Research Methods in Tourism, Hospitality and Events Management

4.6 Summary

In the field of research in travel and tourism, where we are often concerned with the

attitudes of customers to the quality of products, sample surveys are vital and hence

it is important to understand the nature of sampling. This chapter has introduced

some of the basic concepts of sampling theory applicable to the readership of this

book. The reasons why a sample survey is chosen are often down to considerations

of cost and access to respondents. In many instances, it may not be possible to define

a population and construct a sampling frame and the chapter has demonstrated

compensatory strategies where this occurs.

The selection of sampling units needs to be random and fair if the results are to be

assumed to be unbiased and precise. This aspect is at the heart of sampling theory.

However, practical techniques, such as those involved with stratification, provide the

researcher with an opportunity to select a sample which will give maximum utility

and cost-effectiveness to the research project.

Exercises

1. Outline the salient factors to ensure that a sample is representative in

the following types of survey:

1. a household survey

2. a site survey

3. a postal survey.

2. Justify the main criteria for determining sample size.

3. Attempt the below sampling challenge by Steven Jakes.

This is a challenge that Steve uses in his classes to help students to

understand different types of sampling. It may be undertaken when

working in small groups, a whole group, individually or in pairs. If the

challenge is undertaken in small groups or as a whole group, the tutor

will need to purchase a quantity of beads or different coloured sweets and

---

place these in a large glass jar, whereas if undertaken individually you

will need to buy a packet of beads or different coloured sweets.