Qualitative Sampling Methods

The following module describes common methods for collecting qualitative data.

Learning Objectives:

 Describe common types of qualitative sampling methodology.

 Explain the methods typically used in qualitative data collection.
 Describe how sample size is determined.

The three main types of data collected and analyzed in qualitative research include
in-depth interviews, direct observation, and written documents. In order to collect
these types of data for a study, a target population, community, or study area must be
identified first. It is not possible for researchers to collect data from everyone in a
sample area or community. Therefore, the researcher must gather data from a sample,
or subset, of the population in the study. In quantitative research, the goal would be to
conduct a random sampling that ensured the sample group would be representative of
the entire population, and therefore, the results could be generalized to the entire
population. The goal of qualitative research is to provide in-depth understanding and
therefore, targets a specific group, type of individual, event or process. To accomplish
this goal, qualitative research focus on criterion-based sampling techniques to reach
their target group. There are three main types of qualitative sampling: purposeful
sampling, quota sampling, and snowballing sampling. The following descriptions
describe the reasons for choosing a particular method.

 Purposeful Sampling is the most common sampling strategy. In this type of

sampling, participants are selected or sought after based on pre-selected criteria
based on the research question. For example, the study may be attempting to
collect data from lymphoma patients in a particular city or county. The sample size
may be predetermined or based on theoretical saturation, which is the point at

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 which the newly collected no longer provides additional insights. Click on the
following link for a desciption of types of purposeful sampling: Types of
Purposeful Sampling.
 Quota Sampling is a sampling technique whereby participant quotas are preset
prior to sampling. Typically, the researcher is attempting to gather data from a
certain number of participants that meet certain characteristics that may include
things such as age, sex, class, marital status, HIV status, etc. Click here for more
information on this type of sampling: Quota Sampling.
 Snowball Sampling is also known as chain referral sampling. In this method, the
participants refer the researcher to others who may be able to potentially
contribute or participate in the study. This method often helps researchers find
and recruit participants that may otherwise be hard to reach. For more information,
click here: Snowball Sampling.
A note on sample size - Once a sampling method has been determined, the
researcher must consider the sample size. In qualitative studies, sampling typically
continues until information redundancy or saturation occurs. This is the point at which
no new information is emerging in the data. Therefore, in qualitative studies is it critical
that data collection and analysis are occurring simultaneously so that the researcher will
know when the saturation point is reached. It is important to understand that the
saturation point may occur prematurely if the researcher has a narrow sampling frame,
a skewed analysis of the data, or poor methodology. Because of this, the researcher
must carefully create the research question, select an appropriate target group,
eliminate his or her own biases and analyze data continuously and thoroughly
throughout the process to bring validity to the data collected.

Reference:
https://cirt.gcu.edu/research/developmentresources/research_ready/qualitative/sampling

Suggested Readings:

 Berg, B. L., & Lune, H. (2004). Qualitative research methods for the social sciences (Vol. 5). Boston:
Pearson.

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 Coyne, I. T. (1997). Sampling in qualitative research. Purposeful and theoretical sampling; merging or clear
boundaries?. Journal of advanced nursing, 26(3), 623-630.
 Malterud, K. (2001). Qualitative research: standards, challenges, and guidelines. The lancet, 358(9280),
483-488.
 Marshall, M. N. (1996). Sampling for qualitative research. Family practice, 13(6), 522-526.
 Patton, M. Q. (2005). Qualitative research. John Wiley & Sons, Ltd.
 Sandelowski, Margarete. "Sample size in qualitative research." Research in nursing & health2 (1995): 179-
183.
 Strauss, A., & Corbin, J. M. (1990). Basics of qualitative research: Grounded theory procedures and
techniques. Sage Publications, Inc.

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