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Communication Research - Assignment Example


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Communication Research

Qualitative research does no sampling because, unlike quantitative research which relies heavily on sample size as the key driver of statistical analysis, qualitative research is based more on observation and the interpretations are mostly value-bound. Qualitative research is subjective in nature while quantitative research is objective. Given the context and implications of the use of sampling in a research study, it is important to ensure that the sample size chosen is appropriate and adequate in order to derive effective results from the study. Since the analysis of the data relies heavily on the sampling methods used as well as on the sample size, it is highly crucial to ensure that the chosen method is apt for the research study. However, determining an appropriate sample size is a highly tedious process, and the researchers are generally found to be vulnerable to random sampling errors. These sampling errors encountered by researchers refer to ascertaining the appropriate sample size and disregarding the response and non-response bias Yes. Response bias means when the respondents answer in accordance with what they perceive the researcher expects them to answer, rather than relying on their own personal beliefs. Non-response bias occurs in statistical surveys and refers to the difference between the answers provided by the respondents, and those likely to be provided by potential respondents who did not participate in the study (Wunsch, 1986). The key advantage of sampling is that

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Sampling helps the researcher in establishing a definite link / relationship between the conceptual aspects of the study with the empirical data
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it allows the researcher to use numbers as a tool to assign value to a given phenomenon and derive meaning out of the numerical data collected by them (Keyton, 2011). Quantitative research enables the researcher to use / select smaller groups or sample sizes and make effective assumptions / observations or draw appropriate inferences about larger groups, and in the process allows them to effectively conduct their study with minimum costs involved (Holton & Burnett, 1997). Researchers use various tools and formulas to determine the most appropriate sample size for their study in order to minimize the risk of errors; however, despite such efforts, researchers continue to remain vulnerable to random sampling errors and the use of questionable approaches to select the sample size appropriate for their field of study. The key purpose of any study is to achieve multiple objectives rather than derive conclusions regarding a single parameter.I agree. Hence choosing an appropriate sample size is a highly complex issue. Furthermore, the choice of a sample size is dependent on a range of factors including the homogeneity of the target population, the availability of time, costs involved, as well as personnel available at the disposal of the researchers to aid and assist them in collecting the relevant data (Churchill & Iacobucci, 2009).


Sample Size Sampling or sample size refers to the "selection of a part of the aggregate statistical material with a view to obtain information about the whole" (Das, 2009, p. 488). It is used in quantitative research studies as a tool for measuring, identifying, estimating, and presenting information collected in a numerical format, and analyzing the same to derive a logical conclusion or substantiate the research hypothesis…
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Communication Research essay example
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