Chapter 12: Sample Surveys
Terms and Notes
a subset of a population that is examined in order to determine information about the entire
population. Types of Samples:
Note that all statistical sampling approaches have the common goal that chance,
rather than human choice, is used to select the sample.
• Cluster Sample:
a sampling approach in which entire groups (i.e., clusters) are chosen at
random; a census is taken of each cluster. Each cluster should be representative of the entire
All clusters should be heterogeneous and similar to each other. The problem with cluster samples is that the clusters are often not homogeneous and representative.
• Convenience Sample:
a sample of individuals who are conveniently available. Convenience
samples often fail to be representative.
• Multistage Sample:
a sampling approach that combines several sampling methods. Example:
stratify the country by geographic region; randomly select cities from each region; interview a cluster of residents from each city. Care should be taken at each step not to introduce bias.
• Simple Random Sample (SRS):
a sample of size 𝑛 in which each set of 𝑛 elements has an equal
chance of being selected. This is the standard against which other sampling methods are measured.
• Stratified Random Sample:
the population is divided into subgroups (i.e., strata), and random
samples are taken from each subgroup. This is better than a simple random sample if the strata are relatively homogeneous and different from each other. It results in reduced sampling variability, and can point out differences in responses among groups.
• Systematic Sample:
individuals are selected systematically from a sampling frame (e.g., every
10th person). Can be representative if there is no relationship between the order of the sampling frame and the variables of interest.
each member of a population is given a fair, random chance of selection in the sample.
This reduces bias in a sample. Biased Sample:
one that over- or under-emphasizes some characteristics of the population. It is caused
by poor design and is not reduced as sample size increases. Types of Bias
• Voluntary Response Bias:
occurs when sample participants are self-selected volunteers (i.e.,
• Undercoverage Bias
: occurs when some members of the population are inadequately covered
• Nonresponse Bias
: occurs when respondents to a survey differ in meaningful ways from non-
• Response Bias
: occurs when the question is asked in such a way that it influences the response.
the number of individuals in a sample.
Required sample size
depend on the size of the population (as long as the population is large
enough and our sample is less than 10% of the population). Representative Sample:
A sample whose statistics accurately reflect the corresponding population
parameters. Sampling Frame:
a list of individuals from which the sample is drawn. Sampling Variability:
the natural tendency of randomly drawn samples to differ from one another.
Note: sampling variability is not a problem. Pilot:
A small trial run of a survey used to determine if the questions are clear.
the entire group of individuals that we hope to learn about. Census:
examination of information about every member of a population. This is the best approach
when the population is small and accessible.
Why not do a census al the time? • Difficult or expensive to complete. • Populations rarely stand stil . A census takes time and the population changes during it. • A census is more complex than a sample.
a descriptive measure (using a numerical value) of the population, e.g., 𝜇, 𝜎. Also called a
a descriptive measure (using a numerical value) of a sample, e.g., 𝑥̅, 𝑠. Also called a sample
Key Statistics and Parameters
The Valid Survey
• What do I want to know? • Am I asking the right respondents (i.e., do I have the right sampling frame)? • Am I asking the right questions? Ask only questions that help you learn what you want to know.
Be specific. In each question, either give a set of alternative answers (i.e., multiple choice) or ask for a numerical response, if possible. Ask questions in a neutral way (i.e., avoid bias).
• What will I do with the answers: will they address what I want to know?
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