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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Research on Influence Mechanism of Consumer Satisfaction Evaluation Behavior Based on Grounded Theory in Social E-Commerce
Wang, R., Xu, S.-H., Li, S.-G., & Pang, Q.-W. (2024) · Syst. · doi:10.3390/systems12120572 · Cited by 10
The "Big Beast to Tackle": Practices in Quality Assurance for Cyber Threat Intelligence
Geras, T., & Schreck, T. (2024) · International Symposium on Recent Advances in Intrusion Detection · doi:10.1145/3678890.3678903 · Cited by 10
“The determination of our sample size was chiefly influenced by the concept of data saturation [1] and the suggestions put forth by Marshall et al., advocating for a sample size ranging between 20 to 30 participants [21].”
South African palliative care provider perspectives on emergency medical services in palliative situations
Gage, C., Gwyther, L., & Stassen, W. (2024) · African Journal of Emergency Medicine · doi:10.1016/j.afjem.2024.08.007 · Cited by 10
“Eight interviews, including the pilot, were held from April to October 2023 meeting recommendations for phenomenological studies [21].”
Background
Uncovering the perceptions and exploratory antecedents of artificial intelligence-backed robotic technology in the restaurant industry
Özekici, Y. K., Silik, C. E., & Uşaklı, A. (2024) · Journal of Foodservice Business Research · doi:10.1080/15378020.2024.2318524 · Cited by 10
“Data saturation was determined after 30 interviews, which is considered adequate for grounded theory (Marshall et al., 2013).”
The intersection between logical empiricism and qualitative nursing research: a post-structuralist analysis
Salzmann‐Erikson, M. (2024) · International Journal of Qualitative Studies on Health and Well-Being · doi:10.1080/17482631.2024.2315636 · Cited by 26
“Grounded Theory studies often involve a larger number of participants and interview hours compared to other methods (Marshall et al., 2013).”
Result
Information security threats and organizational readiness in nWFH scenarios
Jayarao, G. B., Ray, S., & Panigrahi, P. K. (2024) · Computers & Security · doi:10.1016/j.cose.2024.103745 · Cited by 16
Investigating Cognitive Engagement in Collaborative Desktop Virtual Reality (VR) Statics Activities Based on ICAP Framework
Dunmoye, I. D., Das, R. P., May, D., Hunsu, N. J., Olaogun, O. P., & Savadatti, S. (2023) · Frontiers in Education Conference · doi:10.1109/fie58773.2023.10343068 · Cited by 10
“Since we are using qualitative method of analysis (content analysis) in which sample size may be inconsequential [9], we randomly chose six videos from two groups ((G2 consisted of two students and G3 consisted of three students) that collaboratively solve the statics problem across the phases of…”
Method
Challenges that affect smart city implementation in small and rural municipalities
Mashau, N. L., & Kroeze, J. H. (2023) · South African Journal of Information Management · doi:10.4102/sajim.v25i1.1703 · Cited by 10
“Some studies suggest that a sample unit for interviews should comprise a sample size of 5 to 25 participants (Marshall et al. 2013; Saunders 2012).”
Background
GDP as Development Indicator and the Challenges of Actualising SDG 8: Inclusive and Sustainable Economic Growth
Paul, S. O., & Adoji, V. A. (2022) · Journal of International Cooperation and Development · doi:10.36941/jicd-2022-0013 · Cited by 9
How Do the New Residential Areas in Bucharest Satisfy Population Demands, and Where Do They Fall Short?
Preda, M., Vijulie, I., Lequeux-Dincă, A., Jurchescu, M., Mareci, A., & Preda, A. (2022) · Land · doi:10.3390/land11060855 · Cited by 10
Public service provision for Syrian refugees in Turkey: challenges and prospects
Atar, E., Hossain, F., & Kumasey, A. S. (2022) · Asian Journal of Political Science · doi:10.1080/02185377.2022.2047080 · Cited by 10
“The number of interviewees is in line with previous studies which suggests interviewing between 15 and 30 interviewees in qualitative studies (Creswell, 2014; Marshall et al., 2013).”
