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• Section 15. Qualitative Methods to Assess Community Issues

Chapter 3 Sections

• Section 1. Developing a Plan for Assessing Local Needs and Resources
• Section 2. Understanding and Describing the Community
• Section 3. Conducting Public Forums and Listening Sessions
• Section 4. Collecting Information About the Problem
• Section 5. Analyzing Community Problems
• Section 6. Conducting Focus Groups
• Section 7. Conducting Needs Assessment Surveys
• Section 8. Identifying Community Assets and Resources
• Section 9. Developing Baseline Measures
• Section 10. Conducting Concerns Surveys
• Section 11. Determining Service Utilization
• Section 12. Conducting Interviews
• Section 13. Conducting Surveys
• Section 14. SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats
• Section 16. Geographic Information Systems: Tools for Community Mapping
• Section 17. Leading a Community Dialogue on Building a Healthy Community
• Section 18. Creating and Using Community Report Cards
• Section 19. Using Public Records and Archival Data
• Section 20. Implementing Photovoice in Your Community
• Section 21. Windshield and Walking Surveys
• Section 22. Using Small Area Analysis to Uncover Disparities
• Section 23. Developing and Using Criteria and Processes to Set Priorities
• Section 24. Arranging Assessments That Span Jurisdictions

• Main Section

What are qualitative methods of assessment?

Why use qualitative methods of assessment, when would you use qualitative methods of assessment, how do you use qualitative methods of assessment.

Using qualitative assessment methods rather than purely data-based information is crucial to understanding many community issues and needs. Numbers work well to show comparisons, progress, an statistics of community efforts, but they cannot express motives, opinions, feelings, or relationships. This section discusses how to use qualitative assessment methods and when to implement them into communtiy planning.

Qualitative methods of assessment are ways of gathering information that yield results that can’t easily be measured by or translated into numbers. They are often used when you need the subtleties behind the numbers – the feelings, small actions, or pieces of community history that affect the current situation. They acknowledge the fact that experience is subjective – that it is filtered through the perceptions and world views of the people undergoing it – and that it’s important to understand those perceptions and world views.

There are two major scientific ways of gathering information: quantitative methods and qualitative methods. Quantitative methods are those that express their results in numbers. They tend to answer questions like “How many?” or “How much?” or “How often?” When they’re used to compare things – the results of community programs, the effects of an economic development effort, or attitudes about a community issue – they do it by subjecting all of the things or people they’re comparing to exactly the same tests or to the same questions whose answers can be translated into numbers. That way, they can compare apples to apples – everything or everyone is measured by the same standard. Quantitative measures are often demanded by policy makers; they are considered trustworthy because their results can be measured against one another, and because they leave less room for bias.

Qualitative methods don’t yield numerical results in themselves. They may involve asking people for “essay” answers about often-complex issues, or observing interactions in complex situations. When you ask a lot of people for their reactions to or explanations of a community issue, you’re likely to get a lot of different answers. When you observe a complex situation, you may see a number of different aspects of it, and a number of ways in which it could be interpreted. You’re not only not comparing apples to apples, you may be comparing apples to bulldozers or waterfalls. As a result, researchers and policymakers sometimes see qualitative methods as less accurate and less legitimate than quantitative ones. That can be true, but, as we’ll see, if qualitative methods are used with care, they can also yield reliable information.

Qualitative and quantitative methods are, in fact, complementary. Each has strengths and weaknesses that the other doesn’t, and together, they can present a clearer picture of the situation than either would alone. Often, the most accurate information is obtained when several varieties of each method are used. That’s not always possible, but when it is, it can yield the best results.

There are a number of qualitative methods that can be used in assessment of issues or community needs. We’ll list the major ones here, and look at them in more detail later in the section.

They include:

• Individual interviews . These may be structured interviews, where the questions are determined beforehand, or unstructured conversations that are allowed to range wherever the interviewee wants to go in relation to the general topic. Even in structured interviews, there may be room for both interviewers and interviewees to pursue topics that don’t relate directly to answering the original questions. The difference, however, is that in a structured interview, all those questions are formally asked, and the interviewer does her best to make sure they’re answered.
• Group interviews . These are similar to individual interviews, but involve two or more interviewees at a time, rather than one. (Sometimes, these are unexpected – the interviewee’s mother and sister are present, and insist on being part of the conversation.) Group interviews have some advantages, in that interviewees can act as a check on one another (I remember that happening in a different way…), and stimulate one another’s thinking. At the same time, the interviewer has to be somewhat of a facilitator, making sure that no one person dominates, and that everyone gets a reasonable chance to speak.

A special case of group interviewing is a focus group . This is a group of about 6-10 people, led by a trained facilitator, assembled to answer a specific question or questions. An effort is sometimes made to make sure that group members don’t know one another, so that social pressures won’t influence them. If trained facilitators are available, focus groups can be a good way to get accurate information about an issue.

• Observation . Here, someone actually goes and looks at a place or event, watches situations or interactions, or takes part in the life of the community or a population while recording what he finds as a result.
• Community or other large meetings . These meetings allow a range of people a chance to express their opinions and react to others’. They can draw on a large pool of opinions and knowledge at one time, and uncover disagreements or differences that can then be discussed.
• Interpretation of records, transcripts, etc. This can range from qualitative analysis of quantitative data (like the assumption of the researcher in the introduction to this section that people who are doing well won’t be interested in an adult education program), to using quantitative data as a jumping-off point for qualitative assessment, to case studies (detailed examinations of individual cases). The last are not always useful in assessing community issues or needs, but they can be very effective in convincing policymakers or funders of the importance of those issues and needs.

Many types of qualitative information are turned into numerical results, although not always accurately. The transformation may miss important details, or the information may simply be too complex to fit easily into numerical constraints, unless you can create a computer model or similar number-based framework that has the capacity to take in an enormous amount of variety. There are many software programs – NVivo and Atlas.ti are fairly well-known, but there are many others, including some freeware – that are intended expressly for analyzing qualitative data.

Since qualitative methods give you results that are not always easy to compare, or even to check for accuracy, people who want hard and fast evidence often see them as suspect. In fact, both quantitative and qualitative measures are important and necessary, depending on the situation. When you’re assessing community issues, as we’ve discussed, you’ll often get closest to the complete picture by using both. The problem is convincing those who need to be convinced – policymakers, funders, etc. – that your qualitative measures are reliable.

There is a debate in the research community about how to judge qualitative methods. Some say they should be evaluated by the same standards as quantitative methods. Others maintain that, because they are intrinsically different from quantitative methods, qualitative methods need a set of standards that take into account their philosophical base and the kind of information they yield.

The British government, for instance, has developed a framework for demonstrating qualitative reliability, which includes a set of 18 questions that a qualitative assessment or study should be subjected to (see Tool #1 ).

Guidelines that can help you argue for the reliability of your qualitative assessment include:

• Report accurately and completely . Whether you’re interviewing, observing, or engaging in some other technique, you should faithfully record such details as the time and place of your activity, who was involved, what the situation was, etc. In that way, you can see similarities and differences, and make comparisons where they’re appropriate. The recording of interviews, observations, and other information should be as accurate and nearly complete as possible (e.g., word-for-word for interviews).
• Frame the right questions, and direct them appropriately . Occasionally, it works to go fishing for information, i.e. to start without any idea of what you want to find out In most instances, however, you should know what the important questions are, and where you need to look for answers. The clearer you can be – and the clearer it is that the questions you’re asking will lead to real understanding and effective action – the more credibility your inquiry will have.
• Use qualitative methods specifically to gain information you can’t easily get from quantitative methods . You can quantify how many members of a specific minority live in a particular neighborhood. It’s much harder to quantify a clear understanding of how well they get along with their neighbors, and why.
• Use the method(s) that can best help you answer the questions you’re asking . If you want to know the state of vacant lots in a city, you’re less likely to determine it by asking people than you are by going and looking at the lots themselves. On the other hand, you usually can gain more information about people’s opinions through talking to them than you can from observation.
• Sort out your own and others’ subjective feelings and comments from objective reality, and try to make sure that your findings are objective . It’s easy to get caught up in the passion of interviewees’ opinions, or in your own response to particular conditions. If you want your findings to be reliable, you have to screen out as much of the subjective as possible from what you find and record. (One way to approach this issue is to have more than one person record and analyze each interview or observation, and then to check on how well they agree, both in their recording of the data and in their interpretation.)

Something that’s objective – an observation, statement, opinion, research finding, etc. – is based on reality as it actually is. Scientists, for instance, aim to be objective, and to understand the way things really are, rather than the way the scientists or others want them to be, or think they might be. A subjective observation, statement, opinion, or research finding, on the other hand, is based on the thoughts and assumptions of the person issuing it. A researcher may be so appalled by the conditions in neighborhoods where violence is rampant that she may begin to feel that violence is in fact the only rational response, and slant her research in that direction. Especially in community assessment, objectivity is vitally important. Objectivity in looking at the community will help you understand how to most effectively address issues, maximize and use assets, and solve problems. Understanding your own subjective reactions – to difficult conditions, to particular individuals, to cultural practices – will help you to screen them out, thereby increasing the reliability of your findings.

The basic reason to use qualitative methods is that there are some kinds of questions and some dimensions of community assessment that can be better addressed by them than by quantitative methods. The methods you use should be determined by the questions you’re asking. Since it may be hard to convince policymakers and others that qualitative methods are useful, however, why bother to use them at all? Some of the major reasons:

• They answer some questions that quantitative measures can’t. Quantitative methods may tell you how many people do a certain thing, but they’re unlikely to tell you how or why they do it. Qualitative methods can better answer the how and why questions, and also provide other information in the process.
• They connect directly with the population and the community with which you’re concerned. In assessment, the best sources of information are those closest to what’s being assessed: they experience it more than anyone else. Qualitative methods generally go directly to those sources with more complex questions than quantitative methods.
• They can get at certain underlying realities of the situation. Once again, quantitative methods often don’t answer “why?” questions, while qualitative methods can tell you about the history of the community or issue, who the significant supporters and opponents of various ideas are, whom people in the community listen to, etc. In an assessment situation, these can be crucial pieces of information.
• They can involve the population of interest, or the community at large, in helping to assess the issues and needs of the community. This participation fosters a sense of ownership and support for the efforts.
• They often allow for a deeper examination of the situation or the community than quantitative methods do. Quantitative methods, although helpful, can tend to put people or events in specific categories, ask for yes-no or multiple-choice answers, often eliminating complexity. Qualitative methods allow for following promising directions (“Why do you say that?”), and can lead to the discovery of important information that quantitative results wouldn’t have touched on.
• They allow for the human factor. While the information obtained through qualitative methods is often subjective, it is also often identified as such, and can be analyzed accordingly.

Clearly, there are times when quantitative research will give you the information you need. So when do you use qualitative methods? It depends to a great extent on the question you’re asking. (The first four situations below are based on a USAID guide to using rapid appraisal methods, Performance Monitoring and Evaluation Tips .)

• When what you need is qualitative, descriptive information . Particularly in an assessment situation, what you’re often looking for is descriptive or analytical information that has little to do with quantitative measures. The type of information provided by qualitative methods is often exactly what you’re looking for in community assessment to decide on next steps.
• When you’re trying to understand the reasons and motivations for people’s behavior, or how they operate in particular situations . Why don’t people take advantage of human service programs for which they’re eligible? What are the differences in the ways people of different cultural backgrounds respond to services? These are the kinds of questions you’re likely to want to answer in a community assessment, and they often can’t be answered quantitatively.
• When you’re analyzing quantitative data. As mentioned above, much quantitative data can be analyzed using qualitative methods.

An odd set of numbers – a community that’s decidedly low-income, but where a vast majority of people own their own homes, for instance – might be the springboard for a qualitative examination of why this is so. A number of reasons are possible: The community is largely elderly, and people are living in long-since-paid-for houses they bought 40 or more years ago, when their income was higher and housing was less expensive. One or more local banks have made it a priority to help people buy houses, and provide low-interest mortgages and other subsidy programs to further that goal. While they may be low-income, the members of the community nonetheless scrimp on everything else in order to put away money for a house. This is often the case among immigrants from certain cultures, where people are willing to live very simply for many years in order to save for property and education. The community has been “written off” because of its substandard housing, dangerous streets, and lack of services, and houses as a result are ridiculously cheap. A combination of factors, some of which may not be listed here. By and large, quantitative methods won’t easily tell you the reasons for this unusual situation, but qualitative methods will.

• When you’re trying to develop suggestions and recommendations . Again, this is often the primary purpose of community assessment. How should you design a program or initiative to accomplish a major community goal or deal with an issue? What will people respond to? Qualitative data may give the best information here, or may be used in addition to qualitative information to provide a complete picture on which to base your strategy.
• When you want to involve the community in assessment as directly as possible . Involving community members directly leads to ownership and support of initiatives, and is also likely to generate the best and most effective solutions. Qualitative assessment methods, for the most part, collect information directly from community members themselves, and allow them to fill in the details as much as they can. By and large, being interviewed is more likely to leave someone feeling like part of the process than filling out a survey.
• When you’re doing community-based participatory research (i.e., involving the community directly in planning and implementing assessment). Community-based participatory research often relies greatly on qualitative assessment methods.
• When quantitative data are unavailable or unobtainable.
• When you don’t have the capacity to use quantitative methods . You may not have the proper training, the software or hardware that will make quantitative assessment useful for you, or the time to use quantitative methods properly.

Now that you’re convinced of the importance of using qualitative methods of assessment, how are you going to do it? There’s seldom one right way to do anything, but we’ll offer some steps to take in using qualitative methods, including some guidelines for doing interviews and observations, the two most common methods. (Most of these guidelines hold equally for using quantitative methods as well.)

Start by deciding what it is you want to know.

You may remember that this is also one of the guidelines for qualitative reliability. It may seem elementary, but it doesn’t happen anywhere near as often as it ought to. The importance of deciding what you want to know is that it determines the character of your assessment – what kinds of questions you ask, whom you ask them of, how you’ll go about it, etc. Without that minimal amount of structure, you’re likely to wind up with a confused and unorganized mass of information.

There are many ways to approach a community assessment, and, consequently, many questions you might choose to start your assessment with. You might even use more than one, but it’s important to be clear about exactly what you’re looking for.

Some possibilities:

• What is the most serious issue – either general or specific – the community faces (i.e., what should we turn our attention to?
• What services are most needed in the community? Who most needs them?
• Are people taking advantage of services that currently exist?
• What are the community’s significant assets? How can they be strengthened?
• Are there forces working against the good of the community that should be opposed? (You probably wouldn’t be asking this question unless you thought there were, and had some idea who or what they might be.)
• Who ought to be involved in a prospective coalition or initiative?

Choose the method best suited to finding the information you’re looking for.

If you want to learn about people’s public behavior, you would probably use direct observation. Observing mothers and children in a clinic waiting room, for example, might give you information about the mothers’ anxiety levels or child-rearing practices.

