sample questions about qualitative research

83 Qualitative Research Questions & Examples

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Qualitative research questions help you understand consumer sentiment. They’re strategically designed to show organizations how and why people feel the way they do about a brand, product, or service. It looks beyond the numbers and is one of the most telling types of market research a company can do.

The UK Data Service describes this perfectly, saying, “The value of qualitative research is that it gives a voice to the lived experience .”

Read on to see seven use cases and 83 qualitative research questions, with the added bonus of examples that show how to get similar insights faster with Similarweb Research Intelligence.

What is a qualitative research question?

A qualitative research question explores a topic in-depth, aiming to better understand the subject through interviews, observations, and other non-numerical data. Qualitative research questions are open-ended, helping to uncover a target audience’s opinions, beliefs, and motivations.

How to choose qualitative research questions?

Choosing the right qualitative research questions can be incremental to the success of your research and the findings you uncover. Here’s my six-step process for choosing the best qualitative research questions.

• Start by understanding the purpose of your research. What do you want to learn? What outcome are you hoping to achieve?
• Consider who you are researching. What are their experiences, attitudes, and beliefs? How can you best capture these in your research questions ?
• Keep your questions open-ended . Qualitative research questions should not be too narrow or too broad. Aim to ask specific questions to provide meaningful answers but broad enough to allow for exploration.
• Balance your research questions. You don’t want all of your questions to be the same type. Aim to mix up your questions to get a variety of answers.
• Ensure your research questions are ethical and free from bias. Always have a second (and third) person check for unconscious bias.
• Consider the language you use. Your questions should be written in a way that is clear and easy to understand. Avoid using jargon , acronyms, or overly technical language.

Types of qualitative research questions

For a question to be considered qualitative, it usually needs to be open-ended. However, as I’ll explain, there can sometimes be a slight cross-over between quantitative and qualitative research questions.

Open-ended questions

These allow for a wide range of responses and can be formatted with multiple-choice answers or a free-text box to collect additional details. The next two types of qualitative questions are considered open questions, but each has its own style and purpose.

• Probing questions are used to delve deeper into a respondent’s thoughts, such as “Can you tell me more about why you feel that way?”
• Comparative questions ask people to compare two or more items, such as “Which product do you prefer and why?” These qualitative questions are highly useful for understanding brand awareness , competitive analysis , and more.

Closed-ended questions

These ask respondents to choose from a predetermined set of responses, such as “On a scale of 1-5, how satisfied are you with the new product?” While they’re traditionally quantitative, adding a free text box that asks for extra comments into why a specific rating was chosen will provide qualitative insights alongside their respective quantitative research question responses.

• Ranking questions get people to rank items in order of preference, such as “Please rank these products in terms of quality.” They’re advantageous in many scenarios, like product development, competitive analysis, and brand awareness.
• Likert scale questions ask people to rate items on a scale, such as “On a scale of 1-5, how satisfied are you with the new product?” Ideal for placement on websites and emails to gather quick, snappy feedback.

Qualitative research question examples

There are many applications of qualitative research and lots of ways you can put your findings to work for the success of your business. Here’s a summary of the most common use cases for qualitative questions and examples to ask.

Qualitative questions for identifying customer needs and motivations

These types of questions help you find out why customers choose products or services and what they are looking for when making a purchase.

• What factors do you consider when deciding to buy a product?
• What would make you choose one product or service over another?
• What are the most important elements of a product that you would buy?
• What features do you look for when purchasing a product?
• What qualities do you look for in a company’s products?
• Do you prefer localized or global brands when making a purchase?
• How do you determine the value of a product?
• What do you think is the most important factor when choosing a product?
• How do you decide if a product or service is worth the money?
• Do you have any specific expectations when purchasing a product?
• Do you prefer to purchase products or services online or in person?
• What kind of customer service do you expect when buying a product?
• How do you decide when it is time to switch to a different product?
• Where do you research products before you decide to buy?
• What do you think is the most important customer value when making a purchase?

Qualitative research questions to enhance customer experience

Use these questions to reveal insights into how customers interact with a company’s products or services and how those experiences can be improved.

• What aspects of our product or service do customers find most valuable?
• How do customers perceive our customer service?
• What factors are most important to customers when purchasing?
• What do customers think of our brand?
• What do customers think of our current marketing efforts?
• How do customers feel about the features and benefits of our product?
• How do customers feel about the price of our product or service?
• How could we improve the customer experience?
• What do customers think of our website or app?
• What do customers think of our customer support?
• What could we do to make our product or service easier to use?
• What do customers think of our competitors?
• What is your preferred way to access our site?
• How do customers feel about our delivery/shipping times?
• What do customers think of our loyalty programs?

Qualitative research question example for customer experience

• ‍♀️ Question: What is your preferred way to access our site?
• Insight sought: How mobile-dominant are consumers? Should you invest more in mobile optimization or mobile marketing?
• Challenges with traditional qualitative research methods: While using this type of question is ideal if you have a large database to survey when placed on a site or sent to a limited customer list, it only gives you a point-in-time perspective from a limited group of people.
• A new approach: You can get better, broader insights quicker with Similarweb Digital Research Intelligence. To fully inform your research, you need to know preferences at the industry or market level.
• ⏰ Time to insight: 30 seconds
• ✅ How it’s done: Similarweb offers multiple ways to answer this question without going through a lengthy qualitative research process. 

First, I’m going to do a website market analysis of the banking credit and lending market in the finance sector to get a clearer picture of industry benchmarks.

Here, I can view device preferences across any industry or market instantly. It shows me the device distribution for any country across any period. This clearly answers the question of how mobile dominate my target audience is , with 59.79% opting to access site via a desktop vs. 40.21% via mobile

I then use the trends section to show me the exact split between mobile and web traffic for each key player in my space. Let’s say I’m about to embark on a competitive campaign that targets customers of Chase and Bank of America ; I can see both their audiences are highly desktop dominant compared with others in their space .

Qualitative question examples for developing new products or services

Research questions like this can help you understand customer pain points and give you insights to develop products that meet those needs.

• What is the primary reason you would choose to purchase a product from our company?
• How do you currently use products or services that are similar to ours?
• Is there anything that could be improved with products currently on the market?
• What features would you like to see added to our products?
• How do you prefer to contact a customer service team?
• What do you think sets our company apart from our competitors?
• What other product or service offerings would like to see us offer?
• What type of information would help you make decisions about buying a product?
• What type of advertising methods are most effective in getting your attention?
• What is the biggest deterrent to purchasing products from us?

Qualitative research question example for service development

• ‍♀️ Question: What type of advertising methods are most effective in getting your attention?
• Insight sought: The marketing channels and/or content that performs best with a target audience .
• Challenges with traditional qualitative research methods: When using qualitative research surveys to answer questions like this, the sample size is limited, and bias could be at play.
• A better approach: The most authentic insights come from viewing real actions and results that take place in the digital world. No questions or answers are needed to uncover this intel, and the information you seek is readily available in less than a minute.
• ⏰ Time to insight: 5 minutes
• ✅ How it’s done: There are a few ways to approach this. You can either take an industry-wide perspective or hone in on specific competitors to unpack their individual successes. Here, I’ll quickly show a snapshot with a whole market perspective.

Using the market analysis element of Similarweb Digital Intelligence, I select my industry or market, which I’ve kept as banking and credit. A quick click into marketing channels shows me which channels drive the highest traffic in my market. Taking direct traffic out of the equation, for now, I can see that referrals and organic traffic are the two highest-performing channels in this market.

Similarweb allows me to view the specific referral partners and pages across these channels. 

Looking closely at referrals in this market, I’ve chosen chase.com and its five closest rivals . I select referrals in the channel traffic element of marketing channels. I see that Capital One is a clear winner, gaining almost 25 million visits due to referral partnerships.

Next, I get to see exactly who is referring traffic to Capital One and the total traffic share for each referrer. I can see the growth as a percentage and how that has changed, along with an engagement score that rates the average engagement level of that audience segment. This is particularly useful when deciding on which new referral partnerships to pursue.  

Once I’ve identified the channels and campaigns that yield the best results, I can then use Similarweb to dive into the various ad creatives and content that have the greatest impact.

These ads are just a few of those listed in the creatives section from my competitive website analysis of Capital One. You can filter this list by the specific campaign, publishers, and ad networks to view those that matter to you most. You can also discover video ad creatives in the same place too.

In just five minutes ⏰ 

• I’ve captured audience loyalty statistics across my market
• Spotted the most competitive players
• Identified the marketing channels my audience is most responsive to
• I know which content and campaigns are driving the highest traffic volume
• I’ve created a target list for new referral partners and have been able to prioritize this based on results and engagement figures from my rivals
• I can see the types of creatives that my target audience is responding to, giving me ideas for ways to generate effective copy for future campaigns

Qualitative questions to determine pricing strategies

Companies need to make sure pricing stays relevant and competitive. Use these questions to determine customer perceptions on pricing and develop pricing strategies to maximize profits and reduce churn.

• How do you feel about our pricing structure?
• How does our pricing compare to other similar products?
• What value do you feel you get from our pricing?
• How could we make our pricing more attractive?
• What would be an ideal price for our product?
• Which features of our product that you would like to see priced differently?
• What discounts or deals would you like to see us offer?
• How do you feel about the amount you have to pay for our product?

Get Faster Answers to Qualitative Research Questions with Similarweb Today

Qualitative research question example for determining pricing strategies.

• ‍♀️ Question: What discounts or deals would you like to see us offer?
• Insight sought: The promotions or campaigns that resonate with your target audience.
• Challenges with traditional qualitative research methods: Consumers don’t always recall the types of ads or campaigns they respond to. Over time, their needs and habits change. Your sample size is limited to those you ask, leaving a huge pool of unknowns at play.
• A better approach: While qualitative insights are good to know, you get the most accurate picture of the highest-performing promotion and campaigns by looking at data collected directly from the web. These analytics are real-world, real-time, and based on the collective actions of many, instead of the limited survey group you approach. By getting a complete picture across an entire market, your decisions are better informed and more aligned with current market trends and behaviors.
• ✅ How it’s done: Similarweb’s Popular Pages feature shows the content, products, campaigns, and pages with the highest growth for any website. So, if you’re trying to unpack the successes of others in your space and find out what content resonates with a target audience, there’s a far quicker way to get answers to these questions with Similarweb.

Here, I’m using Capital One as an example site. I can see trending pages on their site showing the largest increase in page views. Other filters include campaign, best-performing, and new–each of which shows you page URLs, share of traffic, and growth as a percentage. This page is particularly useful for staying on top of trending topics , campaigns, and new content being pushed out in a market by key competitors.

Qualitative research questions for product development teams

It’s vital to stay in touch with changing consumer needs. These questions can also be used for new product or service development, but this time, it’s from the perspective of a product manager or development team. 

• What are customers’ primary needs and wants for this product?
• What do customers think of our current product offerings?
• What is the most important feature or benefit of our product?
• How can we improve our product to meet customers’ needs better?
• What do customers like or dislike about our competitors’ products?
• What do customers look for when deciding between our product and a competitor’s?
• How have customer needs and wants for this product changed over time?
• What motivates customers to purchase this product?
• What is the most important thing customers want from this product?
• What features or benefits are most important when selecting a product?
• What do customers perceive to be our product’s pros and cons?
• What would make customers switch from a competitor’s product to ours?
• How do customers perceive our product in comparison to similar products?
• What do customers think of our pricing and value proposition?
• What do customers think of our product’s design, usability, and aesthetics?

Qualitative questions examples to understand customer segments

Market segmentation seeks to create groups of consumers with shared characteristics. Use these questions to learn more about different customer segments and how to target them with tailored messaging.

• What motivates customers to make a purchase?
• How do customers perceive our brand in comparison to our competitors?
• How do customers feel about our product quality?
• How do customers define quality in our products?
• What factors influence customers’ purchasing decisions ?
• What are the most important aspects of customer service?
• What do customers think of our customer service?
• What do customers think of our pricing?
• How do customers rate our product offerings?
• How do customers prefer to make purchases (online, in-store, etc.)?

Qualitative research question example for understanding customer segments

• ‍♀️ Question: Which social media channels are you most active on?
• Insight sought: Formulate a social media strategy . Specifically, the social media channels most likely to succeed with a target audience.
• Challenges with traditional qualitative research methods: Qualitative research question responses are limited to those you ask, giving you a limited sample size. Questions like this are usually at risk of some bias, and this may not be reflective of real-world actions.
• A better approach: Get a complete picture of social media preferences for an entire market or specific audience belonging to rival firms. Insights are available in real-time, and are based on the actions of many, not a select group of participants. Data is readily available, easy to understand, and expandable at a moment’s notice.
• ✅ How it’s done: Using Similarweb’s website analysis feature, you can get a clear breakdown of social media stats for your audience using the marketing channels element. It shows the percentage of visits from each channel to your site, respective growth, and specific referral pages by each platform. All data is expandable, meaning you can select any platform, period, and region to drill down and get more accurate intel, instantly.

This example shows me Bank of America’s social media distribution, with YouTube , Linkedin , and Facebook taking the top three spots, and accounting for almost 80% of traffic being driven from social media.

When doing any type of market research, it’s important to benchmark performance against industry averages and perform a social media competitive analysis to verify rival performance across the same channels.

Qualitative questions to inform competitive analysis

Organizations must assess market sentiment toward other players to compete and beat rival firms. Whether you want to increase market share , challenge industry leaders , or reduce churn, understanding how people view you vs. the competition is key.

• What is the overall perception of our competitors’ product offerings in the market?
• What attributes do our competitors prioritize in their customer experience?
• What strategies do our competitors use to differentiate their products from ours?
• How do our competitors position their products in relation to ours?
• How do our competitors’ pricing models compare to ours?
• What do consumers think of our competitors’ product quality?
• What do consumers think of our competitors’ customer service?
• What are the key drivers of purchase decisions in our market?
• What is the impact of our competitors’ marketing campaigns on our market share ? 10. How do our competitors leverage social media to promote their products?

Qualitative research question example for competitive analysis

• ‍♀️ Question: What other companies do you shop with for x?
• Insight sought: W ho are your competitors? Which of your rival’s sites do your customers visit? How loyal are consumers in your market?
• Challenges with traditional qualitative research methods:  Sample size is limited, and customers could be unwilling to reveal which competitors they shop with, or how often they around. Where finances are involved, people can act with reluctance or bias, and be unwilling to reveal other suppliers they do business with.
• A better approach: Get a complete picture of your audience’s loyalty, see who else they shop with, and how many other sites they visit in your competitive group. Find out the size of the untapped opportunity and which players are doing a better job at attracting unique visitors – without having to ask people to reveal their preferences.
• ✅ How it’s done: Similarweb website analysis shows you the competitive sites your audience visits, giving you access to data that shows cross-visitation habits, audience loyalty, and untapped potential in a matter of minutes.

Using the audience interests element of Similarweb website analysis, you can view the cross-browsing behaviors of a website’s audience instantly. You can see a matrix that shows the percentage of visitors on a target site and any rival site they may have visited.

With the Similarweb audience overlap feature, view the cross-visitation habits of an audience across specific websites. In this example, I chose chase.com and its four closest competitors to review. For each intersection, you see the number of unique visitors and the overall proportion of each site’s audience it represents. It also shows the volume of unreached potential visitors.

Here, you can see a direct comparison of the audience loyalty represented in a bar graph. It shows a breakdown of each site’s audience based on how many other sites they have visited. Those sites with the highest loyalty show fewer additional sites visited.

From the perspective of chase.com, I can see 47% of their visitors do not visit rival sites. 33% of their audience visited 1 or more sites in this group, 14% visited 2 or more sites, 4% visited 3 or more sites, and just 0.8% viewed all sites in this comparison. 

How to answer qualitative research questions with Similarweb

Similarweb Research Intelligence drastically improves market research efficiency and time to insight. Both of these can impact the bottom line and the pace at which organizations can adapt and flex when markets shift, and rivals change tactics.

Outdated practices, while still useful, take time . And with a quicker, more efficient way to garner similar insights, opting for the fast lane puts you at a competitive advantage.

With a birds-eye view of the actions and behaviors of companies and consumers across a market , you can answer certain research questions without the need to plan, do, and review extensive qualitative market research .

Wrapping up

Qualitative research methods have been around for centuries. From designing the questions to finding the best distribution channels, collecting and analyzing findings takes time to get the insights you need. Similarweb Digital Research Intelligence drastically improves efficiency and time to insight. Both of which impact the bottom line and the pace at which organizations can adapt and flex when markets shift.

Similarweb’s suite of digital intelligence solutions offers unbiased, accurate, honest insights you can trust for analyzing any industry, market, or audience.

• Methodologies used for data collection are robust, transparent, and trustworthy.
• Clear presentation of data via an easy-to-use, intuitive platform.
• It updates dynamically–giving you the freshest data about an industry or market.
• Data is available via an API – so you can plug into platforms like Tableau or PowerBI to streamline your analyses.
• Filter and refine results according to your needs.

Are quantitative or qualitative research questions best?

Both have their place and purpose in market research. Qualitative research questions seek to provide details, whereas quantitative market research gives you numerical statistics that are easier and quicker to analyze. You get more flexibility with qualitative questions, and they’re non-directional.

What are the advantages of qualitative research?

Qualitative research is advantageous because it allows researchers to better understand their subject matter by exploring people’s attitudes, behaviors, and motivations in a particular context. It also allows researchers to uncover new insights that may not have been discovered with quantitative research methods.

What are some of the challenges of qualitative research?

Qualitative research can be time-consuming and costly, typically involving in-depth interviews and focus groups. Additionally, there are challenges associated with the reliability and validity of the collected data, as there is no universal standard for interpreting the results.

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How to write qualitative research questions.

11 min read Here’s how to write effective qualitative research questions for your projects, and why getting it right matters so much.

What is qualitative research?

Qualitative research is a blanket term covering a wide range of research methods and theoretical framing approaches. The unifying factor in all these types of qualitative study is that they deal with data that cannot be counted. Typically this means things like people’s stories, feelings, opinions and emotions , and the meanings they ascribe to their experiences.

Qualitative study is one of two main categories of research, the other being quantitative research. Quantitative research deals with numerical data – that which can be counted and quantified, and which is mostly concerned with trends and patterns in large-scale datasets.

What are research questions?

Research questions are questions you are trying to answer with your research. To put it another way, your research question is the reason for your study, and the beginning point for your research design. There is normally only one research question per study, although if your project is very complex, you may have multiple research questions that are closely linked to one central question.

A good qualitative research question sums up your research objective. It’s a way of expressing the central question of your research, identifying your particular topic and the central issue you are examining.

Research questions are quite different from survey questions, questions used in focus groups or interview questions. A long list of questions is used in these types of study, as opposed to one central question. Additionally, interview or survey questions are asked of participants, whereas research questions are only for the researcher to maintain a clear understanding of the research design.

Research questions are used in both qualitative and quantitative research , although what makes a good research question might vary between the two.

In fact, the type of research questions you are asking can help you decide whether you need to take a quantitative or qualitative approach to your research project.

Discover the fundamentals of qualitative research

Quantitative vs. qualitative research questions

Writing research questions is very important in both qualitative and quantitative research, but the research questions that perform best in the two types of studies are quite different.

Quantitative research questions

Quantitative research questions usually relate to quantities, similarities and differences.

It might reflect the researchers’ interest in determining whether relationships between variables exist, and if so whether they are statistically significant. Or it may focus on establishing differences between things through comparison, and using statistical analysis to determine whether those differences are meaningful or due to chance.

• How much? This kind of research question is one of the simplest. It focuses on quantifying something. For example:

How many Yoruba speakers are there in the state of Maine?

• What is the connection?

This type of quantitative research question examines how one variable affects another.

For example:

How does a low level of sunlight affect the mood scores (1-10) of Antarctic explorers during winter?

• What is the difference? Quantitative research questions in this category identify two categories and measure the difference between them using numerical data.

Do white cats stay cooler than tabby cats in hot weather?

If your research question fits into one of the above categories, you’re probably going to be doing a quantitative study.

Qualitative research questions

Qualitative research questions focus on exploring phenomena, meanings and experiences.

Unlike quantitative research, qualitative research isn’t about finding causal relationships between variables. So although qualitative research questions might touch on topics that involve one variable influencing another, or looking at the difference between things, finding and quantifying those relationships isn’t the primary objective.

In fact, you as a qualitative researcher might end up studying a very similar topic to your colleague who is doing a quantitative study, but your areas of focus will be quite different. Your research methods will also be different – they might include focus groups, ethnography studies, and other kinds of qualitative study.

A few example qualitative research questions:

• What is it like being an Antarctic explorer during winter?
• What are the experiences of Yoruba speakers in the USA?
• How do white cat owners describe their pets?

Qualitative research question types

Marshall and Rossman (1989) identified 4 qualitative research question types, each with its own typical research strategy and methods.

• Exploratory questions

Exploratory questions are used when relatively little is known about the research topic. The process researchers follow when pursuing exploratory questions might involve interviewing participants, holding focus groups, or diving deep with a case study.

• Explanatory questions

With explanatory questions, the research topic is approached with a view to understanding the causes that lie behind phenomena. However, unlike a quantitative project, the focus of explanatory questions is on qualitative analysis of multiple interconnected factors that have influenced a particular group or area, rather than a provable causal link between dependent and independent variables.

• Descriptive questions

As the name suggests, descriptive questions aim to document and record what is happening. In answering descriptive questions , researchers might interact directly with participants with surveys or interviews, as well as using observational studies and ethnography studies that collect data on how participants interact with their wider environment.

• Predictive questions

Predictive questions start from the phenomena of interest and investigate what ramifications it might have in the future. Answering predictive questions may involve looking back as well as forward, with content analysis, questionnaires and studies of non-verbal communication (kinesics).

Why are good qualitative research questions important?

We know research questions are very important. But what makes them so essential? (And is that question a qualitative or quantitative one?)

Getting your qualitative research questions right has a number of benefits.

• It defines your qualitative research project Qualitative research questions definitively nail down the research population, the thing you’re examining, and what the nature of your answer will be.This means you can explain your research project to other people both inside and outside your business or organization. That could be critical when it comes to securing funding for your project, recruiting participants and members of your research team, and ultimately for publishing your results. It can also help you assess right the ethical considerations for your population of study.
• It maintains focus Good qualitative research questions help researchers to stick to the area of focus as they carry out their research. Keeping the research question in mind will help them steer away from tangents during their research or while they are carrying out qualitative research interviews. This holds true whatever the qualitative methods are, whether it’s a focus group, survey, thematic analysis or other type of inquiry.That doesn’t mean the research project can’t morph and change during its execution – sometimes this is acceptable and even welcome – but having a research question helps demarcate the starting point for the research. It can be referred back to if the scope and focus of the project does change.
• It helps make sure your outcomes are achievable

Because qualitative research questions help determine the kind of results you’re going to get, it helps make sure those results are achievable. By formulating good qualitative research questions in advance, you can make sure the things you want to know and the way you’re going to investigate them are grounded in practical reality. Otherwise, you may be at risk of taking on a research project that can’t be satisfactorily completed.

Developing good qualitative research questions

All researchers use research questions to define their parameters, keep their study on track and maintain focus on the research topic. This is especially important with qualitative questions, where there may be exploratory or inductive methods in use that introduce researchers to new and interesting areas of inquiry. Here are some tips for writing good qualitative research questions.

1. Keep it specific

Broader research questions are difficult to act on. They may also be open to interpretation, or leave some parameters undefined.

Strong example: How do Baby Boomers in the USA feel about their gender identity?

Weak example: Do people feel different about gender now?

2. Be original

Look for research questions that haven’t been widely addressed by others already.

Strong example: What are the effects of video calling on women’s experiences of work?

Weak example: Are women given less respect than men at work?

3. Make it research-worthy

Don’t ask a question that can be answered with a ‘yes’ or ‘no’, or with a quick Google search.

Strong example: What do people like and dislike about living in a highly multi-lingual country?

Weak example: What languages are spoken in India?

4. Focus your question

Don’t roll multiple topics or questions into one. Qualitative data may involve multiple topics, but your qualitative questions should be focused.

Strong example: What is the experience of disabled children and their families when using social services?

Weak example: How can we improve social services for children affected by poverty and disability?

4. Focus on your own discipline, not someone else’s

Avoid asking questions that are for the politicians, police or others to address.

Strong example: What does it feel like to be the victim of a hate crime?

Weak example: How can hate crimes be prevented?

5. Ask something researchable

Big questions, questions about hypothetical events or questions that would require vastly more resources than you have access to are not useful starting points for qualitative studies. Qualitative words or subjective ideas that lack definition are also not helpful.

Strong example: How do perceptions of physical beauty vary between today’s youth and their parents’ generation?

Weak example: Which country has the most beautiful people in it?

Related resources

Qualitative research design 12 min read, primary vs secondary research 14 min read, business research methods 12 min read, qualitative research interviews 11 min read, market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, request demo.

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Qualitative Research Questions: Gain Powerful Insights + 25 Examples

We review the basics of qualitative research questions, including their key components, how to craft them effectively, & 25 example questions.

Einstein was many things—a physicist, a philosopher, and, undoubtedly, a mastermind. He also had an incredible way with words. His quote, "Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted," is particularly poignant when it comes to research. 

Some inquiries call for a quantitative approach, for counting and measuring data in order to arrive at general conclusions. Other investigations, like qualitative research, rely on deep exploration and understanding of individual cases in order to develop a greater understanding of the whole. That’s what we’re going to focus on today.

Qualitative research questions focus on the "how" and "why" of things, rather than the "what". They ask about people's experiences and perceptions , and can be used to explore a wide range of topics.

The following article will discuss the basics of qualitative research questions, including their key components, and how to craft them effectively. You'll also find 25 examples of effective qualitative research questions you can use as inspiration for your own studies.

Let’s get started!

What are qualitative research questions, and when are they used?

When researchers set out to conduct a study on a certain topic, their research is chiefly directed by an overarching question . This question provides focus for the study and helps determine what kind of data will be collected.

By starting with a question, we gain parameters and objectives for our line of research. What are we studying? For what purpose? How will we know when we’ve achieved our goals?

Of course, some of these questions can be described as quantitative in nature. When a research question is quantitative, it usually seeks to measure or calculate something in a systematic way.

For example:

• How many people in our town use the library?
• What is the average income of families in our city?
• How much does the average person weigh?

Other research questions, however—and the ones we will be focusing on in this article—are qualitative in nature. Qualitative research questions are open-ended and seek to explore a given topic in-depth.

According to the Australian & New Zealand Journal of Psychiatry , “Qualitative research aims to address questions concerned with developing an understanding of the meaning and experience dimensions of humans’ lives and social worlds.”

This type of research can be used to gain a better understanding of people’s thoughts, feelings and experiences by “addressing questions beyond ‘what works’, towards ‘what works for whom when, how and why, and focusing on intervention improvement rather than accreditation,” states one paper in Neurological Research and Practice .

Qualitative questions often produce rich data that can help researchers develop hypotheses for further quantitative study.

• What are people’s thoughts on the new library?
• How does it feel to be a first-generation student at our school?
• How do people feel about the changes taking place in our town?

As stated by a paper in Human Reproduction , “...‘qualitative’ methods are used to answer questions about experience, meaning, and perspective, most often from the standpoint of the participant. These data are usually not amenable to counting or measuring.”

Both quantitative and qualitative questions have their uses; in fact, they often complement each other. A well-designed research study will include a mix of both types of questions in order to gain a fuller understanding of the topic at hand.

If you would like to recruit unlimited participants for qualitative research for free and only pay for the interview you conduct, try using Respondent  today. 

Crafting qualitative research questions for powerful insights

Now that we have a basic understanding of what qualitative research questions are and when they are used, let’s take a look at how you can begin crafting your own.

According to a study in the International Journal of Qualitative Studies in Education, there is a certain process researchers should follow when crafting their questions, which we’ll explore in more depth.

1. Beginning the process 

Start with a point of interest or curiosity, and pose a draft question or ‘self-question’. What do you want to know about the topic at hand? What is your specific curiosity? You may find it helpful to begin by writing several questions.

For example, if you’re interested in understanding how your customer base feels about a recent change to your product, you might ask: 

• What made you decide to try the new product?
• How do you feel about the change?
• What do you think of the new design/functionality?
• What benefits do you see in the change?

2. Create one overarching, guiding question 

At this point, narrow down the draft questions into one specific question. “Sometimes, these broader research questions are not stated as questions, but rather as goals for the study.”

As an example of this, you might narrow down these three questions: 

into the following question: 

• What are our customers’ thoughts on the recent change to our product?

3. Theoretical framing 

As you read the relevant literature and apply theory to your research, the question should be altered to achieve better outcomes. Experts agree that pursuing a qualitative line of inquiry should open up the possibility for questioning your original theories and altering the conceptual framework with which the research began.

If we continue with the current example, it’s possible you may uncover new data that informs your research and changes your question. For instance, you may discover that customers’ feelings about the change are not just a reaction to the change itself, but also to how it was implemented. In this case, your question would need to reflect this new information: 

• How did customers react to the process of the change, as well as the change itself?

4. Ethical considerations 

A study in the International Journal of Qualitative Studies in Education stresses that ethics are “a central issue when a researcher proposes to study the lives of others, especially marginalized populations.” Consider how your question or inquiry will affect the people it relates to—their lives and their safety. Shape your question to avoid physical, emotional, or mental upset for the focus group.

In analyzing your question from this perspective, if you feel that it may cause harm, you should consider changing the question or ending your research project. Perhaps you’ve discovered that your question encourages harmful or invasive questioning, in which case you should reformulate it.

5. Writing the question 

The actual process of writing the question comes only after considering the above points. The purpose of crafting your research questions is to delve into what your study is specifically about” Remember that qualitative research questions are not trying to find the cause of an effect, but rather to explore the effect itself.

Your questions should be clear, concise, and understandable to those outside of your field. In addition, they should generate rich data. The questions you choose will also depend on the type of research you are conducting: 

• If you’re doing a phenomenological study, your questions might be open-ended, in order to allow participants to share their experiences in their own words.
• If you’re doing a grounded-theory study, your questions might be focused on generating a list of categories or themes.
• If you’re doing ethnography, your questions might be about understanding the culture you’re studying.

Whenyou have well-written questions, it is much easier to develop your research design and collect data that accurately reflects your inquiry.

In writing your questions, it may help you to refer to this simple flowchart process for constructing questions:

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25 examples of expertly crafted qualitative research questions

It's easy enough to cover the theory of writing a qualitative research question, but sometimes it's best if you can see the process in practice. In this section, we'll list 25 examples of B2B and B2C-related qualitative questions.

Let's begin with five questions. We'll show you the question, explain why it's considered qualitative, and then give you an example of how it can be used in research.

1. What is the customer's perception of our company's brand?

Qualitative research questions are often open-ended and invite respondents to share their thoughts and feelings on a subject. This question is qualitative because it seeks customer feedback on the company's brand. 

This question can be used in research to understand how customers feel about the company's branding, what they like and don't like about it, and whether they would recommend it to others.

2. Why do customers buy our product?

This question is also qualitative because it seeks to understand the customer's motivations for purchasing a product. It can be used in research to identify the reasons  customers buy a certain product, what needs or desires the product fulfills for them, and how they feel about the purchase after using the product.

3. How do our customers interact with our products?

Again, this question is qualitative because it seeks to understand customer behavior. In this case, it can be used in research to see how customers use the product, how they interact with it, and what emotions or thoughts the product evokes in them.

