example qualitative methodology

16 Qualitative Methods Examples

Qualitative research seeks to explore and understand individuals’ or groups’ experiences, behaviors, and social phenomena by collecting non-numerical data, such as text or images, and analyzing it in a narrative, descriptive manner.

Its strength is that it provides a deep understanding of human behavior, experiences, and social phenomena, enabling the exploration of nuances, contexts, and underlying factors that may not be evident through quantitative methods (Aurini, Heath & Howells, 2021 [ 1 ] ; Bhattacharya, 2017 [ 2 ] ).

However, its findings can be subjective, less generalizable due to smaller sample sizes, and may require a significant amount of time, effort, and expertise to collect and interpret the data accurately (Bhattacharya, 2017 [ 2 ] ; Hatch, 2023 [ 3 ] ).

Examples of qualitative research include conducting in-depth interviews to explore patients’ experiences with healthcare, utilizing focus groups to understand consumer perceptions of a product, engaging in ethnographic observation to study cultural practices, and employing case studies to investigate real-life phenomena in detail.

Qualitative Methods Examples

1. case studies.

A case study is a detailed investigation of a specific individual, group, or event over a defined period. It goes in depth in one specific case rather than achieving a broad range of participants or instances of a situation.

The main purpose of a case study is to provide an in-depth analysis and understanding of complex issues that cannot be fully captured through statistical models or broad sweeping quantitative approaches (Bhattacharya, 2017 [ 2 ] ; Lapan, Quartaroli & Riemer, 2011 [ 4 ] ).

This method often involves collecting and analyzing various forms of qualitative data such as interviews, observations, and documents.

The data is then used to construct a narrative about the case, identify themes or patterns, and draw conclusions. Case studies are often used in fields like psychology, business, and education, due to their ability to produce rich, detailed, and practical knowledge.

Real Case Study Example

Study: “Shoreline changes over last five decades and predictions for 2030 and 2040: a case study from Cuddalore, southeast coast of India.”

Explanation: This study is about estimating the shoreline changes over the past five decades in a part of the southeast coast of India at Cuddalore, and predicting the shoreline evolution for the years 2030 and 2040. This is a case study as it utilizes specific, localized data from Cuddalore to gain in-depth understanding and make future predictions about shoreline changes. However, as it’s a case study with only one location for analysis, it may not be applicable to other shorelines.

Citation: Natarajan, L., Sivagnanam, N., Usha, T., Chokkalingam, L., Sundar, S., Gowrappan, M., & Roy, P. D. (2021). Shoreline changes over last five decades and predictions for 2030 and 2040: a case study from Cuddalore, southeast coast of India.  Earth Science Informatics ,  14 , 1315-1325. ( Access Here )

See Also: Case Study Advantages and Disadvantages

2. Grounded Theory

Grounded theory is a research methodology that involves the collection and analysis of qualitative data with the aim of creating theories that are grounded in the data itself.

The defining feature of grounded theory is that it does not text a theory or hypothesis, unlike most other research approaches. Instead, it studies a phenomenon, allowing the theory to emerge naturally from the data (Atkinson, 2015 [ 5 ] ; Mills, Bonner & Francis, 2017 [ 6 ] ).

So, the study ends with a hypothesis by following the data rather than beginning with a hypothesis to be tested.

Researchers engaged in grounded theory begin with an area of study, then gather, code, and analyze the data, allowing the recurring patterns to evolve into a framework (Atkinson, 2015 [ 5 ] ; Mills, Bonner & Francis, 2017 [ 6 ] ).

This process continues up to the point of theoretical saturation, when no new information or themes are emerging from the data.

Real Grounded Theory Example

Study: “Developing a Leadership Identity.”

Developing a Leadership Identity  by Komives et al (2005) employs a grounded theory approach to develop a thesis based on the data rather than testing a hypothesis. The researchers studied the leadership identity of 13 college students taking on leadership roles. Based on their interviews, the researchers theorized that the students’ leadership identities shifted from a hierarchical view of leadership to one that embraced leadership as a collaborative concept.

Citation: Komives, S. R., Owen, J. E., Longerbeam, S. D., Mainella, F. C., & Osteen, L. (2005). Developing a leadership identity: A grounded theory.  Journal of college student development ,  46 (6), 593-611. ( Access Here )

See More Grounded Theory Examples Here

3. Ethnography

Ethnography is a research method often used in anthropology, in which the researcher immerses themselves in the community or culture they are studying (Hammersley, 2018 [ 7 ] ; Jones & Smith, 2017 [ 8 ] ).

The researcher observes, interacts, and records the daily lives, behaviors, and social interactions of the community members from their perspective.

The primary aim of ethnography is to provide rich, holistic insights into people’s views and actions, as well as the nature (i.e., sights, sounds) of the location they inhabit, through the collection of detailed observations and interviews.

During the ethnographic study, the researcher usually lives within the community, allowing them to get deeper insights than they would get from just having occasional contact (Hammersley, 2018 [ 7 ] ; Jones & Smith, 2017 [ 8 ] ).

The result is a detailed description of the community’s social practices, beliefs, and experiences, often looking at such aspects as rituals, ceremonies, interactions, and daily life.

Real Ethnography Example

Study: “Liquidated: An Ethnography of Wall.”

Liquidated: An Ethnography of Wall Street  by Karen Ho involves an anthropologist who embeds herself with Wall Street firms to study the culture of Wall Street bankers and how this culture affects the broader economy and world.

Citation: Ho, K. (2009). Liquidated: An Ethnography of Wall Street . Duke University Press. ( Access Here )

See More Ethnography Examples Here

4. Autoethnography

Autoethnography combines elements of autobiography and ethnography.

In autoethnography, researchers use their own personal experiences and reflections as the primary data source to gain insights into cultural, social, and individual phenomena (Pretorius & Cutri, 2019 [ 9 ] ).

The intent is to use personal narratives not only to understand the self, but also to understand the cultural context in which the self is situated.

By focusing on their own experiences, emotions, and responses within a specific cultural context, researchers seek to provide a rich, detailed, and personal account that sheds light on broader cultural norms , behaviors, and experiences (Pretorius & Cutri, 2019 [ 9 ] ).

This method is particularly common in social sciences and humanities, where understanding the complexity of human experiences and emotions is of principal importance.

Real Autoethnography Example

Study: “Living Without a Mobile Phone: An Autoethnography”

Living Without a Mobile Phone: An Autoethnography  by Andres Luccero (2018) is one of the more captivating academic studies I’ve engaged with in recent months. It explores themes related to the benefits and struggles of voluntarily foregoing mobile phones (including the safety fears Luccero goes through) after systematically collecting field notes over a number of years.

Citation: Lucero, A. (2018). Living without a mobile phone: An autoethnography. In  Proceedings of the 2018 Designing Interactive Systems Conference  (pp. 765-776). ( Access Here )

See More Autoethnography Examples Here

5. Phenomenology

Phenomenology is a method that focuses on the commonality of a lived experience within a particular group.

The central aim is to interpret and describe the meaning of these experiences in order to capture the ‘essence’ of the phenomenon (Neubauer, Witkop & Varpio, 2019 [ 10 ] ; Zahavi, 2018 [ 11 ] ).

Researchers utilizing this method typically gather data through interviews, written stories, artefacts or other forms of personal narratives from the individuals who have experienced the phenomenon firsthand.

Then, through a process of reflecting on these first-person descriptions, researchers aim to draw out the underlying structures and themes of the experience and thereby provide a richer and deeper understanding of the phenomenon (Neubauer, Witkop & Varpio, 2019 [ 10 ] ; Zahavi, 2018 [ 11 ] ).

Phenomenology is often used in social science, psychology, and health sciences research.

Real Phenomenology Example

Study: “A phenomenological approach to experiences with technology”

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.

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. ( Access Here )

6. Narrative Research

Narrative research involves collecting and studying individuals’ lived experiences as told through their own stories. Detailed narratives help to produce detailed and nuanced accounts of phenomena (McAlpine, 2016 [ 12 ] .

This method is typically used when researchers want to capture detailed stories or life experiences related to the study’s focal area from the perspective of participants.

The research involves gathering data through methods such as interviews, diaries, personal notes, or letters, from which narratives are then constructed and analyzed for recurring themes and patterns (McAlpine, 2016 [ 12 ] .

A key value of narrative research is its emphasis on giving voice to participants’ experiences in their own words and context, making it a powerful approach to explore personal histories, cultural narratives, and complex social issues .

Real Narrative Research Example

Study: “Learning to Labour”

Learning to Labour  by Paul Willis is perhaps one of the most famous examples of narrative research. In this study, Willis explored the personal identity narratives that working-class English boys created around work and school, demonstrating their choices to reject formal education and its middle-class values while many of them embraced hard work ethic for types of work they valued, namely, creative and productive physical labor.

Citation: Willis, P. E. (1981). Learning to Labor: How Working Class Kids Get Working Class Jobs. Columbia University Press. ( Access Here )

7. Action Research

Action Research is a participatory, problem-solving method which aims to improve concrete situations through a cycle of action and reflection (Jacobs, 2018 [ 13 ] ).

The core idea is that the researcher is not a passive observer but actively involved in the phenomenon being studied, working collaboratively with participants to solve real-world problems.

The cycle typically includes problem identification, planning for improvement, implementation of change, observation of the effects, and reflection on the process and results to adjust and refine the plan for the next cycle (Jacobs, 2018 [ 13 ] ).

This type of research is usually employed in education, healthcare, community development, or organizational studies, where the goal is to make practical improvements while also expanding knowledge.

Action research, thus, blurs the boundary between researcher and participant, prioritizing experiential learning, shared decision making and equitable relationships.

Real Action Research Example

Study: “Using Digital Sandbox Gaming to Improve Creativity Within Boys’ Writing”

Using Digital Sandbox Gaming to Improve Creativity Within Boys’ Writing  by Ellison and Drew 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.

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. ( Access Here )

See More Action Research Examples Here

8. Focus Group Research

Focus group research is a form of qualitative research where a group of people are asked about their attitudes, beliefs, experiences, and reactions to a specific subject, product, concept, or idea.

The interaction between the group members is observed and used for gathering data, as it can provide additional depth and complexity to the understanding of the topic being discussed (Guest, Namey & McKenna, 2017 [ 14 ] ; Kamberelis & Dimitriadis, 2013 [ 15 ] ).

Focus group usually involves 6-12 participants, led by a trained facilitator who guides the discussion and ensures everyone’s voice is heard.

Data collected in focus groups can be analyzed qualitatively to identify themes, patterns, or trends in people’s perceptions and experiences.

This research method is widely used in marketing, political studies, public health, and social sciences, due to its ability to provide rich, detailed and nuanced data.

Real Focus Group Example

Study: “Why people use herbal medicine: insights from a focus-group study in Germany.”

.This study investigates the reasons why people in Germany choose to use herbal medicine, including usage aims, factors associated with illness type, and sources of information. The study used a focus group approach, conducting six focus groups with 46 participants of varying ages, then analyzing the data using a content analysis method, which I’ll explain later in this article.

Citation: Welz, A. N., Emberger-Klein, A., & Menrad, K. (2018). Why people use herbal medicine: insights from a focus-group study in Germany.  BMC complementary and alternative medicine ,  18 , 1-9. ( Access Here )

See More Focus Group Examples Here

9. Semi-Structured Interviewing

Semi-structured interviewing is a common method of data collection in qualitative research where the interviewer directs the conversation using a predetermined set of open-ended questions, but with flexibility to explore topics in more depth (Aurini, Heath & Howells, 2021 [ 1 ] ; Bhattacharya, 2017 [ 2 ] ).

This type of interview does not follow a strict form, allowing the interviewee to express their thoughts and feelings more freely and the interviewer to adapt and probe further based on their responses.

Semi-structured interviews can cover a wide range of topics, gain detailed information, and provide a more nuanced understanding of the interviewee’s perspective and context.

While each interview is guided by a consistent list of topics (interview guide), the order can change depending on the flow of conversation, and additional questions can be asked for clarification or further exploration (Aurini, Heath & Howells, 2021 [ 1 ] .

Real Semi-Structured Interview Example

Study: “English professional football players concussion knowledge and attitude.”

The study examines the knowledge and attitude of English professional football players towards concussion and the misconceptions that exist about it. Semi-structured interviews were conducted to gather in-depth information about the players’ understanding of concussions and establish whether their intended behavior aligns with their knowledge.

Citation: Williams, J. M., Langdon, J. L., McMillan, J. L., & Buckley, T. A. (2016). English professional football players concussion knowledge and attitude.  Journal of sport and health science ,  5 (2), 197-204. ( Access Here )

10. Structured Interviewing

Structured interviewing is a quantitative research method where all participants are asked the same predetermined and standardized set of questions, with the same wording and in the same order (Aurini, Heath & Howells, 2021 [ 1 ] ; Bhattacharya, 2017 [ 2 ] ).

The structured interview format ensures that comparison and statistical analysis is possible since every respondent is asked exactly the same questions.

Response categories are also often predetermined and fixed, limiting the scope for exploring issues in depth, but permitting the gathering of consistent, comparable data (Aurini, Heath & Howells, 2021 [ 1 ] ; Bhattacharya, 2017 [ 2 ] ).

Structured interviewing reduces the potential impact of interviewer bias, enabling more objectivity in the responses.

This method is commonly used in large-scale surveys, market research, and social science research where researchers are interested in measuring trends, comparison between groups, or relationships between variables.

Real Structured Interview Example

Study: “Tell us about your leadership style: A structured interview approach for assessing leadership behavior constructs”

This study investigates the application of the structured interview method as a way to assess leadership behavior based on Yukl’s leadership taxonomy and examine its ability to predict leadership outcomes. The study uses structured interviews by having supervisors answer questions based on specific leadership constructs and situations, which are then analyzed and compared to other leadership measures such as self-assessments and subordinate ratings.

Citation: Heimann, A. L., Ingold, P. V., & Kleinmann, M. (2020). Tell us about your leadership style: A structured interview approach for assessing leadership behavior constructs.  The Leadership Quarterly ,  31 (4), 101364. ( Access Here )

11. Observational Research

Observational research is a qualitative research method where researchers observe participants in their natural setting without any direct involvement or intervention (Seim, 2021 [ 16 ] ; Lapan, Quartaroli & Riemer, 2011 [ 4 ] ).

The aim is to study people’s behavior, interactions, routines or events as they naturally occur, and as a result, gain a more authentic and holistic understanding of the phenomena being studied.

Methods of observation can vary vastly ranging from completely unobtrusive and passive observations, where participants are unaware they are being observed, to participant observations, where researchers immerse themselves into the groups to gain firsthand experience (Seim, 2021 [ 16 ] ).

The information gathered can be rich and detailed, including body language, expressions, and the context and sequence of events, offering insights that are not possible through traditional survey and experimental methods.

Real Observational Research Example

Study: “Influence of models’ reinforcement contingencies on the acquisition of imitative responses.”

The Bobo Doll Experiment  by Albert Bandura is the quintessential observational study. Bandura had children watch adults interacting with a doll. Half saw adults acting roughly with the doll, the other half saw parents acting carefully with the doll. Then, Bandura observed children playing with a doll. His observations revealed that children’s observations of adult actions affect how the children will subsequently treat the doll.

Citation: Bandura, A. (1965). Influence of models’ reinforcement contingencies on the acquisition of imitative responses.  Journal of Personality and Social Psychology, 1 (6), 589–595. ( Access Here )

See More Observational Research Examples Here

12. Delphi Method

The Delphi Method is a structured communication technique used in qualitative research that relies on a panel of experts (Brady, 2015 [ 17 ] ).

The process begins with researchers presenting a problem to the experts who respond individually, usually through a series of questionnaires or online surveys.

Responses are collected and summarized anonymously, then feedback is given to the group, allowing experts to revise their earlier answers based on the replies of their peers (Brady, 2015 [ 17 ] ).

Throughout multiple rounds, the group seeks to reach a consensus on the issue being investigated while minimizing bias because of group interaction.

The Delphi method is often used in predictive research, policy-making, decision-support, and system and technology forecasting where expert opinions are valuable.

Real Delphi Method Example

Study: “Assessing advisor competencies: A Delphi method study.”

This study aims to identify essential competencies for entry-level academic advisors. The Delphi method was employed through surveys administered to academic advisors with 5 or more years of experience, and their responses were analyzed to build consensus on the essential competencies for entry-level academic advisors. A consensus was reached on three essential competencies: Communication skills, interpersonal skills, and knowledge of university policies and resources.

Citation: Menke, D., Stuck, S., & Ackerson, S. (2018). Assessing advisor competencies: A Delphi method study.  The Journal of the National Academic Advising Association ,  38 (1), 12-21. ( Access Here )

13. Textual & Content Analysis

Textual analysis , also known as content analysis, is a qualitative research method used to interpret the content and meaning of textual material in a systematic way.

Researchers using this approach analyze the communication content (like books, essays, interviews, speeches, online posts, etc.) in order to decipher patterns, themes, biases, and other cultural, societal, or thematic elements.

A researcher might analyze the themes, symbols, motifs, dialogues, plot structures, or stylistic choices in a text, in an attempt to understand how these elements contribute to its overall meaning and potential effects on its audience.

I have a detailed explanation of how to conduct a qualitative content analysis in my article on inductive coding , and I also highly recommend Attride-Stirling’s (2001) [ 18 ] article on thematic network analysis for a step-by-step guide.

Textual analysis is commonly used in fields such as communication studies, literature, history, sociology, cultural studies, media studies, and more.

Real Textual Analysis Example

Study: “Making sense of “alternative”, “complementary”, “unconventional” and “integrative” medicine.”

This study analyzes the usage and evolution of terms like “alternative”, “complementary”, “unconventional” and “integrative” in medicine. It uses textual analysis by breaking down and examining the context, meaning, and usage of these terms in influential medical publications between 1970 and 2013 to understand their significance and implications in the discourse of unconventional medicine.

Citation: Ng, J. Y., Boon, H. S., Thompson, A. K., & Whitehead, C. R. (2016). Making sense of “alternative”, “complementary”, “unconventional” and “integrative” medicine: exploring the terms and meanings through a textual analysis.  BMC complementary and alternative medicine ,  16 (1), 1-18. ( Access Here )

See More Content Analysis Examples Here

14. Discourse Analysis

Discourse analysis is a qualitative research method used to analyze written, verbal, or sign language use or any significant semiotic event. It differs from textual analysis in its focus on the concept of emergent and dominant discourses , based on Foucauldian theory (Fairclough, 2013 [ 19 ] ).

The main purpose is to understand how language is used in real-life situations and uncover the social, cultural, and psychological structures that underlie the text or talk in its specific context (i.e. the discourses).

Discourse analysis considers language at several levels, such as sounds, words, sentences, speech acts, conversations, and narratives, and explores how these elements shape and are shaped by social practices, identities, relationships, and power dynamics.

It also looks beyond explicit meaning to explore implicit messages, underlying assumptions, and ideological standpoints that are conveyed through language.

This method is applied in a wide range of disciplines, including linguistics, psychology, sociology, anthropology, communication studies, and cognitive and cultural studies.

Real Discourse Analysis Example

Study: “How is Islam portrayed in western media? A critical discourse analysis perspective.”

How is Islam Portrayed in Western Media?  By Poorebrahim and Zarei (2013) represents a typical critical discourse analysis. This study combs through a corpus of western media texts to explore the language forms that are used in relation to Islam and Muslims, finding that they are overly stereotyped, which may represent anti-Islam bias or failure to understand the Islamic world.

Citation: Poorebrahim, F., & Zarei, G. (2013). How is Islam portrayed in western media? A critical discourse analysis perspective.  International Journal of Foreign Language Teaching and Research ,  1 (2), 57-75. ( Access Here )

See More Discourse Analysis Examples Here

15. Life History Research

Life history research is a qualitative methodology that focuses on understanding people’s lives and experiences through their personal narratives over a prolonged period, usually their entire life (Goodson & Sykes, 2016 [ 20 ] ) .

The objective is to gain in-depth insight into the subjective experiences, cultural contexts, identity development, decision-making processes, and changes over time.

Methods commonly used in life history research include interviews, diaries, photo elicitation or other artifacts, aiming to capture a rich, detailed, and holistic account of the person’s life (Goodson & Sykes, 2016 [ 20 ] ).

In interpreting the data, researchers pay attention to how the individual makes sense of their life trajectory, the pivotal moments, their relationships, and how historical and sociocultural contexts influence their life events and perceptions.

The life history method is suitable for research in diverse fields such as education, psychology, sociology, anthropology, and health sciences, particularly when studying themes like identity, resilience, transformation, and moral development over time.

Study: “The study of life history: Gandhi.”

The Study of Life History: Gandhi  by David Mandelbaum conducts a life history analysis of Gandhi by exploring his biographies and texts about his life. Through this analysis, Mandelbaum contextualized Gandhi’s life achievements and decisions in the banal experiences of fatherhood an nationhood, with an attempt to humanize the Indian hero and re-imagine his role in the development of modern India.

Citation: Mandelbaum, D. G. (1973). The study of life history: Gandhi.  Current anthropology ,  14 (3), 177-206. ( Access Here )

16. Semiotic Analysis

Semiotic analysis is like textual analysis, but has its own range of methods for examining how multimodal texts (images, video, movements) convey meaning in cultural contexts (Andersen et al., 2015 [ 21 ] ; Gualberto & Kress, 2019 [ 22 ] ).

The approach acknowledges that things (signs) can stand for something else and carry a particular meaning, especially within a social or cultural contexts.

So, this approach involves examining the signs and symbols that are used in various forms of communication, such as language, imagery, body language, music, and even things like fashion and food (Gualberto & Kress, 2019 [ 22 ] ).

The process of this method typically includes identifying the signs, exploring the system or code that organizes these signs (syntax), and interpreting how these signs work to inform or influence our ideas and beliefs (semantics).

By providing these insights, semiotic analysis helps researchers understand societal norms, cultural values , power relations, ideological beliefs, and more.

Study: “Visualizing teens and technology: A social semiotic analysis of stock photography and news media imagery.”

This study provides an analysis of how teenagers and their usage of digital media are visually represented in stock photography and news media imagery. Semiotic analysis is used to discern the meanings embedded in these visual representations and identify recurring patterns through the exploration of representational, compositional, and interpersonal meanings to uncover the underlying ideologies at play.