Result
“This is me”: The transition of coming-out for gay men through an occupational perspective
Lukaš, M., Forsyth, L., Bunting, K., & Forwell, S. (2021) · Journal of Occupational Science · doi:10.1080/14427591.2021.1981986 · Cited by 10
“Once the researchers believed saturation had been reached, two additional interviews were completed to ensure no new information was identified (Marshall et al., 2013).”
Background
Coping and support-seeking in out-of-home care: a qualitative study of the views of young people in care in England
Hiller, R., Halligan, S., Meiser-Stedman, R., Elliott, E., Rutter-Eley, E., & Hutt, T. (2021) · BMJ Open · doi:10.1136/bmjopen-2020-038461 · Cited by 10
Current States and Future Trends in Safety Research of Construction Personnel: A Quantitative Analysis Based on Social Network Approach
Meng, X., & Chan, A. H. S. (2021) · International Journal of Environmental Research and Public Health · doi:10.3390/ijerph18030883 · Cited by 15
“Sample size was set at 250 papers to ensure the unbiasedness and reliability of the systematic review of the literature [23].”
Background
Nigerian healthcare workers’ perception of transdisciplinary approach to older adults’ care: A qualitative case study
Okoh, A. E., Akinrolie, O., Bell-Gam, H., Adandom, I., Ibekaku, M. C., & Kalu, M. (2020) · International Journal of Care Coordination · doi:10.1177/2053434520954362 · Cited by 10
“We estimated a sample of approximately 20 HCPs could lead to data sufficiency based on the recommended sample size for qualitative single-case study design.(28)”
Method
An Attitude Survey and Assessment of the Feasibility, Acceptability, and Usability of a Traumatic Brain Injury Decision Support Tool in Uganda
Elahi, C., Spears, C. A., Williams, S., Dunn, T., Najjuma, J. N., Staton, C. A., Vissoci, J. R. N., Fuller, A. T., Kitya, D., & Haglund, M. M. (2020) · World Neurosurgery · doi:10.1016/j.wneu.2020.04.193 · Cited by 11
Developing ethical managers for future business roles: a qualitative study of the efficacy of “Stand-Alone” and “Embedded” University “Ethics” courses
Coldwell, D., Venter, R., & Nkomo, E. (2020) · Journal of International Education in Business · doi:10.1108/jieb-08-2019-0040 · Cited by 10
Privacy in Aged Care Monitoring Devices (ACMD): The Developers' Perspective.
Alkhatib, S., Waycott, J., & Buchanan, G. (2019) · Studies in Health Technology and Informatics · doi:10.3233/shti190765 · Cited by 10
“Marshall et al. [10] highlighted that ten participants should be enough to provide data saturation for an in-depth qualitative study in Information Systems research.”
Background
Herausforderungen und Implikationen für das Cyber-Risikomanagement sowie die Versicherung von Cyberrisiken – Eine empirische Analyse
Wrede, D., Freers, T., & von der Schulenburg, J. G. (2018) · Zeitschrift für die Gesamte Strafrechtswissenschaft · doi:10.1007/s12297-018-0425-2 · Cited by 10
“Die insgesamt zwölf durchgeführten Interviews bieten somit eine stabile Ausgangsbasis für die qualitative Untersuchung und erlauben die Ableitung von Tendenzen und Entwicklungen (Hartley 1994; Merkens 1997; Marshall et al. 2013).”
Background
Autonomous Vehicles and the Built Environment: Exploring the Impacts on Different Urban Contexts
Riggs, W., Larco, N., Tierney, G., Ruhl, M., Karlin-Resnick, J., & Rodier, C. (2018) · Lecture Notes in Mobility · doi:10.1007/978-3-319-94896-6_19 · Cited by 10
“As a qualitative method the solutions become valid when there is a level of similarities (or saturation) in the ideas dialogued [28].”
Method
Superintendents' Perceptions of 1:1 Initiative Implementation and Sustainability
Cole, B., & Sauers, N. J. (2018) · doi:10.1080/15391523.2018.1442754 · Cited by 10
“Simmons and Martin (2016) asserted that the articulation of a clear vision and establishing technology goals that clearly align to district and school curricular goals aid in creating the type of community ownership that is necessary for successful implementation.”
