## What is Sampling?

Sampling may be defined as the procedure in which a sample is selected from an individual or a group of people of certain kind for research purpose. In sampling, the population is divided into a number of parts called sampling units.

Sampling

Sampling ensures convenience, collection of intensive and exhaustive data, suitability in limited resources and better rapport. In addition to this, sampling has the following advantages also.

### 1. Low cost of sampling

If data were to be collected for the entire population, the cost will be quite high. A sample is a small proportion of a population. So, the cost will be lower if data is collected for a sample of population which is a big advantage.

### 2. Less time consuming in sampling

Use of sampling takes less time also. It consumes less time than census technique. Tabulation, analysis etc., take much less time in the case of a sample than in the case of a population.

### 3. Scope of sampling is high

The investigator is concerned with the generalization of data. To study a whole population in order to arrive at generalizations would be impractical.

Some populations are so large that their characteristics could not be measured. Before the measurement has been completed, the population would have changed. But the process of sampling makes it possible to arrive at generalizations by studying the variables within a relatively small proportion of the population.

### 4. Accuracy of data is high

Having drawn a sample and computed the desired descriptive statistics, it is possible to determine the stability of the obtained sample value. A sample represents the population from which its is drawn. It permits a high degree of accuracy due to a limited area of operations. Moreover, careful execution of field work is possible. Ultimately, the results of sampling studies turn out to be sufficiently accurate.

### 5. Organization of convenience

Organizational problems involved in sampling are very few. Since sample is of a small size, vast facilities are not required. Sampling is therefore economical in respect of resources. Study of samples involves less space and equipment.

### 6. Intensive and exhaustive data

In sample studies, measurements or observations are made of a limited number. So, intensive and exhaustive data are collected.

### 7. Suitable in limited resources

The resources available within an organization may be limited. Studying the entire universe is not viable. The population can be satisfactorily covered through sampling. Where limited resources exist, use of sampling is an appropriate strategy while conducting marketing research.

### 8. Better rapport

An effective research study requires a good rapport between the researcher and the respondents. When the population of the study is large, the problem of rapport arises. But manageable samples permit the researcher to establish adequate rapport with the respondents.

The reliability of the sample depends upon the appropriateness of the sampling method used. The purpose of sampling theory is to make sampling more efficient. But the real difficulties lie in selection, estimation and administration of samples.

• Chances of bias
• Difficulties in selecting truly a representative sample
• Need for subject specific knowledge
• changeability of sampling units
• impossibility of sampling.

### 1. Chances of bias

The serious limitation of the sampling method is that it involves biased selection and thereby leads us to draw erroneous conclusions. Bias arises when the method of selection of sample employed is faulty. Relative small samples properly selected may be much more reliable than large samples poorly selected.

### 2. Difficulties in selecting a truly representative sample

Difficulties in selecting a truly representative sample produces reliable and accurate results only when they are representative of the whole group. Selection of a truly representative sample is difficult when the phenomena under study are of a complex nature. Selecting good samples is difficult.

### 3. In adequate knowledge in the subject

Use of sampling method requires adequate subject specific knowledge in sampling technique. Sampling involves statistical analysis and calculation of probable error. When the researcher lacks specialized knowledge in sampling, he may commit serious mistakes. Consequently, the results of the study will be misleading.

### 4. Changeability of units

When the units of the population are not in homogeneous, the sampling technique will be unscientific. In sampling, though the number of cases is small, it is not always easy to stick to the, selected cases. The units of sample may be widely dispersed.

Some of the cases of sample may not cooperate with the researcher and some others may be inaccessible. Because of these problems, all the cases may not be taken up. The selected cases may have to be replaced by other cases. Changeability of units stands in the way of results of the study.

### 5. Impossibility of sampling

Deriving a representative sample is di6icult, when the universe is too small or too heterogeneous. In this case, census study is the only alternative. Moreover, in studies requiring a very high standard of accuracy, the sampling method may be unsuitable. There will be chances of errors even if samples are drawn most carefully.