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Slide 7.1 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 Figure 7.2 Sampling techniques Source: Saunders et al. (2009) Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.5 The sampling frame • The sampling frame for any probability sample is a complete list of all the cases in the population from which your sample will be drown. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.6 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 7.7 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 7.8 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 7.9 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 7.10 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 7.11 Simple random(Random sampling) • Involves you selecting at random frame using either random number tables, a computer or an online random number generator such as Research Randomizer Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.12 Systematic sampling • Systematic sampling involves you selecting the sample at regular intervals from the sampling frame. 1. Number each of the cases in your sampling frame with a unique number . The first is numbered 0, the second 1 and so on. 2. Select the first case using a random number. 3. Calculate the sample fraction. 4. Select subsequent cases systematically using the sample fraction to determine the frequency of selection Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.13 Stratified random sampling • Stratified random sampling is a modification of random sampling in which you divide the population into two or more relevant and significant strata based in a one or a number of attributes. In effect, your sampling frame is divided into a number of subsets. A random sample (simple or systematic) is then drown from each of the strata. Consequently stratified sampling shares many of the advantages and disadvantages of simple random or systematic sampling Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.14 Cluster Sampling • Is on the surface, similar to stratified as you need to divide the population into discrete groups prior to sampling. The groups are termed clusters in this form of sampling and can be based in any naturally occurring grouping. For example, you could group your data by type of manufacturing firm or geographical area Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.15 Cluster Sampling • For cluster sampling your sampling frame is the complete list of clusters rather than complete list of individual cases within population, you then select a few cluster normally using simple random sampling,. Data are then collected from every case within the selected clusters Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.16 Multi-stage sampling (multistage cluster sampling • It is a development of cluster sampling, it is normally used to overcome problems associated with a geographically dispersed population when face to face contact is needed or where it is expensive and time consuming to construct a sampling frame for a large geographical area. However, like cluster sampling you can use it for any discrete groups, including those not are geographically based. The technique involves taking a series of cluster samples, each involving some from of random sampling Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.17 Quota sampling • It is entirely non random and it is normally used for interview surveys. It is based on the premise that your sample will represent the population as the variability in your sample for various quota variables is the same as that in population. Quota sampling is therefore a type of stratified sample in which selection of cases within strata is entirely non-random Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.18 Quota sampling • Divide the population into specific groups. • Calculate a quota for each group based on relevant and available data. • Give each interviewer an ‘assignment', which states the number of cases in each quota from which they must collect data. • Combine the data collected by interviewers to provide the full sample. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.19 Quota sampling • Quota sampling has a number of advantages over the probabilistic techniques. In particular, it is less costly and can be set up very quickly. If, as with television audience research surveys, your data collection needs to be undertaken very quickly then quota sampling frame and, therefore may be the only technique you can use if one is not available. Quota sampling is normally used for large population . For small population , it is usually possible to obtain a sampling frame. Decisions on sample size are governed by the need to have sufficient responses in each quota to enable subsequent statistical analyses to be undertaken. This often necessitates a sample size of between 2000 and 5000. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.20 Purposive sampling • Purposive or judgemental sampling enables you to use your judgment to select cases that will best enable you to answer your research question(s) and to meet your objectives. This form of sample is often used when working with very small samples such as in case research and when you wish to select cases that are particularly informative . Purposive sampling can also be used by researchers adopting the grounded theory strategy. For such research, findings from data collected from your initial sample inform the way you extend your sample into subsequent cases.such samples, however can not be considered to be statistically representative of the total population. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.21 Continued • The logic on which you base your strategy for selecting cases for a purposive sample should be dependent on your research question(s)and objectives. Patton (2002) emphasizes this point by contrasting the need to select information-rich cases in purposive sampling with the need to be statistically representative in probability sampling. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.22 Extreme case or deviant sampling • Extreme case or deviant sampling focuses on unusual or special cases on the basis that the data collected about these unusual or extreme outcomes will enable you to learn the most and to answer your research question(s) and to meet your objects more effectively. This is often based on the premise that findings from extreme cases will be relevant in understanding or explaining more typical cases (patton 2002). Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.23 Heterogeneous or maximum variation sampling • Heterogeneous or maximum variation sampling enables you to collect data to explain and describe the key themes that can be observed. Although this might appear as contradiction, as a small sample may contain cases that are completely different, Patton (2002) argues that this is in fact a strength. Any patterns that do emerge are likely to be of particular interest and value and represent the key themes. In addition, the data collected should enable you to document uniqueness. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.24 Continued • To ensure maximum variation within a sample Patton (2002) suggests you identify your diverse characteristics(sample selection criteria)prior to selecting your sample. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.25 homogenous sampling • In direct contrast to heterogeneous sampling , homogenous sampling focuses on one particular sub-group in which all the sample members are similar. This enables you to to study the group in great depth. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.26 Critical case sampling • Critical case sampling selects critical cases on the bases that they can make a point dramatically or because they are important. The focus of data collections to understand what is happening in each critical case so that logical generalizations can be made. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.27 Continued • Patton (2002) outlines a number of clues that suggest critical cases these can be summarized by the questions such as: • If it happens there, will it happen everywhere? • If they are having problems, can you be sure that everyone will have problems? • If they cannot understand the process, is it likely that no one will be able to understand the process? • Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.28 Typical case sampling • In contrast of critical case sampling, typical case sampling is usually used as a part of a research project to provide an illustrative profile using a representative case. Such a sample enables you to provide an illustration of what is ‘typical’ to those who will be reading your research report and may be unfamiliar with the subject matter. It is not intended to be defintative Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.29 Snowball sampling • Is commonly used when it is difficult to identify members of desired population. For example people who are working while claiming unemployment benefit you therefore, need to: 1. Make contact with one or two cases in the population. 2. Ask these cases to identify further cases. 3. Ask theses new cases to identify further new cases (and so on) 4. Stop when either no new cases are given or the sample is as large as manageable Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.30 Self selecting sampling • It occurs when you allow each case usually individuals, to identify their desire to take part in the research you therefore 1. Publicize your need for cases, either by advertising through appropriate media or by asking them to take part. 2. Collect data from those who respond • Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.31 Self-selection sampling • Publicity for convenience samples can take many forms. These include articles and advertisement in magazines that the population are likely to read, postings on appropriate Internet newsgroups and discussion groups, hyperlinks from other websites as well as letters or emails of invitation to colleagues and friends (Box 7.14). Cases that self-select objectives. In some instances ,as in research question(s) or stated on the management of the survivors of downsizing (Thornhill et al.1997), this is exactly what the researcher wants. In this research a letter in the personnel trade press generated a list of self-selected organisations that were interested in the research topic , considered it important and were willing to devote time to being interviewed. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.32 Convenience sampling • Convenience sampling (or haphazard sampling) involves selecting haphazardly those cases that are easiest to obtain for your sample, such as the person interviewed at random in a shopping centre for a television programme or the book about entrepreneurship you find at the airport (Box 7.15). The sample selection process is continued until your required sample size has been reached. Although this technique of sampling is used widely , it is prone to bias and influences that are beyond your control, as the cases appear in the sample only because of the ease of obtaining them. Often the sample is intended to represent the total population , for example managers taking an MBA course as a surrogate for all managers! In such instances the selection of individual cases is likely to have introduced bias to the sample ,meaning that subsequent generalisations are likely to be at best flawed. These problems are less important where there is little variation in the population, and such samples often serve as pilots to studies using more instructed samples. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.33 Probability sampling • With probability samples the chance , or probability, of each case being selected from the population is known And usually equal to all cases. This means that it is possible to answer research questions and to achieve objectives that require you to estimate statistically the characteristics of the population from the sample. Consequently, probability sampling is often associated with survey and experimental research strategies. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.34 Non probability samples • The probability of each case being selected from the total population is not known and it is impossible to answer research questions or to address research objectives that require you to make statistical inferences about the characteristics of the population. You may still be able to generalize from non probability samples about the population, but non on statistical grounds Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 7.35 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 7.36 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 7.37 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 7.38 Summary: Chapter 7 • Probability sampling requires a sampling frame and can be more time consuming • When a sampling frame is not possible, nonprobability 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 7.39 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