Survey is a data collection tool used to gather information about individuals.

Surveys are commonly used in psychology research to collect self-report data from study participants. A survey may focus on factual information about individuals, or it might aim to collect the opinions of the survey takers. A survey can be administered in a couple of different ways. In one method known as a structured interview, the researcher asks each participant the questions. In the other method known as a questionnaire, the participant fills out the survey on his or her own. Surveys are generally standardized to ensure that they have reliability and validity. Standardization is also important so that the results can be generalized to the larger population.

Advantages of Using Surveys

Surveys allow researchers to collect a large amount of data in a relatively short period of time. Surveys are less expensive than many other data collection techniques. Surveys can be created quickly and administered easily. Surveys can be used to collect information on a wide range of things, including personal facts, attitudes, past behaviors and opinions.

Disadvantages of Using Surveys

Poor survey construction and administration can undermine otherwise well-designed studies. The answer choices provided on a survey may not be an accurate reflection of how the participants truly feels. While random sampling is generally used to select participants, response rates can bias the results of a survey.

Types of Survey Data Collection Surveys can be implemented in a number of different ways. Chances are good that you have participated in a number of different market research surveys in the past. Some of the most common ways to administer survey include:

Mail - An example might include an alumni survey distributed via direct mail by your alma mater. Telephone - An example of a telephone survey would be a market research call about your experiences with a certain consumer product. Online - Online surveys might focus on your experience with a particular retailer, product or website. At home interviews - The U.S. Census is a good example of an at-home interview survey

Sampling Design - Presentation Transcript

SAMPLING DESIGN PROBABILITY SAMPLING & NON-PROBABILITY SAMPLING Darwin Cunanan Ma. Clara Cruz Definition of Sampling: Measuring a small portion of something and then making a general statement about the whole thing. Process of selecting a number of units for a study in such a way that the units represent the larger group from which they are selected. Why We Need Sampling (Purposes and Advantages of Sampling) Sampling makes possible the study of a large, heterogeneous (different characteristics) population. - The universe or population to be studied maybe too large or unlimited that it is almost impossible to reach all of them. Sampling makes possible this kind of study because in sampling only a small portion of the population maybe involved in the study, enabling the researcher to reach all through this small portion of the population. Why We Need Sampling (Purposes and Advantages of Sampling) Sampling is for economy. - Research without sampling may be too costly. Sampling reduces the study population to a reasonable size that expenses are greatly reduced. Sampling is for speed . - Research without sampling might be too time consuming. Why We Need Sampling (Purposes and Advantages of Sampling) Sampling is for accuracy. - If it takes too long a time to cover the whole study population, there maybe inaccuracy. The research must be finished within a reasonable period of time so that the data are still true, valid and reasonable. Why We Need Sampling (Purposes and Advantages of Sampling) Sampling saves the sources of data from being all consumed. - The act of gathering data may consume all the sources of information without sampling. In such a case, there is no more data to apply the conclusion to. Disadvantages of Sampling (Defective Sampling) If sampling is biased, or not representative, or too small, the conclusion may not be valid and reliable.

In research, the respondents to a study must have a common characteristics which is the basis of the study. Disadvantages of Sampling (Defective Sampling) If the population is very large and there are many sections and subsections, the sampling procedure becomes very complicated. If the researcher does not possess the necessary skill and technical knowhow in sampling procedure. WHAT IS A GOOD SAMPLE? The sample must be valid. Validity depends on 2 considerations: 1. Accuracy bias is absent from the sample (ex. A company is thinking of lowering its price for its soap bar product. After making a survey in the sales of their product in a known mall in Makati they concluded that they will not cut down the price of the soap bar since there was an increased in sales compared to last year. Bias is present in this study since the company based its decision for the sales of a known mall which have consumers who can afford high price products. They did not consider the sales of their products in other area wherein they have middle class or low class consumers.) WHAT IS A GOOD SAMPLE? 2. Precision sample represents the population (ex. Customers who visited a particular dress shop are requested to log in their phone numbers so that they will receive information for discounts and new arrivals. Management wish to study customers satisfaction for that shop. By means of interviewing thru phone they get comments and reactions of their client. Samples used are not an exact representative of the population since it is limited only to those customers who log in their phone numbers and they did not consider customers without phone numbers indicated. STEPS IN SAMPLING DESIGN What is the target population? - Target population is the aggregation of elements (members of the population) from which the sample is actually selected. What are the parameters of interest? - Parameters are summary description of a given variable in a population. What is the sampling frame?

