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Selecting Samples

Chapter 7 of 'Research Methods for Business Students' discusses the concepts of population, target population, and sampling techniques. It differentiates between probability and non-probability sampling methods, detailing the importance of sample size and response rates in ensuring representativeness. The chapter also outlines various probability sampling techniques such as simple random sampling and stratified random sampling, as well as considerations for non-probability sampling.

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19 views26 pages

Selecting Samples

Chapter 7 of 'Research Methods for Business Students' discusses the concepts of population, target population, and sampling techniques. It differentiates between probability and non-probability sampling methods, detailing the importance of sample size and response rates in ensuring representativeness. The chapter also outlines various probability sampling techniques such as simple random sampling and stratified random sampling, as well as considerations for non-probability sampling.

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fallingstar210406
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We take content rights seriously. If you suspect this is your content, claim it here.
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Research Methods for Business Students

8th edition

Chapter 7
Selecting samples
Population, target population, sample and
individual cases
• Population: all cases or all elements of the
research
• Target population: subset of population that is
known or manageable by the researcher
• Sample: subset of the target population
containing the cases/elements that will be studied.
Figure 7.1
Population, target population, sample and
individual cases
Sampling techniques
Sampling techniques
• Probability samples:
– the chance, or probability, of each case being
selected from the target population is known
and is usually equal for all cases.
– can make statistical inference about the
population.
– often associated with survey and experiment
research strategies.
• Non-probability samples:
– probability of each case being selected from the
target population is not known.
– Cannot make statistical inference about the
population.
• Multi-stage sampling: using more than 1
Probability sampling
• Other name: representative sampling.
• Divided in 4 stages:
1. Identify a suitable sampling frame based on research
question(s) and objectives.
2. Decide on a suitable sample size.
3. Select the most appropriate sampling technique and
select the sample.
4. Check that the sample is representative of the target
population.
Sampling frame
• Sampling frame for any probability sample is a
complete list of all the cases in the target
population from which the sample will be drawn.
• Without a sampling frame it is impossible to use
probability sampling.
Sample size
• The larger your sample’s size the lower the likely
error in generalising to the target population.
• Choice of sample size depends on:
– The confidence you need to have in your data
(measure of representativeness).
– The margin of error that researcher can tolerate
(the accuracy required for any estimates made
from sample)
– The types of analyses undertaken
– The size of the target population.
Table 7.1
Sample sizes for different sizes of target population at
a 95 per cent confidence level (assuming data are
collected from all cases in the sample)
Margin of error
Target population
5% 3% 2% 1%

50 44 48 49 50
100 79 91 96 99
250 151 203 226 244
500 217 340 414 475
1000 278 516 706 906
2000 322 696 1091 1655
10,000 370 964 1936 4899
1,000,000 384 1066 2395 9513
10,000,000 384 1067 2400 9595
Response rate
• It is necessary to obtain as high a response rate as
possible to reduce the risk of non-response bias and
ensure the sample is representative.
• Web and postal questionnaires 10–20%, telephone
questionnaires 9-36%

Levels of non-response
Level Explanation

Complete refusal none of the questions answered


Break-off less than 50 per cent of all questions answered other
than by a refusal or no answer (this therefore includes
complete refusal)
Partial response 50 per cent to 80 per cent of all questions answered
other than by a refusal or no answer
Complete response over 80 per cent of all questions answered other than by
a refusal or no answer
Probability sampling technique
• Simple random sampling
• Systematic random sampling
• Stratified random sampling
• Cluster sampling
Figure 7.3 (1 of 2)
Choosing a probability sampling technique

Note: Simple random sampling ideally requires a sample size of over a few hundred
Figure 7.3 (2 of 2)
Choosing a probability sampling technique

Note: Simple random sampling ideally requires a sample size of over a few hundred
Simple random sampling

Source: © Mark Saunders, Philip Lewis and Adrian Thornhill 2018


Systematic random sampling

Source: © Mark Saunders, Philip Lewis and Adrian Thornhill 2018


Table 7.4
The impact of periodic patterns on systematic
random sampling

✓ Sample selected if you start with 1. * Sample selected if you start with 2.
Stratified random sampling

Source: © Mark Saunders, Philip Lewis and Adrian Thornhill 2018


Cluster sampling

Source: © Mark Saunders, Philip Lewis and Adrian Thornhill 2018


Table 7.3
Extract of spreadsheet generated random
numbers between 1 and 5011
Non-probability sampling
Figure 7.4 (2 of 2)
Choosing a non-probability sampling
technique
Table 7.5
Non-probability sample size norms when using
qualitative interviews

Source: Developed from Saunders and Townsend (2016)


Table 7.6 (1 of 4)
Impact of various factors on choice of non-
probability sampling techniques

Sources: Developed from Patton (2015); Saunders (2012)


Table 7.6 (2 of 4)
Impact of various factors on choice of non-
probability sampling techniques

Sources: Developed from Patton (2015); Saunders (2012)


Table 7.6 (3 of 4)
Impact of various factors on choice of non-
probability sampling techniques

Sources: Developed from Patton (2015); Saunders (2012)


Table 7.6 (4 of 4)
Impact of various factors on choice of non-
probability sampling techniques

Sources: Developed from Patton (2015); Saunders (2012)

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