Research Methods in Tourism, Hospitality and Events Management

4.3.1 Sampling unit

When you contemplate undertaking a sample survey, it is important for you to define

what is termed the sampling unit. This relates to a single member of the survey

population. Within the field of market research, this is commonly an individual who

possesses certain characteristics which are important to the objectives of the survey.

For example, your sampling unit could be defined as people of a particular age and

socio-economic group. However, as mentioned in the 

previous section

, a sampling

unit may not always be a person. Sampling units can be drawn from destinations,

events, types of holiday, and so on.

Illustration 4.3 A sampling unit