Sampling
The different types of sampling are pure-random, systematic random, stratified, cluster and purposeful (also called purposive).
Pure random or systematic random
Sampling may be used to obtain a general profile of the entire AUP student body as to media habits and sources.
Stratified sampling
Deserves priority when a) the distribution of the given profile categories (nationality; gender; age/year in school; grad/undergrad; major) is uneven or significantly skewed in favour of one nationality, gender, age, year in school, etc.; and, b) there is reason to believe that one segment within a category differs significantly from the others in media habits and sources. Depending on the size of the overall sample, a pure random or systematic-random sample might under-represent, say, males, Arabs, graduate students or Medieval History majors. Stratified sampling surmounts this problem.
Cluster sampling
Might be feasible if the above-named segments of the AUP universe happened to congregate in certain housing areas around the city, in-campus housing, classroom/laboratory facilities (e.g. Taiwan Chinese in engineering and IT laboratories), reading rooms or sports facilities. When graduate students and teachers select one class to represent each year level and administer a survey to everyone in the classroom, that also qualifies as cluster sampling.
Purposeful sampling
Is more useful when doing qualitative research to gain some insights into very light or very heavy use of certain media or in motivational studies when there are only 3 or 4 students representing the segment of interest (e.g. daily readers of L’Osservatore Romano.
The Survey/Questionnaire
“Surveys” involve collecting primarily quantitative (but also qualitative) data from a target population in order to gain objective knowledge or grant empirical grounding to discourse on political, marketing, sociological, educational, psychological and other issues. The most familiar forms are the census and sample surveys.
Extracts from a Sample Questionnaire
Strengths
Of the interview method: scope for explaining purpose of study or meaning of vague items, maximise rapport, solicit cooperation, observe/record meaningful body language and facial expressions, data analysis can be automated.
Weaknesses
Fieldwork is time-consuming, requires extensive preparation, costly.
Participant observation
Excellent validation of attitudes and behaviour of concern. Principal disadvantage is that it is even more time-consuming.
Potential Problems/Refining
Other than running out of space to show the complete flow of questionnaire items needed to fulfil the stated study aim, I anticipate no problems. Nonetheless, it is always a good idea to carry out a few pilot interviews.