Purposive Sampling

Definition

Purposive sampling is a non-probability sampling technique where the researcher selects participants based on their knowledge, experience, or specific characteristics relevant to the research question. It is a strategic approach to sampling that aims to capture a diverse range of perspectives or information-rich cases.

5 Must Know Facts For Your Next Test

1. Purposive sampling is particularly useful in exploratory research or when the researcher has a specific target population in mind.
2. The key advantage of purposive sampling is its ability to provide in-depth, context-specific information that may not be accessible through probability sampling.
3. Purposive sampling is often used in qualitative research, where the goal is to gain a deeper understanding of a phenomenon rather than to generalize findings.
4. Researchers using purposive sampling must carefully define the criteria for participant selection to ensure the sample is representative of the target population.
5. Limitations of purposive sampling include the potential for researcher bias and the inability to generalize findings to a larger population.

Review Questions

• Explain how purposive sampling can be beneficial in market research.
  • In market research, purposive sampling can be valuable for gaining in-depth insights into a specific target market or customer segment. By deliberately selecting participants with relevant characteristics, such as demographics, behaviors, or psychographics, researchers can obtain rich, context-specific data that helps them better understand the needs, preferences, and pain points of their target audience. This information can then inform product development, marketing strategies, and other business decisions aimed at addressing the specific requirements of the identified target market.
• Describe how purposive sampling can be used in the process of market opportunity recognition.
  • When identifying market opportunities, purposive sampling can be a useful tool for selecting participants who are likely to provide valuable insights. Researchers may target industry experts, lead users, or individuals with specialized knowledge to gain a deeper understanding of emerging trends, unmet needs, or potential gaps in the market. By purposefully choosing these information-rich cases, the researcher can more effectively recognize viable market opportunities that align with the target customer's preferences and pain points.
• Evaluate how purposive sampling can be applied to the selection of a target market.
  • Purposive sampling is well-suited for the selection of a target market, as it allows researchers to deliberately choose participants who possess the characteristics, behaviors, or needs that are most relevant to the business. By using purposive sampling, the researcher can ensure that the target market is representative of the intended customer base, rather than relying on a more general, random sample. This strategic approach to sampling can provide valuable insights into the target market's preferences, purchasing habits, and pain points, enabling the business to develop tailored products, services, and marketing strategies that effectively address the needs of the identified target audience.

Related terms

Non-Probability Sampling: A sampling technique where the probability of each individual being selected is unknown, unlike in probability sampling where the probability is known and equal for all individuals.

Criterion Sampling: A type of purposive sampling where participants are selected based on pre-determined criteria that are relevant to the research objectives.

Snowball Sampling:

A technique where existing participants recruit future participants from among their acquaintances, allowing the sample to grow like a snowball.