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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Verheyden, M., & Cardon, P. W. (2018) · Public Relations Review · doi:10.1016/j.pubrev.2017.12.004 · Cited by 8
Self-citation
Clinician Perspectives of Adult High-Functioning Autism Support Groups’ Use of Neurodiversity Concept
Barnhart, G. (2017) · Journal of Neurology and Neurological Disorders · doi:10.15744/2454-4981.3.106 · Cited by 5
Perceptions of Oncologists, Healthcare Policy Makers, Patients and the General Population on the Value of Pharmaceutical Treatments in Oncology
Sacristán, J., Lizán, L., Comellas, M., Garrido, P., Avendaño, C., Cruz-Hernández, J., Espinosa, J., & Dilla, T. (2016) · Advances in Therapy · doi:10.1007/s12325-016-0415-5 · Cited by 8
“Even though the sample size of the study is not very large, there is a vast range of sample sizes used in qualitative studies, with the most common sample size being between 20 and 30 interviews [10].”
Background
Transcendental Phenomenology: Overlooked Methodology for Marketing Research
Martirano, M. (2016) · doi:10.5539/ijms.v8n3p58 · Cited by 8
Multinational corporations and inclusive supply chains: How conflicting social and market logics can coexist
Bruton, G. D., Mejía‐Morelos, J. H., & Ahlström, D. (2025) · Journal of World Business · doi:10.1016/j.jwb.2025.101663 · Cited by 6
A qualitative global study on the digitalization of Lean Six Sigma: insights from scholars and practitioners
Alsadi, J., Antony, J., Goonetilleke, R., Romero, D., Chiarini, A., Tortorella, G., & Maalouf, M. (2025) · Production Planning & Control · doi:10.1080/09537287.2025.2546854 · Cited by 7
“Although qualitative research lacks standardized sample size guidelines (Marshall et al. 2013), grounded theory studies often include 20 to 30 interviews (Creswell and Creswell 2017), with theoretical saturation typically occurring between 15 and 30 interviews (Charmaz 2014).”
Motivations for Herbal Medicine use During Pregnancy and Childbirth in Butiama District, Tanzania: A Phenomenological Qualitative Study
Sichalwe, M. M., Mhinte, S. R., & Kimaro, R. R. (2025) · Health Science Reports · doi:10.1002/hsr2.70895 · Cited by 7
“This aligns with Marshall et al.'s recommendation that 15 to 30 interviews are typically sufficient to achieve thematic completeness [13].”
Integrating Shared Electric Micromobility and Public Transport – A Practitioner’s Perspective
Bruening, M., Scharfenberger, P., & Benz, P. (2025) · Journal of Cycling and Micromobility Research · doi:10.1016/j.jcmr.2025.100069 · Cited by 7
Investigating incident under-reporting in aviation: Qualitative insights among Greek pilots
Kioulepoglou, P., Nikolaidis, V. N., David, K. M., & Makris, I. (2025) · Research in Transportation Business & Management · doi:10.1016/j.rtbm.2025.101309 · Cited by 5
Organic agriculture in Kyrgyzstan: experiences with implementing participatory guarantee systems
Taranov, I., & Kawabata, Y. (2024) · Frontiers in Sustainable Food Systems · doi:10.3389/fsufs.2024.1453850 · Cited by 7
Repurposing failed solar projects: Social conditions for successful reuse of photovoltaic systems in Bangladesh
Yi, H., Kang, M., & Lee, E. (2024) · Energy Research & Social Science · doi:10.1016/j.erss.2024.103682 · Cited by 7
Follow the flow: An exploratory multi-case study of value creation in e-commerce ecosystems
Wulfert, T., Woroch, R., & Strobel, G. (2024) · Information & Management · doi:10.1016/j.im.2024.104035 · Cited by 9
Perceptions of Built Environment Professionals on Intelligent Office Buildings: The interplay between technology, design for sustainability and responsiveness
Gündoğan, H., Dikmen, I., & Atasoy, G. (2024) · Journal of Building Engineering · doi:10.1016/j.jobe.2024.110088 · Cited by 7
Developing a Neuroarchitecture-based User Centered Design for Elementary Schools in Tehran
Gharaei, B., Zadeh, S. M. S. H., & Ghomeishi, M. (2024) · Ain Shams Engineering Journal · doi:10.1016/j.asej.2024.102898 · Cited by 7
Baby boomers’ Over-The-Top (OTT) rush-older customers on new platforms
Chanda, R., & Islam, T. (2024) · Cogent Business & Management · doi:10.1080/23311975.2024.2327131 · Cited by 7
“…(1988), conducted virtually to collect data. the determination of the number of respondents followed the saturation concept, guided by the works of Marshall et al. (2013) and guest et al. (2006). the emergence of new codes became sporadic after the 20th interview, disappearing entirely by the…”
Being a good citizen in a postcolonial context: Justice-oriented citizenship implications of Nigerian teachers’ civic education ideologies
Obiagu, A. N. (2024) · Theory & Research in Social Education · doi:10.1080/00933104.2024.2305463 · Cited by 12
“This sample size is within the recommended threshold of 20 to 30 interviewees for qualitative research (Marshall et al., 2013).”