4. What are our customers' biggest frustrations with our products?

By seeking to understand customer frustrations, this question is qualitative and can provide valuable insights. It can be used in research to help identify areas in which the company needs to make improvements with its products.

5. How do our customers feel about our customer service?

Rather than asking why customers like or dislike something, this question asks how they feel. This qualitative question can provide insights into customer satisfaction or dissatisfaction with a company. 

This type of question can be used in research to understand what customers think of the company's customer service and whether they feel it meets their needs.

20 more examples to refer to when writing your question

Now that you’re aware of what makes certain questions qualitative, let's move into 20 more examples of qualitative research questions:

• How do your customers react when updates are made to your app interface?
• How do customers feel when they complete their purchase through your ecommerce site?
• What are your customers' main frustrations with your service?
• How do people feel about the quality of your products compared to those of your competitors?
• What motivates customers to refer their friends and family members to your product or service?
• What are the main benefits your customers receive from using your product or service?
• How do people feel when they finish a purchase on your website?
• What are the main motivations behind customer loyalty to your brand?
• How does your app make people feel emotionally?
• For younger generations using your app, how does it make them feel about themselves?
• What reputation do people associate with your brand?
• How inclusive do people find your app?
• In what ways are your customers' experiences unique to them?
• What are the main areas of improvement your customers would like to see in your product or service?
• How do people feel about their interactions with your tech team?
• What are the top five reasons people use your online marketplace?
• How does using your app make people feel in terms of connectedness?
• What emotions do people experience when they're using your product or service?
• Aside from the features of your product, what else about it attracts customers?
• How does your company culture make people feel?

As you can see, these kinds of questions are completely open-ended. In a way, they allow the research and discoveries made along the way to direct the research. The questions are merely a starting point from which to explore.

This video offers tips on how to write good qualitative research questions, produced by Qualitative Research Expert, Kimberly Baker.

Wrap-up: crafting your own qualitative research questions.

Over the course of this article, we've explored what qualitative research questions are, why they matter, and how they should be written. Hopefully you now have a clear understanding of how to craft your own.

Remember, qualitative research questions should always be designed to explore a certain experience or phenomena in-depth, in order to generate powerful insights. As you write your questions, be sure to keep the following in mind:

• Are you being inclusive of all relevant perspectives?
• Are your questions specific enough to generate clear answers?
• Will your questions allow for an in-depth exploration of the topic at hand?
• Do the questions reflect your research goals and objectives?

If you can answer "yes" to all of the questions above, and you've followed the tips for writing qualitative research questions we shared in this article, then you're well on your way to crafting powerful queries that will yield valuable insights.

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How to Write Qualitative Research Questions: Types & Examples

Qualitative research questions focus on depth and quality, exploring the “why and how” behind decisions, without relying on statistical tools.

Unlike quantitative research, which aims to collect tangible, measurable data from a broader demographic, qualitative analysis involves smaller, focused datasets, identifying patterns for insights.

The information collected by qualitative surveys can vary from text to images, demanding a deep understanding of the subject, and therefore, crafting precise qualitative research questions is crucial for success.

In this guide, we’ll discuss how to write effective qualitative research questions, explore various types, and highlight characteristics of good qualitative research questions.

Let’s dive in!

What Are Qualitative Research Questions?

Qualitative questions aim to understand the depth and nuances of a phenomenon, focusing on “why” and “how” rather than quantifiable measures.

They explore subjective experiences, perspectives, and behaviors, often using open-ended inquiries to gather rich, descriptive data.

Unlike quantitative questions, which seek numerical data, qualitative questions try to find out meanings, patterns, and underlying processes within a specific context.

These questions are essential for exploring complex issues, generating hypotheses, and gaining deeper insights into human behavior and phenomena.

Here’s an example of a qualitative research question:

“How do you perceive and navigate organizational culture within a tech startup environment?”

This question asks about the respondent’s subjective interpretations and experiences of organizational culture within a specific context, such as a tech startup.

It seeks to uncover insights into the values, norms, and practices that shape workplace dynamics and employee behaviors, providing qualitative data for analysis and understanding.

When Should We Use Qualitative Research Questions?

Qualitative research questions typically aim to open up conversations, encourage detailed narratives, and foster a deep understanding of the subject matter. Here are some scenarios they are best suited for:

• Exploring Complex Phenomena : When the research topic involves understanding complex processes, behaviors, or interactions that cannot be quantified easily, qualitative questions help delve into these intricate details.
• Understanding Contexts and Cultures : To grasp the nuances of different social contexts, cultures, or subcultures, qualitative research questions allow for an in-depth exploration of these environments and how they influence individuals and groups.
• Exploring Perceptions and Experiences : When the aim is to understand people’s perceptions, experiences, or feelings about a particular subject, qualitative questions facilitate capturing the depth and variety of these perspectives.
• Developing Concepts or Theories : In the early stages of research, where concepts or theories are not yet well-developed, qualitative questions can help generate hypotheses, identify variables, and develop theoretical frameworks based on observations and interpretations.
• Investigating Processes : To understand how processes unfold over time and the factors that influence these processes, qualitative questions are useful for capturing the dynamics and complexities involved.
• Seeking to Understand Change : When researching how individuals or groups experience change, adapt to new circumstances, or make decisions, qualitative research questions can provide insights into the motivations, challenges, and strategies involved.
• Studying Phenomena Not Easily Quantified : For phenomena that are not easily captured through quantitative measures, such as emotions, beliefs, or motivations, qualitative questions can probe these abstract concepts more effectively.
• Addressing Sensitive or Taboo Topics : In studies where topics may be sensitive, controversial, or taboo, qualitative research questions allow for a respectful and empathetic exploration of these subjects, providing space for participants to share their experiences in their own words.

How to Write Qualitative Research Questions?

Read this guide to learn how you can craft well-thought-out qualitative research questions:

1. Begin with Your Research Goals

The first step in formulating qualitative research questions is to have a clear understanding of what you aim to discover or understand through your research. There are two types of qualitative questionnaires or research – Ontological and Epistemological.

Finding out the nature of your research influences all aspects of your research design, including the formulation of research questions.

Subsequently:

• Identify your main objective : Consider the broader context of your study. Are you trying to explore a phenomenon, understand a process, or interpret the meanings behind behaviors? Your main objective should guide the formulation of your questions, ensuring they are aligned with what you seek to achieve.
• Focus on the ‘how’ and ‘why’ : Qualitative research is inherently exploratory and aims to understand the nuances of human behavior and experience. Starting your questions with “how” or “why” encourages a deeper investigation into the motivations, processes, and contexts underlying the subject matter. This approach facilitates an open-ended exploration, allowing participants to provide rich, detailed responses that illuminate their perspectives and experiences.

Take a quick look at the following visual for a better understanding:

So, if you are doing Ontological research, ensure that the questions focus on the “what” aspects of reality (the premise of your research) and opt for the nature of the knowledge for Epistemological research.

2. Choose the Right Structure

The structure of your research questions significantly impacts the depth and quality of data you collect. Opting for an open-ended format allows respondents the flexibility to express themselves freely, providing insights that pre-defined answers might miss.

• Open-ended format : These questions do not constrain respondents to a set of predetermined answers, unlike closed-ended questions. By allowing participants to articulate their thoughts in their own words, you can uncover nuances and complexities in their responses that might otherwise be overlooked.
• Avoid yes/no questions : Yes/no questions tend to limit the depth of responses. While they might be useful for gathering straightforward factual information, they are not conducive to exploring the depths and nuances that qualitative research seeks to uncover. Encouraging participants to elaborate on their experiences and perspectives leads to richer, more informative data.

For example, take a look at some qualitative questions examples shown in the following image:

3. Be Clear and Specific

Clarity and specificity in your questions are crucial to ensure that participants understand what is being asked and that their responses are relevant to your research objectives.

• Use clear language : Use straightforward, understandable language in your questions. Avoid jargon, acronyms, or overly technical terms that might confuse participants or lead to misinterpretation. The goal is to make your questions accessible to everyone involved in your study.
• Be specific : While maintaining the open-ended nature of qualitative questions, it’s important to narrow down your focus to specific aspects of the phenomenon you’re studying. This specificity helps guide participants’ responses and ensures that the data you collect directly relates to your research objectives.

4. Ensure Relevance and Feasibility

Each question should be carefully considered for its relevance to your research goals and its feasibility, given the constraints of your study.

• Relevance : Questions should be crafted to address the core objectives of your research directly. They should probe areas that are essential to understanding the phenomenon under investigation and should align with your theoretical framework or literature review findings.
• Feasibility : Consider the practical aspects of your research, including the time available for data collection and analysis, resources, and access to participants. Questions should be designed to elicit meaningful responses within the constraints of your study, ensuring that you can gather and analyze data effectively.

5. Focus on a Single Concept or Theme per Question

To ensure clarity and depth, each question should concentrate on a single idea or theme. However, if your main qualitative research question is tough to understand or has a complex structure, you can create sub-questions in limited numbers and with a “ladder structure”.

This will help your respondents understand the overall research objective in mind, and your research can be executed in a better manner.

For example, suppose your main question is – “What is the current state of illiteracy in your state?”

Then, you can create the following subquestions: 

“How does illiteracy block progress in your state?”

“How would you best describe the feelings you have about illiteracy in your state?”

For an even better understanding, you can see the various examples of qualitative research questions in the following image:

Types of Qualitative Research Questions With Examples

Qualitative survey questions primarily focus on a specific group of respondents that are participating in case studies, surveys, ethnography studies, etc., rather than numbers or statistics.

As a result, the questions are mostly open-ended and can be subdivided into the following types as discussed below:

1. Descriptive Questions

Descriptive research questions aim to detail the “what” of a phenomenon, providing a comprehensive overview of the context, individuals, or situations under study. These questions are foundational, helping to establish a baseline understanding of the research topic.

• What are the daily experiences of teachers in urban elementary schools?
• What strategies do small businesses employ to adapt to rapid technological changes?
• How do young adults describe their transition from college to the workforce?
• What are the coping mechanisms of families with members suffering from chronic illnesses?
• How do community leaders perceive the impact of gentrification in their neighborhoods?

2. Interpretive Questions

Interpretive questions seek to understand the “how” and “why” behind a phenomenon, focusing on the meanings people attach to their experiences. These questions delve into the subjective interpretations and perceptions of participants.

• How do survivors of natural disasters interpret their experiences of recovery and rebuilding?
• Why do individuals engage in voluntary work within their communities?
• How do parents interpret and navigate the challenges of remote schooling for their children?
• Why do consumers prefer local products over global brands in certain markets?
• How do artists interpret the influence of digital media on traditional art forms?

3. Comparative Questions

Comparative research questions are designed to explore differences and similarities between groups, settings, or time periods. These questions can help to highlight the impact of specific variables on the phenomenon under study.

• How do the strategies for managing work-life balance compare between remote and office workers?
• What are the differences in consumer behavior towards sustainable products in urban versus rural areas?
• How do parenting styles in single-parent households compare to those in dual-parent households?
• What are the similarities and differences in leadership styles across different cultures?
• How has the perception of online privacy changed among teenagers over the past decade?

4. Process-oriented Questions

These questions focus on understanding the processes or sequences of events over time. They aim to uncover the “how” of a phenomenon, tracing the development, changes, or evolution of specific situations or behaviors.

• How do non-profit organizations develop and implement community outreach programs?
• What is the process of decision-making in high-stakes business environments?
• How do individuals navigate the process of career transition after significant industry changes?
• What are the stages of adaptation for immigrants in a new country?
• How do social movements evolve from inception to national recognition?

5. Evaluative Questions

Evaluative questions aim to assess the effectiveness, value, or impact of a program, policy, or phenomenon. These questions are critical for understanding the outcomes and implications of various initiatives or situations.

• How effective are online therapy sessions compared to in-person sessions in treating anxiety?
• What is the impact of community gardening programs on neighborhood cohesion?
• How do participants evaluate the outcomes of leadership training programs in their professional development?
• What are the perceived benefits and drawbacks of telecommuting for employees and employers?
• How do residents evaluate the effectiveness of local government policies on waste management?

6. One-on-One Questions

The one-on-one questions are asked to a single person and can be thought of as individual interviews that you can conduct online via phone and video chat as well.

The main aim of such questions is to ask your customers or people in the focus group a series of questions about their purchase motivations. These questions might also come with follow-ups, and if your customers respond with some interesting fact or detail, dig deeper and explore the findings as much as you want.

• What makes you happy in regard to [your research topic]?
• If I could make a wish of yours come true, what do you desire the most?
• What do you still find hard to come to terms with?
• Have you bought [your product] before?
• If so, what was your initial motivation behind the purchase?

7. Exploratory Questions

These questions are designed to enhance your understanding of a particular topic. However, while asking exploratory questions, you must ensure that there are no preconceived notions or biases to it. The more transparent and bias-free your questions are, the better and fair results you will get.

• What is the effect of personal smart devices on today’s youth?
• Do you feel that smart devices have positively or negatively impacted you?
• How do your kids spend their weekends?
• What do you do on a typical weekend morning?

8. Predictive Questions

The predictive questions are used for qualitative research that is focused on the future outcomes of an action or a series of actions. So, you will be using past information to predict the reactions of respondents to hypothetical events that might or might not happen in the future.

These questions come in extremely handy for identifying your customers’ current brand expectations, pain points, and purchase motivation.

• Are you more likely to buy a product when a celebrity promotes it?
• Would you ever try a new product because one of your favorite celebs claims that it actually worked for them?
• Would people in your neighborhood enjoy a park with rides and exercise options?
• How often would you go to a park with your kids if it had free rides?

9. Focus Groups

These questions are mostly asked in person to the customer or respondent groups. The in-person nature of these surveys or studies ensures that the group members get a safe and comfortable environment to express their thoughts and feelings about your brand or services.

• How would you describe your ease of using our product?
• How well do you think you were able to do this task before you started using our product?
• What do you like about our promotional campaigns?
• How well do you think our ads convey the meaning?

10. In-Home Videos

Collecting video feedback from customers in their comfortable, natural settings offers a unique perspective. At home, customers are more relaxed and less concerned about their mannerisms, posture, and choice of words when responding.

This approach is partly why Vogue’s 73 Questions Series is highly popular among celebrities and viewers alike. In-home videos provide insights into customers in a relaxed environment, encouraging them to be honest and share genuine experiences.

• What was your first reaction when you used our product for the first time?
• How well do you think our product performed compared to your expectations?
• What was your worst experience with our product?
• What made you switch to our brand?

11. Online Focus Groups

Online focus groups mirror the traditional, in-person format but are conducted virtually, offering a more cost-effective and efficient approach to gathering data. This digital format extends your reach and allows a rapid collection of responses from a broader audience through online platforms.

You can utilize social media and other digital forums to create communities of respondents and initiate meaningful discussions. Once you have them started, you can simply observe the exchange of thoughts and gather massive amounts of interesting insights!

• What do you like best about our product?
• How familiar are you with this particular service or product we offer?
• What are your concerns with our product?
• What changes can we make to make our product better?

Ask the Right Qualitative Research Questions for Meaningful Insights From Your Respondents

Watch: How to Create a Survey Using ProProfs Survey Maker

By now, you might have realized that manually creating a list of qualitative research questions is a daunting task. Keeping numerous considerations in mind, it’s easy to run out of ideas while crafting qualitative survey questions.

However, investing in smart survey tools, like ProProfs Survey Maker, can significantly streamline this process, allowing you to create various types of surveys in minutes.

With this survey tool , you can generate forms, NPS surveys , tests, quizzes, and assessments.

It’s also useful for conducting polls, sidebar surveys, and in-app surveys. Offering over 100 templates and more than 1,000,000 ready-to-use examples of phenomenological research questions, this software simplifies the task immensely.

Equipped with the right tools and the professional tips shared here, you’re well-prepared to conduct thorough research studies and obtain valuable insights that drive impactful results.

Frequently Asked Questions

1. how do you choose qualitative research questions.

To choose qualitative research questions, identify your main research goal, focus on exploring ‘how’ and ‘why’ aspects, ensure questions are open-ended, and align them with your theoretical framework and methodology.

2. Why are good qualitative research questions important?

Good qualitative research questions are important because they guide the research focus, enable the exploration of depth and complexity, and facilitate the gathering of rich, detailed insights into human experiences and behaviors.

About the author

Emma David is a seasoned market research professional with 8+ years of experience. Having kick-started her journey in research, she has developed rich expertise in employee engagement, survey creation and administration, and data management. Emma believes in the power of data to shape business performance positively. She continues to help brands and businesses make strategic decisions and improve their market standing through her understanding of research methodologies.

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Completing Your Qualitative Dissertation: A Road Map from Beginning to End

Student resources, 101 qualitative dissertation questions.

These questions and answers correlate to pages in Completing Your Qualitative Dissertation: A Road Map from Beginning to End, Third Edition , which you have purchased.

As teachers of qualitative research and advisors of doctoral students, we have witnessed and experienced many of the frustrations of students confronted with the academic challenge of writing a dissertation. The questions below have been raised time and again in conversations with students and research colleagues. The intent of including these questions in the companion website for Completing Your Qualitative Dissertation: A Road Map From Beginning to End is that they will hopefully stimulate critical thinking, reflection, and dialogue, thereby motivating doctoral students or prospective doctoral students to seek and consult additional relevant texts and resources in order to delve deeper into the many issues raised. These questions might also be used to prompt discussion between doctoral students and their advisors.

One caveat in compiling this list of questions is to demystify the dissertation process but not to sacrifice intellectual rigor for the sake of simplification. Completing a qualitative dissertation indeed is a rigorous and demanding process, and understanding the process means grasping many complex and interrelated issues.  As a second caveat, one must remember that while most institutions will approach the dissertation in common ways, at the same time there are differences in terms of the organization and presentation, as well as distinct differences in terms of what and how qualitative language and terminology are used. This book presents information as guidelines that are meant to be flexible per institutional expectations and requirements, and subject to modification depending on your institution, department, and program. As such, students should always consult with their advisors and committee members to ascertain specific or particular institutional or departmental requirements.

The questions and answers correspond to the book’s structure and are divided into eight parts:

Parts 1–2 cover conceptual information; that is, the thinking and planning aspects of the dissertation. Parts 3–6 cover the practical aspects involved in preparing to actually write the dissertation. Part 7 includes the detailed requirements related to each of the chapters that compose the dissertation. Part 8 provides the information that one needs regarding the various activities that occur after writing the dissertation. 

• Part 1: Planning and Gearing Up
• Part 2: Choosing an Appropriate Qualitative Approach
• Part 3: Preparing and Writing the Proposal

Part 4: Conducting the Research: Data Collection

Part 5: conducting the research: data analysis, part 6: conducting the research: interpretation and synthesis.

• Part 7: Writing Up and Presenting the Research

Part 8: Planning for the Dissertation Defense and Beyond

Part 9: preparing for the defense, part 1: planning and gearing up.

1. How does qualitative research and quantitative research differ, and what are the defining features of qualitative research? 

Rather than determine cause and effect, or predict or describe the distribution of an attribute among a population, qualitative researchers are interested in understanding how people interpret their experiences and how they construct their worlds. The two paradigms or orientations that inform qualitative research, namely Interpretivism and Critical Theory, place emphasis on seeking understanding of the meanings of human actions and experiences, and on generating accounts of meaning from the viewpoints of those involved. Both paradigms assume that reality is socially constructed and that there is no single observable reality, but rather multiple realities or interpretations. For more information regarding the key defining features of qualitative research, see pages 37–44; 53–55 .

2. What is implied by “rigor” in qualitative research, and what does it mean to conduct a “rigorous” qualitative study?

Sound research requires a systematic and rigorous approach to the design and implementation of the study, the collection and analysis of data, and the interpretation and reporting of findings. Central to the rigor of qualitative research is whether participants’ perspectives have been authentically represented in the research process, and whether the findings are coherent in the sense that they “fit” the data and social context from which they were derived. Because rigor is about being very transparent, evaluating the quality of qualitative research includes criteria that are concerned with good practice in the conduct of the research (methodological rigor), as well as criteria related to the trustworthiness of interpretations made (interpretive rigor). For more information regarding rigor vis-à-vis qualitative research, refer to pages 162–164; 240–242 .

3. Writing a qualitative dissertation is a long and iterative process. What exactly is this “process,” and what should a student expect?

Writing a dissertation is a process but not one that is neat and linear. This work is intellectually rigorous—requiring intensive thinking, preparation, and planning—and is very much a matter of having tenacity, perseverance, and patience. For most people, conducting research and writing a document such as this is a first-time endeavor, an undertaking for which there is little experience. For a broad overview of the qualitative dissertation process, see page 3 .

4. How does one manage data in the most efficient and practical manner throughout the dissertation process?

As you proceed with your research, you will begin to gather and accumulate a diverse array of material that has potential relevance. You certainly do not want to lose any of your material, nor do you want to drown in it. Organizing and managing dissertation-related “stuff” right from the beginning is essential to getting on track and staying focused. For more information regarding data management strategies, see pages 19–20; 65–66 .

5. How can I start thinking about planning my time and resources?

The ability to focus, problem-solve, and make informed decisions at every step of the way will bring your study to completion. Because the time commitment required is substantial, you will need to pace yourself from the beginning. For some practical strategies, suggestions, and tips, see pages 20–23.

6. What would be a realistic timeline in which to complete my dissertation, and how can I remain practical about this?

If you work on your dissertation only when you feel like it, the project will most likely never be completed. Scheduling your time allows you to develop a plan for writing, and also helps reduce the pressure associated with deadlines, as well as the tendency to procrastinate. Moreover, setting a schedule also helps integrate your writing into the rest of your life. There are some basic principles for developing an effective writing schedule, and these can be found on pages 35–36.

7. Journaling is said to be an integral aspect of the qualitative dissertation process. Why is this necessary?   Aside from keeping track of information, you also need to keep track of your thinking. One way to ensure that you preserve your reasoning and thinking and are able to spell out the development of your ideas, is to keep a research journal. The rationale for recording your thinking is explained on page 23.  

8. What is the actual starting point of any qualitative dissertation?

The starting point for any research project, and indeed the first major challenge in conducting research, involves identifying and developing a sound topic. How to go about selecting a worthy and researchable topic and considering potential options is described on page 24.

 9. Does my selected topic need to be original or unique?

A dissertation should be an original piece of research and should make a significant contribution to the field. However, it is important to remember that making an original contribution does not imply that there need be an enormous “breakthrough.” In social science research, the discovery of new facts is rarely an important or even challenging criterion. Rather, research is a process of searching or re-searching for new insights; it is about advancing knowledge or understanding of a practice or phenomenon. More information on going about selecting a topic is provided on page 27.

10.  Once I have decided on an area of interest, how do I go about developing and refining a researchable topic? 

Once you have identified a general area of interest, you will need to begin narrowing your topic. The process of developing a researchable topic is a process of idea generation—the movement from a general interest “out there” toward a more clearly refined idea around a researchable problem. More about this “narrowing” process is discussed on pages 28–30.

Part 2: Choosing an Appropriate Qualitative Approach 

11. What are the most common traditions or genres of qualitative research, and what are the key differences between them? 

There are numerous qualitative traditions or genres, each of which has ways of defining a research topic, critically engaging the literature on that topic, identifying significant research problems, designing the study, and collecting, analyzing, and presenting the data so that it will be most relevant and meaningful. Understanding the logic behind a research approach allows your study to be appropriately positioned within an inquiry tradition and also lays the foundation for supporting your study’s findings. Pages 44–45 offer a descriptive and critical overview of some of the most current qualitative traditions.  

12. What are the key characteristics of Case Study methodology, and how do I conduct a case study?

As a form of qualitative research methodology, case study is an intensive description and analysis of a bounded social phenomenon (or multiple bounded phenomena)—be this a social unit or a system such as a program, institution, process, event, or concept. Case study is at the same time both a methodology (a type of design in qualitative inquiry) and an object of study. Case study is an exploratory form of inquiry that affords significant interaction with research participants, providing an in-depth picture of the unit of study. More information can be found on pages 46–47.

13. What is Ethnography and how is an ethnographic study conducted?

Ethnography, as both a method and a product, has multiple intellectual traditions located in diverse disciplines. The researcher studies a cultural or social group in its natural setting, closely examining customs and ways of life, with the aim of describing and interpreting cultural patterns of behavior, values, and practices. Rooted in cultural anthropology, ethnography involves extended observations of the group, most often through the researcher as a participant observer becoming immersed in the day-to-day lives of the participants. More information can be found on pages 47–48.

14. What is Phenomenology, and what are the characteristics of a phenomenological study?

Phenomenology is both a philosophy and a method, the purpose of which is to investigate the meaning of the lived experience of people to identify the core essence of human experience or phenomena as described by research participants. Phenomenology does not endeavor to develop a theory to explain the world; rather, the aim is to facilitate deeper insight to help us maintain greater contact within the world. Phenomenologists focus on describing what all participants have in common, the basic purpose of research being to reduce individual experiences with a phenomenon to a description of the universal essence. More information can be found on pages 48–49.

15. What is Grounded Theory, and what does a grounded theory study look like?

The purpose of grounded theory is to inductively generate theory that is grounded in, or emerges from, the data. A core component of grounded theory is to move beyond description and to have the researcher generate or discover a theory that is “grounded” in data from the field—especially in actions, interactions, and social processes. Research involves multiple recurrent stages of data collection and the refinement of abstract categories of information. More information can be found on pages 49–50.

16. What is Narrative Inquiry, and how does one go about conducting this type of research?

Narrative research has many forms, incorporates a variety of practices and applications, and is rooted in different social disciplines. As a method, narrative research begins with the experiences as expressed in lived and told stories of individuals or cultures. In this form of research, the researcher studies the lives of one or more individuals through the telling of stories, including poetry, play, or performance. Paramount to all narrative work is the centrality of relationship in the research process and recognition of the sacredness of the stories that participants share and trust within the research environment. Uncertainty and tension guide the work, and rather than produce conclusive findings, the process is intended to offer understanding and meaning. More information can be found on pages 50–51.

17. What is Action Research, and what is an action research study?

Action research is a systematic orientation toward inquiry that seeks effective solutions to complex problems that people confront in their communities and organizations. Especially valuable to those involved in professional, organizational, and community research, action research focuses on specific situations that people encounter by engaging them in collaborative relationships and working on developing localized solutions. Action research, being about collaborative and democratic practices, makes it essentially political because it aims to influence processes of change. Action research is an intervention because it promotes actual change. More information can be found on pages 51–52.

18. What are Postmodernism, Poststructuralism, and Critical Theory Research?

In the past two decades, a critical turn has taken place in the social sciences, humanities, and applied fields, with scholars challenging the historical assumptions of neutrality in inquiry, asserting that all research is fundamentally political. It is increasingly argued that research involves issues of power and that traditionally conducted social science research has silenced, marginalized, and oppressed groups in society by making them the passive objects of inquiry. Postmodernism views the world as complex and reality as transitional. In recognition of the socially constructed nature of the world, meaning rather than knowledge is sought because knowledge is seen as constrained by the discourses that were developed to protect powerful interests. Poststructuralism, with its emphasis on language, forms a subset of postmodernism. More information on these genres can be found on pages 52–53.

19. With all the different options available, how do I go about choosing an appropriate qualitative research approach for my study?

The choice of research approach is directly tied to one’s research problem and purpose. A research problem should not be modified to fit a particular research approach; nor can you assume a particular qualitative approach regardless of your research problem. Having decided on a qualitative research approach, you will proceed to appropriately design your study within the framework of one of the traditions or genres of qualitative inquiry. Thus, the components of the design process (e.g., the theoretical framework, research purpose, and methods of data collection and data analysis) reflect the principles and features that characterize that tradition. More information can be found on pages 55–56.

Part 3: Preparing and Writing the Proposal 

20. What exactly is the dissertation proposal, and what is its function and purpose?

The proposal is an integral and very distinct segment of the dissertation process. It is a well-thought-out written action plan that identifies a narrowly defined problem; a purpose that describes how the problem will be addressed; research questions that are tied to the purpose and, when answered, will shed light on the problem; a review of the literature and relevant research to determine what is already known about the topic; and data collection and data analysis methods. More information regarding the content and process of the dissertation proposal can be found on pages 61–62.

21. How do I go about developing my proposal, and what are the key components of a qualitative dissertation proposal?

As mentioned at the outset of this book, and as you will be reminded throughout, while most institutions approach the proposal and dissertation in common ways, at the same time there are differences in terms of the organization and presentation, and distinct differences in terms of what and how qualitative language and terminology are used. This book presents information as guidelines that are meant to be flexible per institutional expectations and requirements, and subject to modification depending on your institution, department, and program. You will no doubt have to attend carefully to the variations that reflect the expectations and requirements of your particular institution. More information pertaining to the core elements of a qualitative proposal (introduction, literature review, and methodology) can be found on pages 63–65.

22. What are some additional elements that I should be aware of when preparing my proposal?

In addition to the three key parts of the proposal (introduction, literature review, methodology), there are some other elements that you will need to address, and information regarding these elements can be found on pages 65–66.

23. What is an elevator speech?

You may have heard the term "elevator speech." This refers to your ability to clearly and concisely answer the question "what is your study about?" A few points about an elevator speech and its relationship vis-a-vis your proposal are presented on page 66.

24. The idea of a “literature review” really scares me! There seems to be so much that is required! How do I even begin to think about it? 

Literature review is a distinct form of academic writing, a skill that doctoral candidates must master to demonstrate knowledge of the literature landscape that surrounds any given dissertation research problem. Right from the beginning, the literature review is an essential, integral, and ongoing part of the research process. Producing good reviews is a test of your ability to manage the relevant texts and materials, analytically interpret ideas, and integrate and synthesize ideas and data with existing knowledge. Guidelines and suggestions regarding undertaking, managing, and operationalizing literature reviews are provided on pages 105–108.

25. What are some of the most important guidelines regarding academic writing?

A dissertation demonstrates your ability to write a coherent volume of intellectually demanding work. It involves the combination of performing research and writing about your research to describe and explain it. As a researcher/writer, knowing how to best express your ideas in written form to convey them to the reader becomes an essential skill. The dissertation requires a high level of scholarly writing, and as such you will have to get into the mode of writing for a particular audience, that is, the academic community. Further information regarding academic writing requirements is presented on pages 66–68.

26. What are the general format and style requirements for a qualitative dissertation?

A research report must consistently follow a selected system for format and style. Format refers to the general pattern of organization and arrangement of the report. Style refers to appropriate writing conventions and includes rules of grammar, spelling, capitalization, and punctuation to be followed in preparing the report. Most colleges and universities require the use of a specific style—either their own or that in a published style manual. You will need to make inquiries regarding your particular department’s recommended style preference. Regardless of which style manual you use, you are expected to adhere to its rules meticulously. Further information regarding format and style is presented on pages 68–70.

27. What are some of the most important aspects of academic integrity, and what constitutes plagiarism?

The strength of your writing rests on your ability to refer to and incorporate the work of others. It is imperative, however, that you attribute recognition to all and any sources of information that you use. Integrity matters! There are few intellectual offenses more serious than plagiarism in academic and professional contexts. A charge of plagiarism can have severe consequences, including expulsion from a university or loss of a job, not to mention a writer’s loss of credibility and professional standing. Further information regarding academic integrity and strategies for avoiding plagiarism is presented on pages 71–73.

