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The nature of qualitative research is quite generalized as it does not aim at getting a precise estimate parameters of population or test any particular hypothesis. It attempts to provide a generalization that may not necessarily be numerical. People who are conducting a qualitative research need to make sure of a balance between the consistency and variety of responses so that the results can be interpreted and their transferability is ensured. Usually convenience and purposive samples are used in qualitative studies, although in some sampling methodology for qualitative studies, probability samples may also be used. Probability sampling The sample sizes used in qualitative studies are usually smaller than those used in quantitative studies. However, the main difference between the two is that qualitative research usually does not use the random probability where every respondent gets the same chance of being included. Such samples are common in surveys where the results can be generalized for the whole population. Usually it is not practical to opt for a qualitative research when the population is diverse or large. It is best used when the populations are relatively small and mostly homogenous, like the students of a university or people suffering from a specific disease. For other types of cases a non probability sample will be more appropriate. Convenience sampling This is the easiest method to select respondents for a qualitative project as the sample will consist of respondents who are willing to take part and are easily accessible. In most of the cases, at least some essential characteristics of the respondents are defined by the researcher, but the focus is on easy and quick contact. Convenience samples are neither statistically representative nor theoretically supported, hence most methodologists frown upon them. In spite of that their use is quite common in qualitative research particularly when the phase is a pilot or a prelude for a quantitative research. Purposive sampling This sampling methodology is the most preferred for qualitative studies which have a particular goal in mind. The common way to go about this type of sampling is to make the variation maximum so that the maximum wide selection of objects, people, situations or communities can be included. One way of doing this is stratifying the population using some other variables apart from the main criterion. For instance in some consumer studies all respondents are users of the product but the stratification will be done by sex, age and social group as well the pattern of usage. This is done so as to get the maximum variety of experiences. Hence the sampling methodology mainly depends on whether you are performing a qualitative or quantitative research. You can understand the various methods for sampling used by researchers by visiting the sites of various panel research companies. One of such sites is www.irbureau.com where you can understand how a truly professional panel research company actually operates. This will give you an insight on all the things you need to keep in mind when you set up a new business and perform market research for the same. Market research samples are chosen according to proper sampling methodology. It is most importantly understand by Panel Research Company such as Internet Research Bureau. If you want to understand the way that market research is conducted. For more information in market research samples, please visit www.irbureau.com
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