Conducting Business Research - Essay Example

Business Research College Business Research The reliability of any research findings depends on how best the findings represent the sample population and generalizability to the entire population. Therefore, to select the best sample population, there are several factors a researcher has to consider. First the heterogeneity of the community in which the study has to be carried out. A research in a homogenous community requires a smaller sample size than the one in heterogeneous community (Zickmund & Babin, 2007).

Second, the researcher has to set the magnitude of the allowable error. Using a bigger sample size results in a higher confidence interval; this explains the degree to which the research findings are precise and reliable (Zickmund & Babin, 2007). Lastly, the researcher has to consider the confidence level in the research findings. In most cases, researchers do prefer a higher sample group to achieve a 95 percent confidence level, though the decision is usually based on convention and may not be an important parameter.

Determining the sample size is, in most cases, a tricky step in the research process. After considering the above factors, which are the heterogeneity of the population in the study, has to be done, the magnitude error and the confidence level, a researcher can then decide on the right sample size. Therefore, to determine the best sample size, the researcher has to have facts about the homogeneity of the community before the research and then decide on the magnitude error allowable in the research.

If the research is convinced that the population is homogeneous and the research needs a low error magnitude, the researcher has to use a much lower sample size when in a heterogeneous population. Determination requires proper investigation about the area in which the researcher has to undertake the business research.ReferenceZikmund, W. & Babain, B. (2007). Exploring Marketing Research. Mason, OH: Thompson Higher Education