data collection procedure example in qualitative research

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Qualitative Data Collection: What it is + Methods to do it

Qualitative data collection is vital in qualitative research. It helps researchers understand individuals’ attitudes, beliefs, and behaviors in a specific context.

Several methods are used to collect qualitative data, including interviews, surveys, focus groups, and observations. Understanding the various methods used for gathering qualitative data is essential for successful qualitative research.

In this post, we will discuss qualitative data and its collection methods of it.

Content Index

What is Qualitative Data?

What is qualitative data collection, what is the need for qualitative data collection, effective qualitative data collection methods, qualitative data analysis, advantages of qualitative data collection.

Qualitative data is defined as data that approximates and characterizes. It can be observed and recorded.

This data type is non-numerical in nature. This type of data is collected through methods of observations, one-to-one interviews, conducting focus groups, and similar methods.

Qualitative data in statistics is also known as categorical data – data that can be arranged categorically based on the attributes and properties of a thing or a phenomenon.

It’s pretty easy to understand the difference between qualitative and quantitative data. Qualitative data does not include numbers in its definition of traits, whereas quantitative research data is all about numbers.

The cake is orange, blue, and black in color (qualitative).
Females have brown, black, blonde, and red hair (qualitative).

Qualitative data collection is gathering non-numerical information, such as words, images, and observations, to understand individuals’ attitudes, behaviors, beliefs, and motivations in a specific context. It is an approach used in qualitative research. It seeks to understand social phenomena through in-depth exploration and analysis of people’s perspectives, experiences, and narratives. In statistical analysis , distinguishing between categorical data and numerical data is essential, as categorical data involves distinct categories or labels, while numerical data consists of measurable quantities.

The data collected through qualitative methods are often subjective, open-ended, and unstructured and can provide a rich and nuanced understanding of complex social phenomena.

Qualitative research is a type of study carried out with a qualitative approach to understand the exploratory reasons and to assay how and why a specific program or phenomenon operates in the way it is working. A researcher can access numerous qualitative data collection methods that he/she feels are relevant.

LEARN ABOUT: Best Data Collection Tools

Qualitative data collection methods serve the primary purpose of collecting textual data for research and analysis , like the thematic analysis. The collected research data is used to examine:

Knowledge around a specific issue or a program, experience of people.
Meaning and relationships.
Social norms and contextual or cultural practices demean people or impact a cause.

The qualitative data is textual or non-numerical. It covers mostly the images, videos, texts, and written or spoken words by the people. You can opt for any digital data collection methods , like structured or semi-structured surveys, or settle for the traditional approach comprising individual interviews, group discussions, etc.

Data at hand leads to a smooth process ensuring all the decisions made are for the business’s betterment. You will be able to make informed decisions only if you have relevant data.

Well! With quality data, you will improve the quality of decision-making. But you will also enhance the quality of the results expected from any endeavor.

Qualitative data collection methods are exploratory. Those are usually more focused on gaining insights and understanding the underlying reasons by digging deeper.

Although quantitative data cannot be quantified, measuring it or analyzing qualitative data might become an issue. Due to the lack of measurability, collection methods of qualitative data are primarily unstructured or structured in rare cases – that too to some extent.

Let’s explore the most common methods used for the collection of qualitative data:

data collection procedure example in qualitative research

Individual interview

It is one of the most trusted, widely used, and familiar qualitative data collection methods primarily because of its approach. An individual or face-to-face interview is a direct conversation between two people with a specific structure and purpose.

The interview questionnaire is designed in the manner to elicit the interviewee’s knowledge or perspective related to a topic, program, or issue.

At times, depending on the interviewer’s approach, the conversation can be unstructured or informal but focused on understanding the individual’s beliefs, values, understandings, feelings, experiences, and perspectives on an issue.

More often, the interviewer chooses to ask open-ended questions in individual interviews. If the interviewee selects answers from a set of given options, it becomes a structured, fixed response or a biased discussion.

The individual interview is an ideal qualitative data collection method. Particularly when the researchers want highly personalized information from the participants. The individual interview is a notable method if the interviewer decides to probe further and ask follow-up questions to gain more insights.

Qualitative surveys

To develop an informed hypothesis, many researchers use qualitative research surveys for data collection or to collect a piece of detailed information about a product or an issue. If you want to create questionnaires for collecting textual or qualitative data, then ask more open-ended questions .

LEARN ABOUT: Research Process Steps

To answer such qualitative research questions , the respondent has to write his/her opinion or perspective concerning a specific topic or issue. Unlike other collection methods, online surveys have a wider reach. People can provide you with quality data that is highly credible and valuable.

Paper surveys

Online surveys, focus group discussions.

Focus group discussions can also be considered a type of interview, but it is conducted in a group discussion setting. Usually, the focus group consists of 8 – 10 people (the size may vary depending on the researcher’s requirement). The researchers ensure appropriate space is given to the participants to discuss a topic or issue in a context. The participants are allowed to either agree or disagree with each other’s comments.

With a focused group discussion, researchers know how a particular group of participants perceives the topic. Researchers analyze what participants think of an issue, the range of opinions expressed, and the ideas discussed. The data is collected by noting down the variations or inconsistencies (if any exist) in the participants, especially in terms of belief, experiences, and practice.

The participants of focused group discussions are selected based on the topic or issues for which the researcher wants actionable insights. For example, if the research is about the recovery of college students from drug addiction. The participants have to be college students studying and recovering from drug addiction.

Other parameters such as age, qualification, financial background, social presence, and demographics are also considered, but not primarily, as the group needs diverse participants. Frequently, the qualitative data collected through focused group discussion is more descriptive and highly detailed.

Record keeping

This method uses reliable documents and other sources of information that already exist as the data source. This information can help with the new study. It’s a lot like going to the library. There, you can look through books and other sources to find information that can be used in your research.

Case studies

In this method, data is collected by looking at case studies in detail. This method’s flexibility is shown by the fact that it can be used to analyze both simple and complicated topics. This method’s strength is how well it draws conclusions from a mix of one or more qualitative data collection methods.

Observations

Observation is one of the traditional methods of qualitative data collection. It is used by researchers to gather descriptive analysis data by observing people and their behavior at events or in their natural settings. In this method, the researcher is completely immersed in watching people by taking a participatory stance to take down notes.

There are two main types of observation:

Covert: In this method, the observer is concealed without letting anyone know that they are being observed. For example, a researcher studying the rituals of a wedding in nomadic tribes must join them as a guest and quietly see everything.
Overt: In this method, everyone is aware that they are being watched. For example, A researcher or an observer wants to study the wedding rituals of a nomadic tribe. To proceed with the research, the observer or researcher can reveal why he is attending the marriage and even use a video camera to shoot everything around him.

Observation is a useful method of qualitative data collection, especially when you want to study the ongoing process, situation, or reactions on a specific issue related to the people being observed.

When you want to understand people’s behavior or their way of interaction in a particular community or demographic, you can rely on the observation data. Remember, if you fail to get quality data through surveys, qualitative interviews , or group discussions, rely on observation.

It is the best and most trusted collection method of qualitative data to generate qualitative data as it requires equal to no effort from the participants.

LEARN ABOUT: Behavioral Research

You invested time and money acquiring your data, so analyze it. It’s necessary to avoid being in the dark after all your hard work. Qualitative data analysis starts with knowing its two basic techniques, but there are no rules.

Deductive Approach: The deductive data analysis uses a researcher-defined structure to analyze qualitative data. This method is quick and easy when a researcher knows what the sample population will say.
Inductive Approach: The inductive technique has no structure or framework. When a researcher knows little about the event, an inductive approach is applied.

Whether you want to analyze qualitative data from a one-on-one interview or a survey, these simple steps will ensure a comprehensive qualitative data analysis.

Step 1: Arrange your Data

After collecting all the data, it is mostly unstructured and sometimes unclear. Arranging your data is the first stage in qualitative data analysis. So, researchers must transcribe data before analyzing it.

Step 2: Organize all your Data

After transforming and arranging your data, the next step is to organize it. One of the best ways to organize the data is to think back to your research goals and then organize the data based on the research questions you asked.

Step 3: Set a Code to the Data Collected

Setting up appropriate codes for the collected data gets you one step closer. Coding is one of the most effective methods for compressing a massive amount of data. It allows you to derive theories from relevant research findings.

Step 4: Validate your Data

Qualitative data analysis success requires data validation. Data validation should be done throughout the research process, not just once. There are two sides to validating data:

The accuracy of your research design or methods.
Reliability—how well the approaches deliver accurate data.

Step 5: Concluding the Analysis Process

Finally, conclude your data in a presentable report. The report should describe your research methods, their pros and cons, and research limitations. Your report should include findings, inferences, and future research.

QuestionPro is a comprehensive online survey software that offers a variety of qualitative data analysis tools to help businesses and researchers in making sense of their data. Users can use many different qualitative analysis methods to learn more about their data.

Users of QuestionPro can see their data in different charts and graphs, which makes it easier to spot patterns and trends. It can help researchers and businesses learn more about their target audience, which can lead to better decisions and better results.

LEARN ABOUT: Steps in Qualitative Research

Qualitative data collection has several advantages, including:

In-depth understanding: It provides in-depth information about attitudes and behaviors, leading to a deeper understanding of the research.
Flexibility: The methods allow researchers to modify questions or change direction if new information emerges.
Contextualization: Qualitative research data is in context, which helps to provide a deep understanding of the experiences and perspectives of individuals.
Rich data: It often produces rich, detailed, and nuanced information that cannot capture through numerical data.
Engagement: The methods, such as interviews and focus groups, involve active meetings with participants, leading to a deeper understanding.
Multiple perspectives: This can provide various views and a rich array of voices, adding depth and complexity.
Realistic setting: It often occurs in realistic settings, providing more authentic experiences and behaviors.

LEARN ABOUT: 12 Best Tools for Researchers

Qualitative research is one of the best methods for identifying the behavior and patterns governing social conditions, issues, or topics. It spans a step ahead of quantitative data as it fails to explain the reasons and rationale behind a phenomenon, but qualitative data quickly does.

Qualitative research is one of the best tools to identify behaviors and patterns governing social conditions. It goes a step beyond quantitative data by providing the reasons and rationale behind a phenomenon that cannot be explored quantitatively.

With QuestionPro, you can use it for qualitative data collection through various methods. Using Our robust suite correctly, you can enhance the quality and integrity of the collected data.

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Methodology

What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

Published on June 19, 2020 by Pritha Bhandari . Revised on June 22, 2023.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Flexibility

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

Natural settings

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

Meaningful insights

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

Generation of new ideas

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

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

Unreliability

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

Subjectivity

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

Limited generalizability

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

Labor-intensive

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

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

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

Research bias

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

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

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

There are five common approaches to qualitative research :

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

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

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

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

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

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8 Essential Qualitative Data Collection Methods

Qualitative data methods allow you to deep dive into the mindset of your audience to discover areas for growth, development, and improvement.

British mathematician and marketing mastermind Clive Humby once famously stated that “Data is the new oil.” He has a point. Without data, nonprofit organizations are left second-guessing what their clients and supporters think, how their brand compares to others in the market, whether their messaging is on-point, how their campaigns are performing, where improvements can be made, and how overall results can be optimized.

There are two primary data collection methodologies: qualitative data collection and quantitative data collection. At UpMetrics, we believe that relying on quantitative, static data is no longer an option to drive effective impact. In the nonprofit sector, where financial gain is not the sole purpose of your organization’s existence. In this guide, we’ll focus on qualitative data collection methods and how they can help you gather, analyze, and collate information that can help drive your organization forward.

What is Qualitative Data?

Data collection in qualitative research focuses on gathering contextual information. Unlike quantitative data, which focuses primarily on numbers to establish ‘how many’ or ‘how much,’ qualitative data collection tools allow you to assess the ‘why’s’ and ‘how’s’ behind those statistics. This is vital for nonprofits as it enables organizations to determine:

Existing knowledge surrounding a particular issue.
How social norms and cultural practices impact a cause.
What kind of experiences and interactions people have with your brand.
Trends in the way people change their opinions.
Whether meaningful relationships are being established between all parties.

In short, qualitative data collection methods collect perceptual and descriptive information that helps you understand the reasoning and motivation behind particular reactions and behaviors. For that reason, qualitative data methods are usually non-numerical and center around spoken and written words rather than data extrapolated from a spreadsheet or report.

Qualitative vs. Quantitative Data

Quantitative and qualitative data represent both sides of the same coin. There will always be some degree of debate over the importance of quantitative vs. qualitative research, data, and collection. However, successful organizations should strive to achieve a balance between the two.

Organizations can track their performance by collecting quantitative data based on metrics including dollars raised, membership growth, number of people served, overhead costs, etc. This is all essential information to have. However, the data lacks value without the additional details provided by qualitative research because it doesn’t tell you anything about how your target audience thinks, feels, and acts.

Qualitative data collection is particularly relevant in the nonprofit sector as the relationships people have with the causes they support are fundamentally personal and cannot be expressed numerically. Qualitative data methods allow you to deep dive into the mindset of your audience to discover areas for growth, development, and improvement.

8 Types of Qualitative Data Collection Methods

As we have firmly established the need for qualitative data, it’s time to answer the next big question: how to collect qualitative data.

Here is a list of the most common qualitative data collection methods. You don’t need to use them all in your quest for gathering information. However, a foundational understanding of each will help you refine your research strategy and select the methods that are likely to provide the highest quality business intelligence for your organization.

1. Interviews

One-on-one interviews are one of the most commonly used data collection methods in qualitative research because they allow you to collect highly personalized information directly from the source. Interviews explore participants' opinions, motivations, beliefs, and experiences and are particularly beneficial in gathering data on sensitive topics because respondents are more likely to open up in a one-on-one setting than in a group environment.

Interviews can be conducted in person or by online video call. Typically, they are separated into three main categories:

Structured Interviews - Structured interviews consist of predetermined (and usually closed) questions with little or no variation between interviewees. There is generally no scope for elaboration or follow-up questions, making them better suited to researching specific topics.
Unstructured Interviews – Conversely, unstructured interviews have little to no organization or preconceived topics and include predominantly open questions. As a result, the discussion will flow in completely different directions for each participant and can be very time-consuming. For this reason, unstructured interviews are generally only used when little is known about the subject area or when in-depth responses are required on a particular subject.
Semi-Structured Interviews – A combination of the two interviews mentioned above, semi-structured interviews comprise several scripted questions but allow both interviewers and interviewees the opportunity to diverge and elaborate so more in-depth reasoning can be explored.

