Essentials of Business Research Methods, 5th Edition

7 Sampling Approaches and Considerations

DOI: 10.4324/9781003363569-10

Learning Outcomes

1. Understand the key principles of sampling in business research.
2. Appreciate the difference between the target population and the sampling frame.
3. Recognize the difference between probability and nonprobability sampling procedures.
4. Describe different sampling methods commonly used by business researchers.
5. Determine the appropriate sample size for various situations encountered in practice.

Data is essential for business research irrespective of whether an investigation is quantitative or qualitative in nature. The data can be obtained in several ways. Ideally the researcher would like to collect data from all members of a population under investigation. ...