Page 75 - DMGT404 RESEARCH_METHODOLOGY

Unit 4: Sampling Design

Notes
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Caution The use of various methods shall give individually contribute towards accuracy,
cost, time, etc. This leads us to conclude that multistage sampling leads to saving of time,
labour and money. Apart from this wherever an appropriate frame is not available, the
use of multistage sampling has universal appeal.
Multistage Sampling

The name implies that sampling is done in several stages. This is used with stratified/cluster
designs.
An illustration of double sampling is as follows.

The management of a newly-opened club is solicits new membership. During the first rounds,
all corporates were sent details so that those who are interested may enroll. Having enrolled,
the second round concentrates on how many are interested to enroll for various entertainment
activities that club offers such as billiards, indoor sports, swimming, gym etc. After obtaining
this information, you might stratify the interested respondents. This will also tell you the
reaction of new members to various activities. This technique is considered to be scientific, since
there is no possibility of ignoring the characteristics of the universe.

Task What are the advantages and disadvantages of multistage sampling? Enlist.

Area Sampling

This is a probability sampling, a special form of cluster sampling.

Example: If someone wants to measure the sales of toffee in retail stores, one might choose
a city locality and then audit toffee sales in retail outlets in those localities.
The main problem in area sampling is the non-availability of lists of shops selling toffee in a
particular area. Therefore, it would be impossible to choose a probability sample from these
outlets directly. Thus, the first job is to choose a geographical area and then list out outlets
selling toffee. Then follows the probability sample for shops among the list prepared.

Example: You may like to choose shops which sell the brand-Cadbury dairy milk. The
disadvantage of the area sampling is that it is expensive and time-consuming.

4.3.2 Non-probability Sampling Techniques

1. Deliberate sampling
2. Shopping mall intercept sampling
3. Sequential sampling
4. Quota sampling

5. Snowball sampling
6. Panel samples

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