While each approach has its merits, semi-structured interviews are typically favored as a way to uncover detailed information in a timely manner while highlighting areas that may not have been considered relevant in previous research efforts. Whichever type of interview you utilize, participants must be fully briefed on the format, purpose, and what you hope to achieve. With that in mind, here are a few tips to follow:

Give them an idea of how long the interview will last
If you plan to record the conversation, ask permission beforehand
Provide the opportunity to ask questions before you begin and again at the end.

2. Focus Groups

Focus groups share much in common with less structured interviews, the key difference being that the goal is to collect data from several participants simultaneously. Focus groups are effective in gathering information based on collective views and are one of the most popular data collection instruments in qualitative research when a series of one-on-one interviews proves too time-consuming or difficult to schedule.

Focus groups are most helpful in gathering data from a specific group of people, such as donors or clients from a particular demographic. The discussion should be focused on a specific topic and carefully guided and moderated by the researcher to determine participant views and the reasoning behind them.

Feedback in a group setting often provides richer data than one-on-one interviews, as participants are generally more open to sharing when others are sharing too. Plus, input from one participant may spark insight from another that would not have come to light otherwise. However, here are a couple of potential downsides:

If participants are uneasy with each other, they may not be at ease openly discussing their feelings or opinions.
If the topic is not of interest or does not focus on something participants are willing to discuss, data will lack value.

The size of the group should be carefully considered. Research suggests over-recruiting to avoid risking cancellation, even if that means moderators have to manage more participants than anticipated. The optimum group size is generally between six and eight for all participants to be granted ample opportunity to speak. However, focus groups can still be successful with as few as three or as many as fourteen participants.

3. Observation

Observation is one of the ultimate data collection tools in qualitative research for gathering information through subjective methods. A technique used frequently by modern-day marketers, qualitative observation is also favored by psychologists, sociologists, behavior specialists, and product developers.

The primary purpose is to gather information that cannot be measured or easily quantified. It involves virtually no cognitive input from the participants themselves. Researchers simply observe subjects and their reactions during the course of their regular routines and take detailed field notes from which to draw information.

Observational techniques vary in terms of contact with participants. Some qualitative observations involve the complete immersion of the researcher over a period of time. For example, attending the same church, clinic, society meetings, or volunteer organizations as the participants. Under these circumstances, researchers will likely witness the most natural responses rather than relying on behaviors elicited in a simulated environment. Depending on the study and intended purpose, they may or may not choose to identify themselves as a researcher during the process.

Regardless of whether you take a covert or overt approach, remember that because each researcher is as unique as every participant, they will have their own inherent biases. Therefore, observational studies are prone to a high degree of subjectivity. For example, one researcher’s notes on the behavior of donors at a society event may vary wildly from the next. So, each qualitative observational study is unique in its own right.

4. Open-Ended Surveys and Questionnaires

Open-ended surveys and questionnaires allow organizations to collect views and opinions from respondents without meeting in person. They can be sent electronically and are considered one of the most cost-effective qualitative data collection tools. Unlike closed question surveys and questionnaires that limit responses, open-ended questions allow participants to provide lengthy and in-depth answers from which you can extrapolate large amounts of data.

The findings of open-ended surveys and questionnaires can be challenging to analyze because there are no uniform answers. A popular approach is to record sentiments as positive, negative, and neutral and further dissect the data from there. To gather the best business intelligence, carefully consider the presentation and length of your survey or questionnaire. Here is a list of essential considerations:

Number of questions : Too many can feel intimidating, and you’ll experience low response rates. Too few can feel like it’s not worth the effort. Plus, the data you collect will have limited actionability. The consensus on how many questions to include varies depending on which sources you consult. However, 5-10 is a good benchmark for shorter surveys that take around 10 minutes and 15-20 for longer surveys that take approximately 20 minutes to complete.
Personalization: Your response rate will be higher if you greet patients by name and demonstrate a historical knowledge of their interactions with your brand.
Visual elements : Recipients can be easily turned off by poorly designed questionnaires. Besides, it’s a good idea to customize your survey template to include brand assets like colors, logos, and fonts to increase brand loyalty and recognition.
Reminders : Sending survey reminders is the best way to improve your response rate. You don’t want to hassle respondents too soon, nor do you want to wait too long. Sending a follow-up at around the 3-7 mark is usually the most effective.
Building a feedback loop : Adding a tick-box requesting permission for further follow-ups is a proven way to elicit more in-depth feedback. Plus, it gives respondents a voice and makes their opinion feel valued.

5. Case Studies

Case studies are often a preferred method of qualitative research data collection for organizations looking to generate incredibly detailed and in-depth information on a specific topic. Case studies are usually a deep dive into one specific case or a small number of related cases. As a result, they work well for organizations that operate in niche markets.

Case studies typically involve several qualitative data collection methods, including interviews, focus groups, surveys, and observation. The idea is to cast a wide net to obtain a rich picture comprising multiple views and responses. When conducted correctly, case studies can generate vast bodies of data that can be used to improve processes at every client and donor touchpoint.

The best way to demonstrate the purpose and value of a case study is with an example: A Longitudinal Qualitative Case Study of Change in Nonprofits – Suggesting A New Approach to the Management of Change .

The researchers established that while change management had already been widely researched in commercial and for-profit settings, little reference had been made to the unique challenges in the nonprofit sector. The case study examined change and change management at a single nonprofit hospital from the viewpoint of all those who witnessed and experienced it. To gain a holistic view of the entire process, research included interviews with employees at every level, from nursing staff to CEOs, to identify the direct and indirect impacts of change. Results were collated based on detailed responses to questions about preparing for change, experiencing change, and reflecting on change.

6. Text Analysis

Text analysis has long been used in political and social science spheres to gain a deeper understanding of behaviors and motivations by gathering insights from human-written texts. By analyzing the flow of text and word choices, relationships between other texts written by the same participant can be identified so that researchers can draw conclusions about the mindset of their target audience. Though technically a qualitative data collection method, the process can involve some quantitative elements, as often, computer systems are used to scan, extract, and categorize information to identify patterns, sentiments, and other actionable information.

You might be wondering how to collect written information from your research subjects. There are many different options, and approaches can be overt or covert.

Examples include:

Investigating how often certain cause-related words and phrases are used in client and donor social media posts.
Asking participants to keep a journal or diary.
Analyzing existing interview transcripts and survey responses.

By conducting a detailed analysis, you can connect elements of written text to specific issues, causes, and cultural perspectives, allowing you to draw empirical conclusions about personal views, behaviors, and social relations. With small studies focusing on participants' subjective experience on a specific theme or topic, diaries and journals can be particularly effective in building an understanding of underlying thought processes and beliefs.

7. Audio and Video Recordings

Similarly to how data is collected from a person’s writing, you can draw valuable conclusions by observing someone’s speech patterns, intonation, and body language when you watch or listen to them interact in a particular environment or within specific surroundings.

Video and audio recordings are helpful in circumstances where researchers predict better results by having participants be in the moment rather than having them think about what to write down or how to formulate an answer to an email survey.

You can collect audio and video materials for analysis from multiple sources, including:

Previously filmed records of events
Interview recordings
Video diaries

Utilizing audio and video footage allows researchers to revisit key themes, and it's possible to use the same analytical sources in multiple studies – providing that the scope of the original recording is comprehensive enough to cover the intended theme in adequate depth.

It can be challenging to present the results of audio and video analysis in a quantifiable form that helps you gauge campaign and market performance. However, results can be used to effectively design concept maps that extrapolate central themes that arise consistently. Concept Mapping offers organizations a visual representation of thought patterns and how ideas link together between different demographics. This data can prove invaluable in identifying areas for improvement and change across entire projects and organizational processes.

8. Hybrid Methodologies

It is often possible to utilize data collection methods in qualitative research that provide quantitative facts and figures. So if you’re struggling to settle on an approach, a hybrid methodology may be a good starting point. For instance, a survey format that asks closed and open questions can collect and collate quantitative and qualitative data.

A Net Promoter Score (NPS) survey is a great example. The primary goal of an NPS survey is to collect quantitative ratings of various factors on a score of 1-10. However, they also utilize open-ended follow-up questions to collect qualitative data that helps identify insights into the trends, thought processes, reasoning, and behaviors behind the initial scoring.

Collect and Collate Actionable Data with UpMetrics

Most nonprofits believe data is strategically important. It has been statistically proven that organizations with advanced data insights achieve their missions more efficiently. Yet, studies show that despite 90% of organizations collecting data, only 5% believe internal decision-making is data-driven. At UpMetrics, we’re here to help you change that.

UpMetrics specializes in bringing technology and humanity together to serve social good. Our unique social impact software combines quantitative and qualitative data collection methods and analysis techniques, enabling social impact organizations to gain insights, drive action, and inspire change. By reporting and analyzing quantitative and qualitative data in one intuitive platform, your impact organization gains the understanding it needs to identify the drivers of positive outcomes, achieve transparency, and increase knowledge sharing across stakeholders.

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Chapter 10. Introduction to Data Collection Techniques

Introduction.

Now that we have discussed various aspects of qualitative research, we can begin to collect data. This chapter serves as a bridge between the first half and second half of this textbook (and perhaps your course) by introducing techniques of data collection. You’ve already been introduced to some of this because qualitative research is often characterized by the form of data collection; for example, an ethnographic study is one that employs primarily observational data collection for the purpose of documenting and presenting a particular culture or ethnos. Thus, some of this chapter will operate as a review of material already covered, but we will be approaching it from the data-collection side rather than the tradition-of-inquiry side we explored in chapters 2 and 4.

Revisiting Approaches

There are four primary techniques of data collection used in qualitative research: interviews, focus groups, observations, and document review. [1] There are other available techniques, such as visual analysis (e.g., photo elicitation) and biography (e.g., autoethnography) that are sometimes used independently or supplementarily to one of the main forms. Not to confuse you unduly, but these various data collection techniques are employed differently by different qualitative research traditions so that sometimes the technique and the tradition become inextricably entwined. This is largely the case with observations and ethnography. The ethnographic tradition is fundamentally based on observational techniques. At the same time, traditions other than ethnography also employ observational techniques, so it is worthwhile thinking of “tradition” and “technique” separately (see figure 10.1).

Figure 10.1. Data Collection Techniques

Each of these data collection techniques will be the subject of its own chapter in the second half of this textbook. This chapter serves as an orienting overview and as the bridge between the conceptual/design portion of qualitative research and the actual practice of conducting qualitative research.

Overview of the Four Primary Approaches

Interviews are at the heart of qualitative research. Returning to epistemological foundations, it is during the interview that the researcher truly opens herself to hearing what others have to say, encouraging her interview subjects to reflect deeply on the meanings and values they hold. Interviews are used in almost every qualitative tradition but are particularly salient in phenomenological studies, studies seeking to understand the meaning of people’s lived experiences.

Focus groups can be seen as a type of interview, one in which a group of persons (ideally between five and twelve) is asked a series of questions focused on a particular topic or subject. They are sometimes used as the primary form of data collection, especially outside academic research. For example, businesses often employ focus groups to determine if a particular product is likely to sell. Among qualitative researchers, it is often used in conjunction with any other primary data collection technique as a form of “triangulation,” or a way of increasing the reliability of the study by getting at the object of study from multiple directions. [2] Some traditions, such as feminist approaches, also see the focus group as an important “consciousness-raising” tool.

If interviews are at the heart of qualitative research, observations are its lifeblood. Researchers who are more interested in the practices and behaviors of people than what they think or who are trying to understand the parameters of an organizational culture rely on observations as their primary form of data collection. The notes they make “in the field” (either during observations or afterward) form the “data” that will be analyzed. Ethnographers, those seeking to describe a particular ethnos, or culture, believe that observations are more reliable guides to that culture than what people have to say about it. Observations are thus the primary form of data collection for ethnographers, albeit often supplemented with in-depth interviews.

Some would say that these three—interviews, focus groups, and observations—are really the foundational techniques of data collection. They are far and away the three techniques most frequently used separately, in conjunction with one another, and even sometimes in mixed methods qualitative/quantitative studies. Document review, either as a form of content analysis or separately, however, is an important addition to the qualitative researcher’s toolkit and should not be overlooked (figure 10.1). Although it is rare for a qualitative researcher to make document review their primary or sole form of data collection, including documents in the research design can help expand the reach and the reliability of a study. Document review can take many forms, from historical and archival research, in which the researcher pieces together a narrative of the past by finding and analyzing a variety of “documents” and records (including photographs and physical artifacts), to analyses of contemporary media content, as in the case of compiling and coding blog posts or other online commentaries, and content analysis that identifies and describes communicative aspects of media or documents.

In addition to these four major techniques, there are a host of emerging and incidental data collection techniques, from photo elicitation or photo voice, in which respondents are asked to comment upon a photograph or image (particularly useful as a supplement to interviews when the respondents are hesitant or unable to answer direct questions), to autoethnographies, in which the researcher uses his own position and life to increase our understanding about a phenomenon and its historical and social context.

Taken together, these techniques provide a wide range of practices and tools with which to discover the world. They are particularly suited to addressing the questions that qualitative researchers ask—questions about how things happen and why people act the way they do, given particular social contexts and shared meanings about the world (chapter 4).

Triangulation and Mixed Methods

Because the researcher plays such a large and nonneutral role in qualitative research, one that requires constant reflectivity and awareness (chapter 6), there is a constant need to reassure her audience that the results she finds are reliable. Quantitative researchers can point to any number of measures of statistical significance to reassure their audiences, but qualitative researchers do not have math to hide behind. And she will also want to reassure herself that what she is hearing in her interviews or observing in the field is a true reflection of what is going on (or as “true” as possible, given the problem that the world is as large and varied as the elephant; see chapter 3). For those reasons, it is common for researchers to employ more than one data collection technique or to include multiple and comparative populations, settings, and samples in the research design (chapter 2). A single set of interviews or initial comparison of focus groups might be conceived as a “pilot study” from which to launch the actual study. Undergraduate students working on a research project might be advised to think about their projects in this way as well. You are simply not going to have enough time or resources as an undergraduate to construct and complete a successful qualitative research project, but you may be able to tackle a pilot study. Graduate students also need to think about the amount of time and resources they have for completing a full study. Masters-level students, or students who have one year or less in which to complete a program, should probably consider their study as an initial exploratory pilot. PhD candidates might have the time and resources to devote to the type of triangulated, multifaceted research design called for by the research question.

We call the use of multiple qualitative methods of data collection and the inclusion of multiple and comparative populations and settings “triangulation.” Using different data collection methods allows us to check the consistency of our findings. For example, a study of the vaccine hesitant might include a set of interviews with vaccine-hesitant people and a focus group of the same and a content analysis of online comments about a vaccine mandate. By employing all three methods, we can be more confident of our interpretations from the interviews alone (especially if we are hearing the same thing throughout; if we are not, then this is a good sign that we need to push a little further to find out what is really going on). [3] Methodological triangulation is an important tool for increasing the reliability of our findings and the overall success of our research.