- Sampling frame is the list of elements from which the sample is actually drawn. Complete and correct list of population members only. What is the appropriate sampling method? - Probability or Non-Probability sampling method STEPS IN SAMPLING DESIGN What size sample is needed? There are no fixed rules in determining the size of a sample needed. There are guidelines that should be observed in determining the size of a sample. When the population is more or less homogeneous and only the typical, normal, or average is desired to be known, a smaller sample is enough. However, if differences are desired to be known, a larger sample is needed. When the population is more or less heterogeneous and only the typical, normal or average is desired to be known a larger sample is needed. However, if only their differences are desired to be known, a smaller sample is sufficient. STEPS IN SAMPLING DESIGN The size of a sample varies inversely as the size of the population. A larger proportion is required of a smaller population and a smaller proportion may do for a bigger population. For a greater accuracy and reliability of results, a greater sample is desirable. In biological and chemical experiments, the use of few persons is more desirable to determine the reactions of humans. When subjects are likely to be destroyed during experiment, it is more feasible to use non-humans. STEPS IN SAMPLING DESIGN Example: A Company would like to make a study in the quality of digital cameras it manufactured. Target population consumers of digital cameras Parameters of interest quality of digital cameras (scale of 1 to 5 , 5 being the most satisfactory) Sampling frame database of stores in which digital cameras are sold, usually customers gives information about them for warranty purposes Sampling method Probability sampling (Stratified sampling).

Size of sample it is more on heterogeneous population, average responses would like to know by the manufacturer, so large proportion will be needed from the population. STEPS IN COMPUTING THE SIZE OF A SAMPLE Determine the size of the target population. Decide on the margin of error. As much as possible the margin of error should not be higher than 5%. Probably 3% is an ideal one. Use the formula n = N 1 + Ne 2 (pagoso , et al. p.46) n = sample size N = the size of the population e = the margin of error Compute the sample proportion by dividing the result in number 3 by the population.

STEPS IN COMPUTING THE SIZE OF A SAMPLE Population is 5,346 Margin of error is 3% Using the formula n = ___5,346_ 1+ 5346(.03) 2 n = 920 Sample proportion (%) = 920 / 5346 = 17% General Types of Sampling Probability sampling the sample is a proportion (a certain percent) of the population and such sample is selected from the population by means of some systematic way in which every element of the population has a chance of being included in the sample.

PROBABILITY SAMPLING randomization is a feature of the selection process rather than an assumption about the structure of the population. more complex, time consuming and more costly General Types of Sampling Non-probability sampling the sample is not a proportion of the population and there is no system in selecting the sample. The selection depends upon the situation. NON-PROBABILITY SAMPLING no assurance is given that each item has a chance of being included as a sample there is an assumption that there is an even distribution of characteristics within the population, believing that any sample would be representative. TYPES OF PROBABILITY SAMPLING A. PURE RANDOM SAMPLING this type of sampling is one in which every one in the population of the inquiry has an equal chance of being selected to be included in the sample. also called the lottery or raffle type of sampling. this may be used if the population has no differentiated levels, sections, or classes. done with or without replacement PURE RANDOM SAMPLING main advantage of this technique of sampling is that, it is easy to understand and it is easy to apply too. disadvantage is that, it is hard to use with too large a population because of the difficulty encountered in writing the names of the persons involved. PURE RANDOM SAMPLING Steps in selecting sample using a table of random numbers: Define the population Determine the desired sample size