Citation: Thurlow, C., Aiello, G., & Portmann, L. (2020). Visualizing teens and technology: A social semiotic analysis of stock photography and news media imagery.  New media & society ,  22 (3), 528-549. ( Access Here )

Pros and Cons of Qualitative Research

Qualitative research offers a profound understanding of human behaviors , experiences, and the underlying factors driving these phenomena, which often cannot be achieved through quantitative methods.

By employing methods like in-depth interviews, focus groups, or ethnographic studies, most types of qualitative research allow for a detailed exploration of complex issues , providing rich, contextual insights (Bhattacharya, 2017 [ 2 ] ; Merriam & Tisdell, 2015 [ 23 ] ).

Furthermore, the flexible design of qualitative research enables researchers to adjust their approaches as new themes or patterns emerge during the study, allowing for a more nuanced understanding of the research topic.

However, one of the significant disadvantages of qualitative research is its potential for subjectivity (Hatch, 2023 [ 3 ] ; Weaver-Hightower, 2018 [ 24 ] ). The researcher’s perspectives and interactions with participants can influence the data collection and interpretation, possibly leading to biased or skewed findings.

Additionally, the inherent nature of qualitative research, which often relies on small, non-random samples, may result in findings that are not easily generalizable to a larger population (Bhattacharya, 2017 [ 2 ] ; Lapan, Quartaroli & Riemer, 2011 [ 4 ] ). This lack of generalizability can be a drawback when the goal is to make broader inferences or when comparing findings across different groups or settings.

The following table summarizes the pros and cons:

Read More about Qualitative Research Here

Before you Go

When doing qualitative research, you’ll need to know about qualitative variables. So, read my guide to qualitative variables next – it’ll help with writing your methodology section in your dissertation!

[1] Aurini, J. D., Heath, M., & Howells, S. (2021). The How To of Qualitative Research . SAGE Publications.

[2] Bhattacharya, K. (2017). Fundamentals of Qualitative Research: A Practical Guide . Taylor & Francis.

[3] Hatch, J. A. (2023). Doing Qualitative Research in Education Settings, Second Edition . State University of New York Press.

[4] Lapan, S. D., Quartaroli, M. T., & Riemer, F. J. (2011). Qualitative Research: An Introduction to Methods and Designs . Wiley.

[5] Atkinson, P. (2015). Grounded theory and the constant comparative method: Valid qualitative research strategies for educators.  Journal of Emerging Trends in Educational Research and Policy Studies, 6 (1), 83-86. ( Source )

[6] Mills, J., Bonner, A., & Francis, K. (2017). Adopting a Constructivist Approach to Grounded Theory: Implications for Research Design.  International Journal of Nursing Practice, 13 (2), 81-89. ( Source )

[7] Hammersley, M. (2018). What is ethnography? Can it survive? Should it?.  Ethnography and education ,  13 (1), 1-17. ( Source )

[8] Jones, J., & Smith, J. (2017). Ethnography: challenges and opportunities.  Evidence-Based Nursing ,  20 (4), 98-100. ( Source )

[9] Pretorius, L., & Cutri, J. (2019). Autoethnography: Researching personal experiences.  Wellbeing in doctoral education: Insights and guidance from the student experience , 27-34. ( Source )

[10] Neubauer, B. E., Witkop, C. T., & Varpio, L. (2019). How phenomenology can help us learn from the experiences of others.  Perspectives on medical education ,  8 , 90-97. ( Source )

[11] Zahavi, D. (2018).  Phenomenology: the basics . Routledge.

[12] McAlpine, L. (2016). Why might you use narrative methodology? A story about narrative.  Eesti Haridusteaduste Ajakiri. Estonian Journal of Education ,  4 (1), 32-57. ( Source )

[13] Jacobs, S. D. (2018). A history and analysis of the evolution of action and participatory action research.  The Canadian Journal of Action Research ,  19 (3), 34-52. ( Source )

[14] Guest, G., Namey, E., & McKenna, K. (2017). How many focus groups are enough? Building an evidence base for nonprobability sample sizes.  Field methods ,  29 (1), 3-22. ( Source )

[15] Kamberelis, G., & Dimitriadis, G. (2013). Focus Groups: From Structured Interviews to Collective Conversations . London: Routledge.

[16] Seim, J. (2021). Participant observation, observant participation, and hybrid ethnography.  Sociological Methods & Research , 0049124120986209. ( Source )

[17] Brady, S. R. (2015). Utilizing and adapting the Delphi method for use in qualitative research.  International Journal of Qualitative Methods ,  14 (5), 1609406915621381.

[18] Attride-Stirling, J. (2001). Thematic networks: an analytic tool for qualitative research.  Qualitative research ,  1 (3), 385-405.

[19] Fairclough, N. (2013).  Critical discourse analysis: The critical study of language . London: Routledge.

[20] Goodson, I., & Sikes, P. (2016). Techniques for doing life history. In  The Routledge international handbook on narrative and life history  (pp. 82-98). Routledge.

[21] Andersen, T. H., Boeriis, M., Maagerø, E., & Tonnessen, E. S. (2015).  Social semiotics: Key figures, new directions . Routledge.

[22] Gualberto, C., & Kress, G. (2019). Social semiotics.  The international encyclopedia of media literacy , 1-9.

[23] Merriam, S. B., & Tisdell, E. J. (2015). Qualitative Research: A Guide to Design and Implementation . Wiley.

[24] Weaver-Hightower, M. B. (2018). How to Write Qualitative Research . Taylor & Francis.

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 44 Maslow’s Hierarchy of Needs Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ Bronfenbrenner's Ecological Systems Theory (Pros & Cons)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ Social Exchange Theory: Definition and Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 10 Cognitive Dissonance Examples

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Research Methodologies

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Qualitative Research Methodologies

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What is qualitative research.

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

Qualitative research methods can be used to study:

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

Qualitative Research Approaches

Action research.

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

Ethnography

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

Grounded Theory

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

Narrative Research

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

Phenomenology

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

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

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

Focus Groups

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

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

Observational Study

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

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

Open-Ended Surveys

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

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

Structured or Semi-Structured Interviews

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

• Gibbs, D., Haven-Tang, C., & Ritchie, C. (2021). Harmless flirtations or co-creation? Exploring flirtatious encounters in hospitable experiences. Tourism & Hospitality Research, 21(4), 473–486.
• Hongying Dai, Ramos, A., Tamrakar, N., Cheney, M., Samson, K., & Grimm, B. (2021). School personnel’s responses to school-based vaping prevention program: A qualitative study. Health Behavior & Policy Review, 8(2), 130–147.
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Chapter 1. Introduction

“Science is in danger, and for that reason it is becoming dangerous” -Pierre Bourdieu, Science of Science and Reflexivity

Why an Open Access Textbook on Qualitative Research Methods?

I have been teaching qualitative research methods to both undergraduates and graduate students for many years.  Although there are some excellent textbooks out there, they are often costly, and none of them, to my mind, properly introduces qualitative research methods to the beginning student (whether undergraduate or graduate student).  In contrast, this open-access textbook is designed as a (free) true introduction to the subject, with helpful, practical pointers on how to conduct research and how to access more advanced instruction.  

Textbooks are typically arranged in one of two ways: (1) by technique (each chapter covers one method used in qualitative research); or (2) by process (chapters advance from research design through publication).  But both of these approaches are necessary for the beginner student.  This textbook will have sections dedicated to the process as well as the techniques of qualitative research.  This is a true “comprehensive” book for the beginning student.  In addition to covering techniques of data collection and data analysis, it provides a road map of how to get started and how to keep going and where to go for advanced instruction.  It covers aspects of research design and research communication as well as methods employed.  Along the way, it includes examples from many different disciplines in the social sciences.

The primary goal has been to create a useful, accessible, engaging textbook for use across many disciplines.  And, let’s face it.  Textbooks can be boring.  I hope readers find this to be a little different.  I have tried to write in a practical and forthright manner, with many lively examples and references to good and intellectually creative qualitative research.  Woven throughout the text are short textual asides (in colored textboxes) by professional (academic) qualitative researchers in various disciplines.  These short accounts by practitioners should help inspire students.  So, let’s begin!

What is Research?

When we use the word research , what exactly do we mean by that?  This is one of those words that everyone thinks they understand, but it is worth beginning this textbook with a short explanation.  We use the term to refer to “empirical research,” which is actually a historically specific approach to understanding the world around us.  Think about how you know things about the world. [1] You might know your mother loves you because she’s told you she does.  Or because that is what “mothers” do by tradition.  Or you might know because you’ve looked for evidence that she does, like taking care of you when you are sick or reading to you in bed or working two jobs so you can have the things you need to do OK in life.  Maybe it seems churlish to look for evidence; you just take it “on faith” that you are loved.

Only one of the above comes close to what we mean by research.  Empirical research is research (investigation) based on evidence.  Conclusions can then be drawn from observable data.  This observable data can also be “tested” or checked.  If the data cannot be tested, that is a good indication that we are not doing research.  Note that we can never “prove” conclusively, through observable data, that our mothers love us.  We might have some “disconfirming evidence” (that time she didn’t show up to your graduation, for example) that could push you to question an original hypothesis , but no amount of “confirming evidence” will ever allow us to say with 100% certainty, “my mother loves me.”  Faith and tradition and authority work differently.  Our knowledge can be 100% certain using each of those alternative methods of knowledge, but our certainty in those cases will not be based on facts or evidence.

For many periods of history, those in power have been nervous about “science” because it uses evidence and facts as the primary source of understanding the world, and facts can be at odds with what power or authority or tradition want you to believe.  That is why I say that scientific empirical research is a historically specific approach to understand the world.  You are in college or university now partly to learn how to engage in this historically specific approach.

In the sixteenth and seventeenth centuries in Europe, there was a newfound respect for empirical research, some of which was seriously challenging to the established church.  Using observations and testing them, scientists found that the earth was not at the center of the universe, for example, but rather that it was but one planet of many which circled the sun. [2]   For the next two centuries, the science of astronomy, physics, biology, and chemistry emerged and became disciplines taught in universities.  All used the scientific method of observation and testing to advance knowledge.  Knowledge about people , however, and social institutions, however, was still left to faith, tradition, and authority.  Historians and philosophers and poets wrote about the human condition, but none of them used research to do so. [3]

It was not until the nineteenth century that “social science” really emerged, using the scientific method (empirical observation) to understand people and social institutions.  New fields of sociology, economics, political science, and anthropology emerged.  The first sociologists, people like Auguste Comte and Karl Marx, sought specifically to apply the scientific method of research to understand society, Engels famously claiming that Marx had done for the social world what Darwin did for the natural world, tracings its laws of development.  Today we tend to take for granted the naturalness of science here, but it is actually a pretty recent and radical development.

To return to the question, “does your mother love you?”  Well, this is actually not really how a researcher would frame the question, as it is too specific to your case.  It doesn’t tell us much about the world at large, even if it does tell us something about you and your relationship with your mother.  A social science researcher might ask, “do mothers love their children?”  Or maybe they would be more interested in how this loving relationship might change over time (e.g., “do mothers love their children more now than they did in the 18th century when so many children died before reaching adulthood?”) or perhaps they might be interested in measuring quality of love across cultures or time periods, or even establishing “what love looks like” using the mother/child relationship as a site of exploration.  All of these make good research questions because we can use observable data to answer them.

What is Qualitative Research?

“All we know is how to learn. How to study, how to listen, how to talk, how to tell.  If we don’t tell the world, we don’t know the world.  We’re lost in it, we die.” -Ursula LeGuin, The Telling

At its simplest, qualitative research is research about the social world that does not use numbers in its analyses.  All those who fear statistics can breathe a sigh of relief – there are no mathematical formulae or regression models in this book! But this definition is less about what qualitative research can be and more about what it is not.  To be honest, any simple statement will fail to capture the power and depth of qualitative research.  One way of contrasting qualitative research to quantitative research is to note that the focus of qualitative research is less about explaining and predicting relationships between variables and more about understanding the social world.  To use our mother love example, the question about “what love looks like” is a good question for the qualitative researcher while all questions measuring love or comparing incidences of love (both of which require measurement) are good questions for quantitative researchers. Patton writes,

Qualitative data describe.  They take us, as readers, into the time and place of the observation so that we know what it was like to have been there.  They capture and communicate someone else’s experience of the world in his or her own words.  Qualitative data tell a story. ( Patton 2002:47 )

Qualitative researchers are asking different questions about the world than their quantitative colleagues.  Even when researchers are employed in “mixed methods” research ( both quantitative and qualitative), they are using different methods to address different questions of the study.  I do a lot of research about first-generation and working-college college students.  Where a quantitative researcher might ask, how many first-generation college students graduate from college within four years? Or does first-generation college status predict high student debt loads?  A qualitative researcher might ask, how does the college experience differ for first-generation college students?  What is it like to carry a lot of debt, and how does this impact the ability to complete college on time?  Both sets of questions are important, but they can only be answered using specific tools tailored to those questions.  For the former, you need large numbers to make adequate comparisons.  For the latter, you need to talk to people, find out what they are thinking and feeling, and try to inhabit their shoes for a little while so you can make sense of their experiences and beliefs.

Examples of Qualitative Research

You have probably seen examples of qualitative research before, but you might not have paid particular attention to how they were produced or realized that the accounts you were reading were the result of hours, months, even years of research “in the field.”  A good qualitative researcher will present the product of their hours of work in such a way that it seems natural, even obvious, to the reader.  Because we are trying to convey what it is like answers, qualitative research is often presented as stories – stories about how people live their lives, go to work, raise their children, interact with one another.  In some ways, this can seem like reading particularly insightful novels.  But, unlike novels, there are very specific rules and guidelines that qualitative researchers follow to ensure that the “story” they are telling is accurate , a truthful rendition of what life is like for the people being studied.  Most of this textbook will be spent conveying those rules and guidelines.  Let’s take a look, first, however, at three examples of what the end product looks like.  I have chosen these three examples to showcase very different approaches to qualitative research, and I will return to these five examples throughout the book.  They were all published as whole books (not chapters or articles), and they are worth the long read, if you have the time.  I will also provide some information on how these books came to be and the length of time it takes to get them into book version.  It is important you know about this process, and the rest of this textbook will help explain why it takes so long to conduct good qualitative research!

Example 1 : The End Game (ethnography + interviews)

Corey Abramson is a sociologist who teaches at the University of Arizona.   In 2015 he published The End Game: How Inequality Shapes our Final Years ( 2015 ). This book was based on the research he did for his dissertation at the University of California-Berkeley in 2012.  Actually, the dissertation was completed in 2012 but the work that was produced that took several years.  The dissertation was entitled, “This is How We Live, This is How We Die: Social Stratification, Aging, and Health in Urban America” ( 2012 ).  You can see how the book version, which was written for a more general audience, has a more engaging sound to it, but that the dissertation version, which is what academic faculty read and evaluate, has a more descriptive title.  You can read the title and know that this is a study about aging and health and that the focus is going to be inequality and that the context (place) is going to be “urban America.”  It’s a study about “how” people do something – in this case, how they deal with aging and death.  This is the very first sentence of the dissertation, “From our first breath in the hospital to the day we die, we live in a society characterized by unequal opportunities for maintaining health and taking care of ourselves when ill.  These disparities reflect persistent racial, socio-economic, and gender-based inequalities and contribute to their persistence over time” ( 1 ).  What follows is a truthful account of how that is so.

Cory Abramson spent three years conducting his research in four different urban neighborhoods.  We call the type of research he conducted “comparative ethnographic” because he designed his study to compare groups of seniors as they went about their everyday business.  It’s comparative because he is comparing different groups (based on race, class, gender) and ethnographic because he is studying the culture/way of life of a group. [4]   He had an educated guess, rooted in what previous research had shown and what social theory would suggest, that people’s experiences of aging differ by race, class, and gender.  So, he set up a research design that would allow him to observe differences.  He chose two primarily middle-class (one was racially diverse and the other was predominantly White) and two primarily poor neighborhoods (one was racially diverse and the other was predominantly African American).  He hung out in senior centers and other places seniors congregated, watched them as they took the bus to get prescriptions filled, sat in doctor’s offices with them, and listened to their conversations with each other.  He also conducted more formal conversations, what we call in-depth interviews, with sixty seniors from each of the four neighborhoods.  As with a lot of fieldwork , as he got closer to the people involved, he both expanded and deepened his reach –

By the end of the project, I expanded my pool of general observations to include various settings frequented by seniors: apartment building common rooms, doctors’ offices, emergency rooms, pharmacies, senior centers, bars, parks, corner stores, shopping centers, pool halls, hair salons, coffee shops, and discount stores. Over the course of the three years of fieldwork, I observed hundreds of elders, and developed close relationships with a number of them. ( 2012:10 )

When Abramson rewrote the dissertation for a general audience and published his book in 2015, it got a lot of attention.  It is a beautifully written book and it provided insight into a common human experience that we surprisingly know very little about.  It won the Outstanding Publication Award by the American Sociological Association Section on Aging and the Life Course and was featured in the New York Times .  The book was about aging, and specifically how inequality shapes the aging process, but it was also about much more than that.  It helped show how inequality affects people’s everyday lives.  For example, by observing the difficulties the poor had in setting up appointments and getting to them using public transportation and then being made to wait to see a doctor, sometimes in standing-room-only situations, when they are unwell, and then being treated dismissively by hospital staff, Abramson allowed readers to feel the material reality of being poor in the US.  Comparing these examples with seniors with adequate supplemental insurance who have the resources to hire car services or have others assist them in arranging care when they need it, jolts the reader to understand and appreciate the difference money makes in the lives and circumstances of us all, and in a way that is different than simply reading a statistic (“80% of the poor do not keep regular doctor’s appointments”) does.  Qualitative research can reach into spaces and places that often go unexamined and then reports back to the rest of us what it is like in those spaces and places.

Example 2: Racing for Innocence (Interviews + Content Analysis + Fictional Stories)

Jennifer Pierce is a Professor of American Studies at the University of Minnesota.  Trained as a sociologist, she has written a number of books about gender, race, and power.  Her very first book, Gender Trials: Emotional Lives in Contemporary Law Firms, published in 1995, is a brilliant look at gender dynamics within two law firms.  Pierce was a participant observer, working as a paralegal, and she observed how female lawyers and female paralegals struggled to obtain parity with their male colleagues.

Fifteen years later, she reexamined the context of the law firm to include an examination of racial dynamics, particularly how elite white men working in these spaces created and maintained a culture that made it difficult for both female attorneys and attorneys of color to thrive. Her book, Racing for Innocence: Whiteness, Gender, and the Backlash Against Affirmative Action , published in 2012, is an interesting and creative blending of interviews with attorneys, content analyses of popular films during this period, and fictional accounts of racial discrimination and sexual harassment.  The law firm she chose to study had come under an affirmative action order and was in the process of implementing equitable policies and programs.  She wanted to understand how recipients of white privilege (the elite white male attorneys) come to deny the role they play in reproducing inequality.  Through interviews with attorneys who were present both before and during the affirmative action order, she creates a historical record of the “bad behavior” that necessitated new policies and procedures, but also, and more importantly , probed the participants ’ understanding of this behavior.  It should come as no surprise that most (but not all) of the white male attorneys saw little need for change, and that almost everyone else had accounts that were different if not sometimes downright harrowing.

I’ve used Pierce’s book in my qualitative research methods courses as an example of an interesting blend of techniques and presentation styles.  My students often have a very difficult time with the fictional accounts she includes.  But they serve an important communicative purpose here.  They are her attempts at presenting “both sides” to an objective reality – something happens (Pierce writes this something so it is very clear what it is), and the two participants to the thing that happened have very different understandings of what this means.  By including these stories, Pierce presents one of her key findings – people remember things differently and these different memories tend to support their own ideological positions.  I wonder what Pierce would have written had she studied the murder of George Floyd or the storming of the US Capitol on January 6 or any number of other historic events whose observers and participants record very different happenings.

This is not to say that qualitative researchers write fictional accounts.  In fact, the use of fiction in our work remains controversial.  When used, it must be clearly identified as a presentation device, as Pierce did.  I include Racing for Innocence here as an example of the multiple uses of methods and techniques and the way that these work together to produce better understandings by us, the readers, of what Pierce studied.  We readers come away with a better grasp of how and why advantaged people understate their own involvement in situations and structures that advantage them.  This is normal human behavior , in other words.  This case may have been about elite white men in law firms, but the general insights here can be transposed to other settings.  Indeed, Pierce argues that more research needs to be done about the role elites play in the reproduction of inequality in the workplace in general.

Example 3: Amplified Advantage (Mixed Methods: Survey Interviews + Focus Groups + Archives)

The final example comes from my own work with college students, particularly the ways in which class background affects the experience of college and outcomes for graduates.  I include it here as an example of mixed methods, and for the use of supplementary archival research.  I’ve done a lot of research over the years on first-generation, low-income, and working-class college students.  I am curious (and skeptical) about the possibility of social mobility today, particularly with the rising cost of college and growing inequality in general.  As one of the few people in my family to go to college, I didn’t grow up with a lot of examples of what college was like or how to make the most of it.  And when I entered graduate school, I realized with dismay that there were very few people like me there.  I worried about becoming too different from my family and friends back home.  And I wasn’t at all sure that I would ever be able to pay back the huge load of debt I was taking on.  And so I wrote my dissertation and first two books about working-class college students.  These books focused on experiences in college and the difficulties of navigating between family and school ( Hurst 2010a, 2012 ).  But even after all that research, I kept coming back to wondering if working-class students who made it through college had an equal chance at finding good jobs and happy lives,

What happens to students after college?  Do working-class students fare as well as their peers?  I knew from my own experience that barriers continued through graduate school and beyond, and that my debtload was higher than that of my peers, constraining some of the choices I made when I graduated.  To answer these questions, I designed a study of students attending small liberal arts colleges, the type of college that tried to equalize the experience of students by requiring all students to live on campus and offering small classes with lots of interaction with faculty.  These private colleges tend to have more money and resources so they can provide financial aid to low-income students.  They also attract some very wealthy students.  Because they enroll students across the class spectrum, I would be able to draw comparisons.  I ended up spending about four years collecting data, both a survey of more than 2000 students (which formed the basis for quantitative analyses) and qualitative data collection (interviews, focus groups, archival research, and participant observation).  This is what we call a “mixed methods” approach because we use both quantitative and qualitative data.  The survey gave me a large enough number of students that I could make comparisons of the how many kind, and to be able to say with some authority that there were in fact significant differences in experience and outcome by class (e.g., wealthier students earned more money and had little debt; working-class students often found jobs that were not in their chosen careers and were very affected by debt, upper-middle-class students were more likely to go to graduate school).  But the survey analyses could not explain why these differences existed.  For that, I needed to talk to people and ask them about their motivations and aspirations.  I needed to understand their perceptions of the world, and it is very hard to do this through a survey.