If you want to know people’s opinions or how they feel about issues, some type of interview would be appropriate.

Once you’ve chosen the right method, it’s important to carry it out properly. Be aware of what you can do with the resources you have. You can’t conduct thousands of interviews in a large city, for instance, without considerable money. If you’re a cash-strapped nonprofit, you might look for a grant to fund your interviews, or you might confine your assessment to one neighborhood. Perhaps you’d mobilize volunteers to conduct interviews, or interview groups rather than individuals. It’s better to do a limited community assessment well than a large one badly. In choosing your method, be aware also that, in some cases, quantitative methods may be more appropriate and more likely to tell you what you want to know.

Choose the people who will gather the information, and, if necessary, train them.

With qualitative methods, where contact is often personal, the question of who carries them out can be very important. Academics or others who are perceived by community members as “the other,” whether because of their behavior, their speech, or simply because they’re outsiders, may find it hard to gather accurate and complete information from a population that’s very conscious of class or cultural differences. Often, it makes more sense to train members of the population or others who are known and trusted by – or at least familiar to, in their behavior, dress, and speech –those who are being asked to contribute their opinions and observations.

Data collectors should be fluent in the language and culture of those they are interviewing. If you’re assessing commercial activity in a Hispanic neighborhood, you’ll miss most of what’s really happening unless you understand both the Spanish language and the normal ways in which Hispanic (or Dominican or Mexican or Puerto Rican) customers and merchants relate to one another.

If you recruit members of the community or of a specific population to do qualitative information gathering – because they relate to the population better, because they speak the language, because you’re engaged in a participatory effort, or simply because you think they’ll be good at it – you should provide them with training to make sure that the results they come up with are reliable. Depending on what kinds of methods they’ll be using, some of the elements of a training might be:

• What to record and how : It may not be obvious how important it is to record the time, place, details, and circumstances of an interview, observation, focus group, or larger meeting It may also be necessary, depending on a trainee’s experience, to learn to use a recorder or video camera, and/or to learn how to take efficient notes without losing the thread of the conversation or missing important points in an observation.
• Interview techniques , as well as exactly what purpose an interview serves, and how it fits into the larger assessment picture. The more clearly an interviewer understands not just what to do and how, but why she’s doing it, the better she’s likely to be at drawing out the information she’s seeking.
• Observation techniques : As with an interview, an observation will be far more useful if the observer understands not just what to do and how to do it, but exactly why he’s doing it, and how it will be used.
• Training in other methods : Focus groups, for instance, require specific skills and techniques.
• Training in how to think of themselves as researchers : Like those engaged in community-based participatory research , information gatherers should understand how researchers operate. Objectivity, attention to detail, curiosity, and the continuous processing of information in order to generate the next question or observation are all part of the investigative mindset, which they should be encouraged to develop.

Determine from whom or from where you need to gather information.

It may be that you want to hear from all sectors of the community, but some issues or circumstances demand more specific informants. Some possible interview subjects may be public officials, members of a specific population or cultural group, people from a particular geographic area, or people with certain characteristics (parents of young children, individuals with disabilities, males 18-24, people with high blood pressure).

Knowing whom you need to ask extends to any method in which you talk directly to people – focus groups, large community meetings, etc. Focus groups used by marketers are chosen extremely carefully, for example, with age, gender, income, place of residence, and even such factors as favored leisure activities considered.

Observation may or may not involve people. If it does, the question may not be whom you want to observe, but rather what activity or situation you want to observe. If it’s general – what kinds of street activity take place in various neighborhoods, how people use a public park – it’s not necessary to focus on a particular population, but rather on the place. If it’s more specific – back to commercial activity in that Hispanic neighborhood – you’ll need to be in the right place at the right time.

Gather the information.

Now it’s time for you or the people you’ve chosen to go out and collect the qualitative information you need.

As mentioned above, interviews can be structured or unstructured. In a strictly structured interview, the same questions in the same order are asked of everyone, with relatively little room for wandering off the specific topic. Semi-structured interviews may also be based on a list of specific questions, but – while trying to make sure that the interviewee answers all of them – the interviewer may pursue interesting avenues, or encourage the interviewee to talk about other related issues. An unstructured interview is likely to be more relaxed – more like a conversation than a formal interview.

There are advantages and disadvantages to each approach. A structured interview may make the interviewee focus in on the questions and the interview process, take it more seriously, and thus provide excellent information. Because everyone is interviewed in the same way, a structured interview may be – or at least may look – reliable. It may also make an interviewee nervous, emphasize the differences between him and the interviewer, and lead to incomplete or less-than-truthful answers.

A semi- or unstructured interview may allow the interviewee to be more relaxed, and thus more forthcoming. It also leaves room for pursuing a topic that’s not directly related to the formal list of questions, but that might be important or even crucial. At the same time, because it can be far-ranging, a semi- or unstructured interview – particularly one that doesn’t start with a list of questions – is, or appears, less reliable than a structured one. It also, in the hands of an inexperienced or indecisive interviewer, may allow an interviewee to get sidetracked and never get back to the original questions.

What kind of interview you use depends on the nature of the information you’re looking for, the needs of the people you’re interviewing (e.g., whether comfort is more important than structure), and your own comfort. The author has conducted all three types of interviews, and has found that semi-structured interviews – having clear questions and goals for the interview, but conducting it in an informal way, with room for pursuing tangents and some simple friendly conversation – is generally productive. The following guidelines for interviewing reflect that view.

• Ask the interviewee to choose the space . You might give him a range of suggestions – his home or workplace, the office of a human service agency, a neutral space, such as a café or a park – and go with his choice. The more comfortable he is, the better and more informative the interview is likely to be.
• Choose your clothes for the comfort of the interviewee . In general, your clothes and hers should be similar: if she’s in jeans and a t-shirt, you shouldn’t be in a suit; if you’re interviewing a business executive at her office, you should be wearing a suit. Clothes send powerful messages, and the message you should be sending here is “We’re from the same planet; you can talk to me.”
• Talk beforehand with the interviewee if you’re planning to record or photograph the interview . Get permission before you show up with equipment It’s common courtesy, and it’s less likely to start the interview off awkwardly .

If the results of the interview are likely to be published, even if the interviewee will be anonymous, you might want to get a signed “informed consent” form, indicating that the interviewee understands the purpose of the interview, and gives permission for the material to be published or used in other ways.

• Record carefully the time, place, circumstances, and details of the interview . This includes a description of the location (the neighborhood as well as the space, if you’re interviewing a community member), other people present, any distractions (kids, pets, TV), other factors influencing the interview or the situation. Include a general description of the interviewee (married Hispanic woman, age 25, three children aged 6, 4, and 1).
• Think out and frame your questions carefully, and ask directly for the information you’re seeking . Memorize your basic questions (not necessarily word-for-word, but know what they are), so that you refer to notes as little as possible. Make your questions clear and unambiguous, so that questions aren’t vague or difficult to understand.
• Ask open-ended questions . These are questions that require an "essay" answer, rather than a yes-no response. For example, instead of asking "Did you enjoy being in the program?" you might ask "What was participating in the program like?" Try to give people the chance to answer as fully and thoughtfully as possible.
• Probe . Ask follow-up questions to get at what people are really saying, or to keep them talking about a topic. ("Why did you like it when the teacher asked your opinion?") Don't be afraid to pursue what may seem to be a sidetrack. Sometimes the best or most important information lies off the beaten path.

Some interviewees can manage one-word answers to nearly any question. They might answer "What was participating in the program like?" with “Good.” Don’t be afraid to probe these answers. “What does that mean?” or “How was it good?” might get you a flood of information. If it gets you another one-word answer, keep probing, unless you sense that the person is getting angry or frustrated. Then it’s probably time to move on to the next question, and hope that there’ll be an opportunity to return to this one for a fuller explanation. But be aware that some people are simply quieter – or less reflective – than others. You may never get much more than one-word answers from them.

• Don't cut people off too quickly . Their stories, or what you can read between the lines, may give you information as important as what they tell you directly.

At the same time, be aware when they’ve strayed too far from the topic. There’s a Mark Twain story that consists of the voice of a man telling an anecdote about a three-legged dog. Every other word reminds him of something else – another story – and he gets continually sidetracked, never finishing the story of the dog, or any of the others, either. Beware the Curse of the Three-Legged Dog: gently but firmly direct people back to the topic if they get too far afield.

• Confirm what you're told by checking with others to the extent that you can . Remember that you're getting people's perceptions, which aren't always the same as objective reality. In Rashomon, a film by the great Japanese director Akira Kurosawa, an incident is described from the perspectives of four participants, each of whom sees it totally differently. In fact, the phenomenon of Rashomon lurks everywhere; get everyone's side of the story.

Group interviews are both similar to and different from individual ones. The basic guidelines – being clear what you’re asking, open-ended questions, probing, etc. – still hold, but the group brings its own dynamic to the situation. The interview becomes more of a group discussion , and the interviewer’s concerns must extend to making sure that everyone gets heard, reining in individuals who dominate the discussion, and keeping the focus on ideas and information, rather than personalities. As with other methods, group interviews have advantages and disadvantages. The former include using the energy of the group to generate more information than might otherwise be forthcoming. Members may stimulate one another to come up with more and more useful material, as their thinking is prodded by the memories and conclusions of others. They can also act as a check on the accuracy of the information provided. In addition, the presence of other, often familiar, interviewees may help to break down shyness or nervousness, and create a relaxed atmosphere in which everyone feels comfortable talking. (The skills of the interviewer at making people comfortable – at least partially by being comfortable herself – are important here.) With these potential positives come the possible negatives of conflict, antagonism, or dislike among group members, as well as other negative feelings or history that can disrupt or twist discussion and make an interview all but useless. There are also problems that can arise from members of the group being too friendly: they may spend too much time in chit-chat, and have trouble focusing on the questions at hand. Group interviews may be useful when resources – and, as a result, interviewers – are limited, or when there are a large number of people who should be, or would like to be, interviewed. Groups probably shouldn’t be much larger than five or six, and interviewers should have, or be trained in, basic group facilitation skills .

Observation

What do we mean by “observation?” For our purposes, there are essentially two kinds: direct and participant observation.

Direct observation is the practice of examining or watching places, people, or activity without interfering or taking part in what’s going on. The observer is the proverbial fly on the wall, often unidentified, who does nothing but watch and record what she sees and/or hears. A direct observation to see how people use a public park, for instance, might consist of one or more observers simply sitting in one place or walking around the park for several hours, or even several days. Observers might come back at different times of day, on different days, or at different times of year, in order to understand as much as possible of what goes on in the park. They might occasionally ask questions of people using the park, but in as low-key and unobtrusive a way as possible, not identifying themselves as researchers.

Some kinds of direct observation – those where people are observed in situations they think are private – have the potential of violating privacy. In these instances, ethics generally demands that the observer obtain the permission of those being observed . In laboratory schools, for instance, where teachers are trained and new educational ideas tested, classes are often observed from behind one-way mirrors. In such cases, both the teachers and the parents of the students are generally informed that such observation may happen, and are asked to sign consent forms. They don’t know exactly when observation is taking place, but they understand that it’s part of the laboratory school environment, and are willing to allow it in order both to improve individual teachers’ skills and to foster the development of better educational methods.

Participant observation involves becoming to some extent part of the life of the people you’re observing – learning and taking part in their culture, their celebrations and rituals, and their everyday activities. A participant observer in the park above might introduce himself into the activities he observes – a regular volleyball game, winter cross-country skiing, dog walking, in-line skating – and get to know well the people who engage in those activities. He would also monitor his own feelings and reactions to using the park, in order to better understand how its users feel about it. He would probably ask lots of questions, and might well identify himself as a researcher.

An effective participant observer may take a long time (in some cases, years) to establish himself in this way. There are exceptions to this rule, of course. Some marketing firms and corporations employ trend-spotters as participant observers. Young, hip, and stylish themselves, these observers are able to identify and mingle with adolescent and young adult trend-setters in brief interactions, and determine what products, styles, and behaviors are likely to catch on soon with young people in general. You may able to do something similar, but it helps greatly if you’re already part of the group that you’re interested in observing, or if the group, like public park users, can include anyone.

Both direct and participant observation can be useful in community assessment. A participant observer in that situation is likely to be a member of the group being observed, because of the length of time it can take to establish an outsider as a participant observer. Direct observation is probably more common as an assessment tool.

Regardless of its type, your observation should be conducted so as to be reliable.

Some guidelines for reaching that goal:

• Think carefully about the questions you want your observation to answer . You may be looking at people’s behavior or interactions in a given place or situation, or the nature of social, physical, or environmental conditions in a particular place or circumstance. If you’re clear about what you want to find out, you can structure your observation to get the best information.
• Where and whom should you observe to answer these questions ? You wouldn’t normally look for evidence of homelessness in the wealthiest neighborhood in town, nor would you observe the residents of an Asian neighborhood to find out something about the Hispanic population.
• When and for how long should observation take place ? Observing commercial activity downtown on Sunday morning won’t get you a very accurate picture of what it’s actually like. You’d need to observe at both busy and slow times, and over a period of time, to get a real idea of the amount, intensity, and character of commercial activity.

What should you observe and record? That depends on the questions you’re trying to answer, but some basics include:

• The physical characteristics of the setting(s), including weather, if outdoors.
• The time of day, week, and year.

Clothing reflects the way people choose to present themselves to the world. A mohawk haircut, piercings, and black clothes represent an attitude and, to some extent, a world view, not just a fashion statement. The same is true for an expensive suit, or for an outfit of jeans, wool shirt, and hiking boots. Paying attention to such details can increase both your understanding and the reliability of your observation.

• The activities, events, and/or places or circumstances observed, and a description of each.
• The nature of interactions among people.
• People’s apparent attitudes toward a place, situation, activity, or event – positive or negative, happy, confused, angry, disappointed, etc.

At a neighborhood festival, for instance, an observer could be watching from a window high above the street, from a position just at the edge of the crowd, from within the crowd and the festival goings-on, as a participant in a festival activity, or even as a festival volunteer or organizer. What she would see and hear, what she would experience, and the information she would obtain would be different from each of these viewpoints.

• The observer’s own responses and attitudes, including the physical and psychological comfort of the observation. This should be separate from the recording of the observation itself, and, in the ideal, should not influence the objective recording of what was observed.

How do you record observations? That depends on the nature of the observation and on your resources. Video recording, unless it’s done from a concealed spot, or in a situation where such recording is expected (a tourist site, or that street festival, for example), can change people’s behavior or put the observer under some suspicion. Audio recording is much less obvious, but also provides less information, unless it’s specifically sound information that you’re seeking. In most cases, recording would be done with a notebook and pencil or with a laptop computer. If recording during the observation would be disruptive or out of place, you’d probably wait till after you had left the situation – but as soon after as possible, so as not to forget or confuse details.

