how to form qualitative research questions

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How to write qualitative research questions.

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

What is qualitative research?

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

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

What are research questions?

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

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

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

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

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

Discover the fundamentals of qualitative research

Quantitative vs. qualitative research questions

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

Quantitative research questions

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

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

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

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

• What is the connection?

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

For example:

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

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

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

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

Qualitative research questions

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

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

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

A few example qualitative research questions:

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

Qualitative research question types

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

• Exploratory questions

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

• Explanatory questions

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

• Descriptive questions

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

• Predictive questions

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

Why are good qualitative research questions important?

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

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

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

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

Developing good qualitative research questions

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

1. Keep it specific

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

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

Weak example: Do people feel different about gender now?

2. Be original

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

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

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

3. Make it research-worthy

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

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

Weak example: What languages are spoken in India?

4. Focus your question

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

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

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

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

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

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

Weak example: How can hate crimes be prevented?

5. Ask something researchable

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

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

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

Related resources

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

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How to Write Qualitative Research Questions: Types & Examples

Market Research Specialist

Emma David, a seasoned market research professional, specializes in employee engagement, survey administration, and data management. Her expertise in leveraging data for informed decisions has positively impacted several brands, enhancing their market position.

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

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

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

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

Let’s dive in!

What Are Qualitative Research Questions?

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

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

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

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

Here’s an example of a qualitative research question:

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

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

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

When Should We Use Qualitative Research Questions?

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

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

How to Write Qualitative Research Questions?

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

1. Begin with Your Research Goals

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

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

Subsequently:

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

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

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

2. Choose the Right Structure

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

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

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

3. Be Clear and Specific

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

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

4. Ensure Relevance and Feasibility

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

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

5. Focus on a Single Concept or Theme per Question

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

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

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

Then, you can create the following subquestions: 

“How does illiteracy block progress in your state?”

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

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

Types of Qualitative Research Questions With Examples

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

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

1. Descriptive Questions

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

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

2. Interpretive Questions

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

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

3. Comparative Questions

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

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

4. Process-oriented Questions

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

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

5. Evaluative Questions

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

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

6. One-on-One Questions

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

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

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

7. Exploratory Questions

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

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

8. Predictive Questions

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

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

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

9. Focus Groups

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

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

10. In-Home Videos

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

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

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

11. Online Focus Groups

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

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

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

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

Watch: How to Create a Survey Using ProProfs Survey Maker

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

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

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

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

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

Frequently Asked Questions on Q ualitative Research Questions

1. how do you choose qualitative research questions.

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

2. Why are good qualitative research questions important?

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

About the author

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

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Qualitative Research Questions: Gain Powerful Insights + 25 Examples

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

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

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

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

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

Let’s get started!

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

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

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

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

For example:

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

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

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

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

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

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

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

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

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

Crafting qualitative research questions for powerful insights

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

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

1. Beginning the process 

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

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

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

2. Create one overarching, guiding question 

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

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

into the following question: 

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

3. Theoretical framing 

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

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

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

4. Ethical considerations 

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

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

5. Writing the question 

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

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

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

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

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

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25 examples of expertly crafted qualitative research questions

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

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

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

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

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

2. Why do customers buy our product?

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

3. How do our customers interact with our products?

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

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

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

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

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

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

20 more examples to refer to when writing your question

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

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

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

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

Wrap-up: crafting your own qualitative research questions.

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

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

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

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

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

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The Ultimate Guide to Qualitative Research - Part 1: The Basics

• Introduction and overview
• What is qualitative research?
• What is qualitative data?
• Examples of qualitative data
• Qualitative vs. quantitative research
• Mixed methods
• Qualitative research preparation
• Theoretical perspective
• Theoretical framework
• Literature reviews
• Introduction

Why are research questions so important?

Research question examples, types of qualitative research questions, writing a good research question, guiding your research through research questions.

• Conceptual framework
• Conceptual vs. theoretical framework
• Data collection
• Qualitative research methods
• Focus groups
• Observational research
• Case studies
• Ethnographical research
• Ethical considerations
• Confidentiality and privacy
• Power dynamics
• Reflexivity

Research questions

The research question plays a critical role in the research process, as it guides the study design, data collection , analysis , and interpretation of the findings.

A research paper relies on a research question to inform readers of the research topic and the research problem being addressed. Without such a question, your audience may have trouble understanding the rationale for your research project.

People can take for granted the research question as an essential part of a research project. However, explicitly detailing why researchers need a research question can help lend clarity to the research project. Here are some of the key roles that the research question plays in the research process:

Defines the scope and focus of the study

The research question helps to define the scope and focus of the study. It identifies the specific topic or issue that the researcher wants to investigate, and it sets the boundaries for the study. A research question can also help you determine if your study primarily contributes to theory or is more applied in nature. Clinical research and public health research, for example, may be more concerned with research questions that contribute to practice, while a research question focused on cognitive linguistics are aimed at developing theory.

Provides a rationale for the study

The research question provides a rationale for the study by identifying a gap or problem in existing literature or practice that the researcher wants to address. It articulates the purpose and significance of the study, and it explains why the study is important and worth conducting.

Guides the study design

The research question guides the study design by helping the researcher select appropriate research methods , sampling strategies, and data collection tools. It also helps to determine the types of data that need to be collected and the best ways to analyze and interpret the data because the principal aim of the study is to provide an answer to that research question.

Shapes the data analysis and interpretation

The research question shapes the data analysis and interpretation by guiding the selection of appropriate analytical methods and by focusing the interpretation of the findings. It helps to identify which patterns and themes in the data are more relevant and worth digging into, and it guides the development of conclusions and recommendations based on the findings.

Generates new knowledge

The research question is the starting point for generating new knowledge. By answering the research question, the researcher contributes to the body of knowledge in the field and helps to advance the understanding of the topic or issue under investigation.

Overall, the research question is a critical component of the research process, as it guides the study from start to finish and provides a foundation for generating new knowledge.

Supports the thesis statement

The thesis statement or main assertion in any research paper stems from the answers to the research question. As a result, you can think of a focused research question as a preview of what the study aims to present as a new contribution to existing knowledge.

Here area few examples of focused research questions that can help set the stage for explaining different types of research questions in qualitative research . These questions touch upon various fields and subjects, showcasing the versatility and depth of research.

• What factors contribute to the job satisfaction of remote workers in the technology industry?
• How do teachers perceive the implementation of technology in the classroom, and what challenges do they face?
• What coping strategies do refugees use to deal with the challenges of resettlement in a new country?
• How does gentrification impact the sense of community and identity among long-term residents in urban neighborhoods?
• In what ways do social media platforms influence body image and self-esteem among adolescents?
• How do family dynamics and communication patterns affect the management of type 2 diabetes in adult patients?
• What is the role of mentorship in the professional development and career success of early-career academics?
• How do patients with chronic illnesses experience and navigate the healthcare system, and what barriers do they encounter?
• What are the motivations and experiences of volunteers in disaster relief efforts, and how do these experiences impact their future involvement in humanitarian work?
• How do cultural beliefs and values shape the consumer preferences and purchasing behavior of young adults in a globalized market?
• How do individuals whose genetic factors predict a high risk for developing a specific medical condition perceive, cope with, and make lifestyle choices based on this information?

These example research questions highlight the different kinds of inquiries common to qualitative research. They also demonstrate how qualitative research can address a wide range of topics, from understanding the experiences of specific populations to examining the impact of broader social and cultural phenomena.

Also, notice that these types of research questions tend to be geared towards inductive analyses that describe a concept in depth or develop new theory. As such, qualitative research questions tend to ask "what," "why," or "how" types of questions. This contrasts with quantitative research questions that typically aim to verify an existing theory. and tend to ask "when," "how much," and "why" types of questions to nail down causal mechanisms and generalizable findings.

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As you can see above, the research questions you ask play a critical role in shaping the direction and depth of your study. These questions are designed to explore, understand, and interpret social phenomena, rather than testing a hypothesis or quantifying data like in quantitative research. In this section, we will discuss the various types of research questions typically found in qualitative research, making it easier for you to craft appropriate questions for your study.

Descriptive questions

Descriptive research questions aim to provide a detailed account of the phenomenon being studied. These questions usually begin with "what" or "how" and seek to understand the nature, characteristics, or functions of a subject. For example, "What are the experiences of first-generation college students?" or "How do small business owners adapt to economic downturns?"

Comparative questions

Comparative questions seek to examine the similarities and differences between two or more groups, cases, or phenomena. These questions often include the words "compare," "contrast," or "differences." For example, "How do parenting practices differ between single-parent and two-parent families?" or "What are the similarities and differences in leadership styles among successful female entrepreneurs?"

Exploratory questions

Exploratory research questions are open-ended and intended to investigate new or understudied areas. These questions aim to identify patterns, relationships, or themes that may warrant further investigation. For example, "How do teenagers use social media to construct their identities?" or "What factors influence the adoption of renewable energy technologies in rural communities?"

Explanatory questions

Explanatory research questions delve deeper into the reasons or explanations behind a particular phenomenon or behavior. They often start with "why" or "how" and aim to uncover underlying motivations, beliefs, or processes. For example, "Why do some employees resist organizational change?" or "How do cultural factors influence decision-making in international business negotiations?"

Evaluative questions

Evaluative questions assess the effectiveness, impact, or outcomes of a particular intervention, program, or policy. They seek to understand the value or significance of an initiative by examining its successes, challenges, or unintended consequences. For example, "How effective is the school's anti-bullying program in reducing incidents of bullying?" or "What are the long-term impacts of a community-based health promotion campaign on residents' well-being?"

Interpretive questions

Interpretive questions focus on understanding how individuals or groups make sense of their experiences, actions, or social contexts. These questions often involve the analysis of language, symbols, or narratives to uncover the meanings and perspectives that shape human behavior. For example, "How do cancer survivors make sense of their illness journey?" or "What meanings do members of a religious community attach to their rituals and practices?"

There are mainly two overarching ways to think about how to devise a research question. Many studies are built on existing research, but others can be founded on personal experiences or pilot research.

Using the literature review

Within scholarly research, the research question is often built from your literature review . An analysis of the relevant literature reporting previous studies should allow you to identify contextual, theoretical, or methodological gaps that can be addressed in future research.

A compelling research question built on a robust literature review ultimately illustrates to your audience what is novel about your study's objectives.

Conducting pilot research

Researchers may conduct preliminary research or pilot research when they are interested in a particular topic but don't yet have a basis for forming a research question on that topic. A pilot study is a small-scale, preliminary study that is conducted in order to test the feasibility of a research design, methods, and procedures. It can help identify unresolved puzzles that merit further investigation, and pilot studies can draw attention to potential issues or problems that may arise in the full study.

One potential benefit of conducting a pilot study in qualitative research is that it can help the researcher to refine their research question. By collecting and analyzing a small amount of data, the researcher can get a better sense of the phenomenon under investigation and can develop a more focused and refined research question for the full study. The pilot study can also help the researcher to identify key themes, concepts, or variables that should be included in the research question.

In addition to helping to refine the research question, a pilot study can also help the researcher to develop a more effective data collection and analysis plan. The researcher can test different methods for collecting and analyzing data, and can make adjustments based on the results of the pilot study. This can help to ensure that the full study is conducted in the most effective and efficient manner possible.

Overall, conducting a pilot study in qualitative research can be a valuable tool for refining the research question and developing a more effective research design, methods, and procedures. It can help to ensure that the full study is conducted in a rigorous and effective manner, and can increase the likelihood of generating meaningful and useful findings.

When you write a research question for your qualitative study, consider which type of question best aligns with your research objectives and the nature of the phenomenon you are investigating. Remember, qualitative research questions should be open-ended, allowing for a range of perspectives and insights to emerge. As you progress in your research, these questions may evolve or be refined based on the data you collect, helping to guide your analysis and deepen your understanding of the topic.

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• What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

Published on June 19, 2020 by Pritha Bhandari . Revised on September 5, 2024.

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

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

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

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

Table of contents

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

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

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

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

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

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

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

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

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

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

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

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

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

• Flexibility

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

• Natural settings

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

• Meaningful insights

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

• Generation of new ideas

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

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

• Unreliability

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

• Subjectivity

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

• Limited generalizability

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

• Labor-intensive

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

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

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

Research bias

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

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

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

There are five common approaches to qualitative research :

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

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

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

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

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

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A Practical Guide to Writing Quantitative and Qualitative Research Questions and Hypotheses in Scholarly Articles

Edward barroga.

1 Department of General Education, Graduate School of Nursing Science, St. Luke’s International University, Tokyo, Japan.

Glafera Janet Matanguihan

2 Department of Biological Sciences, Messiah University, Mechanicsburg, PA, USA.

The development of research questions and the subsequent hypotheses are prerequisites to defining the main research purpose and specific objectives of a study. Consequently, these objectives determine the study design and research outcome. The development of research questions is a process based on knowledge of current trends, cutting-edge studies, and technological advances in the research field. Excellent research questions are focused and require a comprehensive literature search and in-depth understanding of the problem being investigated. Initially, research questions may be written as descriptive questions which could be developed into inferential questions. These questions must be specific and concise to provide a clear foundation for developing hypotheses. Hypotheses are more formal predictions about the research outcomes. These specify the possible results that may or may not be expected regarding the relationship between groups. Thus, research questions and hypotheses clarify the main purpose and specific objectives of the study, which in turn dictate the design of the study, its direction, and outcome. Studies developed from good research questions and hypotheses will have trustworthy outcomes with wide-ranging social and health implications.

