Qualitative research tends to use small samples to examine a problem instead of using large samples as in quantitative research. With fewer people in the sample, it is important for the participants to be information-rich informants. With that in mind, consider the strengths and weaknesses of purposeful, convenience, and random sampling approaches in qualitative research. Then, assume you are an automobile manufacturing executive tasked with increasing sales in your state. You wish to do a qualitative study to obtain the perspective of sales personnel regarding an incentive program you implemented at a few dealerships that quantitatively proved to be successful. What sampling approach would you use to identify and select the 12-15 information-rich personnel from the target population? What eligibility criteria would you use in addition to being sales personnel in a dealership of this manufacturer in the given state? What logistic difficulties would you anticipate in drawing your sample? Explain your answers.
Assume you wish to study the influence of high school principals’ leadership styles and academic achievement in their schools in your state. How would you sample 12-15 potential participants for a single case study using convenience sampling and purposeful sampling? What factors would make you choose one approach over the other? Why? What logistic difficulties could you expect in drawing the sample?