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What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

Published on June 19, 2020 by Pritha Bhandari . Revised on June 22, 2023.

Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.

Qualitative research is the opposite of quantitative research , which involves collecting and analyzing numerical data for statistical analysis.

Qualitative research is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, history, etc.

How does social media shape body image in teenagers?
How do children and adults interpret healthy eating in the UK?
What factors influence employee retention in a large organization?
How is anxiety experienced around the world?
How can teachers integrate social issues into science curriculums?

Approaches to qualitative research, qualitative research methods, qualitative data analysis, advantages of qualitative research, disadvantages of qualitative research, other interesting articles, frequently asked questions about qualitative research.

Qualitative research is used to understand how people experience the world. While there are many approaches to qualitative research, they tend to be flexible and focus on retaining rich meaning when interpreting data.

Common approaches include grounded theory, ethnography , action research , phenomenological research, and narrative research. They share some similarities, but emphasize different aims and perspectives.

Note that qualitative research is at risk for certain research biases including the Hawthorne effect , observer bias , recall bias , and social desirability bias . While not always totally avoidable, awareness of potential biases as you collect and analyze your data can prevent them from impacting your work too much.

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Each of the research approaches involve using one or more data collection methods . These are some of the most common qualitative methods:

Observations: recording what you have seen, heard, or encountered in detailed field notes.
Interviews: personally asking people questions in one-on-one conversations.
Focus groups: asking questions and generating discussion among a group of people.
Surveys : distributing questionnaires with open-ended questions.
Secondary research: collecting existing data in the form of texts, images, audio or video recordings, etc.
You take field notes with observations and reflect on your own experiences of the company culture.
You distribute open-ended surveys to employees across all the company’s offices by email to find out if the culture varies across locations.
You conduct in-depth interviews with employees in your office to learn about their experiences and perspectives in greater detail.

Qualitative researchers often consider themselves “instruments” in research because all observations, interpretations and analyses are filtered through their own personal lens.

For this reason, when writing up your methodology for qualitative research, it’s important to reflect on your approach and to thoroughly explain the choices you made in collecting and analyzing the data.

Qualitative data can take the form of texts, photos, videos and audio. For example, you might be working with interview transcripts, survey responses, fieldnotes, or recordings from natural settings.

Most types of qualitative data analysis share the same five steps:

Prepare and organize your data. This may mean transcribing interviews or typing up fieldnotes.
Review and explore your data. Examine the data for patterns or repeated ideas that emerge.
Develop a data coding system. Based on your initial ideas, establish a set of codes that you can apply to categorize your data.
Assign codes to the data. For example, in qualitative survey analysis, this may mean going through each participant’s responses and tagging them with codes in a spreadsheet. As you go through your data, you can create new codes to add to your system if necessary.
Identify recurring themes. Link codes together into cohesive, overarching themes.

There are several specific approaches to analyzing qualitative data. Although these methods share similar processes, they emphasize different concepts.

Qualitative research often tries to preserve the voice and perspective of participants and can be adjusted as new research questions arise. Qualitative research is good for:

Flexibility

The data collection and analysis process can be adapted as new ideas or patterns emerge. They are not rigidly decided beforehand.

Natural settings

Data collection occurs in real-world contexts or in naturalistic ways.

Meaningful insights

Detailed descriptions of people’s experiences, feelings and perceptions can be used in designing, testing or improving systems or products.

Generation of new ideas

Open-ended responses mean that researchers can uncover novel problems or opportunities that they wouldn’t have thought of otherwise.

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Researchers must consider practical and theoretical limitations in analyzing and interpreting their data. Qualitative research suffers from:

Unreliability

The real-world setting often makes qualitative research unreliable because of uncontrolled factors that affect the data.

Subjectivity

Due to the researcher’s primary role in analyzing and interpreting data, qualitative research cannot be replicated . The researcher decides what is important and what is irrelevant in data analysis, so interpretations of the same data can vary greatly.

Limited generalizability

Small samples are often used to gather detailed data about specific contexts. Despite rigorous analysis procedures, it is difficult to draw generalizable conclusions because the data may be biased and unrepresentative of the wider population .

Labor-intensive

Although software can be used to manage and record large amounts of text, data analysis often has to be checked or performed manually.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

Chi square goodness of fit test
Degrees of freedom
Null hypothesis
Discourse analysis
Control groups
Mixed methods research
Non-probability sampling
Quantitative research
Inclusion and exclusion criteria

Research bias

Rosenthal effect
Implicit bias
Cognitive bias
Selection bias
Negativity bias
Status quo bias

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

There are five common approaches to qualitative research :

Grounded theory involves collecting data in order to develop new theories.
Ethnography involves immersing yourself in a group or organization to understand its culture.
Narrative research involves interpreting stories to understand how people make sense of their experiences and perceptions.
Phenomenological research involves investigating phenomena through people’s lived experiences.
Action research links theory and practice in several cycles to drive innovative changes.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organizations.

There are various approaches to qualitative data analysis , but they all share five steps in common:

Prepare and organize your data.
Review and explore your data.
Develop a data coding system.
Assign codes to the data.
Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

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Qualitative research is a type of research that explores and provides deeper insights into real-world problems. Instead of collecting numerical data points or intervene or introduce treatments just like in quantitative research, qualitative research helps generate hypotheses as well as further investigate and understand quantitative data. Qualitative research gathers participants' experiences, perceptions, and behavior. It answers the hows and whys instead of how many or how much. It could be structured as a stand-alone study, purely relying on qualitative data or it could be part of mixed-methods research that combines qualitative and quantitative data. This review introduces the readers to some basic concepts, definitions, terminology, and application of qualitative research.

Qualitative research at its core, ask open-ended questions whose answers are not easily put into numbers such as ‘how’ and ‘why’. Due to the open-ended nature of the research questions at hand, qualitative research design is often not linear in the same way quantitative design is. One of the strengths of qualitative research is its ability to explain processes and patterns of human behavior that can be difficult to quantify. Phenomena such as experiences, attitudes, and behaviors can be difficult to accurately capture quantitatively, whereas a qualitative approach allows participants themselves to explain how, why, or what they were thinking, feeling, and experiencing at a certain time or during an event of interest. Quantifying qualitative data certainly is possible, but at its core, qualitative data is looking for themes and patterns that can be difficult to quantify and it is important to ensure that the context and narrative of qualitative work are not lost by trying to quantify something that is not meant to be quantified.

However, while qualitative research is sometimes placed in opposition to quantitative research, where they are necessarily opposites and therefore ‘compete’ against each other and the philosophical paradigms associated with each, qualitative and quantitative work are not necessarily opposites nor are they incompatible. While qualitative and quantitative approaches are different, they are not necessarily opposites, and they are certainly not mutually exclusive. For instance, qualitative research can help expand and deepen understanding of data or results obtained from quantitative analysis. For example, say a quantitative analysis has determined that there is a correlation between length of stay and level of patient satisfaction, but why does this correlation exist? This dual-focus scenario shows one way in which qualitative and quantitative research could be integrated together.

Examples of Qualitative Research Approaches

Ethnography

Ethnography as a research design has its origins in social and cultural anthropology, and involves the researcher being directly immersed in the participant’s environment. Through this immersion, the ethnographer can use a variety of data collection techniques with the aim of being able to produce a comprehensive account of the social phenomena that occurred during the research period. That is to say, the researcher’s aim with ethnography is to immerse themselves into the research population and come out of it with accounts of actions, behaviors, events, etc. through the eyes of someone involved in the population. Direct involvement of the researcher with the target population is one benefit of ethnographic research because it can then be possible to find data that is otherwise very difficult to extract and record.

Grounded Theory

Grounded Theory is the “generation of a theoretical model through the experience of observing a study population and developing a comparative analysis of their speech and behavior.” As opposed to quantitative research which is deductive and tests or verifies an existing theory, grounded theory research is inductive and therefore lends itself to research that is aiming to study social interactions or experiences. In essence, Grounded Theory’s goal is to explain for example how and why an event occurs or how and why people might behave a certain way. Through observing the population, a researcher using the Grounded Theory approach can then develop a theory to explain the phenomena of interest.

Phenomenology

Phenomenology is defined as the “study of the meaning of phenomena or the study of the particular”. At first glance, it might seem that Grounded Theory and Phenomenology are quite similar, but upon careful examination, the differences can be seen. At its core, phenomenology looks to investigate experiences from the perspective of the individual. Phenomenology is essentially looking into the ‘lived experiences’ of the participants and aims to examine how and why participants behaved a certain way, from their perspective . Herein lies one of the main differences between Grounded Theory and Phenomenology. Grounded Theory aims to develop a theory for social phenomena through an examination of various data sources whereas Phenomenology focuses on describing and explaining an event or phenomena from the perspective of those who have experienced it.

