Snowball Sampling Method – Overview & Application

 

🔹 What is Snowball Sampling?

Snowball sampling is a non-probability sampling technique where existing study participants help recruit further participants from their network. This method is particularly useful when the population is hard to reach or lacks a clear sampling frame (e.g., fintech users in remote villages, cryptocurrency traders, or high-net-worth investors).

🔹 When to Use Snowball Sampling?

✅ When studying niche populations (e.g., angel investors, startup founders, financial fraud victims).
✅ When respondents are difficult to identify (e.g., informal money lenders, tax evaders).
✅ When there is limited access to potential participants (e.g., high-frequency traders in India).

🔹 Steps in Snowball Sampling

1️⃣ Identify Initial Participants ("Seeds") – Select a small number of individuals relevant to your study.
2️⃣ Request Referrals – Ask participants to recommend others who fit the criteria.
3️⃣ Expand the Network – Continue recruiting new participants through referrals until reaching the required sample size.
4️⃣ Analyze Data – Ensure data validity and check for biases due to network influence.

🔹 Types of Snowball Sampling

📌 Linear Snowball Sampling – Each participant refers one new respondent.
📌 Exponential Snowball Sampling – Each participant refers multiple new respondents, leading to rapid growth.
📌 Randomized Snowball Sampling – Random selection from a pool of referrals to reduce bias.

🔹 Pros & Cons of Snowball Sampling

Pros

Cons

Efficient for reaching hard-to-access groups

High risk of sampling bias

Cost-effective and time-saving

Not statistically generalizable

Builds trust through peer referrals

Over-representation of close-knit groups

🔹 Example in Finance Research

📌 Study Title: “Adoption of Cryptocurrencies Among High-Net-Worth Individuals in India: A Snowball Sampling Approach.”
📌 Method:

  • Start with 5 early Bitcoin adopters in Mumbai.
  • Ask them to refer other cryptocurrency investors.
  • Expand until a sample size of 200 respondents is reached.
    📌 Expected Outcome: Identify key motivations & barriers to crypto adoption.

🔹 Tools for Snowball Sampling Data Collection

🔹 Google Forms / Qualtrics – Online surveys
🔹 LinkedIn / Telegram Groups – Finding referrals
🔹 NVivo / SPSS – Data analysis & bias reduction

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