What is Snowball Sampling?
- Content Type:
- Glossary
Snowball samples Definition
Samples in which selection of additional respondents is based on referrals from the initial respondents. Also called referral samples.
Snowball sampling is a non-probability sampling technique used in market research where initial participants are chosen based on their suitability and then asked to refer other potential participants. This method creates a "snowball effect" as the sample size grows through referrals. It's often used when the target population is hard to reach or define.
Who relies on snowball sampling in market research?
Market researchers, especially when studying niche or hard-to-reach populations, rely on snowball sampling. Researchers working with small or specialized target groups use this method to expand their sample size by leveraging participants' connections and networks.
Why should I care about snowball sampling in market research?
Understanding snowball sampling is important because it can be a valuable technique when dealing with populations that are difficult to access through traditional methods. If your research involves studying a specific subculture, community or group, this approach can help you gather insights that might otherwise be challenging to obtain.
Why is snowball sampling important in market research?
- Snowball sampling allows researchers to tap into unique communities and networks that might not be easily reachable through random sampling.
- While it has limitations in terms of representativeness, it can provide valuable qualitative insights and help uncover hidden trends or behaviors within niche populations.
- When applied appropriately, it enriches the understanding of diverse consumer segments.