By Eleanor Watts
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However, it introduces some element of researcher influence into the selection process and, to this extent, moves away slightly from pure random sampling. Stratified sampling subdivides the research population into different subgroups (strata) and then chooses the required number of items or people from within each subgroup using random sampling techniques. The reason for introducing stratification into the selection process is to ensure that crucial parts of the population are appropriately represented in the overall sample.
Interviewers would approach appropriate shoppers and continue to conduct interviews until they had filled the quota for each subgroup. e. not through random selection). With purposive sampling the sample is ‘hand-picked’ for the research on the basis of: • relevance: • knowledge: to the issue/theory being investigated; privileged knowledge or experience about the topic. Purposive sampling works where the researcher already knows something about the specific people or events and deliberately selects particular ones because they are seen as instances that are likely to produce the most valuable data.
Having said this, there are certain types of email lists that are well suited to being used as a sampling frame when conducting Internet surveys. g. employees at work, pupils in schools, members of clubs, volunteers with charities. Such email lists tend to serve known populations and can therefore prove to be a valuable basis for a sampling frame. Other email lists exist which, while they allow the researcher to target particular groups, need to be treated more cautiously in terms of their potential use as a sampling frame.