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• What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

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

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

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

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

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

Table of contents

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

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

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

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

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

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

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

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

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

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

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

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

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

• Flexibility

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

• Natural settings

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

• Meaningful insights

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

• Generation of new ideas

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

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

• Unreliability

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

• Subjectivity

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

• Limited generalizability

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

• Labor-intensive

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

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

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

Research bias

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

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

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

There are five common approaches to qualitative research :

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

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

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

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

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

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• Published: 27 May 2020

How to use and assess qualitative research methods

• Loraine Busetto   ORCID: orcid.org/0000-0002-9228-7875 1 ,
• Wolfgang Wick 1 , 2 &
• Christoph Gumbinger 1  

Neurological Research and Practice volume  2 , Article number:  14 ( 2020 ) Cite this article

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This paper aims to provide an overview of the use and assessment of qualitative research methods in the health sciences. Qualitative research can be defined as the study of the nature of phenomena and is especially appropriate for answering questions of why something is (not) observed, assessing complex multi-component interventions, and focussing on intervention improvement. The most common methods of data collection are document study, (non-) participant observations, semi-structured interviews and focus groups. For data analysis, field-notes and audio-recordings are transcribed into protocols and transcripts, and coded using qualitative data management software. Criteria such as checklists, reflexivity, sampling strategies, piloting, co-coding, member-checking and stakeholder involvement can be used to enhance and assess the quality of the research conducted. Using qualitative in addition to quantitative designs will equip us with better tools to address a greater range of research problems, and to fill in blind spots in current neurological research and practice.

The aim of this paper is to provide an overview of qualitative research methods, including hands-on information on how they can be used, reported and assessed. This article is intended for beginning qualitative researchers in the health sciences as well as experienced quantitative researchers who wish to broaden their understanding of qualitative research.

What is qualitative research?

Qualitative research is defined as “the study of the nature of phenomena”, including “their quality, different manifestations, the context in which they appear or the perspectives from which they can be perceived” , but excluding “their range, frequency and place in an objectively determined chain of cause and effect” [ 1 ]. This formal definition can be complemented with a more pragmatic rule of thumb: qualitative research generally includes data in form of words rather than numbers [ 2 ].

Why conduct qualitative research?

Because some research questions cannot be answered using (only) quantitative methods. For example, one Australian study addressed the issue of why patients from Aboriginal communities often present late or not at all to specialist services offered by tertiary care hospitals. Using qualitative interviews with patients and staff, it found one of the most significant access barriers to be transportation problems, including some towns and communities simply not having a bus service to the hospital [ 3 ]. A quantitative study could have measured the number of patients over time or even looked at possible explanatory factors – but only those previously known or suspected to be of relevance. To discover reasons for observed patterns, especially the invisible or surprising ones, qualitative designs are needed.

While qualitative research is common in other fields, it is still relatively underrepresented in health services research. The latter field is more traditionally rooted in the evidence-based-medicine paradigm, as seen in " research that involves testing the effectiveness of various strategies to achieve changes in clinical practice, preferably applying randomised controlled trial study designs (...) " [ 4 ]. This focus on quantitative research and specifically randomised controlled trials (RCT) is visible in the idea of a hierarchy of research evidence which assumes that some research designs are objectively better than others, and that choosing a "lesser" design is only acceptable when the better ones are not practically or ethically feasible [ 5 , 6 ]. Others, however, argue that an objective hierarchy does not exist, and that, instead, the research design and methods should be chosen to fit the specific research question at hand – "questions before methods" [ 2 , 7 , 8 , 9 ]. This means that even when an RCT is possible, some research problems require a different design that is better suited to addressing them. Arguing in JAMA, Berwick uses the example of rapid response teams in hospitals, which he describes as " a complex, multicomponent intervention – essentially a process of social change" susceptible to a range of different context factors including leadership or organisation history. According to him, "[in] such complex terrain, the RCT is an impoverished way to learn. Critics who use it as a truth standard in this context are incorrect" [ 8 ] . Instead of limiting oneself to RCTs, Berwick recommends embracing a wider range of methods , including qualitative ones, which for "these specific applications, (...) are not compromises in learning how to improve; they are superior" [ 8 ].

Research problems that can be approached particularly well using qualitative methods include assessing complex multi-component interventions or systems (of change), addressing questions beyond “what works”, towards “what works for whom when, how and why”, and focussing on intervention improvement rather than accreditation [ 7 , 9 , 10 , 11 , 12 ]. Using qualitative methods can also help shed light on the “softer” side of medical treatment. For example, while quantitative trials can measure the costs and benefits of neuro-oncological treatment in terms of survival rates or adverse effects, qualitative research can help provide a better understanding of patient or caregiver stress, visibility of illness or out-of-pocket expenses.

How to conduct qualitative research?

Given that qualitative research is characterised by flexibility, openness and responsivity to context, the steps of data collection and analysis are not as separate and consecutive as they tend to be in quantitative research [ 13 , 14 ]. As Fossey puts it : “sampling, data collection, analysis and interpretation are related to each other in a cyclical (iterative) manner, rather than following one after another in a stepwise approach” [ 15 ]. The researcher can make educated decisions with regard to the choice of method, how they are implemented, and to which and how many units they are applied [ 13 ]. As shown in Fig.  1 , this can involve several back-and-forth steps between data collection and analysis where new insights and experiences can lead to adaption and expansion of the original plan. Some insights may also necessitate a revision of the research question and/or the research design as a whole. The process ends when saturation is achieved, i.e. when no relevant new information can be found (see also below: sampling and saturation). For reasons of transparency, it is essential for all decisions as well as the underlying reasoning to be well-documented.

Iterative research process

While it is not always explicitly addressed, qualitative methods reflect a different underlying research paradigm than quantitative research (e.g. constructivism or interpretivism as opposed to positivism). The choice of methods can be based on the respective underlying substantive theory or theoretical framework used by the researcher [ 2 ].

Data collection

The methods of qualitative data collection most commonly used in health research are document study, observations, semi-structured interviews and focus groups [ 1 , 14 , 16 , 17 ].

Document study

Document study (also called document analysis) refers to the review by the researcher of written materials [ 14 ]. These can include personal and non-personal documents such as archives, annual reports, guidelines, policy documents, diaries or letters.

Observations

Observations are particularly useful to gain insights into a certain setting and actual behaviour – as opposed to reported behaviour or opinions [ 13 ]. Qualitative observations can be either participant or non-participant in nature. In participant observations, the observer is part of the observed setting, for example a nurse working in an intensive care unit [ 18 ]. In non-participant observations, the observer is “on the outside looking in”, i.e. present in but not part of the situation, trying not to influence the setting by their presence. Observations can be planned (e.g. for 3 h during the day or night shift) or ad hoc (e.g. as soon as a stroke patient arrives at the emergency room). During the observation, the observer takes notes on everything or certain pre-determined parts of what is happening around them, for example focusing on physician-patient interactions or communication between different professional groups. Written notes can be taken during or after the observations, depending on feasibility (which is usually lower during participant observations) and acceptability (e.g. when the observer is perceived to be judging the observed). Afterwards, these field notes are transcribed into observation protocols. If more than one observer was involved, field notes are taken independently, but notes can be consolidated into one protocol after discussions. Advantages of conducting observations include minimising the distance between the researcher and the researched, the potential discovery of topics that the researcher did not realise were relevant and gaining deeper insights into the real-world dimensions of the research problem at hand [ 18 ].

Semi-structured interviews

Hijmans & Kuyper describe qualitative interviews as “an exchange with an informal character, a conversation with a goal” [ 19 ]. Interviews are used to gain insights into a person’s subjective experiences, opinions and motivations – as opposed to facts or behaviours [ 13 ]. Interviews can be distinguished by the degree to which they are structured (i.e. a questionnaire), open (e.g. free conversation or autobiographical interviews) or semi-structured [ 2 , 13 ]. Semi-structured interviews are characterized by open-ended questions and the use of an interview guide (or topic guide/list) in which the broad areas of interest, sometimes including sub-questions, are defined [ 19 ]. The pre-defined topics in the interview guide can be derived from the literature, previous research or a preliminary method of data collection, e.g. document study or observations. The topic list is usually adapted and improved at the start of the data collection process as the interviewer learns more about the field [ 20 ]. Across interviews the focus on the different (blocks of) questions may differ and some questions may be skipped altogether (e.g. if the interviewee is not able or willing to answer the questions or for concerns about the total length of the interview) [ 20 ]. Qualitative interviews are usually not conducted in written format as it impedes on the interactive component of the method [ 20 ]. In comparison to written surveys, qualitative interviews have the advantage of being interactive and allowing for unexpected topics to emerge and to be taken up by the researcher. This can also help overcome a provider or researcher-centred bias often found in written surveys, which by nature, can only measure what is already known or expected to be of relevance to the researcher. Interviews can be audio- or video-taped; but sometimes it is only feasible or acceptable for the interviewer to take written notes [ 14 , 16 , 20 ].

Focus groups

Focus groups are group interviews to explore participants’ expertise and experiences, including explorations of how and why people behave in certain ways [ 1 ]. Focus groups usually consist of 6–8 people and are led by an experienced moderator following a topic guide or “script” [ 21 ]. They can involve an observer who takes note of the non-verbal aspects of the situation, possibly using an observation guide [ 21 ]. Depending on researchers’ and participants’ preferences, the discussions can be audio- or video-taped and transcribed afterwards [ 21 ]. Focus groups are useful for bringing together homogeneous (to a lesser extent heterogeneous) groups of participants with relevant expertise and experience on a given topic on which they can share detailed information [ 21 ]. Focus groups are a relatively easy, fast and inexpensive method to gain access to information on interactions in a given group, i.e. “the sharing and comparing” among participants [ 21 ]. Disadvantages include less control over the process and a lesser extent to which each individual may participate. Moreover, focus group moderators need experience, as do those tasked with the analysis of the resulting data. Focus groups can be less appropriate for discussing sensitive topics that participants might be reluctant to disclose in a group setting [ 13 ]. Moreover, attention must be paid to the emergence of “groupthink” as well as possible power dynamics within the group, e.g. when patients are awed or intimidated by health professionals.

Choosing the “right” method

As explained above, the school of thought underlying qualitative research assumes no objective hierarchy of evidence and methods. This means that each choice of single or combined methods has to be based on the research question that needs to be answered and a critical assessment with regard to whether or to what extent the chosen method can accomplish this – i.e. the “fit” between question and method [ 14 ]. It is necessary for these decisions to be documented when they are being made, and to be critically discussed when reporting methods and results.

Let us assume that our research aim is to examine the (clinical) processes around acute endovascular treatment (EVT), from the patient’s arrival at the emergency room to recanalization, with the aim to identify possible causes for delay and/or other causes for sub-optimal treatment outcome. As a first step, we could conduct a document study of the relevant standard operating procedures (SOPs) for this phase of care – are they up-to-date and in line with current guidelines? Do they contain any mistakes, irregularities or uncertainties that could cause delays or other problems? Regardless of the answers to these questions, the results have to be interpreted based on what they are: a written outline of what care processes in this hospital should look like. If we want to know what they actually look like in practice, we can conduct observations of the processes described in the SOPs. These results can (and should) be analysed in themselves, but also in comparison to the results of the document analysis, especially as regards relevant discrepancies. Do the SOPs outline specific tests for which no equipment can be observed or tasks to be performed by specialized nurses who are not present during the observation? It might also be possible that the written SOP is outdated, but the actual care provided is in line with current best practice. In order to find out why these discrepancies exist, it can be useful to conduct interviews. Are the physicians simply not aware of the SOPs (because their existence is limited to the hospital’s intranet) or do they actively disagree with them or does the infrastructure make it impossible to provide the care as described? Another rationale for adding interviews is that some situations (or all of their possible variations for different patient groups or the day, night or weekend shift) cannot practically or ethically be observed. In this case, it is possible to ask those involved to report on their actions – being aware that this is not the same as the actual observation. A senior physician’s or hospital manager’s description of certain situations might differ from a nurse’s or junior physician’s one, maybe because they intentionally misrepresent facts or maybe because different aspects of the process are visible or important to them. In some cases, it can also be relevant to consider to whom the interviewee is disclosing this information – someone they trust, someone they are otherwise not connected to, or someone they suspect or are aware of being in a potentially “dangerous” power relationship to them. Lastly, a focus group could be conducted with representatives of the relevant professional groups to explore how and why exactly they provide care around EVT. The discussion might reveal discrepancies (between SOPs and actual care or between different physicians) and motivations to the researchers as well as to the focus group members that they might not have been aware of themselves. For the focus group to deliver relevant information, attention has to be paid to its composition and conduct, for example, to make sure that all participants feel safe to disclose sensitive or potentially problematic information or that the discussion is not dominated by (senior) physicians only. The resulting combination of data collection methods is shown in Fig.  2 .

Possible combination of data collection methods

Attributions for icons: “Book” by Serhii Smirnov, “Interview” by Adrien Coquet, FR, “Magnifying Glass” by anggun, ID, “Business communication” by Vectors Market; all from the Noun Project

The combination of multiple data source as described for this example can be referred to as “triangulation”, in which multiple measurements are carried out from different angles to achieve a more comprehensive understanding of the phenomenon under study [ 22 , 23 ].

Data analysis

To analyse the data collected through observations, interviews and focus groups these need to be transcribed into protocols and transcripts (see Fig.  3 ). Interviews and focus groups can be transcribed verbatim , with or without annotations for behaviour (e.g. laughing, crying, pausing) and with or without phonetic transcription of dialects and filler words, depending on what is expected or known to be relevant for the analysis. In the next step, the protocols and transcripts are coded , that is, marked (or tagged, labelled) with one or more short descriptors of the content of a sentence or paragraph [ 2 , 15 , 23 ]. Jansen describes coding as “connecting the raw data with “theoretical” terms” [ 20 ]. In a more practical sense, coding makes raw data sortable. This makes it possible to extract and examine all segments describing, say, a tele-neurology consultation from multiple data sources (e.g. SOPs, emergency room observations, staff and patient interview). In a process of synthesis and abstraction, the codes are then grouped, summarised and/or categorised [ 15 , 20 ]. The end product of the coding or analysis process is a descriptive theory of the behavioural pattern under investigation [ 20 ]. The coding process is performed using qualitative data management software, the most common ones being InVivo, MaxQDA and Atlas.ti. It should be noted that these are data management tools which support the analysis performed by the researcher(s) [ 14 ].

From data collection to data analysis

Attributions for icons: see Fig. 2 , also “Speech to text” by Trevor Dsouza, “Field Notes” by Mike O’Brien, US, “Voice Record” by ProSymbols, US, “Inspection” by Made, AU, and “Cloud” by Graphic Tigers; all from the Noun Project

How to report qualitative research?

Protocols of qualitative research can be published separately and in advance of the study results. However, the aim is not the same as in RCT protocols, i.e. to pre-define and set in stone the research questions and primary or secondary endpoints. Rather, it is a way to describe the research methods in detail, which might not be possible in the results paper given journals’ word limits. Qualitative research papers are usually longer than their quantitative counterparts to allow for deep understanding and so-called “thick description”. In the methods section, the focus is on transparency of the methods used, including why, how and by whom they were implemented in the specific study setting, so as to enable a discussion of whether and how this may have influenced data collection, analysis and interpretation. The results section usually starts with a paragraph outlining the main findings, followed by more detailed descriptions of, for example, the commonalities, discrepancies or exceptions per category [ 20 ]. Here it is important to support main findings by relevant quotations, which may add information, context, emphasis or real-life examples [ 20 , 23 ]. It is subject to debate in the field whether it is relevant to state the exact number or percentage of respondents supporting a certain statement (e.g. “Five interviewees expressed negative feelings towards XYZ”) [ 21 ].

How to combine qualitative with quantitative research?

Qualitative methods can be combined with other methods in multi- or mixed methods designs, which “[employ] two or more different methods [ …] within the same study or research program rather than confining the research to one single method” [ 24 ]. Reasons for combining methods can be diverse, including triangulation for corroboration of findings, complementarity for illustration and clarification of results, expansion to extend the breadth and range of the study, explanation of (unexpected) results generated with one method with the help of another, or offsetting the weakness of one method with the strength of another [ 1 , 17 , 24 , 25 , 26 ]. The resulting designs can be classified according to when, why and how the different quantitative and/or qualitative data strands are combined. The three most common types of mixed method designs are the convergent parallel design , the explanatory sequential design and the exploratory sequential design. The designs with examples are shown in Fig.  4 .

Three common mixed methods designs

In the convergent parallel design, a qualitative study is conducted in parallel to and independently of a quantitative study, and the results of both studies are compared and combined at the stage of interpretation of results. Using the above example of EVT provision, this could entail setting up a quantitative EVT registry to measure process times and patient outcomes in parallel to conducting the qualitative research outlined above, and then comparing results. Amongst other things, this would make it possible to assess whether interview respondents’ subjective impressions of patients receiving good care match modified Rankin Scores at follow-up, or whether observed delays in care provision are exceptions or the rule when compared to door-to-needle times as documented in the registry. In the explanatory sequential design, a quantitative study is carried out first, followed by a qualitative study to help explain the results from the quantitative study. This would be an appropriate design if the registry alone had revealed relevant delays in door-to-needle times and the qualitative study would be used to understand where and why these occurred, and how they could be improved. In the exploratory design, the qualitative study is carried out first and its results help informing and building the quantitative study in the next step [ 26 ]. If the qualitative study around EVT provision had shown a high level of dissatisfaction among the staff members involved, a quantitative questionnaire investigating staff satisfaction could be set up in the next step, informed by the qualitative study on which topics dissatisfaction had been expressed. Amongst other things, the questionnaire design would make it possible to widen the reach of the research to more respondents from different (types of) hospitals, regions, countries or settings, and to conduct sub-group analyses for different professional groups.

How to assess qualitative research?

A variety of assessment criteria and lists have been developed for qualitative research, ranging in their focus and comprehensiveness [ 14 , 17 , 27 ]. However, none of these has been elevated to the “gold standard” in the field. In the following, we therefore focus on a set of commonly used assessment criteria that, from a practical standpoint, a researcher can look for when assessing a qualitative research report or paper.

Assessors should check the authors’ use of and adherence to the relevant reporting checklists (e.g. Standards for Reporting Qualitative Research (SRQR)) to make sure all items that are relevant for this type of research are addressed [ 23 , 28 ]. Discussions of quantitative measures in addition to or instead of these qualitative measures can be a sign of lower quality of the research (paper). Providing and adhering to a checklist for qualitative research contributes to an important quality criterion for qualitative research, namely transparency [ 15 , 17 , 23 ].

Reflexivity

While methodological transparency and complete reporting is relevant for all types of research, some additional criteria must be taken into account for qualitative research. This includes what is called reflexivity, i.e. sensitivity to the relationship between the researcher and the researched, including how contact was established and maintained, or the background and experience of the researcher(s) involved in data collection and analysis. Depending on the research question and population to be researched this can be limited to professional experience, but it may also include gender, age or ethnicity [ 17 , 27 ]. These details are relevant because in qualitative research, as opposed to quantitative research, the researcher as a person cannot be isolated from the research process [ 23 ]. It may influence the conversation when an interviewed patient speaks to an interviewer who is a physician, or when an interviewee is asked to discuss a gynaecological procedure with a male interviewer, and therefore the reader must be made aware of these details [ 19 ].

Sampling and saturation

The aim of qualitative sampling is for all variants of the objects of observation that are deemed relevant for the study to be present in the sample “ to see the issue and its meanings from as many angles as possible” [ 1 , 16 , 19 , 20 , 27 ] , and to ensure “information-richness [ 15 ]. An iterative sampling approach is advised, in which data collection (e.g. five interviews) is followed by data analysis, followed by more data collection to find variants that are lacking in the current sample. This process continues until no new (relevant) information can be found and further sampling becomes redundant – which is called saturation [ 1 , 15 ] . In other words: qualitative data collection finds its end point not a priori , but when the research team determines that saturation has been reached [ 29 , 30 ].

This is also the reason why most qualitative studies use deliberate instead of random sampling strategies. This is generally referred to as “ purposive sampling” , in which researchers pre-define which types of participants or cases they need to include so as to cover all variations that are expected to be of relevance, based on the literature, previous experience or theory (i.e. theoretical sampling) [ 14 , 20 ]. Other types of purposive sampling include (but are not limited to) maximum variation sampling, critical case sampling or extreme or deviant case sampling [ 2 ]. In the above EVT example, a purposive sample could include all relevant professional groups and/or all relevant stakeholders (patients, relatives) and/or all relevant times of observation (day, night and weekend shift).

Assessors of qualitative research should check whether the considerations underlying the sampling strategy were sound and whether or how researchers tried to adapt and improve their strategies in stepwise or cyclical approaches between data collection and analysis to achieve saturation [ 14 ].

Good qualitative research is iterative in nature, i.e. it goes back and forth between data collection and analysis, revising and improving the approach where necessary. One example of this are pilot interviews, where different aspects of the interview (especially the interview guide, but also, for example, the site of the interview or whether the interview can be audio-recorded) are tested with a small number of respondents, evaluated and revised [ 19 ]. In doing so, the interviewer learns which wording or types of questions work best, or which is the best length of an interview with patients who have trouble concentrating for an extended time. Of course, the same reasoning applies to observations or focus groups which can also be piloted.

Ideally, coding should be performed by at least two researchers, especially at the beginning of the coding process when a common approach must be defined, including the establishment of a useful coding list (or tree), and when a common meaning of individual codes must be established [ 23 ]. An initial sub-set or all transcripts can be coded independently by the coders and then compared and consolidated after regular discussions in the research team. This is to make sure that codes are applied consistently to the research data.

