Probability and Nonprobability Sampling Techniques in Communication Research: Perceptions of Communication Studies Students at UBIDS, Ghana

Background: Sampling is a fundamental methodological decision that shapes the validity, reliability, and generalizability of empirical research. Despite its centrality, emerging scholars frequently misunderstand sampling principles, leading to flawed methodological choices. 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. A structured questionnaire was used to collect data, and descriptive statistics were applied in the analysis. Result: Findings revealed that most students demonstrated adequate conceptual knowledge of probability sampling methods but reported practical challenges in implementation, particularly with frame construction and appropriate sample size determination. Nonprobability sampling was widely used but often without methodological justification. Conclusion: The study concluded that deliberate capacity building in sampling methodology is essential among communication scholars, and that institutional support for empirical research design can substantially improve research quality in Ghanaian higher education.