How do you pick a sampling technique for qualitative research?

1 Define your research purpose

The first step in choosing a sampling technique is to define your research purpose and question. What are you trying to understand, explore, or explain? Who are you interested in learning from? How will you use the data to answer your question? Your research purpose will guide you to select a sampling technique that matches your research design, data collection method, and data analysis approach.

2 Consider your population and sampling frame

The next step is to consider your population and sampling frame. The population is the entire group of people or sources that you want to study, while the sampling frame is the subset of the population that is accessible and available for your research. For example, if you want to study the experiences of online shoppers, your population is all online shoppers, but your sampling frame might be limited to those who use a specific platform or who agree to participate in your research. You need to define your population and sampling frame clearly and justify how they relate to your research purpose.

3 Choose a sampling technique

When selecting a sampling technique for your research, it is important to consider the purpose, population, and sampling frame. Qualitative research sampling techniques can be divided into two categories: probability and non-probability. Probability sampling techniques use random or systematic methods to select a sample that is representative of the population and can be generalized to a larger group. On the other hand, non-probability sampling techniques use purposive or convenience methods to select a sample that is relevant and informative for the research question and can provide rich and diverse data. Examples of probability sampling techniques include simple random sampling, stratified sampling, and cluster sampling. Examples of non-probability sampling techniques include purposive sampling, snowball sampling, and convenience sampling.

4 Evaluate your sampling technique

After choosing a sampling technique, you need to evaluate its strengths and limitations for your research. You need to consider how your sampling technique affects the validity, reliability, and credibility of your data and findings. You also need to acknowledge any biases, assumptions, or ethical issues that may arise from your sampling technique and how you address them. You need to document and report your sampling technique clearly and transparently in your research report.

5 Adapt your sampling technique

Finally, you need to be flexible and adaptable in your sampling technique. Qualitative research is often iterative and emergent, meaning that you may need to adjust your sampling technique as you collect and analyze your data. You may need to expand, reduce, or refine your sample based on the data saturation, diversity, or quality. You may also need to use multiple or mixed sampling techniques to capture different aspects or dimensions of your research question. You need to monitor and justify your sampling decisions throughout your research process.