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Qualitative vs Quantitative Research Methods & Data Analysis

Saul McLeod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul McLeod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

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The main difference between quantitative and qualitative research is the type of data they collect and analyze.

Quantitative data is information about quantities, and therefore numbers, and qualitative data is descriptive, and regards phenomenon which can be observed but not measured, such as language.

• Quantitative research collects numerical data and analyzes it using statistical methods. The aim is to produce objective, empirical data that can be measured and expressed numerically. Quantitative research is often used to test hypotheses, identify patterns, and make predictions.
• Qualitative research gathers non-numerical data (words, images, sounds) to explore subjective experiences and attitudes, often via observation and interviews. It aims to produce detailed descriptions and uncover new insights about the studied phenomenon.

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What Is Qualitative Research?

Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.

Qualitative data is non-numerical data, such as text, video, photographs, or audio recordings. This type of data can be collected using diary accounts or in-depth interviews and analyzed using grounded theory or thematic analysis.

Qualitative research is multimethod in focus, involving an interpretive, 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. Denzin and Lincoln (1994, p. 2)

Interest in qualitative data came about as the result of the dissatisfaction of some psychologists (e.g., Carl Rogers) with the scientific study of psychologists such as behaviorists (e.g., Skinner ).

Since psychologists study people, the traditional approach to science is not seen as an appropriate way of carrying out research since it fails to capture the totality of human experience and the essence of being human.  Exploring participants’ experiences is known as a phenomenological approach (re: Humanism ).

Qualitative research is primarily concerned with meaning, subjectivity, and lived experience. The goal is to understand the quality and texture of people’s experiences, how they make sense of them, and the implications for their lives.

Qualitative research aims to understand the social reality of individuals, groups, and cultures as nearly as possible as participants feel or live it. Thus, people and groups are studied in their natural setting.

Some examples of qualitative research questions are provided, such as what an experience feels like, how people talk about something, how they make sense of an experience, and how events unfold for people.

Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context. It can be used to generate hypotheses and theories from the data.

Qualitative Methods

There are different types of qualitative research methods, including diary accounts, in-depth interviews , documents, focus groups , case study research , and ethnography .

The results of qualitative methods provide a deep understanding of how people perceive their social realities and in consequence, how they act within the social world.

The researcher has several methods for collecting empirical materials, ranging from the interview to direct observation, to the analysis of artifacts, documents, and cultural records, to the use of visual materials or personal experience. Denzin and Lincoln (1994, p. 14)

Here are some examples of qualitative data:

Interview transcripts : Verbatim records of what participants said during an interview or focus group. They allow researchers to identify common themes and patterns, and draw conclusions based on the data. Interview transcripts can also be useful in providing direct quotes and examples to support research findings.

Observations : The researcher typically takes detailed notes on what they observe, including any contextual information, nonverbal cues, or other relevant details. The resulting observational data can be analyzed to gain insights into social phenomena, such as human behavior, social interactions, and cultural practices.

Unstructured interviews : generate qualitative data through the use of open questions.  This allows the respondent to talk in some depth, choosing their own words.  This helps the researcher develop a real sense of a person’s understanding of a situation.

Diaries or journals : Written accounts of personal experiences or reflections.

Notice that qualitative data could be much more than just words or text. Photographs, videos, sound recordings, and so on, can be considered qualitative data. Visual data can be used to understand behaviors, environments, and social interactions.

Qualitative Data Analysis

Qualitative research is endlessly creative and interpretive. The researcher does not just leave the field with mountains of empirical data and then easily write up his or her findings.

Qualitative interpretations are constructed, and various techniques can be used to make sense of the data, such as content analysis, grounded theory (Glaser & Strauss, 1967), thematic analysis (Braun & Clarke, 2006), or discourse analysis .

For example, thematic analysis is a qualitative approach that involves identifying implicit or explicit ideas within the data. Themes will often emerge once the data has been coded .

Key Features

• Events can be understood adequately only if they are seen in context. Therefore, a qualitative researcher immerses her/himself in the field, in natural surroundings. The contexts of inquiry are not contrived; they are natural. Nothing is predefined or taken for granted.
• Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore, qualitative research is an interactive process in which the persons studied teach the researcher about their lives.
• The qualitative researcher is an integral part of the data; without the active participation of the researcher, no data exists.
• The study’s design evolves during the research and can be adjusted or changed as it progresses. For the qualitative researcher, there is no single reality. It is subjective and exists only in reference to the observer.
• The theory is data-driven and emerges as part of the research process, evolving from the data as they are collected.

Limitations of Qualitative Research

• Because of the time and costs involved, qualitative designs do not generally draw samples from large-scale data sets.
• The problem of adequate validity or reliability is a major criticism. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity. For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies.
• Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent, nor can generalizations be made to a wider context than the one studied with confidence.
• The time required for data collection, analysis, and interpretation is lengthy. Analysis of qualitative data is difficult, and expert knowledge of an area is necessary to interpret qualitative data. Great care must be taken when doing so, for example, looking for mental illness symptoms.

Advantages of Qualitative Research

• Because of close researcher involvement, the researcher gains an insider’s view of the field. This allows the researcher to find issues that are often missed (such as subtleties and complexities) by the scientific, more positivistic inquiries.
• Qualitative descriptions can be important in suggesting possible relationships, causes, effects, and dynamic processes.
• Qualitative analysis allows for ambiguities/contradictions in the data, which reflect social reality (Denscombe, 2010).
• Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.

What Is Quantitative Research?

Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest.

The goals of quantitative research are to test causal relationships between variables , make predictions, and generalize results to wider populations.

Quantitative researchers aim to establish general laws of behavior and phenomenon across different settings/contexts. Research is used to test a theory and ultimately support or reject it.

Quantitative Methods

Experiments typically yield quantitative data, as they are concerned with measuring things.  However, other research methods, such as controlled observations and questionnaires , can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g., “yes,” “no” answers).

Experimental methods limit how research participants react to and express appropriate social behavior.

Findings are, therefore, likely to be context-bound and simply a reflection of the assumptions that the researcher brings to the investigation.

There are numerous examples of quantitative data in psychological research, including mental health. Here are a few examples:

Another example is the Experience in Close Relationships Scale (ECR), a self-report questionnaire widely used to assess adult attachment styles .

The ECR provides quantitative data that can be used to assess attachment styles and predict relationship outcomes.

Neuroimaging data : Neuroimaging techniques, such as MRI and fMRI, provide quantitative data on brain structure and function.

This data can be analyzed to identify brain regions involved in specific mental processes or disorders.

For example, the Beck Depression Inventory (BDI) is a clinician-administered questionnaire widely used to assess the severity of depressive symptoms in individuals.

The BDI consists of 21 questions, each scored on a scale of 0 to 3, with higher scores indicating more severe depressive symptoms. 

Quantitative Data Analysis

Statistics help us turn quantitative data into useful information to help with decision-making. We can use statistics to summarize our data, describing patterns, relationships, and connections. Statistics can be descriptive or inferential.

Descriptive statistics help us to summarize our data. In contrast, inferential statistics are used to identify statistically significant differences between groups of data (such as intervention and control groups in a randomized control study).

• Quantitative researchers try to control extraneous variables by conducting their studies in the lab.
• The research aims for objectivity (i.e., without bias) and is separated from the data.
• The design of the study is determined before it begins.
• For the quantitative researcher, the reality is objective, exists separately from the researcher, and can be seen by anyone.
• Research is used to test a theory and ultimately support or reject it.

Limitations of Quantitative Research

• Context: Quantitative experiments do not take place in natural settings. In addition, they do not allow participants to explain their choices or the meaning of the questions they may have for those participants (Carr, 1994).
• Researcher expertise: Poor knowledge of the application of statistical analysis may negatively affect analysis and subsequent interpretation (Black, 1999).
• Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small-scale quantitative studies may be less reliable because of the low quantity of data (Denscombe, 2010). This also affects the ability to generalize study findings to wider populations.
• Confirmation bias: The researcher might miss observing phenomena because of focus on theory or hypothesis testing rather than on the theory of hypothesis generation.

Advantages of Quantitative Research

• Scientific objectivity: Quantitative data can be interpreted with statistical analysis, and since statistics are based on the principles of mathematics, the quantitative approach is viewed as scientifically objective and rational (Carr, 1994; Denscombe, 2010).
• Useful for testing and validating already constructed theories.
• Rapid analysis: Sophisticated software removes much of the need for prolonged data analysis, especially with large volumes of data involved (Antonius, 2003).
• Replication: Quantitative data is based on measured values and can be checked by others because numerical data is less open to ambiguities of interpretation.
• Hypotheses can also be tested because of statistical analysis (Antonius, 2003).

Antonius, R. (2003). Interpreting quantitative data with SPSS . Sage.

Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to research design, measurement and statistics . Sage.

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology . Qualitative Research in Psychology , 3, 77–101.

Carr, L. T. (1994). The strengths and weaknesses of quantitative and qualitative research : what method for nursing? Journal of advanced nursing, 20(4) , 716-721.

Denscombe, M. (2010). The Good Research Guide: for small-scale social research. McGraw Hill.

Denzin, N., & Lincoln. Y. (1994). Handbook of Qualitative Research. Thousand Oaks, CA, US: Sage Publications Inc.

Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17(4) , 364.

Minichiello, V. (1990). In-Depth Interviewing: Researching People. Longman Cheshire.

Punch, K. (1998). Introduction to Social Research: Quantitative and Qualitative Approaches. London: Sage

Further Information

• Mixed methods research
• Designing qualitative research
• Methods of data collection and analysis
• Introduction to quantitative and qualitative research
• Checklists for improving rigour in qualitative research: a case of the tail wagging the dog?
• Qualitative research in health care: Analysing qualitative data
• Qualitative data analysis: the framework approach
• Using the framework method for the analysis of
• Qualitative data in multi-disciplinary health research
• Content Analysis
• Grounded Theory
• Thematic Analysis

23 Advantages and Disadvantages of Qualitative Research

Investigating methodologies. Taking a closer look at ethnographic, anthropological, or naturalistic techniques. Data mining through observer recordings. This is what the world of qualitative research is all about. It is the comprehensive and complete data that is collected by having the courage to ask an open-ended question.

Print media has used the principles of qualitative research for generations. Now more industries are seeing the advantages that come from the extra data that is received by asking more than a “yes” or “no” question.

The advantages and disadvantages of qualitative research are quite unique. On one hand, you have the perspective of the data that is being collected. On the other hand, you have the techniques of the data collector and their own unique observations that can alter the information in subtle ways.

That’s why these key points are so important to consider.

What Are the Advantages of Qualitative Research?

1. Subject materials can be evaluated with greater detail. There are many time restrictions that are placed on research methods. The goal of a time restriction is to create a measurable outcome so that metrics can be in place. Qualitative research focuses less on the metrics of the data that is being collected and more on the subtleties of what can be found in that information. This allows for the data to have an enhanced level of detail to it, which can provide more opportunities to glean insights from it during examination.

2. Research frameworks can be fluid and based on incoming or available data. Many research opportunities must follow a specific pattern of questioning, data collection, and information reporting. Qualitative research offers a different approach. It can adapt to the quality of information that is being gathered. If the available data does not seem to be providing any results, the research can immediately shift gears and seek to gather data in a new direction. This offers more opportunities to gather important clues about any subject instead of being confined to a limited and often self-fulfilling perspective.

3. Qualitative research data is based on human experiences and observations. Humans have two very different operating systems. One is a subconscious method of operation, which is the fast and instinctual observations that are made when data is present. The other operating system is slower and more methodical, wanting to evaluate all sources of data before deciding. Many forms of research rely on the second operating system while ignoring the instinctual nature of the human mind. Qualitative research doesn’t ignore the gut instinct. It embraces it and the data that can be collected is often better for it.

4. Gathered data has a predictive quality to it. One of the common mistakes that occurs with qualitative research is an assumption that a personal perspective can be extrapolated into a group perspective. This is only possible when individuals grow up in similar circumstances, have similar perspectives about the world, and operate with similar goals. When these groups can be identified, however, the gathered individualistic data can have a predictive quality for those who are in a like-minded group. At the very least, the data has a predictive quality for the individual from whom it was gathered.

5. Qualitative research operates within structures that are fluid. Because the data being gathered through this type of research is based on observations and experiences, an experienced researcher can follow-up interesting answers with additional questions. Unlike other forms of research that require a specific framework with zero deviation, researchers can follow any data tangent which makes itself known and enhance the overall database of information that is being collected.

6. Data complexities can be incorporated into generated conclusions. Although our modern world tends to prefer statistics and verifiable facts, we cannot simply remove the human experience from the equation. Different people will have remarkably different perceptions about any statistic, fact, or event. This is because our unique experiences generate a different perspective of the data that we see. These complexities, when gathered into a singular database, can generate conclusions with more depth and accuracy, which benefits everyone.

7. Qualitative research is an open-ended process. When a researcher is properly prepared, the open-ended structures of qualitative research make it possible to get underneath superficial responses and rational thoughts to gather information from an individual’s emotional response. This is critically important to this form of researcher because it is an emotional response which often drives a person’s decisions or influences their behavior.

8. Creativity becomes a desirable quality within qualitative research. It can be difficult to analyze data that is obtained from individual sources because many people subconsciously answer in a way that they think someone wants. This desire to “please” another reduces the accuracy of the data and suppresses individual creativity. By embracing the qualitative research method, it becomes possible to encourage respondent creativity, allowing people to express themselves with authenticity. In return, the data collected becomes more accurate and can lead to predictable outcomes.

9. Qualitative research can create industry-specific insights. Brands and businesses today need to build relationships with their core demographics to survive. The terminology, vocabulary, and jargon that consumers use when looking at products or services is just as important as the reputation of the brand that is offering them. If consumers are receiving one context, but the intention of the brand is a different context, then the miscommunication can artificially restrict sales opportunities. Qualitative research gives brands access to these insights so they can accurately communicate their value propositions.

10. Smaller sample sizes are used in qualitative research, which can save on costs. Many qualitative research projects can be completed quickly and on a limited budget because they typically use smaller sample sizes that other research methods. This allows for faster results to be obtained so that projects can move forward with confidence that only good data is able to provide.

11. Qualitative research provides more content for creatives and marketing teams. When your job involves marketing, or creating new campaigns that target a specific demographic, then knowing what makes those people can be quite challenging. By going through the qualitative research approach, it becomes possible to congregate authentic ideas that can be used for marketing and other creative purposes. This makes communication between the two parties to be handled with more accuracy, leading to greater level of happiness for all parties involved.

12. Attitude explanations become possible with qualitative research. Consumer patterns can change on a dime sometimes, leaving a brand out in the cold as to what just happened. Qualitative research allows for a greater understanding of consumer attitudes, providing an explanation for events that occur outside of the predictive matrix that was developed through previous research. This allows the optimal brand/consumer relationship to be maintained.

