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In other words, due to the large size of target population, researchers have no choice but to study the a number of cases of elements within the population to represent the population and to reach conclusions about the population (see Figure 1 below). Population, sample and individual cases Brown (2006) summarizes the advantages of sampling in the following points: a) Makes the research of any type and size manageable; b) Significantly saves the costs of the research; c) Results in more accurate research findings; d) Provides an opportunity to process the information in a more efficient way; e) Accelerates the speed of primary data collection.The process of sampling in primary data collection involves the following stages: .Simple random sampling Many dissertation supervisors advice the choice of random sampling methods due to the representativeness of sample group and less room for researcher bias compared to non-random sampling techniques.
The Figure 2 below illustrates specific sampling methods belonging to each category: Figure 2.
Categorisation of sampling techniques The following table illustrates brief definitions, advantages and disadvantages of sampling techniques: My e-book, The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step approach contains a detailed, yet simple explanation of sampling methods.
Other variations of random sampling include the following: My e-book, The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step approach contains a detailed, yet simple explanation of sampling methods. (2011) “Research Methods for the Behavioural Sciences” Cengage Learning p.146  Saunders, M., Lewis, P.
The e-book explains all stages of the research process starting from the selection of the research area to writing personal reflection.
In probability sampling every member of population has a known chance of participating in the study.
Probability sampling methods include simple, stratified systematic, multistage, and cluster sampling methods.Sampling frame can be explained as a list of people within the target population who can contribute to the research.For a sample dissertation named above, sampling frame would be an extensive list of UK university students. This is the number of individuals from the sampling frame who will participate in the primary data collection process.There are no strict rules to follow, and the researcher must rely on logic and judgment.The population is defined in keeping with the objectives of the study.Simple random sampling (also referred to as random sampling) is the purest and the most straightforward probability sampling strategy.It is also the most popular method for choosing a sample among population for a wide range of purposes.The following observations need to be taken into account when determining sample size: a) The magnitude of sampling error can be diminished by increasing the sample size.b) There are greater sample size requirements in survey-based studies than in experimental studies.Usually, the population is too large for the researcher to attempt to survey all of its members.A small, but carefully chosen sample can be used to represent the population.