Narrative Research

One of qualitative research’s strengths lies in its ability to tell a story, often from the perspective of those directly involved in it. Reporting on qualitative research involves including details and descriptions of the setting involved and quotes from participants. This detail is called ‘thick’ or ‘rich’ description and is a strength of qualitative research. Narrative research is rife with the possibilities of ‘thick’ description as this approach weaves together a sequence of events, usually from just one or two individuals, in the hopes of creating a cohesive story, or narrative. While it might seem like a waste of time to focus on such a specific, individual level, understanding one or two people’s narratives for an event or phenomenon can help to inform researchers about the influences that helped shape that narrative. The tension or conflict of differing narratives can be “opportunities for innovation”.

Research Paradigm

Research paradigms are the assumptions, norms, and standards that underpin different approaches to research. Essentially, research paradigms are the ‘worldview’ that inform research. It is valuable for researchers, both qualitative and quantitative, to understand what paradigm they are working within because understanding the theoretical basis of research paradigms allows researchers to understand the strengths and weaknesses of the approach being used and adjust accordingly. Different paradigms have different ontology and epistemologies . Ontology is defined as the "assumptions about the nature of reality” whereas epistemology is defined as the “assumptions about the nature of knowledge” that inform the work researchers do. It is important to understand the ontological and epistemological foundations of the research paradigm researchers are working within to allow for a full understanding of the approach being used and the assumptions that underpin the approach as a whole. Further, it is crucial that researchers understand their own ontological and epistemological assumptions about the world in general because their assumptions about the world will necessarily impact how they interact with research. A discussion of the research paradigm is not complete without describing positivist, postpositivist, and constructivist philosophies.

Positivist vs Postpositivist

To further understand qualitative research, we need to discuss positivist and postpositivist frameworks. Positivism is a philosophy that the scientific method can and should be applied to social as well as natural sciences. Essentially, positivist thinking insists that the social sciences should use natural science methods in its research which stems from positivist ontology that there is an objective reality that exists that is fully independent of our perception of the world as individuals. Quantitative research is rooted in positivist philosophy, which can be seen in the value it places on concepts such as causality, generalizability, and replicability.

Conversely, postpositivists argue that social reality can never be one hundred percent explained but it could be approximated. Indeed, qualitative researchers have been insisting that there are “fundamental limits to the extent to which the methods and procedures of the natural sciences could be applied to the social world” and therefore postpositivist philosophy is often associated with qualitative research. An example of positivist versus postpositivist values in research might be that positivist philosophies value hypothesis-testing, whereas postpositivist philosophies value the ability to formulate a substantive theory.

Constructivist

Constructivism is a subcategory of postpositivism. Most researchers invested in postpositivist research are constructivist as well, meaning they think there is no objective external reality that exists but rather that reality is constructed. Constructivism is a theoretical lens that emphasizes the dynamic nature of our world. “Constructivism contends that individuals’ views are directly influenced by their experiences, and it is these individual experiences and views that shape their perspective of reality”. Essentially, Constructivist thought focuses on how ‘reality’ is not a fixed certainty and experiences, interactions, and backgrounds give people a unique view of the world. Constructivism contends, unlike in positivist views, that there is not necessarily an ‘objective’ reality we all experience. This is the ‘relativist’ ontological view that reality and the world we live in are dynamic and socially constructed. Therefore, qualitative scientific knowledge can be inductive as well as deductive.”

So why is it important to understand the differences in assumptions that different philosophies and approaches to research have? Fundamentally, the assumptions underpinning the research tools a researcher selects provide an overall base for the assumptions the rest of the research will have and can even change the role of the researcher themselves. For example, is the researcher an ‘objective’ observer such as in positivist quantitative work? Or is the researcher an active participant in the research itself, as in postpositivist qualitative work? Understanding the philosophical base of the research undertaken allows researchers to fully understand the implications of their work and their role within the research, as well as reflect on their own positionality and bias as it pertains to the research they are conducting.

Data Sampling

The better the sample represents the intended study population, the more likely the researcher is to encompass the varying factors at play. The following are examples of participant sampling and selection:

Purposive sampling- selection based on the researcher’s rationale in terms of being the most informative.

Criterion sampling-selection based on pre-identified factors.

Convenience sampling- selection based on availability.

Snowball sampling- the selection is by referral from other participants or people who know potential participants.

Extreme case sampling- targeted selection of rare cases.

Typical case sampling-selection based on regular or average participants.

Data Collection and Analysis

Qualitative research uses several techniques including interviews, focus groups, and observation. [1] [2] [3] Interviews may be unstructured, with open-ended questions on a topic and the interviewer adapts to the responses. Structured interviews have a predetermined number of questions that every participant is asked. It is usually one on one and is appropriate for sensitive topics or topics needing an in-depth exploration. Focus groups are often held with 8-12 target participants and are used when group dynamics and collective views on a topic are desired. Researchers can be a participant-observer to share the experiences of the subject or a non-participant or detached observer.

While quantitative research design prescribes a controlled environment for data collection, qualitative data collection may be in a central location or in the environment of the participants, depending on the study goals and design. Qualitative research could amount to a large amount of data. Data is transcribed which may then be coded manually or with the use of Computer Assisted Qualitative Data Analysis Software or CAQDAS such as ATLAS.ti or NVivo.

After the coding process, qualitative research results could be in various formats. It could be a synthesis and interpretation presented with excerpts from the data. Results also could be in the form of themes and theory or model development.

Dissemination

To standardize and facilitate the dissemination of qualitative research outcomes, the healthcare team can use two reporting standards. The Consolidated Criteria for Reporting Qualitative Research or COREQ is a 32-item checklist for interviews and focus groups. The Standards for Reporting Qualitative Research (SRQR) is a checklist covering a wider range of qualitative research.

Examples of Application

Many times a research question will start with qualitative research. The qualitative research will help generate the research hypothesis which can be tested with quantitative methods. After the data is collected and analyzed with quantitative methods, a set of qualitative methods can be used to dive deeper into the data for a better understanding of what the numbers truly mean and their implications. The qualitative methods can then help clarify the quantitative data and also help refine the hypothesis for future research. Furthermore, with qualitative research researchers can explore subjects that are poorly studied with quantitative methods. These include opinions, individual's actions, and social science research.

A good qualitative study design starts with a goal or objective. This should be clearly defined or stated. The target population needs to be specified. A method for obtaining information from the study population must be carefully detailed to ensure there are no omissions of part of the target population. A proper collection method should be selected which will help obtain the desired information without overly limiting the collected data because many times, the information sought is not well compartmentalized or obtained. Finally, the design should ensure adequate methods for analyzing the data. An example may help better clarify some of the various aspects of qualitative research.

A researcher wants to decrease the number of teenagers who smoke in their community. The researcher could begin by asking current teen smokers why they started smoking through structured or unstructured interviews (qualitative research). The researcher can also get together a group of current teenage smokers and conduct a focus group to help brainstorm factors that may have prevented them from starting to smoke (qualitative research).

In this example, the researcher has used qualitative research methods (interviews and focus groups) to generate a list of ideas of both why teens start to smoke as well as factors that may have prevented them from starting to smoke. Next, the researcher compiles this data. The research found that, hypothetically, peer pressure, health issues, cost, being considered “cool,” and rebellious behavior all might increase or decrease the likelihood of teens starting to smoke.

The researcher creates a survey asking teen participants to rank how important each of the above factors is in either starting smoking (for current smokers) or not smoking (for current non-smokers). This survey provides specific numbers (ranked importance of each factor) and is thus a quantitative research tool.

The researcher can use the results of the survey to focus efforts on the one or two highest-ranked factors. Let us say the researcher found that health was the major factor that keeps teens from starting to smoke, and peer pressure was the major factor that contributed to teens to start smoking. The researcher can go back to qualitative research methods to dive deeper into each of these for more information. The researcher wants to focus on how to keep teens from starting to smoke, so they focus on the peer pressure aspect.

The researcher can conduct interviews and/or focus groups (qualitative research) about what types and forms of peer pressure are commonly encountered, where the peer pressure comes from, and where smoking first starts. The researcher hypothetically finds that peer pressure often occurs after school at the local teen hangouts, mostly the local park. The researcher also hypothetically finds that peer pressure comes from older, current smokers who provide the cigarettes.

The researcher could further explore this observation made at the local teen hangouts (qualitative research) and take notes regarding who is smoking, who is not, and what observable factors are at play for peer pressure of smoking. The researcher finds a local park where many local teenagers hang out and see that a shady, overgrown area of the park is where the smokers tend to hang out. The researcher notes the smoking teenagers buy their cigarettes from a local convenience store adjacent to the park where the clerk does not check identification before selling cigarettes. These observations fall under qualitative research.

If the researcher returns to the park and counts how many individuals smoke in each region of the park, this numerical data would be quantitative research. Based on the researcher's efforts thus far, they conclude that local teen smoking and teenagers who start to smoke may decrease if there are fewer overgrown areas of the park and the local convenience store does not sell cigarettes to underage individuals.

