Knowledge
Snowball Sampling: Techniques, Applications, Examples
Article written by Kate Williams
Content Marketer at SurveySparrow
12 min read
19 January 2024


Knowledge
Article written by Kate Williams
Content Marketer at SurveySparrow
12 min read
19 January 2024


What’s research? It is the systematic process of investigating, analyzing, and interpreting information. Why? To discover new facts, validate existing theories, or solve specific problems. If you are familiar with the term, you might have heard about qualitative and quantitative research. Now, if you delve a little deeper, you’ll come across sampling and its two types: probability and non-probability sampling. (No, we’re not done yet!) Go further into the non-probability sample, and you’ll land on snowball sampling!
In this blog, we will zoom in on this sampling method, exploring its types, applications, and everything in between.
Sampling in research is like randomly choosing names from a phone book or drawing lots to select a winner at a community event. It’s about picking a more minor group from a big one. This is what makes research doable.
This subset, which represents the entire population of interest, is called a sample.
So, why is it so important?
Just imagine surveying a few “billion” people for your research. Impractical, right? That’s just why sampling is essential. By examining a smaller group, researchers can learn important things without overwhelming themselves. It helps them make accurate conclusions.
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In research, there are two types of sampling: probability and non-probability.
Non-probability sampling is a method where not every participant in the population has an equal chance of being selected. As we mentioned above, it relies on specific criteria and personal judgment. There are several methods under non-probability sampling. Here are some common ones:
Snowball sampling is a research method used to study a population that is hard to reach. Imagine you’re collecting snowflakes. It starts with one, and you let it roll downhill. On the way, you pick up more snow. Snowball sampling works a bit like that, but in research. It provides a methodological snowball effect where the sample size gradually expands.

It is useful when researching a sensitive topic and the participants are reluctant to participate.
Now, are we clear with the basics?
(Note: For those research gurus out there, we were all novices once, right?)
Let’s get to the interesting part and dive into the intricacies of this sampling method, shall we?
There is so much more than meets the eye regarding snowball sampling. It is also called “network,” “chain referral,” “respondent-driven,” and “seeded” sampling. Each of these techniques (if I may) has unique characteristics and perspectives. Have a look at them:

In this, participants refer to others sequentially. This creates a chain-like structure (thus the name!)
Moving on to the next method, RDS.
RDS combines elements of snowball and probability sampling. (And, you attain a perfect balance)
Just as the name suggests, network sampling refers to a method that works on the foundation of building connections.
Before we start on this one, you need to understand what a seed is in snowball sampling.
So, a seed is like the initial domino in a row. You get what I mean? Let me explain.
Snowball sampling begins with one or a set of participants. A seed is the initial participant(s) of that lot. It is the one who begins the chain. Got it?
Now, let’s get back to where we started.
Seeded snowball sampling allows you to control the initial participants. This helps in maintaining specific characteristics or expertise.
Now comes the question: who uses snowball sampling?
It isn’t restricted to specific fields. What makes it unique is its adaptable nature. Snowball sampling has a diverse user base. Let’s take a look at a few of them:

Human rights organizations rely on snowball sampling. It helps to gather firsthand narratives of human rights violations. This enables them to advocate for the right cause. This method strengthens their policy influence by providing concrete data. Apart from that, it supports legal actions.
Snowball sampling also educates the public about community challenges. Additionally, the data collected empowers affected communities by giving them a platform to share their stories.
Moreover, it supports the efforts of long-term change by exposing recurring human rights issues.
Snowballing helps in understanding disease transmission behaviors. This enables the growth of targeted development strategies.
It reveals disparities in healthcare access. How? By highlighting areas needing intervention and investment.
It supports epidemiological studies. This collection helps in future health education initiatives. Plus, it helps in providing data for vaccine research. This method is beneficial when you are trying to study less-known diseases.
Market research is one of the most important aspects of a company’s growth. Sampling here helps to provide insights into consumer behavior. It also helps in identifying distinct consumer segments for targeted marketing.
What intrigues me is its ability to analyze competitors effortlessly. Moreover, it predicts market trends. This helps you make informed decisions. That’s a catch, right?
As I mentioned before, snowball sampling helps to break down social dynamics within communities. It helps you study social movements, identities, and community development efforts.
The best part? It supports identity studies. It helps you delve into the depth of gender, ethnicity, and social identity within communities.
Here are a few things you should do:

Snowballing helps in expanding the scope of research. Here are a few points I think we should all consider:
Snowballing does not come without advantages. What are they?
Now that you understand the pros let’s look at some cons:
It’s time to conclude! Now, do you understand the idea behind snowball sampling? We had a little of everything for everyone, right? With snowball sampling, we can understand communities better. This is done by listening to people. Though it’s essential to be mindful of its biases and potential inaccuracies, snowball sampling helps you gather diverse perspectives. So, embrace the power of connections and explore!
And again, before you go, don’t forget to try SurveySparrow. It’s free!

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