Research Methods in Tourism, Hospitality and Events Management

Image 4.1 Beads

In either case, the challenge requires you to consider the definitions of

some probability and non-probability sampling techniques before

outlining:

1. how you would apply it to obtaining a sample of, say, five beads or

sweets

2. how representative your sample of five sweets is in relation to your

whole packet of beads or sweets

3. the advantages (e.g. degree of sample representativeness, extent to

which you have been able to eliminate sampling bias) and

disadvantages (e.g. implications for time, effort and money) of each

technique and when you would use it (e.g. need sampling frame).

You should populate 

Table 4.5

 with your responses before checking the

answers with your tutor. The sheet can then be used for revision purposes

at a later date.

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Further reading

Aaker, D. (2010). Building Strong Brands. London: Simon and Schuster.

I’Anson, R.A. and Smith, K.A. (2004). Undergraduate Research Projects

and Dissertations: Issues of Topic Selection, Access, and Data

Collections amongst Tourism Management Students. Journal of

Hospitality, Leisure, Sport and Tourism Education. 3 (1): 19–32.