INTRODUCTION

Scientific research is usually initiated by posing evidenced-based research questions which are then explicitly restated as hypotheses. 1 , 2 The hypotheses provide directions to guide the study, solutions, explanations, and expected results. 3 , 4 Both research questions and hypotheses are essentially formulated based on conventional theories and real-world processes, which allow the inception of novel studies and the ethical testing of ideas. 5 , 6

It is crucial to have knowledge of both quantitative and qualitative research 2 as both types of research involve writing research questions and hypotheses. 7 However, these crucial elements of research are sometimes overlooked; if not overlooked, then framed without the forethought and meticulous attention it needs. Planning and careful consideration are needed when developing quantitative or qualitative research, particularly when conceptualizing research questions and hypotheses. 4

There is a continuing need to support researchers in the creation of innovative research questions and hypotheses, as well as for journal articles that carefully review these elements. 1 When research questions and hypotheses are not carefully thought of, unethical studies and poor outcomes usually ensue. Carefully formulated research questions and hypotheses define well-founded objectives, which in turn determine the appropriate design, course, and outcome of the study. This article then aims to discuss in detail the various aspects of crafting research questions and hypotheses, with the goal of guiding researchers as they develop their own. Examples from the authors and peer-reviewed scientific articles in the healthcare field are provided to illustrate key points.

DEFINITIONS AND RELATIONSHIP OF RESEARCH QUESTIONS AND HYPOTHESES

A research question is what a study aims to answer after data analysis and interpretation. The answer is written in length in the discussion section of the paper. Thus, the research question gives a preview of the different parts and variables of the study meant to address the problem posed in the research question. 1 An excellent research question clarifies the research writing while facilitating understanding of the research topic, objective, scope, and limitations of the study. 5

On the other hand, a research hypothesis is an educated statement of an expected outcome. This statement is based on background research and current knowledge. 8 , 9 The research hypothesis makes a specific prediction about a new phenomenon 10 or a formal statement on the expected relationship between an independent variable and a dependent variable. 3 , 11 It provides a tentative answer to the research question to be tested or explored. 4

Hypotheses employ reasoning to predict a theory-based outcome. 10 These can also be developed from theories by focusing on components of theories that have not yet been observed. 10 The validity of hypotheses is often based on the testability of the prediction made in a reproducible experiment. 8

Conversely, hypotheses can also be rephrased as research questions. Several hypotheses based on existing theories and knowledge may be needed to answer a research question. Developing ethical research questions and hypotheses creates a research design that has logical relationships among variables. These relationships serve as a solid foundation for the conduct of the study. 4 , 11 Haphazardly constructed research questions can result in poorly formulated hypotheses and improper study designs, leading to unreliable results. Thus, the formulations of relevant research questions and verifiable hypotheses are crucial when beginning research. 12

CHARACTERISTICS OF GOOD RESEARCH QUESTIONS AND HYPOTHESES

Excellent research questions are specific and focused. These integrate collective data and observations to confirm or refute the subsequent hypotheses. Well-constructed hypotheses are based on previous reports and verify the research context. These are realistic, in-depth, sufficiently complex, and reproducible. More importantly, these hypotheses can be addressed and tested. 13

There are several characteristics of well-developed hypotheses. Good hypotheses are 1) empirically testable 7 , 10 , 11 , 13 ; 2) backed by preliminary evidence 9 ; 3) testable by ethical research 7 , 9 ; 4) based on original ideas 9 ; 5) have evidenced-based logical reasoning 10 ; and 6) can be predicted. 11 Good hypotheses can infer ethical and positive implications, indicating the presence of a relationship or effect relevant to the research theme. 7 , 11 These are initially developed from a general theory and branch into specific hypotheses by deductive reasoning. In the absence of a theory to base the hypotheses, inductive reasoning based on specific observations or findings form more general hypotheses. 10

TYPES OF RESEARCH QUESTIONS AND HYPOTHESES

Research questions and hypotheses are developed according to the type of research, which can be broadly classified into quantitative and qualitative research. We provide a summary of the types of research questions and hypotheses under quantitative and qualitative research categories in Table 1 .

Research questions in quantitative research

In quantitative research, research questions inquire about the relationships among variables being investigated and are usually framed at the start of the study. These are precise and typically linked to the subject population, dependent and independent variables, and research design. 1 Research questions may also attempt to describe the behavior of a population in relation to one or more variables, or describe the characteristics of variables to be measured ( descriptive research questions ). 1 , 5 , 14 These questions may also aim to discover differences between groups within the context of an outcome variable ( comparative research questions ), 1 , 5 , 14 or elucidate trends and interactions among variables ( relationship research questions ). 1 , 5 We provide examples of descriptive, comparative, and relationship research questions in quantitative research in Table 2 .

Hypotheses in quantitative research

In quantitative research, hypotheses predict the expected relationships among variables. 15 Relationships among variables that can be predicted include 1) between a single dependent variable and a single independent variable ( simple hypothesis ) or 2) between two or more independent and dependent variables ( complex hypothesis ). 4 , 11 Hypotheses may also specify the expected direction to be followed and imply an intellectual commitment to a particular outcome ( directional hypothesis ) 4 . On the other hand, hypotheses may not predict the exact direction and are used in the absence of a theory, or when findings contradict previous studies ( non-directional hypothesis ). 4 In addition, hypotheses can 1) define interdependency between variables ( associative hypothesis ), 4 2) propose an effect on the dependent variable from manipulation of the independent variable ( causal hypothesis ), 4 3) state a negative relationship between two variables ( null hypothesis ), 4 , 11 , 15 4) replace the working hypothesis if rejected ( alternative hypothesis ), 15 explain the relationship of phenomena to possibly generate a theory ( working hypothesis ), 11 5) involve quantifiable variables that can be tested statistically ( statistical hypothesis ), 11 6) or express a relationship whose interlinks can be verified logically ( logical hypothesis ). 11 We provide examples of simple, complex, directional, non-directional, associative, causal, null, alternative, working, statistical, and logical hypotheses in quantitative research, as well as the definition of quantitative hypothesis-testing research in Table 3 .

Research questions in qualitative research

Unlike research questions in quantitative research, research questions in qualitative research are usually continuously reviewed and reformulated. The central question and associated subquestions are stated more than the hypotheses. 15 The central question broadly explores a complex set of factors surrounding the central phenomenon, aiming to present the varied perspectives of participants. 15

There are varied goals for which qualitative research questions are developed. These questions can function in several ways, such as to 1) identify and describe existing conditions ( contextual research question s); 2) describe a phenomenon ( descriptive research questions ); 3) assess the effectiveness of existing methods, protocols, theories, or procedures ( evaluation research questions ); 4) examine a phenomenon or analyze the reasons or relationships between subjects or phenomena ( explanatory research questions ); or 5) focus on unknown aspects of a particular topic ( exploratory research questions ). 5 In addition, some qualitative research questions provide new ideas for the development of theories and actions ( generative research questions ) or advance specific ideologies of a position ( ideological research questions ). 1 Other qualitative research questions may build on a body of existing literature and become working guidelines ( ethnographic research questions ). Research questions may also be broadly stated without specific reference to the existing literature or a typology of questions ( phenomenological research questions ), may be directed towards generating a theory of some process ( grounded theory questions ), or may address a description of the case and the emerging themes ( qualitative case study questions ). 15 We provide examples of contextual, descriptive, evaluation, explanatory, exploratory, generative, ideological, ethnographic, phenomenological, grounded theory, and qualitative case study research questions in qualitative research in Table 4 , and the definition of qualitative hypothesis-generating research in Table 5 .

Qualitative studies usually pose at least one central research question and several subquestions starting with How or What . These research questions use exploratory verbs such as explore or describe . These also focus on one central phenomenon of interest, and may mention the participants and research site. 15

Hypotheses in qualitative research

Hypotheses in qualitative research are stated in the form of a clear statement concerning the problem to be investigated. Unlike in quantitative research where hypotheses are usually developed to be tested, qualitative research can lead to both hypothesis-testing and hypothesis-generating outcomes. 2 When studies require both quantitative and qualitative research questions, this suggests an integrative process between both research methods wherein a single mixed-methods research question can be developed. 1

FRAMEWORKS FOR DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES

Research questions followed by hypotheses should be developed before the start of the study. 1 , 12 , 14 It is crucial to develop feasible research questions on a topic that is interesting to both the researcher and the scientific community. This can be achieved by a meticulous review of previous and current studies to establish a novel topic. Specific areas are subsequently focused on to generate ethical research questions. The relevance of the research questions is evaluated in terms of clarity of the resulting data, specificity of the methodology, objectivity of the outcome, depth of the research, and impact of the study. 1 , 5 These aspects constitute the FINER criteria (i.e., Feasible, Interesting, Novel, Ethical, and Relevant). 1 Clarity and effectiveness are achieved if research questions meet the FINER criteria. In addition to the FINER criteria, Ratan et al. described focus, complexity, novelty, feasibility, and measurability for evaluating the effectiveness of research questions. 14

The PICOT and PEO frameworks are also used when developing research questions. 1 The following elements are addressed in these frameworks, PICOT: P-population/patients/problem, I-intervention or indicator being studied, C-comparison group, O-outcome of interest, and T-timeframe of the study; PEO: P-population being studied, E-exposure to preexisting conditions, and O-outcome of interest. 1 Research questions are also considered good if these meet the “FINERMAPS” framework: Feasible, Interesting, Novel, Ethical, Relevant, Manageable, Appropriate, Potential value/publishable, and Systematic. 14

As we indicated earlier, research questions and hypotheses that are not carefully formulated result in unethical studies or poor outcomes. To illustrate this, we provide some examples of ambiguous research question and hypotheses that result in unclear and weak research objectives in quantitative research ( Table 6 ) 16 and qualitative research ( Table 7 ) 17 , and how to transform these ambiguous research question(s) and hypothesis(es) into clear and good statements.

a These statements were composed for comparison and illustrative purposes only.

b These statements are direct quotes from Higashihara and Horiuchi. 16

a This statement is a direct quote from Shimoda et al. 17

The other statements were composed for comparison and illustrative purposes only.

CONSTRUCTING RESEARCH QUESTIONS AND HYPOTHESES

To construct effective research questions and hypotheses, it is very important to 1) clarify the background and 2) identify the research problem at the outset of the research, within a specific timeframe. 9 Then, 3) review or conduct preliminary research to collect all available knowledge about the possible research questions by studying theories and previous studies. 18 Afterwards, 4) construct research questions to investigate the research problem. Identify variables to be accessed from the research questions 4 and make operational definitions of constructs from the research problem and questions. Thereafter, 5) construct specific deductive or inductive predictions in the form of hypotheses. 4 Finally, 6) state the study aims . This general flow for constructing effective research questions and hypotheses prior to conducting research is shown in Fig. 1 .

Research questions are used more frequently in qualitative research than objectives or hypotheses. 3 These questions seek to discover, understand, explore or describe experiences by asking “What” or “How.” The questions are open-ended to elicit a description rather than to relate variables or compare groups. The questions are continually reviewed, reformulated, and changed during the qualitative study. 3 Research questions are also used more frequently in survey projects than hypotheses in experiments in quantitative research to compare variables and their relationships.

Hypotheses are constructed based on the variables identified and as an if-then statement, following the template, ‘If a specific action is taken, then a certain outcome is expected.’ At this stage, some ideas regarding expectations from the research to be conducted must be drawn. 18 Then, the variables to be manipulated (independent) and influenced (dependent) are defined. 4 Thereafter, the hypothesis is stated and refined, and reproducible data tailored to the hypothesis are identified, collected, and analyzed. 4 The hypotheses must be testable and specific, 18 and should describe the variables and their relationships, the specific group being studied, and the predicted research outcome. 18 Hypotheses construction involves a testable proposition to be deduced from theory, and independent and dependent variables to be separated and measured separately. 3 Therefore, good hypotheses must be based on good research questions constructed at the start of a study or trial. 12

In summary, research questions are constructed after establishing the background of the study. Hypotheses are then developed based on the research questions. Thus, it is crucial to have excellent research questions to generate superior hypotheses. In turn, these would determine the research objectives and the design of the study, and ultimately, the outcome of the research. 12 Algorithms for building research questions and hypotheses are shown in Fig. 2 for quantitative research and in Fig. 3 for qualitative research.

EXAMPLES OF RESEARCH QUESTIONS FROM PUBLISHED ARTICLES

• EXAMPLE 1. Descriptive research question (quantitative research)
• - Presents research variables to be assessed (distinct phenotypes and subphenotypes)
• “BACKGROUND: Since COVID-19 was identified, its clinical and biological heterogeneity has been recognized. Identifying COVID-19 phenotypes might help guide basic, clinical, and translational research efforts.
• RESEARCH QUESTION: Does the clinical spectrum of patients with COVID-19 contain distinct phenotypes and subphenotypes? ” 19
• EXAMPLE 2. Relationship research question (quantitative research)
• - Shows interactions between dependent variable (static postural control) and independent variable (peripheral visual field loss)
• “Background: Integration of visual, vestibular, and proprioceptive sensations contributes to postural control. People with peripheral visual field loss have serious postural instability. However, the directional specificity of postural stability and sensory reweighting caused by gradual peripheral visual field loss remain unclear.
• Research question: What are the effects of peripheral visual field loss on static postural control ?” 20
• EXAMPLE 3. Comparative research question (quantitative research)
• - Clarifies the difference among groups with an outcome variable (patients enrolled in COMPERA with moderate PH or severe PH in COPD) and another group without the outcome variable (patients with idiopathic pulmonary arterial hypertension (IPAH))
• “BACKGROUND: Pulmonary hypertension (PH) in COPD is a poorly investigated clinical condition.
• RESEARCH QUESTION: Which factors determine the outcome of PH in COPD?
• STUDY DESIGN AND METHODS: We analyzed the characteristics and outcome of patients enrolled in the Comparative, Prospective Registry of Newly Initiated Therapies for Pulmonary Hypertension (COMPERA) with moderate or severe PH in COPD as defined during the 6th PH World Symposium who received medical therapy for PH and compared them with patients with idiopathic pulmonary arterial hypertension (IPAH) .” 21
• EXAMPLE 4. Exploratory research question (qualitative research)
• - Explores areas that have not been fully investigated (perspectives of families and children who receive care in clinic-based child obesity treatment) to have a deeper understanding of the research problem
• “Problem: Interventions for children with obesity lead to only modest improvements in BMI and long-term outcomes, and data are limited on the perspectives of families of children with obesity in clinic-based treatment. This scoping review seeks to answer the question: What is known about the perspectives of families and children who receive care in clinic-based child obesity treatment? This review aims to explore the scope of perspectives reported by families of children with obesity who have received individualized outpatient clinic-based obesity treatment.” 22
• EXAMPLE 5. Relationship research question (quantitative research)
• - Defines interactions between dependent variable (use of ankle strategies) and independent variable (changes in muscle tone)
• “Background: To maintain an upright standing posture against external disturbances, the human body mainly employs two types of postural control strategies: “ankle strategy” and “hip strategy.” While it has been reported that the magnitude of the disturbance alters the use of postural control strategies, it has not been elucidated how the level of muscle tone, one of the crucial parameters of bodily function, determines the use of each strategy. We have previously confirmed using forward dynamics simulations of human musculoskeletal models that an increased muscle tone promotes the use of ankle strategies. The objective of the present study was to experimentally evaluate a hypothesis: an increased muscle tone promotes the use of ankle strategies. Research question: Do changes in the muscle tone affect the use of ankle strategies ?” 23

