what are the methodologies of qualitative research

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What is qualitative research.

Qualitative research methodologies seek to capture information that often can't be expressed numerically. These methodologies often include some level of interpretation from researchers as they collect information via observation, coded survey or interview responses, and so on. Researchers may use multiple qualitative methods in one study, as well as a theoretical or critical framework to help them interpret their data.

Qualitative research methods can be used to study:

• How are political and social attitudes formed? 
• How do people make decisions?
• What teaching or training methods are most effective?  

Qualitative Research Approaches

Action research.

In this type of study, researchers will actively pursue some kind of intervention, resolve a problem, or affect some kind of change. They will not only analyze the results but will also examine the challenges encountered through the process. 

Ethnography

Ethnographies are an in-depth, holistic type of research used to capture cultural practices, beliefs, traditions, and so on. Here, the researcher observes and interviews members of a culture — an ethnic group, a clique, members of a religion, etc. — and then analyzes their findings. 

Grounded Theory

Researchers will create and test a hypothesis using qualitative data. Often, researchers use grounded theory to understand decision-making, problem-solving, and other types of behavior.

Narrative Research

Researchers use this type of framework to understand different aspects of the human experience and how their subjects assign meaning to their experiences. Researchers use interviews to collect data from a small group of subjects, then discuss those results in the form of a narrative or story.

Phenomenology

This type of research attempts to understand the lived experiences of a group and/or how members of that group find meaning in their experiences. Researchers use interviews, observation, and other qualitative methods to collect data. 

Often used to share novel or unique information, case studies consist of a detailed, in-depth description of a single subject, pilot project, specific events, and so on. 

• Hossain, M.S., Runa, F., & Al Mosabbir, A. (2021). Impact of COVID-19 pandemic on rare diseases: A case study on thalassaemia patients in Bangladesh. Public Health in Practice, 2(100150), 1-3.
• Nožina, M. (2021). The Czech Rhino connection: A case study of Vietnamese wildlife trafficking networks’ operations across central Europe. European Journal on Criminal Policy and Research, 27(2), 265-283.

Focus Groups

Researchers will recruit people to answer questions in small group settings. Focus group members may share similar demographics or be diverse, depending on the researchers' needs. Group members will then be asked a series of questions and have their responses recorded. While these responses may be coded and discussed numerically (e.g., 50% of group members responded negatively to a question), researchers will also use responses to provide context, nuance, and other details. 

• Dichabeng, P., Merat, N., & Markkula, G. (2021). Factors that influence the acceptance of future shared automated vehicles – A focus group study with United Kingdom drivers. Transportation Research: Part F, 82, 121–140.
• Maynard, E., Barton, S., Rivett, K., Maynard, O., & Davies, W. (2021). Because ‘grown-ups don’t always get it right’: Allyship with children in research—From research question to authorship. Qualitative Research in Psychology, 18(4), 518–536.

Observational Study

Researchers will arrange to observe (usually in an unobtrusive way) a set of subjects in specific conditions. For example, researchers might visit a school cafeteria to learn about the food choices students make or set up trail cameras to collect information about animal behavior in the area. 

• He, J. Y., Chan, P. W., Li, Q. S., Li, L., Zhang, L., & Yang, H. L. (2022). Observations of wind and turbulence structures of Super Typhoons Hato and Mangkhut over land from a 356 m high meteorological tower. Atmospheric Research, 265(105910), 1-18.
• Zerovnik Spela, Kos Mitja, & Locatelli Igor. (2022). Initiation of insulin therapy in patients with type 2 diabetes: An observational study. Acta Pharmaceutica, 72(1), 147–157.

Open-Ended Surveys

Unlike quantitative surveys, open-ended surveys require respondents to answer the questions in their own words. 

• Mujcic, A., Blankers, M., Yildirim, D., Boon, B., & Engels, R. (2021). Cancer survivors’ views on digital support for smoking cessation and alcohol moderation: a survey and qualitative study. BMC Public Health, 21(1), 1-13.
• Smith, S. D., Hall, J. P., & Kurth, N. K. (2021). Perspectives on health policy from people with disabilities. Journal of Disability Policy Studies, 32(3), 224–232.

Structured or Semi-Structured Interviews

Researchers will recruit a small number of people who fit pre-determined criteria (e.g., people in a certain profession) and ask each the same set of questions, one-on-one. Semi-structured interviews will include opportunities for the interviewee to provide additional information they weren't asked about by the researcher.

• Gibbs, D., Haven-Tang, C., & Ritchie, C. (2021). Harmless flirtations or co-creation? Exploring flirtatious encounters in hospitable experiences. Tourism & Hospitality Research, 21(4), 473–486.
• Hongying Dai, Ramos, A., Tamrakar, N., Cheney, M., Samson, K., & Grimm, B. (2021). School personnel’s responses to school-based vaping prevention program: A qualitative study. Health Behavior & Policy Review, 8(2), 130–147.
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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.

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• What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

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

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

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

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

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

Table of contents

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

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

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

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

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

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

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

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

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

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

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

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

• Flexibility

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

• Natural settings

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

• Meaningful insights

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

• Generation of new ideas

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

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

• Unreliability

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

• Subjectivity

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

• Limited generalisability

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

• Labour-intensive

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

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

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

There are five common approaches to qualitative research :

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

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

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

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

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

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Qualitative Research : Definition

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

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The Oxford Handbook of Qualitative Research

Patricia Leavy Independent Scholar Kennebunk, ME, USA

A newer edition of this book is available.

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This handbook provides a broad introduction to qualitative research to those with little to no background in the subject while simultaneously providing substantive contributions to the field that will be of interest to even the most experienced researchers. The first two sections explore the history of qualitative research, ethical perspectives, and philosophical/theoretical approaches. The next three sections focus on the major methods of qualitative practice, as well as on newer approaches (such as arts-based research and internet research); area studies often excluded (such as museum studies and disaster studies); and mixed methods and participatory methods (such as community-based research). The next section covers key issues including data analysis, interpretation, writing, and assessment. The final section offers a commentary about politics and research and the move toward public scholarship. The Oxford Handbook of Qualitative Research is intended for students of all levels, faculty, and researchers across the social sciences.

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Research methods--quantitative, qualitative, and more: overview.

• Quantitative Research
• Qualitative Research
• Data Science Methods (Machine Learning, AI, Big Data)
• Text Mining and Computational Text Analysis
• Evidence Synthesis/Systematic Reviews
• Get Data, Get Help!

About Research Methods

This guide provides an overview of research methods, how to choose and use them, and supports and resources at UC Berkeley. 

As Patten and Newhart note in the book Understanding Research Methods , "Research methods are the building blocks of the scientific enterprise. They are the "how" for building systematic knowledge. The accumulation of knowledge through research is by its nature a collective endeavor. Each well-designed study provides evidence that may support, amend, refute, or deepen the understanding of existing knowledge...Decisions are important throughout the practice of research and are designed to help researchers collect evidence that includes the full spectrum of the phenomenon under study, to maintain logical rules, and to mitigate or account for possible sources of bias. In many ways, learning research methods is learning how to see and make these decisions."

The choice of methods varies by discipline, by the kind of phenomenon being studied and the data being used to study it, by the technology available, and more.  This guide is an introduction, but if you don't see what you need here, always contact your subject librarian, and/or take a look to see if there's a library research guide that will answer your question. 

Suggestions for changes and additions to this guide are welcome! 

START HERE: SAGE Research Methods

Without question, the most comprehensive resource available from the library is SAGE Research Methods.  HERE IS THE ONLINE GUIDE  to this one-stop shopping collection, and some helpful links are below:

• SAGE Research Methods
• Little Green Books  (Quantitative Methods)
• Little Blue Books  (Qualitative Methods)
• Dictionaries and Encyclopedias  
• Case studies of real research projects
• Sample datasets for hands-on practice
• Streaming video--see methods come to life
• Methodspace- -a community for researchers
• SAGE Research Methods Course Mapping

Library Data Services at UC Berkeley

Library Data Services Program and Digital Scholarship Services

The LDSP offers a variety of services and tools !  From this link, check out pages for each of the following topics:  discovering data, managing data, collecting data, GIS data, text data mining, publishing data, digital scholarship, open science, and the Research Data Management Program.

Be sure also to check out the visual guide to where to seek assistance on campus with any research question you may have!

