International Journal of Sub-Saharan African Research (IJSSAR)

Background: Sampling is a fundamental methodological decision that influences the validity, reliability, and generalizability of empirical research. Despite its importance, emerging scholars often misunderstand sampling principles, resulting in inappropriate methodological choices that compromise research quality.
Objective: This study examined the perceptions of Communication Studies students at the University for Business and Integrated Development Studies (UBIDS), Ghana, regarding probability and nonprobability sampling techniques and their application in empirical research.
Method: A survey design was adopted. Purposive sampling was used to select 20 Communication Studies students at UBIDS. Data were collected using a structured questionnaire and analysed using descriptive statistics. Results: The findings revealed that most students demonstrated adequate conceptual knowledge of probability sampling techniques but experienced practical challenges in their application, particularly in constructing sampling frames and determining appropriate sample sizes. Although nonprobability sampling techniques were widely used, they were often employed without adequate methodological justification.
Conclusion: The study concludes that strengthening students' competencies in sampling methodology is essential for improving the quality of empirical research in communication studies. Enhanced methodological training can bridge the gap between theoretical knowledge and practical application, thereby promoting more rigorous and credible research practices.
Unique Contribution: The study contributes to the methodological literature by providing empirical evidence on Communication Studies students' understanding and application of sampling techniques within a Ghanaian higher education context, an area that has received limited scholarly attention.
Key Recommendation: The study recommends that Communication Studies departments integrate more practical, application-oriented training in sampling design, including hands-on exercises in sampling frame development, sample size determination, and the appropriate justification of sampling techniques in empirical research.