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Does Sample Size Matter in Qualitative Research?: A Review of Qualitative Interviews in is Research
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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“Additionally, in alignment with criteria provided by Marshall, Cardon, Poddar, and Fontenot (2013), saturation was obtained when the coding frame remained constant and analytic memos provided no additional insight.”
From Methodological Deficiencies in the Expert Testimony of Forensic Accountants: A Qualitative Content Analysis of Judicial Statements Pertaining to Daubert Exclusions (2021) · cites this paper as Marshall, Cardon, Poddar, and Fontenot, 2013
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“Quantitative studies were eligible if they included a minimum sample size of 40, consistent with recommended thresholds (Sauro & Lewis, 2016), while qualitative studies were included regardless of sample size if a rationale was provided (Marshall et al., 2013).”
Exploring employee engagement: a qualitative study on Generation Z in Vietnam
Nguyen, M., & Petchsawang, P. (2026) · Human Resource Development International · doi:10.1080/13678868.2026.2622068 · Cited by 2
Saha, A., Kasilingam, D. L., & Jublee, D. I. (2025) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2025.104656 · Cited by 3
Evaluating the benefits and drawbacks of virtual interviewing from the candidate's experience
Naidu, S., Saurombe, M. D., & Mogoai, D. V. (2026) · Frontiers in Organizational Psychology · doi:10.3389/forgp.2025.1602298 · Cited by 2
Chikalipo, M., Kaula, M. P., Mwapasa, V., & Mipando, A. L. N. (2026) · BMC Public Health · doi:10.1186/s12889-025-26176-5 · Cited by 1
“…of participants in qualitative research is not fixed and can vary depending on the research question, methodology, and the specific context of the study as it would allow to uncover a variety of opinions basing on information power, but to limit the sample size at the point of saturation [30, 32].”
Mosalisa, M., & Roomaney, R. (2026) · Journal of Health Psychology · doi:10.1177/13591053251401286 · Cited by 2
“The recommended sample size for homogenous participants are 6–12 participants (Guest et al., 2006), whereas the recommended sample size for heterogenous participants range from 15 to 20 (Marshall et al., 2013).”
Nour, S., & Arbussà, A. (2025) · International Journal of Energy Sector Management · doi:10.1108/ijesm-06-2025-0021 · Cited by 3
Biancardi, A., D'Adamo, I., & Bascur, J. F. V. (2025) · Euro-Mediterranean Journal for Environmental Integration · doi:10.1007/s41207-025-01006-7 · Cited by 2
Astrotourism and ecological awareness: Investigating emotional encounters with the night sky
Putra, A. G. I., Hermanto, B., Winoto, Y., Nugraha, A., & Solihin, H. (2025) · Journal of Environment and Sustainability Education · doi:10.62672/joease.v3i4.109 · Cited by 2
“Given the relatively small number of participants, the study was positioned as highly exploratory, focusing on in-depth meaning-making rather than generalizable conclusions (Bouncken et al., 2025; Kalu, 2017; Marshall et al., 2013).”
When Does Brace Noncompliance Occur in Patients with Clubfoot Deformity?
Doski, J. (2025) · Clinics in Orthopedic Surgery · doi:10.4055/cios24441 · Cited by 2
“13,14)”
Suhaili, A., & Mumin, M. A. (2025) · SALTeL Journal (Southeast Asia Language Teaching and Learning) · doi:10.35307/saltel.v7i2.159 · Cited by 2
“According to Marshall et al., (2013), a sample size of 10 participants can be appropriate for exploratory studies and can allow for in-depth insights.”
Duque, M. L. D. R., Löhr, K., Pérez-Lora, Á. P., Lana, M. A., Castro-Nunez, A., Sieber, S., & Bonatti, M. (2025) · Discover Agriculture · doi:10.1007/s44279-025-00367-5 · Cited by 2
Sarbani, Y. A., & Hadisoebroto, A. E. (2025) · Jurnal Administrasi dan Kesekretarisan · doi:10.36914/nv3y1473 · Cited by 2
“Although relatively small, this sample size is adequate for exploratory research and provides preliminary insights into emerging practices (Marshall et al., 2013)”
Baril, L., Caners, K., Walker, M., Dagnone, D., Chaplin, T., Raymond-Dufresne, É., Baylis, J., Purdy, E., Britton, S., & Cash, C. (2025) · Advances in Simulation · doi:10.1186/s41077-025-00376-w · Cited by 2
“The objective was to recruit until reaching data sufficiency of identified themes, as described in the qualitative research literature [11, 12].”
Alamr, S. M., Urrutia, M. L., & Carr, L. (2025) · Frontiers in Education · doi:10.3389/feduc.2025.1595171 · Cited by 2
Towards a model for understanding failures in health data protection: a mixed-methods study
Pool, J., Akhlaghpour, S., Hassandoust, F., Fatehi, F., & Burton‐Jones, A. (2025) · Behaviour and Information Technology · doi:10.1080/0144929x.2025.2551568 · Cited by 3
“Data collection for the qualitative phase concluded once we noticed data saturation was reached and new interviews were not adding novel insights to our study (Marshall et al. 2013).”
The dual faces of polygyny and ageing in Ghana: cultural status vs. social strain
Mensah, R. O., Opoku, D., & Frimpong, A. (2025) · Culture, Health and Sexuality · doi:10.1080/13691058.2025.2547023 · Cited by 2
“While an initial range of 15–40 participants was set to balance depth and feasibility (Marshall et al. 2013), the final sample consisted of 33 men—17 from urban and 16 from rural communities.”
Work meaningfulness and IT sector gig workers of immigrant origin: a qualitative exploration
Shahzad, F., Arslan, A., Gupta, R., & Saleem, S. (2025) · Work in the Global Economy · doi:10.1332/27324176y2025d000000039 · Cited by 2
Willis, R., Edris, R., Akehurst, S., & Ferraro, F. V. (2025) · International Journal of Orthopaedic and Trauma Nursing · doi:10.1016/j.ijotn.2025.101209 · Cited by 2
Redding, A., Coates, D., Cassidy‐Bushrow, A. E., Straughen, J. K., & Santarossa, S. (2025) · Women s Health · doi:10.1177/17455057251344388 · Cited by 2
“Although researchers have argued the subjective nature of sample size in qualitative research, 57 examining ATD utilization and patient-provider communications surrounding PA information provided prenatally among other pregnant persons, in a larger sample size, is warranted.”
Foglabenchi, L. H., Marchant, T., & Stöckl, H. (2025) · PLOS Global Public Health · doi:10.1371/journal.pgph.0002904 · Cited by 2
Reading English Novels as Gateway for Incidental Vocabulary Acquisition
Tan, J. M. (2025) · Forum for Linguistic Studies · doi:10.30564/fls.v7i4.8481 · Cited by 2
“Unlike large-scale studies aimed at statistical generalization, exploratory research often prioritizes depth of understanding by employing small, intentionally screened samples [44, 45] .”
Metadata
- Authors
- Marshall, B., Cardon, P., Poddar, A., & Fontenot, R.
- Affiliations
- Georgia College & State University (US)
- University of Southern California (US)
- 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
- 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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