SAMPLE DESIGN & SELECTING AN APPROPRIATE STATISTICAL TECHNIQUE
Sampling is a technique of selecting individual members or a subset of the population to make
statistical inferences from them and estimate characteristics of the whole population. Different sampling methods are widely used by researchers in market research so that they do not need to research the entire population to collect actionable insights. 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. 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. Population OR Universe: The entire aggregation of items from which samples can be drawn is known as a population. In sampling, the population may refer to the units, from which the sample is drawn. Census: A complete study of all the elements present in the population is known as a census. It is a time consuming and costly process and is, therefore, seldom a popular with researchers. The general notion that a census generates more accurate data than sampling is not always true. Limitations include failure in generating a complete and accurate list of all the members of the population and refusal of the elements to provide information. The national population census is an example of census survey. Steps in Sampling Process An operational sampling process can be divided into seven steps as given below: 1. Defining the target population. 2. Specifying the sampling frame. 3. Specifying the sampling unit. 4. Selection of the sampling method. 5. Determination of sample size. 6. Specifying the sampling plan. 7. Selecting the sample. 1. Defining the Target Population: Defining the population of interest, for business research, is the first step in sampling process. In general, target population is defined in terms of element, sampling unit, extent, and time frame. The definition should be in line with the objectives of the research study. 2. Specifying the Sampling Frame: Once the definition of the population is clear a researcher should decide on the sampling frame. A sampling frame is the list of elements from which the sample may be drawn. Continuing with the micro-oven ex, an ideal sampling frame would be a database that contains all the households that have a monthly income above Rs.20,000. However, in practice it is difficult to get an exhaustive sampling frame that exactly fits the requirements of a particular research. A sampling frame error pops up when the sampling frame does not accurately represent the total population or when some elements of the population are missing another drawback in the sampling frame is over —representation. A telephone directory can be over represented by names/household that have two or more connections. 3. Specifying the Sampling Unit: A sampling unit is a basic unit that contains a single element or a group of elements of the population to be sampled. In this case, a household becomes a sampling unit and all women above the age of 20 years living in that particular house become the sampling elements. If it is possible to identify the exact target audience of the business research, every individual element would be a sampling unit. This would present a case of primary sampling unit. However, a convenient and better means of sampling would be to select households as the sampling unit and interview all females above 20 years, who cook. This would present a case of secondary sampling unit. 4. Selection of the Sampling Method: The sampling method outlines the way in which the sample units are to be selected. The choice of the sampling method is influenced by the objectives of the business research, availability of financial resources, time constraints, and the nature of the problem to be investigated. All sampling methods can be grouped under two distinct heads, that is, probability and non- probability sampling. 5. Determination of Sample Size: The sample size plays a crucial role in the sampling process. There are various ways of classifying the techniques used in determining the sample size. A couple those hold primary importance and are worth mentioning are whether the technique deals with fixed or sequential sampling and whether its logic is based on traditional or Bayesian methods 6. Specifying the Sampling Plan: In this step, the specifications and decisions regarding the implementation of the research process are outlined. Suppose, blocks in a city are the sampling units and the households are the sampling elements. This step outlines the modus operandi of the sampling plan in identifying houses based on specified characteristics. It includes issues like how is the interviewer going to take a systematic sample of the houses. 7. Selecting the Sample: This is the final step in the sampling process, where the actual selection of the sample elements is carried out. At this stage, it is necessary that the interviewers stick to the rules outlined for the smooth implementation of the business research. This step involves implementing the sampling plan to select the sampling plan to select a sample required for the survey. Types of samples The process of deriving a sample is called a sampling method. Sampling forms an integral part of the research design as this method derives the quantitative data and the qualitative data that can be collected as part of a research study. Sampling methods are characterized into two distinct approaches: probability sampling and non-probability sampling. Probability sampling Probability sampling is a method of deriving a sample where the objects are selected from a population-based on the theory of probability. This method includes everyone in the population, and everyone has an equal chance of being selected. Probability sampling can be further classified into four distinct types of samples. They are: Simple random sampling: The most straightforward way of selecting a sample is simple random sampling. In this method, each member has an equal chance of being a part of the study. The objects in this sample population are chosen purely on a random basis, and each member has the same probability of being selected. Cluster sampling: Cluster sampling is a type of sampling method where the respondent population is divided into equal clusters. Clusters are identified and included in a sample based on defining demographic parameters such as age, location, sex, etc. This makes it extremely easy for a survey