28. What is Institutional Review Board (IRB) approval, and why is it necessary?

Any research designed to research human subjects, interact with human subjects, provide interventions for human subjects, obtain identifiable information about living subjects, or observe and record private behavior of human subjects, must come under the jurisdiction of the governing board of Institutional Research. Institutional Review Boards (IRBs) have emerged in accredited academic institutions of higher education as bureaucratic entities responsible for the regulation, governance, and enforcement of significant research ethics. While there are some variations across disciplines and national boundaries, IRB approval is a stamp of credibility backed by a legitimate academic institution. This credibility is valuable both for the researcher and for the research participants. Further information regarding application for IRB approval is discussed on pages 74–75.

29. What are the differences between “methodology” and “research methods”?

Methodology determines how the researcher thinks about a study, how decisions about the study are made, and how researchers position themselves to engage firstly with participants and then with the data that are generated. The term methods commonly denote specific techniques, procedures, or tools used by the researcher to generate and analyze data. The methods that a qualitative researcher chooses are informed by both the research design and the research methodology so that there is a conceptual fit across all levels. More about methodology and methods, and the interrelationship between them, can be found on page 157 .

30. What is meant by “methodological congruence”?

As the researcher, you actively create the link among problem, purpose, and approach through a process of reflecting on problem and purpose, focusing on researchable questions and considering how to best address these questions. Thinking along these lines affords a research study “methodological congruence.” In essence, the position of the researcher is the bridge between philosophy, methodology, and the application of methods. Thus, the alignment between the research question, chosen methodology and personal philosophy, and the ability of the researcher to be reflexive in relation to the research is critical to ensure congruence in the study that will be manifested in the products of the research. More information regarding the notion of methodological congruence can be found on pages 153–154.

31. What are the most commonly used methods of data collection in qualitative research?

Based on the research questions, specific data collection methods are chosen to gather the required information in the most appropriate and meaningful way. A solid rationale for the choice of methods used is crucial, as this indicates methodological congruence, and illustrates that the choice of methods is grounded in the study’s overall research design. Details pertaining to some of the most commonly used methods of data collection (e.g., interviews, focus groups, observation, critical incidents, surveys, and document review) can be found on pages 154–157.

32. What is meant by “triangulation” of methods, and how important is this?

Triangulation enhances the quality of data from multiple sources (e.g., people, events) in multiple ways (e.g., interviews, observations, document review) with the idea that this will illuminate different facets of situations and experiences, and help portray them in their entirety and complexity. More about triangulation strategies and the significance thereof in qualitative research can be found on page 154.

33. What are some of the most important considerations when writing up the methods section?

To show that you have done a critical reading of the literature, and to acknowledge that data collection methods are not without some advantages, your discussion should be sufficiently detailed. More information pertaining to these necessary details is presented on page 158.

34. The idea of “researcher as instrument” is often portrayed as problematic. How do I best understand this phenomenon, and how can I go about defending this perspective to those who see qualitative research as limited and subjective?

“Researcher as instrument” raises important ethical, accountability, and social justice issues, including inter-subjectivity, power, positioning, and voice. Importantly, the reflexive researcher understands that all research is value-bound and that a reflective stance is therefore imperative; that is, reflexivity implies the explicit self-consciousness on the part of the researcher, including social, political, and value positions. Reflexivity is defined as the researcher’s conscious awareness of her or his cognitive and emotional filters comprising their experiences, world-views, and biases that may influence their interpretation of participants’ perceptions. More information on this key qualitative research issue can be found on pages 54–55; 242–243.

35. What is qualitative data analysis really all about?  

Qualitative data analysis is the process of bringing order, structure, and meaning to the masses of data you have collected. Although there are stages dedicated to formal analysis, analysis is an inherent and ongoing part of the research and writing process. Many students become overwhelmed at this point of the dissertation process, having completed or still being immersed in data collection and faced with mounds and mounds of “stuff” and unsure about what needs to be done first. Indeed, there can be a really vast amount of data that need to be transcribed, organized, and reduced. More on qualitative data analysis can be found on pages 187–189.

36. What advice is there for student researchers to best prepare themselves for the huge task of data analysis?

The data generated by qualitative methods are voluminous, and the sheer quantity of raw data can indeed be quite daunting. The best piece of advice I can offer is that if data are to be thoroughly analyzed, they must be well organized . Attention to detail in managing data is important at every stage of the research process. This notion becomes all too clear when it is time to write up the research. Strategies regarding data management in preparation for data analysis are presented on pages 189–190.

37. What does it mean to develop an “analytic mindset”?

Qualitative research does not purport to be objective nor is this a goal of qualitative research. However, to be rigorous, qualitative research does strive to be transparent, and to openly and clearly document and communicate all decisions taken throughout the research process. This must become an integral part of your thinking and mindset. More about ways of maintaining transparency, and hence ensuring the rigor of your study, is discussed on pages 158–159; 188–189.

38. There are many different ways to go about doing qualitative data analysis. How do I decide on the best approach for my specific study?

Different qualitative research traditions or genres promote specific strategies for data analysis. Whatever approach you choose to use should be suited to the research tradition that you have adopted. In addition, the preference of your advisor and your department will of course need to be taken into consideration. Different analytic strategies are discussed on pages 190–193.

39. What are “codes,” and what are their role and function in the qualitative data analysis process?

Much is made about coding as a fundamental skill for qualitative analysis. Although there is really nothing that mysterious about it, the literature on data analysis and coding in particular is voluminous, and the vast amount of information can certainly be overwhelming. Details pertaining to codes and the overall coding process are provided on pages 197–199.

40. What is the procedure for coding data?

The reason you have spent so much time and energy talking to participants is to find out what their experience is and to endeavor to understand it from their perspective. You, as the researcher, will be exercising judgment as to what you think is significant in each interview transcript. Some passages may stand out because they are striking to you in some way. Others may stand out because they are contradictory and seem inconsistent with your conceptual framework. In this regard, you must be vigilant in not only seeking material that supports your own opinions but also remaining open to the unexpected. All of the aspects of coding your material are presented on pages 201–202.

41. What do you do once you have coded your data?

Once you have coded your material, you are ready to categorize your units of information. What is imperative is that your coding scheme and conceptual framework continue to remain flexible. All aspects of the process of assigning your codes to categories are presented on pages 202–204.

42. What is content analysis, and how does it differ from coding?

In traditional content analysis studies, counting the number of times a particular set of codes occurs is an important measure in assessing the frequency of items or phenomena. However, in the qualitative analysis process, frequency of occurrence is not necessarily an indicator of significance. The analytic approaches for most coding methods do not ask you to count; they ask you to ponder, speculate, assess, integrate, and synthesize. Qualitative analysis therefore goes way beyond simply counting . See pages 199–200 for further discussion on this distinction.

43. There is a lot of talk around computer software analysis programs? What types are available, and are these preferable than conducting a manual “old fashioned” analysis of my data?

If you choose to make use of computer aided software, then searching for the most appropriate program is important so that it directly supports and is usable in terms of your study’s research design and methodology. Information regarding the most common software currently in use, including benefits and limitations, is provided on pages 205–207.

44. How does “data analysis” differ from “interpretation of findings”?

By way of data analysis , you are forming a record of frequently occurring phenomena or patterns of behavior. Once you have established patterns, these patterns need to be explained.  This is where interpretation of findings comes into play. Whereas the chapter of data analysis presents the findings of your research by organizing data from various sources into categories to produce a readable narrative, the purpose of the chapter dealing with interpretation of findings is to provide interpretative insights into your study’s findings. You now have an opportunity to communicate to others what you think your findings mean and integrate your findings with literature, research, and practice. More about this is discussed on pages 233–236.

45. What essentially is “interpretation” in qualitative research? How do I go about interpreting what I have found?

Qualitative research begins with questions, and its ultimate purpose is learning. To inform the questions, the researcher collects data . Data are like building blocks that, when grouped into patterns, become information , which in turn, when applied or used, becomes knowledge . The challenge of qualitative analysis lies in making sense of large amounts of data—reducing raw data, identifying what is significant, and constructing a framework for communicating the meaning of your findings. This is discussed on pages 240–243.

46.  How and in what ways does analysis of findings differ among the various qualitative research traditions?

Analytical approaches are linked to particular forms of data collection and are underpinned by specific conceptual and philosophical traditions. These differences are discussed on page 238.

47. How and in what ways does interpretation of findings differ among the various qualitative research traditions?

Just as there are clear analytic distinctions among traditions or genres demanding that the researcher will have to think about data analysis in a particular way, so are interpretation and representation strategies specific to each tradition. These differences are discussed on page 241.

48. How do I prepare myself for analysis and interpretation?

You might ask yourself what the chapter on interpretation of findings is really all about and what it should constitute. Since findings are not to be taken at face value, how does one go about seeking the deeper meanings behind the findings? What is really involved? And how does one get started? How to begin thinking about your analysis and interpretation is presented on page 236.

 49. How do I begin to go about analyzing and interpreting my findings? 

You are most likely asking yourself what the chapter on analysis of findings is really all about and what it should constitute. How does one get started, and what is really involved? You may want to structure your thinking according to three interrelated activities: (a) Seeking significant patterns and themes among the findings, (b) making use of description and interpretation, and (c) providing some sort of synthesis or integration. More about these activities and how to go about “peeling back” the many layers in order to explain the meaning behind your findings is provided on pages 236–244.

50. What are the limitations of my credibility in the analytic and interpretive process? After all, I bring my own perspectives and experiences, and hence assumptions, subjectivity and biases!

Whereas in quantitative research the role of the researcher is detached with the aim of being as objective as possible, in qualitative research, the researcher is personally involved, believing that research is always value-bound. Factors that enhance the credibility of a qualitative study are discussed on page 244.

51. A lot is made about the notion of “synthesis.” What are the implications of synthesizing findings in qualitative research?

Qualitative research involves moving from a holistic perspective to individual parts (analysis) and then back to a holistic look at the data (synthesis). Whereas the findings chapter splits apart and separates out pieces and chunks of data to tell the “story of the research,” the analysis chapter is an attempt to reconstruct a holistic understanding of your study. Analysis is intended to ultimately depict an integrated picture. More details are presented on pages 243–244.

Part 7: Writing Up and Presenting the Research 

You will notice that the questions in Part 7 below are organized around particular standard dissertation chapters. Please be aware that different institutions have different expectations and requirements with regard to the structure and flow of dissertation chapters. Students will need to consult with their advisors in this regard. 

7.1 Introduction to the Study 

52. What is the overall purpose of Chapter One (the study’s Introduction), and what are the key components of this chapter?

The first chapter of your dissertation is the most critical, and everything that follows hinges on how well this chapter is constructed. The introductory chapter therefore sets the stage for the study; it also makes a case for the significance of the problem, contextualizes the study, and provides an introduction to its basic components—most specifically, directing the reader to the research problem, research purpose, and research questions. This first chapter of the dissertation also forms part of the proposal. The various elements that comprise this chapter are discussed on pages 9–10; 85.

53. How do I move from identifying a research topic to developing and articulating a viable research problem?

The sooner you can begin to narrow your research interests (topic) and identify and develop a topical focus (research problem), the better.  Beginning researchers often confuse a topic with a research problem. A topic refers to a general area of interest. A research problem is more specific; it seeks to understand some aspect of the general topic. More on how to begin narrowing down a research topic and developing a clear research problem is discussed on pages 86–88.

54. What is the research problem, and how does this inform the development of research purpose and research questions?

At the heart of a dissertation is the articulation of the research problem. This is the place where most committee members go first to understand and assess the merits of a proposal or a dissertation. More on the research problem and how it informs the research questions is discussed on pages 88–91.

55. How do I go about developing and honing my research problem statement?

The problem statement serves a foundational role in that it communicates what is the formal reason for engaging in the dissertation in the first place. The problem statement is the discrepancy between what we already know and what we want to know. The problem statement also illustrates why we care; that is, why your study should be conducted. More details about what constitute a viable problem statement, and how to go about assessing viability, is discussed on pages 87–89.

56. What is the purpose statement, and how do I articulate this?

Once you have identified your own narrowly defined topic and concise problem statement, you are ready to formulate your purpose statement. The purpose statement is the major objective or intent of the study ; it enables the reader to understand the central thrust of the research.  More about the purpose statement and how to go about developing this is discussed on pages 88–90.

57. How do I develop and articulate effective and relevant research questions?

The research questions are directly tied to the research purpose. Answering the questions must accomplish the study’s purpose and contribute to shedding light on and addressing the problem. One must be able to trace all the ideas in the research questions back through the purpose statement to the problem statement; this underscores that you must ask relevant and effective questions. Details regarding how to craft research questions are included in pages 90–92.

58. What are some other additional elements that need to be included in the introductory chapter?

The first chapter of your dissertation (and of your proposal) introduces and describes the critical components that set in place a research study: problem, purpose, and research questions. In addition, there are some other associated elements or subsections. It should be noted that there may be some variations in required subheadings depending on individual programs and/or universities, and you should be sure to check for this. An outline of typical subheadings that compose Chapter One is presented on pages 92–94.

7.2 The Literature Review Chapter

59. What is the function and purpose of the literature review chapter in the qualitative dissertation?

The literature review is a sophisticated form of research in its own right that requires a great deal of research skill and insight. You are expected to identify appropriate topics or issues, justify why these are the appropriate choice for addressing the research problem, search for and retrieve the appropriate literature, analyze and critique the literature, create new understandings of the topic through synthesis, and develop a conceptual framework that will provide the underlying structure for your study. More on the function and purpose of the literature review chapter is presented on pages 104–105.

60. What is the scope of the literature review chapter in the dissertation? In other words, how extensive is the review meant to be?

The major purpose of reviewing the literature is to determine what has already been done that relates to your topic. This knowledge not only prevents you from unintentionally duplicating research that has already been conducted, but it also affords you the understanding and insight needed to situate your topic within an existing framework. Therefore, a thorough search and reading of related literature is, in a very real sense, part of your own academic development—part of becoming an “expert” in your chosen field of inquiry. Given all of this, you might be asking, “What is the scope of a literature review, and how extensive will this review need to be?” These questions are responded to on pages 105–108.

61. How do I start preparing for the literature review?  

Thinking about the entire literature review may be overwhelming and intimidating. Instead of viewing it as one big whole, try to think of it as a series of steps—and steps within those steps—and prepare to tackle each topic one by one, setting small achievable goals within each topic area. The different stages of the literature review process, and all the key elements involved in digesting scholarly sources, are discussed on pages 108–118.

62. What is the idea of “synthesis” vis-à-vis the literature review? And how is synthesis different from summary?

Synthesis and summary are strategies that are used in reading, review, and research. Both are important skills or techniques in making sense of what one is reading, and each one plays an important role in the qualitative research process. However, they are very different activities. Each has a different purpose, process, and outcome. This is discussed on pages 121–122.

63. What should I know about and be aware of with regard web/online resources?

Although not always scholarly, the Internet will more than likely be your initial starting point for topic ideas and information. However, anyone anywhere can put information on the web, so any information from the Internet should be cited with caution. Remember that using the Internet to find academic information takes a lot of hard work to carefully evaluate and determine if a web resource is a reliable, authoritative, or even a scholarly information resource. Criteria for evaluating the credibility, accuracy, currency, and legitimacy of web resources are discussed on pages 113–114.

64. How do I present my literature review in the dissertation?

Qualitative researchers use existing literature to guide their studies in various ways depending on the type of study being conducted. There are also differences regarding the purpose and process for presenting the review of the literature with respect to each of the research traditions. Guidelines for presenting a literature review are discussed on pages 122–124.

65. So much is made of the conceptual framework. What is it, and how can I start thinking about this?

Graduate students often lack a clear understanding of the nature of the conceptual framework; what it is, its purpose, where it is derived from, how it is developed, how it is used, and what effect it has on research. Thus, they find themselves at a loss in the process of developing a conceptual framework. Moreover, oftentimes experienced researchers and advisors encounter challenges in guiding candidates as to what constitutes a rigorous and meaningful conceptual framework. As such, the structure and function of a conceptual framework continues to mystify and frustrate. More information on this is presented on pages 124–127.

66. What are the role, function, and application of the conceptual framework in the dissertation?

The conceptual framework plays a central role throughout the entire research process, and, most important, in the final analysis. A well-conceived conceptual framework is influenced by and at the same time influences the research process at all levels and at all stages. There are a set of distinct roles and functions of the conceptual framework in a qualitative dissertation, and these are discussed on pages 127–128.

67. What is the essential value of the dissertation’s conceptual framework? And are there any limitations associated with a conceptual framework?

The conceptual or theoretical framework strengthens your study in many ways, and there are also some caveats to be aware of. The value and limitations are explained on pages 128–130.

68. How do I go about developing and presenting my study’s conceptual framework? Does this have to be an elaborate diagram?

In acknowledging the conceptual framework as an integral element of the research process, as a qualitative researcher, you need to know how to develop and create a conceptual or theoretical framework and where to introduce this in the dissertation. The term is somewhat an abstract notion, conjuring up a “model” or “diagram” of some sort. Moreover, there is no uniform and consistent definition, and discussions in the literature around conceptual frameworks are not clear or precise. Strategies for developing the conceptual framework and ideas for presenting it in the dissertation are discussed on pages 130–132. 

7.3 The Methodology Chapter

69. What is the purpose of the Methodology chapter?

The Methodology chapter of the dissertation presents the research design and the specific procedures used in conducting your study. In this chapter, you will show the reader that you understand the methodological implications of the choices you have made and, in particular, that you have thought carefully about the linkages between your study’s purpose and research questions, and the research approach and research methods that you have selected. More details regarding the purpose of this chapter are presented on pages 143–145.

70. What are the key components of the Methodology chapter?

The dissertation’s methodology chapter covers a lot of ground. In this chapter, you will document each step that you have taken in designing and conducting the study. This chapter situates the study within a particular methodological tradition and provides a detailed description of all aspects of the design and procedures of the study. While your headings and subheadings in this chapter are contingent on your particular university’s requirements, make sure your sections are in a logical sequence and what you write is comprehensive, clear, precise, and sufficiently detailed. An overview of the elements that would constitute a comprehensive and sound methodology chapter is presented on pages 11–12; 146–147.

71. What is the research sample, and how is this different from the research population?

The research sample is a subset of the population. Identifying your research sample, and the method you used to select that sample, provides the reader with some sense of the scope of your study. In addition, your study’s credibility relies on the quality of procedures you have used to select the research participants. Further information regarding qualitative research samples is provided on page 147.

72. How do I go about selecting my research sample, and how large does it need to be?

In qualitative research, selection of the research sample is purposeful . The logic of purposeful sampling lies in selecting information-rich cases, with the objective of yielding insight and understanding of the phenomenon under investigation. This method is in contrast to the random sampling procedures that characterize quantitative research, which is based on statistical probability theory. Further information regarding purposeful sampling and sample size is discussed on pages 148–149.

73. What kinds of information am I going to need from the research site and research sample?

Four areas of information are typically needed for most qualitative studies: contextual, perceptual, demographic, and theoretical. Additional details regarding the types of information needed, and how to go about collecting that information, are discussed on pages 149–151.

74. What is “research design,” and what are the implications of the choice of research design for my study?

Engaging in research involves choosing a study design that corresponds with your study’s problem, purpose, research questions, choice of site, and research sample. This calls to the fore the concept of methodological congruence, whereby all the study’s components are interconnected and interrelated so that the study itself is a cohesive whole rather than the sum of fragmented or isolated parts. You will also need to consider whether the design is a comfortable match with your worldview and your skills. How to go about developing the research design of your study and the criteria to take into consideration in doing so are presented on pages 151–152.

75. What are the key ethical considerations in conducting qualitative research?

In any research study, ethical issues relating to the protection of the participants are of vital concern. As researchers, we are morally bound to conduct our research in a manner that minimizes potential harm to those involved in the study. For the most part, issues of ethics focus on establishing safeguards that will protect the rights of participants and include informed consent, on protecting participants from harm, and on ensuring confidentiality. As a qualitative researcher, you need to remain attentive throughout your study to the researcher–participant relationship, which is determined by roles, status, and cultural norms. Central issues with regard to ethics in qualitative research are discussed on pages 161–162.

76.  How do I best understand issues of “trustworthiness” or “legitimation” regarding qualitative research?

Qualitative research is based to a large degree on reflection and interpretation. The researcher as instrument brings her or his experience and perspective to the table. Qualitative research does not purport to be objective, nor is this a goal of qualitative research. However, to be rigorous, qualitative research does strive to be transparent and to openly, legitimately, and clearly document and communicate all decisions taken throughout the research process. Issues of trustworthiness in qualitative research (credibility, dependability, and confirmability) and how these compare with quantitative research criteria are discussed on pages 162–163.

77. How can I better understand conflicting reports about the generalizability of qualitative research?

Although generalizability is not the intended goal of qualitative research, what must be addressed is the issue of transferability ; that is, the ways in which your reader determines whether and to what extent some of the elements of your study can be used as a way to understand similar elements of another context. Exactly what transferability implies and how to account for transferability in your qualitative study are discussed on page 164.

78. What is meant by “limitations” and “delimitations” in a qualitative research study, and what is the difference between these two concepts?

Limitations of the study are the characteristics of design or methodology that expose the conditions that may weaken the study. Delimitations refer to the initial choices made about the broader, overall design of your study and are those characteristics that define and clarify the conceptual boundaries of your research . More about limitations and delimitations and how to account for these in your study is discussed on pages 164–166.

7.4. Analyzing Data and Reporting Findings 

79. What constitutes the dissertation’s findings analysis chapter?

In this chapter, you present the analysis of your raw data, which are your findings. You have now moved beyond data to information . The challenge of qualitative analysis lies in making sense of large amounts of data, identifying what is significant, and constructing a framework for communicating the essence of what the data reveal. This chapter lays the foundation for the analysis, conclusions, and recommendations that will appear in subsequent chapters. Factors to take into consideration when preparing and writing this chapter, as well as a suggested outline, are provided on pages 13; 187–189.

80. What is the procedure involved in qualitative data analysis, and what is the role of the conceptual framework?

Data analysis demands a heightened awareness of the data and an open mind to recurring and common threads, some of which may be subtle. The process can be repetitious, tedious, and time consuming. While there is a somewhat systematic and stepwise procedure to prepare and analyze the data, the interrelationship among these steps is not necessarily linear. The phases involved in data analysis and the integral function of your conceptual framework are presented on pages 193–197.

81. How are research findings to be presented in a qualitative dissertation?

As the researcher, your goal is to tell a story that should be vivid and interesting, while also accurate and credible. In your report, the events, the people, and their words and actions are made explicit so that readers can experience the situation in a similar way to the researcher, as well as experience the world of the research participants.

Qualitative analysis is a creative and ongoing process that requires thoughtful judgments about what is significant and meaningful in the data. General guidelines for presenting this chapter are presented on pages 207–208.

82. What does this mean to present findings by way of quotation categories, and how do I go about doing this?

In qualitative research, interviewing is usually the major source of the data needed for understanding the phenomenon under study. The findings of qualitative research are typically reported in a narrative manner. Reports of qualitative studies usually include extensive samples of quotations from participants, and these provide the detail and substantiate the story that you are telling. An overwhelming question facing any researcher embarking on the write-up of the research report is, “Where do I begin to tell my story?” The various steps involved in this process are discussed on pages 208–212.

83. What is meant by thematic presentation of findings?

While the standard form of presenting quotes in qualitative research is to weave the quotes into your narrative, this is not the only form. Quotes can also be presented within charts, tables, or figures, with the overall goal to convey the story-line of your research according to the most predominant themes. More about this way of presenting findings can be found on pages 212–213.

7.5 Analysis and Interpretation of Findings 

84. What is the role and function of the analysis and synthesis chapter?

The previous chapter of the dissertation involved the analysis of data to produce the study’s findings. Organizing, preparing, and presenting the findings of your research is a somewhat objective exercise; the researcher is, in this instance, a reporter of information. This chapter involves the analysis, interpretation, and synthesis of those findings . Both chapters involve analytic decisions, and these two chapters together should convince a reader that you, the researcher, are sufficiently knowledgeable about the interlocking analytic processes that constitute qualitative research. Further details pertaining to this chapter’s place in the dissertation are provided in pages 13–14; 233–236.

85. What does it mean to seek patterns and themes?

Qualitative analysis is essentially about searching for patterns and themes; that is, the trends that you see emerging from among your findings. Now again, when you are analyzing your findings, you look for themes once again—this time not in raw data but in the findings that have emerged. Bear in mind that analytical approaches are linked to particular forms of data collection and are underpinned by specific conceptual and philosophical traditions. Each tradition provides a perspective on reality that is specific to that tradition. More on this is discussed on pages 238–240.

86. Once I have established patterns and themes, how do I go on to describe and interpret my study’s findings?

A qualitative dissertation should not only provide sufficient description to allow the reader to understand the basis for an interpretation but also provide meaningful interpretation to allow the reader to appreciate the description. An interpretive reading of your data involves constructing a version of what you think the findings mean or represent or what you think you can infer from the findings . Interpretation, in effect, moves the whole analytic process to a higher level. Guidelines for interpreting your material are presented on pages 240–243.

7.6 Conclusions and Recommendations Chapter

87. Formulating the study’s conclusions and recommendations constitute the final chapter of the dissertation. What should I be aware of regarding this chapter?

The final chapter of the dissertation presents a set of concluding statements and recommendations. By way of the conclusions, the story of your research is wrapped up , bringing it to its logical finale. Recommendations are the application of those conclusions. Writing conclusions and providing recommendations will draw on your ability to be a critical and, at the same time, creative thinker. Characteristics of worthy conclusions and recommendations are presented on pages 15; 269–270.

 88. How do I begin thinking about developing trustworthy conclusions?

When you were developing the study’s key findings, you engaged in critical thinking and reflection about all the potential deeper meanings behind these findings. As such, you were able to brainstorm a number of possible interpretations that explained your findings. In generating conclusions, you now need to go back to your findings and interpretations. A process to stimulate thinking about developing conclusions and making sure that your findings, interpretations, and conclusions are all aligned is presented on pages 270–271.

89. How do I write up my study’s conclusions?

As a general rule of thumb, you should provide at least one conclusion for each finding. However, the process is not altogether linear, and so it is possible that one conclusion can (but does not always) cut across more than one finding. It is important to bear in mind when thinking about and formulating each of your conclusions that they must be logically tied to one another . More about writing conclusions, as well as a tool for generating conclusions, is presented on pages 271–272.

90. How can I go about I developing actionable recommendations?

Recommendations follow your findings and conclusions. They are the application of those conclusions. A tool for generating the study’s recommendations is presented on pages 272–273.

91. How do I write up my recommendations?

You make recommendations based on your own experiences in conducting the research, as well as in any other professional capacity. Recommendations can have implications for policy and practice, as well as for further research. Further details pertaining to providing recommendations are presented on page 273.

92.     Will I have an opportunity to reflect on my research and findings?

Most certainly! As you near the end of your study, you may want to pause and reflect on the long qualitative journey you have undertaken. You may include this reflection in the last chapter, following your conclusions and recommendations. Suggestions about this piece of the dissertation are provided on pages 273–274.

93. Why is alignment such an important component to consider, and why should this be revisited as I near completion of the dissertation?  

You will have known throughout your research about the importance of alignment among the first three core critical elements: problem, purpose, and research questions. As you reach the final stages of writing your dissertation, it is crucial that you once again make certain that all the necessary elements that constitute your dissertation are aligned with one another. This will ensure that your study is tight and that you have taken an important step in ensuring methodological integrity ; this is extremely important for the defense when, among other things, the methodological integrity of your research is finely scrutinized. More about alignment is presented on pages 283–284.

 94. How do I craft my study’s title?

The title of your dissertation should catch the readers’ attention while at the same time properly informing them of the main focus of your study. Crafting an effective title is an iterative and ongoing exercise. A title has many uses. Most important, it should accurately reflect your work. More details about the title are provided on pages 284–285.

95. How do I prepare an Abstract?

Writing a good abstract requires that you explain what you did and what you found in simple, direct language. The abstract needs to be dense with information but also readable, well organized, concise and specific, focused, and coherent.  Abstracts can differ in terms of style and word count. It is suggested that you consult with your advisor, departmental regulations, and the relevant style manual regarding abstract requirements. More about the abstract is provided on pages 285–289.

96. What is the essential purpose of the dissertation defense?

The defense, in effect, moves your dissertation from the private domain into the arena of public discourse, providing you with some sense of closure. Actual procedures for conducting the meeting and the formalities involved are discussed on pages 302–303.

97. What is the process for selecting a defense committee?

Be aware that each university or college has a different system regarding dissertation committee structure and the process of preparing for that structure. Each institution has its own way of going about setting up the defense meeting, and it is recommended that you consult with your institution’s office of doctoral studies with regard to the correct procedures and protocol. Some general guidelines are provided on pages 300–301.

98. How can I best prepare myself for this milestone event, and what are some beneficial pre-defense strategies that I should know about?

Because this is the culminating aspect of a rigorous, traditional, and long-standing ritual, you are likely to approach the defense with some sense of anxiety. This is certainly understandable! Therefore, the more you can frame the defense as an opportunity to present your research publicly and the more you take a proactive position, the better the experience is likely to be. Guidelines toward this end are provided on pages 302–306.

99. Following the defense and all necessary revisions to my dissertation, what opportunities can I pursue regarding publishing my research?  

The dissertation process comes to a definitive end when the final document is submitted and the doctoral degree is awarded. At this juncture, you might consider looking beyond the dissertation and think of how you can share what you have researched with a broader audience than the academic community. Publishing your findings is a way to contribute to the ongoing knowledge base and work toward advancing your professional career. Details regarding publishing your research are provided on pages 308–309.

100. Following the defense and all necessary revisions to my dissertation, what opportunities can I pursue regarding presenting my research?

In addition to publications, completion of the dissertation provides you with  opportunities to present your study in other academic settings and research forums, such as graduate seminars and professional associations. Details regarding presenting your research are provided on page 310.

101. It is sometimes said that “the best dissertation is a DONE dissertation.”  However, how does one actually evaluate the quality of a qualitative dissertation?

I have no doubt that you will ask yourself whether there are key criteria or pointers that can help you determine the quality of your work as you navigate this long and intense journey. The short answer to this question is yes!  Once you have some idea of the core elements that are required for the various sections of your dissertation, an evaluation rubric is included for your convenience on pages 316–325 . Please be sure to use this rubric as a broad set of guidelines only in checking your work at different points along the way and in assessing or evaluating the quality of your work overall once completed. Hopefully this tool will be useful to you in determining where limitations may lie and where improvements can be made. 

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Home Market Research

Qualitative Research Questions: What it is and how to write it

Qualitative research questions are like a compass that points researchers in the right direction to find rich stories, untangle complicated social relationships, and get a clear picture of how people act in subtle ways. Unlike their quantitative counterparts, these questions go beyond numbers and figures to explore the subjective, contextual, and complex parts of the human experience.

It’s well-established that all forms of research come with their own theories and implementation methods. Qualitative research is much the same. Qualitative research is conducted to understand the thought process of both the respondents as well as researchers. It usually is conducted in a natural setup where respondents will be their true selves and would respond transparently. 

Results achieved from this research will not be generalized to the entire population but asked research questions , and their vocabulary gives away the researcher’s motive making it easier for respondents to participate in qualitative market research .

