Sampling is often associated with quantitative research, but is it also important in qualitative research as well? If so, why? If not, why not? Solution A sample is a subset of the population. For a researcher it is very difficult to meet each and every one in the population and ask the research questions. Therefore, they choose a few samples from the population and collect the required data for the research. Sampling is equally important in both qualitative and quantitative research. Sampling helps in analyzing the characteristics of the population by analyzing the characteristics of the sample. It ensures cost savings, better utilization of time and more focus on research..