Background
Crop diversification as landscape change: using land systems science to understand agricultural trajectories in North Carolina
Rissing, A., & Burchfield, E. (2023) · Regional Environmental Change · doi:10.1007/s10113-023-02162-8 · Cited by 8
“As would be expected for this sample size (Francis et al. 2010; Guest et al. 2006; Marshall et al. 2013), saturation was reached roughly two-thirds of the way through fieldwork when no new explanations for cropping patterns were expressed by interviewees.”
Enhancing Tour Guide Training for Delivering Nature-Based Tourism Experiences in a Developing Country
Sumanapala, D., Wolf, I. D., & Weiler, B. (2023) · Journal of Quality Assurance in Hospitality & Tourism · doi:10.1080/1528008x.2023.2253561 · Cited by 7
“Sample size followed best-practice recommendations by Marshall et al. (2013) with the aim of achieving saturation, that is, the point where the core theoretical insights have been established.”
Multi-dimensional adjustment of Eurasian self-initiated expatriates in Korea
Atay, E., Bayraktaroğlu, S., & Chew, Y. (2023) · Journal of Global Mobility:The Home of Expatriate Management Research · doi:10.1108/jgm-02-2023-0010 · Cited by 7
The actualisation of mobile dating application affordances to support racial digital dating intentions: the case of tinder
Tanner, M. (2023) · Behavior and Information Technology · doi:10.1080/0144929x.2023.2190417 · Cited by 7
“This is in line with Marshall et al. (2013), who state that qualitative studies should generally include between 20 and 30 interviews and that there is no evidence of increased impact beyond 30 inter-views (Marshall et al. 2013).”
Result
The upside of narcissism as an influential personality trait: exploring the entrepreneurial behaviour of established entrepreneurs
Botha, M., & Sibeko, S. (2022) · Journal of Entrepreneurship in Emerging Economies · doi:10.1108/jeee-09-2021-0340 · Cited by 7
Experiences of young drivers and accompanying persons in Denmark: A qualitative study
Møller, M., Solgaard, K. J., Nielsen, I. H., & Twisk, D. (2022) · Safety Science · doi:10.1016/j.ssci.2022.105823 · Cited by 7
Destination branding as new tool for economic development: a qualitative approach with reference to Jaunsar Bawar Region, Uttarakhand
Chauhan, H., Jain, V., & Verma, H. (2022) · International Journal of Spa and Wellness · doi:10.1080/24721735.2022.2115331 · Cited by 7
“To meet the requirement of data quality, average time of the interviews was greater than 30 min, as stated by Marshall et al. (2013).”
Method
Mobility in the Developing Country. The Case Study of Bangkok Metropolitan Region
Wilinski, K., & Pathak, S. (2022) · Communications - Scientific Letters of the University of Zilina · doi:10.26552/com.c.2022.3.a112-a122 · Cited by 7
“The sample size is adequate in terms of the randomly selected daily commuters to examine the travel behavioural choices, risk perceptions and factors involved through the detailed data collected among the respondents [34-36].”
Background
Exercise physiologists use of pain neuroscience education for treating knee osteoarthritis: A qualitative interview study
Ram, A., Booth, J., Thom, J., & Jones, M. D. (2022) · Musculoskeletal Care · doi:10.1002/msc.1631 · Cited by 7
“Sample size calculations for thematic analysis were used (Marshall et al., 2013).”
