Strategy
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Form of research questions
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Requires control over behavioural events
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Focus on contemporary events
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Experiment
|
How, Why
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YES
|
YES
|
Survey
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Who, What, Where, How much
|
NO
|
YES
|
Archival Analysis
|
Who, What, Where, How much
|
NO
|
YES/NO
|
History
|
How, Why
|
NO
|
NO
|
Case Study
|
How, Why
|
NO
|
YES
|
Source: Yin (2003)
The main purpose of the research is to find out the internet marketing strategies that are being pursued by hotels in Ghana. The study focuses on contemporary events and does not require control over behavioural events and the research questions are in what, how many, how much thus a survey method best suit this research. The method is considered as one of the most appropriate tools for quantitative studies and it also provides us with the flexibility to collect quantitative data from a relatively large sample.
4.7 Sample Selection
Sampling is a tool that helps researches to draw conclusion about the entire population by selecting some representatives in the population. According to Cooper and Schindler, (2003) lower cost as compared to census, greater accuracy of results, speed of data collection and the availability of populations are among reasons for sampling.
Deciding on a sample method to be used in a study largely depends on theoretical and practical issues such as the nature and objectives of study, availability of time and funds.
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