企业管理研究方法（英文版·第11版）唐纳德·库珀-Chap014.pptVIP

* Exhibit 14-7 * Area sampling is a cluster sampling technique applied to a population with well-defined political or geographic boundaries. It is a low-cost and frequently used method. * In drawing a sample with double (sequential or multiphase) sampling, data are collected using a previously defined technique. Based on the information found, a subsample is selected for further study. * With a subjective approach like nonprobability sampling, the probability of selecting population elements is unknown. There is a greater opportunity for bias to enter the sample and distort findings. We cannot estimate any range within which to expect the population parameter. Despite these disadvantages, there are practical reasons to use nonprobability samples. When the research does not require generalization to a population parameter, then there is no need to ensure that the sample fully reflects the population. The researcher may have limited objectives such as those in exploratory research. It is less expensive to use nonprobability sampling. It also requires less time. Finally, a list may not be available. * Convenience samples are nonprobability samples where the element selection is based on ease of accessibility. They are the least reliable but cheapest and easiest to conduct. Examples include informal pools of friends and neighbors, people responding to an advertised invitation, and “on the street” interviews. Judgment sampling is purposive sampling where the researcher arbitrarily selects sample units to conform to some criterion. This is appropriate for the early stages of an exploratory study. Quota sampling is also a type of purposive sampling. In this type, relevant characteristics are used to stratify the sample which should improve its representativeness. The logic behind quota sampling is that certain relevant characteristics describe the dimensions of the population. In most quota samples, researchers specify more than one control dimension. Each dimension