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.