Member checking

Member checking, also called respondent validation , refers to the practice of checking back with study respondents to see if the research is in line with their views [ 14 , 27 ]. This can happen after data collection or analysis or when first results are available [ 23 ]. For example, interviewees can be provided with (summaries of) their transcripts and asked whether they believe this to be a complete representation of their views or whether they would like to clarify or elaborate on their responses [ 17 ]. Respondents’ feedback on these issues then becomes part of the data collection and analysis [ 27 ].

Stakeholder involvement

In those niches where qualitative approaches have been able to evolve and grow, a new trend has seen the inclusion of patients and their representatives not only as study participants (i.e. “members”, see above) but as consultants to and active participants in the broader research process [ 31 , 32 , 33 ]. The underlying assumption is that patients and other stakeholders hold unique perspectives and experiences that add value beyond their own single story, making the research more relevant and beneficial to researchers, study participants and (future) patients alike [ 34 , 35 ]. Using the example of patients on or nearing dialysis, a recent scoping review found that 80% of clinical research did not address the top 10 research priorities identified by patients and caregivers [ 32 , 36 ]. In this sense, the involvement of the relevant stakeholders, especially patients and relatives, is increasingly being seen as a quality indicator in and of itself.

How not to assess qualitative research

The above overview does not include certain items that are routine in assessments of quantitative research. What follows is a non-exhaustive, non-representative, experience-based list of the quantitative criteria often applied to the assessment of qualitative research, as well as an explanation of the limited usefulness of these endeavours.

Protocol adherence

Given the openness and flexibility of qualitative research, it should not be assessed by how well it adheres to pre-determined and fixed strategies – in other words: its rigidity. Instead, the assessor should look for signs of adaptation and refinement based on lessons learned from earlier steps in the research process.

Sample size

For the reasons explained above, qualitative research does not require specific sample sizes, nor does it require that the sample size be determined a priori [ 1 , 14 , 27 , 37 , 38 , 39 ]. Sample size can only be a useful quality indicator when related to the research purpose, the chosen methodology and the composition of the sample, i.e. who was included and why.

Randomisation

While some authors argue that randomisation can be used in qualitative research, this is not commonly the case, as neither its feasibility nor its necessity or usefulness has been convincingly established for qualitative research [ 13 , 27 ]. Relevant disadvantages include the negative impact of a too large sample size as well as the possibility (or probability) of selecting “ quiet, uncooperative or inarticulate individuals ” [ 17 ]. Qualitative studies do not use control groups, either.

Interrater reliability, variability and other “objectivity checks”

The concept of “interrater reliability” is sometimes used in qualitative research to assess to which extent the coding approach overlaps between the two co-coders. However, it is not clear what this measure tells us about the quality of the analysis [ 23 ]. This means that these scores can be included in qualitative research reports, preferably with some additional information on what the score means for the analysis, but it is not a requirement. Relatedly, it is not relevant for the quality or “objectivity” of qualitative research to separate those who recruited the study participants and collected and analysed the data. Experiences even show that it might be better to have the same person or team perform all of these tasks [ 20 ]. First, when researchers introduce themselves during recruitment this can enhance trust when the interview takes place days or weeks later with the same researcher. Second, when the audio-recording is transcribed for analysis, the researcher conducting the interviews will usually remember the interviewee and the specific interview situation during data analysis. This might be helpful in providing additional context information for interpretation of data, e.g. on whether something might have been meant as a joke [ 18 ].

Not being quantitative research

Being qualitative research instead of quantitative research should not be used as an assessment criterion if it is used irrespectively of the research problem at hand. Similarly, qualitative research should not be required to be combined with quantitative research per se – unless mixed methods research is judged as inherently better than single-method research. In this case, the same criterion should be applied for quantitative studies without a qualitative component.

The main take-away points of this paper are summarised in Table 1 . We aimed to show that, if conducted well, qualitative research can answer specific research questions that cannot to be adequately answered using (only) quantitative designs. Seeing qualitative and quantitative methods as equal will help us become more aware and critical of the “fit” between the research problem and our chosen methods: I can conduct an RCT to determine the reasons for transportation delays of acute stroke patients – but should I? It also provides us with a greater range of tools to tackle a greater range of research problems more appropriately and successfully, filling in the blind spots on one half of the methodological spectrum to better address the whole complexity of neurological research and practice.

Availability of data and materials

Not applicable.

Abbreviations

Endovascular treatment

Randomised Controlled Trial

Standard Operating Procedure

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Busetto, L., Wick, W. & Gumbinger, C. How to use and assess qualitative research methods. Neurol. Res. Pract. 2 , 14 (2020). https://doi.org/10.1186/s42466-020-00059-z

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Qualitative Research : Definition

Qualitative research is the naturalistic study of social meanings and processes, using interviews, observations, and the analysis of texts and images.  In contrast to quantitative researchers, whose statistical methods enable broad generalizations about populations (for example, comparisons of the percentages of U.S. demographic groups who vote in particular ways), qualitative researchers use in-depth studies of the social world to analyze how and why groups think and act in particular ways (for instance, case studies of the experiences that shape political views).   

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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.

Introduction to Qualitative Research Methods Copyright © 2023 by Allison Hurst is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License , except where otherwise noted.

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The word qualitative implies an emphasis on the qualities of entities and on processes and meanings that are not experimentally examined or measured [if measured at all] in terms of quantity, amount, intensity, or frequency. Qualitative researchers stress the socially constructed nature of reality, the intimate relationship between the researcher and what is studied, and the situational constraints that shape inquiry. Such researchers emphasize the value-laden nature of inquiry. They seek answers to questions that stress how social experience is created and given meaning. In contrast, quantitative studies emphasize the measurement and analysis of causal relationships between variables, not processes. Qualitative forms of inquiry are considered by many social and behavioral scientists to be as much a perspective on how to approach investigating a research problem as it is a method.

Denzin, Norman. K. and Yvonna S. Lincoln. “Introduction: The Discipline and Practice of Qualitative Research.” In The Sage Handbook of Qualitative Research . Norman. K. Denzin and Yvonna S. Lincoln, eds. 3 rd edition. (Thousand Oaks, CA: Sage, 2005), p. 10.

Characteristics of Qualitative Research

Below are the three key elements that define a qualitative research study and the applied forms each take in the investigation of a research problem.

• Naturalistic -- refers to studying real-world situations as they unfold naturally; non-manipulative and non-controlling; the researcher is open to whatever emerges [i.e., there is a lack of predetermined constraints on findings].
• Emergent -- acceptance of adapting inquiry as understanding deepens and/or situations change; the researcher avoids rigid designs that eliminate responding to opportunities to pursue new paths of discovery as they emerge.
• Purposeful -- cases for study [e.g., people, organizations, communities, cultures, events, critical incidences] are selected because they are “information rich” and illuminative. That is, they offer useful manifestations of the phenomenon of interest; sampling is aimed at insight about the phenomenon, not empirical generalization derived from a sample and applied to a population.

The Collection of Data

• Data -- observations yield a detailed, "thick description" [in-depth understanding]; interviews capture direct quotations about people’s personal perspectives and lived experiences; often derived from carefully conducted case studies and review of material culture.
• Personal experience and engagement -- researcher has direct contact with and gets close to the people, situation, and phenomenon under investigation; the researcher’s personal experiences and insights are an important part of the inquiry and critical to understanding the phenomenon.
• Empathic neutrality -- an empathic stance in working with study respondents seeks vicarious understanding without judgment [neutrality] by showing openness, sensitivity, respect, awareness, and responsiveness; in observation, it means being fully present [mindfulness].
• Dynamic systems -- there is attention to process; assumes change is ongoing, whether the focus is on an individual, an organization, a community, or an entire culture, therefore, the researcher is mindful of and attentive to system and situational dynamics.

The Analysis

• Unique case orientation -- assumes that each case is special and unique; the first level of analysis is being true to, respecting, and capturing the details of the individual cases being studied; cross-case analysis follows from and depends upon the quality of individual case studies.
• Inductive analysis -- immersion in the details and specifics of the data to discover important patterns, themes, and inter-relationships; begins by exploring, then confirming findings, guided by analytical principles rather than rules.
• Holistic perspective -- the whole phenomenon under study is understood as a complex system that is more than the sum of its parts; the focus is on complex interdependencies and system dynamics that cannot be reduced in any meaningful way to linear, cause and effect relationships and/or a few discrete variables.
• Context sensitive -- places findings in a social, historical, and temporal context; researcher is careful about [even dubious of] the possibility or meaningfulness of generalizations across time and space; emphasizes careful comparative case study analysis and extrapolating patterns for possible transferability and adaptation in new settings.
• Voice, perspective, and reflexivity -- the qualitative methodologist owns and is reflective about her or his own voice and perspective; a credible voice conveys authenticity and trustworthiness; complete objectivity being impossible and pure subjectivity undermining credibility, the researcher's focus reflects a balance between understanding and depicting the world authentically in all its complexity and of being self-analytical, politically aware, and reflexive in consciousness.

Berg, Bruce Lawrence. Qualitative Research Methods for the Social Sciences . 8th edition. Boston, MA: Allyn and Bacon, 2012; Denzin, Norman. K. and Yvonna S. Lincoln. Handbook of Qualitative Research . 2nd edition. Thousand Oaks, CA: Sage, 2000; Marshall, Catherine and Gretchen B. Rossman. Designing Qualitative Research . 2nd ed. Thousand Oaks, CA: Sage Publications, 1995; Merriam, Sharan B. Qualitative Research: A Guide to Design and Implementation . San Francisco, CA: Jossey-Bass, 2009.

Basic Research Design for Qualitative Studies

Unlike positivist or experimental research that utilizes a linear and one-directional sequence of design steps, there is considerable variation in how a qualitative research study is organized. In general, qualitative researchers attempt to describe and interpret human behavior based primarily on the words of selected individuals [a.k.a., “informants” or “respondents”] and/or through the interpretation of their material culture or occupied space. There is a reflexive process underpinning every stage of a qualitative study to ensure that researcher biases, presuppositions, and interpretations are clearly evident, thus ensuring that the reader is better able to interpret the overall validity of the research. According to Maxwell (2009), there are five, not necessarily ordered or sequential, components in qualitative research designs. How they are presented depends upon the research philosophy and theoretical framework of the study, the methods chosen, and the general assumptions underpinning the study. Goals Describe the central research problem being addressed but avoid describing any anticipated outcomes. Questions to ask yourself are: Why is your study worth doing? What issues do you want to clarify, and what practices and policies do you want it to influence? Why do you want to conduct this study, and why should the reader care about the results? Conceptual Framework Questions to ask yourself are: What do you think is going on with the issues, settings, or people you plan to study? What theories, beliefs, and prior research findings will guide or inform your research, and what literature, preliminary studies, and personal experiences will you draw upon for understanding the people or issues you are studying? Note to not only report the results of other studies in your review of the literature, but note the methods used as well. If appropriate, describe why earlier studies using quantitative methods were inadequate in addressing the research problem. Research Questions Usually there is a research problem that frames your qualitative study and that influences your decision about what methods to use, but qualitative designs generally lack an accompanying hypothesis or set of assumptions because the findings are emergent and unpredictable. In this context, more specific research questions are generally the result of an interactive design process rather than the starting point for that process. Questions to ask yourself are: What do you specifically want to learn or understand by conducting this study? What do you not know about the things you are studying that you want to learn? What questions will your research attempt to answer, and how are these questions related to one another? Methods Structured approaches to applying a method or methods to your study help to ensure that there is comparability of data across sources and researchers and, thus, they can be useful in answering questions that deal with differences between phenomena and the explanation for these differences [variance questions]. An unstructured approach allows the researcher to focus on the particular phenomena studied. This facilitates an understanding of the processes that led to specific outcomes, trading generalizability and comparability for internal validity and contextual and evaluative understanding. Questions to ask yourself are: What will you actually do in conducting this study? What approaches and techniques will you use to collect and analyze your data, and how do these constitute an integrated strategy? Validity In contrast to quantitative studies where the goal is to design, in advance, “controls” such as formal comparisons, sampling strategies, or statistical manipulations to address anticipated and unanticipated threats to validity, qualitative researchers must attempt to rule out most threats to validity after the research has begun by relying on evidence collected during the research process itself in order to effectively argue that any alternative explanations for a phenomenon are implausible. Questions to ask yourself are: How might your results and conclusions be wrong? What are the plausible alternative interpretations and validity threats to these, and how will you deal with these? How can the data that you have, or that you could potentially collect, support or challenge your ideas about what’s going on? Why should we believe your results? Conclusion Although Maxwell does not mention a conclusion as one of the components of a qualitative research design, you should formally conclude your study. Briefly reiterate the goals of your study and the ways in which your research addressed them. Discuss the benefits of your study and how stakeholders can use your results. Also, note the limitations of your study and, if appropriate, place them in the context of areas in need of further research.

Chenail, Ronald J. Introduction to Qualitative Research Design. Nova Southeastern University; Heath, A. W. The Proposal in Qualitative Research. The Qualitative Report 3 (March 1997); Marshall, Catherine and Gretchen B. Rossman. Designing Qualitative Research . 3rd edition. Thousand Oaks, CA: Sage, 1999; Maxwell, Joseph A. "Designing a Qualitative Study." In The SAGE Handbook of Applied Social Research Methods . Leonard Bickman and Debra J. Rog, eds. 2nd ed. (Thousand Oaks, CA: Sage, 2009), p. 214-253; Qualitative Research Methods. Writing@CSU. Colorado State University; Yin, Robert K. Qualitative Research from Start to Finish . 2nd edition. New York: Guilford, 2015.

Strengths of Using Qualitative Methods

The advantage of using qualitative methods is that they generate rich, detailed data that leave the participants' perspectives intact and provide multiple contexts for understanding the phenomenon under study. In this way, qualitative research can be used to vividly demonstrate phenomena or to conduct cross-case comparisons and analysis of individuals or groups.

Among the specific strengths of using qualitative methods to study social science research problems is the ability to:

• Obtain a more realistic view of the lived world that cannot be understood or experienced in numerical data and statistical analysis;
• Provide the researcher with the perspective of the participants of the study through immersion in a culture or situation and as a result of direct interaction with them;
• Allow the researcher to describe existing phenomena and current situations;
• Develop flexible ways to perform data collection, subsequent analysis, and interpretation of collected information;
• Yield results that can be helpful in pioneering new ways of understanding;
• Respond to changes that occur while conducting the study ]e.g., extended fieldwork or observation] and offer the flexibility to shift the focus of the research as a result;
• Provide a holistic view of the phenomena under investigation;
• Respond to local situations, conditions, and needs of participants;
• Interact with the research subjects in their own language and on their own terms; and,
• Create a descriptive capability based on primary and unstructured data.

Anderson, Claire. “Presenting and Evaluating Qualitative Research.” American Journal of Pharmaceutical Education 74 (2010): 1-7; Denzin, Norman. K. and Yvonna S. Lincoln. Handbook of Qualitative Research . 2nd edition. Thousand Oaks, CA: Sage, 2000; Merriam, Sharan B. Qualitative Research: A Guide to Design and Implementation . San Francisco, CA: Jossey-Bass, 2009.

Limitations of Using Qualitative Methods

It is very much true that most of the limitations you find in using qualitative research techniques also reflect their inherent strengths . For example, small sample sizes help you investigate research problems in a comprehensive and in-depth manner. However, small sample sizes undermine opportunities to draw useful generalizations from, or to make broad policy recommendations based upon, the findings. Additionally, as the primary instrument of investigation, qualitative researchers are often embedded in the cultures and experiences of others. However, cultural embeddedness increases the opportunity for bias generated from conscious or unconscious assumptions about the study setting to enter into how data is gathered, interpreted, and reported.

Some specific limitations associated with using qualitative methods to study research problems in the social sciences include the following:

• Drifting away from the original objectives of the study in response to the changing nature of the context under which the research is conducted;
• Arriving at different conclusions based on the same information depending on the personal characteristics of the researcher;
• Replication of a study is very difficult;
• Research using human subjects increases the chance of ethical dilemmas that undermine the overall validity of the study;
• An inability to investigate causality between different research phenomena;
• Difficulty in explaining differences in the quality and quantity of information obtained from different respondents and arriving at different, non-consistent conclusions;
• Data gathering and analysis is often time consuming and/or expensive;
• Requires a high level of experience from the researcher to obtain the targeted information from the respondent;
• May lack consistency and reliability because the researcher can employ different probing techniques and the respondent can choose to tell some particular stories and ignore others; and,
• Generation of a significant amount of data that cannot be randomized into manageable parts for analysis.

Research Tip

Human Subject Research and Institutional Review Board Approval

Almost every socio-behavioral study requires you to submit your proposed research plan to an Institutional Review Board. The role of the Board is to evaluate your research proposal and determine whether it will be conducted ethically and under the regulations, institutional polices, and Code of Ethics set forth by the university. The purpose of the review is to protect the rights and welfare of individuals participating in your study. The review is intended to ensure equitable selection of respondents, that you have met the requirements for obtaining informed consent , that there is clear assessment and minimization of risks to participants and to the university [read: no lawsuits!], and that privacy and confidentiality are maintained throughout the research process and beyond. Go to the USC IRB website for detailed information and templates of forms you need to submit before you can proceed. If you are  unsure whether your study is subject to IRB review, consult with your professor or academic advisor.

Chenail, Ronald J. Introduction to Qualitative Research Design. Nova Southeastern University; Labaree, Robert V. "Working Successfully with Your Institutional Review Board: Practical Advice for Academic Librarians." College and Research Libraries News 71 (April 2010): 190-193.

Another Research Tip

Finding Examples of How to Apply Different Types of Research Methods

SAGE publications is a major publisher of studies about how to design and conduct research in the social and behavioral sciences. Their SAGE Research Methods Online and Cases database includes contents from books, articles, encyclopedias, handbooks, and videos covering social science research design and methods including the complete Little Green Book Series of Quantitative Applications in the Social Sciences and the Little Blue Book Series of Qualitative Research techniques. The database also includes case studies outlining the research methods used in real research projects. This is an excellent source for finding definitions of key terms and descriptions of research design and practice, techniques of data gathering, analysis, and reporting, and information about theories of research [e.g., grounded theory]. The database covers both qualitative and quantitative research methods as well as mixed methods approaches to conducting research.

SAGE Research Methods Online and Cases

NOTE :  For a list of online communities, research centers, indispensable learning resources, and personal websites of leading qualitative researchers, GO HERE .

For a list of scholarly journals devoted to the study and application of qualitative research methods, GO HERE .

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31 Writing Up Qualitative Research

Jane F. Gilgun, School of Social Work, University of Minnesota, Twin Cities

• Published: 04 August 2014
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This chapter provides guidelines for writing journal articles based on qualitative approaches. The guidelines are part of the tradition of the Chicago School of Sociology and the author’s experience as a writer and reviewer. The guidelines include understanding experiences in context, immersion, interpretations grounded in accounts of informants’ lived experiences, and research as action-oriented. The chapter also covers writing articles that report findings based on ethnographies, autoethnographies, performances, poetry, and photography and other graphic media.

How researchers write up results for journal publications depends on the purposes of the research and the methodologies they use. Some topics are standard, such as statements about methods and methodologies, but how to represent other topics, like related research and theory, reflexivity, and informants’ accounts, may vary. For example, articles based on ethnographic research may be structured differently from writing up research whose purpose is theory development. Journal editors and reviewers often are familiar with variations in style of write-ups, but, when they are not, they may ask for modifications that violate the methodological principles of the research. A common reviewer request is for percentages, which has little meaning in almost all forms of qualitative research because the purpose of the research is to identify patterns of meanings and not distributions of variables. For example, Irvine’s (2013) ethnography of the meanings of pets to homeless people shows a variety of meaning without giving the number of participants from which she drew.

Authors sometimes move easily through the review process, but most often they do not, not only because reviewers might not “get it,” but also because authors have left out, underemphasized, or been less than clear about aspects of their research that reviewers and editors believe are important. Working with editors and reviewers frequently results in improved articles.

The purpose of this chapter is to provide guidelines for writing journal articles based on qualitative approaches. My intended audience is composed of researchers, reviewers for journals, and journal editors. Reviewers for funding agencies may also find this chapter useful. I use the terms “journal article” and “research report” as synonyms, even though some journal articles are not reports of research. I have derived the guidelines from ideas associated with the Chicago School of Sociology and my experience as an author and reviewer. Although the Chicago School was, as Becker (1999) wrote, “open to various ways of doing sociology” (p. 10), the ideas in this chapter are part of the tradition, but they are not representative of the entire tradition. Furthermore, the ideas are not fixed but are open-ended because they evolve over time. I have followed the principles of the Chicago School of Sociology throughout my career, augmented by updates to these ideas, experiments with other traditions, and the sense I make of my own experiences as researcher, author, and reviewer.

The ideas on which I draw include understanding experiences in context, immersion, interpretations grounded in accounts of informants’ lived experiences, and research as action-oriented ( Bulmer, 1984 ; Faris, 1967 ; Gilgun, 1999 d ; 2005 a ; 2012 a ; 2013 b ). To follow these principles, researchers do in-depth studies that take into account the multiple contextual factors that influence meanings and interpretations, seek multiple points of view, and often use multiple methods such as interviews, observations, and document analysis. Researchers do this style of research not only because what they learn is interesting, but because they want to do useful research; that is, research that leads to social actions and even transformations in policies, programs, and interventions. Authors and reviewers pay attention to these principles. Authors convey them in their write-ups, and reviewers look for them as they develop their appraisals.

Excellent writing up of qualitative research matches these principles. In other words, write-ups convey lived experience within multiple contexts, multiple points of view, and analyses that deepen understandings. In addition, if the research is applied, then authors write about how findings may contribute to quality of life. Qualitative researchers from other traditions may follow similar or different guidelines in their write-ups, and I sometimes note other styles of write-ups. Often these variations are related to terminology and not procedures. The reach of the Chicago School of Sociology is wide and deep.

