38. Sampling

Sampling is the selection of a subset of a defined population to investigate and is guided by research questions. Sampling strategies include non-probability methods (i.e., case studies and purposive, convenience, snowball, or quota sampling) most common in qualitative social science and probability methods (i.e., random, systematic, or stratified sampling) where inferential statistics can be used to develop generalizations about the broader population. Careful consideration of sampling strategy selection is necessary to determine the best method to accurately represent the population, minimize bias, and approach research ethically.