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Referral sample Definition

Samples in which selection of additional respondents is based on referrals from the initial respondents. Also called snowball sample.

A referral sample is a non-probability sampling method where existing study participants recruit or refer others from their networks to participate. It is commonly used when studying hard-to-reach or specialized populations.

Who relies on referral samples in market research?

Researchers studying niche or hard-to-access groups, such as health care patients, early adopters or specific cultural communities, rely on referral samples to build a suitable respondent base.

What are the key aspects of referral samples in market research?

• Begins with a small group of qualified participants.
• Participants refer others who meet study criteria.
• Also known as snowball sampling.
• Can introduce bias due to social connections.
• Useful when sampling frames are unavailable.

Why are referral samples important in market research?

Referral samples enable access to participants who may not be reached through conventional methods. They are especially valuable when studying populations that are small, private or not easily identified in public databases.

How do market researchers use referral samples?

Researchers initiate the process by recruiting a few qualified participants, who are then asked to refer peers. The sample grows through these referrals, allowing researchers to gather insights from otherwise inaccessible audiences.