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Qualitative Sample Size (Design of Research (Autoethnography (Focusing on…
Qualitative Sample Size
Design of Research
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Descriptive
Studies the nature of specific events, can include a larger group of people from 10-50 people.
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Grounded Theory
The theory is “grounded” in actual data, which means the analysis and development of theories happens after you have collected the data.
For grounded theory, Morse (1994) suggested 30 – 50 interviews, while Creswell (1998) suggested only 20 – 30.
Type of Sampling
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Conveinence
Sampling based on convenience, which may limit the amount to sample from
Principle of Saturation
The goal of a qualitative study should be to have a large enough sample size to uncover a variety of opinions, but to limit the sample size at the point of saturation.
Saturation occurs when adding more participants to the study does not result in additional perspectives or information.
Glaser and Strauss (1967) recommend using the principle of saturation for achieving an appropriate sample size in qualitative studies.
As qualitative research works to obtain diverse opinions from a sample size on a client’s product/service/project, saturated data does not serve to do anything.
A sample size should be large enough to sufficiently describe the phenomenon of interest, and address the research question at hand.
Quality over Quantity
The first objective when conducting qualitative market research should be to ensure the right people are recruited for the study.
a high quality panel includes much more than just members who are pulled from a general population that falls within broad parameters.
Only those participants who match the audience specifications and background relevance expressed by the client should be recruited.