Resumen de The Cost-Accuracy Trade-off: Testing the Utility of Nonprobability Samples in Tourism Marketing Research
Bruce E. Wicks, Cheryl K. Baldwin
The ability of nonprobability samples was tested by comparing survey responses on common tourism marketing indicators collected using two different sampling methods. Responses collected via a low-cost, nonprobability, convenience sample were compared to responses generated via a systematic sample. Similar findings between the two methods were found on the following variables: primary destination, type of lodging, advance planning, and expenditure data. Statistically different responses were found when more detailed aspects of site visitation and length of stay were examined. The findings suggest that lower cost, nonprobability samples may yield useful information for small and mid-sized tourism units.