The researcher could try to have the parks department reassess the shady areas to make them less conducive to the smokers or identify how to limit the sales of cigarettes to underage individuals by the convenience store. The researcher would then cycle back to qualitative methods of asking at-risk population their perceptions of the changes, what factors are still at play, as well as quantitative research that includes teen smoking rates in the community, the incidence of new teen smokers, among others.

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Qualitative research is a fundamental part of understanding our society, it aids in the discovery of social norms, confirms or refutes different hypotheses about society and is a crucial part of the development of knowledge in modern society. Qualitative research is a method among many others of how we describe and explain our social world, however, it is the principal way that we base our starting theories of society to later be examined. “The label ‘qualitative research’ is used as an umbrella term for a series of approaches to research in the social sciences” (Flick 2007). While quantitative research is draws more attention to the numerical aspect of research and can assist in establishing mathematical support for hypotheses, qualitative research tends towards the ‘why’ and ‘how’ of different experiences. Interviews and participant observation are two of the most popular approaches when conducting qualitative research. Interviews can be branched off into structured, semi-structured and unstructured interviews, all of which have their own benefits and drawbacks as a research method. When a researcher uses interviews as their research method, a researcher will utilise all available meaning from the data collected. Although the effectiveness of interviews can be questioned depending on the situation or context in which the interview is being conducted, interviews are generally seen as an effective method of social research because of the authenticity of the interview process. Participant observation allows the researcher to see the ‘backstage culture’ of a particular group, therefore allowing the researcher to attain a more genuine opinion or conception on a particular matter. Participant observation encourages the researcher to observe more than just a select groups opinion, but also their behaviour, which helps the researcher understand why and how a group of people would have formed that opinion and come to that conclusion. In-depth interviews and participant observation offer different strengths and weaknesses depending as research methods that are highlighted depending on the topic being studied. In-depth interviews are generally fairly loose, semi-structured interviews that are commonly referred to as ‘conversations with a purpose’ (Burgess, cited in Mason, 1998:38). This structure helps an interviewee feel more at ease, therefore encouraging them to talk for longer about the topic being researched. They can be used to study in more detail with particular interviewees topics that have been covered in wider surveys. Alternatively, they can be used as a part of an ethnographic approach to researching a topic. The in-depth interview allows the researcher to establish more than just the interviewees opinion. “The validity of an interview will depend on the purpose of the interview and on epistemological conceptions of objectivity and knowledge” (Kvale, 2007). Conducting an open or semi-structured interview aids the interviewer in establishing a good rapport with the interviewee, thus breaking down more barriers between the two. This part of qualitative research is significantly beneficial in further the research past simply a superficial level of communication between the interviewee and interviewer. The use of open-ended and flexible questions are essential to ensuring the interviewee offers a broader and more developed response. A more structured interview approach would prevent the interviewer from receiving a more considered response, therefore preventing them from understanding the interviewee’s interpretations of events, personal experiences or views and opinions on topics. The in-depth interview is more of an ontological approach to social research because it places a lot of value on the person’s knowledge and experience. Although some researchers question the ability to fully understand someone’s beliefs in that short an amount of time, others justify it by claiming that you are able to understand a certain portrayal or depiction of an interviewee’s character and thus, their opinions from an interview. A widely appreciated strength of the in-depth interview is its ability to be conducted even among controversial or complex topics. Welcoming the interviewee’s own language and voice on the topic draws out a significantly different response than that of someone being interviewed through a questionnaire. Additionally, this benefit of in-depth interviews is applied in times where an interviewee is interested in interviewing those in society who are not often given an opportunity to voice their opinion. Due to the variety of ways that qualitative interviews can be approached, it is also a popular choice for researchers looking to conduct interviews about sensitive topics. Interviews offer a chance to introduce the topic at a more appropriate speed and with more awareness of the nature of the conversation. With these points in mind, it is clear that the most worthwhile aspect of in-depth interviews is its ability to draw out deeper and more elaborate responses from the interviewee, that would not otherwise be available in other research methods. The interview process allows the researcher to form some level of a relationship with the interviewee and therefore enables them to formulate a better level of understanding of the different responses from each interviewee, making the future analysis of the data all the more informative. The limitations of the in-depth interviews are fairly minimal, although each can be perceived as a valid reason to avoid using this method for research. “In a nutshell, researchers should however, choose the method that answers their research questions best, taking into consideration that the more accurate the researchers are when conducting and analysing the data, the more accurate the findings would be” (Alshenqeeti, 2014). Conducting in-depth interviews are incredibly time consuming, and require additional time to transcribe and analyse the data. The process may also require comparing different interviewees, structured interviews are easier to draw comparisons from, whereas semi-structured in-depth interviews have a tendency to become more personal and thus make it harder to compare. Additionally, the smaller number of interviewees make establishing a general result from the interviews quite challenging. The effectiveness of the interview can be called into question when the subject of bias is approached. By virtue of the in-depth interview being less standardised and more free flowing, the interviewer may not be aware that they are unintentionally bringing their own bias to the interview. Furthermore, due to in-depth interviews often venturing into unrelated areas, there is a possibility that it could bring up more personal topics in the interviewees life. This runs the risk of topics such as sexual orientation, disabilities or age being brought up which are unacceptable to bring up. Ultimately, in-depth interviews carry a great number of benefits in the field, but whether they are the suitable method for any research proposal is best reserved for the topic at hand. Participant observation involves a researcher immersing themselves in a group of people for a period of time, allowing the researcher to develop a better understanding of the groups behaviour. It allows the researcher to listen and participate in conversation, thus ensuring more insight into the groups opinions or attitudes toward the matter at hand. The advantages of participant observation as a research method are multiple, there is a strong validity to this method because it produces rich data about how people really live and form opinions, which the researcher sees first hand. The researcher also gains a sense of empathy through developing personal relationships with the group. By being and living as a member of the group, the researcher is able to understand the groups viewpoints and the meaning behind their values, all of which is authentic data. There is room for flexibility with participant observation, allowing the researcher to change the direction of their research and ask questions they would not have thought to ask before. It gives them the freedom to explore different ideas or situations that may come up and help further develop their research. One of the principal advantages of using participant observation as a research method is that it allows the researcher to place themselves as a fellow member in group that would normally have more hesitation towards them. Becoming a member of the group aids the researcher in gaining a rapport and trust among the members. It is a suitable alternative to situations where questioning or interviews are not satisfactory. The limitations of participant observation are fairly similar to those of the in-depth interview. There is the risk of bias, where the researcher may sympathise with the group and understand their point of view having spent more time with them. Additionally, participant observation can be very time consuming. This is made even more difficult if the researcher is conducting the research covertly. It takes time to build up a rapport with the group and can be very stressful to be under that amount of pressure for a significant amount of time. There is also an issue of ethics with the covert participant observation method, where the group being researched in unaware that they are being researched. It raises issues about ethics behind deceiving people to study them or obtain information on them. It is heightened if the researcher must participate in any illegal or immoral activity, even if it is for research purposes. Furthermore, in addition to it being challenging with in-depth interviews to form a general opinion of the data, participant observation makes that a challenge too. The sample sizes with participant observation are quite often small groups, and thus is difficult to generalise. It is also nearly impossible to repeat a participant observation research study, given it is entirely dependent on how the researcher decides to interact with the group. This limitation gives the method a sense of unreliability, as there is no real way to verify its validity with any other group. It has also been argued that participant observation is not a truthful representation of data attained from a sample group. It has been criticised for its lack of objectivity because it can be challenging for a researcher to remain subjective when forming opinions and avoid bias. This also runs in conjunction with what data the researcher thinks is relevant and worth analysing further, giving the researcher full independence to omit any information he believes is not worth noting. The concept called the ‘Hawthorne Effect’ which stipulates that people act differently when they know they are being observed is another drawback to participant observation if it is not being conducted covertly. There is a threat to the validity or authenticity of the study should the researcher draw an influenced conclusion to the study. As a whole, participant observation is an effective research tool if conducted without any influence of bias or false representation of opinion by the sample group, which is ultimately a challenge to ensure. It is favoured by sociologists who want to obtain rich and authentic insight into how a group formulates their opinions. Despite its limitations, it is still an effective method of research and enables social researchers to conduct research on more sensitive topics that would not be appropriate to approach through qualitative interviews. In-depth interviews and participant observation both hold substantial strengths and weaknesses which heavily depend on the topic being studied. “Qualitative research is not so much the formalised application of methodological routines as it is in the case of measurement-based research… Therefore, we should know more about how intuition in research works, and more generally, how research practices and routines work in qualitative research” (Flick, 2007). As social research methods, the two require advanced interpersonal skills and a great deal of patience in order to successfully conduct the research project. On balance, in-depth interviews are more reliable in terms of ensuring that the participant answers the questions directly, as opposed to the researcher having to spend more time observing to attain their information. Additionally, in-depth interviews allow the interviewer to steer the conversation to their preference, enabling them to draw as much information as possible in shorter amount of time. Participant observation may offer a deeper level of understanding in terms of gaining insight into the groups behaviour, however, the in-depth interview offers that with the additional benefit of being able to directly ask the interviewee as opposed to solely observing the behaviour. The information retrieved from participant observation may have more of the sample groups influence due to the researcher spending a prolonged period of time with the group, solidifying the in-depth interview’s position as a more reliable method of retrieving genuine data. The in-depth interview contains the benefits of participant observation, while also having a minimal number of limitations as a research method. Overall, in-depth interviewing surpasses participant observation as the more effective method by appearing as a reliable method of data collection, while having a lower probability of bias occurring and obtaining as much depth and insight as would be obtained through the participant observation method. It is a genuinely successful method of qualitative research and is rightfully used more often than participant observation to educate ourselves on our society.

