quantitative research is its flexibility. In theoretical sampling the researcher manipulates or changes the theory, sampling activities as well as the analysis during the course of the research. Flexibility occurs in this style of sampling when the researchers want to increase the sample size due to new factors that arise during the research. Flexibility also occurs when the researcher's wishes to use a small sample during the initial stages of the research but increase the sample size to test developing generalizations. Finally flexibility is also allowed when the researcher finds unexpected generalization and wants to look into deviant cases. Sampling strategies In theoretical sampling, there are two main criteria for initial data collection, general sociological perspective and problem area. Collection criteria for the future cannot be planned in advance as the criterion emerges as the theory evolves. Which groups are included? To study this often multiple comparison groups are used. The groups are chosen based on the theoretical criteria or relevance. Sociologists or researchers often evade the problem by studying only one group and trying to describe the subgroups. Often the differences among the groups or sub groups are just stated but a theoretical analysis is not conducted. One of the advantages here is that the analyst has the liberty to adjust their control of the data collection, to ensure that the data is relevant to the emerging theory. Also, usually groups are chosen only for a single comparison, therefore there is usually no pre-planned or definite set of groups for all the categories. Another interesting fact is that it is almost impossible to cite the number of groups and the type of groups until the research is completed. One of the major differences with comparative analysis is that comparative analysis focus on the verification and description using accurate evidence. Why are groups selected? Comparing groups gives the researcher the advantage of development of variety of categories. The main criterion is that the data collected should apply to a particular category or property, irrespective of the differences or similarities. The researcher's main focus is to keep the purpose of the research clear. As the researcher compares groups, he gains control over two scales of generality. They are: 1. Conceptual level 2. Population scope Also differences and similarities can either be maximised or minimised, depending on the type of groups being compared. This gives the researcher more control and helps them