Library GIS Services

Other Data Services at Berkeley

D-Lab Supports Berkeley faculty, staff, and graduate students with research in data intensive social science, including a wide range of training and workshop offerings Dryad Dryad is a simple self-service tool for researchers to use in publishing their datasets. It provides tools for the effective publication of and access to research data. Geospatial Innovation Facility (GIF) Provides leadership and training across a broad array of integrated mapping technologies on campu Research Data Management A UC Berkeley guide and consulting service for research data management issues

General Research Methods Resources

Here are some general resources for assistance:

• Assistance from ICPSR (must create an account to access): Getting Help with Data , and Resources for Students
• Wiley Stats Ref for background information on statistics topics
• Survey Documentation and Analysis (SDA) .  Program for easy web-based analysis of survey data.

Consultants

• D-Lab/Data Science Discovery Consultants Request help with your research project from peer consultants.
• Research data (RDM) consulting Meet with RDM consultants before designing the data security, storage, and sharing aspects of your qualitative project.
• Statistics Department Consulting Services A service in which advanced graduate students, under faculty supervision, are available to consult during specified hours in the Fall and Spring semesters.

Related Resourcex

• IRB / CPHS Qualitative research projects with human subjects often require that you go through an ethics review.
• OURS (Office of Undergraduate Research and Scholarships) OURS supports undergraduates who want to embark on research projects and assistantships. In particular, check out their "Getting Started in Research" workshops
• Sponsored Projects Sponsored projects works with researchers applying for major external grants.
• Next: Quantitative Research >>
• Last Updated: Apr 25, 2024 11:09 AM
• URL: https://guides.lib.berkeley.edu/researchmethods

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Home Market Research

Qualitative Research Methods: Types, Analysis + Examples

Qualitative research is based on the disciplines of social sciences like psychology, sociology, and anthropology. Therefore, the qualitative research methods allow for in-depth and further probing and questioning of respondents based on their responses. The interviewer/researcher also tries to understand their motivation and feelings. Understanding how your audience makes decisions can help derive conclusions in market research.

What is qualitative research?

Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication .

This method is about “what” people think and “why” they think so. For example, consider a convenience store looking to improve its patronage. A systematic observation concludes that more men are visiting this store. One good method to determine why women were not visiting the store is conducting an in-depth interview method with potential customers.

For example, after successfully interviewing female customers and visiting nearby stores and malls, the researchers selected participants through random sampling . As a result, it was discovered that the store didn’t have enough items for women.

So fewer women were visiting the store, which was understood only by personally interacting with them and understanding why they didn’t visit the store because there were more male products than female ones.

Gather research insights

Types of qualitative research methods with examples

Qualitative research methods are designed in a manner that helps reveal the behavior and perception of a target audience with reference to a particular topic. There are different types of qualitative research methods, such as in-depth interviews, focus groups, ethnographic research, content analysis, and case study research that are usually used.

The results of qualitative methods are more descriptive, and the inferences can be drawn quite easily from the obtained data .

Qualitative research methods originated in the social and behavioral research sciences. Today, our world is more complicated, and it is difficult to understand what people think and perceive. Online research methods make it easier to understand that as it is a more communicative and descriptive analysis .

The following are the qualitative research methods that are frequently used. Also, read about qualitative research examples :

1. One-on-one interview

Conducting in-depth interviews is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time. This is purely a conversational method and invites opportunities to get details in depth from the respondent.

One of the advantages of this method is that it provides a great opportunity to gather precise data about what people believe and their motivations . If the researcher is well experienced, asking the right questions can help him/her collect meaningful data. If they should need more information, the researchers should ask such follow-up questions that will help them collect more information.

These interviews can be performed face-to-face or on the phone and usually can last between half an hour to two hours or even more. When the in-depth interview is conducted face to face, it gives a better opportunity to read the respondents’ body language and match the responses.

2. Focus groups

A focus group is also a commonly used qualitative research method used in data collection. A focus group usually includes a limited number of respondents (6-10) from within your target market.

The main aim of the focus group is to find answers to the “why, ” “what,” and “how” questions. One advantage of focus groups is you don’t necessarily need to interact with the group in person. Nowadays, focus groups can be sent an online survey on various devices, and responses can be collected at the click of a button.

Focus groups are an expensive method as compared to other online qualitative research methods. Typically, they are used to explain complex processes. This method is very useful for market research on new products and testing new concepts.

3. Ethnographic research

Ethnographic research is the most in-depth observational research method that studies people in their naturally occurring environment.

This method requires the researchers to adapt to the target audiences’ environments, which could be anywhere from an organization to a city or any remote location. Here, geographical constraints can be an issue while collecting data.

This research design aims to understand the cultures, challenges, motivations, and settings that occur. Instead of relying on interviews and discussions, you experience the natural settings firsthand.

This type of research method can last from a few days to a few years, as it involves in-depth observation and collecting data on those grounds. It’s a challenging and time-consuming method and solely depends on the researcher’s expertise to analyze, observe, and infer the data.

4. Case study research

T he case study method has evolved over the past few years and developed into a valuable quality research method. As the name suggests, it is used for explaining an organization or an entity.

This type of research method is used within a number of areas like education, social sciences, and similar. This method may look difficult to operate; however , it is one of the simplest ways of conducting research as it involves a deep dive and thorough understanding of the data collection methods and inferring the data.

5. Record keeping

This method makes use of the already existing reliable documents and similar sources of information as the data source. This data can be used in new research. This is similar to going to a library. There, one can go over books and other reference material to collect relevant data that can likely be used in the research.

6. Process of observation

Qualitative Observation is a process of research that uses subjective methodologies to gather systematic information or data. Since the focus on qualitative observation is the research process of using subjective methodologies to gather information or data. Qualitative observation is primarily used to equate quality differences.

Qualitative observation deals with the 5 major sensory organs and their functioning – sight, smell, touch, taste, and hearing. This doesn’t involve measurements or numbers but instead characteristics.

Explore Insightfully Contextual Inquiry in Qualitative Research

Qualitative research: data collection and analysis

A. qualitative data collection.

Qualitative data collection allows collecting data that is non-numeric and helps us to explore how decisions are made and provide us with detailed insight. For reaching such conclusions the data that is collected should be holistic, rich, and nuanced and findings to emerge through careful analysis.

• Whatever method a researcher chooses for collecting qualitative data, one aspect is very clear the process will generate a large amount of data. In addition to the variety of methods available, there are also different methods of collecting and recording the data.

For example, if the qualitative data is collected through a focus group or one-to-one discussion, there will be handwritten notes or video recorded tapes. If there are recording they should be transcribed and before the process of data analysis can begin.

• As a rough guide, it can take a seasoned researcher 8-10 hours to transcribe the recordings of an interview, which can generate roughly 20-30 pages of dialogues. Many researchers also like to maintain separate folders to maintain the recording collected from the different focus group. This helps them compartmentalize the data collected.
• In case there are running notes taken, which are also known as field notes, they are helpful in maintaining comments, environmental contexts, environmental analysis , nonverbal cues etc. These filed notes are helpful and can be compared while transcribing audio recorded data. Such notes are usually informal but should be secured in a similar manner as the video recordings or the audio tapes.

B. Qualitative data analysis

Qualitative data analysis such as notes, videos, audio recordings images, and text documents. One of the most used methods for qualitative data analysis is text analysis.

Text analysis is a  data analysis method that is distinctly different from all other qualitative research methods, where researchers analyze the social life of the participants in the research study and decode the words, actions, etc. 

There are images also that are used in this research study and the researchers analyze the context in which the images are used and draw inferences from them. In the last decade, text analysis through what is shared on social media platforms has gained supreme popularity.

Characteristics of qualitative research methods

• Qualitative research methods usually collect data at the sight, where the participants are experiencing issues or research problems . These are real-time data and rarely bring the participants out of the geographic locations to collect information.
• Qualitative researchers typically gather multiple forms of data, such as interviews, observations, and documents, rather than rely on a single data source .
• This type of research method works towards solving complex issues by breaking down into meaningful inferences, that is easily readable and understood by all.
• Since it’s a more communicative method, people can build their trust on the researcher and the information thus obtained is raw and unadulterated.

Qualitative research method case study

Let’s take the example of a bookstore owner who is looking for ways to improve their sales and customer outreach. An online community of members who were loyal patrons of the bookstore were interviewed and related questions were asked and the questions were answered by them.

At the end of the interview, it was realized that most of the books in the stores were suitable for adults and there were not enough options for children or teenagers.