Analyze the information.

Once you’ve gathered information by whatever qualitative method, you have to figure out what it tells you . Some of that will be obvious: if you’ve been interested in who uses that public park we were talking about earlier, and your observation tells you that it’s mostly young people, you have an answer to your initial question . Your next questions may be why other groups don’t use the park as much , and whether the fact that it’s largely used by young people keeps others away. When you’ve answered those questions, you may have generated others , or you may have a basis for planning a campaign to get more people using the park.

Make and carry out a plan to address the issue or problem you’ve identified or were concerned with.

The final step here is to use the information and analysis that came from your use of qualitative methods to change the community for the better. All the assessment in the world is useless if it doesn’t lead to some action that’s meant to create positive change.

Qualitative methods of gathering information – methods such as interviews, observation, focus groups, and community meetings that don’t always yield results that can be reduced to numbers, or that are used to capture a level of information difficult to get with quantitative methods – are often extremely useful in community assessment, especially when used together with quantitative methods, which do give numerical results. Qualitative methods can get at the things that numbers don’t, such as the reasons for people’s actions, or community history. They can help to identify community issues and needs, and provide a basis for planning community efforts that lead to long-term change.

Online Resources

The Action Catalogue is an online decision support tool that is intended to enable researchers, policy-makers and others wanting to conduct inclusive research, to find the method best suited for their specific project needs.

Chapter 6: Research Methods in the "Introduction to Community Psychology" describes the ecological lens in community research, the role of ethics, the differences between qualitative and quantitative research, and mixed methods research.

Harnessing Qualitative Data to Advance Health Equity is a presentation on how data has the potential to both paint an accurate picture of what sexual and intimate partner violence prevention practitioners and advocates know is happening on the ground  and  convey that reality to policymakers.

Qualitative assessment of the Washington State Department of Social and Health Services goals provides a summary of the results of focus groups conducted to explore the public's perception of relevant issues. This is a summary, but you can also download a PDF of the full report.

Qualitative Methods  provides brief descriptions of four standard qualitative research methods: participant observation, direct observation, unstructured interviews, and case studies.

Qualitative Research Methods  is a compendium of sites with papers, links, etc. to qualitative research methods.

Print Resources

Berg, B. (2007),  Qualitative Research Methods for the Social Sciences  (6th edn.) Boston: Allyn and Bacon.

Berkowitz, W. (1982).  Community impact . Cambridge, MA: Schenkman Publishing Company, Inc.

Top 60 Examples of Qualitative Research Topics

Table of contents

• 1.1 Align your research topic with your field of interest
• 1.2 Make sure you have all the right research on the topic
• 1.3 Follow your university guidelines!
• 2 List of qualitative research topics examples
• 3 Conclusion

Qualitative research refers to the intuitive and creative analysis of intangible information you can use for writing a top-class college paper. Due to interacting with the data before and after the collection, having the best qualitative research topics is paramount to writing a research assignment that stands above the rest.

These topics can involve gathering key data from the most relevant sources to your assignment topics and are fundamental to your effort to collect first-hand information. Some of the major fields where qualitative research is performed include:

• Anthropology
• Political science
• Business management
• Social science

The main goal of qualitative research is to help you understand the topic of your assignment by identifying the most important aspects of your topic and gathering enough information to provide an in-depth analysis of the topic at hand and provide the answers to all the related questions. This type of research aims to identify and understand the general lifestyle, issues, and problems to provide solutions to a global problem. Since doing all the research on your own can turn out to be quite daunting, you can always resort to hiring an  affordable research paper writing service  to get professional assistance.

Tips on how to choose good qualitative research topics

Writing a research paper or a college assignment with success solely depends on your ability to choose suitable qualitative research topics. It’s essential to carefully examine and explore the field with all the challenges before you start writing to identify the key factors and aspects of your assignment. Here are a few tips on how to do that to get good research paper ideas.

Align your research topic with your field of interest

Your assignment topic should be something that interests you deeply so that you can completely get into it and make the most out of your efforts. More importantly, your topic should allow you to develop your personal skills and learn new things.

Make sure you have all the right research on the topic

If you choose a topic that has little to no supporting research available, you’ll end up getting stuck. You must properly research the topic before you start writing. This research will also help you shortlist unrelated topics and narrow down your scope so that you can focus on the information that matches your exact needs.

Follow your university guidelines!

Consulting with your professors and going through the assessment guidelines is paramount to writing a top-class paper. Follow your university guidelines to make sure your efforts get approved by your supervisor.

List of qualitative research topics examples

• Long-term planning methods for better project management
• How to deal with issues during a project implementation program
• The best practices for dealing with tight project deadlines
• Why time management is essential for goal setting
• Flexibility in management: How to improve decision-making as a manager
• Top professional techniques for developing management skills
• Healthcare in low-income societies: How to achieve affordable medical care
• Dealing with a loss and the process of recovery
• How to make eco-friendly facemasks
• Preventing flu during cold seasons: The most effective preventative methods
• The importance of developing community-based sanitization programs
• The best practices for quitting alcohol and cigarettes
• Helping the young manage their obesity: The most effective obesity management strategies
• Promoting healthcare during COVID-19: Strategies for expanding the health sector
• Guide to collecting resources for building a centralized community
• How academic and social practices can help uplift a society
• Professional practices for building a one-on-one relationship between teachers and students
• The science behind consumer motivations and appraisals
• Reshaping the traditional form of virtual ethnography
• Are homeschooling programs as efficient as they should be?
• The importance of developing healthy eating habits
• The best strategies for getting ahead of the prospective market
• How to track the dynamics of real estate investments
• How effective are modern newsgathering technologies?
• Developing introvert behavior and its key effects
• Can sharing help an individual overcome addictions?
• Guide to creating a one-people community
• The most effective methods for dealing with cyberbullying
• The best way to bringing social equity to patriarchal societies
• How quarantine prevents the spread of infectious diseases
• The aging populations and the trends they follow
• The latest digital media trends
• Methods for mitigating communicable diseases
• How governments work on protocol observance
• Practices for preventing the spread of the coronavirus in crowded places
• Alleviating pain during childbirth
• Maternal healthcare in developing countries
• Can pop music change erratic youth behavior?
• The best therapies for recovering from brain surgery
• How alcohol changes normal behavior
• Depression management among school-going children
• Strategies for avoiding a viral disease
• Ways to influence the eating habits of children
• How and when to engage in sporting activities
• How low socioeconomic background impacts self-esteem
• The importance of parenting for shaping children’s morals
• The impact of poor market completion on supply and demand
• Do children under four years need preschool education?
• Single-gender schools vs. mixed schools
• How the world would benefit from the same education system
• How virtual reality helps reshape the world
• The hottest destinations for traveling at the moment
• How fast does the ozone layer deplete?
• Is it possible to predict natural disasters before they occur?
• The effects of digital marketing on modern businesses
• Physical learning vs. online learning
• How related are Windows and Apple products?
• Study cases of bullying in schools
• The effect of stress on human behavior
• Patient behavior and the influence of social processes

If you’re looking for the best way to choose some of the most suitable qualitative research paper topics for your college assignment, these 60 topics should help you get ahead of your task and write an engaging paper. All topics above are for your personal education and motivation. If you still need help with your assignment, our professional paper writing services are available 24/7.

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Community-Engaged Research: Common Themes and Needs Identified by Investigators and Research Teams at an Emerging Academic Learning Health System

Megan b. irby.

1 Maya Angelou Center for Health Equity, Wake Forest School of Medicine, Winston-Salem, NC 27157, USA; ude.htlaehekaw@ybrim

Keena R. Moore

2 Program in Community-Engaged Research, Wake Forest School of Medicine, Winston-Salem, NC 27157, USA; ude.htlaehekaw@eroomrk (K.R.M.); ude.htlaehekaw@lladnari (I.R.)

Lilli Mann-Jackson

3 Department of Social Sciences and Health Policy and Program in Community-Engaged Research, Wake Forest School of Medicine, Winston-Salem, NC 27157, USA; ude.htlaehekaw@nnaml

DeWanna Hamlin

4 Formerly of the Program in Community-Engaged Research, Wake Forest School of Medicine, Winston-Salem, NC 27157, USA; moc.oohay@nilmahtld

Isaiah Randall

Phillip summers.

5 Department of Radiology, Wake Forest School of Medicine, Winston-Salem, NC 27157, USA; ude.htlaehekaw@sremmusp

Joseph A. Skelton

6 Department of Pediatrics and Program in Community-Engaged Research, Wake Forest School of Medicine, Winston-Salem, NC 27157, USA; ude.htlaehekaw@notleksj

Stephanie S. Daniel

7 Department of Family and Community Medicine and Program in Community-Engaged Research, Wake Forest School of Medicine, Winston-Salem, NC 27157, USA; ude.htlaehekaw@leinads

Scott D. Rhodes

Associated data.

Data are available from the corresponding author.

Community-engaged research (CEnR) has emerged within public health and medicine as an approach to research designed to increase health equity, reduce health disparities, and improve community and population health. We sought to understand how CEnR has been conducted and to identify needs to support CEnR within an emerging academic learning health system (aLHS). We conducted individual semi-structured interviews with investigators experienced in CEnR at an emerging aLHS in the southeastern United States. Eighteen investigators (16 faculty and 2 research associates) were identified, provided consent, and completed interviews. Half of participants were women; 61% were full professors of varied academic backgrounds and departments. Interviews were audio-recorded, transcribed, coded, and analyzed using constant comparison, an approach to grounded theory. Twenty themes emerged that were categorized into six domains: Conceptualization and Purpose, Value and Investment, Community-Academic Partnerships, Sustainability, Facilitators, and Challenges. Results also identified eight emerging needs necessary to enhance CEnR within aLHSs. The results provide insights into how CEnR approaches can be harnessed within aLHSs to build and nurture community-academic partnerships, inform research and institutional priorities, and improve community and population health. Findings can be used to guide the incorporation of CEnR within aLHSs.

1. Introduction

1.1. community-engaged research.

Community-engaged research (CEnR) has emerged within public health and medicine as an approach to research designed to increase health equity, reduce health disparities, and improve community and population health. CEnR involves the affected community in research, and defines that community as any group of people affiliated by geographic proximity, special interest, health condition, or similar categories of shared identity. Rather than investigators and research teams from universities, government, or other types of research organizations approaching and entering a community with a preconceived notion of a community’s best interests, in projects that apply CEnR approaches, community members and representatives from community organizations collaborate and share research roles with academic investigators and research teams. Community members become not merely “targets” of research but also research partners. CEnR emphasizes relationship-building and trust; open communication; co-learning; reciprocal transfer of expertise; shared power, resources, and decision-making; and mutual ownership of the processes and products of research [ 1 , 2 , 3 , 4 , 5 , 6 , 7 , 8 , 9 ].

Growing evidence suggests that including community members and representatives from community organizations in the design, implementation, and evaluation of research can lead to deeper, more informed, and nuanced understandings of health-related phenomena and identify actions (e.g., interventions, programs, and policy and system changes) that are more relevant, culturally congruent, and likely to be effective, sustained, and scalable, if warranted, to improve community and population health [ 6 , 7 , 9 , 10 , 11 ]. However, the conduct of CEnR is shaped by institutional (e.g., allocation of resources and time), community (e.g., local history and receptivity), and personal (e.g., background, experiences, and world views) factors. Thus, there is no standardized way to engage and partner with communities to conduct CEnR, and there is great variability across models of engagement and in the degree to which communities are included in the research process [ 8 , 9 ].

Community engagement often is viewed as a continuum that spans from outreach (less engaged), consultation, involvement, and collaboration, to shared leadership (more engaged) [ 3 , 4 , 7 , 12 , 13 ]. As such, the community engagement literature is extensive and features a wide range of theories, approaches, strategies, and methods, reflecting tremendous diversity in how community engagement is defined, implemented, and evaluated [ 1 , 2 , 6 , 7 , 13 ]. Despite this heterogeneity, CEnR includes several common critical elements. These include: (1) Collaboration with groups of people affiliated by geographic proximity, special interest, health condition, or other categories of shared identity; (2) Groups of community members, organizational representatives, and academic researchers adhering to common principles and norms to nurture trust and promote authentic partnership; (3) Focus on identifying and addressing the needs and priorities and harnessing the assets that affect health and well-being; and (4) Research as an approach to systematically uncover and understand health-related phenomena and improve community and population health [ 2 , 3 , 7 ].

1.2. Academic Learning Health Systems

Learning health systems (LHSs) are organizations or networks that pursue a cycle of perpetual learning processes embedded in daily practice. These processes inform evidence-based improvements in health care to yield better patient outcomes. This cycle combines quality improvement methods and data analytics from patient care, which are fed back into the LHS to inform institutional policies and structures and improve care delivery [ 14 ]. An academic learning health system (aLHS) prioritizes gathering new, generalizable knowledge to improve community and population health, in addition to promoting continuous improvement and innovation within its own health care delivery system. An aLHS draws on its embedded academic expertise in public health and medical education, health system sciences, translation, and population and community health; shares knowledge and imparts skills necessary to advance the system internally; and disseminates knowledge broadly to contribute to knowledge generation and advance science [ 15 , 16 ].

Although engaging patients to provide perspectives and feedback into various aspects of health systems has long been valued, to date, there has been no exploration of CEnR within aLHSs. This is due in part to the recent emergence of the aLHS as a concept and entity [ 15 , 16 , 17 ]. Understanding how CEnR has been conducted and identifying needs to support and enhance CEnR within an emerging aLHS could provide insights critical to advance our knowledge of effective CEnR methods and designs and strengthen the conduct of future research designed to increase health equity, reduce health disparities, and improve community and population health [ 18 ].

Wake Forest School of Medicine/Wake Forest Baptist Health (WFSM/WFBH), an emerging aLHS, has a long and successful history of CEnR [ 19 , 20 , 21 , 22 , 23 ]. A number of its investigators routinely incorporate community engagement in their research. We sought to explore how CEnR has been harnessed at WFSM/WFBH; how investigators at this emerging aLHS have incorporated principles of community engagement within their research; the degree to which community members and/or representatives from community organizations have been involved in the planning, implementation, evaluation, and/or dissemination phases of research; the nature of CEnR as it is implemented within the context of the local community; and what institutional supports are needed to facilitate and integrate CEnR within an aLHS.

2. Materials and Methods

2.1. setting.

WFSM/WFBH is an emerging aLHS serving more than 50 counties in North Carolina, Tennessee, Virginia, and West Virginia. It is comprised of WFSM and five hospitals in the Piedmont region of northwest North Carolina. In addition to training medical, physician assistant, and nursing students, WFSM has a broad array of biomedical graduate and postdoctoral training programs. It also has a large Division of Public Health Sciences with Departments in Biostatistics and Data Science, Epidemiology and Prevention, Implementation Science, and Social Sciences and Health Policy. A Clinical and Translational Science Award (CTSA) from the National Center for Advancing Translational Sciences (NCATS), National Institutes of Health (NIH), supports the WFSM/WFBH Clinical and Translational Science Institute (CTSI), which includes the Program in Community-Engaged Research (UL1TR001420). The Program aims to improve community and population health through promoting and facilitating community-relevant and engaged research, working in partnership with communities to identify health needs, priorities, and assets and to seek solutions to health challenges together [ 23 ].

