Another instance in which random sampling is not important is when a researcher is conducting a qualitative study. In qualitative studies, depth of information from selected units of analysis is given more importance rather than the number and representativeness of the target group or population. Thus, for a researcher conducting in-depth interviews of household mothers (for example), the characteristics/selection criteria set in identifying the target group (household mothers) are more important than the randomly selecting participants/members of the target group, which could result to household mothers who do not fit the criteria or characteristics set by the researcher. In effect, the type of information that would be generated from randomly sampled household mothers would not be as insightful as it would have been to specifically-selected household mothers fitting the researcher's selection criteria.

Components of a research study such as the objectives, review of literature, framework, methodology and analysis all work...
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