By conducting this qualitative research the bookstore owner realized what the shortcomings were and what were the feelings of the readers. Through this research now the bookstore owner can now keep books for different age categories and can improve his sales and customer outreach.

Such qualitative research method examples can serve as the basis to indulge in further quantitative research , which provides remedies.

When to use qualitative research

Researchers make use of qualitative research techniques when they need to capture accurate, in-depth insights. It is very useful to capture “factual data”. Here are some examples of when to use qualitative research.

• Developing a new product or generating an idea.
• Studying your product/brand or service to strengthen your marketing strategy.
• To understand your strengths and weaknesses.
• Understanding purchase behavior.
• To study the reactions of your audience to marketing campaigns and other communications.
• Exploring market demographics, segments, and customer care groups.
• Gathering perception data of a brand, company, or product.

LEARN ABOUT: Steps in Qualitative Research

Qualitative research methods vs quantitative research methods

The basic differences between qualitative research methods and quantitative research methods are simple and straightforward. They differ in:

• Their analytical objectives
• Types of questions asked
• Types of data collection instruments
• Forms of data they produce
• Degree of flexibility

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Qualitative research methodologies: ethnography

• Related content
• Peer review
• Scott Reeves , associate professor 1 ,
• Ayelet Kuper , assistant professor 2 ,
• Brian David Hodges , associate professor and vice chair (education) 3
• 1 Department of Psychiatry, Li Ka Shing Knowledge Institute, Centre for Faculty Development, and Wilson Centre for Research in Education, University of Toronto, 200 Elizabeth Street, Eaton South 1-565, Toronto, ON, Canada M5G 2C4
• 2 Department of Medicine, Sunnybrook Health Sciences Centre, and Wilson Centre for Research in Education, University of Toronto, Toronto, ON, Canada M4N 3M5
• 3 Department of Psychiatry, Wilson Centre for Research in Education, University of Toronto, Toronto, ON, Canada M5G 2C4
• Correspondence to: S Reeves scott.reeves{at}utoronto.ca

The previous articles (there were 2 before this 1) in this series discussed several methodological approaches commonly used by qualitative researchers in the health professions. This article focuses on another important qualitative methodology: ethnography. It provides background for those who will encounter this methodology in their reading rather than instructions for carrying out such research.

What is ethnography?

Ethnography is the study of social interactions, behaviours, and perceptions that occur within groups, teams, organisations, and communities. Its roots can be traced back to anthropological studies of small, rural (and often remote) societies that were undertaken in the early 1900s, when researchers such as Bronislaw Malinowski and Alfred Radcliffe-Brown participated in these societies over long periods and documented their social arrangements and belief systems. This approach was later adopted by members of the Chicago School of Sociology (for example, Everett Hughes, Robert Park, Louis Wirth) and applied to a variety of urban settings in their studies of social life.

The central aim of ethnography is to provide rich, holistic insights into people’s views and actions, as well as the nature (that is, sights, sounds) of the location they inhabit, through the collection of detailed observations and interviews. As Hammersley states, “The task [of ethnographers] is to document the culture, the perspectives and practices, of the people in these settings. The aim is to ‘get inside’ the way each group of people sees the world.” 1 Box 1 outlines the key features of ethnographic research.

Box 1 Key features of ethnographic research 2

A strong emphasis on exploring the nature of a particular social phenomenon, rather than setting out to test hypotheses about it

A tendency to work primarily with “unstructured data” —that is, data that have not been coded at the point of data collection as a closed set of analytical categories

Investigation of a small number of cases (perhaps even just one case) in detail

Analysis of data that involves explicit interpretation of the meanings and functions of human actions; the product of this analysis primarily takes the form of verbal descriptions and explanations

Examples of ethnographic research within the health services literature include Strauss’s study of achieving and maintaining order between managers, clinicians, and patients within psychiatric hospital settings; Taxis and Barber’s exploration of intravenous medication errors in acute care hospitals; Costello’s examination of death and dying in elderly care wards; and Østerlund’s work on doctors’ and nurses’ use of traditional and digital information systems in their clinical communications. 3 4 5 6 Becker and colleagues’ Boys in White , an ethnographic study of medical education in the late 1950s, remains a classic in this field. 7

Newer developments in ethnographic inquiry include auto-ethnography, in which researchers’ own thoughts and perspectives from their social interactions form the central element of a study 8 ; meta-ethnography, in which qualitative research texts are analysed and synthesised to empirically create new insights and knowledge 9 ; and online (or virtual) ethnography, which extends traditional notions of ethnographic study from situated observation and face to face researcher-participant interaction to technologically mediated interactions in online networks and communities. 10

What should I be looking for in an ethnographic study?

Ethnographers typically gather participant observations, necessitating direct engagement and involvement with the world they are studying. Owing to the complex nature of social life, ethnographers need to record a variety of elements in their field notes (box 2).

Box 2 Nine observational dimensions and their descriptions 11

Space—Physical layout of the place(s)

Actor—Range of people involved

Activity—A set of related activities that occur

Object—The physical things that are present

Act—Single actions people undertake

Event—Activities that people carry out

Time—The sequencing of events that occur

Goal—Things that people are trying to accomplish

Feeling—Emotions felt and expressed

During their observations, ethnographers routinely use informal or conversational interviews, which allow them to discuss, probe emerging issues, or ask questions about unusual events in a naturalistic manner. Because of the “casual” nature of this type of interview technique it can be useful in eliciting highly candid accounts from individuals. Ethnographers also gather formal in-depth interviews and documentary data such as minutes of meetings, diaries, and photographs.

Participants or situations are sampled on an opportunistic or purposive basis. It is also usual for ethnographers to focus upon specific features (for example, medical ward rounds) that occur within a research setting.

Analysis of ethnographic data tends to be undertaken in an inductive thematic manner: data are examined to identify and to categorise themes and key issues that “emerge” from the data. Through a careful analysis of their data, using this inductive process, ethnographers generate tentative theoretical explanations from their empirical work.

Reflexivity (that is, the relationship a researcher shares with the world he or she is investigating) is a central element of ethnographic work, owing to the relationship the ethnographer shares with participants and the ethical issues that flow from this close relationship. Within research reports, reflexivity is presented in the form of a description of the ethnographer’s ideas and experiences, which can be used by readers to judge the possible impact of these influences on a study.

To enhance the quality of their work, ethnographers will often provide a detailed or “thick description” of the research setting and its participants, which will typically be based on many hours of direct observation and interviews with several key informants. 12

In addition, ethnographic work commonly uses methodological triangulation—a technique designed to compare and contrast different types of methods to help provide more comprehensive insights into the phenomenon under study. This type of triangulation can be very useful, as sometimes what people say about their actions can contrast with their actual behaviour. 13 Box 3 provides further information about triangulation and the different types that can be employed within ethnographic research.

Box 3 Triangulation in ethnography

Triangulation is a term linked to navigation or surveying: people discover their position on a map by taking bearings on landmarks, and where the lines intersect is where they are positioned. As well as methodological triangulation, Denzin 14 outlines three other types:

Data triangulation, which uses different sources of data to examine a phenomenon in several different settings and different points in time or space

Investigator triangulation, which uses multiple researchers to generate a complex range of perspectives on the data

Theory triangulation, in which researchers approach data with different concepts and theories to see how each helps to understand the data

Ethnographers often draw upon social sciences theory (for example, interactionism, feminism, and postmodernism) to strengthen their research focus and analyses. (The use of theory within qualitative research is examined in more depth in another paper in this series). See box 3 for an example of an ethnographic study.

Box 4 An ethnographic study of professional relationships

This ethnographic study took place in a large general hospital in the United Kingdom. 15 It aimed to understand, in depth, the nature of hospital based nurse-doctor relationships in the wake of changes to health policy and to the delivery of professional education.

The author, a nurse, undertook participant observations for 10 months, during which she worked as a nurse (on an unpaid basis) with doctors, nurses, managers, and auxiliary staff on both a surgical and a medical ward. To gain a candid insight into these professionals’ views, she undertook informal interviews with staff while they worked together. She also collected 57 tape recorded interviews, each lasting 60 to 90 minutes, with nurses, doctors, auxiliaries, and managers. These explored in more depth participants’ views of their interprofessional relationships. Documentary data were also generated through analysis of organisational documents and through attendance at professional and managerial meetings.