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What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

Published on 4 April 2022 by Pritha Bhandari . Revised on 30 January 2023.

Qualitative research involves collecting and analysing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.

Qualitative research is the opposite of quantitative research , which involves collecting and analysing numerical data for statistical analysis.

Qualitative research is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, and history.

How does social media shape body image in teenagers?
How do children and adults interpret healthy eating in the UK?
What factors influence employee retention in a large organisation?
How is anxiety experienced around the world?
How can teachers integrate social issues into science curriculums?

Approaches to qualitative research, qualitative research methods, qualitative data analysis, advantages of qualitative research, disadvantages of qualitative research, frequently asked questions about qualitative research.

Common approaches include grounded theory, ethnography, action research, phenomenological research, and narrative research. They share some similarities, but emphasise different aims and perspectives.

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Each of the research approaches involve using one or more data collection methods . These are some of the most common qualitative methods:

Observations: recording what you have seen, heard, or encountered in detailed field notes.
Interviews: personally asking people questions in one-on-one conversations.
Focus groups: asking questions and generating discussion among a group of people.
Surveys : distributing questionnaires with open-ended questions.
Secondary research: collecting existing data in the form of texts, images, audio or video recordings, etc.
You take field notes with observations and reflect on your own experiences of the company culture.
You distribute open-ended surveys to employees across all the company’s offices by email to find out if the culture varies across locations.
You conduct in-depth interviews with employees in your office to learn about their experiences and perspectives in greater detail.

Qualitative researchers often consider themselves ‘instruments’ in research because all observations, interpretations and analyses are filtered through their own personal lens.

Qualitative data can take the form of texts, photos, videos and audio. For example, you might be working with interview transcripts, survey responses, fieldnotes, or recordings from natural settings.

Most types of qualitative data analysis share the same five steps:

Prepare and organise your data. This may mean transcribing interviews or typing up fieldnotes.
Review and explore your data. Examine the data for patterns or repeated ideas that emerge.
Develop a data coding system. Based on your initial ideas, establish a set of codes that you can apply to categorise your data.
Assign codes to the data. For example, in qualitative survey analysis, this may mean going through each participant’s responses and tagging them with codes in a spreadsheet. As you go through your data, you can create new codes to add to your system if necessary.
Identify recurring themes. Link codes together into cohesive, overarching themes.

There are several specific approaches to analysing qualitative data. Although these methods share similar processes, they emphasise different concepts.

Qualitative research often tries to preserve the voice and perspective of participants and can be adjusted as new research questions arise. Qualitative research is good for:

Flexibility

The data collection and analysis process can be adapted as new ideas or patterns emerge. They are not rigidly decided beforehand.

Natural settings

Data collection occurs in real-world contexts or in naturalistic ways.

Meaningful insights

Detailed descriptions of people’s experiences, feelings and perceptions can be used in designing, testing or improving systems or products.

Generation of new ideas

Open-ended responses mean that researchers can uncover novel problems or opportunities that they wouldn’t have thought of otherwise.

Researchers must consider practical and theoretical limitations in analysing and interpreting their data. Qualitative research suffers from:

Unreliability

The real-world setting often makes qualitative research unreliable because of uncontrolled factors that affect the data.

Subjectivity

Due to the researcher’s primary role in analysing and interpreting data, qualitative research cannot be replicated . The researcher decides what is important and what is irrelevant in data analysis, so interpretations of the same data can vary greatly.

Limited generalisability

Small samples are often used to gather detailed data about specific contexts. Despite rigorous analysis procedures, it is difficult to draw generalisable conclusions because the data may be biased and unrepresentative of the wider population .

Labour-intensive

Although software can be used to manage and record large amounts of text, data analysis often has to be checked or performed manually.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

There are five common approaches to qualitative research :

Grounded theory involves collecting data in order to develop new theories.
Ethnography involves immersing yourself in a group or organisation to understand its culture.
Narrative research involves interpreting stories to understand how people make sense of their experiences and perceptions.
Phenomenological research involves investigating phenomena through people’s lived experiences.
Action research links theory and practice in several cycles to drive innovative changes.

There are various approaches to qualitative data analysis , but they all share five steps in common:

Prepare and organise your data.
Review and explore your data.
Develop a data coding system.
Assign codes to the data.
Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

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Qualitative Research: Advantages and Limitations Essay

Introduction, main challenges of qualitative researchers, ways to limit challenges.

When choosing the research method, researchers face a choice between the qualitative and quantitative types of work. Each of them has its advantages and disadvantages, which are essential to consider to understand how the approach can limit or contribute to the successful completion of the study. As part of this work, a qualitative method of conducting scientific research was chosen, focusing on collecting information from direct those experiencing the problem. However, before proceeding with the work, it is necessary to consider the challenges that may arise during the experiment.

One of the main issues that arise when conducting qualitative research is an increased possibility of bias among participants. Thus, research stated that “qualitative researchers generally agree that considering concepts such as rigor and trustworthiness are more pertinent to the reflexive, subjective nature of qualitative research” (Galdas, 2017, p. 1). Bias can seriously affect research work quality, accuracy, and relevance (Johnson et al., 2020; Toews et al., 2017). Another problem in the qualitative research framework may be a significant expenditure of time and resources (Tracy, 2019). Therefore, it may require high costs for researchers since the work involves working with a human resource.

For researchers, it is necessary to find ways that can limit the allocated challenges of qualitative research. Thus, to reduce bias, it is necessary to develop a clear plan for conducting scientific work and a method for collecting information (Shelton & Goodwin, 2022). Moreover, when conducting surveys or interviews, it is crucial to ask general questions before asking narrower questions. To diminish the costs of a temporary resource, careful preparation of all the components included in the research is also necessary.

In conclusion, qualitative research has advantages and limitations, which are critically important to study before conducting research. This approach consists in working with individuals, which causes such challenges as bias and large expenditures of time resources. Researchers should carefully prepare for work, identify questions for surveys and interviews in advance and be ready for issues to arise. Therefore, despite the positive aspects of qualitative research, first of all, the consideration of negative aspects becomes a valuable aspect.

Galdas, P. (2017). Revisiting bias in qualitative research: Reflections on its relationship with funding and impact . International Journal of Qualitative Methods, 16 (1). Web.

Johnson, J. L., Adkins, D., & Chauvin, S. (2020). A review of the quality indicators of rigor in qualitative research . American Journal of Pharmaceutical Education, 84 (1). Web.

Toews, I., Booth, A., Berg, R. C., Lewin, S., Glenton, C., Munthe-Kaas, H. M.,… & Meerpohl, J. J. (2017). Further exploration of dissemination bias in qualitative research required to facilitate assessment within qualitative evidence syntheses . Journal of Clinical Epidemiology, 88 , 133-139. Web.

Tracy, S. J. (2019). Qualitative research methods: Collecting evidence, crafting analysis, communicating impact . John Wiley & Sons.

Shelton, C., & Goodwin, D. (2022). How to plan and report a qualitative study . Anaesthesia . Web.

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Essay on Qualitative vs. Quantitative Research

Both qualitative and quantitative researches are valued in the research world and are often used together under a single project. This is despite the fact that they have significant differences in terms of their theoretical, epistemological, and methodological formations. Qualitative research is usually in form of words while quantitative research takes the numerical approach. This paper discusses the similarities, differences, advantages, and disadvantages of qualitative and quantitative research and provides a personal stand.

Similarities

Both qualitative and quantitative research approaches begin with a problem on which scholars seek to find answers. Without a research problem or question, there would be no reason for carrying out the study. Once a problem is formulated, researchers at their own discretion and depending on the nature of the question choose the appropriate type of research to employ. Just like in qualitative research, data obtained from quantitative analysis need to be analyzed (Miles & Huberman, 1994). This step is crucial for helping researchers to gain a deeper understanding of the issue under investigation. The findings of any research enjoy confirmability after undergoing a thorough examination and auditing process (Miles & Huberman, 1994).

