Sampling Coding and Recording

Social Network Survey

Draw a sample

The sample for this study utilizes non-probability sampling techniques. Unlike probability sampling, nonprobability sampling does not use random selection (Trochim, 2006). Random selection is rarely used in qualitative survey research as the population will have been selected for specific purposes and often a certain level of attribute representation is desired in the sample for purposes of analysis. Because distinctions between the responses of survey participants from small businesses and medium business are important, individual surveys will be employed.

A series of processes is used to identify and obtain a sample: those processes are together referred to as the sampling plan (Trochim, 2006). The sampling plan for this study uses a purposive sampling format. The sample unit from which the eventual sample will be drawn is commonly known as the sample unit (Trochim, 2006). In this study, the sample unit consists of local small and medium (SME) businesses in Savannah, Georgia. From this sample unit, a sampling frame has been developed: the sampling frame includes stipulations about the type, size, location, and other relevant attributes of the business enterprise. The sampling frame supports the process of purposive sampling by ensuring that the participants in the survey research meet the criteria for being included in the sample (Trochim, 2006). This study employs non-proportional quota sampling within the purposive sampling frame (Trochim, 2006). As the study requires survey participants from both small and medium businesses, but the proportion of each of these types does not need to match the proportion that exists in the larger population, non-proportional quota sampling serves the sampling intent (Trochim, 2006). Using this sampling methodology ensures that data will be collected for both groups. To employ a quota sampling method, a minimum number of sampled units in each group must be specified: the stipulated number of participants in the small business and the medium business groups for this study is 10 (Trochim, 2006). This non-probabilistic, non-proportional, quota sampling plan will utilize a structured interview in order to address particular aspects of the business contexts and perspectives regarding the specified topic.

2. Design the interview

Interviews will be conducted using a set of open-ended questions that reflect the expert frame of the researcher in the field of marketing, advertising, and use of social media networks in business. The data collection objective is to achieve rich, thick narrative accounts from the study participants that lend themselves to an iterative data analysis process. The researcher will code data and generate ongoing memos that reflect insights as patterns emerge and themes coalesce.