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Example 4 A market researcher wants to find out what members of the public think about a new chocolate bar that has just been produced. He wants to make sure that all sections of the population are represented in the sample, so he works out what major characteristics are important (gender, age and ethnicity, for example) and then how many people from each of these categories should be sampled. He stands on a street corner and chooses people that fit into each category, until the target number within each category is reached Weaknesses: Strengths: Example 5 A researcher is interested in finding out about graffiti in her local city. One aspect of this research is to speak to those who produce graffiti. She realizes that she has to be trusted and establish rapport with these people before they will talk to her. Through personal contacts she comes across a person who admits to producing graffiti at a site in the vicinity. The researcher is able to talk to this person, establish a good relationship and gain some useful information. This person then recommends a friend who is also willing to talk to the researcher. This continues, with one person recommending another and so on, until the researcher has spoken to 15 different people Weaknesses: Strengths: Example 6 A researcher wants to find out what students think of the entertainment facilities on a university campus. He stands by the entrance to the university library and stops students as they pass by, asking a series of questions about the university entertainment facilities. He does this until he has asked the opinion of 100 students Weaknesses: Strengths:

Example 4
A market researcher wants to find out what members of the public think about a new chocolate
bar that has just been produced. He wants to make sure that all sections of the population are
represented in the sample, so he works out what major characteristics are important (gender, age
and ethnicity, for example) and then how many people from each of these categories should be
sampled. He stands on a street corner and chooses people that fit into each category, until the
target number within each category is reached
Weaknesses:
Strengths:
Example 5
A researcher is interested in finding out about graffiti in her local city. One aspect of this
research is to speak to those who produce graffiti. She realizes that she has to be trusted and
establish rapport with these people before they will talk to her. Through personal contacts she
comes across a person who admits to producing graffiti at a site in the vicinity. The researcher is
able to talk to this person, establish a good relationship and gain some useful information. This
person then recommends a friend who is also willing to talk to the researcher. This continues,
with one person recommending another and so on, until the researcher has spoken to 15 different
people
Weaknesses:
Strengths:
Example 6
A researcher wants to find out what students think of the entertainment facilities on a university
campus. He stands by the entrance to the university library and stops students as they pass by,
asking a series of questions about the university entertainment facilities. He does this until he has
asked the opinion of 100 students
Weaknesses:
Strengths:

Added by Catherine J.

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