Both types of research approaches require a concise plan before they are carried out. Once researchers formulate the study question, they must come up with a plan for investigating the matter (Yilmaz, 2013). Such plans include deciding the appropriate research technique to implement, estimating budgets, and deciding on the study areas. Failure to plan before embarking on the research project may compromise the research findings. In addition, both qualitative and quantitative research are dependent on each other and can be used for a single research project (Miles & Huberman, 1994). Quantitative data helps the qualitative research in finding a representative study sample and obtaining the background data. In the same way, qualitative research provides the quantitative side with the conceptual development and instrumentation (Miles & Huberman, 1994).

Differences

Qualitative research seeks to explain why things are the way they seem to be. It provides well-grounded descriptions and explanations of processes in identifiable local contexts (Miles & Huberman, 1994). Researchers use qualitative research to dig deeper into the problem and develop a relevant hypothesis for potential quantitative research. On the other hand, Quantitative research uses numerical data to state and quantify the problem (Yilmaz, 2013). Researchers in quantitative research use measurable data in formulating facts and uncovering the research pattern.

Quantitative research approach involves a larger number of participants for the purpose of gathering as much information as possible to summarize characteristics across large groups. This makes it a very expensive research approach. On the contrary, qualitative research approach describes a phenomenon in a more comprehensive manner. A relatively small number of participants take part in this type of research. This makes the overall process cheaper and time friendly.

Data collection methods differ significantly in the two research approaches. In quantitative research, scholars use surveys, questionnaires, and systematic measurements that involve numbers (Yilmaz, 2013). Moreover, they report their findings in impersonal third person prose by using numbers. This is different from the qualitative approach where only the participants’ observation and deep document analysis is necessary for conclusions to be drawn. Findings are disseminated in the first person’s narrative with sufficient quotations from the participants.

Advantages and Disadvantages of Qualitative Research

Qualitative data is based on human observations. Respondent’s observations connect the researcher to the most basic human experiences (Rahman, 2016). It gives a detailed production of participants’ opinions and feelings and helps in efficient interpretation of their actions (Miles & Huberman, 1994). Moreover, this research approach is interdisciplinary and entails a wide range of research techniques and epistemological viewpoints. Data collection methods in qualitative approach are both detailed and subjective (Rahman, 2016). Direct observations, unstructured interviews, and participant observation are the most common techniques employed in this type of research. Researchers have the opportunity to mingle directly with the respondents and obtain first-hand information.

On the negative side, the smaller population sample used in qualitative research raises credibility concerns (Rahman, 2016). The views of a small group of respondents may not necessarily reflect those of the entire population. Moreover, conducting this type of research on certain aspects such as the performance of students may be more challenging. In such instances, researchers prefer to use the quantitative approach instead (Rahman, 2016). Data analysis and interpretation in qualitative research is a more complex process. It is long, has elusive data, and has very stringent requirements for analysis (Rahman, 2016). In addition, developing a research question in this approach is a challenging task as the refining question mostly becomes continuous throughout the research process.

Advantages and Disadvantages of Quantitative Research

The findings of a quantitative research can be generalized to a whole population as it involves larger samples that are randomly selected by researchers (Rahman, 2016). Moreover, the methods used allows for use of statistical software in test taking (Rahman, 2016). This makes the approach time effective and efficient for tackling complex research questions. Quantitative research allows for objectivity and accuracy of the study results. This approach is well designed to provide essential information that supports generalization of a phenomenon under study. It involves few variables and many cases that guarantee the validity and credibility of the study results.

This research approach, however, has some limitations. There is a limited direct connection between the researcher and respondents. Scholars who adopt this approach measure variables at specific moments in time and disregards the past experiences of the respondents (Rahman, 2016). As a result, deep information is often ignored and only the overall picture of the variables is represented. The quantitative approach uses standard questions set and administered by researchers (Rahman, 2016). This might lead to structural bias by respondents and false representation. In some instances, data may only reflect the views of the sample under study instead of revealing the real situation. Moreover, preset questions and answers limit the freedom of expression by the respondents.

Preferred Method

I would prefer quantitative research method over the qualitative approach. Data management in this technique is much familiar and more accessible to researchers’ contexts (Miles & Huberman, 1994). It is a more scientific process that involves the collection, analysis, and interpretation of large amounts of data. Researchers have more control of the manner in which data is collected. Unlike qualitative data that requires descriptions, quantitative approach majors on numerical data (Yilmaz, 2013). With this type of data, I can use the various available software for classification and analyzes. Moreover, researchers are more flexible and free to interact with respondents. This gives an opportunity for obtaining first-hand information and learning more about other behavioral aspects of the population under study.

As highlighted above, qualitative and quantitative techniques are the two research approaches. Both seek to dig deeper into a particular problem, analyze the responses of a selected sample and make viable conclusions. However, qualitative research is much concerned with the description of peoples’ opinions, motivations, and reasons for a particular phenomenon. On the other hand, Quantitative research uses numerical data to state and explain research findings. Use of numerical data allows for objectivity and accuracy of the research results. However structural biases are common in this approach. Data collection and sampling in qualitative research is more detailed and subjective. Considering the different advantages and disadvantages of the two research approaches, I would go for the quantitative over qualitative research.

Miles, M., & Huberman, A. (1994). Qualitative data analysis (2nd Ed.). Beverly Hills: Sage.

Rahman, M. (2016). The Advantages and Disadvantages of Using Qualitative and Quantitative Approaches and Methods in Language “Testing and Assessment” Research: A Literature Review. Journal of Education and Learning , 6(1), 102.

Yilmaz, K. (2013). Comparison of Quantitative and Qualitative Research Traditions: epistemological, theoretical, and methodological differences. European Journal of Education , 48(2), 311-325.

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Qualitative Research: Data Collection, Analysis, and Management

Introduction.

In an earlier paper, 1 we presented an introduction to using qualitative research methods in pharmacy practice. In this article, we review some principles of the collection, analysis, and management of qualitative data to help pharmacists interested in doing research in their practice to continue their learning in this area. Qualitative research can help researchers to access the thoughts and feelings of research participants, which can enable development of an understanding of the meaning that people ascribe to their experiences. Whereas quantitative research methods can be used to determine how many people undertake particular behaviours, qualitative methods can help researchers to understand how and why such behaviours take place. Within the context of pharmacy practice research, qualitative approaches have been used to examine a diverse array of topics, including the perceptions of key stakeholders regarding prescribing by pharmacists and the postgraduation employment experiences of young pharmacists (see “Further Reading” section at the end of this article).

In the previous paper, 1 we outlined 3 commonly used methodologies: ethnography 2 , grounded theory 3 , and phenomenology. 4 Briefly, ethnography involves researchers using direct observation to study participants in their “real life” environment, sometimes over extended periods. Grounded theory and its later modified versions (e.g., Strauss and Corbin 5 ) use face-to-face interviews and interactions such as focus groups to explore a particular research phenomenon and may help in clarifying a less-well-understood problem, situation, or context. Phenomenology shares some features with grounded theory (such as an exploration of participants’ behaviour) and uses similar techniques to collect data, but it focuses on understanding how human beings experience their world. It gives researchers the opportunity to put themselves in another person’s shoes and to understand the subjective experiences of participants. 6 Some researchers use qualitative methodologies but adopt a different standpoint, and an example of this appears in the work of Thurston and others, 7 discussed later in this paper.

Qualitative work requires reflection on the part of researchers, both before and during the research process, as a way of providing context and understanding for readers. When being reflexive, researchers should not try to simply ignore or avoid their own biases (as this would likely be impossible); instead, reflexivity requires researchers to reflect upon and clearly articulate their position and subjectivities (world view, perspectives, biases), so that readers can better understand the filters through which questions were asked, data were gathered and analyzed, and findings were reported. From this perspective, bias and subjectivity are not inherently negative but they are unavoidable; as a result, it is best that they be articulated up-front in a manner that is clear and coherent for readers.

THE PARTICIPANT’S VIEWPOINT

What qualitative study seeks to convey is why people have thoughts and feelings that might affect the way they behave. Such study may occur in any number of contexts, but here, we focus on pharmacy practice and the way people behave with regard to medicines use (e.g., to understand patients’ reasons for nonadherence with medication therapy or to explore physicians’ resistance to pharmacists’ clinical suggestions). As we suggested in our earlier article, 1 an important point about qualitative research is that there is no attempt to generalize the findings to a wider population. Qualitative research is used to gain insights into people’s feelings and thoughts, which may provide the basis for a future stand-alone qualitative study or may help researchers to map out survey instruments for use in a quantitative study. It is also possible to use different types of research in the same study, an approach known as “mixed methods” research, and further reading on this topic may be found at the end of this paper.