Methodological triangulation should not be confused with mixed methods techniques, which refer instead to the combining of qualitative and quantitative research methods. Mixed methods studies can increase reliability, but that is not their primary purpose. Mixed methods address multiple research questions, both the “how many” and “why” kind, or the causal and explanatory kind. Mixed methods will be discussed in more detail in chapter 15.

Let us return to the three examples of qualitative research described in chapter 1: Cory Abramson’s study of aging ( The End Game) , Jennifer Pierce’s study of lawyers and discrimination ( Racing for Innocence ), and my own study of liberal arts college students ( Amplified Advantage ). Each of these studies uses triangulation.

Abramson’s book is primarily based on three years of observations in four distinct neighborhoods. He chose the neighborhoods in such a way to maximize his ability to make comparisons: two were primarily middle class and two were primarily poor; further, within each set, one was predominantly White, while the other was either racially diverse or primarily African American. In each neighborhood, he was present in senior centers, doctors’ offices, public transportation, and other public spots where the elderly congregated. [4] The observations are the core of the book, and they are richly written and described in very moving passages. But it wasn’t enough for him to watch the seniors. He also engaged with them in casual conversation. That, too, is part of fieldwork. He sometimes even helped them make it to the doctor’s office or get around town. Going beyond these interactions, he also interviewed sixty seniors, an equal amount from each of the four neighborhoods. It was in the interviews that he could ask more detailed questions about their lives, what they thought about aging, what it meant to them to be considered old, and what their hopes and frustrations were. He could see that those living in the poor neighborhoods had a more difficult time accessing care and resources than those living in the more affluent neighborhoods, but he couldn’t know how the seniors understood these difficulties without interviewing them. Both forms of data collection supported each other and helped make the study richer and more insightful. Interviews alone would have failed to demonstrate the very real differences he observed (and that some seniors would not even have known about). This is the value of methodological triangulation.

Pierce’s book relies on two separate forms of data collection—interviews with lawyers at a firm that has experienced a history of racial discrimination and content analyses of news stories and popular films that screened during the same years of the alleged racial discrimination. I’ve used this book when teaching methods and have often found students struggle with understanding why these two forms of data collection were used. I think this is because we don’t teach students to appreciate or recognize “popular films” as a legitimate form of data. But what Pierce does is interesting and insightful in the best tradition of qualitative research. Here is a description of the content analyses from a review of her book:

In the chapter on the news media, Professor Pierce uses content analysis to argue that the media not only helped shape the meaning of affirmative action, but also helped create white males as a class of victims. The overall narrative that emerged from these media accounts was one of white male innocence and victimization. She also maintains that this narrative was used to support “neoconservative and neoliberal political agendas” (p. 21). The focus of these articles tended to be that affirmative action hurt white working-class and middle-class men particularly during the recession in the 1980s (despite statistical evidence that people of color were hurt far more than white males by the recession). In these stories fairness and innocence were seen in purely individual terms. Although there were stories that supported affirmative action and developed a broader understanding of fairness, the total number of stories slanted against affirmative action from 1990 to 1999. During that time period negative stories always outnumbered those supporting the policy, usually by a ratio of 3:1 or 3:2. Headlines, the presentation of polling data, and an emphasis in stories on racial division, Pierce argues, reinforced the story of white male victimization. Interestingly, the news media did very few stories on gender and affirmative action. The chapter on the film industry from 1989 to 1999 reinforces Pierce’s argument and adds another layer to her interpretation of affirmative action during this time period. She sampled almost 60 Hollywood films with receipts ranging from four million to 184 million dollars. In this chapter she argues that the dominant theme of these films was racial progress and the redemption of white Americans from past racism. These movies usually portrayed white, elite, and male experiences. People of color were background figures who supported the protagonist and “anointed” him as a savior (p. 45). Over the course of the film the protagonists move from “innocence to consciousness” concerning racism. The antagonists in these films most often were racist working-class white men. A Time to Kill , Mississippi Burning , Amistad , Ghosts of Mississippi , The Long Walk Home , To Kill a Mockingbird , and Dances with Wolves receive particular analysis in this chapter, and her examination of them leads Pierce to conclude that they infused a myth of racial progress into America’s cultural memory. White experiences of race are the focus and contemporary forms of racism are underplayed or omitted. Further, these films stereotype both working-class and elite white males, and underscore the neoliberal emphasis on individualism. ( Hrezo 2012 )

With that context in place, Pierce then turned to interviews with attorneys. She finds that White male attorneys often misremembered facts about the period in which the law firm was accused of racial discrimination and that they often portrayed their firms as having made substantial racial progress. This was in contrast to many of the lawyers of color and female lawyers who remembered the history differently and who saw continuing examples of racial (and gender) discrimination at the law firm. In most of the interviews, people talked about individuals, not structure (and these are attorneys, who really should know better!). By including both content analyses and interviews in her study, Pierce is better able to situate the attorney narratives and explain the larger context for the shared meanings of individual innocence and racial progress. Had this been a study only of films during this period, we would not know how actual people who lived during this period understood the decisions they made; had we had only the interviews, we would have missed the historical context and seen a lot of these interviewees as, well, not very nice people at all. Together, we have a study that is original, inventive, and insightful.

My own study of how class background affects the experiences and outcomes of students at small liberal arts colleges relies on mixed methods and triangulation. At the core of the book is an original survey of college students across the US. From analyses of this survey, I can present findings on “how many” questions and descriptive statistics comparing students of different social class backgrounds. For example, I know and can demonstrate that working-class college students are less likely to go to graduate school after college than upper-class college students are. I can even give you some estimates of the class gap. But what I can’t tell you from the survey is exactly why this is so or how it came to be so . For that, I employ interviews, focus groups, document reviews, and observations. Basically, I threw the kitchen sink at the “problem” of class reproduction and higher education (i.e., Does college reduce class inequalities or make them worse?). A review of historical documents provides a picture of the place of the small liberal arts college in the broader social and historical context. Who had access to these colleges and for what purpose have always been in contest, with some groups attempting to exclude others from opportunities for advancement. What it means to choose a small liberal arts college in the early twenty-first century is thus different for those whose parents are college professors, for those whose parents have a great deal of money, and for those who are the first in their family to attend college. I was able to get at these different understandings through interviews and focus groups and to further delineate the culture of these colleges by careful observation (and my own participation in them, as both former student and current professor). Putting together individual meanings, student dispositions, organizational culture, and historical context allowed me to present a story of how exactly colleges can both help advance first-generation, low-income, working-class college students and simultaneously amplify the preexisting advantages of their peers. Mixed methods addressed multiple research questions, while triangulation allowed for this deeper, more complex story to emerge.

In the next few chapters, we will explore each of the primary data collection techniques in much more detail. As we do so, think about how these techniques may be productively joined for more reliable and deeper studies of the social world.

Advanced Reading: Triangulation

Denzin ( 1978 ) identified four basic types of triangulation: data, investigator, theory, and methodological. Properly speaking, if we use the Denzin typology, the use of multiple methods of data collection and analysis to strengthen one’s study is really a form of methodological triangulation. It may be helpful to understand how this differs from the other types.

Data triangulation occurs when the researcher uses a variety of sources in a single study. Perhaps they are interviewing multiple samples of college students. Obviously, this overlaps with sample selection (see chapter 5). It is helpful for the researcher to understand that these multiple data sources add strength and reliability to the study. After all, it is not just “these students here” but also “those students over there” that are experiencing this phenomenon in a particular way.

Investigator triangulation occurs when different researchers or evaluators are part of the research team. Intercoding reliability is a form of investigator triangulation (or at least a way of leveraging the power of multiple researchers to raise the reliability of the study).

Theory triangulation is the use of multiple perspectives to interpret a single set of data, as in the case of competing theoretical paradigms (e.g., a human capital approach vs. a Bourdieusian multiple capital approach).

Methodological triangulation , as explained in this chapter, is the use of multiple methods to study a single phenomenon, issue, or problem.

Interviews in the social sciences

Eleanor Knott, Aliya Hamid Rao, … Chana Teeger

A review of technical and quality assessment considerations of audio-visual and web-conferencing focus groups in qualitative health research

Hiba Bawadi, Sara Elshami, … Banan Mukhalalati

Professionalism in dentistry: deconstructing common terminology

Andrew Trathen, Sasha Scambler & Jennifer E. Gallagher

Introduction

Having explored the nature and purpose of qualitative research in the previous paper, this paper explores methods of data collection used in qualitative research. There are a variety of methods of data collection in qualitative research, including observations, textual or visual analysis (eg from books or videos) and interviews (individual or group). 1 However, the most common methods used, particularly in healthcare research, are interviews and focus groups. 2 , 3

The purpose of this paper is to explore these two methods in more detail, in particular how they work in practice, the purpose of each, when their use is appropriate and what they can offer dental research.

Qualitative research interviews

There are three fundamental types of research interviews: structured, semi-structured and unstructured. Structured interviews are, essentially, verbally administered questionnaires, in which a list of predetermined questions are asked, with little or no variation and with no scope for follow-up questions to responses that warrant further elaboration. Consequently, they are relatively quick and easy to administer and may be of particular use if clarification of certain questions are required or if there are likely to be literacy or numeracy problems with the respondents. However, by their very nature, they only allow for limited participant responses and are, therefore, of little use if 'depth' is required.

Conversely, unstructured interviews do not reflect any preconceived theories or ideas and are performed with little or no organisation. 4 Such an interview may simply start with an opening question such as 'Can you tell me about your experience of visiting the dentist?' and will then progress based, primarily, upon the initial response. Unstructured interviews are usually very time-consuming (often lasting several hours) and can be difficult to manage, and to participate in, as the lack of predetermined interview questions provides little guidance on what to talk about (which many participants find confusing and unhelpful). Their use is, therefore, generally only considered where significant 'depth' is required, or where virtually nothing is known about the subject area (or a different perspective of a known subject area is required).

Semi-structured interviews consist of several key questions that help to define the areas to be explored, but also allows the interviewer or interviewee to diverge in order to pursue an idea or response in more detail. 2 This interview format is used most frequently in healthcare, as it provides participants with some guidance on what to talk about, which many find helpful. The flexibility of this approach, particularly compared to structured interviews, also allows for the discovery or elaboration of information that is important to participants but may not have previously been thought of as pertinent by the research team.

For example, in a recent dental public heath study, 5 school children in Cardiff, UK were interviewed about their food choices and preferences. A key finding that emerged from semi-structured interviews, which was not previously thought to be as highly influential as the data subsequently confirmed, was the significance of peer-pressure in influencing children's food choices and preferences. This finding was also established primarily through follow-up questioning (eg probing interesting responses with follow-up questions, such as 'Can you tell me a bit more about that?') and, therefore, may not have emerged in the same way, if at all, if asked as a predetermined question.

The purpose of research interviews

The purpose of the research interview is to explore the views, experiences, beliefs and/or motivations of individuals on specific matters (eg factors that influence their attendance at the dentist). Qualitative methods, such as interviews, are believed to provide a 'deeper' understanding of social phenomena than would be obtained from purely quantitative methods, such as questionnaires. 1 Interviews are, therefore, most appropriate where little is already known about the study phenomenon or where detailed insights are required from individual participants. They are also particularly appropriate for exploring sensitive topics, where participants may not want to talk about such issues in a group environment.

Examples of dental studies that have collected data using interviews are 'Examining the psychosocial process involved in regular dental attendance' 6 and 'Exploring factors governing dentists' treatment philosophies'. 7 Gibson et al . 6 provided an improved understanding of factors that influenced people's regular attendance with their dentist. The study by Kay and Blinkhorn 7 provided a detailed insight into factors that influenced GDPs' decision making in relation to treatment choices. The study found that dentists' clinical decisions about treatments were not necessarily related to pathology or treatment options, as was perhaps initially thought, but also involved discussions with patients, patients' values and dentists' feelings of self esteem and conscience.

There are many similarities between clinical encounters and research interviews, in that both employ similar interpersonal skills, such as questioning, conversing and listening. However, there are also some fundamental differences between the two, such as the purpose of the encounter, reasons for participating, roles of the people involved and how the interview is conducted and recorded. 8

The primary purpose of clinical encounters is for the dentist to ask the patient questions in order to acquire sufficient information to inform decision making and treatment options. However, the constraints of most consultations are such that any open-ended questioning needs to be brought to a conclusion within a fairly short time. 2 In contrast, the fundamental purpose of the research interview is to listen attentively to what respondents have to say, in order to acquire more knowledge about the study topic. 9 Unlike the clinical encounter, it is not to intentionally offer any form of help or advice, which many researchers have neither the training nor the time for. Research interviewing therefore requires a different approach and a different range of skills.

The interview

When designing an interview schedule it is imperative to ask questions that are likely to yield as much information about the study phenomenon as possible and also be able to address the aims and objectives of the research. In a qualitative interview, good questions should be open-ended (ie, require more than a yes/no answer), neutral, sensitive and understandable. 2 It is usually best to start with questions that participants can answer easily and then proceed to more difficult or sensitive topics. 2 This can help put respondents at ease, build up confidence and rapport and often generates rich data that subsequently develops the interview further.

As in any research, it is often wise to first pilot the interview schedule on several respondents prior to data collection proper. 8 This allows the research team to establish if the schedule is clear, understandable and capable of answering the research questions, and if, therefore, any changes to the interview schedule are required.

The length of interviews varies depending on the topic, researcher and participant. However, on average, healthcare interviews last 20-60 minutes. Interviews can be performed on a one-off or, if change over time is of interest, repeated basis, 4 for example exploring the psychosocial impact of oral trauma on participants and their subsequent experiences of cosmetic dental surgery.

Developing the interview

Before an interview takes place, respondents should be informed about the study details and given assurance about ethical principles, such as anonymity and confidentiality. 2 This gives respondents some idea of what to expect from the interview, increases the likelihood of honesty and is also a fundamental aspect of the informed consent process.

Wherever possible, interviews should be conducted in areas free from distractions and at times and locations that are most suitable for participants. For many this may be at their own home in the evenings. Whilst researchers may have less control over the home environment, familiarity may help the respondent to relax and result in a more productive interview. 9 Establishing rapport with participants prior to the interview is also important as this can also have a positive effect on the subsequent development of the interview.

