the survey obtained from the sample to the entire population. Such an error is insidious because it is not at all obvious from merely looking at the data, or even from looking at the sample. The easiest way to recognize whether a sample is representative or not is to determine if the sample was selected randomly. To be a random sampling method, two conditions must be met. If both are met, the resulting sample is random. If not, it is a non-probability sampling technique: every member in the population must have an equal opportunity of being selected; the selection of any member of the population must have no influence on the selection of any other member. All non-probability sampling methods violate one or both of these criteria.
(i) Purposive or Judgment Sampling:
As the name implies, purposive sampling involves selecting members from the population to comprise a sample because they specifically meet some prescribed purpose of specific attributes of interest that address the purpose of a particular research problem under investigation. Purposive sampling is used primarily in causal-comparative (ex post facto) research where the researcher is interested in finding a possible cause-and-effect link between two variables, one of which has already occurred. The researcher intentionally selects the samples in such a way that one possesses the causal (independent) variable and the other does not. The purpose of the research governs the selection of the sample and, thus, excludes members of the population who do not contribute to that purpose.
Merits of the Method:
* This technique will be best one when the size of the sample is small
* As this technique is based on judgment or purposive, there is possibility of obtaining representative samples when the nature of the population is difficult to predict
* If the need of the research is such that the decision-is needed urgently, this method of selecting samples is more appropriate. This technique is having more applicability in case of solving business related problems
Demerits of the Method:
* There is no objective way of evaluating the reliability of sample results
* There is certain degree of risk involved as the researcher has to take his/her own decisions
(ii) Quota Sampling:
In this case the samples are stratified into small units. After this the number of sample units to be selected from each stratum is decided by the researcher in advance. This number is called as quota which is fixed according to some specific characteristics such as income group, sex, occupation etc.
Merits of the Method:
* It reduces the expenses that the researcher required for collecting the samples
* The required units are very close to the researcher hence, it may require less time
Demerits of the Method:
* There is every possibility of inclusion of biasness in deciding the sample units by the researcher
* There may be possibility of more sampling error
(iii) Convenience Sampling:
As the name suggests, this sampling technique is highly unsystematic, careless, accidental one. The samples are selected in accordance to the requirement/convenience of the researcher. The requirement may be in respect of availability of data, time factor etc.
Decision regarding proper sampling plays very crucial role in any type of research. From the above analysis of sampling selection techniques, it is almost clear that there is no hard and first rule regarding the selection of a proper sampling technique. Sometimes in reality it so happens that, a study requires a mix of above techniques rather than one technique specifically. This type of sampling technique is popularly called as ‘mixed sampling' by the researchers. However, it is true that a wrong selection of sample units or sample size may spoil in achieving the desired result of researcher. Thus the researcher should be very careful while going for proper sampling design, sampling size while going for selection of appropriate sampling technique.
1. The term population is referred to any collection of individuals or of their attributes or of results of operations which can be numerically specified.
2. Thus sampling is simply the process of learning about population on the basis of sample drawn from it.
3. The reliability of a study lies more on the selection of appropriate size of the sample.
4. Basically two types of sampling techniques are used for drawing a sample plan. Those are (i) Probability sampling and (ii) Non-probability sampling.
5. Probability sampling techniques are: Simple random sampling, systematic sampling, stratified sampling, cluster sampling and multi-stage sampling. A random sampling is one where each item of the universe has an equal or known opportunity of being selected.
6. For various reasons, non-probability sampling selection is widely used for business tendency surveys, particularly those that are carried out by trade associations. While there is a substantial body of literature on the properties of random samples, the theoretical justification of purposive or quota sampling is relatively undeveloped. There is however, considerable practical experience which shows that non-probability samples can give acceptable results when used for business tendency surveys.