What Are the Disadvantages of Qualitative Research?

1. The quality of the data gathered in qualitative research is highly subjective. This is where the personal nature of data gathering in qualitative research can also be a negative component of the process. What one researcher might feel is important and necessary to gather can be data that another researcher feels is pointless and won’t spend time pursuing it. Having individual perspectives and including instinctual decisions can lead to incredibly detailed data. It can also lead to data that is generalized or even inaccurate because of its reliance on researcher subjectivisms.

2. Data rigidity is more difficult to assess and demonstrate. Because individual perspectives are often the foundation of the data that is gathered in qualitative research, it is more difficult to prove that there is rigidity in the information that is collective. The human mind tends to remember things in the way it wants to remember them. That is why memories are often looked at fondly, even if the actual events that occurred may have been somewhat disturbing at the time. This innate desire to look at the good in things makes it difficult for researchers to demonstrate data validity.

3. Mining data gathered by qualitative research can be time consuming. The number of details that are often collected while performing qualitative research are often overwhelming. Sorting through that data to pull out the key points can be a time-consuming effort. It is also a subjective effort because what one researcher feels is important may not be pulled out by another researcher. Unless there are some standards in place that cannot be overridden, data mining through a massive number of details can almost be more trouble than it is worth in some instances.

4. Qualitative research creates findings that are valuable, but difficult to present. Presenting the findings which come out of qualitative research is a bit like listening to an interview on CNN. The interviewer will ask a question to the interviewee, but the goal is to receive an answer that will help present a database which presents a specific outcome to the viewer. The goal might be to have a viewer watch an interview and think, “That’s terrible. We need to pass a law to change that.” The subjective nature of the information, however, can cause the viewer to think, “That’s wonderful. Let’s keep things the way they are right now.” That is why findings from qualitative research are difficult to present. What a research gleans from the data can be very different from what an outside observer gleans from the data.

5. Data created through qualitative research is not always accepted. Because of the subjective nature of the data that is collected in qualitative research, findings are not always accepted by the scientific community. A second independent qualitative research effort which can produce similar findings is often necessary to begin the process of community acceptance.

6. Researcher influence can have a negative effect on the collected data. The quality of the data that is collected through qualitative research is highly dependent on the skills and observation of the researcher. If a researcher has a biased point of view, then their perspective will be included with the data collected and influence the outcome. There must be controls in place to help remove the potential for bias so the data collected can be reviewed with integrity. Otherwise, it would be possible for a researcher to make any claim and then use their bias through qualitative research to prove their point.

7. Replicating results can be very difficult with qualitative research. The scientific community wants to see results that can be verified and duplicated to accept research as factual. In the world of qualitative research, this can be very difficult to accomplish. Not only do you have the variability of researcher bias for which to account within the data, but there is also the informational bias that is built into the data itself from the provider. This means the scope of data gathering can be extremely limited, even if the structure of gathering information is fluid, because of each unique perspective.

8. Difficult decisions may require repetitive qualitative research periods. The smaller sample sizes of qualitative research may be an advantage, but they can also be a disadvantage for brands and businesses which are facing a difficult or potentially controversial decision. A small sample is not always representative of a larger population demographic, even if there are deep similarities with the individuals involve. This means a follow-up with a larger quantitative sample may be necessary so that data points can be tracked with more accuracy, allowing for a better overall decision to be made.

9. Unseen data can disappear during the qualitative research process. The amount of trust that is placed on the researcher to gather, and then draw together, the unseen data that is offered by a provider is enormous. The research is dependent upon the skill of the researcher being able to connect all the dots. If the researcher can do this, then the data can be meaningful and help brands and progress forward with their mission. If not, there is no way to alter course until after the first results are received. Then a new qualitative process must begin.

10. Researchers must have industry-related expertise. You can have an excellent researcher on-board for a project, but if they are not familiar with the subject matter, they will have a difficult time gathering accurate data. For qualitative research to be accurate, the interviewer involved must have specific skills, experiences, and expertise in the subject matter being studied. They must also be familiar with the material being evaluated and have the knowledge to interpret responses that are received. If any piece of this skill set is missing, the quality of the data being gathered can be open to interpretation.

11. Qualitative research is not statistically representative. The one disadvantage of qualitative research which is always present is its lack of statistical representation. It is a perspective-based method of research only, which means the responses given are not measured. Comparisons can be made and this can lead toward the duplication which may be required, but for the most part, quantitative data is required for circumstances which need statistical representation and that is not part of the qualitative research process.

The advantages and disadvantages of qualitative research make it possible to gather and analyze individualistic data on deeper levels. This makes it possible to gain new insights into consumer thoughts, demographic behavioral patterns, and emotional reasoning processes. When a research can connect the dots of each information point that is gathered, the information can lead to personalized experiences, better value in products and services, and ongoing brand development.

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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.

Also see Research Methods

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Quantitative vs. Qualitative Research in Psychology

• Key Differences

Quantitative Research Methods

Qualitative research methods.

• How They Relate

In psychology and other social sciences, researchers are faced with an unresolved question: Can we measure concepts like love or racism the same way we can measure temperature or the weight of a star? Social phenomena⁠—things that happen because of and through human behavior⁠—are especially difficult to grasp with typical scientific models.

At a Glance

Psychologists rely on quantitative and quantitative research to better understand human thought and behavior.

• Qualitative research involves collecting and evaluating non-numerical data in order to understand concepts or subjective opinions.
• Quantitative research involves collecting and evaluating numerical data. 

This article discusses what qualitative and quantitative research are, how they are different, and how they are used in psychology research.

Qualitative Research vs. Quantitative Research

In order to understand qualitative and quantitative psychology research, it can be helpful to look at the methods that are used and when each type is most appropriate.

Psychologists rely on a few methods to measure behavior, attitudes, and feelings. These include:

• Self-reports , like surveys or questionnaires
• Observation (often used in experiments or fieldwork)
• Implicit attitude tests that measure timing in responding to prompts

Most of these are quantitative methods. The result is a number that can be used to assess differences between groups.

However, most of these methods are static, inflexible (you can't change a question because a participant doesn't understand it), and provide a "what" answer rather than a "why" answer.

Sometimes, researchers are more interested in the "why" and the "how." That's where qualitative methods come in.

Qualitative research is about speaking to people directly and hearing their words. It is grounded in the philosophy that the social world is ultimately unmeasurable, that no measure is truly ever "objective," and that how humans make meaning is just as important as how much they score on a standardized test.

Used to develop theories

Takes a broad, complex approach

Answers "why" and "how" questions

Explores patterns and themes

Used to test theories

Takes a narrow, specific approach

Answers "what" questions

Explores statistical relationships

Quantitative methods have existed ever since people have been able to count things. But it is only with the positivist philosophy of Auguste Comte (which maintains that factual knowledge obtained by observation is trustworthy) that it became a "scientific method."

The scientific method follows this general process. A researcher must:

• Generate a theory or hypothesis (i.e., predict what might happen in an experiment) and determine the variables needed to answer their question
• Develop instruments to measure the phenomenon (such as a survey, a thermometer, etc.)
• Develop experiments to manipulate the variables
• Collect empirical (measured) data
• Analyze data

Quantitative methods are about measuring phenomena, not explaining them.

Quantitative research compares two groups of people. There are all sorts of variables you could measure, and many kinds of experiments to run using quantitative methods.

These comparisons are generally explained using graphs, pie charts, and other visual representations that give the researcher a sense of how the various data points relate to one another.

Basic Assumptions

Quantitative methods assume:

• That the world is measurable
• That humans can observe objectively
• That we can know things for certain about the world from observation

In some fields, these assumptions hold true. Whether you measure the size of the sun 2000 years ago or now, it will always be the same. But when it comes to human behavior, it is not so simple.

As decades of cultural and social research have shown, people behave differently (and even think differently) based on historical context, cultural context, social context, and even identity-based contexts like gender , social class, or sexual orientation .

Therefore, quantitative methods applied to human behavior (as used in psychology and some areas of sociology) should always be rooted in their particular context. In other words: there are no, or very few, human universals.

Statistical information is the primary form of quantitative data used in human and social quantitative research. Statistics provide lots of information about tendencies across large groups of people, but they can never describe every case or every experience. In other words, there are always outliers.

Correlation and Causation

A basic principle of statistics is that correlation is not causation. Researchers can only claim a cause-and-effect relationship under certain conditions:

• The study was a true experiment.
• The independent variable can be manipulated (for example, researchers cannot manipulate gender, but they can change the primer a study subject sees, such as a picture of nature or of a building).
• The dependent variable can be measured through a ratio or a scale.

So when you read a report that "gender was linked to" something (like a behavior or an attitude), remember that gender is NOT a cause of the behavior or attitude. There is an apparent relationship, but the true cause of the difference is hidden.

Pitfalls of Quantitative Research

Quantitative methods are one way to approach the measurement and understanding of human and social phenomena. But what's missing from this picture?

As noted above, statistics do not tell us about personal, individual experiences and meanings. While surveys can give a general idea, respondents have to choose between only a few responses. This can make it difficult to understand the subtleties of different experiences.

Quantitative methods can be helpful when making objective comparisons between groups or when looking for relationships between variables. They can be analyzed statistically, which can be helpful when looking for patterns and relationships.

Qualitative data are not made out of numbers but rather of descriptions, metaphors, symbols, quotes, analysis, concepts, and characteristics. This approach uses interviews, written texts, art, photos, and other materials to make sense of human experiences and to understand what these experiences mean to people.

While quantitative methods ask "what" and "how much," qualitative methods ask "why" and "how."

Qualitative methods are about describing and analyzing phenomena from a human perspective. There are many different philosophical views on qualitative methods, but in general, they agree that some questions are too complex or impossible to answer with standardized instruments.

These methods also accept that it is impossible to be completely objective in observing phenomena. Researchers have their own thoughts, attitudes, experiences, and beliefs, and these always color how people interpret results.

Qualitative Approaches

There are many different approaches to qualitative research, with their own philosophical bases. Different approaches are best for different kinds of projects. For example:

• Case studies and narrative studies are best for single individuals. These involve studying every aspect of a person's life in great depth.
• Phenomenology aims to explain experiences. This type of work aims to describe and explore different events as they are consciously and subjectively experienced.
• Grounded theory develops models and describes processes. This approach allows researchers to construct a theory based on data that is collected, analyzed, and compared to reach new discoveries.
• Ethnography describes cultural groups. In this approach, researchers immerse themselves in a community or group in order to observe behavior.

Qualitative researchers must be aware of several different methods and know each thoroughly enough to produce valuable research.

Some researchers specialize in a single method, but others specialize in a topic or content area and use many different methods to explore the topic, providing different information and a variety of points of view.

There is not a single model or method that can be used for every qualitative project. Depending on the research question, the people participating, and the kind of information they want to produce, researchers will choose the appropriate approach.

Interpretation

Qualitative research does not look into causal relationships between variables, but rather into themes, values, interpretations, and meanings. As a rule, then, qualitative research is not generalizable (cannot be applied to people outside the research participants).

The insights gained from qualitative research can extend to other groups with proper attention to specific historical and social contexts.

Relationship Between Qualitative and Quantitative Research

It might sound like quantitative and qualitative research do not play well together. They have different philosophies, different data, and different outputs. However, this could not be further from the truth.

These two general methods complement each other. By using both, researchers can gain a fuller, more comprehensive understanding of a phenomenon.

For example, a psychologist wanting to develop a new survey instrument about sexuality might and ask a few dozen people questions about their sexual experiences (this is qualitative research). This gives the researcher some information to begin developing questions for their survey (which is a quantitative method).

After the survey, the same or other researchers might want to dig deeper into issues brought up by its data. Follow-up questions like "how does it feel when...?" or "what does this mean to you?" or "how did you experience this?" can only be answered by qualitative research.

By using both quantitative and qualitative data, researchers have a more holistic, well-rounded understanding of a particular topic or phenomenon.

Qualitative and quantitative methods both play an important role in psychology. Where quantitative methods can help answer questions about what is happening in a group and to what degree, qualitative methods can dig deeper into the reasons behind why it is happening. By using both strategies, psychology researchers can learn more about human thought and behavior.

Gough B, Madill A. Subjectivity in psychological science: From problem to prospect . Psychol Methods . 2012;17(3):374-384. doi:10.1037/a0029313

Pearce T. “Science organized”: Positivism and the metaphysical club, 1865–1875 . J Hist Ideas . 2015;76(3):441-465.

Adams G. Context in person, person in context: A cultural psychology approach to social-personality psychology . In: Deaux K, Snyder M, eds. The Oxford Handbook of Personality and Social Psychology . Oxford University Press; 2012:182-208.

Brady HE. Causation and explanation in social science . In: Goodin RE, ed. The Oxford Handbook of Political Science. Oxford University Press; 2011. doi:10.1093/oxfordhb/9780199604456.013.0049

Chun Tie Y, Birks M, Francis K. Grounded theory research: A design framework for novice researchers .  SAGE Open Med . 2019;7:2050312118822927. doi:10.1177/2050312118822927

Reeves S, Peller J, Goldman J, Kitto S. Ethnography in qualitative educational research: AMEE Guide No. 80 . Medical Teacher . 2013;35(8):e1365-e1379. doi:10.3109/0142159X.2013.804977

Salkind NJ, ed. Encyclopedia of Research Design . Sage Publishing.

Shaughnessy JJ, Zechmeister EB, Zechmeister JS.  Research Methods in Psychology . McGraw Hill Education.

By Anabelle Bernard Fournier Anabelle Bernard Fournier is a researcher of sexual and reproductive health at the University of Victoria as well as a freelance writer on various health topics.

Critically Thinking About Qualitative Versus Quantitative Research

What should we do regarding our research questions and methodology.

Posted January 26, 2022 | Reviewed by Davia Sills

• Neither a quantitative nor a qualitative methodology is the right way to approach every scientific question.
• Rather, the nature of the question determines which methodology is best suited to address it.
• Often, researchers benefit from a mixed approach that incorporates both quantitative and qualitative methodologies.

As a researcher who has used a wide variety of methodologies, I understand the importance of acknowledging that we, as researchers, do not pick the methodology; rather, the research question dictates it. So, you can only imagine how annoyed I get when I hear of undergraduates designing their research projects based on preconceived notions, like "quantitative is more straightforward," or "qualitative is easier." Apart from the fact that neither of these assertions is actually the case, these young researchers are blatantly missing one of the foundational steps of good research: If you are interested in researching a particular area, you must get to know the area (i.e., through reading) and then develop a question based on that reading.

The nature of the question will dictate the most appropriate methodological approach.

I’ve debated with researchers in the past who are "exclusively" qualitative or "exclusively" quantitative. Depending on the rationale for their exclusivity, I might question a little deeper, learn something, and move on, or I might debate further. Sometimes, I throw some contentious statements out to see what the responses are like. For example, "Qualitative research, in isolation, is nothing but glorified journalism . " This one might not be new to you. Yes, qualitative is flawed, but so, too, is quantitative.

