How is the sample size determined in qualitative research?

In qualitative research, sample size is not determined based on statistical calculations like in quantitative research. Instead, sample size in qualitative research is guided by principles of saturation, scope, and research objectives. Here’s how the sample size is determined:

  1. Saturation: Saturation is a key concept in qualitative research. It refers to the point at which new information or themes stop emerging from the data. Researchers aim to reach data saturation, meaning that collecting additional data no longer contributes substantially to the understanding of the research topic. Saturation indicates that a rich and comprehensive understanding has been achieved. Researchers continue collecting data until they observe repetition of themes and no new insights are gained.
  2. Scope and Research Questions: The research questions and scope of the study guide the sample size. If the research questions are narrow and focused, a smaller sample size may be appropriate. For broader research questions, a larger sample size might be needed to capture the complexity of the topic.
  3. Depth of Exploration: Qualitative research seeks in-depth exploration of individual experiences and perspectives. A smaller sample size allows for a more detailed analysis of each participant’s responses.
  4. Nature of the Phenomenon: Some phenomena are inherently complex and require a larger sample size to capture variations and nuances. Other phenomena might be well-understood with a smaller sample.
  5. Theoretical Framework: The theoretical framework of the study can influence the sample size. For instance, in grounded theory research, where theories are developed from the data, smaller sample sizes are common.
  6. Resources and Time: Practical constraints such as time, budget, and available resources can impact the sample size. Researchers need to balance the desire for a comprehensive study with the resources available.
  7. Variability: If the topic is expected to have high variability in experiences and perspectives, a larger sample size might be needed to capture this variability.
  8. Population Characteristics: The characteristics of the population under study can influence the sample size. If the population is small or specialized, the sample size might naturally be smaller.
  9. Methodological Approach: Different qualitative research methods (interviews, focus groups, observations) have different sample size considerations. For example, in-depth interviews often have smaller samples compared to focus groups.
  10. Analysis Approach: Researchers should consider the amount of data they can realistically analyze. Larger samples can generate extensive data that require more time for thorough analysis.

It’s important to note that qualitative research aims for depth and understanding rather than generalizability. Therefore, the focus is on selecting participants who can provide rich insights and perspectives. Researchers continuously assess data saturation as they collect and analyze data to determine when further data collection is unnecessary.

Founded in 2012, PLTFRM is a French-Chinese joint venture branding consultancy. We combine practical strategy, marketing, and e-commerce to develop Chinese brand strategies and improve conversion rates for over 30+ overseas brands in Europe, America, South America, and Asia Pacific. Search pltfrm for a free consultation!

info@pltfrm.cn
www.pltfrm.cn


发表评论