SHORT ANSWER TYPE:
1. Statistics deal with large numbers and does not study single figure. (T)
2. Census method deals with the investigation of a part of entire population. (F/Entire)
3. Chances of statistical errors are minimized as the data collected and processed is relatively large. (F/Small)
4. The census method is useless in case results are urgently required. (T)
5. When the universe is a small one, it is not at all advisable to go for sampling method. (T)
6. ‘A random sample is a sample selected in such a way that every item in the population has an equal chance of being included'. (T)
7. When the names or house numbers of the persons are first arranged serially according to alphabetical, geographical or simply in serial order, the technique of sampling is called as Selecting from sequential list. (T)
8. Randomization means division of the entire universe into groups according to geographical, sociological or economic characteristics. (F/Stratification)
9. Lottery method is more useful in a comparatively small size universe. (T)
10. Systematic sampling is very easy to operate and checking cannot be done quickly. (F/Can be)
11. Cluster should be as large as possible with the minimum cost and limitations of study. (F/as small as)
12. When a researcher deliberately selects certain units for study from the universe is known as multi-stage sampling. (F/Purposive)
13. Purposive sampling is useful under proper controls and safeguards. (T)
14. The sample unit is the individual population object or element or a group which are used as the basis of selection of sample. (T)
15. Source list shows the items of a study population or universe. (T)
16. The lottery method becomes extremely cumbersome to use as the size of the population increase. (T)
17. Non-response reduces the effective sampling size and its representativeness. (T)
18. Quota sampling is a type of Simple random sampling. (F/ Judgment)
19. The sampling errors arise due to drawing faulty inferences about the population based upon the results of the sample. (T)
20. A sampling frame or a population frame refers to the listing of all items in the population with proper identification under study. (T)
21. If one will take confidence level of 95% then it mean that if one will repeat the exercise 100 times, 95 times population parameters will lie within specified limits. (T)
22. Quota sampling is the method of stratified sampling in which the selection within strata is non-random. (T)
23. Judgment sampling is the process of deliberate selection of sample unit that conform to predetermined criteria. (T)
24. Non-random sampling doesn't provide a chance of selection to each population element. (T)
25. The law of statistical regularity states that if a moderately large number of items are selected at random from a given population, the characteristics of those items will reflect, to a fairly accurate degree, the characteristics of the entire population. (T).
26. The law of inertia of large numbers is a corollary of the law of statistical regularity. (T)
27. Random sampling is also known as probability sampling (T)
B. FILL IN THE BLANKS
1. All the items under consideration in any field of inquiry constitute a ______ or _______. (Universe or population)
2. A complete enumeration of all the items in the ‘population' is known as a ________ method of collecting data. (Census)
3. _______ is simply the process of learning about population on the basis of a sample drawn from it. (T)
4. Sampling method is having practical relevance at that cases where the size of the population is large and it helps investigation _________ and easy. (Practicable)
5. Sample survey provides accurate and reliable information about the universe with _______ cost, ______ and ______ and set out the limits of accuracy of the estimates. (Minimum, Time, Energy)
6. ____________ is an example of census method of data collection. (Population census of India)
7. The data collected by ________ is the bright example of the large sample survey based on sampling technique. (National Sample Survey Organization)
8. _______ sampling provides a scientific technique of drawing samples from population according to some laws of chance in which each unit has some definite pre-assigned probability of being chosen in the sample. (probability)
9. A _______ sample is one where each item in the universe has an equal or known opportunity of being selected. (Random)
10. Where a blindfold selection has been made from the numbers of slips based on the requirements, is called as _______ method of random sampling. (Lottery)
11. The technique of ______ system is used for selecting samples based on the area where a map of entire area is prepared. (Grid)
12. In case when the population of the study is heterogeneous with respect to the variable or characteristics under study then the technique is called as _______ sampling. (Stratified)
13. Under _______ sampling method the first sample unit is selected are random and the remaining units are automatically selected in a definite sequence at equal spacing from one another. (Systematic)
14. The sampling interval (K) is determined by dividing the population (N) by the size of the sample (n) i.e., ______. (K=N/n)
15. In cluster sampling method the total study population is divided into some recognizable sub-divisions which are termed as ______. (Clusters)
16. The representative of a part of population is known as ________.(Sample)
17. One should go for sampling when the amount of money budget needed to cover the entire population is _______ in comparison to covering the entire population. (Less)
18. ________ is the primary reason for going for sampling method by the researchers while designing the data collection method. (Time limit)
19. ______ sampling is the method of random selection of sampling units consisting of population elements. (Cluster)
20. ______ technique yield representative sample. (Probability sampling)
22. As the name suggests ______ sampling refers to a sampling technique which is carried out in various stages. (Multi-stage)
23. Purposive sampling is also called ______ sampling or ______ sampling. (Deliberate or Judgment)
24. The number which is decided according to some specific characteristics such as income groups, sex, etc., by the researcher in advance is known as ______ .