The author undertook an inductive approach to data analysis, in which meanings emerged from the data through exploration of all data sets. In addition, she used data from different sources (observations, interviews, documentary data) to generate a more comprehensive understanding in the emerging analysis. The author drew upon negotiated order perspective—a sociological theory developed by Strauss to frame and illuminate the findings from her analysis. She also discussed her reflexive role in the study, and as a nurse, how that helped her secure access into this clinical setting, and how it helped her attain richer insights into the nature of nurse-doctor relationships in relation to how they negotiate professional boundaries in their clinical work.

Why choose ethnography?

Ethnographic research offers several advantages. For example, the use of participant observation enables ethnographers to “immerse” themselves in a setting, thereby generating a rich understanding of social action and its subtleties in different contexts.

Participant observation also gives ethnographers opportunities to gather empirical insights into social practices that are normally “hidden” from the public gaze. Additionally, since it aims to generate holistic social accounts, ethnographic research can identify, explore, and link social phenomena which, on the surface, have little connection with each other.

Ethnographic research can be problematic. Owing to the relatively long periods of time ethnographers spend talking to participants and observing actions, it can be difficult to secure repeated access, especially if institutional gatekeepers are concerned that the research may cast their organisation in a poor light. Obtaining formal approval from research ethics committees can be complicated. The direct interaction that occurs between ethnographers and patients or clinicians during fieldwork can be regarded with suspicion, as traditional notions of health services research rest on researchers’ detachment rather than involvement. Comprehensively recording the multifaceted nature of social action that occurs within a clinic or ward is a difficult task, as a range of temporal, spatial, and behavioural elements need to be documented (see box 1). In addition, the unpredictability of social (and clinical) life often means that ethnographers have to be flexible, patient, and persistent in their work, as data collection activities can be disrupted or access withdrawn as local circumstances and politics change.

Ethnography is a highly useful methodology for addressing a range of research questions within the health professions. In particular, it can generate rich and detailed accounts of clinicians’ professional and interprofessional relationships, their interactions with patients, and their approaches to delivering care, as well as in-depth accounts of patients’ care experiences. Understanding the foundations of ethnography and its key elements will help readers when they come across reports that use this methodology. A later article in this series will provide readers with a more formal framework to use when critically appraising qualitative research papers, including ethnographies. Readers interested in undertaking such research should refer to the works listed in box 4.

Box 4 Further reading

Atkinson P, Coffey A, Delamont S, Lofland J, Lofland L, eds. Handbook of ethnography . London: Sage, 2001.

Fetterman D. Ethnography: step by step . 2nd ed. London: Sage, 1988.

Fielding N. Ethnography. In: Researching social life . London: Sage, 1993:155-71.

Hammersley M, Atkinson P. Ethnography: principles in practice . 2nd ed. London: Routledge, 1995.

Spradley J. The ethnographic interview . New York: Holt, 1979.

Journal articles

Atkinson P, Pugsley L. Making sense of ethnographic research in medical education. Med Educ 2005;39:228-34.

Charmaz K, Oleson V. Ethnographic research in medical sociology: its foci and distinctive contributions. Sociol Methods Res 1997;25:452-94.

Fine G. Ten lies of ethnography. J Contemp Ethnogr 1993;22:267-94.

Jeffrey B, Troman G. Time for ethnography. Br Educ Res J 30:535-48

Savage J. Ethnography and health care. BMJ 2000;321:1400-2.

Summary points

Ethnography is the study of social interactions, behaviours, and perceptions that occur within teams, organisations, and communities.

Ethnographic studies typically gather participant observations and interviews; through using these methods ethnographers can immerse themselves in settings and can generate rich understanding of the social action that occurs

Owing to the relationship the ethnographer shares with research participants, reflexivity (whereby ethnographers describe the relationship they shares with the people and world they are studying) occupies a central element of this type of research

Ethnographers commonly triangulate (that is, compare and contrast) interview and observation methods to enhance the quality of their work; this technique is important as what people say about their behaviour can contrast with their actual actions

Cite this as: BMJ 2008;337:a1020

• Related to doi: , 10.1136/bmj.a288
• doi: , 10.1136/bmj.39602.690162.47
• doi: , 10.1136/bmj.a879
• doi: , 10.1136/bmj.a949
• doi: 10.1136/bmj.a1035

This is the third in a series of six articles that aim to help readers to critically appraise the increasing number of qualitative research articles in clinical journals. The series editors are Ayelet Kuper and Scott Reeves.

For a definition of general terms relating to qualitative research, see the first article in this series

Funding: None.

Competing interests: None declared.

Provenance and peer review: Commissioned; externally peer reviewed.

• ↵ Hammersley M. What’s wrong with ethnography? Methodological explorations. London: Routledge, 1992 .
• ↵ Hammersley M, Atkinson P. Ethnography: principles in practice. 2nd ed. London: Routledge, 1995
• ↵ Strauss A, Schatzman D, Ehrlich R, Bucher M, Sabshin C. The hospital and its negotiated order. In: Freidson E, ed. The hospital in modern society . New York: Free Press, 1963 :147-69.
• ↵ Taxis K, Barber N. Causes of intravenous medication errors: an ethnographic study. Qual Saf Health Care 2003 ; 12 : 343 -7. OpenUrl Abstract / FREE Full Text
• ↵ Costello J. Nursing older dying patients: findings from an ethnographic study of death and dying in elderly care wards. J Adv Nurs 2001 ; 35 : 59 -68. OpenUrl CrossRef PubMed Web of Science
• ↵ Østerlund C. Genre combinations: a window into dynamic communication practices. J Manage Inf Syst 2007 ; 23 : 81 -108. OpenUrl
• ↵ Becker H, Geer B, Hughes E, Strauss A. Boys in white: student culture in medical school . Chicago: University of Chicago Press, 1961 .
• ↵ Reed-Danahay D. Auto-ethnography: rewriting the self and the social . London: Berg, 1997 .
• ↵ Britten N, Campbell R, Pope C, Donovan J, Morgan M, Pill R. Using meta-ethnography to synthesise qualitative research: a worked example. J Health Serv Res Policy 2002 ; 7 : 209 -15. OpenUrl Abstract / FREE Full Text
• ↵ Hine C. Virtual ethnography . London: Sage, 2000 .
• ↵ Spradley J. Participant observation. New York: Holt, 1980
• ↵ Geertz C. The interpretation of cultures: selected essays . New York: Basic Books, 1973 .
• ↵ Strong P. The ceremonial order of the clinic . London: Routledge, 1977 .
• ↵ Denzin N. The research act in sociology . London:Butterworth, 1970 .
• ↵ Allen D. The nursing-medical boundary: a negotiated order? Sociol Health Illn 1997 ; 19 : 498 -520. OpenUrl CrossRef Web of Science

Research Methodology

Methodology refers to the overarching strategy and rationale of your research. Developing your methodology involves studying the research methods used in your field and the theories or principles that underpin them, in order to choose the approach that best matches your research objectives. Methodology is the first step in planning a research project.

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Scientific Method

Qualitative research, experiments.

The scientific method is a step-by-step process used by researchers and scientists to determine if there is a relationship between two or more variables. Psychologists use this method to conduct psychological research, gather data, process information, and describe behaviors.

Learn More: Steps of the Scientific Method

Variables apply to experimental investigations. The independent variable is the variable the experimenter manipulates or changes. The dependent variable is the variable being tested and measured in an experiment, and is 'dependent' on the independent variable.

Learn More: Independent and Dependent Variables

When you perform a statistical test a p-value helps you determine the significance of your results in relation to the null hypothesis. A p-value less than 0.05 (typically ≤ 0.05) is statistically significant.

Learn More: P-Value and Statistical Significance

Qualitative research is a process used for the systematic collection, analysis, and interpretation of non-numerical data. Qualitative research can be used to gain a deep contextual understanding of the subjective social reality of individuals.

The experimental method involves the manipulation of variables to establish cause-and-effect relationships. The key features are controlled methods and the random allocation of participants into controlled and experimental groups.

Learn More: How the Experimental Method Works in Psychology

Frequent Asked Questions

What does p-value of 0.05 mean?

A p-value less than 0.05 (typically ≤ 0.05) is statistically significant. It indicates strong evidence against the null hypothesis, as there is less than a 5% probability the results have occurred by random chance rather than a real effect. Therefore, we reject the null hypothesis and accept the alternative hypothesis.

However, it is important to note that the p-value is not the only factor that should be considered when interpreting the results of a hypothesis test. Other factors, such as effect size, should also be considered.

Learn More: What A p-Value Tells You About Statistical Significance

What does z-score tell you?