Method
A Multi-Criteria Framework for the Sustainable Management of Fisheries: a Case Study of UK’s North Sea Scottish Fisheries
Akbari, N., Bjørndal, T., Failler, P., Forse, A., Taylor, M. H., & Drakeford, B. (2022) · Environmental Management · doi:10.1007/s00267-022-01607-w · Cited by 7
“It is suggested that qualitative studies should generally include between 20-30 interviews and single case studies should generally contain 15 to 30 interviews (Marshall et al. 2015).”
Background
International professional practices in mental health, organization of psychiatric care, and COVID-19: A survey protocol
Fond-Harmant, L., Kane, H., Baumgart, J. G., Rusch, E., Breton, H., el-Hage, W., Deloyer, J., Lebas, M.-C., Marazziti, D., Thome, J., et al. (2021) · PLoS ONE · doi:10.1371/journal.pone.0261818 · Cited by 7
“A third grid for 20 focus groups of mental health professionals [14].”
Background
Customer personal values of hygiene product consumption: a means-end analytic approach
Herjanto, H., & Amin, M. (2021) · Young Consumers Insight and Ideas for Responsible Marketers · doi:10.1108/yc-03-2021-1298 · Cited by 10
The Role of Grandparents in Israeli Muslim Families with Intellectually Disabled Fathers: Social Workers' Perspectives.
Gur, A., Gnaeem-Badran, L., & Stein, M. (2021) · Social work · doi:10.1093/sw/swab006 · Cited by 7
The impact of the Vietnam Bank for Social Policies preferential credit on household welfare in Vietnam: a panel data analysis
Dương, A. (2021) · Journal of economic development · doi:10.1108/jed-08-2020-0109 · Cited by 7
Sources of expertise in social enterprises
Allen, R. (2020) · Strategic Change · doi:10.1002/jsc.2356 · Cited by 7
Demonstrating the efficacy of existing yam technologies in the Forest-Savannah transition zone of Ghana
Norbert, M., Félix, F., Henry, A., Kwesi, A. A., Eric, O. D., & Ama, E. S. (2020) · Journal of Agricultural Science and Practice · doi:10.31248/jasp2020.193 · Cited by 7
Collaboration in an entrepreneurial cluster: a study of an urban coop
Keane, C., & Costin, Y. (2019) · doi:10.1108/jec-02-2019-0012 · Cited by 7
The Discharge Communication Study: research protocol for a mixed methods study to investigate and triangulate discharge communication experiences of patients, GPs, and hospital professionals, alongside a corresponding discharge letter sample
Weetman, K., Dale, J. R., Scott, E. J., & Schnurr, S. (2019) · BMC Health Services Research · doi:10.1186/s12913-019-4612-1 · Cited by 17
“[47] report the average number of interviews for a qualitative study is 24 and that 15–30 interviews are generally recommended for data saturation to be achieved.”
Background
Manual semantic annotations: User evaluation of interface and interaction designs
Hinze, A., Heese, R., Schlegel, A., & Paschke, A. (2019) · Journal of Web Semantics · doi:10.1016/j.websem.2019.100516 · Cited by 7
Adverse Effects of Social Security on Disabled People and Their Families in the UK: Iatrogenic Outcomes of Quasi-Clinical Administration
Clarke, H., Carmichael, F., & Al-Janabi, H. (2019) · Scandinavian Journal of Disability Research · doi:10.16993/sjdr.607 · Cited by 7
“The sub-sample sizes of those identifying as with a disability (n = 28) or as carers (n = 21) are also consistent with recommendations in Marshall et al. (2013).”
Result
Narrative Case Notes Have the Potential to Predict Seclusion 3 Days in Advance: A Mixed-Method Analysis
Stepanow, C., Stepanow, J., Walter, M., Borgwardt, S., Lang, U., & Huber, C. (2019) · Frontiers in Psychiatry · doi:10.3389/fpsyt.2019.00096 · Cited by 7
When Change Readiness Spirals Down: A Mixed-Method Case Study of Change Communication at a European Government Agency
Praet, E. V., & Leuven, S. V. (2018) · International Journal of Business Communication · doi:10.1177/2329488418808017 · Cited by 9
A Literature Review of Software Test Cases and Future Research
Gillenson, M., Zhang, X.-H., Stafford, T. F., & Shi, Y. (2018) · 2018 IEEE International Symposium on Software Reliability Engineering Workshops (ISSREW) · doi:10.1109/issrew.2018.00015 · Cited by 7
“’s research [26] about the sample size of qualitative studies in IS research, they found that single case studies should generally contain 15 to 30 interviews.”
Background

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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