Applied Business Research and Analysis
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Transcript of Applied Business Research and Analysis
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!!!