Page 70 - SREENARAYANAGURU OPEN UNIVERSITY

Summarised Overview

Population and sample are fundamental concepts in sampling theory. The population
refers to the complete group or set of individuals, objects, or events that a researcher
wants to study and make inferences about. However, studying the entire population is
often impractical or impossible, so a sample is selected as a representative subset of the
population.

Sampling techniques can be categorised into random and non-random methods.
Random sampling involves selecting individuals from the population in a way that
ensures each member has an equal chance of being chosen. This helps to minimise
bias and increase the generalisability of the findings. Common random sampling
techniques include simple random sampling, stratified random sampling, and cluster
sampling. Non-random techniques include convenience sampling, quota sampling, and
purposive sampling, which involve selecting individuals based on convenience, specific
characteristics, or predetermined criteria. Understanding these concepts and techniques
is crucial for obtaining reliable and valid data in research and statistical analysis.

Assignments

1. Imagine you want to know what people think about a new restaurant that just
opened in your neighbourhood. How would you select a group of people to ask
for their opinions? Would you choose them randomly or based on convenience?
Explain your reasoning.
2. You are conducting a study on the reading habits of high school students in your
city. How would you select a sample of students to participate in your study? Would
you randomly select students from different schools, or would you choose a specif-
ic school and sample all its students? Explain your choice.

3. Suppose you are organising a school event and you want to estimate the number of
attendees. How would you determine the total number of students in your school?
Would you count every single student or select a smaller group to represent the
whole school? Explain your approach.
4. Imagine you are a product manager for a new smartphone. How would you esti-
mate the demand for your product in the market? Would you survey a sample of
potential customers or interview every single person? Discuss the advantages and
disadvantages of each approach.

64 SGOU - SLM -MCom Research Methodology