A  z-score  describes the position of a raw score in terms of its distance from the mean when measured in standard deviation units. It is also known as a standard score because it allows the comparison of scores on different variables by standardizing the distribution. The z-score is positive if the value lies above the mean and negative if it lies below the mean.

Learn More: Z-Score: Definition, Calculation, Formula, & Interpretation

What is an independent vs dependent variable?

The independent variable is the variable the experimenter manipulates or changes and is assumed to have a direct effect on the dependent variable. For example, allocating participants to either drug or placebo conditions (independent variable) to measure any changes in the intensity of their anxiety (dependent variable).

Learn More : What are Independent and Dependent Variables?

What is the difference between qualitative and quantitative?

Quantitative data is numerical information about quantities and qualitative data is descriptive and regards phenomena that can be observed but not measured, such as language.

Learn More: What’s the difference between qualitative and quantitative research?

Explore Research Methodology

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Criterion Validity: Definition & Examples

Convergent Validity: Definition and Examples

Content Validity in Research: Definition & Examples

Construct Validity In Psychology Research

Concurrent Validity In Psychology

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Qualitative Research: Characteristics, Design, Methods & Examples

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Between-Subjects vs. Within-Subjects Study Design

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Double-Blind Experimental Study And Procedure Explained

Observer Bias: Definition, Examples & Prevention

Sampling Bias: Types, Examples & How to Avoid It

What is The Null Hypothesis & When Do You Reject The Null Hypothesis

Between-Subjects Design: Overview & Examples

What Is A Case Control Study?

Case Study Research Method in Psychology

Cohort Study: Definition, Designs & Examples

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Confounding Variables in Psychology: Definition & Examples

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Ethical Considerations In Psychology Research

Understanding the Stigma Experience of Men Living with HIV in Sub-Saharan Africa: A Qualitative Meta-synthesis

• Substantive Review
• Published: 22 May 2024

Cite this article

• Sarah E. Janek   ORCID: orcid.org/0009-0002-1213-2791 1 ,
• Sandy Hatoum   ORCID: orcid.org/0009-0002-3618-9733 2 ,
• Leila Ledbetter   ORCID: orcid.org/0000-0002-5206-8002 3 &
• Michael V. Relf   ORCID: orcid.org/0000-0002-4951-8869 1 , 2  

43 Accesses

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Men living with HIV (MLWH) in sub-Saharan Africa experience poor health outcomes and increased AIDS-related deaths due to stigma influencing testing and treatment uptake and adherence. PRISMA 2020 was used to report a meta-synthesis of the stigma experiences of MLWH in SSA. With the help of an expert librarian, a search of six databases was formulated and performed to examine the available qualitative and mixed method studies with qualitative results relevant to the research question. Studies focused on adult men living with HIV, with five studies specifically examining the HIV experience of men who have sex with men. Study themes were synthesized to describe MLWH’s perceived, internalized, anticipated, enacted, and intersectional stigma experiences. Most studies included masculinity as a key theme that affected both testing and treatment adherence upon diagnosis. Future research is needed to better understand subpopulations, such as men who have sex with men living with HIV, and what interventions may be beneficial to mitigate the disparities among MLWH in SSA.

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Acknowledgements

The manuscript was supported by the Fogarty International Center/National Institutes of Health through Award Number R21TW011247 (M. Relf, Contact MPI/L. Nyblade, MPI) and the Duke University Center for AIDS Research (CFAR), an NIH funded program (5P30AI064518). The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Institutes of Health.

Research reported in this publication was supported by the Fogarty International Center of the National Institutes for Health under award R21TW012007 and by the Duke Center for AIDS Research, a National Institutes of Health funded program under award number 5P30AI064518. The content is solely the responsibility of the authors and does not represent the official views of the National Institutes of Health.

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Janek, S.E., Hatoum, S., Ledbetter, L. et al. Understanding the Stigma Experience of Men Living with HIV in Sub-Saharan Africa: A Qualitative Meta-synthesis. AIDS Behav (2024). https://doi.org/10.1007/s10461-024-04329-8

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Reports to: Climate, Peace, and Security Policy Scientist MENA Regional Climate Security Hub 

Location: Alliance of Bioversity and CIAT-Cairo, Egypt

Main purpose of position

This position requires the performance of mainly qualitative research tasks related to the themes of climate change, peace, displacement, fragility, and conflict with a focus on food, land, and water systems performed by the Alliance’s FOCUS Climate Security Team, physically based at the CGIAR MENA Regional Climate Security Hub in Cairo, Egypt. The experienced candidate will contribute new scientific impulses and innovative research methods and approaches to the enthusiastic, diverse, and international FOCUS Climate Security Team, a team of 50+ climate, peace, and security researchers working in 16+ countries. The position requires systems thinking and the ability to link quantitative with qualitative research approaches in researching the complexity of compound risk in a global climate crisis.

The employer of record will be ICARDA and employment policies, compensation and benefits of ICARDA will apply to this position.

About ICARDA

The International Center for Agricultural Research in the Dry Areas (ICARDA) is a treaty-based international non-profit research organization supported by CGIAR. ICARDA’s mission is to reduce poverty, enhance food, water, and nutritional security, as well as environmental health in the face of global challenges including climate change. We do this through innovative science, strategic partnerships, linking research to development and capacity development that take into account gender equality and the role of youth in transforming the dry areas. ICARDA works in partnership with governments, universities, civil society, national agricultural research organization, other CGIAR Research Centers, and the private sector. With its temporary Headquarters in Beirut, Lebanon, ICARDA operates in regional and country offices across Africa, Asia, and the Middle East. For more information: www.icarda.org.

About Alliance of Bioversity and CIAT

The Alliance of Bioversity International and the International Center for Tropical Agriculture (CIAT) is a global organization that builds on the complementary mandates and long collaboration of the two entities to respond to today’s global challenges of climate change, biodiversity loss, environmental degradation, and malnutrition. The Alliance of Bioversity International and CIAT delivers research-based solutions that harness agricultural biodiversity and sustainably transform food systems to improve people’s lives. To do so, the Alliance works with local, national, and multinational partners across Latin America and the Caribbean, Asia, and Africa, and with the public and private sectors. With partners, the Alliance generates evidence and mainstreams innovations in large-scale programs to create food systems and landscapes that sustain the planet, drive prosperity, and nourish people in a climate crisis.

The Alliance is part of CGIAR, a global research partnership for a food-secure future, dedicated to reducing poverty, enhancing food and nutrition security, and improving natural resources and ecosystem services. For more information: https://alliancebioversityciat.org/.

Main responsibilities

 The Research Associate will work with the research teams of the FOCUS Climate Security Team and MENA Regional Climate Security Hub on the following tasks:

· Generating, compiling, and analysing scientific data using mainly qualitative research methods (this includes methods such as thematic content analysis, key informant interviews, focus group discussions, participatory research, gender and social inclusion methods, case study research, as well as and discourse analysis), with some application of mixed methods approaches.

· Contributing to the planning and implementing of field research.

· Contributing to the development of scientific databases and performing qualitative data analysis processes using research analysis programs and tools.

· Drafting and contributing to scientific knowledge outputs including peer-reviewed papers, briefs, and blogs.

· Contributing to research proposals and the design of research methodologies.

· Delivering training sessions, presentations, and facilitating workshop, conference, and seminar sessions.

· Translating research-related texts and data from Arabic to English and vice versa.

· Contributing to the integration of science and policy through the MENA Climate Security Hub’s policy advocacy in the region.

· Contributing to the establishment and development of a growing partner network for CGIAR’s MENA Regional Climate Security Hub by building and maintaining partnerships with key entities and players across the region.

· Contributing to the production of a regional strategic plan for research and policy impact.

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Education, qualifications, and experience

· Master’s Degree in the Social Sciences (Climate Security, Peace and Conflict Studies, Migration, Geography, Sociology, Gender and Women’s Studies or a related field). This can be compensated by a Bachelor’s Degree with at least 5 years of additional experience on the job and relevant certificates of relevant additional training.

· At least 7 years of work experience the field of qualitative research, preferably in the context of a research or academic institution, or with an international organization working in the field of climate, fragility, peace, security, migration, displacement.

· Ability to apply a variety of qualitative research methods, including innovative methods that foster inclusive and participatory research for food systems transformations.

· Familiarity with qualitative data analysis programs and software (Atlas.ti, Cockatoo)

· Outstanding research skills and grasp of theories and concepts related to climate change, peace, and security.