2.2. Participants

We conducted individual semi-structured interviews with investigators experienced in community engagement and CEnR. We identified potential interviewees with assistance from the WFSM/WFBH CTSI and Institutional Review Board (IRB). A keyword search was performed within the institutional grants management software (InfoEd) and IRB databases to identify WFSM/WFBH investigators who had submitted research applications related to community engagement or CEnR within the past ten years. Search terms included “community”, “engagement”, “CBPR”, “participatory research”, and “partnership”. Abstracts from identified applications were reviewed to further determine eligibility. Investigators were then contacted by electronic mail and invited to participate in an interview. Interviews with consenting participants were then scheduled at a time and location convenient to the participant. Interviews were conducted by two trained study staff and digitally recorded, with study staff also taking clarifying notes. During interviews, participants were asked for the names of other investigators within the institution who also conducted CEnR to identify additional potential participants. Interviews were transcribed verbatim and subsequently verified.

2.3. Individual Semi-Structured Interview Guide

We chose a qualitative research approach to gain a broad spectrum of perspectives about CEnR within the context of an aLHS. This qualitative approach can yield perspectives and insights that are not previously known by researchers and thus would not emerge in a more close-ended quantitative approach [ 24 , 25 ]. A semi-structured interview guide was designed to collect both descriptive demographic data from each participant, including race/ethnicity, age, gender, position, academic degrees, background, current academic department, years at WFSM/WFBH, and CEnR training. The guide also captured socio-contextual and detailed descriptions of perceptions, experiences, and strategies specific to the use of community engagement and CEnR. Areas explored included: how each participant conceptualizes and defines CEnR; their preparation for CEnR, including formal training; perceived benefits of CEnR; challenges associated with CEnR; how communities are engaged in research; what roles community members and representatives from community organizations play in CEnR; how the region (i.e., southern United States) and the institution (i.e., an emerging aLHS) affect CEnR; how sustainability and dissemination of CEnR are incorporated into CEnR; and what CEnR lessons have been learned by each participant. The guide is summarized in Table 1 .

Abbreviated items from the individual semi-structured interview guide.

The semi-structured interview guide was drafted, reviewed, revised, and finalized by community members with experience in community-engaged research and experts in community engagement and aLHSs. All items were open-ended. The guide was pilot tested for comprehension and timing with 3 investigators; slight revisions to wording were made based on the pilot.

2.4. Analysis

Each interview transcript was coded by two analysts. Themes were identified through constant comparison, an approach to developing grounded theory, combining inductive coding with simultaneous comparison [ 25 ]. Using standard procedures [ 25 ], analysts first coded text and convened to compare their codes. They then identified and resolved any discrepancies through discussion. Matrices were used to identify similarities and differences within and across participants. Analysts identified, refined, and interpreted themes iteratively through discussion and by examining codes and rereading the transcripts. Findings and themes were presented to interview participants in a presentation for the WFSM/WFBH CTSI Program in Community-Engaged Research Affinity Group ( n = 27). The Affinity Group is a group of investigators, research team members, and others at WFSM/WFBH who are interested in CEnR. Members of the Community Stakeholder Advisory Committee (CSAC) ( n = 8) of the CTSI’s Program in Community-Engaged Research also attended. CSAC is comprised of representatives from community organizations who provide feedback to the CTSI regarding research infrastructure and policies, and to investigators and research teams regarding WFSM/WFBH research initiatives [ 26 ] Presentation attendees contributed to the refinement of themes and their interpretation through facilitated group discussion.

Human subject approval and oversight for this study were provided by the WFSM/WFBH IRB.

The keyword search in InfoEd and IRB databases yielded the names and research projects of 51 investigators. Sixteen investigators were confirmed as eligible based on a review of project abstracts; 14 of these responded to email invitations and agreed to participate. Four additional participants were referred by initial participants. In all, 18 investigators (16 faculty and 2 senior research associates) provided consent and completed interviews. Interviews averaged 45 min.

The participant sample ( Table 2 ) was 50% female, had a mean age of 55 years, was mostly White, and had varied academic backgrounds. Most participants held doctoral degrees (i.e., PhD, DrPH, EdD, MD, and MD/PhD). On average, participants had worked at WFSM/WFBH for nearly 14 years, and represented six academic departments. Nearly all participants indicated they had never received formal education or training in CEnR, though 100% reported “on-the-job” training and experience. All had been principal investigators on at least one federally funded research project.

Demographics of participants ( N = 18).

* Count and percent or mean and standard deviation.

3.1. Domains and Themes Related to Community Engagement and CEnR

Twenty themes emerged across six domains related to community engagement and CEnR within an aLHS ( Table 3 ): Conceptualization and Purpose, Value and Investment, Community-Academic Partnerships, Sustainability, Facilitators, and Challenges.

Domains and themes related to conducting community-engaged research (CEnR) at an academic learning health system (aLHS).

3.1.1. Conceptualization and Purpose of CEnR

Participants agreed that CEnR is a collaborative approach to research designed to improve health and well-being through participatory and better-informed inquiry, always with an eye on how knowledge generated can be translated and applied within the local affected community. However, participants noted that this local application of knowledge does not preclude its generalizability and transferability to other contexts, thus aligning with the broader research goals of an aLHS. Participants also identified CEnR as an approach relevant within many aspects of an aLHS, including education and training, quality improvement, clinical care, and clinical trials.

Participants highlighted the difficulties in defining “community” and emphasized that communities are heterogeneous, which can be challenging for investigators and research teams who may want “simple answers” (e.g., perspectives and insights) from community partners; as participants reported, working with one community does not yield one voice. CEnR was identified as requiring careful consideration of the various perspectives and insights of all partners. Finally, participants also identified additional goals of CEnR, including strengthening connections within the community, building resilience and capacity, and reducing the effects of marginalization.

3.1.2. Value and Investment in CEnR: Institutional, Professional, and Personal

Participants described CEnR as an under-appreciated and frequently misunderstood approach to research within many institutions, including federal funding agencies such as the NIH, the U.S. Centers for Disease Control and Prevention (CDC), and the Health Resources and Services Administration (HRSA). A participant reported that this misunderstanding among federal partners persists even when a project is required by the federal partner and funder and initially designed to be conducted using CEnR approaches. A participant provided an example of an intervention study that resulted in null findings; the participant attributed the study’s null findings to funder-required changes to the study design, recruitment and retention strategies, and an intervention that did not align with community partner perspectives and were contrary to project-specific community steering committee guidance.

Participants also noted that their professional and academic investment in CEnR stemmed from their own personal values, including community health, health equity, and social justice. Participants agreed that this commitment was not limited to traditional nine-to-five “work hours,” but that successful community engagement must be woven into daily life and interactions to be successful.

3.1.3. Community-Academic Partnerships

Participants expressed that the type and degree of engagement, and the ease with which partnerships are formed, depend on the extent to which communities feel they have been marginalized and how they perceive research and research institutions. Moreover, partnerships, how they function, and the roles of partnership members in CEnR vary profoundly across investigators and across projects. Participants identified many areas as essential to the development of strong and productive partnerships: fostering trust and mutual respect, balancing expertise across community and aLHS partners, investing time, facilitating open communication, embracing conflict as a strategy for resolution, and overcoming barriers (including addressing community mistrust based on previous community experiences with both research and health care). Participants noted the role of the Tuskegee Syphilis Study [ 27 ], the Guatemalan Syphilis Experiments [ 28 ]), and rampant anti-immigration rhetoric [ 29 ], racism, homophobia, and transphobia in the United States as contributing to community mistrust.

3.1.4. Sustainability of CEnR

Participants described sustaining CEnR as complex, citing both the need and the difficulty of maintaining community-aLHS partnerships beyond the time period of an individual project. They highlighted the difficulty in sustaining partnerships without funding for continued community involvement and effort from academic investigators and research teams. Additionally, participants noted that sustainability is influenced by the strength and quality of engagement throughout a project, and how well community partners were incorporated into the research process—from conception, study design and conduct, data analysis and interpretation, to the dissemination of findings.

3.1.5. Facilitators of CEnR

Participants emphasized the need for institutional support (e.g., funding, protected time, and respect) and research resources (e.g., CTSA and institutional research centers) that prioritize CEnR as integral to the academic mission of an aLHS. Participants also noted the immense value of having an IRB that is willing to learn the nuances of CEnR in order to approve and oversee CEnR.

3.1.6. Challenges of CEnR

Participants described the potential for burn out and strain resulting from the need to incorporate community engagement into daily life and the great time commitment accompanying CEnR. Other challenges identified by participants related to the discordance between community and academic goals within a given research project, and differences in overarching community and academic priorities that challenged collaboration. Participants also described the challenges of history and how an institution’s complicity in oppressive practices of the past influenced the development and maintenance of community research partnerships. For example, some participants cited WFSM/WFBH’s past involvement in the North Carolina Eugenics Program [ 30 ] as reducing community trust and engagement.

3.2. Enhancing Community-Engaged Research within an aLHS

We also identified eight emergent needs that could enhance CEnR within aLHSs ( Table 4 ). First, participants described the need for increased understanding among academic investigators, research teams, and healthcare providers of community contexts and assets, social determinants of health (also known as “social drivers of health”), and historical factors that influence community and population health. Participants reported that this increased understanding may be particularly critical because many investigators, research teams, and providers may be from other regions of the country or other parts of the world. Thus, although well intentioned, they may not sufficiently understand the local community or the contexts of the populations of interest and focus.

Emergent needs to support and enhance community-engaged research (CEnR) within an academic learning health system (aLHS).

Similarly, participants noted a profound need for increased understanding of CEnR within the aLHS and its value as an approach within community and population health, public health, and medicine. Participants expressed frustration that CEnR is often conflated with community outreach; formative or qualitative research; or behavioral and social sciences. Participants emphasized that members of communities have critical perspectives regarding research into locally identified needs and priorities. Such collaborations can harness the assets of both the community and the aLHS.

Third, participants also highlighted the need for training community members, academic investigators, and research teams to increase their understanding of and skills in partnering with communities and conducting CEnR. Participants noted that establishing authentic and productive partnerships to conduct CEnR is difficult, and, despite good intentions, many investigators and research teams at the emerging aLHS do not understand how to work effectively with community members and representatives from community organizations. At the same time, participants shared that community partners may not sufficiently understand the research process, how evidence and knowledge are generated, and the various components of and objectives inherent within an aLHS.

Fourth, participants noted that although the theories and principles underlying CEnR are well documented, effective frameworks and methods aligned with CEnR are needed. They noted the need for methodologic innovations. Participants noted methods such as photovoice [ 31 ], empowerment-based community forums [ 32 ], evidence academies [ 33 ], and citizen science [ 23 ] are well developed, further research approaches to and methods aligned with CEnR are needed.

Participants also noted that policy changes can positively affect health in multiple ways, whether within an aLHS, the local community, or nationally. They identified a need for evidence-based, practical guidance to increase the translation of CEnR findings into policies designed to improve community and population health.

Sixth, participants acknowledged the need for guidance on balancing the perspectives of community and aLHS partners. They reported that it can be difficult for academic investigators and research teams to know how to elicit community partner perspectives, to usefully share their own perspectives (based on theory, their own prior research, and the existing literature), build on and negotiate with community partners, and negotiate and compromise in ways that ensure sound science and maximize the success of a research project. Participants noted that CEnR requires weighing scientific rigor and what is realistic and “doable”; far too often, participants reported, investigators and research teams may choose rigorous research approaches that simply cannot be successfully implemented. Participants asserted not including community perspectives through CEnR could result in study designs that are inauthentic to how communities convene, interact, and take action; enrollment and retention plans that are not acceptable or realistic; and/or measurement that does not make sense to members of the community. In such situations, data collection may be sacrificed, analysis and interpretation of findings may be less accurate, and sustainability and meaningful dissemination of findings may not be possible.

Participants cited a need for a model to incorporate principles of CEnR into research mission, vision, and priorities of an aLHS. They suggested that the linkages between CEnR and aLHS need further exploration and articulation. Finally, participants reported the need for more institutional support for community engagement and CEnR. This support included pilot funding and protected time of investigators and research teams to establish partnerships, develop innovative methods, and explore integration of community perspectives into the priorities and processes of an aLHS.

4. Discussion

Our results provide insights critical to understanding how CEnR approaches function within an emerging aLHS and ways to further build and nurture community-academic partnerships and inform research and institutional priorities to increase health equity, reduce health disparities, and improve community and population health. In this study, we identified six primary domains of 20 themes related to the purpose of CEnR, its value within an aLHS, characteristics of effective community-aLHS partnerships, issues related to sustainability of CEnR, facilitators of CEnR within an aLHS, and challenges facing CEnR within an aLHS. Many of these domains have been explored in the broader CEnR literature; however, this is the first exploration of CEnR within an aLHS. We also uncovered eight needs that, if addressed, could support and enhance community engagement and CEnR within an aLHS. Several findings deserve highlighting.

First, participants expressed the need for academic investigators, research teams, and healthcare providers to better understand community contexts, social determinants of health, and historical factors influencing community and population health and participation in research. This view is consistent with previous research suggesting that health disparities will persist without better understanding of health and health-related phenomena within communities and the ongoing reluctance of community members to participate in research [ 11 ].

Participants also described the importance of the aLHS’s reputation in the community as critical to influencing trust and engagement, particularly among historically marginalized populations. Participants specifically noted WFSM/WFBH’s past involvement in the North Carolina Eugenics Program and other discriminatory practices committed against minority and vulnerable populations [ 30 ]; they also noted that many communities across the United States share similar historical narratives. Thus, although much work must done; the inclusion of CEnR within CTSAs and emerging aLHS is a step in the right direction.

Trust is built by and exists among individuals; community members may or may not trust an institution, but the ongoing commitment of investigators and research teams from an aLHS to partner with and listen to community members can overcome mistrust [ 21 ]. Thus, thorough training for academic investigators and research teams is essential. This training should include how to work collaboratively; how to encourage, elicit, and listen to diverse voices; and how to help partners organize for community and population health. While training in designing studies, reducing bias, and increasing validity are critical for investigators and research teams, skills in relationship building and maintenance and in negotiation and compromise are similarly critical [ 2 , 11 , 34 , 35 ]. For example, when investigators and research teams from an aLHS attend community fairs, church gatherings, community forums, or parties and celebrations, these informal settings help build and nurture trust among partners. These opportunities show commitment and allow attendees to further understand one another. Volunteering with a community organization or serving on local health coalitions are other ways to advance trust and develops genuine and mutually respectful relationships between researchers and communities. In addition, this involvement can open other doors by helping to identify others in the community who may be committed to working together [ 21 ].

