Cited by 1,636Qualitative Research Methods and ApplicationsFocus Groups and Qualitative MethodsQualitative Research Methods and Ethics

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Does Sample Size Matter in Qualitative Research?: A Review of Qualitative Interviews in is Research

Marshall, Bryan, Cardon, Peter, Poddar, Amit, Fontenot, Renee·2013·Journal of Computer Information Systems

DOI 10.1080/08874417.2013.11645667

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Abstract

This study examines 83 IS qualitative studies in leading IS journals for the following purposes: (a) identifying the extent to which IS qualitative studies employ best practices of justifying sample size; (b) identifying optimal ranges of interviews for various types of qualitative research; and (c) identifying the extent to which cultural factors (such as journal of publication, number of authors, world region) impact sample size of interviews. Little or no rigor for justifying sample size was shown for virtually all of the IS studies in this dataset. Furthermore, the number of interviews conducted for qualitative studies is correlated with cultural factors, implying the subjective nature of sample size in qualitative IS studies. Recommendations are provided for minimally acceptable practices of justifying sample size of interviews in qualitative IS studies.

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Background
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Kelly, S., & Ilie, E. (2021) · doi:10.4060/cb4179en · Cited by 2
Sustainability of E-learning in Vietnam: The case study of FPT University
Trang, V. M. (2021) · SHS Web of Conferences · doi:10.1051/shsconf/202112407005 · Cited by 4
Digital Mindsets: Wie die Digitalisierung Beschäftigte bewegt
Rauch, R. (2021) · Springer eBooks · doi:10.1007/978-3-658-33224-2_5 · Cited by 9
A Case Study on Social Media as an Effective Management Tool
Omolloh, A. (2020) · Journal of Management Policies and Practices · doi:10.33423/jmpp.v21i3.3140 · Cited by 2
Market-based tools for reduction of food waste in grocery retail
Filimonau, V., & Gherbin, A. (2020) · Elsevier eBooks · doi:10.1016/b978-0-12-817121-9.00018-8 · Cited by 1
Software developers' perceptions of soft skills in software requirements engineering
Zorić, T., & Stojanov, Ž. (2018) · Journal of Engineering Management and Competitiveness · doi:10.5937/jemc1801054z · Cited by 2
“Based on a comprehensive literature review of qualitative studies Marshall et al. (2013) proposed a relationship between number of interviews and thematic prevalence in which:”
Background
Adapting to Constraints - A Study of Green Star New Zealand's Effects on Decision Making using Classic Grounded Theory
Prins, H. (2015) · doi:10.26686/wgtn.17014037.v1 · Cited by 2
Navigating institutional constraints on university spin-off development in the social sciences and humanities context: a multiple-case study
Delzenne, E., Vanderstraeten, J., Tan, B., & Engels, T. C. E. (2026) · Journal of Technology Transfer · doi:10.1007/s10961-026-10361-8 · Cited by 1
Agentic Loafing: An AI Decision Delegation Risk
Issa, H., Petani, F. J., & Glavas, D. (2026) · Risk Analysis · doi:10.1111/risa.70306 · Cited by 1
Health Assessment in the Light of 360° Immersive VR Video Simulation Technologies: A Case Study
Lazarević, B., & Bumbach, M. D. (2026) · Applied Sciences · doi:10.3390/app16136749 · Cited by 1
Technology-supported interventions in intercultural learning: a meta-analytic review
Shadiev, R., Shi, G., Altınay, F., Kerimbayev, N., & Yi, S. (2026) · Educational Technology Research and Development · doi:10.1007/s11423-026-10641-y · Cited by 1
“Moreover, replication studies with varied sample sizes may help clarify whether sample size interacts with other factors, such as intervention type or learner characteristics (Marshall et al., 2013).”
The human factor: A holistic social model and method for assessing local climate change adaptation potential
Eise, J., & Leggette, H. (2026) · Climate Risk Management · doi:10.1016/j.crm.2026.100842 · Cited by 1
Teenage motherhood experiences and coping strategies among first-time teenage mothers in the Komenda-Edina-Eguafo-Abrem (KEEA) municipality of Ghana
Twintoh, R. F., Darteh, F., & Darteh, E. K. M. (2026) · Discover Public Health · doi:10.1186/s12982-026-02185-6 · Cited by 1
“Reflecting the iterative nature of phenomenological inquiry, the sample size was not pre-specified but developed as the richness and depth of experiential data unfolded in response to the saturation point suggested by [31].”
Expecting Humans, Encountering Machines: An Expectancy Violations Theory Approach to Generative AI in Journalism
Thomas, R. J., Thomson, T. J., Cools, H., Venema, R., Toohey, O., Gardam, C., Strikovic, E., Riedlinger, M. E., & Burgess, J. (2026) · Journalism Studies · doi:10.1080/1461670x.2026.2680642 · Cited by 2
“Samples of this size are typically sufficient to achieve thematic saturation in semi-structured interview studies (Marshall et al. 2013).”
The Motivation of Female Adolescents to Adopt Wearable Smart Jewelry: A Qualitative Analysis
Jayawardena, N., Nadroo, Z. M., Jayarathne, P. G. S. A., Singh, P., Dewasiri, N., & Koswatte, I. (2026) · Strategic Business Research · doi:10.1016/j.sbr.2026.100192 · Cited by 1
The Perception of the “Sacred Place” of Xi’an Daxingshan Temple from the Perspective of Lefebvre’s Spatial Triad Theory
Zou, M., Bahauddin, A., Rong, W., Wang, J. B., & Miao, J. (2026) · Journal of Interior Design · doi:10.1177/10717641251399076
“Participant selection followed the principle of data saturation (Creswell & Poth, 2016; Marshall et al., 2013).”
Experiences and Management of People With a Failing Kidney Transplant: Findings From the IN-FAKT Study.
Venter, B., Noyes, J., Selman, L., Exley, C., Griffin, S., Hancock, A., Mclaughlin, L., Hole, B., & Bailey, P. K. (2026) · American Journal of Kidney Diseases · doi:10.1053/j.ajkd.2026.01.009 · Cited by 1
Technostress Is the (Re)new(ed) Normal: How Journalists Manage Technological Innovation
Hayes, C. (2026) · Journalism and Media · doi:10.3390/journalmedia7010044 · Cited by 1
“The sample size of 12 also falls within the previous literature as an appropriate number of participants to reach theoretical saturation within a qualitative study (Malterud et al., 2016; Marshall et al., 2013).”
Traits for leadership in the age of digital transformation: catalysts, processes,and challenges
Pandita, D., Rastogi, S., & Yadav, A. (2026) · Journal of Business Strategy · doi:10.1108/jbs-06-2024-0103 · Cited by 1
Trust gained, trust lost: a qualitative analysis of human trafficking survivors’ experiences
