research questions qualitative examples

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.

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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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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

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

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

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

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

Let’s dive in!

What Are Qualitative Research Questions?

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

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

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

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

Here’s an example of a qualitative research question:

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

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

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

When Should We Use Qualitative Research Questions?

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

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

How to Write Qualitative Research Questions?

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

1. Begin with Your Research Goals

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

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

Subsequently:

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

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

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

2. Choose the Right Structure

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

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

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

3. Be Clear and Specific

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

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

4. Ensure Relevance and Feasibility

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

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

5. Focus on a Single Concept or Theme per Question

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

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

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

Then, you can create the following subquestions: 

“How does illiteracy block progress in your state?”

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

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

Types of Qualitative Research Questions With Examples

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

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

1. Descriptive Questions

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

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

2. Interpretive Questions

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

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

3. Comparative Questions

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

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

4. Process-oriented Questions

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

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

5. Evaluative Questions

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

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

6. One-on-One Questions

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

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

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

7. Exploratory Questions

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

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

8. Predictive Questions

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

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

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

9. Focus Groups

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

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

10. In-Home Videos

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

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

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

11. Online Focus Groups

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

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

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

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

Watch: How to Create a Survey Using ProProfs Survey Maker

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

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

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

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

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

Frequently Asked Questions

1. how do you choose qualitative research questions.

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

2. Why are good qualitative research questions important?

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

About the author

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

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83 Qualitative Research Questions & Examples

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

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

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

What is a qualitative research question?

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

How to choose qualitative research questions?

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

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

Types of qualitative research questions

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

Open-ended questions

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

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

Closed-ended questions

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

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

Qualitative research question examples

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

Qualitative questions for identifying customer needs and motivations

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

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

Qualitative research questions to enhance customer experience

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

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

Qualitative research question example for customer experience

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

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

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

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

Qualitative question examples for developing new products or services

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

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

Qualitative research question example for service development

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

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

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

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

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

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

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

In just five minutes ⏰ 

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

Qualitative questions to determine pricing strategies

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

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

Get Faster Answers to Qualitative Research Questions with Similarweb Today

Qualitative research question example for determining pricing strategies.

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

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

Qualitative research questions for product development teams

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

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

Qualitative questions examples to understand customer segments

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

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

Qualitative research question example for understanding customer segments

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

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

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

Qualitative questions to inform competitive analysis

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

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

Qualitative research question example for competitive analysis

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

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

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

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

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

How to answer qualitative research questions with Similarweb

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

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

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

Wrapping up

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

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

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

Are quantitative or qualitative research questions best?

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

What are the advantages of qualitative research?

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

What are some of the challenges of qualitative research?

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

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

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

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

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

LEARN ABOUT: Research Process Steps

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

Content Index

What are qualitative research questions?

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

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

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

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

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

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

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

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

Begin with a broad research question

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

Specify the research objectives

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

Focus on the phenomenon

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

Use open-ended and exploratory language

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

LEARN ABOUT: Qualitative Interview

Consider the context and participants

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

Incorporate theory and literature

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

Balance breadth and depth

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

Avoid leading or biased questions

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

Pilot test your questions

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

Revise and refine

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

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

LEARN ABOUT: Steps in Qualitative Research

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

1. Descriptive questions

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

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

2. Exploratory questions

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

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

3. Experiential questions

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

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

4. Comparative questions

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

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

5. Process-oriented questions

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

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

6. Theoretical questions

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

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

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

Explore Insightfully Contextual Inquiry in Qualitative Research

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

Identify your research objectives

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

Review existing literature

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

Brainstorm potential qualitative research question

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

Prioritize and refine the questions

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

Consider the research design and methodology

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

Pilot test the questions

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

Seek feedback

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

Finalize your research questions

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

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

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

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

Keep these pointers in mind while designing this statement:

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

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

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

4. Highlight these questions using ‘qualitative’ words:

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

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

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

LEARN ABOUT: Structured Questionnaire

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

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

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

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8.4 Qualitative research questions

Learning objectives.

• List the key terms associated with qualitative research questions
• Distinguish between qualitative and quantitative research questions

Qualitative research questions differ from quantitative research questions. Qualitative research questions seek to explore or describe phenomena, not provide a neat nomothetic explanation, so they are often more general and vaguely worded. They may include only one concept, though many include more than one. Instead of asking how one variable causes changes in another, we are instead trying to understand the experiences , understandings , and meanings that people have about the concepts in our research question.

Let’s work through an example from our last section. In Table 8.1, a student asked, “What is the relationship between sexual orientation or gender identity and homelessness for late adolescents in foster care?” In this question, it is pretty clear that the student believes that adolescents in foster care who identify as LGBTQ may be at greater risk for homelessness. This is a nomothetic causal relationship—LGBTQ status causes homelessness.

However, what if the student were less interested in predicting homelessness based on LGBTQ status and more interested in understanding the stories of LGBTQ foster care youth that may be at risk for homelessness? In that case, the researcher would be building an idiographic causal explanation. The youths whom the researcher interviews may share stories of how their foster families, caseworkers, and others treated them. They may share stories about how they thought of their own sexuality or gender identity and how it changed over time. They may have different ideas about what it means to transition out of foster care.

Qualitative questions usually look different than quantitative questions because they search for idiographic causal relationships. Table 8.3 below takes the final research questions from Table 8.1 and adapts them for qualitative research. The guidelines for research questions previously described in this chapter still apply, but there are some new elements to qualitative research questions that are not present in quantitative questions. First, qualitative research questions often ask about lived experience, personal experience, understanding, meaning, and stories. These keywords indicate that you will be using qualitative methods. Second, qualitative research questions may be more general and less specific. Instead of asking how one concept causes another, we are asking about how people understand or feel about a concept. They may also contain only one variable, rather than asking about relationships between multiple variables.

Qualitative research questions have one final feature that distinguishes them from quantitative research questions. They can change over the course of a study. Qualitative research is a reflexive process, one in which the researcher adapts their approach based on what participants say and do. The researcher must constantly evaluate whether their question is important and relevant to the participants. As the researcher gains information from participants, it is normal for the focus of the inquiry to shift.

For example, a qualitative researcher may want to study how a new truancy rule impacts youth at risk of expulsion. However, after interviewing some of the youth in their community, a researcher might find that the rule is actually irrelevant to their behavior and thoughts. Instead, their participants will direct the discussion to their frustration with the school administrators or their family’s economic insecurity. This is a natural part of qualitative research, and it is normal for research questions and hypothesis to evolve based on the information gleaned from participants.

Key Takeaways

• Qualitative research questions often contain words like lived experience, personal experience, understanding, meaning, and stories.
• Qualitative research questions can change and evolve as the researcher conducts the study.

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Empathy by  Sean MacEntee   CC-BY-2.0

Scientific Inquiry in Social Work Copyright © 2018 by Matthew DeCarlo is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Qualitative Methods in Monitoring and Evaluation: Qualitative Research Questions

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Selecting your research topic and crafting a qualitative research question from it is the first, and possibly the hardest, step of qualitative research. You will likely start with a topic, and as you start reading and do exploratory research, hone that topic into a research question that can be answered using qualitative methods.

I suggest that students start big and then narrow their topics. As you review the literature and current events around your larger topic, you will likely discover what questions academics and policymakers are asking about that topic. You should identify your topic’s puzzles, those questions that have yet to be answered. Then you should choose one of these puzzles to meld into your research question.

Throughout this process, you should constantly remind yourself of the purpose of qualitative inquiry. As researchers, we use qualitative data collection techniques to gather rich, emic data around a topic. That data highlights experiences and perceptions that help to provide explanation. As you explore your larger topic, focus on those puzzles that need qualitative explanation. As you hone your topic into possible research questions, ask yourself why qualitative data collection techniques would be the best way to provide insight into your topic and answer your research question. This is actually harder than you might think, as many of us tend towards the quantitative. Usually, crafting a qualitative research question means asking a why or a what explains question, NOT a how or a descriptive question.

The best qualitative research questions are:

• Interesting to you. Depending on the purpose of your research and your research output, you will likely spend a lot of time on your topic. Pick a topic that you find interesting, so that you will be engaged throughout the research process.
• Original. When we conduct primary research, we are not summarizing the research of others. We are coming up with our own research question and qualitative design to answer it. Your qualitative research could identify a brand new topic, or it could take a new spin on an old topic, or look at a new topic in a different light.
• Answerable. Your research question should be answerable using qualitative methods. Not every research question can and should be answered using qualitative data collection techniques. You should craft a question that is best answered using qualitative research.
• Manageable. Your research question should be manageable within your time, space, and budget constraints. Craft a question that fits within the purpose and scope of your research. Some qualitative questions might take an article length paper to answer, and some may take a book! Some questions might require a longer time to answer, travel that you are not able to do, or a larger budget than you have to support your research. Craft your question with these constraints and parameters in mind.

Once you have a research question, you will need to draft your qualitative research design. Your design will need to provide specifics on the qualitative data collection techniques you intend to use to answer your research question. You should think in advance about what kinds of data you will need, and what qualitative data collection techniques would be most useful to gather it. You have a number of tools available in your qualitative data collection toolkit, and you need to figure out which is most appropriate for your data collection need. You might use observation, participant observation , interviews , focus groups , or participatory tools , for example. You also need to think through how you will address missing or incomplete data, and how you will manage and analyze the data that you collect.

Qualitative Questions and Evaluation

When we conduct an evaluation , we usually start by crafting a logic model or Logical Framework (LogFrame) . As evaluators, we usually ask qualitative questions that help us to understand an organization’s logic model or to populate its LogFrame. We might ask a broad question such as: What explains this organization’s theory of change? Such a broad question would also have support questions such as: What does this organization do? Why does it do it that way? What are some examples of projects? How are those projects managed? Who are the beneficiaries? What are this organization’s challenges? What are this organization’s risks and assumptions?

Good qualitative research questions that help us to craft an evaluation might include questions around program need, and program conceptualization and design (Rossi, Lipsey, and Freeman, 2004). Depending on the purpose of the evaluation and your evaluation design, you might ask process-focused questions such as who, what, when, where, why, and how; or you might ask outcome focused questions around changes, effects, and impacts.

Your qualitative research and the answers to all of these questions could help you to develop a LogFrame that you could use to guide a future evaluation that asks questions around program operations and service delivery, program outcomes, or program cost efficiency. Your evaluation design would include evaluation questions that likely have a mixed method element that uses a combination of qualitative and quantitative data and methods to help measure progress or change. Our evaluation questions are not necessarily qualitative in nature; they are often questions that require mixed methods or quantitative tools and analyses to answer. However, we often use qualitative research questions and data collection techniques to help us craft our evaluation questions, LogFrame, and evaluation design.

Rossi, Peter, Mark Lipsey, and Howard Freeman. Evaluation: A Systematic Approach. 7th edition. Thousand Oaks, SAGE, 2004.

About The Author

Dr. Beverly Peters has more than twenty years of experience teaching, conducting qualitative research, and managing community development, microcredit, infrastructure, and democratization projects in several countries in Africa. As a consultant, Dr. Peters worked on EU and USAID funded infrastructure, education, and microcredit projects in South Africa and Mozambique. She also conceptualized and developed the proposal for Darfur Peace and Development Organization’s women’s crisis center, a center that provides physical and economic assistance to women survivors of violence in the IDP camps in Darfur. Dr. Peters has a Ph.D. from the University of Pittsburgh. Learn more about Dr. Peters.

To learn more about American University’s online MS in Measurement & Evaluation or Graduate Certificate in Project Monitoring & Evaluation, request more information or call us toll free at 855-725-7614.

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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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• v.37(16); 2022 Apr 25

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.

6 Main Qualitative Questions Examples

Qualitative vs. quantitative research, the importance of qualitative questions, key elements of effective qualitative research questions, role in the research design, 6 types and examples of qualitative questions, how to choose qualitative research questions, start collecting qualitative data right now, fullsession pricing plans.

