Sampling, Multistage

Scholars who use a multistage sampling (MSS) technique divide a population into groups or clusters. The process of making the division can be a complex operation; however, once that step is complete, those clusters, as well as those within it, may be chosen at random. The purpose of this entry is to introduce readers to the MSS technique and provide a few examples to illustrate its use, particularly by communication researchers. There are a number of benefits, as well as limitations, scholars may realize when utilizing multistage sampling. Benefits may include accessing the elements of the sample. One further benefit involves the ability to address discrepancies in data analysis. Limitations include the amount of time scholars may devote when wanting to utilize this ...

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