ABSTRACT
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.