LEARN ABOUT: Research Process Steps

Qualitative research survey questions are created to understand a particular topic better or to inspect a new subject to understand the nerve of respondent experiences.

Content Index

What are qualitative research questions?

How to write qualitative research questions, types of qualitative research questions, how to choose qualitative research questions, what should be the process of forming qualitative research questions and questionnaires.

Qualitative research questions are the inquiries that lead to qualitative research studies and investigations. They are meant to help people explore and understand phenomena, experiences, meanings, and views from the participant’s point of view. 

Different from quantitative research questions, which often try to measure and quantify variables, qualitative research questions try to understand the richness and complexity of human experiences and social events.

Most qualitative research questions are open-ended and allow for in-depth study. They want more than simple yes/no answers but instead want people to talk about their thoughts, feelings, views, and experiences. These questions try to find deeper meanings, patterns, and connections in a given situation.

Here are some examples of qualitative study questions in different fields:

• In psychology: How do individuals experience and cope with traumatic events?
• In sociology: What factors influence a student’s decision to pursue higher education?
• In anthropology: How do cultural norms and values shape gender roles in a specific community?
• In education: What are the challenges faced by teachers in implementing project-based learning in the classroom?
• In healthcare: What are the experiences and perspectives of patients undergoing long-term treatment for a chronic illness?

Qualitative research questions should be straightforward, specific, and tailored to the research’s goals. They guide the process of gathering data through interviews, observations, or document analysis and give a method for analyzing and interpreting data.

Writing the right qualitative research questions requires careful thought about the research goals, the event being studied, and the wanted level of understanding. Here are some tips to help you write good qualitative research questions:

Begin with a broad research question

Start by posing an all-encompassing question that probes the subject or phenomenon of interest. Exploring and learning from the answer to this open-ended question should be possible.

Specify the research objectives

Clearly state the objectives and purposes of your research. What do you want your qualitative study to accomplish? What facets or dimensions of the subject do you wish to investigate?

Focus on the phenomenon

Decide on whatever specific subject or phenomenon you want to research. Any pertinent topic, including social behavior, cultural customs, personal experiences, and more, may be used.

Use open-ended and exploratory language

In qualitative research, open-ended questions should be used to enable participants to offer thorough and in-depth responses. Avoid yes/no questions and queries with a one-word answer. Use words like “how,” “what,” “why,” or “describe” instead to compel people to express their thoughts and experiences.

LEARN ABOUT: Qualitative Interview

Consider the context and participants

Consider your research’s background as well as the qualities of your subjects. Make sure your qualitative methods are specific to the people you will be studying so that they are pertinent and meaningful to them.

Incorporate theory and literature

Your research questions should be based on pertinent theories and available literature. This gives your investigation a theoretical foundation and places your study within the body of knowledge.

Balance breadth and depth

When formulating your research topics, try to strike a balance between depth and breadth. To fully understand the subject, you should investigate it broadly to get a variety of viewpoints and intensively delve into certain areas.

Avoid leading or biased questions

Ensure your questions are neutral and unbiased. Avoid leading participants towards a particular response. Instead, create questions that allow participants to express their thoughts and experiences freely.

Pilot test your questions

Pilot-test your research questions with a small group of people before finalizing them. This will make it easier to spot any possible problems, ambiguities, or places where clarity may be increased.

Revise and refine

Revise and clarify your research questions based on the comments and understandings received from the pilot testing. Aim for consistency, coherence, and congruence with your research goals.

Remember, qualitative market research questions should be flexible and adaptable throughout the research process. They serve as a guide but may evolve as you delve deeper into the data and discover new insights.

LEARN ABOUT: Steps in Qualitative Research

There are several types of qualitative research questions focus that can be used to guide qualitative studies. Here are some common types:

1. Descriptive questions

These questions aim to describe and understand a phenomenon or topic in detail. They focus on providing a comprehensive account of the subject matter. For example:

• What are the experiences of individuals living with chronic pain?
• How do employees perceive the organizational culture in a specific company?

2. Exploratory questions

These questions are used to explore new or under-researched areas. They seek to gain a deeper understanding of a topic or phenomenon. For example:

• What are the factors influencing consumers’ decision-making process when purchasing organic food?
• How do teachers perceive the implementation of project-based learning in the classroom?

3. Experiential questions

These questions focus on understanding individuals’ experiences, perspectives, and subjective meanings related to a particular phenomenon. They aim to capture personal experiences and emotions. For example:

• What are the challenges first-generation college students face during their transition to higher education?
• How do individuals with social anxiety disorder experience social interactions?

4. Comparative questions

These questions involve comparing and contrasting different groups, contexts, or perspectives to identify similarities, differences, or patterns. They explore variations in experiences or phenomena. For example:

• How do parenting practices differ between cultures A and B in terms of child discipline?
• What are the similarities and differences in the coping strategies used by individuals with individuals and depression questionnaire with anxiety disorders?

5. Process-oriented questions

These questions focus on understanding a phenomenon’s processes, mechanisms, or dynamics. They aim to uncover how and why certain outcomes or behaviors occur. For example:

• What are the processes by which teams in a workplace reach a consensus on decision-making?
• How does the negotiation process unfold during conflict resolution in interpersonal relationships?

6. Theoretical questions

These questions seek to generate or refine theory. They explore concepts, relationships, or theoretical frameworks to contribute to the existing body of knowledge. For example:

• How does the concept of “self-efficacy” manifest in the context of entrepreneurship?
• What underlying mechanisms explain the relationship between social support and mental health outcomes?

These are just a few examples of the types of qualitative research questions that can be used. The specific type of question you choose will depend on your research objectives, the phenomenon under investigation, and the depth of understanding you aim to achieve.

Explore Insightfully Contextual Inquiry in Qualitative Research

Choosing a good qualitative research question involves a thoughtful and systematic approach to ensure they align with the objectives of your study and allows for an in-depth exploration of the topic. Here are some steps to help you choose effective qualitative research questions:

Identify your research objectives

Clearly define the purpose of your study. What do you want to explore or understand? What specific insights or knowledge are you seeking to gain through your market research?

Review existing literature

Conduct a thorough review of relevant literature to identify existing research gaps or areas requiring further exploration. This will help you understand the current state of knowledge and inform the development of your research questions.

Brainstorm potential qualitative research question

Generate a list of potential research questions that address your research objectives. Consider different angles, perspectives, and dimensions of your topic. Creating open-ended questions that allow for in-depth exploration rather than simple yes/no answers is important.

Prioritize and refine the questions

Evaluate the generated questions based on their relevance to your research objectives, feasibility, and potential to yield meaningful insights. Prioritize the questions that are most likely to provide rich and valuable data. Refine and rephrase the questions as needed to ensure clarity and focus.

Consider the research design and methodology

Take into account the specific qualitative research design and methodology you plan to use. Different research approaches, such as ethnography, interviews, focus groups, or case studies, may require different types of research questions. Ensure that your questions align with your chosen methodology and will help you gather the desired data.

Pilot test the questions

Before finalizing your research questions, consider conducting a pilot test with a small group of participants. This will allow you to assess your questions’ clarity, appropriateness, and effectiveness. Make necessary revisions based on the feedback received.

Seek feedback

Share your research questions with colleagues, mentors, or experts in your field for feedback and suggestions. They can provide valuable insights and help you refine your questions further.

Finalize your research questions

Based on the steps above, select a set of research questions that are well-aligned with your research objectives, provide scope for exploration, and are feasible within the resources and time available for your study.

1. Mention the purpose of conducting qualitative research. It can be in the form of either of these sentences:

• This study will be on the topic of ….
• The reason for conducting this research is ….

2. Create qualitative statements with a defined objective that can be easily communicated to the target audience .

Keep these pointers in mind while designing this statement:

• Try and form single-sentence statements. Single statements can be much more effective than elaborate ones as they help in communicating important messages in an impactful manner in a short and succinct sentence.
• Clarify the purpose of conducting qualitative research in clear words so that respondents understand their contribution to this research.
• Mention the main topic of research that would prompt respondents to have a clearer idea about what they’re getting into.
• It’s the words that make all the difference. Use qualitative words that demonstrate the quality or feeling behind your purpose, such as understanding, describing, explore.
• Specify details that you would want to communicate to your respondents.
• Mention the name of the research website.

3. Other than the primary qualitative questions, you must create sub-questions so that the purpose is executed in a better manner.

• The main question might be – “What is the state of illiteracy in your state?”
• You can create sub-questions such as: “How does illiteracy hamper progress in your state?” or “How would you best describe your feelings about illiteracy?”

4. Highlight these questions using ‘qualitative’ words:

• Start the questions with “What” or “How” to make sure the respondents provide details about their feelings.
• Communicate what you’re trying to “understand,” “explore,” or “identify” using this Qualitative research online survey questionnaire.
• Questions such as “What happened” can be asked to develop a description of the topic.
• Questions about “how did respondents interpret the what happened question” can be asked to examine the outcome.
• Understand the entire qualitative research process by asking questions about “What happened to you with time?”

5. Develop a skeleton to design the primary questions and also the sub-questions. For example:

• Primary Qualitative research survey question: “How do you think _______ (the main topic of research) means?” or “Describe _____(the main topic of research) as you’ve experienced.”
• Sub-question for qualitative research: “What _________ (characteristic) does __________ (respondents) interest in as a _________ (main topic of research)?”

LEARN ABOUT: Structured Questionnaire

Qualitative research questions are key to giving research studies depth and breadth. These questions go into the details and complexities of human experiences, perceptions, and behaviors. This helps researchers get a full picture of a certain occurrence. 

Qualitative research questions are meant to explore, describe, and make sense of subjective truths. Most of the time, they are open-ended, so people can say what they think and feel in their own words. 

QuestionPro is an online poll and research platform with several tools and features that can make it easier to make and use qualitative research questions. Its easy-to-use design and variety of question types help researchers collect qualitative data quickly and easily, improving the whole research process.

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Chapter 1. Introduction

“Science is in danger, and for that reason it is becoming dangerous” -Pierre Bourdieu, Science of Science and Reflexivity

Why an Open Access Textbook on Qualitative Research Methods?

I have been teaching qualitative research methods to both undergraduates and graduate students for many years.  Although there are some excellent textbooks out there, they are often costly, and none of them, to my mind, properly introduces qualitative research methods to the beginning student (whether undergraduate or graduate student).  In contrast, this open-access textbook is designed as a (free) true introduction to the subject, with helpful, practical pointers on how to conduct research and how to access more advanced instruction.  

Textbooks are typically arranged in one of two ways: (1) by technique (each chapter covers one method used in qualitative research); or (2) by process (chapters advance from research design through publication).  But both of these approaches are necessary for the beginner student.  This textbook will have sections dedicated to the process as well as the techniques of qualitative research.  This is a true “comprehensive” book for the beginning student.  In addition to covering techniques of data collection and data analysis, it provides a road map of how to get started and how to keep going and where to go for advanced instruction.  It covers aspects of research design and research communication as well as methods employed.  Along the way, it includes examples from many different disciplines in the social sciences.

The primary goal has been to create a useful, accessible, engaging textbook for use across many disciplines.  And, let’s face it.  Textbooks can be boring.  I hope readers find this to be a little different.  I have tried to write in a practical and forthright manner, with many lively examples and references to good and intellectually creative qualitative research.  Woven throughout the text are short textual asides (in colored textboxes) by professional (academic) qualitative researchers in various disciplines.  These short accounts by practitioners should help inspire students.  So, let’s begin!

What is Research?

When we use the word research , what exactly do we mean by that?  This is one of those words that everyone thinks they understand, but it is worth beginning this textbook with a short explanation.  We use the term to refer to “empirical research,” which is actually a historically specific approach to understanding the world around us.  Think about how you know things about the world. [1] You might know your mother loves you because she’s told you she does.  Or because that is what “mothers” do by tradition.  Or you might know because you’ve looked for evidence that she does, like taking care of you when you are sick or reading to you in bed or working two jobs so you can have the things you need to do OK in life.  Maybe it seems churlish to look for evidence; you just take it “on faith” that you are loved.

Only one of the above comes close to what we mean by research.  Empirical research is research (investigation) based on evidence.  Conclusions can then be drawn from observable data.  This observable data can also be “tested” or checked.  If the data cannot be tested, that is a good indication that we are not doing research.  Note that we can never “prove” conclusively, through observable data, that our mothers love us.  We might have some “disconfirming evidence” (that time she didn’t show up to your graduation, for example) that could push you to question an original hypothesis , but no amount of “confirming evidence” will ever allow us to say with 100% certainty, “my mother loves me.”  Faith and tradition and authority work differently.  Our knowledge can be 100% certain using each of those alternative methods of knowledge, but our certainty in those cases will not be based on facts or evidence.

For many periods of history, those in power have been nervous about “science” because it uses evidence and facts as the primary source of understanding the world, and facts can be at odds with what power or authority or tradition want you to believe.  That is why I say that scientific empirical research is a historically specific approach to understand the world.  You are in college or university now partly to learn how to engage in this historically specific approach.

In the sixteenth and seventeenth centuries in Europe, there was a newfound respect for empirical research, some of which was seriously challenging to the established church.  Using observations and testing them, scientists found that the earth was not at the center of the universe, for example, but rather that it was but one planet of many which circled the sun. [2]   For the next two centuries, the science of astronomy, physics, biology, and chemistry emerged and became disciplines taught in universities.  All used the scientific method of observation and testing to advance knowledge.  Knowledge about people , however, and social institutions, however, was still left to faith, tradition, and authority.  Historians and philosophers and poets wrote about the human condition, but none of them used research to do so. [3]

It was not until the nineteenth century that “social science” really emerged, using the scientific method (empirical observation) to understand people and social institutions.  New fields of sociology, economics, political science, and anthropology emerged.  The first sociologists, people like Auguste Comte and Karl Marx, sought specifically to apply the scientific method of research to understand society, Engels famously claiming that Marx had done for the social world what Darwin did for the natural world, tracings its laws of development.  Today we tend to take for granted the naturalness of science here, but it is actually a pretty recent and radical development.

To return to the question, “does your mother love you?”  Well, this is actually not really how a researcher would frame the question, as it is too specific to your case.  It doesn’t tell us much about the world at large, even if it does tell us something about you and your relationship with your mother.  A social science researcher might ask, “do mothers love their children?”  Or maybe they would be more interested in how this loving relationship might change over time (e.g., “do mothers love their children more now than they did in the 18th century when so many children died before reaching adulthood?”) or perhaps they might be interested in measuring quality of love across cultures or time periods, or even establishing “what love looks like” using the mother/child relationship as a site of exploration.  All of these make good research questions because we can use observable data to answer them.

What is Qualitative Research?

“All we know is how to learn. How to study, how to listen, how to talk, how to tell.  If we don’t tell the world, we don’t know the world.  We’re lost in it, we die.” -Ursula LeGuin, The Telling

At its simplest, qualitative research is research about the social world that does not use numbers in its analyses.  All those who fear statistics can breathe a sigh of relief – there are no mathematical formulae or regression models in this book! But this definition is less about what qualitative research can be and more about what it is not.  To be honest, any simple statement will fail to capture the power and depth of qualitative research.  One way of contrasting qualitative research to quantitative research is to note that the focus of qualitative research is less about explaining and predicting relationships between variables and more about understanding the social world.  To use our mother love example, the question about “what love looks like” is a good question for the qualitative researcher while all questions measuring love or comparing incidences of love (both of which require measurement) are good questions for quantitative researchers. Patton writes,

Qualitative data describe.  They take us, as readers, into the time and place of the observation so that we know what it was like to have been there.  They capture and communicate someone else’s experience of the world in his or her own words.  Qualitative data tell a story. ( Patton 2002:47 )

Qualitative researchers are asking different questions about the world than their quantitative colleagues.  Even when researchers are employed in “mixed methods” research ( both quantitative and qualitative), they are using different methods to address different questions of the study.  I do a lot of research about first-generation and working-college college students.  Where a quantitative researcher might ask, how many first-generation college students graduate from college within four years? Or does first-generation college status predict high student debt loads?  A qualitative researcher might ask, how does the college experience differ for first-generation college students?  What is it like to carry a lot of debt, and how does this impact the ability to complete college on time?  Both sets of questions are important, but they can only be answered using specific tools tailored to those questions.  For the former, you need large numbers to make adequate comparisons.  For the latter, you need to talk to people, find out what they are thinking and feeling, and try to inhabit their shoes for a little while so you can make sense of their experiences and beliefs.

Examples of Qualitative Research

You have probably seen examples of qualitative research before, but you might not have paid particular attention to how they were produced or realized that the accounts you were reading were the result of hours, months, even years of research “in the field.”  A good qualitative researcher will present the product of their hours of work in such a way that it seems natural, even obvious, to the reader.  Because we are trying to convey what it is like answers, qualitative research is often presented as stories – stories about how people live their lives, go to work, raise their children, interact with one another.  In some ways, this can seem like reading particularly insightful novels.  But, unlike novels, there are very specific rules and guidelines that qualitative researchers follow to ensure that the “story” they are telling is accurate , a truthful rendition of what life is like for the people being studied.  Most of this textbook will be spent conveying those rules and guidelines.  Let’s take a look, first, however, at three examples of what the end product looks like.  I have chosen these three examples to showcase very different approaches to qualitative research, and I will return to these five examples throughout the book.  They were all published as whole books (not chapters or articles), and they are worth the long read, if you have the time.  I will also provide some information on how these books came to be and the length of time it takes to get them into book version.  It is important you know about this process, and the rest of this textbook will help explain why it takes so long to conduct good qualitative research!

Example 1 : The End Game (ethnography + interviews)

Corey Abramson is a sociologist who teaches at the University of Arizona.   In 2015 he published The End Game: How Inequality Shapes our Final Years ( 2015 ). This book was based on the research he did for his dissertation at the University of California-Berkeley in 2012.  Actually, the dissertation was completed in 2012 but the work that was produced that took several years.  The dissertation was entitled, “This is How We Live, This is How We Die: Social Stratification, Aging, and Health in Urban America” ( 2012 ).  You can see how the book version, which was written for a more general audience, has a more engaging sound to it, but that the dissertation version, which is what academic faculty read and evaluate, has a more descriptive title.  You can read the title and know that this is a study about aging and health and that the focus is going to be inequality and that the context (place) is going to be “urban America.”  It’s a study about “how” people do something – in this case, how they deal with aging and death.  This is the very first sentence of the dissertation, “From our first breath in the hospital to the day we die, we live in a society characterized by unequal opportunities for maintaining health and taking care of ourselves when ill.  These disparities reflect persistent racial, socio-economic, and gender-based inequalities and contribute to their persistence over time” ( 1 ).  What follows is a truthful account of how that is so.

Cory Abramson spent three years conducting his research in four different urban neighborhoods.  We call the type of research he conducted “comparative ethnographic” because he designed his study to compare groups of seniors as they went about their everyday business.  It’s comparative because he is comparing different groups (based on race, class, gender) and ethnographic because he is studying the culture/way of life of a group. [4]   He had an educated guess, rooted in what previous research had shown and what social theory would suggest, that people’s experiences of aging differ by race, class, and gender.  So, he set up a research design that would allow him to observe differences.  He chose two primarily middle-class (one was racially diverse and the other was predominantly White) and two primarily poor neighborhoods (one was racially diverse and the other was predominantly African American).  He hung out in senior centers and other places seniors congregated, watched them as they took the bus to get prescriptions filled, sat in doctor’s offices with them, and listened to their conversations with each other.  He also conducted more formal conversations, what we call in-depth interviews, with sixty seniors from each of the four neighborhoods.  As with a lot of fieldwork , as he got closer to the people involved, he both expanded and deepened his reach –

By the end of the project, I expanded my pool of general observations to include various settings frequented by seniors: apartment building common rooms, doctors’ offices, emergency rooms, pharmacies, senior centers, bars, parks, corner stores, shopping centers, pool halls, hair salons, coffee shops, and discount stores. Over the course of the three years of fieldwork, I observed hundreds of elders, and developed close relationships with a number of them. ( 2012:10 )

When Abramson rewrote the dissertation for a general audience and published his book in 2015, it got a lot of attention.  It is a beautifully written book and it provided insight into a common human experience that we surprisingly know very little about.  It won the Outstanding Publication Award by the American Sociological Association Section on Aging and the Life Course and was featured in the New York Times .  The book was about aging, and specifically how inequality shapes the aging process, but it was also about much more than that.  It helped show how inequality affects people’s everyday lives.  For example, by observing the difficulties the poor had in setting up appointments and getting to them using public transportation and then being made to wait to see a doctor, sometimes in standing-room-only situations, when they are unwell, and then being treated dismissively by hospital staff, Abramson allowed readers to feel the material reality of being poor in the US.  Comparing these examples with seniors with adequate supplemental insurance who have the resources to hire car services or have others assist them in arranging care when they need it, jolts the reader to understand and appreciate the difference money makes in the lives and circumstances of us all, and in a way that is different than simply reading a statistic (“80% of the poor do not keep regular doctor’s appointments”) does.  Qualitative research can reach into spaces and places that often go unexamined and then reports back to the rest of us what it is like in those spaces and places.

Example 2: Racing for Innocence (Interviews + Content Analysis + Fictional Stories)

Jennifer Pierce is a Professor of American Studies at the University of Minnesota.  Trained as a sociologist, she has written a number of books about gender, race, and power.  Her very first book, Gender Trials: Emotional Lives in Contemporary Law Firms, published in 1995, is a brilliant look at gender dynamics within two law firms.  Pierce was a participant observer, working as a paralegal, and she observed how female lawyers and female paralegals struggled to obtain parity with their male colleagues.

Fifteen years later, she reexamined the context of the law firm to include an examination of racial dynamics, particularly how elite white men working in these spaces created and maintained a culture that made it difficult for both female attorneys and attorneys of color to thrive. Her book, Racing for Innocence: Whiteness, Gender, and the Backlash Against Affirmative Action , published in 2012, is an interesting and creative blending of interviews with attorneys, content analyses of popular films during this period, and fictional accounts of racial discrimination and sexual harassment.  The law firm she chose to study had come under an affirmative action order and was in the process of implementing equitable policies and programs.  She wanted to understand how recipients of white privilege (the elite white male attorneys) come to deny the role they play in reproducing inequality.  Through interviews with attorneys who were present both before and during the affirmative action order, she creates a historical record of the “bad behavior” that necessitated new policies and procedures, but also, and more importantly , probed the participants ’ understanding of this behavior.  It should come as no surprise that most (but not all) of the white male attorneys saw little need for change, and that almost everyone else had accounts that were different if not sometimes downright harrowing.

I’ve used Pierce’s book in my qualitative research methods courses as an example of an interesting blend of techniques and presentation styles.  My students often have a very difficult time with the fictional accounts she includes.  But they serve an important communicative purpose here.  They are her attempts at presenting “both sides” to an objective reality – something happens (Pierce writes this something so it is very clear what it is), and the two participants to the thing that happened have very different understandings of what this means.  By including these stories, Pierce presents one of her key findings – people remember things differently and these different memories tend to support their own ideological positions.  I wonder what Pierce would have written had she studied the murder of George Floyd or the storming of the US Capitol on January 6 or any number of other historic events whose observers and participants record very different happenings.

This is not to say that qualitative researchers write fictional accounts.  In fact, the use of fiction in our work remains controversial.  When used, it must be clearly identified as a presentation device, as Pierce did.  I include Racing for Innocence here as an example of the multiple uses of methods and techniques and the way that these work together to produce better understandings by us, the readers, of what Pierce studied.  We readers come away with a better grasp of how and why advantaged people understate their own involvement in situations and structures that advantage them.  This is normal human behavior , in other words.  This case may have been about elite white men in law firms, but the general insights here can be transposed to other settings.  Indeed, Pierce argues that more research needs to be done about the role elites play in the reproduction of inequality in the workplace in general.

Example 3: Amplified Advantage (Mixed Methods: Survey Interviews + Focus Groups + Archives)

The final example comes from my own work with college students, particularly the ways in which class background affects the experience of college and outcomes for graduates.  I include it here as an example of mixed methods, and for the use of supplementary archival research.  I’ve done a lot of research over the years on first-generation, low-income, and working-class college students.  I am curious (and skeptical) about the possibility of social mobility today, particularly with the rising cost of college and growing inequality in general.  As one of the few people in my family to go to college, I didn’t grow up with a lot of examples of what college was like or how to make the most of it.  And when I entered graduate school, I realized with dismay that there were very few people like me there.  I worried about becoming too different from my family and friends back home.  And I wasn’t at all sure that I would ever be able to pay back the huge load of debt I was taking on.  And so I wrote my dissertation and first two books about working-class college students.  These books focused on experiences in college and the difficulties of navigating between family and school ( Hurst 2010a, 2012 ).  But even after all that research, I kept coming back to wondering if working-class students who made it through college had an equal chance at finding good jobs and happy lives,

What happens to students after college?  Do working-class students fare as well as their peers?  I knew from my own experience that barriers continued through graduate school and beyond, and that my debtload was higher than that of my peers, constraining some of the choices I made when I graduated.  To answer these questions, I designed a study of students attending small liberal arts colleges, the type of college that tried to equalize the experience of students by requiring all students to live on campus and offering small classes with lots of interaction with faculty.  These private colleges tend to have more money and resources so they can provide financial aid to low-income students.  They also attract some very wealthy students.  Because they enroll students across the class spectrum, I would be able to draw comparisons.  I ended up spending about four years collecting data, both a survey of more than 2000 students (which formed the basis for quantitative analyses) and qualitative data collection (interviews, focus groups, archival research, and participant observation).  This is what we call a “mixed methods” approach because we use both quantitative and qualitative data.  The survey gave me a large enough number of students that I could make comparisons of the how many kind, and to be able to say with some authority that there were in fact significant differences in experience and outcome by class (e.g., wealthier students earned more money and had little debt; working-class students often found jobs that were not in their chosen careers and were very affected by debt, upper-middle-class students were more likely to go to graduate school).  But the survey analyses could not explain why these differences existed.  For that, I needed to talk to people and ask them about their motivations and aspirations.  I needed to understand their perceptions of the world, and it is very hard to do this through a survey.

By interviewing students and recent graduates, I was able to discern particular patterns and pathways through college and beyond.  Specifically, I identified three versions of gameplay.  Upper-middle-class students, whose parents were themselves professionals (academics, lawyers, managers of non-profits), saw college as the first stage of their education and took classes and declared majors that would prepare them for graduate school.  They also spent a lot of time building their resumes, taking advantage of opportunities to help professors with their research, or study abroad.  This helped them gain admission to highly-ranked graduate schools and interesting jobs in the public sector.  In contrast, upper-class students, whose parents were wealthy and more likely to be engaged in business (as CEOs or other high-level directors), prioritized building social capital.  They did this by joining fraternities and sororities and playing club sports.  This helped them when they graduated as they called on friends and parents of friends to find them well-paying jobs.  Finally, low-income, first-generation, and working-class students were often adrift.  They took the classes that were recommended to them but without the knowledge of how to connect them to life beyond college.  They spent time working and studying rather than partying or building their resumes.  All three sets of students thought they were “doing college” the right way, the way that one was supposed to do college.   But these three versions of gameplay led to distinct outcomes that advantaged some students over others.  I titled my work “Amplified Advantage” to highlight this process.

These three examples, Cory Abramson’s The End Game , Jennifer Peirce’s Racing for Innocence, and my own Amplified Advantage, demonstrate the range of approaches and tools available to the qualitative researcher.  They also help explain why qualitative research is so important.  Numbers can tell us some things about the world, but they cannot get at the hearts and minds, motivations and beliefs of the people who make up the social worlds we inhabit.  For that, we need tools that allow us to listen and make sense of what people tell us and show us.  That is what good qualitative research offers us.

How Is This Book Organized?

This textbook is organized as a comprehensive introduction to the use of qualitative research methods.  The first half covers general topics (e.g., approaches to qualitative research, ethics) and research design (necessary steps for building a successful qualitative research study).  The second half reviews various data collection and data analysis techniques.  Of course, building a successful qualitative research study requires some knowledge of data collection and data analysis so the chapters in the first half and the chapters in the second half should be read in conversation with each other.  That said, each chapter can be read on its own for assistance with a particular narrow topic.  In addition to the chapters, a helpful glossary can be found in the back of the book.  Rummage around in the text as needed.

Chapter Descriptions

Chapter 2 provides an overview of the Research Design Process.  How does one begin a study? What is an appropriate research question?  How is the study to be done – with what methods ?  Involving what people and sites?  Although qualitative research studies can and often do change and develop over the course of data collection, it is important to have a good idea of what the aims and goals of your study are at the outset and a good plan of how to achieve those aims and goals.  Chapter 2 provides a road map of the process.

Chapter 3 describes and explains various ways of knowing the (social) world.  What is it possible for us to know about how other people think or why they behave the way they do?  What does it mean to say something is a “fact” or that it is “well-known” and understood?  Qualitative researchers are particularly interested in these questions because of the types of research questions we are interested in answering (the how questions rather than the how many questions of quantitative research).  Qualitative researchers have adopted various epistemological approaches.  Chapter 3 will explore these approaches, highlighting interpretivist approaches that acknowledge the subjective aspect of reality – in other words, reality and knowledge are not objective but rather influenced by (interpreted through) people.

Chapter 4 focuses on the practical matter of developing a research question and finding the right approach to data collection.  In any given study (think of Cory Abramson’s study of aging, for example), there may be years of collected data, thousands of observations , hundreds of pages of notes to read and review and make sense of.  If all you had was a general interest area (“aging”), it would be very difficult, nearly impossible, to make sense of all of that data.  The research question provides a helpful lens to refine and clarify (and simplify) everything you find and collect.  For that reason, it is important to pull out that lens (articulate the research question) before you get started.  In the case of the aging study, Cory Abramson was interested in how inequalities affected understandings and responses to aging.  It is for this reason he designed a study that would allow him to compare different groups of seniors (some middle-class, some poor).  Inevitably, he saw much more in the three years in the field than what made it into his book (or dissertation), but he was able to narrow down the complexity of the social world to provide us with this rich account linked to the original research question.  Developing a good research question is thus crucial to effective design and a successful outcome.  Chapter 4 will provide pointers on how to do this.  Chapter 4 also provides an overview of general approaches taken to doing qualitative research and various “traditions of inquiry.”

Chapter 5 explores sampling .  After you have developed a research question and have a general idea of how you will collect data (Observations?  Interviews?), how do you go about actually finding people and sites to study?  Although there is no “correct number” of people to interview , the sample should follow the research question and research design.  Unlike quantitative research, qualitative research involves nonprobability sampling.  Chapter 5 explains why this is so and what qualities instead make a good sample for qualitative research.

Chapter 6 addresses the importance of reflexivity in qualitative research.  Related to epistemological issues of how we know anything about the social world, qualitative researchers understand that we the researchers can never be truly neutral or outside the study we are conducting.  As observers, we see things that make sense to us and may entirely miss what is either too obvious to note or too different to comprehend.  As interviewers, as much as we would like to ask questions neutrally and remain in the background, interviews are a form of conversation, and the persons we interview are responding to us .  Therefore, it is important to reflect upon our social positions and the knowledges and expectations we bring to our work and to work through any blind spots that we may have.  Chapter 6 provides some examples of reflexivity in practice and exercises for thinking through one’s own biases.