25. _______ sampling is known as unsystematic, careless, accidental or opportunistic sampling. (Convenience)
26. Response rate in research refers to the percentage of the _____ sample that is actually interviewed. (Original)
27. The _______ can be used to select a representative sample from a population of a large size. (Table of random numbers)
28. When the entire population is divided into a number of homogeneous groups or classes known as ______. (Strata)
29. The samples are characterized by _______ where the chance of including any elementary unit of the population in the sample cannot be determined and they themselves do not satisfy an accurate statistical treatment. (Non-probability)
30. _______ sampling technique where the choice of sampling items depends exclusively on the judgment of the researcher. (Judgment)
31. ________ sampling is also known as chunk sampling. (Convenience)
32. A part of the population selected according to some rule is called as _____. (Samples)
33. The process of selecting or drawing a sample is called as _______. (Sampling)
34. The number of members a sample contains is known as _______. (sample size)
35. A _______ is a plan for obtaining a sample from the sampling frame. (Sample design)
36. A ________ is the characteristic of study universe or population. (Parameter)
37. The _______ or reliability is the expected percentage of items that the actual value will fall within the stated precision limits. (Confidence level)
38. The confidence level in a statistical study indicates the likelihood that the answer will fall _______ the range. (Within)
39. The significance level in a test indicates the likelihood that the answer will fall ______ the range. (Outside)
40. The law of _______ asserts that large aggregates are relatively more stable than small ones. (Inertia of large numbers)
LONG ANSWER TYPE:
1. What is a research universe? Explain the types of universe.
2. Discuss the various techniques of sampling and pointing their relative advantages and disadvantages.
3. What is the cause of going for sampling? Which method, according to you is the best method and why?
4. What do you mean by sampling? Explain some characteristics of a good sample. Discuss the different methods of sampling and give a brief explanation.
5. Explain the main essentials of a sample. What factors to be analysed while selecting a sample size?
6. Is there any difference between probability sampling and non-probability sampling technique. Which technique you would like. Justify your answer.
7. ‘A sample may be large but unless it is selected random'. Explain.
8. Compare the advantages and disadvantages of ‘census method' and the ‘sampling method of collecting management data.
9. Distinguish between a census and a sample enquiry and briefly explain their advantages and disadvantages. Which of these two methods would you prefer for collecting information on market survey related enquiries?
10. ‘ Random sampling owes its importance to the fact that one can assess the results obtained from it in terms of probabilities otherwise the reliability of the estimates remains a matter of individual opinion'. Elucidate the Bhardwaj's statement.
11. Discuss, with proper justification, mentioning the use of purposive sampling and a convenience sampling.
12. ‘A good sample must be based on random selection of respondents'. Comment the statement.
13. Write short notes on:
(i) Stratified sampling
(ii) Systematic sampling
(iii) Cluster sampling
(iv) Multistage sampling
(v) Area sampling
14. Write short notes on:
(i) Reliability of sampling
(ii) Size of sample
(iii) Representative character of sample
15. What is ‘probability sampling'? Discuss one popular method of probability sampling.
16. What is ‘sampling'? Describe the stratified sampling method. What satisfaction criteria would you employ in sampling public opinion on the T.V. serial ‘Bidayi' of Star Plus.
17. Sampling method is important in advertising research. Discuss some methods for planning the sample.
18. Among the three techniques of simple random sampling, stratified random sampling and cluster sampling, which techniques is the most?
Table of ‘Z' values
Procedure for using random numbered table
1. Number each member of the population
2. Determine population size (P)
3. Determine sample size (N)
4. Determine starting point in the table by randomly picking a page and dropping finger on the page with closed eyes.
5. Choose a direction in which to read (up to down, left to right, or right to left)
6. Select the first N numbers, read from the table whose last ‘X' digits are between 0 to P. (If P is a two digit number, then X would be 2, if it is a three digit number, X would be 3, if it is a four digit number, X would be 4 etc.)
7. Once a number is chosen, this number should not be used again
8. If once reached at the end of the table before obtaining the desired N numbers, pick another starting point, read in a different direction, use the first X digit, and continue until achieving the target.