Background
How Multinational Corporations Use Information Technology to Manage Global Operations
Whitaker, J., Ekman, P., & Thompson, S. (2016) · Journal of Computer Information Systems · doi:10.1080/08874417.2016.1183426 · Cited by 10
“Even more important than meeting the recommended threshold is our belief that that the number of interviews enabled us to receive a complete picture of IT operations at the European headquarters and North American subsidiaries for our case study firms [32].”
Exploratory analysis of cultural influences on requirements engineering activities based on stakeholders' profile
Alsanoosy, T., Spichkova, M., & Harland, J. (2020) · International Conference on Knowledge-Based Intelligent Information & Engineering Systems · doi:10.1016/j.procs.2020.09.059 · Cited by 10
Strategies to Influence a Quality and Compliance Culture
Macht, B. (2018) · International Journal of Applied Management and Technology · doi:10.5590/ijamt.2018.17.1.06 · Cited by 10
Combating Seasonality in Regional Tourism: A Call to Action Through Sport Events and Practitioner Insights
Gkarane, S. K., Vassiliadis, C., Kotzaivazoglou, I., Fragidis, G., & Vrana, V. G. (2025) · Tourism and Hospitality · doi:10.3390/tourhosp6020066 · Cited by 9
Qualitative exploration on the prevalence of swear words in MLBB among Filipino online players
Cabiles, N. V. A., Samilo, P. J. E., Magallanes, M. S. J. S., Adalia, H. G., & Chavez, J. V. (2025) · Environment and Social Psychology · doi:10.59429/esp.v10i2.3113 · Cited by 9
“Marshall et al. [76] suggested that between 15 and 20 participants be included in single case-study designs, which concentrate on a detailed review of a single instance, incident, or situation.”
A conceptual framework for designing human-centered building-occupant interactions to enhance user experience in specific-purpose buildings
Roofigari‐Esfahan, N., & Morshedzadeh, E. (2025) · Design Science · doi:10.1017/dsj.2024.45 · Cited by 9
“Designing a qualitative research plan and defining its structures and attributes (e.g., sample size) is impacted by various aspects such as research topic, cultural content, the scope of the research, and access to diverse participants (Marshall et al .”
Fairness of reward for academics: perception disparity between academics and senior HR managers
Ammari, S., & Howe-Walsh, L. (2025) · Studies in Higher Education · doi:10.1080/03075079.2025.2453929 · Cited by 9
“Although 17 interviews indicated a point of saturation in which no new codes were identified, a further three were conducted to ensure confidence in the coding and the verification of data saturation (Marshall et al. 2013”
Make it or leave it?– An exploration of post-foundation dynamics among female entrepreneurs
Uebbing, L., Wehner, M., Aránega, A. Y., & Martínez, J. M. G. (2025) · International Entrepreneurship and Management Journal · doi:10.1007/s11365-024-01065-2 · Cited by 12
“While qualitative research often involves smaller samples to gain in-depth insights, a typical sample size for qualitative interviews ranges from 15 to 30 participants, which is considered sufficient for capturing a broad spectrum of insight while reaching data saturation (Marshall et al., 2013).”
Access to Assisted Reproductive Technology: A Qualitative Study of Couples With Infertility in Cape Town, South Africa
Mabweazara, G. (2024) · Women's Reproductive Health · doi:10.1080/23293691.2024.2421496 · Cited by 9
Amid the Fray: A Thematic Discourse Analysis of Presidential Statements Issued in Response to the 2023 War in Israel and Palestine
Houlette, H. (2024) · Innovative Higher Education · doi:10.1007/s10755-024-09719-3 · Cited by 9
“While saturation can be difficult to define and challenging to quantify (Francis et al., 2010; Marshall et al., 2015), I conservatively selected 25% of the remaining 144 R1 institutions ( n = 36), in addition to the two genesis universities, yielding a total of 38 institutions to include in the…”

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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