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Chapter 7

The document discusses different sampling techniques for research including probability sampling and non-probability sampling. It explains factors to consider when selecting a sampling technique and determining sample size such as the research objectives, required confidence and accuracy levels, and types of planned analyses. The document also notes that the choice of sampling technique depends on the ability to access organizations.

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Karl haddad
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490 views

Chapter 7

The document discusses different sampling techniques for research including probability sampling and non-probability sampling. It explains factors to consider when selecting a sampling technique and determining sample size such as the research objectives, required confidence and accuracy levels, and types of planned analyses. The document also notes that the choice of sampling technique depends on the ability to access organizations.

Uploaded by

Karl haddad
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Slide 7.

Chapter 7
Selecting Samples

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.2

Selecting samples
Population, sample and individual cases

Source: Saunders et al. (2009)

Figure 7.1 Population, sample and individual cases


Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.3

The need to sample

Sampling- a valid alternative to a census when

• A survey of the entire population is impracticable

• Budget constraints restrict data collection

• Time constraints restrict data collection

• Results from data collection are needed quickly

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.4

Overview of sampling techniques


Sampling techniques

Source: Saunders et al. (2009)


Figure 7.2 Sampling techniques
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.5

Probability sampling

The four stage process

1. Identify sampling frame from research objectives

2. Decide on a suitable sample size

3. Select the appropriate technique and the sample

4. Check that the sample is representative

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.6

Identifying a suitable sampling frame

Key points to consider

• Problems of using existing databases

• Extent of possible generalisation from the sample

• Validity and reliability

• Avoidance of bias

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.7

Sample size

Choice of sample size is influenced by

• Confidence needed in the data

• Margin of error that can be tolerated

• Types of analyses to be undertaken

• Size of the sample population and distribution

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.8

The importance of response rate

Key considerations

• Non- respondents and analysis of refusals

• Obtaining a representative sample

• Calculating the active response rate

• Estimating response rate and sample size

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.9

Selecting a sampling technique


Five main techniques used for a probability sample

• Simple random

• Systematic

• Stratified random

• Cluster

• Multi-stage

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.10

Non- probability sampling (1)

Key considerations

• Deciding on a suitable sample size

• Selecting the appropriate technique

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.11

Non- probability sampling (2)

Sampling techniques

• Quota sampling (larger populations)


• Purposive sampling
• Snowball sampling
• Self-selection sampling
• Convenience sampling

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.12

Summary: Chapter 7

• Choice of sampling techniques depends upon the


research question(s) and their objectives

• Factors affecting sample size include:


- confidence needed in the findings
- accuracy required
- likely categories for analysis

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.13

Summary: Chapter 7

• Probability sampling requires a sampling frame and


can be more time consuming

• When a sampling frame is not possible, non-


probability sampling is used

• Many research projects use a combination of


sampling techniques

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 7.14

Summary: Chapter 7

All choices depend on the ability to gain


access to organisations

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

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