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Introduction to survey sampling for the applied researcher

January 19, 2021 @ 12:00 pm - 3:00 pm


A 3-hour workshop taught by Paul D. Umbach, Ph.D.

Survey methods workshop series discount! 

Register for this along with our workshops on Increasing web survey response rates: What works? (September 3 or November 5) and Writing and evaluating good survey questions (October 1) for only $400 (would normally cost $550 for all three). If you are interested in the workshop series, email us at mail@percontor.org for discount codes.



Have you ever wondered why survey researchers employ sampling? What are the implications of sampling? Are you considering sampling in your own survey research? This workshop will cover the main components of survey sampling, with a focus on probability sampling. Participants will learn some basic probability sampling techniques such as simple random sampling, stratification, cluster sampling, and multistage sampling. We will place special emphasis on the costs and benefits of the various designs to help you decide what will work best in your survey research projects. Participants will also learn how to estimate basic sample weights.

Expected outcomes

You can expect to become familiar with basic sampling techniques well enough to converse with your colleagues more easily about sample design and the costs and benefits of various approaches. You also will leave the workshop being able to apply sampling techniques in your own research.

Pricing and Schedule

Time: Tuesday, January 19, 12PM to 3PM (EST)
Cost: $150
Location: Online

Register for this along with our workshops on increasing web survey response rates (September 3 or November 5) and writing questions (October 1) for only $400 (would normally cost $550 for all three). If you are interested in the workshop series, email us at mail@percontor.org for discount codes.

We offer $50 discounts for graduate students and $25 discounts for multiple workshop enrollments (cannot be combined with other discounts, including the workshop series price above). Find out about our discounts here.

Time permitting, at the end of the class Dr. Umbach will also answer questions about participants’ specific research projects. Participants can ask questions via chat, microphone, or telephone. In order to allow sufficient time for questions, the number of workshop participants is limited to 30.

Who should attend?

This workshop is aimed at anyone who wants to understand and/or apply sampling in their survey research. We expect that you have little experience with survey design; this course is taught at an introductory level. The target audience for this workshop is a range of educational researchers, including institutional researchers, policy analysts, student affairs professionals, assessment professionals, graduate students, and faculty, who use surveys in their work. We also expect those implementing surveys outside of educational settings would also benefit from this course.


  1. Understand total survey error and representation error
  2. Define target population, sampling frame, and sample
  3. Briefly explain the sampling theory
  4. Explain various probability sampling designs
    1. Random sampling
    2. Stratified sampling (proportionate and disproportionate)
    3. Cluster and multistage
    4. Complex
  5. Explore the costs and benefits of the different designs
  6. Understand how large your sample should be
  7. Describe how to calculate sample weights



January 19, 2021
12:00 pm - 3:00 pm
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