• FAQs about Qualitative Research Questions

Qualitative research uncovers the details of human behavior, beliefs, and feelings. It gives us insights that numbers can’t always tell.

These research questions help us understand the “how” and “why” of things. 

In this article, we’ll look at six examples of good qualitative questions. We aim to highlight how picking the right questions can improve your study.

It is important to understand the differences between qualitative and quantitative research.

Qualitative research questions aim to explore concepts, experiences, and perspectives. They offer the qualitative research expert an in-depth insight into the subject.

On the other hand, quantitative research questions focus on measurable aspects. They seek statistical comparisons to reach factual conclusions.

Both quantitative and qualitative questions have important roles in research. They serve unique purposes and provide different types of data.

Unlike quantitative research, qualitative questions aren’t about numbers and statistical analysis. It’s about understanding the reason behind data from a focus group.

Why pick qualitative research? When conducting qualitative research, you want to know why someone does something, not just count how many times they do it.

You ask, and you listen. That’s the power of qualitative research. The right question is a key that unlocks valuable knowledge.

Effective qualitative research aims to unveil hidden truths. But how do you achieve it? With thought-provoking questions.

Here are the elements of the qualitative research questions for an in-depth exploration:

Open-ended and Exploratory

Qualitative research questions aim to understand the “how” and “why” of a topic. They invite people to share their views and stories.

Open-ended and exploratory questions help researchers grasp complex issues. These questions allow for diverse and detailed answers to a particular subject.

Clarity and Focus

Qualitative research questions need to be clear, focused, and brief. They help ensure the research meets its goals. 

Being specific guides data collection and analysis, leading to valuable findings.

Relationships and Personal Experiences

Qualitative research questions examine how different factors relate to personal experiences and seek to understand why people act in certain ways. 

They also explore how people respond to their surroundings, including culture and workplace rules.

Ethical Considerations

When creating qualitative research questions, it’s important to think about ethics. Questions need to respect participants’ dignity, privacy, and independence.

This makes sure that the research does not cause harm or distress. Ethics also matter when explaining and sharing results, as researchers must present data truthfully and with care.

The right qualitative research questions are crucial in the design of research projects for several reasons:

• Guidance on Research Methods: Directs the choice of qualitative research methods. Options include:
• Focus Groups: Small groups discuss topics with a moderator.
• In-Depth Interviews: Offers detailed insights from individual viewpoints.
• Qualitative Surveys: Gathers open-ended responses from a broad audience.
• Ensuring the Right Tools are Used: Matching objectives with the most suitable research tools. Enables thorough investigation and captures the complexity of experiences.
• Facilitating a Clear Understanding: Aims to uncover not just what is happening but why. Explores thoughts, feelings, behaviors, and the effects of various influences.
• Informing the Research Design: Influences all design aspects, including participant selection and analysis framework. Ensures ethical standards guide the research process.

Here are six types of qualitative questions with examples:

1. Descriptive

These questions are aimed at describing the characteristics or features of a product.

• Example 1: How do users describe their initial impressions when they first interact with our new software interface?
• Example 2: What are the specific colors and design elements that users notice about the new smartphone model when they see it for the first time?

2. Exploratory

Exploratory questions are designed to investigate how things work or how users interact with a product.

• Example 1: What strategies do users employ to navigate through the features of our newly launched app?
• Example 2: How do users attempt to solve problems when they encounter errors using our digital service platform?

3. Experiential

These questions focus on the user’s experiences and emotions related to the product.

• Example 1: Can you describe a memorable experience you had while using our product?
• Example 2: What emotions do you feel when using our product under stressful conditions?

4. Comparative

Comparative questions look at differences between products, user groups, or other variables.

• Example 1: How do new users’ experiences with our product compare to those of long-term users?
• Example 2: In what ways does our product perform better or worse than our main competitor’s product in similar conditions?

5. Process-oriented

These questions delve into the processes or sequences of actions related to using the product.

• Example 1: Can you walk me through the process you typically follow when setting up our product for the first time?
• Example 2: What steps do you take when you troubleshoot an issue with our product?

6. Theoretical

Theoretical questions aim to understand the underlying principles or theories that explain user behavior or product dynamics.

• Example 1: What theories can explain why users prefer our product’s design over traditional designs?
• Example 2: Based on your knowledge, what psychological principles might influence how users adapt to our product’s innovative features?

When selecting qualitative questions, the aim is to deeply understand user interactions, perceptions, and experiences with the product. 

Here are some key considerations for choosing good qualitative research questions:

• Define Your Objectives  

Start by clearly defining the research objective of your product testing. What specific aspects of the product are you looking to evaluate? Are you interested in usability, aesthetics, functionality, or user satisfaction? Your objectives will guide the types of questions you need to ask. For example, if user satisfaction is your focus, you might ask about the user’s emotional response to the product.

• Consider the Type of Qualitative Research  

Different types of qualitative methods—such as ethnographic, narrative, phenomenological, or grounded theory—may influence the style and structure of your questions. For instance, narrative research focuses on stories and experiences, so your questions should encourage storytelling about product use.

• Ensure Questions are Open-Ended  

Qualitative questions should be open-ended to allow for detailed responses that can reveal insights not anticipated by the researcher. Instead of asking, “Do you like our product?” which prompts a yes or no answer, ask, “How do you feel about our product?” to encourage a more detailed and nuanced response.

• Be Clear and Concise  

While questions should allow for open-ended answers, they must also be clear and concise to avoid confusing the respondent. Ambiguity can lead to unreliable qualitative data , as different participants might interpret the questions differently.

• Sequence the Questions Logically  

The order in which you ask questions can impact the flow of conversation and the quality of information gathered. Start with more general questions to make the respondent comfortable before moving to more specific or sensitive topics. This sequence helps build rapport and can lead to more honest and detailed responses later in the discussion.

• Consider the Participant  

Tailor your questions to fit the background and experience level of your participants. Questions that are too technical or too basic can frustrate users or fail to elicit useful information. Understanding your audience allows you to frame questions that are appropriately challenging and engaging.

• Pilot Test Your Questions  

Before finalizing your set of questions, conduct a pilot test with a small group of participants. This testing can reveal if any questions are confusing or ineffective at eliciting useful responses. Feedback from this phase can be invaluable in refining your questions.

• Be Prepared to Adapt  

Finally, while it’s important to prepare your questions carefully, also be flexible during actual interactions. The conversation may reveal new paths of inquiry that are worth exploring. Being adaptive can help you capture deep insights that strictly adhering to a prepared list of questions might miss.

It takes less than 5 minutes to set up your first website or app feedback form, with FullSession , and it’s completely free!

After that, you will be able to collect high-quality feedback and avoid the guesswork.

The FullSession platform offers a 14-day free trial. It provides two paid plans—Basic and Business. Here are more details on each plan.

• The Basic plan costs $39/month and allows you to monitor up to 5,000 monthly sessions.
• The Business plan costs $149/month and helps you to track and analyze up to 25,000 monthly sessions.
• The Enterprise plan starts from 100,000 monthly sessions and has custom pricing.

If you need more information, you can get a demo.

FAQs about Qualitative Research Questions 

What is a qualitative research question.

Qualitative research questions focus on ways to gather deep insights into people’s experiences, beliefs, and perceptions. Such questions invite detailed narrative responses.

Can qualitative research questions change during the study?

It’s not uncommon for qualitative research questions to evolve during the course of a study. As preliminary data is collected and analyzed, new insights may emerge that prompt a qualitative researcher to refine their questions. 

How are qualitative questions used in business?

Businesses use qualitative questions to uncover valuable insights. They can explore customer behavior, employee satisfaction, or market trends. One example could be: “What factors drive consumer loyalty to our brand?”

Are there specific words to use in qualitative research questions?

Yes, use words like “describe,” “explain,” and “how” to frame qualitative questions. These terms promote more detailed and comprehensive answers. They are key to qualitative analysis.

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25 Qualitative market research questions (and how to write your own)

25 examples of qualitative research questions, how to write your own insightful qualitative market research questions, ask the right qualitative market research questions to the correct audience.

There’s something very satisfying about being asked a great question that really gets you thinking. And in qualitative market research, it’s especially valuable.

If you ask the right person the right question, you’ll be able to uncover next steps — both small ones and big leaps — that will lead you to a better brand.

If you approach qualitative research right, you can get rich and valuable insights into your customers’ behaviors, and how to play into them.

You’ll learn about how customers interact, their motivations, and how to be there when they need you. And, you’ll uncover things about your brand that are difficult to find out from the inside.

We’re about to show you 25 qualitative research questions across six categories, that will allow you to take a deep dive into your target customers’ brain. These research questions are perfect to use in focus groups or with Attest’s Video Responses feature .

Qualitative research questions come in all shapes and sizes. We’ve split them up in several categories to inspire you to mix it up in your next survey or interview and make them work for your choice of qualitative research question types and methods.

Descriptive qualitative research questions

Descriptive questions are effective qualitative research questions that allow participants to describe experiences, opinions and more.

• Describe how this product/service has changed the way you approach [specific task/activity]. This question digs into the tangible impacts of your product on daily life, revealing how it reshapes routines or approaches to tasks.It’s a great way to highlight the practical value and possibly discover unexpected benefits that your product brings to the table.
• If you were to introduce this product/service to a friend, what would you say? Asking this encourages users to put their experience into their words, almost like a personal pitch. It’s a fun and low barrier approach to find out what stands out to them and what they value most about your offering.
• What three words would you use to describe this product/service after your first use? If you’re looking for immediate, instinctive reactions, qualitative research questions like these work best.They allow the user to give a quick snapshot and not have to think long and hard about an answer. Encourage them to respond with the first thing that comes to mind — no wrong answers.
• What aspect of this product/service do you think is underrated? This seeks to uncover hidden gems within your product that may not be getting the spotlight they deserve — even internally.It’s a clever way to find out about features or benefits that might be flying under the radar but have the potential to be major selling points.

Understand the nuance in your audience’s behaviors

Getting that nuance through qual research will help you explain thy why to your quant ‘whats’, and give you much-needed inspiration during ideation

Comparative qualitative research questions

Using comparative qualitative research questions you can invite respondents to talk about your brand, product or services in comparison to others. It can help you understand the differences between you and your competitors, from your consumers’ perspective.

These qualitative research questions are a great addition to numbers, scores and other numerical data derived from quantitative research questions in a quantitative study.

• What differences do you notice between this brand and its competitors in terms of value provided? This question invites customers to think critically about the unique advantages or shortcomings of your product compared to the competition.It’s insightful because it can highlight what customers value most about your brand and whether you are doubling down on the right USPs according to them.
• In what situation would you prefer this competitors’ product/service over ours? Asking this might seem a bit daring, but it’s a golden opportunity to gain honest feedback on where your product may fall short for certain users or use cases.Research questions like this can uncover specific features, price points, or scenarios where competitors have an edge, offering you clear directions for strategic improvements or innovations.
• How does the ease of use of this product/service compare to others you have used in the past? This question zeros in on usability, a crucial aspect of customer satisfaction. It offers direct feedback on how user-friendly your product is compared to others, highlighting areas where you excel or need improvement.
• When choosing between this product/service and others, what factor weighs most heavily on your decision? Understanding the key factors that influence choice can help you fine-tune your offerings and marketing messages to better meet customer needs and preferences.If you look at the answers and compare the marketing efforts of your own brand and main competitors, you’ll be able to spot where you could make improvements.
• Can you identify a feature in a competing product/service that you wish ours had? Sometimes asking what feature they’d love is tricky: it might be hard to dream up. But if you give users the opportunity to shop from your competitors’ features, it might be easier.Qualitative research questions like these are therefore a smart and straightforward way to identify gaps in your product from a user perspective.