By interviewing students and recent graduates, I was able to discern particular patterns and pathways through college and beyond.  Specifically, I identified three versions of gameplay.  Upper-middle-class students, whose parents were themselves professionals (academics, lawyers, managers of non-profits), saw college as the first stage of their education and took classes and declared majors that would prepare them for graduate school.  They also spent a lot of time building their resumes, taking advantage of opportunities to help professors with their research, or study abroad.  This helped them gain admission to highly-ranked graduate schools and interesting jobs in the public sector.  In contrast, upper-class students, whose parents were wealthy and more likely to be engaged in business (as CEOs or other high-level directors), prioritized building social capital.  They did this by joining fraternities and sororities and playing club sports.  This helped them when they graduated as they called on friends and parents of friends to find them well-paying jobs.  Finally, low-income, first-generation, and working-class students were often adrift.  They took the classes that were recommended to them but without the knowledge of how to connect them to life beyond college.  They spent time working and studying rather than partying or building their resumes.  All three sets of students thought they were “doing college” the right way, the way that one was supposed to do college.   But these three versions of gameplay led to distinct outcomes that advantaged some students over others.  I titled my work “Amplified Advantage” to highlight this process.

These three examples, Cory Abramson’s The End Game , Jennifer Peirce’s Racing for Innocence, and my own Amplified Advantage, demonstrate the range of approaches and tools available to the qualitative researcher.  They also help explain why qualitative research is so important.  Numbers can tell us some things about the world, but they cannot get at the hearts and minds, motivations and beliefs of the people who make up the social worlds we inhabit.  For that, we need tools that allow us to listen and make sense of what people tell us and show us.  That is what good qualitative research offers us.

How Is This Book Organized?

This textbook is organized as a comprehensive introduction to the use of qualitative research methods.  The first half covers general topics (e.g., approaches to qualitative research, ethics) and research design (necessary steps for building a successful qualitative research study).  The second half reviews various data collection and data analysis techniques.  Of course, building a successful qualitative research study requires some knowledge of data collection and data analysis so the chapters in the first half and the chapters in the second half should be read in conversation with each other.  That said, each chapter can be read on its own for assistance with a particular narrow topic.  In addition to the chapters, a helpful glossary can be found in the back of the book.  Rummage around in the text as needed.

Chapter Descriptions

Chapter 2 provides an overview of the Research Design Process.  How does one begin a study? What is an appropriate research question?  How is the study to be done – with what methods ?  Involving what people and sites?  Although qualitative research studies can and often do change and develop over the course of data collection, it is important to have a good idea of what the aims and goals of your study are at the outset and a good plan of how to achieve those aims and goals.  Chapter 2 provides a road map of the process.

Chapter 3 describes and explains various ways of knowing the (social) world.  What is it possible for us to know about how other people think or why they behave the way they do?  What does it mean to say something is a “fact” or that it is “well-known” and understood?  Qualitative researchers are particularly interested in these questions because of the types of research questions we are interested in answering (the how questions rather than the how many questions of quantitative research).  Qualitative researchers have adopted various epistemological approaches.  Chapter 3 will explore these approaches, highlighting interpretivist approaches that acknowledge the subjective aspect of reality – in other words, reality and knowledge are not objective but rather influenced by (interpreted through) people.

Chapter 4 focuses on the practical matter of developing a research question and finding the right approach to data collection.  In any given study (think of Cory Abramson’s study of aging, for example), there may be years of collected data, thousands of observations , hundreds of pages of notes to read and review and make sense of.  If all you had was a general interest area (“aging”), it would be very difficult, nearly impossible, to make sense of all of that data.  The research question provides a helpful lens to refine and clarify (and simplify) everything you find and collect.  For that reason, it is important to pull out that lens (articulate the research question) before you get started.  In the case of the aging study, Cory Abramson was interested in how inequalities affected understandings and responses to aging.  It is for this reason he designed a study that would allow him to compare different groups of seniors (some middle-class, some poor).  Inevitably, he saw much more in the three years in the field than what made it into his book (or dissertation), but he was able to narrow down the complexity of the social world to provide us with this rich account linked to the original research question.  Developing a good research question is thus crucial to effective design and a successful outcome.  Chapter 4 will provide pointers on how to do this.  Chapter 4 also provides an overview of general approaches taken to doing qualitative research and various “traditions of inquiry.”

Chapter 5 explores sampling .  After you have developed a research question and have a general idea of how you will collect data (Observations?  Interviews?), how do you go about actually finding people and sites to study?  Although there is no “correct number” of people to interview , the sample should follow the research question and research design.  Unlike quantitative research, qualitative research involves nonprobability sampling.  Chapter 5 explains why this is so and what qualities instead make a good sample for qualitative research.

Chapter 6 addresses the importance of reflexivity in qualitative research.  Related to epistemological issues of how we know anything about the social world, qualitative researchers understand that we the researchers can never be truly neutral or outside the study we are conducting.  As observers, we see things that make sense to us and may entirely miss what is either too obvious to note or too different to comprehend.  As interviewers, as much as we would like to ask questions neutrally and remain in the background, interviews are a form of conversation, and the persons we interview are responding to us .  Therefore, it is important to reflect upon our social positions and the knowledges and expectations we bring to our work and to work through any blind spots that we may have.  Chapter 6 provides some examples of reflexivity in practice and exercises for thinking through one’s own biases.

Chapter 7 is a very important chapter and should not be overlooked.  As a practical matter, it should also be read closely with chapters 6 and 8.  Because qualitative researchers deal with people and the social world, it is imperative they develop and adhere to a strong ethical code for conducting research in a way that does not harm.  There are legal requirements and guidelines for doing so (see chapter 8), but these requirements should not be considered synonymous with the ethical code required of us.   Each researcher must constantly interrogate every aspect of their research, from research question to design to sample through analysis and presentation, to ensure that a minimum of harm (ideally, zero harm) is caused.  Because each research project is unique, the standards of care for each study are unique.  Part of being a professional researcher is carrying this code in one’s heart, being constantly attentive to what is required under particular circumstances.  Chapter 7 provides various research scenarios and asks readers to weigh in on the suitability and appropriateness of the research.  If done in a class setting, it will become obvious fairly quickly that there are often no absolutely correct answers, as different people find different aspects of the scenarios of greatest importance.  Minimizing the harm in one area may require possible harm in another.  Being attentive to all the ethical aspects of one’s research and making the best judgments one can, clearly and consciously, is an integral part of being a good researcher.

Chapter 8 , best to be read in conjunction with chapter 7, explains the role and importance of Institutional Review Boards (IRBs) .  Under federal guidelines, an IRB is an appropriately constituted group that has been formally designated to review and monitor research involving human subjects .  Every institution that receives funding from the federal government has an IRB.  IRBs have the authority to approve, require modifications to (to secure approval), or disapprove research.  This group review serves an important role in the protection of the rights and welfare of human research subjects.  Chapter 8 reviews the history of IRBs and the work they do but also argues that IRBs’ review of qualitative research is often both over-inclusive and under-inclusive.  Some aspects of qualitative research are not well understood by IRBs, given that they were developed to prevent abuses in biomedical research.  Thus, it is important not to rely on IRBs to identify all the potential ethical issues that emerge in our research (see chapter 7).

Chapter 9 provides help for getting started on formulating a research question based on gaps in the pre-existing literature.  Research is conducted as part of a community, even if particular studies are done by single individuals (or small teams).  What any of us finds and reports back becomes part of a much larger body of knowledge.  Thus, it is important that we look at the larger body of knowledge before we actually start our bit to see how we can best contribute.  When I first began interviewing working-class college students, there was only one other similar study I could find, and it hadn’t been published (it was a dissertation of students from poor backgrounds).  But there had been a lot published by professors who had grown up working class and made it through college despite the odds.  These accounts by “working-class academics” became an important inspiration for my study and helped me frame the questions I asked the students I interviewed.  Chapter 9 will provide some pointers on how to search for relevant literature and how to use this to refine your research question.

Chapter 10 serves as a bridge between the two parts of the textbook, by introducing techniques of data collection.  Qualitative research is often characterized by the form of data collection – for example, an ethnographic study is one that employs primarily observational data collection for the purpose of documenting and presenting a particular culture or ethnos.  Techniques can be effectively combined, depending on the research question and the aims and goals of the study.   Chapter 10 provides a general overview of all the various techniques and how they can be combined.

The second part of the textbook moves into the doing part of qualitative research once the research question has been articulated and the study designed.  Chapters 11 through 17 cover various data collection techniques and approaches.  Chapters 18 and 19 provide a very simple overview of basic data analysis.  Chapter 20 covers communication of the data to various audiences, and in various formats.

Chapter 11 begins our overview of data collection techniques with a focus on interviewing , the true heart of qualitative research.  This technique can serve as the primary and exclusive form of data collection, or it can be used to supplement other forms (observation, archival).  An interview is distinct from a survey, where questions are asked in a specific order and often with a range of predetermined responses available.  Interviews can be conversational and unstructured or, more conventionally, semistructured , where a general set of interview questions “guides” the conversation.  Chapter 11 covers the basics of interviews: how to create interview guides, how many people to interview, where to conduct the interview, what to watch out for (how to prepare against things going wrong), and how to get the most out of your interviews.

Chapter 12 covers an important variant of interviewing, the focus group.  Focus groups are semistructured interviews with a group of people moderated by a facilitator (the researcher or researcher’s assistant).  Focus groups explicitly use group interaction to assist in the data collection.  They are best used to collect data on a specific topic that is non-personal and shared among the group.  For example, asking a group of college students about a common experience such as taking classes by remote delivery during the pandemic year of 2020.  Chapter 12 covers the basics of focus groups: when to use them, how to create interview guides for them, and how to run them effectively.

Chapter 13 moves away from interviewing to the second major form of data collection unique to qualitative researchers – observation .  Qualitative research that employs observation can best be understood as falling on a continuum of “fly on the wall” observation (e.g., observing how strangers interact in a doctor’s waiting room) to “participant” observation, where the researcher is also an active participant of the activity being observed.  For example, an activist in the Black Lives Matter movement might want to study the movement, using her inside position to gain access to observe key meetings and interactions.  Chapter  13 covers the basics of participant observation studies: advantages and disadvantages, gaining access, ethical concerns related to insider/outsider status and entanglement, and recording techniques.

Chapter 14 takes a closer look at “deep ethnography” – immersion in the field of a particularly long duration for the purpose of gaining a deeper understanding and appreciation of a particular culture or social world.  Clifford Geertz called this “deep hanging out.”  Whereas participant observation is often combined with semistructured interview techniques, deep ethnography’s commitment to “living the life” or experiencing the situation as it really is demands more conversational and natural interactions with people.  These interactions and conversations may take place over months or even years.  As can be expected, there are some costs to this technique, as well as some very large rewards when done competently.  Chapter 14 provides some examples of deep ethnographies that will inspire some beginning researchers and intimidate others.

Chapter 15 moves in the opposite direction of deep ethnography, a technique that is the least positivist of all those discussed here, to mixed methods , a set of techniques that is arguably the most positivist .  A mixed methods approach combines both qualitative data collection and quantitative data collection, commonly by combining a survey that is analyzed statistically (e.g., cross-tabs or regression analyses of large number probability samples) with semi-structured interviews.  Although it is somewhat unconventional to discuss mixed methods in textbooks on qualitative research, I think it is important to recognize this often-employed approach here.  There are several advantages and some disadvantages to taking this route.  Chapter 16 will describe those advantages and disadvantages and provide some particular guidance on how to design a mixed methods study for maximum effectiveness.

Chapter 16 covers data collection that does not involve live human subjects at all – archival and historical research (chapter 17 will also cover data that does not involve interacting with human subjects).  Sometimes people are unavailable to us, either because they do not wish to be interviewed or observed (as is the case with many “elites”) or because they are too far away, in both place and time.  Fortunately, humans leave many traces and we can often answer questions we have by examining those traces.  Special collections and archives can be goldmines for social science research.  This chapter will explain how to access these places, for what purposes, and how to begin to make sense of what you find.

Chapter 17 covers another data collection area that does not involve face-to-face interaction with humans: content analysis .  Although content analysis may be understood more properly as a data analysis technique, the term is often used for the entire approach, which will be the case here.  Content analysis involves interpreting meaning from a body of text.  This body of text might be something found in historical records (see chapter 16) or something collected by the researcher, as in the case of comment posts on a popular blog post.  I once used the stories told by student loan debtors on the website studentloanjustice.org as the content I analyzed.  Content analysis is particularly useful when attempting to define and understand prevalent stories or communication about a topic of interest.  In other words, when we are less interested in what particular people (our defined sample) are doing or believing and more interested in what general narratives exist about a particular topic or issue.  This chapter will explore different approaches to content analysis and provide helpful tips on how to collect data, how to turn that data into codes for analysis, and how to go about presenting what is found through analysis.

Where chapter 17 has pushed us towards data analysis, chapters 18 and 19 are all about what to do with the data collected, whether that data be in the form of interview transcripts or fieldnotes from observations.  Chapter 18 introduces the basics of coding , the iterative process of assigning meaning to the data in order to both simplify and identify patterns.  What is a code and how does it work?  What are the different ways of coding data, and when should you use them?  What is a codebook, and why do you need one?  What does the process of data analysis look like?

Chapter 19 goes further into detail on codes and how to use them, particularly the later stages of coding in which our codes are refined, simplified, combined, and organized.  These later rounds of coding are essential to getting the most out of the data we’ve collected.  As students are often overwhelmed with the amount of data (a corpus of interview transcripts typically runs into the hundreds of pages; fieldnotes can easily top that), this chapter will also address time management and provide suggestions for dealing with chaos and reminders that feeling overwhelmed at the analysis stage is part of the process.  By the end of the chapter, you should understand how “findings” are actually found.

The book concludes with a chapter dedicated to the effective presentation of data results.  Chapter 20 covers the many ways that researchers communicate their studies to various audiences (academic, personal, political), what elements must be included in these various publications, and the hallmarks of excellent qualitative research that various audiences will be expecting.  Because qualitative researchers are motivated by understanding and conveying meaning , effective communication is not only an essential skill but a fundamental facet of the entire research project.  Ethnographers must be able to convey a certain sense of verisimilitude , the appearance of true reality.  Those employing interviews must faithfully depict the key meanings of the people they interviewed in a way that rings true to those people, even if the end result surprises them.  And all researchers must strive for clarity in their publications so that various audiences can understand what was found and why it is important.

The book concludes with a short chapter ( chapter 21 ) discussing the value of qualitative research. At the very end of this book, you will find a glossary of terms. I recommend you make frequent use of the glossary and add to each entry as you find examples. Although the entries are meant to be simple and clear, you may also want to paraphrase the definition—make it “make sense” to you, in other words. In addition to the standard reference list (all works cited here), you will find various recommendations for further reading at the end of many chapters. Some of these recommendations will be examples of excellent qualitative research, indicated with an asterisk (*) at the end of the entry. As they say, a picture is worth a thousand words. A good example of qualitative research can teach you more about conducting research than any textbook can (this one included). I highly recommend you select one to three examples from these lists and read them along with the textbook.

A final note on the choice of examples – you will note that many of the examples used in the text come from research on college students.  This is for two reasons.  First, as most of my research falls in this area, I am most familiar with this literature and have contacts with those who do research here and can call upon them to share their stories with you.  Second, and more importantly, my hope is that this textbook reaches a wide audience of beginning researchers who study widely and deeply across the range of what can be known about the social world (from marine resources management to public policy to nursing to political science to sexuality studies and beyond).  It is sometimes difficult to find examples that speak to all those research interests, however. A focus on college students is something that all readers can understand and, hopefully, appreciate, as we are all now or have been at some point a college student.

Recommended Reading: Other Qualitative Research Textbooks

I’ve included a brief list of some of my favorite qualitative research textbooks and guidebooks if you need more than what you will find in this introductory text.  For each, I’ve also indicated if these are for “beginning” or “advanced” (graduate-level) readers.  Many of these books have several editions that do not significantly vary; the edition recommended is merely the edition I have used in teaching and to whose page numbers any specific references made in the text agree.

Barbour, Rosaline. 2014. Introducing Qualitative Research: A Student’s Guide. Thousand Oaks, CA: SAGE.  A good introduction to qualitative research, with abundant examples (often from the discipline of health care) and clear definitions.  Includes quick summaries at the ends of each chapter.  However, some US students might find the British context distracting and can be a bit advanced in some places.  Beginning .

Bloomberg, Linda Dale, and Marie F. Volpe. 2012. Completing Your Qualitative Dissertation . 2nd ed. Thousand Oaks, CA: SAGE.  Specifically designed to guide graduate students through the research process. Advanced .

Creswell, John W., and Cheryl Poth. 2018 Qualitative Inquiry and Research Design: Choosing among Five Traditions .  4th ed. Thousand Oaks, CA: SAGE.  This is a classic and one of the go-to books I used myself as a graduate student.  One of the best things about this text is its clear presentation of five distinct traditions in qualitative research.  Despite the title, this reasonably sized book is about more than research design, including both data analysis and how to write about qualitative research.  Advanced .

Lareau, Annette. 2021. Listening to People: A Practical Guide to Interviewing, Participant Observation, Data Analysis, and Writing It All Up .  Chicago: University of Chicago Press. A readable and personal account of conducting qualitative research by an eminent sociologist, with a heavy emphasis on the kinds of participant-observation research conducted by the author.  Despite its reader-friendliness, this is really a book targeted to graduate students learning the craft.  Advanced .

Lune, Howard, and Bruce L. Berg. 2018. 9th edition.  Qualitative Research Methods for the Social Sciences.  Pearson . Although a good introduction to qualitative methods, the authors favor symbolic interactionist and dramaturgical approaches, which limits the appeal primarily to sociologists.  Beginning .

Marshall, Catherine, and Gretchen B. Rossman. 2016. 6th edition. Designing Qualitative Research. Thousand Oaks, CA: SAGE.  Very readable and accessible guide to research design by two educational scholars.  Although the presentation is sometimes fairly dry, personal vignettes and illustrations enliven the text.  Beginning .

Maxwell, Joseph A. 2013. Qualitative Research Design: An Interactive Approach .  3rd ed. Thousand Oaks, CA: SAGE. A short and accessible introduction to qualitative research design, particularly helpful for graduate students contemplating theses and dissertations. This has been a standard textbook in my graduate-level courses for years.  Advanced .

Patton, Michael Quinn. 2002. Qualitative Research and Evaluation Methods . Thousand Oaks, CA: SAGE.  This is a comprehensive text that served as my “go-to” reference when I was a graduate student.  It is particularly helpful for those involved in program evaluation and other forms of evaluation studies and uses examples from a wide range of disciplines.  Advanced .

Rubin, Ashley T. 2021. Rocking Qualitative Social Science: An Irreverent Guide to Rigorous Research. Stanford : Stanford University Press.  A delightful and personal read.  Rubin uses rock climbing as an extended metaphor for learning how to conduct qualitative research.  A bit slanted toward ethnographic and archival methods of data collection, with frequent examples from her own studies in criminology. Beginning .

Weis, Lois, and Michelle Fine. 2000. Speed Bumps: A Student-Friendly Guide to Qualitative Research . New York: Teachers College Press.  Readable and accessibly written in a quasi-conversational style.  Particularly strong in its discussion of ethical issues throughout the qualitative research process.  Not comprehensive, however, and very much tied to ethnographic research.  Although designed for graduate students, this is a recommended read for students of all levels.  Beginning .

Patton’s Ten Suggestions for Doing Qualitative Research

The following ten suggestions were made by Michael Quinn Patton in his massive textbooks Qualitative Research and Evaluations Methods . This book is highly recommended for those of you who want more than an introduction to qualitative methods. It is the book I relied on heavily when I was a graduate student, although it is much easier to “dip into” when necessary than to read through as a whole. Patton is asked for “just one bit of advice” for a graduate student considering using qualitative research methods for their dissertation.  Here are his top ten responses, in short form, heavily paraphrased, and with additional comments and emphases from me:

• Make sure that a qualitative approach fits the research question. The following are the kinds of questions that call out for qualitative methods or where qualitative methods are particularly appropriate: questions about people’s experiences or how they make sense of those experiences; studying a person in their natural environment; researching a phenomenon so unknown that it would be impossible to study it with standardized instruments or other forms of quantitative data collection.
• Study qualitative research by going to the original sources for the design and analysis appropriate to the particular approach you want to take (e.g., read Glaser and Straus if you are using grounded theory )
• Find a dissertation adviser who understands or at least who will support your use of qualitative research methods. You are asking for trouble if your entire committee is populated by quantitative researchers, even if they are all very knowledgeable about the subject or focus of your study (maybe even more so if they are!)
• Really work on design. Doing qualitative research effectively takes a lot of planning.  Even if things are more flexible than in quantitative research, a good design is absolutely essential when starting out.
• Practice data collection techniques, particularly interviewing and observing. There is definitely a set of learned skills here!  Do not expect your first interview to be perfect.  You will continue to grow as a researcher the more interviews you conduct, and you will probably come to understand yourself a bit more in the process, too.  This is not easy, despite what others who don’t work with qualitative methods may assume (and tell you!)
• Have a plan for analysis before you begin data collection. This is often a requirement in IRB protocols , although you can get away with writing something fairly simple.  And even if you are taking an approach, such as grounded theory, that pushes you to remain fairly open-minded during the data collection process, you still want to know what you will be doing with all the data collected – creating a codebook? Writing analytical memos? Comparing cases?  Having a plan in hand will also help prevent you from collecting too much extraneous data.
• Be prepared to confront controversies both within the qualitative research community and between qualitative research and quantitative research. Don’t be naïve about this – qualitative research, particularly some approaches, will be derided by many more “positivist” researchers and audiences.  For example, is an “n” of 1 really sufficient?  Yes!  But not everyone will agree.
• Do not make the mistake of using qualitative research methods because someone told you it was easier, or because you are intimidated by the math required of statistical analyses. Qualitative research is difficult in its own way (and many would claim much more time-consuming than quantitative research).  Do it because you are convinced it is right for your goals, aims, and research questions.
• Find a good support network. This could be a research mentor, or it could be a group of friends or colleagues who are also using qualitative research, or it could be just someone who will listen to you work through all of the issues you will confront out in the field and during the writing process.  Even though qualitative research often involves human subjects, it can be pretty lonely.  A lot of times you will feel like you are working without a net.  You have to create one for yourself.  Take care of yourself.
• And, finally, in the words of Patton, “Prepare to be changed. Looking deeply at other people’s lives will force you to look deeply at yourself.”
• We will actually spend an entire chapter ( chapter 3 ) looking at this question in much more detail! ↵
• Note that this might have been news to Europeans at the time, but many other societies around the world had also come to this conclusion through observation.  There is often a tendency to equate “the scientific revolution” with the European world in which it took place, but this is somewhat misleading. ↵
• Historians are a special case here.  Historians have scrupulously and rigorously investigated the social world, but not for the purpose of understanding general laws about how things work, which is the point of scientific empirical research.  History is often referred to as an idiographic field of study, meaning that it studies things that happened or are happening in themselves and not for general observations or conclusions. ↵
• Don’t worry, we’ll spend more time later in this book unpacking the meaning of ethnography and other terms that are important here.  Note the available glossary ↵

An approach to research that is “multimethod in focus, involving an interpretative, naturalistic approach to its subject matter.  This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them.  Qualitative research involves the studied use and collection of a variety of empirical materials – case study, personal experience, introspective, life story, interview, observational, historical, interactional, and visual texts – that describe routine and problematic moments and meanings in individuals’ lives." ( Denzin and Lincoln 2005:2 ). Contrast with quantitative research .