· Outstanding writing skills for publication of peer-reviewed articles.

· Outstanding organizational skills, as well as the ability to work independently and to proactively lead tasks and processes. 

· Excellent presentation, communication, and academic writing skills.

· Excellent teamwork capacities and interest in working as part of an international and dynamic team. 

· Fluency in Arabic and English, written and spoken.

Terms of appointment, salary, and benefits

This is a nationally recruited position open to Egyptian nationals for which ICARDA offers an attractive compensation package including a competitive salary, medical insurance, 30 days of annual leave, five months’ maternity leave, 15 days’ paternity leave. The successful candidate will be offered an initial contract of 1 year, renewable subject to continued need for the position and satisfactory performance. The first six months will be probationary period.

ICARDA is committed to increasing women representation in its workforce and strongly encourages applications from women.

Applications will be acknowledged, but we apologize in advance as due to the large number of applications only shortlisted candidates will be contacted.

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Research MethodologyOverview of Qualitative Research

Qualitative research methods are a robust tool for chaplaincy research questions. Similar to much of chaplaincy clinical care, qualitative research generally works with written texts, often transcriptions of individual interviews or focus group conversations and seeks to understand the meaning of experience in a study sample. This article describes three common methodologies: ethnography, grounded theory, and phenomenology. Issues to consider relating to the study sample, design, and analysis are discussed. Enhancing the validity of the data, as well reliability and ethical issues in qualitative research are described. Qualitative research is an accessible way for chaplains to contribute new knowledge about the sacred dimension of people's lived experience.

INTRODUCTION

Qualitative research is, “the systematic collection, organization, and interpretation of textual material derived from talk or conversation. It is used in the exploration of meanings of social phenomena as experienced by individuals themselves, in their natural context” ( Malterud, 2001 , p. 483). It can be the most accessible means of entry for chaplains into the world of research because, like clinical conversations, it focuses on eliciting people's stories. The stories can actually be expressed in almost any medium: conversations (interviews or focus groups), written texts (journal, prayers, or letters), or visual forms (drawings, photographs). Qualitative research may involve presenting data collected from a single person, as in a case study ( Risk, 2013 ), or from a group of people, as in one of my studies of parents of children with cystic fibrosis (CF) ( Grossoehme et al., 2013 ). Whole books are devoted to qualitative research methodology and, indeed, to the individual methods themselves. This article is intended to present, in rather broad brushstrokes, some of the “methods of choice” and to suggest some issues to consider before embarking on a qualitative research project. Helpful texts are cited to provide resources for more complete information.

Although virtually anything may be data, spoken mediums are the most common forms of collecting data in health research, so the focus of this article will mainly be on interviews and to a lesser extent, focus groups. Interviews explore experiences of individuals, and through a series of questions and answers, the meaning individuals give to their experiences ( Tong, Sainsbury, & Craig, 2007 ). They may be “structured” interviews, in which an interview guide is used with pre-determined questions from which no deviation is permitted by the interviewer, or semi-structured interviews, in which an interview guide is used with pre-determined questions and potential follow-up questions. The latter allows the interviewer to pursue topics that arise during the interview that seem relevant ( Cohen & Crabtree, 2006 ). Writing good questions is harder than it appears! In my first unit of CPE, the supervisor returned verbatims, especially our early efforts, with “DCFQ” written in the margin, for “direct, closed, factual question.” We quickly learned to avoid DCFQs in our clinical conversations because they did not create the space for reflection on illness and the sacred the way open-ended questions did. To some extent, writing good open-ended questions that elicit stories can come more readily to chaplains, due perhaps to our training, than to investigators from other disciplines. This is not to say writing an interview guide is easy or an aspect of research that can be taken lightly, as the quality of the data you collect, and hence the quality of your study, depends on the quality of your interview questions.

Data may also be collected using focus groups. Focus groups are normally built around a specific topic. They almost always follow a semi-structured format and include open discussion of responses among participants, which may range from four to twelve people ( Tong et al., 2007 ). They provide an excellent means to gather data on an entire range of responses to a topic, or on the social interactions between participants, or to clarify a process. Once the data are collected, the analytic approach is typically similar to that of interview data.

Qualitative investigators are not disinterested outsiders who merely observe without interacting with participants, but affect and are affected by their data. The investigator's emotions as they read participants' narratives are data to be included in the study. Simply asking “research” questions can itself be a chaplaincy intervention: what we ask affects the other person and can lead them to reflect and change ( Grossoehme, 2011 ). It is important to articulate our biases and understand how they influence us when we collect and analyze data. Qualitative research is often done by a small group of researchers, especially the data coding. This minimizes the bias of an individual investigator. Inevitably, two or more people will code passages differently at times. It is important to establish at the outset how such discrepancies will be handled.

Ensuring Rigor, Validity, and Reliability

Some people do not think qualitative research is not very robust or significant. This attitude is due, in part, to the poor quality of some early efforts. Increasingly, however, qualitative studies have improved in rigor, and reviewers of qualitative manuscripts expect investigators to have addressed problematic issues from the start of the project. Two important areas are validity and reliability. Validity refers to whether or not the final product (usually referred to a “model”) truly portrays what it claims to portray. If you think of a scale on which you weigh yourself, you want a valid reading so that you know your correct weight. Reliability refers to the extent to which the results are repeatable; if someone else repeated this study, would they obtain the same result? To continue the scale analogy, a reliable scale gives the same weight every time I step on it. A scale can be reliable without being valid. The scale could reliably read 72 pounds every time I step on it, but that value is hardly correct, so the measure is not valid.

Swinton and Mowat (2006) discussed ensuring the “trustworthiness” of the data. N narrative data which are “rich” in their use of metaphor and description, and which express deeper levels of meaning and nuance compared to everyday language are likely to yield a trustworthy final model because the investigators have done a credible job of completely describing and understanding the topic that is under study. Validity is also enhanced by some methodologies, such as grounded theory, which use participants' own words to name categories and themes, instead of using labels given by the investigator. The concept of “member checking” also enhances validity. Once the analyses are complete and a final model has been developed, these findings are shown to all or some of the participants (the members) who are invited to check the findings and give feedback. Do they see themselves in the words or conceptual model that is presented? Do they offer participants a new insight, or do they nod agreement without really reengaging the findings?

Reliability

One means of demonstrating reliability is to document the research decisions made along the way, as they were made, perhaps in a research diary ( Swinton & Mowat, 2006 ). Qualitative methodologies accept that the investigator is part of what is being studied and will influence it, and that this does not devalue a study but, in fact, enhances it. Simply deciding what questions to ask or not ask, and who you ask them to (and not) reflect certain decisions that should be consciously made and documented. Another researcher should be able to understand what was done and why from reading the research diary.

ETHNOGRAPHIC RESEARCH

Elisa Sobo (2009) defines ethnography as the presentation of, “… a given group's conceptual world, seen and experienced from the inside” (p. 297). Ethnography answers the question, “what's it like to be this person?” One example of this kind of study comes from the work of Fore and colleagues ( Fore, Goldenhar, Margolis, & Seid, 2013 ). In order to design tools that would enable clinicians and persons with pediatric inflammatory bowel disease (IDB) to work together more efficiently, an ethnographic study was undertaken to learn what it was like for a family when a child had IDB. After 36 interviews, the study team was able to create three parent-child dyad personas: archetypes of parents and children with IDB based directly on the data they gathered. These personas were used by the design team to think about how different types of parents and children adapted to the disease and to think what tools should be developed to help different types of parents and children with IDB. An ethnographic study is the method of choice when the goal is to understand a culture, and to present, or explain, its spoken and unspoken nature to people who are not part of the culture, as in the example above of IDB. Before “outsiders” could think about the needs of people with IDB, it was necessary to learn what it is like to live with this disease.

Determining the sample in ethnographic studies typically means using what is called a purposive sample ( Newfield, Sells, Smith, Newfield, & Newfield, 1996 ). Purposive samples are based on criteria that the investigator establishes at the outset, which describe participant characteristics. In the aforementioned IDB example, the criteria were: (1) being a person with IDB who was between 12 and 22 years old or the parent of such a child; (2) being or having a child whose IDB care was provided at one of a particular group of treatment centers; (3) being a pediatric gastrointestinal nurse at one of the centers; or (4) a physician/researcher at one of five treatment centers. Having a sample that is representative of the larger population, always the goal in quantitative research, is not the point in ethnographic studies. Here, the goal is to recruit participants who have the experience to respond to the questions. Out of their intimate knowledge of their culture, the investigator can build a theory, or conceptual model, which could later be tested for generalizability in an entire population.