Chapter 7 is a very important chapter and should not be overlooked.  As a practical matter, it should also be read closely with chapters 6 and 8.  Because qualitative researchers deal with people and the social world, it is imperative they develop and adhere to a strong ethical code for conducting research in a way that does not harm.  There are legal requirements and guidelines for doing so (see chapter 8), but these requirements should not be considered synonymous with the ethical code required of us.   Each researcher must constantly interrogate every aspect of their research, from research question to design to sample through analysis and presentation, to ensure that a minimum of harm (ideally, zero harm) is caused.  Because each research project is unique, the standards of care for each study are unique.  Part of being a professional researcher is carrying this code in one’s heart, being constantly attentive to what is required under particular circumstances.  Chapter 7 provides various research scenarios and asks readers to weigh in on the suitability and appropriateness of the research.  If done in a class setting, it will become obvious fairly quickly that there are often no absolutely correct answers, as different people find different aspects of the scenarios of greatest importance.  Minimizing the harm in one area may require possible harm in another.  Being attentive to all the ethical aspects of one’s research and making the best judgments one can, clearly and consciously, is an integral part of being a good researcher.

Chapter 8 , best to be read in conjunction with chapter 7, explains the role and importance of Institutional Review Boards (IRBs) .  Under federal guidelines, an IRB is an appropriately constituted group that has been formally designated to review and monitor research involving human subjects .  Every institution that receives funding from the federal government has an IRB.  IRBs have the authority to approve, require modifications to (to secure approval), or disapprove research.  This group review serves an important role in the protection of the rights and welfare of human research subjects.  Chapter 8 reviews the history of IRBs and the work they do but also argues that IRBs’ review of qualitative research is often both over-inclusive and under-inclusive.  Some aspects of qualitative research are not well understood by IRBs, given that they were developed to prevent abuses in biomedical research.  Thus, it is important not to rely on IRBs to identify all the potential ethical issues that emerge in our research (see chapter 7).

Chapter 9 provides help for getting started on formulating a research question based on gaps in the pre-existing literature.  Research is conducted as part of a community, even if particular studies are done by single individuals (or small teams).  What any of us finds and reports back becomes part of a much larger body of knowledge.  Thus, it is important that we look at the larger body of knowledge before we actually start our bit to see how we can best contribute.  When I first began interviewing working-class college students, there was only one other similar study I could find, and it hadn’t been published (it was a dissertation of students from poor backgrounds).  But there had been a lot published by professors who had grown up working class and made it through college despite the odds.  These accounts by “working-class academics” became an important inspiration for my study and helped me frame the questions I asked the students I interviewed.  Chapter 9 will provide some pointers on how to search for relevant literature and how to use this to refine your research question.

Chapter 10 serves as a bridge between the two parts of the textbook, by introducing techniques of data collection.  Qualitative research is often characterized by the form of data collection – for example, an ethnographic study is one that employs primarily observational data collection for the purpose of documenting and presenting a particular culture or ethnos.  Techniques can be effectively combined, depending on the research question and the aims and goals of the study.   Chapter 10 provides a general overview of all the various techniques and how they can be combined.

The second part of the textbook moves into the doing part of qualitative research once the research question has been articulated and the study designed.  Chapters 11 through 17 cover various data collection techniques and approaches.  Chapters 18 and 19 provide a very simple overview of basic data analysis.  Chapter 20 covers communication of the data to various audiences, and in various formats.

Chapter 11 begins our overview of data collection techniques with a focus on interviewing , the true heart of qualitative research.  This technique can serve as the primary and exclusive form of data collection, or it can be used to supplement other forms (observation, archival).  An interview is distinct from a survey, where questions are asked in a specific order and often with a range of predetermined responses available.  Interviews can be conversational and unstructured or, more conventionally, semistructured , where a general set of interview questions “guides” the conversation.  Chapter 11 covers the basics of interviews: how to create interview guides, how many people to interview, where to conduct the interview, what to watch out for (how to prepare against things going wrong), and how to get the most out of your interviews.

Chapter 12 covers an important variant of interviewing, the focus group.  Focus groups are semistructured interviews with a group of people moderated by a facilitator (the researcher or researcher’s assistant).  Focus groups explicitly use group interaction to assist in the data collection.  They are best used to collect data on a specific topic that is non-personal and shared among the group.  For example, asking a group of college students about a common experience such as taking classes by remote delivery during the pandemic year of 2020.  Chapter 12 covers the basics of focus groups: when to use them, how to create interview guides for them, and how to run them effectively.

Chapter 13 moves away from interviewing to the second major form of data collection unique to qualitative researchers – observation .  Qualitative research that employs observation can best be understood as falling on a continuum of “fly on the wall” observation (e.g., observing how strangers interact in a doctor’s waiting room) to “participant” observation, where the researcher is also an active participant of the activity being observed.  For example, an activist in the Black Lives Matter movement might want to study the movement, using her inside position to gain access to observe key meetings and interactions.  Chapter  13 covers the basics of participant observation studies: advantages and disadvantages, gaining access, ethical concerns related to insider/outsider status and entanglement, and recording techniques.

Chapter 14 takes a closer look at “deep ethnography” – immersion in the field of a particularly long duration for the purpose of gaining a deeper understanding and appreciation of a particular culture or social world.  Clifford Geertz called this “deep hanging out.”  Whereas participant observation is often combined with semistructured interview techniques, deep ethnography’s commitment to “living the life” or experiencing the situation as it really is demands more conversational and natural interactions with people.  These interactions and conversations may take place over months or even years.  As can be expected, there are some costs to this technique, as well as some very large rewards when done competently.  Chapter 14 provides some examples of deep ethnographies that will inspire some beginning researchers and intimidate others.

Chapter 15 moves in the opposite direction of deep ethnography, a technique that is the least positivist of all those discussed here, to mixed methods , a set of techniques that is arguably the most positivist .  A mixed methods approach combines both qualitative data collection and quantitative data collection, commonly by combining a survey that is analyzed statistically (e.g., cross-tabs or regression analyses of large number probability samples) with semi-structured interviews.  Although it is somewhat unconventional to discuss mixed methods in textbooks on qualitative research, I think it is important to recognize this often-employed approach here.  There are several advantages and some disadvantages to taking this route.  Chapter 16 will describe those advantages and disadvantages and provide some particular guidance on how to design a mixed methods study for maximum effectiveness.

Chapter 16 covers data collection that does not involve live human subjects at all – archival and historical research (chapter 17 will also cover data that does not involve interacting with human subjects).  Sometimes people are unavailable to us, either because they do not wish to be interviewed or observed (as is the case with many “elites”) or because they are too far away, in both place and time.  Fortunately, humans leave many traces and we can often answer questions we have by examining those traces.  Special collections and archives can be goldmines for social science research.  This chapter will explain how to access these places, for what purposes, and how to begin to make sense of what you find.

Chapter 17 covers another data collection area that does not involve face-to-face interaction with humans: content analysis .  Although content analysis may be understood more properly as a data analysis technique, the term is often used for the entire approach, which will be the case here.  Content analysis involves interpreting meaning from a body of text.  This body of text might be something found in historical records (see chapter 16) or something collected by the researcher, as in the case of comment posts on a popular blog post.  I once used the stories told by student loan debtors on the website studentloanjustice.org as the content I analyzed.  Content analysis is particularly useful when attempting to define and understand prevalent stories or communication about a topic of interest.  In other words, when we are less interested in what particular people (our defined sample) are doing or believing and more interested in what general narratives exist about a particular topic or issue.  This chapter will explore different approaches to content analysis and provide helpful tips on how to collect data, how to turn that data into codes for analysis, and how to go about presenting what is found through analysis.

Where chapter 17 has pushed us towards data analysis, chapters 18 and 19 are all about what to do with the data collected, whether that data be in the form of interview transcripts or fieldnotes from observations.  Chapter 18 introduces the basics of coding , the iterative process of assigning meaning to the data in order to both simplify and identify patterns.  What is a code and how does it work?  What are the different ways of coding data, and when should you use them?  What is a codebook, and why do you need one?  What does the process of data analysis look like?

Chapter 19 goes further into detail on codes and how to use them, particularly the later stages of coding in which our codes are refined, simplified, combined, and organized.  These later rounds of coding are essential to getting the most out of the data we’ve collected.  As students are often overwhelmed with the amount of data (a corpus of interview transcripts typically runs into the hundreds of pages; fieldnotes can easily top that), this chapter will also address time management and provide suggestions for dealing with chaos and reminders that feeling overwhelmed at the analysis stage is part of the process.  By the end of the chapter, you should understand how “findings” are actually found.

The book concludes with a chapter dedicated to the effective presentation of data results.  Chapter 20 covers the many ways that researchers communicate their studies to various audiences (academic, personal, political), what elements must be included in these various publications, and the hallmarks of excellent qualitative research that various audiences will be expecting.  Because qualitative researchers are motivated by understanding and conveying meaning , effective communication is not only an essential skill but a fundamental facet of the entire research project.  Ethnographers must be able to convey a certain sense of verisimilitude , the appearance of true reality.  Those employing interviews must faithfully depict the key meanings of the people they interviewed in a way that rings true to those people, even if the end result surprises them.  And all researchers must strive for clarity in their publications so that various audiences can understand what was found and why it is important.

The book concludes with a short chapter ( chapter 21 ) discussing the value of qualitative research. At the very end of this book, you will find a glossary of terms. I recommend you make frequent use of the glossary and add to each entry as you find examples. Although the entries are meant to be simple and clear, you may also want to paraphrase the definition—make it “make sense” to you, in other words. In addition to the standard reference list (all works cited here), you will find various recommendations for further reading at the end of many chapters. Some of these recommendations will be examples of excellent qualitative research, indicated with an asterisk (*) at the end of the entry. As they say, a picture is worth a thousand words. A good example of qualitative research can teach you more about conducting research than any textbook can (this one included). I highly recommend you select one to three examples from these lists and read them along with the textbook.

A final note on the choice of examples – you will note that many of the examples used in the text come from research on college students.  This is for two reasons.  First, as most of my research falls in this area, I am most familiar with this literature and have contacts with those who do research here and can call upon them to share their stories with you.  Second, and more importantly, my hope is that this textbook reaches a wide audience of beginning researchers who study widely and deeply across the range of what can be known about the social world (from marine resources management to public policy to nursing to political science to sexuality studies and beyond).  It is sometimes difficult to find examples that speak to all those research interests, however. A focus on college students is something that all readers can understand and, hopefully, appreciate, as we are all now or have been at some point a college student.

Recommended Reading: Other Qualitative Research Textbooks

I’ve included a brief list of some of my favorite qualitative research textbooks and guidebooks if you need more than what you will find in this introductory text.  For each, I’ve also indicated if these are for “beginning” or “advanced” (graduate-level) readers.  Many of these books have several editions that do not significantly vary; the edition recommended is merely the edition I have used in teaching and to whose page numbers any specific references made in the text agree.

Barbour, Rosaline. 2014. Introducing Qualitative Research: A Student’s Guide. Thousand Oaks, CA: SAGE.  A good introduction to qualitative research, with abundant examples (often from the discipline of health care) and clear definitions.  Includes quick summaries at the ends of each chapter.  However, some US students might find the British context distracting and can be a bit advanced in some places.  Beginning .

Bloomberg, Linda Dale, and Marie F. Volpe. 2012. Completing Your Qualitative Dissertation . 2nd ed. Thousand Oaks, CA: SAGE.  Specifically designed to guide graduate students through the research process. Advanced .

Creswell, John W., and Cheryl Poth. 2018 Qualitative Inquiry and Research Design: Choosing among Five Traditions .  4th ed. Thousand Oaks, CA: SAGE.  This is a classic and one of the go-to books I used myself as a graduate student.  One of the best things about this text is its clear presentation of five distinct traditions in qualitative research.  Despite the title, this reasonably sized book is about more than research design, including both data analysis and how to write about qualitative research.  Advanced .

Lareau, Annette. 2021. Listening to People: A Practical Guide to Interviewing, Participant Observation, Data Analysis, and Writing It All Up .  Chicago: University of Chicago Press. A readable and personal account of conducting qualitative research by an eminent sociologist, with a heavy emphasis on the kinds of participant-observation research conducted by the author.  Despite its reader-friendliness, this is really a book targeted to graduate students learning the craft.  Advanced .

Lune, Howard, and Bruce L. Berg. 2018. 9th edition.  Qualitative Research Methods for the Social Sciences.  Pearson . Although a good introduction to qualitative methods, the authors favor symbolic interactionist and dramaturgical approaches, which limits the appeal primarily to sociologists.  Beginning .

Marshall, Catherine, and Gretchen B. Rossman. 2016. 6th edition. Designing Qualitative Research. Thousand Oaks, CA: SAGE.  Very readable and accessible guide to research design by two educational scholars.  Although the presentation is sometimes fairly dry, personal vignettes and illustrations enliven the text.  Beginning .

Maxwell, Joseph A. 2013. Qualitative Research Design: An Interactive Approach .  3rd ed. Thousand Oaks, CA: SAGE. A short and accessible introduction to qualitative research design, particularly helpful for graduate students contemplating theses and dissertations. This has been a standard textbook in my graduate-level courses for years.  Advanced .

Patton, Michael Quinn. 2002. Qualitative Research and Evaluation Methods . Thousand Oaks, CA: SAGE.  This is a comprehensive text that served as my “go-to” reference when I was a graduate student.  It is particularly helpful for those involved in program evaluation and other forms of evaluation studies and uses examples from a wide range of disciplines.  Advanced .

Rubin, Ashley T. 2021. Rocking Qualitative Social Science: An Irreverent Guide to Rigorous Research. Stanford : Stanford University Press.  A delightful and personal read.  Rubin uses rock climbing as an extended metaphor for learning how to conduct qualitative research.  A bit slanted toward ethnographic and archival methods of data collection, with frequent examples from her own studies in criminology. Beginning .

Weis, Lois, and Michelle Fine. 2000. Speed Bumps: A Student-Friendly Guide to Qualitative Research . New York: Teachers College Press.  Readable and accessibly written in a quasi-conversational style.  Particularly strong in its discussion of ethical issues throughout the qualitative research process.  Not comprehensive, however, and very much tied to ethnographic research.  Although designed for graduate students, this is a recommended read for students of all levels.  Beginning .

Patton’s Ten Suggestions for Doing Qualitative Research

The following ten suggestions were made by Michael Quinn Patton in his massive textbooks Qualitative Research and Evaluations Methods . This book is highly recommended for those of you who want more than an introduction to qualitative methods. It is the book I relied on heavily when I was a graduate student, although it is much easier to “dip into” when necessary than to read through as a whole. Patton is asked for “just one bit of advice” for a graduate student considering using qualitative research methods for their dissertation.  Here are his top ten responses, in short form, heavily paraphrased, and with additional comments and emphases from me:

• Make sure that a qualitative approach fits the research question. The following are the kinds of questions that call out for qualitative methods or where qualitative methods are particularly appropriate: questions about people’s experiences or how they make sense of those experiences; studying a person in their natural environment; researching a phenomenon so unknown that it would be impossible to study it with standardized instruments or other forms of quantitative data collection.
• Study qualitative research by going to the original sources for the design and analysis appropriate to the particular approach you want to take (e.g., read Glaser and Straus if you are using grounded theory )
• Find a dissertation adviser who understands or at least who will support your use of qualitative research methods. You are asking for trouble if your entire committee is populated by quantitative researchers, even if they are all very knowledgeable about the subject or focus of your study (maybe even more so if they are!)
• Really work on design. Doing qualitative research effectively takes a lot of planning.  Even if things are more flexible than in quantitative research, a good design is absolutely essential when starting out.
• Practice data collection techniques, particularly interviewing and observing. There is definitely a set of learned skills here!  Do not expect your first interview to be perfect.  You will continue to grow as a researcher the more interviews you conduct, and you will probably come to understand yourself a bit more in the process, too.  This is not easy, despite what others who don’t work with qualitative methods may assume (and tell you!)
• Have a plan for analysis before you begin data collection. This is often a requirement in IRB protocols , although you can get away with writing something fairly simple.  And even if you are taking an approach, such as grounded theory, that pushes you to remain fairly open-minded during the data collection process, you still want to know what you will be doing with all the data collected – creating a codebook? Writing analytical memos? Comparing cases?  Having a plan in hand will also help prevent you from collecting too much extraneous data.
• Be prepared to confront controversies both within the qualitative research community and between qualitative research and quantitative research. Don’t be naïve about this – qualitative research, particularly some approaches, will be derided by many more “positivist” researchers and audiences.  For example, is an “n” of 1 really sufficient?  Yes!  But not everyone will agree.
• Do not make the mistake of using qualitative research methods because someone told you it was easier, or because you are intimidated by the math required of statistical analyses. Qualitative research is difficult in its own way (and many would claim much more time-consuming than quantitative research).  Do it because you are convinced it is right for your goals, aims, and research questions.
• Find a good support network. This could be a research mentor, or it could be a group of friends or colleagues who are also using qualitative research, or it could be just someone who will listen to you work through all of the issues you will confront out in the field and during the writing process.  Even though qualitative research often involves human subjects, it can be pretty lonely.  A lot of times you will feel like you are working without a net.  You have to create one for yourself.  Take care of yourself.
• And, finally, in the words of Patton, “Prepare to be changed. Looking deeply at other people’s lives will force you to look deeply at yourself.”
• We will actually spend an entire chapter ( chapter 3 ) looking at this question in much more detail! ↵
• Note that this might have been news to Europeans at the time, but many other societies around the world had also come to this conclusion through observation.  There is often a tendency to equate “the scientific revolution” with the European world in which it took place, but this is somewhat misleading. ↵
• Historians are a special case here.  Historians have scrupulously and rigorously investigated the social world, but not for the purpose of understanding general laws about how things work, which is the point of scientific empirical research.  History is often referred to as an idiographic field of study, meaning that it studies things that happened or are happening in themselves and not for general observations or conclusions. ↵
• Don’t worry, we’ll spend more time later in this book unpacking the meaning of ethnography and other terms that are important here.  Note the available glossary ↵

An approach to research that is “multimethod in focus, involving an interpretative, naturalistic approach to its subject matter.  This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them.  Qualitative research involves the studied use and collection of a variety of empirical materials – case study, personal experience, introspective, life story, interview, observational, historical, interactional, and visual texts – that describe routine and problematic moments and meanings in individuals’ lives." ( Denzin and Lincoln 2005:2 ). Contrast with quantitative research .

In contrast to methodology, methods are more simply the practices and tools used to collect and analyze data.  Examples of common methods in qualitative research are interviews , observations , and documentary analysis .  One’s methodology should connect to one’s choice of methods, of course, but they are distinguishable terms.  See also methodology .

A proposed explanation for an observation, phenomenon, or scientific problem that can be tested by further investigation.  The positing of a hypothesis is often the first step in quantitative research but not in qualitative research.  Even when qualitative researchers offer possible explanations in advance of conducting research, they will tend to not use the word “hypothesis” as it conjures up the kind of positivist research they are not conducting.

The foundational question to be addressed by the research study.  This will form the anchor of the research design, collection, and analysis.  Note that in qualitative research, the research question may, and probably will, alter or develop during the course of the research.

An approach to research that collects and analyzes numerical data for the purpose of finding patterns and averages, making predictions, testing causal relationships, and generalizing results to wider populations.  Contrast with qualitative research .

Data collection that takes place in real-world settings, referred to as “the field;” a key component of much Grounded Theory and ethnographic research.  Patton ( 2002 ) calls fieldwork “the central activity of qualitative inquiry” where “‘going into the field’ means having direct and personal contact with people under study in their own environments – getting close to people and situations being studied to personally understand the realities of minutiae of daily life” (48).

The people who are the subjects of a qualitative study.  In interview-based studies, they may be the respondents to the interviewer; for purposes of IRBs, they are often referred to as the human subjects of the research.

The branch of philosophy concerned with knowledge.  For researchers, it is important to recognize and adopt one of the many distinguishing epistemological perspectives as part of our understanding of what questions research can address or fully answer.  See, e.g., constructivism , subjectivism, and  objectivism .

An approach that refutes the possibility of neutrality in social science research.  All research is “guided by a set of beliefs and feelings about the world and how it should be understood and studied” (Denzin and Lincoln 2005: 13).  In contrast to positivism , interpretivism recognizes the social constructedness of reality, and researchers adopting this approach focus on capturing interpretations and understandings people have about the world rather than “the world” as it is (which is a chimera).

The cluster of data-collection tools and techniques that involve observing interactions between people, the behaviors, and practices of individuals (sometimes in contrast to what they say about how they act and behave), and cultures in context.  Observational methods are the key tools employed by ethnographers and Grounded Theory .

Research based on data collected and analyzed by the research (in contrast to secondary “library” research).

The process of selecting people or other units of analysis to represent a larger population. In quantitative research, this representation is taken quite literally, as statistically representative.  In qualitative research, in contrast, sample selection is often made based on potential to generate insight about a particular topic or phenomenon.

A method of data collection in which the researcher asks the participant questions; the answers to these questions are often recorded and transcribed verbatim. There are many different kinds of interviews - see also semistructured interview , structured interview , and unstructured interview .

The specific group of individuals that you will collect data from.  Contrast population.

The practice of being conscious of and reflective upon one’s own social location and presence when conducting research.  Because qualitative research often requires interaction with live humans, failing to take into account how one’s presence and prior expectations and social location affect the data collected and how analyzed may limit the reliability of the findings.  This remains true even when dealing with historical archives and other content.  Who we are matters when asking questions about how people experience the world because we, too, are a part of that world.

The science and practice of right conduct; in research, it is also the delineation of moral obligations towards research participants, communities to which we belong, and communities in which we conduct our research.

An administrative body established to protect the rights and welfare of human research subjects recruited to participate in research activities conducted under the auspices of the institution with which it is affiliated. The IRB is charged with the responsibility of reviewing all research involving human participants. The IRB is concerned with protecting the welfare, rights, and privacy of human subjects. The IRB has the authority to approve, disapprove, monitor, and require modifications in all research activities that fall within its jurisdiction as specified by both the federal regulations and institutional policy.

Research, according to US federal guidelines, that involves “a living individual about whom an investigator (whether professional or student) conducting research:  (1) Obtains information or biospecimens through intervention or interaction with the individual, and uses, studies, or analyzes the information or biospecimens; or  (2) Obtains, uses, studies, analyzes, or generates identifiable private information or identifiable biospecimens.”

One of the primary methodological traditions of inquiry in qualitative research, ethnography is the study of a group or group culture, largely through observational fieldwork supplemented by interviews. It is a form of fieldwork that may include participant-observation data collection. See chapter 14 for a discussion of deep ethnography. 

A form of interview that follows a standard guide of questions asked, although the order of the questions may change to match the particular needs of each individual interview subject, and probing “follow-up” questions are often added during the course of the interview.  The semi-structured interview is the primary form of interviewing used by qualitative researchers in the social sciences.  It is sometimes referred to as an “in-depth” interview.  See also interview and  interview guide .

A method of observational data collection taking place in a natural setting; a form of fieldwork .  The term encompasses a continuum of relative participation by the researcher (from full participant to “fly-on-the-wall” observer).  This is also sometimes referred to as ethnography , although the latter is characterized by a greater focus on the culture under observation.

A research design that employs both quantitative and qualitative methods, as in the case of a survey supplemented by interviews.

An epistemological perspective that posits the existence of reality through sensory experience similar to empiricism but goes further in denying any non-sensory basis of thought or consciousness.  In the social sciences, the term has roots in the proto-sociologist August Comte, who believed he could discern “laws” of society similar to the laws of natural science (e.g., gravity).  The term has come to mean the kinds of measurable and verifiable science conducted by quantitative researchers and is thus used pejoratively by some qualitative researchers interested in interpretation, consciousness, and human understanding.  Calling someone a “positivist” is often intended as an insult.  See also empiricism and objectivism.

A place or collection containing records, documents, or other materials of historical interest; most universities have an archive of material related to the university’s history, as well as other “special collections” that may be of interest to members of the community.

A method of both data collection and data analysis in which a given content (textual, visual, graphic) is examined systematically and rigorously to identify meanings, themes, patterns and assumptions.  Qualitative content analysis (QCA) is concerned with gathering and interpreting an existing body of material.    

A word or short phrase that symbolically assigns a summative, salient, essence-capturing, and/or evocative attribute for a portion of language-based or visual data (Saldaña 2021:5).

Usually a verbatim written record of an interview or focus group discussion.

The primary form of data for fieldwork , participant observation , and ethnography .  These notes, taken by the researcher either during the course of fieldwork or at day’s end, should include as many details as possible on what was observed and what was said.  They should include clear identifiers of date, time, setting, and names (or identifying characteristics) of participants.

The process of labeling and organizing qualitative data to identify different themes and the relationships between them; a way of simplifying data to allow better management and retrieval of key themes and illustrative passages.  See coding frame and  codebook.

A methodological tradition of inquiry and approach to analyzing qualitative data in which theories emerge from a rigorous and systematic process of induction.  This approach was pioneered by the sociologists Glaser and Strauss (1967).  The elements of theory generated from comparative analysis of data are, first, conceptual categories and their properties and, second, hypotheses or generalized relations among the categories and their properties – “The constant comparing of many groups draws the [researcher’s] attention to their many similarities and differences.  Considering these leads [the researcher] to generate abstract categories and their properties, which, since they emerge from the data, will clearly be important to a theory explaining the kind of behavior under observation.” (36).

A detailed description of any proposed research that involves human subjects for review by IRB.  The protocol serves as the recipe for the conduct of the research activity.  It includes the scientific rationale to justify the conduct of the study, the information necessary to conduct the study, the plan for managing and analyzing the data, and a discussion of the research ethical issues relevant to the research.  Protocols for qualitative research often include interview guides, all documents related to recruitment, informed consent forms, very clear guidelines on the safekeeping of materials collected, and plans for de-identifying transcripts or other data that include personal identifying information.

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Qualitative Methods in Health Care Research

Vishnu renjith.

School of Nursing and Midwifery, Royal College of Surgeons Ireland - Bahrain (RCSI Bahrain), Al Sayh Muharraq Governorate, Bahrain

Renjulal Yesodharan

1 Department of Mental Health Nursing, Manipal College of Nursing Manipal, Manipal Academy of Higher Education, Manipal, Karnataka, India

Judith A. Noronha

2 Department of OBG Nursing, Manipal College of Nursing Manipal, Manipal Academy of Higher Education, Manipal, Karnataka, India

Elissa Ladd

3 School of Nursing, MGH Institute of Health Professions, Boston, USA

Anice George

4 Department of Child Health Nursing, Manipal College of Nursing Manipal, Manipal Academy of Higher Education, Manipal, Karnataka, India

Healthcare research is a systematic inquiry intended to generate robust evidence about important issues in the fields of medicine and healthcare. Qualitative research has ample possibilities within the arena of healthcare research. This article aims to inform healthcare professionals regarding qualitative research, its significance, and applicability in the field of healthcare. A wide variety of phenomena that cannot be explained using the quantitative approach can be explored and conveyed using a qualitative method. The major types of qualitative research designs are narrative research, phenomenological research, grounded theory research, ethnographic research, historical research, and case study research. The greatest strength of the qualitative research approach lies in the richness and depth of the healthcare exploration and description it makes. In health research, these methods are considered as the most humanistic and person-centered way of discovering and uncovering thoughts and actions of human beings.

Introduction

Healthcare research is a systematic inquiry intended to generate trustworthy evidence about issues in the field of medicine and healthcare. The three principal approaches to health research are the quantitative, the qualitative, and the mixed methods approach. The quantitative research method uses data, which are measures of values and counts and are often described using statistical methods which in turn aids the researcher to draw inferences. Qualitative research incorporates the recording, interpreting, and analyzing of non-numeric data with an attempt to uncover the deeper meanings of human experiences and behaviors. Mixed methods research, the third methodological approach, involves collection and analysis of both qualitative and quantitative information with an objective to solve different but related questions, or at times the same questions.[ 1 , 2 ]

In healthcare, qualitative research is widely used to understand patterns of health behaviors, describe lived experiences, develop behavioral theories, explore healthcare needs, and design interventions.[ 1 , 2 , 3 ] Because of its ample applications in healthcare, there has been a tremendous increase in the number of health research studies undertaken using qualitative methodology.[ 4 , 5 ] This article discusses qualitative research methods, their significance, and applicability in the arena of healthcare.

Qualitative Research

Diverse academic and non-academic disciplines utilize qualitative research as a method of inquiry to understand human behavior and experiences.[ 6 , 7 ] According to Munhall, “Qualitative research involves broadly stated questions about human experiences and realities, studied through sustained contact with the individual in their natural environments and producing rich, descriptive data that will help us to understand those individual's experiences.”[ 8 ]

Significance of Qualitative Research

The qualitative method of inquiry examines the 'how' and 'why' of decision making, rather than the 'when,' 'what,' and 'where.'[ 7 ] Unlike quantitative methods, the objective of qualitative inquiry is to explore, narrate, and explain the phenomena and make sense of the complex reality. Health interventions, explanatory health models, and medical-social theories could be developed as an outcome of qualitative research.[ 9 ] Understanding the richness and complexity of human behavior is the crux of qualitative research.

Differences between Quantitative and Qualitative Research

The quantitative and qualitative forms of inquiry vary based on their underlying objectives. They are in no way opposed to each other; instead, these two methods are like two sides of a coin. The critical differences between quantitative and qualitative research are summarized in Table 1 .[ 1 , 10 , 11 ]

Differences between quantitative and qualitative research

Qualitative Research Questions and Purpose Statements

Qualitative questions are exploratory and are open-ended. A well-formulated study question forms the basis for developing a protocol, guides the selection of design, and data collection methods. Qualitative research questions generally involve two parts, a central question and related subquestions. The central question is directed towards the primary phenomenon under study, whereas the subquestions explore the subareas of focus. It is advised not to have more than five to seven subquestions. A commonly used framework for designing a qualitative research question is the 'PCO framework' wherein, P stands for the population under study, C stands for the context of exploration, and O stands for the outcome/s of interest.[ 12 ] The PCO framework guides researchers in crafting a focused study question.

Example: In the question, “What are the experiences of mothers on parenting children with Thalassemia?”, the population is “mothers of children with Thalassemia,” the context is “parenting children with Thalassemia,” and the outcome of interest is “experiences.”