The role of the researcher in qualitative research is to attempt to access the thoughts and feelings of study participants. This is not an easy task, as it involves asking people to talk about things that may be very personal to them. Sometimes the experiences being explored are fresh in the participant’s mind, whereas on other occasions reliving past experiences may be difficult. However the data are being collected, a primary responsibility of the researcher is to safeguard participants and their data. Mechanisms for such safeguarding must be clearly articulated to participants and must be approved by a relevant research ethics review board before the research begins. Researchers and practitioners new to qualitative research should seek advice from an experienced qualitative researcher before embarking on their project.

DATA COLLECTION

Whatever philosophical standpoint the researcher is taking and whatever the data collection method (e.g., focus group, one-to-one interviews), the process will involve the generation of large amounts of data. In addition to the variety of study methodologies available, there are also different ways of making a record of what is said and done during an interview or focus group, such as taking handwritten notes or video-recording. If the researcher is audio- or video-recording data collection, then the recordings must be transcribed verbatim before data analysis can begin. As a rough guide, it can take an experienced researcher/transcriber 8 hours to transcribe one 45-minute audio-recorded interview, a process than will generate 20–30 pages of written dialogue.

Many researchers will also maintain a folder of “field notes” to complement audio-taped interviews. Field notes allow the researcher to maintain and comment upon impressions, environmental contexts, behaviours, and nonverbal cues that may not be adequately captured through the audio-recording; they are typically handwritten in a small notebook at the same time the interview takes place. Field notes can provide important context to the interpretation of audio-taped data and can help remind the researcher of situational factors that may be important during data analysis. Such notes need not be formal, but they should be maintained and secured in a similar manner to audio tapes and transcripts, as they contain sensitive information and are relevant to the research. For more information about collecting qualitative data, please see the “Further Reading” section at the end of this paper.

DATA ANALYSIS AND MANAGEMENT

If, as suggested earlier, doing qualitative research is about putting oneself in another person’s shoes and seeing the world from that person’s perspective, the most important part of data analysis and management is to be true to the participants. It is their voices that the researcher is trying to hear, so that they can be interpreted and reported on for others to read and learn from. To illustrate this point, consider the anonymized transcript excerpt presented in Appendix 1 , which is taken from a research interview conducted by one of the authors (J.S.). We refer to this excerpt throughout the remainder of this paper to illustrate how data can be managed, analyzed, and presented.

Interpretation of Data

Interpretation of the data will depend on the theoretical standpoint taken by researchers. For example, the title of the research report by Thurston and others, 7 “Discordant indigenous and provider frames explain challenges in improving access to arthritis care: a qualitative study using constructivist grounded theory,” indicates at least 2 theoretical standpoints. The first is the culture of the indigenous population of Canada and the place of this population in society, and the second is the social constructivist theory used in the constructivist grounded theory method. With regard to the first standpoint, it can be surmised that, to have decided to conduct the research, the researchers must have felt that there was anecdotal evidence of differences in access to arthritis care for patients from indigenous and non-indigenous backgrounds. With regard to the second standpoint, it can be surmised that the researchers used social constructivist theory because it assumes that behaviour is socially constructed; in other words, people do things because of the expectations of those in their personal world or in the wider society in which they live. (Please see the “Further Reading” section for resources providing more information about social constructivist theory and reflexivity.) Thus, these 2 standpoints (and there may have been others relevant to the research of Thurston and others 7 ) will have affected the way in which these researchers interpreted the experiences of the indigenous population participants and those providing their care. Another standpoint is feminist standpoint theory which, among other things, focuses on marginalized groups in society. Such theories are helpful to researchers, as they enable us to think about things from a different perspective. Being aware of the standpoints you are taking in your own research is one of the foundations of qualitative work. Without such awareness, it is easy to slip into interpreting other people’s narratives from your own viewpoint, rather than that of the participants.

To analyze the example in Appendix 1 , we will adopt a phenomenological approach because we want to understand how the participant experienced the illness and we want to try to see the experience from that person’s perspective. It is important for the researcher to reflect upon and articulate his or her starting point for such analysis; for example, in the example, the coder could reflect upon her own experience as a female of a majority ethnocultural group who has lived within middle class and upper middle class settings. This personal history therefore forms the filter through which the data will be examined. This filter does not diminish the quality or significance of the analysis, since every researcher has his or her own filters; however, by explicitly stating and acknowledging what these filters are, the researcher makes it easer for readers to contextualize the work.

Transcribing and Checking

For the purposes of this paper it is assumed that interviews or focus groups have been audio-recorded. As mentioned above, transcribing is an arduous process, even for the most experienced transcribers, but it must be done to convert the spoken word to the written word to facilitate analysis. For anyone new to conducting qualitative research, it is beneficial to transcribe at least one interview and one focus group. It is only by doing this that researchers realize how difficult the task is, and this realization affects their expectations when asking others to transcribe. If the research project has sufficient funding, then a professional transcriber can be hired to do the work. If this is the case, then it is a good idea to sit down with the transcriber, if possible, and talk through the research and what the participants were talking about. This background knowledge for the transcriber is especially important in research in which people are using jargon or medical terms (as in pharmacy practice). Involving your transcriber in this way makes the work both easier and more rewarding, as he or she will feel part of the team. Transcription editing software is also available, but it is expensive. For example, ELAN (more formally known as EUDICO Linguistic Annotator, developed at the Technical University of Berlin) 8 is a tool that can help keep data organized by linking media and data files (particularly valuable if, for example, video-taping of interviews is complemented by transcriptions). It can also be helpful in searching complex data sets. Products such as ELAN do not actually automatically transcribe interviews or complete analyses, and they do require some time and effort to learn; nonetheless, for some research applications, it may be a valuable to consider such software tools.

All audio recordings should be transcribed verbatim, regardless of how intelligible the transcript may be when it is read back. Lines of text should be numbered. Once the transcription is complete, the researcher should read it while listening to the recording and do the following: correct any spelling or other errors; anonymize the transcript so that the participant cannot be identified from anything that is said (e.g., names, places, significant events); insert notations for pauses, laughter, looks of discomfort; insert any punctuation, such as commas and full stops (periods) (see Appendix 1 for examples of inserted punctuation), and include any other contextual information that might have affected the participant (e.g., temperature or comfort of the room).

Dealing with the transcription of a focus group is slightly more difficult, as multiple voices are involved. One way of transcribing such data is to “tag” each voice (e.g., Voice A, Voice B). In addition, the focus group will usually have 2 facilitators, whose respective roles will help in making sense of the data. While one facilitator guides participants through the topic, the other can make notes about context and group dynamics. More information about group dynamics and focus groups can be found in resources listed in the “Further Reading” section.

Reading between the Lines

During the process outlined above, the researcher can begin to get a feel for the participant’s experience of the phenomenon in question and can start to think about things that could be pursued in subsequent interviews or focus groups (if appropriate). In this way, one participant’s narrative informs the next, and the researcher can continue to interview until nothing new is being heard or, as it says in the text books, “saturation is reached”. While continuing with the processes of coding and theming (described in the next 2 sections), it is important to consider not just what the person is saying but also what they are not saying. For example, is a lengthy pause an indication that the participant is finding the subject difficult, or is the person simply deciding what to say? The aim of the whole process from data collection to presentation is to tell the participants’ stories using exemplars from their own narratives, thus grounding the research findings in the participants’ lived experiences.

Smith 9 suggested a qualitative research method known as interpretative phenomenological analysis, which has 2 basic tenets: first, that it is rooted in phenomenology, attempting to understand the meaning that individuals ascribe to their lived experiences, and second, that the researcher must attempt to interpret this meaning in the context of the research. That the researcher has some knowledge and expertise in the subject of the research means that he or she can have considerable scope in interpreting the participant’s experiences. Larkin and others 10 discussed the importance of not just providing a description of what participants say. Rather, interpretative phenomenological analysis is about getting underneath what a person is saying to try to truly understand the world from his or her perspective.

Once all of the research interviews have been transcribed and checked, it is time to begin coding. Field notes compiled during an interview can be a useful complementary source of information to facilitate this process, as the gap in time between an interview, transcribing, and coding can result in memory bias regarding nonverbal or environmental context issues that may affect interpretation of data.

Coding refers to the identification of topics, issues, similarities, and differences that are revealed through the participants’ narratives and interpreted by the researcher. This process enables the researcher to begin to understand the world from each participant’s perspective. Coding can be done by hand on a hard copy of the transcript, by making notes in the margin or by highlighting and naming sections of text. More commonly, researchers use qualitative research software (e.g., NVivo, QSR International Pty Ltd; www.qsrinternational.com/products_nvivo.aspx ) to help manage their transcriptions. It is advised that researchers undertake a formal course in the use of such software or seek supervision from a researcher experienced in these tools.