Exploratory qualitative research questions

Exploratory qualitative research questions are used in qualitative methods to tap into potential opportunities, and uncover insights that haven’t been previously considered. Add these research questions to your qualitative research studies if you’re on the hunt for new ideas.

• What challenges are you currently facing that this product/service does not address? This question is a gem in qualitative studies because it shines a light on the gaps between what your product offers and what your users actually need.By understanding these challenges, you’re not just guessing; you’re directly addressing the needs that matter most to your users, making every feature more aligned with their real-world problems.
• If you could add any premium features to this product/service, big or small, while the price remains the same, what would it be? Research questions like these open up a playground for users’ imaginations, allowing you to peek into their deepest wishes.It’s a creative way to use qualitative research to uncover independent variables (new features) that could make your product indispensable.
• What would make you stop using this product/service tomorrow? This one might sound a bit scary, but it’s crucial. It helps you pinpoint the deal breakers that could push your users away.Think of it as a preventive measure; by understanding these thresholds, you can steer clear of them in your future updates or service improvements. This question is a cornerstone in crafting a research design that seeks to minimize risks and maximize satisfaction.
• What’s a feature you never knew you needed until you started using this product/service? These insights are gold for marketing and product development, revealing the unexpected delights that can turn casual users into loyal fans.Plus, it’s a great way to highlight the qualitative words or phrases that resonate most with your audience, giving you a direct line to what makes your product stand out.
• If this product/service no longer existed, what would be the biggest gap in your routine or activities? This qualitative question helps to understand the role your product plays in users’ lives, emphasizing its importance and potential areas for highlighting in marketing efforts.Knowing what would replace you also tells you a great deal about the value your product offers.

Experience-based qualitative research questions

These qualitative research questions focus on the personal experiences of your users, and try to understand their journey and interactions with the product or service deeply.

• Describe a situation where this product/service met or exceeded your expectations. The feedback from this research question can reveal the “wow” factors that differentiate your offering in the market. It’s a great way to identify the elements of your product or service that surprise and delight customers.These qualitative questions will also highlight the specific words they use for this will also be great to fine-tune your communications and choice of words. You might be describing the right benefits already, but maybe not in the words they relate to most.
• What’s missing from your experience with this product/service? This research question is a direct line to understanding your customers’ unmet needs and desires. It encourages them to share their thoughts on how your product or service could be more useful, enjoyable, or relevant to their lives.
• What was your initial impression of this product/service, and how has it evolved? A classic, but nonetheless a valuable qualitative research question. If peoples’ experiences with your product change their impression of it over time, it’s crucial you dig into what those experiences are, to better match your marketing to the real world.Especially if impressions tend to take a more negative turn after some experiences, but also when it’s the other way around — don’t undersell your product!

Behavioral qualitative research questions

Behavioral qualitative research questions seek to understand the actions and behaviors of consumers, particularly in relation to your product or service. Adding these to your qualitative study will make it more relevant to daily life applications.

• Have you been using products/services like ours in ways that you didn’t think you would initially? This is a good qualitative research question to learn about unconventional or alternative use cases of your product. Of course, it doesn’t mean you immediately need to pivot, but it can help you map out uncharted or ignored territory and find fans in niche parts of your market.
• Has this product/service replaced something else you used to rely on? If so, what? We’re going there: ask about the ”ex”. Knowing who or what came before you and why things didn’t work out will help you be better in many ways. So, make sure to follow up this question with another one digging into the reasons for the break-up.
• What activity or task do you most frequently pair with this product/service? This might not seem immediately relevant, but it can tell you a great deal about your customer’s behavior. Knowing what place you have in their routine or what products they combine yours with can help you uncover big possibilities for innovations or even partnerships.
• How has this product/service influenced your daily habits or routines? This question doesn’t just focus on the functional benefits of your product, but also how those manifest in someone’s daily life. Do people highlight time they won back, or pleasure gained? Have they made any other changes that are relevant to you? There’s a lot to learn from small habit changes!

Emotional qualitative research questions

These qualitative questions explore the emotional connections and reactions participants have towards a particular topic, product, service, or brand. The qualitative questions examples below specifically bring a human side to quantitative research.

• How does this product/service fit into the moments that matter most to you? This might not be interesting for every product or brand, but if your brand is aiming to significantly impact people’s lives and important moments, this is a must-ask. Are they taking your products along to big moments in their lives? Does it provide them with comfort, confidence or something else when they need it? Research questions like this go way beyond functionality and tap into emotional significance — which is great for brands who really want to integrate with people’s lives.
• How does using this product/service make you feel compared to not using it at all? Are people frustrated when they run out of your product? Sad? Do they miss it at all? This question can reveal some powerful feelings around your product.
• How does this product/service affect your mood? This is a fun question to ask and can give you a great insight into what emotions your product evokes in general. Maybe some people don’t think about how they feel with your product, but others might get a confidence boost out of it, or chuckle every time they read your product copy. This question can reveal teeny tiny details that could matter a lot.

How this team aced their pitch with qual insights

Qual research helped Barrows understand glasses wearers’ pain points and wow a prospective client.

Got a burning question? Here’s how to make it part of a successful qualitative research project.

1. Set clear objectives

Knowing why you’re asking something is what helps you ask it the right way. Ask yourself what your general research objective is and how each of your qualitative research questions helps you get to the main answer.

For every qualitative research question you ask, find out IF it leads you closer to your goals, and make sure you can explain HOW it does so.

2. Ask open-ended questions the right way

There’s an art in asking great open-ended questions. Here’s an example of both seemingly similar open-ended, qualitative research questions, but one’s good, and one’s not:

“Why do you think people say this new smartwatch is better than others on the market?”

“What feedback are you hearing about this smartwatch in comparison to other smartwatches you know?”

The first one already works with the assumption and bias that your product is great. You’re practically putting words into your respondent’s mouth/answer box. The next one lets them come up with their own, unbiased response.

Good qualitative research questions should be:

• Unbiased: avoid qualitative research questions that are leading or show any form of bias whatsoever.
• Clear: only ask one thing at a time, and make it clear what that actually is.
• Relevant: make sure your question makes sense. Not just in the whole qualitative research, but also in the place it has in your survey or interview.
• Truly open: some quantitative research questions are sometimes disguised as qualitative research questions. Make sure yours is truly open and qualitative.

If you tick these boxes, your respondents will feel encouraged to express their opinions and motivations freely, which in turn will add depth and context to your research findings.

3. Balance between structured questions and flexibility

Let’s talk about flow. Imagine the panic that would set in if your first question in a job interview would be ”and how do you tackle problems with coworkers?”

Timing matters. Mixing up the question matters. This will create a great flow and keep respondents engaged and enthusiastic, and will avoid confusion.

Make sure to give respondents space to add comments or feedback where needed, but do so in a structured way, so your data remains easy to analyze.

4. Take measures to avoid survey bias

We’re circling back to bias for a second, but just because there’s more to be said and done. Avoiding bias in your surveys and qualitative research questions isn’t just about avoiding certain words or biased language, it also helps to choose a well-mixed and representative audience. On top of that, make sure your survey churns out high-quality data, not just high-volume. Read more about how we work on keeping your data in great shape.

5. Conduct pilot testing before launching large surveys

Do a mic-check before you send your qualitative research survey out to thousands of people. With pilot testing, you make sure your survey’s research questions are as-to-the-point as you hoped it to be. Send it to a small slice of your total audience, but make sure that the pilot group is just as representative as the total one will be.

When you hit that sweet spot of the right qualitative research questions and a perfectly represented audience , the feedback you receive from qualitative research isn’t just data—it’s a roadmap to deeper understanding and connection with your audience. For those looking to dive into the rich world of conducting qualitative research, Attest offers the market research tools and audience reach you need to make every question count. Check out how Attest can help bring your qualitative research to life.

VP Customer Success 

Sam joined Attest in 2019 and leads the Customer Research Team. Sam and her team support brands through their market research journey, helping them carry out effective research and uncover insights to unlock new areas for growth.

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You’re on a business trip in Oakland, CA. You've been working late in downtown and now you're looking for a place nearby to grab a late dinner. You decided to check Zomato to try and find somewhere to eat. (Don't begin searching yet).

• Look around on the home page. Does anything seem interesting to you?
• How would you go about finding a place to eat near you in Downtown Oakland? You want something kind of quick, open late, not too expensive, and with a good rating.
• What do the reviews say about the restaurant you've chosen?
• What was the most important factor for you in choosing this spot?
• You're currently close to the 19th St Bart station, and it's 9PM. How would you get to this restaurant? Do you think you'll be able to make it before closing time?
• Your friend recommended you to check out a place called Belly while you're in Oakland. Try to find where it is, when it's open, and what kind of food options they have.
• Now go to any restaurant's page and try to leave a review (don't actually submit it).

What was the worst thing about your experience?

It was hard to find the bart station. The collections not being able to be sorted was a bit of a bummer

What other aspects of the experience could be improved?

Feedback from the owners would be nice

What did you like about the website?

The flow was good, lots of bright photos

What other comments do you have for the owner of the website?

I like that you can sort by what you are looking for and i like the idea of collections

You're going on a vacation to Italy next month, and you want to learn some basic Italian for getting around while there. You decided to try Duolingo.

• Please begin by downloading the app to your device.
• Choose Italian and get started with the first lesson (stop once you reach the first question).
• Now go all the way through the rest of the first lesson, describing your thoughts as you go.
• Get your profile set up, then view your account page. What information and options are there? Do you feel that these are useful? Why or why not?
• After a week in Italy, you're going to spend a few days in Austria. How would you take German lessons on Duolingo?
• What other languages does the app offer? Do any of them interest you?

I felt like there could have been a little more of an instructional component to the lesson.

It would be cool if there were some feature that could allow two learners studying the same language to take lessons together. I imagine that their screens would be synced and they could go through lessons together and chat along the way.

Overall, the app was very intuitive to use and visually appealing. I also liked the option to connect with others.

Overall, the app seemed very helpful and easy to use. I feel like it makes learning a new language fun and almost like a game. It would be nice, however, if it contained more of an instructional portion.

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25 Essential Qualitative Research Questions with Context

• Health and Well-being:

Question: How do individuals with chronic illnesses perceive and manage their overall well-being?

Context: This question aims to explore the subjective experiences of individuals living with chronic illnesses, focusing on their perceptions of well-being and the strategies they employ to manage their health.

Question: What are the experiences of teachers implementing project-based learning in high school science classrooms?

Context: This question delves into the qualitative aspects of teaching practices, seeking to understand the lived experiences of teachers as they implement a specific instructional approach (project-based learning) in a particular academic context (high school science classrooms).

Question: How do marginalized communities perceive and navigate social inclusion in urban environments?

Context: This question addresses the sociological dimensions of social inclusion within urban settings, focusing on the perspectives and strategies of marginalized communities as they navigate societal structures.

• Psychology:

Question: What are the coping mechanisms employed by individuals facing post-traumatic stress disorder?

Context: This question explores the psychological experiences of individuals dealing with post-traumatic stress disorder, aiming to uncover the qualitative aspects of coping strategies and mechanisms.

• Anthropology:

Question: How does a specific cultural group express identity through traditional rituals and ceremonies?

Context: This anthropological question focuses on cultural practices and rituals as expressions of identity within a specific cultural group, aiming to uncover the meanings and functions of these traditions.

• Gender Studies:

Question: What are the lived experiences of transgender individuals in the workplace, particularly regarding inclusion and discrimination?

Context: This question within gender studies explores the qualitative dimensions of transgender individuals’ workplace experiences, emphasizing the nuanced aspects of inclusion and discrimination they may encounter.

• Environmental Studies:

Question: How do local communities perceive and respond to environmental conservation efforts in their region?

Context: This question addresses the intersection of environmental studies and sociology, aiming to understand the qualitative perspectives of local communities toward conservation initiatives, exploring their perceptions and responses.

• Business and Management:

Question: How do employees perceive leadership styles and their impact on workplace culture?

