What is it? Sampling is the process of selecting people from a population or data from larger sources of data for a research project. The type of research design and the research questions can inform the sample size and who should participate in a study. Sampling goes hand-in-hand with recruitment. Sampling decisions should be made first, then recruitment can be implemented.

Sampling techniques are divided into clusters of probability and non-probability. Probability sampling is popularly used in mixed methods and in quantitative research projects; however, there are some projects that apply this approach in generic qualitative research designs. It is considered random selection or ensuring that people in a population or a type of data have an equal chance of being chosen. Non-probability sampling is where participants are selected because they meet specific criteria, and is popular in qualitative research because the research goals are usually to gain in-depth understanding of a culture, small group, or a single case. There are various types of non-probability sampling, including: convenience, purposive, and snowball sampling.

When you map out all the logistics involved in your project, you may recognize that your sampling method may need further examination. In another instance, you may need to make changes to sampling when you begin collecting data. Our consultants can assist you in selecting the most suitable sampling method(s) for your qualitative project.