I- Introduction

The most prominent type of sampling used in qualitative research is purposive sampling, a non-
probability form of sampling; meaning that research participants are not selected randomly, but
rather chosen based on their relevance to the research questions. There are mainly three types of
purposive sampling used in qualitative research; Theoretical, Generic purposive & Snowball
Sampling.

II- Two vital distinctions of purposive sampling

1. Sequential vs. Fixed Sampling: Sequential sampling involves starting with a small
group and gradually adding more participants as needed based on the research questions.
Fixed sampling, on the other hand, involves choosing all participants at the beginning and
sticking with them throughout the study. (Yu, 2007)

2. A Priori vs. Contingent Sampling: In a priori sampling, the criteria for selecting
participants are set from the start and do not change. In contingent sampling, the criteria
can change as the research progresses and new insights or questions arise. (Hood, 2007)

III- Three types of purposive sampling

1) Theoretical Sampling

 It was developed by Glaser and Strauss (1967) in context of their Grounded Theory.

 According to Glaser and Strauss (1967), theoretical sampling “is the process of data
collection for generating theory whereby the analyst jointly collects, codes, and analyzes
his data and decides what data to collect next and where to find them, in order to develop
his theory as it emerges.”
Characteristics

 The chief virtue of theoretical sampling is that it uses insights from the data to decide if
more data is needed.

 It is an ongoing process rather than a distinct and single stage, as it is, for example, in
probability sampling.

 It is not just people who are the ‘objects’ of sampling here, it’s the places, people, or
events that will maximize opportunities to discover variations among concepts.

 Theoretical sampling is different from generic purposive sampling because it focuses on

selecting participants or data based on their potential to help develop and refine theories
rather than just selecting participants who meet predefined criteria.
 What distinguishes theoretical sampling from other sampling approaches is the emphasis
on the selection of cases and units with reference to the quest for the generation of a
theoretical understanding.

Theoretical Saturation

 It’s a concept emerges in theoretical sampling which means that one should carry on
sampling theoretically until a category has been saturated with data. ‘This means, until
(a) no new or relevant data seem to be emerging regarding a category, (b) the category is
well developed in terms of its properties and dimensions demonstrating variation, and (c)
the relationships among categories are well established and validated.

 In the language of grounded theory, saturation simply implies that new data no longer
suggest new insights into an emergent theory.

 Example; when successive interviews/observations have both formed the basis for the
creation of a category and confirmed its importance and when there is no need to
continue with data collection in relation to that category, instead, the researcher should
move on and generate hypotheses out of the categories.
 Examples

 Rafaeli et al. (1997) conducted a research through semi structured interviews with twenty
female administrators to study significance of dress at the workplace. Initially using
stratified random sampling, they stopped interviewing after twenty participants, as they
determined that theoretical saturation had been reached, meaning no new insights were
emerging from additional data.

 Finch and Mason's (1990) Family Obligations Project studied ‘patterns of support among
adult kin’ in Manchester. After a large survey, they purposively selected specific
subgroups (divorced/remarried individuals and young adults) for semi-structured
interviews to explore negotiation of family relationships. They sampled 5 participants at a
time from these subgroups using random numbers and focused on cases involving family
obligations. They adjusted their sampling strategy to fill gaps in their data, such as
including more men, ethnic minorities, and specific social classes, highlighting the
dynamic nature of theoretical sampling.

2) Generic purposive sampling

 The generic purposive sampling approach is used as a means of distinguishing theoretical

sampling from purposive sampling in general; which involves selecting cases,
participants, or contexts based on specific criteria that are determined by the research
questions.
Characteristics

 Here, researcher identifies criteria that is relevant to the research question and thus guide
the selection of cases or participants that will best help answer those questions. For
example, in studies of specific social phenomena, criteria like socio-demographic factors,
professional background, or specific behaviors may be used to select participants.

 Here, the criteria for selecting participants can be established at the outset of the study (a
priori) or can evolve during the research process (contingent). Or it can be either
sequential or fixed.

Examples;

 In the study by Jones et al. (2010), the researchers used generic purposive sampling by
selecting senior managers who had taken early retirement. The criteria of being a senior
manager and an early retiree were established at the outset, making this a fixed and a
priori sampling strategy.
  Rettie (2009) focused on mobile phone communication and selected participants who
spent at least £15 per month on their mobile phones, also employing a fixed and a priori
strategy.

3) Snowball Sampling

 Snowball sampling is a technique where the researcher begins by selecting a small group
of individuals who are relevant to the research questions. These initial participants then
suggest other individuals who also have the relevant experiences or characteristics
needed for the study.
Characteristics

 According to Noy (2008), snowball sampling is frequently presented as a strategy to be

employed when probability sampling is impossible or not feasible—for example, when
trying to sample hard-to-reach populations because of the absence of a sampling frame.

 This technique is recommended when the networks of individuals are the focus of
attention. (Coleman 1958).

Examples

 Scheper-Hughes (2004) conducted research on the global trade in organs using a

snowball sampling method. Starting with one contact, she followed leads across various
countries, eventually interviewing a diverse range of individuals involved in the trade,
including surgeons, nurses, police, kidney donors, and organ brokers.

 Armstrong's (1993) research on football hooliganism involved identifying individuals

within the Blades' group networks. He relied on his informants to provide details of
others he should consult, allowing him to gain deeper insights into the group.

IV- Conclusion

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