In contrast to methodology, methods are more simply the practices and tools used to collect and analyze data.  Examples of common methods in qualitative research are interviews , observations , and documentary analysis .  One’s methodology should connect to one’s choice of methods, of course, but they are distinguishable terms.  See also methodology .

A proposed explanation for an observation, phenomenon, or scientific problem that can be tested by further investigation.  The positing of a hypothesis is often the first step in quantitative research but not in qualitative research.  Even when qualitative researchers offer possible explanations in advance of conducting research, they will tend to not use the word “hypothesis” as it conjures up the kind of positivist research they are not conducting.

The foundational question to be addressed by the research study.  This will form the anchor of the research design, collection, and analysis.  Note that in qualitative research, the research question may, and probably will, alter or develop during the course of the research.

An approach to research that collects and analyzes numerical data for the purpose of finding patterns and averages, making predictions, testing causal relationships, and generalizing results to wider populations.  Contrast with qualitative research .

Data collection that takes place in real-world settings, referred to as “the field;” a key component of much Grounded Theory and ethnographic research.  Patton ( 2002 ) calls fieldwork “the central activity of qualitative inquiry” where “‘going into the field’ means having direct and personal contact with people under study in their own environments – getting close to people and situations being studied to personally understand the realities of minutiae of daily life” (48).

The people who are the subjects of a qualitative study.  In interview-based studies, they may be the respondents to the interviewer; for purposes of IRBs, they are often referred to as the human subjects of the research.

The branch of philosophy concerned with knowledge.  For researchers, it is important to recognize and adopt one of the many distinguishing epistemological perspectives as part of our understanding of what questions research can address or fully answer.  See, e.g., constructivism , subjectivism, and  objectivism .

An approach that refutes the possibility of neutrality in social science research.  All research is “guided by a set of beliefs and feelings about the world and how it should be understood and studied” (Denzin and Lincoln 2005: 13).  In contrast to positivism , interpretivism recognizes the social constructedness of reality, and researchers adopting this approach focus on capturing interpretations and understandings people have about the world rather than “the world” as it is (which is a chimera).

The cluster of data-collection tools and techniques that involve observing interactions between people, the behaviors, and practices of individuals (sometimes in contrast to what they say about how they act and behave), and cultures in context.  Observational methods are the key tools employed by ethnographers and Grounded Theory .

Research based on data collected and analyzed by the research (in contrast to secondary “library” research).

The process of selecting people or other units of analysis to represent a larger population. In quantitative research, this representation is taken quite literally, as statistically representative.  In qualitative research, in contrast, sample selection is often made based on potential to generate insight about a particular topic or phenomenon.

A method of data collection in which the researcher asks the participant questions; the answers to these questions are often recorded and transcribed verbatim. There are many different kinds of interviews - see also semistructured interview , structured interview , and unstructured interview .

The specific group of individuals that you will collect data from.  Contrast population.

The practice of being conscious of and reflective upon one’s own social location and presence when conducting research.  Because qualitative research often requires interaction with live humans, failing to take into account how one’s presence and prior expectations and social location affect the data collected and how analyzed may limit the reliability of the findings.  This remains true even when dealing with historical archives and other content.  Who we are matters when asking questions about how people experience the world because we, too, are a part of that world.

The science and practice of right conduct; in research, it is also the delineation of moral obligations towards research participants, communities to which we belong, and communities in which we conduct our research.

An administrative body established to protect the rights and welfare of human research subjects recruited to participate in research activities conducted under the auspices of the institution with which it is affiliated. The IRB is charged with the responsibility of reviewing all research involving human participants. The IRB is concerned with protecting the welfare, rights, and privacy of human subjects. The IRB has the authority to approve, disapprove, monitor, and require modifications in all research activities that fall within its jurisdiction as specified by both the federal regulations and institutional policy.

Research, according to US federal guidelines, that involves “a living individual about whom an investigator (whether professional or student) conducting research:  (1) Obtains information or biospecimens through intervention or interaction with the individual, and uses, studies, or analyzes the information or biospecimens; or  (2) Obtains, uses, studies, analyzes, or generates identifiable private information or identifiable biospecimens.”

One of the primary methodological traditions of inquiry in qualitative research, ethnography is the study of a group or group culture, largely through observational fieldwork supplemented by interviews. It is a form of fieldwork that may include participant-observation data collection. See chapter 14 for a discussion of deep ethnography. 

A form of interview that follows a standard guide of questions asked, although the order of the questions may change to match the particular needs of each individual interview subject, and probing “follow-up” questions are often added during the course of the interview.  The semi-structured interview is the primary form of interviewing used by qualitative researchers in the social sciences.  It is sometimes referred to as an “in-depth” interview.  See also interview and  interview guide .

A method of observational data collection taking place in a natural setting; a form of fieldwork .  The term encompasses a continuum of relative participation by the researcher (from full participant to “fly-on-the-wall” observer).  This is also sometimes referred to as ethnography , although the latter is characterized by a greater focus on the culture under observation.

A research design that employs both quantitative and qualitative methods, as in the case of a survey supplemented by interviews.

An epistemological perspective that posits the existence of reality through sensory experience similar to empiricism but goes further in denying any non-sensory basis of thought or consciousness.  In the social sciences, the term has roots in the proto-sociologist August Comte, who believed he could discern “laws” of society similar to the laws of natural science (e.g., gravity).  The term has come to mean the kinds of measurable and verifiable science conducted by quantitative researchers and is thus used pejoratively by some qualitative researchers interested in interpretation, consciousness, and human understanding.  Calling someone a “positivist” is often intended as an insult.  See also empiricism and objectivism.

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

A method of both data collection and data analysis in which a given content (textual, visual, graphic) is examined systematically and rigorously to identify meanings, themes, patterns and assumptions.  Qualitative content analysis (QCA) is concerned with gathering and interpreting an existing body of material.    

A word or short phrase that symbolically assigns a summative, salient, essence-capturing, and/or evocative attribute for a portion of language-based or visual data (Saldaña 2021:5).

Usually a verbatim written record of an interview or focus group discussion.

The primary form of data for fieldwork , participant observation , and ethnography .  These notes, taken by the researcher either during the course of fieldwork or at day’s end, should include as many details as possible on what was observed and what was said.  They should include clear identifiers of date, time, setting, and names (or identifying characteristics) of participants.

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

A methodological tradition of inquiry and approach to analyzing qualitative data in which theories emerge from a rigorous and systematic process of induction.  This approach was pioneered by the sociologists Glaser and Strauss (1967).  The elements of theory generated from comparative analysis of data are, first, conceptual categories and their properties and, second, hypotheses or generalized relations among the categories and their properties – “The constant comparing of many groups draws the [researcher’s] attention to their many similarities and differences.  Considering these leads [the researcher] to generate abstract categories and their properties, which, since they emerge from the data, will clearly be important to a theory explaining the kind of behavior under observation.” (36).

A detailed description of any proposed research that involves human subjects for review by IRB.  The protocol serves as the recipe for the conduct of the research activity.  It includes the scientific rationale to justify the conduct of the study, the information necessary to conduct the study, the plan for managing and analyzing the data, and a discussion of the research ethical issues relevant to the research.  Protocols for qualitative research often include interview guides, all documents related to recruitment, informed consent forms, very clear guidelines on the safekeeping of materials collected, and plans for de-identifying transcripts or other data that include personal identifying information.

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

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• What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

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

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

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

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

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

Table of contents

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

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

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

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

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

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

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

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

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

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

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

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

• Flexibility

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

• Natural settings

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

• Meaningful insights

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

• Generation of new ideas

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

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

• Unreliability

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

• Subjectivity

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

• Limited generalisability

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

• Labour-intensive

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

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

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

There are five common approaches to qualitative research :

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

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

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

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

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

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Qualitative Research – Methods, Analysis Types and Guide

Table of Contents

Qualitative Research

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

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

Qualitative Research Methods

Qualitative Research Methods are as follows:

One-to-One Interview

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

Focus Groups

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

Ethnographic Studies

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

Text Analysis

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

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

Process of Observation

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

Record Keeping

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

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

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

Qualitative Research Analysis Methods

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

Thematic Analysis

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

Content Analysis

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

Discourse Analysis

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

Grounded Theory Analysis

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

Narrative Analysis

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

Phenomenological Analysis

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

Comparative Analysis

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

Applications of Qualitative Research

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

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

How to Conduct Qualitative Research

Here are some general steps for conducting qualitative research:

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

Examples of Qualitative Research

Here are some real-time examples of qualitative research:

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

Purpose of Qualitative Research

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

Qualitative research can serve multiple purposes, including:

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

When to use Qualitative Research

Here are some situations where qualitative research may be appropriate:

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

Characteristics of Qualitative Research

Qualitative research is characterized by several key features, including:

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

Advantages of Qualitative Research

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

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

Limitations of Qualitative Research

Qualitative research also has some limitations, including:

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

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Qualitative Research : Definition

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

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

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

Characteristics of Qualitative Research

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

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

The Collection of Data

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

The Analysis

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

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

Basic Research Design for Qualitative Studies

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

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

Strengths of Using Qualitative Methods

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

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

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

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

Limitations of Using Qualitative Methods

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

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

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

Research Tip

Human Subject Research and Institutional Review Board Approval

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

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

Another Research Tip

Finding Examples of How to Apply Different Types of Research Methods

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

SAGE Research Methods Online and Cases

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

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

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Qualitative Research Methods: Types, Analysis + Examples

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

What is qualitative research?

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

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

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

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

Gather research insights

Types of qualitative research methods with examples

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

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

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

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

1. One-on-one interview

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

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

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

2. Focus groups

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

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

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

3. Ethnographic research

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

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

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

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

4. Case study research

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

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

5. Record keeping

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

6. Process of observation

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

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

Explore Insightfully Contextual Inquiry in Qualitative Research

Qualitative research: data collection and analysis

A. qualitative data collection.

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

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

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

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

B. Qualitative data analysis

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

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

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

Characteristics of qualitative research methods

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

Qualitative research method case study

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

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

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

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

When to use qualitative research

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

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

LEARN ABOUT: Steps in Qualitative Research

Qualitative research methods vs quantitative research methods

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

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

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Qualitative Research Methodology: Definition, Types, and examples

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A qualitative research methodology is a dynamic approach that allows you to study the complexities of human behavior, opinions, and experience through contextual, grounded insights. The method is well-suited to explore the why and how behind actions and perceptions. In this blog, we’ll unravel the essence of qualitative research and the unique contributions it makes to our understanding of our target audience.

What is qualitative research methodology?

Qualitative research is a research methodology that deals with understanding human beliefs, behavior, values, and perceptions of certain social or non-social issues within their own environmental contexts. Qualitative research methodology makes use of open-ended questions and motivates participants to express their thoughts and views openly with no limitations.

Qualitative research works towards understanding not only “what” people think but also “why” do they think in a particular way. The participants themselves explain their thought process behind a particular choice or opinions in their answers, and qualitative research methodology analyses the data gathered to result in conclusions that can be generalized for a larger population of similar kind.

Example: You can survey the participants from a seminar to know their views about the seminar conduction and the topic discussed. A qualitative survey will enable you to gauge their thoughts on the topic covered, their opinions on what was missing, and whether they would attend more seminars in the future and refer it to their friends.

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7 qualitative research types with examples.

Qualitative research methodology, with its various types of data collection techniques, helps the researcher get in touch with people according to their convenience. In this section, let’s get familiar with different qualitative research types and understand them thoroughly with examples for each:

01. Surveys:

Online surveys are the most preferred method of conducting qualitative research as they allow respondents to take the survey on any device and whenever they prefer. You can leverage open-ended questions to gather extensive customer opinions and use survey tools to uncover hidden patterns in the gathered data.

Example: You can add open-ended questions in your NPS or CSAT surveys to gather customer sentiment and get a first-hand insight into their perception of their experience.

02. Interviews

One-on-one interviews have been a common practice when it comes to qualitative research. It allows the interviewer to connect to the participant more and is open to asking them in-depth questions about a certain topic.

Interviews provide a precise amount of data with higher reliability as the interviewer gathers it first-hand. The key to having precise data is to frame the questionnaire well. The interviewer can also attempt to ask follow-up questions based on the main questions in case he needs a more detailed answer.

The ideal time of the interviews can be from 10 minutes to 2 hours or even more than that. It can be conducted on phone calls or face-to-face, though the previous one is highly preferred among the participants.

Example: A researcher conducts a one-on-one interview with residents of a city regarding its infrastructure.

03. Focus group

A focus group is a very effective qualitative research methodology. It starts with 6-10 respondents, where all of them are given a topic and begin to discuss. The researcher does not necessarily have to be involved in the discussion. He can just sit back and observe what the individuals think of the given issue.

Example: A company conducts focus group research to know their production efficiency and performance. Ten customers are randomly selected and asked to discuss the same, whereas an observer notices the conversation and notes how the topics are discussed.

04. Ethnographic research

Ethnographic research is observational research that examines the respondents in their natural environments. The researcher adopts the respondents’ environment and observes their behavior without personal intervention.

Ethnographic research aims to understand how cultural, environmental, and challenges affect the individual’s opinions and preferences.

The time needed for ethnographic research can range from several months to years as it allows an in-depth understanding of a particular group or an individual. Its success depends on how much the researcher can adapt and analyze the participant’s environment.

Example: A researcher enters the fashion industry as a model to understand whether men and women are treated equally.

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05. Case study research

The case study has evolved over the last few years to be the easiest and most common way to understand serious social, educational, or similar issues. It works by understanding deeply what the issue is and the factors that stand as a reason behind it.

A researcher takes a topic at hand, which can be an event or an organization, and moves ahead to understand its characteristics systematically.

Example: A researcher conducts a case study on people’s online shopping experiences and what their needs and expectations are.

06. Record keeping

It is a secondary data collection form of research where a researcher uses already existing information about a topic. It is a qualitative research methodlogy used when one is starting new research. The researcher can go through already existing research materials, documentaries, or interviews related to his topic.

Example: A researcher refers to previously researched diabetic patients to understand the effects of new drugs on them.

07. Observation

Qualitative observation focuses on deriving the data or information through observation. It makes use of the prime five sensory responses – hearing, smell, touch, taste, and sight.

The result of observational research is differences in quality and characteristics.

Example: A researcher observes a patient’s recovery under a new treatment given for some time.

Role played by survey tools in qualitative research analysis

Qualitative research methodology uses text and sentiment analysis to analyze and transform textual data into comprehensive insights. The advent of text and sentiment analysis tools has revolutionized the way you can unravel the intricacies of human emotion and experience.

Text analysis tools go beyond traditional manual coding and allow for a more nuanced data analysis. The text algorithm sifts through the vast amount of textual feedback, identifying patterns, themes, and sentiment.

Sentiment analysis, a subset of text analysis, focuses on discerning the emotional tone respondents convey in their feedback. It gauges the emotional understanding to identify emotional triggers influencing their experience.

The two qualitative data analysis methods add a layer of depth to the interpretation of customer experience. Voxco text analysis tool offers sophisticated solutions so researchers can extract meaningful insights efficiently, paving the way for more informed decision-making.

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Qualitative research methodology characteristics

• Qualitative research methodology provides real-time data as it is carried out at the exact time of the issues participants face.
• Qualitative research provides first-hand reliable data as it is conducted in the participants’ environment.
• It can use various available data-gathering sources such as interviews, focus groups, case studies, and so on to provide all kinds of information.
• Qualitative research makes the understanding of the research topic easy by breaking it down into small, detailed inferences and studying it individually.
• Participants tend to build trust with the researcher and provide real and unaltered information without any hesitation.
• Qualitative researchers are required to describe the cause and factors behind a phenomenon and understand the reasons behind it.
• Qualitative research allows minimum involvement of the researcher, hence eliminating the researcher biases from the results.
• It is participant-oriented, where the researcher should work to bring out what people think and not what other researchers and observers think.

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Qualitative research methodology enables researchers to navigate complex landscape of human interactions and provides nuanced insights that quantitative methods alone may not capture. This method remains invaluable in exploring the diversity of the human experience and social phenomena.

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Research Methodology

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

Qualitative Data Coding

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Scientific Method

Qualitative research, experiments.

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

Learn More: Steps of the Scientific Method

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

Learn More: Independent and Dependent Variables

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

Learn More: P-Value and Statistical Significance

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

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

Learn More: How the Experimental Method Works in Psychology

Frequent Asked Questions

What does p-value of 0.05 mean?

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

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

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

What does z-score tell you?

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

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

What is an independent vs dependent variable?

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

Learn More : What are Independent and Dependent Variables?

What is the difference between qualitative and quantitative?

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

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

Explore Research Methodology

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Why qualitative data is important

Types of qualitative data, how product and marketing teams use qualitative data, best practices for using qualitative data, tips for analyzing qualitative data, analyze qualitative data with amplitude.

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Qualitative data

Qualitative data is collected through methods like interviews, focus groups, and observations . Instead of using numerical measurements, qualitative data offers insights via words, images, and sometimes objects. This approach allows for richer and more diverse data collection and provides an in-depth understanding of individuals' thoughts, feelings, behaviors, and attitudes.

While quantitative data provides numerical measurements, it may only partially capture why customers behave as they do in your product. Qualitative data fills this gap with rich insights into individuals' motivations, preferences, and experiences.

When you understand the "why" behind customers' actions, your teams can make more informed decisions and create products and marketing strategies that better resonate with your target audience.

You can collect various types of qualitative data to understand customers' behaviors more deeply. Here are the most common ways to gather qualitative data:

• Interviews: Conducting one-on-one interviews is a standard method to gain insights into customers' thoughts and feelings about a product or service.
• Focus Groups: These are group discussions that allow teams to observe interactions and conversations about a product, service, or concept.
• Observations: Direct or participant observation provides unfiltered data on how individuals use a product or service in a natural setting.
• Case Studies: Detailed studies of individual cases, like a specific customer or a particular event, can provide valuable insights into the value of a product or service.
• Ethnographic Research: This involves studying people in their environment to understand the cultural, social, and contextual factors that influence their behaviors and decisions.
• Text Analysis: Analyzing written content from customer reviews, social media posts, or emails can shed light on customers' opinions and attitudes.

Product and marketing teams use qualitative data to gain insights into their target audience and understand their preferences and pain points. Here are some specific ways your product and marketing teams can use qualitative data:

• Market research: You can use qualitative data to conduct market research and understand your target audience's demographics, motivations, and behaviors. This information helps you better position your products and marketing strategies..
• Product development: Qualitative data is valuable during the product development process. It enables your teams to gather feedback from customers on a product's features, design, and usability.
• User experience design: Qualitative data is also helpful in user experience (UX) design. By understanding how users interact with your product, you can identify pain points and areas for improvement to enhance the overall user experience.
• Competitive analysis: Qualitative data can provide insights into your competition. By conducting interviews or focus groups with your competitors' customers, you can better understand their target audience’s values and perception of their products.
• Content creation: Marketing teams can use qualitative data to inform your content strategy. By understanding how your target audience talks about their challenges, interests, and preferences, you can create more relevant and compelling content that will resonate.
• Messaging and positioning: You can use qualitative data to develop messaging and positioning. By understanding your target audience’s perception of your product or brand, you can create messaging that speaks directly to their pain points and motivations.

Here are some best practices for using qualitative data effectively:

• Define clear research objectives: Before collecting qualitative data, define your research objectives and what you want to achieve through the data. This will help guide the type of data you collect and how you analyze it.
• Choose the proper methods: Select the most appropriate method depending on your research objectives and the data type you need.
• Ensure a diverse sample: It's essential that your sample for qualitative research is diverse and representative of your target audience. This will help provide a well-rounded understanding and avoid bias in the data collected.
• Stay objective: When analyzing qualitative data, your teams must remain objective and not let their biases or assumptions influence their interpretation.
• Use different sources: Using multiple qualitative data sources promotes the accuracy and depth of your analysis. For example, you could include customer interviews, observe user groups who don't use your product, and analyze reviews from churned users.

Here are some tips for effectively analyzing qualitative data:

• Organize and code the data: For optimal insights, organize your data systematically, using coding or tagging systems. This makes it easier to identify patterns and themes within the data.
• Use software tools: TSoftware tools can help you analyze your qualitative data more efficiently. They can help you organize and code data and identify themes.
• Look for patterns: Patterns in qualitative data can provide valuable insights into your target audience's thoughts, feelings, and behaviors.
• Consider the context: It's crucial to consider the context in which you collected the data, including the participants' backgrounds, the research environment, and any external factors that may have influenced the data.

Quantitative provides invaluable insights into the “why” behind your customers’ behaviors. However, it's not just about collecting data—it’s about making data-informed decisions that drive success.