Returning to Appendix 1 and reading from lines 8–11, a code for this section might be “diagnosis of mental health condition”, but this would just be a description of what the participant is talking about at that point. If we read a little more deeply, we can ask ourselves how the participant might have come to feel that the doctor assumed he or she was aware of the diagnosis or indeed that they had only just been told the diagnosis. There are a number of pauses in the narrative that might suggest the participant is finding it difficult to recall that experience. Later in the text, the participant says “nobody asked me any questions about my life” (line 19). This could be coded simply as “health care professionals’ consultation skills”, but that would not reflect how the participant must have felt never to be asked anything about his or her personal life, about the participant as a human being. At the end of this excerpt, the participant just trails off, recalling that no-one showed any interest, which makes for very moving reading. For practitioners in pharmacy, it might also be pertinent to explore the participant’s experience of akathisia and why this was left untreated for 20 years.

One of the questions that arises about qualitative research relates to the reliability of the interpretation and representation of the participants’ narratives. There are no statistical tests that can be used to check reliability and validity as there are in quantitative research. However, work by Lincoln and Guba 11 suggests that there are other ways to “establish confidence in the ‘truth’ of the findings” (p. 218). They call this confidence “trustworthiness” and suggest that there are 4 criteria of trustworthiness: credibility (confidence in the “truth” of the findings), transferability (showing that the findings have applicability in other contexts), dependability (showing that the findings are consistent and could be repeated), and confirmability (the extent to which the findings of a study are shaped by the respondents and not researcher bias, motivation, or interest).

One way of establishing the “credibility” of the coding is to ask another researcher to code the same transcript and then to discuss any similarities and differences in the 2 resulting sets of codes. This simple act can result in revisions to the codes and can help to clarify and confirm the research findings.

Theming refers to the drawing together of codes from one or more transcripts to present the findings of qualitative research in a coherent and meaningful way. For example, there may be examples across participants’ narratives of the way in which they were treated in hospital, such as “not being listened to” or “lack of interest in personal experiences” (see Appendix 1 ). These may be drawn together as a theme running through the narratives that could be named “the patient’s experience of hospital care”. The importance of going through this process is that at its conclusion, it will be possible to present the data from the interviews using quotations from the individual transcripts to illustrate the source of the researchers’ interpretations. Thus, when the findings are organized for presentation, each theme can become the heading of a section in the report or presentation. Underneath each theme will be the codes, examples from the transcripts, and the researcher’s own interpretation of what the themes mean. Implications for real life (e.g., the treatment of people with chronic mental health problems) should also be given.

DATA SYNTHESIS

In this final section of this paper, we describe some ways of drawing together or “synthesizing” research findings to represent, as faithfully as possible, the meaning that participants ascribe to their life experiences. This synthesis is the aim of the final stage of qualitative research. For most readers, the synthesis of data presented by the researcher is of crucial significance—this is usually where “the story” of the participants can be distilled, summarized, and told in a manner that is both respectful to those participants and meaningful to readers. There are a number of ways in which researchers can synthesize and present their findings, but any conclusions drawn by the researchers must be supported by direct quotations from the participants. In this way, it is made clear to the reader that the themes under discussion have emerged from the participants’ interviews and not the mind of the researcher. The work of Latif and others 12 gives an example of how qualitative research findings might be presented.

Planning and Writing the Report

As has been suggested above, if researchers code and theme their material appropriately, they will naturally find the headings for sections of their report. Qualitative researchers tend to report “findings” rather than “results”, as the latter term typically implies that the data have come from a quantitative source. The final presentation of the research will usually be in the form of a report or a paper and so should follow accepted academic guidelines. In particular, the article should begin with an introduction, including a literature review and rationale for the research. There should be a section on the chosen methodology and a brief discussion about why qualitative methodology was most appropriate for the study question and why one particular methodology (e.g., interpretative phenomenological analysis rather than grounded theory) was selected to guide the research. The method itself should then be described, including ethics approval, choice of participants, mode of recruitment, and method of data collection (e.g., semistructured interviews or focus groups), followed by the research findings, which will be the main body of the report or paper. The findings should be written as if a story is being told; as such, it is not necessary to have a lengthy discussion section at the end. This is because much of the discussion will take place around the participants’ quotes, such that all that is needed to close the report or paper is a summary, limitations of the research, and the implications that the research has for practice. As stated earlier, it is not the intention of qualitative research to allow the findings to be generalized, and therefore this is not, in itself, a limitation.

Planning out the way that findings are to be presented is helpful. It is useful to insert the headings of the sections (the themes) and then make a note of the codes that exemplify the thoughts and feelings of your participants. It is generally advisable to put in the quotations that you want to use for each theme, using each quotation only once. After all this is done, the telling of the story can begin as you give your voice to the experiences of the participants, writing around their quotations. Do not be afraid to draw assumptions from the participants’ narratives, as this is necessary to give an in-depth account of the phenomena in question. Discuss these assumptions, drawing on your participants’ words to support you as you move from one code to another and from one theme to the next. Finally, as appropriate, it is possible to include examples from literature or policy documents that add support for your findings. As an exercise, you may wish to code and theme the sample excerpt in Appendix 1 and tell the participant’s story in your own way. Further reading about “doing” qualitative research can be found at the end of this paper.

CONCLUSIONS

Qualitative research can help researchers to access the thoughts and feelings of research participants, which can enable development of an understanding of the meaning that people ascribe to their experiences. It can be used in pharmacy practice research to explore how patients feel about their health and their treatment. Qualitative research has been used by pharmacists to explore a variety of questions and problems (see the “Further Reading” section for examples). An understanding of these issues can help pharmacists and other health care professionals to tailor health care to match the individual needs of patients and to develop a concordant relationship. Doing qualitative research is not easy and may require a complete rethink of how research is conducted, particularly for researchers who are more familiar with quantitative approaches. There are many ways of conducting qualitative research, and this paper has covered some of the practical issues regarding data collection, analysis, and management. Further reading around the subject will be essential to truly understand this method of accessing peoples’ thoughts and feelings to enable researchers to tell participants’ stories.

Appendix 1. Excerpt from a sample transcript

The participant (age late 50s) had suffered from a chronic mental health illness for 30 years. The participant had become a “revolving door patient,” someone who is frequently in and out of hospital. As the participant talked about past experiences, the researcher asked:

What was treatment like 30 years ago?
Umm—well it was pretty much they could do what they wanted with you because I was put into the er, the er kind of system er, I was just on
endless section threes.
Really…
But what I didn’t realize until later was that if you haven’t actually posed a threat to someone or yourself they can’t really do that but I didn’t know
that. So wh-when I first went into hospital they put me on the forensic ward ’cause they said, “We don’t think you’ll stay here we think you’ll just
run-run away.” So they put me then onto the acute admissions ward and – er – I can remember one of the first things I recall when I got onto that
ward was sitting down with a er a Dr XXX. He had a book this thick [gestures] and on each page it was like three questions and he went through
all these questions and I answered all these questions. So we’re there for I don’t maybe two hours doing all that and he asked me he said “well
when did somebody tell you then that you have schizophrenia” I said “well nobody’s told me that” so he seemed very surprised but nobody had
actually [pause] whe-when I first went up there under police escort erm the senior kind of consultants people I’d been to where I was staying and
ermm so er [pause] I . . . the, I can remember the very first night that I was there and given this injection in this muscle here [gestures] and just
having dreadful side effects the next day I woke up [pause]
. . . and I suffered that akathesia I swear to you, every minute of every day for about 20 years.
Oh how awful.
And that side of it just makes life impossible so the care on the wards [pause] umm I don’t know it’s kind of, it’s kind of hard to put into words
[pause]. Because I’m not saying they were sort of like not friendly or interested but then nobody ever seemed to want to talk about your life [pause]
nobody asked me any questions about my life. The only questions that came into was they asked me if I’d be a volunteer for these student exams
and things and I said “yeah” so all the questions were like “oh what jobs have you done,” er about your relationships and things and er but
nobody actually sat down and had a talk and showed some interest in you as a person you were just there basically [pause] um labelled and you
know there was there was [pause] but umm [pause] yeah . . .

This article is the 10th in the CJHP Research Primer Series, an initiative of the CJHP Editorial Board and the CSHP Research Committee. The planned 2-year series is intended to appeal to relatively inexperienced researchers, with the goal of building research capacity among practising pharmacists. The articles, presenting simple but rigorous guidance to encourage and support novice researchers, are being solicited from authors with appropriate expertise.

Previous articles in this series:

Bond CM. The research jigsaw: how to get started. Can J Hosp Pharm . 2014;67(1):28–30.

Tully MP. Research: articulating questions, generating hypotheses, and choosing study designs. Can J Hosp Pharm . 2014;67(1):31–4.

Loewen P. Ethical issues in pharmacy practice research: an introductory guide. Can J Hosp Pharm. 2014;67(2):133–7.

Tsuyuki RT. Designing pharmacy practice research trials. Can J Hosp Pharm . 2014;67(3):226–9.

Bresee LC. An introduction to developing surveys for pharmacy practice research. Can J Hosp Pharm . 2014;67(4):286–91.

Gamble JM. An introduction to the fundamentals of cohort and case–control studies. Can J Hosp Pharm . 2014;67(5):366–72.