Let's try this one: "Numbers don’t lie, just the researchers who interpret them." If researchers are going to have a pop at qual for subjectivity, why don’t they recognize the same issues in quant? The numbers in a results section may be objectively correct, but their meaningfulness is only made clear through the interpretation of the human reporting them. This is not a criticism but is an important observation for those who believe in the absolute objectivity of quantitative reporting. The subjectivity associated with this interpretation may miss something crucial in the interpretation of the numbers because, hey, we’re only human.

With that, I love quantitative research, but I’m not unreasonable about it. Let’s say we’ve evaluated a three-arm RCT—the new therapeutic intervention is significantly efficacious, with a large effect, for enhancing "x" in people living with "y." One might conclude that this intervention works and that we must conduct further research on it to further support its efficacy—this is, of course, a fine suggestion, consistent with good research practice and epistemological understanding.

However, blindly recommending the intervention based on the interpretation of numbers alone might be suspect—think of all the variables that could be involved in a 4-, 8-, 12-, or 52-week intervention with human participants. It would be foolish to believe that all variables were considered—so, here is a fantastic example of where a qualitative methodology might be useful. At the end of the intervention, a researcher might decide to interview a random 20 percent of the cohort who participated in the intervention group about their experience and the program’s strengths and weaknesses. The findings from this qualitative element might help further explain the effects, aid the initial interpretation, and bring to life new ideas and concepts that had been missing from the initial interpretation. In this respect, infusing a qualitative approach at the end of quantitative analysis has shown its benefits—a mixed approach to intervention evaluation is very useful.

What about before that? Well, let’s say I want to develop another intervention to enhance "z," but there’s little research on it, and that which has been conducted isn’t of the highest quality; furthermore, we don’t know about people’s experiences with "z" or even other variables associated with it.

To design an intervention around "z" would be ‘jumping the gun’ at best (and a waste of funds). It seems that an exploration of some sort is necessary. This is where qualitative again shines—giving us an opportunity to explore what "z" is from the perspective of a relevant cohort(s).

Of course, we cannot generalize the findings; we cannot draw a definitive conclusion as to what "z" is. But what the findings facilitate is providing a foundation from which to work; for example, we still cannot say that "z" is this, that, or the other, but it appears that it might be associated with "a," "b" and "c." Thus, future research should investigate the nature of "z" as a particular concept, in relation to "a," "b" and "c." Again, a qualitative methodology shows its worth. In the previous examples, a qualitative method was used because the research questions warranted it.

Through considering the potentially controversial statements about qual and quant above, we are pushed into examining the strengths and weaknesses of research methodologies (regardless of our exclusivity with a particular approach). This is useful if we’re going to think critically about finding answers to our research questions. But simply considering these does not let poor research practice off the hook.

For example, credible qualitative researchers acknowledge that generalizability is not the point of their research; however, that doesn’t stop some less-than-credible researchers from presenting their "findings" as generalizable as possible, without actually using the word. Such practices should be frowned upon—so should making a career out of strictly using qualitative methodology in an attempt to find answers core to the human condition. All these researchers are really doing is spending a career exploring, yet never really finding anything (despite arguing to the contrary, albeit avoiding the word "generalize").

The solution to this problem, again, is to truly listen to what your research question is telling you. Eventually, it’s going to recommend a quantitative approach. Likewise, a "numbers person" will be recommended a qualitative approach from time to time—flip around the example above, and there’s a similar criticism. Again, embrace a mixed approach.

What's the point of this argument?

I conduct both research methodologies. Which do I prefer? Simple—whichever one helps me most appropriately answer my research question.

Do I have problems with qualitative methodologies? Absolutely—but I have issues with quantitative methods as well. Having these issues is good—it means that you recognize the limitations of your tools, which increases the chances of you "fixing," "sharpening" or "changing out" your tools when necessary.

So, the next time someone speaks with you about labeling researchers as one type or another, ask them why they think that way, ask them which they think you are, and then reflect on the responses alongside your own views of methodology and epistemology. It might just help you become a better researcher.

Christopher Dwyer, Ph.D., is a lecturer at the Technological University of the Shannon in Athlone, Ireland.

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10 Advantages and Disadvantages of Qualitative Research

  — August 5th, 2021

Research is about gathering data so that it can inform meaningful decisions. In the workplace, this can be invaluable in allowing informed decision-making that will meet with wider strategic organizational goals.

However, research comes in a variety of guises and, depending on the methodologies applied, can achieve different ends. There are broadly two key approaches to research -- qualitative and quantitative.

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Qualitative v quantitative – what’s the difference.

Qualitative Research is at the touchy-feely end of the spectrum. It’s not so much about bean-counting and much more about capturing people’s opinions and emotions.

“Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context.” (simplypsychology.org)

Examples of the way qualitative research is often gathered includes:

Interviews are a conversation based inquiry where questions are used to obtain information from participants. Interviews are typically structured to meet the researcher’s objectives.

Focus Groups

Focus group discussions are a common qualitative research strategy . In a focus group discussion, the interviewer talks to a group of people about their thoughts, opinions, beliefs, and attitudes towards a topic. Participants are typically a group who are similar in some way, such as income, education, or career. In the context of a company, the group dynamic is likely their common experience of the workplace.

Observation

Observation is a systematic research method in which researchers look at the activity of their subjects in their typical environment. Observation gives direct information about your research. Using observation can capture information that participants may not think to reveal or see as important during interviews/focus groups.

Existing Documents

This is also called secondary data. A qualitative data collection method entails extracting relevant data from existing documents. This data can then be analyzed using a qualitative data analysis method called content analysis. Existing documents might be work documents, work email , or any other material relevant to the organization.

Quantitative Research is the ‘bean-counting’ bit of the research spectrum. This isn’t to demean its value. Now encompassed by the term ‘ People Analytics ’, it plays an equally important role as a tool for business decision-making.

Organizations can use a variety of quantitative data-gathering methods to track productivity. In turn, this can help:

• To rank employees and work units
• To award raises or promotions.
• To measure and justify termination or disciplining of staff
• To measure productivity
• To measure group/individual targets

Examples might include measuring workforce productivity. If Widget Makers Inc., has two production lines and Line A is producing 25% more per day than Line B, capturing this data immediately informs management/HR of potential issues. Is the slower production on Line B due to human factors or is there a production process issue?

Quantitative Research can help capture real-time activities in the workplace and point towards what needs management attention.

The Pros & Cons of the Qualitative approach

By its nature, qualitative research is far more experiential and focused on capturing people’s feelings and views. This undoubtedly has value, but it can also bring many more challenges than simply capturing quantitative data. Here are a few challenges and benefits to consider.

• Qualitative Research can capture changing attitudes within a target group such as consumers of a product or service, or attitudes in the workplace.
• Qualitative approaches to research are not bound by the limitations of quantitative methods. If responses don’t fit the researcher’s expectation that’s equally useful qualitative data to add context and perhaps explain something that numbers alone are unable to reveal .
• Qualitative Research provides a much more flexible approach . If useful insights are not being captured researchers can quickly adapt questions, change the setting or any other variable to improve responses.
• Qualitative data capture allows researchers to be far more speculative about what areas they choose to investigate and how to do so. It allows data capture to be prompted by a researcher’s instinctive or ‘gut feel’ for where good information will be found.

Qualitative research can be more targeted . If you want to compare productivity across an entire organization, all parts, process, and participants need to be accounted for. Qualitative research can be far more concentrated, sampling specific groups and key points in a company to gather meaningful data. This can both speed the process of data capture and keep the costs of data-gathering down.

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• Sample size can be a big issue. If you seek to infer from a sample of, for example, 200 employees, based upon a sample of 5 employees, this raises the question of whether sampling will provide a true reflection of the views of the remaining 97.5% of the company?
• Sample bias - HR departments will have competing agendas. One argument against qualitative methods alone is that HR tasked with finding the views of the workforce may be influenced both consciously or unconsciously, to select a sample that favors an anticipated outcome .
• Self-selection bias may arise where companies ask staff to volunteer their views . Whether in a paper, online survey , or focus group, if an HR department calls for participants there will be the issue of staff putting themselves forward. The argument goes that this group, in self-selecting itself, rather than being a randomly selected snapshot of a department, will inevitably have narrowed its relevance to those that typically are willing to come forward with their views. Quantitative data is gathered whether someone volunteered or not.
• The artificiality of qualitative data capture. The act of bringing together a group is inevitably outside of the typical ‘norms ’ of everyday work life and culture and may influence the participants in unforeseen ways.
• Are the right questions being posed to participants? You can only get answers to questions you think to ask . In qualitative approaches, asking about “how” and “why” can be hugely informative, but if researchers don’t ask, that insight may be missed.

The reality is that any research approach has both pros and cons. The art of effective and meaningful data gathering is thus to be aware of the limitations and strengths of each method.

In the case of Qualitative research, its value is inextricably linked to the number-crunching that is Quantitative data. One is the Ying to the other’s Yang. Each can only provide half of the picture, but together, you get a more complete view of what’s occurring within an organization.

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16 Key Advantages and Disadvantages of Qualitative Research Methods

Qualitative research is the process of natural inquisitiveness which wants to find an in-depth understanding of specific social phenomena within a regular setting. It is a process that seeks to find out why people act the way that they do in specific situations. By relying on the direct experiences that each person has every day, it becomes possible to define the meaning of a choice – or even a life.

Researchers who use the qualitative process are looking at multiple methods of inquiry to review human-related activities. This process is a way to measure the very existence of humanity. Multiple options are available to complete the work, including discourse analysis, biographies, case studies, and various other theories.

This process results in three primary areas of focus, which are individual actions, overall communication, and cultural influence. Each option must make the common assumption that knowledge is subjective instead of objective, which means the researchers must learn from their participants to understand what is valuable and what is not in their studies.

List of the Pros of Qualitative Research

1. Qualitative research is a very affordable method of research. Qualitative research is one of the most affordable ways to glean information from individuals who are being studied. Focus groups tend to be the primary method of collecting information using this process because it is fast and effective. Although there are research studies that require an extensive period of observation to produce results, using a group interview session can produce usable information in under an hour. That means you can proceed faster with the ideas you wish to pursue when compared to other research methods.

2. Qualitative research provides a predictive element. The data which researchers gather when using the qualitative research process provides a predictive element to the project. This advantage occurs even though the experiences or perspectives of the individuals participating in the research can vary substantially from person-to-person. The goal of this work is not to apply the information to the general public, but to understand how specific demographics react in situations where there are challenges to face. It is a process which allows for product development to occur because the pain points of the population have been identified.

3. Qualitative research focuses on the details of personal choice. The qualitative research process looks at the purpose of the decision that an individual makes as the primary information requiring collection. It does not take a look at the reasons why someone would decide to make the choices that they do in the first place. Other research methods preferred to look at the behavior, but this method wants to know the entire story behind each individual choice so that the entire population or society can benefit from the process.

4. Qualitative research uses fluid operational structures. The qualitative research process relies on data gathering based on situations that researchers are watching and experiencing personally. Instead of relying on a specific framework to collect and preserve information under rigid guidelines, this process finds value in the human experience. This method makes it possible to include the intricacies of the human experience with the structures required to find conclusions that are useful to the demographics involved – and possible to the rest of society as well.

5. Qualitative research uses individual choices as workable data. When we have an understanding of why individual choices occurred, then we can benefit from the diversity that the human experience provides. Each unique perspective makes it possible for every other person to gather more knowledge about a situation because there are differences to examine. It is a process which allows us to discover more potential outcomes because there is more information present from a variety of sources. Researchers can then take the perspectives to create guidelines that others can follow if they find themselves stuck in a similar situation.

6. Qualitative research is an open-ended process. One of the most significant advantages of qualitative research is that it does not rely on specific deadlines, formats, or questions to create a successful outcome. This process allows researchers to ask open-ended questions whenever they feel it is appropriate because there may be more data to collect. There are not the same time elements involved in this process either, as qualitative research can continue indefinitely until those working on the project feel like there is nothing more to glean from the individuals participating.

Because of this unique structure, researchers can look for data points that other methods might overlook because a greater emphasis is often placed on the interview or observational process with firm deadlines.

7. Qualitative research works to remove bias from its collected information. Unconscious bias is a significant factor in every research project because it relies on the ability of the individuals involved to control their thoughts, emotions, and reactions. Everyone has preconceived notions and stereotypes about specific demographics and nationalities which can influence the data collected. No one is 100% immune to this process. The format of qualitative research allows for these judgments to be set aside because it prefers to look at the specific structures behind each choice of person makes.

This research method also collects information about the events which lead up to a specific decision instead of trying to examine what happens after the fact. That’s why this advantage allows the data to be more accurate compared to the other research methods which are in use.

8. Qualitative research provides specific insight development. The average person tends to make a choice based on comfort, convenience, or both. We also tend to move forward in our circumstances based on what we feel is comfortable to our spiritual, moral, or ethical stances. Every form of communication that we use becomes a potential foundation for researchers to understand the demographics of humanity in better ways. By looking at the problems we face in everyday situations, it becomes possible to discover new insights that can help us to solve do you need problems which can come up. It is a way for researchers to understand the context of what happens in society instead of only looking at the outcomes.

9. Qualitative research requires a smaller sample size. Qualitative research studies wrap up faster that other methods because a smaller sample size is possible for data collection with this method. Participants can answer questions immediately, creating usable and actionable information that can lead to new ideas. This advantage makes it possible to move forward with confidence in future choices because there is added predictability to the results which are possible.

10. Qualitative research provides more useful content. Authenticity is highly demanded in today’s world because there is no better way to understand who we are as an individual, a community, or a society. Qualitative research works hard to understand the core concepts of how each participant defines themselves without the influence of outside perspectives. It wants to see how people structure their lives, and then take that data to help solve whatever problems they might have. Although no research method can provide guaranteed results, there is always some type of actionable information present with this approach.

List of the Cons of Qualitative Research

1. Qualitative research creates subjective information points. The quality of the information collected using the qualitative research process can sometimes be questionable. This approach requires the researchers to connect all of the data points which they gather to find the answers to their questions. That means the results are dependent upon the skills of those involved to read the non-verbal cues of each participate, understand when and where follow-up questions are necessary, and remember to document each response. Because individuals can interpret this data in many different ways, there can sometimes be differences in the conclusion because each researcher has a different take on what they receive.

2. Qualitative research can involve significant levels of repetition. Although the smaller sample sizes found in qualitative research can be an advantage, this structure can also be a problem when researchers are trying to collect a complete data profile for a specific demographic. Multiple interviews and discovery sessions become necessary to discover what the potential consequences of a future choice will be. When you only bring in a handful of people to discuss a situation, then these individuals may not offer a complete representation of the group being studied. Without multiple follow-up sessions with other participants, there is no way to prove the authenticity of the information collected.