When conducting the actual interview it is prudent for the interviewer to familiarise themselves with the interview schedule, so that the process appears more natural and less rehearsed. However, to ensure that the interview is as productive as possible, researchers must possess a repertoire of skills and techniques to ensure that comprehensive and representative data are collected during the interview. 10 One of the most important skills is the ability to listen attentively to what is being said, so that participants are able to recount their experiences as fully as possible, without unnecessary interruptions.

Other important skills include adopting open and emotionally neutral body language, nodding, smiling, looking interested and making encouraging noises (eg, 'Mmmm') during the interview. 2 The strategic use of silence, if used appropriately, can also be highly effective at getting respondents to contemplate their responses, talk more, elaborate or clarify particular issues. Other techniques that can be used to develop the interview further include reflecting on remarks made by participants (eg, 'Pain?') and probing remarks ('When you said you were afraid of going to the dentist what did you mean?'). 9 Where appropriate, it is also wise to seek clarification from respondents if it is unclear what they mean. The use of 'leading' or 'loaded' questions that may unduly influence responses should always be avoided (eg, 'So you think dental surgery waiting rooms are frightening?' rather than 'How do you find the waiting room at the dentists?').

At the end of the interview it is important to thank participants for their time and ask them if there is anything they would like to add. This gives respondents an opportunity to deal with issues that they have thought about, or think are important but have not been dealt with by the interviewer. 9 This can often lead to the discovery of new, unanticipated information. Respondents should also be debriefed about the study after the interview has finished.

All interviews should be tape recorded and transcribed verbatim afterwards, as this protects against bias and provides a permanent record of what was and was not said. 8 It is often also helpful to make 'field notes' during and immediately after each interview about observations, thoughts and ideas about the interview, as this can help in data analysis process. 4 , 8

Focus groups

Focus groups share many common features with less structured interviews, but there is more to them than merely collecting similar data from many participants at once. A focus group is a group discussion on a particular topic organised for research purposes. This discussion is guided, monitored and recorded by a researcher (sometimes called a moderator or facilitator). 11 , 12

Focus groups were first used as a research method in market research, originating in the 1940s in the work of the Bureau of Applied Social Research at Columbia University. Eventually the success of focus groups as a marketing tool in the private sector resulted in its use in public sector marketing, such as the assessment of the impact of health education campaigns. 13 However, focus group techniques, as used in public and private sectors, have diverged over time. Therefore, in this paper, we seek to describe focus groups as they are used in academic research.

When focus groups are used

Focus groups are used for generating information on collective views, and the meanings that lie behind those views. They are also useful in generating a rich understanding of participants' experiences and beliefs. 12 Suggested criteria for using focus groups include: 13

As a standalone method, for research relating to group norms, meanings and processes

In a multi-method design, to explore a topic or collect group language or narratives to be used in later stages

To clarify, extend, qualify or challenge data collected through other methods

To feedback results to research participants.

Morgan 12 suggests that focus groups should be avoided according to the following criteria:

If listening to participants' views generates expectations for the outcome of the research that can not be fulfilled

If participants are uneasy with each other, and will therefore not discuss their feelings and opinions openly

If the topic of interest to the researcher is not a topic the participants can or wish to discuss

If statistical data is required. Focus groups give depth and insight, but cannot produce useful numerical results.

Conducting focus groups: group composition and size

The composition of a focus group needs great care to get the best quality of discussion. There is no 'best' solution to group composition, and group mix will always impact on the data, according to things such as the mix of ages, sexes and social professional statuses of the participants. What is important is that the researcher gives due consideration to the impact of group mix (eg, how the group may interact with each other) before the focus group proceeds. 14

Interaction is key to a successful focus group. Sometimes this means a pre-existing group interacts best for research purposes, and sometimes stranger groups. Pre-existing groups may be easier to recruit, have shared experiences and enjoy a comfort and familiarity which facilitates discussion or the ability to challenge each other comfortably. In health settings, pre-existing groups can overcome issues relating to disclosure of potentially stigmatising status which people may find uncomfortable in stranger groups (conversely there may be situations where disclosure is more comfortable in stranger groups). In other research projects it may be decided that stranger groups will be able to speak more freely without fear of repercussion, and challenges to other participants may be more challenging and probing, leading to richer data. 13

Group size is an important consideration in focus group research. Stewart and Shamdasani 14 suggest that it is better to slightly over-recruit for a focus group and potentially manage a slightly larger group, than under-recruit and risk having to cancel the session or having an unsatisfactory discussion. They advise that each group will probably have two non-attenders. The optimum size for a focus group is six to eight participants (excluding researchers), but focus groups can work successfully with as few as three and as many as 14 participants. Small groups risk limited discussion occurring, while large groups can be chaotic, hard to manage for the moderator and frustrating for participants who feel they get insufficient opportunities to speak. 13

Preparing an interview schedule

Like research interviews, the interview schedule for focus groups is often no more structured than a loose schedule of topics to be discussed. However, in preparing an interview schedule for focus groups, Stewart and Shamdasani 14 suggest two general principles:

Questions should move from general to more specific questions

Question order should be relative to importance of issues in the research agenda.

There can, however, be some conflict between these two principles, and trade offs are often needed, although often discussions will take on a life of their own, which will influence or determine the order in which issues are covered. Usually, less than a dozen predetermined questions are needed and, as with research interviews, the researcher will also probe and expand on issues according to the discussion.

Moderating a focus group looks easy when done well, but requires a complex set of skills, which are related to the following principles: 15

Participants have valuable views and the ability to respond actively, positively and respectfully. Such an approach is not simply a courtesy, but will encourage fruitful discussions

Moderating without participating: a moderator must guide a discussion rather than join in with it. Expressing one's own views tends to give participants cues as to what to say (introducing bias), rather than the confidence to be open and honest about their own views

Be prepared for views that may be unpalatably critical of a topic which may be important to you

It is important to recognise that researchers' individual characteristics mean that no one person will always be suitable to moderate any kind of group. Sometimes the characteristics that suit a moderator for one group will inhibit discussion in another

Be yourself. If the moderator is comfortable and natural, participants will feel relaxed.

The moderator should facilitate group discussion, keeping it focussed without leading it. They should also be able to prevent the discussion being dominated by one member (for example, by emphasising at the outset the importance of hearing a range of views), ensure that all participants have ample opportunity to contribute, allow differences of opinions to be discussed fairly and, if required, encourage reticent participants. 13

Other relevant factors

The venue for a focus group is important and should, ideally, be accessible, comfortable, private, quiet and free from distractions. 13 However, while a central location, such as the participants' workplace or school, may encourage attendance, the venue may affect participants' behaviour. For example, in a school setting, pupils may behave like pupils, and in clinical settings, participants may be affected by any anxieties that affect them when they attend in a patient role.

Focus groups are usually recorded, often observed (by a researcher other than the moderator, whose role is to observe the interaction of the group to enhance analysis) and sometimes videotaped. At the start of a focus group, a moderator should acknowledge the presence of the audio recording equipment, assure participants of confidentiality and give people the opportunity to withdraw if they are uncomfortable with being taped. 14

A good quality multi-directional external microphone is recommended for the recording of focus groups, as internal microphones are rarely good enough to cope with the variation in volume of different speakers. 13 If observers are present, they should be introduced to participants as someone who is just there to observe, and sit away from the discussion. 14 Videotaping will require more than one camera to capture the whole group, as well as additional operational personnel in the room. This is, therefore, very obtrusive, which can affect the spontaneity of the group and in a focus group does not usually yield enough additional information that could not be captured by an observer to make videotaping worthwhile. 15

The systematic analysis of focus group transcripts is crucial. However, the transcription of focus groups is more complex and time consuming than in one-to-one interviews, and each hour of audio can take up to eight hours to transcribe and generate approximately 100 pages of text. Recordings should be transcribed verbatim and also speakers should be identified in a way that makes it possible to follow the contributions of each individual. Sometimes observational notes also need to be described in the transcripts in order for them to make sense.

The analysis of qualitative data is explored in the final paper of this series. However, it is important to note that the analysis of focus group data is different from other qualitative data because of their interactive nature, and this needs to be taken into consideration during analysis. The importance of the context of other speakers is essential to the understanding of individual contributions. 13 For example, in a group situation, participants will often challenge each other and justify their remarks because of the group setting, in a way that perhaps they would not in a one-to-one interview. The analysis of focus group data must therefore take account of the group dynamics that have generated remarks.

Focus groups in dental research

Focus groups are used increasingly in dental research, on a diverse range of topics, 16 illuminating a number of areas relating to patients, dental services and the dental profession. Addressing a special needs population difficult to access and sample through quantitative measures, Robinson et al . 17 used focus groups to investigate the oral health-related attitudes of drug users, exploring the priorities, understandings and barriers to care they encounter. Newton et al . 18 used focus groups to explore barriers to services among minority ethnic groups, highlighting for the first time differences between minority ethnic groups. Demonstrating the use of the method with professional groups as subjects in dental research, Gussy et al . 19 explored the barriers to and possible strategies for developing a shared approach in prevention of caries among pre-schoolers. This mixed method study was very important as the qualitative element was able to explain why the clinical trial failed, and this understanding may help researchers improve on the quantitative aspect of future studies, as well as making a valuable academic contribution in its own right.

Interviews and focus groups remain the most common methods of data collection in qualitative research, and are now being used with increasing frequency in dental research, particularly to access areas not amendable to quantitative methods and/or where depth, insight and understanding of particular phenomena are required. The examples of dental studies that have employed these methods also help to demonstrate the range of research contexts to which interview and focus group research can make a useful contribution. The continued employment of these methods can further strengthen many areas of dentally related work.

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Gill, P., Stewart, K., Treasure, E. et al. Methods of data collection in qualitative research: interviews and focus groups. Br Dent J 204 , 291–295 (2008). https://doi.org/10.1038/bdj.2008.192

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How to use and assess qualitative research methods

Loraine busetto.

1 Department of Neurology, Heidelberg University Hospital, Im Neuenheimer Feld 400, 69120 Heidelberg, Germany

Wolfgang Wick

2 Clinical Cooperation Unit Neuro-Oncology, German Cancer Research Center, Heidelberg, Germany

Christoph Gumbinger

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This paper aims to provide an overview of the use and assessment of qualitative research methods in the health sciences. Qualitative research can be defined as the study of the nature of phenomena and is especially appropriate for answering questions of why something is (not) observed, assessing complex multi-component interventions, and focussing on intervention improvement. The most common methods of data collection are document study, (non-) participant observations, semi-structured interviews and focus groups. For data analysis, field-notes and audio-recordings are transcribed into protocols and transcripts, and coded using qualitative data management software. Criteria such as checklists, reflexivity, sampling strategies, piloting, co-coding, member-checking and stakeholder involvement can be used to enhance and assess the quality of the research conducted. Using qualitative in addition to quantitative designs will equip us with better tools to address a greater range of research problems, and to fill in blind spots in current neurological research and practice.

The aim of this paper is to provide an overview of qualitative research methods, including hands-on information on how they can be used, reported and assessed. This article is intended for beginning qualitative researchers in the health sciences as well as experienced quantitative researchers who wish to broaden their understanding of qualitative research.

What is qualitative research?

Qualitative research is defined as “the study of the nature of phenomena”, including “their quality, different manifestations, the context in which they appear or the perspectives from which they can be perceived” , but excluding “their range, frequency and place in an objectively determined chain of cause and effect” [ 1 ]. This formal definition can be complemented with a more pragmatic rule of thumb: qualitative research generally includes data in form of words rather than numbers [ 2 ].

Why conduct qualitative research?

Because some research questions cannot be answered using (only) quantitative methods. For example, one Australian study addressed the issue of why patients from Aboriginal communities often present late or not at all to specialist services offered by tertiary care hospitals. Using qualitative interviews with patients and staff, it found one of the most significant access barriers to be transportation problems, including some towns and communities simply not having a bus service to the hospital [ 3 ]. A quantitative study could have measured the number of patients over time or even looked at possible explanatory factors – but only those previously known or suspected to be of relevance. To discover reasons for observed patterns, especially the invisible or surprising ones, qualitative designs are needed.

While qualitative research is common in other fields, it is still relatively underrepresented in health services research. The latter field is more traditionally rooted in the evidence-based-medicine paradigm, as seen in " research that involves testing the effectiveness of various strategies to achieve changes in clinical practice, preferably applying randomised controlled trial study designs (...) " [ 4 ]. This focus on quantitative research and specifically randomised controlled trials (RCT) is visible in the idea of a hierarchy of research evidence which assumes that some research designs are objectively better than others, and that choosing a "lesser" design is only acceptable when the better ones are not practically or ethically feasible [ 5 , 6 ]. Others, however, argue that an objective hierarchy does not exist, and that, instead, the research design and methods should be chosen to fit the specific research question at hand – "questions before methods" [ 2 , 7 – 9 ]. This means that even when an RCT is possible, some research problems require a different design that is better suited to addressing them. Arguing in JAMA, Berwick uses the example of rapid response teams in hospitals, which he describes as " a complex, multicomponent intervention – essentially a process of social change" susceptible to a range of different context factors including leadership or organisation history. According to him, "[in] such complex terrain, the RCT is an impoverished way to learn. Critics who use it as a truth standard in this context are incorrect" [ 8 ] . Instead of limiting oneself to RCTs, Berwick recommends embracing a wider range of methods , including qualitative ones, which for "these specific applications, (...) are not compromises in learning how to improve; they are superior" [ 8 ].

Research problems that can be approached particularly well using qualitative methods include assessing complex multi-component interventions or systems (of change), addressing questions beyond “what works”, towards “what works for whom when, how and why”, and focussing on intervention improvement rather than accreditation [ 7 , 9 – 12 ]. Using qualitative methods can also help shed light on the “softer” side of medical treatment. For example, while quantitative trials can measure the costs and benefits of neuro-oncological treatment in terms of survival rates or adverse effects, qualitative research can help provide a better understanding of patient or caregiver stress, visibility of illness or out-of-pocket expenses.

How to conduct qualitative research?

Given that qualitative research is characterised by flexibility, openness and responsivity to context, the steps of data collection and analysis are not as separate and consecutive as they tend to be in quantitative research [ 13 , 14 ]. As Fossey puts it : “sampling, data collection, analysis and interpretation are related to each other in a cyclical (iterative) manner, rather than following one after another in a stepwise approach” [ 15 ]. The researcher can make educated decisions with regard to the choice of method, how they are implemented, and to which and how many units they are applied [ 13 ]. As shown in Fig. 1 , this can involve several back-and-forth steps between data collection and analysis where new insights and experiences can lead to adaption and expansion of the original plan. Some insights may also necessitate a revision of the research question and/or the research design as a whole. The process ends when saturation is achieved, i.e. when no relevant new information can be found (see also below: sampling and saturation). For reasons of transparency, it is essential for all decisions as well as the underlying reasoning to be well-documented.