The purpose statement specifies the broad focus of the study, identifies the approach, and provides direction for the overall goal of the study. The major components of a purpose statement include the central phenomenon under investigation, the study design and the population of interest. Qualitative research does not require a-priori hypothesis.[ 13 , 14 , 15 ]

Example: Borimnejad et al . undertook a qualitative research on the lived experiences of women suffering from vitiligo. The purpose of this study was, “to explore lived experiences of women suffering from vitiligo using a hermeneutic phenomenological approach.” [ 16 ]

Review of the Literature

In quantitative research, the researchers do an extensive review of scientific literature prior to the commencement of the study. However, in qualitative research, only a minimal literature search is conducted at the beginning of the study. This is to ensure that the researcher is not influenced by the existing understanding of the phenomenon under the study. The minimal literature review will help the researchers to avoid the conceptual pollution of the phenomenon being studied. Nonetheless, an extensive review of the literature is conducted after data collection and analysis.[ 15 ]

Reflexivity

Reflexivity refers to critical self-appraisal about one's own biases, values, preferences, and preconceptions about the phenomenon under investigation. Maintaining a reflexive diary/journal is a widely recognized way to foster reflexivity. According to Creswell, “Reflexivity increases the credibility of the study by enhancing more neutral interpretations.”[ 7 ]

Types of Qualitative Research Designs

The qualitative research approach encompasses a wide array of research designs. The words such as types, traditions, designs, strategies of inquiry, varieties, and methods are used interchangeably. The major types of qualitative research designs are narrative research, phenomenological research, grounded theory research, ethnographic research, historical research, and case study research.[ 1 , 7 , 10 ]

Narrative research

Narrative research focuses on exploring the life of an individual and is ideally suited to tell the stories of individual experiences.[ 17 ] The purpose of narrative research is to utilize 'story telling' as a method in communicating an individual's experience to a larger audience.[ 18 ] The roots of narrative inquiry extend to humanities including anthropology, literature, psychology, education, history, and sociology. Narrative research encompasses the study of individual experiences and learning the significance of those experiences. The data collection procedures include mainly interviews, field notes, letters, photographs, diaries, and documents collected from one or more individuals. Data analysis involves the analysis of the stories or experiences through “re-storying of stories” and developing themes usually in chronological order of events. Rolls and Payne argued that narrative research is a valuable approach in health care research, to gain deeper insight into patient's experiences.[ 19 ]

Example: Karlsson et al . undertook a narrative inquiry to “explore how people with Alzheimer's disease present their life story.” Data were collected from nine participants. They were asked to describe about their life experiences from childhood to adulthood, then to current life and their views about the future life. [ 20 ]

Phenomenological research

Phenomenology is a philosophical tradition developed by German philosopher Edmond Husserl. His student Martin Heidegger did further developments in this methodology. It defines the 'essence' of individual's experiences regarding a certain phenomenon.[ 1 ] The methodology has its origin from philosophy, psychology, and education. The purpose of qualitative research is to understand the people's everyday life experiences and reduce it into the central meaning or the 'essence of the experience'.[ 21 , 22 ] The unit of analysis of phenomenology is the individuals who have had similar experiences of the phenomenon. Interviews with individuals are mainly considered for the data collection, though, documents and observations are also useful. Data analysis includes identification of significant meaning elements, textural description (what was experienced), structural description (how was it experienced), and description of 'essence' of experience.[ 1 , 7 , 21 ] The phenomenological approach is further divided into descriptive and interpretive phenomenology. Descriptive phenomenology focuses on the understanding of the essence of experiences and is best suited in situations that need to describe the lived phenomenon. Hermeneutic phenomenology or Interpretive phenomenology moves beyond the description to uncover the meanings that are not explicitly evident. The researcher tries to interpret the phenomenon, based on their judgment rather than just describing it.[ 7 , 21 , 22 , 23 , 24 ]

Example: A phenomenological study conducted by Cornelio et al . aimed at describing the lived experiences of mothers in parenting children with leukemia. Data from ten mothers were collected using in-depth semi-structured interviews and were analyzed using Husserl's method of phenomenology. Themes such as “pivotal moment in life”, “the experience of being with a seriously ill child”, “having to keep distance with the relatives”, “overcoming the financial and social commitments”, “responding to challenges”, “experience of faith as being key to survival”, “health concerns of the present and future”, and “optimism” were derived. The researchers reported the essence of the study as “chronic illness such as leukemia in children results in a negative impact on the child and on the mother.” [ 25 ]

Grounded Theory Research

Grounded theory has its base in sociology and propagated by two sociologists, Barney Glaser, and Anselm Strauss.[ 26 ] The primary purpose of grounded theory is to discover or generate theory in the context of the social process being studied. The major difference between grounded theory and other approaches lies in its emphasis on theory generation and development. The name grounded theory comes from its ability to induce a theory grounded in the reality of study participants.[ 7 , 27 ] Data collection in grounded theory research involves recording interviews from many individuals until data saturation. Constant comparative analysis, theoretical sampling, theoretical coding, and theoretical saturation are unique features of grounded theory research.[ 26 , 27 , 28 ] Data analysis includes analyzing data through 'open coding,' 'axial coding,' and 'selective coding.'[ 1 , 7 ] Open coding is the first level of abstraction, and it refers to the creation of a broad initial range of categories, axial coding is the procedure of understanding connections between the open codes, whereas selective coding relates to the process of connecting the axial codes to formulate a theory.[ 1 , 7 ] Results of the grounded theory analysis are supplemented with a visual representation of major constructs usually in the form of flow charts or framework diagrams. Quotations from the participants are used in a supportive capacity to substantiate the findings. Strauss and Corbin highlights that “the value of the grounded theory lies not only in its ability to generate a theory but also to ground that theory in the data.”[ 27 ]

Example: Williams et al . conducted a grounded theory research to explore the nature of relationship between the sense of self and the eating disorders. Data were collected form 11 women with a lifetime history of Anorexia Nervosa and were analyzed using the grounded theory methodology. Analysis led to the development of a theoretical framework on the nature of the relationship between the self and Anorexia Nervosa. [ 29 ]

Ethnographic research

Ethnography has its base in anthropology, where the anthropologists used it for understanding the culture-specific knowledge and behaviors. In health sciences research, ethnography focuses on narrating and interpreting the health behaviors of a culture-sharing group. 'Culture-sharing group' in an ethnography represents any 'group of people who share common meanings, customs or experiences.' In health research, it could be a group of physicians working in rural care, a group of medical students, or it could be a group of patients who receive home-based rehabilitation. To understand the cultural patterns, researchers primarily observe the individuals or group of individuals for a prolonged period of time.[ 1 , 7 , 30 ] The scope of ethnography can be broad or narrow depending on the aim. The study of more general cultural groups is termed as macro-ethnography, whereas micro-ethnography focuses on more narrowly defined cultures. Ethnography is usually conducted in a single setting. Ethnographers collect data using a variety of methods such as observation, interviews, audio-video records, and document reviews. A written report includes a detailed description of the culture sharing group with emic and etic perspectives. When the researcher reports the views of the participants it is called emic perspectives and when the researcher reports his or her views about the culture, the term is called etic.[ 7 ]

Example: The aim of the ethnographic study by LeBaron et al . was to explore the barriers to opioid availability and cancer pain management in India. The researchers collected data from fifty-nine participants using in-depth semi-structured interviews, participant observation, and document review. The researchers identified significant barriers by open coding and thematic analysis of the formal interview. [ 31 ]

Historical research

Historical research is the “systematic collection, critical evaluation, and interpretation of historical evidence”.[ 1 ] The purpose of historical research is to gain insights from the past and involves interpreting past events in the light of the present. The data for historical research are usually collected from primary and secondary sources. The primary source mainly includes diaries, first hand information, and writings. The secondary sources are textbooks, newspapers, second or third-hand accounts of historical events and medical/legal documents. The data gathered from these various sources are synthesized and reported as biographical narratives or developmental perspectives in chronological order. The ideas are interpreted in terms of the historical context and significance. The written report describes 'what happened', 'how it happened', 'why it happened', and its significance and implications to current clinical practice.[ 1 , 10 ]

Example: Lubold (2019) analyzed the breastfeeding trends in three countries (Sweden, Ireland, and the United States) using a historical qualitative method. Through analysis of historical data, the researcher found that strong family policies, adherence to international recommendations and adoption of baby-friendly hospital initiative could greatly enhance the breastfeeding rates. [ 32 ]

Case study research

Case study research focuses on the description and in-depth analysis of the case(s) or issues illustrated by the case(s). The design has its origin from psychology, law, and medicine. Case studies are best suited for the understanding of case(s), thus reducing the unit of analysis into studying an event, a program, an activity or an illness. Observations, one to one interviews, artifacts, and documents are used for collecting the data, and the analysis is done through the description of the case. From this, themes and cross-case themes are derived. A written case study report includes a detailed description of one or more cases.[ 7 , 10 ]

Example: Perceptions of poststroke sexuality in a woman of childbearing age was explored using a qualitative case study approach by Beal and Millenbrunch. Semi structured interview was conducted with a 36- year mother of two children with a history of Acute ischemic stroke. The data were analyzed using an inductive approach. The authors concluded that “stroke during childbearing years may affect a woman's perception of herself as a sexual being and her ability to carry out gender roles”. [ 33 ]

Sampling in Qualitative Research

Qualitative researchers widely use non-probability sampling techniques such as purposive sampling, convenience sampling, quota sampling, snowball sampling, homogeneous sampling, maximum variation sampling, extreme (deviant) case sampling, typical case sampling, and intensity sampling. The selection of a sampling technique depends on the nature and needs of the study.[ 34 , 35 , 36 , 37 , 38 , 39 , 40 ] The four widely used sampling techniques are convenience sampling, purposive sampling, snowball sampling, and intensity sampling.

Convenience sampling

It is otherwise called accidental sampling, where the researchers collect data from the subjects who are selected based on accessibility, geographical proximity, ease, speed, and or low cost.[ 34 ] Convenience sampling offers a significant benefit of convenience but often accompanies the issues of sample representation.

Purposive sampling

Purposive or purposeful sampling is a widely used sampling technique.[ 35 ] It involves identifying a population based on already established sampling criteria and then selecting subjects who fulfill that criteria to increase the credibility. However, choosing information-rich cases is the key to determine the power and logic of purposive sampling in a qualitative study.[ 1 ]

Snowball sampling

The method is also known as 'chain referral sampling' or 'network sampling.' The sampling starts by having a few initial participants, and the researcher relies on these early participants to identify additional study participants. It is best adopted when the researcher wishes to study the stigmatized group, or in cases, where findings of participants are likely to be difficult by ordinary means. Respondent ridden sampling is an improvised version of snowball sampling used to find out the participant from a hard-to-find or hard-to-study population.[ 37 , 38 ]

Intensity sampling

The process of identifying information-rich cases that manifest the phenomenon of interest is referred to as intensity sampling. It requires prior information, and considerable judgment about the phenomenon of interest and the researcher should do some preliminary investigations to determine the nature of the variation. Intensity sampling will be done once the researcher identifies the variation across the cases (extreme, average and intense) and picks the intense cases from them.[ 40 ]

Deciding the Sample Size

A-priori sample size calculation is not undertaken in the case of qualitative research. Researchers collect the data from as many participants as possible until they reach the point of data saturation. Data saturation or the point of redundancy is the stage where the researcher no longer sees or hears any new information. Data saturation gives the idea that the researcher has captured all possible information about the phenomenon of interest. Since no further information is being uncovered as redundancy is achieved, at this point the data collection can be stopped. The objective here is to get an overall picture of the chronicle of the phenomenon under the study rather than generalization.[ 1 , 7 , 41 ]

Data Collection in Qualitative Research

The various strategies used for data collection in qualitative research includes in-depth interviews (individual or group), focus group discussions (FGDs), participant observation, narrative life history, document analysis, audio materials, videos or video footage, text analysis, and simple observation. Among all these, the three popular methods are the FGDs, one to one in-depth interviews and the participant observation.

FGDs are useful in eliciting data from a group of individuals. They are normally built around a specific topic and are considered as the best approach to gather data on an entire range of responses to a topic.[ 42 Group size in an FGD ranges from 6 to 12. Depending upon the nature of participants, FGDs could be homogeneous or heterogeneous.[ 1 , 14 ] One to one in-depth interviews are best suited to obtain individuals' life histories, lived experiences, perceptions, and views, particularly while exporting topics of sensitive nature. In-depth interviews can be structured, unstructured, or semi-structured. However, semi-structured interviews are widely used in qualitative research. Participant observations are suitable for gathering data regarding naturally occurring behaviors.[ 1 ]

Data Analysis in Qualitative Research

Various strategies are employed by researchers to analyze data in qualitative research. Data analytic strategies differ according to the type of inquiry. A general content analysis approach is described herewith. Data analysis begins by transcription of the interview data. The researcher carefully reads data and gets a sense of the whole. Once the researcher is familiarized with the data, the researcher strives to identify small meaning units called the 'codes.' The codes are then grouped based on their shared concepts to form the primary categories. Based on the relationship between the primary categories, they are then clustered into secondary categories. The next step involves the identification of themes and interpretation to make meaning out of data. In the results section of the manuscript, the researcher describes the key findings/themes that emerged. The themes can be supported by participants' quotes. The analytical framework used should be explained in sufficient detail, and the analytic framework must be well referenced. The study findings are usually represented in a schematic form for better conceptualization.[ 1 , 7 ] Even though the overall analytical process remains the same across different qualitative designs, each design such as phenomenology, ethnography, and grounded theory has design specific analytical procedures, the details of which are out of the scope of this article.

Computer-Assisted Qualitative Data Analysis Software (CAQDAS)

Until recently, qualitative analysis was done either manually or with the help of a spreadsheet application. Currently, there are various software programs available which aid researchers to manage qualitative data. CAQDAS is basically data management tools and cannot analyze the qualitative data as it lacks the ability to think, reflect, and conceptualize. Nonetheless, CAQDAS helps researchers to manage, shape, and make sense of unstructured information. Open Code, MAXQDA, NVivo, Atlas.ti, and Hyper Research are some of the widely used qualitative data analysis software.[ 14 , 43 ]

Reporting Guidelines

Consolidated Criteria for Reporting Qualitative Research (COREQ) is the widely used reporting guideline for qualitative research. This 32-item checklist assists researchers in reporting all the major aspects related to the study. The three major domains of COREQ are the 'research team and reflexivity', 'study design', and 'analysis and findings'.[ 44 , 45 ]

Critical Appraisal of Qualitative Research

Various scales are available to critical appraisal of qualitative research. The widely used one is the Critical Appraisal Skills Program (CASP) Qualitative Checklist developed by CASP network, UK. This 10-item checklist evaluates the quality of the study under areas such as aims, methodology, research design, ethical considerations, data collection, data analysis, and findings.[ 46 ]

Ethical Issues in Qualitative Research

A qualitative study must be undertaken by grounding it in the principles of bioethics such as beneficence, non-maleficence, autonomy, and justice. Protecting the participants is of utmost importance, and the greatest care has to be taken while collecting data from a vulnerable research population. The researcher must respect individuals, families, and communities and must make sure that the participants are not identifiable by their quotations that the researchers include when publishing the data. Consent for audio/video recordings must be obtained. Approval to be in FGDs must be obtained from the participants. Researchers must ensure the confidentiality and anonymity of the transcripts/audio-video records/photographs/other data collected as a part of the study. The researchers must confirm their role as advocates and proceed in the best interest of all participants.[ 42 , 47 , 48 ]

Rigor in Qualitative Research

The demonstration of rigor or quality in the conduct of the study is essential for every research method. However, the criteria used to evaluate the rigor of quantitative studies are not be appropriate for qualitative methods. Lincoln and Guba (1985) first outlined the criteria for evaluating the qualitative research often referred to as “standards of trustworthiness of qualitative research”.[ 49 ] The four components of the criteria are credibility, transferability, dependability, and confirmability.

Credibility refers to confidence in the 'truth value' of the data and its interpretation. It is used to establish that the findings are true, credible and believable. Credibility is similar to the internal validity in quantitative research.[ 1 , 50 , 51 ] The second criterion to establish the trustworthiness of the qualitative research is transferability, Transferability refers to the degree to which the qualitative results are applicability to other settings, population or contexts. This is analogous to the external validity in quantitative research.[ 1 , 50 , 51 ] Lincoln and Guba recommend authors provide enough details so that the users will be able to evaluate the applicability of data in other contexts.[ 49 ] The criterion of dependability refers to the assumption of repeatability or replicability of the study findings and is similar to that of reliability in quantitative research. The dependability question is 'Whether the study findings be repeated of the study is replicated with the same (similar) cohort of participants, data coders, and context?'[ 1 , 50 , 51 ] Confirmability, the fourth criteria is analogous to the objectivity of the study and refers the degree to which the study findings could be confirmed or corroborated by others. To ensure confirmability the data should directly reflect the participants' experiences and not the bias, motivations, or imaginations of the inquirer.[ 1 , 50 , 51 ] Qualitative researchers should ensure that the study is conducted with enough rigor and should report the measures undertaken to enhance the trustworthiness of the study.

Conclusions

Qualitative research studies are being widely acknowledged and recognized in health care practice. This overview illustrates various qualitative methods and shows how these methods can be used to generate evidence that informs clinical practice. Qualitative research helps to understand the patterns of health behaviors, describe illness experiences, design health interventions, and develop healthcare theories. The ultimate strength of the qualitative research approach lies in the richness of the data and the descriptions and depth of exploration it makes. Hence, qualitative methods are considered as the most humanistic and person-centered way of discovering and uncovering thoughts and actions of human beings.

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Conflicts of interest.

There are no conflicts of interest.

18 Qualitative Research Examples

Qualitative research is an approach to scientific research that involves using observation to gather and analyze non-numerical, in-depth, and well-contextualized datasets.

It serves as an integral part of academic, professional, and even daily decision-making processes (Baxter & Jack, 2008).

Methods of qualitative research encompass a wide range of techniques, from in-depth personal encounters, like ethnographies (studying cultures in-depth) and autoethnographies (examining one’s own cultural experiences), to collection of diverse perspectives on topics through methods like interviewing focus groups (gatherings of individuals to discuss specific topics).

Qualitative Research Examples

1. ethnography.

Definition: Ethnography is a qualitative research design aimed at exploring cultural phenomena. Rooted in the discipline of anthropology , this research approach investigates the social interactions, behaviors, and perceptions within groups, communities, or organizations.

Ethnographic research is characterized by extended observation of the group, often through direct participation, in the participants’ environment. An ethnographer typically lives with the study group for extended periods, intricately observing their everyday lives (Khan, 2014).

It aims to present a complete, detailed and accurate picture of the observed social life, rituals, symbols, and values from the perspective of the study group.

Example of Ethnographic Research

Title: “ The Everyday Lives of Men: An Ethnographic Investigation of Young Adult Male Identity “

Citation: Evans, J. (2010). The Everyday Lives of Men: An Ethnographic Investigation of Young Adult Male Identity. Peter Lang.

Overview: This study by Evans (2010) provides a rich narrative of young adult male identity as experienced in everyday life. The author immersed himself among a group of young men, participating in their activities and cultivating a deep understanding of their lifestyle, values, and motivations. This research exemplified the ethnographic approach, revealing complexities of the subjects’ identities and societal roles, which could hardly be accessed through other qualitative research designs.

Read my Full Guide on Ethnography Here

2. Autoethnography

Definition: Autoethnography is an approach to qualitative research where the researcher uses their own personal experiences to extend the understanding of a certain group, culture, or setting. Essentially, it allows for the exploration of self within the context of social phenomena.

Unlike traditional ethnography, which focuses on the study of others, autoethnography turns the ethnographic gaze inward, allowing the researcher to use their personal experiences within a culture as rich qualitative data (Durham, 2019).

The objective is to critically appraise one’s personal experiences as they navigate and negotiate cultural, political, and social meanings. The researcher becomes both the observer and the participant, intertwining personal and cultural experiences in the research.

Example of Autoethnographic Research

Title: “ A Day In The Life Of An NHS Nurse “

Citation: Osben, J. (2019). A day in the life of a NHS nurse in 21st Century Britain: An auto-ethnography. The Journal of Autoethnography for Health & Social Care. 1(1).

Overview: This study presents an autoethnography of a day in the life of an NHS nurse (who, of course, is also the researcher). The author uses the research to achieve reflexivity, with the researcher concluding: “Scrutinising my practice and situating it within a wider contextual backdrop has compelled me to significantly increase my level of scrutiny into the driving forces that influence my practice.”

Read my Full Guide on Autoethnography Here

3. Semi-Structured Interviews

Definition: Semi-structured interviews stand as one of the most frequently used methods in qualitative research. These interviews are planned and utilize a set of pre-established questions, but also allow for the interviewer to steer the conversation in other directions based on the responses given by the interviewee.

In semi-structured interviews, the interviewer prepares a guide that outlines the focal points of the discussion. However, the interview is flexible, allowing for more in-depth probing if the interviewer deems it necessary (Qu, & Dumay, 2011). This style of interviewing strikes a balance between structured ones which might limit the discussion, and unstructured ones, which could lack focus.

Example of Semi-Structured Interview Research

Title: “ Factors influencing adherence to cancer treatment in older adults with cancer: a systematic review “

Citation: Puts, M., et al. (2014). Factors influencing adherence to cancer treatment in older adults with cancer: a systematic review. Annals of oncology, 25 (3), 564-577.

Overview: Puts et al. (2014) executed an extensive systematic review in which they conducted semi-structured interviews with older adults suffering from cancer to examine the factors influencing their adherence to cancer treatment. The findings suggested that various factors, including side effects, faith in healthcare professionals, and social support have substantial impacts on treatment adherence. This research demonstrates how semi-structured interviews can provide rich and profound insights into the subjective experiences of patients.

4. Focus Groups

Definition: Focus groups are a qualitative research method that involves organized discussion with a selected group of individuals to gain their perspectives on a specific concept, product, or phenomenon. Typically, these discussions are guided by a moderator.

During a focus group session, the moderator has a list of questions or topics to discuss, and participants are encouraged to interact with each other (Morgan, 2010). This interactivity can stimulate more information and provide a broader understanding of the issue under scrutiny. The open format allows participants to ask questions and respond freely, offering invaluable insights into attitudes, experiences, and group norms.

Example of Focus Group Research

Title: “ Perspectives of Older Adults on Aging Well: A Focus Group Study “

Citation: Halaweh, H., Dahlin-Ivanoff, S., Svantesson, U., & Willén, C. (2018). Perspectives of older adults on aging well: a focus group study. Journal of aging research .

Overview: This study aimed to explore what older adults (aged 60 years and older) perceived to be ‘aging well’. The researchers identified three major themes from their focus group interviews: a sense of well-being, having good physical health, and preserving good mental health. The findings highlight the importance of factors such as positive emotions, social engagement, physical activity, healthy eating habits, and maintaining independence in promoting aging well among older adults.

5. Phenomenology

Definition: Phenomenology, a qualitative research method, involves the examination of lived experiences to gain an in-depth understanding of the essence or underlying meanings of a phenomenon.

The focus of phenomenology lies in meticulously describing participants’ conscious experiences related to the chosen phenomenon (Padilla-Díaz, 2015).

In a phenomenological study, the researcher collects detailed, first-hand perspectives of the participants, typically via in-depth interviews, and then uses various strategies to interpret and structure these experiences, ultimately revealing essential themes (Creswell, 2013). This approach focuses on the perspective of individuals experiencing the phenomenon, seeking to explore, clarify, and understand the meanings they attach to those experiences.

Example of Phenomenology Research

Title: “ A phenomenological approach to experiences with technology: current state, promise, and future directions for research ”

Citation: Cilesiz, S. (2011). A phenomenological approach to experiences with technology: Current state, promise, and future directions for research. Educational Technology Research and Development, 59 , 487-510.

Overview: A phenomenological approach to experiences with technology by Sebnem Cilesiz represents a good starting point for formulating a phenomenological study. With its focus on the ‘essence of experience’, this piece presents methodological, reliability, validity, and data analysis techniques that phenomenologists use to explain how people experience technology in their everyday lives.

6. Grounded Theory

Definition: Grounded theory is a systematic methodology in qualitative research that typically applies inductive reasoning . The primary aim is to develop a theoretical explanation or framework for a process, action, or interaction grounded in, and arising from, empirical data (Birks & Mills, 2015).

In grounded theory, data collection and analysis work together in a recursive process. The researcher collects data, analyses it, and then collects more data based on the evolving understanding of the research context. This ongoing process continues until a comprehensive theory that represents the data and the associated phenomenon emerges – a point known as theoretical saturation (Charmaz, 2014).

Example of Grounded Theory Research

Title: “ Student Engagement in High School Classrooms from the Perspective of Flow Theory “

Citation: Shernoff, D. J., Csikszentmihalyi, M., Shneider, B., & Shernoff, E. S. (2003). Student engagement in high school classrooms from the perspective of flow theory. School Psychology Quarterly, 18 (2), 158–176.

Overview: Shernoff and colleagues (2003) used grounded theory to explore student engagement in high school classrooms. The researchers collected data through student self-reports, interviews, and observations. Key findings revealed that academic challenge, student autonomy, and teacher support emerged as the most significant factors influencing students’ engagement, demonstrating how grounded theory can illuminate complex dynamics within real-world contexts.

7. Narrative Research

Definition: Narrative research is a qualitative research method dedicated to storytelling and understanding how individuals experience the world. It focuses on studying an individual’s life and experiences as narrated by that individual (Polkinghorne, 2013).

In narrative research, the researcher collects data through methods such as interviews, observations , and document analysis. The emphasis is on the stories told by participants – narratives that reflect their experiences, thoughts, and feelings.

These stories are then interpreted by the researcher, who attempts to understand the meaning the participant attributes to these experiences (Josselson, 2011).

Example of Narrative Research

Title: “Narrative Structures and the Language of the Self”

Citation: McAdams, D. P., Josselson, R., & Lieblich, A. (2006). Identity and story: Creating self in narrative . American Psychological Association.

Overview: In this innovative study, McAdams et al. (2006) employed narrative research to explore how individuals construct their identities through the stories they tell about themselves. By examining personal narratives, the researchers discerned patterns associated with characters, motivations, conflicts, and resolutions, contributing valuable insights about the relationship between narrative and individual identity.

8. Case Study Research

Definition: Case study research is a qualitative research method that involves an in-depth investigation of a single instance or event: a case. These ‘cases’ can range from individuals, groups, or entities to specific projects, programs, or strategies (Creswell, 2013).

The case study method typically uses multiple sources of information for comprehensive contextual analysis. It aims to explore and understand the complexity and uniqueness of a particular case in a real-world context (Merriam & Tisdell, 2015). This investigation could result in a detailed description of the case, a process for its development, or an exploration of a related issue or problem.

Example of Case Study Research

Title: “ Teacher’s Role in Fostering Preschoolers’ Computational Thinking: An Exploratory Case Study “

Citation: Wang, X. C., Choi, Y., Benson, K., Eggleston, C., & Weber, D. (2021). Teacher’s role in fostering preschoolers’ computational thinking: An exploratory case study. Early Education and Development , 32 (1), 26-48.

Overview: This study investigates the role of teachers in promoting computational thinking skills in preschoolers. The study utilized a qualitative case study methodology to examine the computational thinking scaffolding strategies employed by a teacher interacting with three preschoolers in a small group setting. The findings highlight the importance of teachers’ guidance in fostering computational thinking practices such as problem reformulation/decomposition, systematic testing, and debugging.

Read about some Famous Case Studies in Psychology Here

9. Participant Observation

Definition: Participant observation has the researcher immerse themselves in a group or community setting to observe the behavior of its members. It is similar to ethnography, but generally, the researcher isn’t embedded for a long period of time.

The researcher, being a participant, engages in daily activities, interactions, and events as a way of conducting a detailed study of a particular social phenomenon (Kawulich, 2005).

The method involves long-term engagement in the field, maintaining detailed records of observed events, informal interviews, direct participation, and reflexivity. This approach allows for a holistic view of the participants’ lived experiences, behaviours, and interactions within their everyday environment (Dewalt, 2011).

Example of Participant Observation Research

Title: Conflict in the boardroom: a participant observation study of supervisory board dynamics

Citation: Heemskerk, E. M., Heemskerk, K., & Wats, M. M. (2017). Conflict in the boardroom: a participant observation study of supervisory board dynamics. Journal of Management & Governance , 21 , 233-263.

Overview: This study examined how conflicts within corporate boards affect their performance. The researchers used a participant observation method, where they actively engaged with 11 supervisory boards and observed their dynamics. They found that having a shared understanding of the board’s role called a common framework, improved performance by reducing relationship conflicts, encouraging task conflicts, and minimizing conflicts between the board and CEO.

10. Non-Participant Observation

Definition: Non-participant observation is a qualitative research method in which the researcher observes the phenomena of interest without actively participating in the situation, setting, or community being studied.

This method allows the researcher to maintain a position of distance, as they are solely an observer and not a participant in the activities being observed (Kawulich, 2005).

During non-participant observation, the researcher typically records field notes on the actions, interactions, and behaviors observed , focusing on specific aspects of the situation deemed relevant to the research question.

This could include verbal and nonverbal communication , activities, interactions, and environmental contexts (Angrosino, 2007). They could also use video or audio recordings or other methods to collect data.

Example of Non-Participant Observation Research

Title: Mental Health Nurses’ attitudes towards mental illness and recovery-oriented practice in acute inpatient psychiatric units: A non-participant observation study

Citation: Sreeram, A., Cross, W. M., & Townsin, L. (2023). Mental Health Nurses’ attitudes towards mental illness and recovery‐oriented practice in acute inpatient psychiatric units: A non‐participant observation study. International Journal of Mental Health Nursing .

Overview: This study investigated the attitudes of mental health nurses towards mental illness and recovery-oriented practice in acute inpatient psychiatric units. The researchers used a non-participant observation method, meaning they observed the nurses without directly participating in their activities. The findings shed light on the nurses’ perspectives and behaviors, providing valuable insights into their attitudes toward mental health and recovery-focused care in these settings.

11. Content Analysis

Definition: Content Analysis involves scrutinizing textual, visual, or spoken content to categorize and quantify information. The goal is to identify patterns, themes, biases, or other characteristics (Hsieh & Shannon, 2005).

Content Analysis is widely used in various disciplines for a multitude of purposes. Researchers typically use this method to distill large amounts of unstructured data, like interview transcripts, newspaper articles, or social media posts, into manageable and meaningful chunks.

When wielded appropriately, Content Analysis can illuminate the density and frequency of certain themes within a dataset, provide insights into how specific terms or concepts are applied contextually, and offer inferences about the meanings of their content and use (Duriau, Reger, & Pfarrer, 2007).

Example of Content Analysis

Title: Framing European politics: A content analysis of press and television news .

Citation: Semetko, H. A., & Valkenburg, P. M. (2000). Framing European politics: A content analysis of press and television news. Journal of Communication, 50 (2), 93-109.

Overview: This study analyzed press and television news articles about European politics using a method called content analysis. The researchers examined the prevalence of different “frames” in the news, which are ways of presenting information to shape audience perceptions. They found that the most common frames were attribution of responsibility, conflict, economic consequences, human interest, and morality.

Read my Full Guide on Content Analysis Here

12. Discourse Analysis

Definition: Discourse Analysis, a qualitative research method, interprets the meanings, functions, and coherence of certain languages in context.

Discourse analysis is typically understood through social constructionism, critical theory , and poststructuralism and used for understanding how language constructs social concepts (Cheek, 2004).

Discourse Analysis offers great breadth, providing tools to examine spoken or written language, often beyond the level of the sentence. It enables researchers to scrutinize how text and talk articulate social and political interactions and hierarchies.

Insight can be garnered from different conversations, institutional text, and media coverage to understand how topics are addressed or framed within a specific social context (Jorgensen & Phillips, 2002).

Example of Discourse Analysis

Title: The construction of teacher identities in educational policy documents: A critical discourse analysis

Citation: Thomas, S. (2005). The construction of teacher identities in educational policy documents: A critical discourse analysis. Critical Studies in Education, 46 (2), 25-44.

Overview: The author examines how an education policy in one state of Australia positions teacher professionalism and teacher identities. While there are competing discourses about professional identity, the policy framework privileges a  narrative that frames the ‘good’ teacher as one that accepts ever-tightening control and regulation over their professional practice.

Read my Full Guide on Discourse Analysis Here

13. Action Research

Definition: Action Research is a qualitative research technique that is employed to bring about change while simultaneously studying the process and results of that change.