Nearly all participants in this study highlighted the need for institutions to explicitly show their value of CEnR. This finding aligns with previous work that identified barriers attributable to institutional culture that shape research agendas and support for CEnR, and challenges in gaining support from institution leadership and top decision-makers [ 8 , 11 ]. Overcoming these challenges and cultural aspects specific to aLHSs likely requires leadership to further explore institutional readiness to serve as a partner to communities, the existence and appropriateness of structures to support CEnR scholarship, investigator and study staff training in CEnR, the extent to which aLHS goals align with principles of CEnR, and whether there is sufficient CEnR expertise within the institution to establish a commitment to CEnR [ 11 , 34 , 35 ]. Participants echoed the need for CEnR training opportunities (for investigators, research teams, and community members); education on effective models of engagement across diverse populations; resources to conduct CEnR authentically; and guidance for interpreting findings and disseminating information back to communities.

This study was conducted at a single aLHS; thus, findings may not be applicable to other aLHSs. Regardless, the study’s design and analysis may help other aLHSs and medical centers, as well as those seeking to incorporate CEnR approaches within public health and medicine, to engage and form authentic and long-lasting partnerships with communities. The sample size achieved saturation across interviews and provides valuable information regarding the number of investigators and research teams conducting CEnR. In this study, we did not collect data from community research partners, which was beyond the scope of our work. Future research is warranted to better understand perspectives of community members and community organizations with or without previous experience partnering with investigators and research teams within aLHSs.

5. Conclusions

While some findings from this study reflect the broader CEnR literature, these findings are important for informing CEnR approaches and can be used to guide the incorporation of CEnR within aLHSs. LHSs and aLHSs are becoming more established and numerous, and many institutions could benefit from our findings. In educating the next generation of academic investigators, research teams, and healthcare providers, an aLHS can incorporate CEnR as it strives to understand and increase health equity, reduce health disparities, and improve community and population health.

Author Contributions

Conceptualization, S.D.R.; methodology, S.D.R., M.B.I., K.R.M. and P.S.; software, S.D.R.; validation, M.B.I., D.H., I.R. and P.S.; formal analysis, S.D.R. and M.B.I.; investigation, M.B.I., S.D.R. and K.R.M.; resources, S.D.R.; data curation, S.D.R. and M.B.I.; writing—original draft preparation, S.D.R. and M.B.I.; writing—review and editing, S.D.R., M.B.I., K.R.M., L.M.-J., D.H., I.R., P.S., J.A.S. and S.S.D.; supervision, S.D.R.; project administration, K.R.M.; funding acquisition, S.D.R. All authors have read and agreed to the published version of the manuscript.

This research was funded by National Center for Advancing Translational Sciences, National Institutions of Health, grant number UL1TR001420.

Institutional Review Board Statement

The study was conducted according to the guidelines of the Declaration of Helsinki, and approved by the Institutional Review Board (or Ethics Committee) of Wake Forest School of Medicine (protocol code IRB00049597; date of initial approval: 04/10/2018, renewed annually).

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

Conflicts of interest.

The authors declare no conflict of interest.

Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations.

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Chapter 7: Action Research

Darshini Ayton

Learning outcomes

Upon completion of this chapter, you should be able to:

• Explain the purpose of an action research approach.
• Explain the action research cycle.
• Describe action research characteristics.

What is action research?

The key concept in action research is change or action .

Action research (also known as ‘participatory action research’) aligns well with the practice of health and social care because researchers and practitioners in this discipline work with people and communities in holistic and relational ways to understand the history, culture and context of the setting. Action research aims to understand the setting and improve it through change or action. 1 This method has its roots in activism and advocacy and is focused on solutions. It is practical and deals with real-world problems and issues. Action research often undergoes phases in seeking to understand the problem, plan a solution, implement the solution and then reflect on or evaluate the solution, cyclically and iteratively. Action research is used in the practice of health and social care because it has two fundamental aims: to improve and to involve. This chapter outlines how this is evident, using examples from the research literature (see Table 7.1.).

Action research as involvement

Action research is a collaborative process between researchers and community members. This process is a core component of action research and represents a significant shift from typical research methods. Through action research, those who are being researched become the researchers, with close consideration given to power dynamics. The research participants become partners in the research and are involved in identifying and prioritising the research area, designing and undertaking data collection, conducting data analysis, and interpreting and disseminating the results. 1 The research partners may be provided with support and training to enable them to undertake these activities and to promote empowerment and capacity building (see examples following). Patient and public involvement in research and healthcare improvement (known in Australia as ‘consumer and community involvement’), has led to action research gaining popularity as a research design that captures the ‘living knowledge’ with, for and by people and communities throughout the research journey.

As an example, in the project Relationships Matter for Youth ‘Aging Out’ of Care, 2 Doucet and colleagues aimed to examine relationships that matter to young people in care and how these relationships can be nurtured and supported over time. The project is a collaborative participatory action research study incorporating photovoice (see Chapter 17 for more information on photovoice). Eight young people, formerly in care and from diverse backgrounds, were recruited to the study. The lead researcher highlighted their own lived experience of the child welfare system and a consciousness of the power dynamics at play. The lead researcher created processes within the project to ensure the youth co-researchers were empowered to share their experiences and that the research team members were working with the youth co-researchers and not for them. These processes included three months of weekly facilitated group discussions, shared meals before project commencement and group outings and community engagement during the project to encourage connection, bonding and trust. The youth co-researchers were provided with photography training and digital cameras. Data collection included the youth co-researchers submitting 6–7 photographs with responses to the following questions for photo contextualisation:

• What does this photograph mean to you? Why is this photo, in particular, most significant to you?
• How do you see this photo as a reflection of the issue of supportive long-term relationships – and one that is relevant to you as a former youth in care in your community?
• What is the relationship between the content of the photo and how you perceive the community or the world around you? What recommendation for change in your community is associated with this photo? 2(para22)

The photographs were showcased at an exhibition that was open to the community; those in attendance included policymakers, advocates and community representatives. The change documented through this project was one of social transformation for the community and self-transformation and healing for the individuals.

Action research as improvement

Action research can be practitioner-led, whereby the study investigates problems identified by the practitioner with the goal of understanding and improving practice over time. Improvement can be both social improvement and healthcare improvement. Healthcare improvement, in particular quality (of healthcare) improvement, has been the focus of clinical practice, research, education and advocacy for more than 30 years. The two main frameworks guiding healthcare and quality improvement efforts are the Plan, Do, Study, Act (PDSA) cycle and Learning Health Systems. 3 Both of these frameworks lend themselves to action research. For example, the PDSA cycle is guided by three overarching questions:

• What are we trying to accomplish?
• How will we know that a change is an improvement?
• What change can we make that will result in improvement? 4(Figure1)

Learning Health Systems is another approach to quality improvement that has gained popularity over the past decade. Data collected by health services (e.g. patient data, health records, laboratory results) are used for knowledge creation in continuous and rapid cycles of study, feedback and practice change. 5 A Learning Health Systems framework incorporates systems science, data science, research methods for real-world contexts, implementation science, participatory research and quality improvement approaches.

Van Heerden and colleagues adopted an action research study to transform the practice and environment of neonatal care in the maternity section of a district hospital in South Africa. The study Strategies to sustain a quality improvement initiative in neonatal resuscitation 6 was conducted in three cycles. Cycle 1 was a situation analysis that explored and described the existing practices and factors influencing neonatal resuscitation and mortality in the hospital through administering questionnaires with nurses (n=69); a focus group with nine doctors; and an analysis of hospital records. A nominal group discussion (structured group discussion including prioritisation) was conducted with 10 managers and staff, followed by a reflective meeting with the project’s steering committee. Cycle 2 developed and implemented strategies to sustain a quality improvement initiative. The strategies addressed training, equipment and stock, staff attitudes, staff shortages, transport transfer for critically ill neonates, and protocols. Cycle 3 was an evaluation of change and sustainability after the implementation of strategies (Cycle 2) and involved the analysis of hospital record data, repeat questionnaire with nurses (n=40), focus group discussion with 10 doctors, steering committee and management members, followed by reflective meetings with the steering committee. Qualitative data was analysed through open coding, and quantitative data was analysed descriptively. The neonatal mortality rate declined (yet still needed to improve) and the implementation strategies facilitated change that led to improvement and practice transformation.

Action research as a methodology or an approach

There is debate as to whether action research is a methodology or an approach, since several different research methods and methodologies can be used. For example, multiple forms of data collection can be utilized, including quantitative data from surveys or medical records, to inform the identification and understanding of the problem and evaluation of the solution. Action research can also draw on descriptive qualitative research, quantitative cross-sectional studies, case studies (see Chapter 8 ), ethnography ( Chapter 9 ) and grounded theory ( Chapter 10 ). Action research can therefore take a purely qualitative approach, or can take a mixed-methods approach. See Table 7.1. for examples of action research studies.

Advantages and disadvantages of action research

Action research addresses practical problems, drawing on principles of empowerment, capacity-building and participation. The research problem to be addressed is typically identified by the community, and the solutions are for the community. The research participants are collaborators in the research process. The examples presented in this chapter demonstrate how the research collaborators and co-researchers received training and support to lead elements of the project. Another advantage of action research is that it is a continuous cycle of development. Hence, the approach is iterative and the full solution can take multiple cycles and iterations to develop and sustain. 7,8

Since action research is fundamentally about relationships and integrating research into the real world, studies can take years to result in a solution. It is important to be able to adapt and be flexible in response to community and stakeholder needs and contexts. The research can therefore be constrained by what is practical and also ethical within the setting. This may limit the scope and scale of the research and compromise its rigour. Action research can also create unanticipated work for community members and participants because they are not usually involved in research in this way, and thus training may be required, as well as remuneration for time and experience. 7,8

Action research is a research design in which researchers and community members work together to identify problems, design and implement solutions and evaluate the impact of these solutions. Change or action is a core component of this research design.

• Baum F, MacDougall C, Smith D. Participatory action research. J Epidemiol Community Health .  2006;60(10):854-857. doi:10.1136/jech.2004.028662
• Doucet M, Pratt H, Dzhenganin M, Read J. Nothing About Us Without Us: Using Participatory Action Research (PAR) and arts-based methods as empowerment and social justice tools in doing research with youth ‘aging out’ of care. Child Abuse Negl . 2022;130:105358. doi: 10.1016/j.chiabu.2021.105358
• Taylor J, Coates E, Wessels B, Mountain G, Hawley MS. Implementing solutions to improve and expand telehealth adoption: participatory action research in four community healthcare settings. BMC Health Serv Res . 2015;15:529. doi:10.1186/s12913-015-1195-3
• Taylor MJ, McNicholas C, Nicolay C, Darzi A, Bell D, Reed JE. Systematic review of the application of the plan-do-study-act method to improve quality in healthcare. BMJ Qual Saf .  2014;23(4):290-298. doi:10.1136/bmjqs-2013-001862
• Menear M, Blanchette MA, Demers-Payette O, Roy D. A framework for value-creating learning health systems. Health Res Policy Syst . 2019;17(1):79. doi:10.1186/s12961-019-0477-3
• Van Heerden C, Maree C, Janse Van Rensburg ES. Strategies to sustain a quality improvement initiative in neonatal resuscitation. Afr J Prim Health Care Fam Med . 2016;8(2):a958. doi:10.4102/phcfm.v8i2.958
• Liamputtong P. Qualitative Research Methods . 5th ed. Oxford University Press; 2020.
• Liamputtong P, Ezzy D. Qualitative Research Methods: A Health Focus . Oxford University Press; 1999.
• Middleton TRF, Schinke RJ, Lefebvre D, Habra B, Coholic D, Giffin C. Critically examining a community-based participatory action research project with forced migrant youth. Sport Soc . 2021;25(2):418-433. doi:10.1080/17430437.2022.2017619

Qualitative Research – a practical guide for health and social care researchers and practitioners Copyright © 2023 by Darshini Ayton is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License , except where otherwise noted.

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24 Community-Based Research: Understanding the Principles, Practices, Challenges, and Rationale

Margaret R. Boyd Bridgewater State University Bridgewater, MA, USA

• Published: 01 July 2014
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Community-based research challenges the traditional research paradigm by recognizing that complex social problems today must involve multiple stakeholders in the research process—not as subjects but as co-investigators and co-authors. It is an “orientation to inquiry” rather than a methodology and reflects a transdisciplinary paradigm by including academics from many different disciplines, community members, activists, and often students in all stages of the research process. Community-based research is relational research where all partners change and grow in a synergistic relationship as they work together and strategize to solve issues and problems that are defined by and meaningful to them. This chapter is an introduction to the historical roots and subdivisions within community-based research and discusses the core principles and skills useful when designing and working with community members in a collaborative, innovative, and transformative research partnership. The rationale for working within this research paradigm is discussed as well as the challenges researchers and practitioners face when conducting community-based research. As the scholarship and practice of this form of research has increased dramatically over the last twenty years, this chapter looks at both new and emerging issues as well as founding questions that continue to be debated in the contemporary discourse.

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Methodology

• 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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18 Qualitative Research Examples

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

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

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

Qualitative Research Examples

1. ethnography.

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

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

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

Example of Ethnographic Research

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

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

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

Read my Full Guide on Ethnography Here

2. Autoethnography

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

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

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

Example of Autoethnographic Research

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

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

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

Read my Full Guide on Autoethnography Here

3. Semi-Structured Interviews

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

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

Example of Semi-Structured Interview Research

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

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

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

4. Focus Groups

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

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

Example of Focus Group Research

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

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

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

5. Phenomenology

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

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

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

Example of Phenomenology Research

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

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

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

6. Grounded Theory

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

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

Example of Grounded Theory Research

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

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

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

7. Narrative Research

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

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

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

Example of Narrative Research

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

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

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

8. Case Study Research

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

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

Example of Case Study Research

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

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

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

Read about some Famous Case Studies in Psychology Here

9. Participant Observation

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

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

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

Example of Participant Observation Research

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

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

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

10. Non-Participant Observation

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

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

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

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

Example of Non-Participant Observation Research

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

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

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

11. Content Analysis

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

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

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

Example of Content Analysis

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

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

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

Read my Full Guide on Content Analysis Here

12. Discourse Analysis

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

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

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

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

Example of Discourse Analysis

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

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

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

Read my Full Guide on Discourse Analysis Here

13. Action Research

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

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

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

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

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

Example of Action Research

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

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

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

Read my Full Guide on Action Research Here

14. Semiotic Analysis

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

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

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

Example of Semiotic Research

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

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

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

15. Qualitative Longitudinal Studies

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

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

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

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

Example of Qualitative Longitudinal Research

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

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

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

Read my Full Guide on Longitudinal Research Here

16. Open-Ended Surveys

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

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

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

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

Example of Open-Ended Survey Research

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

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

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

17. Naturalistic Observation

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

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

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

Example of Naturalistic Observation Research

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

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

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

Read my Full Guide on Naturalistic Observation Here

18. Photo-Elicitation

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

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

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

Example of Photo-Elicitation Research

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

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

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

Features of Qualitative Research

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

Some key features of this method include:

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

Qualitative vs Quantitative Research

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

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

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

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

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

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

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

Compare Qualitative and Quantitative Research Methodologies in This Guide Here

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

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Qualitative Research Topics & Ideas For Students

Do you have difficulty finding a qualitative research title for your project? If you are, you need not worry because you are not alone. However, there are many unique qualitative titles you can explore for your research. You just need a few qualitative research title examples to get you started. Qualitative research is focused on data obtained through a researcher’s first-hand observations, natural setting recording, artifacts, case studies, documents, questionnaires, and interviews. The findings in qualitative research are usually non-numerical. Also, it is common in humanities and social sciences. This post provides over 100 qualitative research topics you can consider.