Amplitude helps you harness the full potential of your qualitative data, ensuring your product management and marketing strategies are finely tuned, user-centric, and constantly evolving. With Amplitude, you can unlock the depths of user behavior and preferences, helping your business thrive in the ever-evolving digital landscape.

• Open access
• Published: 27 May 2024

Challenges to the implementation of a multi-level intervention to reduce mistreatment of women during childbirth in Iran: a qualitative study using the Consolidated Framework for Implementation Research

• Marjan Mirzania 1 ,
• Elham Shakibazadeh 1 ,
• Meghan A. Bohren 2 ,
• Sedigheh Hantoushzadeh 3 ,
• Abdoljavad Khajavi 4 &
• Abbas Rahimi Foroushani 5  

Reproductive Health volume  21 , Article number:  70 ( 2024 ) Cite this article

Metrics details

Mistreatment during childbirth is a growing concern worldwide, especially in developing countries, such as Iran. In response, we launched a comprehensive implementation research (IR) project to reduce mistreatment during childbirth and enhance positive birth experiences in birth facilities. This study identified the challenges of implementing a multi-level intervention to reduce mistreatment of women during childbirth using the Consolidated Framework for Implementation Research (CFIR).

An exploratory qualitative study, involving 30 in-depth interviews, was conducted between July 2022 and February 2023. Participants included a purposive sample of key stakeholders at different levels of the health system (macro: Ministry of Health and Medical Education; meso: universities of medical sciences and health services; and micro: hospitals) with sufficient knowledge, direct experience, and/or collaboration in the implementation of the studied interventions. Interviews were transcribed verbatim and coded using directed qualitative content analysis (CFIR constructs) in MAXQDA 18.

The identified challenges were: (1) individual level (childbirth preparation classes: e.g., adaptability, design quality and packaging, cosmopolitanism; presence of birth companions: e.g., patient needs and resources, structural characteristics, culture); (2) healthcare provider level (integrating respectful maternity care into in-service training: e.g., relative priority, access to knowledge and information, reflecting and evaluating); (3) hospital level (evaluating the performance of maternity healthcare providers: e.g., executing, external policies and incentives); and (4) national health system level (implementation of pain relief during childbirth guidelines: e.g., networks and communications, patient needs and resources, executing, reflecting and evaluating).

Conclusions

This study provides a clear understanding of the challenges of implementing a multi-level intervention to reduce mistreatment of women during childbirth and highlights potential implications for policy makers and practitioners of maternal health programs. We encourage them to take the lessons learned from this study and revise their current programs and policies regarding the quality of maternity care by focusing on the identified challenges.

Plain English summary

Evidence suggests that mistreatment during childbirth is a growing concern worldwide, especially in developing countries, such as Iran. In this qualitative study, through 30 in-depth interviews with key stakeholders at different levels of the health system (macro: Ministry of Health and Medical Education; meso: universities of medical sciences and health services; and micro: hospitals), we identified the challenges of implementing a multi-level intervention to reduce mistreatment of women during childbirth using the Consolidated Framework for Implementation Research (CFIR). The data were analyzed using directed content analysis and a deductive approach in MAXQDA 18 software. The identified challenges were: (1) individual level (childbirth preparation classes: e.g., adaptability; presence of birth companions: e.g., patient needs and resources); (2) healthcare provider level (integrating respectful maternity care into in-service training: e.g., relative priority); (3) hospital level (evaluating the performance of maternity healthcare providers: e.g., executing, external policies and incentives); and (4) national health system level (implementation of pain relief childbirth guidelines: e.g., networks and communications). This study provides a clear understanding of the challenges of implementing a multi-level intervention to reduce mistreatment of women during childbirth; and highlights potential implications for policy makers and practitioners of maternal health programs.

Peer Review reports

Despite the recognition of every woman's right to enjoy the highest attainable standard of health, including the right to dignified and respectful care [ 1 ], evidence shows that mistreatment during childbirth is a common experience among women worldwide [ 2 , 3 ]. It is increasingly recognized as an urgent public health priority and a poor quality of care index [ 1 , 4 ], and is a critical determinant of women's decisions regarding place of birth, mode of birth, lactation, mother-child bonding, and childbirth experiences [ 5 , 6 ]. The prevalence of mistreatment among women seeking maternity care varies across different settings, from 43% in Latin America and the Caribbean [ 7 ] to 76.3% in Europe (Germany and the Netherlands) [ 8 ]. The prevalence in Iran is likewise high, reported as 75.7% [ 9 ] and 100% [ 10 ]. Women in Iran have experienced verbal abuse, frequent and painful vaginal examinations, lack of continuity of care, empathy, participation in decision-making, choice of preferred birth position, privacy, and birth companions [ 11 , 12 , 13 , 14 ].

In recent years, some interventions have been developed, implemented, and showed promising results on reducing mistreatment and promoting respectful care for all women [ 15 , 16 , 17 , 18 ]. The Heshima project reported reductions in most forms of disrespect and abuse (D&A) in 13 health facilities in Kenya [ 15 ]. A study by Kujawski et al. (2017) in two hospitals in Tanzania (Staha project) showed a 66% reduction in the odds of women experiencing D&A after the intervention [ 17 ]. Asfa et al.'s (2020) study in Ethiopia showed that the intervention led to an 18% reduction in the number of mistreatment components [ 18 ].

In Iran, the Ministry of Health and Medical Education (MOHME) has developed a list of programs and practices to ensure maternal dignity during childbirth, such as the mother's bill of rights, maternal dignity training package, maternal dignity seminars for maternity healthcare providers (MHCPs) [ 19 , 20 ], and emphasis on respectful maternity care (RMC) in the national guidelines for normal childbirth [ 21 ]. However, these actions did not make effective changes in the maternity quality of care. It seems that the programs implemented by the MOHME were not developed using context- and evidence-based approaches. There were also lacks of precise guidance on their effective implementation. Furthermore, the available research evidence on respectful/disrespectful maternity care in Iran has focused on the prevalence [ 9 , 10 ], development and psychometrics of instruments [ 22 , 23 ], and descriptions of women and healthcare providers’ experiences [ 24 , 25 ], and few interventional studies have been conducted to reduce D&A or promote RMC, including workshops for midwives [ 26 , 27 ]. It seems that healthcare providers training alone is not a sufficient solution [ 28 ]. In response, we launched a comprehensive implementation research (IR) project to reduce mistreatment during childbirth and enhance positive birth experiences in health facilities.

Prior to implementing any evidence-based intervention/innovation (EBI), it is important to identify the factors affecting its implementation in “real-world” settings to increase its adoption, scale-up, and sustainability [ 29 ]. It has been shown that many interventions that were effective in “in-vitro” and controlled conditions or small-scale fail in the real world due to contextual factors that acted against the implementation [ 30 , 31 ]. Implementation science (IS) helps to identify factors that can support or inhibit implementation and to optimize intervention implementation. Therefore, although it is necessary to prove the effectiveness of interventions in trials, this is not sufficient to ensure successful implementation at scale. Therefore, it is necessary to understand why intervention works, how, for whom, and in what settings, and what strategies are needed to improve its implementation [ 32 , 33 ].

In recent years, several models, theories, and implementation frameworks have been developed. The Consolidated Framework for Implementation Research (CFIR) [ 31 ] was developed by combining 19 theories on dissemination, innovation, implementation, organizational change, knowledge translation, and research uptake [ 34 ]. The CFIR is a “determinant framework” that consists of five domains, including the intervention characteristics (key features of an intervention), outer setting (features of the external context such as economic, political, and social environments of the intervention), inner setting (features of the organization such as structural, political, and cultural environments), characteristics of individuals involved (features of implementers such as cultural, organizational, and professional norms), and process of implementation (strategies or tactics that might influence the success of implementation) with 39 constructs/sub-constructs [ 34 , 35 ] (Additional file 1 : CFIR).

Despite attention to intervention studies to promote RMC or prevent mistreatment during childbirth, few studies have examined the implementation process of such interventions, and there is little insight into how the contextual conditions surrounding the implementation of these interventions contribute to their success or failure. To address this gap, we chose a qualitative method to obtain the experiences and perspectives of key stakeholders on the challenges of implementing a multi-level intervention to reduce mistreatment of women during childbirth in Iran using CFIR. Qualitative research methods are appropriate when seeking an in-depth understanding of participants' perspectives.

This qualitative study was part of a larger implementation research project focusing on the development and implementation of a context-specific intervention to reduce disrespectful maternity care and evaluation of strategies to improve implementation. The project was initiated in October 2021 in five public teaching hospitals in Tehran, Iran, and consists of five phases: (1) needs assessment (to assess knowledge, attitudes and practices of maternity healthcare providers about mistreatment of women during labour and childbirth, and the manifestations of mistreatment and its influencing factors), (2) identifying interventions to reduce mistreatment of women during childbirth, (3) identifying the implementation challenges of interventions, (4) designing implementation strategies for the intervention, and (5) testing implementation strategies in a real-life setting. The findings of phase 1 of the project are described elsewhere [ 11 , 36 ].

Identifying interventions to reduce mistreatment of women during childbirth

Based on the findings of phase 1 of the project, we created a logical model of the mistreatment problem based on the PRECEDE health-planning model [ 37 ]. According to the determinants of mistreatment based on the model, multi-level intervention was identified to address mistreatment drivers (Fig. 1 ). In this phase 3 of the project, we selected interventions from each level (individual, healthcare provider, hospital, and national health system) that are currently being implemented in Iran's health system to gain in-depth understanding of the challenges that affect proper implementation. Interventions implemented at each level are presented in Table 1 . This study investigated the implementation challenges of these interventions.

Logic model of the study

Study design and participants

We conducted an exploratory qualitative study consisting of individual in-depth interviews between July 2022 and February 2023 in Tehran, Iran. Participants included key stakeholders at different levels of the health system (including healthcare providers, managers, experts, policy makers, and decision makers) with sufficient knowledge, direct experience, and/or collaboration in the implementation of each of the studied interventions. We selected participants using purposive sampling to obtain diverse perspectives and experiences and then used the snowball method to recruit more participants. We aimed for maximum variation among participants according to age, education, organizational role, and work experience. Key stakeholders were selected from three levels: macro (Ministry of Health and Medical Education (MOHME): four participants), meso (universities of medical sciences and health services: 12 participants), and micro (hospitals: 14 participants). These individuals were invited to participate by phone calls and/or in-person. The eligibility criteria for this study were familiarity and/or executive responsibility in any of the studied interventions and having at least five years of work experience.

Data collection

We developed the initial semi-structured interview guide based on sample interviews at http://cfirguide.org [ 42 ]. Damschroder et al. (2009) recommend that researchers try to select constructs from CFIR that are most related to their study setting [ 34 ]. Therefore, the interview guide was revised using study-related constructs (Additional file 2 : interview guide). We then pilot-tested this by conducting two initial interviews, which were not analyzed. Interviews were conducted in Persian by the lead author (M.M.), a female PhD candidate in Health Education and Promotion with previous experience in qualitative studies who had no prior interactions with the participants. To prepare participants for the interview, interview guide questions were sent to them in advance via email. Additionally, at the beginning of the interviews, the purpose of the study, guarantee of confidentiality and anonymity of information, nature of voluntary participation, and the possibility of withdrawing from the study at any time were explained to the participants. All participants provided written informed consent and permission for audio recordings. The interviews were conducted in participants' workplaces (in a private room) and during their preferred accommodation. The duration of the interviews ranged from 40 to 60 min, during which the interviewer made field notes. The demographic characteristics of the participants (including age, gender, education, organizational role, and number of years of work experience) were recorded at the end of each interview. The interviews continued until data saturation was reached. Saturation was obtained after the 28th interview; however, to ensure that no new information emerged, data collection continued until the 30th interview. All the invited individuals participated in the interviews, and no repeat interviews were conducted.

Data analysis

Data analysis was conducted simultaneously with data collection, using directed content analysis [ 43 ] and a deductive approach. After each interview, M.M. listened to the recorded audios several times, transcribed verbatim in Persian, and returned to the participants for comments and/or corrections. E.Sh. (female professor in Health Education and Promotion; an experienced qualitative researcher) checked the transcripts for accuracy and consistency. Prior to coding the data, a categorization matrix was developed based on the interview guide (i.e., CFIR constructs). Next, two authors (M.M. and E.Sh.) independently analyzed the data. We marked and color-coded the significant segments of the text. We put those color-coded text segments together and gave codes. We categorized the codes according to their differences and similarities, and linked them to pre-specified categorizations in sub-themes and themes. If disagreements arose in coding, the authors discussed until consensus was reached. The MAXQDA 18 software was used to manage the data [ 44 ]. We translated selected quotes into English to support the themes developed throughout the analysis.

The trustworthiness of this study was tested based on the four criteria of Lincoln and Guba [ 45 ]. The credibility of the data was ensured through prolonged engagement with the data, applying a sampling technique with maximum variation, multiple data sources (including field notes, audio recordings, and transcripts), and providing initial codes to the three participants for approval. To enhance the transferability of the data, we conducted interviews with participants who had the most experience and knowledge of each of the studied interventions. Furthermore, dependability was obtained by analyzing the data separately by the two members of the research team. To assess confirmability, a qualitative research specialist, who did not participate in this study, confirmed the data analysis process. This paper was reported in accordance with the consolidated criteria for reporting qualitative research (COREQ) checklist [ 46 ] (Additional file 3 : COREQ Checklist).

Characteristics of participants

Thirty in-depth interviews were conducted with the key stakeholders. The mean age of the participants was 49.5 years (range: 35-65 years). Most participants (73.4%) held an MD or PhD degree. Four participants worked in MOHME, 12 in medical universities, and 14 in hospitals; more than half had over 20 years of work experience (Table 2 ).

The identified challenges

The challenges of implementing each intervention (currently implemented in the system) were identified and categorized using the domains and constructs/sub-constructs of the CFIR (Table 3 ).

Individual-level interventions

At the individual level, two interventions were listed according to the determinants of mistreatment based on the model: childbirth preparation classes and the presence of birth companions (Fig.  1 ). Both interventions are implemented in the system; however, there were serious challenges in the settings, as outline below.

Training of pregnant women about the process of labour and childbirth, respectful care and their rights during childbirth

In our study, participants shared opinions about the challenges of implementing childbirth preparation classes in five CFIR domains (intervention characteristics, outer setting, inner setting, characteristics of individuals involved, and process of implementation).

Intervention characteristics

Adaptability.

The level of adaptability of the intervention (childbirth preparation classes) was described as a key barrier to its implementation by most participants. They believed that non-compliance of the conditions and facilities of maternity hospitals with the educational content of the classes, improper timing of the start of classes (from the 20th week of pregnancy), and poor announcements can weaken the implementation of the intervention. The participants suggested that for effective childbirth preparation classes, the situations of facilities of maternity hospitals can be tailored and refined according to the educational content of the classes. Additionally, classes should be held in the early phases of pregnancy and widely announced.

“The training that women receive in classes is different from that implemented in maternity hospitals. For example, we teach that they can move during labour, take their preferred position during childbirth, and have a chosen companion. However, in practice, this has not been implemented in maternity hospitals ...” (Reproductive Health Specialist, University level) “Announcing about childbirth preparation classes in hospitals and health centers is poor. Only 18% of the pregnant women participated in classes. We did not announce them correctly…” (Health Policy Specialist, MOHME level)

Design quality and packaging

Weakness in the design quality and packaging of childbirth preparation classes prevent their successful implementation. Some participants (obstetricians) reported a lack of a multidisciplinary team in holding classes as a barrier to implementation. They believed that classes should be managed by a team and should not be exclusive to midwives. However, the midwives stated that the content of the classes was such that it could be handled by them, but the presence of a psychologist in some sessions could play an important role in the success of the classes.

“We must accept that midwives cannot cover all sessions. Psychologists, nutritionists, and obstetricians can be used in these classes.” (Obstetrician, Hospital level)

Outer setting

Patient needs and resources.

Lack of training about RMC was also considered a fundamental factor. Most participants highlighted that women do not understand respectful care principles and their rights during childbirth, and this should be integrated into the content of childbirth preparation classes.

“… They should be aware of their rights during childbirth. This should be integrated into the content of the childbirth preparation classes.” (Obstetrician, MOHME level)

Cosmopolitanism

A crucial factor affecting childbirth preparation class implementation was the poor collaboration of the private sector to hold classes. Participants reported that since most pregnant women receive their care from the private sector (obstetricians and/or midwives' offices), there is a need to establish efficient mechanisms for more support and collaboration of these sectors in holding classes.

“Participation of the private sector is essential because 70% of pregnant women receive their care from obstetricians and midwives.” (Midwife, University level)

Inner setting

Organizational incentives and rewards.

A few participants expressed concerns about the poor implementation of childbirth preparation classes following the low participation of pregnant women in classes. They believed that setting enough incentives could affect women’s degree of engagement and commitment to participate in classes.

“Between 9-10% of pregnant women attend our classes (health centers), and this rate is very low ... If incentives are provided, they are more motivated to participate.” (Reproductive Health Specialist, University level)

Available resources

Participants reported that poor physical environment and staff shortages were barriers to implementing childbirth preparation classes.

“In some hospitals, there is no standard space to hold classes, especially in private hospitals.” (Midwife, Hospital level) “Dedicated instructors should be considered in these classes. Here, they appoint one person as an instructor, and at the same time, she has to work shifts in the maternity hospital because they do not have staff.” (Midwife, Hospital level)

Characteristics of individuals involved

Other personal attributes.

Instructors’ skill and interest was another challenge that was highlighted by some participants: “Unfortunately, some of our midwives (as instructors of classes) are rarely interested in training or do not have enough skills …” (Reproductive Health Specialist, Hospital level)

Process of implementation

Poor execution of childbirth preparation classes, especially during the COVID-19 pandemic, was an important challenge discussed by participants. They also believed that focusing on quantity and neglecting the quality of the classes made them not have the proper efficiency, and their goal was rarely reached: “The classes are implemented, but they are not implemented according to plan and properly ... Unfortunately, we focused on the quantity of the classes, for example, the forms we have to complete and the statistics we have to give to the MOHME.” (Reproductive Health Specialist, University level)

Reflecting and evaluating

Supervising implementation and continuous evaluation were crucial factors emphasized by the participants. They acknowledged that the MOHME should supervise the implementation of childbirth preparation classes in hospitals and health centers through regular inspections. In addition, evaluate the progress and quality of their implementation through an external evaluation.

“I think the biggest challenge of childbirth preparation classes is that there is no supervision of their implementation … There should be a monitoring and auditing system.” (Reproductive Health Specialist, MOHME level)

Presence of birth companions

In this study, the challenges of implementing birth companions in four CFIR domains (outer setting, inner setting, characteristics of individuals involved, and process of implementation) were discussed by the participants.

According to the participants, the lack of knowledge of companions could be a barrier to their attendance at maternity hospitals. Some participants believed that a person going to be a birth companion should be required to participate in childbirth preparation classes and receive training:

“Companions have limited knowledge. I think birth companions should be required to participate in childbirth preparation classes because those who are trained in these classes are helpful to both labouring women and us providers.” (Reproductive Health Specialist, Hospital level)

Structural characteristics

The lack of physical space in some maternity hospitals was another factor that some participants stated: “Some of our maternity hospitals do not have a standard structure, for example, Hospital X, which is a hall with 12 beds and set up some extra beds because of the high visits, so there will be no place for the presence of a birth companion.” (Health Policy Specialist, MOHME level)

The participants also reported cultural issues as barriers to the implementation of birth companions. They noted that most of the time, if the companion is a partner, due to the feminine environment of maternity hospitals and female providers’ unwillingness to be accompanied by men in the delivery room; they are not allowed to be accompanied.

“The companion is not allowed to enter the maternity hospital; why? Because my colleague (midwife or doctor) does not like a man to be in the labour room, she says, 'No, sir, you go out and let a woman come.” (Reproductive Health Specialist, MOHME level)

Compatibility

One potential barrier to implementation was concern about the compatibility of the presence of birth companions with the existing workflows of maternity staff. The participants agreed that the interference of birth companions in the clinical duties of staff was a major factor for not allowing a companion.

“As a midwife who worked in a maternity hospital for several years and was strongly against the presence of birth companions, I say that our main challenge was the interference of companions. For example, when a labouring woman's serum runs out, the companion comes many times and warns …” (Midwife, University level)

Some participants believed that the unwillingness of staff was an important barrier. They mentioned that staff prevents the presence of birth companions because of the perception that the companion is witnessing their performance as an advocate for the woman, which may cause them to expect more attention to labouring women.

“The companion is like an advocate; it is like a hidden camera. Why do some staff members not like companions to enter maternity hospitals? This is because it controls their performance …” (Obstetrician, Hospital level)

Another factor was related to lack of supervision. The participants highlighted the need for continuous supervision of the implementation of birth companion guidelines in hospitals: “The presence of birth companions has a guideline that has been communicated to all hospitals, but in many hospitals, especially public hospitals, it is not implemented because it is not supervising ...” (Obstetrician, University level)

Healthcare provider-level intervention

At this level, five interventions were listed according to the determinants of mistreatment based on the model (Fig. 1 ). However, one of them (integrating RMC into the in-service training of maternity staff) is implemented in the system. The challenges of this intervention were identified as follows:

Integrating RMC into in-service training of maternity staff

Participants in this study reported intervention implementation challenges in the four CFIR domains (outer setting, inner setting, characteristics of individuals involved, and process of implementation).

External policies and incentives

Regulations and guidelines related to in-service training of staff affect the quality and efficiency of courses. Weakness in some regulations and guidelines has caused staff to be given a quantitative view, which means that many of them participate in the training course to obtain a certificate, rather than improve their knowledge, skills, and behavior, and/or increase the organization's productivity.

“… Unfortunately, our regulations and guidelines are quantitative; that is, they dictate that if a person spends X hours in a year, it will be included in his/her evaluation and career promotion. Therefore, staff members only participate in courses to complete their duty hours and obtain a certificate.” (Midwife, University level)

Relative priority

Obtaining a license to hold an in-service training course was one of the challenges mentioned by some of the participants. They expressed the belief that the necessity of holding a respectful care training course should be clarified in the steering committee of training and empowerment of human resources in such a way that the course is included in the specialized and mandatory training of employees, not general and optional; thus, it is effective in their career development and they have sufficient motivation to participate in the course.