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Iterative research process

While it is not always explicitly addressed, qualitative methods reflect a different underlying research paradigm than quantitative research (e.g. constructivism or interpretivism as opposed to positivism). The choice of methods can be based on the respective underlying substantive theory or theoretical framework used by the researcher [ 2 ].

Data collection

The methods of qualitative data collection most commonly used in health research are document study, observations, semi-structured interviews and focus groups [ 1 , 14 , 16 , 17 ].

Document study

Document study (also called document analysis) refers to the review by the researcher of written materials [ 14 ]. These can include personal and non-personal documents such as archives, annual reports, guidelines, policy documents, diaries or letters.

Observations

Observations are particularly useful to gain insights into a certain setting and actual behaviour – as opposed to reported behaviour or opinions [ 13 ]. Qualitative observations can be either participant or non-participant in nature. In participant observations, the observer is part of the observed setting, for example a nurse working in an intensive care unit [ 18 ]. In non-participant observations, the observer is “on the outside looking in”, i.e. present in but not part of the situation, trying not to influence the setting by their presence. Observations can be planned (e.g. for 3 h during the day or night shift) or ad hoc (e.g. as soon as a stroke patient arrives at the emergency room). During the observation, the observer takes notes on everything or certain pre-determined parts of what is happening around them, for example focusing on physician-patient interactions or communication between different professional groups. Written notes can be taken during or after the observations, depending on feasibility (which is usually lower during participant observations) and acceptability (e.g. when the observer is perceived to be judging the observed). Afterwards, these field notes are transcribed into observation protocols. If more than one observer was involved, field notes are taken independently, but notes can be consolidated into one protocol after discussions. Advantages of conducting observations include minimising the distance between the researcher and the researched, the potential discovery of topics that the researcher did not realise were relevant and gaining deeper insights into the real-world dimensions of the research problem at hand [ 18 ].

Semi-structured interviews

Hijmans & Kuyper describe qualitative interviews as “an exchange with an informal character, a conversation with a goal” [ 19 ]. Interviews are used to gain insights into a person’s subjective experiences, opinions and motivations – as opposed to facts or behaviours [ 13 ]. Interviews can be distinguished by the degree to which they are structured (i.e. a questionnaire), open (e.g. free conversation or autobiographical interviews) or semi-structured [ 2 , 13 ]. Semi-structured interviews are characterized by open-ended questions and the use of an interview guide (or topic guide/list) in which the broad areas of interest, sometimes including sub-questions, are defined [ 19 ]. The pre-defined topics in the interview guide can be derived from the literature, previous research or a preliminary method of data collection, e.g. document study or observations. The topic list is usually adapted and improved at the start of the data collection process as the interviewer learns more about the field [ 20 ]. Across interviews the focus on the different (blocks of) questions may differ and some questions may be skipped altogether (e.g. if the interviewee is not able or willing to answer the questions or for concerns about the total length of the interview) [ 20 ]. Qualitative interviews are usually not conducted in written format as it impedes on the interactive component of the method [ 20 ]. In comparison to written surveys, qualitative interviews have the advantage of being interactive and allowing for unexpected topics to emerge and to be taken up by the researcher. This can also help overcome a provider or researcher-centred bias often found in written surveys, which by nature, can only measure what is already known or expected to be of relevance to the researcher. Interviews can be audio- or video-taped; but sometimes it is only feasible or acceptable for the interviewer to take written notes [ 14 , 16 , 20 ].

Focus groups

Focus groups are group interviews to explore participants’ expertise and experiences, including explorations of how and why people behave in certain ways [ 1 ]. Focus groups usually consist of 6–8 people and are led by an experienced moderator following a topic guide or “script” [ 21 ]. They can involve an observer who takes note of the non-verbal aspects of the situation, possibly using an observation guide [ 21 ]. Depending on researchers’ and participants’ preferences, the discussions can be audio- or video-taped and transcribed afterwards [ 21 ]. Focus groups are useful for bringing together homogeneous (to a lesser extent heterogeneous) groups of participants with relevant expertise and experience on a given topic on which they can share detailed information [ 21 ]. Focus groups are a relatively easy, fast and inexpensive method to gain access to information on interactions in a given group, i.e. “the sharing and comparing” among participants [ 21 ]. Disadvantages include less control over the process and a lesser extent to which each individual may participate. Moreover, focus group moderators need experience, as do those tasked with the analysis of the resulting data. Focus groups can be less appropriate for discussing sensitive topics that participants might be reluctant to disclose in a group setting [ 13 ]. Moreover, attention must be paid to the emergence of “groupthink” as well as possible power dynamics within the group, e.g. when patients are awed or intimidated by health professionals.

Choosing the “right” method

As explained above, the school of thought underlying qualitative research assumes no objective hierarchy of evidence and methods. This means that each choice of single or combined methods has to be based on the research question that needs to be answered and a critical assessment with regard to whether or to what extent the chosen method can accomplish this – i.e. the “fit” between question and method [ 14 ]. It is necessary for these decisions to be documented when they are being made, and to be critically discussed when reporting methods and results.

Let us assume that our research aim is to examine the (clinical) processes around acute endovascular treatment (EVT), from the patient’s arrival at the emergency room to recanalization, with the aim to identify possible causes for delay and/or other causes for sub-optimal treatment outcome. As a first step, we could conduct a document study of the relevant standard operating procedures (SOPs) for this phase of care – are they up-to-date and in line with current guidelines? Do they contain any mistakes, irregularities or uncertainties that could cause delays or other problems? Regardless of the answers to these questions, the results have to be interpreted based on what they are: a written outline of what care processes in this hospital should look like. If we want to know what they actually look like in practice, we can conduct observations of the processes described in the SOPs. These results can (and should) be analysed in themselves, but also in comparison to the results of the document analysis, especially as regards relevant discrepancies. Do the SOPs outline specific tests for which no equipment can be observed or tasks to be performed by specialized nurses who are not present during the observation? It might also be possible that the written SOP is outdated, but the actual care provided is in line with current best practice. In order to find out why these discrepancies exist, it can be useful to conduct interviews. Are the physicians simply not aware of the SOPs (because their existence is limited to the hospital’s intranet) or do they actively disagree with them or does the infrastructure make it impossible to provide the care as described? Another rationale for adding interviews is that some situations (or all of their possible variations for different patient groups or the day, night or weekend shift) cannot practically or ethically be observed. In this case, it is possible to ask those involved to report on their actions – being aware that this is not the same as the actual observation. A senior physician’s or hospital manager’s description of certain situations might differ from a nurse’s or junior physician’s one, maybe because they intentionally misrepresent facts or maybe because different aspects of the process are visible or important to them. In some cases, it can also be relevant to consider to whom the interviewee is disclosing this information – someone they trust, someone they are otherwise not connected to, or someone they suspect or are aware of being in a potentially “dangerous” power relationship to them. Lastly, a focus group could be conducted with representatives of the relevant professional groups to explore how and why exactly they provide care around EVT. The discussion might reveal discrepancies (between SOPs and actual care or between different physicians) and motivations to the researchers as well as to the focus group members that they might not have been aware of themselves. For the focus group to deliver relevant information, attention has to be paid to its composition and conduct, for example, to make sure that all participants feel safe to disclose sensitive or potentially problematic information or that the discussion is not dominated by (senior) physicians only. The resulting combination of data collection methods is shown in Fig. 2 .

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Possible combination of data collection methods

Attributions for icons: “Book” by Serhii Smirnov, “Interview” by Adrien Coquet, FR, “Magnifying Glass” by anggun, ID, “Business communication” by Vectors Market; all from the Noun Project

The combination of multiple data source as described for this example can be referred to as “triangulation”, in which multiple measurements are carried out from different angles to achieve a more comprehensive understanding of the phenomenon under study [ 22 , 23 ].

Data analysis

To analyse the data collected through observations, interviews and focus groups these need to be transcribed into protocols and transcripts (see Fig. 3 ). Interviews and focus groups can be transcribed verbatim , with or without annotations for behaviour (e.g. laughing, crying, pausing) and with or without phonetic transcription of dialects and filler words, depending on what is expected or known to be relevant for the analysis. In the next step, the protocols and transcripts are coded , that is, marked (or tagged, labelled) with one or more short descriptors of the content of a sentence or paragraph [ 2 , 15 , 23 ]. Jansen describes coding as “connecting the raw data with “theoretical” terms” [ 20 ]. In a more practical sense, coding makes raw data sortable. This makes it possible to extract and examine all segments describing, say, a tele-neurology consultation from multiple data sources (e.g. SOPs, emergency room observations, staff and patient interview). In a process of synthesis and abstraction, the codes are then grouped, summarised and/or categorised [ 15 , 20 ]. The end product of the coding or analysis process is a descriptive theory of the behavioural pattern under investigation [ 20 ]. The coding process is performed using qualitative data management software, the most common ones being InVivo, MaxQDA and Atlas.ti. It should be noted that these are data management tools which support the analysis performed by the researcher(s) [ 14 ].

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From data collection to data analysis

Attributions for icons: see Fig. Fig.2, 2 , also “Speech to text” by Trevor Dsouza, “Field Notes” by Mike O’Brien, US, “Voice Record” by ProSymbols, US, “Inspection” by Made, AU, and “Cloud” by Graphic Tigers; all from the Noun Project

How to report qualitative research?

Protocols of qualitative research can be published separately and in advance of the study results. However, the aim is not the same as in RCT protocols, i.e. to pre-define and set in stone the research questions and primary or secondary endpoints. Rather, it is a way to describe the research methods in detail, which might not be possible in the results paper given journals’ word limits. Qualitative research papers are usually longer than their quantitative counterparts to allow for deep understanding and so-called “thick description”. In the methods section, the focus is on transparency of the methods used, including why, how and by whom they were implemented in the specific study setting, so as to enable a discussion of whether and how this may have influenced data collection, analysis and interpretation. The results section usually starts with a paragraph outlining the main findings, followed by more detailed descriptions of, for example, the commonalities, discrepancies or exceptions per category [ 20 ]. Here it is important to support main findings by relevant quotations, which may add information, context, emphasis or real-life examples [ 20 , 23 ]. It is subject to debate in the field whether it is relevant to state the exact number or percentage of respondents supporting a certain statement (e.g. “Five interviewees expressed negative feelings towards XYZ”) [ 21 ].

How to combine qualitative with quantitative research?

Qualitative methods can be combined with other methods in multi- or mixed methods designs, which “[employ] two or more different methods [ …] within the same study or research program rather than confining the research to one single method” [ 24 ]. Reasons for combining methods can be diverse, including triangulation for corroboration of findings, complementarity for illustration and clarification of results, expansion to extend the breadth and range of the study, explanation of (unexpected) results generated with one method with the help of another, or offsetting the weakness of one method with the strength of another [ 1 , 17 , 24 – 26 ]. The resulting designs can be classified according to when, why and how the different quantitative and/or qualitative data strands are combined. The three most common types of mixed method designs are the convergent parallel design , the explanatory sequential design and the exploratory sequential design. The designs with examples are shown in Fig. 4 .

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Three common mixed methods designs

In the convergent parallel design, a qualitative study is conducted in parallel to and independently of a quantitative study, and the results of both studies are compared and combined at the stage of interpretation of results. Using the above example of EVT provision, this could entail setting up a quantitative EVT registry to measure process times and patient outcomes in parallel to conducting the qualitative research outlined above, and then comparing results. Amongst other things, this would make it possible to assess whether interview respondents’ subjective impressions of patients receiving good care match modified Rankin Scores at follow-up, or whether observed delays in care provision are exceptions or the rule when compared to door-to-needle times as documented in the registry. In the explanatory sequential design, a quantitative study is carried out first, followed by a qualitative study to help explain the results from the quantitative study. This would be an appropriate design if the registry alone had revealed relevant delays in door-to-needle times and the qualitative study would be used to understand where and why these occurred, and how they could be improved. In the exploratory design, the qualitative study is carried out first and its results help informing and building the quantitative study in the next step [ 26 ]. If the qualitative study around EVT provision had shown a high level of dissatisfaction among the staff members involved, a quantitative questionnaire investigating staff satisfaction could be set up in the next step, informed by the qualitative study on which topics dissatisfaction had been expressed. Amongst other things, the questionnaire design would make it possible to widen the reach of the research to more respondents from different (types of) hospitals, regions, countries or settings, and to conduct sub-group analyses for different professional groups.

How to assess qualitative research?

A variety of assessment criteria and lists have been developed for qualitative research, ranging in their focus and comprehensiveness [ 14 , 17 , 27 ]. However, none of these has been elevated to the “gold standard” in the field. In the following, we therefore focus on a set of commonly used assessment criteria that, from a practical standpoint, a researcher can look for when assessing a qualitative research report or paper.

Assessors should check the authors’ use of and adherence to the relevant reporting checklists (e.g. Standards for Reporting Qualitative Research (SRQR)) to make sure all items that are relevant for this type of research are addressed [ 23 , 28 ]. Discussions of quantitative measures in addition to or instead of these qualitative measures can be a sign of lower quality of the research (paper). Providing and adhering to a checklist for qualitative research contributes to an important quality criterion for qualitative research, namely transparency [ 15 , 17 , 23 ].

Reflexivity

While methodological transparency and complete reporting is relevant for all types of research, some additional criteria must be taken into account for qualitative research. This includes what is called reflexivity, i.e. sensitivity to the relationship between the researcher and the researched, including how contact was established and maintained, or the background and experience of the researcher(s) involved in data collection and analysis. Depending on the research question and population to be researched this can be limited to professional experience, but it may also include gender, age or ethnicity [ 17 , 27 ]. These details are relevant because in qualitative research, as opposed to quantitative research, the researcher as a person cannot be isolated from the research process [ 23 ]. It may influence the conversation when an interviewed patient speaks to an interviewer who is a physician, or when an interviewee is asked to discuss a gynaecological procedure with a male interviewer, and therefore the reader must be made aware of these details [ 19 ].

Sampling and saturation

The aim of qualitative sampling is for all variants of the objects of observation that are deemed relevant for the study to be present in the sample “ to see the issue and its meanings from as many angles as possible” [ 1 , 16 , 19 , 20 , 27 ] , and to ensure “information-richness [ 15 ]. An iterative sampling approach is advised, in which data collection (e.g. five interviews) is followed by data analysis, followed by more data collection to find variants that are lacking in the current sample. This process continues until no new (relevant) information can be found and further sampling becomes redundant – which is called saturation [ 1 , 15 ] . In other words: qualitative data collection finds its end point not a priori , but when the research team determines that saturation has been reached [ 29 , 30 ].

