ABSTRACT
Data are essential for business research irrespective of whether an investigation is quantitative or qualitative in nature. Sampling design is part of the basic business research process. Properly selected samples provide information that is sufficiently accurate to be used in business decision making. Traditional sampling methods can be divided into two broad categories: probability and nonprobability. Sampling is drawn using either probability or nonprobability procedures. Probability sampling approaches include simple random sampling, systematic sampling, stratified sampling, cluster sampling, and multistage sampling. Nonprobability sampling, generally used in exploratory research, involves selecting elements into the sample based on convenience, judgment, referral, or quotas, without attaching probabilities to the elements in the target population. The researcher implements the sampling plan after all the details of the sampling design have been agreed upon. The target population has been defined, the sampling frame has been chosen, the sampling method has been selected, and the appropriate sample size determined.