“One of the challenges is to obtain a license to hold the course. You must justify the necessity of holding a respectful care training course in such a way that the course is included in the job description of the maternity staff.” (Public Health- related manager, University level)

Allocation of an insufficient budget for staff training was an important challenge reported by some participants. They found that staff participation in training courses required more financial support: “Unfortunately, the investment in training staff is very low. The per capita education budget for healthcare staff training this year is 800,000 Iranian rials (IRR), is very small.” (Public Health- related manager, MOHME level)

Similarly, the lack of experienced instructors is considered a challenge. When the instructor of an in-service training course does not have specialized knowledge and teaching ability, the course does not have the necessary efficiency and is not welcomed.

Access to knowledge and information

The participants also believed that informing the staff about the value and importance of the training course played an important role in its successful implementation. They highlighted that information and materials about the importance of RMC should already be provided to the maternity staff. A participant said: “First, it clarifies the importance of respectful care training for the maternity staff. They need to know how much their behavior with labouring women can affect their mental health status as well as their decisions for future pregnancies.” (Health Services Management Specialist, University level)

Knowledge and beliefs about the intervention

Managers do not believe in in-service training for staff, and lack of support for them has caused the need for this training to not be included in the organization's plans and priorities.

“Some managers do not support participation in training courses, and they do not believe that these courses have many benefits for the individual and organization.” (Public Health- related manager, University level)

Another major challenge was the weakness of evaluating the effectiveness of the training courses. The participants acknowledged that, although the evaluation of the effectiveness of courses is done using Kirkpatrick's model [ 47 ], it is often incomplete or limited to the first two levels of this model, and the third and fourth levels are not done because of problems and complexity.

“... Our current evaluation method is flawed, and we do not evaluate almost any of our courses at the level of behavior; therefore, we cannot be sure if the person who participated in the course acquired the expected capabilities.” (Reproductive Health Specialist, University level)

Hospital-level intervention

At the hospital level, four interventions were listed based on the model (Fig. 1 ). Of these, the evaluation of the performance of MHCPs is implemented in the system. The identified challenges for this intervention were as follows:

Evaluating the performance of MHCPs about mistreatment and/or RMC

In our study, participants discussed the intervention implementation challenges in two CFIR domains (outer setting and process of implementation).

Some participants complained of weakness in laws and regulations. They stated that to supervise the performance of MHCPs in laws and regulations (including the Support of Family and Youth Population Act), the merit pay of providers dependent on the satisfaction of pregnant women is defined. However, they are not included in the payment systems of all MHCPs. Furthermore, participants expressed concern that these laws (such as reducing merit pay or warnings) were not very effective in supervising the performance of the providers.

“Currently, in the Support of Family and Youth Population Act, merit pay of the providers depends on the satisfaction of pregnant women, but unfortunately not for all providers (including obstetricians or residents). We are pursuing this to be modified.” (Health Policy Specialist, MOHME level)

Poor execution of the intervention (mother’s satisfaction questionnaire) was considered important. Participants stated that, although all hospitals were required to implement and provide feedback to the MOHME, the providers often completed the questionnaire. To solve this problem, an electronic satisfaction questionnaire is currently being designed, whose links will be sent to women, and their satisfaction reports will be registered in the Ministry of Health's portal. However, owing to the poor support of the Information Technology (IT) unit, it has not yet been implemented.

“… Unfortunately, the questionnaires were completed by the providers, without the mother being informed. Currently, an electronic questionnaire is designed, the report of which will be registered in the Ministry of Health's portal, but it has not yet been implemented.” (Reproductive Health Specialist, Hospital level)

National health system-level intervention

At the national health system level, the implementation of pain relief during childbirth guidelines was listed based on the model (Fig. 1 ). This intervention is implemented in the system, and its challenges were as follows:

Implementation of pain relief during childbirth guidelines

In this study, the participants identified implementation challenges in the four CFIR domains (outer setting, inner setting, characteristics of individuals involved, and process of implementation).

Participants mentioned the lack of knowledge of pregnant women as an important challenge in implementing pain relief during childbirth. They believed that most women are unaware of the option of pain relief during childbirth. Pregnancy is an important time to inform and prepare women about pain relief options during childbirth; however, women are unaware of this right and do not demand it.

“… Pregnant women do not have sufficient information regarding pain relief during childbirth … so they do not demand ... Information about this should be provided during pregnancy (for example, in childbirth preparation classes), but when labouring women come to the maternity hospital, we have to go and explain … I think that this is not the right time for training.” (Anesthesiologist, Hospital level)

Some participants also pointed out that a large number of their clients are Afghan women who refuse pain relief, because they do not have insurance coverage and would be required to pay out-of-pocket.

“... Most of our clients are Afghan women. They do not have insurance and have to pay for it. Therefore, they do not do (pain relief during childbirth).” (Obstetrician, Hospital level)

The presence of good networking and relationships with external organizations, such as insurance organizations, to modify pain relief during childbirth tariffs and motivate staff was described by participants as an effective factor in implementation.

“The support of insurance organizations is also crucial for the implementation of pain relief during childbirth; tariffs should be revised, but unfortunately, they do not collaborate.” (Obstetrician, MOHME level)

MOHME policies and support were critical for the successful implementation of pain relief during childbirth. Some participants believed that being free of charge for pain relief during childbirth in public hospitals was one of the factors facilitating its implementation. However, the participants reported that some measures of the MOHME, including the absence of on-call anesthesiologists in hospitals were another challenge for the implementation of the program.

“... The hospital should have an on-call anesthetist, which unfortunately the MOHME took it away ... Therefore; we do not have the possibility of pain relief during childbirth at night because we there is not have an on-call anesthesiologist. There is an aesthesia resident, but it is normal that she/he does not spend X hours on pain relief during childbirth and quickly performs a caesarean section.” (Obstetrician, Hospital level)

Networks and communications

Poor working relationships between obstetricians and anesthesiologists were key barriers. Some participants believed that obstetricians are the primary decision-makers for pain relief during childbirth, and if they approve, labouring woman will be referred to anesthesiologists, but unfortunately, they do not collaborate enough in this regard. A participant stated:

“Obstetricians should select labouring women based on the criteria and then refer to them. Unfortunately, they do not collaborate with us …” (Anesthesiologist, Hospital level)

The availability of resources during the implementation process was critical for success. The participants complained about the low tariff allocated to pain relief during childbirth and considered it a fundamental barrier to non-collaboration of anesthesiologists in the implementation of the program. Furthermore, the lack of staff (anesthesiologists and nurse anesthetists) to offer top-ups and continuous monitoring adds to this factor.

“Pain relief during childbirth is a time-consuming process, but the tariff is so low that the anesthesiologist does not want to perform it. However, there is a shortage of anesthesiologists and nurse anesthetists in most hospitals.” (Anesthesiologist, Hospital level)

Similarly, limited access to knowledge and information about pain relief during childbirth for the provider team was considered another challenge. The participants identified a lack of adequate training for providers prior to implementing the program as a contributing factor.

“Prior to the implementation of this program (pain relief during childbirth), sufficient training should have been provided to all team members (including anesthesiologists, obstetricians, and midwifes), and the purpose and importance of the program were well introduced. We were not justified at all as to why we wanted to do this program ...” (Obstetrician, Hospital level)

Another challenge was the lack of knowledge and misconceptions of providers (obstetricians and midwives) regarding pain relief during childbirth. For example, it is believed that pain relief during childbirth is associated with an increased risk of prolonged labour, poor maternal and infant outcomes, and an increased chance of cesarean section. The participants believed that there was a serious need to spread awareness and cultivate a positive attitude among providers about the benefits of pain relief during childbirth and eliminate misconceptions by holding training courses.

“I think the most important challenge is misconceptions. Still, many obstetricians do not agree with pain relief during childbirth; it is believed that it prolongs the labour process or may have complications for the mother and/or the infant; all this is due to lack of knowledge. This belief needs to be corrected.” (Anesthesiologist, Hospital level)

According to most participants, the lack of expertise and skills of anesthesiologists was another barrier to implementation. They acknowledged that pain relief during childbirth is one of the important abilities that anesthesia residents should acquire, which has not been considered in their educational curriculum. Anesthesiology residents spend a short period of one month in the maternity ward, so they do not acquire enough skills.

“Pain relief during childbirth requires expertise and skill ... However, it has not been considered an important topic in the educational curriculum of anesthesiologists.” (Midwife, University level)

Some participants felt that pain relief during childbirth had not been implemented according to the implementation plan. They emphasized the identification of program problems and the importance of proper planning: “At first, the process of pain relief during childbirth in our hospitals was increasing; for example, in our hospital, we had about 500 pain relief during childbirths per month, but currently we do not have four ... We were weak in execution; we have implemented the program since 2014, but unfortunately, I can say that we have been unsuccessful thus far.” (Anesthesiologist, Hospital level)

In addition, supervising the implementation of pain relief during childbirth in hospitals was another factor mentioned by some participants. They stated that internal and external inspections should be used to supervise the performance of the team in providing pain relief during childbirth.

“There must be supervision ... If it is not done (pain relief during childbirth), it is not supervised that why was it not done? The mother did not request or you (providers) did not?” (Health Education and Promotion Specialist, University level)

In this study, using the CFIR, we identified perspectives of key stakeholders from different levels of the health system regarding the challenges of implementing a multi-level intervention to reduce mistreatment of women during childbirth in Iran. Overall, the findings showed that through the lens of CFIR domains (intervention characteristics, outer setting, inner setting, characteristics of individuals involved, and process of implementation), there are several challenges to successfully implementing current interventions. Documenting the findings of such studies can help formulate appropriate strategies to improve the implementation of interventions to reduce mistreatment during childbirth as well as the development of high-quality maternity care guidelines in similar settings.

In our study, the most identified challenges to successfully implementing the interventions were related to the outer- and inner-setting domains. The key role of the outer setting [ 48 , 49 ] and inner setting [ 50 ], which emphasize the external influences on the intervention and characteristics of the implementing organization, has been highlighted in other studies for successful implementation. Our findings showed that all proposed interventions were influenced by factors from the outer setting. Patients’ needs and resources could challenge the implementation of childbirth preparation classes, birth companionship, and pain relief during childbirth. Participants reported that women were not trained in childbirth preparation classes about respectful care principles and their rights during childbirth, birth companions were not trained, and most women were unaware of pain relief during childbirth. Previous studies are in agreement with our findings and reflect the need for respectful care education for women [ 51 , 52 ], the presence of a trained birth companion [ 25 , 53 ], and training programs to increase women's awareness of pain relief options during childbirth [ 54 ]. In this study, poor collaboration with external organizations was also identified as a barrier to the implementation of childbirth preparation classes and pain relief during childbirth. The Heshima project in Kenya showed that participatory design of interventions at the policy, facility, and community levels played a significant role in the public acceptance of maternity care and health rights; therefore, the successful implementation and sustainability of the RMC intervention requires the formation of partnerships with external organizations [ 55 ]. Furthermore, our findings showed that external policies (including weakness in regulations and guidelines) challenge the implementation of interventions (including integrating RMC into in-service training, evaluating the performance of MHCPs, and pain relief during childbirth). Similar to our findings, Warren et al. (2017) reported that the free maternity care policy in Kenya affected the quality of care by increasing the demand for health facilities, delays in financing, augmented provider workloads and shortages, and posed challenges to the implementation of RMC [ 55 ]. In another study (2021), the existing policy in the West Bank to prevent the presence of birth companions in public facilities was reported by participants as a factor for mistreatment during childbirth [ 56 ].

Inner setting factors that affected the implementation of interventions were structural characteristics, networks and communications, culture, compatibility, relative priority, organizational incentives and rewards, and readiness for implementation (available resources and access to knowledge and information). Participants acknowledged that structural characteristics (including a lack of physical space), cultural issues, and incompatibility can act as barriers to birth companion intervention. Studies support the findings of our study that the limitations of the physical structure of hospitals make it difficult to allow birth companions [ 28 , 57 ]. In addition, in our study, as in some cultures, the presence of male partners was not socially acceptable, especially during childbirth [ 58 ], and there were concerns about the interference of birth companions in healthcare providers’ medical decisions [ 58 ]. Moreover, in this study, participants stressed the importance of holding a respectful care training course for providers. Healthcare providers have been shown to have a negative attitude toward respectful care [ 59 ], which is often less important than other aspects of care [ 60 ]. Poor working relationships between providers were another factor affecting implementation. Similarly, poor teamwork among obstetricians, midwives, and anesthesiologists was highlighted as an important barrier to implementing labour analgesia in Wu et al.'s study [ 61 ]. Moreover, in our study, lack of resources (including physical space, human resources, money, and training) was described as a potential barrier to readiness for implementation. In addition, limited access to knowledge and information about the intervention was another barrier to readiness for implementation. Our findings are consistent with previous studies that have examined how inner setting characteristics such as readiness for implementation [ 55 ] and organizational rewards and incentives [ 62 ] influence implementation.

The intervention characteristics domain, which emphasizes the importance of the need to adapt the intervention to enhance its fit with the context [ 63 ], is a critical determinant of the success of implementation [ 34 , 64 , 65 ]. In our study, adaptability and design quality and packaging were seen as important factors in the implementation of childbirth preparation classes. The findings showed that the situations of facilities of maternity hospitals do not adapt the content of the classes, the timing of the start of the classes are not appropriate, and they are not announced correctly. Previous studies have assessed the factors influencing childbirth preparation classes; for example, a study conducted by Otogara (2017) reported the need for the presence of a psychologist consultant as well as appropriate timing and information for successful implementation of classes [ 66 ].

The domain of the characteristics of individuals involved in the intervention is also crucial to ensure the success of implementation [ 34 ]. Our findings showed that the personal attributes of individuals within the organization (such as interest, skills, and expertise), as well as their knowledge and beliefs about the intervention, are other key factors that can hinder implementation. Other studies have similarly shown that competent, skilled, and motivated service providers are important for RMC provision [ 67 ]. Moreover, providers' knowledge and understanding of RMC are reported to be important in designing interventions to address mistreatment in maternity care [ 68 ]. In Mexico, training and enabling healthcare providers to promote respectful delivery care have been noted [ 69 ].

In our study, the implementation process domain was identified as a key factor in the implementation of all the studied interventions. Participants noted suboptimal execution, lack of supervision, and weakness in evaluating posed challenges for implementing interventions. Previous studies have revealed the key role of monitoring and evaluation interventions in the success of RMC implementation [ 15 , 70 ]. This was implemented in the Hashima project by applying mechanisms to report cases of disrespect, such as customer service desks, suggestion boxes and supervisory visits at the facility level [ 15 ].

Overall, our study has potential implications for practice and research. This study highlights practical benefits for policy makers and practitioners of maternal health programs in Iran and other contexts. We suggest that they consider the findings of this study when implementing their current programs and policies regarding the quality of maternity care. Moreover, intervention studies focusing on RMC and/or mistreatment during childbirth appear to be relatively limited in high-income countries (HICs), and research and implementation efforts in these settings must continue. The implementation process of these interventions has been inadequately explored, thus affecting their comparability. Using the CFIR, this study provides important insights into how the contextual conditions surrounding the implementation of multi-level interventions to reduce mistreatment during childbirth contribute to their success or failure. Therefore, the findings of this study can provide evidence for formulating effective strategies with the potential to increase the positive experiences of childbirth for women.

Strengths and limitations

To the best of our knowledge, this is the first attempt to identify the challenges of implementing a multi-level intervention to reduce mistreatment of women during childbirth in Iran and provides important insights into the contextual conditions around the implementation of each of the interventions. Our findings can be useful for other developing countries (LMICs) in similar contexts, especially those in the Eastern Mediterranean region. Reflecting the perspectives of key stakeholders from the micro- to macro-level of the health system was another strength of our study. Furthermore, the use of CFIR as the most common framework in IS allowed us to comprehensively identify the effective factors in the implementation of each intervention. However, given that the interviews were conducted with key stakeholders involved in the interventions, there is a possibility of a social desirability bias (underreporting of actual experiences and challenges due to their roles). We tried to mitigate this limitation by guaranteeing the confidentiality and anonymity of information as well as, conducting interviews in a private room. Also, this study focused on the interventions that are currently implemented in Iran's health system; and further research is needed to explore the implementation challenges of other interventions intended to reduce mistreatment during childbirth.

Our findings revealed potential challenges for implementing a multi-level intervention to reduce mistreatment of women during childbirth in the domains of intervention characteristics, outer setting, inner setting, characteristics of individuals involved, and process of implementation of the CFIR. Addressing these challenges is necessary to improve the implementation of interventions to reduce mistreatment during childbirth in Iran.

Availability of data and materials

The datasets generated and analyzed during the current study are not publicly available due to privacy restrictions of the participants but are available from the corresponding author on reasonable request.

Abbreviations

Disrespect and Abuse

Respectful Maternity Care

Evidence-Based Intervention/Innovation

Implementation Science

Consolidated Framework for Implementation Research

Ministry of Health and Medical Education

Maternity Healthcare Providers

Consolidated Criteria for Reporting Qualitative Research

Iranian Rials

Information Technology

High-Income Countries

Low and Middle Income Countries

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Acknowledgments

This study was part of a PhD dissertation. We thank the Tehran University of Medical Sciences (TUMS) and the Health Information Management Research Center, TUMS for their financial support. We appreciate the sincere collaboration of all participants who provided valuable information in the interviews.

This study received funding from the Deputy for Education at Tehran University of Medical Sciences (TUMS) (9811108001) and Health Information Management Research Center, TUMS (1401-3-208-62407). The role of the funders is to monitor the corresponding study planning and progression.

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Marjan Mirzania & Elham Shakibazadeh

Gender and Women’s Health Unit, Nossal Institute for Global Health, School of Population and Global Health, University of Melbourne, Carlton, VIC, Australia

Meghan A. Bohren

Department of Obstetrics and Gynecology, School of Medicine, Vali-E-Asr Reproductive Health research Center, Family Health Research Institute, Tehran University of Medical Sciences, Tehran, Iran

Sedigheh Hantoushzadeh

Department of Social Medicine, School of Medicine, Gonabad University of Medical Sciences, Gonabad, Iran

Abdoljavad Khajavi

Department of Epidemiology and Biostatistics, School of Public Health, Tehran University of Medical Sciences, Tehran, Iran

Abbas Rahimi Foroushani

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E.Sh. and M.M. conceived and designed the project with input from all authors. M.M. developed the interview guide, conducted the interviews, coded and analyzed the data, and drafted the manuscript. E.Sh. contributed to the development of the interview guide, coding and analysis the data, and drafting of the manuscript. M.B., S.H., A.Kh., and A.RF. participated in the revision of the manuscript. All authors read and approved the final manuscript.

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Correspondence to Elham Shakibazadeh .

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The study was reviewed and approved by the Ethics Committee of Tehran University of Medical Sciences (code number: IR.TUMS.SPH.REC.1400.169). Written informed consent was obtained from all participants prior to the interviews. This study was performed in accordance with the principles set out in the Declaration of Helsinki.

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Mirzania, M., Shakibazadeh, E., Bohren, M.A. et al. Challenges to the implementation of a multi-level intervention to reduce mistreatment of women during childbirth in Iran: a qualitative study using the Consolidated Framework for Implementation Research. Reprod Health 21 , 70 (2024). https://doi.org/10.1186/s12978-024-01813-1

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Current status of electronic health literacy among pregnant women with gestational diabetes mellitus and their perceptions of online health information: a mixed-methods study

• Jingqi Xu 1   na1 ,
• Yujia Chen 1   na1 ,
• Jing Zhao 1   na1 ,
• Jiarun Wang 1 ,
• Jianfei Chen 1 ,
• Xinlong Pan 1 ,
• Wei Zhang 1 ,
• Jin Zheng 2 ,
• Zhijie Zou 1 ,
• Xiaoli Chen 1 &
• Yingzi Zhang 3  

BMC Pregnancy and Childbirth volume  24 , Article number:  392 ( 2024 ) Cite this article

Metrics details

Women diagnosed with gestational diabetes mellitus often rely on internet-based health information for managing their condition. This study aims to investigate the present state of electronic health literacy among women with gestational diabetes mellitus, analyze the influencing factors, and explore their experiences regarding accessing, comprehending, evaluating, and applying online health information pertinent to gestational diabetes mellitus.

A sequential explanatory mixed methods research design was adopted in this study. Initially, 235 women with gestational diabetes mellitus participated in a cross-sectional survey. The research tools included general information and the Chinese version of the electronic Health Literacy Scale (eHEALS). Descriptive analyses were conducted to describe the characteristics of the sample, and multiple linear regression analyses were used to explore the factors influencing electronic health literacy among women with gestational diabetes mellitus. Secondly, 11 women with gestational diabetes mellitus joined semi-structured in-depth interviews to obtain their perceptions about online health information. The data were analyzed using inductive content analysis to develop themes.

The median score of eHEALS in the Chinese version among 235 women diagnosed with gestational diabetes mellitus was 29 (interquartile range [IQR], 26 to 32). Factors influencing electronic health literacy among these women included accessing health information from medical professionals (β = 0.137, p  = 0.029) and utilizing health information from applications (β = 0.159, p  = 0.013). From the qualitative phase of the study, four thematic categories emerged: reasons and basis for accessing health information from the Internet; address barriers to accessing and applying online health information; desires for a higher level of online health information services; outcomes of accessing and applying online health information.

The electronic health literacy of women diagnosed with gestational diabetes mellitus remains suboptimal and warrants improvement. The sources of access to health information affect electronic health literacy in women with gestational diabetes mellitus. Moreover, women facing gestational diabetes encounter numerous impediments when attempting to access health-related information online, underscoring the necessity for enhanced online health information services to meet their needs.

Peer Review reports

Gestational diabetes mellitus is a metabolic disorder occurring during pregnancy [ 1 ], primarily resulting from insulin resistance and the progressive dysfunction of pancreatic β-cell [ 2 ]. Symptoms of gestational diabetes mellitus often manifest insidiously, making detection challenging. Diagnosis typically occurs through the oral glucose tolerance test administered between the 24th and 28th weeks of gestation [ 3 ]. Although there have been some advancements in monitoring the fetal health of women with gestational diabetes [ 4 , 5 ], gestational diabetes mellitus remains one of the most important causes of adverse perinatal outcomes [ 6 , 7 ], which may also have a negative impact on maternal mental health [ 8 ]. To mitigate these adverse effects, a collaborative multidisciplinary approach is typically employed, with lifestyle and behavioral management serving as the preferred method of intervention [ 9 ]. Lifestyle and behavioral management strategies for gestational diabetes mellitus encompass a diverse array of medical knowledge, spanning medical nutrition therapy, physical activity recommendations, weight management strategies, and more [ 10 ]. Therefore, to effectively manage gestational diabetes mellitus, women typically require access to extensive health information regarding lifestyle and behavioral management strategies.

