SNOWBALL SAMPLING : SAGE Research Methods

Abstract

A form of non-probability sampling in which the researcher begins by identifying an individual perceived to be an appropriate respondent. This respondent is then asked to identify another potential respondent. The process is repeated until the researcher has collected sufficient data. Sometimes called ‘chain letter’ sampling. Snowball sampling can be a useful technique in research concerned with behaviour that is socially unacceptable or involves criminal activity. The nature of such activities may make it a virtually impossible task to identify all members of the research population; even identifying a few members ...