Context: Within the realm of business and management, this question explores the qualitative aspects of organizational culture, focusing on employees’ perceptions of leadership styles and their influence on the workplace environment.

• Technology and Society:

Question: What are the social implications and user experiences of emerging technologies in the context of augmented reality applications?

Context: This question within the field of technology and society investigates the qualitative dimensions of user experiences and social implications related to the adoption of augmented reality applications.

• Communication Studies:

Question: How do individuals from diverse cultural backgrounds interpret and respond to media representations of body image?

Context: This question explores the intersection of communication studies and cultural studies, aiming to understand the qualitative variations in how individuals from diverse cultural backgrounds interpret and respond to media depictions of body image.

• Political Science:

Question: What are the public perceptions and attitudes toward government policies on climate change?

Context: Within political science, this question delves into the qualitative aspects of public opinion, seeking to understand how individuals perceive and respond to government policies related to climate change.

• Cultural Studies:

Question: How do international students experience acculturation and adaptation in a foreign academic environment?

Context: This question within cultural studies explores the qualitative dimensions of acculturation and adaptation, focusing on the experiences of international students within the context of a foreign academic environment.

• Family Studies:

Question: How do families navigate and negotiate roles and responsibilities in the context of remote work?

Context: In the domain of family studies, this question addresses the qualitative aspects of family dynamics, examining how families navigate and negotiate roles and responsibilities in the context of remote work.

• Public Health:

Question: How do community members perceive and engage with public health campaigns aimed at promoting vaccination in underserved urban areas?

Context: This public health question investigates the qualitative aspects of community perceptions and engagement with vaccination campaigns, particularly in urban areas with limited access to healthcare resources.

• Urban Planning:

Question: What are the experiences of residents in gentrifying neighborhoods regarding changes in their community dynamics, affordability, and social cohesion?

Context: Within urban planning, this question explores the qualitative dimensions of gentrification, focusing on residents’ lived experiences and perceptions of neighborhood transformations.

• Literature and Cultural Criticism:

Question: How do contemporary authors use literature to critique and challenge societal norms around gender roles and identity?

Context: In the realm of literature and cultural criticism, this question examines the qualitative dimensions of literary works, exploring how authors use their craft to challenge and critique societal norms related to gender.

• Social Work:

Question: What are the perceptions of social workers regarding the challenges and opportunities in providing mental health support to homeless populations?

Context: This social work question addresses the qualitative aspects of mental health support within homeless populations, exploring social workers’ perspectives on challenges and opportunities in their roles.

• Tourism and Hospitality:

Question: How do tourists from different cultural backgrounds experience and interpret authenticity in local culinary traditions?

Context: Within tourism and hospitality, this question explores the qualitative aspects of cultural experiences, focusing on tourists’ perceptions and interpretations of authenticity in local culinary traditions.

• Media and Entertainment:

Question: How do audiences engage with and interpret representations of diverse identities in streaming platforms’ original content?

Context: In the realm of media and entertainment, this question investigates the qualitative dimensions of audience engagement and interpretation of diverse identities in content produced by streaming platforms.

• Historical Studies:

Question: What are the narratives and memories of individuals who lived through a significant historical event, and how have these narratives evolved over time?

Context: Within historical studies, this question explores the qualitative aspects of personal narratives and memory, investigating how individuals recall and frame their experiences of a significant historical event.

• Linguistics:

Question: How do multilingual individuals navigate language use and identity in diverse linguistic environments?

Context: In the field of linguistics, this question delves into the qualitative dimensions of language use and identity, focusing on how multilingual individuals navigate linguistic diversity in their environments.

• Cybersecurity:

Question: What are the perceptions and behaviors of employees in organizations regarding cybersecurity practices, and how do these perceptions influence organizational security?

Context: Within cybersecurity, this question explores the qualitative aspects of employees’ perceptions and behaviors related to cybersecurity practices, examining their impact on organizational security.

• Human-Computer Interaction:

Question: How do users experience and adapt to voice-controlled virtual assistants in their daily lives, considering factors such as privacy concerns and usability?

Context: In human-computer interaction, this question investigates the qualitative aspects of user experiences with voice-controlled virtual assistants, considering factors such as privacy concerns and usability challenges.

• International Development:

Question: How do local communities perceive and negotiate the impacts of international development projects on their cultural and economic landscapes?

Context: This international development question explores the qualitative dimensions of community perceptions and negotiations regarding the impacts of international development projects, considering cultural and economic factors.

• Sport Psychology:

Question: What are the psychological experiences and coping mechanisms of athletes during periods of extended competition hiatus, such as the postponement of major sporting events?

Context: In sport psychology, this question delves into the qualitative aspects of athletes’ psychological experiences and coping mechanisms during extended competition hiatus, such as the postponement of major sporting events.

These additional detailed examples provide a broader perspective on qualitative research questions, covering diverse fields of study and highlighting the nuanced inquiries within each domain.

Interested in learning more about the fields of product, research, and design? Search our articles here for helpful information spanning a wide range of topics!

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What is Product Testing? Definition, Types and Process

18 Qualitative Research Examples

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

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

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

Qualitative Research Examples

1. ethnography.

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

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

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

Example of Ethnographic Research

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

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

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

Read my Full Guide on Ethnography Here

2. Autoethnography

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

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

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

Example of Autoethnographic Research

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

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

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

Read my Full Guide on Autoethnography Here

3. Semi-Structured Interviews

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

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

Example of Semi-Structured Interview Research

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

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

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

4. Focus Groups

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

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

Example of Focus Group Research

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

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

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

5. Phenomenology

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

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

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

Example of Phenomenology Research

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

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

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

6. Grounded Theory

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

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

Example of Grounded Theory Research

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

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

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

7. Narrative Research

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

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

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

Example of Narrative Research

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

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

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

8. Case Study Research

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

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

Example of Case Study Research

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

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

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

Read about some Famous Case Studies in Psychology Here

9. Participant Observation

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

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

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

Example of Participant Observation Research

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

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

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

10. Non-Participant Observation

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

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

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

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

Example of Non-Participant Observation Research

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

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

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

11. Content Analysis

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

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

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

Example of Content Analysis

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

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

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

Read my Full Guide on Content Analysis Here

12. Discourse Analysis

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

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

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

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

Example of Discourse Analysis

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

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

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

Read my Full Guide on Discourse Analysis Here

13. Action Research

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

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

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

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

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

Example of Action Research

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

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

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

Read my Full Guide on Action Research Here

14. Semiotic Analysis

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

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

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

Example of Semiotic Research

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

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

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

15. Qualitative Longitudinal Studies

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

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

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

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

Example of Qualitative Longitudinal Research

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

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

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

Read my Full Guide on Longitudinal Research Here

16. Open-Ended Surveys

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

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

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

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

Example of Open-Ended Survey Research

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

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

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

17. Naturalistic Observation

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

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

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

Example of Naturalistic Observation Research

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

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

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

Read my Full Guide on Naturalistic Observation Here

18. Photo-Elicitation

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

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

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

Example of Photo-Elicitation Research

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

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

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

Features of Qualitative Research

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

Some key features of this method include:

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

Qualitative vs Quantitative Research

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

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

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

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

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

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

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

Compare Qualitative and Quantitative Research Methodologies in This Guide Here

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

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Neale, B. (2019). What is Qualitative Longitudinal Research? Bloomsbury Publishing.

Nolan, L. B., & Renderos, T. B. (2012). A focus group study on the influence of fatalism and religiosity on cancer risk perceptions in rural, eastern North Carolina. Journal of religion and health, 51 (1), 91-104.

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Qualitative research examples

UserTesting

Qualitative research is a powerful tool that helps you unlock insights into the user experience—quintessential to building effective products and services. It provides a deeper understanding of complex behaviors, needs, and motivations. But what is qualitative research, and when is it ideal to use it? Let’s explore its methodologies and implementation with a few qualitative research examples.

What is qualitative research?

Qualitative research is a behavioral research method that seeks to understand the undertones, motivations, and subjective interpretations inherent in human behavior. It involves gathering nonnumerical data, such as text, audio, and video, allowing you to explore nuances and patterns that quantitative data can’t capture.

Instead of focusing on how many or how much, qualitative research questions delve into the why and how. This approach is instrumental in gaining a comprehensive understanding of a particular context, issue, or phenomenon from the perspective of those experiencing it. Examples of qualitative research questions include “How did you feel when you first used our product?” and “Could you describe your experience when you purchased a product from our website?”

Qualitative research methodology

Qualitative research design employs a variety of methodologies to collect and analyze data. The primary objective is to gather detailed and nuanced insights rather than generalizable findings. Steps include the following:

• Formulating research questions:  Qualitative research begins by identifying specific research questions to guide the study. These questions should align with the research objectives and provide a clear focus for data collection and analysis.  
• Selection of participants:  Participant selection is a critical step in qualitative research. You must recruit participants who provide relevant and diverse perspectives on the research topic. It involves purposive sampling, where participants are chosen based on their knowledge or experiences related to the research questions. ​​​​​​
• Data collection:  Qualitative research uses various methods to collect data, such as interviews, focus groups, observation, and document analysis. You often employ multiple methods to comprehensively understand the research topic.
• Data analysis:  Once the data is collected, it’s analyzed to identify recurring themes, patterns, and meanings. This analysis uses coding, thematic analysis, and constant comparison. The goal is to uncover the underlying perspectives of the participant.
• Interpretation and reporting:  This is the final step in which findings are synthesized and interpreted, revealing their significance to the research questions. You can present your findings through descriptive narratives, quotes, and illustrative examples to provide a rich understanding of the research topic. 

Types of qualitative research methods

The best qualitative research method primarily depends on your research questions and objectives. Different methods uncover different discernments.

One-on-one interviews

You often use one-on-one interviews to delve deep into a topic or understand individual experiences or perspectives. An interviewer asks a participant open-ended questions to understand their perspective, thoughts, feelings, and experiences regarding a specific topic, product, or service. Read about open ended vs closed ended questions to learn which questions will be most effective in an interview.

Say you’re developing a new electric vehicle mode. You can conduct one-on-one interviews to understand user experiences, probing into aspects such as comfort, design, driving experience, and more.

Focus groups

In-person or remote focus groups involve a small group of people (usually 6–10) discussing a given topic or question under the guidance of a moderator. This method is beneficial when you want to understand group dynamics or collective views. The interaction among group members can disclose awarenesses that may not arise in one-on-one interviews.

In the gaming industry, for example, you can use focus groups to explore player reactions to a new game design. You can encourage group interaction to spark discussions about usability, game mechanics, graphics, storyline, and other aspects.

Case study research

Case study research provides an in-depth analysis of a particular case (an individual, group, organization, event, etc.) within its real-life context. It’s a valuable method for exploring something in-depth and in its natural setting.

For instance, a healthcare case study could explore implementing a new electronic health record system in a hospital, focusing on challenges, successes, and lessons learned.

Ethnographic research

Ethnographic research (or an ethnographic stud y) involves an immersive investigation into a group’s behaviors, culture, and practices. It requires you to engage directly with the participants over a prolonged period in their natural environment. It can help uncover how people interact with products or services in natural settings.

A gaming organization may choose to study players in their natural gaming environments (such as home, game cafes, or e-sport tournaments) to understand their gaming habits, social interactions, and responses to specific features. These insights can inform the development of more engaging and user-friendly games.

Process of observation

The process of observation typically doesn’t involve the same level of immersion as ethnographic research. You observe and record behavior related to a specific context or activity. It can be in natural settings (naturalistic observation) or a controlled environment. It’s more about observing and recording specific behaviors or situations rather than cultural norms or dynamics.

For example, a consumer technology organization could observe how users interact with a new software interface, noting challenges, efficiencies, and overall user experience.

