Is it possible to use a qualitative research method when one has a population of, say, 50 companies?
Here one should first ask oneself why one wants 50 companies in the study. If the ideas are related to representativity of some kind, then the question is on a wrong footing from the start (see question 24 below). If one really attempts to conduct a qualitative study, one is looking for depth and unicity and not generality. One is also looking for creating understanding and not explanation. The starting points for a qualitative study therefore makes the question about 50 companies illogical (see also Chapter 7 “Techniques for selecting units of study” and Chapter 14 “The study area in theory – Complementary procedures”). 19.
