Sampling in qualitative research

As the main aim in qualitative enquiries is to explore the diversity, sample size and sampling strategy do not play a significant role in the selection of a sample. If selected carefully, diversity can be extensively and accurately described on the basis of information obtained even from one individual. All non-probability sampling designs — purposive, judgemental, expert, acci­dental and snowball — can also be used in qualitative research with two differences:

  1. In quantitative studies you collect information from a predetermined number of people but, in qualitative research, you do not have a sample size in mind. Data collection based upon a predetermined sample size and the saturation point distinguishes their use in quantitative and qualitative research.
  2. in quantitative research you are guided by your desire to select a random sample, whereas in qualitative research you are guided by your judgement as to who is likely to provide you with the ‘best’ information.

The concept of saturation point in qualitative research

As you already know, in qualitative research data is usually collected to a point where you are not getting new information or it is negligible — the data saturation point. This stage deter­mines the sample size.

It is important for you to keep in mind that the concept of data saturation point is highly subjective. It is you who are collecting the data and decide when you have attained the satura­tion point in your data collection. How soon you reach the saturation point depends upon how diverse is the situation or phenomenon that you are studying. The greater the diversity, the greater the number of people from whom you need to collect the information to reach the saturation point.

The concept of saturation point is more applicable to situations where you are collecting information on a one-to-one basis. Where the information is collected in a collective format such as focus groups, community forums or panel discussions, you strive to gather as diverse and as much information as possible. When no new information is emerging it is assumed that you have reached the saturation point.

Source: Kumar Ranjit (2012), Research methodology: a step-by-step guide for beginners, SAGE Publications Ltd; Third edition.

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