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Qualitative research methods are typically used when focusing on a limited number of informants, whom we select strategically so that their in-depth information will give optimal insight into an issue about which little is known.
Purposeful sampling should not be haphazard. Care should be taken that for different categories of informants, selection rules are developed to prevent the researcher from sampling according to personal preference.
Here, you set a criteria and pick all cases that meet that criteria for example, all ladies six feet tall, all white cars, all farmers that have planted onions. This method of sampling is very strong in quality assurance.