Following these guidelines does not guarantee an easy review process, but this article will be helpful to researchers as they plan and craft their articles and as they respond to reviewers’ and editors’ comments. After almost thirty years of publishing research based on qualitative approaches, almost as many years as a reviewer, and the editing of three collections of qualitative research reports ( Gilgun, Daly, & Handel, 1992 ; Gilgun & Sussman, 1996 : Gilgun & Sands, 2012 ), I am positioned to offer helpful guidelines, not only to authors but also to reviewers and journal editors.

I begin this chapter with a discussion of general principles and then cover the content of typical sections of research reports. Some of the general material fits into various sections of reports, such as methods and findings. In those cases, I do not repeat material already covered and assume that my writing is clear enough so that readers know how the general material fits into particular sections of articles.

Although most of this chapter addresses the writing of conventional research reports, I also cover writing articles that report findings through ethnographies, autoethnographies, performances, poetry, and photography and other graphic media. Ethnographies are based on researchers’ immersion in the field, where they do extensive observations, interviews, and often document analysis (see Block, 2012 ). Geertz’s (1973) notion of “thick description” is associated with ethnographies. Thick description is characterized by research reports that show the matrix of meanings that researchers identify and attempt to represent in their reports. Autoethnographies are in-depth reflective accounts of individual lives that the narrators themselves write ( Ellis, 2009 ). Ethnographies and autoethnographies involve reflections on meanings, contexts, and other wider influences on individual lives. They are studies of intersections of individual lives and wider cultural themes and practices. Reports of these types of research can look different from conventional research reports in that they appear less formal; the usual sections of methods, literature review, findings, and analysis may have different names; and the sections may be in places that fit the logical flow of the research and not the typical structure of introductory material, methods, results, and discussion. Despite these superficial differences, researchers who write these kinds of articles seek to deepen understandings and hope to move audiences to action through conveying lived experience in context and through multiple points of view. They also typically seek transformations of persons and societies. Links between these forms of research and Chicago School traditions are self-evident.

Some General Principles

Research reports that have these characteristics depend on the quality of the data on which the reports are based, the quality of the analysis, and the skills of researchers in conveying the analysis concisely and with “grab” ( Glaser, 1978 ), which means writing that is vivid and memorable ( Gilgun, 2005 b ). Grab brings findings to life. With grab, human experiences jump off the page. Priority is given to the voices of research participants, whom I call informants, with citations and the wisdom of other researchers providing important contextual information. The voices and analyses of researchers do not dominate ( Gilgun, 2005 c ), except in some articles whose purpose is theory development or the presentation of a theory. Researcher analyses often are important, especially in putting forth social action recommendations that stem from the experiences of informants.

A well-done report shows consistency between research traditions and the writing-up of research. For example, reflexivity statements, writing with grab, and copious excerpts from fieldnotes, interviews, and documents of various sorts are consistent with phenomenological approaches whose emphasis is on lived experience and interpretations that informants make of their experiences. Researchers new to qualitative research, however, often mix their traditions without realizing it, which works when the traditions are compatible. When the traditions are not compatible, the write-ups can be confusing and even contradictory ( Gilgun, 2005 d ). Some authors may write in distanced, third-person styles while attempting to convey informants’ lived experiences. These scholars may, therefore, have difficulty getting their articles accepted. Hopefully, this chapter will facilitate the writing of research reports that show consistency across their many parts and save scholars from rejections of work over which they have taken much care.

Details on These General Principles

In this section, I provide more detail on writing up qualitative research. I begin with a discussion of the need for high-quality data, high-quality analysis, and grab. I then move on to the details of the report, such as the place of prior research and theory, contents of methods sections, organization of findings, and the balance between descriptive material and authors’ interpretations. Dilemmas abound. Writing up qualitative research is not for the faint of heart.

High-Quality Data

Since qualitative researchers seek to understand the subjective experiences of research informants in various contexts, high-quality data result in large part from the degree that researchers practice immersion and to the degree that both researchers and informants develop rapport and engage with each other. Through active engagement, informants share their experiences with the kind of detail that brings their experiences to life. How to develop rapport is beyond the scope of this article, but openness and acceptance of whatever informants say are fundamental to engagement. Interviewers do not have to agree with the values that informants’ accounts convey, as when I interview murderers and rapists ( Gilgun, 2008 ), but we do maintain a neutrality that allows the dialogue to continue ( Gilgun & Anderson, 2013 ). The content of interviews is not about us and our preferences, but about understanding informants.

Prolonged engagement can result in quality data. In interview research, prolonged engagement allows for informants’ multiple perspectives to emerge, including inconsistencies, contradictions, ambiguities, and ambivalences. In addition, prolonged engagement facilitates the kind of trust needed for informants to share personal, sensitive information in detail, which are the kinds of data that qualitative researchers seek. Prolonged engagement also gives researchers time to reflect on what they are learning and experiencing through the interviews. This provides opportunities to develop new understandings and test new understandings through subsequent research. Their understandings thus deepen and broaden. Informants, too, can reflect, reconsider, and deepen the accounts they share.

Prolonged engagement means in-depth interviews, typically multiple interviews of more than an hour each. As mentioned earlier, time between interviews allows researchers and informants to reflect on the previous interview and prepare for the next. Researchers can do background reading, discuss emerging ideas with others, and formulate pertinent new questions. Informants may retrieve long-forgotten memories and interpretations through interviews. If they have only one interview, they have no opportunity to share with researchers the material that arises after the single interview is concluded.

There are exceptions to multiple interviews as necessary for immersion and high-quality data. When researchers have expertise in interviewing and when the topic is focused, one interview of between ninety minutes to two hours could provide some depth. Even under these conditions, however, more than one interview is ideal. I did a study that involved one ninety-minute interview with perpetrators of child sexual abuse in order to understand the circumstances under which their abusive behaviors became known to law enforcement. Thus, the interview was focused. The interviewees were volunteers who had talked about the topic many times in the course of their involvement in sex abuse treatment programs. They shared their stories with depth and breadth. I, too, was well-prepared. By then, I had had about twenty-five years of experience interviewing people about personal, sensitive topics. The informants provided accounts not only because the topic was focused, but because they were willing to share and I was willing to listen and to ask questions about their sexually abusive behaviors. With one interview, however, I knew relatively little about their social histories and general worldviews. Thus, I did not have the specifics necessary to place their accounts into context. The material they provided remained valuable and resulted in one publication ( Sharma & Gilgun, 2008 ) and others in planning stages. I prefer two or more interviews because of the importance of contextual data.

In observational studies, prolonged engagement means that researchers do multiple observations over time to obtain the nuances and details that compose human actions. Observational studies often have interview components and also may have document analysis as well. In document analysis, prolonged engagement means researchers base their analyses on an ample storehouse of documents and not just flit in and out of the documents. The quality of document analysis depends on whether the analysis shows multiple perspectives, patterns, and variations within patterns. Ethnographies have these characteristics. Block’s (2012) ethnographic research on AIDS orphans in Lesotho, Africa, is an example of a well-done ethnography.

Sample Size

In principle, the size of the sample and the depth of the interview affect whether researchers can claim immersion. The more depth and breadth each case in a study has, the smaller the sample size can be. For example, researchers can engage in immersion through a single in-depth case study when they do multiple interviews and if multiple facets of the case are examined. Case studies are investigations of single units. The case can be composed of an individual, a couple, a family, a group, a nation, or a region. Single case studies are useful in the illustration, development, and testing of theories, as well as in in-depth descriptions.

The more focused the questions, the larger the sample will be. A study on long-term marriage would require a minimum of two or three interviews because the topic is complicated. The sample would include at least ten participants and up to twenty or thirty, depending on the number of interviews, to account for some of the many patterns that are likely to emerge in a study of a topic this complex. In the one-interview study I did of how sexual abuse came to the notice of law enforcement, one interview was adequate because of the tight focus of the question. Yet, I used a sample size of thirty-two to maximize the possibility of identifying a variety of patterns, which the study accomplished. As mentioned, the one interview, however, did not allow me to contextualize the stories the informants told. Fortunately, I have another large sample that involved multiple, in-depth interviews in which informants discussed multiple contexts over time. This other study was helpful to me in understanding the accounts from the single-interview study.

Recruitment can be difficult. When it is, researchers may not be able to obtain an adequate sample. For example, a sample of seven participants engaging in a single sixty- to ninety-minute interview may not provide enough data on which to base a credible analysis. In a similar vein, articles based on a single or even a few focus groups may not provide enough depth to be informative. Some depth is possible if, in a single-interview study of less than fifteen or twenty interviewees, researchers meet with informants a second time to go over what researchers understand about informants’ accounts. This sometimes is called member-checking , and it provides additional data on which to base the analysis. In summary, the more depth and breadth to a study, the smaller the sample size can be—even as small as one or two—depending on the questions and the complexity of the cases.

Quality of the Analysis

A quality analysis begins with initial planning of the research and continues until the article is accepted for publication. An excellent research report has transparency , meaning the write-up is clear in what researchers did, how they did it, and why. I often tell students they can do almost anything reasonable and ethical, as long as they make a clear account in the write-up.

During planning, some researchers identify those concepts that they can use as sensitizing concepts once in the field. Transparency about the sources of sensitizing concepts characterizes well-done reports. The sources are literature reviews and reflexivity statements. Most researchers, however, have only a limited awareness of the importance of being clear about the sources of sensitizing concepts and other notions that become part of research coding schemes. Sensitizing concepts are notions that researchers identify before beginning their research and that help researchers notice and name social processes that they might not have noticed otherwise ( Blumer, 1986 ). Other researchers wait until data analysis to begin to identify concepts that they may use as codes and that may also become core concepts that organize findings. Either approach is acceptable and depends on purpose and methodologies.

During data collection, researchers reflect on what they are learning, typically talk to other researchers about their emerging understandings, and read relevant research and theory to enlarge and deepen their understandings. Researchers also keep fieldnotes that are a form of reflection. Based on their various reflections, researchers can reformulate interview and research questions and formulate new ones, do within—and across—case comparisons while in the field, and develop new insights into the meanings of the material.

Also, while in the field, researchers identify promising patterns of meanings and identify tentative core concepts, sometimes called categories , which are ideas that organize the copious material that they amass. Once researchers identify tentative core concepts, they seek to test whether they hold up, and, when they do, they further develop the patterns and concepts. Sometimes researchers think they have “struck gold” when they identify a possible core concept or pattern, only to find that the data—or metaphorical vein of gold—peter out (Phyllis Stern, personal communication, November 2002). They then go on to identify and follow-up on other concepts and patterns that show promise of becoming viable.

Core concepts become viable when researchers are able to dimensionalize them ( Schatzman, 1991 ) through selective coding ( Corbin & Strauss, 2008 ). This means that researchers have found data that show the multiple facets of concepts, such as patterns and exceptions to any general patterns. Authors may use other terms to describe what they did, such as thematic analysis. What is important is to describe the processes and produces; and what researchers call them is of less importance.

Core concepts may begin as sensitizing concepts. Researchers sometimes identify, name, and code core concepts through notions that are part of their general stores of knowledge but were not part of the literature review or reflexivity statement. Glaser (1978) called the practice “theoretical sensitivity.” The names researchers choose may be words or phrases informants have used. However derived, core concepts are central to the organization of findings ( Gilgun, 2012 a ).

At some point, data collection stops, but analysis does not. Researchers carry analysis that occurred in the field into the next phases of the research. Immersion at this point means that researchers read and code transcripts of interviews, observations, and any documentary material they find useful. They carry forward the core concepts they identified in the field. An example of a core concept is “resilience,” which in my own research organized a great deal of interview material. The concept of resilience has been an organizing idea in several of the articles I have written and plan to write ( Gilgun, 1996 a ; 1996 b ; 2002 a ; 2002 b ; 2004 a ; 2004 b ; 2005 a ; 2006 , 2008 ; 2010 ; Gilgun & Abrams, 2005 ; Gilgun, Keskinen, Marti, & Rice, 1999 ; Gilgun, Klein, & Pranis, 2000 ).

Corbin and Strauss (2008) stated that selective coding helps researchers to decide if a concept can become a core concept, meaning it organizes a great deal of data that have multiple dimensions. An example of dimensionalization is a study of social workers in Australia whose clients were Aboriginal people. The researchers identified several core concepts, among them critical self-awareness ( Bennet, Zubrzycki, & Bacon, 2011 ). The dimensions of critical self-awareness included understanding motivations to work with Aboriginal people, fears of working with Aboriginal people, and personalization and internalization of the anger that some Aboriginal people express.

Like many other researchers, Bennet et al. (2011) were not working within an explicit Chicago School tradition. They therefore do not use terms such as core concepts, dimensionalization, and selective coding. Instead, they described their procedures as thematic analysis, conceptual mapping, and a search for meaning. However, they did use the term “saturation,” which is part of the Chicago School tradition.

A single core concept or multiple related core concepts compose research reports. The Bennet et al. (2011) article, for example, linked multiple core concepts. The authors showed how critical self-awareness leads to meaningful relationships that in turn connect to “acquiring Aboriginal knowledge” (p. 30).

With viable core concepts and rich data, researchers are positioned to present their findings in ways that are memorable and interesting; that is, with “grab” ( Glaser, 1978 ). “Grab” requires compelling descriptive material: excerpts from interviews, field notes, and various types of documents, as well as researchers’ paraphrases of these materials. An example of a research report with grab is Irvine’s (2013) account of her study of the meanings of pets to homeless people. She provided vivid descriptions of her interactions with the participants and compelling quotes that show what pets mean. Here, an example from Denise’s account of her relationship with her cat Ivy:

I have a history with depression up to suicide ideation, and Ivy, I refer to her as my suicide barrier. And I don’t say that in any light way. I would say, most days, she’s the reason why I keep going.... She is the only source of daily, steady affection and companionship that I have. (p. 19)

These and other quotes, as well as Irvine’s well-written, detailed descriptive material, show what grab means.

Grab equates with excellence in writing. Irvine’s (2013) article is an example. In terms of the grab of her article, her work is in the Chicago School tradition. She wrote in the first person. She told complete stories in which she quoted extensively from the interviews, described the persons she interviewed and the settings in which she interviewed them, and provided biographical sketches. Robert Park and Ernest Burgess, both of whom trained generations of graduate students in qualitative research at the University of Chicago in the first quarter of the twentieth century, held seminars on the use of literary techniques, such as those used in novels and autobiographies, in writing up research ( Bulmer, 1984 ; Gilgun, 1999 d ; 2012 a ). These educators wanted researchers to report on their “first-hand observation.” Park told a class of graduate students to

[g]o and sit in the lounges of the luxury hotels and on the doorsteps of the flophouses; sit on the Gold Coast settees and on the slum shakedowns; sit in the Orchestra Hall and in the Star and Garter Burlesk. In short, gentlemen [sic], go get the seat of your pants dirty. ( McKinney, 1966 , p. 71)

Park suggested to Pauline Young (1928 ; 1932) to “think and feel” like the residents of Russian Town, the subject of her dissertation, published in 1932 ( Faris, 1967 ). Irvine’s work shows these qualities. She immersed herself in the settings, she conducted in-depth interviews, and she conveyed her first-hand experiences in vivid terms.

The Chicago School also encouraged students to write in the first person. A good example is a report by Dollard (1937) , who was concerned about the racial practices of the Southern town where he was doing fieldwork. He said he was afraid that other white people watched as he talked to “Negroes” on his front porch, when he knew that custom regarding the “proper” place of “Negroes” was at the back door. He wrote

My Negro friend brought still another Negro up on the porch to meet me. Should we shake hands? Would he be insulted if I did not, or would he accept the situation? I kept my hands in pockets and did not do it, a device that was often useful in resolving such a situation. (p. 7)

This description is a portrait of a pivotal moment in Dollard’s fieldwork, and it is full of connotations about the racist practices of the time ( Gilgun, 1999 d ; 2012 a ).

Irvine (2013) also wrote in the first person. Here’s an example:

I met Trish on a cold December day in Boulder. She stood on the median at the exit of a busy shopping center with her Jack Russell Terrier bundled up in a dog bed beside her. She was “flying a sign,” or panhandling, with a piece of cardboard neatly lettered in black marker to read, “Sober. Doing the best I can. Please help.” (p. 14)

These two excerpts illustrate a methodological point Small (1916) made in his chapter on the first fifty years of sociological research in the United States: namely, the importance of going beyond “technical treatises” and providing first-person “frank judgments” that can help future generations interpret sociology. Without such contexts, “the historical significance of treatises will be misunderstood” (p. 722). Throughout his chapter, Small wrote in the first-person and provided his views—or frank judgments—on the events he narrated. From then until now, research reports in the Chicago tradition are vivid and contextual, conveying to the extent possible what it was like to be persons in situations.

There are many other examples of well-done research reports. Eck’s (2013) article on never-married men includes the basic elements that are present in almost all reports based on qualitative methods. It is transparent in its procedures, situated within scholarly traditions, well-organized, vivid, and instructive both for those new to qualitative research and for long-term researchers like me. The other articles I cite in this chapter also show many desirable qualities in research reports.

Research Report Sections

The main sections of standard reports based on qualitative methods are the same as for articles based on other types of methods: Introduction, Methods, Findings, and Discussion. The American Psychological Association (APA) manual (2009) provides information on what goes into each of these sections. Research reports in sociology journals follow a similar format, although the citation style is slightly different. The American Sociological Association uses first and last names in the reference section, a practice I support. In articles based on qualitative approaches, researchers sometimes change the names of sections, add or omit some, or reorder them. When changes are made, the general guideline is whether the changes make sense and are consistent with the purpose of the research. As Saldaña (2003) pointed out, researchers choose how to present their findings on the basis of credibility, vividness, and persuasive qualities and not for the sake of novelty. Because some articles report findings as fictionalized accounts, poetry, plays, songs, and performances (including plays), it makes sense that the sections on these findings vary from the standard format that I discuss here.

Although there are no rigid rules about how to write journal articles based on qualitative research, much depends on the methodological perspectives, purposes of the research, and the editorial guidelines of particular journals. For example, if researchers want to develop a theory, it is important to be clear from the beginning of the article to state this as the purpose of the research. The entire article should then focus on how the authors developed the theory. Research and theory cited in the literature review should have direct relevance to the substantive area on which the authors theorized. The methods section should explain what the researchers did to develop the theory. The findings section should begin with a statement of the theory that the researchers developed. The rest of the findings section should usually be composed of three parts. The first is composed of excerpts from those data that support the concepts of the theory. This is the grounding of the theory in something clear and concrete. The second is the authors’ thinking or interpretation of the meanings of each of the concepts. The third is an analysis of how the theory contributes to what is already known, such as how the findings elaborate on and call into question what is known. Thus, a research report on the development of a theory should contain a lot of scholarship that others have developed.

A report based on narrative principles or one based on an ethnography should contain copious excerpts from interviews, citing less scholarship than an article whose purpose is to develop theory. However, it is good practice to bring in related research and theory in the results section when this literature helps in interpretation, when findings have connections to other bodies of thought, and when findings are facets of a larger issue. In my now older publication on incest perpetrators ( Gilgun, 1995 ), the editors suggested that I show that when therapists engage in sexual relationships with clients, they are engaging in abuses of power similar to those of incest perpetrators. I was at first indignant that the editors wanted me to do even more work on the article, but I soon was glad they did. It is important to show that incest or any human phenomenon is not isolated from other phenomenon but is part of a larger picture. Doing so fit my purposes, which was to show how to do theory-testing/theory-guided qualitative research. Showing how findings fit into related research and theory is part of this type of research.

Whenever researchers are ready to submit an article for publication, it is wise to read recent issues of journals in which they would like to publish. If they can identify an article whose structure, methodologies, and general purpose are similar to theirs, they could study how those authors presented their material. If, for example, in a report on narrative research, the introductory material is relatively brief, and the findings and discussion sections compose most of the pages, researchers would do well to format their articles in similar ways. I study journals in which I have interest and model much of my own articles after those published in these journals. I make sure, however, that I cover topics that in my judgment are important to cover.

Prior Research and Theory

In my experience, something as simple as the place of prior research and theory can get complicated in the writing of reports based on qualitative research, even when the purpose of the article is primarily descriptive and is not to construct an explicit theory. In general, related research and theory literature can be presented at the beginning of a report as part of a review of pertinent research and theory, in the findings section when prior work helps in the interpretation and analysis of findings, or in the discussion section, where authors may reflect on how their findings add to, undermine, or correct what is known and even add something new.

Readers expect and journal editors typically want articles to begin with literature review, with some exceptions. A perusal of journals that publish qualitative studies shows this. Yet there are exceptions. Valásquez (2011) began her report on her encounter with scientology with an extended and rather meandering first-person narrative. Her literature review began toward the end of the article. She tailored the review to the report that preceded it. In this article and others, the literature review helped in the interpretation of findings and helped to situate the report in its scholarly contexts. In other articles, the literature review appears in the introductory section. This sets the scholarly context of the research, highlights the significance of topics, and identifies gaps in knowledge. Neither authors nor reviewers should have rigid expectations about where the scholarship of others belongs. It belongs where it makes the most sense and has the most impact.

For many, the placement of literature reviews seems self-evident. Yet, some well-known approaches, such as grounded theory, can set authors up for confusion about where the literature review belongs. This can result in delays in writing up their results. The procedures of grounded theory are open-ended and designed to find new aspects of phenomena—often underresearched—and then develop theories from the findings. At the outset of their work, researchers cannot anticipate what they will find. Therefore, teachers such as Strauss and Glaser advised students not to do literature reviews until they had identified basic social processes that become the focus of the research ( Covan, 2007 ; Glaser & Strauss, 1967 ).

