• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index

Sampling

  • By: Nick Carcioppolo
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

There are many considerations one must make when identifying a population of interest and a subsequent sampling frame for a research study, as certain problems may arise for health communication scholars. There are recommendations for strengthening external generalizability in sampling methods, For example, college students differ from the general population, and student samples may be appropriate for recruitment in health communication research studies.

Probability versus Nonprobability Sampling

It is widely agreed that probability sampling—ensuring that every member of a population has an equal chance of being selected for participation—is most representative of a target population, and will result in the most accurate estimation of the population parameter for a given construct. However, this sampling method is sometimes not possible, or at the very least prohibitively impractical, ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles