The methodological process of selecting participants that meet the characteristics of the targetpopulation, to ensure representativeness which allows the researcher to make generalisations to wider society.
Access and gatekeeping
Certain groups can resist sociologists' attention, particularly powerful individuals who use authority to deny access. This creates an imbalance where research about the powerless is over-populated, and research about the elite is off-limits.
Sampling Frame
A list of the target population/possible respondents. Not always available.
Systematic sampling
Selects respondents systematically from a sampling frame (like every 5th person)
Avoids researcher bias.
Quick and easy
Not always representative - all the target population is not always present in the sample.
There may be no sampling frame available
Random Sampling
Respondents are selected randomly from a sampling frame.
Equal chances for everyone
Quick and easy
Potential for unconscious bias in the name selection process
More likely to be unrepresentative due to being random.
StratifiedRandom sampling
Divides the target population into characteristic groups, then treats each like a random sample.
Ensures representative samples
Avoids bias as it's random
Sampling frame may not exist
Time-consuming to organize.
StratifiedQuota sampling
Researcher decides on the number of individuals in each category and then actively seeks them out until the quota is met.
Representative of various groups
Large bias as the researcher must subjectively decide who meets the criteria
Limited to face-to-face interactions - less likely to represent different locations.
Opportunity/Purposive sampling
Guided by necessity, researchers have to settle for the best sample they can get due to circumstance.
May not be representative of the target population.
Snowball sampling
Starts with one participant and gradually expands over time as each person suggests another potential participant.
Only option when respondent lists are unavailable.
Unlikely to be representative - limited locations and no control over the sample's social characteristics.
Volunteer sampling
The researcher advertises and respondents volunteer if they meet the criteria.
Only way to access those not on registers
Bias as only a specific type may apply - unrepresentative of the entire target population.
Gatekeepers
Exclusive or deviant groups may be inaccessible due to ethical and safety considerations so a gatekeeper is used to establish trust and facilitate access.
Negotiate with the group of interest and foster cooperation.