This article, the third in a series providing practical guidance for novice researchers conducting qualitative studies in primary care, focuses on sampling, data collection, and analysis. It emphasizes the importance of a flexible and broadly defined sampling plan that aims to gather rich data from a variety of settings and participants. Key sampling strategies include purposive sampling, criterion sampling, theoretical sampling, convenience sampling, and snowball sampling. The article also discusses the role of key informants and the connection between sampling types and qualitative designs, such as ethnography, phenomenology, and grounded theory. In terms of data collection, the article outlines common methods like participant observation, interviews, and focus group discussions. It provides guidance on how to perform these methods effectively, including the importance of immersion in the research setting, the use of probes and prompts, and the need for flexibility in data collection processes. The article also addresses the use of new media for data collection and the iterative nature of qualitative analysis, which involves continuous back-and-forth between sampling, data collection, and analysis. The article concludes by discussing the differences in analytical approaches across various qualitative traditions, such as ethnography, phenomenology, grounded theory, and content analysis, and emphasizes the importance of using appropriate analytical tools and software to manage and interpret data effectively.This article, the third in a series providing practical guidance for novice researchers conducting qualitative studies in primary care, focuses on sampling, data collection, and analysis. It emphasizes the importance of a flexible and broadly defined sampling plan that aims to gather rich data from a variety of settings and participants. Key sampling strategies include purposive sampling, criterion sampling, theoretical sampling, convenience sampling, and snowball sampling. The article also discusses the role of key informants and the connection between sampling types and qualitative designs, such as ethnography, phenomenology, and grounded theory. In terms of data collection, the article outlines common methods like participant observation, interviews, and focus group discussions. It provides guidance on how to perform these methods effectively, including the importance of immersion in the research setting, the use of probes and prompts, and the need for flexibility in data collection processes. The article also addresses the use of new media for data collection and the iterative nature of qualitative analysis, which involves continuous back-and-forth between sampling, data collection, and analysis. The article concludes by discussing the differences in analytical approaches across various qualitative traditions, such as ethnography, phenomenology, grounded theory, and content analysis, and emphasizes the importance of using appropriate analytical tools and software to manage and interpret data effectively.