3. Qualitative research is difficult to replicate. The only way that research can turn into fact is through a process of replication. Other researchers must be able to come to the similar conclusions after the initial project publishers the results. Because the nature of this work is subjective, finding opportunities to duplicate the results are quite rare. The scope of information which a project collects is often limited, which means there is always some doubt found in the data. That is why you will often see a margin of error percentage associated with research that uses this method. Because it never involves every potential member of a demographic, it will always be incomplete.

4. Qualitative research relies on the knowledge of the researchers. The only reason why opportunities are available in the first place when using qualitative research is because there are researchers involved which have expertise that relates to the subject matter being studied. When interviewers are unfamiliar with industry concepts, then it is much more challenging to identify follow-up opportunities that would be if the individual conducting the session was familiar with the ideas under discussion. There is no way to correctly interpret the data if the perspective of the researcher is skewed by a lack of knowledge.

5. Qualitative research does not offer statistics. The goal of qualitative research is to seek out moments of commonality. That means you will not find statistical data within the results. It looks to find specific areas of concern or pain points that are usable to the organization funding to research in the first place. The amount of data collected using this process can be extreme, but there is no guarantee that it will ever be usable. You do not have the same opportunities to compare information as you would with other research methods.

6. Qualitative research still requires a significant time investment. It is true that there are times when the qualitative research process is significantly faster than other methods. There is also the disadvantage in the fact that the amount of time necessary to collect accurate data can be unpredictable using this option. It may take months, years, or even decades to complete a research project if there is a massive amount of data to review. That means the researchers involve must make a long-term commitment to the process to ensure the results can be as accurate as possible.

These qualitative research pros and cons review how all of us come to the choices that we make each day. When researchers understand why we come to specific conclusions, then it becomes possible to create new goods and services that can make our lives easier. This process then concludes with solutions which can benefit a significant majority of the people, leading to better best practices in the future.

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Qualitative Research

What is qualitative research.

Qualitative research is a methodology focused on collecting and analyzing descriptive, non-numerical data to understand complex human behavior, experiences, and social phenomena. This approach utilizes techniques such as interviews, focus groups, and observations to explore the underlying reasons, motivations, and meanings behind actions and decisions. Unlike quantitative research, which focuses on measuring and quantifying data, qualitative research delves into the 'why' and 'how' of human behavior, providing rich, contextual insights that reveal deeper patterns and relationships.

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Ever heard of the saying “quality over quantity”? Well, some researchers feel the same way!

Imagine you are conducting a study looking at consumer behavior for buying potato chips. You’re interested in seeing which factors influence a customer’s choice between purchasing Doritos and Pringles. While you could conduct quantitative research and measure the number of bags purchased, this data alone wouldn’t explain why consumers choose one chip brand over the other; it would just tell you what they are purchasing. To gather more meaningful data, you may conduct interviews or surveys, asking people about their chip preferences and what draws them to one brand over another. Is it the taste of the chips? The font or color of the bag? This qualitative approach dives deeper to uncover why one potato chip is more popular than the other and can help companies make the adjustments that count.

Qualitative research, as seen in the example above, can provide greater insight into behavior, going beyond numbers to understand people’s experiences, attitudes, and perceptions. It helps us to grasp the meaning behind decisions, rather than just describing them. As human behavior is often difficult to qualify, qualitative research is a useful tool for solving complex problems or as a starting point to generate new ideas for research. Qualitative methods are used across all types of research—from consumer behavior to education, healthcare, behavioral science, and everywhere in between!

At its core, qualitative research is exploratory—rather than coming up with a hypothesis and gathering numerical data to support it, qualitative research begins with open-ended questions. Instead of asking “Which chip brand do consumers buy more frequently?”, qualitative research asks “Why do consumers choose one chip brand over another?”. Common methods to obtain qualitative data include focus groups, unstructured interviews, and surveys. From the data gathered, researchers then can make hypotheses and move on to investigating them. 

It’s important to note that qualitative and quantitative research are not two opposing methods, but rather two halves of a whole. Most of the best studies leverage both kinds of research by collecting objective, quantitative data, and using qualitative research to gain greater insight into what the numbers reveal.

You may have heard the world is made up of atoms and molecules, but it’s really made up of stories. When you sit with an individual that’s been here, you can give quantitative data a qualitative overlay. – William Turner, 16th century British scientist 1

Quantitative Research: A research method that involves collecting and analyzing numerical data to test hypotheses, identify patterns, and predict outcomes.

Exploratory Research: An initial study used to investigate a problem that is not clearly defined, helping to clarify concepts and improve research design.

Positivism: A scientific approach that emphasizes empirical evidence and objectivity, often involving the testing of hypotheses based on observable data. 2 

Phenomenology: A research approach that emphasizes the first-person point of view, placing importance on how people perceive, experience, and interpret the world around them. 3

Social Interaction Theory: A theoretical perspective that people make sense of their social worlds by the exchange of meaning through language and symbols. 4

Critical Theory: A worldview that there is no unitary or objective “truth” about people that can be discovered, as human experience is shaped by social, cultural, and historical contexts that influences reality and society. 5

Empirical research: A method of gaining knowledge through direct observation and experimentation, relying on real-world data to test theories. 

Paradigm shift: A fundamental change in the basic assumptions and methodologies of a scientific discipline, leading to the adoption of a new framework. 2

Interpretive/descriptive approach: A methodology that focuses on understanding the meanings people assign to their experiences, often using qualitative methods.

Unstructured interviews: A free-flowing conversation between researcher and participant without predetermined questions that must be asked to all participants. Instead, the researcher poses questions depending on the flow of the interview. 6

Focus Group: Group interviews where a researcher asks questions to guide a conversation between participants who are encouraged to share their ideas and information, leading to detailed insights and diverse perspectives on a specific topic.

Grounded theory : A qualitative methodology that generates a theory directly from data collected through iterative analysis.

When social sciences started to emerge in the 17th and 18th centuries, researchers wanted to apply the same quantitative approach that was used in the natural sciences. At this time, there was a predominant belief that human behavior could be numerically analyzed to find objective patterns and would be generalizable to similar people and situations. Using scientific means to understand society is known as a positivist approach. However, in the early 20th century, both natural and social scientists started to criticize this traditional view of research as being too reductive. 2  

In his book, The Structure of Scientific Revolutions, American philosopher Thomas Kuhn identified that a major paradigm shift was starting to occur. Earlier methods of science were being questioned and replaced with new ways of approaching research which suggested that true objectivity was not possible when studying human behavior. Rather, the importance of context meant research on one group could not be generalized to all groups. 2 Numbers alone were deemed insufficient for understanding the environment surrounding human behavior which was now seen as a crucial piece of the puzzle. Along with this paradigm shift, Western scholars began to take an interest in ethnography , wanting to understand the customs, practices, and behaviors of other cultures. 

Qualitative research became more prominent throughout the 20th century, expanding beyond anthropology and ethnography to being applied across all forms of research; in science, psychology, marketing—the list goes on. Paul Felix Lazarsfield, Austrian-American sociologist and mathematician often known as the father of qualitative research, popularized new methods such as unstructured interviews and group discussions. 7 During the 1940s, Lazarfield brought attention to the fact that humans are not always rational decision-makers, making them difficult to understand through numerical data alone.

The 1920s saw the invention of symbolic interaction theory, developed by George Herbert Mead. Symbolic interaction theory posits society as the product of shared symbols such as language. People attach meanings to these symbols which impacts the way they understand and communicate with the world around them, helping to create and maintain a society. 4 Critical theory was also developed in the 1920s at the University of Frankfurt Institute for Social Research. Following the challenge of positivism, critical theory is a worldview that there is no unitary or objective “truth” about people that can be discovered, as human experience is shaped by social, cultural, and historical contexts. By shedding light on the human experience, it hopes to highlight the role of power, ideology, and social structures in shaping humans, and using this knowledge to create change. 5

Other formalized theories were proposed during the 20th century, such as grounded theory , where researchers started gathering data to form a hypothesis, rather than the other way around. This represented a stark contrast to positivist approaches that had dominated the 17th and 18th centuries.

The 1950s marked a shift toward a more interpretive and descriptive approach which factored in how people make sense of their subjective reality and attach meaning to it. 2 Researchers began to recognize that the why of human behavior was just as important as the what . Max Weber, a German sociologist, laid the foundation of the interpretive approach through the concept of Verstehen (which in English translates to understanding), emphasizing the importance of interpreting the significance people attach to their behavior. 8 With the shift to an interpretive and descriptive approach came the rise of phenomenology, which emphasizes first-person experiences by studying how individuals perceive, experience, and interpret the world around them. 

Today, in the age of big data, qualitative research has boomed, as advancements in digital tools allow researchers to gather vast amounts of data (both qualitative and quantitative), helping us better understand complex social phenomena. Social media patterns can be analyzed to understand public sentiment, consumer behavior, and cultural trends to grasp how people attach subjective meaning to their reality. There is even an emerging field of digital ethnography which is entirely focused on how humans interact and communicate in virtual environments!

Thomas Kuhn

American philosopher who suggested that science does not evolve through merely an addition of knowledge by compiling new learnings onto existing theories, but instead undergoes paradigm shifts where new theories and methodologies replace old ones. In this way, Kuhn suggested that science is a reflection of a community at a particular point in time. 9

Paul Felix Lazarsfeld

Often referred to as the father of qualitative research, Austrian-American sociologist and mathematician Paul Lazarsfield helped to develop modern empirical methods of conducting research in the social sciences such as surveys, opinion polling, and panel studies. Lazarsfeld was best known for combining qualitative and quantitative research to explore America's voting habits and behaviors related to mass communication, such as newspapers, magazines, and radios. 10  

German sociologist and political economist known for his sociological approach of “Verstehen” which emphasized the need to understand individuals or groups by exploring the meanings that people attach to their decisions. While previously, qualitative researchers in ethnography acted like an outside observer to explain behavior from their point of view, Weber believed that an empathetic understanding of behavior, that explored both intent and context, was crucial to truly understanding behavior. 11  

George Herbert Mead

Widely recognized as the father of symbolic interaction theory, Mead was an American philosopher and sociologist who took an interest in how spoken language and symbols contribute to one’s idea of self, and to society at large. 4

Consequences

Humans are incredibly complex beings, whose behaviors cannot always be reduced to mere numbers and statistics. Qualitative research acknowledges this inherent complexity and can be used to better capture the diversity of human and social realities. 

Qualitative research is also more flexible—it allows researchers to pivot as they uncover new insights. Instead of approaching the study with predetermined hypotheses, oftentimes, researchers let the data speak for itself and are not limited by a set of predefined questions. It can highlight new areas that a researcher hadn’t even thought of exploring. 

By providing a deeper explanation of not only what we do, but why we do it, qualitative research can be used to inform policy-making, educational practices, healthcare approaches, and marketing tactics. For instance, while quantitative research tells us how many people are smokers, qualitative research explores what, exactly, is driving them to smoke in the first place. If the research reveals that it is because they are unaware of the gravity of the consequences, efforts can be made to emphasize the risks, such as by placing warnings on cigarette cartons. 

Finally, qualitative research helps to amplify the voices of marginalized or underrepresented groups. Researchers who embrace a true “Verstehen” mentality resist applying their own worldview to the subjects they study, but instead seek to understand the meaning people attach to their own behaviors. In bringing forward other worldviews, qualitative research can help to shift perceptions and increase awareness of social issues. For example, while quantitative research may show that mental health conditions are more prevalent for a certain group, along with the access they have to mental health resources, qualitative research is able to explain the lived experiences of these individuals and uncover what barriers they are facing to getting help. This qualitative approach can support governments and health organizations to better design mental health services tailored to the communities they exist in.

Controversies

Qualitative research aims to understand an individual’s lived experience, which although provides deeper insights, can make it hard to generalize to a larger population. While someone in a focus group could say they pick Doritos over Pringles because they prefer the packaging, it’s difficult for a researcher to know if this is universally applicable, or just one person’s preference. 12 This challenge makes it difficult to replicate qualitative research because it involves context-specific findings and subjective interpretation. 

Moreover, there can be bias in sample selection when conducting qualitative research. Individuals who put themselves forward to be part of a focus group or interview may hold strong opinions they want to share, making the insights gathered from their answers not necessarily reflective of the general population.13 People may also give answers that they think researchers are looking for leading to skewed results, which is a common example of the observer expectancy effect . 

However, the bias in this interaction can go both ways. While researchers are encouraged to embrace “Verstehen,” there is a possibility that they project their own views onto their participants. For example, if an American researcher is studying eating habits in China and observes someone burping, they may attribute this behavior to rudeness—when in fact, burping can be a sign that you have enjoyed your meal and it is a compliment to the chef. One way to mitigate this risk is through thick description , noting a great amount of contextual detail in their observations. Another way to minimize the researcher’s bias on their observations is through member checking , returning results to participants to check if they feel they accurately capture their experience.

Another drawback of qualitative research is that it is time-consuming. Focus groups and unstructured interviews take longer and are more difficult to logistically arrange, and the data gathered is harder to analyze as it goes beyond numerical data. While advances in technology alleviate some of these labor-intensive processes, they still require more resources. 

Many of these drawbacks can be mitigated through a mixed-method approach, combining both qualitative and quantitative research. Qualitative research can be a good starting point, giving depth and contextual understanding to a behavior, before turning to quantitative data to see if the results are generalizable. Or, the opposite direction can be used—quantitative research can show us the “what,” identifying patterns and correlations, and researchers can then better understand the “why” behind behavior by leveraging qualitative methods. Triangulation —using multiple datasets, methods, or theories—is another way to help researchers avoid bias. 

Linking Adult Behaviors to Childhood Experiences

In the mid-1980s, an obesity program at the KP San Diego Department of Preventive Medicine had a high dropout rate. What was interesting is that a majority of the dropouts were successfully losing weight, posing the question of why they were leaving the program in the first place. In this instance, greater investigation was required to understand the why behind their behaviors.

Researchers conducted in-depth interviews with almost 200 dropouts, finding that many of them had experienced childhood abuse that had led to obesity. In this unfortunate scenario, obesity was a consequence of another problem, rather than the root problem itself. This led Dr. Vincent J. Felitti, who was working for the department, to launch the Adverse Childhood Experiences (ACE) Study, aimed at exploring how childhood experiences impact adult health status. 

Felitti and the Department of Preventive Medicine studied over 17,000 adults with health plans that revealed a strong relationship between emotional experiences as children and negative health behaviors as adults, such as obesity, smoking, and intravenous drug use. This study demonstrates the importance of qualitative research to uncover correlations that would not be discovered by merely looking at numerical data. 14  

Understanding Voter Turnout

Voting is usually considered an important part of political participation in a democracy. However, voter turnout is an issue in many countries, including the US. While quantitative research can tell us how many people vote, it does not provide insights into why people choose to vote or not.

