Sampling in Focus Groups and Interviews

Research methodology

Table of Contents
CHAPTER 3: RESEARCH METHODLOGY.....................................................................................3
Recruitment strategy.........................................................................................................................3
Population sampling technique and sample size..............................................................................3
Survey instrument.............................................................................................................................3
Reference..............................................................................................................................................5

CHAPTER 3: RESEARCH METHODLOGY
Recruitment strategy
The quality of the participants in the focus group or interview project lead to makes all the
difference. Sampling is considered as important for both qualitative and quantitative research. For a
qualitative researcher it is important to make sure that they can access their participants and they
must have experience related to phenomenon under study. There are more strategies which have
been proven fruitful such as contacting experts, going to exhibition in the target field and talking to
expert person etc(Kerr, Eckert and Wandwabwa, 2016).
Population sampling technique and sample size
Sampling can be defined as the method or the technique which consist of selection of the
portion from the entire population. It is classified into two type that is probability and non-
probability. Non-probability sampling method include all members of the population which has a
chance of participating in the study (Wright, Wahoush. and Jack, 2016). It is considered as cost and
time effectiveness sampling method as compared to the probability sampling method. However,
some of its disadvantage is Unknown proportion of the entire population is not included in the
sample group i.e. lack of representation of the entire population.
On the other side in probability sampling method each population member has known as
zero percent of chance of being selected in the study. One of the main advantage of selecting this
method is that it helps in avoiding the chances of systematic error and sampling bias. Long with this
it also increases accuracy of sampling error estimations (Mebius, Kennedy and Howick, 2016).
There are different methods included in probability sampling such as simple random, stratified,
cluster etc. for the present research random sampling method will be considered by the scholar in
order to carry out survey (Winit‐Watjana, 2016). It is considered as purest and most
straightforward probability strategy. Reason for choosing this method is that it helps in reducing the
chances of bias.
Here 50 customers will be selected of tourism industry for survey. Reason for selecting customers is
that they take benefits of loyalty scheme so they can easily provide specific answers.
Survey instrument
A survey instrument is known as the took for consistently implementing a scietnfic protocol to
gather information from participants (Creswell and Poth, 2017). A survey instruments lead to
include questionnaire which help in addressing objectives of the selected study.
Questionnaire method will be considered for carrying out survey. The two most common
types of survey questions are close ended and open ended. For the present dissertation close ended