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appropriate.

ii. Goal of researchers- The researchers’ goal is the objective ◆ Research objective
they want to achieve through the study. It could be to estimate a
population parameter, compare groups, or understand relationships
between variables. The sampling technique should align with
the researchers’ goal and help them obtain the necessary data to
answer their research questions. ◆ Scope of the study
iii. Geographical area covered by the survey- The sampling
technique may vary depending on whether the survey is conducted
in a local area, a specific region, or a nationwide or international
scale. The size and diversity of the population in the geographical
area will influence the choice of sampling method. ◆ Magnitude of

iv. Size of the population under study- The number of population
individuals in the population being studied is an important factor.
If the population is small, researchers may choose to survey the
entire population (a census). However, if the population is large, a
sample of individuals is typically selected to represent the larger
population. ◆ Prior knowledge
v. Extent of fact available about population- Prior knowledge about population
about the population can help determine the appropriate sampling
technique. If there is limited information available, researchers
may need to conduct a more comprehensive survey or use a
random sampling method to ensure a representative sample.

vi. Availability of funds- Conducting research often requires ◆ Cost considerations
financial resources. The available budget can impact the choice
of sampling technique, as some methods may be more expensive
than others. Researchers need to consider the costs associated with
recruiting participants, collecting data, and analysing the results.
The cost of selecting samples through stratified sampling is higher
when compared to quota sampling technique. ◆ Time constraints
vii. Available time for study- The time available for conducting
the study can influence the sampling technique. Some sampling
methods may require more time to implement, such as selecting
a random sample from a larger population, while others may be
quicker, such as convenience sampling where readily available
participants are chosen.
viii. Desired reliability of the result- Researchers may ◆ Scope for
have a specific level of confidence they want to achieve in the generalisability
accuracy and generalisability of their findings. Different sampling
techniques have different levels of reliability, and researchers need
to choose a method that provides the desired level of confidence in
the results. The reliability offered by random sampling techniques
are more when compared to non-random sampling techniques.

SGOU - SLM - MCom Research Methodology 63