Ethnographic study designs typically involve a combination of data collection methods. Whenever possible, observing the participants in the midst of whatever experience is the study's focus is desirable. In the process of an ethnographic project on CF, for instance, two students spent a twelve-hour period at the home of a family with a child who had CF, taking notes about what they saw and heard. Interviews with participants are frequently employed to learn more about the experience of interest. An example of this is the work of Sobo and colleagues, who interviewed parents of pediatric patients in a clinic to ask about the barriers they experienced obtaining health care for their child ( Seid, Sobo, Gelhard, & Varni, 2004 ). Diaries and journals detailing people's lived experience may also be used, alone, or in combination with other methods.

Analysis of ethnographic data is variable, depending on the study's goal. One common analytic approach is to begin analysis after the first few interviews have been completed, and to read them to get a sense of their content. The next step is to name the seemingly important words or phrases. At this point, one might begin to see how the names relate to each other; this is the beginning of theory development. This process continues until all the data are collected. At that point, the data are sorted by the names, with data from multiple participants clustered under each topic name ( Boyle, 1994 ). Similar names may be grouped together, or placed under a larger label name (i.e., category). In a sense, what happens is that each interviewer's voice is broken into individual fragments, and everyone's fragments that have the same name are put together. From individual voices speaking on multiple topics, there is now one topic with multiple voices speaking to it.

GROUNDED THEORY RESEARCH

Grounded theory is “grounded” in its data; this inductive approach collects data while simultaneously analyzing it and using the emerging theory to inform data collection ( Rafuls & Moon, 1996 ). This cycle continues until the categories are said to be “saturated,” which typically means the point when no new information is being learned ( Morse, 1995 ). This methodology is generally credited to Glaser and Strauss, who wanted to create a means of developing theoretical models from empirical data ( Charmaz, 2005 ). Perhaps, more than in any other qualitative methodology, the person of the investigator is the key. The extent to which the investigator notices subtle nuances in the data and responds to them with new questions for future participants, or revises an emerging theory, is the extent to which a grounded theory research truly presents a theory capturing the fullness of the data from which it was built. It is also the extent to which the theory is capable of being used to guide future research or alter clinical practice. Grounded theory is the method of choice when there is no existing hypothesis to test. For instance, there was no published data on how parents use faith to cope after their child's diagnosis with CF. Using grounded theory allowed us to develop a theory, or a conceptual model, of how parents used faith to cope ( Grossoehme, Ragsdale, Wooldridge, Cotton, & Seid, 2010 ). An excellent discussion of this method is provided by Charmaz (2006) .

The nature of the research question should dictate the sample description, which should be defined before beginning the data collection. In some cases, the incidence of the phenomena may set some limits on the sample. For example, a study of religious coping by adults who were diagnosed with CF after age 18 years began with a low incidence: this question immediately limited the number of eligible adults in a four-state area to approximately 25 ( Grossoehme et al., 2012 ). Knowing that between 12 and 20 participants might be required in order to have sufficient data to convince ourselves that our categories were indeed saturated, limiting our sample in other ways: for example, selecting representative individuals spread across the number of years since diagnosis would not have made sense. In some studies, the goal is to learn what makes a particular subset of a larger sample special; these subsets are known as “positive deviants” ( Bradley et al., 2009 ).

Once the sample is defined and data collection begins, the analytic process begins shortly thereafter. As will be described in the following paragraphs, interviews and other forms of spoken communication are nearly always transcribed, typically verbatim. Unlike most other qualitative methods, grounded theory uses an iterative design. Sometime around the third or fourth interview has been completed and transcribed and before proceeding with further interviews, it is time to begin analyzing the transcripts. There are two aspects to this. The first is to code the data that you have. Grounded theory prefers to use the participants' own words as the code, rather than having the investigator name it. For example, in the following transcript excerpt, we coded part of the following except:

• INTERVIEWER: OK. Have your beliefs or perhaps relationship with God changed at all because of what you've gone through the last nine and 10 months with N.?
• INTERVIEWEE: Yeah, I mean, I feel that I'm stronger than I was before actually.
• INTERVIEWER: Hmm-hmm. How so? Can you put that into words? I know some of these could be hard to talk about but …
• INTERVIEWEE: I don't know, I feel like I'm putting his life more in God's hands than I ever was before.

We labeled, or coded, these data as, “I'm putting his life more in God's hands,” whereas in a different methodology we might have simply named it “Trusting God.” Focus on the action in the narrative. Although it can be difficult, you as a researcher must try very hard to set your own ideas aside. Remember you are doing this because there is no pre-existing theory about what you are studying, so you should not be guided by a theory you have in your mind. You must let the data speak for themselves.

The second point is to reflect on the codes and what they are already telling you. What questions are eliciting the narrative data you want? Which ones are not? Questions that are not leading you to the data you want probably need to be changed. Interesting, novel ideas may emerge from the data, or topics that you want to know more about that you did not anticipate and so the interviewer did not' follow up on them. What are the data not telling you that you are seeking? All of this information flows back to revising the semi-structured interview guide ( Charmaz, 2006 ). This issue raised mild concern with the IRB reviewer who had not encountered this methodology before. This concern was overcome by showing that this is an accepted method with voluminous literature behind it, and by showing that the types of item revisions were not expected to significantly alter the study's effect on the participants. From this point onward you collect data, code it, and analyze it simultaneously. As you code a new transcript and come across a statement similar to others, you can begin to put them together. If you are using qualitative analysis software such as NVivo ( “NVivo qualitative data analysis software,” 2012 ), you can make these new codes “children” of a “parent” node (the first statement you encountered on this topic). The next step is called “focused coding” and in this phase you combine what seems to you to be the most significant codes ( Charmaz, 2006 ). These may also be the most frequently occurring, or the topic with the most duplicates, but not necessarily. This is not a quantitative approach in which having large amounts of data is important. You combine codes at this stage in such a way that your new, larger, categories begin to give shape to aspects of the theory you think is going to emerge. As you collect and code more data, and revise your categories, your idea of the theory will change.

Axial coding follows, as you look at your emerging themes or categories, and begin to associate coded data that explains that category. Axial coding refers to coding the words or quotations that are around the category's “axis,” or core. For example, in a study of parental faith and coping in the first year after their child's diagnosis with CF ( Grossoehme et al., 2010 ), one of the categories which emerged was, “Our beliefs have changed.” There were five axial codes which explain aspects of this category. The axial codes were, “Unchanged,” “We've learned how fragile life is,” “Our faith has been strengthened,” “We've gotten away from our parents' viewpoints,” and “I'm better in tune with who I am.” Each of these axial codes had multiple explanatory phrases or sentences under them; together they explain the breadth and dimensions of the category, “Our beliefs have changed.”

The next step is theoretical coding, and here the categories generated during focused coding are synthesized into a theory. Some grounded theorists, notably one of the two most associated with it (Glaser), do not use axial coding but proceed directly to this step as the means of creating coherence out of the data ( Charmaz, 2006 ). As your emerging theory crystallizes, you may pause to see if it has similarities with other theoretical constructs you encountered in your literature search. Does your emerging theory remind you of anything? It would be appropriate to engage in member-checking at this point. In this phase, you show your theoretical model and its supporting categories to participants and ask for their feedback. Does your model make sense to them? Does it help them see this aspect of their experience differently ( Charmaz, 2005 ). Use their feedback to revise your theory and put it in its final form. At this point, you have generated new knowledge: a theory no one has put forth previously, and one that is ready to be tested.

PHENOMENOLOGY RESEARCH

Perhaps the most chaplain-friendly qualitative research approach is phenomenology, because it is all about the search for meaning. Its roots are in the philosophical work of Husserl, Heidegger and Ricoeur ( Boss, Dahl, & Kaplan, 1996 ; Swinton & Mowat, 2006 ). This approach is based on several assumptions: (1) meaning and knowing are social constructions, always incomplete and developing; (2) the investigator is a part of the experience being studied and the investigator's values play a role in the investigation; (3) bias is inherent in all research and should be articulated at the beginning; (4) participants and investigators share knowledge and are partners; (5) common forms of expression (e.g., words or art) are important; and (6) meanings may not be shared by everyone (Boss et al.). John Swinton and Harriet Mowat (2006) described the process of carrying out a phenomenological study of depression and spirituality in adults and reading their book is an excellent way to gain a sense of the whole process. Phenomenology may be the method of choice when you want to study what an experience means to a particular group of people. May not be the best choice when you want to be able to generalize your findings. An accurate presentation of the experience under study is more important in this approach than the ability to claim that the findings apply to across situations or people (Boss et al.). A study of the devil among predominately Hispanic horse track workers is unlikely to be generalizable to experiences of the devil among persons of Scandinavian descent living in Minnesota. Care must be taken not to overstate the findings from a study and extend the conclusions beyond what the data support.

