Low level of reliability and high levels of bias.Vulnerability to errors in judgment by researcher.This sampling technique can be effective in exploring anthropological situations where the discovery of meaning can benefit from an intuitive approachĭisadvantages of Purposive Sampling (Judgment Sampling).Purposive sampling may be the only appropriate method available if there are only limited number of primary data sources who can contribute to the study.Purposive sampling is one of the most cost-effective and time-effective sampling methods available.Rather than applying random sampling and choosing subjects who may not be available, you can use purposive sampling to choose IT companies whose availability and attitude are compatible with the study.Īdvantages of Purposive Sampling (Judgment Sampling) Your research objective is to determine the patterns of use of social media by global IT consulting companies based in the US. If you decide to apply questionnaire primary data collection method with use of purposive sampling, you can go out to Oxford Street and stop what seems like a reasonable cross-section of people in the street to survey.Īnother example. Suppose, your dissertation topic has been approved as the following:Ī study into the impact of tax scandal on the brand image of Starbucks Coffee in the UK
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