In recent years, with the development of information and communication technologies, electronic resources have been increasingly used in healthcare. The Internet, in particular, has emerged as a popular platform for accessing health information among women diagnosed with gestational diabetes mellitus [ 11 ]. However, despite the convenience afforded by the Internet for accessing health information, it is essential to acknowledge the challenges associated with online health information and services. These challenges include content duplication, the presence of unregulated information sources, inadequate quality control measures, and difficulty in verifying the credibility of information sources [ 12 ]. Therefore, for women managing gestational diabetes mellitus, discerning the most reliable and credible health information from the vast array of online resources is paramount.

According to Norman and Skinner, the ability of individuals to access reliable and credible health information from electronic resources hinges on their electronic health literacy, an extension of traditional health literacy within the digital realm [ 13 ]. Unlike traditional health literacy, which primarily emphasizes individual access to and understanding of health information [ 14 ], electronic health literacy focuses on the individual comprehensive ability to access, understand, and assess health information from electronic resources, and apply health information available online to address health issues or make health-related decisions [ 15 ]. Evidence suggests that individual electronic health literacy is positively associated with one’s health behaviors and health outcomes, including a higher level of medication adherence, psychosocial well-being, and quality of life, as well as adopting adaptive health behaviors [ 16 , 17 , 18 , 19 ]. Therefore, to enhance the health behaviors and outcomes of women diagnosed with gestational diabetes mellitus, a thorough understanding of their electronic health literacy is indispensable.

Most of the existing studies on electronic health literacy focus on adolescents, college students, and the elderly [ 20 , 21 , 22 ]. In recent years, a few researchers have explored electronic health literacy in people with chronic diseases and their caregivers, including cancer patients and their caregivers [ 23 , 24 ], individuals with systemic lupus erythematosus, and those diagnosed with diabetes [ 25 ]. To the best of our knowledge, there is relatively limited research on the electronic health literacy of pregnant women, and currently, no studies have investigated the electronic health literacy of women with gestational diabetes mellitus. Through a review of studies on electronic health literacy in other populations, it was found that demographic characteristics, pregnancy-related features, and sources of health information acquisition may influence the electronic health literacy of women with gestational diabetes mellitus, including factors such as age, education level, employment status, household income, residential location, gestational age, number of pregnancies, and online health information searching [ 26 , 27 , 28 , 29 , 30 , 31 ]. In addition, research on electronic health literacy is primarily quantitative, while comprehensive studies on the experience and needs related to electronic health information remain insufficient. Taking these factors into consideration, this study adopted a mixed-methods approach to investigate electronic health literacy among women with gestational diabetes mellitus. It thoroughly explored the factors that influence electronic health literacy in this population, while also delving into their experiences of accessing, comprehending, evaluating, and applying online health information. Based on the literature review above, before the study began, we hypothesized that demographic characteristics, pregnancy-related factors, and sources of health information acquisition are associated with the electronic health literacy of pregnant women with gestational diabetes.

A sequential explanatory mixed-methods research design was employed to investigate the current status of electronic health literacy and cognition of online health information among women diagnosed with gestational diabetes mellitus. This study is divided into two parts. The first part discusses the current status and influencing factors of electronic health literacy among women with gestational diabetes mellitus through quantitative analysis. In the second part, qualitative research was conducted to explore the perception and cognition of women with gestational diabetes mellitus on online health information.

Quantitative phase—questionnaire survey

Study design and setting.

The quantitative phase is a cross-sectional study conducted through questionnaire surveys. During this phase, we recruited pregnant women diagnosed with gestational diabetes mellitus from the obstetrics department of a tertiary maternity hospital in Wuhan City using a convenience sampling method. The inclusion criteria were as follows: (1) aged 18 years old and above; (2) diagnosed with gestational diabetes mellitus according to the International Association of Diabetes and Pregnancy Study Groups (IADPSG) criteria; (3) native Chinese speakers or non-native Chinese speakers who could understand Chinese well; (4) no cognitive impairment and normal mental state; (5) signed informed consent. Exclusion criteria included the inability to complete the questionnaire due to poor physical condition.

The sample size for studies on variable influencing factors should be determined according to the requirements of statistical variable analysis, typically recommended to be at least 5 to 10 times the number of variables [ 32 ]. In this study, based on 19 variables (16 independent variables and the 3 dimensions of the electronic health literacy scale), the estimated sample size ranged from 95 to 190. Considering a 20% invalid questionnaire rate, this section ultimately included 235 participants.

Data collection

Data were obtained through a self-completed questionnaire between July 20, 2022 and September 10, 2022. The questionnaire included the collection of independent and dependent variable information. The collection of independent variable information was based on a review of previous studies, covering general data related to demographic characteristics, pregnancy features, and sources of obtaining healthcare information. The instrument for collecting dependent variable information is the Chinese version of the eHEALS.

The eHEALS is the original and most frequently used instrument for investigating electronic health literacy [ 33 ]. It was initially developed by Norman and Skinner in 2006 [ 34 ]. The Cronbach alpha coefficient of the original English version of eHEALS is 0.88. The Chinese version of eHEALS was translated by Guo in 2013 [ 35 ]. It consists of 3 dimensions with 8 items, scored on a 5-point Likert scale. The score of each item ranges from 1 (strongly disagree) to 5 (strongly agree), with higher scores indicating greater electronic health literacy. The Chinese version of eHEALS demonstrates good reliability and validity. Regarding reliability, the Cronbach’s α coefficient is 0.913 [ 35 ]. For validity, exploratory factor analysis reveals a KMO coefficient of 0.875 and a significant Bartlett’s test of sphericity with a χ2 value of 544.000 (df = 28); confirmatory factor analysis indicates factor loadings ranging from 0.692 to 0.869 [ 35 ]. In our study, the Cronbach’s alpha coefficient for eHEALS was 0.937.

Data analysis

IBM SPSS Statistics was employed for statistical analysis. Demographic and pregnancy characteristics of participants were presented using descriptive statistics. Continuous variables were described by means and standard deviations, or medians and interquartile, depending on the normality of the data. Categorical variables were described by frequencies and percentages. To investigate the correlation between general data and e-health literacy among pregnant women, univariate analysis was performed. Due to the non-normal distribution of the data, either the Mann-Whitney U test or Kruskal-Wallis H test was utilized. Subsequently, the general data of women with gestational diabetes mellitus ( p  < 0.05) from the univariate analysis were included as independent variables in a multiple linear regression model, with e-health literacy as the dependent variables, to explore the influencing factors of e-health literacy.

Qualitative phase—in-depth interviews

Study design and sample.

Qualitative data was collected through semi-structured in-depth interviews between September 1, 2022, and October 3, 2022. The sample size was determined based on the saturation principle, which means that sample recruitment continued until no new codes emerged [ 36 ]. Ultimately, a total of 11 participants were enrolled. Among these, four participants took part in both the qualitative and quantitative segments of the study, while the remaining seven exclusively contributed to the qualitative phase.

Before the interviews began, a survey was conducted on the personal basic information and electronic health literacy status of all 11 participants involved in the interviews.

The semi-structured interview instrument comprised 10 questions (Supplementary 1 ). The interview location was a quiet and clean reception room for pregnant women at the obstetrics clinic, which ensured the privacy of the interviews. Two researchers were involved: one recorded environmental information, interviewees’ non-verbal communication, and facial expressions, while the other conducted the interviews with pregnant women. Midway through the study, owing to the COVID-19 pandemic, researchers conducted interviews with pregnant women via online video calls. All interviews were audio-recorded and transcribed verbatim.

The qualitative data from 11 interview transcripts were coded using NVivo 11.0, and analyzed using the inductive content analysis method described by Elo and Kyngäs [ 37 ]. The process of inductive content analysis comprises three phases. Open coding (Phases 1): researchers immersed themselves in the text data, generating numerous notes and headings to capture the content comprehensively. Subsequently, the researchers organized the headings into coding sheets and freely generated categories. Creating categories (Phases 2): the researchers amalgamated akin or disparate categories into higher-order categories for reducing the number of categories. Abstraction (Phases 3): the researchers delineated research topics through the utilization of generalized descriptions, thereby shaping the themes.

Quantitative results

Description of the sample.

The eHEALS score in the Chinese version, obtained from 235 women diagnosed with gestational diabetes mellitus, spanned from 8 to 40, with a median score of 29 (IQR, 26 to 32). The median age of these participants was 31 (IQR, 29 to 34) years and their median gestational age was 34 (IQR, 32 to 36) weeks. All individuals involved in the study identified as Han Chinese. Further demographic and pregnancy characteristics of participants are shown in Table  1 .

Influencing factors of electronic health literacy in women with gestational diabetes mellitus

The results of single factor analysis indicated that educational status ( p  = 0.003), experience of accessing health information from clinicians or nurses ( p  = 0.022), experience of accessing health information from social forums or WeChat official accounts ( p  = 0.018), experience of accessing health information from applications ( p  = 0.016), experience of accessing health information from Internet pages ( p  = 0.046), and satisfaction with health information on the Internet ( p  = 0.002) had a statistically significant difference in electronic health literacy scores of women with gestational diabetes mellitus. The results are shown in Table  1 . Additionally, correlation analysis of gestational weeks and electronic health literacy scores showed that gestational weeks and electronic health literacy were not correlated in women with gestational diabetes mellitus ( p  = 0.346).

In the multiple linear regression analysis, the eHEALS score served as the dependent variable, while the statistically significant factors identified in the univariate analysis were considered independent variables. P  < 0.05 indicates statistical significance. Results showed that women with gestational diabetes mellitus who accessed health information from clinicians or nurses scored higher on the eHEALS than those who did not (β = 0.137, p  = 0.029). Similarly, women with gestational diabetes mellitus who accessed health information from applications demonstrated higher eHEALS scores than those who did not do (β = 0.159, p  = 0.013). These results are shown in Table  2 .

Qualitative findings

A total of 11 women with gestational diabetes mellitus participated in the interviews, designated with identifiers P1 to P11 based on the interview sequence. All interviewees were married and of Han nationality. Their age ranged from 27 to 36 years, with an average age of approximately 31 years. Three participants were in their second trimester, while the remaining were in their third trimester. Notably, only one interviewee, identified as P1, had prior pregnancy experience and already had one child. Furthermore, the ninth participant possessed a medical background and resided in a rural area. Among the participants, five individuals scored 32 points or more on the Chinese version of eHEALS (The score of eHEALS range from 26 to 40). The general information about the participants is presented in Supplementary 2 .

Based on the results of the interviews, a total of 4 themes and 12 sub-themes were identified. Supplementary 3 presents excerpts of selected quotes corresponding to each theme.

Reasons and basis for accessing health information from the internet

This theme revealed why and how women with gestational diabetes mellitus access health information from the Internet. They access information pertaining to maintaining a healthy pregnancy, managing their condition, monitoring fetal growth and development, and ensuring a successful delivery by utilizing Internet searches or subscribing to popular medical science articles disseminated via WeChat official accounts and pregnancy-related applications. The preference for electronic media among women with gestational diabetes mellitus is influenced by factors such as their previous information-seeking habits, recommendations from friends, and insights derived from data analysis. These information-seeking behaviors are motivated by concerns regarding health risks associated with disease exposure and perceived barriers to effective doctor-patient communication.

Reasons for accessing health information from the internet

The majority of interviewees reported actively seeking or passively receiving health information from the Internet. Their motivations included encountering abnormal prenatal examination results, experiencing personal or family physical discomfort, and lacking sufficient knowledge about various medical conditions.

Furthermore, some interviewees highlighted communication barriers between healthcare providers and patients, including distrust of doctors, dissatisfaction with their performance, and the impact of the COVID-19 pandemic, as factors prompting them to resort to the Internet for health information.

Basis for selecting electronic media providing health information

The interviewees utilize diverse electronic media platforms like Baidu, Little Red Book, and Baby Tree for accessing health information. Their choices are frequently influenced by previous preferences, recommendations from acquaintances, and the promotion of big data.

Address barriers to accessing and applying online health information

Many barriers impede women with gestational diabetes mellitus in accessing and applying health information available online, including advertising, inappropriate medical depth of health information, redundant and cluttered health information, conflicting opinions on the same health issue, wide period and content span for health information update, and difficulties in evaluating the quality, sources, and safety of online health information. In response, they adopted strategies to address these barriers, including asking for help, exploring and practicing independently, and assessing the credentials of health information providers.

Barriers abound

During the interviews, women with gestational diabetes mellitus indicated that they encountered many barriers in accessing information. Two interviewees noted excessive hidden advertisements in online health information. Additionally, two interviewees pointed out that the medical depth of the health information available online was inappropriate and they expressed that this health information was insufficient to address their health concerns. Furthermore, three interviewees expressed difficulty in making decisions due to the plethora of conflicting opinions encountered online regarding the same health issue. Two respondents highlighted that the frequency and scope of updates to online health information posed obstacles to their access. Three respondents expressed apprehensions regarding the quality, source, and safety of the information available online.

Respond to barriers

Whenever women with gestational diabetes mellitus encounter difficulties accessing valuable health information online or have doubts about the reliability of the information they find, they tend to seek guidance from individuals with more expertise or experience, such as hospital doctors, online healthcare professionals, and peers who have similar experiences. They said that if they did not know whether health information available online was credible, they would try to practice it personally and judge the truth of health information based on their health changes. In addition, they expressed that they would try to retrieve health information through multiple online sources, compare the information content, and finally trust the highly overlapping parts. Furthermore, they also evaluate the credibility of online health information by assessing the credentials of information providers.

Desires for a higher level of online health information services

Women diagnosed with gestational diabetes mellitus often turn to the Internet as a supplementary resource for obtaining health-related information, yet deficiencies persist within current online health information platforms. Their expressed aspirations for enhanced online health services manifest across four key dimensions, as outlined below.

Desires for online transmission media with simple design and easy-to-use search function

Women diagnosed with gestational diabetes mellitus express a preference for online health information platforms that prioritize user-friendly design and enhanced searchability. Such features streamline software navigation, thereby facilitating their information retrieval process.

Desires for diversified online transmission forms of health information

Women diagnosed with gestational diabetes mellitus expressed a clear preference for online health information dissemination to encompass not only simple textual descriptions but also incorporate videos and images, thereby enhancing the comprehensibility and appeal of the content.

Desires for online information platforms containing real cases and experience sharing

Women diagnosed with gestational diabetes mellitus articulated the wish for web-based platforms to feature shared experiences from pregnant women and real-life cases. This inclusion is seen as instrumental in fostering confidence in recovery, accessing credible health information, and gaining deeper insights into pregnancy-related matters.

Desires for online information platforms with strong interactivity and personalized health information push services

Women with gestational diabetes mellitus expressed their desire for the personalized push service of health information provided by the web-based platforms, preferably sending health information according to their pregnancy duration. They also seek increased interaction with medical professionals on web-based platforms to receive more personalized and relevant advice and guidance.

Outcomes of accessing and applying online health information

Women with gestational diabetes mellitus noted that applying and accessing online health information could not only enhance their health literacy but also foster greater awareness of adopting a healthy lifestyle and encourage increased involvement from their spouses. However, they also acknowledged potential adverse effects, such as heightened anxiety stemming from the treatment experiences shared by others.

Popularization of health knowledge

Women with gestational diabetes mellitus point out that accessing online health information has improved their health knowledge and helps them effectively control blood sugar levels.

Emotional feedback

Some women diagnosed with gestational diabetes mellitus remarked that the severity of the condition was often exaggerated on the Internet, leading to heightened anxiety. Furthermore, encountering accounts of successful disease management shared by others sometimes evoked feelings of self-doubt regarding their own ability to manage the condition, consequently causing stress and anxiety. Conversely, one woman with gestational diabetes mellitus expressed that upon encountering individuals facing similar health challenges online, she found solace in the shared experience of others facing similar struggles.

Increased awareness about adapting healthy lifestyles

Women diagnosed with gestational diabetes mellitus emphasized that their awareness of adopting healthy lifestyles had been heightened through their exploration of health information accessible on the Internet.

Increased husband’s sense of involvement and experience

Women diagnosed with gestational diabetes mellitus noted that their husbands also have the opportunity to access online health information, thereby enabling them to gain a deeper understanding of the pregnancy experience.

To the best of our knowledge, this is the first study to investigate electronic health literacy among women with gestational diabetes mellitus through a mixed-methods design. Our study indicates that the electronic health literacy of women with gestational diabetes warrants improvement. Additionally, we delved into reasons for seeking health information online, barriers encountered, aspirations for improved online health services, and the impacts of utilizing online health information.

In terms of the influencing factors on electronic health literacy, our results indicated that women with gestational diabetes mellitus who accessed health information from medical personnel scored higher on electronic health literacy compared to those who did not, which was inconsistent with Kim et al.‘s finding that there was no difference in electronic health literacy scores between those with type 2 diabetes who relied on health professionals for health information and those who did not [ 38 ]. One possible explanation for this discrepancy is the variation in disease self-management capabilities. The majority of people with type 2 diabetes surveyed had managed their diabetes for 1–10 years, while participants in our study were diagnosed with gestational diabetes for a maximum of three months. The duration of illness positively correlates with the level of self-management [ 39 ]. This suggests that gestational diabetes patients may have weaker disease self-management abilities compared to type 2 diabetes patients, leading to a greater need for healthcare professionals’ assistance in addressing more health issues and facilitating gestational diabetes women’s understanding and application of online health information [ 40 ]. Additionally, the reason for this outcome in our study may be attributed to inadequate communication between healthcare professionals and patients [ 41 ]. Evidence suggests that individuals turn to the internet for information when their health concerns are not addressed by healthcare providers during consultations [ 41 ]. In the qualitative portion of our study, some patients reported that their issues were not fully resolved after communication with healthcare providers or that new uncertainties arose from these interactions. Consequently, women diagnosed with gestational diabetes mellitus turn to the internet as an additional resource for health information, thereby augmenting their level of electronic health literacy [ 42 ].

The control of blood sugar levels is crucial for women with gestational diabetes mellitus, and continuous blood sugar monitoring, along with maintaining a healthy diet and lifestyle, is key to controlling blood sugar [ 43 , 44 , 45 , 46 ]. Our research findings indicate that by accessing online health information, women with gestational diabetes mellitus can gain a deeper understanding of information related to blood sugar control, thereby effectively managing their blood sugar levels. Amr Jamal et al. have also noted that patients who engage in online health information queries have a better understanding of diabetes-related knowledge and demonstrate stronger blood sugar management capabilities compared to those who do not [ 47 ]. Therefore, future research should continue to explore the impact of this online health information on blood sugar management among women with gestational diabetes mellitus, thus effectively improving the management and prognosis of the disease.

Studies have demonstrated that precise health guidance aids in both treating gestational diabetes and preventing its development in high-risk pregnant women [ 48 , 49 ]. Although the qualitative results of this study indicate that online health information searches play a role in health guidance, this depends on the quality of the information obtained. Accurate online medical information can assist patients in comprehending their condition and guide them toward suitable treatment options [ 50 ]. However, inaccurate or misleading information can result in confusion and treatment delays [ 51 ]. The results of our qualitative study showed that women with gestational diabetes mellitus were not competent in discerning the quality of health information available online. Therefore, it is necessary to evaluate the quality of online health information. Presently, several tools have been developed to assess the quality of websites providing health information, including DISCERN, HONcode, and CRAAP [ 52 ]. However, current investigations into the quality of online health information primarily focus on cancer patients [ 53 , 54 , 55 ], with relatively limited research on the quality of online health information for gestational diabetes. Future studies could address this gap to assist gestational diabetes women in better selecting online health information. Additionally, the authority of online health information publishers has a positive impact on the credibility of health information [ 56 ]. Medical professionals have traditionally been the primary source of health information for individuals, being widely regarded as the most authoritative [ 57 ]. In our study, participants expressed a greater willingness to trust online health information published by certified healthcare professionals. These indications suggest the necessity of encouraging healthcare professionals to take responsibility for providing online guidance and support to women with gestational diabetes, thereby facilitating their access to and utilization of high-quality online healthcare information.

In terms of the design of online health platforms, interviewees expressed desires for easy access to health information, receiving personalized push services of health information, and increased interaction with medical personnel through these platforms, aligning with findings by Nijland et al. [ 58 ]. These implied that at the outset of developing online health information platforms, platform designers need to consider how to deliver health information to users in an understandable and accessible manner, as well as how to tailor health information to users’ needs [ 59 ].

Due to the impact of the COVID-19 pandemic, we chose to conduct online video interviews with some participants. Compared to traditional offline interviews, online interviews offer more convenience in terms of time and space, but they also present some challenges [ 60 ]. Firstly, there are issues with internet connectivity, as online video interviews may be affected by network interruptions, thus disrupting the smooth progress of the interviews [ 61 ]. Secondly, online video interviews lack the emotional connection and interpersonal interaction of face-to-face communication, which may affect the richness of the information provided by the interviewees [ 62 ]. Lastly, due to issues with image quality and angles, online video interviews may not accurately capture the facial expressions and body language of the interviewees, thereby impacting the understanding and interpretation of the interview information [ 63 ]. The epidemic has sparked increased interest in video interviews, but video interviews should not be seen solely as expedient measures in response to the pandemic, but rather as an opportunity for long-term methodological advancement. Future research should further optimize the process of online video interviews to facilitate the development of virtual qualitative research methods.

Limitations

Some limitations needed to be reported. Firstly, the quantitative study utilized a self-assessment scale as the research instrument. Participants may have either exaggerated or minimized certain information to obtain more favorable results, potentially introducing reporting bias. Secondly, all participants were sourced from a single hospital, potentially impacting the generalizability of the findings. Lastly, participants who engaged in both quantitative and qualitative phases of the study appeared more prepared at qualitative interviews compared to those solely involved in the qualitative phase. This discrepancy may introduce bias into their responses.

