¶ … online purchases?" using the two-part approach provided below.
Description of the Participants
Sampling procedures
In most cases, the more subjects that are surveyed, the more trustworthy the results, but there are some diminishing returns involved in qualitative analyses that limit the usefulness of increasingly larger sample sizes. In this regard, Neuman (2003) reports that, "One principle of sample size is the smaller the population, the bigger the sampling ratio has to be for an accurate sample. Larger populations permit smaller sampling ratios for equally good samples. This is because as the population size grows, the returns in accuracy for sample size shrink" (p. 232). Researchers who employ survey methods for data-gathering purposes may have a general idea about how many subjects they would like to recruit, but the harsh realities of recruiting sufficient numbers of subjects to participate in surveys means that sometimes researchers must simply accept what they get (Darlington & Scott, 2002). As Neuman (2003) points out, "Some researchers tend to use nonprobability or nonrandom samples. This means they rarely determine the sample size in advance and have limited knowledge of the larger group or population from which the sample is taken" (p. 211).
There are two ways of estimating the sample size needed to achieve trustworthy results. For instance, Neuman (2003) advises that, "The question of sample size can be addressed by making assumptions about the population and statistical equations about random sampling processes" (p. 232). According to the online sample-size calculator provided by Raosoft (2012), "The population size indicates how many people are there to choose your random sample from. The sample size doesn't change...
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