CMN 3102: Lecture #5 Jan 28th 2014
Sampling and Survey Research
A major method of quantitative research
use in CSL research projects of MC research projects
advantages and disadvantages :
examples: textbook survey of American students
world values surveys
research question and/or hypothesis
examples: what are attitudes of Canadians towards social media?
Attitudes of Canadians towards social media differ be age groups
Type of survey
Population and Sample:
Population: all cases about which one seeks knowledge
Population of Canada
University of Ottawa students. Etc
Sample: people/ elements selected for investigation
Sample of Canadians
Sample of university of Ottawa students
Primarily used in survey research. Representative sample: a sample containing the essential characteristics of the population
Probability sample: a sample selected using a random process such that each element in the population
has a known probability of being selected.
Weight: makes a sample representative when there are small deviations
Example: many samples in world values surveys.
Convinience sample: participants. Respondents are selected based on their convenient availability
Snowball Sample: the researcher makes contact with some individuals who in turn provide contacts for
Sometimes students who participate in survey studies are asked to come up with the names of some non
students who may be willing to participate.
Non random selection of par