Research Methods in Tourism, Hospitality and Events Management

4.3.4 Summary: selecting a sample

When selecting a sample for the situation outlined in the preceding section, it has

been shown that the construction of a sampling frame depends on factors which

include:

awareness of the population

definition of the sampling unit

patterns of use at the site, event or organisation

type of survey method.

In many instances in tourism, hospitality and events, developing a sampling frame

can be difficult to achieve. Awareness of the possible limitations is important and

must be fairly reported. Whilst all surveys aim to provide the best possible sampling

frame from which to select a sample, the purpose and requirements of the survey

should be borne in mind. Clearly, the accuracy required from a survey, where the

results will prompt important decisions, is higher than in an exploratory, descriptive

study. If there is a mismatch between the level of precision and accuracy required of

the results and the ability to construct a suitable sampling frame, then the only

recourse is to extend the range of methods of data collection. Moreover, any

limitations known in relation to the sampling frame must be fairly discussed in your

report so that subsequent management decisions are appropriately informed.