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Purposive Sampling – Methods, Types and Examples

September 24, 2022by Muhammad Hassan

Table of Contents

Purposive Sampling

Purposive Sampling Methods

How to Conduct Purposive Sampling

Examples of Purposive Sampling

Applications of Purposive Sampling

Purpose of Purposive Sampling

When to use Purposive Sampling

Characteristics of Purposive Sampling

Advantages of Purposive Sampling

Disadvantages of Purposive Sampling

Purposive Sampling

Purposive Sampling

Definition:

Purposive sampling is a non-probability sampling technique used in research to select individuals or

groups of individuals that meet specific criteria relevant to the research question or objective.
This sampling technique is also known as judgmental sampling or selective sampling, and it is often used
when the population being studied is too small, too difficult to access, or too heterogeneous to use
probability sampling methods.

Purposive Sampling Methods

Purposive Sampling Methods are as follows:

Expert sampling: In expert sampling, the researcher selects participants who are experts in a particular
field or subject matter. This can be useful when studying a specialized or technical topic, as experts are
likely to have a deeper understanding of the subject matter and can provide valuable insights.

Maximum variation sampling: Maximum variation sampling involves selecting participants who
represent a wide range of characteristics or perspectives. This can be useful when the researcher wants
to capture a diverse range of experiences or viewpoints.

Homogeneous sampling: In homogeneous sampling, the researcher selects participants who have similar
characteristics or experiences. This can be useful when studying a specific subpopulation that shares
common traits or experiences.

Critical case sampling: Critical case sampling involves selecting participants who are likely to provide
important or unique insights into the research question. This can be useful when the researcher wants
to focus on cases that are particularly relevant or informative.

Snowball sampling: Snowball sampling involves selecting participants based on referrals from other
participants in the study. This can be useful when studying hard-to-reach or hidden populations, as it
allows the researcher to gain access to individuals who may not be easily identifiable or accessible.

How to Conduct Purposive Sampling

Here are the general steps involved in conducting purposive sampling:

Identify the research question or objective: The first step in conducting purposive sampling is to clearly
define the research question or objective. This will help you determine the criteria for participant
selection.

Determine the criteria for participant selection: Based on the research question or objective, determine
the specific criteria for selecting participants. These criteria should be relevant to the research question
and should help you identify individuals who are most likely to provide valuable insights.
Identify potential participants: Once you have determined the criteria for participant selection, identify
potential participants who meet these criteria. Depending on the sampling method you are using, this
may involve reaching out to experts in the field, identifying individuals who share certain characteristics
or experiences, or asking for referrals from existing participants.

Select participants: Based on the identified potential participants, select the individuals who will
participate in the study. Make sure to select a sufficient number of participants to ensure that you have
a representative sample.

Collect data: After selecting participants, collect data using the appropriate research methods.
Depending on the research question and objectives, this may involve conducting interviews,
administering surveys, or collecting observational data.

Analyze data: After collecting data, analyze it to answer the research question or objective. This may
involve using statistical analysis, qualitative analysis, or a combination of both.

Examples of Purposive Sampling

Here are some examples of how purposive sampling might be used in research:

Studying the experiences of cancer survivors: A researcher might use maximum variation sampling to
select a diverse group of cancer survivors, with the aim of capturing a range of experiences and
perspectives on the impact of cancer on their lives.

Exploring the perspectives of teachers on a new curriculum: A researcher might use expert sampling to
select teachers who are experts in a particular subject area or who have experience teaching the new
curriculum. These teachers can provide valuable insights on the strengths and weaknesses of the new
curriculum.

Investigating the impact of a new therapy on a specific population: A researcher might use
homogeneous sampling to select participants who share certain characteristics, such as a particular
diagnosis or age group. This can help the researcher assess the effectiveness of the new therapy on this
specific population.

Examining the experiences of refugees resettling in a new country: A researcher might use critical case
sampling to select participants who have experienced particularly challenging resettlement experiences,
such as those who have experienced discrimination or faced significant barriers to accessing services.

Understanding the experiences of homeless individuals: A researcher might use snowball sampling to
identify and select homeless individuals to participate in the study. This method allows the researcher to
gain access to a hard-to-reach population and capture a range of experiences and perspectives on
homelessness.

Applications of Purposive Sampling

Purposive sampling has a wide range of applications across different fields of research. Here are some
examples of how purposive sampling can be used:

Medical research: Purposive sampling is commonly used in medical research to study the experiences of
patients with specific medical conditions. Researchers might use homogeneous sampling to select
patients who share specific medical characteristics, such as a particular diagnosis or treatment history.

Market research: In market research, purposive sampling can be used to select participants who
represent a particular demographic or consumer group. This might involve using quota sampling to
select participants based on age, gender, income, or other relevant criteria.

Education research: Purposive sampling can be used in education research to select participants who
have specific educational experiences or backgrounds. For example, researchers might use maximum
variation sampling to select a diverse group of students who have experienced different teaching styles
or classroom environments.

