Applied Business Research and Analysis Sampling and Sampling Methods- Lecture

Materials edited / prepared by Dr. Norman Peng

• To understand the need for sampling• To understand probability and non-probability

sampling methods• To understand the characteristics of different

sampling methods• To identify the sampling methods used by

researchers

Learning objectives

• Population – Can we get everyone’s opinion / input?– Do we need to ask everyone’s opinion / input?

Before sampling…

Sampling

Sampling

Saunders et al., (2013)

Common probability sampling methods1. Simple random

a. Need good sampling frame

Common probability sampling methods2. Systematic

Common probability sampling methods3. Cluster

a. Postcode, departments within a company

Common probability sampling methods4. Stratified

a. Quite difficult to dob. http://www.bbc.co.uk/schools/gcsebitesize/maths/

statistics/samplinghirev3.shtml

Common probability sampling methods

1. Unbiased, but expensive 2. Geographically constrained area

Youtube: -https://www.youtube.com/watch?v=be9e-Q-jC-0

How many?

Sample size calculator – https://www.surveymonkey.com/mp/sample-size-

calculator/

Common non-probability sampling methods1. Convenient 2. Purposive 3. Network (snowball)4. Quota

Other things to consider

Sampling

Saunders et al., (2013)

Selecting a probability sampleNote: Simple random sampling ideally requires a sample size of over a few hundred

Sampling

Selecting a non-probability sampling technique

Saunders et al., (2013)

• Examples:– Kerrane, B., Bettany, S.M., and Kerrane, K. (2015),"Siblings as socialization

agents", European Journal of Marketing, Vol.49, No.5/6, pp.713 – 735.– Luo, Y., and Deng, J. (2008), “The New Environmental Paradigm and nature-

based tourism motivation”, Journal of Travel Research, Vol.46, No. May, pp.392-402.

– Truong, Y., McColl, R. (2011), “Intrinsic motivations, self-esteem, and luxury goods consumption”, Journal of Retailing and Consumer Services, Vol.18, pp.555-561.

– Chen, A., Peng, N., and Hung, K-P. (2015), “Managing salespeople strategically when promoting new products- Incorporating market orientation into a sales management control framework”, Industrial Marketing Management, Vol.47, pp.147-155.

– Nam, J., Ekinci, Y., and Whyatt, G. (2011), “Brand equity, brand loyalty and consumer satisfaction”, Annals of Tourism Research, Vol.38, No.3, pp.1009-1030.

Where can you find sampling method/s?

GOOD LUCK with your Research!!!