Written for students and researchers who wish to understand the conceptual and practical aspects of sampling, this book is designed to be accessible without requiring advanced statistical training. It covers a wide range of topics, from the basics of sampling to special topics such as sampling rare populations, sampling organizational populations, and sampling visitors to a place. Using cases and examples to illustrate sampling principles and procedures, the book thoroughly covers the fundamentals of modern survey sampling, and addresses recent changes in the survey environment such as declining response rates, the rise of Internet surveys, the need to accommodate cell phones in telephone surveys, and emerging uses of social media and big data.

# Drawing the Sample and Executing the Research

### Drawing the Sample and Executing the Research

Once you have defined and framed the population of interest, you are ready to draw the sample and execute the research. This chapter discusses how to do so. In this chapter, you will learn the following:

• How to draw a sample so that all population elements have a fair chance of selection
• Methods for controlling possible nonresponse bias
• How to calculate response rates

### 3.1 Drawing the Sample

There are two basic methods for drawing probability samples, and you will want to use the method that is easiest and best for your particular situation. The basic methods are (1) simple random sampling and (2) systematic sampling.1

### 3.1.1 Simple Random Sampling

Simple random sampling uses a chance mechanism to draw population members directly from the ...