Record keeping

Record keeping refers to collecting and analyzing documents, records, and artifacts that provide an understanding of the study area. Record keeping allows you to access historical and contextual data that can be examined and reexamined. It’s a nonobtrusive method, meaning it doesn’t involve direct contact with the participants, nor does it affect or alter the situation you’re studying.

An online retailer might examine shopping cart abandonment records to identify at what point in the buying process customers tend to drop off. This information can help streamline the checkout process and improve conversion rates.

Qualitative research: Data collection and analysis

Data collection and analysis in qualitative research are closely linked processes that help generate meaningful and useful results.

Data collection

Data collection involves gathering rich, detailed materials to explain and understand the subject. These include interview transcripts, meeting notes, personal diaries, and photographs. 

There are various qualitative data collection methods to consider depending on your research questions and the context of your study. For example, you could use one-on-one interviews to understand personal user experiences with a financial services app. However, focus groups may be more appropriate to discuss user preferences in a new media and entertainment platform.

Data analysis

Once data are collected, the analysis process begins. It’s where you extract patterns, themes, and insights from the collected data. It’s one of the most critical aspects of qualitative research, turning raw, unstructured data into valuable insights.

Qualitative data analysis usually takes place with several steps, such as:

• Organizing and preparing the data for analysis
• Reading through the data
• Coding the data
• Generating themes or categories
• Interpreting the findings and 
• Representing the data

Your choice of qualitative data analysis method depends on your research questions and the data type you collected. Common analysis methods include thematic, content, discourse, and narrative analysis. Some research platforms provide AI features that can do much of this analysis for researchers to speed up insight gathering.

When to use qualitative research

Qualitative techniques are ideal for understanding human experiences and perspectives. Here are common situations where qualitative research is invaluable:

• Exploring customer motivations, needs, behaviors, and pain points
• Gathering in-depth user feedback on products and services
• Understanding decision-making and buyer journeys
• Discovering barriers to adoption and satisfaction
• Developing hypotheses for future quantitative research
• Testing concepts , interfaces, or designs
• Identifying problems and improvement opportunities
• Learning about group norms, cultures, and social interactions
• Collecting evidence to develop theories and models
• Capturing complex, nuanced insights beyond numbers

Qualitative research methods vs. quantitative research methods

Qualitative and quantitative research  differ in their approach to data collection, analysis, and the nature of the findings. Here are some key differences:

• Data collection:  Qualitative research uses in-depth interviews , focus groups, observations, and analysis of documents to gather data. In contrast, quantitative research relies on structured surveys, experiments, and standard measurements.
• Analysis:  Qualitative research involves analyzing textual or visual data through coding, categorization, and theme identification techniques. Quantitative research uses statistical analysis to examine numerical data for patterns, correlations, and trends.
• Sample size:  Qualitative research typically involves smaller sample sizes, often selected through purposive sampling to ensure diversity and relevance. Quantitative research uses larger sample sizes to ensure statistical power and generalizability.
• Generalizability:  Qualitative research seeks in-depth insight into specific contexts or groups and does not prioritize generalizability. On the other hand, quantitative research seeks to draw conclusions that apply to a broader context.
• Findings:  Qualitative research generates descriptive and explanatory results that provide a deeper understanding of phenomena. Quantitative research produces numerical data that allows for statistical inferences and comparisons.
• Theory development:  Qualitative research often contributes to theory development by generating new concepts, theories, or frameworks based on the rich and context-specific data collected. However, quantitative research tests preexisting theories and hypotheses using statistical models.

Advantages and strengths of qualitative research

Qualitative research enriches your research process and outcomes, making it an invaluable tool in many fields, including UX research, marketing, and digital product development. 

In-depth understanding

Qualitative research provides a rich, detailed, in-depth understanding of the research subject.  Proactive qualitative research  takes this further with ongoing data collection, allowing organizations to continuously capture insights and adapt strategies based on evolving user needs.

Contextual data

Qualitative research collects contextually relevant data. It captures nuances that might be missed in numerically-based quantitative data, allowing you to understand the contexts in which behaviors and interactions occur.

Flexibility

The methods used in qualitative research, like interviews and focus groups, enable you to explore different topics in depth and adapt your approach based on the participants’ responses.

Human perspective

Qualitative research lets you capture human experiences and thoughts. It’s advantageous in fields such as UX research, where the human perspective is critical. 

Hypothesis generation

The exploratory nature of qualitative research helps you identify new areas for exploration or generate hypotheses you can test using quantitative methods.

Trendspotting

Qualitative research reveals trends in thought and opinions, diving deeper into the problem. This is helpful when trying to understand behaviors, culture, and user interactions.

Disadvantages and limitations of qualitative research

While qualitative research offers many advantages, it’s essential to acknowledge its limitations. 

Time-consuming

Collecting and analyzing qualitative data, particularly from in-depth interviews or focus groups, requires significant time investment.

Qualitative research relies on the skills and judgment of the researcher, introducing potential bias into the research process. The researcher may actively shape the research by posing questions, interpreting data, and influencing the findings.

Requires skilled researchers

The quality of qualitative research heavily depends on the researcher’s skills, experience, and perspective. A less experienced researcher may overlook important nuances, potentially affecting the depth and accuracy of the findings.

Lacks generalizability

Qualitative research often involves a smaller, nonrepresentative sample size than quantitative research. Therefore, the findings may not be generalizable to a larger context.

Limited numeric representation

Qualitative research usually focuses on words, observations, or experiences, so it doesn’t provide the numeric estimates often desired in research studies.

Challenging to replicate and standardize

Qualitative research’s inherent flexibility and context dependence make it challenging to repeat the study under the same conditions. This flexibility can often make it hard to standardize. Researchers approach and conduct the study in various ways, leading to inconsistent results and interpretations.

Difficult to measure reliability and validity

Assessing reliability and validity is more difficult with qualitative research since it relies on subjective human interpretation and has few established metrics and statistical tools compared to quantitative research. Triangulation and member checking add credibility but lack the discreteness of quantitative measures. However, there have been advancement s in the measurement of qualitative research that help to quantify its impact. 

Qualitative research gives you the opportunity to dive deep into human behavior, experiences, and perceptions. It offers a prolific, intricate perspective that quantifiable data alone can’t provide. Combine qualitative research methodologies with techniques like  A/B testing  to gain a more holistic understanding of user experiences and preferences. 

Despite its limitations, the depth and richness of data procured through qualitative research are undeniable assets. By understanding and utilizing its diverse methods, you will uncover detailed insights from your target audience and enhance your products or services to meet their needs. 

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Why is qualitative research important?

Qualitative research delves into subjective experiences and social contexts, providing in-depth insights and understanding. It provides a deep understanding of individuals’ needs, motivations, and preferences, allowing organizations to develop products and services that meet customer expectations.

What’s the difference between quantitative and qualitative methods?

Quantitative methods focus on numerical data and statistical analysis, aiming for generalizability and objectivity. Qualitative methods explore meanings, experiences, and behaviors, seeking in-depth understanding and detailed descriptions.

What are the main qualitative research approaches?

The main qualitative research approaches include one-on-one interviews, focus groups, case study research, ethnographic research, observation, and record-keeping. Each approach offers unique benefits and applications.

What is data collection?

Data collection in qualitative research involves gathering information through various methods such as interviews, focus groups, observations, and document analysis. It’s a critical step in generating meaningful insights and understanding human experiences.

How do you analyze qualitative data?

What are the ethical considerations in qualitative research.

Ethical considerations refer to the protection of participants’ rights, privacy, and confidentiality. You must obtain informed consent, maintain anonymity, and handle sensitive information responsibly. Additionally, maintaining transparency, addressing power imbalances, and conducting research unbiased and respectfully are vital ethical considerations in qualitative research.

How can I incorporate qualitative research into my study or project?

To incorporate qualitative research into your study, you must first define your research objectives to guide the choice of methodology. Next, choose a suitable qualitative method, such as interviews or focus groups. Then, collect and analyze the data using appropriate techniques and, finally, interpret and present the findings clearly and meaningfully. Remember to be mindful of the ethical considerations throughout the process.

How do you effectively communicate and present qualitative research findings to stakeholders?

For a quality presentation, create engaging visual representations, such as infographics or data visualizations, and use storytelling techniques to highlight key insights. Also, prepare concise and informative reports and organize interactive presentations or workshops to facilitate discussion and understanding.

How do you translate qualitative research findings into actionable insights?

Identify key themes linked to research goals and propose strategic solutions to address core needs and barriers. These solutions should be tailored to specific needs.

How can I ensure the validity and reliability of qualitative research findings?

About the author(s).

With UserTesting’s on-demand platform, you uncover ‘the why’ behind customer interactions. In just a few hours, you can capture the critical human insights you need to confidently deliver what your customers want and expect.

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Qualitative research questions, published by steve tippins on may 17, 2024 may 17, 2024.

Last Updated on: 17th May 2024, 05:05 am

If you’re writing a proposal for a qualitative dissertation, you will need to create qualitative research questions. Getting these right the first time means you’ll save time revising and going back and forth with your committee. So, how do you do that? The key is alignment. 

By the time you write your qualitative research questions, you should have already written your Problem Statement and Purpose Statement. Your qualitative research questions should be based on your Problem Statement and Purpose Statement. 

If your research questions start heading in a different direction from your problem statement, purpose, and title, then your committee will say you’re not in alignment. This means that your research questions will not allow you to address the problem you’ve identified.

Examples of Qualitative Research Questions

Some examples of a qualitative research question include:

“What are the perceptions of teachers in central Arkansas about the use of a high-quality math curriculum?”

“What are the lived experiences of first responders who have worked through a traumatic event?”

“What are the perceptions of hourly employees about policies related to sick time?”

“What do employees in the private security industry report as their perceptions of increased overtime work?”

“What do doctoral students perceive to be the optimal level of support from their committees?”

The research questions will be supported by interview questions. These are the questions you will actually ask study participants. They will provide many rich responses that will then allow you to develop codes and ultimately themes, which will then be used to answer the qualitative research questions.

How to Write a Qualitative Research Question

If you’re doing a qualitative study, you’ll  want to make sure that your problem statement says that you’re looking for something like “perceptions” or “lived experiences” as opposed to “significance” or “relationships.” That’s because in qualitative research, we don’t deal with significance or relationships. We don’t involve enough people to be able to use statistical tests that generate reliable and significant results.

However, what we can do in qualitative research is understand people’s perceptions, lived experiences, and the approaches they take to address problems.

With qualitative research questions, we do not have null and alternative hypotheses as we do in quantitative research. We just have research questions.  Null and alternative hypotheses are part of quantitative testing, and we aren’t testing in qualitative research.

Keep Your Research Questions Specific

In the design of the qualitative research question, if you stick to the problem statement and purpose, you will not find yourself with questions that, while interesting, will not allow you to address the problem statement.

For example, let’s say the Problem Statement is, “Hourly employee’s perceptions of transformational leadership in the food and beverage industry in Northern Illinois is unknown.”

A too-broad research question is, “What are employees perceptions of their leaders?” Here you’ll find out about their leaders, but you won’t find out about transformational leadership. You might also find out about leaders in other industries or other locations.

A better research question would be: “What are employee perceptions of leaders who use transformational leadership style in the food and beverage industry in Northern Illinois?”

Over 50% of doctoral candidates don’t finish their dissertations.

Avoid Leading Questions

You want to make sure that your research questions and interview questions are as objective as possible and not designed to get a specific answer. For example, if an interview question was, “how much do you like the new healthcare plan?” you’ve pretty much defined the field as they like it. You’re assuming they like it. You’ve come up with a biased question. And biased questions give you biased answers and your results end up having little validity.

This gets to the notion of “just answering the question” as opposed to “I know that I want to prove a specific idea or concept when doing my research.” Your job is to answer the question. You add a little more information to the pile of knowledge so that we overall start to understand things.