Social science research: In social science research, purposive sampling can be used to select participants
who have specific social or cultural backgrounds. Researchers might use snowball sampling to identify
and select participants from hard-to-reach or marginalized populations.

Business research: In business research, purposive sampling can be used to select participants who have
specific job titles, work in particular industries, or have experience with specific products or services

Purpose of Purposive Sampling

The purpose of purposive sampling is to select participants based on specific criteria relevant to the
research question or objectives. Unlike probability sampling techniques, which rely on random selection
to ensure representativeness, purposive sampling allows researchers to select participants who are
most relevant to their research question or objectives.

Purposive sampling is often used when the population of interest is rare, hard to reach, or has specific
characteristics that are important to the research question. By selecting participants who meet specific
criteria, researchers can gather valuable insights that can help inform their research.

The ultimate goal of purposive sampling is to increase the validity and reliability of research findings by
selecting participants who are most relevant to the research question or objectives. This can help
researchers to make more accurate inferences about the population of interest and to develop more
effective interventions or solutions based on their findings.
When to use Purposive Sampling

Purposive sampling is appropriate when researchers need to select participants who meet specific
criteria relevant to their research question or objectives. Here are some situations where purposive
sampling might be appropriate:

Rare populations: Purposive sampling is often used when the population of interest is rare, such as
people with a particular medical condition or individuals who have experienced a particular event or
phenomenon.

Hard-to-reach populations: Purposive sampling is also useful when the population of interest is hard to
reach, such as homeless individuals or individuals who have experienced trauma or abuse.

Specific characteristics: Purposive sampling is appropriate when researchers need to select participants
with specific characteristics that are relevant to the research question, such as age, gender, or ethnicity.

Expertise: Purposive sampling is useful when researchers need to select participants with particular
expertise or knowledge, such as teachers or healthcare professionals.

Maximum variation: Purposive sampling can be used to select participants who represent a range of
perspectives or experiences, such as individuals from different socio-economic backgrounds or who
have different levels of education.

Characteristics of Purposive Sampling

Purposive sampling has several characteristics that distinguish it from other sampling methods:

Non-random selection: Purposive sampling involves the deliberate selection of participants based on
specific criteria, rather than random selection. This allows researchers to select participants who are
most relevant to their research question or objectives.

Small sample sizes: Purposive sampling typically involves smaller sample sizes than probability sampling
methods, as the focus is on selecting participants who meet specific criteria, rather than ensuring
representativeness of the larger population.

Heterogeneous or homogeneous samples: Purposive sampling can involve selecting participants who are
either similar to each other (homogeneous) or who are diverse and represent a range of perspectives or
experiences (heterogeneous).

Multiple sampling strategies: Purposive sampling involves a range of sampling strategies that can be
used to select participants, including maximum variation sampling, expert sampling, quota sampling,
and snowball sampling.
Flexibility: Purposive sampling is a flexible method that can be adapted to suit different research
questions and objectives. It allows researchers to select participants based on specific criteria, making it
a useful method for exploring complex phenomena or researching hard-to-reach populations.

Advantages of Purposive Sampling

Purposive sampling has several advantages over other sampling methods:

Relevant participants: Purposive sampling allows researchers to select participants who are most
relevant to their research question or objectives, ensuring that the data collected is of high quality and
useful for the research.

Efficient: Purposive sampling is an efficient method of sampling, as it allows researchers to select

participants based on specific criteria, rather than randomly selecting a large number of participants.
This can save time and resources, especially when the population of interest is rare or hard to reach.

Representative: Purposive sampling can produce samples that are representative of the population of
interest, as researchers can use a range of sampling strategies to select participants who are diverse and
represent a range of perspectives or experiences.

Flexibility: Purposive sampling is a flexible method that can be adapted to suit different research
questions and objectives. It allows researchers to select participants based on specific criteria, making it
a useful method for exploring complex phenomena or researching hard-to-reach populations.

Ethical considerations: Purposive sampling can be used to ensure that vulnerable or marginalized
populations are included in research studies, ensuring that their voices and experiences are heard and
taken into account.

Disadvantages of Purposive Sampling

Some Disadvantages of Purposive Sampling are as follows:

Sampling bias: Purposive sampling is susceptible to sampling bias, as the participants are not randomly
selected from the population. This means that the sample may not be representative of the larger
population, and the findings may not be generalizable to other populations.

Limited generalizability: The findings obtained from purposive sampling may be limited in their
generalizability due to the small sample size and the specific selection criteria used. Therefore, it may
not be possible to make broad generalizations based on the findings of a purposive sample.

Lack of transparency: The selection criteria used in purposive sampling may not be transparent, and this
can limit the ability of other researchers to replicate the study.
Reliance on researcher judgment: Purposive sampling relies on the researcher’s judgment to select
participants based on specific criteria, which can introduce bias into the selection process.

Potential for researcher subjectivity: The researcher’s subjectivity and bias may influence the selection
process and the interpretation of the data collected.

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About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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