What have sampling and data collection got to do with good qualitative research?

Objective: To highlight the importance of sampling and data collection  processes in qualitative interview studies, and to discuss the contribution of  these processes to determining the strength of the evidence generated and  thereby to decisions for public health practice and policy. Approach: This discussion is informed by a hierarchy-of-evidence-for-practice  model. The paper provides succinct guidelines for key sampling and data  collection considerations in qualitative research involving interview studies. The  importance of allowing time for immersion in a given community to become  familiar with the context and population is discussed, as well as the practical  constraints that sometimes operate against this stage. The role of theory in  guiding sample selection is discussed both in terms of identifying likely sources  of rich data and in understanding the issues emerging from the data. It is noted  that sampling further assists in confirming the developing evidence and also  illuminates data that does not seem to fit. The importance of reporting sampling  and data collection processes is highlighted clearly to enable others to assess  both the strength of the evidence and the broader applications of the findings.Conclusion: Sampling and data collection processes are critical to determining  the quality of a study and the generalisability of the findings. We argue that  these processes should operate within the parameters of the research goal, be  guided by emerging theoretical considerations, cover a range of relevant   participant perspectives, and be clearly outlined in research reports with an  explanation of any research limitations.