With this in mind, Dawn Merdelin Johnson, a PhD student in philosophy at Walden University, explored how public corruption has impacted voter turnout in Cook County, Illinois. Johnson conducted semi-structured telephone interviews to understand factors that contribute to low voter turnout and the impact of public corruption on voting behaviors. Johnson found that public corruption leads to voters believing public officials prioritize their own well-being over the good of the people, leading to distrust in candidates and the overall political system, and thus making people less likely to vote. Other themes revealed that to increase voter turnout, voting should be more convenient and supply more information about the candidates to help people make more informed decisions.

From these findings, Johnson suggested that the County could experience greater voter turnout through the development of an anti-corruption agency, improved voter registration and maintenance, and enhanced voting accessibility. These initiatives would boost voting engagement and positively impact democratic participation. 15

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• Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and implementation (4th ed.). Jossey-Bass.
• Smith, D. W. (2018). Phenomenology. In E. N. Zalta (Ed.), Stanford Encyclopedia of Philosophy . Retrieved from https://plato.stanford.edu/entries/phenomenology/#HistVariPhen
• Nickerson, C. (2023, October 16). Symbolic interaction theory . Simply Psychology. https://www.simplypsychology.org/symbolic-interaction-theory.html
• DePoy, E., & Gitlin, L. N. (2016). Introduction to research (5th ed.). Elsevier.
• ATLAS.ti. (n.d.). Unstructured interviews . ATLAS.ti. Retrieved August 17, 2024, from https://atlasti.com/research-hub/unstructured-interviews
• O'Connor, O. (2020, August 14). The history of qualitative research . Medium. https://oliconner.medium.com/the-history-of-qualitative-research-f6e07c58e439
• Sociology Institute. (n.d.). Max Weber: Interpretive sociology & legacy . Sociology Institute. Retrieved August 18, 2024, from https://sociology.institute/introduction-to-sociology/max-weber-interpretive-sociology-legacy
• Kuhn, T. S. (2012). The structure of scientific revolutions (4th ed.). University of Chicago Press.
• Encyclopaedia Britannica. (n.d.). Paul Felix Lazarsfeld . Encyclopaedia Britannica. Retrieved August 17, 2024, from https://www.britannica.com/biography/Paul-Felix-Lazarsfeld
• Nickerson, C. (2019). Verstehen in Sociology: Empathetic Understanding . Simply Psychology. Retrieved August 18, 2024, from: https://www.simplypsychology.org/verstehen.html
• Omniconvert. (2021, October 4). Qualitative research: Definition, methodology, limitations, and examples . Omniconvert. https://www.omniconvert.com/blog/qualitative-research-definition-methodology-limitation-examples/
• Vaughan, T. (2021, August 5). 10 advantages and disadvantages of qualitative research . Poppulo. https://www.poppulo.com/blog/10-advantages-and-disadvantages-of-qualitative-research
• Felitti, V. J. (2002). The relation between adverse childhood experiences and adult health: Turning gold into lead. The Permanente Journal, 6 (1), 44–47. https://www.thepermanentejournal.org/doi/10.7812/TPP/02.994
• Johnson, D. M. (2024). Voters' perception of public corruption and low voter turnout: A qualitative case study of Cook County (Doctoral dissertation). Walden University.

About the Author

Emilie Rose Jones

Emilie currently works in Marketing & Communications for a non-profit organization based in Toronto, Ontario. She completed her Masters of English Literature at UBC in 2021, where she focused on Indigenous and Canadian Literature. Emilie has a passion for writing and behavioural psychology and is always looking for opportunities to make knowledge more accessible. 

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The benefits of using qualitative research

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• 1 Edge Hill University College, School of Health Studies, Fazakerley Hospital, Liverpool.
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Qualitative research is a way of describing an event in its context and is useful for investigating complex, new or relatively unexplored areas. A central tenet of the qualitative approach is that researchers cannot be truly neutral or detached from data generation and analysis. Qualitative research values the experience of the research participant and can offer valuable insight into the settings and situations in which nurses work.

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• Sep 9, 2020

Pros And Cons Of Qualitative Research vs Quantitative Research

Updated: Aug 16

In this post, you will learn the pros and cons of qualitative research vs quantitative research along with the differences and discover how both types of research can help and be applied to different business situations from ethnographic research to online surveys.

Table of contents:

The difference between qualitative and quantitative research

Pros and cons of qualitative research, pros and cons of quantitative research, so when can qualitative and quantitative research be applied, main types of qualitative research methods, key types of quantitative research methods.

The table above shows the advantages and disadvantages of using qualitative research and quantitative research.

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The main purpose of qualitative research is to explore the in-depth behaviour, opinions and attitudes of a small group of individuals in a more open manner instead of strictly following a set of questions. These tend to be face to face in-depth interviews or focus groups, where people can discuss the subject at hand openly with guidance from the interviewer.

While quantitative research is where results can be measured by numbers, which is easy to pick up and understand for those making the decisions . These quantified results are gathered by interviewing a large group of people (from 50 running into the 1000s) that is a reflection of the whole population you are targeting. Hence with a larger sample size, statistical analysis can be applied to provide better consumer insights such as predicted behaviour, best price levels and key drivers of buyers’ decisions.

Other than exploring attitudes and behaviour in detail, qualitative research is also used to test adverts, develop concepts and new products and build a picture of the market. Whereas quantitative research is used more for market measurements such as the number of people who use a product or service, awareness, consideration, preference, segmenting the market and how likely are they to buy.

Pros of qualitative research

Explores attitudes and behaviour in-depth.

Explores attitudes and behaviour in-depth as it’s more on a personal level and can delve in detail to gain a better understanding of their views and actions to generate or examine a hypothesis in more detail.

Encourages discussion

Encourages discussion as it’s more in an open manner instead of strictly following a fixed set of questions. In this way, it gives the research some context rather than just numbers.

Flexibility

Flexibility, where the interviewer can probe and is able to ask any questions around the subject matter, they feel is relevant or had not thought of before during the discussions and can even change the setting.

Cons of qualitative research

The sample size can be an issue.

The sample size can be an issue if you are taking the opinion of 5 people out of 300 of your customers or subscribers as a generalisation.

Bias in the sample selection

Bias in the sample selection, meaning the people you are selecting to take part in the qualitative research may all have a certain opinion of the subject matter rather than a group of people with mixed views, which is more valuable particularly if they are debating with opposing views during focus groups.

Lack of privacy

Lack of privacy, if you are covering sensitive topics then people taking part may not be comfortable in sharing their thoughts and opinions of the subject with others.

Whether you are using a skilled moderator or not

It is of vital importance; the moderator is skilled and experienced in managing the conversations of groups as well as being knowledgeable enough of the subject matter to ask relevant questions that may have not been thought of.

Pros of quantitative research

Larger sample sizes.

Larger sample sizes allowing for robust analysis of the results, so you are able to make more generalisations of your target audience.

Impartiality and accuracy of data

Impartiality and accuracy of the data as it based on the survey questions for screening, grouping and other hard number facts.

Faster and easier to run

Faster and easier to run particularly online and mobile surveys , where you can see the results in real time.

Data is anonymous

Data is anonymous especially with sensitive topics through self-completion exercises like online surveys.

Offers reliable and continuous information

Offers reliable and continuous information where you can repeat the survey again and again weekly, monthly, quarterly, yearly to gain consistent trend data to help you plan ahead or investigate and address issues.

Cons of quantitative research

Limited by the set answers on a survey.

Limited by the set answers on a survey, so you are unable to go beyond that in delving in more detail the behaviours, attitudes and reasons as you do with qualitative research. This is particularly true with self-completion surveys (online), where there is no interviewer probing you even if you include a couple of open-ended questions.

Research is not carried out in their normal environment

Research is not carried out in their normal environment, so can seem artificial and controlled. Answers given by participants are claimed and may not be their actual behaviour in real life.

Unable to follow-up any answers given following completion of survey

Unable to follow-up any answers given after they have completed the survey due to the anonymity of the participants. This is especially true for validity of the findings if the results are inconclusive. Although you can ask at the end of the survey if they would like to do a follow-up survey but not all participants may agree to do so.

Generally qualitative research is used for exploratory purposes to get a picture of what is going on or examining a hypothesis that can be tested later on. Although it can be used independently through a series of depth interviews and focus groups to explore concepts such as ideas for advertising or new products.

While with quantitative research you can gather measurable results that you can draw insights from and take action where needed like there is a drop in the number of visitors to your website page, which may be tackled through redesign of the webpage or promotions.

Read this post if you want run a survey - 5 Best Survey Maker Platforms To Consider Using

Qualitative and quantitative research is best utilised when they are combined and split into phases. For example, phase 1 could be exploratory research with qualitative research and then in phase 2 this is followed up with quantitative research to test the hypothesis that came up in the first phase. A post phase of qualitative research can be applied if there has been redesigns of the concept or to identify experiences after an event.

There are advantages in combining data and information from both methods where you can reap the benefits from the advantages that both methods have as well as countering the limitations through this hybrid approach. This is achieved through:

Enrichment by identifying issues not found in quantitative research

Examination via generating a hypothesis that can be tested.

Explanation through bringing the results to life by understanding any surprising results from the quantitative data.

Below are the most popular types of research within qualitative and quantitative research that you can use to achieve your objectives and answer questions you may have.

The three key tools of qualitative research are:

Focus groups – this is where a group of 5 to 10 people at a set location or on a private online forum discuss a topic of interest who have been pre-selected via screening to take part in. These group discussions are led by a person moderating the group.

Depth interviews – are one to one interviews that are either conducted face to face, over the phone or through video conferencing apps like Skype and Zoom. This allows the participant to talk at length in a more open manner and is especially good for sensitive topics. The interviewer will use a discussion guide to follow a relatively unstructured list of topics.

Ethnography and observation – are a fly on the wall way of listening and observing the behaviour of participants in certain real environments like shopping at a supermarket. Is great to capture the actual actions of participants rather than what they claim to do in a survey.

The 3 most popular methods of quantitative research:

Online surveys – is without a doubt the most popular type of research especially amongst consumer research as it’s quick, easy to do and relatively cheap compared to other methods. The great thing with online surveys is it easily accessible for everyone to take part in whether that’s on a laptop, mobile or tablet and can be on a website or survey links through social media and email. Plus, you can check out the results in real time.

If you are interested in creating a survey or poll you can try PickFu which is a easy to use interactive platform to set up surveys from scratch or have customisable templates to get you started with.

Telephone interviews – due to advancements in technology this is now used more for business to business research and interviews tend to last between 15 to 30 minutes. The advantage of this method is you have an interviewer who can probe or clarify any answers to open ended questions.

Face to face interviews – these are normally conducted in specific situations like shopping malls, exhibitions and the high street. As it’s more time consuming, costly and higher a security risk for interviewers, makes it the least popular method to use.

Social listening - is a form of secondary research where you can track, listen and respond to mentions about a brand or key topic on social media and elsewhere on the web. You can read more about it in this post - 3 Social Listening Tools To Consider

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Pros and Cons of Qualitative Research in Psychology Essay

• To find inspiration for your paper and overcome writer’s block
• As a source of information (ensure proper referencing)
• As a template for you assignment

Qualitative research methods used in psychology are not intended to compare but to observe and draw appropriate conclusions about the characteristics of human development and interaction. As Newman (2016) notes, one of the main advantages of this practice is an opportunity to prove specific hypotheses based on data obtained from primary sources, which helps avoid bias in the assessment process. One of the types of research design used in qualitative studies is phenomenology.

Gaete Celis (2019) describes this technique as an approach aimed at finding the meaning and causes of specific motives but not the consequences of actions. Also, the author argues that today, it is customary to distinguish two key types of phenomenology – descriptive (the disclosure of meaning) and interpretive (the disclosure of experience) (Gaete Celis, 2019). When talking about possible topics that such a technique can address, one can mention the manifestation of concerns in verbal communication or symbolization as a feature of a closed personality. These themes are of a deeper nature compared with standard studies on human behavior and require a phenomenological approach.

In case personal experience and reasoning are used as the basis of the study, the methods of data collection and processing are based solely on oral and written notes. Lundh (2018) describes psychology as a scientific field in which phenomenology is one of the manifestations of interacting with people and assessing their heritage. The qualitative principle of data collection and analysis is applied, for instance, a conversation with a person in order to find out the background of his or her experiences and opinions concerning a specific situation. Therefore, this research strategy is similar to those used in qualitative studies, and the interpretation of all the results of the work is individual due to different opinions and behavioral motives.

Gaete Celis, M. I. (2019). Micro-phenomenology and traditional qualitative research methods. Constructivist Foundations , 14 (2), 146-149.

Lundh, L. G. (2018). Psychological science within a three-dimensional ontology. Integrative Psychological and Behavioral Science , 52 (1), 52-66.

Newman, M. (2016). Research methods in psychology (2nd ed.). San Diego, CA: Bridgepoint Education.

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IvyPanda. (2021, June 20). Pros and Cons of Qualitative Research in Psychology. https://ivypanda.com/essays/pros-and-cons-of-qualitative-research-in-psychology/

"Pros and Cons of Qualitative Research in Psychology." IvyPanda , 20 June 2021, ivypanda.com/essays/pros-and-cons-of-qualitative-research-in-psychology/.

IvyPanda . (2021) 'Pros and Cons of Qualitative Research in Psychology'. 20 June.

IvyPanda . 2021. "Pros and Cons of Qualitative Research in Psychology." June 20, 2021. https://ivypanda.com/essays/pros-and-cons-of-qualitative-research-in-psychology/.

1. IvyPanda . "Pros and Cons of Qualitative Research in Psychology." June 20, 2021. https://ivypanda.com/essays/pros-and-cons-of-qualitative-research-in-psychology/.

Bibliography

IvyPanda . "Pros and Cons of Qualitative Research in Psychology." June 20, 2021. https://ivypanda.com/essays/pros-and-cons-of-qualitative-research-in-psychology/.

• DOI: 10.1080/13642537.2024.2384851
• Corpus ID: 272020153

Reading with love: Developing therapeutic imagination through purposeful engagement with qualitative research

• John McLeod
• Published in European Journal of… 22 August 2024
• European Journal of Psychotherapy & Counselling

26 References

Developing reflexivity and self-compassion in group psychotherapy: a dialogical and narrative approach, body as mediator: case understanding in salutogenic-oriented general practitioner consultation, school organisational trauma during student suicide crisis, exploring the grief journey of bereaved spouses: insights into the impact of sedation within palliative care, using medical records in qualitative research. advantages and limitations, the development and evaluation of an online journal club: perspectives from student participants and practitioners, a closer kind of reading, "me being myself isn't a barrier": identity and praxis of nonbinary psychotherapists., fantastic reality: the role of imagination, playfulness, and creativity in healing trauma., "not just a journal club – it’s where the magic happens": knowledge mobilization through co-production for health system development in the western cape province, south africa, related papers.

