ABSTRACT
This chapter reviews the core concepts of sampling, including different types of samples, considerations about response rate, margin of error, sample weighting, and adjustment. The chapter also presents a series of hypothetical case studies for how one could procure a sample in a variety of complex organisational and research contexts. These case studies cover a range of challenging sample designs that we have experienced in the last decade working in industry, running political polls, and managing a large-scale national probability longitudinal panel study. Alongside these worked examples, we present the New Zealand Attitudes and Values Study as a real-world case study of how one can conduct a national probability postal questionnaire study. The chapter includes detailed information on postal questionnaire response rates for people based on their occupation, age, gender, and socio-economic status drawn from the study. The chapter also discusses options when working with a limited budget and considering employing a non-probability sample, such as sampling undergraduates, using social media to recruit participants, or Mturk. Finally, we conclude by offering a decision guide for sample design.
