{"id":60479,"date":"2018-08-01T07:11:55","date_gmt":"2018-08-01T14:11:55","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=60479"},"modified":"2023-08-18T06:25:52","modified_gmt":"2023-08-18T06:25:52","slug":"snowball-sampling","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/snowball-sampling\/","title":{"rendered":"Snowball Sampling: Definition, Method, Pros & Cons"},"content":{"rendered":"

\"Snowball<\/h2>\n

Snowball Sampling: Definition <\/b><\/h2>\n

Snowball sampling or chain-referral sampling is defined as a <\/span>non-probability sampling <\/span><\/a>technique in which the samples have rare traits. This is a sampling technique, in which existing subjects provide referrals to recruit <\/span>samples<\/span><\/a> required for a research study. \u00a0<\/span><\/p>\n

For example, if you are studying the level of <\/span>customer satisfaction<\/span><\/a> among the members of an elite country club, you will find it extremely difficult to collect <\/span>primary data <\/span>sources unless a member of the club agrees to have a direct conversation with you and provides the contact details of the other members of the club. <\/span><\/p>\n

This sampling method involves a primary data<\/a> source nominating other potential data sources that will be able to participate in the research studies. Snowball sampling method is purely based on referrals and that is how a researcher is able to generate a sample. Therefore this method is also called the chain-referral sampling method. <\/span><\/p>\n

Snowball sampling is a popular business study method. The snowball sampling method is extensively used where a population is unknown and rare and it is tough to choose subjects to assemble them as samples for research. <\/span><\/p>\n

This <\/span>sampling technique<\/span><\/a> can go on and on, just like a snowball increasing in size (in this case the sample size) till the time a researcher has enough data to analyze, to draw conclusive results that can help an organization make informed decisions.<\/span><\/p>\n

Learn more: <\/span>Non-Probability Sampling for Social Research<\/span><\/a><\/p>\n

Types of Snowball Sampling<\/b><\/h3>\n
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  1. Linear Snowball Sampling:<\/b> The formation of a <\/span>sample<\/span><\/a>\u00a0group starts with one individual subject providing information about just one other subject and then the chain continues with only one referral from one subject. This pattern is continued until enough number of subjects are available for the sample.<\/span><\/li>\n
  2. Exponential Non-Discriminative Snowball Sampling:<\/b> In this type, the first subject is recruited and then he\/she provides multiple referrals. Each new referral then provides with more data for referral and so on, until there is enough number of subjects for the sample.<\/li>\n
  3. Exponential Discriminative Snowball Sampling:<\/b> In this technique, each subject gives multiple referrals, however, only one subject is recruited from each referral. The choice of a new subject depends on the nature of the research study.<\/li>\n<\/ol>\n

    Learn more: <\/span>How to Determine Sample Size for your Next Survey<\/span><\/a><\/p>\n

    Snowball Sampling Method <\/b><\/h3>\n

    The nature of snowball sampling is such, that it cannot be considered for a representative <\/span>sample<\/span><\/a> or in that case for statistical studies. However, this sampling technique can be extensively used for conducting <\/span>qualitative research<\/span>, with a population that is hard to locate. \u00a0Let us now explore how snowball sampling can be carried out: <\/span><\/p>\n

    Consider hypothetically, you as a researcher are studying the homeless in Texas City. It is obviously difficult to find a list of all the details of the number of homeless there. However, you are able to identify one or two homeless individuals who are willing to participate in your research studies. <\/span><\/p>\n

    Now, these homeless individuals provide you with the details of other homeless individuals they know. The first homeless individual that you found for your <\/span>research<\/span><\/a> is the primary data<\/a>. You can collect the information and tabulate data from the primary data source and move on to other individuals who the primary data source has referred to. You as a researcher can continue to tap as many homeless you can find through the reference provided till you know you have collected enough data for your research.<\/span><\/p>\n

    LEARN ABOUT:<\/strong> Survey Sampling<\/a><\/p>\n

    The same strategy can be followed to conduct research or study individuals belonging to certain underground subculture, or individuals who have a hidden identity or are members of a cult etc. who don\u2019t want to be identified easily. \u00a0Trust is an important part of any researcher.<\/span><\/p>\n

    Learn more:<\/span> Secondary Research<\/span><\/a><\/p>\n

    An individual, who is ready to share information, needs to know that the information will be used discreetly and this kind of trust is especially important in snowball sampling. For a participant to agree to identify themselves or their group, researchers first need to develop that kind of rapport with the participants. Please know that this sampling technique may consume more time than anticipated because of its nature. \u00a0<\/span><\/p>\n

    Snowball sampling analysis is conducted once the respondents submit their feedback and opinions. The data collected can be <\/span>qualitative<\/span> or <\/span>quantitative<\/span><\/a> in nature, and can be represented in graphs and charts on the <\/span>online survey<\/span><\/a> software dashboard such as the one provided by QuestionPro. <\/span><\/p>\n

    Learn more: <\/span>Convenience Sampling<\/a> & Purposive Sampling<\/a><\/span><\/p>\n

    Snowball Sampling Applications<\/b><\/h3>\n

    Snowball sampling is usually used in cases where there is no precalculated list of target population details (homeless people), there is immense pain involved in contacting members of the target population (victims of rare diseases) , members of the target population are not inclined towards contributing due to a social stigma attached to them (hate-crime, rape or sexual abuse victims, sexuality, etc.) or the confidentiality of the organization respondents work for (CIA, FBI or terrorist organization).<\/span><\/p>\n

    Thus, this <\/span>type of sampling<\/span><\/a> is preferred in the following applications: <\/span><\/p>\n