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Sampling Theory is a process of data collection of generating theory whereby the analyst jointly collects codes and analyses date, then decides what data to collect next and where to find them to develop a theory.

The first stage depends largely on a general subject or problem area, which is based on the analyst’s general perspective of the subject area. The researcher begins by identifying some key concepts and features which he or she will research about. Theoretical sampling emerged with the foundation of grounded theory, which was first developed by Glaser and Strauss in 1967.

One of the advantages of this sampling is that it strengthens the rigor of the study if the study attempts to generate the theory in the research area.

A disadvantage is that it requires more resources like time and money compared to other sample methods.

Theoretical sampling helps in exploring various hibernating research questions that are eventually evident in the data collection as theory. It’s now considered as the diluted version of grounded theory that is now used in health care research, where researchers may want to find out the different reasons for a illness to trigger a particular population.