chapter  13
10 Pages


ByRamesh Durbarry, Anjusha Durbarry

This chapter introduces the sampling techniques used in quantitative and qualitative research. The key areas that are addressed are samples and population, probability and non-probability sampling and selecting the sample size. The chapter helps to understand the significance of sampling. Sampling techniques provide a span of methods that allow tourism students to reduce the amount of data required by considering only data from a subset rather than from the entire population. The researcher using a qualitative method is more concerned to get in-depth and richer information from the subjects than about the sample size or random section. A larger sample can produce more accurate results – but excessive responses can be costly. It is important to consider the following points when determining the sample size: characteristics of the population; overall size of the population; and overall size of the population.