Ipsos Encyclopedia - Snowballing

Snowballing is a sampling technique where existing respondents recruit, refer or recommend others to take part in the research.

Ipsos Encyclopedia - Snowballing

Definition

Snowballing is a sampling technique where existing respondents recruit, refer or recommend others to take part in the research. For example, refer a friend. It's important to note that this is non-probability sampling, and may result in some biases in populations, however can also be very useful when looking for niche groups.

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