List all the members of the population Assign each of the individuals on the list a consecutive number from zero to the required number, ex. 01-89 or 001-249 Select an arbitrary number in the table of random numbers (Close your eyes and point) For the selected number, look at only the appropriate number of digits If the selected number corresponds to the number assigned to any individual in the population, then that individual is in the sample Repeat the steps until the desired sample size is reached. B. SYSTEMATIC SAMPLING a technique of sampling in which every kth name (old system of counting off) in a list may be selected to be included in a sample. also called as interval sampling, there is a gap or interval, between each selected unit in the sample. used when the subjects or respondents in the study are arrayed or arranged in some systematic or logical manner such as alphabetical arrangement and geographical placement from north to south. SYSTEMATIC SAMPLING Steps in systematic sampling: Define the population Determine the desired sample size Obtain a list (preferably randomized) of the population Determine what K is equal to by dividing the size of the population by the desired sample size Select some random place at the top of the population list Starting at that point, take every Kth name on the list until desired sample size is reached If the end of the list is reached before the desired sample is reached, go back to the top of the list. SYSTEMATIC SAMPLING k = skip interval = population size sample size population size = 64

sample size = 8 k=8 SYSTEMATIC SAMPLING main advantage is that it is more convenient, faster, and more economical disadvantage is that the sample becomes biased if the persons in the list belong to a class by themselves whereas the investigation requires that all sectors of the population are to be involved. C. STRATIFIED SAMPLING the process of selecting randomly, samples from the different strata of the population used in the study. advantage is that it contributes much to the representative of the sample Steps involves in stratified sampling: Define the population Determine the desired sample size Identify the variable and subgroups (strata) for which you want to guarantee appropriate representation (either proportion or equal) Classify all members of the population as members of one of the identified subgroups Randomly select (using table of random numbers) an appropriate number of individuals from subgroups. STRATIFIED SAMPLING Example: A call center company wants to seek suggestions of their agents for a new marketing strategy for their new services. 1. Population 5,000 agents. 2. Desired sample size 500 3. Variable of interest is age and there are three subgroups under 30, 30 to 45 and over 45 4. We classify the agents into the subgroups 20% or 1,000 are under age 30 65% or 3,250 are age 30 to 45 15% or 750 are over age 45 5. We want 500 agents. Since we want proportional representation.

20% of the sample (100) under age 30 65% (325) should be age 30 to 45 15% (75) should be over age 45 Therefore, using table of random numbers, 100 of the 1000 under age 30 are selected 325 of the 3250 age 30 to 45 are selected 75 of the 750 over age are selected D. CLUSTER SAMPLING also called as multistage cluster sampling used when the population is so big or the geographical area of the research is so large. Advantage : Efficiency Disadvantage: reduced accuracy or representativeness, on the account of the fact that in every stage there is a sampling error. CLUSTER SAMPLING Steps in cluster sampling: Define the population Determine the desired sample size Identify and define a logical cluster Obtain, or make a list of all clusters in the population Estimate the average number of population members per cluster Determine the number of clusters needed by dividing the sample size by the estimated size of the cluster Randomly select the needed number of clusters (using a table of random numbers) Include in the sample all population members in selected cluster CLUSTER SAMPLING Same example in the stratified sampling:

Population 5,000 agents Desired sample size 500 Logical cluster is a branch 50 branches all over the country Although the branch vary in number of agents , there is an average of 100 agents per branch. The number of clusters (branch) needed equals the desired sample size, 500 divided by the average size of a cluster, 100. Thus, the number of branch needed is 5. Therefore, we randomly select 5 of the 50 branch All the agents in each of the 5 selected branch are in the sample. TYPES OF NON-PROBABILITY SAMPLING A. ACCIDENTAL SAMPLING /CONVENIENCE SAMPLING no system of selection but only those whom the researcher or interviewer meet by chance are included in the sample. process of picking out people in the most convenient and fastest way to immediately get their reactions to a certain hot and controversial issue. ACCIDENTAL / CONVENIENCE SAMPLING not representative of target population because sample are selected if they can be accessed easily and conveniently. Advantage : easy to use Disadvantage: bias is present it could deliver accurate results when the population is homogeneous. ACCIDENTAL / CONVENIENCE SAMPLING Examples: the female moviegoers sitting in the first row of a movie theatre the first 100 customers to enter a department store the first three callers in a radio contest use of volunteers