For example, in 1930, we proved that Pluto was a planet. Then in 2007, we determined that Pluto was no longer a planet. And now, we’re reconsidering it. The word “proof” is difficult in any research. Rather than trying to prove something, we simply add a little more knowledge to the field. Then over time, it becomes the preponderance of evidence that leads us to support a certain position, until there’s evidence contrary.

So in the creation of knowledge in the scientific method, if you come up with a new theory, it has to do everything the old theory did and more, if it’s going to take its place. 

Qualitative Research Questions: Summary

Qualitative research questions work best when they are designed in concert with your problem statement and purpose, are specific, are not leading, and lead to the ability to address the problem as stated in the research.

Steve Tippins

Steve Tippins, PhD, has thrived in academia for over thirty years. He continues to love teaching in addition to coaching recent PhD graduates as well as students writing their dissertations. Learn more about his dissertation coaching and career coaching services. Book a Free Consultation with Steve Tippins

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Top 20 Qualitative Research Interview Questions & Answers

Master your responses to Qualitative Research related interview questions with our example questions and answers. Boost your chances of landing the job by learning how to effectively communicate your Qualitative Research capabilities.

Diving into the intricacies of human behavior, thoughts, and experiences is the lifeblood of qualitative research. As a professional in this nuanced field, you are well-versed in the art of gathering rich, descriptive data that can provide deep insights into complex issues. Now, as you prepare to take on new challenges in your career, it’s time to demonstrate not only your expertise in qualitative methodologies but also your ability to think critically and adapt to various research contexts.

Whether you’re interviewing for an academic position, a role within a market research firm, or any other setting where qualitative skills are prized, being prepared with thoughtful responses to potential interview questions can set you apart from other candidates. In this article, we will discuss some of the most common questions asked during interviews for qualitative research roles, offering guidance on how best to articulate your experience and approach to prospective employers.

Common Qualitative Research Interview Questions

1. how do you ensure the credibility of your data in qualitative research.

Ensuring credibility in qualitative research is crucial for the trustworthiness of the findings. By asking about methodological rigor, the interviewer is assessing a candidate’s understanding of strategies such as triangulation, member checking, and maintaining a detailed audit trail, which are essential for substantiating the integrity of qualitative data.

When responding to this question, you should articulate a multi-faceted approach to establishing credibility. Begin by highlighting your understanding of the importance of a well-defined research design and data collection strategy. Explain how you incorporate methods like triangulation, using multiple data sources or perspectives to confirm the consistency of the information obtained. Discuss your process for member checking—obtaining feedback on your findings from the participants themselves—to add another layer of validation. Mention your dedication to keeping a comprehensive audit trail, documenting all stages of the research process, which enables peer scrutiny and adds to the transparency of the study. Emphasize your ongoing commitment to reflexivity, where you continually examine your biases and influence on the research. Through this detailed explanation, you demonstrate a conscientious and systematic approach to safeguarding the credibility of your qualitative research.

Example: “ To ensure the credibility of data in qualitative research, I employ a rigorous research design that is both systematic and reflective. Initially, I establish clear protocols for data collection, which includes in-depth interviews, focus groups, and observations, ensuring that each method is well-suited to the research questions. To enhance the validity of the findings, I apply triangulation, drawing on various data sources, theoretical frameworks, and methodologies to cross-verify the information and interpretations.

During the analysis phase, member checking is a critical step, where I return to participants with a summary of the findings to validate the accuracy and resonance of the interpreted data with their experiences. This not only strengthens the credibility of the results but also enriches the data by incorporating participant insights. Furthermore, I maintain a comprehensive audit trail, meticulously documenting the research process, decisions made, and data transformations. This transparency allows for peer review and ensures that the research can be followed and critiqued by others in the field.

Lastly, reflexivity is integral to my practice. I continuously engage in self-reflection to understand and articulate my biases and assumptions and how they may influence the research process. By doing so, I can mitigate potential impacts on the data and interpretations, ensuring that the findings are a credible representation of the phenomenon under investigation.”

2. Describe a situation where you had to adapt your research methodology due to unforeseen challenges.

When unexpected variables arise, adaptability in research design is vital to maintain the integrity and validity of the study. This question seeks to assess a candidate’s problem-solving skills, flexibility, and resilience in the face of research challenges.

When responding, share a specific instance where you encountered a challenge that impacted your research methodology. Detail the nature of the challenge, the thought process behind your decision to adapt, the steps you took to revise your approach, and the outcome of those changes. Emphasize your critical thinking, your ability to consult relevant literature or peers if necessary, and how your adaptability contributed to the overall success or learning experience of the research project.

Example: “ In a recent qualitative study on community health practices, I encountered a significant challenge when the planned in-person interviews became unfeasible due to a sudden public health concern. The initial methodology was designed around face-to-face interactions to capture rich, detailed narratives. However, with participant safety as a priority, I quickly pivoted to remote data collection methods. After reviewing relevant literature on virtual qualitative research, I adapted the protocol to include video conferencing and phone interviews, ensuring I could still engage deeply with participants. This adaptation required a reevaluation of our ethical considerations, particularly around confidentiality and informed consent in digital formats.

The shift to remote interviews introduced concerns about potential biases, as the change might exclude individuals without access to the necessary technology. To mitigate this, I also offered the option of asynchronous voice recordings or email responses as a means to participate. This inclusive approach not only preserved the integrity of the study but also revealed an unexpected layer of data regarding digital literacy and access in the community. The study’s findings were robust, and the methodology adaptation was reflected upon in the final report, contributing to the discourse on the flexibility and resilience of qualitative research in dynamic contexts.”

3. What strategies do you employ for effective participant observation?

For effective participant observation, a balance between immersion and detachment is necessary to gather in-depth understanding without influencing the natural setting. This method allows the researcher to collect rich, contextual data that surveys or structured interviews might miss.

When responding to this question, highlight your ability to blend in with the participant group to minimize your impact on their behavior. Discuss your skills in active listening, detailed note-taking, and ethical considerations such as informed consent and maintaining confidentiality. Mention any techniques you use to reflect on your observations critically and how you ensure that your presence does not alter the dynamics of the group you are studying. It’s also effective to provide examples from past research where your participant observation led to valuable insights that informed your study’s findings.

Example: “ In participant observation, my primary strategy is to achieve a balance between immersion and detachment. I immerse myself in the environment to gain a deep understanding of the context and participants’ perspectives, while remaining sufficiently detached to observe and analyze behaviors and interactions objectively. To blend in, I adapt to the cultural norms and social cues of the group, which often involves a period of learning and adjustment to minimize my impact on their behavior.

Active listening is central to my approach, allowing me to capture the subtleties of communication beyond verbal exchanges. I complement this with meticulous note-taking, often employing a system of shorthand that enables me to record details without disrupting the flow of interaction. Ethically, I prioritize informed consent and confidentiality, ensuring participants are aware of my role and the study’s purpose. After observations, I engage in reflexive practice, critically examining my own biases and influence on the research setting. This reflexivity was instrumental in a past project where my awareness of my impact on group dynamics led to the discovery of underlying power structures that were not immediately apparent, significantly enriching the study’s findings.”

4. In what ways do you maintain ethical standards while conducting in-depth interviews?

Maintaining ethical standards during in-depth interviews involves respecting participant confidentiality, ensuring informed consent, and being sensitive to power dynamics. Ethical practice in this context is not only about adhering to institutional guidelines but also about fostering an environment where interviewees feel respected and understood.

When responding to this question, it’s vital to articulate a clear understanding of ethical frameworks such as confidentiality and informed consent. Describe specific strategies you employ, such as anonymizing data, obtaining consent through clear communication about the study’s purpose and the participant’s role, and ensuring the interviewee’s comfort and safety during the conversation. Highlight any training or certifications you’ve received in ethical research practices and give examples from past research experiences where you navigated ethical dilemmas successfully. This approach demonstrates your commitment to integrity in the research process and your ability to protect the well-being of your subjects.

Example: “ Maintaining ethical standards during in-depth interviews is paramount to the integrity of the research process. I ensure that all participants are fully aware of the study’s purpose, their role within it, and the ways in which their data will be used. This is achieved through a clear and comprehensive informed consent process. I always provide participants with the option to withdraw from the study at any point without penalty.

To safeguard confidentiality, I employ strategies such as anonymizing data and using secure storage methods. I am also attentive to the comfort and safety of interviewees, creating a respectful and non-threatening interview environment. In situations where sensitive topics may arise, I am trained to handle these with the necessary care and professionalism. For instance, in a past study involving vulnerable populations, I implemented additional privacy measures and worked closely with an ethics review board to navigate the complexities of the research context. My approach is always to prioritize the dignity and rights of the participants, adhering to ethical guidelines and best practices established in the field.”

5. How do you approach coding textual data without personal biases influencing outcomes?

When an interviewer poses a question about coding textual data free from personal biases, they are probing your ability to maintain objectivity and adhere to methodological rigor. This question tests your understanding of qualitative analysis techniques and your awareness of the researcher’s potential to skew data interpretation.

When responding, it’s essential to articulate your familiarity with established coding procedures such as open, axial, or thematic coding. Emphasize your systematic approach to data analysis, which might include multiple rounds of coding, peer debriefing, and maintaining a reflexive journal. Discuss the importance of bracketing your preconceptions during data analysis and how you would seek to validate your coding through methods such as triangulation or member checking. Your answer should convey a balance between a structured approach to coding and an openness to the data’s nuances, demonstrating your commitment to producing unbiased and trustworthy qualitative research findings.

Example: “ In approaching textual data coding, I adhere to a structured yet flexible methodology that mitigates personal bias. Initially, I engage in open coding to categorize data based on its manifest content, allowing patterns to emerge organically. This is followed by axial coding, where I explore connections between categories, and if applicable, thematic coding to identify overarching themes. Throughout this process, I maintain a reflexive journal to document my thought process and potential biases, ensuring transparency and self-awareness.

To ensure the reliability of my coding, I employ peer debriefing sessions, where colleagues scrutinize my coding decisions, challenging assumptions and offering alternative interpretations. This collaborative scrutiny helps to counteract any personal biases that might have crept into the analysis. Additionally, I utilize methods such as triangulation, comparing data across different sources, and member checking, soliciting feedback from participants on the accuracy of the coded data. These strategies collectively serve to validate the coding process and ensure that the findings are a credible representation of the data, rather than a reflection of my preconceptions.”

6. What is your experience with utilizing grounded theory in qualitative studies?

Grounded theory is a systematic methodology that operates almost in a reverse fashion from traditional research. Employers ask about your experience with grounded theory to assess your ability to conduct research that is flexible and adaptable to the data.

When responding, you should outline specific studies or projects where you’ve applied grounded theory. Discuss the nature of the data you worked with, the process of iterative data collection and analysis, and how you developed a theoretical framework as a result. Highlight any challenges you faced and how you overcame them, as well as the outcomes of your research. This will show your practical experience and your ability to engage deeply with qualitative data to extract meaningful theories and conclusions.

Example: “ In applying grounded theory to my qualitative studies, I have embraced its iterative approach to develop a theoretical framework grounded in empirical data. For instance, in a project exploring the coping mechanisms of individuals with chronic illnesses, I conducted in-depth interviews and focus groups, allowing the data to guide the research process. Through constant comparative analysis, I coded the data, identifying core categories and the relationships between them. This emergent coding process was central to refining and saturating the categories, ensuring the development of a robust theory that encapsulated the lived experiences of the participants.

Challenges such as data saturation and ensuring theoretical sensitivity were navigated by maintaining a balance between openness to the data and guiding research questions. The iterative nature of grounded theory facilitated the identification of nuanced coping strategies that were not initially apparent, leading to a theory that emphasized the dynamic interplay between personal agency and social support. The outcome was a substantive theory that not only provided a deeper understanding of the participants’ experiences but also had practical implications for designing support systems for individuals with chronic conditions.”