How, then, do researchers write up research reports when they are doing an open-ended study that, by definition, will culminate in unanticipated findings? Do they write their reports as records on how they proceeded chronologically, or do they follow APA style and the dominant tradition that says the literature review comes first? For the most part, I follow the tradition, as, apparently, do most researchers. However, to structure reports in this way sometimes feels strained and artificial. I would prefer to write a more chronological account, in which I can share with readers the lines of inquiry and procedures I followed. The literature review at the beginning of the report, therefore, would be brief. The methods section is quite detailed in how I went about developing the theory. The findings section would have the three-part format I discussed earlier: statement of the theory, presentations of excerpts that support assertions that certain concepts compose the theory, my interpretation of the meanings of the concepts and the excerpts that support them, and then the use of related research and theory to further develop the theory and to situate it in its scholarly traditions.

In all but one of the research reports that I have published, I did the literature after I had identified findings. The one exception was research I did based on the method of analytic induction, in which researchers can use literature reviews to focus their research from the outset ( Gilgun, 1995 , 2007 ). In this research, I used concepts from theories on justice and care to analyze transcripts of interviews I had previously conducted on how perpetrators view child sexual abuse. Even though I was familiar with the transcripts, I found that the concepts of justice and care and their definitions sensitized me to see things in the material that I had not noticed as I did data collection and during previous analyses of the data.

Furthermore, in writing up the results, I brought in research that was not part of the literature review to help me to interpret findings and to show how findings fit with and added to what was already known. I did not place this material in the introductory literature review. Placing related research and theory as parts of the results and discussion sections is common and may be necessary in articles that are reporting on a theory that the authors developed. For descriptive studies whose purpose is not theory-building, such as ethnographies, some findings sections include the addition of research and theory not present in the introductory section. Often, however, authors do not follow this pattern. An example is found in Ahmed (2013) , who described how migrants experience settling into a new country. She presents excerpts from interviews and her interpretation of them, including organizing them into a typology, but she does not bring additional research and theory into her interpretations.

Tensions can arise between how much space to give to literature reviews and how much to allot to presentation of informants’ accounts/findings ( Gilgun, 2005 c ). This happened in the most recent article I co-wrote, which is on mothers’ perspectives on the signs of child sexual abuse ( Gilgun & Anderson, 2013 ). We believed the literature review was important because it not only set up our research but summarized a great deal of information that was important to our intended audience of social service professionals. We also wanted to anticipate the expectations of reviewers and the journal editor. Yet, we put much effort into making the literature review as concise as possible in order to have reasonable space for findings. We wrote the literature review before we did data analysis. When we wrote up the results, the first draft was probably three times longer than any journal article could be.

We had written case studies first to be sure that we understood each case in detail. We had wanted to share what the women said in the kind of detail that had helped us deepen our own understandings, so we cut back on the case material. The article was still too long. We decided to exclude the few instances we had in which women knew of the abuse but tried to handle it themselves or did not believe the children when told. We did more summarizing of the literature review. We eliminated many references.

After much effort, we finally had a manuscript that was the required length of twenty-two pages. It included a literature review that set up the research in good form, an adequate accounting of the method, and findings that conveyed with grab the complexities of the signs and lack of signs of child sexual abuse. We wove points made in the literature review into our interpretations, yet we had to leave out important patterns for the sake of space. The editor’s decision was a revise and resubmit, which we did. The main recommendation was to elaborate on applications. This was a great suggestion, and we dug deep to think about this. We are pleased with the results. We had to do further reading on topics we had not anticipated at the onset of our project, and we squeezed in a few new citations in the discussion section that related to implications of the research. This additional material greatly enhanced the meanings and usefulness of the research.

There is much more to say about qualitative research and literature reviews. Sometimes researchers get stuck, as I have more than once. I have research that I have not yet published because I have been unable to figure out how to do the multiple literature reviews I think I must show how my theory builds on, adds to, and challenges what is already known. I have written up this research as conference papers, where expectations about literature reviews are more relaxed ( Gilgun, 1996c , 1998 , 1999c , 2000 ). One of these. papers was on a comprehensive theory of interpersonal violence ( Gilgun, 2000 ). I wanted to write my theory first and then show how the findings contribute to what is already known. Doing so doesn’t seem so outlandish today, and I now can imagine writing it up exactly as I would want to. At the same time, I wonder if I would? I really don’t know if any journal that would publish a theory of violence would also accept an article that places a literature review after findings. Furthermore, my writing up of the theory would take so many pages that I would not have enough space to do a comprehensive literature review. As of today, the theory I am developing has links to sixteen or more bodies of literature. No way can I publish a journal-length article that will accommodate that much research and theory!

So, here I am, many years into the development of a comprehensive theory, still reflecting on how to create journal articles out of my analysis. I have published many articles in social media outlets exploring ideas that are the basis for the theory. I have put these articles into collections that are available on the internet ( Gilgun, 2012 b ; 2012 c ; 2013 a ). The theory is so complex that writing bits and pieces over the years and having a place to put them have been very helpful.

Finally, some articles may cite few if any related research and theory. This may fit articles whose purpose is to convey lived experience that stands on its own. These articles feature performances, plays, autoethnographies, fictionalized accounts, poetry, and song, among others. Egbe (2013) wrote two poems that she explained were accounts of her experiences of doing research in Nigeria with young smokers. She said she was “dazed by the vast opportunity this method gives a researcher to dig deep into a research problem and be submerged into the world of participants” (p. 353). Her two-page article is composed of two poems and her explanation. The article showed grab, evidence of immersion, experiences in contexts, and multiple perspectives. Her work, therefore, followed well-established guidelines for writing up qualitative research. Egbe not only omitted a literature review, but she did not write about how to use the results of her research, assuming that its uses are self-evident. Obviously, she thought a literature review unnecessary; the reviewers and journal editors agreed with her.

Reflexivity Statements

A growing number of journals encourage researchers to include reflexivity statements in research reports. Researchers may place these in the introductory material of an article, after the literature review and before the methods section; this probably is the most important place to put them because reflexivity statements often influence the focus and design of the research, including the choice of sensitizing concepts and codes. Reflexivity statements may also appear in the methods and findings and methods sections when important. Reflexivity statements are accounts of researchers’ experiences with the topic of research; accounts of their expectations regarding informant issues and their relationships to informants, especially in regard to power differentials and other ethical concerns; and accounts of their reflections on various issues related to possible experiences that informants may have had. They also may include the experience they had while participating in the research ( D’Cruz, Gillingham, & Melendez, 2007 ; Presser, 2005 ). My article on doing research on violence is an extended reflexivity statement ( Gilgun, 2008 ). There appears to be no standard content for reflexivity statements and no standard places for them to appear. Personal and professional experiences and reflections on power differentials may be the emergent standard. Whatever decisions researchers make about reflexivity statements, they alert audiences to researchers’ perspectives, which can be helpful to readers as they attempt to make sense of research reports.

An example of a reflexivity statement is found in Winter (2010) work. Winter is a practitioner turned researcher who had a previous relationship as a guardian ad litem with the children with whom she later conducted the research that she was reporting. Winter was reflexive about the implications of her prior relationship with these children. I imagine, based on my own experience, that she put only a fraction of her thinking into her article. Not only did she write in her reflexivity statement that she had a prior relationship with the children, but she also wrote about the ethical issues involved.

Ethical issues have a place in reflexivity statements. I have run into ethical questions over the course of my research career. One situation that stands out is the encounter I had with a mother and her eleven-year-old daughter who had participated in my dissertation research on child sexual abuse ( Gilgun, 1983 ). The mother cried and told her daughter how sorry she was that she had been unable to protect her from sexual abuse. The girl was touched but did not seem to know what to do. I suggested that she go stand by her mother. When she got close, the mother and daughter hugged each other and cried. This is a significant event with ethical implications that I included in the findings section of my dissertation and in a subsequent research report ( Gilgun, 1984 ). The ethical issue is, first, whether I should have stepped out of my role as detached researcher and guided the girl to go to her mother, and, second, whether I should have made my blurring of boundaries public by publishing them.

As far as the placement of reflexivity statements, the initial statement has a logical location after the literature review because the reflexivity statement contributes to the development of the research questions, the identification of sensitizing concepts, the interview schedule, and the overall design of research procedures. Accounts of ongoing reflexivity could be part the findings section and of the discussion section. Reflexivity statements are not a standard part of research reports, but they can contribute to readers’ understandings of the research.

Along with the literature review, reflexivity statements contribute to practical and applied significance statements and may also help to identify gaps in knowledge. Literature reviews and reflexivity statements contain key concepts. The concepts that researchers define at the end of introductory sections typically become codes during analysis, although researchers may not label the concepts as codes either in the introductory section or in the methods section. I am unsure why such labeling has not become routine. When concepts carry the label code , this clarifies where codes come from. Without naming codes and stating where they come from, much of analysis is mystified. Many reports read as if the codes appear out of nowhere during analysis. Even Glaser’s (1978) notion of theoretical sensitivity mystifies the origins of codes. How, for example, do researchers become theoretically sensitive? What if researchers are beginning their scholarly careers? How theoretically sensitive are they ( Covan, 2007 )? What are the implications for the quality of the analysis?

Research Questions, Hypotheses, and Definitions

The final part of the introductory section of a research report is devoted to research questions, hypotheses to be tested (if any), and definitions of core concepts. In general, in qualitative research, hypotheses are statements of relationships between concepts. Theories usually are composed of two or more hypotheses, although, at times, some researchers may use the term theory to designate a single hypothesis ( Gilgun, 2005 b ). Concepts are extractions from concrete data. Sometimes concepts are called second-order concepts and data first-order concepts .

Research questions may be absent. In their place are purpose statements that make the focus of the report clear. Hypotheses are rarely present in qualitative research. When they are, the purpose of the research is to test them and typically to develop them more fully. This type of research has in the past been called analytic induction ( Gilgun, 1995 e), whereas a more up-to-date version of qualitative hypothesis testing and theory-guided research is called deductive qualitative analysis ( Gilgun, 2005 d ; 2013 ). Analytic induction and deductive qualitative analysis are part of the Chicago School tradition.

Methods Section

Most methods sections for reports based on qualitative approaches have the same elements as any other research report. Descriptions of the sample, recruitment, interview schedule, and plans for data analysis are standard. The APA manual provides guidelines ( American Psychological Association, 2009 ) that fit many types of qualitative research reports. However, reports based on autoethnographies, poetry, and performances may have brief or no methods sections. As is clear by now, the report’s contents depend on the purposes and methodologies of the research and on the editorial requirements of journals.

Accounts of Methodologies

In writing up qualitative research, methods sections usually contain a brief overview of the research methodology, which is the set of principles that guided the research. The following is an account of the methodology used in a research report on cancer treatment in India:

For this project we drew upon interpretive traditions within qualitative research. This involved us taking an in-depth exploratory approach to data collection, aimed at documenting the subjective and complex experiences of the respondents. Our aim was to achieve a detailed understanding of the varying positions adhered to, and to locate those within a broader spectrum underlying beliefs and/or agendas. ( Broom & Doron, 2013 , p. 57)

Sometimes, statements of methodology are much more elaborate, but in research reports, such a statement is sufficient, again depending on the editorial policies of particular journals. A few citations, which this article had, round out an adequate statement of methodology.

However, many reports are written in a clear and straightforward way with scant or no account of methodologies. Examples are the work of Eck (2013) and Spermon, Darlington, and Gibney (2013) . These kinds of well-done write-ups might eventually be considered generic. Spermon et al. said their study was phenomenological, which sets up assumptions that the report will be primarily descriptive. In actuality, the intent was to develop theory. Such mixing of methodologies may be the wave of the future; in many ways, distinctions between phenomenological studies whose purposes are descriptive and those whose purposes are to build theory are blurred. Such blurring may have been the case for decades because it is possible and often desirable to build theories based on phenomenological perspectives; that is, in-depth descriptions of lived experience. However, authors are wise to state in one place what their methodologies are and how they put them to use, such as for descriptive purposes or for theory-building.

Description of Sample

Placing descriptions of sample size and the demographics of the sample in the methods sections is typical. As mentioned earlier, evaluation of sample size depends on the depth and breadth of the study. The more depth a study has, the smaller the number of cases can be. The more breadth and the sharper the focus, the larger sample sizes typically are. Samples on which a study is based must provide enough material on which to base a credible article. A sample size of one may be adequate if researchers show their work demonstrates the basic principles of almost all forms of qualitative research: perspectives of persons who participate in the research, researcher immersion into the settings or the life stories of persons interviewed, multiple perspectives, contextual information of various types, and applications. Autoethnographies often have an n of one, but joint autoethnographies are possible. Ethnographies may not give a sample size, as was the case in the performance ethnography of Valásquez (2011) who wrote in the first person about her experience with scientology. In her first-person ethnography, Irvine (2013) also did not mention sample size. She said that the narratives she used for the article were from a larger study on the meanings of animals to people who have no homes. She did not describe the usual demographics of age, gender, social class, and ethnicity.

Most articles describe the demographics of the sample. In a recently accepted article ( Gilgun & Anderson, 2013 ), I saw no relevance in mentioning the size of the larger sample from which we drew in order to tell the stories of how mothers responded to their learning that their husbands or life partners had sexually abused their children. We included an exact count of the larger sample because we assumed that it would be the journal’s expectations. We also gave particulars of the demographics. Except for social class and ethnicity, we saw little relevance for the other descriptors. These status variables were relevant to us because most of the sample was white and middle or upper class. This is important because much research on child sexual abuse is done with poor people, and there are stereotypes that poor families and families of color are more likely to experience incest than are white middle and upper class families. Overall, as with some other issues related to writing, the adequacy of the sample description depends on the methodological principles of the research and the journal’s editorial policies.

Recruitment

Accounts of recruitment procedures are important because researchers want to show that their work is ethical. Respect for the autonomy or freedom of choice of participants needs to be demonstrated. In addition, often the persons in whose lives we are interested have vulnerabilities. To show that the research procedures have not exploited these vulnerabilities is part of ethical considerations. Most articles have these accounts. Furthermore, when there are accounts of recruitment procedures, it becomes obvious why the sample is not randomly selected. Irvine’s (2013) account of recruitment is exemplary. She recruited through veterinary clinics that took care of the pets of homeless persons. She did not approach potential participants herself. Doing so risked making refusals difficult. The staff informed persons of the research and its purposes. If individuals said they were interested, they gave permission for the staff to give their names to researchers. The research interviews took place in the clinics.

The ethics of recruitment revolve around values, such as respect for autonomy, dignity, and worth. Other ethical issues that are important to mention in reports include the use of incentives for participation. Although many human subjects committees now require monetary incentives for participation, this has ethical implications. Irvine (2013) solved this by giving gift cards after the interviews were completed. Reports on ethical issues have a place in methods sections.

Data Collection and Analysis

Accounts of data collection and analysis are part of the methods section. Data collection procedures should be detailed for many reasons. Primary among them is the need for transparency in terms of the ethical standards the researchers followed, as well as the need to allow for replication of the study. Such details also provide guidelines for others who might be interested in using the methods. In addition, there are many different schools of thought and procedures for each of the methods used with the three general types of data collection: interviews, observations, and documents. It is helpful to state which particular data collection procedures the researchers used. Researchers often provide examples of the kinds of questions asked and procedures used for recording observations and excerpts from documents. Some researchers may omit such an accounting, as with some autoethnographies and articles that turn research material into performances.

How researchers analyzed data is part of the methods sections. As with data collection, there are so many types of analysis that researchers need to describe the particular forms that they used. For figuring out how to report on data analysis, researchers would do well to study articles in journals in which they want to publish. Irvine (2013) used a method of analysis I have never heard of called “personal narrative analysis” (p. 8). She gave enough detail to provide the general idea of what she did and a sufficient number of citations for additional information.

The level of detail can vary. In some sociology journals, for example, researchers may say little about analysis and sometimes little about data collection. This is because the journal editors, reviewers, and those who publish in and read the articles have assumptions that they for the most part take for granted. Even in these journals, however, researchers may want to account for their analytic procedures, especially if they are writing on topics outside of what is usual in such journals.

Other journals require a great deal of detail. In those instances, researchers first decide what they think is essential and then shape their accounts to fit what appears to be usual practice in the journal. The following paragraphs describe data analysis in a recently accepted article on signs of child sexual abuse in families ( Gilgun & Anderson, 2013 ).

Data Analysis

In the analysis of data, the first author read the transcripts multiple times and coded them for instances related to disclosures of child sexual abuse and associated signs of the abuse, such as how and when the women first learned of the abuse or suspected it was occurring in their families, their responses, and their reflections on the signs of abuse they might have missed, as well as child and perpetrator behaviors that they did not realize were related to child sexual abuse. Their initial and longer term responses and reflections were also coded. The second author independently read and coded about one-third of the transcripts using this coding scheme to arrive at a 100 percent agreement.

Sources of the codes were our professional experiences in the area of child sexual abuse, the review of research, and the first author’s familiarity with the content of the interviews because she had been the interviewer. These codes served as sensitizing concepts, which, as Blumer (1986) explained, are ideas that guide researchers to see aspects of phenomena that they might otherwise not notice. Although altering researchers’ ideas to what might be significant serves an obvious useful purpose, sensitizing concepts might also may blind researchers to other aspects of phenomena that might be important. Therefore, we also used negative case analysis, which is a procedure that guides researchers to look for aspects of phenomena that contradict or do not fit with emerging understandings. In this way, researchers are positioned to see patterns, variations within patterns, exceptions, and contradictions in findings ( Becker et al., 1961 ; Bogdan & Biklen, 2007 ; Cressey, 1953 ; Lindesmith, 1947 ).

As we wrote this section, we were aware of the limited space that we had to fill. Yet we were committed to accounting for where our codes came from for reviewers and editors who may be unfamiliar with pre-established codes. As discussed earlier, many reports are written as if codes appear by magic. We decided that, in this report, we would be as clear as possible about where our codes came from. We also reasoned that we would have to call on the authority of well-respected methodologists if reviewers and editors had questions about what we had done. Furthermore, we were aware of the dated nature of the references; we could do nothing about that because there has not been much written recently about pre-established codes. I have written about this quite a bit, but as one of the authors, I not only had to be anonymous during the review process, but I could not be the sole authority.

Generalizability

Many reviewers and editors have questions about the generalizability of the results of qualitative research. Authors themselves sometimes question the generalizability of their own findings. That’s why it remains important to provide clear guidelines in research reports about how the authors view the usefulness of their findings. The following ideas may be helpful to authors as they write their reports and to reviewers who are positioned as gatekeepers. The results of qualitative research are not meant to be generalized in a probabilistic sense. But because dropouts and refusals limit the randomness of samples, most forms of research can’t be generalized in a probabilistic sense.

Conversely, as Cronbach (1975) wrote almost forty years ago, the results of any form of research are working hypotheses that must be tested in local settings. Thus, the applicability of qualitative or any other kind of research can be demonstrated only through attempts at application. Do the findings illuminate other situations? Do the results provide researchers, policy makers, and direct practitioners with ideas on how to proceed? Those who apply the research expect to have to adjust findings to fit particular new situations. Many researchers and some journal editors and reviewers know through common sense and everyday experience how to use the results of qualitative research. Our personal lives are extended case studies. What we learn in one situation, we carry over into another. We know we have to test what we have learned in past situations for fit with new situations. If we do not, we impose our ideas on situations that may demand new perspectives. This common practice of applying results to all situations is disrespectful of local conditions and autonomy of persons. We want to avoid such disrespect in how we suggest readers use the results of our research.

Trustworthiness and Authenticity

Pointing out the trustworthiness of procedures and the findings that result from them sometimes are parts of methods sections. Related to trustworthiness are issues of authenticity ( Guba & Lincoln, 2005 ). Both trustworthiness and authenticity arise from immersion, seeking to understand the perspectives of others in context, reflexivity, and seeking multiple points of view. Researchers who have applied these principles will produce reports that are trustworthy and authentic. In addition, the reports will have grab. Extended discussions related to these issues are beyond the scope of this chapter and the scope of research reports as well.

I get more requests for revisions of methods sections, especially for accounts of data collection and analysis, than for any other parts of a manuscript. This is not surprising, given the multiple possible variations. I never know who the reviewers will be and what their expectations are. I rely first on my beliefs about what I want in the procedures section and then I study articles the journal has already publishes. I include what journal editors appear to expect, but I also add information that I think is important, even when it is not part of what I see in methods sections.

Findings Sections

Findings sections in research reports include both descriptive and conceptual material. Descriptive material is composed of researchers’ paraphrasing and summarizing of what they found and excerpts from interviews, fieldnotes, and documents. The descriptive material, at its best, is detailed and lively; it not only is informative, it has grab. This material contributes to understandings of human experiences in context. In addition, descriptive material is the basis of researchers’ theorizing and it also provides documentation and illustrations of assertions that researchers make.

Conceptual material comprises the analysis and is made up of inferences such as the general statements, concepts, and hypotheses that researchers develop from the material (data). One way to think about the relationship between descriptive and conceptual material is to think of descriptive material as composed of first-order concepts and conceptual material as composed of second-order concepts. Each type depends on the other. Credible conceptual material is based on descriptive material, some of which is contained in the article. Qualitative research yields mountains of data, a fraction of which can be placed into a published article.

As with other sections of research reports, findings sections have many possible variations that depend on the purpose of the research and the methodologies on which the research is based. Thus, the findings can range from heavily descriptive to heavily conceptual. Heavily conceptual research reports arise from research whose purpose is theoretical, in which researchers set out to test, refine, reformulate, or develop theory. Theoretical reports require some descriptive material to show the basis of theoretical statements, but they are often relatively short on descriptive material.