EXAMPLES OF HYPOTHESES IN PUBLISHED ARTICLES

• EXAMPLE 1. Working hypothesis (quantitative research)
• - A hypothesis that is initially accepted for further research to produce a feasible theory
• “As fever may have benefit in shortening the duration of viral illness, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response when taken during the early stages of COVID-19 illness .” 24
• “In conclusion, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response . The difference in perceived safety of these agents in COVID-19 illness could be related to the more potent efficacy to reduce fever with ibuprofen compared to acetaminophen. Compelling data on the benefit of fever warrant further research and review to determine when to treat or withhold ibuprofen for early stage fever for COVID-19 and other related viral illnesses .” 24
• EXAMPLE 2. Exploratory hypothesis (qualitative research)
• - Explores particular areas deeper to clarify subjective experience and develop a formal hypothesis potentially testable in a future quantitative approach
• “We hypothesized that when thinking about a past experience of help-seeking, a self distancing prompt would cause increased help-seeking intentions and more favorable help-seeking outcome expectations .” 25
• “Conclusion
• Although a priori hypotheses were not supported, further research is warranted as results indicate the potential for using self-distancing approaches to increasing help-seeking among some people with depressive symptomatology.” 25
• EXAMPLE 3. Hypothesis-generating research to establish a framework for hypothesis testing (qualitative research)
• “We hypothesize that compassionate care is beneficial for patients (better outcomes), healthcare systems and payers (lower costs), and healthcare providers (lower burnout). ” 26
• Compassionomics is the branch of knowledge and scientific study of the effects of compassionate healthcare. Our main hypotheses are that compassionate healthcare is beneficial for (1) patients, by improving clinical outcomes, (2) healthcare systems and payers, by supporting financial sustainability, and (3) HCPs, by lowering burnout and promoting resilience and well-being. The purpose of this paper is to establish a scientific framework for testing the hypotheses above . If these hypotheses are confirmed through rigorous research, compassionomics will belong in the science of evidence-based medicine, with major implications for all healthcare domains.” 26
• EXAMPLE 4. Statistical hypothesis (quantitative research)
• - An assumption is made about the relationship among several population characteristics ( gender differences in sociodemographic and clinical characteristics of adults with ADHD ). Validity is tested by statistical experiment or analysis ( chi-square test, Students t-test, and logistic regression analysis)
• “Our research investigated gender differences in sociodemographic and clinical characteristics of adults with ADHD in a Japanese clinical sample. Due to unique Japanese cultural ideals and expectations of women's behavior that are in opposition to ADHD symptoms, we hypothesized that women with ADHD experience more difficulties and present more dysfunctions than men . We tested the following hypotheses: first, women with ADHD have more comorbidities than men with ADHD; second, women with ADHD experience more social hardships than men, such as having less full-time employment and being more likely to be divorced.” 27
• “Statistical Analysis
• ( text omitted ) Between-gender comparisons were made using the chi-squared test for categorical variables and Students t-test for continuous variables…( text omitted ). A logistic regression analysis was performed for employment status, marital status, and comorbidity to evaluate the independent effects of gender on these dependent variables.” 27

EXAMPLES OF HYPOTHESIS AS WRITTEN IN PUBLISHED ARTICLES IN RELATION TO OTHER PARTS

• EXAMPLE 1. Background, hypotheses, and aims are provided
• “Pregnant women need skilled care during pregnancy and childbirth, but that skilled care is often delayed in some countries …( text omitted ). The focused antenatal care (FANC) model of WHO recommends that nurses provide information or counseling to all pregnant women …( text omitted ). Job aids are visual support materials that provide the right kind of information using graphics and words in a simple and yet effective manner. When nurses are not highly trained or have many work details to attend to, these job aids can serve as a content reminder for the nurses and can be used for educating their patients (Jennings, Yebadokpo, Affo, & Agbogbe, 2010) ( text omitted ). Importantly, additional evidence is needed to confirm how job aids can further improve the quality of ANC counseling by health workers in maternal care …( text omitted )” 28
• “ This has led us to hypothesize that the quality of ANC counseling would be better if supported by job aids. Consequently, a better quality of ANC counseling is expected to produce higher levels of awareness concerning the danger signs of pregnancy and a more favorable impression of the caring behavior of nurses .” 28
• “This study aimed to examine the differences in the responses of pregnant women to a job aid-supported intervention during ANC visit in terms of 1) their understanding of the danger signs of pregnancy and 2) their impression of the caring behaviors of nurses to pregnant women in rural Tanzania.” 28
• EXAMPLE 2. Background, hypotheses, and aims are provided
• “We conducted a two-arm randomized controlled trial (RCT) to evaluate and compare changes in salivary cortisol and oxytocin levels of first-time pregnant women between experimental and control groups. The women in the experimental group touched and held an infant for 30 min (experimental intervention protocol), whereas those in the control group watched a DVD movie of an infant (control intervention protocol). The primary outcome was salivary cortisol level and the secondary outcome was salivary oxytocin level.” 29
• “ We hypothesize that at 30 min after touching and holding an infant, the salivary cortisol level will significantly decrease and the salivary oxytocin level will increase in the experimental group compared with the control group .” 29
• EXAMPLE 3. Background, aim, and hypothesis are provided
• “In countries where the maternal mortality ratio remains high, antenatal education to increase Birth Preparedness and Complication Readiness (BPCR) is considered one of the top priorities [1]. BPCR includes birth plans during the antenatal period, such as the birthplace, birth attendant, transportation, health facility for complications, expenses, and birth materials, as well as family coordination to achieve such birth plans. In Tanzania, although increasing, only about half of all pregnant women attend an antenatal clinic more than four times [4]. Moreover, the information provided during antenatal care (ANC) is insufficient. In the resource-poor settings, antenatal group education is a potential approach because of the limited time for individual counseling at antenatal clinics.” 30
• “This study aimed to evaluate an antenatal group education program among pregnant women and their families with respect to birth-preparedness and maternal and infant outcomes in rural villages of Tanzania.” 30
• “ The study hypothesis was if Tanzanian pregnant women and their families received a family-oriented antenatal group education, they would (1) have a higher level of BPCR, (2) attend antenatal clinic four or more times, (3) give birth in a health facility, (4) have less complications of women at birth, and (5) have less complications and deaths of infants than those who did not receive the education .” 30

Research questions and hypotheses are crucial components to any type of research, whether quantitative or qualitative. These questions should be developed at the very beginning of the study. Excellent research questions lead to superior hypotheses, which, like a compass, set the direction of research, and can often determine the successful conduct of the study. Many research studies have floundered because the development of research questions and subsequent hypotheses was not given the thought and meticulous attention needed. The development of research questions and hypotheses is an iterative process based on extensive knowledge of the literature and insightful grasp of the knowledge gap. Focused, concise, and specific research questions provide a strong foundation for constructing hypotheses which serve as formal predictions about the research outcomes. Research questions and hypotheses are crucial elements of research that should not be overlooked. They should be carefully thought of and constructed when planning research. This avoids unethical studies and poor outcomes by defining well-founded objectives that determine the design, course, and outcome of the study.

Disclosure: The authors have no potential conflicts of interest to disclose.

Author Contributions:

• Conceptualization: Barroga E, Matanguihan GJ.
• Methodology: Barroga E, Matanguihan GJ.
• Writing - original draft: Barroga E, Matanguihan GJ.
• Writing - review & editing: Barroga E, Matanguihan GJ.

Research Writing and Analysis

• NVivo Group and Study Sessions
• SPSS This link opens in a new window
• Statistical Analysis Group sessions
• Using Qualtrics
• Dissertation and Data Analysis Group Sessions
• Defense Schedule - Commons Calendar This link opens in a new window
• Research Process Flow Chart
• Research Alignment Chapter 1 This link opens in a new window
• Step 1: Seek Out Evidence
• Step 2: Explain
• Step 3: The Big Picture
• Step 4: Own It
• Step 5: Illustrate
• Annotated Bibliography
• Seminal Authors
• Systematic Reviews & Meta-Analyses
• How to Synthesize and Analyze
• Synthesis and Analysis Practice
• Synthesis and Analysis Group Sessions
• Problem Statement
• Purpose Statement
• Conceptual Framework
• Theoretical Framework
• Locating Theoretical and Conceptual Frameworks This link opens in a new window
• Quantitative Research Questions

Qualitative Research Questions

• Trustworthiness of Qualitative Data
• Analysis and Coding Example- Qualitative Data
• Thematic Data Analysis in Qualitative Design
• Dissertation to Journal Article This link opens in a new window
• International Journal of Online Graduate Education (IJOGE) This link opens in a new window
• Journal of Research in Innovative Teaching & Learning (JRIT&L) This link opens in a new window

What’s in a Qualitative Research Question?

Qualitative research questions are driven by the need for the study. Ideally, research questions are formulated as a result of the problem and purpose, which leads to the identification of the methodology. When a qualitative methodology is chosen, research questions should be exploratory and focused on the actual phenomenon under study.

From the Dissertation Center, Chapter 1: Research Question Overview , there are several considerations when forming a qualitative research question. Qualitative research questions should

Below is an example of a qualitative phenomenological design. Note the use of the term “lived experience” in the central research question. This aligns with phenomenological design.

RQ1: “ What are the lived experiences of followers of mid-level managers in the financial services sector regarding their well-being on the job?”

If the researcher wants to focus on aspects of the theory used to support the study or dive deeper into aspects of the central RQ, sub-questions might be used. The following sub-questions could be formulated to seek further insight:

RQ1a.   “How do followers perceive the quality and adequacy of the leader-follower exchanges between themselves and their novice leaders?”

RQ1b.  “Under what conditions do leader-member exchanges affect a follower’s own level of well-being?”

Qualitative research questions also display the desire to explore or describe phenomena. Qualitative research seeks the lived experience, the personal experiences, the understandings, the meanings, and the stories associated with the concepts present in our studies.

We want to ensure our research questions are answerable and that we are not making assumptions about our sample. View the questions below:

How do healthcare providers perceive income inequality when providing care to poor patients?

In Example A, we see that there is no specificity of location or geographic areas. This could lead to findings that are varied, and the researcher may not find a clear pattern. Additionally, the question implies the focus is on “income inequality” when the actual focus is on the provision of care. The term “poor patients” can also be offensive, and most providers will not want to seem insensitive and may perceive income inequality as a challenge (of course!).

How do primary care nurses in outreach clinics describe providing quality care to residents of low-income urban neighborhoods?

In Example B, we see that there is greater specificity in the type of care provider. There is also a shift in language so that the focus is on how the individuals describe what they think about, experience, and navigate providing quality care.

Other Qualitative Research Question Examples

Vague : What are the strategies used by healthcare personnel to assist injured patients?

Try this : What is the experience of emergency room personnel in treating patients with a self-inflicted household injury?

The first question is general and vague. While in the same topic area, the second question is more precise and gives the reader a specific target population and a focus on the phenomenon they would have experienced. This question could be in line with a phenomenological study as we are seeking their experience or a case study as the ER personnel are a bounded entity.

Unclear : How do students experience progressing to college?

Try this : How do first-generation community members describe the aspects of their culture that promote aspiration to postsecondary education?

The first question does not have a focus on what progress is or what students are the focus. The second question provides a specific target population and provides the description to be provided by the participants. This question could be in line with a descriptive study.

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Chapter 4. Finding a Research Question and Approaches to Qualitative Research

We’ve discussed the research design process in general and ways of knowing favored by qualitative researchers.  In chapter 2, I asked you to think about what interests you in terms of a focus of study, including your motivations and research purpose.  It might be helpful to start this chapter with those short paragraphs you wrote about motivations and purpose in front of you.  We are now going to try to develop those interests into actual research questions (first part of this chapter) and then choose among various “traditions of inquiry” that will be best suited to answering those questions.  You’ve already been introduced to some of this (in chapter 1), but we will go further here.

Developing a Research Question

Research questions are different from general questions people have about the social world.  They are narrowly tailored to fit a very specific issue, complete with context and time boundaries.  Because we are engaged in empirical science and thus use “data” to answer our questions, the questions we ask must be answerable by data.  A question is not the same as stating a problem.  The point of the entire research project is to answer a particular question or set of questions.  The question(s) should be interesting, relevant, practical, and ethical.  Let’s say I am generally interested in the problem of student loan debt.  That’s a good place to start, but we can’t simply ask,

General question: Is student loan debt really a problem today?

How could we possibly answer that question? What data could we use? Isn’t this really an axiological (values-based) question? There are no clues in the question as to what data would be appropriate here to help us get started. Students often begin with these large unanswerable questions. They are not research questions. Instead, we could ask,

Poor research question: How many people have debt?

This is still not a very good research question. Why not? It is answerable, although we would probably want to clarify the context. We could add some context to improve it so that the question now reads,

Mediocre research question: How many people in the US have debt today? And does this amount vary by age and location?

