PURPOSIVE

SAMPLING
A NON-PROBABILITY SAMPLING TECHNIQUE
DEFINITION
Purposive sampling is a non-probability sampling
technique in which the researcher uses his/her own
expertise to select a sample that is most useful to the
purposes of the research. Purposive sampling is also
known as judgmental, selective, or subjective sampling.
INTRODUCTION
Purposive sampling is often used in qualitative
research, where the researcher wants to gain
detailed knowledge about a specific phenomenon
rather than make statistical inferences, or where
the population is very small and specific. An
effective purposive sample must have clear criteria
and rationale for inclusion.

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TYPES OF PURPOSIVE
SAMPLING

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 Maximum Variation/Heterogeneous
1

A maximum variation/heterogeneous purposive sample

is one which is selected to provide a diverse range of
cases relevant to a particular phenomenon or event. The
purpose of this kind of sample design is to provide as
much insight as possible into the event or phenomenon
under examination. For example, when conducting a
street poll about an issue, a researcher would want to
ensure that he or she speaks with as many different
kinds of people as possible in order to construct a 
robust view of the issue from the public's perspective.

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 Homogeneous
2

A homogeneous purposive sample is one that is

selected for having a shared characteristic or set of
characteristics. For example, a team of researchers
wanted to understand what the significance of white
skin—whiteness—means to white people, 
so they asked white people about this. This is a
homogenous sample created on the basis of race.

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3 Typical Case Sampling

Typical case sampling is a type of purposive

sampling useful when a researcher wants to study a
phenomenon or trend as it relates to what are
considered "typical" or "average" members of the
effected population. If a researcher wants to study
how a type of educational curriculum affects the
average student, then they choose to focus on
average members of a student population.

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 Extreme/Deviant Case Sampling
4

Conversely, extreme/deviant case sampling is used

when a researcher wants to study the outliers that
diverge from the norm as regards a particular
phenomenon, issue, or trend. By studying the
deviant cases, researchers can often gain a better
understanding of the more regular patterns of
behavior. If a researcher wanted to understand the
relationship between study habits and high academic
achievement, they should purposively sample
students considered high achievers.

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 Critical Case Sampling
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Critical case sampling is a type of purposive

sampling in which just one case is chosen for study
because the researcher expects that studying it will
reveal insights that can be applied to other like
cases. When sociologist C.J. Pascoe wanted to
study sexuality and gender identity develop among
high school students, she selected what was
considered to be an average high school in terms of
population and family income, so that her findings
from this case could be more generally applicable

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 Total Population Sampling
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With total population sampling a researcher chooses

to examine the entire population that has one or
more shared characteristics. This kind of purposive
sampling technique is commonly used to generate
reviews of events or experiences, which is to say, it
is common to studies of particular groups within
larger populations.

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 ADVANTAGES

Flexible
Facilitates purpose of study
Simple

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 DISADVANTAGES

Biased
Not reliable
Inaccurate

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EXAMPLES/SCENARIOS OF
PURPOSIVE SAMPLING

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1 EXAMPLE/SCENARIO

There has been an increase in the number of subject

entries for the CXC examinations in Biology,
Chemistry and Physics but a decrease in Social
Studies, Geography and History. Researchers want
to understand why there is an increase in the
Sciences but a decrease in General Studies so they
strategically selected Science and General Studies
teachers from various Caribbean countries.

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2 EXAMPLE/SCENARIO

Recently, there has been an increase in the number

of covid-19 cases in Jamaica. Researchers want to
know why this is the case so they purposefully
chose statisticians from the health sector as to why
this is the case.

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3 EXAMPLE/SCENARIO

The suicide rate has increased dramatically at

Clarendon College. You want to know why the
suicide rate is so high so you selected guidance
counsellors, teachers and students to share their
experiences as to why so many students are
committing suicide at your school.

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THANK YOU!
Do you have any questions?