BUSINESS RESEARCH METHODS
MODULE – 3: DATA COLLECTION AND SAMPLING METHODS
Data Collection
Data collection is important in obtaining the knowledge or information required to answer the
research issue. Every research collected data, either from the literature or the people being
studied. Data must be collected from the two categories of researchers.
Techniques/ Instruments of collecting Primary and Secondary data:
Primary data:
1. Questionnaire: it is a written document; it is a form containing a set of questions which
are filled by the respondents.
2. Observation: it refers to the monitoring & recording of behavioural and non-
behavioural activities.
3. Interview: it is a Verbal conversation between two people with an objective of collecting
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4. Schedule: Set of questions which will be prepared and given to the respondents.
Scheduler/Enumerator is a person who is appointed by the researcher.
Secondary data:
1. Literature survey: A literature review is a survey of scholarly sources on a specific topic.
It provides an overview of current knowledge, allowing you to identify relevant
theories, methods, and gaps in the existing research that you can later apply to your
paper, thesis, or dissertation topic.
2. Magazines
3. Journals and Articles
4. Library Resources
5. Websites
Basic Concepts of Population:
Population: The research population, also known as the target population, refers to the entire
group or set of individuals, objects, or events that possess specific characteristics and are of
interest to the researcher. It represents the larger population from which a sample is drawn.
Sample and Random sample
Sampling is a method of selecting the subset of the population to make statistical inferences.
From the sample, the characteristics of the whole population can be estimated.
Random sampling is a method of choosing a sample of observations from a population to
make assumptions about the population.
Characteristics of a Good Sample
1. It must be a truly representative sample of the entire population.
2. It should not result in a sampling Error
3. Sample design must be viable in the Context of funds available
4. There should not be any subjective Bias.
5. The sample can be applied to the entire Universe.
Determination of sample size
Sample size determination is the process of choosing the right number of observations or
people from a larger group to use in a sample. The goal of figuring out the sample size is to
ensure that the sample is big enough to give statistically valid results and accurate estimates of
population parameters but small enough to be manageable and cost-effective.
BUSINESS RESEARCH METHODS
MODULE – 3: DATA COLLECTION AND SAMPLING METHODS
Census Vs. Sample survey
Census is the process of collecting data from every member of a population, while sampling is
the process of selecting a subset of individuals from a population to represent the whole. Census
data is more accurate and precise than sampling data, as it includes information from every
member of the population.
Sampling: Meaning
Sampling means selecting the group that you will actually collect data from in your research.
For example, if you are researching the opinions of students in your university, you could
survey a sample of 100 students.
Types of Sampling Methods
There are several different sampling techniques available, and they can be subdivided into two
groups:
1. probability sampling and non-probability sampling. In probability (random) sampling,
you start with a complete sampling frame of all eligible individuals from which you
select your sample. In this way, all eligible individuals have a chance of being chosen
for the sample, and you will be more able to generalise the results from your study.
Probability sampling methods tend to be more time-consuming and expensive than non-
probability sampling.
2. In non-probability (non-random) sampling, you do not start with a complete sampling
frame, so some individuals have no chance of being selected. Consequently, you cannot
estimate the effect of sampling error and there is a significant risk of ending up with a
non-representative sample which produces non-generalisable results. However, non-
probability sampling methods tend to be cheaper and more convenient, and they are
useful for exploratory research and hypothesis generation.
Probability Sampling Methods
1. Simple random sampling
In this case each individual is chosen entirely by chance and each member of the population
has an equal chance, or probability, of being selected. One way of obtaining a random sample
is to give each individual in a population a number, and then use a table of random numbers to
decide which individuals to include. As with all probability sampling methods, simple random
sampling allows the sampling error to be calculated and reduces selection bias. A specific
advantage is that it is the most straightforward method of probability sampling.
2. Systematic sampling
Individuals are selected at regular intervals from the sampling frame. The intervals are chosen
to ensure an adequate sample size, Systematic sampling is often more convenient than simple
random sampling, and it is easy to administer. However, it may also lead to bias, for example
if there are underlying patterns in the order of the individuals in the sampling frame, such that
the sampling technique coincides with the periodicity of the underlying pattern.
BUSINESS RESEARCH METHODS
MODULE – 3: DATA COLLECTION AND SAMPLING METHODS
3. Stratified sampling
In this method, the population is first divided into subgroups (or strata) who all share a similar
characteristic. It is used when we might reasonably expect the measurement of interest to vary
between the different subgroups, and we want to ensure representation from all the subgroups.
Stratified sampling improves the accuracy and representativeness of the results by reducing
sampling bias.
4. Clustered sampling
In a clustered sample, subgroups of the population are used as the sampling unit, rather than
individuals. The population is divided into subgroups, known as clusters, which are randomly
selected to be included in the study. Cluster sampling can be more efficient that simple random
sampling, especially where a study takes place over a wide geographical region.
Non-Probability Sampling Methods
1. Convenience sampling
Convenience sampling is perhaps the easiest method of sampling, because participants are
selected based on availability and willingness to take part. Useful results can be obtained, but
the results are prone to significant bias, because those who volunteer to take part may be
different from those who choose not to (volunteer bias), and the sample may not be
representative of other characteristics, such as age or sex.
2. Quota sampling
This method of sampling is often used by market researchers. Interviewers are given a quota
of subjects of a specified type to attempt to recruit. For example, an interviewer might be told
to go out and select 20 adult men, 20 adult women, 10 teenage girls and 10 teenage boys so
that they could interview them about their television viewing. Ideally the quotas chosen would
proportionally represent the characteristics of the underlying population.
3. Judgement (or Purposive) Sampling
Also known as selective, or subjective, sampling, this technique relies on the judgement of the
researcher when choosing who to ask to participate. Researchers may implicitly thus choose a
“representative” sample to suit their needs, or specifically approach individuals with certain
characteristics. This approach is often used by the media when canvassing the public for
opinions and in qualitative research.
4. Snowball sampling
This method is commonly used in social sciences when investigating hard-to-reach groups.
Existing subjects are asked to nominate further subjects known to them, so the sample increases
in size like a rolling snowball. Snowball sampling can be effective when a sampling frame is
difficult to identify.