Now we have added some context, so we have a better idea of where to look and who to look at. But this is still a pretty poor or mediocre research question. Why is that? Let’s say we did answer it. What would we really know? Maybe we would find out that student loan debt has increased over time and that young people today have more of it. We probably already know this. We don’t really want to go through a lot of trouble answering a question whose answer we already have. In fact, part of the reason we are even asking this question is that we know (or think) it is a problem. Instead of asking what you already know, ask a question to which you really do not know the answer. I can’t stress this enough, so I will say it again: Ask a question to which you do not already know the answer . The point of research is not to prove or make a point but to find out something unknown. What about student loan debt is still a mystery to you? Reviewing the literature could help (see chapter 9). By reviewing the literature, you can get a good sense of what is still mysterious or unknown about student loan debt, and you won’t be reinventing the wheel when you conduct your research. Let’s say you review the literature, and you are struck by the fact that we still don’t understand the true impact of debt on how people are living their lives. A possible research question might be,

Fair research question: What impact does student debt have on the lives of debtors?

Good start, but we still need some context to help guide the project. It is not nearly specific enough.

Better research question: What impact does student debt have on young adults (ages twenty-five to thirty-five) living in the US today?

Now we’ve added context, but we can still do a little bit better in narrowing our research question so that it is both clear and doable; in other words, we want to frame it in a way that provides a very clear research program:

Optimal research question: How do young adults (ages twenty-five to thirty-five) living in the US today who have taken on $30,000 or more in student debt describe the impact of their debt on their lives in terms of finding/choosing a job, buying a house, getting married, and other major life events?

Now you have a research question that can be answered and a clear plan of how to answer it. You will talk to young adults living in the US today who have high debt loads and ask them to describe the impacts of debt on their lives. That is all now in the research question. Note how different this very specific question is from where we started with the “problem” of student debt.

Take some time practicing turning the following general questions into research questions:

• What can be done about the excessive use of force by police officers?
• Why haven’t societies taken firmer steps to address climate change?
• How do communities react to / deal with the opioid epidemic?
• Who has been the most adversely affected by COVID?
• When did political polarization get so bad?

Hint: Step back from each of the questions and try to articulate a possible underlying motivation, then formulate a research question that is specific and answerable.

It is important to take the time to come up with a research question, even if this research question changes a bit as you conduct your research (yes, research questions can change!). If you don’t have a clear question to start your research, you are likely to get very confused when designing your study because you will not be able to make coherent decisions about things like samples, sites, methods of data collection, and so on. Your research question is your anchor: “If we don’t have a question, we risk the possibility of going out into the field thinking we know what we’ll find and looking only for proof of what we expect to be there. That’s not empirical research (it’s not systematic)” ( Rubin 2021:37 ).

Researcher Note

How do you come up with ideas for what to study?

I study what surprises me. Usually, I come across a statistic that suggests something is common that I thought was rare. I tend to think it’s rare because the theories I read suggest it should be, and there’s not a lot of work in that area that helps me understand how the statistic came to be. So, for example, I learned that it’s common for Americans to marry partners who grew up in a different class than them and that about half of White kids born into the upper-middle class are downwardly mobile. I was so shocked by these facts that they naturally led to research questions. How do people come to marry someone who grew up in a different class? How do White kids born near the top of the class structure fall?

—Jessi Streib, author of The Power of the Past and Privilege Lost

What if you have literally no idea what the research question should be? How do you find a research question? Even if you have an interest in a topic before you get started, you see the problem now: topics and issues are not research questions! A research question doesn’t easily emerge; it takes a lot of time to hone one, as the practice above should demonstrate. In some research designs, the research question doesn’t even get clearly articulated until the end of data collection . More on that later. But you must start somewhere, of course. Start with your chosen discipline. This might seem obvious, but it is often overlooked. There is a reason it is called a discipline. We tend to think of “sociology,” “public health,” and “physics” as so many clusters of courses that are linked together by subject matter, but they are also disciplines in the sense that the study of each focuses the mind in a particular way and for particular ends. For example, in my own field, sociology, there is a loosely shared commitment to social justice and a general “sociological imagination” that enables its practitioners to connect personal experiences to society at large and to historical forces. It is helpful to think of issues and questions that are germane to your discipline. Within that overall field, there may be a particular course or unit of study you found most interesting. Within that course or unit of study, there may be an issue that intrigued you. And finally, within that issue, there may be an aspect or topic that you want to know more about.

When I was pursuing my dissertation research, I was asked often, “Why did you choose to study intimate partner violence among Native American women?” This question is necessary, and each time I answered, it helped shape me into a better researcher. I was interested in intimate partner violence because I am a survivor. I didn’t have intentions to work with a particular population or demographic—that came from my own deep introspection on my role as a researcher. I always questioned my positionality: What privileges do I hold as an academic? How has public health extracted information from institutionally marginalized populations? How can I build bridges between communities using my position, knowledge, and power? Public health as a field would not exist without the contributions of Indigenous people. So I started hanging out with them at community events, making friends, and engaging in self-education. Through these organic relationships built with Native women in the community, I saw that intimate partner violence was a huge issue. This led me to partner with Indigenous organizations to pursue a better understanding of how Native survivors of intimate partner violence seek support.

—Susanna Y. Park, PhD, mixed-methods researcher in public health and author of “How Native Women Seek Support as Survivors of Intimate Partner Violence: A Mixed-Methods Study”

One of the most exciting and satisfying things about doing academic research is that whatever you end up researching can become part of the body of knowledge that we have collectively created. Don’t make the mistake of thinking that you are doing this all on your own from scratch. Without even being aware of it, no matter if you are a first-year undergraduate student or a fourth-year graduate student, you have been trained to think certain questions are interesting. The very fact that you are majoring in a particular field or have signed up for years of graduate study in a program testifies to some level of commitment to a discipline. What we are looking for, ideally, is that your research builds on in some way (as extension, as critique, as lateral move) previous research and so adds to what we, collectively, understand about the social world. It is helpful to keep this in mind, as it may inspire you and also help guide you through the process. The point is, you are not meant to be doing something no one has ever thought of before, even if you are trying to find something that does not exactly duplicate previous research: “You may be trying to be too clever—aiming to come up with a topic unique in the history of the universe, something that will have people swooning with admiration at your originality and intellectual precociousness. Don’t do it. It’s safer…to settle on an ordinary, middle-of-the-road topic that will lend itself to a nicely organized process of project management. That’s the clever way of proceeding.… You can always let your cleverness shine through during the stages of design, analysis, and write-up. Don’t make things more difficult for yourself than you need to do” ( Davies 2007:20 ).

Rubin ( 2021 ) suggests four possible ways to develop a research question (there are many more, of course, but this can get you started). One way is to start with a theory that interests you and then select a topic where you can apply that theory. For example, you took a class on gender and society and learned about the “glass ceiling.” You could develop a study that tests that theory in a setting that has not yet been explored—maybe leadership at the Oregon Country Fair. The second way is to start with a topic that interests you and then go back to the books to find a theory that might explain it. This is arguably more difficult but often much more satisfying. Ask your professors for help—they might have ideas of theories or concepts that could be relevant or at least give you an idea of what books to read. The third way is to be very clever and select a question that already combines the topic and the theory. Rubin gives as one example sentencing disparities in criminology—this is both a topic and a theory or set of theories. You then just have to figure out particulars like setting and sample. I don’t know if I find this third way terribly helpful, but it might help you think through the possibilities. The fourth way involves identifying a puzzle or a problem, which can be either theoretical (something in the literature just doesn’t seem to make sense and you want to tackle addressing it) or empirical (something happened or is happening, and no one really understands why—think, for example, of mass school shootings).

Once you think you have an issue or topic that is worth exploring, you will need to (eventually) turn that into a good research question. A good research question is specific, clear, and feasible .

Specific . How specific a research question needs to be is somewhat related to the disciplinary conventions and whether the study is conceived inductively or deductively. In deductive research, one begins with a specific research question developed from the literature. You then collect data to test the theory or hypotheses accompanying your research question. In inductive research, however, one begins with data collection and analysis and builds theory from there. So naturally, the research question is a bit vaguer. In general, the more closely aligned to the natural sciences (and thus the deductive approach), the more a very tight and specific research question (along with specific, focused hypotheses) is required. This includes disciplines like psychology, geography, public health, environmental science, and marine resources management. The more one moves toward the humanities pole (and the inductive approach), the more looseness is permitted, as there is a general belief that we go into the field to find what is there, not necessarily what we imagine we are looking for (see figure 4.2). Disciplines such as sociology, anthropology, and gender and sexuality studies and some subdisciplines of public policy/public administration are closer to the humanities pole in this sense.

Regardless of discipline and approach, however, it is a good idea for beginning researchers to create a research question as specific as possible, as this will serve as your guide throughout the process. You can tweak it later if needed, but start with something specific enough that you know what it is you are doing and why. It is more difficult to deal with ambiguity when you are starting out than later in your career, when you have a better handle on what you are doing. Being under a time constraint means the more specific the question, the better. Questions should always specify contexts, geographical locations, and time frames. Go back to your practice research questions and make sure that these are included.

Clear . A clear research question doesn’t only need to be intelligible to any reader (which, of course, it should); it needs to clarify any meanings of particular words or concepts (e.g., What is excessive force?). Check all your concepts to see if there are ways you can clarify them further—for example, note that we shifted from impact of debt to impact of high debt load and specified this as beginning at $30,000. Ideally, we would use the literature to help us clarify what a high debt load is or how to define “excessive” force.

Feasible . In order to know if your question is feasible, you are going to have to think a little bit about your entire research design. For example, a question that asks about the real-time impact of COVID restrictions on learning outcomes would require a time machine. You could tweak the question to ask instead about the long-term impacts of COVID restrictions, as measured two years after their end. Or let’s say you are interested in assessing the damage of opioid abuse on small-town communities across the United States. Is it feasible to cover the entire US? You might need a team of researchers to do this if you are planning on on-the-ground observations. Perhaps a case study of one particular community might be best. Then your research question needs to be changed accordingly.

Here are some things to consider in terms of feasibility:

• Is the question too general for what you actually intend to do or examine? (Are you specifying the world when you only have time to explore a sliver of that world?)
• Is the question suitable for the time you have available? (You will need different research questions for a study that can be completed in a term than one where you have one to two years, as in a master’s program, or even three to eight years, as in a doctoral program.)
• Is the focus specific enough that you know where and how to begin?
• What are the costs involved in doing this study, including time? Will you need to travel somewhere, and if so, how will you pay for it?
• Will there be problems with “access”? (More on this in later chapters, but for now, consider how you might actually find people to interview or places to observe and whether gatekeepers exist who might keep you out.)
• Will you need to submit an application proposal for your university’s IRB (institutional review board)? If you are doing any research with live human subjects, you probably need to factor in the time and potential hassle of an IRB review (see chapter 8). If you are under severe time constraints, you might need to consider developing a research question that can be addressed with secondary sources, online content, or historical archives (see chapters 16 and 17).

In addition to these practicalities, you will also want to consider the research question in terms of what is best for you now. Are you engaged in research because you are required to be—jumping a hurdle for a course or for your degree? If so, you really do want to think about your project as training and develop a question that will allow you to practice whatever data collection and analysis techniques you want to develop. For example, if you are a grad student in a public health program who is interested in eventually doing work that requires conducting interviews with patients, develop a research question and research design that is interview based. Focus on the practicality (and practice) of the study more than the theoretical impact or academic contribution, in other words. On the other hand, if you are a PhD candidate who is seeking an academic position in the future, your research question should be pitched in a way to build theoretical knowledge as well (the phrasing is typically “original contribution to scholarship”).

The more time you have to devote to the study and the larger the project, the more important it is to reflect on your own motivations and goals when crafting a research question (remember chapter 2?). By “your own motivations and goals,” I mean what interests you about the social world and what impact you want your research to have, both academically and practically speaking. Many students have secret (or not-so-secret) plans to make the world a better place by helping address climate change, pointing out pressure points to fight inequities, or bringing awareness to an overlooked area of concern. My own work in graduate school was motivated by the last of these three—the not-so-secret goal of my research was to raise awareness about obstacles to success for first-generation and working-class college students. This underlying goal motivated me to complete my dissertation in a timely manner and then to further continue work in this area and see my research get published. I cared enough about the topic that I was not ready to put it away. I am still not ready to put it away. I encourage you to find topics that you can’t put away, ever. That will keep you going whenever things get difficult in the research process, as they inevitably will.

On the other hand, if you are an undergraduate and you really have very little time, some of the best advice I have heard is to find a study you really like and adapt it to a new context. Perhaps you read a study about how students select majors and how this differs by class ( Hurst 2019 ). You can try to replicate the study on a small scale among your classmates. Use the same research question, but revise for your context. You can probably even find the exact questions I  used and ask them in the new sample. Then when you get to the analysis and write-up, you have a comparison study to guide you, and you can say interesting things about the new context and whether the original findings were confirmed (similar) or not. You can even propose reasons why you might have found differences between one and the other.

Another way of thinking about research questions is to explicitly tie them to the type of purpose of your study. Of course, this means being very clear about what your ultimate purpose is! Marshall and Rossman ( 2016 ) break down the purpose of a study into four categories: exploratory, explanatory, descriptive, and emancipatory ( 78 ). Exploratory purpose types include wanting to investigate little-understood phenomena, or identifying or discovering important new categories of meaning, or generating hypotheses for further research. For these, research questions might be fairly loose: What is going on here? How are people interacting on this site? What do people talk about when you ask them about the state of the world? You are almost (but never entirely) starting from scratch. Be careful though—just because a topic is new to you does not mean it is really new. Someone else (or many other someones) may already have done this exploratory research. Part of your job is to find this out (more on this in “What Is a ‘Literature Review’?” in chapter 9). Descriptive purposes (documenting and describing a phenomenon) are similar to exploratory purposes but with a much clearer goal (description). A good research question for a descriptive study would specify the actions, events, beliefs, attitudes, structures, and/or processes that will be described.