Example: P=300, N=50, starting point is column 3, row 2 on random number table; read down. Those population numbers 43, 13, 122, 169, etc., until 50 unique numbers are gathered. Like the numbers will be as 59468, 99699,14043,15013,12600, 33122, 94169 and so on till fifty samples are selected.
Table of Random Numbers
JAAGO RE! AWAKING YOUNG INDIA
The Tata Tea group is the world's second largest global branded tea manufacturer having operations in over 60 countries in the globe. The prominent companies in the group are Tata Tea, the UK-based Tetley group and Tata Coffee. Set up in 1964 as a joint venture with the UK-based James Finlay and Company, the group has operations in branded tea, bulk tea, coffee and other beverages, and also has plantations. The Tata Tea brand leads in volume market share in India while the Tetley brand is the second-largest teabag brand in the world. The group has interests in South African tea company Joekels Tea Packers and Polish tea brands Vitax and Flosana. The company, in tea segment is facing strategic challenge with Hindustan Unilevel Limited (with brands like Brooke Bond, Taj Mahal and Taaza) which had always been like a tiger in the tea category.
The tea company was in news in the month of September, 2008 when it announced that it had joined hands with Janaagraha, a Bangalore based not-for-profit organization that has been doing pioneering work in the areas of urban advocacy and governance. The objective of the partnership was to create a platform that will motivate the vast numbers of Indian youth to actively participate in the electoral process of the country as fifteenth lok sabha was scheduled ahead on 29th, 2009. The initiative was named as ‘Jaago Re! One Billion Votes' and aimed at awakening the youth of this country to the importance of exercising their right to vote about the change they seek.
The campaign which was initiated in the year 2008 now takes a new leap. From challenging the qualifications of a politician to run the country, the campaign then seeks to empower the youth to influence polity by exercising their right to vote and now it is showing to prevent corruptions ‘ye khate hein kyun ki hum khilate hain', ‘aaj se khilana bandh pilana suru'.
The insight or idea behind this ad is that, ‘I don't seek change, I am the change', helped to develop a strategy to target the awakened generation. The codes were shifted from nurturing, bonding, rejuvenating (tea has always been seen as a wake-up drink) to jolting, provoking and awakening. This led to the big idea that ‘while other tea wakes you up, Tata Tea awakes you'.
Speaking about Tata Tea's commitment towards the initiative, Ms. Sangeeta Talwar, Executive Director- Marketing, Tata Tea, said, ‘We launched the Jaago Re campaign last year in line with our vision to transform tea from a medium of mere physical and mental rejuvenation to a medium of social awakening. The campaign which received both critical acclaim as well as very positive consumer feedback has set us on a journey to connect with the heart, mind and soul of young India's emerging social consciousness. This year the focus of the Jaago Re! campaign is to awaken the youth to the power that lies in their hands – the power to influence, the power to choose, the power to vote! The Jaago Re site enables registration of voters thus, by helping them to be a part of the electoral process and hence, be key agents for positive change in our democracy”.
In this initiative Janaagraha's main line of advocacy is to improve the systemic nature of problems related to management, maintenance and the use of voter rolls. On the other hand, Tata Tea facilitates the process and provides all the necessary support needed for the mammoth project. It is a perfect example of corporate-public partnership aimed at bringing about meaningful change in the society.
This campaign has been chosen with three basic objectives. They includes, the first objective is of creating a favourable image of the Tata tea amongst at least 50 per cent of the non-users. The second is to increase the volumes for all Tata tea brands and finally, to change the youth and attract over 2 million unique visitors who had logged on in jagore.com and at least to convert 20 per cent among them towards Tata tea.
As a step further, for the first time in India, www.jaagore.com had hosted an online voter registration engine to allow citizens across the country to fill their voter registration forms in 5 minutes and also got driving directions to submit this form in their city. Hence, the Jaago Re One! Billion Votes campaign was not only a call to action but also act as a platform which provided any potential voter to know all the information and facilitation he or she had needed to become part of the electoral process.
1. You have asked for an impact study of this campaign. Design a questionnaire to get information from the respondents.
2. Which sampling method you would like to use to finalize sample units and sample area?
3. Do you agree that the Jaago Re! Campaign is definitely achieving its desired target or simply a means of telecasting commercial advertisement? Explain your answer with proper justification.
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