T4 DQ1

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School

Grand Canyon University *

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832

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Marketing

Date

Jan 9, 2024

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Uploaded by BauerKingston2025

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. Based on the information given, purposeful sampling would be the best approach. Purposeful sampling is a nonprobability method of selecting a research study sample based on who the researcher believes will be the most useful to the study or the most representative of the population being studied (Guest et al., 2017). In this case, the sales personnel are offering their perspectives on a recently implemented incentive program. When it comes to eligibility criteria, one must establish the basis for inclusion/exclusion criteria. In establishing this inclusion/exclusion criteria, the researcher can then set out to locate an accessible population that meets these criteria (Greenberger & Steffes, 2022). Because this study is analyzing the perspectives of the salespeople, it would be wise to include the top sellers as well as those that didn’t sell as much, so that there is less of a chance of bias. A concern for this study would be collecting the data in an ethical manner. A researcher cannot use his or her job privilege to access data for research without ethically obtained permission from the proper gate keeper to do such (Greenberger & Steffes, 2022). Additionally, researchers also need to be very mindful if collecting data from individuals subordinate to the researcher (Greenberger & Steffes, 2022). REFERENCES: Greenberger, S & Steffes, D (2022). Qualitative sampling plans. GCU doctoral research introduction to sampling, data collection, and data analysis. Grand Canyon University. Guest, G., Namey, E. E., Mitchell, M. L. (2017). Sampling in qualitative research. In G. Guest, E. E. Namey, & M. L. Mitchell (Eds.), Collecting qualitative data: A field manual for applied research . SAGE .

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