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Snowball sampling can be used in a number of circumstances.

Sometimes the researcher may be able to identify only a small number of individuals in the target group but these people are likely to known others in the target group, and people that they know will also know more such people-and so on. By including those few initial people in her sample, and asking them to recruit others, the researcher may be able to achieve a useable sample size.

Then, sometimes, a researcher is actually more interested in the connections between people, or in other words, social networks. In this case, snowball sampling can be used to identify those connections.

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Q: What is the purpose of snowball sampling?
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What is networking sampling?

Like snowball sampling, network sampling utilizes a "word of mouth" approach of acquiring participants. Those who are originally recruited suggest further participants. This method allows researchers to access populations that are not easily identifiable, are small in number, private, poorly organized or socially marginalized. Examples of such populations would be sexual minorities, drug users, etc. The advantage of network sampling is that these hard-to-reach populations are penetrated and recruitment is fairly convenient and inexpensive for the researcher. Most research methods experts find that network sampling is just as effective as other, more random methods and rarely leads to validity or reliability errors.