Introducing Communication Research: Paths of Inquiry
Third Edition
Learning Objectives
Chapter Summary
This chapter introduces the notion that any research project involves an initial sampling decision. The probability methods – random sampling, stratified random sampling, systematic and multistage cluster sampling are introduced, as are the nonprobability methods – convenience, judgment, quota, network/snowball and volunteer sampling. A campus-based organizing example illustrating most of these methods runs through the chapter.
Chapter Objectives
This chapter will help you:
- Compare and contrast probability and nonprobability sampling.
- Identify and explain major nonprobability sampling methods.
- Identify and explain major probability sampling methods.
- List the factors influencing the size of a sample.
- Describe the concept of a sampling frame.
- Discuss the advantages and disadvantages of the different types of sampling frame.