Most researchers find that their topic has already been explored and described, so they move to trying to explain a relationship or phenomenon. For these, you will want research questions that capture the relationships of interest. For example, how does gender influence one’s understanding of police brutality (because we already know from the literature that it does, so now we are interested in understanding how and why)? Or what is the relationship between education and climate change denialism? If you find that prior research has already provided a lot of evidence about those relationships as well as explanations for how they work, and you want to move the needle past explanation into action, you might find yourself trying to conduct an emancipatory study. You want to be even more clear in acknowledging past research if you find yourself here. Then create a research question that will allow you to “create opportunities and the will to engage in social action” ( Marshall and Rossman 2016:78 ). Research questions might ask, “How do participants problematize their circumstances and take positive social action?” If we know that some students have come together to fight against student debt, how are they doing this, and with what success? Your purpose would be to help evaluate possibilities for social change and to use your research to make recommendations for more successful emancipatory actions.

Recap: Be specific. Be clear. Be practical. And do what you love.

Choosing an Approach or Tradition

Qualitative researchers may be defined as those who are working with data that is not in numerical form, but there are actually multiple traditions or approaches that fall under this broad category. I find it useful to know a little bit about the history and development of qualitative research to better understand the differences in these approaches. The following chart provides an overview of the six phases of development identified by Denzin and Lincoln ( 2005 ):

Table 4.1. Six Phases of Development

There are other ways one could present the history as well. Feminist theory and methodologies came to the fore in the 1970s and 1980s and had a lot to do with the internal critique of more positivist approaches. Feminists were quite aware that standpoint matters—that the identity of the researcher plays a role in the research, and they were ardent supporters of dismantling unjust power systems and using qualitative methods to help advance this mission. You might note, too, that many of the internal disputes were basically epistemological disputes about how we know what we know and whether one’s social location/position delimits that knowledge. Today, we are in a bountiful world of qualitative research, one that embraces multiple forms of knowing and knowledge. This is good, but it means that you, the student, have more choice when it comes to situating your study and framing your research question, and some will expect you to signal the choices you have made in any research protocols you write or publications and presentations.

Creswell’s ( 1998 ) definition of qualitative research includes the notion of distinct traditions of inquiry: “Qualitative research is an inquiry process of understanding based on distinct methodological traditions of inquiry that explore a social or human problem. The research builds complex,   holistic pictures, analyzes words, reports detailed views of informants , and conducted the study in a natural setting” (15; emphases added). I usually caution my students against taking shelter under one of these approaches, as, practically speaking, there is a lot of mixing of traditions among researchers. And yet it is useful to know something about the various histories and approaches, particularly as you are first starting out. Each tradition tends to favor a particular epistemological perspective (see chapter 3), a way of reasoning (see “ Advanced: Inductive versus Deductive Reasoning ”), and a data-collection technique.

There are anywhere from ten to twenty “traditions of inquiry,” depending on how one draws the boundaries. In my accounting, there are twelve, but three approaches tend to dominate the field.

Ethnography

Ethnography was developed from the discipline of anthropology, as the study of (other) culture(s). From a relatively positivist/objective approach to writing down the “truth” of what is observed during the colonial era (where this “truth” was then often used to help colonial administrators maintain order and exploit people and extract resources more effectively), ethnography was adopted by all kinds of social science researchers to get a better understanding of how groups of people (various subcultures and cultures) live their lives. Today, ethnographers are more likely to be seeking to dismantle power relations than to support them. They often study groups of people that are overlooked and marginalized, and sometimes they do the obverse by demonstrating how truly strange the familiar practices of the dominant group are. Ethnography is also central to organizational studies (e.g., How does this institution actually work?) and studies of education (e.g., What is it like to be a student during the COVID era?).

Ethnographers use methods of participant observation and intensive fieldwork in their studies, often living or working among the group under study for months at a time (and, in some cases, years). I’ve called this “deep ethnography,” and it is the subject of chapter 14. The data ethnographers analyze are copious “field notes” written while in the field, often supplemented by in-depth interviews and many more casual conversations. The final product of ethnographers is a “thick” description of the culture. This makes reading ethnographies enjoyable, as the goal is to write in such a way that the reader feels immersed in the culture.

There are variations on the ethnography, such as the autoethnography , where the researcher uses a systematic and rigorous study of themselves to better understand the culture in which they find themselves. Autoethnography is a relatively new approach, even though it is derived from one of the oldest approaches. One can say that it takes to heart the feminist directive to “make the personal political,” to underscore the connections between personal experiences and larger social and political structures. Introspection becomes the primary data source.

Grounded Theory

Grounded Theory holds a special place in qualitative research for a few reasons, not least of which is that nonqualitative researchers often mistakenly believe that Grounded Theory is the only qualitative research methodology . Sometimes, it is easier for students to explain what they are doing as “Grounded Theory” because it sounds “more scientific” than the alternative descriptions of qualitative research. This is definitely part of its appeal. Grounded Theory is the name given to the systematic inductive approach first developed by Glaser and Strauss in 1967, The Discovery of Grounded Theory: Strategies for Qualitative Research . Too few people actually read Glaser and Strauss’s book. It is both groundbreaking and fairly unremarkable at the same time. As a historical intervention into research methods generally, it is both a sharp critique of positivist methods in the social sciences (theory testing) and a rejection of purely descriptive accounts-building qualitative research. Glaser and Strauss argued for an approach whose goal was to construct (middle-level) theories from recursive data analysis of nonnumerical data (interviews and observations). They advocated a “constant comparative method” in which coding and analysis take place simultaneously and recursively. The demands are fairly strenuous. If done correctly, the result is the development of a new theory about the social world.

So why do I call this “fairly unremarkable”? To some extent, all qualitative research already does what Glaser and Strauss ( 1967 ) recommend, albeit without denoting the processes quite so specifically. As will be seen throughout the rest of this textbook, all qualitative research employs some “constant comparisons” through recursive data analyses. Where Grounded Theory sets itself apart from a significant number of qualitative research projects, however, is in its dedication to inductively building theory. Personally, I think it is important to understand that Glaser and Strauss were rejecting deductive theory testing in sociology when they first wrote their book. They were part of a rising cohort who rejected the positivist mathematical approaches that were taking over sociology journals in the 1950s and 1960s. Here are some of the comments and points they make against this kind of work:

Accurate description and verification are not so crucial when one’s purpose is to generate theory. ( 28 ; further arguing that sampling strategies are different when one is not trying to test a theory or generalize results)

Illuminating perspectives are too often suppressed when the main emphasis is verifying theory. ( 40 )

Testing for statistical significance can obscure from theoretical relevance. ( 201 )

Instead, they argued, sociologists should be building theories about the social world. They are not physicists who spend time testing and refining theories. And they are not journalists who report descriptions. What makes sociologists better than journalists and other professionals is that they develop theory from their work “In their driving efforts to get the facts [research sociologists] tend to forget that the distinctive offering of sociology to our society is sociological theory, not research description” ( 30–31 ).

Grounded Theory’s inductive approach can be off-putting to students who have a general research question in mind and a working hypothesis. The true Grounded Theory approach is often used in exploratory studies where there are no extant theories. After all, the promise of this approach is theory generation, not theory testing. Flying totally free at the start can be terrifying. It can also be a little disingenuous, as there are very few things under the sun that have not been considered before. Barbour ( 2008:197 ) laments that this approach is sometimes used because the researcher is too lazy to read the relevant literature.

To summarize, Glaser and Strauss justified the qualitative research project in a way that gave it standing among the social sciences, especially vis-à-vis quantitative researchers. By distinguishing the constant comparative method from journalism, Glaser and Strauss enabled qualitative research to gain legitimacy.

So what is it exactly, and how does one do it? The following stages provide a succinct and basic overview, differentiating the portions that are similar to/in accordance with qualitative research methods generally and those that are distinct from the Grounded Theory approach:

Step 1. Select a case, sample, and setting (similar—unless you begin with a theory to test!).

Step 2. Begin data collection (similar).

Step 3. Engage data analysis (similar in general but specificity of details somewhat unique to Grounded Theory): (1) emergent coding (initial followed by focused), (2) axial (a priori) coding , (3) theoretical coding , (4) creation of theoretical categories; analysis ends when “theoretical saturation ” has been achieved.

Grounded Theory’s prescriptive (i.e., it has a set of rules) framework can appeal to beginning students, but it is unnecessary to adopt the entire approach in order to make use of some of its suggestions. And if one does not exactly follow the Grounded Theory rulebook, it can mislead others if you tend to call what you are doing Grounded Theory when you are not:

Grounded theory continues to be a misunderstood method, although many researchers purport to use it. Qualitative researchers often claim to conduct grounded theory studies without fully understanding or adopting its distinctive guidelines. They may employ one or two of the strategies or mistake qualitative analysis for grounded theory. Conversely, other researchers employ grounded theory methods in reductionist, mechanistic ways. Neither approach embodies the flexible yet systematic mode of inquiry, directed but open-ended analysis, and imaginative theorizing from empirical data that grounded theory methods can foster. Subsequently, the potential of grounded theory methods for generating middle-range theory has not been fully realized ( Charmaz 2014 ).

Phenomenology

Where Grounded Theory sets itself apart for its inductive systematic approach to data analysis, phenomenologies are distinct for their focus on what is studied—in this case, the meanings of “lived experiences” of a group of persons sharing a particular event or circumstance. There are phenomenologies of being working class ( Charlesworth 2000 ), of the tourist experience ( Cohen 1979 ), of Whiteness ( Ahmed 2007 ). The phenomenon of interest may also be an emotion or circumstance. One can study the phenomenon of “White rage,” for example, or the phenomenon of arranged marriage.

The roots of phenomenology lie in philosophy (Husserl, Heidegger, Merleau-Ponty, Sartre) but have been adapted by sociologists in particular. Phenomenologists explore “how human beings make sense of experience and transform experience into consciousness, both individually and as shared meaning” ( Patton 2002:104 ).

One of the most important aspects of conducting a good phenomenological study is getting the sample exactly right so that each person can speak to the phenomenon in question. Because the researcher is interested in the meanings of an experience, in-depth interviews are the preferred method of data collection. Observations are not nearly as helpful here because people may do a great number of things without meaning to or without being conscious of their implications. This is important to note because phenomenologists are studying not “the reality” of what happens at all but an articulated understanding of a lived experience. When reading a phenomenological study, it is important to keep this straight—too often I have heard students critique a study because the interviewer didn’t actually see how people’s behavior might conflict with what they say (which is, at heart, an epistemological issue!).

In addition to the “big three,” there are many other approaches; some are variations, and some are distinct approaches in their own right. Case studies focus explicitly on context and dynamic interactions over time and can be accomplished with quantitative or qualitative methods or a mixture of both (for this reason, I am not considering it as one of the big three qualitative methods, even though it is a very common approach). Whatever methods are used, a contextualized deep understanding of the case (or cases) is central.

Critical inquiry is a loose collection of techniques held together by a core argument that understanding issues of power should be the focus of much social science research or, to put this another way, that it is impossible to understand society (its people and institutions) without paying attention to the ways that power relations and power dynamics inform and deform those people and institutions. This attention to power dynamics includes how research is conducted too. All research fundamentally involves issues of power. For this reason, many critical inquiry traditions include a place for collaboration between researcher and researched. Examples include (1) critical narrative analysis, which seeks to describe the meaning of experience for marginalized or oppressed persons or groups through storytelling; (2) participatory action research, which requires collaboration between the researcher and the research subjects or community of interest; and (3) critical race analysis, a methodological application of Critical Race Theory (CRT), which posits that racial oppression is endemic (if not always throughout time and place, at least now and here).

Do you follow a particular tradition of inquiry? Why?

Shawn Wilson’s book, Research Is Ceremony: Indigenous Research Methods , is my holy grail. It really flipped my understanding of research and relationships. Rather than thinking linearly and approaching research in a more canonical sense, Wilson shook my world view by drawing me into a pattern of inquiry that emphasized transparency and relational accountability. The Indigenous research paradigm is applicable in all research settings, and I follow it because it pushes me to constantly evaluate my position as a knowledge seeker and knowledge sharer.

Autoethnography takes the researcher as the subject. This is one approach that is difficult to explain to more quantitatively minded researchers, as it seems to violate many of the norms of “scientific research” as understood by them. First, the sample size is quite small—the n is 1, the researcher. Two, the researcher is not a neutral observer—indeed, the subjectivity of the researcher is the main strength of this approach. Autoethnographies can be extremely powerful for their depth of understanding and reflexivity, but they need to be conducted in their own version of rigor to stand up to scrutiny by skeptics. If you are skeptical, read one of the excellent published examples out there—I bet you will be impressed with what you take away. As they say, the proof is in the pudding on this approach.

Advanced: Inductive versus Deductive Reasoning

There has been a great deal of ink shed in the discussion of inductive versus deductive approaches, not all of it very instructive. Although there is a huge conceptual difference between them, in practical terms, most researchers cycle between the two, even within the same research project. The simplest way to explain the difference between the two is that we are using deductive reasoning when we test an existing theory (move from general to particular), and we are using inductive reasoning when we are generating theory (move from particular to general). Figure 4.2 provides a schematic of the deductive approach. From the literature, we select a theory about the impact of student loan debt: student loan debt will delay homeownership among young adults. We then formulate a hypothesis based on this theory: adults in their thirties with high debt loads will be less likely to own homes than their peers who do not have high debt loads. We then collect data to test the hypothesis and analyze the results. We find that homeownership is substantially lower among persons of color and those who were the first in their families to graduate from college. Notably, high debt loads did not affect homeownership among White adults whose parents held college degrees. We thus refine the theory to match the new findings: student debt loads delay homeownership among some young adults, thereby increasing inequalities in this generation. We have now contributed new knowledge to our collective corpus.

The inductive approach is contrasted in figure 4.3. Here, we did not begin with a preexisting theory or previous literature but instead began with an observation. Perhaps we were conducting interviews with young adults who held high amounts of debt and stumbled across this observation, struck by how many were renting apartments or small houses. We then noted a pattern—not all the young adults we were talking to were renting; race and class seemed to play a role here. We would then probably expand our study in a way to be able to further test this developing theory, ensuring that we were not seeing anomalous patterns. Once we were confident about our observations and analyses, we would then develop a theory, coming to the same place as our deductive approach, but in reverse.

