A homogeneous sample is one in which the researcher chooses participants who are alike – for example, participants who belong to the same subculture or have similar characteristics. A homogeneous sample may be chosen with respect to only a certain variable – for instance, the researcher may be interested in studying participants who work in a certain occupation, or are in a certain age group. Homogeneous sampling can be of particular use for conducting focus groups because individuals are generally more comfortable sharing their thoughts and ideas with other individuals who they perceive to be similar to them.
Patton, M. (2001). Qualitative Research & Evaluation Methods. Thousand Oaks, CA: Sage Publications.