Snowball sampling: A review and guidelines for survey research

Snowball sampling is widely recognized as an effective technique for accessing hard-to-reach populations and enhancing participation through social connections. However, its application in quantitative survey research within business and management studies has received limited attention, resulting in a lack of comprehensive guidelines and inconsistent reporting practices. This editorial addresses this gap by providing a comprehensive overview of snowball sampling and highlighting its advantages, limitations, and practical recommendations for effective implementation in quantitative research. It also offers guidelines for reporting snowball sampling to ensure methodological rigor and transparency. By offering practical insights and methodological guidance, this editorial aims to enhance the quality of research in business and management studies, particularly in contexts where snowball sampling is essential or the only way to obtain reliable quantitative data.