This is also the reason why most qualitative studies use deliberate instead of random sampling strategies. This is generally referred to as “ purposive sampling” , in which researchers pre-define which types of participants or cases they need to include so as to cover all variations that are expected to be of relevance, based on the literature, previous experience or theory (i.e. theoretical sampling) [ 14 , 20 ]. Other types of purposive sampling include (but are not limited to) maximum variation sampling, critical case sampling or extreme or deviant case sampling [ 2 ]. In the above EVT example, a purposive sample could include all relevant professional groups and/or all relevant stakeholders (patients, relatives) and/or all relevant times of observation (day, night and weekend shift).

Assessors of qualitative research should check whether the considerations underlying the sampling strategy were sound and whether or how researchers tried to adapt and improve their strategies in stepwise or cyclical approaches between data collection and analysis to achieve saturation [ 14 ].

Good qualitative research is iterative in nature, i.e. it goes back and forth between data collection and analysis, revising and improving the approach where necessary. One example of this are pilot interviews, where different aspects of the interview (especially the interview guide, but also, for example, the site of the interview or whether the interview can be audio-recorded) are tested with a small number of respondents, evaluated and revised [ 19 ]. In doing so, the interviewer learns which wording or types of questions work best, or which is the best length of an interview with patients who have trouble concentrating for an extended time. Of course, the same reasoning applies to observations or focus groups which can also be piloted.

Ideally, coding should be performed by at least two researchers, especially at the beginning of the coding process when a common approach must be defined, including the establishment of a useful coding list (or tree), and when a common meaning of individual codes must be established [ 23 ]. An initial sub-set or all transcripts can be coded independently by the coders and then compared and consolidated after regular discussions in the research team. This is to make sure that codes are applied consistently to the research data.

Member checking

Member checking, also called respondent validation , refers to the practice of checking back with study respondents to see if the research is in line with their views [ 14 , 27 ]. This can happen after data collection or analysis or when first results are available [ 23 ]. For example, interviewees can be provided with (summaries of) their transcripts and asked whether they believe this to be a complete representation of their views or whether they would like to clarify or elaborate on their responses [ 17 ]. Respondents’ feedback on these issues then becomes part of the data collection and analysis [ 27 ].

Stakeholder involvement

In those niches where qualitative approaches have been able to evolve and grow, a new trend has seen the inclusion of patients and their representatives not only as study participants (i.e. “members”, see above) but as consultants to and active participants in the broader research process [ 31 – 33 ]. The underlying assumption is that patients and other stakeholders hold unique perspectives and experiences that add value beyond their own single story, making the research more relevant and beneficial to researchers, study participants and (future) patients alike [ 34 , 35 ]. Using the example of patients on or nearing dialysis, a recent scoping review found that 80% of clinical research did not address the top 10 research priorities identified by patients and caregivers [ 32 , 36 ]. In this sense, the involvement of the relevant stakeholders, especially patients and relatives, is increasingly being seen as a quality indicator in and of itself.

How not to assess qualitative research

The above overview does not include certain items that are routine in assessments of quantitative research. What follows is a non-exhaustive, non-representative, experience-based list of the quantitative criteria often applied to the assessment of qualitative research, as well as an explanation of the limited usefulness of these endeavours.

Protocol adherence

Given the openness and flexibility of qualitative research, it should not be assessed by how well it adheres to pre-determined and fixed strategies – in other words: its rigidity. Instead, the assessor should look for signs of adaptation and refinement based on lessons learned from earlier steps in the research process.

Sample size

For the reasons explained above, qualitative research does not require specific sample sizes, nor does it require that the sample size be determined a priori [ 1 , 14 , 27 , 37 – 39 ]. Sample size can only be a useful quality indicator when related to the research purpose, the chosen methodology and the composition of the sample, i.e. who was included and why.

Randomisation

While some authors argue that randomisation can be used in qualitative research, this is not commonly the case, as neither its feasibility nor its necessity or usefulness has been convincingly established for qualitative research [ 13 , 27 ]. Relevant disadvantages include the negative impact of a too large sample size as well as the possibility (or probability) of selecting “ quiet, uncooperative or inarticulate individuals ” [ 17 ]. Qualitative studies do not use control groups, either.

Interrater reliability, variability and other “objectivity checks”

The concept of “interrater reliability” is sometimes used in qualitative research to assess to which extent the coding approach overlaps between the two co-coders. However, it is not clear what this measure tells us about the quality of the analysis [ 23 ]. This means that these scores can be included in qualitative research reports, preferably with some additional information on what the score means for the analysis, but it is not a requirement. Relatedly, it is not relevant for the quality or “objectivity” of qualitative research to separate those who recruited the study participants and collected and analysed the data. Experiences even show that it might be better to have the same person or team perform all of these tasks [ 20 ]. First, when researchers introduce themselves during recruitment this can enhance trust when the interview takes place days or weeks later with the same researcher. Second, when the audio-recording is transcribed for analysis, the researcher conducting the interviews will usually remember the interviewee and the specific interview situation during data analysis. This might be helpful in providing additional context information for interpretation of data, e.g. on whether something might have been meant as a joke [ 18 ].

Not being quantitative research

Being qualitative research instead of quantitative research should not be used as an assessment criterion if it is used irrespectively of the research problem at hand. Similarly, qualitative research should not be required to be combined with quantitative research per se – unless mixed methods research is judged as inherently better than single-method research. In this case, the same criterion should be applied for quantitative studies without a qualitative component.

The main take-away points of this paper are summarised in Table Table1. 1 . We aimed to show that, if conducted well, qualitative research can answer specific research questions that cannot to be adequately answered using (only) quantitative designs. Seeing qualitative and quantitative methods as equal will help us become more aware and critical of the “fit” between the research problem and our chosen methods: I can conduct an RCT to determine the reasons for transportation delays of acute stroke patients – but should I? It also provides us with a greater range of tools to tackle a greater range of research problems more appropriately and successfully, filling in the blind spots on one half of the methodological spectrum to better address the whole complexity of neurological research and practice.

Take-away-points

Acknowledgements

Abbreviations, authors’ contributions.

LB drafted the manuscript; WW and CG revised the manuscript; all authors approved the final versions.

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Published: 27 May 2020

How to use and assess qualitative research methods

Loraine Busetto ORCID: orcid.org/0000-0002-9228-7875 1 ,
Wolfgang Wick 1 , 2 &
Christoph Gumbinger 1

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What is qualitative research?

Why conduct qualitative research?

While qualitative research is common in other fields, it is still relatively underrepresented in health services research. The latter field is more traditionally rooted in the evidence-based-medicine paradigm, as seen in " research that involves testing the effectiveness of various strategies to achieve changes in clinical practice, preferably applying randomised controlled trial study designs (...) " [ 4 ]. This focus on quantitative research and specifically randomised controlled trials (RCT) is visible in the idea of a hierarchy of research evidence which assumes that some research designs are objectively better than others, and that choosing a "lesser" design is only acceptable when the better ones are not practically or ethically feasible [ 5 , 6 ]. Others, however, argue that an objective hierarchy does not exist, and that, instead, the research design and methods should be chosen to fit the specific research question at hand – "questions before methods" [ 2 , 7 , 8 , 9 ]. This means that even when an RCT is possible, some research problems require a different design that is better suited to addressing them. Arguing in JAMA, Berwick uses the example of rapid response teams in hospitals, which he describes as " a complex, multicomponent intervention – essentially a process of social change" susceptible to a range of different context factors including leadership or organisation history. According to him, "[in] such complex terrain, the RCT is an impoverished way to learn. Critics who use it as a truth standard in this context are incorrect" [ 8 ] . Instead of limiting oneself to RCTs, Berwick recommends embracing a wider range of methods , including qualitative ones, which for "these specific applications, (...) are not compromises in learning how to improve; they are superior" [ 8 ].

Research problems that can be approached particularly well using qualitative methods include assessing complex multi-component interventions or systems (of change), addressing questions beyond “what works”, towards “what works for whom when, how and why”, and focussing on intervention improvement rather than accreditation [ 7 , 9 , 10 , 11 , 12 ]. Using qualitative methods can also help shed light on the “softer” side of medical treatment. For example, while quantitative trials can measure the costs and benefits of neuro-oncological treatment in terms of survival rates or adverse effects, qualitative research can help provide a better understanding of patient or caregiver stress, visibility of illness or out-of-pocket expenses.

How to conduct qualitative research?

Iterative research process

Data collection

The methods of qualitative data collection most commonly used in health research are document study, observations, semi-structured interviews and focus groups [ 1 , 14 , 16 , 17 ].

Document study

Observations

Semi-structured interviews

Focus groups

Choosing the “right” method

Possible combination of data collection methods

Attributions for icons: “Book” by Serhii Smirnov, “Interview” by Adrien Coquet, FR, “Magnifying Glass” by anggun, ID, “Business communication” by Vectors Market; all from the Noun Project

Data analysis

From data collection to data analysis

Attributions for icons: see Fig. 2 , also “Speech to text” by Trevor Dsouza, “Field Notes” by Mike O’Brien, US, “Voice Record” by ProSymbols, US, “Inspection” by Made, AU, and “Cloud” by Graphic Tigers; all from the Noun Project

How to report qualitative research?

How to combine qualitative with quantitative research?

Qualitative methods can be combined with other methods in multi- or mixed methods designs, which “[employ] two or more different methods [ …] within the same study or research program rather than confining the research to one single method” [ 24 ]. Reasons for combining methods can be diverse, including triangulation for corroboration of findings, complementarity for illustration and clarification of results, expansion to extend the breadth and range of the study, explanation of (unexpected) results generated with one method with the help of another, or offsetting the weakness of one method with the strength of another [ 1 , 17 , 24 , 25 , 26 ]. The resulting designs can be classified according to when, why and how the different quantitative and/or qualitative data strands are combined. The three most common types of mixed method designs are the convergent parallel design , the explanatory sequential design and the exploratory sequential design. The designs with examples are shown in Fig. 4 .

Three common mixed methods designs

How to assess qualitative research?

Reflexivity

Sampling and saturation

Member checking

Stakeholder involvement

In those niches where qualitative approaches have been able to evolve and grow, a new trend has seen the inclusion of patients and their representatives not only as study participants (i.e. “members”, see above) but as consultants to and active participants in the broader research process [ 31 , 32 , 33 ]. The underlying assumption is that patients and other stakeholders hold unique perspectives and experiences that add value beyond their own single story, making the research more relevant and beneficial to researchers, study participants and (future) patients alike [ 34 , 35 ]. Using the example of patients on or nearing dialysis, a recent scoping review found that 80% of clinical research did not address the top 10 research priorities identified by patients and caregivers [ 32 , 36 ]. In this sense, the involvement of the relevant stakeholders, especially patients and relatives, is increasingly being seen as a quality indicator in and of itself.

How not to assess qualitative research

Protocol adherence

Sample size

For the reasons explained above, qualitative research does not require specific sample sizes, nor does it require that the sample size be determined a priori [ 1 , 14 , 27 , 37 , 38 , 39 ]. Sample size can only be a useful quality indicator when related to the research purpose, the chosen methodology and the composition of the sample, i.e. who was included and why.

Randomisation

Interrater reliability, variability and other “objectivity checks”

Not being quantitative research

The main take-away points of this paper are summarised in Table 1 . We aimed to show that, if conducted well, qualitative research can answer specific research questions that cannot to be adequately answered using (only) quantitative designs. Seeing qualitative and quantitative methods as equal will help us become more aware and critical of the “fit” between the research problem and our chosen methods: I can conduct an RCT to determine the reasons for transportation delays of acute stroke patients – but should I? It also provides us with a greater range of tools to tackle a greater range of research problems more appropriately and successfully, filling in the blind spots on one half of the methodological spectrum to better address the whole complexity of neurological research and practice.

Availability of data and materials

Not applicable.

Abbreviations

Endovascular treatment

Randomised Controlled Trial

Standard Operating Procedure

Standards for Reporting Qualitative Research

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Data Collection Methods | Step-by-Step Guide & Examples

Data Collection Methods | Step-by-Step Guide & Examples

Published on 4 May 2022 by Pritha Bhandari .

Data collection is a systematic process of gathering observations or measurements. Whether you are performing research for business, governmental, or academic purposes, data collection allows you to gain first-hand knowledge and original insights into your research problem .

While methods and aims may differ between fields, the overall process of data collection remains largely the same. Before you begin collecting data, you need to consider:

The aim of the research
The type of data that you will collect
The methods and procedures you will use to collect, store, and process the data

To collect high-quality data that is relevant to your purposes, follow these four steps.

Step 1: define the aim of your research, step 2: choose your data collection method, step 3: plan your data collection procedures, step 4: collect the data, frequently asked questions about data collection.

Before you start the process of data collection, you need to identify exactly what you want to achieve. You can start by writing a problem statement : what is the practical or scientific issue that you want to address, and why does it matter?

Next, formulate one or more research questions that precisely define what you want to find out. Depending on your research questions, you might need to collect quantitative or qualitative data :

Quantitative data is expressed in numbers and graphs and is analysed through statistical methods .
Qualitative data is expressed in words and analysed through interpretations and categorisations.

If your aim is to test a hypothesis , measure something precisely, or gain large-scale statistical insights, collect quantitative data. If your aim is to explore ideas, understand experiences, or gain detailed insights into a specific context, collect qualitative data.

If you have several aims, you can use a mixed methods approach that collects both types of data.

Your first aim is to assess whether there are significant differences in perceptions of managers across different departments and office locations.
Your second aim is to gather meaningful feedback from employees to explore new ideas for how managers can improve.

Prevent plagiarism, run a free check.

Based on the data you want to collect, decide which method is best suited for your research.

Experimental research is primarily a quantitative method.
Interviews , focus groups , and ethnographies are qualitative methods.
Surveys , observations, archival research, and secondary data collection can be quantitative or qualitative methods.

Carefully consider what method you will use to gather data that helps you directly answer your research questions.

When you know which method(s) you are using, you need to plan exactly how you will implement them. What procedures will you follow to make accurate observations or measurements of the variables you are interested in?

For instance, if you’re conducting surveys or interviews, decide what form the questions will take; if you’re conducting an experiment, make decisions about your experimental design .

Operationalisation

Sometimes your variables can be measured directly: for example, you can collect data on the average age of employees simply by asking for dates of birth. However, often you’ll be interested in collecting data on more abstract concepts or variables that can’t be directly observed.

Operationalisation means turning abstract conceptual ideas into measurable observations. When planning how you will collect data, you need to translate the conceptual definition of what you want to study into the operational definition of what you will actually measure.