A third form of reasoning, abductive (sometimes referred to as probabilistic reasoning) was developed in the late nineteenth century by American philosopher Charles Sanders Peirce. I have included some articles for further reading for those interested.

Among social scientists, the deductive approach is often relaxed so that a research question is set based on the existing literature rather than creating a hypothesis or set of hypotheses to test. Some journals still require researchers to articulate hypotheses, however. If you have in mind a publication, it is probably a good idea to take a look at how most articles are organized and whether specific hypotheses statements are included.

Table 4.2. Twelve Approaches. Adapted from Patton 2002:132-133.

Further Readings

The following readings have been examples of various approaches or traditions of inquiry:

Ahmed, Sara. 2007. “A Phenomenology of Whiteness.” Feminist Theory 8(2):149–168.

Charlesworth, Simon. 2000. A Phenomenology of Working-Class Experience . Cambridge: Cambridge University Press.*

Clandinin, D. Jean, and F. Michael Connelly. 2000. Narrative Inquiry: Experience and Story in Qualitative Research . San Francisco: Jossey-Bass.

Cohen, E. 1979. “A Phenomenology of Tourist Experiences.” Sociology 13(2):179–201.

Cooke, Bill, and Uma Kothari, eds. 2001. Participation: The New Tyranny? London: Zed Books. A critique of participatory action.

Corbin, Juliet, and Anselm Strauss. 2008. Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory . 3rd ed. Thousand Oaks, CA: SAGE.

Crabtree, B. F., and W. L. Miller, eds. 1999. Doing Qualitative Research: Multiple Strategies . Thousand Oaks, CA: SAGE.

Creswell, John W. 1997. Qualitative Inquiry and Research Design: Choosing among Five Approaches. Thousand Oaks, CA: SAGE.

Glaser, Barney G., and Anselm Strauss. 1967. The Discovery of Grounded Theory: Strategies for Qualitative Research . New York: Aldine.

Gobo, Giampetro, and Andrea Molle. 2008. Doing Ethnography . Thousand Oaks, CA: SAGE.

Hancock, Dawson B., and Bob Algozzine. 2016. Doing Case Study Research: A Practical Guide for Beginning Research . 3rd ed. New York: Teachers College Press.

Harding, Sandra. 1987. Feminism and Methodology . Bloomington: Indiana University Press.

Husserl, Edmund. (1913) 2017. Ideas: Introduction to Pure Phenomenology . Eastford, CT: Martino Fine Books.

Rose, Gillian. 2012. Visual Methodologies . 3rd ed. London: SAGE.

Van der Riet, M. 2009. “Participatory Research and the Philosophy of Social Science: Beyond the Moral Imperative.” Qualitative Inquiry 14(4):546–565.

Van Manen, Max. 1990. Researching Lived Experience: Human Science for an Action Sensitive Pedagogy . Albany: State University of New York.

Wortham, Stanton. 2001. Narratives in Action: A Strategy for Research and Analysis . New York: Teachers College Press.

Inductive, Deductive, and Abductive Reasoning and Nomothetic Science in General

Aliseda, Atocha. 2003. “Mathematical Reasoning vs. Abductive Reasoning: A Structural Approach.” Synthese 134(1/2):25–44.

Bonk, Thomas. 1997. “Newtonian Gravity, Quantum Discontinuity and the Determination of Theory by Evidence.” Synthese 112(1):53–73. A (natural) scientific discussion of inductive reasoning.

Bonnell, Victoria E. 1980. “The Uses of Theory, Concepts and Comparison in Historical Sociology.” C omparative Studies in Society and History 22(2):156–173.

Crane, Mark, and Michael C. Newman. 1996. “Scientific Method in Environmental Toxicology.” Environmental Reviews 4(2):112–122.

Huang, Philip C. C., and Yuan Gao. 2015. “Should Social Science and Jurisprudence Imitate Natural Science?” Modern China 41(2):131–167.

Mingers, J. 2012. “Abduction: The Missing Link between Deduction and Induction. A Comment on Ormerod’s ‘Rational Inference: Deductive, Inductive and Probabilistic Thinking.’” Journal of the Operational Research Society 63(6):860–861.

Ormerod, Richard J. 2010. “Rational Inference: Deductive, Inductive and Probabilistic Thinking.” Journal of the Operational Research Society 61(8):1207–1223.

Perry, Charner P. 1927. “Inductive vs. Deductive Method in Social Science Research.” Southwestern Political and Social Science Quarterly 8(1):66–74.

Plutynski, Anya. 2011. “Four Problems of Abduction: A Brief History.” HOPOS: The Journal of the International Society for the History of Philosophy of Science 1(2):227–248.

Thompson, Bruce, and Gloria M. Borrello. 1992. “Different Views of Love: Deductive and Inductive Lines of Inquiry.” Current Directions in Psychological Science 1(5):154–156.

Tracy, Sarah J. 2012. “The Toxic and Mythical Combination of a Deductive Writing Logic for Inductive Qualitative Research.” Qualitative Communication Research 1(1):109–141.

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

A person who introduces the researcher to a field site’s culture and population.  Also referred to as guides.  Used in ethnography .

A form of research and a methodological tradition of inquiry in which the researcher uses self-reflection and writing to explore personal experiences and connect this autobiographical story to wider cultural, political, and social meanings and understandings.  “Autoethnography is a research method that uses a researcher's personal experience to describe and critique cultural beliefs, practices, and experiences” ( Adams, Jones, and Ellis 2015 ).

The philosophical framework in which research is conducted; the approach to “research” (what practices this entails, etc.).  Inevitably, one’s epistemological perspective will also guide one’s methodological choices, as in the case of a constructivist who employs a Grounded Theory approach to observations and interviews, or an objectivist who surveys key figures in an organization to find out how that organization is run.  One of the key methodological distinctions in social science research is that between quantitative and qualitative research.

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

A later stage coding process used in Grounded Theory in which data is reassembled around a category, or axis.

A later stage-coding process used in Grounded Theory in which key words or key phrases capture the emergent theory.

The point at which you can conclude data collection because every person you are interviewing, the interaction you are observing, or content you are analyzing merely confirms what you have already noted.  Achieving saturation is often used as the justification for the final sample size.

A methodological tradition of inquiry that focuses on the meanings held by individuals and/or groups about a particular phenomenon (e.g., a “phenomenology of whiteness” or a “phenomenology of first-generation college students”).  Sometimes this is referred to as understanding “the lived experience” of a particular group or culture.  Interviews form the primary tool of data collection for phenomenological studies.  Derived from the German philosophy of phenomenology (Husserl 1913; 2017).

The number of individuals (or units) included in your sample

A form of reasoning which employs a “top-down” approach to drawing conclusions: it begins with a premise or hypothesis and seeks to verify it (or disconfirm it) with newly collected data.  Inferences are made based on widely accepted facts or premises.  Deduction is idea-first, followed by observations and a conclusion.  This form of reasoning is often used in quantitative research and less often in qualitative research.  Compare to inductive reasoning .  See also abductive reasoning .

A form of reasoning that employs a “bottom-up” approach to drawing conclusions: it begins with the collection of data relevant to a particular question and then seeks to build an argument or theory based on an analysis of that data.  Induction is observation first, followed by an idea that could explain what has been observed.  This form of reasoning is often used in qualitative research and seldom used in qualitative research.  Compare to deductive reasoning .  See also abductive reasoning .

An “interpretivist” form of reasoning in which “most likely” conclusions are drawn, based on inference.  This approach is often used by qualitative researchers who stress the recursive nature of qualitative data analysis.  Compare with deductive reasoning and inductive reasoning .

A form of social science research that generally follows the scientific method as established in the natural sciences.  In contrast to idiographic research , the nomothetic researcher looks for general patterns and “laws” of human behavior and social relationships.  Once discovered, these patterns and laws will be expected to be widely applicable.  Quantitative social science research is nomothetic because it seeks to generalize findings from samples to larger populations.  Most qualitative social science research is also nomothetic, although generalizability is here understood to be theoretical in nature rather than statistical .  Some qualitative researchers, however, espouse the idiographic research paradigm instead.

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

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

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

Characteristics of Qualitative Research

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

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

The Collection of Data

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

The Analysis

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

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

Basic Research Design for Qualitative Studies

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

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

Strengths of Using Qualitative Methods

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

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

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

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

Limitations of Using Qualitative Methods

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

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

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

Research Tip

Human Subject Research and Institutional Review Board Approval

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

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

Another Research Tip

Finding Examples of How to Apply Different Types of Research Methods

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

SAGE Research Methods Online and Cases

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

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

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Mass Communication Theory

Mass communication theory: from theory to practical application, writing good qualitative research questions.

Got a great handout a while back that I stumbled over today, hopefully it’s as helpful to you as it was to me. Here are the steps for writing good (mass communication of course) qualitative research questions:

Specify the research problem: the practical issue that leads to a need for your study.

Complete these sentences:

• “The topic for this study will be…”
• “This study needs to be conducted because…”

How to write a good qualitative purpose statement: a statement that provides the major objective or intent or roadmap to the study. Fulfill the following criteria:

• Single sentence
• Include the purpose of the study
• Include the central phenomenon
• Use qualitative words e.g. explore, understand, discover
• Note the participants (if any)
• State the research site

A good place to start: The purpose of this ______________ (narrative, phenomenological, grounded theory, ethnographic, case, etc.) study is (was? will be?) will be to ____________ (understand, describe, develop, discover) the _____________ (central phenomenon of the study) for ______________ (the participants) at (the site). At this stage in the research, the ___________ (central phenomenon) will be generally defined as ____________ (a general definition of the central concept).

Research questions serve to narrow the purpose. There are two types: Central

• The most general questions you could ask

Sub-questions

• Subdivides central question into more specific topical questions
• Limited number

Use good qualitative wording for these questions.

• Begin with words such as “how” or “what”
• Tell the reader what you are attempting to “discover,” “generate,” “explore,” “identify,” or “describe”
• Ask “what happened?” to help craft your description
• Ask “what was the meaning to people of what happened?” to understand your results
• Ask “what happened over time?” to explore the process

Avoid words such as: relate, influence, impact, effect, cause

Scripts to help design qualitative central and sub-questions: Central question script (usually use only one):

• “What does it mean to _________________ (central phenomenon)?”
• “How would ______________ (participants) describe (central phenomenon)?”

Sub-question script:

• “What _________ (aspect) does __________ (participant) engage in as a _____________ (central phenomenon)?”
• Cresswell. J. W. (2007). Qualitative inquiry & research design: Choosing among five approaches.  Thousand Oaks: Sage Publications.
• Creswell, J. W., & Plano Clark, V. Principles of qualitative research: Designing a qualitative study. You can download the entire document here .
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19 thoughts on “ Writing Good Qualitative Research Questions ”

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very clear and helpful, thanks!

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Thank you helpful

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Reblogged this on VeryVexed .

This is helpful, thank you.

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This is incredibly helpful. Thank you!

Reblogged this on Writing Across the Curriculum @ Staten Island and commented: Some great ideas from the folks as masscommtheory.com!

You saved my sanity! Thanks so so much! Juli

Thanks for this. It was very simple and clear. A lot of the textbooks I am reading for my EdD aren’t as easy to understand!

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Qualitative Research Questionnaire – Types & Examples

Published by Alvin Nicolas at August 19th, 2024 , Revised On August 20, 2024

Before you start your research, the first thing you need to identify is the research method . Depending on different factors, you will either choose a quantitative or qualitative study.

Qualitative research is a great tool that helps understand the depth and richness of human opinions and experiences. Unlike quantitative research, which focuses on numerical data , qualitative research allows exploring and interpreting the experiences of the subject. Questionnaires, although mostly associated with quantitative research, can also be a valuable instrument in qualitative studies. Let’s explore what qualitative research questionnaires are and how you can create one.

What Is A Qualitative Research Questionnaire

Qualitative research questionnaires are a structured or semi-structured set of questions designed to gather detailed, open-ended participant responses. It allows you to uncover underlying reasons and opinions and provides insights into a particular phenomenon.

While quantitative questionnaires often have closed-ended questions and numerical responses, a qualitative questionnaire encourages participants to express themselves freely. Before you design your questionnaire, you should know exactly what you need so you can keep your questions specific enough for the participants to understand.

For example:

• Describe your experience using our product.
• How has technology impacted your work-life balance?

Types of Qualitative Research Questions With Examples

Now that you are familiar with what qualitative research questions are, let’s look at the different types of questions you can use in your survey .

Descriptive Questions

These are used to explore and describe a phenomenon in detail. It helps answer the “what” part of the research, and the questions are mostly foundational.

Example: How do students experience online learning?

Comparative Questions

This type allows you to compare and contrast different groups or situations. You can explore the differences and similarities to highlight the impact of specific variables.

Example: How do the study habits of first-year and fourth-year university students differ?

Interpretive Questions

These questions help you understand the meanings people attach to experiences or phenomena by answering the “how” and “why”.

Example: What does “success” mean to entrepreneurs?

Evaluative Questions

You can use these to assess the quality or value of something. These allow you to understand the outcomes of various situations.

Example: How effective is the new customer service training program?

Process-Oriented Questions

To understand how something happens or develops over time, researchers often use process-oriented questions.

Example: How do individuals develop their career goals?

Exploratory Questions

These allow you to discover new perspectives on a topic. However, you have to be careful that there must be no preconceived notions or research biases to it.

Example: What are the emerging trends in the mobile gaming industry?

How To Write Qualitative Research Questions?

For your study to be successful, it is important to consider designing a questionnaire for qualitative research critically, as it will shape your research and data collection. Here is an easy guide to writing your qualitative research questions perfectly.

Tip 1: Understand Your Research Goals

Many students start their research without clear goals, and they have to make substantial changes to their study in the middle of the research. This wastes time and resources.