7. Outline the steps you take when conducting a thematic analysis.

Thematic analysis is a method used to identify, analyze, and report patterns within data, and it requires a systematic approach to ensure validity and reliability. This question assesses whether a candidate can articulate a clear, methodical process that will yield insightful findings from qualitative data.

When responding, you should outline a step-by-step process that begins with familiarization with the data, whereby you immerse yourself in the details, taking notes and highlighting initial ideas. Proceed to generating initial codes across the entire dataset, which involves organizing data into meaningful groups. Then, search for themes by collating codes into potential themes and gathering all data relevant to each potential theme. Review these themes to ensure they work in relation to the coded extracts and the entire dataset, refining them as necessary. Define and name themes, which entails developing a detailed analysis of each theme and determining the essence of what each theme is about. Finally, report the findings, weaving the analytic narrative with vivid examples, within the context of existing literature and the research questions. This methodical response not only showcases your technical knowledge but also demonstrates an organized thought process and the ability to communicate complex procedures clearly.

Example: “ In conducting a thematic analysis, I begin by thoroughly immersing myself in the data, which involves meticulously reading and re-reading the content to gain a deep understanding of its breadth and depth. During this stage, I make extensive notes and begin to mark initial ideas that strike me as potentially significant.

Following familiarization, I generate initial codes systematically across the entire dataset. This coding process is both reflective and interpretative, as it requires me to identify and categorize data segments that are pertinent to the research questions. These codes are then used to organize the data into meaningful groups.

Next, I search for themes by examining the codes and considering how they may combine to form overarching themes. This involves collating all the coded data relevant to each potential theme and considering the interrelationships between codes, themes, and different levels of themes, which may include sub-themes.

The subsequent step is to review these themes, checking them against the dataset to ensure they accurately represent the data. This may involve collapsing some themes into each other, splitting others, and refining the specifics of each theme. The essence of this iterative process is to refine the themes so that they tell a coherent story about the data.

Once the themes are satisfactorily developed, I define and name them. This involves a detailed analysis of each theme and determining what aspect of the data each theme captures. I aim to articulate the nuances within each theme, identifying the story that each tells about the data, and considering how this relates to the broader research questions and literature.

Lastly, I report the findings, weaving together the thematic analysis narrative. This includes selecting vivid examples that compellingly illustrate each theme, discussing how the themes interconnect, and situating them within the context of existing literature and the research questions. This final write-up is not merely about summarizing the data but about telling a story that provides insights into the research topic.”

8. When is it appropriate to use focus groups rather than individual interviews, and why?

Choosing between focus groups and individual interviews depends on the research goals and the nature of the information sought. Focus groups excel in exploring complex behaviors, attitudes, and experiences through the dynamic interaction of participants.

When responding to this question, articulate the strengths of both methods, matching them to specific research scenarios. For focus groups, emphasize your ability to facilitate lively, guided discussions that leverage group dynamics to elicit a breadth of perspectives. For individual interviews, highlight your skill in creating a safe, confidential space where participants can share detailed, personal experiences. Demonstrate strategic thinking by discussing how you would decide on the most suitable method based on the research question, participant characteristics, and the type of data needed to achieve your research objectives.

Example: “ Focus groups are particularly apt when the research question benefits from the interaction among participants, as the group dynamics can stimulate memories, ideas, and experiences that might not surface in one-on-one interviews. They are valuable for exploring the range of opinions or feelings about a topic, allowing researchers to observe consensus formation, the diversity of perspectives, and the reasoning behind attitudes. This method is also efficient for gathering a breadth of data in a limited timeframe. However, it’s crucial to ensure that the topic is suitable for discussion in a group setting and that participants are comfortable speaking in front of others.

Conversely, individual interviews are more appropriate when the subject matter is sensitive or requires deep exploration of personal experiences. They provide a private space for participants to share detailed and nuanced insights without the influence of others, which can be particularly important when discussing topics that may not be openly talked about in a group. The method allows for a tailored approach, where the interviewer can adapt questions based on the participant’s responses, facilitating a depth of understanding that is harder to achieve in a group setting. The decision between the two methods ultimately hinges on the specific needs of the research, the nature of the topic, and the goals of the study.”

9. Detail how you would validate findings from a case study research design.

In case study research, validation is paramount to ensure that interpretations and conclusions are credible. A well-validated case study reinforces the rigor of the research method and bolsters the transferability of its findings to other contexts.

When responding to this question, detail your process, which might include triangulation, where you corroborate findings with multiple data sources or perspectives; member checking, which involves sharing your interpretations with participants for their input; and seeking peer debriefing, where colleagues critique the process and findings. Explain how these methods contribute to the dependability and confirmability of your research, showing that you are not just collecting data but actively engaging with it to construct a solid, defensible narrative.

Example: “ In validating findings from a case study research design, I employ a multi-faceted approach to ensure the dependability and confirmability of the research. Triangulation is a cornerstone of my validation process, where I corroborate evidence from various data sources, such as interviews, observations, and documents. This method allows for cross-validation and helps in constructing a robust narrative by revealing consistencies and discrepancies in the data.

Member checking is another essential step in my process. By sharing my interpretations with participants, I not only honor their perspectives but also enhance the credibility of the findings. This iterative process ensures that the conclusions drawn are reflective of the participants’ experiences and not solely based on my own interpretations.

Lastly, peer debriefing serves as a critical checkpoint. By engaging colleagues who critique the research process and findings, I open the study to external scrutiny, which helps in mitigating any potential biases and enhances the study’s rigor. These colleagues act as devil’s advocates, challenging assumptions and conclusions, thereby strengthening the study’s validity. Collectively, these strategies form a comprehensive approach to validating case study research, ensuring that the findings are well-substantiated and trustworthy.”

10. What measures do you take to ensure the transferability of your qualitative research findings?

When asked about ensuring transferability, the interviewer is assessing your ability to articulate the relevance of your findings beyond the specific context of your study. They want to know if you can critically appraise your research design and methodology.

To respond effectively, you should discuss the thoroughness of your data collection methods, such as purposive sampling, to gather diverse perspectives that enhance the depth of the data. Explain your engagement with participants and the setting to ensure a rich understanding of the phenomenon under study. Highlight your detailed documentation of the research process, including your reflexivity, to allow others to follow your footsteps analytically. Finally, speak about how you communicate the boundaries of your research applicability and how you encourage readers to consider the transferability of findings to their contexts through clear and comprehensive descriptions of your study’s context, participants, and assumptions.

Example: “ In ensuring the transferability of my qualitative research findings, I prioritize a robust and purposive sampling strategy that captures a wide range of perspectives relevant to the research question. This approach not only enriches the data but also provides a comprehensive understanding of the phenomenon across varied contexts. By doing so, I lay a foundation for the findings to resonate with similar situations, allowing others to judge the applicability of the results to their own contexts.

I meticulously document the research process, including the setting, participant interactions, and my own reflexivity, to provide a transparent and detailed account of how conclusions were reached. This level of documentation serves as a roadmap for other researchers or practitioners to understand the intricacies of the study and evaluate the potential for transferability. Furthermore, I ensure that my findings are presented with a clear delineation of the context, including any cultural, temporal, or geographic nuances, and discuss the assumptions underpinning the study. By offering this rich, contextualized description, I invite readers to engage critically with the findings and assess their relevance to other settings, thus facilitating a responsible and informed application of the research outcomes.”

11. How do you determine when data saturation has been reached in your study?

Determining data saturation is crucial because it signals when additional data does not yield new insights, ensuring efficient use of resources without compromising the depth of understanding. This question is posed to assess a candidate’s experience and judgment in qualitative research.

When responding to this question, one should highlight their systematic approach to data collection and analysis. Discuss the iterative process of engaging with the data, constantly comparing new information with existing codes and themes. Explain how you monitor for emerging patterns and at what point these patterns become consistent and repeatable, indicating saturation. Mention any specific techniques or criteria you employ, such as the use of thematic analysis or constant comparison methods, and how you document the decision-making process to ensure transparency and validity in your research findings.

Example: “ In determining data saturation, I employ a rigorous and iterative approach to data collection and analysis. As I engage with the data, I continuously compare new information against existing codes and themes, carefully monitoring for the emergence of new patterns or insights. Saturation is approached when the data begins to yield redundant information, and no new themes or codes are emerging from the analysis.

I utilize techniques such as thematic analysis and constant comparison methods to ensure a systematic examination of the data. I document each step of the decision-making process, noting when additional data does not lead to new theme identification or when existing themes are fully fleshed out. This documentation not only serves as a checkpoint for determining saturation but also enhances the transparency and validity of the research findings. Through this meticulous process, I can confidently assert that data saturation has been achieved when the collected data offers a comprehensive understanding of the research phenomenon, with a rich and well-developed thematic structure that accurately reflects the research scope.”

12. Relate an instance where member checking significantly altered your research conclusions.

Member checking serves as a vital checkpoint to ensure accuracy, credibility, and resonance of the data with those it represents. It can reveal misunderstandings or even introduce new insights that substantially shift the study’s trajectory or outcomes.

When responding, candidates should recount a specific project where member checking made a pivotal difference in their findings. They should detail the initial conclusions, how the process of member checking was integrated, what feedback was received, and how it led to a re-evaluation or refinement of the research outcomes. This response showcases the candidate’s methodological rigor, flexibility in incorporating feedback, and dedication to producing research that authentically reflects the voices and experiences of the study’s participants.

Example: “ In a recent qualitative study on community responses to urban redevelopment, initial findings suggested broad support for the initiatives among residents. However, during the member checking phase, when participants reviewed and commented on the findings, a nuanced perspective emerged. Several participants highlighted that their apparent support was, in fact, resignation due to a lack of viable alternatives, rather than genuine enthusiasm for the redevelopment plans.

This feedback prompted a deeper dive into the data, revealing a pattern of resigned acceptance across a significant portion of the interviews. The conclusion was substantially revised to reflect this sentiment, emphasizing the complexity of community responses to redevelopment, which included both cautious optimism and skeptical resignation. This critical insight not only enriched the study’s validity but also had profound implications for policymakers interested in understanding the true sentiment of the affected communities.”

13. What are the key considerations when selecting a sample for phenomenological research?

The selection of a sample in phenomenological research is not about quantity but about the richness and relevance of the data that participants can provide. It requires an intimate knowledge of the research question and a deliberate choice to include participants who have experienced the phenomenon in question.

When responding to this question, it’s essential to emphasize the need for a purposeful sampling strategy that aims to capture a broad spectrum of perspectives on the phenomenon under study. Discuss the importance of sample diversity to ensure the findings are robust and reflect varied experiences. Mention the necessity of establishing clear criteria for participant selection and the willingness to adapt as the research progresses. Highlighting your commitment to ethical considerations, such as informed consent and the respectful treatment of participants’ information, will also demonstrate your thorough understanding of the nuances in qualitative sampling.

Example: “ In phenomenological research, the primary goal is to understand the essence of experiences concerning a particular phenomenon. Therefore, the key considerations for sample selection revolve around identifying individuals who have experienced the phenomenon of interest and can articulate their lived experiences. Purposeful sampling is essential to ensure that the participants chosen can provide rich, detailed accounts that contribute to a deep understanding of the phenomenon.

The diversity of the sample is also crucial. It is important to select participants who represent a range of perspectives within the phenomenon, not just a homogenous group. This might involve considering factors such as age, gender, socio-economic status, or other relevant characteristics that could influence their experiences. While the sample size in phenomenological studies is often small to allow for in-depth analysis, it is vital to ensure that the sample is varied enough to uncover a comprehensive understanding of the phenomenon.

Lastly, ethical considerations are paramount. Participants must give informed consent, understanding the nature of the study and their role in it. The researcher must also be prepared to handle sensitive information with confidentiality and respect, ensuring the participants’ well-being is prioritized throughout the study. Adapting the sample selection criteria as the study progresses is also important, as initial interviews may reveal additional nuances that require the inclusion of further varied perspectives to fully grasp the phenomenon.”

