Researchers usually draw conclusions about large groups by taking
a sample
A Sample is a segment of the population selected to represent the
population as a
whole.
Ideally, the sample should be representative and allow the
researcher to make accurate
estimates of the thoughts and behaviour of the larger population.
Designing the sample calls for three decisions:
Who will be surveyed? ( The Sample)
• The
researcher must determine what type of information is needed and who is most
likely to have it.
How many people will be surveyed? (Sample Size)
• Large
samples give more reliable results than small samples. However it is not necessary to sample the entire target population.
How should the sample be chosen? (Sampling)
• Sample
members may be chosen at random from the entire population
( probability sample)
• The
researcher might select people who are easier to obtain information from
(
nonprobability sample)
·
The
needs of the research project will determine which method is most effective
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