The emphasis on accurately portraying the phenomenon means that large numbers of participants are not required. In fact, relatively small sample sizes are required compared to most quantitative, clinical studies. The goal is to gather descriptions of their lived experience which are rich in detail and imagery, as well as reflection on its theological or psychological meaning. The likelihood of achieving this goal can be enhanced by using a purposeful sample. That is, decide in the beginning approximately how large and how diverse your sample needs to be. For example, CF can be caused by over 1,000 different genetic mutations; some cause more pulmonary symptoms while others cause more gastrointestinal problems. Some people with CF have diabetes and others do not; some have a functioning pancreas and others need to take replacement enzymes before eating or drinking anything other than water. Some CF adolescents may have lung function that is over 100% of what is expected for healthy adolescents of their age and gender, whereas others, with severe pulmonary disease, may have lung function that is just 30% of what is expected for their age and gender. A study of what it is like for an adolescent to live with a life-shortening genetic disease using this approach might benefit from purposive sampling. For example, lung disease severity in CF is broadly described as mild, moderate or severe. A purposeful sample might call for 18 participants divided into 3 age groups (11–13 years; 14–16 years; and 17–19 years old) and disease severity (mild, moderate, and severe). In each of those nine groups there would be one male and one female. In actual practice, one might want to have more than 18 to allow for attrition, but this breakdown gives the basic idea of defining a purposive sample. One could reasonably expect that having the experience of both genders across the spectrum of disease severity and the developmental range of adolescence would permit an accurate, multi-dimensional understanding to emerge of what living with this life-shortening disease means to adolescents. In fact, such an accurate description is more likely to emerge with this purposeful sample of 18 adolescents than with a convenience sample of the first 18 adolescents who might agree to participate in the study during their outpatient clinic appointment. Defining the sample to be studied requires some forethought about what is likely to be needed to gain the fullest understanding of the topic.

Any research design may be used. The design will be dictated by what data are required to understand the phenomena and its meaning. Interviews are by far the most common means of gathering data, although one might also use written texts, such as prayers written in open prayer books in hospital chapels, for example ( ap Sion, 2013 ; Grossoehme, 1996 ), or drawings ( Pendleton, Cavalli, Pargament, & Nasr, 2002 ), or photographs/videos ( Olausson, Ekebergh, & Lindahl, 2012 ). Although the word “text” appears, it should be with the understanding that any form of data is implied.

The theoretical underpinnings of phenomenology, which are beyond the scope of this article, suggest to users that “a method” is unnecessary or indeed, contrary, to phenomenology. However, one phenomenological researcher did articulate a method ( Giorgi, 1985 ), which consists of the following steps. First, the research team immerses themselves in the data. They do this by reading and re-reading the transcribed interviews and listening to the recorded interviews so that they can hear the tone and timbre of the voices. The goal at this stage is to get a sense of the whole. Second, the texts are coded, in which the words, phrases or sentences that stand out as describing the experience or phenomena under study, or which express outright its meaning for the participant are extracted or highlighted. Each coded bit of data is sometimes referred to as a “meaning unit.” Third, similar meaning units are placed into categories. Fourth, for each meaning unit the meaning of the participants' own words is spelled out. For chaplains, this may mean articulating what the experience means in theological language. Other disciplines might transform the participants' words into psychological, sociological or anthropological language. Here the investigators infer the meaning behind the participants' words and articulate it. Finally, each of the transformed statements of meaning are combined into a few thematic statements that describe the experience ( Bassett, 2004 ; Boss et al., 1996 ). After this, it would be appropriate to do member-checking and a subsequent revision of the final model based on participants' responses and feedback.

PRACTICAL CONCERNS

Just as questionnaires or blood samples contain data, in qualitative research it is the recording of people's words, whether in an audio, video, or paper format which hold the data. Interviews, either in-person or by telephone should be recorded using audio, video or both. It is important to have a device with suitable audio quality and fresh batteries. Experience has shown me the benefit of using two audio recorders so that you do not lose data if one of them fails. There are several small recorders available that have USB connections that allow the audio file to be uploaded to a computer easily. To protect participants' privacy, all data should be anonymized by removing any information that could identify individuals. The Standard Operating Procedure in my research group is to replace all participants' names with an “ N .” During the transcription process, all other individuals are identified by their role in square brackets, “[parent].” Depending on the study's goal and the analytic method you have selected, you may want to include symbols for pauses before participants respond, or non-fluencies (e.g., “ummm. …”, “well … uh …”) or non-verbal gestures (if you are video recording). Decide before beginning whether it is important to capture these as data or not. There are conventional symbols which are inserted into transcriptions which capture these data for you. After the initial transcription, these need to be verified by comparing the written copy against the original recording. Verification should be done by someone other than the transcriptionist. There are several tasks at this stage. Depending on the quality of your recording, the clarity of participants' speech and other factors, some words or phrases may have been unintelligible to the transcriptionist, and this is the time to address them. In my research group our Standard Operating Procedure is to highlight unintelligible text during the transcription phase, and a “verifier” attempts three times to clarify the words on the original recording before leaving them marked “unintelligible” in the transcript. No transcriptionist is perfect and if they are unfamiliar with the topic, they may transcribe the recording inaccurately. I recently verified a transcript where a commercial medical transcriptionist changed the participant's gender from “he” to “she” when the word prior to the pronoun ended with an “s.” If this pattern had not been caught during the verification process, it would have been very difficult during the coding to know whether the pronoun referred to the participant or to their daughter.

ETHICAL ISSUES IN QUALITATIVE RESEARCH

Study design.

The issue of power and the possibility of subtle coercion is the concern here. There is an inherent power differential between a research participant and the investigator, which is exacerbated when the investigator is a chaplain. Despite our attempts to be non-threatening, the very words, "chaplain," or "clergy" connote power. For this reason, the chaplain-investigator should not approach potential participants regarding a study. Potential participants may be informed regarding their eligibility to participate by their physician or a chaplain, but the recruitment and informed consent process should be handled by someone else, perhaps a clinical research coordinator. However, as the chaplain-investigator, you will need to teach them how to talk with potential participants about your study and answer their questions. Choose a data collection method that is best-suited to the level of sensitivity of your research topic. Focus groups can provide data with multiple perspectives, and they are a poor choice when there may be pressure to provide socially correct responses, or when disclosures may be stigmatizing. In such cases, it is better to collect data using individual semi-structured interviews.

Develop a plan for assessing participants' discomfort, anxiety, or even more severe reactions during the study. For instance, what will you do when someone discloses his/her current thoughts of self-harm, or experiences a flashback to a prior traumatic event that was triggered during an interview? How will you handle this if you are collecting data in person? By telephone? You will need to be specific who must be informed and who will make decisions about responding to the risk.

Privacy and Confidentiality

In addition to maintaining privacy and confidentiality of your actual data and other study documents, consider how you will protect participants' privacy when you write the study up for publication. Make sure that people cannot be identified by their quotations that you include as you publish data. The smaller the population you are working with, the more diligently you need to work on this. If the transcriptionist is not an employee of your institution and under the same privacy and confidentiality policies, it is up to you to ensure that an external transcriptionist takes steps to protect and maintain the privacy of participants' data.

Qualitative research is an accessible way for chaplains to contribute new knowledge regarding the sacred dimension of people's lived experience. Chaplains are already sensitive to and familiar with many aspects of qualitative research methodologies. Studies need to be designed to be valid and meaningful, and are best done collaboratively. They provide an excellent opportunity to develop working relationships with physicians, medical anthropologists, nurses, psychologists, and sociologists, all of whom have rich traditions of qualitative research. This article can only provide an overview of some of the issues related to qualitative research and some of its methods. The texts cited, as well as others, provide additional information needed before designing and carrying out a qualitative study. Qualitative research is a tool that chaplains can use to develop new knowledge and contribute to professional chaplaincy's ability to facilitate the healing of brokenness and disease.

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