SNOWBALL
SAMPLING
AUSAN, KEMBERLY
BULLOS, AILEEN
COBRADOR, CYREL
DELOS SANTOS, ALYZA
SNOWBALL SAMPLING: DEFINITION 2
Snowball sampling or chain-
referral sampling is defined as a non-
probability sampling technique in
which the samples have rare traits.
This is a sampling technique, in which
existing subjects provide referrals to
recruit samples required for a
research study.
• 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.
This sampling method involves a primary data
source nominating other potential data sources that
will be able to participate in the research studies.
Snowball sampling method is purely based on
referrals and that is how a researcher is able to
generate a sample. Therefore, this method is also
called the chain-referral sampling method.
Snowball sampling is a popular business study
method. The snowball sampling method is
extensively used where a population is unknown and
rare and it is tough to choose subjects to assemble
This sampling
technique can go on
and on, just like a
snowball increasing in
size (in this case the
sample size) till the
time a researcher has
enough data to
analyze, to draw
conclusive results that
Process of Snowball Sampling
•Initial Participants: The researcher starts
with a small group of initial participants who
meet the study criteria.
•Referrals: These participants are then asked
to refer others who also meet the criteria, and
the process continues.
•Expansion: The sample size grows as more
participants are recruited through referrals.
TYPES OF SNOWBALL SAMPLING 8
[Link] Snowball Sampling
The formation of a sample group
starts with one individual subject
providing information about just one
other subject and then the chain
continues with only one referral from
one subject. This pattern is continued
until enough number of subjects are
available for the sample.
TYPES OF SNOWBALL SAMPLING 9
[Link] Non-
Discriminative: Snowball
Sampling
In this type, the first subject is
recruited and then he/she provides
multiple referrals. Each new
referral then provides with more
data for referral and so on, until
TYPES OF SNOWBALL SAMPLING 10
3. Exponential Discriminative
Snowball Sampling
In this technique, each subject
gives multiple referrals, however,
only one subject is recruited from
each referral. The choice of a new
subject depends on the nature of
the research study.
11
TYPES OF
SNOWBALL
SAMPLING
STRENGTH OF SNOWBALL WEAKNESS OF SNOWBALL
SAMPLING SAMPLING
• It allows researcher to reach • It can lead to a biased
hidden or hard-to-find samples.
populations. • The sample size can be
• Snowball sampling can also limited if the network of
save time because people doesn’t expand
participants help recruit enough.
others. • Snowballs sampling can
• It builds trust among the sometimes overrepresent
participants. certain subgroups.
Applications of Snowball 13
Sampling
Social Research: Commonly used in
sociology, anthropology, and psychology to
study marginalized or hidden populations.
Health Research: Useful in studying
populations affected by specific health
issues, such as drug users, sex workers, or
individuals with rare diseases.
Market Research: Employed to understand
niche markets or consumer behaviors within
How to use snowball sampling in research 14
1. Define Your Research Objectives
•Clearly outline the goals of your research and the specific
population you want to study. Understanding your objectives will
help you identify the right initial participants.
2. Identify Initial Participants
•Selection Criteria: Determine the criteria for selecting your
initial participants (also known as "seeds"). These individuals
should have the characteristics or experiences relevant to your
research.
•Recruitment: Use various methods to identify and recruit
these initial participants. This could involve networking,
reaching out to community organizations, or using social media.
How to use snowball sampling in research 15
3. Obtain Informed Consent
•Before starting the data collection, ensure that all participants
understand the purpose of the study, what their participation
involves, and their rights (including confidentiality and the right
to withdraw). Obtain their informed consent.
4. Conduct Interviews or Surveys
•Engage with the initial participants through interviews, focus
groups, or surveys, depending on your research design. Collect
qualitative or quantitative data as needed.
•During these interactions, ask participants if they know others
who might be willing to participate in the study.
How to use snowball sampling in research 16
5. Request Referrals
• After collecting data from the initial participants, ask them to
refer others who meet the study criteria. This can be done
verbally or through a referral form.
• Encourage participants to provide contact information for
their referrals, if possible, or ask them to reach out to their
contacts on your behalf.
6. Recruit Referrals
• Contact the referred individuals and explain the study,
emphasizing the connection to the initial participant to build
trust.
