Purposive Sampling

Purposive (Judgment) Sampling  involves selecting elements based on specific criteria or judgment. For instance, a sample of brand users or a sample of experts in a particular field.

Purposive sampling allows researchers to target specific individuals or groups of interest. It introduces biases that sometimes may even be considered desirable for achieving the objectives of the research program. For example, in qualitative research studies where the aim is to explore rather than measure, researchers tend to prefer respondents who are knowledgeable and have a genuine interest in the subject matter.


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