• The Best Qualitative Research Topics That Impress the Teacher

Exceptional Qualitative Research Topics In Social Science

Qualitative research title examples for students, fantastic examples of qualitative research titles, good topics to start for qualitative research, qualitative research topics in education, quick examples of qualitative research topics, qualitative research topics in the philippines, qualitative researches topics about humanity & social science, great choices of qualitative research title examples, qualitative research topics for students to think about, our examples of the best qualitative research topics that impress the teacher.

An excellent research topic will help you earn a good grade. Consider any example of a qualitative research title from the following options:

• The impacts of social media on physical social engagement in society
• The benefits of treating mental disorders with medication
• The effects of Gender-Based Violence on women’s social lives in rural areas
• The decline of academic pursuit in third-world countries
• Sexual workers: the stigma they experience
• How has the promotion of feminist values influenced workplaces?
• Free education: its impact in third-world countries
• What is the correlation between education and success?
• Ableism: its effects on disabled people in society
• Food insecurity in third-world nations

The topic of your research paper can influence how easily you can conduct your study and draw conclusions.

Here are fantastic examples of qualitative research titles:

• Female harm: how it is influenced by culture
• The socioeconomic impacts of free education
• The link between food insecurity and poor performance in schools
• Alcoholism among college students: a critical study
• How to mitigate child labor in our society
• The root causes of child labor in Latin America
• The stigma of living with transmissive medical conditions
• The root cause of the stigma of people living with disabilities
• How to identify depression in small children
• Signs of autism in kids below two years old

Choosing a qualitative research topic is not a task you should take lightly because it can influence your performance. Here are some noteworthy qualitative research titles examples:

• Basic patient care policies in developing nations
• The impacts of alcoholism on education
• Adult learning: what does it entail?
• Homeschooling: Is it the latest trend after the pandemic?
• Does computer literacy influence the quality of education kids enjoy?
• How to effectively teach students with learning disabilities
• The relationship between poor education systems and crime rates in third-world countries
• Student bullying: the psychological impacts
• Should high school students go through university preparedness programs?
• research writing in high schools: its significance

Are you looking for qualitative research topic examples to start your study? Below are some creative examples to consider:

• Remote tests: are they as effective as in-class tests?
• The value of social activities in academic institutions
• Why should healthcare be free in all countries?
• The implications of racist laws on society
• The reception of COVID-19 vaccines and treatments
• What is the difference between foreign policies in first-world and third-world nations?
• Racism and Colorism: what is the difference?
• Dissecting the causes of low voter turnouts in the 21 st century
• The challenges of social media on kid’s brain development
• The inclusion of black women in American politics and its impacts

When competing with several brilliant minds, a good research topic can do you greatly. The following qualitative research examples titles are a great place to start:

• Should school uniforms be discarded for high schoolers?
• The need for equal representation in global politics
• The implications of police brutality on politics
• The role of parental care in foster kids
• The distinction between Islamic values and Christian values
• The correlation between political instability and migration
• Sex trafficking and violence against women: what is the link?
• How can global governments eradicate homelessness?
• Fraternities and sororities: are they still relevant?
• The role of literature in promoting societal changes

Qualitative research is popular in the education field and other social sciences. Choose a qualitative research title example on the subject of education from the following list:

• Effectively introducing foreign languages in the high school curriculum
• How can teachers help students with disabilities improve their learning?
• The link between social activities and comprehension among students
• Research writing in high schools: is it necessary?
• How has virtual learning influenced teacher-student relationships?
• The implications of allowing smartphones in classes
• Should all schools introduce sign language lessons in their curriculum?
• Student loans: their impacts on black students
• The impacts of race on college acceptance rates
• Poverty and education: what is the link?
• Ethnic and socioeconomic causes of poor school attendance in developing worlds
• Various teaching methods and their efficiency
• Efficient teaching methods for children below two years
• Why do students perform better in humanities than in sciences?
• The difference between college acceptance and completion in most nations
• Remote learning in developing countries
• What are the best ways of approaching bullying in schools?
• How do teachers promote inequality among students?
• Does social class influence academic performance negatively or positively?
• How do teachers shape their students’ personalities?

Coming up with a qualitative research title can be hard because of the numerous subject areas and the issue of uniqueness. Therefore, we have prepared the following qualitative title examples for you:

• How to promote oral learning in classrooms
• Political instability in developing countries: its economic impacts
• The impacts of weather on social activities
• Boredom and poor-decision making: the connection
• Exploring the connection between attachment types and love languages
• Socioeconomic impacts of instability on a country
• How does social media impact the perception of reality
• Reality TV shows: are they a true reflection of reality?
• How culture applies to different age groups
• Is social media influencing the loss of cultural values?

You can base your research topic on a specific region or nation, like the Philippines. A sample qualitative research title can get you started. You can pick a sample qualitative research title from the ideas below:

• Why are so many Philippines residents migrating to America?
• The impact of politics on migration in the Philippines
• How has violence led to food insecurity in rural areas in the Philippines?
• The Philippine education system: an overview
• How cultural norms influence social activities in the Philippines
• Gender roles in the Philippines society
• How popular Filipino cultures have served as agents of social change in the nation
• The link between male dominance and GBV in the Philippines
• Barriers to clean hygiene in health centers in the Philippines
• The spread of COVID in rural areas in the Philippines

Most top performers in research subjects attribute their success to choosing the best title for qualitative research. Here are some qualitative research topics about humanities and social science to promote good performance:

• The impact of poor market rivalry on supply and demand
• The role of parents in shaping kids’ morals
• Is social media the root cause of poor societal morals?
• How does alcohol impact a person’s normal behavior?
• How often should adults engage in sporting activities?
• Children’s eating habits and their influences
• Low socioeconomic backgrounds and their impacts on self-esteem
• The effect of the COVID-19 pandemic on the world’s views on viral diseases
• How can school-going kids manage depression
• Causes of mental challenges among school-going kids

Finding a good topic for qualitative research is a critical task that requires a lot of thought and research. However, we have simplified the process with the following qualitative topic ideas:

• Pop music and erratic youth behavior: is there a link?
• How do public figures influence cultures?
• Ideas for improving healthcare in developing nations
• Possible solutions for alleviating the food crisis in developing nations
• New ways of mitigating viral diseases
• Social media trends among the elderly
• Quarantine as a mitigation approach for infectious diseases
• Promoting social justice in patriarchal societies
• Worrying trends among the young population
• Emerging marketing trends in 2023

Qualitative research for college and high school students helps improve reading, writing, and intellectual skills. Here are some qualitative research examples and topic ideas for students :

• How to detect and prevent natural disasters beforehand
• Can the whole world have the same education system?
• What is the most effective therapy for patients recuperating from brain surgery?
• Possible solutions for promoting ethical practices in telehealth
• Can addicts overcome addiction without therapy?
• The latest technology trends and their impacts?
• How can global governments promote mental health awareness?
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• Recommendations for Designing and Reviewing Qualitative Research in Psychology: Promoting Methodological Integrity (PDF, 166KB) February 2017 by Heidi M. Levitt, Sue L. Motulsky, Fredrick J. Wertz, Susan L. Morrow, and Joseph G. Ponterotto
• Racial Microaggression Experiences and Coping Strategies of Black Women in Corporate Leadership (PDF, 132KB) August 2015 by Aisha M. B. Holder, Margo A. Jackson, and Joseph G. Ponterotto
• The Lived Experience of Homeless Youth: A Narrative Approach (PDF, 109KB) February 2015 by Erin E. Toolis and Phillip L. Hammack
• Lifetime Activism, Marginality, and Psychology: Narratives of Lifelong Feminist Activists Committed to Social Change (PDF, 93KB) August 2014 by Anjali Dutt and Shelly Grabe
• Qualitative Inquiry in the History of Psychology (PDF, 82KB) February 2014 by Frederick J. Wertz

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If you have learned what to do when your topic is too broad, consider another scenario:

Though having a topic that is too broad is a common problem, you also need to make sure your topic is not too narrow. If your topic is so limited by geographical area, details, or is very current, you may not be able to find any information about it when researching. 

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Qualitative research: methods and examples

Last updated

13 April 2023

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Qualitative research involves gathering and evaluating non-numerical information to comprehend concepts, perspectives, and experiences. It’s also helpful for obtaining in-depth insights into a certain subject or generating new research ideas. 

As a result, qualitative research is practical if you want to try anything new or produce new ideas.

There are various ways you can conduct qualitative research. In this article, you'll learn more about qualitative research methodologies, including when you should use them.

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• What is qualitative research?

Qualitative research is a broad term describing various research types that rely on asking open-ended questions. Qualitative research investigates “how” or “why” certain phenomena occur. It is about discovering the inherent nature of something.

The primary objective of qualitative research is to understand an individual's ideas, points of view, and feelings. In this way, collecting in-depth knowledge of a specific topic is possible. Knowing your audience's feelings about a particular subject is important for making reasonable research conclusions.

Unlike quantitative research , this approach does not involve collecting numerical, objective data for statistical analysis. Qualitative research is used extensively in education, sociology, health science, history, and anthropology.

• Types of qualitative research methodology

Typically, qualitative research aims at uncovering the attitudes and behavior of the target audience concerning a specific topic. For example,  “How would you describe your experience as a new Dovetail user?”

Some of the methods for conducting qualitative analysis include:

Focus groups

Hosting a focus group is a popular qualitative research method. It involves obtaining qualitative data from a limited sample of participants. In a moderated version of a focus group, the moderator asks participants a series of predefined questions. They aim to interact and build a group discussion that reveals their preferences, candid thoughts, and experiences.

Unmoderated, online focus groups are increasingly popular because they eliminate the need to interact with people face to face.

Focus groups can be more cost-effective than 1:1 interviews or studying a group in a natural setting and reporting one’s observations.

Focus groups make it possible to gather multiple points of view quickly and efficiently, making them an excellent choice for testing new concepts or conducting market research on a new product.

However, there are some potential drawbacks to this method. It may be unsuitable for sensitive or controversial topics. Participants might be reluctant to disclose their true feelings or respond falsely to conform to what they believe is the socially acceptable answer (known as response bias).

Case study research

A case study is an in-depth evaluation of a specific person, incident, organization, or society. This type of qualitative research has evolved into a broadly applied research method in education, law, business, and the social sciences.

Even though case study research may appear challenging to implement, it is one of the most direct research methods. It requires detailed analysis, broad-ranging data collection methodologies, and a degree of existing knowledge about the subject area under investigation.

Historical model

The historical approach is a distinct research method that deeply examines previous events to better understand the present and forecast future occurrences of the same phenomena. Its primary goal is to evaluate the impacts of history on the present and hence discover comparable patterns in the present to predict future outcomes.

Oral history

This qualitative data collection method involves gathering verbal testimonials from individuals about their personal experiences. It is widely used in historical disciplines to offer counterpoints to established historical facts and narratives. The most common methods of gathering oral history are audio recordings, analysis of auto-biographical text, videos, and interviews.

Qualitative observation

One of the most fundamental, oldest research methods, qualitative observation , is the process through which a researcher collects data using their senses of sight, smell, hearing, etc. It is used to observe the properties of the subject being studied. For example, “What does it look like?” As research methods go, it is subjective and depends on researchers’ first-hand experiences to obtain information, so it is prone to bias. However, it is an excellent way to start a broad line of inquiry like, “What is going on here?”

Record keeping and review

Record keeping uses existing documents and relevant data sources that can be employed for future studies. It is equivalent to visiting the library and going through publications or any other reference material to gather important facts that will likely be used in the research.

Grounded theory approach

The grounded theory approach is a commonly used research method employed across a variety of different studies. It offers a unique way to gather, interpret, and analyze. With this approach, data is gathered and analyzed simultaneously.  Existing analysis frames and codes are disregarded, and data is analyzed inductively, with new codes and frames generated from the research.

Ethnographic research

Ethnography  is a descriptive form of a qualitative study of people and their cultures. Its primary goal is to study people's behavior in their natural environment. This method necessitates that the researcher adapts to their target audience's setting. 

Thereby, you will be able to understand their motivation, lifestyle, ambitions, traditions, and culture in situ. But, the researcher must be prepared to deal with geographical constraints while collecting data i.e., audiences can’t be studied in a laboratory or research facility.

This study can last from a couple of days to several years. Thus, it is time-consuming and complicated, requiring you to have both the time to gather the relevant data as well as the expertise in analyzing, observing, and interpreting data to draw meaningful conclusions.

Narrative framework

A narrative framework is a qualitative research approach that relies on people's written text or visual images. It entails people analyzing these events or narratives to determine certain topics or issues. With this approach, you can understand how people represent themselves and their experiences to a larger audience.

Phenomenological approach

The phenomenological study seeks to investigate the experiences of a particular phenomenon within a group of individuals or communities. It analyzes a certain event through interviews with persons who have witnessed it to determine the connections between their views. Even though this method relies heavily on interviews, other data sources (recorded notes), and observations could be employed to enhance the findings.

• Qualitative research methods (tools)

Some of the instruments involved in qualitative research include:

Document research: Also known as document analysis because it involves evaluating written documents. These can include personal and non-personal materials like archives, policy publications, yearly reports, diaries, or letters.

Focus groups:  This is where a researcher poses questions and generates conversation among a group of people. The major goal of focus groups is to examine participants' experiences and knowledge, including research into how and why individuals act in various ways.

Secondary study: Involves acquiring existing information from texts, images, audio, or video recordings.

Observations:   This requires thorough field notes on everything you see, hear, or experience. Compared to reported conduct or opinion, this study method can assist you in getting insights into a specific situation and observable behaviors.

Structured interviews :  In this approach, you will directly engage people one-on-one. Interviews are ideal for learning about a person's subjective beliefs, motivations, and encounters.