This method involves a cyclical process of fact-finding, action, evaluation, and reflection (Greenwood & Levin, 2016).

Typically, Action Research is used in the fields of education, social sciences , and community development. The process isn’t just about resolving an issue but also developing knowledge that can be used in the future to address similar or related problems.

The researcher plays an active role in the research process, which is normally broken down into four steps: 

• developing a plan to improve what is currently being done
• implementing the plan
• observing the effects of the plan, and
• reflecting upon these effects (Smith, 2010).

Example of Action Research

Title: Using Digital Sandbox Gaming to Improve Creativity Within Boys’ Writing

Citation: Ellison, M., & Drew, C. (2020). Using digital sandbox gaming to improve creativity within boys’ writing. Journal of Research in Childhood Education , 34 (2), 277-287.

Overview: This was a research study one of my research students completed in his own classroom under my supervision. He implemented a digital game-based approach to literacy teaching with boys and interviewed his students to see if the use of games as stimuli for storytelling helped draw them into the learning experience.

Read my Full Guide on Action Research Here

14. Semiotic Analysis

Definition: Semiotic Analysis is a qualitative method of research that interprets signs and symbols in communication to understand sociocultural phenomena. It stems from semiotics, the study of signs and symbols and their use or interpretation (Chandler, 2017).

In a Semiotic Analysis, signs (anything that represents something else) are interpreted based on their significance and the role they play in representing ideas.

This type of research often involves the examination of images, sounds, and word choice to uncover the embedded sociocultural meanings. For example, an advertisement for a car might be studied to learn more about societal views on masculinity or success (Berger, 2010).

Example of Semiotic Research

Title: Shielding the learned body: a semiotic analysis of school badges in New South Wales, Australia

Citation: Symes, C. (2023). Shielding the learned body: a semiotic analysis of school badges in New South Wales, Australia. Semiotica , 2023 (250), 167-190.

Overview: This study examines school badges in New South Wales, Australia, and explores their significance through a semiotic analysis. The badges, which are part of the school’s visual identity, are seen as symbolic representations that convey meanings. The analysis reveals that these badges often draw on heraldic models, incorporating elements like colors, names, motifs, and mottoes that reflect local culture and history, thus connecting students to their national identity. Additionally, the study highlights how some schools have shifted from traditional badges to modern logos and slogans, reflecting a more business-oriented approach.

15. Qualitative Longitudinal Studies

Definition: Qualitative Longitudinal Studies are a research method that involves repeated observation of the same items over an extended period of time.

Unlike a snapshot perspective, this method aims to piece together individual histories and examine the influences and impacts of change (Neale, 2019).

Qualitative Longitudinal Studies provide an in-depth understanding of change as it happens, including changes in people’s lives, their perceptions, and their behaviors.

For instance, this method could be used to follow a group of students through their schooling years to understand the evolution of their learning behaviors and attitudes towards education (Saldaña, 2003).

Example of Qualitative Longitudinal Research

Title: Patient and caregiver perspectives on managing pain in advanced cancer: a qualitative longitudinal study

Citation: Hackett, J., Godfrey, M., & Bennett, M. I. (2016). Patient and caregiver perspectives on managing pain in advanced cancer: a qualitative longitudinal study.  Palliative medicine ,  30 (8), 711-719.

Overview: This article examines how patients and their caregivers manage pain in advanced cancer through a qualitative longitudinal study. The researchers interviewed patients and caregivers at two different time points and collected audio diaries to gain insights into their experiences, making this study longitudinal.

Read my Full Guide on Longitudinal Research Here

16. Open-Ended Surveys

Definition: Open-Ended Surveys are a type of qualitative research method where respondents provide answers in their own words. Unlike closed-ended surveys, which limit responses to predefined options, open-ended surveys allow for expansive and unsolicited explanations (Fink, 2013).

Open-ended surveys are commonly used in a range of fields, from market research to social studies. As they don’t force respondents into predefined response categories, these surveys help to draw out rich, detailed data that might uncover new variables or ideas.

For example, an open-ended survey might be used to understand customer opinions about a new product or service (Lavrakas, 2008).

Contrast this to a quantitative closed-ended survey, like a Likert scale, which could theoretically help us to come up with generalizable data but is restricted by the questions on the questionnaire, meaning new and surprising data and insights can’t emerge from the survey results in the same way.

Example of Open-Ended Survey Research

Title: Advantages and disadvantages of technology in relationships: Findings from an open-ended survey

Citation: Hertlein, K. M., & Ancheta, K. (2014). Advantages and disadvantages of technology in relationships: Findings from an open-ended survey.  The Qualitative Report ,  19 (11), 1-11.

Overview: This article examines the advantages and disadvantages of technology in couple relationships through an open-ended survey method. Researchers analyzed responses from 410 undergraduate students to understand how technology affects relationships. They found that technology can contribute to relationship development, management, and enhancement, but it can also create challenges such as distancing, lack of clarity, and impaired trust.

17. Naturalistic Observation

Definition: Naturalistic Observation is a type of qualitative research method that involves observing individuals in their natural environments without interference or manipulation by the researcher.

Naturalistic observation is often used when conducting research on behaviors that cannot be controlled or manipulated in a laboratory setting (Kawulich, 2005).

It is frequently used in the fields of psychology, sociology, and anthropology. For instance, to understand the social dynamics in a schoolyard, a researcher could spend time observing the children interact during their recess, noting their behaviors, interactions, and conflicts without imposing their presence on the children’s activities (Forsyth, 2010).

Example of Naturalistic Observation Research

Title: Dispositional mindfulness in daily life: A naturalistic observation study

Citation: Kaplan, D. M., Raison, C. L., Milek, A., Tackman, A. M., Pace, T. W., & Mehl, M. R. (2018). Dispositional mindfulness in daily life: A naturalistic observation study. PloS one , 13 (11), e0206029.

Overview: In this study, researchers conducted two studies: one exploring assumptions about mindfulness and behavior, and the other using naturalistic observation to examine actual behavioral manifestations of mindfulness. They found that trait mindfulness is associated with a heightened perceptual focus in conversations, suggesting that being mindful is expressed primarily through sharpened attention rather than observable behavioral or social differences.

Read my Full Guide on Naturalistic Observation Here

18. Photo-Elicitation

Definition: Photo-elicitation utilizes photographs as a means to trigger discussions and evoke responses during interviews. This strategy aids in bringing out topics of discussion that may not emerge through verbal prompting alone (Harper, 2002).

Traditionally, Photo-Elicitation has been useful in various fields such as education, psychology, and sociology. The method involves the researcher or participants taking photographs, which are then used as prompts for discussion.

For instance, a researcher studying urban environmental issues might invite participants to photograph areas in their neighborhood that they perceive as environmentally detrimental, and then discuss each photo in depth (Clark-Ibáñez, 2004).

Example of Photo-Elicitation Research

Title: Early adolescent food routines: A photo-elicitation study

Citation: Green, E. M., Spivak, C., & Dollahite, J. S. (2021). Early adolescent food routines: A photo-elicitation study. Appetite, 158 .

Overview: This study focused on early adolescents (ages 10-14) and their food routines. Researchers conducted in-depth interviews using a photo-elicitation approach, where participants took photos related to their food choices and experiences. Through analysis, the study identified various routines and three main themes: family, settings, and meals/foods consumed, revealing how early adolescents view and are influenced by their eating routines.

Features of Qualitative Research

Qualitative research is a research method focused on understanding the meaning individuals or groups attribute to a social or human problem (Creswell, 2013).

Some key features of this method include:

• Naturalistic Inquiry: Qualitative research happens in the natural setting of the phenomena, aiming to understand “real world” situations (Patton, 2015). This immersion in the field or subject allows the researcher to gather a deep understanding of the subject matter.
• Emphasis on Process: It aims to understand how events unfold over time rather than focusing solely on outcomes (Merriam & Tisdell, 2015). The process-oriented nature of qualitative research allows researchers to investigate sequences, timing, and changes.
• Interpretive: It involves interpreting and making sense of phenomena in terms of the meanings people assign to them (Denzin & Lincoln, 2011). This interpretive element allows for rich, nuanced insights into human behavior and experiences.
• Holistic Perspective: Qualitative research seeks to understand the whole phenomenon rather than focusing on individual components (Creswell, 2013). It emphasizes the complex interplay of factors, providing a richer, more nuanced view of the research subject.
• Prioritizes Depth over Breadth: Qualitative research favors depth of understanding over breadth, typically involving a smaller but more focused sample size (Hennink, Hutter, & Bailey, 2020). This enables detailed exploration of the phenomena of interest, often leading to rich and complex data.

Qualitative vs Quantitative Research

Qualitative research centers on exploring and understanding the meaning individuals or groups attribute to a social or human problem (Creswell, 2013).

It involves an in-depth approach to the subject matter, aiming to capture the richness and complexity of human experience.

Examples include conducting interviews, observing behaviors, or analyzing text and images.

There are strengths inherent in this approach. In its focus on understanding subjective experiences and interpretations, qualitative research can yield rich and detailed data that quantitative research may overlook (Denzin & Lincoln, 2011).

Additionally, qualitative research is adaptive, allowing the researcher to respond to new directions and insights as they emerge during the research process.

However, there are also limitations. Because of the interpretive nature of this research, findings may not be generalizable to a broader population (Marshall & Rossman, 2014). Well-designed quantitative research, on the other hand, can be generalizable.

Moreover, the reliability and validity of qualitative data can be challenging to establish due to its subjective nature, unlike quantitative research, which is ideally more objective.

Compare Qualitative and Quantitative Research Methodologies in This Guide Here

In conclusion, qualitative research methods provide distinctive ways to explore social phenomena and understand nuances that quantitative approaches might overlook. Each method, from Ethnography to Photo-Elicitation, presents its strengths and weaknesses but they all offer valuable means of investigating complex, real-world situations. The goal for the researcher is not to find a definitive tool, but to employ the method best suited for their research questions and the context at hand (Almalki, 2016). Above all, these methods underscore the richness of human experience and deepen our understanding of the world around us.

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Chris Drew (PhD)

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Research Writing and Analysis

• NVivo Group and Study Sessions
• SPSS This link opens in a new window
• Statistical Analysis Group sessions
• Using Qualtrics
• Dissertation and Data Analysis Group Sessions
• Defense Schedule - Commons Calendar This link opens in a new window
• Research Process Flow Chart
• Research Alignment Chapter 1 This link opens in a new window
• Step 1: Seek Out Evidence
• Step 2: Explain
• Step 3: The Big Picture
• Step 4: Own It
• Step 5: Illustrate
• Annotated Bibliography
• Literature Review This link opens in a new window
• Systematic Reviews & Meta-Analyses
• How to Synthesize and Analyze
• Synthesis and Analysis Practice
• Synthesis and Analysis Group Sessions
• Problem Statement
• Purpose Statement
• Conceptual Framework
• Theoretical Framework
• Quantitative Research Questions
• Qualitative Research Questions
• Trustworthiness of Qualitative Data
• Analysis and Coding Example- Qualitative Data
• Thematic Data Analysis in Qualitative Design
• Dissertation to Journal Article This link opens in a new window
• International Journal of Online Graduate Education (IJOGE) This link opens in a new window
• Journal of Research in Innovative Teaching & Learning (JRIT&L) This link opens in a new window

Jump to DSE Guide

Purpose statement overview.

The purpose statement succinctly explains (on no more than 1 page) the objectives of the research study. These objectives must directly address the problem and help close the stated gap. Expressed as a formula:

Good purpose statements:

• Flow from the problem statement and actually address the proposed problem
• Are concise and clear
• Answer the question ‘Why are you doing this research?’
• Match the methodology (similar to research questions)
• Have a ‘hook’ to get the reader’s attention
• Set the stage by clearly stating, “The purpose of this (qualitative or quantitative) study is to ...

In PhD studies, the purpose usually involves applying a theory to solve the problem. In other words, the purpose tells the reader what the goal of the study is, and what your study will accomplish, through which theoretical lens. The purpose statement also includes brief information about direction, scope, and where the data will come from.

A problem and gap in combination can lead to different research objectives, and hence, different purpose statements. In the example from above where the problem was severe underrepresentation of female CEOs in Fortune 500 companies and the identified gap related to lack of research of male-dominated boards; one purpose might be to explore implicit biases in male-dominated boards through the lens of feminist theory. Another purpose may be to determine how board members rated female and male candidates on scales of competency, professionalism, and experience to predict which candidate will be selected for the CEO position. The first purpose may involve a qualitative ethnographic study in which the researcher observes board meetings and hiring interviews; the second may involve a quantitative regression analysis. The outcomes will be very different, so it’s important that you find out exactly how you want to address a problem and help close a gap!

The purpose of the study must not only align with the problem and address a gap; it must also align with the chosen research method. In fact, the DP/DM template requires you to name the  research method at the very beginning of the purpose statement. The research verb must match the chosen method. In general, quantitative studies involve “closed-ended” research verbs such as determine , measure , correlate , explain , compare , validate , identify , or examine ; whereas qualitative studies involve “open-ended” research verbs such as explore , understand , narrate , articulate [meanings], discover , or develop .

A qualitative purpose statement following the color-coded problem statement (assumed here to be low well-being among financial sector employees) + gap (lack of research on followers of mid-level managers), might start like this:

In response to declining levels of employee well-being, the purpose of the qualitative phenomenology was to explore and understand the lived experiences related to the well-being of the followers of novice mid-level managers in the financial services industry. The levels of follower well-being have been shown to correlate to employee morale, turnover intention, and customer orientation (Eren et al., 2013). A combined framework of Leader-Member Exchange (LMX) Theory and the employee well-being concept informed the research questions and supported the inquiry, analysis, and interpretation of the experiences of followers of novice managers in the financial services industry.

A quantitative purpose statement for the same problem and gap might start like this:

In response to declining levels of employee well-being, the purpose of the quantitative correlational study was to determine which leadership factors predict employee well-being of the followers of novice mid-level managers in the financial services industry. Leadership factors were measured by the Leader-Member Exchange (LMX) assessment framework  by Mantlekow (2015), and employee well-being was conceptualized as a compound variable consisting of self-reported turnover-intent and psychological test scores from the Mental Health Survey (MHS) developed by Johns Hopkins University researchers.

Both of these purpose statements reflect viable research strategies and both align with the problem and gap so it’s up to the researcher to design a study in a manner that reflects personal preferences and desired study outcomes. Note that the quantitative research purpose incorporates operationalized concepts  or variables ; that reflect the way the researcher intends to measure the key concepts under study; whereas the qualitative purpose statement isn’t about translating the concepts under study as variables but instead aim to explore and understand the core research phenomenon.  

Best Practices for Writing your Purpose Statement

Always keep in mind that the dissertation process is iterative, and your writing, over time, will be refined as clarity is gradually achieved. Most of the time, greater clarity for the purpose statement and other components of the Dissertation is the result of a growing understanding of the literature in the field. As you increasingly master the literature you will also increasingly clarify the purpose of your study.

The purpose statement should flow directly from the problem statement. There should be clear and obvious alignment between the two and that alignment will get tighter and more pronounced as your work progresses.

The purpose statement should specifically address the reason for conducting the study, with emphasis on the word specifically. There should not be any doubt in your readers’ minds as to the purpose of your study. To achieve this level of clarity you will need to also insure there is no doubt in your mind as to the purpose of your study.

Many researchers benefit from stopping your work during the research process when insight strikes you and write about it while it is still fresh in your mind. This can help you clarify all aspects of a dissertation, including clarifying its purpose.

Your Chair and your committee members can help you to clarify your study’s purpose so carefully attend to any feedback they offer.

The purpose statement should reflect the research questions and vice versa. The chain of alignment that began with the research problem description and continues on to the research purpose, research questions, and methodology must be respected at all times during dissertation development. You are to succinctly describe the overarching goal of the study that reflects the research questions. Each research question narrows and focuses the purpose statement. Conversely, the purpose statement encompasses all of the research questions.

Identify in the purpose statement the research method as quantitative, qualitative or mixed (i.e., “The purpose of this [qualitative/quantitative/mixed] study is to ...)

Avoid the use of the phrase “research study” since the two words together are redundant.

Follow the initial declaration of purpose with a brief overview of how, with what instruments/data, with whom and where (as applicable) the study will be conducted. Identify variables/constructs and/or phenomenon/concept/idea. Since this section is to be a concise paragraph, emphasis must be placed on the word brief. However, adding these details will give your readers a very clear picture of the purpose of your research.

Developing the purpose section of your dissertation is usually not achieved in a single flash of insight. The process involves a great deal of reading to find out what other scholars have done to address the research topic and problem you have identified. The purpose section of your dissertation could well be the most important paragraph you write during your academic career, and every word should be carefully selected. Think of it as the DNA of your dissertation. Everything else you write should emerge directly and clearly from your purpose statement. In turn, your purpose statement should emerge directly and clearly from your research problem description. It is good practice to print out your problem statement and purpose statement and keep them in front of you as you work on each part of your dissertation in order to insure alignment.

It is helpful to collect several dissertations similar to the one you envision creating. Extract the problem descriptions and purpose statements of other dissertation authors and compare them in order to sharpen your thinking about your own work.  Comparing how other dissertation authors have handled the many challenges you are facing can be an invaluable exercise. Keep in mind that individual universities use their own tailored protocols for presenting key components of the dissertation so your review of these purpose statements should focus on content rather than form.

Once your purpose statement is set it must be consistently presented throughout the dissertation. This may require some recursive editing because the way you articulate your purpose may evolve as you work on various aspects of your dissertation. Whenever you make an adjustment to your purpose statement you should carefully follow up on the editing and conceptual ramifications throughout the entire document.

In establishing your purpose you should NOT advocate for a particular outcome. Research should be done to answer questions not prove a point. As a researcher, you are to inquire with an open mind, and even when you come to the work with clear assumptions, your job is to prove the validity of the conclusions reached. For example, you would not say the purpose of your research project is to demonstrate that there is a relationship between two variables. Such a statement presupposes you know the answer before your research is conducted and promotes or supports (advocates on behalf of) a particular outcome. A more appropriate purpose statement would be to examine or explore the relationship between two variables.

Your purpose statement should not imply that you are going to prove something. You may be surprised to learn that we cannot prove anything in scholarly research for two reasons. First, in quantitative analyses, statistical tests calculate the probability that something is true rather than establishing it as true. Second, in qualitative research, the study can only purport to describe what is occurring from the perspective of the participants. Whether or not the phenomenon they are describing is true in a larger context is not knowable. We cannot observe the phenomenon in all settings and in all circumstances.

Writing your Purpose Statement

It is important to distinguish in your mind the differences between the Problem Statement and Purpose Statement.

The Problem Statement is why I am doing the research

The Purpose Statement is what type of research I am doing to fit or address the problem

The Purpose Statement includes:

• Method of Study
• Specific Population

Remember, as you are contemplating what to include in your purpose statement and then when you are writing it, the purpose statement is a concise paragraph that describes the intent of the study, and it should flow directly from the problem statement.  It should specifically address the reason for conducting the study, and reflect the research questions.  Further, it should identify the research method as qualitative, quantitative, or mixed.  Then provide a brief overview of how the study will be conducted, with what instruments/data collection methods, and with whom (subjects) and where (as applicable). Finally, you should identify variables/constructs and/or phenomenon/concept/idea.

Qualitative Purpose Statement

Creswell (2002) suggested for writing purpose statements in qualitative research include using deliberate phrasing to alert the reader to the purpose statement. Verbs that indicate what will take place in the research and the use of non-directional language that do not suggest an outcome are key. A purpose statement should focus on a single idea or concept, with a broad definition of the idea or concept. How the concept was investigated should also be included, as well as participants in the study and locations for the research to give the reader a sense of with whom and where the study took place. 

Creswell (2003) advised the following script for purpose statements in qualitative research:

“The purpose of this qualitative_________________ (strategy of inquiry, such as ethnography, case study, or other type) study is (was? will be?) to ________________ (understand? describe? develop? discover?) the _________________(central phenomenon being studied) for ______________ (the participants, such as the individual, groups, organization) at __________(research site). At this stage in the research, the __________ (central phenomenon being studied) will be generally defined as ___________________ (provide a general definition)” (pg. 90).

Quantitative Purpose Statement

Creswell (2003) offers vast differences between the purpose statements written for qualitative research and those written for quantitative research, particularly with respect to language and the inclusion of variables. The comparison of variables is often a focus of quantitative research, with the variables distinguishable by either the temporal order or how they are measured. As with qualitative research purpose statements, Creswell (2003) recommends the use of deliberate language to alert the reader to the purpose of the study, but quantitative purpose statements also include the theory or conceptual framework guiding the study and the variables that are being studied and how they are related. 

Creswell (2003) suggests the following script for drafting purpose statements in quantitative research:

“The purpose of this _____________________ (experiment? survey?) study is (was? will be?) to test the theory of _________________that _________________ (compares? relates?) the ___________(independent variable) to _________________________(dependent variable), controlling for _______________________ (control variables) for ___________________ (participants) at _________________________ (the research site). The independent variable(s) _____________________ will be generally defined as _______________________ (provide a general definition). The dependent variable(s) will be generally defined as _____________________ (provide a general definition), and the control and intervening variables(s), _________________ (identify the control and intervening variables) will be statistically controlled in this study” (pg. 97).

Sample Purpose Statements

• The purpose of this qualitative study was to determine how participation in service-learning in an alternative school impacted students academically, civically, and personally.  There is ample evidence demonstrating the failure of schools for students at-risk; however, there is still a need to demonstrate why these students are successful in non-traditional educational programs like the service-learning model used at TDS.  This study was unique in that it examined one alternative school’s approach to service-learning in a setting where students not only serve, but faculty serve as volunteer teachers.  The use of a constructivist approach in service-learning in an alternative school setting was examined in an effort to determine whether service-learning participation contributes positively to academic, personal, and civic gain for students, and to examine student and teacher views regarding the overall outcomes of service-learning.  This study was completed using an ethnographic approach that included observations, content analysis, and interviews with teachers at The David School.
• The purpose of this quantitative non-experimental cross-sectional linear multiple regression design was to investigate the relationship among early childhood teachers’ self-reported assessment of multicultural awareness as measured by responses from the Teacher Multicultural Attitude Survey (TMAS) and supervisors’ observed assessment of teachers’ multicultural competency skills as measured by the Multicultural Teaching Competency Scale (MTCS) survey. Demographic data such as number of multicultural training hours, years teaching in Dubai, curriculum program at current school, and age were also examined and their relationship to multicultural teaching competency. The study took place in the emirate of Dubai where there were 14,333 expatriate teachers employed in private schools (KHDA, 2013b).
• The purpose of this quantitative, non-experimental study is to examine the degree to which stages of change, gender, acculturation level and trauma types predicts the reluctance of Arab refugees, aged 18 and over, in the Dearborn, MI area, to seek professional help for their mental health needs. This study will utilize four instruments to measure these variables: University of Rhode Island Change Assessment (URICA: DiClemente & Hughes, 1990); Cumulative Trauma Scale (Kira, 2012); Acculturation Rating Scale for Arabic Americans-II Arabic and English (ARSAA-IIA, ARSAA-IIE: Jadalla & Lee, 2013), and a demographic survey. This study will examine 1) the relationship between stages of change, gender, acculturation levels, and trauma types and Arab refugees’ help-seeking behavior, 2) the degree to which any of these variables can predict Arab refugee help-seeking behavior.  Additionally, the outcome of this study could provide researchers and clinicians with a stage-based model, TTM, for measuring Arab refugees’ help-seeking behavior and lay a foundation for how TTM can help target the clinical needs of Arab refugees. Lastly, this attempt to apply the TTM model to Arab refugees’ condition could lay the foundation for future research to investigate the application of TTM to clinical work among refugee populations.
• The purpose of this qualitative, phenomenological study is to describe the lived experiences of LLM for 10 EFL learners in rural Guatemala and to utilize that data to determine how it conforms to, or possibly challenges, current theoretical conceptions of LLM. In accordance with Morse’s (1994) suggestion that a phenomenological study should utilize at least six participants, this study utilized semi-structured interviews with 10 EFL learners to explore why and how they have experienced the motivation to learn English throughout their lives. The methodology of horizontalization was used to break the interview protocols into individual units of meaning before analyzing these units to extract the overarching themes (Moustakas, 1994). These themes were then interpreted into a detailed description of LLM as experienced by EFL students in this context. Finally, the resulting description was analyzed to discover how these learners’ lived experiences with LLM conformed with and/or diverged from current theories of LLM.
• The purpose of this qualitative, embedded, multiple case study was to examine how both parent-child attachment relationships are impacted by the quality of the paternal and maternal caregiver-child interactions that occur throughout a maternal deployment, within the context of dual-military couples. In order to examine this phenomenon, an embedded, multiple case study was conducted, utilizing an attachment systems metatheory perspective. The study included four dual-military couples who experienced a maternal deployment to Operation Iraqi Freedom (OIF) or Operation Enduring Freedom (OEF) when they had at least one child between 8 weeks-old to 5 years-old.  Each member of the couple participated in an individual, semi-structured interview with the researcher and completed the Parenting Relationship Questionnaire (PRQ). “The PRQ is designed to capture a parent’s perspective on the parent-child relationship” (Pearson, 2012, para. 1) and was used within the proposed study for this purpose. The PRQ was utilized to triangulate the data (Bekhet & Zauszniewski, 2012) as well as to provide some additional information on the parents’ perspective of the quality of the parent-child attachment relationship in regards to communication, discipline, parenting confidence, relationship satisfaction, and time spent together (Pearson, 2012). The researcher utilized the semi-structured interview to collect information regarding the parents' perspectives of the quality of their parental caregiver behaviors during the deployment cycle, the mother's parent-child interactions while deployed, the behavior of the child or children at time of reunification, and the strategies or behaviors the parents believe may have contributed to their child's behavior at the time of reunification. The results of this study may be utilized by the military, and by civilian providers, to develop proactive and preventive measures that both providers and parents can implement, to address any potential adverse effects on the parent-child attachment relationship, identified through the proposed study. The results of this study may also be utilized to further refine and understand the integration of attachment theory and systems theory, in both clinical and research settings, within the field of marriage and family therapy.

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• Last Updated: May 16, 2024 8:25 AM
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• Published: 16 May 2024

Experiences of UK clinical scientists (Physical Sciences modality) with their regulator, the Health and Care Professions Council: results of a 2022 survey

• Mark McJury 1  

BMC Health Services Research volume  24 , Article number:  635 ( 2024 ) Cite this article

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In healthcare, regulation of professions is an important tool to protect the public. With increasing regulation however, professions find themselves under increasing scrutiny. Recently there has also been considerable concern with regulator performance, with high profile reports pointing to cases of inefficiency and bias. Whilst reports have often focused on large staff groups, such as doctors, in the literature there is a dearth of data on the experiences of smaller professional groups such Clinical Scientists with their regulator, the Health and Care Professions Council.

This article reports the findings of a survey from Clinical Scientists (Physical Sciences modality) about their experiences with their regulator, and their perception of the quality and safety of that regulation.

Between July–October 2022, a survey was conducted via the Medical Physics and Engineering mail-base, open to all medical physicists & engineers. Questions covered typical topics of registration, communication, audit and fitness to practice. The questionnaire consisted of open and closed questions. Likert scoring, and thematic analysis were used to assess the quantitative and qualitative data.

Of 146 responses recorded, analysis was based on 143 respondents. Overall survey sentiment was significantly more negative than positive, in terms of regulator performance (negative responses 159; positive 106; significant at p  < 0.001). Continuous Professional Development audit was rated median 4; other topics were rated as neutral (fitness to practice, policies & procedures); and some as poor (value).

Conclusions

The Clinical Scientist (Physical Sciences) professional registrants rated the performance of their regulator more negatively than other reported assessments (by the Professional Standards Authority). Survey respondents suggested a variety of performance aspects, such as communication and fitness to practice, would benefit from improvement. Indications from this small dataset, suggest a larger survey of HCPC registrants would be useful.

Peer Review reports

In Healthcare, protection of patients and the public is a core principle. Part the framework of protections, includes regulation of professions [ 1 ]. This aims to mitigate risks such as the risk from bogus practitioners – insufficiently trained people acting as fully-trained professional practitioners, see Fig.  1 .

Recent UK media report on a bogus healthcare practitioner [ 2 ]

Regulation of professions ensures that titles (e.g. Doctor, Dentist, Clinical Scientist) are protected in law. The protected title means someone may only use that title, if they are on the national register, managed by the regulator – the Health and Care Professions Council (HCPC). It is a criminal offence to use a protected title if you are not entitled to do so [ 3 ]. There are a large number of regulators in healthcare – see Table  1 . Most of the regulators manage a register for one profession, except the HCPC which regulates 15 professions.

To be included on the register, a candidate must meet the regulators criteria for knowledge and training, and a key element to remain, is to show evidence of continuous professional development (CPD). Being on the register ensures that a practitioner has met the appropriate level of competence and professional practice.

For many healthcare workers, being on the HCPC register is a compulsory requirement to be appointable to a post. They must pay the necessary annual fees, and abide by the policies drawn-up by the regulator, and generally professions have no choice of regulator – these are statutory bodies, setup by government.

Recently, there has been considerable public dissatisfaction with the activity & performance of some regulators, notably Ofwat [ 4 ], and Ofgem [ 5 ]. Healthcare workers should expect a high level of professionalism, efficiency, and integrity from a regulator, as the regulator’s performance directly affects staff and public safety.

In terms of the regulation of UK Clinical Scientists, there is a dearth of data regarding experiences with the HCPC and views on the quality of regulation provided.

Findings are reported here from a 2022 survey of Medical Physicists and Engineers (one of the 16 job roles or ‘modalities’ under the umbrella of Clinical Scientist). The research aim was to assess experiences, and the level of ‘satisfaction’ with the regulator. For the remainder of this report, the term Clinical Scientist will be taken to mean Clinical Scientist (Medical Physicist/Engineer). The survey was designed to gather & explore data about opinions and experiences regarding several key aspects of how the HCPC performs its role, and perception of the quality & safety of regulation delivered.

A short survey questionnaire was developed, with questions aimed to cover the main regulatory processes, including registration & renewal, CPD audit, and fitness-to-practice. There were also questions relating more generally to HCPC’s performance as an organisation, e.g. handling of personal data. Finally, participants were asked to rate the HCPC’s overall performance and what they felt was the ‘value’ of regulation. The survey questions are listed in the Supplementary file along with this article.

Questions were carefully worded and there was a balance of open and closed questions. A five-point Likert score was used to rate closed questions. The survey was anonymous, and the questions were not compulsory, allowing the responders to skip irrelevant or difficult questions. The survey also aimed to be as short & concise as possible, to be a minimal burden to busy clinical staff & hopefully maximise response rate. There were a small number of questions at the start of the survey, to collect basic demographics on the respondents (role, grade, UK nation etc.).

The survey was advertised on the online JISC-hosted UK Medical Physics and Engineering (UKMPE) mail-base. This offered convenient access for the majority of Clinical Scientists. The survey was advertised twice, to allow for potential work absence, holiday/illness etc. It was active from the end of July 2002 until October 2022, when responses appeared to saturate.

The data is a combination of quantitative rating scores, and qualitative text responses. This allows a mixed-methods approach to data analysis, combining quantitative assessment of the Likert scoring, and (recursive) thematic analysis of the free-text answers [ 6 ]. Thematic analysis is a standard tool, and has been reported as a useful & appropriate for assessing experiences, thoughts, or behaviours in a dataset [ 7 ]. The survey questions addressed the main themes, but further themes were identified using an inductive, data-driven approach. Qualitative data analysis (QDA) was performed using NVivo (QSR International).

