Applied Business Research
and Analysis
Sampling and Sampling
Methods- Lecture
Materials edited / prepared by Dr. Norman Peng
Learning objectives
• 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
Before sampling…
• Population
– Can we get everyone’s opinion / input?
– Do we need to ask everyone’s opinion / input?
Sampling
Sampling
Saunders et al., (2013)
Common probability sampling
methods
1. Simple random
a. Need good sampling frame
Common probability sampling
methods
2. Systematic
Common probability sampling
methods
3. Cluster
a. Postcode, departments within a company
Common probability sampling
methods
4. Stratified
a. Quite difficult to do
b. http://www.bbc.co.uk/schools/gcsebitesize/maths/sta
tistics/samplinghirev3.shtml
Common probability sampling
methods
1. Unbiased, but expensive
2. Geographically constrained area
Youtube:
-https://www.youtube.com/watch?v=be9eQ-jC-0
How many?
Sample size calculator
– https://www.surveymonkey.com/mp/sample-sizecalculator/
Common non-probability
sampling methods
1.
2.
3.
4.
Convenient
Purposive
Network (snowball)
Quota
Other things to consider
Sampling
Selecting a probability
sample
Note: Simple random sampling ideally
requires a sample size of over a few
hundred
Saunders et al., (2013)
Sampling
Selecting a non-probability
sampling technique
Saunders et al., (2013)
Where can you find sampling
method/s?
• 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 naturebased 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.10091030.
GOOD LUCK with your
Research!!!