SCREAM · S
Sampling
Evaluate how participants were recruited and how far the findings can be applied.
Jump to in-depth explanationsPopulation, sample and sampling frame
The target population is the group the research question is about. The sample is the group actually studied. A sampling frame is the list or other source from which the sample is drawn. If the frame excludes some students, a random draw from it still excludes those students.
Random sampling and random allocation
Random sampling uses chance to select participants from a sampling frame. Random allocation uses chance to assign recruited participants to conditions. Allocation can reduce systematic differences between conditions. It cannot fix a biased recruitment process.
Five sampling techniques
- Simple random
- Draw by chance from a frame so each member has the same chance of selection. Check how complete the frame is and who declines.
- Stratified random
- Divide the population into relevant subgroups and randomly sample within each. Proportionate sampling matches the subgroup proportions in the population.
- Opportunity
- Recruit people who are readily available. It is quick, but access determines who can take part.
- Self-selected
- Invite people to volunteer. Those who respond may differ in interest, time or confidence.
- Snowball
- Ask participants to refer others. It can help reach a less accessible population, while referrals can overrepresent closely connected networks.
Representativeness and generalisability
Representativeness concerns how well the sample reflects the population on features that matter to the question. Generalisability concerns whether findings extend beyond the sample or setting. A large sample can still be biased. In qualitative work, also ask about transferability.
Worked example and evaluation
The notification study recruited ten volunteers from one class and randomly allocated them to two conditions. Random allocation supports the comparison within the sample. Because volunteers at one school may differ from other students in reading habits or interest, the result has limited reach. If the target were the whole school, a stratified random sample by year group could improve coverage.
In-depth explanations
Coverage, non-response and sampling bias
Coverage bias begins with who is missing from the sampling frame. A list of students in a reading club cannot represent everyone in the sixth form. Non-response bias arises when the people selected who choose to respond differ in relevant ways from those who do not. A survey sent to every student can still underrepresent students who rarely open school messages.
Sampling error is the chance difference between a sample statistic and the corresponding population value. Larger probability samples tend to reduce that variation. Increasing the number of responses through the same biased recruitment route may leave the underlying bias in place.
Evaluate the route into the study. State who was eligible, how they were reached, who took part and which omitted group could change the result. Explain why that difference matters to the outcome.
Read alongside · Pearson pp. 125–128 · Giddens, Sampling Techniques and Research Considerations 1
Worked calculation for stratified sampling
A sixth form has 72 DP1 students and 48 DP2 students. A proportionate stratified sample of 20 would include 12 DP1 students (72 ÷ 120 × 20) and 8 DP2 students (48 ÷ 120 × 20).
- Decide why year group matters to the question.
- Use a complete list for each year group and draw names at random within each list.
- Record who responds, including the number who decline or cannot be reached. Explain how non-response might change the achieved sample.
Recruiting the first 12 DP1 and 8 DP2 volunteers meets those numerical targets, but the selection within each group is voluntary. The quotas alone do not make this stratified random sampling.
Read alongside · Pearson pp. 125–127 · Giddens, Sampling Techniques
Choose a sampling method for the question
For a school-wide estimate of how often students study with notifications enabled, a complete register makes a random or stratified random sample possible. If students are piloting a quiz to find unclear wording, an opportunity sample may be practical because the immediate purpose is to improve the quiz. For a group that is difficult to identify through a register, snowball recruitment may help, while referrals can cluster people with similar experiences.
Evaluate representativeness against the actual target. A large volunteer sample from one school may tell you about its respondents. Generalising to all teenagers in Dubai would require a defensible route from that population to the sample and consideration of differences across schools and settings.
Read alongside · Pearson pp. 125–128 · Giddens, Sampling Techniques
Write a stronger sampling evaluation
Weak. “The sample was small, so it was biased.”
Developed. “The study recruited volunteers from one class. Students who were comfortable with the reading task may have been more willing to join, so the effect could differ in classes with a wider range of reading confidence. Recruiting across several classes would improve coverage, while a larger sample would make the group estimates less sensitive to individual scores.”
The developed answer separates who is represented from how uncertain the estimate is. For qualitative research, use the description of the sample and setting to evaluate transferability.
Read alongside · Pearson pp. 103–104 and 125–128 · Giddens, Research Considerations 1 and 3