You ask managers to rate their own leadership skills on 5-point scales assessing the ability to delegate, decisiveness, and dependability.
You ask their direct employees to provide anonymous feedback on the managers regarding the same topics.

You may need to develop a sampling plan to obtain data systematically. This involves defining a population , the group you want to draw conclusions about, and a sample, the group you will actually collect data from.

Your sampling method will determine how you recruit participants or obtain measurements for your study. To decide on a sampling method you will need to consider factors like the required sample size, accessibility of the sample, and time frame of the data collection.

Standardising procedures

If multiple researchers are involved, write a detailed manual to standardise data collection procedures in your study.

This means laying out specific step-by-step instructions so that everyone in your research team collects data in a consistent way – for example, by conducting experiments under the same conditions and using objective criteria to record and categorise observations.

This helps ensure the reliability of your data, and you can also use it to replicate the study in the future.

Creating a data management plan

Before beginning data collection, you should also decide how you will organise and store your data.

If you are collecting data from people, you will likely need to anonymise and safeguard the data to prevent leaks of sensitive information (e.g. names or identity numbers).
If you are collecting data via interviews or pencil-and-paper formats, you will need to perform transcriptions or data entry in systematic ways to minimise distortion.
You can prevent loss of data by having an organisation system that is routinely backed up.

Finally, you can implement your chosen methods to measure or observe the variables you are interested in.

The closed-ended questions ask participants to rate their manager’s leadership skills on scales from 1 to 5. The data produced is numerical and can be statistically analysed for averages and patterns.

To ensure that high-quality data is recorded in a systematic way, here are some best practices:

Record all relevant information as and when you obtain data. For example, note down whether or how lab equipment is recalibrated during an experimental study.
Double-check manual data entry for errors.
If you collect quantitative data, you can assess the reliability and validity to get an indication of your data quality.

When conducting research, collecting original data has significant advantages:

You can tailor data collection to your specific research aims (e.g., understanding the needs of your consumers or user testing your website).
You can control and standardise the process for high reliability and validity (e.g., choosing appropriate measurements and sampling methods ).

However, there are also some drawbacks: data collection can be time-consuming, labour-intensive, and expensive. In some cases, it’s more efficient to use secondary data that has already been collected by someone else, but the data might be less reliable.

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

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

Reliability and validity are both about how well a method measures something:

Reliability refers to the consistency of a measure (whether the results can be reproduced under the same conditions).
Validity refers to the accuracy of a measure (whether the results really do represent what they are supposed to measure).

If you are doing experimental research , you also have to consider the internal and external validity of your experiment.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

Operationalisation means turning abstract conceptual ideas into measurable observations.

For example, the concept of social anxiety isn’t directly observable, but it can be operationally defined in terms of self-rating scores, behavioural avoidance of crowded places, or physical anxiety symptoms in social situations.

Before collecting data , it’s important to consider how you will operationalise the variables that you want to measure.

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Data Collection – Methods Types and Examples

Table of Contents

Data Collection

Definition:

Data collection is the process of gathering and collecting information from various sources to analyze and make informed decisions based on the data collected. This can involve various methods, such as surveys, interviews, experiments, and observation.

In order for data collection to be effective, it is important to have a clear understanding of what data is needed and what the purpose of the data collection is. This can involve identifying the population or sample being studied, determining the variables to be measured, and selecting appropriate methods for collecting and recording data.

Types of Data Collection

Types of Data Collection are as follows:

Primary Data Collection

Primary data collection is the process of gathering original and firsthand information directly from the source or target population. This type of data collection involves collecting data that has not been previously gathered, recorded, or published. Primary data can be collected through various methods such as surveys, interviews, observations, experiments, and focus groups. The data collected is usually specific to the research question or objective and can provide valuable insights that cannot be obtained from secondary data sources. Primary data collection is often used in market research, social research, and scientific research.

Secondary Data Collection

Secondary data collection is the process of gathering information from existing sources that have already been collected and analyzed by someone else, rather than conducting new research to collect primary data. Secondary data can be collected from various sources, such as published reports, books, journals, newspapers, websites, government publications, and other documents.

Qualitative Data Collection

Qualitative data collection is used to gather non-numerical data such as opinions, experiences, perceptions, and feelings, through techniques such as interviews, focus groups, observations, and document analysis. It seeks to understand the deeper meaning and context of a phenomenon or situation and is often used in social sciences, psychology, and humanities. Qualitative data collection methods allow for a more in-depth and holistic exploration of research questions and can provide rich and nuanced insights into human behavior and experiences.

Quantitative Data Collection

Quantitative data collection is a used to gather numerical data that can be analyzed using statistical methods. This data is typically collected through surveys, experiments, and other structured data collection methods. Quantitative data collection seeks to quantify and measure variables, such as behaviors, attitudes, and opinions, in a systematic and objective way. This data is often used to test hypotheses, identify patterns, and establish correlations between variables. Quantitative data collection methods allow for precise measurement and generalization of findings to a larger population. It is commonly used in fields such as economics, psychology, and natural sciences.

Data Collection Methods

Data Collection Methods are as follows:

Surveys involve asking questions to a sample of individuals or organizations to collect data. Surveys can be conducted in person, over the phone, or online.

Interviews involve a one-on-one conversation between the interviewer and the respondent. Interviews can be structured or unstructured and can be conducted in person or over the phone.

Focus Groups

Focus groups are group discussions that are moderated by a facilitator. Focus groups are used to collect qualitative data on a specific topic.

Observation

Observation involves watching and recording the behavior of people, objects, or events in their natural setting. Observation can be done overtly or covertly, depending on the research question.

Experiments

Experiments involve manipulating one or more variables and observing the effect on another variable. Experiments are commonly used in scientific research.

Case Studies

Case studies involve in-depth analysis of a single individual, organization, or event. Case studies are used to gain detailed information about a specific phenomenon.

Secondary Data Analysis

Secondary data analysis involves using existing data that was collected for another purpose. Secondary data can come from various sources, such as government agencies, academic institutions, or private companies.

How to Collect Data

The following are some steps to consider when collecting data:

Define the objective : Before you start collecting data, you need to define the objective of the study. This will help you determine what data you need to collect and how to collect it.
Identify the data sources : Identify the sources of data that will help you achieve your objective. These sources can be primary sources, such as surveys, interviews, and observations, or secondary sources, such as books, articles, and databases.
Determine the data collection method : Once you have identified the data sources, you need to determine the data collection method. This could be through online surveys, phone interviews, or face-to-face meetings.
Develop a data collection plan : Develop a plan that outlines the steps you will take to collect the data. This plan should include the timeline, the tools and equipment needed, and the personnel involved.
Test the data collection process: Before you start collecting data, test the data collection process to ensure that it is effective and efficient.
Collect the data: Collect the data according to the plan you developed in step 4. Make sure you record the data accurately and consistently.
Analyze the data: Once you have collected the data, analyze it to draw conclusions and make recommendations.
Report the findings: Report the findings of your data analysis to the relevant stakeholders. This could be in the form of a report, a presentation, or a publication.
Monitor and evaluate the data collection process: After the data collection process is complete, monitor and evaluate the process to identify areas for improvement in future data collection efforts.
Ensure data quality: Ensure that the collected data is of high quality and free from errors. This can be achieved by validating the data for accuracy, completeness, and consistency.
Maintain data security: Ensure that the collected data is secure and protected from unauthorized access or disclosure. This can be achieved by implementing data security protocols and using secure storage and transmission methods.
Follow ethical considerations: Follow ethical considerations when collecting data, such as obtaining informed consent from participants, protecting their privacy and confidentiality, and ensuring that the research does not cause harm to participants.
Use appropriate data analysis methods : Use appropriate data analysis methods based on the type of data collected and the research objectives. This could include statistical analysis, qualitative analysis, or a combination of both.
Record and store data properly: Record and store the collected data properly, in a structured and organized format. This will make it easier to retrieve and use the data in future research or analysis.
Collaborate with other stakeholders : Collaborate with other stakeholders, such as colleagues, experts, or community members, to ensure that the data collected is relevant and useful for the intended purpose.

Applications of Data Collection

Data collection methods are widely used in different fields, including social sciences, healthcare, business, education, and more. Here are some examples of how data collection methods are used in different fields:

Social sciences : Social scientists often use surveys, questionnaires, and interviews to collect data from individuals or groups. They may also use observation to collect data on social behaviors and interactions. This data is often used to study topics such as human behavior, attitudes, and beliefs.
Healthcare : Data collection methods are used in healthcare to monitor patient health and track treatment outcomes. Electronic health records and medical charts are commonly used to collect data on patients’ medical history, diagnoses, and treatments. Researchers may also use clinical trials and surveys to collect data on the effectiveness of different treatments.
Business : Businesses use data collection methods to gather information on consumer behavior, market trends, and competitor activity. They may collect data through customer surveys, sales reports, and market research studies. This data is used to inform business decisions, develop marketing strategies, and improve products and services.
Education : In education, data collection methods are used to assess student performance and measure the effectiveness of teaching methods. Standardized tests, quizzes, and exams are commonly used to collect data on student learning outcomes. Teachers may also use classroom observation and student feedback to gather data on teaching effectiveness.
Agriculture : Farmers use data collection methods to monitor crop growth and health. Sensors and remote sensing technology can be used to collect data on soil moisture, temperature, and nutrient levels. This data is used to optimize crop yields and minimize waste.
Environmental sciences : Environmental scientists use data collection methods to monitor air and water quality, track climate patterns, and measure the impact of human activity on the environment. They may use sensors, satellite imagery, and laboratory analysis to collect data on environmental factors.
Transportation : Transportation companies use data collection methods to track vehicle performance, optimize routes, and improve safety. GPS systems, on-board sensors, and other tracking technologies are used to collect data on vehicle speed, fuel consumption, and driver behavior.

Examples of Data Collection

Examples of Data Collection are as follows:

Traffic Monitoring: Cities collect real-time data on traffic patterns and congestion through sensors on roads and cameras at intersections. This information can be used to optimize traffic flow and improve safety.
Social Media Monitoring : Companies can collect real-time data on social media platforms such as Twitter and Facebook to monitor their brand reputation, track customer sentiment, and respond to customer inquiries and complaints in real-time.
Weather Monitoring: Weather agencies collect real-time data on temperature, humidity, air pressure, and precipitation through weather stations and satellites. This information is used to provide accurate weather forecasts and warnings.
Stock Market Monitoring : Financial institutions collect real-time data on stock prices, trading volumes, and other market indicators to make informed investment decisions and respond to market fluctuations in real-time.
Health Monitoring : Medical devices such as wearable fitness trackers and smartwatches can collect real-time data on a person’s heart rate, blood pressure, and other vital signs. This information can be used to monitor health conditions and detect early warning signs of health issues.

Purpose of Data Collection

The purpose of data collection can vary depending on the context and goals of the study, but generally, it serves to:

Provide information: Data collection provides information about a particular phenomenon or behavior that can be used to better understand it.
Measure progress : Data collection can be used to measure the effectiveness of interventions or programs designed to address a particular issue or problem.
Support decision-making : Data collection provides decision-makers with evidence-based information that can be used to inform policies, strategies, and actions.
Identify trends : Data collection can help identify trends and patterns over time that may indicate changes in behaviors or outcomes.
Monitor and evaluate : Data collection can be used to monitor and evaluate the implementation and impact of policies, programs, and initiatives.

When to use Data Collection

Data collection is used when there is a need to gather information or data on a specific topic or phenomenon. It is typically used in research, evaluation, and monitoring and is important for making informed decisions and improving outcomes.

Data collection is particularly useful in the following scenarios:

Research : When conducting research, data collection is used to gather information on variables of interest to answer research questions and test hypotheses.
Evaluation : Data collection is used in program evaluation to assess the effectiveness of programs or interventions, and to identify areas for improvement.
Monitoring : Data collection is used in monitoring to track progress towards achieving goals or targets, and to identify any areas that require attention.
Decision-making: Data collection is used to provide decision-makers with information that can be used to inform policies, strategies, and actions.
Quality improvement : Data collection is used in quality improvement efforts to identify areas where improvements can be made and to measure progress towards achieving goals.

Characteristics of Data Collection

Data collection can be characterized by several important characteristics that help to ensure the quality and accuracy of the data gathered. These characteristics include:

Validity : Validity refers to the accuracy and relevance of the data collected in relation to the research question or objective.
Reliability : Reliability refers to the consistency and stability of the data collection process, ensuring that the results obtained are consistent over time and across different contexts.
Objectivity : Objectivity refers to the impartiality of the data collection process, ensuring that the data collected is not influenced by the biases or personal opinions of the data collector.
Precision : Precision refers to the degree of accuracy and detail in the data collected, ensuring that the data is specific and accurate enough to answer the research question or objective.
Timeliness : Timeliness refers to the efficiency and speed with which the data is collected, ensuring that the data is collected in a timely manner to meet the needs of the research or evaluation.
Ethical considerations : Ethical considerations refer to the ethical principles that must be followed when collecting data, such as ensuring confidentiality and obtaining informed consent from participants.

Advantages of Data Collection

There are several advantages of data collection that make it an important process in research, evaluation, and monitoring. These advantages include:

Better decision-making : Data collection provides decision-makers with evidence-based information that can be used to inform policies, strategies, and actions, leading to better decision-making.
Improved understanding: Data collection helps to improve our understanding of a particular phenomenon or behavior by providing empirical evidence that can be analyzed and interpreted.
Evaluation of interventions: Data collection is essential in evaluating the effectiveness of interventions or programs designed to address a particular issue or problem.
Identifying trends and patterns: Data collection can help identify trends and patterns over time that may indicate changes in behaviors or outcomes.
Increased accountability: Data collection increases accountability by providing evidence that can be used to monitor and evaluate the implementation and impact of policies, programs, and initiatives.
Validation of theories: Data collection can be used to test hypotheses and validate theories, leading to a better understanding of the phenomenon being studied.
Improved quality: Data collection is used in quality improvement efforts to identify areas where improvements can be made and to measure progress towards achieving goals.

Limitations of Data Collection

While data collection has several advantages, it also has some limitations that must be considered. These limitations include:

Bias : Data collection can be influenced by the biases and personal opinions of the data collector, which can lead to inaccurate or misleading results.
Sampling bias : Data collection may not be representative of the entire population, resulting in sampling bias and inaccurate results.
Cost : Data collection can be expensive and time-consuming, particularly for large-scale studies.
Limited scope: Data collection is limited to the variables being measured, which may not capture the entire picture or context of the phenomenon being studied.
Ethical considerations : Data collection must follow ethical principles to protect the rights and confidentiality of the participants, which can limit the type of data that can be collected.
Data quality issues: Data collection may result in data quality issues such as missing or incomplete data, measurement errors, and inconsistencies.
Limited generalizability : Data collection may not be generalizable to other contexts or populations, limiting the generalizability of the findings.

