Note: There is a variation on SWOT called SOAR which is an acronym for strengths, opportunities, aspirations and results. I like the aspirations (which usually are the vision statement in my strategic plans) and the results (which are usually tied to my actions plans: action + timeline and responsibility + track and measure results). However I think it's a mistake to not review and assess the weaknesses and threats. So from my perspective, I prefer the SWOT model and I handle aspirations and results in the rest of my planning process.
Random sampling involves choosing respondents from the target population at random, to minimize bias in a representative sample. While this method is more expensive and requires more upfront information, the information yielded is typically of higher quality. Purposive sampling is more widely used, and occurs when the managers target individuals matching certain criteria for information extraction. Ideal interview candidates receive profiles. Although this leads to the potential of bias in the representative sample, the information is easier to collect, and the sampler has more control when creating the representative sample.