How do the various stages of sampling (refer Figure 6.1) affect the way an organisation commissions an ‘ad hoc’ online panel if (a) they want to reach out to a small group of highly knowledgeable respondents in a particular field, as opposed to, (b) they want to attain a narrow confidence interval for a large target population, e.g. residents of Kuala Lumpur, Malaysia?
What will be an ideal response?
should reflect on:
a. Sample frame: in both cases they need to make sure that the ‘online research panel’ is
able to reach out to the specific population. Particularly, in the case of a large target population, they would probably have to be a local firm with enough potential
respondents from the population listed in their database;
b. Choose a sampling technique: in the first instance, they should be able to ‘judge’ who,
or what company, should be included, whereas in the second case they should try and
apply a probability sampling, e.g. simple random sampling to select from the sample
frame; and
c. Deal with non-response issues: this is very important in the second instance as a
specific confidence interval is to be reached i.e. several respondents may have to be
contacted to achieve the overall number of respondents needed (response rate).
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