Reports that are primarily descriptive are composed of excerpts from data. Theoretical material appears in often subtle ways, such as in the form of concepts that organize findings. Irvine’s (2013) study of homeless people and their pets is largely descriptive, composed of excerpts from the interviews and Irvine’s paraphrases and narration of what she did, how, and when. The findings were narrative case studies based on interviews and observations. The details of the narratives were vivid and had the kind of grab that Glaser (1978) recommended. They showed multiples perspectives and variations on what it meant to homeless informants to have pets in their lives. The first three pages were a review of relevant literature and a presentation of method. The last five pages were a discussion of the findings.

As lengthy as the descriptive material is, conceptual material frames the entire report. In the literature review, Irvine introduced notions of positive identity, generativity, and redemption. She used them to analyze her data and organize findings, which were the narrative case studies. She used the concept of redemption as the core or organizing concept, going into some detail about how the research material supports the significance of this idea of pets as redemptive for homeless people.

This analysis is based squarely on the descriptive material. For instance, Irvine wrote that in the stories she presented in her article, “animals provide the vehicle for redemption.” She illustrated this point with a quote from one of the narratives and then reminded readers that the narratives “contain variations on the theme” of “ life is better because this animal is in it ” (p. 20; emphasis in original). Readers do not take this on faith because the basis of this general statement in presented multiple times in the case studies. Irvine has much more material on which she based these ideas, but there is not enough room in a journal-length article to show all of her evidence.

An example of an article that is theoretical in purpose and short on descriptive material is found in the work of Cordeau (2012) . She developed a grounded theory of the “transition from student to professional nurse” when student nurses work with “mannequins as simulated patients” (p. 90). Based on interviews, observations, and reports that the students wrote on their clinical experiences, the study was composed of about 10 percent descriptive material. This material included excerpts interviews and student reports. In the results section, she used this descriptive material to illustrate and possibly document the grounded theory she constructed. The theory’s “core category” was “linking,” which had four components, called properties. She documented the properties, primarily with her own thinking about her research material and also with excerpts from interviews, observations, and student reports.

Like Irvine’s (2013) study, the purpose of Cordeau’s (2012) work was applied where she wanted to build theory that would contribute to the development of clinical expertise in nursing students. She also devoted about one page of her study to applications.

Core Concepts

I’ve previously provided an extended discussion of core concepts. This section highlights some key points and illustrates them. Core concepts, often called core categories , organize findings. I prefer the term concept because concept is the term used in discussing theory, such as “concepts are the building blocks of theory,” and theory is one of several possible products of qualitative research. Researchers decide on which concepts are core in the course of analysis. Researchers are ready to write up their reports when they have settled on, named, and dimensionalized one or more core concepts. The terms “core concepts” and “core categories” are associated with grounded theory ( Charmaz, 2006 ; Corbin & Strauss, 2008 ), but they are useful in other types of qualitative research, such as interpretive phenomenology and narrative analysis. Core concepts both organize findings and, typically, bring together a great deal of information. The term “dimension” means that researchers account for as many aspects of the core concepts as they can in order to show the multiple perspectives and patterns that typically compose concepts.

In reporting on core concepts, I recommend that researchers name them, introduce them, describe them using excerpts from the research material, comment on them, and then situate each of the concepts and their commentaries within their scholarly contexts. As discussed earlier, this shows how the findings fit with what is already known, or add to, force modification of, or refute what is known. Although many researchers, do not situate findings in their scholarly contexts, they usually cover the other topics.

No matter how authors report findings, they should do so with grab. An example of a report exemplary for its grab is the work of Scott (2003) on what it means to be a professional with a physical disability. Scott began her article not with a literature review but with three reviewer comments on other articles she had written. She then stated that the present article was a response to these comments. She followed up with a description of three male students who waited to speak to her after class about her disability and the notion of embodiment that she discussed in class. She brought in related literature throughout the article. Through her own reflections, reports on how others have responded to her, reports on the accounts that three other women with disabilities gave to her as a person with cerebral palsy, and her literature review, Scott not only showed the meanings of disabilities to persons who have them, but also what others say about their own disabilities, what some people who are able-bodied say about women with disabilities, and how all of this connects to what is known about disabilities and to wide-spread beliefs about disabilities. Her article is full of grab, such as the header that read, “The Day I Became Human.” With the authors’ own experience as the centerpiece, this article exemplifies write-ups that demonstrate the meanings of lived experience in various contexts, immersion, grab, and implications for social action. The analysis she presented as part of her findings is exemplary.

In the production of quality research, no matter the type of write-up, there are no short cuts. Research reports based on poetry, for example, are held to the same standards as any other article: grab, immersion, lived experience in context, and implications for action. In addition, such research reports typically locate themselves within social and human sciences traditions. Furman’s (2007) reflections and analysis of poetry that he wrote over the course of many years provide an example of how poetry can be used in qualitative analysis. This kind of research is a type of document analysis. In performance studies, researchers create a theater production of informant’s accounts of their experiences whose purpose is to transform audiences and move them to action ( Saldaña, 2003 ). The performances are the equivalent of research reports and when they are effective, they have the four characteristics of qualitative research under discussion.

Discussion Sections

In traditional research reports, the discussion section follows the results section. In discussion sections, authors reflect on findings, including what the findings are, how findings contribute to understandings of phenomena of interest, the lines of inquiry the results open up, and implications for policy and practice. Other generic topics to consider are those related to the focus of the journal. For example, if the journal’s focus is related to health, then authors show how findings are related to health.

Discussion sections present the author with opportunities to advocate for how his or her research can be used. The applied purposes of Irvine’s (2013) research come through when she devoted an entire page to make observations about implications. She pointed out how her research contributes to a transformation of images of homeless persons as isolated to images of them as engaged in relationships not only with their pets but with other persons, too. She noted that rehousing homeless persons requires a change in policy that would allow them to have pets. Furthermore, she said that caring for a pet “can turn things around” (p. 24).

In the discussion section I wrote with Anderson ( Gilgun & Anderson, 2013 ), we addressed methodological issues, such as the probable existence of other patterns in addition to those we identified and the nonrandom nature of our sample. We also acknowledged the difficulties in working with families in which child sexual abuse has occurred. Since qualitative researchers want to understand lived experiences, we had to prepare ourselves to deal effectively in research areas that are difficult emotionally for us as researchers. Although we may acknowledge the emotional challenges of some topics in reflexivity statements, discussion sections are opportunities for authors to acknowledge the difficulties of using the results we produce. In the article I wrote with Anderson, we made such an acknowledgment, one that we hoped would facilitate more effective practice. We wrote

Practitioners themselves may experience shock, rage, and disgust. The practice of neutrality, in its therapeutic sense, is important in these cases ( Gil & Johnson, 1993 ; Rober, 2011 ). Neutrality means that practitioners maintain their analytic stances while at the same time they remain attuned not only to service users but also to themselves. When practicing neutrality, service providers regulate their own emotional responses in order to remain emotionally available to service users. Neutrality also means that service providers remain open-minded so that they can hear stories that they may not expect to hear; in other words, to make room for the unexpected ( Rober, 2011 ). Attunement to inner processes is a form of reflection that can facilitate the development of trust between service users and providers. When providers are reflective, they are less likely to tune out, close down, and otherwise stop listening to what services users express. When they listen and hear what service users say, they are more likely to facilitate the best possible outcomes in difficult situations ( Weingarten, 2012 ).

Doing research on lived experience can be difficult for informants and for researchers. Acknowledgment of the implications of these difficulties for users of the research has a place in discussion sections.

In summary, most articles are fairly straightforward in their write-ups: focused literature reviews, reflexivity statements in many cases, clear statements of purpose, clarity about sources of research questions and/or hypotheses, identification and definition of key concepts, identification of codes the researcher develops from literature reviews and reflexivity statements, succinct accounting of methods, and findings organized logically by core concepts around which the researcher organizes the multiple dimensions of those concepts. Excellent writing makes articles interesting and accessible. Some kinds of write-ups deviate from these components, but they are held to the same standards of immersion, experiences in context, multiple perspectives, and implications for action and other applications. When authors have the good fortune to have a recommendation to revise and resubmit, suggestions for revisions often improve the quality of the article.

The seemingly endless variations that are possible in the write-up of qualitative research makes writing and reviewing manuscripts challenging, especially when compared to traditions in which rigid rules prevail. However, it is important that approaches to qualitative research continue to evolve to meet with our ever-changing understandings of human phenomena. The clarity and transparency of reports are the fundamental guidelines for making judgments about quality. I often tell my students that the guidelines for doing qualitative research are flexible, and what is important is to be clear about what you did, why you did it, and what you came up with.

The notion of grab is central to write-up. Since qualitative research seeks to understand lived experiences, it is logical that findings report on the lived experiences in vivid terms, replete with quotes from data. This is not to undermine the importance of analysis, but grab is possible even in write-ups that require a great deal of analysis. Grab becomes possible because researchers must provide the evidence for the theories and concepts they develop.

When there are questions about priorities related to informants’ voices, researchers’ interpretations, and prior research, I hope that authors, reviewers, and editors remember that as important as analysis and previous work may be, the voices of informants bring these other important parts of manuscripts to life. Researchers make decisions about whose voices take priority.

There is no one way to respond to these dilemmas. Authors must make their own decisions about what is important to them and then search for journals that will welcome what they want to convey. It’s important to consider pushing the boundaries and writing an article in a way that the researcher thinks will best convey his or her findings.

The importance of quality data, quality analysis, and “grab” are foundational. I began this chapter with a discussion of the balance between description and analysis. I then considered core concepts as organizers of findings, the place of literature reviews, styles of presenting methods and methodologies, and the balance between the voices of informants and researchers. I concluded with the many variations in types of reports that result from the various purposes that qualitative research projects can have. There are many different types of qualitative research and many styles of write-ups. This chapter may sensitize readers to enduring issues in the writing of research reports. Like qualitative research itself, there are multiple points of view on how to write up qualitative research.

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Qualitative Research: Characteristics, Design, Methods & Examples

Lauren McCall

MSc Health Psychology Graduate

MSc, Health Psychology, University of Nottingham

Lauren obtained an MSc in Health Psychology from The University of Nottingham with a distinction classification.

Learn about our Editorial Process

Saul Mcleod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul Mcleod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

On This Page:

“Not everything that can be counted counts, and not everything that counts can be counted“ (Albert Einstein)

Qualitative research is a process used for the systematic collection, analysis, and interpretation of non-numerical data (Punch, 2013). 

Qualitative research can be used to: (i) gain deep contextual understandings of the subjective social reality of individuals and (ii) to answer questions about experience and meaning from the participant’s perspective (Hammarberg et al., 2016).

Unlike quantitative research, which focuses on gathering and analyzing numerical data for statistical analysis, qualitative research focuses on thematic and contextual information.

Characteristics of Qualitative Research 

Reality is socially constructed.

Qualitative research aims to understand how participants make meaning of their experiences – individually or in social contexts. It assumes there is no objective reality and that the social world is interpreted (Yilmaz, 2013). 

The primacy of subject matter 

The primary aim of qualitative research is to understand the perspectives, experiences, and beliefs of individuals who have experienced the phenomenon selected for research rather than the average experiences of groups of people (Minichiello, 1990).

Variables are complex, interwoven, and difficult to measure

Factors such as experiences, behaviors, and attitudes are complex and interwoven, so they cannot be reduced to isolated variables , making them difficult to measure quantitatively.

However, a qualitative approach enables participants to describe what, why, or how they were thinking/ feeling during a phenomenon being studied (Yilmaz, 2013). 

Emic (insider’s point of view)

The phenomenon being studied is centered on the participants’ point of view (Minichiello, 1990).

Emic is used to describe how participants interact, communicate, and behave in the context of the research setting (Scarduzio, 2017).

Why Conduct Qualitative Research? 

In order to gain a deeper understanding of how people experience the world, individuals are studied in their natural setting. This enables the researcher to understand a phenomenon close to how participants experience it. 

Qualitative research allows researchers to gain an in-depth understanding, which is difficult to attain using quantitative methods. 

An in-depth understanding is attained since qualitative techniques allow participants to freely disclose their experiences, thoughts, and feelings without constraint (Tenny et al., 2022). 

This helps to further investigate and understand quantitative data by discovering reasons for the outcome of a study – answering the why question behind statistics. 

The exploratory nature of qualitative research helps to generate hypotheses that can then be tested quantitatively (Busetto et al., 2020).

To design hypotheses, theory must be researched using qualitative methods to find out what is important in order to begin research. 

For example, by conducting interviews or focus groups with key stakeholders to discover what is important to them. 

Examples of qualitative research questions include: 

• How does stress influence young adults’ behavior?
• What factors influence students’ school attendance rates in developed countries?
• How do adults interpret binge drinking in the UK?
• What are the psychological impacts of cervical cancer screening in women?
• How can mental health lessons be integrated into the school curriculum? 

Collecting Qualitative Data

There are four main research design methods used to collect qualitative data: observations, interviews,  focus groups, and ethnography.

Observations

This method involves watching and recording phenomena as they occur in nature. Observation can be divided into two types: participant and non-participant observation.

In participant observation, the researcher actively participates in the situation/events being observed.

In non-participant observation, the researcher is not an active part of the observation and tries not to influence the behaviors they are observing (Busetto et al., 2020). 

Observations can be covert (participants are unaware that a researcher is observing them) or overt (participants are aware of the researcher’s presence and know they are being observed).

However, awareness of an observer’s presence may influence participants’ behavior. 

Interviews give researchers a window into the world of a participant by seeking their account of an event, situation, or phenomenon. They are usually conducted on a one-to-one basis and can be distinguished according to the level at which they are structured (Punch, 2013). 

Structured interviews involve predetermined questions and sequences to ensure replicability and comparability. However, they are unable to explore emerging issues.

Informal interviews consist of spontaneous, casual conversations which are closer to the truth of a phenomenon. However, information is gathered using quick notes made by the researcher and is therefore subject to recall bias. 

Semi-structured interviews have a flexible structure, phrasing, and placement so emerging issues can be explored (Denny & Weckesser, 2022).

The use of probing questions and clarification can lead to a detailed understanding, but semi-structured interviews can be time-consuming and subject to interviewer bias. 

Focus groups 

Similar to interviews, focus groups elicit a rich and detailed account of an experience. However, focus groups are more dynamic since participants with shared characteristics construct this account together (Denny & Weckesser, 2022).

A shared narrative is built between participants to capture a group experience shaped by a shared context. 

The researcher takes on the role of a moderator, who will establish ground rules and guide the discussion by following a topic guide to focus the group discussions.

Typically, focus groups have 4-10 participants as a discussion can be difficult to facilitate with more than this, and this number allows everyone the time to speak.

Ethnography

Ethnography is a methodology used to study a group of people’s behaviors and social interactions in their environment (Reeves et al., 2008).

Data are collected using methods such as observations, field notes, or structured/ unstructured interviews.

The aim of ethnography is to provide detailed, holistic insights into people’s behavior and perspectives within their natural setting. In order to achieve this, researchers immerse themselves in a community or organization. 

Due to the flexibility and real-world focus of ethnography, researchers are able to gather an in-depth, nuanced understanding of people’s experiences, knowledge and perspectives that are influenced by culture and society.

In order to develop a representative picture of a particular culture/ context, researchers must conduct extensive field work. 

This can be time-consuming as researchers may need to immerse themselves into a community/ culture for a few days, or possibly a few years.

Qualitative Data Analysis Methods

Different methods can be used for analyzing qualitative data. The researcher chooses based on the objectives of their study. 

The researcher plays a key role in the interpretation of data, making decisions about the coding, theming, decontextualizing, and recontextualizing of data (Starks & Trinidad, 2007). 

Grounded theory

Grounded theory is a qualitative method specifically designed to inductively generate theory from data. It was developed by Glaser and Strauss in 1967 (Glaser & Strauss, 2017).

 This methodology aims to develop theories (rather than test hypotheses) that explain a social process, action, or interaction (Petty et al., 2012). To inform the developing theory, data collection and analysis run simultaneously. 

There are three key types of coding used in grounded theory: initial (open), intermediate (axial), and advanced (selective) coding. 

Throughout the analysis, memos should be created to document methodological and theoretical ideas about the data. Data should be collected and analyzed until data saturation is reached and a theory is developed. 

Content analysis

Content analysis was first used in the early twentieth century to analyze textual materials such as newspapers and political speeches.

Content analysis is a research method used to identify and analyze the presence and patterns of themes, concepts, or words in data (Vaismoradi et al., 2013). 

This research method can be used to analyze data in different formats, which can be written, oral, or visual. 

The goal of content analysis is to develop themes that capture the underlying meanings of data (Schreier, 2012). 

Qualitative content analysis can be used to validate existing theories, support the development of new models and theories, and provide in-depth descriptions of particular settings or experiences.

The following six steps provide a guideline for how to conduct qualitative content analysis.

• Define a Research Question : To start content analysis, a clear research question should be developed.
• Identify and Collect Data : Establish the inclusion criteria for your data. Find the relevant sources to analyze.
• Define the Unit or Theme of Analysis : Categorize the content into themes. Themes can be a word, phrase, or sentence.
• Develop Rules for Coding your Data : Define a set of coding rules to ensure that all data are coded consistently.
• Code the Data : Follow the coding rules to categorize data into themes.
• Analyze the Results and Draw Conclusions : Examine the data to identify patterns and draw conclusions in relation to your research question.

Discourse analysis

Discourse analysis is a research method used to study written/ spoken language in relation to its social context (Wood & Kroger, 2000).

In discourse analysis, the researcher interprets details of language materials and the context in which it is situated.

Discourse analysis aims to understand the functions of language (how language is used in real life) and how meaning is conveyed by language in different contexts. Researchers use discourse analysis to investigate social groups and how language is used to achieve specific communication goals.

Different methods of discourse analysis can be used depending on the aims and objectives of a study. However, the following steps provide a guideline on how to conduct discourse analysis.

• Define the Research Question : Develop a relevant research question to frame the analysis.
• Gather Data and Establish the Context : Collect research materials (e.g., interview transcripts, documents). Gather factual details and review the literature to construct a theory about the social and historical context of your study.
• Analyze the Content : Closely examine various components of the text, such as the vocabulary, sentences, paragraphs, and structure of the text. Identify patterns relevant to the research question to create codes, then group these into themes.
• Review the Results : Reflect on the findings to examine the function of the language, and the meaning and context of the discourse. 

Thematic analysis

Thematic analysis is a method used to identify, interpret, and report patterns in data, such as commonalities or contrasts. 

Although the origin of thematic analysis can be traced back to the early twentieth century, understanding and clarity of thematic analysis is attributed to Braun and Clarke (2006).

Thematic analysis aims to develop themes (patterns of meaning) across a dataset to address a research question. 

In thematic analysis, qualitative data is gathered using techniques such as interviews, focus groups, and questionnaires. Audio recordings are transcribed. The dataset is then explored and interpreted by a researcher to identify patterns. 

This occurs through the rigorous process of data familiarisation, coding, theme development, and revision. These identified patterns provide a summary of the dataset and can be used to address a research question.

Themes are developed by exploring the implicit and explicit meanings within the data. Two different approaches are used to generate themes: inductive and deductive. 

An inductive approach allows themes to emerge from the data. In contrast, a deductive approach uses existing theories or knowledge to apply preconceived ideas to the data.

Phases of Thematic Analysis

Braun and Clarke (2006) provide a guide of the six phases of thematic analysis. These phases can be applied flexibly to fit research questions and data. 

Template analysis

Template analysis refers to a specific method of thematic analysis which uses hierarchical coding (Brooks et al., 2014).

Template analysis is used to analyze textual data, for example, interview transcripts or open-ended responses on a written questionnaire.

To conduct template analysis, a coding template must be developed (usually from a subset of the data) and subsequently revised and refined. This template represents the themes identified by researchers as important in the dataset. 

Codes are ordered hierarchically within the template, with the highest-level codes demonstrating overarching themes in the data and lower-level codes representing constituent themes with a narrower focus.

A guideline for the main procedural steps for conducting template analysis is outlined below.

• Familiarization with the Data : Read (and reread) the dataset in full. Engage, reflect, and take notes on data that may be relevant to the research question.
• Preliminary Coding : Identify initial codes using guidance from the a priori codes, identified before the analysis as likely to be beneficial and relevant to the analysis.
• Organize Themes : Organize themes into meaningful clusters. Consider the relationships between the themes both within and between clusters.
• Produce an Initial Template : Develop an initial template. This may be based on a subset of the data.
• Apply and Develop the Template : Apply the initial template to further data and make any necessary modifications. Refinements of the template may include adding themes, removing themes, or changing the scope/title of themes. 
• Finalize Template : Finalize the template, then apply it to the entire dataset. 

Frame analysis

Frame analysis is a comparative form of thematic analysis which systematically analyzes data using a matrix output.

Ritchie and Spencer (1994) developed this set of techniques to analyze qualitative data in applied policy research. Frame analysis aims to generate theory from data.

Frame analysis encourages researchers to organize and manage their data using summarization.

This results in a flexible and unique matrix output, in which individual participants (or cases) are represented by rows and themes are represented by columns. 

Each intersecting cell is used to summarize findings relating to the corresponding participant and theme.

Frame analysis has five distinct phases which are interrelated, forming a methodical and rigorous framework.

• Familiarization with the Data : Familiarize yourself with all the transcripts. Immerse yourself in the details of each transcript and start to note recurring themes.
• Develop a Theoretical Framework : Identify recurrent/ important themes and add them to a chart. Provide a framework/ structure for the analysis.
• Indexing : Apply the framework systematically to the entire study data.
• Summarize Data in Analytical Framework : Reduce the data into brief summaries of participants’ accounts.
• Mapping and Interpretation : Compare themes and subthemes and check against the original transcripts. Group the data into categories and provide an explanation for them.

Preventing Bias in Qualitative Research

To evaluate qualitative studies, the CASP (Critical Appraisal Skills Programme) checklist for qualitative studies can be used to ensure all aspects of a study have been considered (CASP, 2018).

