ABSTRACT
Sampling – the selection of units of analysis used in research – is an integral part of the research process and plays a crucial role in the conclusions researchers can draw based on their research. Sampling error, sample size, confidence level, and confidence interval are all discussed to provide researchers better ways to understand their data and their samples. This also chapter covers the distinction between probability and non-probability sampling while also providing detail on the variety of sampling techniques that researchers have at their disposal. Probability methods of simple random and systematic sampling are discussed. Non-probability sampling measures discussed include convenience, quota, snowball, deliberate, and volunteer. Activities at the end of the unit also provide an opportunity to put different sampling techniques into practice allowing the reader to develop a fuller understanding of the implications of their sampling decisions.
