Sampling involves selecting items (the right individuals, events or objects) representative of the whole population (Sekaran & Bougie, 2016, p. 239). Sampling design process involves defining the target population, choosing the sampling frame, selecting the sampling method and determining the sample size (Cooper & Schindler, 2014, p. 344; Hair et al., 2016, p. 176).
The sampling design used in this study is explained below.
4.8.1 Target population
The target population involves the whole group of things or individuals from which the sample is selected (Greener & Martelli, 2015). Defining the target population is vital and must be appropriate to the research project. Thus, the target population must have the information the research project is designed to collect (Hair et al., 2016, p. 176). In defining the target population there are critical factors that must be considered such as the research objectives and the scope of the study (Hair et al., 2016, p. 176; Sekaran & Bougie, 2016, p. 340), but also other practical factors such as the researcher’s knowledge of the interest’s topic, access to participants, availability of participants and time frame (Hair et al., 2016, p. 176). The target population for this research involved of the owners and managers of registered SMMEs and operating in the Pietermaritzburg city’s Central District (CBD). The study only focused on the formal sector (i.e. registered SMMEs) because Business Development Services are mainly
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offered to formally registered businesses that meet the minimum and legal requirements of South African Government agencies (Nieman & Nieuwenhuizen, 2014) meaning that the informal businesses generally do not make use of business support services (Chetty, 2010).
4.8.2 Sampling frame
The sampling frame is an inclusive list of elements within the target population from which the sample is generated (Hair et al., 2016, p. 174; Remenyi, Williams, Money, & Swartz, 1998, p.
193; Saunders et al., 2016, p. 278; Sekaran & Bougie, 2016, p. 340). The sampling frame for this research was drawn from a database obtained from Msunduzi Municipality which provided a list of 231 registered SMMEs operating in the Pietermaritzburg city. This sampling frame helped the researcher to generate the sample size of the research.
4.8.3 Sampling size
The sample size is the actual number of elements chosen as a sample to represent the target population (Sekaran & Bougie, 2016, p. 396). Determining the sample size is a complex undertaking as many factors are taken into consideration (Hair et al., 2016). The following factors were taken into consideration: research objectives, target population, sampling frame, time and cost constraints. The sample size for this research involved 228 registered SMMEs operating in Pietermaritzburg city CBD. The sample size was generated using an online sample size calculator (Surveysystem, 2012). A sampling frame of 231 registered SMMEs obtained from Msunduzi Municipality database in Pietermaritzburg was used to generate the sample size. The sample size was calculated at a margin of error (confidence interval) of 1% and confidence level of 99%. Out of 228 registered SMMEs (original sample size), 148 registered SMMEs (final sample size) eventually participated in this research.
4.8.4 Sampling methods
There are two broad groups of sampling methods that a researcher can use, the probability sampling where “sampling elements are selected randomly”, and non-probability sampling where “not every element of the target population has a chance of being selected into the sample” (Saunders et al., 2016, pp. 275-276; Walliman, 2017, p. 95). In selecting the sampling method, the researcher needs to consider the nature of the research, the research objectives, and available budget and time (Hair et al., 2016, p. 175; Sekaran & Bougie, 2016, p. 241). Based on the aim of the research, and on time constraint, this study used non-random sampling (or non-probability sampling). Non-random sampling presents a variety of alternative techniques
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to choose samples. These include convenience sampling (research information or data are collected from elements of the population conveniently available to the researcher), snowball/referral sampling (research participants are asked to assist researchers in identifying other potential subjects), judgement or purposive sampling (subject is selected based on the person’s ability to provide the type of special information required by the researcher), and quota sampling (predetermined proportion of people from different subgroups is sampled) (Cooper
& Schindler, 2014, pp. 359-360; Hair et al., 2016, p. 176; Saunders et al., 2016, p. 295; Sekaran
& Bougie, 2016, p. 247). Based on some circumstances such as difficulty to access and locate the respondents, time and other resources constraints, the study used convenience sampling coupled with snowball sampling technique to collect data.
Convenience sampling
Convenience sampling (also known as availability sampling) involves selecting sample elements that are most readily available to participate in the research project and can provide the information needed (Hair et al., 2016; Saunders et al., 2016, p. 304). The study used convenience sample to identify the initial research participants in the target population.
According to Sekaran and Bougie (2016, p. 250), convenient sampling presents the advantages of collecting data quickly, conveniently and being less expensive. However, Hair et al. (2016) argued that it is difficult and risky to generalize to the target population when convenience sample is used because convenience sampling suffers from selection bias. The convenience sampling technique enabled the researcher to distribute a larger number of survey questionnaires quickly to meet the deadlines for the submission of the dissertation.
Snowball sampling
Snowball sampling (also called referral sampling) is a nonprobability sampling technique in which research participants are asked to assist researchers in identifying other potential subjects (Andale, 2014). The researcher used the initial respondents to identify the other respondents in the target population. Using snowball sampling, the researcher asked the informant if he or she can introduce the researcher to another person who is in a position to provide useful information or insights into the issues under investigation. This process continued until the required sample size was reached.
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