What does purposeful sampling aim to achieve?

Purposeful sampling is a non-probability sampling technique that aims to select participants based on specific characteristics or qualities that align with the goals of the research. The primary objective of purposeful sampling is to focus on gathering information-rich contributions from individuals who have experience or knowledge pertinent to the study. This approach allows researchers to delve deeper into the subject matter, ensuring that the data collected is insightful and relevant to the research questions posed.

In contrast to random sampling, which seeks to ensure that every individual has an equal chance of being selected, and thus may result in a broader demographic representation, purposeful sampling intentionally targets individuals who can provide valuable information. This method is particularly effective in qualitative research where the depth of understanding is prioritized over generalizability.

By focusing on participants who are likely to have informative contributions, researchers can illuminate specific issues, uncover nuanced perspectives, and achieve a more comprehensive understanding of the phenomenon being studied.