ABSTRACT
The tourism marketing researcher needs to know how to find the correct participants for both qualitative and statistically valid quantitative studies, which starts with developing a profile. Quantitative research methods use random selection techniques. The quality of research findings not only depends on an appropriately chosen research question and methodology. Successful research also depends on choosing the right research participants. Marketing research focuses on determining visitor travel experience desires, which are shaped by demographic characteristics such as gender, age, income, education, family stage, occupation, ethnicity, and religious affiliation. Some researchers may feel they do not have the expertise or time to find the appropriate subjects for research. Qualitative research studies use nonrandom sampling methods. Convenience sampling is used when researchers choose as participants any willing and available individuals who have the desired characteristics. One of the advantages of convenience sampling is that it is easy to conduct as it does not involve the time and expense of recruiting a sample.