Bashir, Z., Brady, F., Katona, C., Barker, C., & Fornells‐Ambrojo, M. (2026) · European Journal of Psychotraumatology · doi:10.1080/20008066.2026.2615608 · Cited by 3
“Consistent with guidance on thematic analysis (Braun & Clarke, 2016, 2021; Marshall et al., 2013), adequacy was determined by the richness, complexity, and interpretive value of the data.”
Integrating Urban Green Ecosystem Services into Municipal Natural Resources Management Through ESG Reporting: Evidence from Greek Cities
Tanimanidis, I., & Papaspyropoulos, K. G. (2026) · Urban Science · doi:10.3390/urbansci10020098 · Cited by 1
“The achieved sample size falls within the range commonly considered appropriate for qualitative interview-based research [77].”
The dynamic of control: A qualitative analysis of the perspectives of patients and family members with palliative care needs on Emergency Medical Services
Gage, C., Gwyther, L., & Stassen, W. (2026) · Palliative Care and Social Practice · doi:10.1177/26323524251409346 · Cited by 1
Shared or divided perceptions of female commuters’ harassment in Chattogram city’s public transport system
Noor, S., & Iamtrakul, P. (2026) · Discover Global Society · doi:10.1007/s44282-026-00341-6 · Cited by 1
“Current literature recognizes data saturation in qualitative studies as the primary method for determining sample size [12, 24].”
ANXIETY AND INTRINSIC MOTIVATION IN LEARNING MATHEMATICS: A STUDY OF INDEPENDENT CHINESE SECONDARY SCHOOLS IN MALAYSIA
Yap, J. W., & Goh, V. (2026) · Malaysian journal of learning & instruction · doi:10.32890/mjli2026.23.1.5 · Cited by 1
“Based on the results of the quantitative study, purposive sampling was adopted to recruit twenty respondents (6 males, 14 females) to participate in the interview conducted at the school (Marshall et al., 2013).”
Student motivation to use generative artificial intelligence in higher education: a grounded theory approach
Koul, S., & Kumar, A. (2026) · Journal of International Education in Business · doi:10.1108/jieb-03-2025-0029 · Cited by 2
Keys to female athlete performance in Paris 2024
Boz, E., Adatepe, E., Çelik, H., Kırkbir, H., Öktem, T., Ünlü, Y., Öz, Ü., & Yilmaz, B. (2026) · Frontiers in Psychology · doi:10.3389/fpsyg.2025.1718337 · Cited by 1
“It is believed that the number of interviews is sufficient for this qualitative case study (Creswell, 2013; Marshall et al., 2013).”
Actors, roles and responsibilities for speed management: A systems-based analysis of key stakeholders in Sweden and Queensland, Australia
Keller, M. E., Watson, B., Kaye, S., King, M., & Lewis, I. (2026) · Safety Science · doi:10.1016/j.ssci.2025.107012 · Cited by 1
Exploring Technology Adoption at Heritage Tourism Sites: A Cross‐Disciplinary Analysis of Value Co‐Creation and Game Theory Applications
Zhang, H.-J., Zhang, M., Zeng, Z., Qiu, H., & Wang, J.-Y. (2026) · The international journal of tourism research · doi:10.1002/jtr.70192 · Cited by 1
What shapes employees’ acceptance of and engagement with mystery patient programs for service quality improvement? A qualitative application of the Theory of Planned Behavior
Daouk-Öyry, L., Alameddine, M., Rafii, B., & Soueidan, H. (2026) · SSM - Qualitative Research in Health · doi:10.1016/j.ssmqr.2026.100716 · Cited by 1
The Usages of Financial Feasibility Studies in Real Estate Development
Terblanche, R. (2026) · Baltic Journal of Real Estate Economics and Construction Management · doi:10.2478/bjreecm-2026-0006 · Cited by 1
“The sample sizes adhered to recommendations by Saunders et al. (2016) and Marshall et al. (2013), who suggest 5–25 and 15–30 participants, respectively.”
Platform‐Based Gamification to Foster Cross‐Organisational Alignment—A Case Study
Ferreira, H., Roseira, C., & Patrício, R. (2025) · Creativity and Innovation Management · doi:10.1111/caim.70023 · Cited by 2
People With Non‐Communicable Diseases Using Ayurveda: A UK‐Based Qualitative Study
Egwumba, P., Chattopadhyay, K., Nellums, L., & Bains, M. (2025) · Health Expectations · doi:10.1111/hex.70494 · Cited by 1
“Although our findings provide insight into this user group, our results may not necessarily apply to the wider UK population or other ethnic groups [47, 48].”
We are in it together: organisational learning during COVID-19 crisis in healthcare and construction service organisations in Finland.
Ihalainen, J., & Laitinen, I. (2025) · Journal of health organization and management · doi:10.1108/jhom-02-2025-0099 · Cited by 1
“If You Need to Light Up … You Gotta Do What You Gotta Do”: A Qualitative Study of Adolescent Attitudes Towards Cannabis Use and Comparison with Alcohol Attitudes
Clement, A. C., Corcoran, E., Jackson, K. M., & Gabrielli, J. (2025) · Cannabis · doi:10.26828/cannabis/2025/000332 · Cited by 1
“…on theme saturation in qualitative research has indicated that a sample of 20-30 interviews provides sufficient power for meaning saturation, such that additional interviews beyond this are likely to result in redundant information and few unique/novel issues (Dworkin, 2012; Marshall et al., 2013).”
Barriers and pathways to re-engage people with HIV and substance use in medical care: a qualitative study among persons with lived experience
Moitra, E., Muñoz, P. J., Ramirez, J. L., & Pinkston, M. M. (2025) · AIDS Research and Therapy · doi:10.1186/s12981-025-00803-y · Cited by 1
“Second, while data come from a small sample, a minimum of 7–10 participants was our target, in line with recommendations for the appropriate number of qualitative interviews needed to reach data saturation [51, 52].”
Exploring the experiences of parental attachment and familial reputation in the Indian Hindu population
Sakaria, N., Sanderson, C., & Gupta, A. (2025) · Advances in Mental Health · doi:10.1080/18387357.2025.2565347 · Cited by 1
Extension of the POS-TI relationship – in the context of contemporary hotels with AI applications
Li, Y.-N., & Khan, M. S. (2025) · Journal of Hospitality and Tourism Technology · doi:10.1108/jhtt-06-2024-0354 · Cited by 1
“No strength to stop”: Persevering in fertility treatment despite repeated failures – A qualitative investigation
Benyamini, Y., Abramov, M. B.-C., Dori, E., & Leichtentritt, R. D. (2025) · Women's Studies: International Forum · doi:10.1016/j.wsif.2025.103176 · Cited by 1
eDNA Adoption: Weighing the Benefits and Challenges from Quebec Potential End-Users’ Perspective
Thivierge, C., Gagné, L., Renaud, L.-A., Houde-Tremblay, É., & Dupras, J. (2025) · Environmental Management · doi:10.1007/s00267-025-02267-2 · Cited by 1
“Recruitment ended when data saturation was observed, as recommended by Marshall et al. (2013).”

