Types of non-probabilistic sampling used in marketing research. „Snowball” sampling

A significant way of investigating a firm’s market is the statistical sampling. The sampling typology provides a non / probabilistic models of gathering information and this paper describes thorough information related to network sampling, named “snowball” sampling. This type of sampling enables the survey of occurrence forms concerning the decision power within an organisation and of the interpersonal relation network governing a certain collectivity, a certain consumer panel. The snowball sampling may be successfully applied for surveying the main sides of communication and decisions within a firm, institution or consumers.