Purposive Sampling Methods

Jerick L. Hayag

October 17, 2024

Introduction to Purposive Sampling

Definition: A group of non-probability sampling techniques where

units are selected based on characteristics needed in the
sample.Also called judgmental sampling.Relies on the
researcher’s judgment to select individuals, cases, or events.
When to Use Purposive Sampling

▶ Best used when the research focuses in depth on a specific

subset of the population.
▶ Common in qualitative research, especially when investigating
unique cases or small samples.
Purposive Sampling Methods

1. Maximum Variation Sampling

2. Homogeneous Sampling
3. Typical Case Sampling
4. Extreme (or Deviant) Case Sampling
5. Critical Case Sampling
6. Expert Sampling
Maximum Variation Sampling

Definition: Maximum variation sampling, also known as

heterogeneous sampling, is used to capture the widest range of
perspectives possible.
Example:
▶ Suppose you are researching the challenges of mental health
services programs in your state. Using maximum variation
sampling, you select programs in urban and rural areas in
different parts of the state, in order to capture maximum
variation in location.
In this way, you can document unique or diverse variations
that have emerged in different locations.
Homogeneous Sampling

Definition: Homogeneous sampling, unlike maximum variation

sampling, aims to reduce variation, simplifying the analysis and
describing a particular subgroup in depth. Units in a homogeneous
sample share similar traits or specific characteristics - e.g., life
experiences, jobs, or cultures
Example:
▶ Continuing your research on mental health services programs
in your state, you are now interested in illuminating the
experiences of different ethnicities through group interviewing.
Using homogeneous sampling, you select Latin x directors of
mental health services agencies, interviewing them about the
challenges of implementing evidence- based treatments for
mental heath problems.
Typical Case Sampling

Definition: Typical case sampling is used when you wont to

highlight what is considered a normal or average instance of a
phenomenon to those who are unfamiliar with it. Participants are
generally chosen based on their likelihood of behaving like everyone
else sharing the some characteristics or experiences.
Example:
▶ You are researching the reactions of 9th grade students to a
job placement program. To develop a typical case sample, you
select participants with similar socioeconomic backgrounds
from five different cities. You collect the students’ experiences
via surveys or interviews and create a profile of a ”typical” 9th
grader who followed a job placement program. This can offer
useful insights to employers who want to offer job placements
to students in the future.
Extreme (or Deviant) Case Sampling

Definition: The idea behind extreme case sampling is to illuminate

unusual cases or outliers.This can involve notable successes or
failures, ”top of the class vs. bottom of the class” scenarios, or
any unusual manifestation of a phenomenon of interest.
Example:
▶ You are researching heart surgery patients who recovered
significantly, faster or slower than average. Since these are
unusual cases, you’re looking for variation in these cases to
explain why their recoveries were atypical.
Critical Case Sampling

Definition:Critical case sampling is used when a single or very

small number of cases can be used to explain other similar cases.
Researchers determine whether a case is critical by using this
maxim: ”it it happens here, it will happen any where”. In other
words, a case is critical it what is true for one cases is likely to be
true for all other cases.
Example:
▶ You are researching how to involve local communities in local
government decision making processes, but you are not sure
whether the communities will understand the regulations.If
you first ask local government officials and they do not
understand them,then probably no one will. Alternatively, if
you ask random passersby, and they do understand them, then
it’s safe to assume most people will. In this way,your critical
cases could either be those with relevant expertise or those
who have no relevant expertise
Expert Sampling

Definition: Expert sampling is used when your research requires

individuals with a high level of knowledge about a particular
subject. Your experts are thus selected based on a demonstrable
skill set, or level of experience possessed.
Example:
▶ You are investigating the barriers to reduced meat
consumption among consumers in the PH. In addition to
focus groups with consumers, you decide to contact a number
of experts and interview them. In the context of your
research, food scientist are the experts who can provide
valuable insights into the root of the problem, as well as any
successes, failures, or future trends to watch.
Step-by-step Purposive Sampling

1. Define your research problem.

2. Determine your population.
3. Define the characteristics of your sample.
4. Collect your data using appropriate methods.
5. Analyze and interpret your results.
Advantages of Purposive Sampling

▶ Provides data for logical, analytical, or theoretical

generalizations.
▶ Works well in multi-phase qualitative research designs.
▶ Offers flexibility and various techniques for studying specific
phenomena.
Disadvantages of Purposive Sampling

▶ Prone to research bias, particularly observer bias.

▶ Difficulty in identifying the best units to select without
knowledge of population variations.
Conclusion

▶ Purposive sampling is a targeted approach to participant

selection
▶ Best used when specific, in-depth insights are needed
▶ Important to be aware of its limitations in terms of bias and
generalizability
Thank You!