Conclusions

Women with gestational diabetes mellitus have a low level of electronic health literacy and insufficient ability to assess online health information, and the source of health information could influence their electronic health literacy. They often accessed health information from the Internet due to perceived disease threats and blocked doctor-patient communication. Furthermore, they highlighted numerous barriers to accessing electronic health information and expressed a desire for enhanced quality in online information services. It is recommended to enhance doctor-patient communication and encourage medical staff to take on a guiding and supportive role to facilitate access to valuable information. Additionally, the development of assessment tools tailored to online health information suitable for women with gestational diabetes mellitus is proposed. Furthermore, improvements to online health information platforms are suggested to better align with user needs, thereby enhancing the electronic health literacy of women diagnosed with gestational diabetes mellitus.

Data availability

Owing to the confidentiality of the information, the datasets generated and analyzed in this study are not publicly available. Nevertheless, upon reasonable request, they can be made accessible through the corresponding author.

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Acknowledgements

We would like to thank all the pregnant women who participated in our study.

The Fundamental Research Funds for the Central Universities [grant number 2021PT073] supported this research.

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Jingqi Xu, Yujia Chen and Jing Zhao are considered as co-first authors.

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School of Nursing, Wuhan University, No. 115, Donghu Road, Wuhan, Hubei, 430071, China

Jingqi Xu, Yujia Chen, Jing Zhao, Jiarun Wang, Jianfei Chen, Xinlong Pan, Wei Zhang, Zhijie Zou & Xiaoli Chen

Hospital of Stomatology, Wuhan University, 237 Luoyu Road, Wuhan, Hubei, 430079, China

Magnet Program & Nursing Research Department, UT Southwestern Medical Center, 8200 Brookriver Dr, Dallas, TX, 75247, USA

Yingzi Zhang

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JX: Conceptualization, Methodology, Writing - Original Draft; YC: Methodology, Validation, Writing - Original Draft; JZ: Methodology, Investigation, Writing - Original Draft; JW: Methodology, Validation, Investigation; JC: Investigation, Data Curation; XP: Investigation, Data Curation; WZ: Validation, Data Curation; JZ: Conceptualization, Writing - Review & Editing, Supervision; ZZ: Conceptualization, Writing - Review & Editing, Supervision; XC: Conceptualization, Writing - Review & Editing, Supervision, Project administration; YZ: Validation, Data Curation.

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Correspondence to Jin Zheng , Zhijie Zou or Xiaoli Chen .

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Xu, J., Chen, Y., Zhao, J. et al. Current status of electronic health literacy among pregnant women with gestational diabetes mellitus and their perceptions of online health information: a mixed-methods study. BMC Pregnancy Childbirth 24 , 392 (2024). https://doi.org/10.1186/s12884-024-06594-w

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• Gestational diabetes mellitus
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Is e-business breaking down barriers for Bangladesh’s young female entrepreneurs during the COVID-19 pandemic? A qualitative study

• Original Paper
• Published: 27 May 2024
• Volume 4 , article number  107 , ( 2024 )

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• Md. Fouad Hossain Sarker 1 ,
• Sayed Farrukh Ahmed 2 ,
• Uzma Kawser 1 ,
• Md Sohrab Hossen 3 ,
• Md Obaidullah 1 ,
• Samiha Khan 1 ,
• Md. Khaled Sifullah   ORCID: orcid.org/0000-0002-7841-6001 1 , 4 &
• Md. Salman Sohel 1 , 5  

In Bangladesh, where women constitute more than 50% of the population, a disparity in their advancement compared to men persists due to numerous barriers. However, the emergence of the COVID-19 pandemic saw a surge in women venturing into e-business as entrepreneurs. This study aims to investigate how e-business contributing to women empowerment in Bangladesh during the Covid-19 pandemic. Employing a qualitative interpretive phenomenological approach and a purposive sample of 30 women engaged in e-commerce, this research illuminates the pivotal role of e-business in empowering women in Bangladesh. Participants involved in e-commerce reported achieving financial independence and autonomy, experiencing a positive transformation in family dynamics, challenging traditional gender norms, and garnering recognition within their communities. E-commerce not only equipped them with technical and financial management skills but also provided access to diverse markets, transcending geographical boundaries, and enhancing their customer outreach throughout Bangladesh. The findings of this study hold significance for policymakers and contribute to the existing literature on women in e-commerce, offering insights into the transformative impact of E-business on women’s empowerment in Bangladesh.

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Acknowledgements

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Department of Development Studies, Daffodil International University, Dhaka, 1216, Bangladesh

Md. Fouad Hossain Sarker, Uzma Kawser, Md Obaidullah, Samiha Khan, Md. Khaled Sifullah & Md. Salman Sohel

Department of Business Administration, Daffodil International University, Dhaka, 1216, Bangladesh

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Conceptualization: M.F.H.S., S.F.A.; Methodology: M.F.H.S., and M.S.H.; Validation: M.F.H.S., S.F.A. and M.S.H.; Formal analysis: S.K., M.K.S., M.S.H.; Investigation: M.O., S.K. and S.F.A.; Resources: S.K. and M.O.; Data curation: U.K., M.S.H. and M.O.; Writing—original draft preparation: S.K., M.S.H., U.K., M.O.; Writing—review and editing: M.F.H.S., S.F.A. and M.K.S.; Visualization: M.O., M.K.S., M.S.H.; Supervision: M.F.H.S., and S.F.A.; Project administration: M.F.H.S., U.K., M.S.H., M.O., and S.K.; All authors have read and agreed to the published version of the manuscript.

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Sarker, M., Ahmed, S., Kawser, U. et al. Is e-business breaking down barriers for Bangladesh’s young female entrepreneurs during the COVID-19 pandemic? A qualitative study. SN Soc Sci 4 , 107 (2024). https://doi.org/10.1007/s43545-024-00911-y

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Qualitative study.

Steven Tenny ; Janelle M. Brannan ; Grace D. Brannan .

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• Introduction

Qualitative research is a type of research that explores and provides deeper insights into real-world problems. [1] Instead of collecting numerical data points or intervening or introducing treatments just like in quantitative research, qualitative research helps generate hypothenar to further investigate and understand quantitative data. Qualitative research gathers participants' experiences, perceptions, and behavior. It answers the hows and whys instead of how many or how much. It could be structured as a standalone study, purely relying on qualitative data, or part of mixed-methods research that combines qualitative and quantitative data. This review introduces the readers to some basic concepts, definitions, terminology, and applications of qualitative research.

Qualitative research, at its core, asks open-ended questions whose answers are not easily put into numbers, such as "how" and "why." [2] Due to the open-ended nature of the research questions, qualitative research design is often not linear like quantitative design. [2] One of the strengths of qualitative research is its ability to explain processes and patterns of human behavior that can be difficult to quantify. [3] Phenomena such as experiences, attitudes, and behaviors can be complex to capture accurately and quantitatively. In contrast, a qualitative approach allows participants themselves to explain how, why, or what they were thinking, feeling, and experiencing at a particular time or during an event of interest. Quantifying qualitative data certainly is possible, but at its core, qualitative data is looking for themes and patterns that can be difficult to quantify, and it is essential to ensure that the context and narrative of qualitative work are not lost by trying to quantify something that is not meant to be quantified.

However, while qualitative research is sometimes placed in opposition to quantitative research, where they are necessarily opposites and therefore "compete" against each other and the philosophical paradigms associated with each other, qualitative and quantitative work are neither necessarily opposites, nor are they incompatible. [4] While qualitative and quantitative approaches are different, they are not necessarily opposites and certainly not mutually exclusive. For instance, qualitative research can help expand and deepen understanding of data or results obtained from quantitative analysis. For example, say a quantitative analysis has determined a correlation between length of stay and level of patient satisfaction, but why does this correlation exist? This dual-focus scenario shows one way in which qualitative and quantitative research could be integrated.

Qualitative Research Approaches

Ethnography

Ethnography as a research design originates in social and cultural anthropology and involves the researcher being directly immersed in the participant’s environment. [2] Through this immersion, the ethnographer can use a variety of data collection techniques to produce a comprehensive account of the social phenomena that occurred during the research period. [2] That is to say, the researcher’s aim with ethnography is to immerse themselves into the research population and come out of it with accounts of actions, behaviors, events, etc, through the eyes of someone involved in the population. Direct involvement of the researcher with the target population is one benefit of ethnographic research because it can then be possible to find data that is otherwise very difficult to extract and record.

Grounded theory

Grounded Theory is the "generation of a theoretical model through the experience of observing a study population and developing a comparative analysis of their speech and behavior." [5] Unlike quantitative research, which is deductive and tests or verifies an existing theory, grounded theory research is inductive and, therefore, lends itself to research aimed at social interactions or experiences. [3] [2] In essence, Grounded Theory’s goal is to explain how and why an event occurs or how and why people might behave a certain way. Through observing the population, a researcher using the Grounded Theory approach can then develop a theory to explain the phenomena of interest.

Phenomenology

Phenomenology is the "study of the meaning of phenomena or the study of the particular.” [5] At first glance, it might seem that Grounded Theory and Phenomenology are pretty similar, but the differences can be seen upon careful examination. At its core, phenomenology looks to investigate experiences from the individual's perspective. [2] Phenomenology is essentially looking into the "lived experiences" of the participants and aims to examine how and why participants behaved a certain way from their perspective. Herein lies one of the main differences between Grounded Theory and Phenomenology. Grounded Theory aims to develop a theory for social phenomena through an examination of various data sources. In contrast, Phenomenology focuses on describing and explaining an event or phenomenon from the perspective of those who have experienced it.

Narrative research

One of qualitative research’s strengths lies in its ability to tell a story, often from the perspective of those directly involved in it. Reporting on qualitative research involves including details and descriptions of the setting involved and quotes from participants. This detail is called a "thick" or "rich" description and is a strength of qualitative research. Narrative research is rife with the possibilities of "thick" description as this approach weaves together a sequence of events, usually from just one or two individuals, hoping to create a cohesive story or narrative. [2] While it might seem like a waste of time to focus on such a specific, individual level, understanding one or two people’s narratives for an event or phenomenon can help to inform researchers about the influences that helped shape that narrative. The tension or conflict of differing narratives can be "opportunities for innovation." [2]

Research Paradigm

Research paradigms are the assumptions, norms, and standards underpinning different research approaches. Essentially, research paradigms are the "worldviews" that inform research. [4] It is valuable for qualitative and quantitative researchers to understand what paradigm they are working within because understanding the theoretical basis of research paradigms allows researchers to understand the strengths and weaknesses of the approach being used and adjust accordingly. Different paradigms have different ontologies and epistemologies. Ontology is defined as the "assumptions about the nature of reality,” whereas epistemology is defined as the "assumptions about the nature of knowledge" that inform researchers' work. [2] It is essential to understand the ontological and epistemological foundations of the research paradigm researchers are working within to allow for a complete understanding of the approach being used and the assumptions that underpin the approach as a whole. Further, researchers must understand their own ontological and epistemological assumptions about the world in general because their assumptions about the world will necessarily impact how they interact with research. A discussion of the research paradigm is not complete without describing positivist, postpositivist, and constructivist philosophies.

Positivist versus postpositivist

To further understand qualitative research, we must discuss positivist and postpositivist frameworks. Positivism is a philosophy that the scientific method can and should be applied to social and natural sciences. [4] Essentially, positivist thinking insists that the social sciences should use natural science methods in their research. It stems from positivist ontology, that there is an objective reality that exists that is wholly independent of our perception of the world as individuals. Quantitative research is rooted in positivist philosophy, which can be seen in the value it places on concepts such as causality, generalizability, and replicability.

Conversely, postpositivists argue that social reality can never be one hundred percent explained, but could be approximated. [4] Indeed, qualitative researchers have been insisting that there are “fundamental limits to the extent to which the methods and procedures of the natural sciences could be applied to the social world,” and therefore, postpositivist philosophy is often associated with qualitative research. [4] An example of positivist versus postpositivist values in research might be that positivist philosophies value hypothesis-testing, whereas postpositivist philosophies value the ability to formulate a substantive theory.

Constructivist

Constructivism is a subcategory of postpositivism. Most researchers invested in postpositivist research are also constructivist, meaning they think there is no objective external reality that exists but instead that reality is constructed. Constructivism is a theoretical lens that emphasizes the dynamic nature of our world. "Constructivism contends that individuals' views are directly influenced by their experiences, and it is these individual experiences and views that shape their perspective of reality.” [6]  constructivist thought focuses on how "reality" is not a fixed certainty and how experiences, interactions, and backgrounds give people a unique view of the world. Constructivism contends, unlike positivist views, that there is not necessarily an "objective"reality we all experience. This is the ‘relativist’ ontological view that reality and our world are dynamic and socially constructed. Therefore, qualitative scientific knowledge can be inductive as well as deductive.” [4]

So why is it important to understand the differences in assumptions that different philosophies and approaches to research have? Fundamentally, the assumptions underpinning the research tools a researcher selects provide an overall base for the assumptions the rest of the research will have. It can even change the role of the researchers. [2] For example, is the researcher an "objective" observer, such as in positivist quantitative work? Or is the researcher an active participant in the research, as in postpositivist qualitative work? Understanding the philosophical base of the study undertaken allows researchers to fully understand the implications of their work and their role within the research and reflect on their positionality and bias as it pertains to the research they are conducting.

Data Sampling 

The better the sample represents the intended study population, the more likely the researcher is to encompass the varying factors. The following are examples of participant sampling and selection: [7]

• Purposive sampling- selection based on the researcher’s rationale for being the most informative.
• Criterion sampling selection based on pre-identified factors.
• Convenience sampling- selection based on availability.
• Snowball sampling- the selection is by referral from other participants or people who know potential participants.
• Extreme case sampling- targeted selection of rare cases.
• Typical case sampling selection based on regular or average participants. 

Data Collection and Analysis

Qualitative research uses several techniques, including interviews, focus groups, and observation. [1] [2] [3] Interviews may be unstructured, with open-ended questions on a topic, and the interviewer adapts to the responses. Structured interviews have a predetermined number of questions that every participant is asked. It is usually one-on-one and appropriate for sensitive topics or topics needing an in-depth exploration. Focus groups are often held with 8-12 target participants and are used when group dynamics and collective views on a topic are desired. Researchers can be participant-observers to share the experiences of the subject or non-participants or detached observers.

While quantitative research design prescribes a controlled environment for data collection, qualitative data collection may be in a central location or the participants' environment, depending on the study goals and design. Qualitative research could amount to a large amount of data. Data is transcribed, which may then be coded manually or using computer-assisted qualitative data analysis software or CAQDAS such as ATLAS.ti or NVivo. [8] [9] [10]

After the coding process, qualitative research results could be in various formats. It could be a synthesis and interpretation presented with excerpts from the data. [11] Results could also be in the form of themes and theory or model development.

Dissemination

The healthcare team can use two reporting standards to standardize and facilitate the dissemination of qualitative research outcomes. The Consolidated Criteria for Reporting Qualitative Research or COREQ is a 32-item checklist for interviews and focus groups. [12] The Standards for Reporting Qualitative Research (SRQR) is a checklist covering a more comprehensive range of qualitative research. [13]

Applications

Many times, a research question will start with qualitative research. The qualitative research will help generate the research hypothesis, which can be tested with quantitative methods. After the data is collected and analyzed with quantitative methods, a set of qualitative methods can be used to dive deeper into the data to better understand what the numbers truly mean and their implications. The qualitative techniques can then help clarify the quantitative data and also help refine the hypothesis for future research. Furthermore, with qualitative research, researchers can explore poorly studied subjects with quantitative methods. These include opinions, individual actions, and social science research.

An excellent qualitative study design starts with a goal or objective. This should be clearly defined or stated. The target population needs to be specified. A method for obtaining information from the study population must be carefully detailed to ensure no omissions of part of the target population. A proper collection method should be selected that will help obtain the desired information without overly limiting the collected data because, often, the information sought is not well categorized or obtained. Finally, the design should ensure adequate methods for analyzing the data. An example may help better clarify some of the various aspects of qualitative research.

A researcher wants to decrease the number of teenagers who smoke in their community. The researcher could begin by asking current teen smokers why they started smoking through structured or unstructured interviews (qualitative research). The researcher can also get together a group of current teenage smokers and conduct a focus group to help brainstorm factors that may have prevented them from starting to smoke (qualitative research).

In this example, the researcher has used qualitative research methods (interviews and focus groups) to generate a list of ideas of why teens start to smoke and factors that may have prevented them from starting to smoke. Next, the researcher compiles this data. The research found that, hypothetically, peer pressure, health issues, cost, being considered "cool," and rebellious behavior all might increase or decrease the likelihood of teens starting to smoke.

The researcher creates a survey asking teen participants to rank how important each of the above factors is in either starting smoking (for current smokers) or not smoking (for current nonsmokers). This survey provides specific numbers (ranked importance of each factor) and is thus a quantitative research tool.

The researcher can use the survey results to focus efforts on the one or two highest-ranked factors. Let us say the researcher found that health was the primary factor that keeps teens from starting to smoke, and peer pressure was the primary factor that contributed to teens starting smoking. The researcher can go back to qualitative research methods to dive deeper into these for more information. The researcher wants to focus on keeping teens from starting to smoke, so they focus on the peer pressure aspect.

The researcher can conduct interviews and focus groups (qualitative research) about what types and forms of peer pressure are commonly encountered, where the peer pressure comes from, and where smoking starts. The researcher hypothetically finds that peer pressure often occurs after school at the local teen hangouts, mostly in the local park. The researcher also hypothetically finds that peer pressure comes from older, current smokers who provide the cigarettes.

The researcher could further explore this observation made at the local teen hangouts (qualitative research) and take notes regarding who is smoking, who is not, and what observable factors are at play for peer pressure to smoke. The researcher finds a local park where many local teenagers hang out and sees that the smokers tend to hang out in a shady, overgrown area of the park. The researcher notes that smoking teenagers buy their cigarettes from a local convenience store adjacent to the park, where the clerk does not check identification before selling cigarettes. These observations fall under qualitative research.

If the researcher returns to the park and counts how many individuals smoke in each region, this numerical data would be quantitative research. Based on the researcher's efforts thus far, they conclude that local teen smoking and teenagers who start to smoke may decrease if there are fewer overgrown areas of the park and the local convenience store does not sell cigarettes to underage individuals.

The researcher could try to have the parks department reassess the shady areas to make them less conducive to smokers or identify how to limit the sales of cigarettes to underage individuals by the convenience store. The researcher would then cycle back to qualitative methods of asking at-risk populations their perceptions of the changes and what factors are still at play, and quantitative research that includes teen smoking rates in the community and the incidence of new teen smokers, among others. [14] [15]

Qualitative research functions as a standalone research design or combined with quantitative research to enhance our understanding of the world. Qualitative research uses techniques including structured and unstructured interviews, focus groups, and participant observation not only to help generate hypotheses that can be more rigorously tested with quantitative research but also to help researchers delve deeper into the quantitative research numbers, understand what they mean, and understand what the implications are. Qualitative research allows researchers to understand what is going on, especially when things are not easily categorized. [16]

• Issues of Concern

As discussed in the sections above, quantitative and qualitative work differ in many ways, including the evaluation criteria. There are four well-established criteria for evaluating quantitative data: internal validity, external validity, reliability, and objectivity. Credibility, transferability, dependability, and confirmability are the correlating concepts in qualitative research. [4] [11] The corresponding quantitative and qualitative concepts can be seen below, with the quantitative concept on the left and the qualitative concept on the right:

• Internal validity: Credibility
• External validity: Transferability
• Reliability: Dependability
• Objectivity: Confirmability

In conducting qualitative research, ensuring these concepts are satisfied and well thought out can mitigate potential issues from arising. For example, just as a researcher will ensure that their quantitative study is internally valid, qualitative researchers should ensure that their work has credibility. 

Indicators such as triangulation and peer examination can help evaluate the credibility of qualitative work.

• Triangulation: Triangulation involves using multiple data collection methods to increase the likelihood of getting a reliable and accurate result. In our above magic example, the result would be more reliable if we interviewed the magician, backstage hand, and the person who "vanished." In qualitative research, triangulation can include telephone surveys, in-person surveys, focus groups, and interviews and surveying an adequate cross-section of the target demographic.
• Peer examination: A peer can review results to ensure the data is consistent with the findings.

A "thick" or "rich" description can be used to evaluate the transferability of qualitative research, whereas an indicator such as an audit trail might help evaluate the dependability and confirmability.

• Thick or rich description:  This is a detailed and thorough description of details, the setting, and quotes from participants in the research. [5] Thick descriptions will include a detailed explanation of how the study was conducted. Thick descriptions are detailed enough to allow readers to draw conclusions and interpret the data, which can help with transferability and replicability.
• Audit trail: An audit trail provides a documented set of steps of how the participants were selected and the data was collected. The original information records should also be kept (eg, surveys, notes, recordings).

One issue of concern that qualitative researchers should consider is observation bias. Here are a few examples:

• Hawthorne effect: The effect is the change in participant behavior when they know they are being observed. Suppose a researcher wanted to identify factors that contribute to employee theft and tell the employees they will watch them to see what factors affect employee theft. In that case, one would suspect employee behavior would change when they know they are being protected.
• Observer-expectancy effect: Some participants change their behavior or responses to satisfy the researcher's desired effect. This happens unconsciously for the participant, so it is essential to eliminate or limit the transmission of the researcher's views.
• Artificial scenario effect: Some qualitative research occurs in contrived scenarios with preset goals. In such situations, the information may not be accurate because of the artificial nature of the scenario. The preset goals may limit the qualitative information obtained.
• Clinical Significance

Qualitative or quantitative research helps healthcare providers understand patients and the impact and challenges of the care they deliver. Qualitative research provides an opportunity to generate and refine hypotheses and delve deeper into the data generated by quantitative research. Qualitative research is not an island apart from quantitative research but an integral part of research methods to understand the world around us. [17]

• Enhancing Healthcare Team Outcomes

Qualitative research is essential for all healthcare team members as all are affected by qualitative research. Qualitative research may help develop a theory or a model for health research that can be further explored by quantitative research. Much of the qualitative research data acquisition is completed by numerous team members, including social workers, scientists, nurses, etc. Within each area of the medical field, there is copious ongoing qualitative research, including physician-patient interactions, nursing-patient interactions, patient-environment interactions, healthcare team function, patient information delivery, etc. 

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Disclosure: Janelle Brannan declares no relevant financial relationships with ineligible companies.

Disclosure: Grace Brannan declares no relevant financial relationships with ineligible companies.

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