INTRODUCTION

In this chapter, the detailed examination of the various methods tools and approaches in research that will be the focus for the remainder of this book begins, starting with sampling, the selection of a relatively small group of individuals from whom we obtain data in order to be able to generalize about a larger group. Sampling demonstrates the idea that science is a blueprint for research because there are indeed some rules for proper sampling that are essential. However, as we will see, in many cases, research imagination is also an important ingredient in successful sampling.

Let us take a look at public opinion polls. Nowadays, the results of polls are readily available in newspapers, in magazines, and on television. Strategies have been developed to ensure that these polls can be completed affordably and yield accurate results. Most public opinion polls in America survey only 1,000 to 1,500 respondents. This is a surprisingly low number considering the population of the United States is more than 300 million. How can such a small number accurately reflect the opinions of these millions of people? It is a matter of good sampling.

Consider Table 6.1, which reports findings from a major ongoing poll of public satisfaction. Over a three-year period, the public appeared rather divided about “the way things were going,” although there was a slight up tick in dissatisfaction. Only 1,003 adults were contacted; yet, they are taken to represent the opinions of the nation as a whole.