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Methods for Quantitative Research in Psychology

• Conducting Research

Psychological Research

August 2023

This seven-hour course provides a comprehensive exploration of research methodologies, beginning with the foundational steps of the scientific method. Students will learn about hypotheses, experimental design, data collection, and the analysis of results. Emphasis is placed on defining variables accurately, distinguishing between independent, dependent, and controlled variables, and understanding their roles in research.

The course delves into major research designs, including experimental, correlational, and observational studies. Students will compare and contrast these designs, evaluating their strengths and weaknesses in various contexts. This comparison extends to the types of research questions scientists pose, highlighting how different designs are suited to different inquiries.

A critical component of the course is developing the ability to judge the quality of sources for literature reviews. Students will learn criteria for evaluating the credibility, relevance, and reliability of sources, ensuring that their understanding of the research literature is built on a solid foundation.

Reliability and validity are key concepts addressed in the course. Students will explore what it means for an observation to be reliable, focusing on consistency and repeatability. They will also compare and contrast different forms of validity, such as internal, external, construct, and criterion validity, and how these apply to various research designs.

The course concepts are thoroughly couched in examples drawn from the psychological research literature. By the end of the course, students will be equipped with the skills to design robust research studies, critically evaluate sources, and understand the nuances of reliability and validity in scientific research. This knowledge will be essential for conducting high-quality research and contributing to the scientific community.

Learning objectives

• Describe the steps of the scientific method.
• Specify how variables are defined.
• Compare and contrast the major research designs.
• Explain how to judge the quality of a source for a literature review.
• Compare and contrast the kinds of research questions scientists ask.
• Explain what it means for an observation to be reliable.
• Compare and contrast forms of validity as they apply to the major research designs.

This program does not offer CE credit.

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Introduces applying statistical methods effectively in psychology or related fields for undergraduates, high school students, and professionals.

August 2023 On Demand Training

Introduces the importance of ethical practice in scientific research for undergraduates, high school students, and professionals.

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• Open access
• Published: 26 August 2024

Evaluating panel discussions in ESP classes: an exploration of international medical students’ and ESP instructors’ perspectives through qualitative research

• Elham Nasiri   ORCID: orcid.org/0000-0002-0644-1646 1 &
• Laleh Khojasteh   ORCID: orcid.org/0000-0002-6393-2759 1  

BMC Medical Education volume  24 , Article number:  925 ( 2024 ) Cite this article

65 Accesses

Metrics details

This study investigates the effectiveness of panel discussions, a specific interactive teaching technique where a group of students leads a pre-planned, topic-focused discussion with audience participation, in English for Specific Purposes (ESP) courses for international medical students. This approach aims to simulate professional conference discussions, preparing students for future academic and clinical environments where such skills are crucial. While traditional group presentations foster critical thinking and communication, a gap exists in understanding how medical students perceive the complexities of preparing for and participating in panel discussions within an ESP setting. This qualitative study investigates the perceived advantages and disadvantages of these discussions from the perspectives of both panelists (medical students) and the audience (peers). Additionally, the study explores potential improvements based on insights from ESP instructors. Utilizing a two-phase design involving reflection papers and focus group discussions, data were collected from 46 medical students and three ESP instructors. Thematic analysis revealed that panel discussions offer unique benefits compared to traditional presentations, including enhanced engagement and more dynamic skill development for both panelists and the audience. Panelists reported gains in personal and professional development, including honing critical thinking, communication, and presentation skills. The audience perceived these discussions as engaging learning experiences that fostered critical analysis and information synthesis. However, challenges such as academic workload and concerns about discussion quality were also identified. The study concludes that panel discussions, when implemented effectively, can be a valuable tool for enhancing critical thinking, communication skills, and subject matter knowledge in ESP courses for medical students. These skills are transferable and can benefit students in various academic and professional settings, including future participation in medical conferences. This research provides valuable insights for ESP instructors seeking to integrate panel discussions into their curriculum, ultimately improving student learning outcomes and preparing them for future success in professional communication.

Peer Review reports

Introduction

In the field of medical education, the acquisition and application of effective communication skills are crucial for medical students in today’s global healthcare environment [ 1 ]. This necessitates not only strong English language proficiency but also the ability to present complex medical information clearly and concisely to diverse audiences.

Language courses, especially English for Specific Purposes (ESP) courses for medical students, are highly relevant in today’s globalized healthcare environment [ 2 ]. In non-English speaking countries like Iran, these courses are particularly important as they go beyond mere language instruction to include the development of critical thinking, cultural competence, and professional communication skills [ 3 ]. Proficiency in English is crucial for accessing up-to-date research, participating in international conferences, and communicating with patients and colleagues from diverse backgrounds [ 4 ]. Additionally, ESP courses help medical students understand and use medical terminologies accurately, which is essential for reading technical articles, listening to audio presentations, and giving spoken presentations [ 5 ]. In countries where English is not the primary language, ESP courses ensure that medical professionals can stay current with global advancements and collaborate effectively on an international scale [ 6 ]. Furthermore, these courses support students who may seek to practice medicine abroad, enhancing their career opportunities and professional growth [ 7 ].

Moreover, ESP courses enable medical professionals to communicate effectively with international patients, which is crucial in multicultural societies and for medical tourism, ensuring that patient care is not compromised due to language barriers [ 8 ]. Many medical textbooks, journals, and online resources are available primarily in English, and ESP courses equip medical students with the necessary language skills to access and comprehend these resources, ensuring they are well-informed about the latest medical research and practices [ 9 ].

Additionally, many medical professionals from non-English speaking countries aim to take international certification exams, such as the USMLE or PLAB, which are conducted in English, and ESP courses prepare students for these exams by familiarizing them with the medical terminology and language used in these assessments [ 10 ]. ESP courses also contribute to the professional development of medical students by improving their ability to write research papers, case reports, and other academic documents in English, which is essential for publishing in international journals and contributing to global medical knowledge [ 11 ]. In the increasingly interdisciplinary field of healthcare, collaboration with professionals from other countries is common, and ESP courses facilitate effective communication and collaboration with international colleagues, fostering innovation and the exchange of ideas [ 12 ].

With the rise of telemedicine and online medical consultations, proficiency in English is essential for non-English speaking medical professionals to provide remote healthcare services to international patients, and ESP courses prepare students for these modern medical practices [ 13 ].

Finally, ESP courses often include training on cultural competence, which is crucial for understanding and respecting the cultural backgrounds of patients and colleagues, leading to more empathetic and effective patient care and professional interactions [ 14 ]. Many ESP programs for medical students incorporate group presentations as a vital component of their curriculum, recognizing the positive impact on developing these essential skills [ 15 ].

Group projects in language courses, particularly in ESP for medical students, are highly relevant for several reasons. They provide a collaborative environment that mimics real-world professional settings, where healthcare professionals often work in multidisciplinary teams [ 16 ]. These group activities foster not only language skills but also crucial soft skills such as teamwork, leadership, and interpersonal communication, which are essential in medical practice [ 17 ].

The benefits of group projects over individual projects in language learning are significant. Hartono, Mujiyanto [ 18 ] found that group presentation tasks in ESP courses led to higher self-efficacy development compared to individual tasks. Group projects encourage peer learning, where students can learn from each other’s strengths and compensate for individual weaknesses [ 19 ]. They also provide a supportive environment that can reduce anxiety and increase willingness to communicate in the target language [ 20 ]. However, it is important to note that group projects also come with challenges, such as social loafing and unequal contribution, which need to be managed effectively [ 21 ].

Traditional lecture-based teaching methods, while valuable for knowledge acquisition, may not effectively prepare medical students for the interactive and collaborative nature of real-world healthcare settings [ 22 ]. Panel discussions (hereafter PDs), an interactive teaching technique where a group of students leads a pre-planned, topic-focused discussion with audience participation, are particularly relevant in this context. They simulate professional conference discussions and interdisciplinary team meetings, preparing students for future academic and clinical environments where such skills are crucial [ 23 ].

PDs, also known as moderated discussions or moderated panels, are a specific type of interactive format where a group of experts or stakeholders engage in a facilitated conversation on a particular topic or issue [ 22 ]. In this format, a moderator guides the discussion, encourages active participation from all panelists, and fosters a collaborative environment that promotes constructive dialogue and critical thinking [ 24 ]. The goal is to encourage audience engagement and participation, which can be achieved through various strategies such as asking open-ended questions, encouraging counterpoints and counterarguments, and providing opportunities for audience members to pose questions or share their own experiences [ 25 ]. These discussions can take place in-person or online, and can be designed to accommodate diverse audiences and settings [ 26 ].

In this study, PD is considered a speaking activity where medical students are assigned specific roles to play during the simulation, such as a physician, quality improvement specialist, policymaker, or patient advocate. By taking on these roles, students can gain a better understanding of the diverse perspectives and considerations that come into play in real-world healthcare discussions [ 23 ]. Simulating PDs within ESP courses can be a powerful tool for enhancing medical students’ learning outcomes in multiple areas. This approach improves language proficiency, academic skills, and critical thinking abilities, while also enabling students to communicate effectively with diverse stakeholders in the medical field [ 27 , 28 ].

Theoretical framework

The panel discussions in our study are grounded in the concept of authentic assessment (outlined by Villarroel, Bloxham [ 29 ]), which involves designing tasks that mirror real-life situations and problems. In the context of medical education, this approach is particularly relevant as it prepares students for the complex, multidisciplinary nature of healthcare communication. Realism can be achieved through two means: providing a realistic context that describes and delivers a frame for the problem to be solved and creating tasks that are similar to those faced in real and/or professional life [ 30 ]. In our study, the PDs provide a realistic context by simulating scenarios where medical students are required to discuss and present complex medical topics in a professional setting, mirroring the types of interactions they will encounter in their future careers.

The task of participating in PDs also involves cognitive challenge, as students are required to think critically about complex medical topics, analyze information, and communicate their findings effectively. This type of task aims to generate processes of problem-solving, application of knowledge, and decision-making that correspond to the development of cognitive and metacognitive skills [ 23 ]. For medical students, these skills are crucial in developing clinical reasoning and effective patient communication. The PDs encourage students to go beyond the textual reproduction of fragmented and low-order content and move towards understanding, establishing relationships between new ideas and previous knowledge, linking theoretical concepts with everyday experience, deriving conclusions from the analysis of data, and examining both the logic of the arguments present in the theory and its practical scope [ 24 , 25 , 27 ].

Furthermore, the evaluative judgment aspect of our study is critical in helping students develop criteria and standards about what a good performance means in medical communication. This involves students judging their own performance and regulating their own learning [ 31 ]. In the context of panel discussions, students reflect on their own work, compare it with desired standards, and seek feedback from peers and instructors. By doing so, students can develop a sense of what constitutes good performance in medical communication and what areas need improvement [ 32 ]. Boud, Lawson and Thompson [ 33 ] argue that students need to build a precise judgment about the quality of their work and calibrate these judgments in the light of evidence. This skill is particularly important for future medical professionals who will need to continually assess and improve their communication skills throughout their careers.

The theoretical framework presented above highlights the importance of authentic learning experiences in medical education. By drawing on the benefits of group work and panel discussions, university instructor-researchers aimed to provide medical students with a unique opportunity to engage with complex cases and develop their communication and collaboration skills. As noted by Suryanarayana [ 34 ], authentic learning experiences can lead to deeper learning and improved retention. Considering the advantages of group work in promoting collaborative problem-solving and language development, the instructor-researchers designed a panel discussion task that simulates real-world scenarios, where students can work together to analyze complex cases, share knowledge, and present their findings to a simulated audience.

While previous studies have highlighted the benefits of interactive learning experiences and critical thinking skills in medical education, a research gap remains in understanding how medical students perceive the relevance of PDs in ESP courses. This study aims to address this gap by investigating medical students’ perceptions of PD tasks in ESP courses and how these perceptions relate to their language proficiency, critical thinking skills, and ability to communicate effectively with diverse stakeholders in the medical field. This understanding can inform best practices in medical education, contributing to the development of more effective communication skills for future healthcare professionals worldwide [ 23 ]. The research questions guiding this study are:

What are the perceived advantages of PDs from the perspectives of panelists and the audience?

What are the perceived disadvantages of PDs from the perspectives of panelists and the audience?

How can PDs be improved for panelists and the audience based on the insights of ESP instructors?

Methodology

Aim and design.

For this study, a two-phase qualitative design was employed to gain an understanding of the advantages and disadvantages of PDs from the perspectives of both student panelists and the audience (Phase 1) and to acquire an in-depth understanding of the suggested strategies provided by experts to enhance PPs for future students (Phase 2).

Participants and context of the study

This study was conducted in two phases (Fig.  1 ) at Shiraz University of Medical Sciences (SUMS), Shiraz, Iran.

Participants of the study in two phases

In the first phase, the student participants were 46 non-native speakers of English and international students who studied medicine at SUMS. Their demographic characteristics can be seen in Table  1 .

These students were purposefully selected because they were the only SUMS international students who had taken the ESP (English for Specific Purposes) course. The number of international students attending SUMS is indeed limited. Each year, a different batch of international students joins the university. They progress through a sequence of English courses, starting with General English 1 and 2, followed by the ESP course, and concluding with academic writing. At the time of data collection, the students included in the study were the only international students enrolled in the ESP course. This mandatory 3-unit course is designed to enhance their language and communication skills specifically tailored to their profession. As a part of the Medicine major curriculum, this course aims to improve their English language proficiency in areas relevant to medicine, such as understanding medical terminology, comprehending original medicine texts, discussing clinical cases, and communicating with patients, colleagues, and other healthcare professionals.

Throughout the course, students engage in various interactive activities, such as group discussions, role-playing exercises, and case studies, to develop their practical communication skills. In this course, medical students receive four marks out of 20 for their oral presentations, while the remaining marks are allocated to their written midterm and final exams. From the beginning of the course, they are briefed about PDs, and they are shown two YouTube-downloaded videos about PDs at medical conferences, a popular format for discussing and sharing knowledge, research findings, and expert opinions on various medical topics.

For the second phase of the study, a specific group of participants was purposefully selected. This group consisted of three faculty members from SUMS English department who had extensive experience attending numerous conferences at national and international levels, particularly in the medical field, as well as working as translators and interpreters in medical congresses. Over the course of ten years, they also gained considerable experience in PDs. They were invited to discuss strategies helpful for medical students with PDs.

Panel discussion activity design and implementation

When preparing for a PD session, medical students received comprehensive guidance on understanding the roles and responsibilities of each panel member. This guidance was aimed at ensuring that each participant was well-prepared and understood their specific role in the discussion.

Moderators should play a crucial role in steering the conversation. They are responsible for ensuring that all panelists have an opportunity to contribute and that the audience is engaged effectively. Specific tasks include preparing opening remarks, introducing panelists, and crafting transition questions to facilitate smooth topic transitions. The moderators should also manage the time to ensure balanced participation and encourage active audience involvement.

