For the selection of samples in research, the snowball sampling method employs

The correct answer is Referrals

Key Points

•  Snowball sampling
  • It is a widely employed method in qualitative research, specifically when studying hard-to-reach populations.
  • It is a non-probability sampling method where other units recruit new units to form part of the sample.
  • Snowball sampling can be useful for researching people with specific traits that might otherwise be difficult to identify.
  • The snowball sampling method is purely based on referrals, which is how a researcher can generate a sample.
  • Therefore this method is also called the chain-referral sampling method.
  • For example, if you are studying the level of customer satisfaction among the members of an elite country club, you will find it extremely difficult to collect primary data 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.