14. Which software tools do you prefer for qualitative data analysis, and for what reasons?

The choice of software tools for qualitative data analysis reflects a researcher’s approach to data synthesis and interpretation. It also indicates their proficiency with technology and their ability to leverage sophisticated features to deepen insights.

When responding, it’s essential to discuss specific features of the software tools you prefer, such as coding capabilities, ease of data management, collaborative features, or the ability to handle large datasets. Explain how these features have enhanced your research outcomes in the past. For example, you might highlight the use of NVivo for its robust coding structure that helped you organize complex data efficiently or Atlas.ti for its intuitive interface and visualization tools that made it easier to detect emerging patterns. Your response should demonstrate your analytical thought process and your commitment to rigorous qualitative analysis.

Example: “ In my qualitative research endeavors, I have found NVivo to be an invaluable tool, primarily due to its advanced coding capabilities and its ability to manage large and complex datasets effectively. The node structure in NVivo facilitates a hierarchical organization of themes, which streamlines the coding process and enhances the reliability of the data analysis. This feature was particularly beneficial in a recent project where the depth and volume of textual data required a robust system to ensure consistency and comprehensiveness in theme development.

Another tool I frequently utilize is Atlas.ti, which stands out for its user-friendly interface and powerful visualization tools. These features are instrumental in identifying and illustrating relationships between themes, thereby enriching the interpretive depth of the analysis. The network views in Atlas.ti have enabled me to construct clear visual representations of the data interconnections, which not only supported my analytical narrative but also facilitated stakeholder understanding and engagement. The combination of these tools, leveraging their respective strengths, has consistently augmented the quality and impact of my qualitative research outcomes.”

15. How do you handle discrepancies between participants’ words and actions in ethnographic research?

Ethnographic research hinges on the researcher’s ability to interpret both verbal and non-verbal data to draw meaningful conclusions. This question allows the interviewer to assess a candidate’s methodological rigor and analytical skills.

When responding, it’s essential to emphasize your systematic approach to reconciling such discrepancies. Discuss the importance of context, the use of triangulation to corroborate findings through multiple data sources, and the strategies you employ to interpret and integrate conflicting information. Highlight your commitment to ethical research practices, the ways you ensure participant understanding and consent, and your experience with reflective practice to mitigate researcher bias. Showcasing your ability to remain flexible and responsive to the data, while maintaining a clear analytical framework, will demonstrate your proficiency in qualitative research.

Example: “ In ethnographic research, discrepancies between participants’ words and actions are not only common but also a valuable source of insight. When I encounter such discrepancies, I first consider the context in which they occur, as it often holds the key to understanding the divergence. Cultural norms, social pressures, or even the presence of the researcher can influence participants’ behaviors and self-reporting. I employ triangulation, utilizing multiple data sources such as interviews, observations, and relevant documents to construct a more comprehensive understanding of the phenomena at hand.

I also engage in reflective practice to examine my own biases and assumptions that might influence data interpretation. By maintaining a stance of cultural humility and being open to the participants’ perspectives, I can better understand the reasons behind their actions and words. When integrating conflicting information, I look for patterns and themes that can reconcile the differences, often finding that they reveal deeper complexities within the social context being studied. Ethical research practices, including ensuring participant understanding and consent, are paramount throughout this process, as they help maintain the integrity of both the data and the relationships with participants.”

16. What role does reflexivity play in your research process?

Reflexivity is an ongoing self-assessment that ensures research findings are not merely a reflection of the researcher’s preconceptions, thereby increasing the credibility and authenticity of the work.

When responding, illustrate your understanding of reflexivity with examples from past research experiences. Discuss how you have actively engaged in reflexivity by questioning your assumptions, how this shaped your research design, and the methods you employed to ensure that your findings were informed by the data rather than your personal beliefs. Demonstrate your commitment to ethical research practice by highlighting how you’ve maintained an open dialogue with your participants and peers to challenge and refine your interpretations.

Example: “ Reflexivity is a cornerstone of my qualitative research methodology, as it allows me to critically examine my own influence on the research process and outcomes. In practice, I maintain a reflexive journal throughout the research process, documenting my preconceptions, emotional responses, and decision-making rationales. This ongoing self-analysis ensures that I remain aware of my potential biases and the ways in which my background and perspectives might shape the data collection and analysis.

For instance, in a recent ethnographic study, I recognized my own cultural assumptions could affect participant interactions. To mitigate this, I incorporated member checking and peer debriefing as integral parts of the research cycle. By actively seeking feedback on my interpretations from both participants and fellow researchers, I was able to challenge my initial readings of the data and uncover deeper, more nuanced insights. This reflexive approach not only enriched the research findings but also upheld the integrity and credibility of the study, fostering a more authentic and ethical representation of the participants’ experiences.”

17. Describe a complex qualitative dataset you’ve managed and how you navigated its challenges.

Managing a complex qualitative dataset requires meticulous organization, a strong grasp of research methods, and the ability to discern patterns and themes amidst a sea of words and narratives. This question evaluates the candidate’s analytical and critical thinking skills.

When responding to this question, you should focus on a specific project that exemplifies your experience with complex qualitative data. Outline the scope of the data, the methods you used for organization and analysis, and the challenges you encountered—such as data coding, thematic saturation, or ensuring reliability and validity. Discuss the strategies you implemented to address these challenges, such as iterative coding, member checking, or triangulation. By providing concrete examples, you demonstrate not only your technical ability but also your methodological rigor and dedication to producing insightful, credible research findings.

Example: “ In a recent project, I managed a complex qualitative dataset that comprised over 50 in-depth interviews, several focus groups, and field notes from participant observation. The data was rich with nuanced perspectives on community health practices, but it presented challenges in ensuring thematic saturation and maintaining a systematic approach to coding across multiple researchers.

To navigate these challenges, I employed a rigorous iterative coding process, utilizing NVivo software to facilitate organization and analysis. Initially, I conducted a round of open coding to identify preliminary themes, followed by axial coding to explore the relationships between these themes. As the dataset was extensive, I also implemented a strategy of constant comparison to refine and merge codes, ensuring thematic saturation was achieved. To enhance the reliability and validity of our findings, I organized regular peer debriefing sessions, where the research team could discuss and resolve discrepancies in coding and interpretation. Additionally, I conducted member checks with a subset of participants, which not only enriched the data but also validated our thematic constructs. This meticulous approach enabled us to develop a robust thematic framework that accurately reflected the complexity of the community’s health practices and informed subsequent policy recommendations.”

18. How do you integrate quantitative data to enhance the richness of a primarily qualitative study?

Integrating quantitative data with qualitative research can add a layer of objectivity, enhance validity, and offer a scalable dimension to the findings. This mixed-methods approach can help in identifying outliers or anomalies in qualitative data.

When responding to this question, a candidate should articulate their understanding of both qualitative and quantitative research methodologies. They should discuss specific techniques such as triangulation, where quantitative data serves as a corroborative tool for qualitative findings, or embedded analysis, where quantitative data provides a backdrop for deep qualitative exploration. The response should also include practical examples of past research scenarios where the candidate successfully merged both data types to strengthen their study, highlighting their ability to create a symbiotic relationship between numbers and narratives for richer, more robust research outcomes.

Example: “ Integrating quantitative data into a qualitative study can significantly enhance the depth and credibility of the research findings. In my experience, I employ triangulation to ensure that themes emerging from qualitative data are not only rich in context but also empirically grounded. For instance, in a study exploring patient satisfaction, while qualitative interviews might reveal nuanced patient experiences, quantitative satisfaction scores can be used to validate and quantify the prevalence of these experiences across a larger population.

Furthermore, I often use quantitative data as a formative tool to guide the qualitative inquiry. By initially analyzing patterns in quantitative data, I can identify areas that require a deeper understanding through qualitative methods. For example, if a survey indicates a trend in consumer behavior, follow-up interviews or focus groups can explore the motivations behind that trend. This embedded analysis approach ensures that qualitative findings are not only contextually informed but also quantitatively relevant, leading to a more comprehensive understanding of the research question.”

19. What is your rationale for choosing narrative inquiry over other qualitative methods in storytelling contexts?

Narrative inquiry delves into individual stories to find broader truths and patterns. This method captures the richness of how people perceive and make sense of their lives, revealing the interplay of various factors in shaping narratives.

When responding, articulate your understanding of narrative inquiry, emphasizing its strengths in capturing lived experiences and its ability to provide a detailed, insider’s view of a phenomenon. Highlight your knowledge of how narrative inquiry can uncover the nuances of storytelling, such as the role of language, emotions, and context, which are essential for a deep understanding of the subject matter. Demonstrate your ability to choose an appropriate research method based on the research question, objectives, and the nature of the data you aim to collect.

Example: “ Narrative inquiry is a powerful qualitative method that aligns exceptionally well with the exploration of storytelling contexts due to its focus on the richness of personal experience and the construction of meaning. By delving into individuals’ stories, narrative inquiry allows researchers to capture the complexities of lived experiences, which are often embedded with emotions, cultural values, and temporal elements that other methods may not fully grasp. The longitudinal nature of narrative inquiry, where stories can be collected and analyzed over time, also offers a dynamic perspective on how narratives evolve, intersect, and influence the storyteller’s identity and worldview.

In choosing narrative inquiry, one is committing to a methodological approach that honors the subjectivity and co-construction of knowledge between the researcher and participants. This approach is particularly adept at uncovering the layers of language use, symbolism, and the interplay of narratives with broader societal discourses. It is this depth and nuance that makes narrative inquiry the method of choice when the research aim is not just to catalog events but to understand the profound implications of storytelling on individual and collective levels. The method’s flexibility in accommodating different narrative forms – be it oral, written, or visual – further underscores its suitability for research that seeks to holistically capture the essence of storytelling within its natural context.”

20. How do you address potential power dynamics that may influence a participant’s responses during interviews?

Recognizing and mitigating the influence of power dynamics is essential to maintain the integrity of the data collected in qualitative research, ensuring that findings reflect the participants’ genuine perspectives.

When responding to this question, one should emphasize their awareness of such dynamics and articulate strategies to minimize their impact. This could include techniques like establishing rapport, using neutral language, ensuring confidentiality, and employing reflexivity—being mindful of one’s own influence on the conversation. Furthermore, demonstrating an understanding of how to create a safe space for open dialogue and acknowledging the importance of participant empowerment can convey a commitment to ethical and effective qualitative research practices.

Example: “ In addressing potential power dynamics, my approach begins with the conscious effort to create an environment of trust and safety. I employ active listening and empathetic engagement to establish rapport, which helps to level the conversational field. I am meticulous in using neutral, non-leading language to avoid inadvertently imposing my own assumptions or perspectives on participants. This is complemented by an emphasis on the voluntary nature of participation and the assurance of confidentiality, which together foster a space where participants feel secure in sharing their authentic experiences.

Reflexivity is a cornerstone of my practice; I continuously self-assess and acknowledge my positionality and its potential influence on the research process. By engaging in this critical self-reflection, I am better equipped to recognize and mitigate any power imbalances that may arise. Moreover, I strive to empower participants by validating their narratives and ensuring that the interview process is not just extractive but also offers them a platform to be heard and to contribute meaningfully to the research. This balanced approach not only enriches the data quality but also adheres to the ethical standards that underpin responsible qualitative research.”

Top 20 Stakeholder Interview Questions & Answers

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Research Writing and Analysis

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

Jump to DSE Guide

Purpose statement overview.

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

Good purpose statements:

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

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

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

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

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

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

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

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

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

Best Practices for Writing your Purpose Statement

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Writing your Purpose Statement

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

The Problem Statement is why I am doing the research

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

The Purpose Statement includes:

• Method of Study
• Specific Population

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

Qualitative Purpose Statement

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

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

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

Quantitative Purpose Statement

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

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

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

Sample Purpose Statements

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

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