Panelists are expected to be subject matter experts who bring valuable insights and opinions to the discussion. They are advised to conduct thorough research on the topic and prepare concise talking points. Panelists are encouraged to draw from their medical knowledge and relevant experiences, share evidence-based information, and engage with other panelists’ points through active listening and thoughtful responses.

The audience plays an active role in the PDs. They are encouraged to participate by asking questions, sharing relevant experiences, and contributing to the dialogue. To facilitate this, students are advised to take notes during the discussion and think of questions or comments they can contribute during the Q&A segment.

For this special course, medical students were advised to choose topics either from their ESP textbook or consider current medical trends, emerging research, and pressing issues in their field. Examples included breast cancer, COVID-19, and controversies in gene therapy. The selection process involved brainstorming sessions and consultation with the course instructor to ensure relevance and appropriateness.

To accommodate the PD sessions within the course structure, students were allowed to start their PD sessions voluntarily from the second week. However, to maintain a balance between peer-led discussions and regular course content, only one PD was held weekly. This approach enabled the ESP lecturer to deliver comprehensive content while also allowing students to engage in these interactive sessions.

A basic time structure was suggested for each PD (Fig.  2 ):

Time allocation for panel discussion stages in minutes

To ensure the smooth running of the course and maintain momentum, students were informed that they could cancel their PD session only once. In such cases, they were required to notify the lecturer and other students via the class Telegram channel to facilitate rescheduling and minimize disruptions. This provision was essential in promoting a sense of community among students and maintaining the course’s continuity.

Research tools and data collection

The study utilized various tools to gather and analyze data from participants and experts, ensuring a comprehensive understanding of the research topic.

Reflection papers

In Phase 1 of the study, 46 medical students detailed their perceptions of the advantages and disadvantages of panel discussions from dual perspectives: as panelists (presenters) and as audience members (peers).

Participants were given clear instructions and a 45-minute time frame to complete the reflection task. With approximately 80% of the international language students being native English speakers and the rest fluent in English, the researchers deemed this time allocation reasonable. The questions and instructions were straightforward, facilitating quick comprehension. It was estimated that native English speakers would need about 30 min to complete the task, while non-native speakers might require an extra 15 min for clarity and expression. This time frame aimed to allow students to respond thoughtfully without feeling rushed. Additionally, students could request more time if needed.

Focus group discussion

In phase 2 of the study, a focus group discussion was conducted with three expert participants. The purpose of the focus group was to gather insights from expert participants, specifically ESP (English for Specific Purposes) instructors, on how presentation dynamics can be improved for both panelists and the audience.

According to Colton and Covert [ 35 ], focus groups are useful for obtaining detailed input from experts. The appropriate size of a focus group is determined by the study’s scope and available resources [ 36 ]. Morgan [ 37 ] suggests that small focus groups are suitable for complex topics where specialist participants might feel frustrated if not allowed to express themselves fully.

The choice of a focus group over individual interviews was based on several factors. First, the exploratory nature of the study made focus groups ideal for interactive discussions, generating new ideas and in-depth insights [ 36 ]. Second, while focus groups usually involve larger groups, they can effectively accommodate a limited number of experts with extensive knowledge [ 37 ]. Third, the focus group format fostered a more open environment for idea exchange, allowing participants to engage dynamically [ 36 ]. Lastly, conducting a focus group was more time- and resource-efficient than scheduling three separate interviews [ 36 ].

Data analysis

The first phase of the study involved a thorough examination of the data related to the research inquiries using thematic analysis. This method was chosen for its effectiveness in uncovering latent patterns from a bottom-up perspective, facilitating a comprehensive understanding of complex educational phenomena [ 38 ]. The researchers first familiarized themselves with the data by repeatedly reviewing the reflection papers written by the medical students. Next, an initial round of coding was independently conducted to identify significant data segments and generate preliminary codes that reflected the students’ perceptions of the advantages and disadvantages of presentation dynamics PDs from both the presenter and audience viewpoints [ 38 ].

The analysis of the reflection papers began with the two researchers coding a subset of five papers independently, adhering to a structured qualitative coding protocol [ 39 ]. They convened afterward to compare their initial codes and address any discrepancies. Through discussion, they reached an agreement on the codes, which were then analyzed, organized into categories and themes, and the frequency of each code was recorded [ 38 ].

After coding the initial five papers, the researchers continued to code the remaining 41 reflection paper transcripts in batches of ten, meeting after each batch to review their coding, resolve any inconsistencies, and refine the coding framework as needed. This iterative process, characterized by independent coding, joint reviews, and consensus-building, helped the researchers establish a robust and reliable coding approach consistently applied to the complete dataset [ 40 ]. Once all 46 reflection paper transcripts were coded, the researchers conducted a final review and discussion to ensure accurate analysis. They extracted relevant excerpts corresponding to the identified themes and sub-themes from the transcripts to provide detailed explanations and support for their findings [ 38 ]. This multi-step approach of separate initial coding, collaborative review, and frequency analysis enhanced the credibility and transparency of the qualitative data analysis.

To ensure the trustworthiness of the data collected in this study, the researchers adhered to the Guba and Lincoln standards of scientific accuracy in qualitative research, which encompass credibility, confirmability, dependability, and transferability [ 41 ] (Table  2 ).

The analysis of the focus group data obtained from experts followed the same rigorous procedure applied to the student participants’ data. Thematic analysis was employed to examine the experts’ perspectives, maintaining consistency in the analytical approach across both phases of the study. The researchers familiarized themselves with the focus group transcript, conducted independent preliminary coding, and then collaboratively refined the codes. These codes were subsequently organized into categories and themes, with the frequency of each code recorded. The researchers engaged in thorough discussions to ensure agreement on the final themes and sub-themes. Relevant excerpts from the focus group transcript were extracted to provide rich, detailed explanations of each theme, thereby ensuring a comprehensive and accurate analysis of the experts’ insights.

1. What are the advantages of PDs from the perspective of panelists and the audience?

The analysis of the advantages of PDs from the perspectives of both panelists and audience members revealed several key themes and categories. Tables  2 and 3 present the frequency and percentage of responses for each code within these categories.

From the panelists’ perspective (Table  3 ), the overarching theme was “Personal and Professional Development.” The most frequently reported advantage was knowledge sharing (93.5%), followed closely by increased confidence (91.3%) and the importance of interaction in presentations (91.3%).

Notably, all categories within this theme had at least one code mentioned by over 80% of participants, indicating a broad range of perceived benefits. The category of “Effective teamwork and communication” was particularly prominent, with collaboration (89.1%) and knowledge sharing (93.5%) being among the most frequently cited advantages. This suggests that PDs are perceived as valuable tools for fostering interpersonal skills and collective learning. In the “Language mastery” category, increased confidence (91.3%) and better retention of key concepts (87.0%) were highlighted, indicating that PDs are seen as effective for both language and content learning.

The audience perspective (Table  4 ), encapsulated under the theme “Enriching Learning Experience,” showed similarly high frequencies across all categories.

The most frequently mentioned advantage was exposure to diverse speakers (93.5%), closely followed by the range of topics covered (91.3%) and increased audience interest (91.3%). The “Broadening perspectives” category was particularly rich, with all codes mentioned by over 70% of participants. This suggests that audience members perceive PDs as valuable opportunities for expanding their knowledge and viewpoints. In the “Language practice” category, the opportunity to practice language skills (89.1%) was the most frequently cited advantage, indicating that even as audience members, students perceive significant language learning benefits.

Comparing the two perspectives reveals several interesting patterns:

High overall engagement: Both panelists and audience members reported high frequencies across all categories, suggesting that PDs are perceived as beneficial regardless of the role played.

Language benefits: While panelists emphasized increased confidence (91.3%) and better retention of concepts (87.0%), audience members highlighted opportunities for language practice (89.1%). This indicates that PDs offer complementary language learning benefits for both roles.

Interactive learning: The importance of interaction was highly rated by panelists (91.3%), while increased audience interest was similarly valued by the audience (91.3%). This suggests that PDs are perceived as an engaging, interactive learning method from both perspectives.

Professional development: Panelists uniquely emphasized professional growth aspects such as experiential learning (84.8%) and real-world application (80.4%). These were not directly mirrored in the audience perspective, suggesting that active participation in PDs may offer additional professional development benefits.

Broadening horizons: Both groups highly valued the diversity aspect of PDs. Panelists appreciated diversity and open-mindedness (80.4%), while audience members valued diverse speakers (93.5%) and a range of topics (91.3%).

2. What are the disadvantages of PDs from the perspective of panelists and the audience?

The analysis of the disadvantages of panel discussions (PDs) from the perspectives of both panelists and audience members revealed several key themes and categories. Tables  4 and 5 present the frequency and percentage of responses for each code within these categories.

From the panelists’ perspective (Table  5 ), the theme “Drawbacks of PDs” was divided into two main categories: “Academic Workload Challenges” and “Coordination Challenges.” The most frequently reported disadvantage was long preparation (87.0%), followed by significant practice needed (82.6%) and the time-consuming nature of PDs (80.4%). These findings suggest that the primary concern for panelists is the additional workload that PDs impose on their already demanding academic schedules. The “Coordination Challenges” category, while less prominent than workload issues, still presented significant concerns. Diverse panel skills (78.3%) and finding suitable panelists (73.9%) were the most frequently cited issues in this category, indicating that team dynamics and composition are notable challenges for panelists.

The audience perspective (Table  6 ), encapsulated under the theme “Drawbacks of PDs,” was divided into two main categories: “Time-related Issues” and “Interaction and Engagement Issues.” In the “Time-related Issues” category, the most frequently mentioned disadvantage was the inefficient use of time (65.2%), followed by the perception of PDs as too long and boring (60.9%). Notably, 56.5% of respondents found PDs stressful due to overwhelming workload from other studies, and 52.2% considered them not very useful during exam time. The “Interaction and Engagement Issues” category revealed more diverse concerns. The most frequently mentioned disadvantage was the repetitive format (82.6%), followed by limited engagement with the audience (78.3%) and the perception of PDs as boring (73.9%). The audience also noted issues related to the panelists’ preparation and coordination, such as “Not practiced and natural” (67.4%) and “Coordination and Interaction Issues” (71.7%), suggesting that the challenges faced by panelists directly impact the audience’s experience.

Workload concerns: Both panelists and audience members highlighted time-related issues. For panelists, this manifested as long preparation times (87.0%) and difficulty balancing with other studies (76.1%). For the audience, it appeared as perceptions of inefficient use of time (65.2%) and stress due to overwhelming workload from other studies (56.5%).

Engagement issues: While panelists focused on preparation and coordination challenges, the audience emphasized the quality of the discussion and engagement. This suggests a potential mismatch between the efforts of panelists and the expectations of the audience.

Boredom and repetition: The audience frequently mentioned boredom (73.9%) and repetitive format (82.6%) as issues, which weren’t directly mirrored in the panelists’ responses. This indicates that while panelists may be focused on content preparation, the audience is more concerned with the delivery and variety of the presentation format.

Coordination challenges: Both groups noted coordination issues, but from different perspectives. Panelists struggled with team dynamics and finding suitable co-presenters, while the audience observed these challenges manifesting as unnatural or unpracticed presentations.

Academic pressure: Both groups acknowledged the strain PDs put on their academic lives, with panelists viewing it as a burden (65.2%) and the audience finding it less useful during exam times (52.2%).

3. How can PDs be improved for panelists and the audience from the experts’ point of view?

The presentation of data for this research question differs from the previous two due to the unique nature of the information gathered. Unlike the quantifiable student responses in earlier questions, this data stems from expert opinions and a reflection discussion session, focusing on qualitative recommendations for improvement rather than frequency of responses (Braun & Clarke, 2006). The complexity and interconnectedness of expert suggestions, coupled with the integration of supporting literature, necessitate a more narrative approach (Creswell & Poth, 2018). This format allows for a richer exploration of the context behind each recommendation and its potential implications (Patton, 2015). Furthermore, the exploratory nature of this question, aimed at generating ideas for improvement rather than measuring prevalence of opinions, is better served by a detailed, descriptive presentation (Merriam & Tisdell, 2016). This approach enables a more nuanced understanding of how PDs can be enhanced, aligning closely with the “how” nature of the research question and providing valuable insights for potential implementation (Yin, 2018).

The experts provided several suggestions to address the challenges faced by students in panel discussions (PDs) and improve the experience for both panelists and the audience. Their recommendations focused on six key areas: time management and workload, preparation and skill development, engagement and interactivity, technological integration, collaboration and communication, and institutional support.

To address the issue of time management and heavy workload, one expert suggested teaching students to “ break down the task to tackle the time-consuming nature of panel discussions and balance it with other studies .” This approach aims to help students manage the extensive preparation time required for PDs without compromising their other academic responsibilities. Another expert emphasized “ enhancing medical students’ abilities to prioritize tasks , allocate resources efficiently , and optimize their workflow to achieve their goals effectively .” These skills were seen as crucial not only for PD preparation but also for overall academic success and future professional practice.

Recognizing the challenges of long preparation times and the perception of PDs being burdensome, an expert proposed “ the implementation of interactive training sessions for panelists .” These sessions were suggested to enhance coordination skills and improve the ability of group presenters to engage with the audience effectively. The expert emphasized that such training could help students view PDs as valuable learning experiences rather than additional burdens, potentially increasing their motivation and engagement in the process.

To combat issues of limited engagement and perceived boredom, experts recommended increasing engagement opportunities for the audience through interactive elements like audience participation and group discussions. They suggested that this could transform PDs from passive listening experiences to active learning opportunities. One expert suggested “ optimizing time management and restructuring the format of panel discussions ” to address inefficiency during sessions. This restructuring could involve shorter presentation segments interspersed with interactive elements to maintain audience attention and engagement.

An innovative solution proposed by one expert was “ using ChatGPT to prepare for PDs by streamlining scenario presentation preparation and role allocation. ” The experts collectively discussed the potential of AI to assist medical students in reducing their workload and saving time in preparing scenario presentations and allocating roles in panel discussions. They noted that AI could help generate initial content drafts, suggest role distributions based on individual strengths, and even provide practice questions for panelists, significantly reducing preparation time while maintaining quality.

Two experts emphasized the importance of enhancing collaboration and communication among panelists to address issues related to diverse panel skills and coordination challenges. They suggested establishing clear communication channels and guidelines to improve coordination and ensure a cohesive presentation. This could involve creating structured team roles, setting clear expectations for each panelist, and implementing regular check-ins during the preparation process to ensure all team members are aligned and progressing.

All experts were in agreement that improving PDs would not be possible “ if nothing is done by the university administration to reduce the ESP class size for international students .” They believed that large class sizes in ESP or EFL classes could negatively influence group oral presentations, hindering language development and leading to uneven participation. The experts suggested that smaller class sizes would allow for more individualized attention, increased speaking opportunities for each student, and more effective feedback mechanisms, all of which are crucial for developing strong presentation skills in a second language.