Two survey questions attempted to obtain an overall perception of HCPC’s performance: the direct one (Q12), and a further question’Would you recommend HCPC as a regulator…?’. This latter question doesn’t perhaps add anything more, and in fact a few respondents suggested it was a slightly awkward question, given professions do not have a choice of regulator – so that has been excluded from the analysis.

Study conduct was performed in accordance with relevant guidelines and regulations [ 8 , 9 ]. Before conducting the survey of Clinical Scientists, the survey was sent to their professional body, the Institute of Physics and Engineering in Medicine (IPEM). The IPEM Professional Standards Committee reviewed the survey questions [ 10 ]. Written informed consent was obtained from participants.

Data analysis

Data was collected via an MS form, in a single excel sheet and stored on a secure network drive. The respondents were anonymised, and the data checked for errors. The data was then imported into NVivo v12.

Qualitative data was manually coded for themes, and auto-coded for sentiment. An inductive approach was used to develop themes.

The sample size of responses allowed the use of simple parametric tests to establish the level of statistical significance.

Survey demographics

A total of 146 responses were collected. Two respondents noted that they worked as an HCPC Partner (a paid role). They were excluded from the analysis due to potential conflict of interest. One respondent’s responses were all blank aside from the demographic data, so they were also excluded from further analysis.

Analysis is based on 143 responses, which represents ~ 6% of the UK profession [ 11 ]. It is arguable whether it is representative of the profession at this proportion of response – but these responses do offer the only sizeable pool of data currently available. The survey was aimed at those who are on the statutory register as they are most likely to have relevant interactions & experiences of the HCPC, but a small number of responses were also received from Clinical Technologists (Medical Technical Officers-MTOs) and Engineers (CEs) and these have been included in the analysis. Figure  2 shows the breakdown in respondents, by nation.

Proportion of respondents, by nation

Of the respondents, 91% are registered Clinical Scientists, and would therefore have a broad range of experience with HCPC and its processes. Mean time on the register was 12 yrs. Respondents show a large range in seniority, and their roles are shown in Fig.  3 (CS-Clinical Scientist; CE-Clinical Engineer; MTO-Medical Technical Officer/Technician; CS-P are those working in private healthcare settings, so not on Agenda for Change (AfC) pay bands).

Breakdown in respondents, by role and pay banding

These data can be compared with the most recent HCPC ‘snapshot’ of the CS registrants (find here: Registrants by profession snapshot—1967 to 2019 | ( https://www.hcpc-uk.org/resources/data/2019/registrant-snapshot/ )).

The perception of overall regulator performance, can be assessed in two ways – one interview question directly asked for a rating score, and the overall survey sentiment also offers additional insight.

The score for overall performance was a median of 3 (mean 2.7; response rate 90%) which suggests neutral satisfaction.

Respondents were not asked directly to explain this overall performance rating – themes were extracted from the questionnaire as a whole.

The auto-coded sentiment scores generated in the NVivo software are shown in Table  2 . There is a significantly stronger negative sentiment than positive for HCPC performance – moderate, strong and total sentiment scores are all higher for negative sentiment. The normal test for a single proportion (109), shows the negative and positive sentiment differences have statistical significance with p  < 0.001. Whilst the PSA assessment of HCPC performance in 2022–23 shows 100% performance for 4 out of 5 assessment areas, survey data here from regulated professionals suggests considerably less satisfaction with HCPC. This raises associated questions about the relevance and validity of PSA assessment.

A large number of respondents seem to question the value of regulation. Whilst many accepted the value for it in terms of protecting the safety of the public, many questioned its relevance & benefit to themselves. Many respondents also queried the payment model where although the main beneficiaries of regulation are the public & the employer, it is the registrants actually pay the fees for registration. There was very little mention in survey responses, of benefit in terms of protected-title. These issues were amalgamated into Theme 1— Value of regulation , with the two sub-themes Value in monetary terms (value-for-money) and Value in professional terms (benefit and relevance to the individual professional) (see Table  3 ).

In the survey, several aspects of HCPC organisational performance were scored – handling of personal data, registration and renewal, engagement with the profession, audit, and the quality and usefulness of HCPC policies. These formed Theme 2 and its sub-themes.

A third theme Registrant competence and vulnerability , was developed to focus on responses to questions related to the assessment of registrant competence and Fitness To Practice (FTP) processes.

Finally, the survey also directly asked respondents if they could suggest improvements which would have resulted in higher scoring for regulation quality and performance. These were grouped into Theme 4.

Theme 1 – Value of regulation

Value in monetary terms.

The Likert score for value-for-money was a median of 2 (mean 2.3; response rate 100%) which suggests dissatisfaction. This is one of the few survey questions to elicit a 100% response rate – a clear signal of its importance for registrants.

There was a high number of responses suggesting fees are too expensive (and a significantly smaller number suggesting good value). This ties in with some respondents explaining that the ‘benefit’ from registration is mainly for the employer (an assurance of high quality, well-trained staff). Several respondents point to little ‘tangible’ benefit for registrants and query whether the payment model is fair and if the employer should pay registrant fees.

“Expensive fees for what appears to be very little support.” Resp094

“It seems that I pay about £100 per year to have my name written on a list. It is unclear to me what the HCPC actually does in order to justify such a high fee.” Resp014

“I get, quite literally, nothing from it. It’s essentially a tax on work.” Resp008

Several respondents suggested that as registration was mandated by the employer, it was in essence an additional ‘tax’ on their employment, which was highlighted previously by Unison [ 12 ]. A comparator for payment model, are the checks preformed on potential staff who will be working with children and vulnerable adults. In general, these ‘disclosure’ checks are paid for by the employer, however the checks are not recurrent cost for each individual, but done once at recruitment.

Value in professional terms & relevance

This was not a direct question on the questionnaire, but emerged consistently in survey responses. Aside from value-for-money, the value of regulation can also refer to more general benefit and relevance for a professional, for example in protecting a professional title or emphasising the importance of a role. Many respondents commented, in relation to the ‘value’ of regulation, about the relevance of the HCPC to them and their job/role.

The largest number of responses highlighted the lack of clarity about HCPC’s role, and also to note its lack of relevance felt by a significant proportion of respondents.

“Not sure I have seen any value in my registration except that it is a requirement for my role” Resp017

“I really fail to understand what (sic) the benefits of registration.” Resp018

“They do not promote the profession. I see no evidence of supporting the profession. I pay to have the title and I am not aware of any other benefits.” Resp038

Theme 2 – HCPC performance

Communication & handling data.

The survey questionnaire did not have a specific question relating to communication, therefore no specific Likert scores are available. Rather, communication was a sub-theme which emerged in survey responses. The response numbers related to positive (1) and negative experiences (50) clearly suggest an overall experience of poor communication processes (and statistically significant at p  < 0.001 for a normal proportion test).

One respondent noted they had ‘given up’ trying to communicate with HCPC electronically. Several respondents also noted issues with conventional communication—letters from HCPC going to old addresses, or being very slow to arrive.

“…I have given up on contacting by electronic means.” Resp134

When trying to renew their registration, communication with HCPC was so difficult that two respondents noted they raised a formal complaint.

A number of respondents noted that when they eventually got through to the HCPC, staff were helpful, so the main communication issue may relate to insufficiently resourced lines of communication (phones & email) or the need for a more focussed first point of contact e.g. some form of helpdesk or triaging system.

“Recently long wait to get through to speak to someone… Once through staff very helpful.” Resp126

This topic overlaps with the next (Processing Registration & renewals) in that both involve online logins, website use etc.

Security & data handling was rated as neutral (median 3, mean 3.4; response rate 91%). Although responses were balanced in terms of satisfaction, a significant number noted a lack of knowledge about HCPC processes. There are almost equal proportions of respondents reporting no issues, some problems with handling of personal data, or insufficient knowledge to express an opinion.

Registration and renewal

The score for processing registrations & renewals, was a median of 4 (mean 3.5; response rate 92%) which suggests modest satisfaction.

The overall rating also suggests that the issues may have been experienced by a comparative minority of registrants and that for most, renewal was straightforward.

“They expected people to call their phone number, which then wasn’t picked up. They didn’t reply to emails except after repeated attempts and finally having to resort to raising a complaint.” Resp023

“Difficult to get a timely response. Difficult to discuss my situation with a human being…” Resp044

Although the Likert score is positive, the themes in responses explaining the rating, are more mixed. Many respondents mentioned either having or knowing others who had issues with registration renewal, and its online processes including payments. A few respondents mentioned that the process was unforgiving of small errors. One respondent, for example, missed ticking a box on the renewal form, was removed from the register and experienced significant difficulties (poor communication with HCPC) getting the issue resolved.

Some respondents noted issues related to a long absence from work (e.g. maternity/illness etc.) causing them to miss registration deadlines – for some, this seems to have resulted in additional fees to renew registration. It seems rather easy for small errors (on either side) to result in registrants being removed from the register. For registrants, this can have very serious consequences and it can then be difficult and slow to resolve this, sometimes whilst on no pay. There have also been other reported instances of renewal payment collection errors [ 13 ].

“I had been off work… and had missed their renewal emails…I was told that there would be no allowances for this situation, and I would have to pay an additional fee to re-register…” Resp139.

Some respondents raised the issue of exclusion – certain staff groups not being included on the register—such as Clinical Technologists and Clinical Engineers. This desire for inclusion, also points to a perception of value in being on the register. One respondent raised an issue of very difficult and slow processing of registration for a candidate from outside the UK.

“Staff member who qualified as medical physicist abroad…has had a dreadful, drawn out and fruitless experience.” Resp135

Overall, many respondents noted difficulties in renewing registration and issues with HCPC’s online processes. Some of these issues (e.g. website renewal problems) may have been temporary and are now resolved, but others (e.g. available routes for registration) remain to be resolved.

Audit process & policies

In the survey, 12% respondents reported having been audited by HCPC regarding their CPD (response rate 97%). This is well above the level of 2.5% of each profession, which HCPC aims to review at each renewal [ 14 ], and similar values reported by some professional bodies [ 15 ]. The participants seem representative, although two respondents mentioned their perception of low audit rates. Data on CPD audit is available here: https://www.hcpc-uk.org/about-us/insights-and-data/cpd/cpd-audit-reports/

Respondents rated the process of being audited as a median of 4 (mean 3.7), which is the joint highest score on the survey, pointing to satisfaction with the process. From the responses, the overall perception could be summed up as straight-forward, but time-consuming. Without regular record-keeping, unfortunately most audits will be time-consuming – the HCPC more so, as it is not an annual audit, but covers the two preceding years.

Some respondents did find the process not only straight-forward, but also useful (related to feedback received). However, responses regarding feedback were mixed, with comments on both good, and poor feedback from HCPC.

“Not difficult but quite long-winded” Resp008

“Very stressful and time consuming” Resp081

“While it was a lot of work the process seemed very thorough and well explained.” Resp114

The HCPC’s policies & procedures were rated as a median of 3 (mean 3.2; response rate 98%). This neutral score could suggest a mixture of confidence in HCPC practise. This score may also reflect the fact that the majority of respondents had either not read, or felt they had no need to read the policies, and so are largely unfamiliar with them.

The reasons for this lack of familiarity are also explained by some respondents – four commented that the policies & procedures are rather too generic/vague. Three respondents noted that they felt the policies were not sufficiently relevant to their clinical roles to be useful. This may be due to the policies being written at a level to be applicable to registrants from all 16 modalities – and perhaps a limitation of the nature of HCPC as a very large regulator. Familiarity seemed mainly to be restricted to policies around registration, and CPD. There were slightly lower response levels for positive sentiment (6), than negative sentiment (9).

“I’ve never had cause to read them.” Resp115

“Detached from the real clinical interface for our professions…” Resp083

HCPC split their policies into ‘corporate’- which relate to organisational issues (e.g. equality & diversity; find them here: Our policies and procedures | ( https://www.hcpc-uk.org/about-us/corporate-governance/freedom-of-information/policies/#:~:text=Our%20main%20policies%20and%20procedures%201%20Customer%20feedback,scheme%20...%207%20Freedom%20of%20Information%20Policy%20 )) and those more relevant to professions (e.g. relating to the register; find them here: Resources | ( https://www.hcpc-uk.org/resources/?Query=&Categories=76 )).

One respondent noted not only that the policies were ‘as you might expect’, but felt the policies were less demanding than those from other similar bodies such as the CQC ( https://www.cqc.org.uk/publications ).

“…Other regulatory bodies (such as the CQC for example) have policies and procedures that are a lot more challenging to comply with.” Resp022

Theme 3 – Registrant competence and vulnerability

In this survey, 3.5% (5/143) of respondents noted some involvement with the HCPC’s Fitness to Practice service. These interactions were rated at a median of 3 (mean 2.8) suggesting neutral sentiment.

Firstly, we can immediately see the level of interaction with the FTP team is very small. CS registrants represent approx. 2% of HCPC registrants, and the level of CS referrals to FTP in 2020–21 was 0.2% [ 16 ].

The data is a very small sample, but responses vary strongly, so it is worth digging a little further into the granularity of individual responses. Response scores were 1, 1, 2, 5, 5 – which are mainly at the extremes of the rating spectrum. The majority of respondents described poor experiences with the FTP team: errors, a process which was ‘extremely prolonged’, involved slow/poor communication, and processes which were ‘entirely opaque’.

“It is slow, the process was badly managed… and the system was entirely opaque,” Resp37

“They were hard to contact and I didn't feel they listened…no explanation, apology or assurance it would not happen again. It left my colleague disillusioned and me very angry on their behalf…” Resp044

Some respondents commented that the team were not only difficult to contact, but also didn’t seem to listen. At the end of a process which involved errors from HCPC, one respondent noted were ‘no explanation, apologies or assurance that it would not happen again’, leaving the registrant ‘disillusioned’. These experiences do not fit with the HCPC’s stated goal to be a compassionate regulator, see Fig.  4 . Arguably it is more difficult to change a culture of behaviour and beliefs, than to publish a corporate goal or statement of vision.

HCPC’s vision statement & purpose [ 17 ]

Some survey respondents have noted the necessity of regulation for our profession.

“Ultimately I am very grateful that I can register as a professional.” Resp024

Theme 4 – Suggestions for improved regulation

Following the question relating to overall performance, respondents were invited to suggest things which might improve their rating for HCPC’s performance and value. These suggestions were also combined with those which appeared in earlier survey responses.

Although we are in a current cost-of-living crisis, responses did not query simply high absolute cost of fees, but also queried the value/benefit of HCPC regulation for registrants. Many responses expressed doubt as to the added value & relevance of HCPC registration for them. They seem to point to a desire for more tangible benefit from their fees. Perhaps, given the costs and levels of scrutiny, registrants want some definite benefit to balance the scales .

“Cost less and do more for the people who are on the register.” Resp089

“Vastly reduced cost. Employer paying registrant fees.” Resp074

A significant number of responses pointed out that the main benefits of registration are for the public, and for employers – but that it is the registrants who pay for registration. Many queries why this should be, and whether there should be a different payment model, where for example employers pay.

Similarly, some respondents felt that the HCPC’s unusual position of regulating a large swathe of healthcare professions was not necessarily helpful for their profession or others.

Communication and response times are obviously an issue of concern for registrants, and improvements are needed based on the low satisfaction levels reported here. This is also linked to a wish for increased engagement with the CS profession.

“Engagement with the workforce, specialism specific development, reduced fees” Resp025

Some responses suggested they would be comforted by increased accountability / governance of HCPC including improved FTP efficiency.

“More accountability to registrants” Resp130

Finally, improvement in terms of additional registration routes for Engineers & Technical staff were also suggested. It may be damaging to work-place moral, if two professionals doing roles of a similar nature are not being governanced is the same way and if there is not parity of their gross salary due to mandatory professional fees & reductions.

Value-for-money : This will vary between individuals depending on many variables, such as upbringing & environment, salary, lifestyle priorities, political persuasion, and so on. However, many of these factors should balance in a large sample. In general, it can be suggestive of satisfaction (or lack of) with a service. The score here suggesting dissatisfaction, echoes with other reports on HCPC’s spending, and financial irregularities [ 18 , 19 ].

In the survey findings, respondents have voiced dissatisfaction with registration value for money. In fact, HCPC’s registration fees are not high when compared to the other healthcare professions regulators. Table 1 shows data from 2021–22 for regulator annual registration fees. However, the HCPC has risen from having the lowest regulator fees in 2014–5, to its current position (9 th of 13) slightly higher in the table. Perhaps more concerning than the absolute level of fees, are when large increases are proposed [ 12 , 20 , 21 , 22 ].

However, fees have regularly increased to current figure of £196.48 for a two-year cycle. During a consultation process in 2018, the Academy for Healthcare Clinical Scientists (AHCS) wrote an open letter to the HCPC, disputing what they felt was a disproportionate fee increase [ 23 ]. Further fee rises have also been well above the level of inflation at the time.

HCPC expenditure (which is linked to registration fees) has arguably been even more controversial than fee increases – noted by several respondents. A freedom of information (FOI) request in 2016 showed HCPC’s spending of £17,000 for their Christmas party [ 18 ] – which amounts to just over £76 per person. This cost was close to the annual registration fee (at that time) for registrants.

In 2019, regulation of social workers in England moved from HCPC, to Social Work England. This resulted in a loss of over 100,000 registrants, and a loss in registration fee income. HCPC raised fees to compensate, but a freedom of information (FoI) request in 2020 [ 18 ] showed that even though there was an associated lowering in workload associated with the loss of 100 k registrants, the HCPC had no redundancies, suggesting the loss of income was compensated mainly by the fees increase.

Inherent value & relevance

One of HCPC’s aims is to promote ‘the value of regulation’ [ 24 ]. However, not only is there dissatisfaction with value-for-money, the second highest response suggests a lack of inherent value (or benefit) from regulation to the individual registrant. In some ways, there is a lack of balance – registrants are under increasing scrutiny, but feel there is little direct benefit, to provide balance.

This also suggests that HCPC’s aim or message is not getting through to the CS profession. It’s not clear what the HCPC 2021–22 achieved milestone – ‘Embedded our registrant experiences research into employee learning and development and inductions’ has actually achieved.

A large number of responses pointed to the lack of clarity about HCPC’s role, and also to note its lack of relevance for respondents. Some of this is understandable – until recently, many CS registrants will have little interaction with HCPC. They would typically get one email reminder each year to renew their registration and pay those fees, and hear little else from the HCPC. That is beginning to change, and HCPC have recently begun to send more regular, direct emails/updates to registrants.

However, for many registrants, the HCPC appears not to be clearly communicating its role, or the relevance/importance of regulation. As mentioned above, this also links in to previous mentions of the lack of any tangible benefit for registrants. Some note little more relevance other than the mandatory aspects of regulation.

Finally, relevance is also queried in relation to the limited access for some professional groups to a professional register. The current situation of gaps in registration for some groups, results in two situations – firstly, for Clinical Scientists and Clinical Engineers/Technologists, one group has to compulsorily pay a fee to be allowed/approved to do their job and the other does not; also, the public are routinely helped and assisted by Clinical Scientists and Clinical Engineers/Technologists – but only one group is regulated to ensure public safety.

HCPC Communication

This was highlighted by respondents as often poor. Recently in the media, there has been a concern raised by The College of Paramedics (CoP) about communications issues with HCPC—changes to the HCPC policy on the use of social media [ 25 ]. They raised particular concerns about the use of social media content and ‘historical content’ in the context of investigations of fitness-to practice.

There have previously been some concerns raised on the UKMPE mail-base regarding handling of personal data, and lack of efficiency in addressing the issue [ 26 ]. Several messages detailed HCPC communicating unencrypted registrant passwords in emails and sending personal data to the incorrect registrant. Some on the forum noted that they had reported this problem over a period of several years to HCPC, suggesting HCPC’s response to these serious issues was extremely slow. Several responses noted these previous issues.

Registration processes

Although responses here show some satisfaction, there have been reports in the media of significant issues with registration (such as removing registrants from the register in error) with associated impact for patients and the public [ 27 , 28 ]. Similarly, there were reports on the UKMPE mail-base of significant issues with registration renewals being problematic [ 26 ]. In Scotland, NHS.net email accounts ceased to be supported in July-Sept 2020 and the associated lack of access to email accounts and messages used for HCPC communication and registration, caused a major issue in registration renewal. This coincided with COVID lockdowns and a period of unusually difficult communication with HCPC. If NHS staff lose registration (irrespective of the reason), respondents noted that some Human Resources (HR) departments were quick to suspend staff from work, and in some cases withhold pay. That spike in difficulties is likely the cause of the most common responses suggesting issues with a complicated process.

In safe-guarding public safety, a key task for a healthcare regulator is assessing the competence of registrants. This is done via a small set of related activities. Registrants must return regular evidence of CPD, and these are audited for 2.5% registrants. This process is simple and routine, and as seen in Theme 2 responses here suggest registrants are reasonably satisfied with this process.

More formal and in-depth competence assessment happens when a complaint is raised against a registrant, either by a work colleague/management, a member of the public or occasionally by the HCPC itself. The process is complex, lengthy and can end in a registrant attending a court hearing [ 29 ].

It is usual for registrants to continue in their normal job during FTP investigations – effectively the public remains at risk from a registrant if their competence is eventually proven to be below the regulators standards, so there is a need for investigations to be efficient both in timeliness, and outcome.

Obviously, being under investigation can be highly stressful, and has the potential for the registrant to be ‘struck off’ the register, and lose their job if registration is mandated (e.g. NHS posts). There are many reports of the process & experience either provoking or increasing underlying mental health challenges [ 30 , 31 , 32 ]. Along with efficiency, a regulator needs to behave compassionately. Investigations of highly-skilled professionals engaging in complex work activities, is also necessarily complex and requires a high degree of knowledge and experience from the regulator’s investigational panel.

The Professional Standards Authority (PSA) regulate the HCPC, and publish annual reviews of their performance ( https://www.professionalstandards.org.uk/publications/performance-reviews ) (see Table  4 ). HCPC performance as reported by PSA, seems to be generally higher than noted by survey respondents here. For 2022–23, aside from one area, the HCPC has scored 100% for performance, which seems at odds with these survey responses [ 33 ]. The FTP team is notable in repeatedly performing very poorly compared to most other sections of the HCPC (even though the majority of the HCPC budget goes to FTP activity, see Fig.  4 ). The HCPC Annual Report 2018–9 [ 34 ] highlighted the completion of the first phase of the Fitness-To-Practice Improvement Plan. This delivered “A root and branch review of this regulatory function… a restructure, tightened roles and processes and the introduction of a new Threshold Policy”, but this seems to have no impact on the performance reported by the PSA for the next few years shown in Table  4 . However, the most recent data does suggest improvement, and HCPC continues to develop FTP team practice [ 17 ].

HCPC expenditure for the year 2020–21 [ 17 ]

There are other reports of poor experiences with this team [ 35 , 36 ], and in one report the FTP team’s processes have been noted as being rather inhumane [ 35 ].

Regulation is an important part of public protection, but how effectively it is managed & enforced is also a concern, given it involves increased scrutiny of registrants. A topical comparator is the current dissatisfaction by a large section of the public about several other government regulators allowing seemingly poor performance to go unchecked [ 4 , 5 ].

It is arguable, that registrants remain on the register as long as the HCPC allows them. Several respondents in this survey noted being removed from the register through HCPC administrative error. Removal could also happen through poor judgement/decision-making – the FTP team handle large numbers of very complex investigational cases – 1603 concluded cases for the year 2021–22 and 1024 hearings [ 16 ]. Every justice system is subject to a level of error – guilty parties can be erroneously ‘cleared’, and vice-versa. It is essential therefore, that policies & procedures relating to FTP are fit for purpose—that the FTP team work effectively and humanely, and that there is genuine & effective governance of HCPC to ensure accountability. In this survey, some respondents seem to be saying that currently this seems not to be the case.

It might have been anticipated that the greatest concern is costs, especially in the current cost-of-living crisis. The recent HCPC consultation to increase fees [ 37 ] seems particularly tone-deaf and has caused concern across the professions [ 21 , 22 ].

Above findings show respondents are interested in lower fees, but also increased benefit for their fees. Some respondents pointed out that whilst registrants pay for registration, benefit is mainly for the public and employers. The HCPC is a statutory body, its funding model will have been designed/decided upon by government, and may be unlikely to change. However, there are a variety of potential regulation models [ 38 ], and so change is possible. A review of the financial model for regulation may be welcome.

Regulator size

Some aspects of HCPC performance, policies, and distribution of spending, is related to the nature of it being the largest and only multi-professional regulator in the healthcare sector. Data from the HCPC suggests (see Fig.  5 ) that the majority of spending relates to FTP activity. Data also points to Clinical Scientists having very low levels of FTP investigation compared to others in HCPC [ 16 ]. This suggests that a significant proportion of CS registrant fees are used to investigate other professions. It’s possible (perhaps simplistically) that if, like many other healthcare professions such as doctors & dentists who’s regulator is concerned only with that single profession, if CSs were regulated separately, their registrant fees may be reduced. This model of single-profession regulation may also mitigate against other disadvantages of the HCPC’s practice, such as the ‘generic’ policies aiming to apply to a pool of 15 professions.

Although there is a very low level of data for this topic, the concerned raised by registrants are serious in nature. There also seems to be issues in handling of complaints related to this service and advocacy for registrants. Certainly, there is a clear governance path via PSA, to the Health Secretary. However, this does not offer a route for individual complaints to be raised and addressed. Unlike complaints from the public in other areas, there is no recourse to an ombudsman for registrants. The only option for individual registrants, is the submission of a formal complaint to the HCPC itself, which is dealt with internally. Comments from survey respondents suggest this process does not guarantee satisfaction. Indeed, one of the respondents who mentioned submitting a complaint, made it clear they remained unhappy with HCPC’s response. Overall, there seems to be a lack of clear & effective advocacy for registrants.

“…the HCPC’s stance appeared to be guilty until proven innocent… At no point did I feel the HCPC cared that their (sic) was an individual involved....” Resp044.

FTP processes affect a comparatively small number of CS registrants, compared to other professions. However, it seems clear that the majority of those who have interacted with the FTP team have had poor experiences, and respondents have suggested improvements are needed. The reason for FTP investigations, is protection of staff and the public. If processes are slow, and investigations prolonged, or decisions flawed, the public may be exposed to increased levels of risk, as healthcare practitioners who may be lacking in competence continue to practice. The data in Table  4 shows concerning but improving trends in FTP performance levels.

Limitations

There are two main limitations to this work. Firstly, due to time constraints, there was no pilot work done when designing the survey questionnaire. This may have helped, as noted earlier, a few responses pointed to some awkwardness with one survey question. Although no pilot work was done, the questionnaire was reviewed by the IPEM Professional Standards Committee, as noted in the Acknowledgements section.

The other obvious limitation is the low response rate (~ 6% of UK Medical Physicists). Circulation of the survey was performed via the only online forum for the profession currently available. The survey was advertised multiple times to ensure visibility to staff who may have missed it initially due to leave etc. However, the forum does reach 100% of the profession, and some addressees may have filters set to send specific posts to junk folders etc. The professional body IPEM declined to offer support in circulating the survey (believing the issues involved would affect/be of interest only to a small minority of members.)

The low response rate also has a particular impact on the pool of responses relating to FTP issues, which inherently affect low numbers of registrants.

However, the importance of some of the findings here (e.g. expressed dissatisfaction with regulation in terms of value; the poor experience of some members with the Registration, Communication and FTP teams) and the low sample surveyed, both justify the need for a larger follow-on survey, across all of Clinical Science.

In Healthcare, regulation of professions is a key aspect of protecting the public. However, to be effective, regulation must be performed professionally, impartially, and associated concerns or complaints investigated efficiently and respectfully.

This report presents findings from a survey aimed at collecting a snap-shot of the experiences of Clinical Scientists with their regulator, and their perception of the quality and safety of that regulation performance.

Overall survey sentiment scores showed a significantly more negative responses than positive. Survey comments relate not only to current issues, but to previous problems and controversial issues [ 18 , 26 ]. It seems that some respondents have at some point lost confidence and trust in the HCPC, and survey responses suggest there has not been enough engagement and work done by HCPC to repair and rebuild this trust.

In the midst of a cost of living crisis, costs are a large concern for many. The HCPC fees are neither the highest not lowest amongst the healthcare regulators. Spending is transparent, and details can be found in any of the HCPC’s annual reports.

A repeating sub-theme in responses, was a lack of tangible value for the registrant, and that the employer should pay the costs of registration, where registration is mandated by the job.

Many respondents have suggested that they feel there should be more proactive engagement from HCPC with the profession. Most respondents were not familiar with or felt the HCPC policies are relevant/important to them.

Survey data showed moderate satisfaction with registration processes for the majority of respondents. Some respondents also noted a lack of registration route for engineering & technical healthcare staff. CPD processes also achieved a score indicating registrant satisfaction. This generated the highest ratings in the survey. Communication scored poorly and many respondents suggests there needs to be improved levels of communication in terms of response times and access to support.

The CS profession experiences low levels of interaction with the FTP service. However, those interactions which were recorded in the survey, show some poor experiences for registrants. There also seems to be a lack of advocacy/route for complaints about HCPC from individual registrants. There may need to be more engagement between registrants and their professional body regarding HCPC performance, and more proactivity from the stake-holder, IPEM.

Some of the findings reported here relate to important issues, but the survey data are based on a low response rate. A larger survey across all of Clinical Science is being planned.

Availability of data and materials

To protect confidentiality of survey respondents, the source data is not available publicly, but are available from the author on reasonable request.

Abbreviations

Agenda for Change

Academy for Healthcare Clinical Scientists

Continuous professional development

Clinical Engineer

Clinical Scientist

College of Paramedics

Clinical Technologist

Freedom of Information

Fitness-to-practice

Health and Care Professions Council

Human resources

Institute of Physics and Engineering in Medicine

Joint Information Systems Committee

Medical Technical Officer

Professional Standards Authority

Professional Standards Committee

Qualitative data analysis

UK Medical Physics and Engineering

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Acknowledgements

The author wishes to kindly acknowledge the input of Dr Carl Rowbottom (IPEM Professional Standards Committee), in reviewing the survey questions. Thanks also to Dr Nina Cockton for helpful advice on ethics and recruitment issues.

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As this study relates to low risk, survey data, formal ethics committee approval is not required (exemption obtained from NHSGGC REC04 REC Officer Dr Judith Godden [email protected]). As the survey responses were from members of a professional body (The Institute of Medical Physics and Engineering in Medicine (IPEM) it was consulted. Its Professional Standards Committee (PSC) reviewed the survey and raised no objections. The survey questions were assessed for bias and approved unchanged (acknowledged in the manuscript). Written informed consent was obtained from all participants in the study.

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Supplementary Information

Additional file 1..

The survey questionnaire has been provided as a supplementary file.

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McJury, M. Experiences of UK clinical scientists (Physical Sciences modality) with their regulator, the Health and Care Professions Council: results of a 2022 survey. BMC Health Serv Res 24 , 635 (2024). https://doi.org/10.1186/s12913-024-10956-7

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Received : 06 September 2023

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DOI : https://doi.org/10.1186/s12913-024-10956-7

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