The quality of research can be enhanced and assessed using criteria such as checklists, reflexivity, co-coding, and member-checking. 

Co-coding 

Relying on only one researcher to interpret rich and complex data may risk key insights and alternative viewpoints being missed. Therefore, coding is often performed by multiple researchers.

A common strategy must be defined at the beginning of the coding process  (Busetto et al., 2020). This includes establishing a useful coding list and finding a common definition of individual codes.

Transcripts are initially coded independently by researchers and then compared and consolidated to minimize error or bias and to bring confirmation of findings. 

Member checking

Member checking (or respondent validation) involves checking back with participants to see if the research resonates with their experiences (Russell & Gregory, 2003).

Data can be returned to participants after data collection or when results are first available. For example, participants may be provided with their interview transcript and asked to verify whether this is a complete and accurate representation of their views.

Participants may then clarify or elaborate on their responses to ensure they align with their views (Shenton, 2004).

This feedback becomes part of data collection and ensures accurate descriptions/ interpretations of phenomena (Mays & Pope, 2000). 

Reflexivity in qualitative research

Reflexivity typically involves examining your own judgments, practices, and belief systems during data collection and analysis. It aims to identify any personal beliefs which may affect the research. 

Reflexivity is essential in qualitative research to ensure methodological transparency and complete reporting. This enables readers to understand how the interaction between the researcher and participant shapes the data.

Depending on the research question and population being researched, factors that need to be considered include the experience of the researcher, how the contact was established and maintained, age, gender, and ethnicity.

These details are important because, in qualitative research, the researcher is a dynamic part of the research process and actively influences the outcome of the research (Boeije, 2014). 

Reflexivity Example

Who you are and your characteristics influence how you collect and analyze data. Here is an example of a reflexivity statement for research on smoking. I am a 30-year-old white female from a middle-class background. I live in the southwest of England and have been educated to master’s level. I have been involved in two research projects on oral health. I have never smoked, but I have witnessed how smoking can cause ill health from my volunteering in a smoking cessation clinic. My research aspirations are to help to develop interventions to help smokers quit.

Establishing Trustworthiness in Qualitative Research

Trustworthiness is a concept used to assess the quality and rigor of qualitative research. Four criteria are used to assess a study’s trustworthiness: credibility, transferability, dependability, and confirmability.

Credibility in Qualitative Research

Credibility refers to how accurately the results represent the reality and viewpoints of the participants.

To establish credibility in research, participants’ views and the researcher’s representation of their views need to align (Tobin & Begley, 2004).

To increase the credibility of findings, researchers may use data source triangulation, investigator triangulation, peer debriefing, or member checking (Lincoln & Guba, 1985). 

Transferability in Qualitative Research

Transferability refers to how generalizable the findings are: whether the findings may be applied to another context, setting, or group (Tobin & Begley, 2004).

Transferability can be enhanced by giving thorough and in-depth descriptions of the research setting, sample, and methods (Nowell et al., 2017). 

Dependability in Qualitative Research

Dependability is the extent to which the study could be replicated under similar conditions and the findings would be consistent.

Researchers can establish dependability using methods such as audit trails so readers can see the research process is logical and traceable (Koch, 1994).

Confirmability in Qualitative Research

Confirmability is concerned with establishing that there is a clear link between the researcher’s interpretations/ findings and the data.

Researchers can achieve confirmability by demonstrating how conclusions and interpretations were arrived at (Nowell et al., 2017).

This enables readers to understand the reasoning behind the decisions made. 

Audit Trails in Qualitative Research

An audit trail provides evidence of the decisions made by the researcher regarding theory, research design, and data collection, as well as the steps they have chosen to manage, analyze, and report data. 

The researcher must provide a clear rationale to demonstrate how conclusions were reached in their study.

A clear description of the research path must be provided to enable readers to trace through the researcher’s logic (Halpren, 1983).

Researchers should maintain records of the raw data, field notes, transcripts, and a reflective journal in order to provide a clear audit trail. 

Discovery of unexpected data

Open-ended questions in qualitative research mean the researcher can probe an interview topic and enable the participant to elaborate on responses in an unrestricted manner.

This allows unexpected data to emerge, which can lead to further research into that topic. 

Flexibility

Data collection and analysis can be modified and adapted to take the research in a different direction if new ideas or patterns emerge in the data.

This enables researchers to investigate new opportunities while firmly maintaining their research goals. 

Naturalistic settings

The behaviors of participants are recorded in real-world settings. Studies that use real-world settings have high ecological validity since participants behave more authentically. 

Limitations

Time-consuming .

Qualitative research results in large amounts of data which often need to be transcribed and analyzed manually.

Even when software is used, transcription can be inaccurate, and using software for analysis can result in many codes which need to be condensed into themes. 

Subjectivity 

The researcher has an integral role in collecting and interpreting qualitative data. Therefore, the conclusions reached are from their perspective and experience.

Consequently, interpretations of data from another researcher may vary greatly. 

Limited generalizability

The aim of qualitative research is to provide a detailed, contextualized understanding of an aspect of the human experience from a relatively small sample size.

Despite rigorous analysis procedures, conclusions drawn cannot be generalized to the wider population since data may be biased or unrepresentative.

Therefore, results are only applicable to a small group of the population. 

Extraneous variables

Qualitative research is often conducted in real-world settings. This may cause results to be unreliable since extraneous variables may affect the data, for example:

• Situational variables : different environmental conditions may influence participants’ behavior in a study. The random variation in factors (such as noise or lighting) may be difficult to control in real-world settings.
• Participant characteristics : this includes any characteristics that may influence how a participant answers/ behaves in a study. This may include a participant’s mood, gender, age, ethnicity, sexual identity, IQ, etc.
• Experimenter effect : experimenter effect refers to how a researcher’s unintentional influence can change the outcome of a study. This occurs when (i) their interactions with participants unintentionally change participants’ behaviors or (ii) due to errors in observation, interpretation, or analysis. 

What sample size should qualitative research be?

The sample size for qualitative studies has been recommended to include a minimum of 12 participants to reach data saturation (Braun, 2013).

Are surveys qualitative or quantitative?

Surveys can be used to gather information from a sample qualitatively or quantitatively. Qualitative surveys use open-ended questions to gather detailed information from a large sample using free text responses.

The use of open-ended questions allows for unrestricted responses where participants use their own words, enabling the collection of more in-depth information than closed-ended questions.

In contrast, quantitative surveys consist of closed-ended questions with multiple-choice answer options. Quantitative surveys are ideal to gather a statistical representation of a population.

What are the ethical considerations of qualitative research?

Before conducting a study, you must think about any risks that could occur and take steps to prevent them. Participant Protection : Researchers must protect participants from physical and mental harm. This means you must not embarrass, frighten, offend, or harm participants. Transparency : Researchers are obligated to clearly communicate how they will collect, store, analyze, use, and share the data. Confidentiality : You need to consider how to maintain the confidentiality and anonymity of participants’ data.

What is triangulation in qualitative research?

Triangulation refers to the use of several approaches in a study to comprehensively understand phenomena. This method helps to increase the validity and credibility of research findings. 

Types of triangulation include method triangulation (using multiple methods to gather data); investigator triangulation (multiple researchers for collecting/ analyzing data), theory triangulation (comparing several theoretical perspectives to explain a phenomenon), and data source triangulation (using data from various times, locations, and people; Carter et al., 2014).

Why is qualitative research important?

Qualitative research allows researchers to describe and explain the social world. The exploratory nature of qualitative research helps to generate hypotheses that can then be tested quantitatively.

In qualitative research, participants are able to express their thoughts, experiences, and feelings without constraint.

Additionally, researchers are able to follow up on participants’ answers in real-time, generating valuable discussion around a topic. This enables researchers to gain a nuanced understanding of phenomena which is difficult to attain using quantitative methods.

What is coding data in qualitative research?

Coding data is a qualitative data analysis strategy in which a section of text is assigned with a label that describes its content.

These labels may be words or phrases which represent important (and recurring) patterns in the data.

This process enables researchers to identify related content across the dataset. Codes can then be used to group similar types of data to generate themes.

What is the difference between qualitative and quantitative research?

Qualitative research involves the collection and analysis of non-numerical data in order to understand experiences and meanings from the participant’s perspective.

This can provide rich, in-depth insights on complicated phenomena. Qualitative data may be collected using interviews, focus groups, or observations.

In contrast, quantitative research involves the collection and analysis of numerical data to measure the frequency, magnitude, or relationships of variables. This can provide objective and reliable evidence that can be generalized to the wider population.

Quantitative data may be collected using closed-ended questionnaires or experiments.

What is trustworthiness in qualitative research?

Trustworthiness is a concept used to assess the quality and rigor of qualitative research. Four criteria are used to assess a study’s trustworthiness: credibility, transferability, dependability, and confirmability. 

Credibility refers to how accurately the results represent the reality and viewpoints of the participants. Transferability refers to whether the findings may be applied to another context, setting, or group.

Dependability is the extent to which the findings are consistent and reliable. Confirmability refers to the objectivity of findings (not influenced by the bias or assumptions of researchers).

What is data saturation in qualitative research?

Data saturation is a methodological principle used to guide the sample size of a qualitative research study.

Data saturation is proposed as a necessary methodological component in qualitative research (Saunders et al., 2018) as it is a vital criterion for discontinuing data collection and/or analysis. 

The intention of data saturation is to find “no new data, no new themes, no new coding, and ability to replicate the study” (Guest et al., 2006). Therefore, enough data has been gathered to make conclusions.

Why is sampling in qualitative research important?

In quantitative research, large sample sizes are used to provide statistically significant quantitative estimates.

This is because quantitative research aims to provide generalizable conclusions that represent populations.

However, the aim of sampling in qualitative research is to gather data that will help the researcher understand the depth, complexity, variation, or context of a phenomenon. The small sample sizes in qualitative studies support the depth of case-oriented analysis.

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Home » Qualitative Research – Methods, Analysis Types and Guide

Qualitative Research – Methods, Analysis Types and Guide

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Qualitative Research

Qualitative research is a type of research methodology that focuses on exploring and understanding people’s beliefs, attitudes, behaviors, and experiences through the collection and analysis of non-numerical data. It seeks to answer research questions through the examination of subjective data, such as interviews, focus groups, observations, and textual analysis.

Qualitative research aims to uncover the meaning and significance of social phenomena, and it typically involves a more flexible and iterative approach to data collection and analysis compared to quantitative research. Qualitative research is often used in fields such as sociology, anthropology, psychology, and education.

Qualitative Research Methods

Qualitative Research Methods are as follows:

One-to-One Interview

This method involves conducting an interview with a single participant to gain a detailed understanding of their experiences, attitudes, and beliefs. One-to-one interviews can be conducted in-person, over the phone, or through video conferencing. The interviewer typically uses open-ended questions to encourage the participant to share their thoughts and feelings. One-to-one interviews are useful for gaining detailed insights into individual experiences.

Focus Groups

This method involves bringing together a group of people to discuss a specific topic in a structured setting. The focus group is led by a moderator who guides the discussion and encourages participants to share their thoughts and opinions. Focus groups are useful for generating ideas and insights, exploring social norms and attitudes, and understanding group dynamics.

Ethnographic Studies

This method involves immersing oneself in a culture or community to gain a deep understanding of its norms, beliefs, and practices. Ethnographic studies typically involve long-term fieldwork and observation, as well as interviews and document analysis. Ethnographic studies are useful for understanding the cultural context of social phenomena and for gaining a holistic understanding of complex social processes.

Text Analysis

This method involves analyzing written or spoken language to identify patterns and themes. Text analysis can be quantitative or qualitative. Qualitative text analysis involves close reading and interpretation of texts to identify recurring themes, concepts, and patterns. Text analysis is useful for understanding media messages, public discourse, and cultural trends.

This method involves an in-depth examination of a single person, group, or event to gain an understanding of complex phenomena. Case studies typically involve a combination of data collection methods, such as interviews, observations, and document analysis, to provide a comprehensive understanding of the case. Case studies are useful for exploring unique or rare cases, and for generating hypotheses for further research.

Process of Observation

This method involves systematically observing and recording behaviors and interactions in natural settings. The observer may take notes, use audio or video recordings, or use other methods to document what they see. Process of observation is useful for understanding social interactions, cultural practices, and the context in which behaviors occur.

Record Keeping

This method involves keeping detailed records of observations, interviews, and other data collected during the research process. Record keeping is essential for ensuring the accuracy and reliability of the data, and for providing a basis for analysis and interpretation.

This method involves collecting data from a large sample of participants through a structured questionnaire. Surveys can be conducted in person, over the phone, through mail, or online. Surveys are useful for collecting data on attitudes, beliefs, and behaviors, and for identifying patterns and trends in a population.

Qualitative data analysis is a process of turning unstructured data into meaningful insights. It involves extracting and organizing information from sources like interviews, focus groups, and surveys. The goal is to understand people’s attitudes, behaviors, and motivations

Qualitative Research Analysis Methods

Qualitative Research analysis methods involve a systematic approach to interpreting and making sense of the data collected in qualitative research. Here are some common qualitative data analysis methods:

Thematic Analysis

This method involves identifying patterns or themes in the data that are relevant to the research question. The researcher reviews the data, identifies keywords or phrases, and groups them into categories or themes. Thematic analysis is useful for identifying patterns across multiple data sources and for generating new insights into the research topic.

Content Analysis

This method involves analyzing the content of written or spoken language to identify key themes or concepts. Content analysis can be quantitative or qualitative. Qualitative content analysis involves close reading and interpretation of texts to identify recurring themes, concepts, and patterns. Content analysis is useful for identifying patterns in media messages, public discourse, and cultural trends.

Discourse Analysis

This method involves analyzing language to understand how it constructs meaning and shapes social interactions. Discourse analysis can involve a variety of methods, such as conversation analysis, critical discourse analysis, and narrative analysis. Discourse analysis is useful for understanding how language shapes social interactions, cultural norms, and power relationships.

Grounded Theory Analysis

This method involves developing a theory or explanation based on the data collected. Grounded theory analysis starts with the data and uses an iterative process of coding and analysis to identify patterns and themes in the data. The theory or explanation that emerges is grounded in the data, rather than preconceived hypotheses. Grounded theory analysis is useful for understanding complex social phenomena and for generating new theoretical insights.

Narrative Analysis

This method involves analyzing the stories or narratives that participants share to gain insights into their experiences, attitudes, and beliefs. Narrative analysis can involve a variety of methods, such as structural analysis, thematic analysis, and discourse analysis. Narrative analysis is useful for understanding how individuals construct their identities, make sense of their experiences, and communicate their values and beliefs.

Phenomenological Analysis

This method involves analyzing how individuals make sense of their experiences and the meanings they attach to them. Phenomenological analysis typically involves in-depth interviews with participants to explore their experiences in detail. Phenomenological analysis is useful for understanding subjective experiences and for developing a rich understanding of human consciousness.

Comparative Analysis

This method involves comparing and contrasting data across different cases or groups to identify similarities and differences. Comparative analysis can be used to identify patterns or themes that are common across multiple cases, as well as to identify unique or distinctive features of individual cases. Comparative analysis is useful for understanding how social phenomena vary across different contexts and groups.

Applications of Qualitative Research

Qualitative research has many applications across different fields and industries. Here are some examples of how qualitative research is used:

• Market Research: Qualitative research is often used in market research to understand consumer attitudes, behaviors, and preferences. Researchers conduct focus groups and one-on-one interviews with consumers to gather insights into their experiences and perceptions of products and services.
• Health Care: Qualitative research is used in health care to explore patient experiences and perspectives on health and illness. Researchers conduct in-depth interviews with patients and their families to gather information on their experiences with different health care providers and treatments.
• Education: Qualitative research is used in education to understand student experiences and to develop effective teaching strategies. Researchers conduct classroom observations and interviews with students and teachers to gather insights into classroom dynamics and instructional practices.
• Social Work : Qualitative research is used in social work to explore social problems and to develop interventions to address them. Researchers conduct in-depth interviews with individuals and families to understand their experiences with poverty, discrimination, and other social problems.
• Anthropology : Qualitative research is used in anthropology to understand different cultures and societies. Researchers conduct ethnographic studies and observe and interview members of different cultural groups to gain insights into their beliefs, practices, and social structures.
• Psychology : Qualitative research is used in psychology to understand human behavior and mental processes. Researchers conduct in-depth interviews with individuals to explore their thoughts, feelings, and experiences.
• Public Policy : Qualitative research is used in public policy to explore public attitudes and to inform policy decisions. Researchers conduct focus groups and one-on-one interviews with members of the public to gather insights into their perspectives on different policy issues.

How to Conduct Qualitative Research

Here are some general steps for conducting qualitative research:

• Identify your research question: Qualitative research starts with a research question or set of questions that you want to explore. This question should be focused and specific, but also broad enough to allow for exploration and discovery.
• Select your research design: There are different types of qualitative research designs, including ethnography, case study, grounded theory, and phenomenology. You should select a design that aligns with your research question and that will allow you to gather the data you need to answer your research question.
• Recruit participants: Once you have your research question and design, you need to recruit participants. The number of participants you need will depend on your research design and the scope of your research. You can recruit participants through advertisements, social media, or through personal networks.
• Collect data: There are different methods for collecting qualitative data, including interviews, focus groups, observation, and document analysis. You should select the method or methods that align with your research design and that will allow you to gather the data you need to answer your research question.
• Analyze data: Once you have collected your data, you need to analyze it. This involves reviewing your data, identifying patterns and themes, and developing codes to organize your data. You can use different software programs to help you analyze your data, or you can do it manually.
• Interpret data: Once you have analyzed your data, you need to interpret it. This involves making sense of the patterns and themes you have identified, and developing insights and conclusions that answer your research question. You should be guided by your research question and use your data to support your conclusions.
• Communicate results: Once you have interpreted your data, you need to communicate your results. This can be done through academic papers, presentations, or reports. You should be clear and concise in your communication, and use examples and quotes from your data to support your findings.

Examples of Qualitative Research

Here are some real-time examples of qualitative research:

• Customer Feedback: A company may conduct qualitative research to understand the feedback and experiences of its customers. This may involve conducting focus groups or one-on-one interviews with customers to gather insights into their attitudes, behaviors, and preferences.
• Healthcare : A healthcare provider may conduct qualitative research to explore patient experiences and perspectives on health and illness. This may involve conducting in-depth interviews with patients and their families to gather information on their experiences with different health care providers and treatments.
• Education : An educational institution may conduct qualitative research to understand student experiences and to develop effective teaching strategies. This may involve conducting classroom observations and interviews with students and teachers to gather insights into classroom dynamics and instructional practices.
• Social Work: A social worker may conduct qualitative research to explore social problems and to develop interventions to address them. This may involve conducting in-depth interviews with individuals and families to understand their experiences with poverty, discrimination, and other social problems.
• Anthropology : An anthropologist may conduct qualitative research to understand different cultures and societies. This may involve conducting ethnographic studies and observing and interviewing members of different cultural groups to gain insights into their beliefs, practices, and social structures.
• Psychology : A psychologist may conduct qualitative research to understand human behavior and mental processes. This may involve conducting in-depth interviews with individuals to explore their thoughts, feelings, and experiences.
• Public Policy: A government agency or non-profit organization may conduct qualitative research to explore public attitudes and to inform policy decisions. This may involve conducting focus groups and one-on-one interviews with members of the public to gather insights into their perspectives on different policy issues.

Purpose of Qualitative Research

The purpose of qualitative research is to explore and understand the subjective experiences, behaviors, and perspectives of individuals or groups in a particular context. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research aims to provide in-depth, descriptive information that can help researchers develop insights and theories about complex social phenomena.

Qualitative research can serve multiple purposes, including:

• Exploring new or emerging phenomena : Qualitative research can be useful for exploring new or emerging phenomena, such as new technologies or social trends. This type of research can help researchers develop a deeper understanding of these phenomena and identify potential areas for further study.
• Understanding complex social phenomena : Qualitative research can be useful for exploring complex social phenomena, such as cultural beliefs, social norms, or political processes. This type of research can help researchers develop a more nuanced understanding of these phenomena and identify factors that may influence them.
• Generating new theories or hypotheses: Qualitative research can be useful for generating new theories or hypotheses about social phenomena. By gathering rich, detailed data about individuals’ experiences and perspectives, researchers can develop insights that may challenge existing theories or lead to new lines of inquiry.
• Providing context for quantitative data: Qualitative research can be useful for providing context for quantitative data. By gathering qualitative data alongside quantitative data, researchers can develop a more complete understanding of complex social phenomena and identify potential explanations for quantitative findings.

When to use Qualitative Research

Here are some situations where qualitative research may be appropriate:

• Exploring a new area: If little is known about a particular topic, qualitative research can help to identify key issues, generate hypotheses, and develop new theories.
• Understanding complex phenomena: Qualitative research can be used to investigate complex social, cultural, or organizational phenomena that are difficult to measure quantitatively.
• Investigating subjective experiences: Qualitative research is particularly useful for investigating the subjective experiences of individuals or groups, such as their attitudes, beliefs, values, or emotions.
• Conducting formative research: Qualitative research can be used in the early stages of a research project to develop research questions, identify potential research participants, and refine research methods.
• Evaluating interventions or programs: Qualitative research can be used to evaluate the effectiveness of interventions or programs by collecting data on participants’ experiences, attitudes, and behaviors.