Research question 1: what are the advantages of PDs from the perspective of panelists and the audience?

The results of this study reveal significant advantages of PDs for both panelists and audience members in the context of medical education. These findings align with and expand upon previous research in the field of educational presentations and language learning.

Personal and professional development for panelists

The high frequency of reported benefits in the “Personal and Professional Development” theme for panelists aligns with several previous studies. The emphasis on language mastery, particularly increased confidence (91.3%) and better retention of key concepts (87.0%), supports the findings of Hartono, Mujiyanto [ 42 ], Gedamu and Gezahegn [ 15 ], Li [ 43 ], who all highlighted the importance of language practice in English oral presentations. However, our results show a more comprehensive range of benefits, including professional growth aspects like experiential learning (84.8%) and real-world application (80.4%), which were not as prominently featured in these earlier studies.

Interestingly, our findings partially contrast with Chou [ 44 ] study, which found that while group oral presentations had the greatest influence on improving students’ speaking ability, individual presentations led to more frequent use of metacognitive, retrieval, and rehearsal strategies. Our results suggest that PDs, despite being group activities, still provide significant benefits in these areas, possibly due to the collaborative nature of preparation and the individual responsibility each panelist bears. The high frequency of knowledge sharing (93.5%) and collaboration (89.1%) in our study supports Harris, Jones and Huffman [ 45 ] emphasis on the importance of group dynamics and varied perspectives in educational settings. However, our study provides more quantitative evidence for these benefits in the specific context of PDs.

Enriching learning experience for the audience

The audience perspective in our study reveals a rich learning experience, with high frequencies across all categories. This aligns with Agustina [ 46 ] findings in business English classes, where presentations led to improvements in all four language skills. However, our study extends these findings by demonstrating that even passive participation as an audience member can lead to significant perceived benefits in language practice (89.1%) and broadening perspectives (93.5% for diverse speakers). The high value placed on diverse speakers (93.5%) and range of topics (91.3%) by the audience supports the notion of PDs as a tool for expanding knowledge and viewpoints. This aligns with the concept of situated learning experiences leading to deeper understanding in EFL classes, as suggested by Li [ 43 ] and others [ 18 , 31 ]. However, our study provides more specific evidence for how this occurs in the context of PDs.

Interactive learning and engagement

Both panelists and audience members in our study highly valued the interactive aspects of PDs, with the importance of interaction rated at 91.3% by panelists and increased audience interest at 91.3% by the audience. This strong emphasis on interactivity aligns with Azizi and Farid Khafaga [ 19 ] study on the benefits of dynamic assessment and dialogic learning contexts. However, our study provides more detailed insights into how this interactivity is perceived and valued by both presenters and audience members in PDs.

Professional growth and real-world application

The emphasis on professional growth through PDs, particularly for panelists, supports Li’s [ 43 ] assertion about the power of oral presentations as situated learning experiences. Our findings provide more specific evidence for how PDs contribute to professional development, with high frequencies reported for experiential learning (84.8%) and real-world application (80.4%). This suggests that PDs may be particularly effective in bridging the gap between academic learning and professional practice in medical education.

Research question 2: what are the disadvantages of pds from the perspective of panelists and the audience?

Academic workload challenges for panelists.

The high frequency of reported challenges in the “Academic Workload Challenges” category for panelists aligns with several previous studies in medical education [ 47 , 48 , 49 ]. The emphasis on long preparation (87.0%), significant practice needed (82.6%), and the time-consuming nature of PDs (80.4%) supports the findings of Johnson et al. [ 24 ], who noted that while learners appreciate debate-style journal clubs in health professional education, they require additional time commitment. This is further corroborated by Nowak, Speed and Vuk [ 50 ], who found that intensive learning activities in medical education, while beneficial, can be time-consuming for students.

Perceived value of pds relative to time investment

While a significant portion of the audience (65.2%) perceived PDs as an inefficient use of time, the high frequency of engagement-related concerns (82.6% for repetitive format, 78.3% for limited engagement) suggests that the perceived lack of value may be more closely tied to the quality of the experience rather than just the time investment. This aligns with Dyhrberg O’Neill [ 27 ] findings on debate-based oral exams, where students perceived value despite the time-intensive nature of the activity. However, our results indicate a more pronounced concern about the return on time investment in PDs. This discrepancy might be addressed through innovative approaches to PD design and implementation, such as those proposed by Almazyad et al. [ 22 ], who suggested using AI tools to enhance expert panel discussions and potentially improve efficiency.

Coordination challenges for panelists

The challenges related to coordination in medical education, such as diverse panel skills (78.3%) and finding suitable panelists (73.9%), align with previous research on teamwork in higher education [ 21 ]. Our findings support the concept of the free-rider effect discussed by Hall and Buzwell [ 21 ], who explored reasons for non-contribution in group projects beyond social loafing. This is further elaborated by Mehmood, Memon and Ali [ 51 ], who proposed that individuals may not contribute their fair share due to various factors including poor communication skills or language barriers, which is particularly relevant in medical education where clear communication is crucial [ 52 ]. Comparing our results to other collaborative learning contexts in medical education, Rodríguez-Sedano, Conde and Fernández-Llamas [ 53 ] measured teamwork competence development in a multidisciplinary project-based learning environment. They found that while teamwork skills improved over time, initial coordination challenges were significant. This aligns with our findings on the difficulties of coordinating diverse panel skills and opinions in medical education settings.

Our results also resonate with Chou’s [ 44 ] study comparing group and individual oral presentations, which found that group presenters often had a limited understanding of the overall content. This is supported by Wilson, Ho and Brookes [ 54 ], who examined student perceptions of teamwork in undergraduate science degrees, highlighting the challenges and benefits of collaborative work, which are equally applicable in medical education [ 52 ].

Quality of discussions and perception for the audience

The audience perspective in our study reveals significant concerns about the quality and engagement of PDs in medical education. The high frequency of issues such as repetitive format (82.6%) and limited engagement with the audience (78.3%) aligns with Parmar and Bickmore [ 55 ] findings on the importance of addressing individual audience members and gathering feedback. This is further supported by Nurakhir et al. [ 25 ], who explored students’ views on classroom debates as a strategy to enhance critical thinking and oral communication skills in nursing education, which shares similarities with medical education. Comparing our results to other interactive learning methods in medical education, Jones et al. [ 26 ] reviewed the use of journal clubs and book clubs in pharmacy education. They found that while these methods enhanced engagement, they also faced challenges in maintaining student interest over time, similar to the boredom issues reported in our study of PDs in medical education. The perception of PDs as boring (73.9%) and not very useful during exam time (52.2%) supports previous research on the stress and pressure experienced by medical students [ 48 , 49 ]. Grieve et al. [ 20 ] specifically examined student fears of oral presentations and public speaking in higher education, which provides context for the anxiety and disengagement observed in our study of medical education. Interestingly, Bhuvaneshwari et al. [ 23 ] found positive impacts of panel discussions in educating medical students on specific modules. This contrasts with our findings and suggests that the effectiveness of PDs in medical education may vary depending on the specific context and implementation.

Comparative analysis and future directions

Our study provides a unique comparative analysis of the challenges faced by both panelists and audience members in medical education. The alignment of concerns around workload and time management between the two groups suggests that these are overarching issues in the implementation of PDs in medical curricula. This is consistent with the findings of Pasandín et al. [ 56 ], who examined cooperative oral presentations in higher education and their impact on both technical and soft skills, which are crucial in medical education [ 52 ]. The mismatch between panelist efforts and audience expectations revealed in our study is a novel finding that warrants further investigation in medical education. This disparity could be related to the self-efficacy beliefs of presenters, as explored by Gedamu and Gezahegn [ 15 ] in their study of TEFL trainees’ attitudes towards academic oral presentations, which may have parallels in medical education. Looking forward, innovative approaches could address some of the challenges identified in medical education. Almazyad et al. [ 22 ] proposed using AI tools like ChatGPT to enhance expert panel discussions in pediatric palliative care, which could potentially address some of the preparation and engagement issues identified in our study of medical education. Additionally, Ragupathi and Lee [ 57 ] discussed the role of rubrics in higher education, which could provide clearer expectations and feedback for both panelists and audience members in PDs within medical education.

Research question 3: how can PDs be improved for panelists and the audience from the experts’ point of view?

The expert suggestions for improving PDs address several key challenges identified in previous research on academic presentations and student workload management. These recommendations align with current trends in educational technology and pedagogical approaches, while also considering the unique needs of medical students.

The emphasis on time management and workload reduction strategies echoes findings from previous studies on medical student stress and academic performance. Nowak, Speed and Vuk [ 50 ] found that medical students often struggle with the fast-paced nature of their courses, which can lead to reduced motivation and superficial learning approaches. The experts’ suggestions for task breakdown and prioritization align with Rabbi and Islam [ 58 ] recommendations for reducing workload stress through effective assignment prioritization. Additionally, Popa et al. [ 59 ] highlight the importance of acceptance and planning in stress management for medical students, supporting the experts’ focus on these areas.

The proposed implementation of interactive training sessions for panelists addresses the need for enhanced presentation skills in professional contexts, a concern highlighted by several researchers [ 17 , 60 ]. This aligns with Grieve et al. [ 20 ] findings on student fears of oral presentations and public speaking in higher education, emphasizing the need for targeted training. The focus on interactive elements and audience engagement also reflects current trends in active learning pedagogies, as demonstrated by Pasandín et al. [ 56 ] in their study on cooperative oral presentations in engineering education.

The innovative suggestion to use AI tools like ChatGPT for PD preparation represents a novel approach to leveraging technology in education. This aligns with recent research on the potential of AI in scientific research, such as the study by Almazyad et al. [ 22 ], which highlighted the benefits of AI in supporting various educational tasks. However, it is important to consider potential ethical implications and ensure that AI use complements rather than replaces critical thinking and creativity.

The experts’ emphasis on enhancing collaboration and communication among panelists addresses issues identified in previous research on teamwork in higher education. Rodríguez-Sedano, Conde and Fernández-Llamas [ 53 ] noted the importance of measuring teamwork competence development in project-based learning environments. The suggested strategies for improving coordination align with best practices in collaborative learning, as demonstrated by Romero-Yesa et al. [ 61 ] in their qualitative assessment of challenge-based learning and teamwork in electronics programs.

The unanimous agreement on the need to reduce ESP class sizes for international students reflects ongoing concerns about the impact of large classes on language learning and student engagement. This aligns with research by Li [ 3 ] on issues in developing EFL learners’ oral English communication skills. Bosco et al. [ 62 ] further highlight the challenges of teaching and learning ESP in mixed classes, supporting the experts’ recommendation for smaller class sizes. Qiao, Xu and bin Ahmad [ 63 ] also emphasize the implementation challenges for ESP formative assessment in large classes, further justifying the need for reduced class sizes.

These expert recommendations provide a comprehensive approach to improving PDs, addressing not only the immediate challenges of preparation and delivery but also broader issues of student engagement, workload management, and institutional support. By implementing these suggestions, universities could potentially transform PDs from perceived burdens into valuable learning experiences that enhance both academic and professional skills. This aligns with Kho and Ting [ 64 ] systematic review on overcoming oral presentation anxiety among tertiary ESL/EFL students, which emphasizes the importance of addressing both challenges and strategies in improving presentation skills.

This study has shed light on the complex challenges associated with PDs in medical education, revealing a nuanced interplay between the experiences of panelists and audience members. The findings underscore the need for a holistic approach to implementing PDs that addresses both the academic workload concerns and the quality of engagement.

Our findings both support and extend previous research on the challenges of oral presentations and group work in medical education settings. The high frequencies of perceived challenges across multiple categories for both panelists and audience members suggest that while PDs may offer benefits, they also present significant obstacles that need to be addressed in medical education. These results highlight the need for careful consideration in the implementation of PDs in medical education, with particular attention to workload management, coordination strategies, and audience engagement techniques. Future research could focus on developing and testing interventions to mitigate these challenges while preserving the potential benefits of PDs in medical education.

Moving forward, medical educators should consider innovative approaches to mitigate these challenges. This may include:

Integrating time management and stress coping strategies into the PD preparation process [ 59 ].

Exploring the use of AI tools to streamline preparation and enhance engagement [ 22 ].

Developing clear rubrics and expectations for both panelists and audience members [ 57 ].

Incorporating interactive elements to maintain audience interest and participation [ 25 ].

Limitations and future research

One limitation of this study is that it focused on a specific population of medical students, which may limit the generalizability of the findings to other student populations. Additionally, the study relied on self-report data from panelists and audience members, which may introduce bias and affect the validity of the results. Future research could explore the effectiveness of PDs in different educational contexts and student populations to provide a more comprehensive understanding of the benefits and challenges of panel discussions.

Future research should focus on evaluating the effectiveness of these interventions and exploring how PDs can be tailored to the unique demands of medical education. By addressing the identified challenges, PDs have the potential to become a more valuable and engaging component of medical curricula, fostering both academic and professional development. Ultimately, the goal should be to transform PDs from perceived burdens into opportunities for meaningful learning and skill development, aligning with the evolving needs of medical education in the 21st century.

Future research could also examine the long-term impact of PDs on panelists’ language skills, teamwork, and communication abilities. Additionally, exploring the effectiveness of different training methods and tools, such as AI technology, in improving coordination skills and reducing workload stress for panelists could provide valuable insights for educators and administrators. Further research could also investigate the role of class size and audience engagement in enhancing the overall effectiveness of PDs in higher education settings. By addressing these gaps in the literature, future research can contribute to the ongoing development and improvement of PDs as a valuable learning tool for students in higher education.

However, it is important to note that implementing these changes may require significant institutional resources and a shift in pedagogical approaches. Future research could focus on piloting these recommendations and evaluating their effectiveness in improving student outcomes and experiences with PDs.

Data availability

We confirm that the data supporting the findings are available within this article. Raw data supporting this study’s findings are available from the corresponding author, upon request.

Abbreviations

Artificial Intelligence

English as a Foreign Language

English for Specific Purposes

Panel Discussion

Shiraz University of Medical Sciences

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Elham Nasiri & Laleh Khojasteh

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L.KH was involved in writing the proposal, reviewing the text, analyzing the data, and writing the manuscript. E. N was involvedin designing the research and collecting and analyzing the data. Both authors have reviewed and approved the final version of the manuscript.

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Nasiri, E., Khojasteh, L. Evaluating panel discussions in ESP classes: an exploration of international medical students’ and ESP instructors’ perspectives through qualitative research. BMC Med Educ 24 , 925 (2024). https://doi.org/10.1186/s12909-024-05911-3

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Received : 08 May 2024

Accepted : 14 August 2024

Published : 26 August 2024

DOI : https://doi.org/10.1186/s12909-024-05911-3

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