Sampling

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The major challenge of using TBCM lies in defining the sample. There are several different

sampling frames that may be used with TBCMs, including: (1) convenience, (2) random

and (3) exhaustive.

1. The first type of sampling frame is the convenience sample. With a convenience

sample, the researcher utilizes the statements/texts that are readily available to the

researcher. For example, a researcher may be interested in the impact of a new

product release, so he or she may use the press releases associated with the new

product.

2. A second type of sampling frame is the random sample. Random sampling is useful

when using public statements (e.g., annual reports), or when the universe of

statements is quite vast and is difficult to specify with any degree of certainty. The

researcher often must adopt some rules to determine which statements to sample.

Although random sampling of statements may insure greater representativeness,

problems of defining the universe render such sampling difficult. When using this

method the researcher should try to explicate a priori decision rules regarding the

choice of data sources. Examples of these decision rules include outlining a time

unit to sample (e.g., month, year), number of data sources to utilize (if multiple

sources are available).

3. A third type of sampling is exhaustive, in which the entire universe can be captured.

This sampling frame is often used in a tightly controlled environment, such as a case

study with a specified respondent pool (e.g., Nadkarni, 2003).

Point of Redundancy

The point of redundancy is only applicable to TBCM projects when using a convenience

sample. If a convenience sample is used the point of redundancy should be calculated

as previously indicated.