6.2: Probability sampling

There are two main categories of samples: probability and nonprobability. Probability samples are those in which every member of the sample has an identified likelihood of being selected. Several probability sample methods can be utilized.

One probability sampling technique is called a simple random sample (SRS), where not only does every person have an identified likelihood of being selected to be in the sample, but every person also has an equal chance of exclusion. Many types of probablity samples are listed here, but it is recommended for businesses or organizations who are leading primary research themselves to select a simple random sample. A statistician is usually needed for most methods of selecting samples that go beyond a simple random sample in order to ensure that the number of subgroups compared, the measurement used, and the level of sampling error are all within acceptable bounds.

Simple random sample

When simple random sample (SRS) is used, everyone in the population has an equal probability of being selected. For example, If a statistics teacher wants to choose a student at random for a prize, she could simply place the names of all the students in a hat, mix them up and choose one. Another example of SRS is if one chooses to give a number to every person in the population and then randomly select numbers from a hat or by using computer software.

There are a number of additional types of probability sampling methods, but as previously mentioned, they tend to be administered by market research professionals.

Market Research in Action: Daraja

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Image used under license from Shutterstock.com

Daraja is a university student living in Calgary, Alberta. She is pursuing a degree in business administration and is interested in putting her newly acquired marketing skills into action for the Mustard Seed, a food bank on campus that provides diverse food staples to students free of charge. Daraja is interested in what types of foods the students are most interested in having stocked at the food bank, particularly since some international students have a challenge to find diverse foods in stores close to campus.

Daraja would like to do a small survey of students but isn’t sure where to start. Daraja decides to do a simple random sample of the students who have used the food bank in the past three months.

If Daraja has all of the emails for the students, how could she ensure that the sample is randomly selected? What other considerations should Daraja think about when constructing her sample?

 

 

Stratified Random Sample

When it’s important for the sample to have members from different segments of the population, one should use a stratified random sample method. In this type of sample, the population is first divided into groups called strata by some characteristic. Then, using a simple random sample (SRS), people are randomly selected from each group. This method ensures that each group is represented.

 

Market Research in Action: Daraja

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Image used under license from Shutterstock.com

As previously described, Daraja would like to conduct a survey of users of the Mustard Seed food bank from the past three months, in order to understand what foods these users are interested in accessing at the food bank. If Daraja is interested in understanding the country of origin of each student (to understand their food preferences) as well as their frequency of food bank use (to determine regular versus occasional users), Daraja could select a stratified random sample. The country of origin and frequency of food bank use are the strata in this scenario.

Daraja would then:

  1. Determine sample size: Decide on the desired sample size from each stratum. It should be proportionate to the size of each group within the population. For instance, if there are more international students than local students, the sample size for international students should reflect that proportion.
  2. Ensure representativeness: Ensure that the selected samples from each stratum represent the characteristics and diversity of the entire population. This means the chosen samples should accurately reflect the distribution and variety of preferences among students using the food bank.
  3. Random selection: Randomly select individuals from each stratum. For example:
    • For nationality-based strata: Randomly select students from each country group that represents the diversity of the student population.
    • For frequency-based strata: Randomly select students from the regular and occasional user groups

Then Daraja would have a stratified random sample for the survey. What are some of the challenges for Daraja with this approach?

Cluster sample

In cluster sampling, the population is divided into naturally occurring groups (or clusters). For example, groups could be clustered by country or postal code. After the clusters are formed, some clusters are randomly selected. Then all people within those clusters are surveyed.

Market Research in Action: Daraja

Young woman with white blouse, brown pants, medium length brown hair. She is holding a laptop.
Image used under license from Shutterstock.com

Daraja is interested in understanding the needs of the users of the Mustard Seed food bank, located on the university campus. If, for example, Daraja was interested in categorizing the population based on the student residences on campus, she may want to select a cluster sample. In order to do this, Daraja would:

  1. Randomly select clusters: Randomly choose a few clusters several student residences.
  2. Survey all individuals in selected clusters: Unlike in stratified sampling where individuals are selected from each stratum, in cluster sampling, all individuals within the chosen clusters are surveyed. Daraja would survey all students residing in the selected dormitories.
  3. Ensure representativeness: Ensure that the selected clusters are diverse and representative of the entire population. This means that the chosen clusters should collectively reflect the diversity and characteristics of the entire student population using the food bank.

Cluster sampling can be more practical and cost-effective than other methods, especially when the population is large and dispersed, as it allows for sampling based on naturally occurring groups such as students living in residence.

Systematic random sample

In systematic random sampling, after choosing a starting point at random, people are selected by using a jump number. For example, choosing teams in gym class by counting off by 3’s or 4’s, is an example of systematic sampling. (Flexbooks, cite here)

Market Research in Action: Daraja

Young woman in a coffee shop sitting at a table. She has a patterned top and shoulder length dress and is smiling at the camera.
Image used under license from Shutterstock.com

Daraja is interested in surveying all of the students who used the Mustard Seed Food Bank over the past few months. If Daraja wanted to have a true random sample from this group, she could use systematic random sampling. She would:

  1. Determine sample size: Decide on the desired sample size. For instance, if the total number of students who used the food bank is 300 and the desired sample size is 50, then every 6th student (300 divided by 50) from the list will be selected.
  2. Random start: Choose a random starting point from the list of students who used the food bank. This can be done by selecting a random number between 1 and the sampling interval (in this case, 6).
  3. Select sample: Begin at the random starting point and select every nth individual according to the sampling interval. For example:
    • If the random start is student #3 on the list, Daraja would then select students #3, #9, #15, #21, and so on, until she reaches the desired sample size.

This approach would offer a balance between randomness and ease of implementation. It allows for a representative sample to be drawn without the complexities involved in other methods, ensuring an unbiased selection from the population of students utilizing the food bank.

 

References

Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing. OpenStax, Rice University. CC BY 4.0

CK-12 Foundation. (n.d.). CK12-Foundation. CK-12.

OECD (2012), “Good Practices in Survey Design Step-by-Step”, in Measuring Regulatory Performance: A Practitioner’s Guide to Perception Surveys, OECD Publishing, Paris.

Scholes, S. (n.d.). Introduction to Sampling Methods . OER Commons. CC BY-NC-SA 4.0

 

 

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