Characteristics of Qualitative Research

Qualitative research is characterized by several key features, including:

• Focus on subjective experience: Qualitative research is concerned with understanding the subjective experiences, beliefs, and perspectives of individuals or groups in a particular context. Researchers aim to explore the meanings that people attach to their experiences and to understand the social and cultural factors that shape these meanings.
• Use of open-ended questions: Qualitative research relies on open-ended questions that allow participants to provide detailed, in-depth responses. Researchers seek to elicit rich, descriptive data that can provide insights into participants’ experiences and perspectives.
• Sampling-based on purpose and diversity: Qualitative research often involves purposive sampling, in which participants are selected based on specific criteria related to the research question. Researchers may also seek to include participants with diverse experiences and perspectives to capture a range of viewpoints.
• Data collection through multiple methods: Qualitative research typically involves the use of multiple data collection methods, such as in-depth interviews, focus groups, and observation. This allows researchers to gather rich, detailed data from multiple sources, which can provide a more complete picture of participants’ experiences and perspectives.
• Inductive data analysis: Qualitative research relies on inductive data analysis, in which researchers develop theories and insights based on the data rather than testing pre-existing hypotheses. Researchers use coding and thematic analysis to identify patterns and themes in the data and to develop theories and explanations based on these patterns.
• Emphasis on researcher reflexivity: Qualitative research recognizes the importance of the researcher’s role in shaping the research process and outcomes. Researchers are encouraged to reflect on their own biases and assumptions and to be transparent about their role in the research process.

Advantages of Qualitative Research

Qualitative research offers several advantages over other research methods, including:

• Depth and detail: Qualitative research allows researchers to gather rich, detailed data that provides a deeper understanding of complex social phenomena. Through in-depth interviews, focus groups, and observation, researchers can gather detailed information about participants’ experiences and perspectives that may be missed by other research methods.
• Flexibility : Qualitative research is a flexible approach that allows researchers to adapt their methods to the research question and context. Researchers can adjust their research methods in real-time to gather more information or explore unexpected findings.
• Contextual understanding: Qualitative research is well-suited to exploring the social and cultural context in which individuals or groups are situated. Researchers can gather information about cultural norms, social structures, and historical events that may influence participants’ experiences and perspectives.
• Participant perspective : Qualitative research prioritizes the perspective of participants, allowing researchers to explore subjective experiences and understand the meanings that participants attach to their experiences.
• Theory development: Qualitative research can contribute to the development of new theories and insights about complex social phenomena. By gathering rich, detailed data and using inductive data analysis, researchers can develop new theories and explanations that may challenge existing understandings.
• Validity : Qualitative research can offer high validity by using multiple data collection methods, purposive and diverse sampling, and researcher reflexivity. This can help ensure that findings are credible and trustworthy.

Limitations of Qualitative Research

Qualitative research also has some limitations, including:

• Subjectivity : Qualitative research relies on the subjective interpretation of researchers, which can introduce bias into the research process. The researcher’s perspective, beliefs, and experiences can influence the way data is collected, analyzed, and interpreted.
• Limited generalizability: Qualitative research typically involves small, purposive samples that may not be representative of larger populations. This limits the generalizability of findings to other contexts or populations.
• Time-consuming: Qualitative research can be a time-consuming process, requiring significant resources for data collection, analysis, and interpretation.
• Resource-intensive: Qualitative research may require more resources than other research methods, including specialized training for researchers, specialized software for data analysis, and transcription services.
• Limited reliability: Qualitative research may be less reliable than quantitative research, as it relies on the subjective interpretation of researchers. This can make it difficult to replicate findings or compare results across different studies.
• Ethics and confidentiality: Qualitative research involves collecting sensitive information from participants, which raises ethical concerns about confidentiality and informed consent. Researchers must take care to protect the privacy and confidentiality of participants and obtain informed consent.

Also see Research Methods

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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• Knowledge Base
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• What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

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

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

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

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

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

Table of contents

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

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

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

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

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

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

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

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

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

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

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

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

• Flexibility

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

• Natural settings

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

• Meaningful insights

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

• Generation of new ideas

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

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

• Unreliability

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

• Subjectivity

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

• Limited generalisability

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

• Labour-intensive

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

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

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

There are five common approaches to qualitative research :

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

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

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

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

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

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Table of Contents

Collaboration, information literacy, writing process, qualitative research methods.

Qualitative Research is a research method , a kind of empirical research study, that

• relies on observations and interviews to develop qualitative data (i.e., words and ideas )
• focuses primarily on gathering and interpreting qualitative data (i.e., words and ideas ) rather than numerical data (i.e., numbers and statistics ) in order to test knowledge claims and develop knowledge
• is deployed by different methodological communities for different purposes–e.g., to test hypotheses, to generate hypotheses, to create narratives about individual experience, to develop theories.

The authority and value of qualitative research methods–the kind of knowledge qualitative research produces–has been a robust topic of academic debate .

• Some view qualitative research to be a scientific method, a way to research cause-effect relationships and identify universal truths.
• Others view qualitative research to be a rhetorical act, a method of invention that results in stories about the observed and the observer.

Qualitative research means different things to different methodological communities. And qualitative research methods change over time–in response to critique, dialectic , and changes in technologies for gathering and analyzing data.

Key Words: Fieldwork, Ethnography , Case Study , Phenomenology, Positivism , Postpositivism

Qualitative Research is a highly prized method for developing knowledge across academic disciplines, including business, communication studies, English, education, social work, psychology, cultural studies, and medicine. Furthermore, Qualitative research methods are widely used in workplace contexts, especially journalism, medicine, and education.

From the sciences and social sciences to the arts and humanities, qualitative researchers rely on observations and interviews to develop knowledge. They observe and interview people and communities to learn why and how something happens (Atkinson & Delamont 2010). They work to identify, analyze, and understand “patterned behaviors and social processes” (Given 2008).

Denoting a study as a form of qualitative research doesn’t mean it may not have elements of textual research or quantitative research . Qualitative researchers often employ some textual research practices . For instance, they may review related research or relate insights from their study to other studies. Plus, they may quantify–count and measure–some observations. Thus, if someone describes their study as qualitative, then they are saying that most of evidence, the really foundational evidence on which they base their knowledge claims, is based primarily on qualitative data.

What is the Authority of Qualitative Research?

Across disciplines and workplace settings, qualitative researchers agree with one another that observations and interviews can be used to generate knowledge . However, methodological communities may have conflicting ideas about how observations and interviews should be conducted or what the observations ultimately mean.

Some researchers believe qualitative research produces positivistic knowledge –that insights gleaned from interviews with individuals or observations of people can be generalized to explain the behaviors of other individuals and groups. Others believe that qualitative research produces stories and localized knowledge as opposed to generalizable knowledge.

Qualitative Research & Positivism

For methodological communities that privilege positivistic knowledge (especially academic disciplines within the sciences, social sciences, and education), qualitative research may be perceived as

• a viable way to inductively develop hypotheses that can be tested through scientific methods
• a viable way to test hypotheses so long as certain experimental procedures are followed, such as randomized selection of subjects

Qualitative research ers who are endeavoring to develop knowledge claims the positivistic community will accept as authoritative assume that it’s valid to generalize from the particular to the general so long as researchers remain as objective as possible, that they ground insights into multiple observations. These researchers assume their qualitative studies of individuals or communities produce insights that are generalizable to all of humanity.

• For instance, a neurologist may conduct a case study of a patient who has a neurological deficit. In The Man Who Mistook His Wife for a Hat and Other Clinical Tales , Oliver Sacs reports on his interviews and observations of a patient with visual agnosia. He provides this case history, this research closeup of one patient, to provide a description of not only how that one patient responded to a neurological deficit but how other (if not all) patients with similar deficits would engage in cognitive, intrapersonal, and interpersonal tasks.

Qualitative Methods and PostPositivism

Between the 1970s to the 1980s, as surveyed below, qualitative researchers took a postmodern turn: they began problematizing how researchers represented the other –the individuals or communities they were observing. They rejected the idealization of the investigator as an impartial, objective observer who discovered universal truths. Instead, they argued efforts to engage in qualitative research are invariably rhetorical efforts–that the investigator’s words and interpretations are grounded in their personal experiences, gender, economics, culture, historical periods–and more. Likewise, the perceptions, the words and experiences of the observed are equally rhetorical. From this perspective, qualitative research is a way of seeing and a way of not seeing. Rather than a scientific method, qualitative research is a rhetorical method for developing stories about ourselves and others.

Historical Trends in Qualitative Research

Qualitative research methods are constantly changing over time–in response to critique, dialectic, theory, and changes in technologies for gathering and analyzing data.

Early Ethnography

Initially, back in the day, qualitative research was a method practiced by early explorers to account for their journeys. In “Qualitative Research, History of,” Sharon Lockyer (2012) argues

Qualitative research during this period [17th century] involved the Western researcher observing the customs, practices, and behaviors of “primitive” societies, to understand the other. During this period, the other was often regarded as a non-White person living in a society considered less civilized than the society to which the observer belonged. Such interest in “primitive people” was exacerbated by the problems experienced by explorers during the 15th and 16th centuries when attempting to account for people they discovered in the New World Lockyer, Sharon (2012)

Colonial Ethnography

From the 17th to the 19th century, according to Lockyer, qualitative researchers engaged in colonial ethnography: they analyzed cultural differences and “highlighted the positive preservation effects of indirect rule.” American ethnographers, from the late 19th to early 20th century) “focused on American Indians, who were still regarded as primitive and as representing a specific other” (Lockyer 2012).

Ethnography of the Civic Other

Between the early 20th century to the late 1960s, ethnography became professionalized by the Sociology Department at the University of Chicago. Ethnographers engaged in participant observation and focused on urban communities to research “the religious beliefs, practices, and customs of Black, Asian, and European immigrants” (Lockyer 2012).

Postmodern Ethnography

Since the 1980s, postmodernism, feminism, and postpositivism–and related emerging critical theories–have destabilized and problematized the assumptions that guided classical qualitative methods (see discussion above).

Qualitative research methods informed by postmodernism, p

• (e.g., notions such as the investigator is somehow superior, the subjects are savages, the goal of the narrative is to celebrate cultural control and assimilation)
• rejects the characterization of the investigator as an impartial, objective who discovers knowledge
• explores how the subjectivity of the investigator shapes the narrative.

Atkinson, Paul &has  Sara Delamont (2010). SAGE Qualitative Research Methods . Thousand Oaks, CA: SAGE Publications

Given, Lisa M., ed. (2008). The SAGE Encyclopedia of Qualitative Research Methods. Thousand Oaks, CA: SAGE Publications

Heath, Shirley Brice.  Ways with Words: Language, Life, and Work in Commuities and Classrooms . New York: Cambridge University Press, 1983.

Lockyer, Sharon (2012). “Qualitative Research, History of.” The SAGE Encyclopedia of Qualitative Research Methods. Thousand Oaks, CA: SAGE Publications

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Barriers and facilitators to guideline for the management of pediatric off-label use of drugs in China: a qualitative descriptive study

• Min Meng 1 , 2 , 3 , 4   na1 ,
• Jiale Hu 5   na1 ,
• Xiao Liu 6 ,
• Min Tian 4 ,
• Wenjuan Lei 4 ,
• Enmei Liu 2 , 3 ,
• Zhu Han 7 ,
• Qiu Li 2 , 3 , 8 &
• Yaolong Chen 1 , 2 , 3 , 9 , 10 , 11  

BMC Health Services Research volume  24 , Article number:  435 ( 2024 ) Cite this article

Metrics details

Despite being a global public health concern, there is a research gap in analyzing implementation strategies for managing off-label drug use in children. This study aims to understand professional health managers’ perspectives on implementing the Guideline in hospitals and determine the Guideline’s implementation facilitators and barriers.

Pediatric directors, pharmacy directors, and medical department directors from secondary and tertiary hospitals across the country were recruited for online interviews. The interviews were performed between June 27 and August 25, 2022. The Consolidated Framework for Implementation Research (CFIR) was adopted for data collection, data analysis, and findings interpretation to implement interventions across healthcare settings.

Individual interviews were conducted with 28 healthcare professionals from all over the Chinese mainland. Key stakeholders in implementing the Guideline for the Management of Pediatric Off-Label Use of Drugs in China (2021) were interviewed to identify 57 influencing factors, including 27 facilitators, 29 barriers, and one neutral factor, based on the CFIR framework. The study revealed the complexity of the factors influencing managing children’s off-label medication use. A lack of policy incentives was the key obstacle in external settings. The communication barrier between pharmacists and physicians was the most critical internal barrier.

To our knowledge, this study significantly reduces the implementation gap in managing children’s off-label drug use. We provided a reference for the standardized management of children’s off-label use of drugs.

Peer Review reports

Introduction

Off-label drug use in pediatrics is a global public health issue [ 1 ], particularly in China [ 2 , 3 ]. According to a systematic review, pediatric off-label medicine prescription rates ranged from 22.7% to 51.2% in outpatient settings and 40.48% to 78.96% in hospitalized children in China [ 4 ]. However, there are numerous unreasonable examples of off-label drug use in children, posing significant risks to children’s safety [ 5 , 6 ]. As a result, the Guideline for the Management of Pediatric Off-label Use of Drugs in China (i.e., the Guideline) was developed in 2021 by the Chinese Society of Pediatric Clinical Pharmacology, the Chinese Medical Association, and the National Clinical Research Center for Child Health and Disorders (Children’s Hospital of Chongqing Medical University), in collaboration with the Chinese GRADE Center [ 7 ].

However, translating evidence from clinical practice guidelines (i.e., CPG) into practice, also known as implementation [ 8 , 9 ], is a complex process influenced by various factors such as political and social, the health organizational system, the CPG context, healthcare professionals, and patients [ 10 ]. For example, only about half of Chinese healthcare professionals follow the recommendations and understand the clinical practice guidelines, which range from 3 to 86% [ 9 ].

To enhance guideline adherence among healthcare professionals, it is necessary to identify the facilitators and barriers to guideline implementation [ 11 ]. In addition, theory-based guideline implementation research can assist implementers in avoiding potential pitfalls that may hinder their effectiveness [ 12 ]. Consequently, identifying factors that influence the implementation of recommendations, that is, implementation barriers and facilitators [ 10 ], is essential for the early clinical translation of guidelines to implement strategies tailored to anticipated barriers [ 13 ] and to optimize the implementation of interventions [ 14 ].

Off-label use of drugs in children is a complex aspect of clinical practice [ 15 ]. Only a small number of studies have demonstrated that the following are obstacles to the management of pediatric off-label use in China: lack of time to offer sources of information and evidence of off-label use, no available expert panel on off-label use, no adverse drug reaction monitoring system, no database of off-label drugs, no ethics council or pharmacy administration committee, difficulties in gaining written agreement from parents or guardians, and absence of a unified regulatory framework [ 16 , 17 , 18 ]. In addition, doctors’ awareness prescription of off-label drugs [ 19 , 20 , 21 , 22 ], their fear of legal repercussions [ 23 ], and they are less of informing parents about off-label drugs [ 21 , 24 ] were obstacles to managing children’s off-label drug use. However, none of the present research is theoretically based on guideline implementation studies and hence may lack systematicity in identifying factors influencing off-label drug use management in children. In addition, implementation strategies for managing pediatric off-label drug use are understudied.

Implementation strategies tailed based on the implementation contextual factors can promote adherence among healthcare professionals [ 25 ]. The Consolidated Framework for Implementation Research (CFIR), a well-known implementation science framework, has been extensively used as a framework in recent research on strategies for implementing guidelines, and it has successfully identified the influencing factors for guidelines’ implementation [ 26 , 27 , 28 , 29 , 30 , 31 ].Therefore, this study used CFIR for guiding data collection, data analysis, and findings interpretation to implement interventions across healthcare settings and aimed to understand professional health managers’ perspectives on implementing the Guideline in hospitals and determine the Guideline’s implementation facilitators and barriers. Also, the suggestions for implementing the Guideline were created by mapping the identified barriers to the Expert Recommendations for Implementing Change (ERIC) and selecting the appropriate strategies for implementation [ 26 , 32 ].

Research design

A qualitative descriptive study design was used in this study to understand professional health managers’ perceived barriers and facilitators to implementing the Guideline in hospitals [ 33 ]. In the previous study, 896 healthcare professionals from mainland China were invited to complete a questionnaire to rate the urgency and difficulty of implementing each of the 21 recommendations in the Guideline, ranking the recommendations according to combined scores, and selecting the top five of them (See Table  1 ).

Setting and sample

The study was conducted collaboratively by the Clinical Pharmacology Group of the Pediatric Society of the Chinese Medical Association and the National Clinical Research Center for Child Health (Children’s Hospital of Chongqing Medical University). Pediatric directors, pharmacy directors, and medical department directors from secondary and tertiary hospitals across the country were recruited voluntarily through the members’ units for online interviews via Tencent Meeting ( https://meeting.tencent.com ).

Reading available studies and performing some initial research helped create an interview framework [ 16 , 17 , 34 , 35 , 36 ]. Before the formal interviews started, a pharmacy director was recruited to participate in the pretest, and the interview plan was modified to consider the pretest results. The formal interviews were performed between June 27 and August 25, 2022, and participants were recruited using the convenience sampling approach. All the professionals with at least one year of management experience in pediatric off-label drug use were included. All experts invited to present were encouraged to participate and were given comprehensive information on the study via WeChat. They were instructed to read the Guideline in detail and ask the guideline developers to explain any questions accordingly [ 7 ]. Detailed interview times and locations were negotiated after signing an electronic informed consent. The sample size for this investigation was determined based on data coding, data saturation, and study feasibility [ 37 ].

Data collection

A semi-structured interview outline was created, with all questions revolving around the CFIR. The conversation will focus on potential contributing elements and obstacles to the Guideline’s implementation (See Supplementary Material 2 ). The CFIR framework and pre-interview were used to determine the validity of a structured interview in this qualitative research.

Data collection and analysis were repeated to discover new insights from early interviews that would guide later interviews and data collection [ 33 ]. We used Tencent Conferences ( https://meeting.tencent.com ) for audio recording and Xunfeitingjian Software ( https://www.iflyrec.com/ ) for transcriptions. Each interview was recorded with a particular interviewer label and then transcribed verbatim. All interviewees had the chance to examine the interview recordings to increase credibility and reliability.

Data analysis

The facilitators and barriers of the Guideline were investigated explicitly in the qualitative content analysis of expert interview data [ 38 ]. Both inductive and deductive methods were used to identify facilitators, barriers, and neutral factors [ 39 ]. A neutral influence has no positive or negative consequences or both positive and negative consequences but is overall neutral [ 40 ]. Meaningful text units, such as sentences, paragraphs, and words, were inductively extracted into coding and then subjected to CFIR framework analysis. These codes were then classified into subcategories and generic categories for further evaluation [ 41 ]. Information extraction and coding in Chinese were carried out independently by two researchers (MM and LX), and any discrepancies were resolved through discussion. The final findings were translated into English and further discussed by the research team to enable researcher triangulation and to reach a consensus on the results [ 42 ].

Role of the funding sources

The funder provided support for expert consultation fees and research publication costs. The study’s design and execution were not influenced by the research funding.

Characteristics of participants

Individual interviews were conducted with 28 healthcare professionals. The interviews ranged from 21 to 56 min. Half of the participants had a bachelor’s degree, and 60.7% were male. Among the participants, pediatric directors, pharmacy directors, and medical department director were ten, nine, and nine, correspondingly. About 40% of participants had more than 20 years of experience, 27 were in senior positions, and one was in an intermediate position. There were 15 from tertiary hospitals and 13 from secondary hospitals, respectively. Twenty of the professionals interviewed were dissatisfied with the current management of off-label drug use in children. Participants came from all across the Chinese mainland (see Table  2 ).

Identified influencing factors

According to the findings of the interviews, there are 57 factors influencing the implementation of the Guideline in China, including 27 facilitators, 29 barriers, and one neutral factor. These contributing factors were spread throughout 29 constructs in the four CFIR domains studied for the guidelines (see Table  3 and Supplementary Material 1 ). The most influential factors were found in the internal setting, and the fewest influences were found in the intervention characteristics, which was 24 and ten, respectively. Following the CFIR framework, including intervention characteristics, external setting, internal setting and individual characteristics, we will present the following descriptions of all influential factors.

Intervention characteristics

In seven of the eight constructs in the CFIR domain of intervention characteristics, three facilitators and seven barriers were identified (see Table  3 and Supplementary Material 1 ). Many experts supported the implementation of the Guideline and praised the quality and strength of the evidence in terms of facilitators. The Guideline’s key relative strengths were the Guideline developed by a pediatric specialty hospital, which was in charge of developing pharmaceuticals for pediatrics, including national interdisciplinary specialists with more impact. It is more advantageous than comparable existing guidelines in China.

The barriers included a lack of practicality, unnecessary clinical practice, a need for context-specific adaptation, poor trialability in non-children’s hospitals, poor feasibility in primary hospitals, some complicated recommendations, and a need for some cost. The participant said, “With or without this guideline, it has little impact on clinical practice; it is just an additional option to consider.” which showed the Guideline is not particularly meaningful. The absence of emergency response capacity, the shortage of pediatricians, and the inability to accurately estimate adverse drug reactions are the key barriers to implementation in primary care facilities. The adaptations to the guidelines that are required to fit the implementing setting include suiting the primary level, renaming off-label drug use to expanded drug use, managing pediatric population subgroups differently (neonates, infants, children, and adolescents), improving process management, and simplifying clinical practice. The management of off-label use of drugs should be implemented for all patients while managing the pediatric population, according to the broad view of non-children’s hospital managers who believe that the pediatric population is too small. Costs that need to be considered include the cost of purchasing, maintaining, and updating the database, the cost of recruiting assessment experts, the cost of legislation, training, and dissemination, as well as the time clinicians must spend managing off-label drugs.

External setting

In the four constructs of the external setting, a total of 12 influencing factors were included, with five facilitating factors, six barrier factors, and one neutral factor (see Table  3 and Supplementary Material 1 ). In terms of facilitating factors, the Guideline can meet children’s treatment needs, pharmaceutical companies participate in and promote clinical trials, the Physicians Law of the People’s Republic of China encourages the management of off-label drug use in children, the occurrence of off-label drug use disputes in children raises concerns in this area, and unique improvement campaigns. Neutral influences include the Guangdong Pharmaceutical Society, the Shandong Pharmaceutical Society, and similar guidelines from other countries.

The barriers included a lack of patient understanding, pharmaceutical industry off-label promotion, too many choices, non-reimbursement by health insurance, risk of legal conflicts, and a lack of administrative or policy promotion. Although clinicians may have some authority, they will still have to deal with the problem and risk of off-label use of drugs because patients frequently lack comprehension of their use. " Well-known professionals collect a variety of evidence and then inform the patient of any potential adverse effects,, the parents will claim, ‘I signed the informed permission, but I do not know the medicine and saw the instructions did not include this use. You are a doctor, and you know whether to use it.' if the accident occurs.” In China, the health insurance reimbursement system has a direct impact on clinicians’ treatment behavior, and “there is a big problem with not being reimbursed for any medications that are used off-label. " In addition, the possibility of legal disputes arising from the off-label use of medications in children worries many doctors. A participant said,” After all, there is no particular legislation, and while the Physician Law specifies that off-label drug use is subject to standards and guidelines, there are still risks in practice. " Furthermore, the lack of administrative or policy impetus for the guideline is an essential barrier, “Regarding the current context of hospital medication use in China, the power of professionals is constantly pushed by the force of administration or policy. “

Internal setting

The 14 structures of the internal setting in CFIR contained the most influencing elements, with 15 facilitators and nine barriers (see Table  3 and Supplementary Material 1 ). The facilitators included graded management, a dedicated person to drive, the addition of prescription review rules, promotion by societies or associations, promotion by medical associations, cultural alignment with the hospital, high urgency, fitting firmly with the hospital’s management, availability of punishments, alignment with hospital management goals, a better learning environment, proper off-label drug coverage by the hospital, a team of off-label drug management, a database, and clinical pharmacists’ support of off-label drug use. Off-label drugs are not reimbursed by Medicare but are covered by some hospitals. " The hospital will pay for reasonable off-label drugs that are approved by the hospital but are not paid for by health insurance.” Furthermore, many hospitals are prepared to implement off-label management in children, and interview experts believe that clinical pharmacist support can help manage the off-label use of drugs. A participant said, “Our clinical pharmacists are our most important resource for explaining off-label drug use. The combination of clinicians and clinical pharmacists coming together to assess the safety and efficacy of the drugs is particularly good.”

The barriers included the low priority of pediatrics in non-children’s hospitals, the unfavorable social environment, the conflict between clinicians and patients, the lack of communication between pharmacists and clinicians, a lack of priority in comparison to other daily work, a lack of personal gain, low-level physician compliance, complex management procedures, a lack of attention from hospital leadership, and a lack of specialized training. According to many experts, managing pediatric off-label drug use does not prioritize daily work since it is only a small component of rational medication management or daily diagnosis and treatment. A participant said, " Off-label drugs for children are just a minor part of clinical treatment. In the arduous clinical work, I must always prioritize the patient, making off-label drugs impossible to focus on”. Additionally, especially in primary hospitals, there is a lack of specialized training in using off-label medications in children.

Individual characteristics

In the four constructs of the individual characteristics, a total of 11 influencing factors were included, with four facilitating factors and seven barrier factors (see Table  3 and Supplementary Material 1 ). The facilitators included an alignment with personal beliefs, physician confidence, a willingness to promote, and a high degree of professional restraint and self-defense of pediatric doctors. The transmission and promotion of guidelines with coworkers, classmates, and some network contacts were mentioned by experts as methods. Furthermore, some interviewers considered pediatricians more self-aware and disciplined than adult physicians.

The barriers included a lack of understanding of the Benefit and Risk Assessment framework, low titles, a lack of passion and innovation on the part of pharmacists, a wide range of technical competence, a few physicians’ poor ethical principles, an ignorance of physicians’ management of off-label use drugs, and a physicians’ empiricism with drug use. Recommendation 4.1’s benefit and risk assessment framework confused many medical professionals. They offered some solutions, such as “I hope to use it as a quantitative adjustment of a scale,” “make it a scoring system,” “make its voice recognizable,” or “make it as intelligent standard operating procedures.” The more considerable barriers are physicians’ empirical use of drugs and a lack of awareness about off-label drug management. “Clinically, there isn’t a clear line between right and wrong, and I think that after the recommendations are put into place, there will be a lot of resistance to changing doctors’ habits if they need to.”

Role differences

Conflicting views exist among experts on the interaction between clinical pharmacists and physicians. A pharmacist said, “The most challenging component of communicating with clinicians is clinical department chiefs, in particular. Some medical professionals will collect books, manuals, guidelines, and other information to prove their point to you. We must explain that any use not listed in the drug manual is considered off-label, but it may not be irrational. Additionally, you must carefully and exhaustively offer evidence when introducing each form of an off-label drug one at a time. With the medical department, communication is still quite simple.” In contrast, doctors contended that “prescriptions are frequently evaluated by the hospital’s pharmacy department, for example, in the case of incorrect dosage. Then a deduction is required, and much work and time must be spent on fighting and appealing each time.” Clinicians expect pharmacists to devote their time and energy as the driving force behind the off-label use of drugs for children, even though the varied feedback from the roles for communication may be related to the various goals of the different roles for managing off-label drugs for children. A participant said, “Pharmacy is expected by medical departments to offer a catalog or to advance scientific management, but their primary goal is self-preservation and minimizing dangers to clinicians during treatment. Clinicians are also extremely hopeful that pharmacies will become more clinically friendly through constant appeal and standardization, some actions to support the development of a reliable system, and a social environment. However, clinicians might not invest much time or effort in this area.”

Conflicting influential factors

Some interview experts viewed clinical pharmacists as facilitators, but some believed that they made managing children’s off-label drug use more difficult. “It is appropriate for clinical pharmacists to direct the clinical use of medications because they are more knowledgeable about drug toxicology and adverse effects. But the current situation of over-centralization of clinical pharmacist rights and restriction of clinical use of medications to clinicians, as well as the lack of personal competence of clinical pharmacists, may hinder the rational clinical use of medications, including off-label use in children,” one medical director stated.

Many experts regarded the Law on Doctors of the People's Republic of China as a facilitating factor, but some experts still think there are legal concerns involved in putting the Guidelines into practice. An expert said, “The Physicians’ Law contains 67 items, including four on the use of off-label drugs, which is considerable progress for the management of off-label use of drugs. However, there is no targeted legislation. Clinicians are at higher risk of experiencing adverse side effects from using off-label drugs.” The experts regard the guidelines’ implementation as urgent but not a priority. An interviewer said, “As a result of our current inadequate drug supply and the urgent demand for pediatric medications, experts stressed the urgent necessity to address the issue of off-label prescriptions for children.” However, according to experts, it is not given the highest priority for implementation, primarily due to the busy and complex clinical work and the concern about off-label use of drugs making up a tiny portion of daily work. Additionally, managing children’s off-label drug use is also not a standard component of hospital assessments, and medical staff typically puts the hospital’s assessment requirement first.

According to our knowledge, this is the first study conducted by Chinese guideline developers to tailor the implementation strategy of the guidelines. Key stakeholders in the implementation of the Guideline for the management of pediatric off-label use of drugs in China (2021) were interviewed to identify 57 influencing factors, including 27 facilitators, 29 barriers, and one neutral factor, based on the implementation science CFIR framework and using one-on-one expert in-depth interviews. Based on mapping the critical barriers to the CFIR-ERIC [ 26 , 32 ], recommendations for implementation strategies were made, such as tailoring strategies, encouraging adaptability, inquiring of national health administrations to promote recommendations, and establishing networks for communication between clinicians and pharmacists. The study revealed the complexity of the factors influencing managing children’s off-label medication use. We will update the Guideline to address the lack of patient awareness, and a lack of policy incentives (non-reimbursement by health insurance and a lack of administrative or policy promotion) were the key obstacles in external settings. The communication barriers between pharmacists and physicians were found to be the most critical internal barriers. Regarding individual characteristics, the main barriers were pharmacists’ varying technical competence and physicians’ empiricism with medication use. Additionally, this study discovered that even though the PRC Physicians Law’s enforcement helped implement and promote the Guideline, it still needs to relieve the issue of legal dangers for medical staff completely. The difference in the barriers to implementing the Guideline for different roles of medical staff is the communication barrier between pharmacists and physicians.

According to this qualitative study, the Guideline was viewed as having less applicability for primary hospitals by many experts. The findings were consistent with a 2017 study on managing children’s off-label drug use, which also found a significant difference between the management of children’s off-label drug use in secondary and tertiary hospitals [ 17 ]. In China, each hospital grade has a unique set of medical duties, and the higher the grade, the greater the capacity for treatment [ 43 , 44 ]. As map CFIR-ERIC suggests, we should tailor strategies [ 26 , 32 ]. It is advised that guideline developers should take into account the creation of implementation strategies for various hospital grades [ 14 ]. Additionally, many experts feel that the Benefit and Risk Assessment Framework in recommendation 4.1 is difficult to comprehend and would like to quantify and improve the framework’s operability to help physicians make speedy and accurate decision-making. Intelligent assisted decision-making technologies have been created globally and deployed in clinical practice [ 45 , 46 , 47 ]. Artificial intelligence-based and scientifically sound assisted decision-making systems for children’s off-label drug use to have some shortcomings [ 45 ]. As map CFIR-ERIC suggests, we should promote adaptability and suggest researchers should develop a more practical framework for monitoring the use of off-label drugs in children or a scientifically validated off-label medication-assisted decision-making system to make it easy to follow [ 26 , 32 ].

As our findings show, in China, the lack of policy incentives and Medicare not covering off-label medicine costs are severe barriers to managing off-label drug use in children [ 48 , 49 ], Belgium [ 50 ], the Czech Republic [ 51 ], Germany [ 52 ], Italy [ 53 ], Switzerland [ 53 ], the United States [ 54 , 55 ], Slovakia [ 55 ], Greece [ 5 ], and Poland [ 56 ], were currently capable of paying for certain off-label drugs by general health insurance. As a result, it is proposed that China’s health insurance department consider establishing a national essential specified reimbursement catalog for off-label drugs based on the relevant experience of the countries mentioned above. Also, we find that a lack of administrative & policy promotion is a barrier. Policies are the most influential drivers of medical practice improvement in China. For example, the Chinese Special Rectification Activity on Clinical Antibiotic Use (CSRA), launched in 2011, has been implemented by hospitals and promoted by policy. Numerous studies have demonstrated its rapid and long-term implementation effect [ 57 , 58 , 59 ]. Alter incentive/allowance structures, involve executive boards, and build a coalition were mapped by CFIR-ERIC [ 26 , 32 ]; consequently, the national health administration is called upon to promote implementing off-label drug use management in children.

Although the Law on Doctors of the People's Republic of China was a reasonable basis for off-label use, physicians and hospitals face potential legal risks in practice, according to our research, which may be because of its implementation challenges [ 59 ]. According to Chinese Physicians Law, “in special cases where effective therapies are not yet available, a physician may, after obtaining the patient’s explicit informed consent, use a drug that is not stated in the drug’s instructions but has evidence to support its use,” which indicates that there are two conditions for using drugs off-label. First, obtain the patient’s informed consent. Second, there is evidence supported. Clinical challenges exist in obtaining informed permission from parents of children, primarily because of their lack of comprehension of the concept of off-label use of drugs [ 19 , 60 ] and an increased risk of adverse reaction [ 60 ], which is further worsened by the crisis in doctor-patient trust crisis [ 61 ]. Additionally, the current inaccessibility of evidence, mainly because of the shortage of locally evidence-based data for pediatrics [ 62 , 63 ], the shortage of evidence-based specialists [ 64 ], and the ignorance of “evidence-based medicine” and its critical databases among doctors both domestically and internationally [ 65 ]. As a result, the following two suggestions are recommended: On the one hand, information sharing and disease-specific education [ 66 ] can help doctors and patients communicate more effectively. The Guideline’s developers should create patient and public versions of the Guidelines [ 67 , 68 ] to “translate” the rationale and recommendations into a format that patients and the general public can understand and use, as well as to assist parents of children in understanding the meaning and necessity of off-label drugs in a friendly manner. Parents will have a better grasp of why off-label drug use is necessary. On the other hand, the authors of the recommendations should invite evidence-based specialists to regularly update the “list of common types of pediatric off-label use of drugs, evidence levels, and recommendations” in Recommendation 1.2, making it easy for clinicians to access the evidence-based information regarding the use of drugs off-label in children.

Clinical pharmacists actively contribute to managing off-label drugs in children, as the experts indicated in their interviews [ 69 , 70 , 71 , 72 ]. However, the study identified communication barriers between pharmacists and physicians, which is consistent with the findings [ 73 ]. On the one hand, the idea of the doctor as a leader is ingrained in the medical profession. The power gap between doctors and pharmacists makes doctors seem unapproachable to pharmacists [ 74 , 75 ]. On the other, most clinical pharmacists in China originally trained as ordinary pharmacists and went on to finish a year of continuing clinical pharmacy education [ 76 , 77 ]. A need for more clarity of duty and role conflict among clinical pharmacists is frequently the result of shorter training programs and quick duty transitions [ 76 ]. The wide range mainly demonstrates this in clinical pharmacist competence [ 78 ], which has caused physicians to need more faith in their expertise [ 73 ]. In order to improve the communication effectiveness of pediatric off-label use of drug management, it is suggested to investigate appropriate communication strategies and establish networks for communication between doctors and pharmacists according to the CFIR-ERIC map [ 26 , 32 ]. For instance, physician-pharmacist-patient communication has become more effective and satisfying thanks to the situation-background-assessment-recommendation (SBAR) standardized communication model [ 79 , 80 ].

To our knowledge, this study significantly reduces the implementation gap in managing children’s off-label drug use. We systematically identified and analyzed the “Guideline for the Management of Pediatric Off-Label Use of Drugs in China” implementation challenges using the CFIR framework and gave suggestions for implementing the Guideline. In this study, we investigated the perspectives of healthcare professionals in various hospital roles on the management of children’s off-label drug use. We provided a reference for the standardized management of children’s off-label use of drugs.

Limitations

The study also has some limitations. Firstly, only the key stakeholders in the Guideline—the head of pediatrics, the head of the pharmacy, and the medical department director were included in the study, whichmeans that not all influencing factors were identified. Still, since all participants have rich experience in the field and experience managing off-label drug use in children, we believe they are more representative. Second, quotations with codes were translated into English from the expert interviews and data analysis done in Chinese. Although no researchers of the international collaborative team had read the original transcripts, a consensus was reached through an iterative process and triangulation to ensure the objectivity of the data collection and analysis.

Implications for further research and clinical practice

Planning the implementation of guidelines, including a good fit between implementation strategies, relevant interventions, and contexts, is more complicated and demanding [ 81 ]. The findings of this study indicate that future complex interventions for the Guideline will be necessary because of several influencing factors. It is advised that future intervention studies be designed using the new framework for complex interventions, which includes intervention development or identification, feasibility, assessment, and implementation [ 82 ]. Partnership, target population-centered, evidence, and theory-based, implementation-based, efficiency-based, stepped or phased, intervention-specific, and combination are currently recommended intervention development and design methodologies [ 83 ]. Combining the Chinese implementation settings will be possible concerning numerous implementation strategies, such as workflow and regulation optimization, assessment tool development, resource input, or multidisciplinary collaboration [ 84 ]. Consequently, complex interventions may be established to encourage the implementation of guidelines at various levels of the hospital setting. In addition, appropriate process evaluation methods should be adopted to comprehend and better understand the causal mechanisms and contextual factors associated with outcome change [ 85 , 86 ].

Despite being a global public health concern, there is a research gap in analyzing implementation strategies for managing off-label drug use in children. In the future, the Guideline will be updated based on facilitators and barriers, and interventions will be created in various settings to advance guidelines’ implementation by guideline developers. Additionally, the findings in this study are regarded as a baseline for comparison with the barriers and facilitators evaluated during and after implementing an intervention to improve the use of off-label drug management strategies.

Data availability

To preserve the anonymity of interviewees, the transcribed interviews are not available for sharing. The remaining data generated or analysed during this study are included in this published article and its supplementary information file.

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Acknowledgements

Thanks to Professor Fei Yin of Xiangya Hospital Central South University for his help in recruiting experts for the interviews.

This research was funded by the Chevidence Lab Child & Adolescent Health of Chongqing Medical University’s Children’s Hospital’s Key Project in 2022 (LY03007).

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Min Meng and Jiale Hu contribute equally.

Authors and Affiliations

Chevidence Lab of Child & Adolescent Health, Children’s Hospital of Chongqing Medical University, Chongqing, China

Min Meng & Yaolong Chen

National Clinical Research Center for Child Health and Disorders, Ministry of Education Key Laboratory of Child Development and Disorders, International Science and Technology Cooperation Base of Child Development and Critical Disorders, Children’s Hospital of Chongqing Medical University, Chongqing, China

Min Meng, Enmei Liu, Qiu Li & Yaolong Chen

Chongqing Key Laboratory of Pediatrics, Chongqing, China

Department of Pharmacy, Gansu Provincial Hospital, Lanzhou, China

Min Meng, Min Tian & Wenjuan Lei

Department of Nurse Anesthesia, Virginia Commonwealth University, Richmond, USA

School of Public Health, Lanzhou University, Lanzhou, China

College of Pharmacy, Gansu University of Chinese Medicine, Lanzhou, China

Department of Nephrology, Children’s Hospital of Chongqing Medical University, Chongqing, China

Research Unit of Evidence-Based Evaluation and Guidelines, Chinese Academy of Medical Sciences(2021RU017), School of Basic Medical Sciences, Lanzhou University, Lanzhou, China

Yaolong Chen

 WHO Collaborating Centre for Guideline Implementation and Knowledge Translation, Lanzhou, China

Lanzhou University GRADE Center, Lanzhou, China

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Contributions

MM and JH are joint first authors. YC and QL designed the study. MM organized all expert interviews with the help of JH and requested experts to examine the interview recordings. XL and MM extracted information and coded in Chinese.WL and XL analyzed the data. MT and ZH translated interview. MM and JH drafted the manuscript. YC and QL revised the article. All authors have read and approved the final manuscript.

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Correspondence to Qiu Li or Yaolong Chen .

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This study was approved by the Research Ethics Committees at Gansu Provincial People’s Hospital (approval number: 2022 − 152). All participants signed the informed consent form. All interviews were conducted anonymously, and all transcripts and other records were kept private. Participants were informed that they could start, refuse, or withdraw from the study without negative consequences.The study was performed in accordance with the Declaration of Helsinki.

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Meng, M., Hu, J., Liu, X. et al. Barriers and facilitators to guideline for the management of pediatric off-label use of drugs in China: a qualitative descriptive study. BMC Health Serv Res 24 , 435 (2024). https://doi.org/10.1186/s12913-024-10860-0

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Qualitative Research: Data Collection, Analysis, and Management

Introduction.

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

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

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

THE PARTICIPANT’S VIEWPOINT

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

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

DATA COLLECTION

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

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

DATA ANALYSIS AND MANAGEMENT

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

Interpretation of Data

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

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

Transcribing and Checking

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

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

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

Reading between the Lines

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

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

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

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

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

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

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

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

DATA SYNTHESIS

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

Planning and Writing the Report

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

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

CONCLUSIONS

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

Appendix 1. Excerpt from a sample transcript

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

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

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

Previous articles in this series:

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

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

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

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

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

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

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

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

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

Competing interests: None declared.

Further Reading

Examples of qualitative research in pharmacy practice.

• Farrell B, Pottie K, Woodend K, Yao V, Dolovich L, Kennie N, et al. Shifts in expectations: evaluating physicians’ perceptions as pharmacists integrated into family practice. J Interprof Care. 2010; 24 (1):80–9. [ PubMed ] [ Google Scholar ]
• Gregory P, Austin Z. Postgraduation employment experiences of new pharmacists in Ontario in 2012–2013. Can Pharm J. 2014; 147 (5):290–9. [ PMC free article ] [ PubMed ] [ Google Scholar ]
• Marks PZ, Jennnings B, Farrell B, Kennie-Kaulbach N, Jorgenson D, Pearson-Sharpe J, et al. “I gained a skill and a change in attitude”: a case study describing how an online continuing professional education course for pharmacists supported achievement of its transfer to practice outcomes. Can J Univ Contin Educ. 2014; 40 (2):1–18. [ Google Scholar ]
• Nair KM, Dolovich L, Brazil K, Raina P. It’s all about relationships: a qualitative study of health researchers’ perspectives on interdisciplinary research. BMC Health Serv Res. 2008; 8 :110. [ PMC free article ] [ PubMed ] [ Google Scholar ]
• Pojskic N, MacKeigan L, Boon H, Austin Z. Initial perceptions of key stakeholders in Ontario regarding independent prescriptive authority for pharmacists. Res Soc Adm Pharm. 2014; 10 (2):341–54. [ PubMed ] [ Google Scholar ]

Qualitative Research in General

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Group Dynamics in Focus Groups

• Farnsworth J, Boon B. Analysing group dynamics within the focus group. Qual Res. 2010; 10 (5):605–24. [ Google Scholar ]

Social Constructivism

• Social constructivism. Berkeley (CA): University of California, Berkeley, Berkeley Graduate Division, Graduate Student Instruction Teaching & Resource Center; [cited 2015 June 4]. Available from: http://gsi.berkeley.edu/gsi-guide-contents/learning-theory-research/social-constructivism/ [ Google Scholar ]

Mixed Methods

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Collecting Qualitative Data

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Constructivist Grounded Theory

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