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Additional resources for The Good Research Guide: for small-scale social research projects
Simple utilities for this can be found on the Internet, or they come as 32 THE GOOD RESEARCH GUIDE part of standard data analysis software. We use the software to generate a list of 9 numbers between values 1 and 27. Those whose names are matched with these numbers on the list are then selected to form the random sample. Note that in this particular list there are 7 males and 2 females. Running the random number generator again will produce different figures and, in all probability, a different balance of males to females.
This criticism does not really apply today. Most people aged over 18 years can be contacted directly by telephone, which means that there is the prospect of contacting a representative sample when conducting surveys by phone. It was also argued in the past that people might be less inclined to tell the truth when answering questions over the phone. However, recent evidence shows that people today are as honest and open on the phone as they are when answering questionnaires or being interviewed face-to-face (Dillman 2007).
Sex name list no. 1 Illustration of four probability sampling techniques 34 THE GOOD RESEARCH GUIDE Non-probability sampling techniques Quota sampling (Selected to meet specific criteria) Quota sampling is widely used in market research. It operates on very similar principles to stratified sampling. It establishes certain categories (or strata) which are considered to be vital for inclusion in the sample, and also seeks to fill these categories in proportion to their existence in the population.