Surveys:  This is when you distribute questionnaires containing open-ended questions

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• What are common examples of qualitative research?

Everyday examples of qualitative research include:

Conducting a demographic analysis of a business

For instance, suppose you own a business such as a grocery store (or any store) and believe it caters to a broad customer base, but after conducting a demographic analysis, you discover that most of your customers are men.

You could do 1:1 interviews with female customers to learn why they don't shop at your store.

In this case, interviewing potential female customers should clarify why they don't find your shop appealing. It could be because of the products you sell or a need for greater brand awareness, among other possible reasons.

Launching or testing a new product

Suppose you are the product manager at a SaaS company looking to introduce a new product. Focus groups can be an excellent way to determine whether your product is marketable.

In this instance, you could hold a focus group with a sample group drawn from your intended audience. The group will explore the product based on its new features while you ensure adequate data on how users react to the new features. The data you collect will be key to making sales and marketing decisions.

Conducting studies to explain buyers' behaviors

You can also use qualitative research to understand existing buyer behavior better. Marketers analyze historical information linked to their businesses and industries to see when purchasers buy more.

Qualitative research can help you determine when to target new clients and peak seasons to boost sales by investigating the reason behind these behaviors.

• Qualitative research: data collection

Data collection is gathering information on predetermined variables to gain appropriate answers, test hypotheses, and analyze results. Researchers will collect non-numerical data for qualitative data collection to obtain detailed explanations and draw conclusions.

To get valid findings and achieve a conclusion in qualitative research, researchers must collect comprehensive and multifaceted data.

Qualitative data is usually gathered through interviews or focus groups with videotapes or handwritten notes. If there are recordings, they are transcribed before the data analysis process. Researchers keep separate folders for the recordings acquired from each focus group when collecting qualitative research data to categorize the data.

• Qualitative research: data analysis

Qualitative data analysis is organizing, examining, and interpreting qualitative data. Its main objective is identifying trends and patterns, responding to research questions, and recommending actions based on the findings. Textual analysis is a popular method for analyzing qualitative data.

Textual analysis differs from other qualitative research approaches in that researchers consider the social circumstances of study participants to decode their words, behaviors, and broader meaning. 

Learn more about qualitative research data analysis software

• When to use qualitative research

Qualitative research is helpful in various situations, particularly when a researcher wants to capture accurate, in-depth insights. 

Here are some instances when qualitative research can be valuable:

Examining your product or service to improve your marketing approach

When researching market segments, demographics, and customer service teams

Identifying client language when you want to design a quantitative survey

When attempting to comprehend your or someone else's strengths and weaknesses

Assessing feelings and beliefs about societal and public policy matters

Collecting information about a business or product's perception

Analyzing your target audience's reactions to marketing efforts

When launching a new product or coming up with a new idea

When seeking to evaluate buyers' purchasing patterns

• Qualitative research methods vs. quantitative research methods

Qualitative research examines people's ideas and what influences their perception, whereas quantitative research draws conclusions based on numbers and measurements.

Qualitative research is descriptive, and its primary goal is to comprehensively understand people's attitudes, behaviors, and ideas.

In contrast, quantitative research is more restrictive because it relies on numerical data and analyzes statistical data to make decisions. This research method assists researchers in gaining an initial grasp of the subject, which deals with numbers. For instance, the number of customers likely to purchase your products or use your services.

What is the most important feature of qualitative research?

A distinguishing feature of qualitative research is that it’s conducted in a real-world setting instead of a simulated environment. The researcher is examining actual phenomena instead of experimenting with different variables to see what outcomes (data) might result.

Can I use qualitative and quantitative approaches together in a study?

Yes, combining qualitative and quantitative research approaches happens all the time and is known as mixed methods research. For example, you could study individuals’ perceived risk in a certain scenario, such as how people rate the safety or riskiness of a given neighborhood. Simultaneously, you could analyze historical data objectively, indicating how safe or dangerous that area has been in the last year. To get the most out of mixed-method research, it’s important to understand the pros and cons of each methodology, so you can create a thoughtfully designed study that will yield compelling results.

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Qualitative Research Questions: Gain Powerful Insights + 25 Examples

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

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

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

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

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

Let’s get started!

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

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

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

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

For example:

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

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

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

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

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

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

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

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

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

Crafting qualitative research questions for powerful insights

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

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

1. Beginning the process 

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

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

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

2. Create one overarching, guiding question 

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

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

into the following question: 

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

3. Theoretical framing 

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

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

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

4. Ethical considerations 

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

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

5. Writing the question 

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

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

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

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

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

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25 examples of expertly crafted qualitative research questions

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

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

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

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

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

2. Why do customers buy our product?

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

3. How do our customers interact with our products?

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

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

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

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

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

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

20 more examples to refer to when writing your question

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

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

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

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

Wrap-up: crafting your own qualitative research questions.

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

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

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

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

Download Free E-Book

Asking the right questions in the right way is the key to research success. That’s true for not just the discussion guide but for every step of a research project. Following are 100+ questions that will take you from defining your research objective through  screening and participant discussions.

Fill out the form below to access free e-book! 

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Home » Qualitative Research – Methods, Analysis Types and Guide

Qualitative Research – Methods, Analysis Types and Guide

Table of Contents

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

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131 Interesting Qualitative Research Topics For High Scoring Thesis

Qualitative research topics are undoubtedly not easy. While statistics enthralls some students, others don’t like the subject. That’s because qualitative assignments entail cognitive analysis, which complicates them. But apart from the hardships of completing the projects, selecting topics for qualitative research papers is also a challenge.

This article presents a list of 130-plus qualitative research topic ideas to help learners that struggle to get titles for their papers. It is helpful because many learners have difficulties picking titles that will make their essays impressive to educators. But before presenting the topics, this article defines qualitative research.

What Is Qualitative Research?

Qualitative research is an investigative and innovative abstract data analysis. When writing a qualitative research paper, a learner analyzes intangible data. Qualitative researchers code the data after or during collection. Therefore, having top-notch research topics is necessary for a first-class essay.

Knowing how to write a qualitative research paper is vital because it helps the student deliver a copy that provides a clear picture of an event or situation. A researcher can achieve this via practical experience, reliable reporting, and conversations. Gathering raw data is the initial step in qualitative research. A researcher can gather raw data by conducting reviews, observations, and surveys. Also, researchers can use creative methods to collect data.

Best Examples Of Qualitative Research Topics

Qualitative research covers many things. Here are examples of topics that learners can explore in their qualitative study.

• What causes stigma around some health challenges?
• Stigma facing the people living with disabilities- What is the cause?
• Can Pro Bono legal assistance improve the criminal justice system?
• How the less privileged can benefit from Pro Bono services
• The educational challenges facing rural children- Are there ways to help them?
• Child labor causes- How to mitigate the practice
• Substance and drugs- What are young people abusing more?
• How alcohol affects college students
• Can food insecurity interfere with children’s performance in school?
• Food banks intricacies- Understanding the challenge in low-income areas
• Free education- Does it have socioeconomic benefits?
• Culture and female harm- What’s the connection?
• The impact of social media on physical and social engagement among teens in urban areas
• Using medication to treat depression- What are the health benefits?
• Investigating peer educators’ efficiency in creating awareness of health and social issues
• Gender-based violence- What causes it in rural areas, and how does it affect victims?
• Sexual reproductive health challenges of child brides- Are there ways to control it?
• Investigating the causes of school dropout among teenagers
• How to address school dropout among young adults
• Investigating the deteriorating academic pursuit in Third-World countries
• Social activities- Do they have benefits for depressed people?
• Investigating cerebral palsy and the stigma that people associate with it.
• Living with disabilities- Are there social implications?
• The impact of ableism on disabled people
• Exploring the promotion and benefits of feminist values
• Why should society promote free education in all learning environments?
• What causes food insecurities among low-income earners?
• Food and housing insecurity- What are the root causes?
• What are the effects of displacement- Investigating the homeless people’s mental health

These are good examples of qualitative research topics. However, a student that picks a title in this category should research it extensively to impress the educator with their work.

Qualitative Nursing Research Topics

Professors ask students to write about qualitative topics when pursuing nursing studies. Here are issues to consider in this category.

• How does the nurse-patient relationship affect health outcomes?
• How can nurses deal with complex patients?
• How can nurses provide culturally competent care?
• How do personal beliefs affect nursing practice?
• What is the impact of spirituality on nursing care?
• How does the nurse’s role change when working with terminally ill patients?
• What challenges do nurses face when providing end-of-life care?
• How can nurses best support families whose members have serious illnesses?
• What are the unique challenges of caring for elderly patients?
• How does the nurse’s role change when working in a hospice setting?
• Health outreach programs- What are the most effective ways to execute them?
• Effective methods of curbing drug abuse
• Effective ways to help rape survivors
• How can nurses administer care to female genital mutilation victims?
• How to care for special needs individuals
• Anxiety and depression symptoms
• Methods of administering care to Dyslexia patients
• How to help individuals dealing with mental disorders
• Signs of Alzheimer’s disease in older people
• How to provide primary patient care

These are good qualitative research topics for students pursuing nursing studies. Nevertheless, learners must research any of these titles before writing their papers.

Qualitative Research Topics In Education

Most topics spring up from the education niche despite fitting other specifications. Here are examples of qualitative research topics that include the education niche.

• Are guidance and counseling essential in schools?
• How computer literacy affects education
• Why governments in developing schools should encourage adult education
• Autistic children’s education- Which learning style suits them?
• Is mental health education relevant in the modern school curriculum?
• Exploring the learning conditions for kids in third world countries
• Child education and food insecurity- What is the connection?
• The impact of virtual learning on high school students
• How does alcoholism affect a student and their education?
• Homeschooling- What are its advantages and disadvantages?
• How do teachers’ beliefs about intelligence affect their teaching?
• What is the teacher’s role in developing a student’s self-concept?
• Does race or ethnicity play a role in how teachers treat their students?
• What are the teachers’ experiences with teaching students with special needs?
• What methods do effective teachers use to motivate their students?
• What are the most effective ways to teach reading and writing?
• How does technology use affect how teachers teach, and students learn?
• What are the challenges faced by teachers in rural areas?
• What are the challenges faced by teachers in urban areas?
• How do charter schools differ from traditional public schools?

Many topics and issues in the education system allow learners to find subjects to investigate and cover in their papers quickly. And this is not an exhaustive qualitative research topic list in this field. Nevertheless, it covers the most exciting ideas to explore.

Qualitative Research Topics In Public Health

Educators ask students to write academic papers while studying the public health sector. And this provides insights into crucial and relevant aspects of this sector. Here are qualitative research topics examples in this category.

• How does the public health sector manage epidemics?
• The role of public health in disaster management
• Evaluating the effectiveness of public health campaigns
• An analysis of the factors that hinder effective public health delivery
• Access to healthcare: A study of rural and urban populations
• Health needs assessment of refugees
• Mental health support within the public health sector
• The role of technology in public health
• Understanding and addressing health disparities
• Sexual and reproductive health rights in the public health discourse
• How immunization benefits people in rural areas
• What causes water-borne diseases, and how can society mitigate them?
• Symptoms of high blood pressure among young people
• How antenatal care helps pregnant women
• How to boost breast cancer awareness

These are excellent qualitative research paper topics in the public health sector. Nevertheless, learners need sufficient time and resources to investigate their preferred titles in this category to write winning papers.

Qualitative Research Topics In Project Management

Project management writing focuses on ways to achieve results and goals while basing the achievement on the process. This subject covers planning, structuring, proffering, and controlling ways to execute plans to accomplish desired goals. Here are research topics for qualitative research in project management.

• How effective communication strategies can impact the outcome of a project
• How different leadership styles affect team productivity during a project
• The role of conflict management in ensuring successful project outcomes
• Gender differences in the perception and understanding of project risk
• The impact of organizational culture on a project’s likelihood of success
• How different project management methodologies affect its outcome
• The effect of stakeholder involvement on project success
• How to manage virtual teams effectively to ensure successful project outcomes
• What motivates project managers to achieve successful results?
• How can project managers create a positive work environment that leads to successful outcomes?
• What challenges do project managers face when trying to achieve successful outcomes?
• How can project management be used to achieve social change?
• What are the ethical implications of project management?
• What are the global impacts of project management?
• Ways to achieve sustainable development through project management

These are topics to explore in project management. Nevertheless, learners need adequate time to investigate their chosen titles and write winning essays.

Qualitative Research Topics In Political Science

Qualitative research can also cover political science. Investigating this field enables people to understand it better and can be broad. Here are sample titles to consider in for your scientific thesis .

• How do social media affect the way people engage with politics?
• What motivates people to vote?
• How does voting behavior change over time?
• What are the consequences of gerrymandering?
• How does campaign finance influence elections?
• Interest groups- What is their role in politics?
• How do the media cover politics?
• What are the effects of political scandals?
• How does public opinion influence policymakers?
• How feminism enhanced the American politics
• The adverse effects of misrepresentation
• The American democracy- A look into its dimensions
• Colorism, racism, and classism- How the American ideologies differ
• What causes an election crisis?
• Two-party system- What challenges does it face in America?
• Black women’s inclusion in the American politics
• Should America have a multi-party system?
• Why mass media matters in politics’ scrutiny and promotion

While political science is a broad field, these narrow topics help learners handle their research effectively. Pick any of these ideas to write a winning essay.

Topics For Ethnography Qualitative Research

Ethnographic research entails studying and paying attention to society and describing it. Here are topics to consider for a research paper in this field.

• Studying a subculture: Reasons people join and stay in gangs
• How does social media use vary by culture?
• An ethnographic study of a homeless shelter or soup kitchen
• Understanding the lives of sex workers through ethnography
• The impact of religion on family life
• How does parenting vary between cultures?
• How do children learn and socialize in different cultures?
• What is the effect of migration on family life?
• What are the experiences of refugees?- An explorative case study
• What is the impact of poverty on family life?
• How do people in different cultures understand and experience mental illness?
• What is the role of the family in other cultures?
• What are the end-of-life experiences and beliefs around death in different cultures?

This article has presented easy qualitative research topics. However, some need time and resources to investigate and write quality papers. Therefore, pick your paper title carefully to write an essay that will earn you an excellent grade.

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Top 70 qualitative research topics to ace 2022.

November 16, 2020

There is no denying it; qualitative research topics are not as easy as ABC. To some, statistics is an enthralling subject while others may opt to clean the sea rather than sit in a statistics class. Millions of students around the globe face this crossroad. The task is further complicated by the fact that qualitative assignments deal with a cognitive analysis of data.

If this is you, calm down. Our expert writers have already analyzed your problem and collated a list of 70 qualitative research paper topics for your inspiration. Keep your eyes peeled.

However, before we venture into our topic list, here is something you need to have at your fingertips;

What Is Qualitative Research?

