A sample can be selected from any part of a population, and does not necessarily have to be a large one. Miles and Huberman (1994) explained that 'Qualitative researchers usually work with small samples of people, nested in their context and studied in depth, unlike quantitative researchers, who aim for larger numbers of context-stripped cases and seek statistical significance' (p. 77). The samples should represent and relate to the characteristic that the researchers want to study, in order to make any valid generalisation about the population from which the sample was selected (Burns, 2000).
The sample types used in this study were purposive, random and opportunity samples drawn from administrators, colleagues and students at Payap University. These are known as the 'inside' participants. The purposive and opportunity sample
consisted of 'outside' participants such as government officials, suppliers, customers, parents and villagers. Samples were separated into two groups because it was expected that 'insider' participants would know and understand the course objectives of the BSC and the university policy in a different manner than 'outsider' participants. Therefore, 'insiders' were expected to have an in-depth understanding of the course and so to provide qualitatively different types of responses to respondents classified as 'outsiders'. It was thought 'outsider' participants would provide a wider contextual perspective through their understanding and knowledge of the local business community and the patterns of local contextual activity, as well as some specific knowledge about the BSC, both in the field and as delivered by the university.
3.3.1 Purposive Sampling
Purposive sampling is a technique for selecting data sources, where researchers draw the sample from specific respondents. The people are chosen because researchers, using their own 'judgement intuition', select the people or groups who they consider would best suit their study (Bouma, 2000). Purposive sampling techniques can produce the most valuable data because the respondents are selected with a specific purpose in mind, which can be critical for the research (Denscombe, 2001). Furthermore, Merriam (1998), stated that 'Purposeful … sampling is well-known and widely used nonprobability sampling strategies in qualitative research' (p. 67).
Purposive sampling was useful in the study and provided key information, because this type of sampling is based on the assumption that the researchers want to select a highly representative sample (Merriam, 1998). For this study the purposive sample included the administrators of Payap University, for example, the Vice President of Academic Affairs, all Heads of Department of the Business Administration Faculty, Marketing Department staff, students who managed the 'Dummy Company' in the second term of the 2003 academic year (Management Team), government officers, village leaders and suppliers.
3.3.2 Random Sampling
Gall et al., (1996) described random sampling as occurring when a group of individuals is chosen by a procedure in which all the individuals in the defined
population have an equal and independent chance of being selected as a member of the sample. As a result, random sampling yields research data which can be generalised and adds credibility to a larger population within boundaries of error that can be determined by statistical formula.
Random sampling can be used within the modified case study and, indeed, this is one strategy that can be employed for addressing validity (Merriam, 1998). The random samples in this study were drawn from the population of students who studied in the BSC during the second term of the 2003 academic year. To obtain the random sample, the students' ID code numbers were written on slips of paper, placed in a container, then shuffled. The slips were drawn out at random. The researcher retained the name of each student that was drawn out and continued drawing slips from the remainder until the required sample size was obtained.
3.3.3 Opportunity Sampling
Denscombe (2001) explained that 'Opportunity sampling or convenience sampling is built upon selections which suit the convenience of the researcher and which are 'first to hand'' (p. 16). This means that the sample consists of the persons selected because they were available. The opportunity sampling in this study included staff, alumni and students' parents. This type of sampling was used because the researcher could not choose other suitable subjects who were available at an appropriate time.
The total sample in this study was 100 participants, 80 of whom were invited to complete questionnaires and 20 of whom were interviewed (see Figure 3.1: Description of sample that completed the questionnaire and Figure 3.2: Description of sample that completed the interviews). Of these 80 respondents to the questionnaire, 39 were students, 26 were staff and 15 were non-university stakeholders.
Students
Of the 39 students 53.80% were male and 46.20% were female, while most (94.90%) were studying in year four of their degree (two were year three students). Most (74.40%) came from areas outside the Chang Mai province, and most (almost 90%) attended a government school before entering university. Interestingly, almost 70%
of participating students had fathers who were business owners, and (since many women in Thailand have occupations matching their husbands') just over half of them also reported that their mothers were business owners as well (Appendix IV, Table A-1).
Staff
Most faculty members surveyed had a Master level degree (84.60%). The majority of the faculty members surveyed were females (65.40%), had worked at Payap University for more than five years, while 19.20 percent worked in another university with a BSC. (Appendix IV, Table A-2)
Non-university Stakeholders
There were more female non-university respondents than male (67%: 33%). Most were aged from 25 years up (87.70%), and most were local residents (53.30%). They were mainly qualified at Bachelor Degree level or higher (93.37%) and many were working in the private business sector (40%) as small business owners (Appendix IV, Table A-3).
Sample of Data Gathering from Questionnaires
The 'inside' participants were further sub-divided into 2 groups: staff and students. Purposive and opportunity sampling of staff was undertaken, whereas purposive and random sampling of students was carried out. In the 'outside' participants group, samples were purposive or opportunity, with no random samples.
Figure 3-1: Description of sample that completed the questionnaire
Inside Participants Outside Participants
Staff Students Non-university
Purposive (N=19) Business Faculty Administrators Marketing Department staff Heads of Department of Business Administration Faculty 7 7 5 Purposive (N=16) Management team in the BSC during 2/2003 16 Purposive (N=10) Government Officers Suppliers Customer Villagers 3 4 1 2 Random (None) - Random N=23)
Students who studied in the BSC during 2/2003
23
Random (none) -
Opportunity (N=7)
Staff 7
Opportunity (None) - Opportunity(N=5)
Student's Parent Alumni
1 4
Total 26 Total 39 Total 15
Sample of Data Gathering from Interviews
The participants in the interviews were divided into 2 groups: insiders and outsiders. From the group of inside participants, purposive, random and opportunity samples were selected. In the outside participants group, only purposive sampling was used.
Figure 3-2: Description of sample that completed the interviews
Inside Participants Outside Participants
Purposive (N=6)
Vice President for Academic Affairs Business Faculty Administrators (All respondents to questionnaire as well) 1 5 Purposive (N=8) Government Officers Supplier Villager leader Student's Parent Alumni 3 1 1 1 2 Random (N=5)
Students who studied in the Business Simulation Course during 2/2003
5 Random (none) - Opportunity (N=1) Staff 1 Opportunity (none) - Total 12 Total 8