B. PURPOSIVE SAMPLING the respondents are chosen on the basis of their knowledge of the information desired. TYPES OF PURPOSIVE SAMPLING 1. QUOTA SAMPLING specified number of persons of certain types are included in the sample. advantage over accidental sampling is that many sectors of the population are represented. But its representativeness is doubtful because there is no proportional representation and there are no guidelines in the selection of the respondents. PURPOSIVE SAMPLING 2. JUDGEMENT SAMPLING sample is taken based on certain judgements about the overall population. Critical issue: Objectivity how much can judgement be relied upon to arrive at a typical sample? Advantage: reduced cost and time involved in acquiring the sample

Accidental sampling is a type of nonprobability sampling which involves the sample being drawn from that part of the population which is close to hand. That is, a sample population selected because it is readily available and convenient. The researcher using such a sample cannot scientifically make generalizations about the total population from this sample because it would not be representative enough. For example, if the interviewer was to conduct such a survey at a shopping center early in the morning on a given day, the people that he/she could interview would be limited to those given there at that given time, which would not represent the views of other members of society in such an area, if the survey was to be conducted at different times of day and several times per week. This type of sampling is most useful for pilot testing.

Quota sampling is a method for selecting survey participants. In quota sampling, a population is first segmented into mutually exclusive sub-groups, just as in stratified sampling. Then judgment is used to select the subjects or units from each segment based on a specified proportion. For example, an interviewer may be told to sample 200 females and 300 males between the age of 45 and 60. This means that individuals can put a demand on who they want to sample (targeting)

This second step makes the technique non-probability sampling. In quota sampling, the selection of the sample is non-random sample and can be unreliable. For example, interviewers might be tempted to interview those people in the street who look most helpful, or may choose to use accidental sampling to question those closest to them, for time-keeping sake. The problem is that these samples may be biased because not everyone gets a chance of selection. This non-random element is a source of uncertainty about the nature of the actual sample and quota versus probability has been a matter of controversy for many years. Quota sampling is useful when time is limited, a sampling frame is not available, the research budget is very tight or when detailed accuracy is not important. Subsets are chosen and then either convenience or judgment sampling is used to choose people from each subset. The researcher decides how many of each category is selected. Quota sampling is the non probability version of stratified sampling. In stratified sampling, subsets of the population are created so that each subset has a common characteristic, such as gender. Random sampling chooses a number of subjects from each subset with, unlike a quota sample, each potential subject having a known probability of being selected.

What is Snowball Sampling?

Snowball Sampling is a method used to obtain research and knowledge, from extended associations, through previous acquaintances, Snowball sampling uses recommendations to find people with the specific range of skills that has been determined as being useful. An individual or a group receives information from different places through a mutual intermediary. This is referred to metaphorically as snowball sampling because as more relationships are built through mutual association, more connections can be made through those new relationships and a plethora of information can be shared and collected, much like a snowball that rolls and increases in size as it collects more snow. Snowball sampling is a useful tool for building networks and increasing the number of participants. However, the success of this technique depends greatly on the initial contacts and connections made. Thus it is important to correlate with those that are popular and honorable to create more opportunities to grow, but also to create a credible and dependable reputation.

Method 1. 2. 3. 4. 5. 6. Draft up a participation program (likely to be subject to change, but indicative). Approach stakeholders and ask for contacts. Gain contacts and ask them to participate. Community issues groups may emerge that can be included in the participation program. Continue the snowballing with contacts to gain more stakeholders if necessary. Ensure a diversity of contacts by widening the profile of persons involved in the snowballing exercise.

When to Use Snowball Sampling?

There are many reasons why an individual may want to use snowball sampling across any industry, research, job, etc. Specific to business and marketing, however, snowball sampling can be used to things such as identify experts in a certain field, product, manufacturing processes, customer relation methods, etc. 3M did this when they were trying to identify experts in different fields of work in order to become the lead user for surgical drapes, the small plastic covering that is applied at the incision site of a surgery. To do this, 3M called in specialist from all fields that related to how a surgical drape could be applied to the body. For example, they called in a veterinarian, who specializes with surgeries on creatures with a lot of hair, and a Broadway make-up artist who specialized in applying foreign materials to human skin in a non-irritating manner. In order to successfully identify these people, 3m used snowball sampling. They called experts that they had contacts and after gathering information, asked them to suggest another expert that they may know who could offer more information. They repeated this process until they were satisfied with their experts and felt that they had found the most knowledgeable individuals in a specific field. Thus, snowball sampling can be used to gather expert information.
Advantages

There are many different kinds of sampling, each with their own advantages and disadvantages. Snowball sampling has a lot of advantages as opposed to other sampling methods. It is possible for the surveyors to include people in the survey that they would not have known. It is also very good for locating people of a specific population if they are difficult to locate. The advantage of this is that you can quickly find people who are experts in their fields, because people often know someone who is better at their job than them. This leads to only having the most well known experts for your sampling group, and also can help you find lead users more simply.
Disadvantages

Snowball sampling is inexact, and can produce varied and inaccurate results. The method is heavily reliant on the skill of the individual conducting the actual sampling, and that individuals ability to vertically network and find an appropriate sample. To be successful requires previous contacts within the target areas, and the ability to keep the information flow going throughout the target group. Identifying the appropriate person to conduct the sampling, as well as locating the correct targets is a time consuming process which renders the benefits only slightly outweighing the costs. Another disadvantage of snowball sampling is the lack of definite knowledge as to whether or not the sample is an accurate reading of the target population. By targeting only a few select people, it is not always indicative of the actual trends within the result group. To help mitigate these risks, it is important to not rely on any one single method of sampling to gather data about a target sector. In order to most accurately obtain information, a company must do everything it possibly can to ensure that the sampling is controlled. Also, it is imperative that the correct personnel is used to execute the actual sampling, because one missed opportunity could skew the results.

Examples Positive

When attempting to gather information about a particular topic, and a limited number of participants or test subjects are available, snowball sampling would increase the efficiency of the study. It is cost efficient to use this method because locating respondents to acquire information may take time and finances. In order to acquire more participants, snowball sampling relies on referrals and by word of mouth. The more effort that goes into the preliminary rounds of the study, contacting people and spreading the word of the main goals of the study, etc., will pay dividends in the long run due to the increase in size of the overall study sample. Bias plays a major role within every study, and increasing the amount of participants will only help the accuracy of the information. A positive example of snowball sampling would be if a researcher is having trouble reaching individuals within its target market. For instance, if someone was attempting to do a research sample involving football players because they were trying to sell a customized piece of equipment, they would need to meet with some players to get their point of view about the product. If the researcher only knew a few players, they would have to go out and personally introduce themselves to other players to expand their study. They could contact the player or players that they already know and ask them to refer them to a few others. They could offer a small incentive to quicken the process, and maybe this perk would attract other players to participate in the study. They could also gain access to the roster from the schools website and try and contact players via email or telephone. The more relationships they create, the more information they will receive. If they put the effort in to meet with a few kids from a few different teams, they would have the opportunity to be referred to by every kid on the team. The snowball effect would occur as more and more referrals are acquired. If I was attempting this study I would try and meet with the captain or seniors on the team and offer incentives to them. If you attract the best players to be involved within your study, it is a safe assumption to say that others will follow. Another example would be drug dealers. Although the topic is inappropriate, it is a good example to explain the essence of snowball sampling. As the dealer brings in product, they need to find customers to move their product. Everyone they sell their products to can refer them to other potential customers which will increase their business and continue to make them revenue.
Negative

Snowball sampling can be a strenuous process at times if not planned out properly. A number of issues can arise when using snowball sampling as a method for gathering information. For instance, if a marketing team is trying to gather information that will result in a new, innovative product that can spur the businesss success and develop a competitive advantage. As the marketing team contacts people throughout their respective customer base and other important individuals in their industry, a number of challenges or barriers may develop. Certain individuals may become resistant and not want to provide referrals based upon the people they know who may possibly help the firms efforts. If this information cannot be obtained, the targeted individuals the team is seeking may not be complete and vital ideas generated from such individuals will not be taken into consideration. Resistance to providing referrals will cause the team to waste time having to research new contacts to get in touch with. This inability to gather

appropriate information from select participants and loss of time will possibly jeopardize the opportunity to develop an innovative product in time and allow competitors to take advantage of this setback. This negative example of snowball sampling illustrates some of the difficulties associated with utilizing snowball sampling as a method for gathering information from select individuals.