Abstract—This paper aims to provide an example of how theoretical sampling was applied in a relationship marketing research. Qualitative research requires different approach to sampling, however, it is one of the principal issue of confusion among qualitative researchers as there is little guidance to follow. The paper offers an example of how to select cases which are likely to help the author to build theory in relationship marketing area. The paper also elaborates the process through which the author identified interesting themes to be explored for the next stage of the study. Therefore, this paper will not provide the conclusion of the theory developed from the research, indeed it presents a conclusion of the identified interesting firms and themes to be explored further.
Index Terms—Qualitative sampling, research themes,relationship marketing.
Sulhaini is with Faculty of Economics, University of Mataram, Jl.Pendidikan 37 Mataram Lombok Indonesia 83125 (Telp. 0062370644929,email: firstname.lastname@example.org)
Cite: Sulhaini, "Identifying Interesting Cases and Themes in Qualitative Sampling: An Application in Relationship Marketing Research," International Journal of Innovation, Management and Technology vol. 3, no. 6, pp. 660-667, 2012.