Question

Louise Fulkerson is president of the Student Marketing Association at Baylor University. Louise and the otherofficers want to conduct a short survey to determine the type of programming they should offer for theupcoming year. Their population is defined as "students in the College of Business." One of the officerssuggests that each of them go into their classes, mostly seniors, and conduct the survey. "We can do it easilyand fast, and our professors will be glad to help the association out by giving us a few minutes to conduct thesurvey," says one of the officers. But Louise is worried about the sample. "Most of us are marketing majorsand we are all seniors taking senior classes. I would prefer to ask the Department Chairperson if we cansurvey students taking Fundamentals of Marketing because all majors have to take this course, and most ofthe future members of the Association will be coming from these Fundamentals classes." Louise is suggestingwhich one of the following sampling methods?
A) quota sample
B) purposive sample
C) stratified sample
D) representative sample
E) systematic sample

Answer 1

Answer:

B) purposive sample

Explanation:

A purposive sample is a non-probability sample that is selected based on the characteristics of a population and the objective of the study. Purposive sampling is different from convenience sampling and is also known as judgmental, selective, or subjective sampling.

Several subtypes of purposive sampling exist:

Homogeneous Sampling: collecting a very specific set of participants. For example, age 20-24, college-educated, male.

Maximum Variation Sampling: collecting a wide range of participants with different viewpoints to study a certain phenomenon.

The main goal of purposive sampling is to focus on particular characteristics of a population that are of interest, which will best enable you to answer your research questions.