Research Methods in Tourism, Hospitality and Events Management

4.4.4 Summary: Probability sampling methods

Simple random, systematic random, stratified random, cluster sampling and its

variants are the main methods of probability sampling. All methods are similar in

that the probability of a sampling unit within a survey population being included in

the sample is known and the selection of sampling units is conducted randomly. It is

now worth considering, briefly, what the opposite of this is. When you are designing

research, especially if you intend to target young adults, it is tempting to construct

your sample using non-random sampling and to invite your contacts to participate in

the research, especially if time is limited. This approach will make your sample non-

representative but it will give you some ideas that can be worked on in your findings.

The findings, however, will not be generalisable. An example of an undergraduate

dissertation that used focus groups in this way, at Plymouth University, is shown

below. This was a qualitative piece of research using convenience sampling and

focus groups. The results were not statistically valid but gave a number of interesting

insights into the views of Generation Y on the colour of brands in the events sector.

Illustration 4.5 Sampling technique using non-random methods

‘The significance of brand design and colour on event purchase and

participation amongst Generation Y’ by Emma Macphie, supervised by

Susan Horner, Plymouth University, 2016.

Aim

---

To critically analyse the significance of brand design and colour on event

purchase and participation amongst Generation Y.