Before you start crafting your questions, it is important to know your research objectives. You should know what you aim to discover through your research, or what specific knowledge gaps you are going to fill. With the help of a well-defined research focus, you can develop relevant and meaningful information.

Tip 2: Choose The Structure For Research Questions

There are mostly open-ended questionnaires in qualitative research. They begin with words like “how,” “what,” and “why.” However, the structure of your research questions depends on your research design . You have to consider using broad, overarching questions to explore the main research focus, and then add some specific probes to further research the particular aspects of the topic.

Tip 3: Use Clear Language

The more clear and concise your research questions are, the more effective and free from ambiguity they will be. Do not use complex terminology that might confuse participants. Try using simple and direct language that accurately conveys your intended meaning.

Here is a table to explain the wrong and right ways of writing your qualitative research questions.

Tip 4: Check Relevance With Research Goals

Once you have developed some questions, check if they align with your research objectives. You must ensure that each question contributes to your overall research questions. After this, you can eliminate any questions that do not serve a clear purpose in your study.

Tip 5: Concentrate On A Single Theme

While it is tempting to cover multiple aspects of a topic in one question, it is best to focus on a single theme per question. This helps to elicit focused responses from participants. Moreover, you have to avoid combining unrelated concepts into a single question.

If your main research question is complicated, you can create sub-questions with a “ladder structure”. These allow you to understand the attributes, consequences, and core values of your research. For example, let’s say your main broad research question is:

• How do you feel about your overall experience with our company?

The intermediate questions may be:

• What aspects of your experience were positive?
• What aspects of your experience were negative?
• How likely are you to recommend our company to a friend or colleague?

Types Of Survey Questionnaires In Qualitative Research

It is important to consider your research objectives, target population, resources and needed depth of research when selecting a survey method. The main types of qualitative surveys are discussed below.

Face To Face Surveys

Face-to-face surveys involve direct interaction between the researcher and the participant. This method allows observers to capture non-verbal cues, body language, and facial expressions, and helps adapt questions based on participant responses. They also let you clarify any misunderstandings. Moreover, there is a higher response rate because of personal interaction.

Example: A researcher conducting a study on consumer experiences with a new product might visit participants’ homes to conduct a detailed interview.

Telephone Surveys

These type of qualitative research survey questionnaires provide a less intrusive method for collecting qualitative data. The benefits of telephone surveys include, that it allows you to collect data from a wider population. Moreover, it is generally less expensive than face-to-face interviews and interviews can be conducted efficiently.

Example: A market research firm might conduct telephone surveys to understand customer satisfaction with a telecommunication service.

Online Surveys

Online survey questionnaires are a convenient and cost-effective way to gather qualitative data. You can reach a wide audience quickly, and participants may feel more comfortable sharing sensitive information because of anonymity. Additionally, there are no travel or printing expenses.

Example: A university might use online surveys to explore students’ perceptions of online learning experiences.

Strengths & Limitations Of Questionnaires In Qualitative Research

Questionnaires are undoubtedly a great data collection tool. However, it comes with its fair share of advantages and disadvantages. Let’s discuss the benefits of questionnaires in qualitative research and their cons as well.

Qualitative Research Questionnaire Example

Here is a concise qualitative research questionnaire sample for research papers to give you a better idea of its format and how it is presented.

Thank you for participating in our survey. We value your feedback on our new mobile app. Your responses will help us improve the applications and better meet your needs.

Demographic Information

• Occupation:
• How long have you been using smartphones:
• How would you describe your overall experience with the new mobile app?
• What do you like most about the app?
• What do you dislike most about the app?
• Are there any specific features you find particularly useful or helpful? Please explain.
• Are there any features you think are missing or could be improved? Please elaborate.
• How easy is the app to navigate? Please explain any difficulties you encountered.
• How does this app compare to other similar apps you have used?
• What are your expectations for future updates or improvements to the app?
• Is there anything else you would like to share about your experience with the app?

Are questionnaires quantitative or qualitative research?

A survey research questionnaire can have both qualitative and quantitative questions. The qualitative questions are mostly open-ended, and quantitative questions take the form of yes/no, or Likert scale rating. 

Can we use questionnaires in qualitative research?

Yes, survey questionnaires can be used in qualitative research for data collection. However, instead of a Likert scale or rating, you can post open-ended questions to your respondents. The participants can provide detailed responses to the questions asked.

Why are questionnaires good for qualitative research?

In qualitative research, questionnaires allow you to collect qualitative data. The open-ended and unstructured questions help respondents present their ideas freely and provide insights. 

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

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

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

What is a qualitative research question?

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

How to choose qualitative research questions?

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

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

Types of qualitative research questions

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

Open-ended questions

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

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

Closed-ended questions

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

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

Qualitative research question examples

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

Qualitative questions for identifying customer needs and motivations

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

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

Qualitative research questions to enhance customer experience

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

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

Qualitative research question example for customer experience

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

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

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

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

Qualitative question examples for developing new products or services

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

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

Qualitative research question example for service development

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

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

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

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

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

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

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

In just five minutes ⏰ 

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

Qualitative questions to determine pricing strategies

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

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

Get Faster Answers to Qualitative Research Questions with Similarweb Today

Qualitative research question example for determining pricing strategies

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

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

Qualitative research questions for product development teams

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

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

Qualitative questions examples to understand customer segments

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

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

Qualitative research question example for understanding customer segments

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

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

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

Qualitative questions to inform competitive analysis

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

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

Qualitative research question example for competitive analysis

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

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

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

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

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

How to answer qualitative research questions with Similarweb

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

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

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

Wrapping up

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

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

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

Are quantitative or qualitative research questions best?

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

What are the advantages of qualitative research?

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

What are some of the challenges of qualitative research?

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

by Liz March

Digital Research Specialist

Liz March has 15 years of experience in content creation. She enjoys the outdoors, F1, and reading, and is pursuing a BSc in Environmental Science.

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How to Use Data Triangulation in Qualitative Research

In qualitative research, data triangulation means approaching a question from multiple perspectives. 

It involves using more than one data source or method to investigate a theory or corroborate a finding. 

For something with such a mathematical-sounding name, it’s a pretty simple concept. But it’s a powerful one, too. Ask a group of five boaters why their watercraft sank in the sea and you’ll get five slightly different stories. Each individual tale holds the bias of its teller. Taken together, though, the individual accounts form a deeper and more accurate picture of what went wrong.

This logic applies to qualitative research. Since qualitative data isn’t as cut-and-dry as quantitative data , you need more than one perspective, data type, and method to shore it up. 

With triangulation, you give the results a stronger platform to stand on. 

When to Use Data Triangulation with Qualitative Data

If you ask me, there’s never a bad time to do data triangulation when you’re working with qualitative data. 

From a researcher’s point of view, triangulation can help you verify key details and strengthen your findings—and your argument.

And if you’re someone who uses qualitative data to inform your business decisions, gathering data from multiple sources is smart. It can help you make critical choices with a level of confidence you wouldn’t (and shouldn’t) have if you relied on just one source. 

In a 2014 journal article published in the Oncology Nursing Forum titled, “ The use of triangulation in qualitative research ,” authors Nancy Carter, et al., lay out two views of data triangulation. 

They argue that it’s both “the use of multiple methods or data sources in qualitative research to develop a comprehensive understanding of phenomena” and “a qualitative research strategy to test validity through the convergence of information from different sources.”

Put into simpler words, qualitative data triangulation helps us:

• Gain a fuller understanding of a research topic or argument
• Put our research to the test by comparing and contrasting it with different sources on the same topic

Well-rounded arguments benefit everyone, all the time. 

So if you’ve been on the fence about whether to draw sources from more than one place or use more than one method in your research, consider this your sign. 

Do it. 

How to Do Qualitative Data Triangulation 

Before you begin running qualitative data triangulation, it’s helpful to know the four types, as outlined by Carter et al.:

• Method triangulation: Using two or more methods to gather data
• Investigator triangulation: Relying on the involvement of more than one researcher to collect or analyze the data
• Theory triangulation: Analyzing the data using different theoretical perspectives 
• Data source triangulation: Drawing information from multiple data sources, including those from different times, places, and people

Knowing which type of triangulation to focus on can be tricky. 

We’ll explore each type in more detail and suggest questions to ask yourself when you’re tackling the beginning of the triangulation process. 

Method triangulation

Method triangulation means using a variety of research methods to study the same topic. In qualitative research, the most common data-gathering methods are:

• Focus groups
• Observation
• Open-ended surveys or questionnaires

So, in qualitative research, method triangulation means gathering data using at least two of these methods. 

But method triangulation can also mean looping in non-qualitative forms of data collection, like demographic information or responses to closed-question (yes-or-no and/or multiple-choice) surveys. Since we’re focusing on qualitative data here, though, we’ll save mixed-method triangulation for another day.

Right now, our lens is firmly focused on qualitative research.

Use method triangulation when:  

• Leaning heavily on one method will only give you a partial view of your research question or topic. Say you’re sending out a survey to find what people find most stressful about in-person grocery shopping. You get some interesting answers, but you want to dig deeper. You decide to send a group of shoppers into a store with cash and a grocery list to observe their lived, in-the-moment experiences. Along with the survey responses, you now have a more complete picture of common grocery-shopping stressors. 
• You need to cross-validate findings from different methods . Imagine you’re doing in-depth interviews with employees to understand their job satisfaction. At the same time, you want to see if these self-reported experiences align with behaviors you can observe during the workday. You decide to pair the interviews with direct workplace observations. The goal? To see whether the employees’ daily actions match their satisfaction levels. If you see any inconsistencies, you can go over them with the interviewee for a more accurate picture of their experience. 

Investigator Triangulation 

The goal of investigator triangulation is to have more than one researcher (or team of researchers) analyze the same set of data. Like a peer review for a scholarly journal article, investigator triangulation helps reduce bias. This, in turn, strengthens the credibility of your research.

But you have to be careful not to invite researchers with your same opinions and biases to participate in this type of triangulation. You don’t want them to confirm everything you’ve researched. You want them to read it line by line, grappling with the information and pushing you to see it in a new light.

Reach out to people in different—but related—fields. Invite them to collaborate by analyzing your research and engaging with it from their own viewpoints. Listen carefully to what they have to say—don’t just dismiss it because you don’t see things the same way.

This is how you’ll get the most well-rounded analysis of your qualitative research.

Use investigator triangulation when: 

• The research involves subjective interpretations or complex topics. If your data could be viewed differently depending on the researcher’s perspective, then you need fresh eyes to look at it. If you’re studying how patients perceive care in a hospital setting, for example, one researcher might focus on emotional aspects like empathy. Another might not consider this at all and instead focus on how efficient the care is. Both perspectives are important to your research.
• The topic is sensitive or controversial. If you feel like your data is going to ignite a firestorm of controversy, you need extra eyes. Lots of them. The more scrutiny before the data gets published or used to inform a decision, the better. You want minimal personal bias—and maximum credibility .

Theory Triangulation 

With theory triangulation, you aren’t using different data collection methods or bringing in researchers with unique viewpoints. 

Instead, you’re changing the lens through which you see the data.

This approach challenges researchers to set aside their original theories for analyzing information. It invites them to use at least one additional, theoretical perspective when they sit down to interpret the data.

Researchers usually use theory triangulation when their topic spans more than one discipline. If you were studying human grocery shopping behavior, for instance, you could analyze the results through three lenses:

• Psychological : Study how individual decision-making processes, emotions, and cognitive biases affect shopping choices. Does impulse buying play a role? What about decision fatigue?
• Sociological : Examine the influence of social factors. Do cultural norms, peer pressure, or family dynamics affect shopping habits? Does social class impact purchasing behavior? If so, how?
• Economic : Analyze the shoppers’ behavior through the lens of cost-benefit analysis, budget limits, and price sensitivity. How do incentives like discounts or promotions influence purchases—or not?

Basically, theory triangulation pushes you to consider things from viewpoints you hadn’t before. And it can make the results a lot meatier than if you relied on a single theory.

Use theory triangulation when: 

• You are studying a complex topic that could use a few different theoretical perspectives to be understood. Say you’re looking at the factors behind employee motivation. You might use psychological theories like Maslow’s Hierarchy of Needs to explore intrinsic motivators. Next, you could use economic theories to study how external factors like financial incentives influence performance.
• You want to compare or test the validity of multiple theories to see which framework best fits your data. Let’s imagine you’re studying educational outcomes. You could compare Constructivist Theory (focused on how students build knowledge) with Behaviorist Theory (focused on reinforcement and discipline), to see which one better explains student success.  

Data Source Triangulation 

With data source triangulation, your goal is to gather data from at least two sources, but probably more than that.

What does this look like in qualitative research?

It might mean gathering data from: 

• Archival records
• Textual analysis of policy/legal documents
• Social media content
• News articles, blogs, and other media content
• The comments section of any forum, website, or blog
• Case studies
• Literature and artwork

The point of data source triangulation is to study one topic using these diverse data sources. (If you want to pull from quantitative data sources like web analytics and public databases, you can do that too.)

This is essentially another way to study your research question from multiple perspectives. But instead of a group of different researchers or a set of theories from multiple disciplines, those differing data sources are the other perspectives.

Use data source triangulation when:  

• You need to collect data from different sources to gather perspectives on a topic—without direct interaction. For example, say you’re studying public perceptions of climate change. You want to capture the raw, unfiltered feelings and opinions behind this fraught topic. What better place to go than social media discussions, news articles (and their comments sections), and government reports? You’ll get tons of rich, probably brutally honest data without ever making your presence as a researcher known. 

You want to validate findings across existing qualitative data sources. Let’s say you’re studying stigmas on mental health issues. You’ve already used methodological triangulation to gather qualitative data from interviews and surveys. Now, you want to compare this data with themes from online forums, blog posts, and personal memoirs. The data found in these sources can help validate your findings—or bring up new questions and interesting discrepancies to explore.