Austin Z, Sutton J. Qualitative research: getting started. C an J Hosp Pharm . 2014;67(6):436–40.

Houle S. An introduction to the fundamentals of randomized controlled trials in pharmacy research. Can J Hosp Pharm . 2014; 68(1):28–32.

Charrois TL. Systematic reviews: What do you need to know to get started? Can J Hosp Pharm . 2014;68(2):144–8.

Competing interests: None declared.

Qualitative Research in General

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Introduction, compare and contrast: qualitative and quantitative research, works cited.

Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications.
Denzin, N. K., & Lincoln, Y. S. (Eds.). (2018). The SAGE handbook of qualitative research (5th ed.). Sage Publications.
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Maxwell, J. A. (2013). Qualitative research design: An interactive approach (3rd ed.). Sage Publications.
Bryman, A. (2016). Social research methods (5th ed.). Oxford University Press.
Onwuegbuzie, A. J., & Leech, N. L. (2007). A call for qualitative power analyses. Quality & Quantity, 41(1), 105-121. https://doi.org/10.1007/s11135-006-9018-6
Babbie, E. (2016). The practice of social research (14th ed.). Cengage Learning.
Tashakkori, A., & Teddlie, C. (Eds.). (2019). SAGE handbook of mixed methods in social & behavioral research (3rd ed.). Sage Publications.
Morgan, D. L. (2013). Integrating qualitative and quantitative methods: A pragmatic approach. Sage Publications.

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Call for Chapters: Qualitative Research Methods for Dissertation Research

Call for Chapters: Qualitative Research Methods for Dissertation Research This guide provides doctoral scholars and researchers with the conventions of qualitative research for dissertation research. As an essential source, the collection is comprised of diverse resources from various perspectives for the methods and strategies to utilize the conventions of qualitative inquiry to prepare and advise doctoral scholars for rigorous qualitative dissertation research. The guide offers transdisciplinary perspectives across business, education, computer science, social and behavioral science, and the health sciences with a pathway to support a rationale for the choice of the qualitative method for the dissertation study and the subsequent design and implementation decisions needed thereafter for a qualitative dissertation study.

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27 March 2024

Tweeting your research paper boosts engagement but not citations

Bianca Nogrady

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Even before complaints about X’s declining quality, posting a paper on the social-media platform did not lead to a boost in citations. Credit: Matt Cardy/Getty

Posting about a research paper on social-media platform X (formerly known as Twitter) doesn’t translate into a bump in citations, according to a study that looked at 550 papers.

The finding comes as scientists are moving away from the platform in the wake of changes after its 2022 purchase by entrepreneur Elon Musk.

An international group of 11 researchers, who by the end of the experiment had between them nearly 230,000 followers on X, examined whether there was evidence that posting about a paper would increase its citation rate.

“There certainly is a correlation, and that’s been found in a lot of papers. But very few people have ever looked to see whether there’s any experimental causation,” says Trevor Branch, a marine ecologist at the University of Washington in Seattle and lead author on the paper, published in PLoS ONE last week 1 .

Every month for ten months, each researcher was allocated a randomly selected primary research article or review from a journal of their choice to post about on their personal account. Four randomly chosen articles from the same edition of the journal served as controls, which the researchers did not post about. They conducted the experiment in the period before Elon Musk took ownership of what was then known as Twitter and complaints of its declining quality increased.

‘Nail in the coffin’

Three years after the initial posts, the team compared the citation rates for the 110 posted articles with those of the 440 control articles, and found no significant difference. The researchers did acknowledge that their followers might not have been numerous enough to detect a statistically significant effect on citations.

The rate of daily downloads for the posted papers was nearly fourfold higher on the day that they were shared, compared with controls. Shared papers also had significantly higher accumulated Altmetric scores both 30 days and three years after the initial post. Calculated by London-based technology company Digital Science, an Altmetric score, says Branch, is a measure of how many people have looked at a paper and are talking about it, but it’s not a reliable indicator of a paper’s scientific worth. “It’s thoroughly biased by how many people with large followings tweet about it,” he says.

The findings echo those of information scientist Stefanie Haustein at the University of Ottawa, whose 2013 study 2 found a low correlation between posts and citations.

Haustein says the problem with using posts as a metric is that, even a decade ago, there was a lot of noise in the signal.

“We actually showed that a lot of the counts on Twitter you would get were bots, it wasn’t even humans,” says Haustein, who wasn’t involved in the new study.

She says the more recent departure of scientists from the platform has been the final nail in the coffin of the idea that posting could increase citations.

doi: https://doi.org/10.1038/d41586-024-00922-y

Branch, T. A. et al. PLoS ONE 19 , e0292201 (2024).

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Haustein, S., Peters, I., Sugimoto, C. R., Thelwall, M. & Larivière, V. J. Assoc. Inf. Sci. Technol. 65, 656–669 (2014).

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Qualitative research is a type of research that explores and provides deeper insights into real-world problems. Instead of collecting numerical data points or intervene or introduce treatments just like in quantitative research, qualitative research helps generate hypotheses as well as further inves …
International Journal of Qualitative Methods: Sage Journals
The journal, established in 2002, is an eclectic international forum for insights, innovations and advances in methods and study designs using qualitative or mixed methods research. The journal publishes methods papers and study protocols. View full journal description. This journal is a member of the Committee on Publication Ethics (COPE).
Qualitative research
Text preview of this essay: This page of the essay has 2,120 words. Download the full version above. Qualitative research is a fundamental part of understanding our society, it aids in the discovery of social norms, confirms or refutes different hypotheses about society and is a crucial part of the development of knowledge in modern society.
What Is Qualitative Research?
Revised on 30 January 2023. Qualitative research involves collecting and analysing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research. Qualitative research is the opposite of quantitative research, which ...
Qualitative Research: Advantages and Limitations Essay
In conclusion, qualitative research has advantages and limitations, which are critically important to study before conducting research. This approach consists in working with individuals, which causes such challenges as bias and large expenditures of time resources. Researchers should carefully prepare for work, identify questions for surveys ...
Essay on Qualitative vs. Quantitative Research
Researchers use qualitative research to dig deeper into the problem and develop a relevant hypothesis for potential quantitative research. On the other hand, Quantitative research uses numerical data to state and quantify the problem (Yilmaz, 2013). Researchers in quantitative research use measurable data in formulating facts and uncovering the ...
Qualitative Research: Data Collection, Analysis, and Management
Qualitative research is used to gain insights into people's feelings and thoughts, which may provide the basis for a future stand-alone qualitative study or may help researchers to map out survey instruments for use in a quantitative study. It is also possible to use different types of research in the same study, an approach known as "mixed ...
Qualitative Research Method
Qualitative research is known as an early form of social sciences. According to many theorists qualitative method allows researchers collect an in-depth understanding of human behavior, experiment, opinion, or attitude relating to individuals or a group or a case study through the key methods such as in-depth interview, focus group, observation ...
Qualitative Research: The Role of a Researcher
📝 The role of a researcher is to use a qualitative approach to acquire participants' views and attitudes to the problem and discuss them to answer the resea...
Qualitative Vs. Quantitative Research: [Essay Example], 1594 words
According to Rhodes (2014) qualitative research is an examination of variables and phenomenon in a deep and comprehensive manner. It is an approach used to gain an understanding of underlying reasons, opinions and motivations. It provides insight into problems or help to develop ideas or hypothesis for potential quantitative research.
cfp
contact email: [email protected]. Call for Chapters: Qualitative Research Methods for Dissertation Research. This guide provides doctoral scholars and researchers with the conventions of qualitative research for dissertation research. As an essential source, the collection is comprised of diverse resources from various perspectives for the ...
Sample papers
The following two sample papers were published in annotated form in the Publication Manual and are reproduced here as PDFs for your ease of use. The annotations draw attention to content and formatting and provide the relevant sections of the Publication Manual (7th ed.) to consult for more information.. Student sample paper with annotations (PDF, 4.95MB)
Tweeting your research paper boosts engagement but not citations
Posting about a research paper on social-media platform X (formerly known as Twitter) doesn't translate into a bump in citations, according to a study that looked at 550 papers. The finding ...

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A Qualitative Research Essay

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Qualitative Research: Advantages and Limitations Essay

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Qualitative Research: Data Collection, Analysis, and Management

THE PARTICIPANT’S VIEWPOINT

DATA COLLECTION

DATA ANALYSIS AND MANAGEMENT

Interpretation of Data

Transcribing and Checking

Reading between the Lines

DATA SYNTHESIS

Planning and Writing the Report

CONCLUSIONS

Appendix 1. Excerpt from a sample transcript

Further Reading

Qualitative Research in General

Group Dynamics in Focus Groups

Social Constructivism

Mixed Methods

Collecting Qualitative Data

Constructivist Grounded Theory

Difference Between Qualitative and Quantitative Research

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