A chain of referrals to identify respondents for collection of data will result in the sampling method known as
(A) Snowball
(B) Probability
(C) Incidental
(D) Observational
Correct Ans: (A)
Explanation:
Snowball sampling is a non-probability sampling technique where existing respondents recruit new participants for a study. Researchers use this method when the target population is hard to reach or lacks a clear sampling frame. Therefore, it is often employed in studies involving niche groups, such as journalists, media professionals, or marginalized communities.
Moreover, this method works like a chain reaction. Initially, researchers identify a few suitable participants. These participants then refer others who meet the study’s criteria. Consequently, the sample grows as more people get involved, forming a network of interconnected respondents.
In addition, snowball sampling proves useful when studying sensitive topics. For example, researchers analyzing media censorship or whistleblower experiences might struggle to find willing participants. In such cases, referrals from trusted individuals increase response rates. However, this method also has limitations, such as potential bias. Since referrals come from within social circles, the sample may not represent the entire population accurately.
Furthermore, media researchers use snowball sampling to study audience behavior, media consumption patterns, and online communities. This method helps gather insights from groups that are otherwise difficult to reach. As a result, researchers gain valuable qualitative data that may not be accessible through random sampling.
To conclude, snowball sampling relies on referrals to expand the sample size, making it ideal for research involving specific or hard-to-reach groups. Although it has limitations, it remains a valuable tool for qualitative research in media and communication.