creator to derive practical inferences from the feedback. Systematic sampling: Systematic sampling is a sampling method where the researcher chooses respondents at equal intervals from a population. The approach to select the sample is to pick a starting point and then pick respondents at a pre-defined sample interval. Stratified random sampling: Stratified random sampling is a method of dividing the respondent population into distinctive but pre-defined parameters in the research design phase. In this method, the respondents don’t overlap but collectively represent the whole population. Non-probability sampling The non-probability sampling method uses the researcher’s discretion to select a sample. This type of sample is derived mostly from the researcher’s or statistician’s ability to get to this sample. This type of sampling is used for preliminary research where the primary objective is to derive a hypothesis about the topic in research. Here each member does not have an equal chance of being a part of the sample population, and those parameters are known only post- selection to the sample. We can classify non-probability sampling into four distinct types of samples. They are: Convenience sampling: Convenience sampling, in easy terms, stands for the convenience of a researcher accessing a respondent. There is no scientific method of deriving this sample. Researchers have nearly no authority over selecting the sample elements, and it’s purely done on the basis of proximity and not representativeness. This non-probability sampling method is used when there are time and cost limitations in collecting feedback. For example, researchers that are conducting a mall-intercept survey to understand the probability of using a fragrance from a perfume manufacturer. In this sampling method, the sample respondents are chosen purely on their proximity to the survey desk and their willingness to participate in the research. Judgemental/purposive sampling: The judgemental or purposive sampling method is a method of developing a sample purely on the basis and discretion of the researcher purely on the basis of the nature of study along with his/her understanding of the target audience. In this sampling method, people who only fit the research criteria and end objectives are selected, and the remaining are kept out. For example, if the research topic is understanding what University a student prefers for Masters, if the question asked is “Would you like to do your Masters?” anything other than a response, “Yes” to this question, everyone else is excluded from this study. Snowball sampling: Snowball sampling or chain-referral sampling is defined as a non- probability sampling technique in which the samples have traits that are rare to find. This is a sampling technique, in which existing subjects provide referrals to recruit samples required for a research study. For example, while collecting feedback about a sensitive topic like AIDS, respondents aren’t forthcoming with information. In this case, the researcher can recruit people with an understanding or knowledge of such people and collect information from them or ask them to collect information. Quota sampling: Quota sampling is a method of collecting a sample where the researcher has the liberty to select a sample based on their strata. The primary characteristic of this method is that two people cannot exist under two different conditions. For example, when a shoe manufacturer would like to understand from millennials their perception of the brand with other parameters like comfort, pricing, etc. It selects only females who are millennials for this study as the research objective is to collect feedback about women’s shoes. In quantitative research, data are analysed through null hypothesis significance testing, or hypothesis testing. This is a formal procedure for assessing whether a relationship between variables or a difference between groups is statistically significant. BIBLIOGRAPHY: https://www.scribbr.com/statistics/statistical-tests/ https://www.scribbr.com/statistics/statistical-significance/ http://arts.brainkart.com/article/different-types-of-sample-designs-568/ https://www.mbaknol.com/research-methodology/meaning-of-sampling-and-steps-in- sampling-process/ https://www.questionpro.com/blog/sample/ https://www.questionpro.com/blog/types-of-sampling-for-social-research/
Fill in the blanks:
1. When selecting a statistical technique, it's crucial to begin by defining the
____________ of your research or data analysis. 2. The choice of a statistical technique should be driven by the ____________ of your data, including its type, distribution, and scale of measurement. 3. If you aim to examine relationships between variables, you may use ____________ analysis techniques, such as correlation or regression. 4. When you need to describe and summarize data, ____________ statistics like mean, median, and mode are often employed 5. If your data is categorical or nominal, ____________ tests like chi-squared or Fisher's exact test may be suitable for analysis. 6. When comparing multiple groups or conditions, you might consider ____________ tests, such as ANOVA or Kruskal-Wallis. 7. Time-series data, which changes over time, can be analysed using ____________ techniques, including autoregressive models or moving averages. 8. To test hypotheses or make inferences about a population based on a sample, you may employ ____________ techniques like t-tests or z-tests. 9. When you aim to reduce the dimensionality of your data, techniques like ____________ analysis or factor analysis may be useful. 10. ____________ techniques, such as logistic regression, are commonly used for predicting binary or categorical outcomes. 11. The choice of statistical technique may also depend on the ____________ of data, which can include cross-sectional or longitudinal data. 12. It's essential to assess the ____________ of your data analysis, ensuring that the chosen technique aligns with your research questions and objectives.
Answers:
1. Objectives or Goals 2. Characteristics 3. Relationship or Correlation 4. Descriptive 5. Categorical 6. Group Comparison or Analysis of Variance 7. Time-series 8. Inferential or Hypothesis Testing 9. Dimensionality Reduction 10. Predictive Modeling or Regression Analysis 11. Design or Type 12. Validity or Appropriateness
