LA SPECIFICITÀ DEL RAPPORTO FRA RELIGIONE E SPORT

Once the research instrument has been designed, the scope of the research should be determined by referring to Step 6 in the research process (figure 4.1). Determining the scope of the research consists of two main sections, namely selecting a sampling method and determining a sample size, as discussed in detail below (Bradley, 2010:154).

4.2.6.1 Sampling method

It rarely occurs that a researcher is able to collect primary data from every possible case or element in a population, as is the case with a census. It is generally not possible to include the entire census due to time limitations, budget constraints and difficulty in gaining access to participants (Saunders et al, 2009:210). In such cases the researcher can include a small selection of elements from a population in the study and draw conclusions that can be generalised to the whole population, based on the data collected from the sample (Cooper & Schindler, 2011:364). While the population refers to an entire group whose members all share a similar set of characteristics, a sample is defined as a subset of the population of interest (Zikmund & Babin, 2010:412).

When selecting a sample, the researcher can use either probability or non-probability procedures. Probability sampling, including simple random sampling, systematic sampling, cluster sampling and stratified sampling, provides each population element with a known, non-zero probability of being included in the sample (Van Hamersveld & De Bont, 2007:82). Non-probability sampling occurs when the probability of selecting population elements and including them in the sample is unknown, and the methods for such

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sampling include snowball sampling, convenience sampling, quota sampling and judgement or purposive sampling (Burns & Bush, 2010:368).

Snowball sampling requires each respondent selected by the researcher to suggest another respondent of a similar demographic who could be asked to take part in the study, while convenience sampling allows the researcher to select respondents based on accessibility, for example through intercept interviews (Malhotra, 2010:377). Quota sampling is similar to judgement sampling, requiring the sample to include a minimum number of sample members from each specified subgroup of the population. When using judgement or purposive sampling, the identification of the sample is dependent on the personal judgement of the researcher or another knowledgeable source. Certain members of the population will have a smaller chance of selection than others, as the researcher selects sample members who will serve the research purpose subjectively and conveniently (Burns & Bush, 2010:383).

After considering the sampling methods available, non-probability sampling, in the form of judgement (purposive) sampling, was deemed the most suitable strategy for achieving the objectives of the study. The study is exploratory in nature and thus the findings do not need to be generalised to the population as a whole. To solve the research problem and achieve the research objectives, the researcher had to obtain in-depth information about a very specific sample of the population, namely social media experts. Judgement sampling allows this through the use of inclusivity and exclusivity criteria, as discussed below. These factors, in combination with the limited resources available to the researcher, dictated non-probability sampling (Saunders et al, 2009:233).

Judgement sampling was implemented in this study as the respondents had to conform to specific criteria in order to achieve the research objectives. Judgement sampling requires that the respondents included in the study be selected on the basis of predetermined inclusivity and exclusivity criteria (Tustin et al, 2005:113). The inclusivity criteria of this study required participants to be professionals in the field of social media marketing. Each participant had to have personal experience of the management of Facebook pages, while being willing and capable of contributing to the study. The exclusivity criteria ruled out those sample members with the least experience in the field and participants who did not

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have enough time or the appropriate communication skills to take part in the study.

Participants who did not have facilities to communicate with the researcher, for example internet access, or who were unable to provide feedback in a timely manner at any point of the research, were also excluded from the study. The process of determining the sample size is discussed below.

4.2.6.2 Sample size

The number of elements or respondents that ultimately take part in the study represents the sample size (Malhotra, 2010:374). Careful attention must be paid when determining the sample size, as a sample that is larger than necessary could waste time and resources, while a sample that is too small could cause the results to be inaccurate (Kapoor & Kulshrestha, 2010:145). Since the sample size of a non-probability study is not required to be calculated statistically, as is the case with probability sampling, the researcher is allowed to follow a less rigid approach (Tustin et al, 2005:361).

This study utilised an online card-sorting exercise as a data-collection instrument. This was followed by one in-depth interview to confirm the data previously gathered. The online card-sorting exercise was presented to a number of social media experts, according to the judgement criteria specified above. The researcher identified participants by referring to an online directory of digital media organisations in South Africa, namely BizCommunity (BizCommunity.com, 2012). BizCommunity was selected as it is one of South Africa’s leading online portals for business drivers and opinion makers in the advertising, marketing and media industries in the country (Marsland & Manson, 2012). At the time of data collection, over 200 organisations across the country were listed in the Digital Media section of the directory, and they were all contacted and invited to participate in the online card-sorting exercise.

Tustin et al, (2005:360) suggest that, when conducting quantitative research, a minimum of 30 respondents are required in order to provide sufficient data for statistically accurate findings. After completion of the card-sorting exercise, an independent, objective social media expert was invited to take part in the qualitative section of the data collection process by assessing the validity of the data through an in-depth interview. The next step

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in the research process required the researcher to gather the data needed for the purposes of the study and is discussed below.