Theoretical sampling is a process of data collection for generating theory whereby the analyst jointly collects codes and analyses data and decides what data to collect next and where to find them, in order to develop a theory as it emerges. The initial stage of data collection depends largely on a general subject or problem area, which is based on the analyst's general perspective of the subject area. The initial decisions are not based on a preconceived theoretical framework. The researcher begins by identifying some key concepts and features which they will research about. This gives a foundation for the research. A researcher must be theoretically sensitive so that a theory can be conceptualized and formulated as it emerges from the data being collected. Caution must be taken so as to not limit oneself to specific aspects of a theory; this will make a researcher blind towards other concepts and aspects of the theory. The main question in this method of sampling is this: what groups should the researcher turn to next in the data collection process, and why? History of theoretical sampling According to Chenitz and Swanson (1986), theoretical sampling emerged with the foundation of grounded theory, which was first developed by Glaser and Strauss in 1967. Grounded theory can be described as a research approach for the collection and analysis of qualitative data for the purpose of generating explanatory theory, in order to understand various social and psychological phenomena. Its focus is to develop a theory from continuous comparative analysis of data collected by theoretical sampling. Advantages and disadvantages The main advantage of theoretical sampling is that it strengthens the rigour of the study if the study attempts to generate the theory in the research area. The application of theoretical sampling provides a structure to data collection as well as data analysis. It is based on the need to collect more data to examine categories and their relationships and assures that representativeness exists in the category. Theoretical sampling has inductive as well as deductive characteristics. It is very flexible as the researcher can make shifts in plans and emphasize early in the research process so that the data gathered reflects what is occurring in the field. Certain disadvantages may be associated with this sampling method. It is a highly systematic method due to which application of theoretical sampling requires more resources like time and money as compared to