It is the creative and investigative analysis of intangible and inexact data. The method is inductive in that the researcher codes the data during or after the collection. It is, therefore, necessary to have top-notch qualitative research topics for a first-class paper.

Qualitative Nursing Research Topics

• How stress affects people’s behaviour
• The efficacy of a particular medication to a patient
• Environmental factors that necessitate quicker patient recovery
• The feminist empiricism perspective of the nursing profession
• How social processes influence patient behaviour
• Unique attributes of a culture that determines a patient’s success rate

Qualitative Research Topics in Education

• Ethnic and socioeconomic reasons for poor school attendance in developing countries
• The efficiency of the teaching methods
• Why most students perform poorly in sciences as compared to humanities
• The number of students who pursue their college studies to the end
• What is the level of academic preparedness of university students?
• A case study on the victims of bullying in schools

Qualitative Research Topics Ideas

• Correlation between Apple and Windows products
• The advantages of online learning over physical learning
• How have businesses transited into online digital marketing?
• The 30 most travelled places in the world
• Discuss on the rate at which the ozone layer is depleting
• Can we detect and prevent natural disasters before they occur?

College Qualitative Research Topics List

• How virtual reality worlds are transforming society
• Is it possible to have the same education system throughout the whole world?
• Evaluate the performance of mixed schools over single-gender schools
• Is preschool education necessary for children under four years
• The impact of unhealthy market completion on supply and demand
• The role of parents in shaping their children’s morals

Qualitative Research Topics Examples

• The impact of alcohol on a person’s normal behaviour
• Self-esteem among people from low socioeconomic backgrounds
• How often should one engage in sporting activities?
• What influences the eating habits of children?
• How to reduce the chances of contracting a viral disease
• Management of depression among school-going children

Good Qualitative Research Topics

• Effective therapy for patients recovering brain surgery
• Influence of pop music on erratic youth behaviour
• Approaches to improving maternal healthcare in developing countries
• Possible solutions for alleviating pain during childbirth
• Prevention measures against contracting coronavirus in crowded places
• Working government policies on protocol observance

Research Topics For Qualitative Research

• New ways of mitigating communicable diseases
• Emerging trends in digital media
• Worrying trends among the ageing population
• The importance of quarantine during the spread of infectious diseases
• How to promote social equity in patriarchal societies
• Effective strategies that can help curb the problem of cyberbullying

Easy Qualitative Research Topics

• The efficacy of homeschooling programs
• Understanding the key roles of healthy eating habits
• New ways of reaching out to the prospective market
• Factoring in the dynamics of real estate investment
• Latest newsgathering technologies and their effectiveness
• The effects of developing introvert behaviour
• Overcoming addictions through sharing with others
• Creating a community of one people

Topics For Ethnography Qualitative Research

• Transforming virtual ethnography into a modernized form
• How to be close to each other yet so far away
• Rethinking consumer appraisals and motivations
• How can teachers develop a one-on-one relationship with their students
• The place of social and academic practices in uplifting a society
• Creating a centralized community using available resources

Qualitative Research Topics in Public Health

• Strategies for promoting the health sector during the coronavirus pandemic
• Effective obesity management strategies for the young
• Ideas for quitting cigarettes and alcohol
• Programs for community-based sanitization
• Preventative methods for flu during cold seasons
• Techniques of making eco-friendly facemasks
• Positive ways of recovering from a loss
• Means of achieving affordable healthcare in low-income societies

Qualitative Research Topics in Project Management

• Ways of planning for a long-term project
• Dealing with a backlash during a project implementation programme
• Means of relieving pressure for tight project deadlines
• Understanding the essence of time management in goal setting
• Why managers should be flexible and apt in their decisions
• Opportunities for the growth of management skills and techniques

You can never miss a qualitative research assignment. Therefore, use any of the examples of qualitative research topics above for your motivation. The issues should propel you to composing a top-rated qualitative research paper.

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Research Title

Ai generator.

A research title is a succinct, informative phrase that encapsulates a study’s essence. It gives readers a clear indication of the research’s focus, scope, and significance. An effective research title is concise, specific, and engaging, incorporating key terms related to the primary subject matter. Crafting a well-thought-out research title is crucial as it influences first impressions and impacts the study’s visibility and accessibility. Additionally, a strong research title enhances the title page and ensures the research paper cover letter accurately reflects the study’s content.

What is Research Title?

A research title is a concise statement that clearly and precisely encapsulates the main topic, scope, and objective of a research study. It serves as the first point of contact for readers and should effectively communicate the essence of the research in a way that is both engaging and informative. A well-crafted research title is specific, descriptive, and reflective of the study’s core focus, helping to attract interest and provide a clear understanding of the research subject at a glance.

Research Title Format

A well-crafted research title follows a specific format to ensure clarity and precision. Here’s a structured approach:

[Main Topic]: [Specific Aspect or Focus]

Example: “The Impact of Social Media on Teen Mental Health: A Comprehensive Analysis of Behavioral Changes”

Examples of Research Titles

Here are some examples of well-crafted research titles across various fields:

• “The Effects of Bilingual Education on Cognitive Development in Early Childhood”
• “Assessing the Impact of Technology Integration on Student Engagement in High School Classrooms”
• “The Role of Genetics in the Development of Alzheimer’s Disease: A Meta-Analysis”
• “Evaluating the Efficacy of Telemedicine in Managing Chronic Diseases During the COVID-19 Pandemic”
• “The Impact of Urbanization on Local Wildlife Populations: A Case Study of Central Park”
• “Assessing the Effectiveness of Renewable Energy Policies in Reducing Carbon Emissions”
• “The Influence of Social Media on Political Participation Among Millennials”
• “Exploring the Relationship Between Socioeconomic Status and Academic Achievement in Urban Schools”
• “Analyzing the Effects of Corporate Social Responsibility on Consumer Behavior”
• “The Role of Microfinance in Alleviating Poverty in Developing Countries”
• “The Development and Impact of Artificial Intelligence on Workforce Automation”
• “Assessing the Safety and Efficiency of Autonomous Vehicles in Urban Areas”
• “The Representation of Gender Roles in 21st Century Cinema”
• “Exploring the Influence of Renaissance Art on Modern Aesthetic Values”
• “The Impact of Childhood Trauma on Adult Relationships: A Longitudinal Study”
• “Exploring the Effectiveness of Cognitive Behavioral Therapy in Treating Anxiety Disorders”
• “The Effectiveness of Vaccination Campaigns in Reducing the Spread of Infectious Diseases: A Global Perspective”
• “Sustainable Farming Practices and Their Impact on Soil Health: A Comparative Study of Organic and Conventional Methods”

Research Titles for Students

• The Impact of Online Learning on Student Performance in High School
• Exploring the Relationship Between Sleep Patterns and Academic Achievement Among College Students
• The Effects of Extracurricular Activities on Student Social Skills Development
• The Influence of Peer Pressure on High School Students’ Academic Choices
• Assessing the Benefits of Early Childhood Education Programs on Later Academic Success
• The Role of Nutrition and Diet in Enhancing Student Concentration and Memory
• Examining the Effectiveness of Study Groups in Improving Academic Performance in University Settings
• The Impact of Part-Time Employment on High School Students’ Academic Achievement and Time Management
• Exploring the Relationship Between Physical Activity and Mental Health Among College Students
• The Effects of School Uniform Policies on Student Behavior and Academic Outcomes

Qualitative Research Titles

• Exploring Student Perceptions of Remote Learning During the COVID-19 Pandemic
• The Lived Experiences of First-Generation College Students: Challenges and Triumphs
• Understanding Teacher Attitudes Towards Inclusive Education in Mainstream Classrooms
• The Impact of Parental Involvement on Student Motivation and Academic Success
• Exploring the Cultural Adaptation Experiences of International Students in American Universities
• The Role of Peer Support in Coping with Academic Stress Among High School Students
• Investigating the Influence of School Climate on Teacher Job Satisfaction and Retention
• The Effects of Community-Based Learning on Student Engagement and Civic Responsibility
• Understanding the Barriers to STEM Education for Female Students in Rural Areas
• Exploring the Experiences of Students with Learning Disabilities in Higher Education
• The Impact of School Leadership Styles on Teacher Morale and Performance
• The Role of Mentorship Programs in Supporting Minority Students in STEM Fields
• Exploring the Emotional and Social Impacts of Bullying on Middle School Students
• The Influence of Extracurricular Activities on Identity Development in Adolescents
• Understanding the Perspectives of Parents on Bilingual Education Programs

Quantitative Research Titles

• The Impact of Class Size on Student Academic Achievement in Elementary Schools
• Analyzing the Correlation Between Homework Frequency and Student Performance in Mathematics
• The Effects of School Funding on Standardized Test Scores in Public Schools
• Assessing the Relationship Between Attendance Rates and Graduation Rates in High Schools
• Evaluating the Effectiveness of Flipped Classrooms on Student Learning Outcomes
• The Influence of Parental Education Levels on Children’s Academic Success
• The Impact of Early Childhood Education on Literacy Rates in Primary School Students
• Comparing Academic Performance Between Students in Single-Sex and Coeducational Schools
• The Role of Technology in Enhancing Student Engagement in STEM Subjects
• Analyzing the Impact of Nutrition Programs on Student Health and Academic Performance
• The Relationship Between Physical Activity and Academic Achievement in High School Students
• Evaluating the Success of Mentorship Programs on College Retention Rates
• The Effects of Sleep Patterns on Academic Performance Among University Students
• Assessing the Impact of Socioeconomic Status on Access to Higher Education
• The Influence of Teacher Qualifications on Student Achievement in Science

Importance of a Research Title

A research title is a critical component of any research study or academic paper. It serves multiple important functions that contribute to the overall success and impact of the research. Here are key reasons why a research title is important:

1. First Impression

The research title is often the first element a reader encounters. A well-crafted title can create a strong first impression, attracting the reader’s attention and encouraging them to explore the study further.

2. Clarity and Focus

A good research title clearly and succinctly communicates the main topic and scope of the study. It helps the reader quickly understand what the research is about and what specific aspect is being addressed.

3. Guidance

The title provides guidance to the reader about the content and direction of the research. It sets expectations and helps readers decide if the paper is relevant to their interests or research needs.

4. Searchability

In the digital age, research titles are crucial for searchability. A precise and descriptive title improves the chances of the paper being found in online searches, databases, and academic journals, increasing its visibility and accessibility.

5. Academic and Professional Recognition

A well-formulated research title contributes to the academic and professional recognition of the work. It reflects the researcher’s ability to clearly define and articulate their study, which can enhance credibility and reputation within the academic community.

Characteristics of a Good Research Title

A good research title is essential for effectively communicating the main focus and scope of your study. Here are the key characteristics that make a research title effective:

• Clear and Understandable : The title should be easily understood by a broad audience, avoiding jargon or overly complex language.
• Direct : It should convey the main topic and scope of the research without ambiguity.

2. Conciseness

• Brevity : A good title is concise and to the point, typically no longer than 10-15 words.
• Essential Information : It includes only the most relevant information, omitting unnecessary words.

3. Specificity

• Focused : The title should clearly reflect the specific aspect or focus of the research.
• Detailed : It provides enough detail to give a clear sense of what the study entails.

4. Descriptiveness

• Informative : It accurately describes the content and scope of the study.
• Comprehensive : The title should give readers a good understanding of the research without needing to read the entire paper.

5. Keywords

• Relevant Keywords : Including key terms that are central to the research topic helps with searchability and indexing.
• SEO-Friendly : Using keywords that align with what potential readers might search for increases the paper’s visibility.

6. Engagement

• Interest : The title should be engaging and interesting, encouraging readers to want to learn more about the study.
• Appeal : It should appeal to the target audience, whether they are academics, practitioners, or the general public.

How to Write a Research Title?

A well-crafted research title is crucial as it provides the first impression of your study. It should be concise, informative, and engaging to capture the reader’s attention while conveying the essence of your research. Here’s a step-by-step guide on how to write an effective research title.

1. Understand the Purpose of the Title

The title should:

• Summarize the main topic of the research.
• Indicate the scope and focus of the study.
• Reflect the methodology used (if applicable).
• Attract the target audience’s interest.

2. Identify the Key Components

To create a comprehensive title, identify the following components of your research:

• Main topic : The primary subject or focus.
• Variables : Key elements or factors studied.
• Population/sample : The group or sample studied.
• Methodology : The approach or techniques used in the research.

3. Be Clear and Specific

Avoid vague and ambiguous terms. Be precise in describing your research. For example, instead of “Study of Education Methods,” use “Effectiveness of Interactive Learning Techniques in High School Biology.”

4. Keep It Concise

A good title is typically between 10 to 15 words. It should be long enough to include essential information but short enough to be easily readable.

5. Use Descriptive Words

Use words that describe the content and aim of your research effectively. Descriptive words help in making the title informative and engaging. Examples include “effects,” “analysis,” “evaluation,” “comparison,” etc.

6. Avoid Jargon and Abbreviations

Ensure that your title is accessible to a broad audience by avoiding technical jargon and abbreviations that might not be widely understood.

7. Consider the Audience

Think about who will be reading your research. Tailor your title to meet the expectations and interests of your target audience, whether they are academic peers, professionals, or the general public.

8. Reflect the Type of Study

Indicate whether the research is a review, case study, experiment, or theoretical analysis. This helps set the context for the reader. For example, “A Case Study on Renewable Energy Adoption in Urban Areas.”

9. Include Keywords

Incorporate relevant keywords that reflect the main themes of your research. This not only helps in search engine optimization but also makes your research easily discoverable.

10. Revise and Refine

Review your title for clarity, conciseness, and accuracy. Ask for feedback from peers or mentors to ensure it effectively represents your research.

FAQ’s

How should a research title be structured.

A research title should be clear, concise, and informative, often including the main variables, methods, and context of the study.

What are the key elements of a good research title?

Key elements include relevance, clarity, specificity, and the inclusion of main keywords related to the research topic.

Can a research title be a question?

Yes, a research title can be a question if it effectively conveys the research’s focus and intrigues the reader.

How long should a research title be?

A research title should be brief but descriptive, typically between 10 to 15 words, avoiding unnecessary jargon or overly complex terms.

Should a research title include keywords?

Yes, including keywords helps in indexing and searching, making it easier for others to find your research.

Can a research title change during the research process?

Yes, it can be refined or adjusted as the research progresses to better reflect the study’s findings and scope.

Should the research title reflect the research methodology?

It can, especially if the methodology is central to the study’s uniqueness or understanding, but it’s not always necessary.

How specific should a research title be?

A research title should be specific enough to give a clear idea of the study’s focus but not so detailed that it becomes cumbersome.

What makes a research title catchy?

A catchy research title is engaging, piques curiosity, and uses intriguing language while still being clear and informative.

Can humor be used in a research title?

Humor can be used if appropriate for the subject matter and audience, but it should not compromise clarity or professionalism.

Text prompt

• Instructive
• Professional

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