Authors: Marshall, B., Cardon, P., Poddar, A., & Fontenot, R.
Affiliations: Georgia College & State University (US)
University of Southern California (US)
ORCID: Cardon, Peter
Poddar, Amit
Venue: Journal of Computer Information Systems
Publisher: Informa UK Limited
Published: 2013-09
Volume: 54
Issue: 1
Pages: 11-22
ISSN: 0887-4417 (ISSN-L)
2380-2057
DOI: 10.1080/08874417.2013.11645667
OpenAlex: W124963830
Cited by: 1,636
References: 0
Citations by year: 2026: 125 · 2025: 203 · 2024: 204 · 2023: 168 · 2022: 161 · 2021: 192 · 2020: 128 · 2019: 131 · 2018: 105 · 2017: 52 · 2016: 98 · 2015: 62 · 2014: 7
FWCI: 268.21
Type: journal article
Language: en
Open access: closed
Locations: Journal of Computer Information Systems (publishedVersion)
Topics: Social Sciences › Education › Qualitative Research Methods and Applications
Social Sciences › Sociology and Political Science › Focus Groups and Qualitative Methods
Social Sciences › Sociology and Political Science › Qualitative Research Methods and Ethics
Keywords: sample size justification, qualitative interviews, qualitative research rigor, information systems research, number of authors

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Does Sample Size Matter in Qualitative Research?: A Review of Qualitative Interviews in is Research

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