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• Desktop access at Lamont Library Media Lab, 3rd floor
• Desktop access at Harvard Kennedy School Library (with HKS ID)
• Remote desktop access for Harvard affiliates from  IQSS Computer Labs . Email them at  [email protected] and ask for a new lab account and remote desktop access to NVivo.
• Virtual Desktop Infrastructure (VDI) access available to Harvard T.H. Chan School of Public Health affiliates.

Qualitative data analysis methods should flow from, or align with, the methodological paradigm chosen for your study, whether that paradigm is interpretivist, critical, positivist, or participative in nature (or a combination of these). Some established methods include Content Analysis, Critical Analysis, Discourse Analysis, Gestalt Analysis, Grounded Theory Analysis, Interpretive Analysis, Narrative Analysis, Normative Analysis, Phenomenological Analysis, Rhetorical Analysis, and Semiotic Analysis, among others. The following resources should help you navigate your methodological options and put into practice methods for coding, themeing, interpreting, and presenting your data.

• Users can browse content by topic, discipline, or format type (reference works, book chapters, definitions, etc.). SRM offers several research tools as well: a methods map, user-created reading lists, a project planner, and advice on choosing statistical tests.  
• Abductive Coding: Theory Building and Qualitative (Re)Analysis by Vila-Henninger, et al.  The authors recommend an abductive approach to guide qualitative researchers who are oriented towards theory-building. They outline a set of tactics for abductive analysis, including the generation of an abductive codebook, abductive data reduction through code equations, and in-depth abductive qualitative analysis.  
• Analyzing and Interpreting Qualitative Research: After the Interview by Charles F. Vanover, Paul A. Mihas, and Johnny Saldana (Editors)   Providing insight into the wide range of approaches available to the qualitative researcher and covering all steps in the research process, the authors utilize a consistent chapter structure that provides novice and seasoned researchers with pragmatic, "how-to" strategies. Each chapter author introduces the method, uses one of their own research projects as a case study of the method described, shows how the specific analytic method can be used in other types of studies, and concludes with three questions/activities to prompt class discussion or personal study.   
• "Analyzing Qualitative Data." Theory Into Practice 39, no. 3 (2000): 146-54 by Margaret D. LeCompte   This article walks readers though rules for unbiased data analysis and provides guidance for getting organized, finding items, creating stable sets of items, creating patterns, assembling structures, and conducting data validity checks.  
• "Coding is Not a Dirty Word" in Chapter 1 (pp. 1–30) of Enhancing Qualitative and Mixed Methods Research with Technology by Shalin Hai-Jew (Editor)   Current discourses in qualitative research, especially those situated in postmodernism, represent coding and the technology that assists with coding as reductive, lacking complexity, and detached from theory. In this chapter, the author presents a counter-narrative to this dominant discourse in qualitative research. The author argues that coding is not necessarily devoid of theory, nor does the use of software for data management and analysis automatically render scholarship theoretically lightweight or barren. A lack of deep analytical insight is a consequence not of software but of epistemology. Using examples informed by interpretive and critical approaches, the author demonstrates how NVivo can provide an effective tool for data management and analysis. The author also highlights ideas for critical and deconstructive approaches in qualitative inquiry while using NVivo. By troubling the positivist discourse of coding, the author seeks to create dialogic spaces that integrate theory with technology-driven data management and analysis, while maintaining the depth and rigor of qualitative research.   
• The Coding Manual for Qualitative Researchers by Johnny Saldana   An in-depth guide to the multiple approaches available for coding qualitative data. Clear, practical and authoritative, the book profiles 32 coding methods that can be applied to a range of research genres from grounded theory to phenomenology to narrative inquiry. For each approach, Saldaña discusses the methods, origins, a description of the method, practical applications, and a clearly illustrated example with analytic follow-up. Essential reading across the social sciences.  
• Flexible Coding of In-depth Interviews: A Twenty-first-century Approach by Nicole M. Deterding and Mary C. Waters The authors suggest steps in data organization and analysis to better utilize qualitative data analysis technologies and support rigorous, transparent, and flexible analysis of in-depth interview data.  
• From the Editors: What Grounded Theory is Not by Roy Suddaby Walks readers through common misconceptions that hinder grounded theory studies, reinforcing the two key concepts of the grounded theory approach: (1) constant comparison of data gathered throughout the data collection process and (2) the determination of which kinds of data to sample in succession based on emergent themes (i.e., "theoretical sampling").  
• “Good enough” methods for life-story analysis, by Wendy Luttrell. In Quinn N. (Ed.), Finding culture in talk (pp. 243–268). Demonstrates for researchers of culture and consciousness who use narrative how to concretely document reflexive processes in terms of where, how and why particular decisions are made at particular stages of the research process.   
• The Ethnographic Interview by James P. Spradley  “Spradley wrote this book for the professional and student who have never done ethnographic fieldwork (p. 231) and for the professional ethnographer who is interested in adapting the author’s procedures (p. iv) ... Steps 6 and 8 explain lucidly how to construct a domain and a taxonomic analysis” (excerpted from book review by James D. Sexton, 1980). See also:  Presentation slides on coding and themeing your data, derived from Saldana, Spradley, and LeCompte Click to request access.  
• Qualitative Data Analysis by Matthew B. Miles; A. Michael Huberman   A practical sourcebook for researchers who make use of qualitative data, presenting the current state of the craft in the design, testing, and use of qualitative analysis methods. Strong emphasis is placed on data displays matrices and networks that go beyond ordinary narrative text. Each method of data display and analysis is described and illustrated.  
• "A Survey of Qualitative Data Analytic Methods" in Chapter 4 (pp. 89–138) of Fundamentals of Qualitative Research by Johnny Saldana   Provides an in-depth introduction to coding as a heuristic, particularly focusing on process coding, in vivo coding, descriptive coding, values coding, dramaturgical coding, and versus coding. Includes advice on writing analytic memos, developing categories, and themeing data.   
• "Thematic Networks: An Analytic Tool for Qualitative Research." Qualitative Research : QR, 1(3), 385–405 by Jennifer Attride-Stirling Details a technique for conducting thematic analysis of qualitative material, presenting a step-by-step guide of the analytic process, with the aid of an empirical example. The analytic method presented employs established, well-known techniques; the article proposes that thematic analyses can be usefully aided by and presented as thematic networks.  
• Using Thematic Analysis in Psychology by Virginia Braun and Victoria Clark Walks readers through the process of reflexive thematic analysis, step by step. The method may be adapted in fields outside of psychology as relevant. Pair this with One Size Fits All? What Counts as Quality Practice in Reflexive Thematic Analysis? by Virginia Braun and Victoria Clark

Data visualization can be employed formatively, to aid your data analysis, or summatively, to present your findings. Many qualitative data analysis (QDA) software platforms, such as NVivo , feature search functionality and data visualization options within them to aid data analysis during the formative stages of your project.

For expert assistance creating data visualizations to present your research, Harvard Library offers Visualization Support . Get help and training with data visualization design and tools—such as Tableau—for the Harvard community. Workshops and one-on-one consultations are also available.

The quality of your data analysis depends on how you situate what you learn within a wider body of knowledge. Consider the following advice:

A good literature review has many obvious virtues. It enables the investigator to define problems and assess data. It provides the concepts on which percepts depend. But the literature review has a special importance for the qualitative researcher. This consists of its ability to sharpen his or her capacity for surprise (Lazarsfeld, 1972b). The investigator who is well versed in the literature now has a set of expectations the data can defy. Counterexpectational data are conspicuous, readable, and highly provocative data. They signal the existence of unfulfilled theoretical assumptions, and these are, as Kuhn (1962) has noted, the very origins of intellectual innovation. A thorough review of the literature is, to this extent, a way to manufacture distance. It is a way to let the data of one's research project take issue with the theory of one's field.

- McCracken, G. (1988), The Long Interview, Sage: Newbury Park, CA, p. 31

Once you have coalesced around a theory, realize that a theory should  reveal  rather than  color  your discoveries. Allow your data to guide you to what's most suitable. Grounded theory  researchers may develop their own theory where current theories fail to provide insight.  This guide on Theoretical Models  from Alfaisal University Library provides a helpful overview on using theory.

If you'd like to supplement what you learned about relevant theories through your coursework and literature review, try these sources:

• Annual Reviews   Review articles sum up the latest research in many fields, including social sciences, biomedicine, life sciences, and physical sciences. These are timely collections of critical reviews written by leading scientists.  
• HOLLIS - search for resources on theories in your field   Modify this example search by entering the name of your field in place of "your discipline," then hit search.  
• Oxford Bibliographies   Written and reviewed by academic experts, every article in this database is an authoritative guide to the current scholarship in a variety of fields, containing original commentary and annotations.  
• ProQuest Dissertations & Theses (PQDT)   Indexes dissertations and masters' theses from most North American graduate schools as well as some European universities. Provides full text for most indexed dissertations from 1990-present.  
• Very Short Introductions   Launched by Oxford University Press in 1995, Very Short Introductions offer concise introductions to a diverse range of subjects from Climate to Consciousness, Game Theory to Ancient Warfare, Privacy to Islamic History, Economics to Literary Theory.
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Except where otherwise noted, this work is subject to a Creative Commons Attribution 4.0 International License , which allows anyone to share and adapt our material as long as proper attribution is given. For details and exceptions, see the Harvard Library Copyright Policy ©2021 Presidents and Fellows of Harvard College.

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A guide to conducting agile qualitative research for rapid insights with Digsite 

Qualitative research is traditionally considered time-consuming and resource-intensive, and the turnaround to insights is slower than quantitative research. Digsite , a purpose-built asynchronous agile qualitative research platform, changes how you conduct qualitative research and get insights faster. 

Digsite helps you deliver results in days rather than weeks!

Asynchronous agile qualitative research with Digsite

Digsite is a fast, flexible, and asynchronous qualitative research tool that enables teams to engage with carefully selected consumers to build better products, services, and communications. Whether you need self-service or full-service support, Digsite adapts to your research needs, delivering valuable insights in days, not weeks. This platform empowers you and your research teams to quickly gather consumer feedback, helping you innovate efficiently in a rapidly changing market.

We recently conducted a webinar to showcase how you can effectively change how you conduct qualitative research. Watch this video below:

You can also view the presentation deck from the webinar here:

Salient features of Digsite

Some salient features and advantages of using QuestionPro Digsite are:

• DIY or DIT models for flexible research support
• Quick-turnaround qualitative studies to save time and costs
• Agile tasks focused on gathering insights, not just data
• Fun and engaging tasks to uncover emotions driving decisions
• Suitable for innovation, marketing, and shopper insights research
• Supports detailed feedback on concepts via idea markup
• Features unmoderated video tasks and real-time voting
• Leverages AI and NLP for emotional insights and intelligent dashboards with easy report downloads within minutes.
• Topline with insights and recommendations delivered within a week from study kick-off.

Answers to some critical questions about Digsite that will help you get started

Below is a list of pressing questions in the webinar and other questions to help you get started with Digsite.  

Q) What is the timeline from creating studies to delivering insights with Digsite?

• Monday – Kickoff meeting
• Tuesday – Design screener and activity guide
• Wednesday – Approve guide and program screener 
• Thursday – Recruit
• Friday – Run study
• Monday – SmartDashboard available via editable PPT with key quotes delivered 
• Following Monday – Topline with insights and recommendations delivered

Q) Can you recruit participants, or is there a panel of people to choose from for the studies?

• Digsite allows you to import participants and manually add members to a study. QuestionPro has an Audience platform that lets you access hard-to-reach panelists and participants for studies. 

Q) What are the operational limitations of conducting qualitative research with Digsite?

• The Digsite platform is completely online and asynchronous. Hence, there are no operational limitations or geographical or demographic limiting factors for conducting studies. 

Q) Can a study be tweaked once it is set up?

• Any study can be tweaked once it is set up. Once results start to come in, you can easily adjust the concepts needed based on these learnings and create new concepts. 

Q) How do you probe responses like why, how, etc. like in traditional qualitative research studies? 

• The community’s moderator can examine the responses in real-time to determine whether they meet the study objectives. If they don’t, or to obtain further information, tweaks can be made to the studies to elicit further participant responses. QuestionPro also has a specialized research services team that can extend your internal research team and help you derive actionable insights. 

Q) Do you have an AI solution describing insights from qualitative responses? Or, e.g., teasing out takeaways from uploaded pics? 

• AI Smart Summary provides the top 5 themes in conversation tasks to jumpstart the analysis process. Our AI engine also includes an automated natural language processing (NLP) engine that is deep-rooted in understanding and analyzing sentiments from video, text, and other rich media.

Q) How do qual-based learnings get integrated into the learnings dashboard?

• Each module under Digsite supports AI-driven research and learnings to nugget and analyze qualitative and quantitative information that flows into the SmartDashboards, which you can view online and download. 

Q) Does AI help categorize and theme the content?

• Over the past 4-5 years, we’ve developed this engine by analyzing millions of open-ended responses to generate valuable insights. It categorizes data effectively, but if the output doesn’t meet your expectations, the dashboard allows you to refine and adjust to get the best insights for your needs. These adjustments also improve future studies and dashboards as the bot continues learning, making the process smoother and more efficient.

Q) The conventional approach to content analysis is an intellectual process. If AI partially or wholly supports this part, how shall we claim the originality of the interpretation?

• As with AI, you can train the bot to generate AI-driven insights, dashboards, and data in a way that works for you. You can set up your guardrails to create insights that matter to you. 

Q) In what format can you export the study report?

• Currently (Sep 2024), you can download data from the SmartDashboards into ppt format. Other formats will be supported in due course.

Q) Is it possible to download a PowerPoint report from the platform that includes the company font, colors, etc.?

• Currently, the Digsite platform allows you to download a fully customizable PowerPoint export, which you can tweak to fit your brand identity .

Start using Digsite in your projects right away!

You can get started with Digsite and leverage it for your qualitative research today! For a detailed guide on how to set up your studies immediately, you can follow the steps below:

You can also contact your QuestionPro account representative to get started. Don’t have a QuestionPro account? No worries! Request a demo of the Digsite platform and get started right away!

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