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RURAL MARKETING
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SAMPLING METHODS
For qualitative studies in rural areas, a minimum sample which
could saturate the information is covered. Here, largely purposive sampling (see Table
4.3) is done. In this case the respondent should be a very well-informed person so that
the saturation level of information can be achieved with a small sample size. Wherever
there is a possibility of variation in information among different types of respondents,
some sample should be selected from each respondent type to avoid losing any possible
information. As a rule of thumb, sampling is continued in qualitative research till a point
is reached ...
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