• Repeat the process of obtaining informed consent and
How to use snowball sampling in research 17
7. Continue the Process
•Continue the snowball sampling process by asking each new
participant for additional referrals. This can create a growing
network of participants.
•Monitor the diversity and characteristics of the sample to
ensure that you are reaching a broad range of perspectives.
8. Monitor and Manage the Sample
•Keep track of the number of participants and their
characteristics. This will help you assess the representativeness
of your sample.
•Be aware of potential biases that may arise from relying on
social networks, as this can lead to homogeneity in the sample.
How to use snowball sampling in research 18
9. Data Analysis
•Once you have collected sufficient data, analyze it according to
your research objectives. Use qualitative analysis methods (e.g.,
thematic analysis) for qualitative data or appropriate statistical
methods for quantitative data.
10. Report Findings
•Present your findings in a way that acknowledges the snowball
sampling method. Discuss the implications of your results,
including any limitations related to the sampling technique.
11. Ethical Considerations
Throughout the process, maintain ethical standards by ensuring
confidentiality, respecting participants' rights, and being
transparent about the research purpose.
Directives in Using Snowball Sampling 19
1. Informed Consent
•Requirement: Obtain informed consent
from all participants before they take part in
the study. Participants should be fully aware
of the study's purpose, procedures, potential
risks, and their right to withdraw at any time
without penalty.
•Documentation: Provide participants with
a consent form that outlines this information
clearly. Ensure that they have the
opportunity to ask questions before agreeing
Directives in Using Snowball Sampling 20
2. Confidentiality and Anonymity
•Protection of Identity: Ensure that
participants' identities are kept confidential.
Use pseudonyms or codes to protect their
anonymity in any published results.
•Data Security: Store data securely, whether
in physical or digital form, to prevent
unauthorized access. Limit access to the data
to only those directly involved in the research.
Directives in Using Snowball Sampling 21
3. Ethical Considerations
•Vulnerable Populations: Be particularly
sensitive when working with vulnerable
populations (e.g., marginalized groups,
individuals with mental health issues). Ensure
that participation does not exploit or harm
these individuals.
•Power Dynamics: Be aware of potential
power dynamics in the referral process.
Participants may feel pressured to refer others,
so it’s important to create an environment
where they feel comfortable declining to
Directives in Using Snowball Sampling 22
4. Clear Criteria for Participation
•Inclusion and Exclusion Criteria: Clearly
define the criteria for who qualifies as a
participant in the study. This helps ensure that
the sample is relevant to the research
objectives and reduces bias.
•Transparency: Communicate these criteria
to initial participants so they understand who
they can refer.
Directives in Using Snowball Sampling 23
5. Limitations of the Method
•Acknowledge Bias: Recognize that snowball
sampling can introduce bias, as participants
may refer individuals who are similar to
themselves, leading to a homogenous sample.
Be transparent about this limitation in your
research findings.
•Sample Size: Set a clear target for the
sample size and be prepared to stop the
recruitment process once you reach
saturation, where no new information is being
Directives in Using Snowball Sampling 24
6. Monitoring and Documentation
•Track Referrals: Keep detailed records of
how participants were recruited and the
referral process. This documentation can help
in understanding the network dynamics and
the representativeness of the sample.
•Data Collection: Ensure that data collection
methods are consistent and systematic to
maintain the integrity of the research.
Directives in Using Snowball Sampling 25
7. Cultural Sensitivity
•Respect for Participants: Be culturally
sensitive and respectful of the communities
you are studying. Understand the social norms
and values of the population to avoid
misunderstandings or offense.
•Community Engagement: Involve
community leaders or members in the
research process to build trust and facilitate
recruitment.
Directives in Using Snowball Sampling 26
8. Review and Approval
•Ethics Review Board: If
applicable, submit your research
proposal to an Institutional Review
Board (IRB) or ethics committee for
review and approval. This step
ensures that your research meets
ethical standards and protects
participants' rights.
27
References
Bhat, A. (2023, August 18). Snowball Sampling: Definition,
Method, Pros & Cons. QuestionPro. Retrieved March 16, 2025,
from [Link]
Helpful Professor Explains! (2024, October 14). What is Snowball
Sampling? (Explained in 3 Minutes) [Video]. YouTube.
[Link]
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