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Data Collection Procedures for Contemporary IS Research

First Online: 16 September 2023

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Mohammed Ali 2

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This chapter is designed to equip researchers with the knowledge to effectively collect research data using a set of procedures and methods. The chapter specifically covers data collection tools, such as interviews, surveys, observations and focus groups and their relevant procedures used in IS research, in addition to other tools used in the data sciences, such as data modelling tools (e.g., Hadoop). The chapter also considers the target populations and sampling methods. This chapter therefore provides a step-by-step guide to effectively conducting field research in the contemporary IS domain, from granting ethical approval to collecting the data on or off site. In addition to the chapter contents, definitions, facts, tables, figures, activities, and case studies are provided to reinforce researcher and practitioner learning of the data collection procedures applied in contemporary IS research.

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Research Methodology Explained: A Beginner's Guide

Research methodology stands as the backbone of credible study, guiding the generation and analysis of data towards solving research queries. It encompasses not just the practical aspects of data collection but also the theoretical framework that shapes the study's direction, distinguishing methodology in research from mere methods.

This foundational process, characterized by its systematic, logical, empirical, and replicable nature, underscores the importance of research methodology in contributing to the vast expanse of knowledge across disciplines.

Beyond a mere overview, we will explore varied research methodology types such as applied, basic, and correlational research, offering insight into how each approach serves the objectives of research methodology. Through a methodological approach, readers will gain knowledge of the critical steps and decisions that shape a robust study, from selecting the right research methodology to interpreting findings.

Understanding Research Methodology

Research methodology is essential in scientific investigations, providing a structured approach to data collection, analysis, and interpretation. This systematic method ensures that research findings are reliable, valid, and generalizable, making it possible to draw credible conclusions that contribute to existing knowledge.

Key Elements of Research Methodology

Research Design : This includes the overall strategy that outlines the procedures for collecting, analyzing, and interpreting data. The design is crucial as it helps align the research methods with the objectives of the study, ensuring that the results are effective in addressing the research questions.
Data Collection Methods : Depending on the nature of the study, researchers may employ various techniques such as surveys, interviews, or observation. Each method is chosen based on its ability to gather the necessary data effectively.
Data Analysis Techniques : After data collection, the next step is analyzing this data to derive meaningful insights. Techniques vary widely from statistical analysis in quantitative studies to content analysis in qualitative research.

Research Approaches and Their Applications

Qualitative Methods : These are used to gather in-depth insights into people’s attitudes, behaviors, and experiences and often involve methods like interviews and focus groups.
Quantitative Methods : In contrast, quantitative methods focus on numerical data and often employ statistical tests to validate hypotheses.
Mixed Methods : Combining both qualitative and quantitative approaches, mixed methods provide a comprehensive analysis that strengthens the research findings by addressing the limitations of each method alone.

By employing a well-structured research methodology, scientists and scholars can ensure that their studies are robust, replicable, and impactful. This foundation not only supports the validity of the research findings but also enhances the overall credibility of the scientific inquiry.

Types of Research Methodology

Overview of methodological approaches.

The landscape of research methodology is dominated by three primary approaches: quantitative, qualitative, and mixed methods. Each approach offers unique insights and tools for investigation, catering to different research objectives.

Objective : Focuses on quantifying data and generalizing results from a sample to a larger population.
Methods : Employs structured techniques such as surveys and statistical analysis to produce numerical data.
Applications : Ideal for testing hypotheses, establishing patterns, and making predictions.
Objective : Aims to provide a detailed description and interpretation of research subjects.
Methods : Utilizes interviews, focus groups, and observations to gather in-depth, non-numerical data.
Applications : Best suited for exploring complex concepts and understanding underlying motivations or behaviors.
Objective : Combines elements of both qualitative and quantitative research to cover more ground.
Methods : Integrates numerical data analysis with detailed descriptions, enhancing the robustness of the findings.
Applications : Useful for validating quantitative data with qualitative insights and explaining anomalies.

Data Collection and Analysis Techniques

Each methodological approach employs specific techniques for data collection and analysis, tailored to its unique requirements.

Data Collection : Includes sampling, surveys, and structured observations.
Data Analysis : Features statistical methods such as regression analysis, correlation, and descriptive statistics.
Data Collection : Comprises one-on-one interviews, document reviews, and qualitative observations.
Data Analysis : Involves methods like thematic analysis, discourse analysis, and narrative analysis.
Data Collection : A combination of both quantitative and qualitative data collection methods.
Data Analysis : Integrates quantitative statistical analysis with qualitative content analysis.

Sampling Designs

The choice of sampling design plays a critical role in the credibility and generalizability of the research.

Types : Includes simple random, stratified, systematic, and cluster sampling.
Feature : Each member of the population has a known chance of being selected.
Types : Encompasses convenience, purposive, snowball, and quota sampling.
Feature : Selection is based on the researcher’s judgment, often used when probability sampling is not feasible.

This structured approach to understanding the types of research methodology not only clarifies the distinctions between them but also highlights their specific applications and techniques, providing a comprehensive framework for researchers to base their methodological choices.

Choosing the Right Research Methodology

Assessing research goals and context.

Clarify Research Objectives : It's crucial to start by clearly understanding the research goals, objectives, and questions. This clarity will guide the choice of methodology, ensuring it aligns with what you aim to discover or prove.
Evaluate the Setting and Participants : Consider the physical, social, or cultural context of the study along with the characteristics of the population involved. This assessment helps in choosing a methodology that is sensitive to contextual variables and participant demographics.

Methodological Considerations

Review Previous Studies : Look at the methodologies employed in previous research within the same discipline or those that addressed similar objectives. This can provide insights into what methods might be most effective or what new approaches could offer fresh perspectives.
Practical Constraints : Acknowledge any practical limitations such as experimental conditions, resource availability, and time constraints. These factors can significantly influence the feasibility of certain research methodologies over others.

Choosing Between Qualitative and Quantitative Approaches

Quantitative Research : Opt for quantitative methods when the goal is to quantify data and generalize results from a sample to a larger population. This approach is suitable for establishing facts or testing hypotheses.
Qualitative Research : Choose qualitative methods if the aim is to gain a deeper understanding of people’s experiences or perspectives. This approach is ideal for exploring complex issues in detail.
Mixed Methods : Consider using mixed methods to leverage the strengths of both qualitative and quantitative approaches, especially when the research aims to provide a comprehensive analysis of the topic.

By carefully considering these factors, researchers can select the most appropriate methodology to address their specific research questions effectively and efficiently.

Key Components of Research Methodology

Research design and planning.

Clarify Research Objectives : Begin by defining clear and measurable objectives, which guide all subsequent decisions in the research process.
Select Research Type : Determine whether the study is exploratory, descriptive, explanatory, or experimental, as this shapes the research design.
Choose Appropriate Methods : Based on the research type, select methods for data collection and analysis that best suit the study's needs.

Data Collection and Analysis

Qualitative : Includes interviews, focus groups, and observations, which provide depth and context.
Quantitative : Involves surveys and experiments that yield quantifiable data for statistical analysis.
Probability Sampling : Ensures every member of the population has a known chance of selection.
Nonprobability Sampling : Used when probability sampling isn't feasible; based on researcher’s judgment.

Ethical Considerations and Methodological Rigor

Ethical Standards : Adhere to ethical guidelines such as informed consent, confidentiality, and minimizing harm.
Validity and Reliability : Implement measures to ensure the research is both valid (accurately measures what it is supposed to measure) and reliable (yields consistent results).
Pilot Testing : Conduct preliminary testing to refine data collection strategies and address potential issues.

By integrating these components, researchers can enhance the credibility and impact of their studies, ensuring that findings are both trustworthy and actionable.

Throughout this exploration of research methodology, we have journeyed from the foundational principles that delineate methodology from mere methods to the intricate distinctions between qualitative, quantitative, and mixed methods research.

This comprehensive guide underscores the pivotal role that a well-structured methodology plays in validating research findings, enhancing the credibility of scientific inquiries, and ultimately, contributing to the vast expanse of knowledge across various fields.

For those looking to dive deeper into the intricacies of research methods or seeking to refine their methodology choice, tools like TLDR This offer valuable resources for further exploration and understanding. By continually engaging with research methodologies and embracing their evolution, the scientific community can forge new paths of discovery, innovation, and impact.

1. How can one describe their research methodology effectively?

To effectively describe your research methodology, follow these steps:

Begin by restating your thesis or research problem.
Detail the approach you chose for the research.
Mention any unique methodologies you employed.
Describe the data collection process.
Explain how the data was analyzed.

2. What are the main types of research methodologies?

The four primary research methodologies are:

Qualitative research, which focuses on understanding concepts, thoughts, or experiences.
Quantitative research, which involves the statistical, mathematical, or numerical analysis of data.
Mixed methods research, which combines elements of both qualitative and quantitative research.

3. What does the term "research methodology" mean for beginners?

Research methodology refers to the section in a research paper that outlines the tools, techniques, and procedures used to gather and analyze data. This section is crucial as it helps readers assess the study's reliability and validity.

4. What are the seven fundamental research methods commonly used?

The seven basic research methods frequently utilized in studies are:

Observation and Participant Observation
Focus Groups
Experiments
Secondary Data Analysis or Archival Study
Mixed Methods, which is a combination of several of the aforementioned methods.

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What is Field Research: Meaning, Examples, Pros & Cons

Introduction

Field research is a method of research that deals with understanding and interpreting the social interactions of groups of people and communities by observing and dealing with people in their natural settings.

The field research methods involve direct observation, participant observation, and qualitative interviews.

Let’s take a deeper look at field research, what it entails, some examples as well as the pros and cons of field research.

What is Field Research

Field research can be defined as a qualitative method of data collection focused on observing, relating, and understanding people while they are in their natural environment. It is somewhat similar to documentaries on Nat Geo wild where the animals are observed in their natural habitat.

Similarly, social scientists, who are sometimes called men watchers carry out interviews and observe people from a distance to see how they act in a social environment and react to situations around them.

Field research usually begins in a specific setting and the end game is to study, observe and analyze the subject within that setting. It looks at the cause and effect as well as the correlation between the participants and their natural setting. Due to the presence of multiple variables, it is sometimes difficult to properly analyze the results of field research.

Field research adopts a wide range of social research methods, such as limited participation, direct observation, document analysis, surveys, and informal interviews. Although field research is generally considered qualitative research , it often involves multiple elements of quantitative research.

Methods of Field Research

There are 5 different methods of conducting Field Research and they are as follows;

1. Direct Observation

In this method of research, the researcher watches and records the activities of groups of people or individuals as they go about their daily activities. Direct observation can be structured or unstructured.

Structured here means that the observation takes place using a guide or process developed before that time.

Unstructured, on the other hand, means that the researcher conducted the observation, watching people and events, and taking notes as events progressed, without the aid of any predetermined technique.

Some other features of direct observation include the following;

The observer does not attempt to actively engage the people being observed in conversations or interviews, rather he or she blends into the crowd and carries out their observation.
Data collected include field notes, videos, photographs, rating scales, etc.
Direct observation most times occurs in the open, usually public settings, that requires no permission to gain entry. Conducting direct observation in a private setting would raise ethical concerns.
The outcome of direct observation is not in any way influenced by the researcher.

2. Participant Observation

This research method has an understanding with a group of individuals, to take part in their daily routines and their scheduled events. In this case, the researcher dwells among the group or community being observed for as long as is necessary to build trust and evoke acceptance.

Data from the participant’s observation take the following varying forms;

Field notes are the primary source of data. These notes are taken during the researcher’s observations and from the events they experienced and later developed the notes into formal field notes.
A diary is used to record special intimate events that occur within the setting.
The process of participant observation is intent on developing relationships with the members which breed conversations that are sometimes formal or informal. Formal here refers to deliberate depth interviews, while informal could stem from everyday conversations that give insight into the study.

Data from these events can be part of the field notes or separate interview transcripts.

The method of participant observation aims to make the people involved comfortable enough to share what they know freely without any inhibition.

3. Ethnography

Ethnography is a form of field research that carries out observation through social research, social perspective, and the cultural values of a social setting. In this scenario, the observation is carried out objectively, hence the researcher may choose to live within a social environment of a cultural group and silently observe and record their daily routines and behavior.

4. Qualitative Interviews

Qualitative interviews are a type of field research method that gets information by asking direct questions from individuals to gather data on a particular subject. Qualitative interviews are usually conducted via 3 methods namely;

Informal Interviews
Semi Structured Interviews
Standardized Open ended Interviews

Let’s take a look at each of them briefly along with their advantages and disadvantages.

This kind of interview is often conversational and occurs during participant and direct observations.

The interview is triggered, most times spontaneously by conversing with a member of the group on the areas of interest and as the conversation progresses, the researcher fluidly introduces the specific question.

Semi-Structured Interviews

In this scenario, the researcher already has a list of prepared questions, that are open-ended and can evoke as much information as possible. The researcher can venture into other topics as the interview progresses, using a call-and-response style.

This method of field research can adopt a mix of one-on-one interviews or focus groups.

Standardized, Open-Ended Interviews

These are scripted interviews with the questions prepped and written before the interview following a predetermined order. It is similar to a survey and the questions are open-ended to gather detailed information from the respondents and sometimes it involves multiple interviewers.

5. Case Study

A case study research is a detailed analysis of a person, situation, or event. This method may seem a bit complex, however, it is one of the easiest ways of conducting research. difficult to operate, however, it is one of the simplest ways of researching as it involves only a detailed study of an individual or a group of people or events. Every aspect of the subject life and history is analyzed to identify patterns and causes of behavior.

Steps to Conduct Field Research

Due to the nature of field research, the tight timelines, and the associated costs involved, planning and implementing can be a bit overwhelming. We have put together steps to adopt that would make the whole process hitch free for you.

Set Up The Right Team : To begin your field research, the first step is to have the right team. The role of the researcher and the team members has to be well defined from the start, with the relevant milestones agreed upon to measure progress.

Recruiting People for the Study : The success of field research largely depends on the people being studied. Evaluate the individuals selected for the research to be sure that they tick all the boxes required for successful research in the area of study that is being researched.

Data Collection Methodology : The methodology of data collection adopted must be suited to the area or kind of research being conducted. It could be one of the methods or a combination of two or more methods.

Visit The Site: A prior visit to the site is essential to the success of the field research. This should be done to also help determine the best methodology that would be suitable for the location.

Data Analysis: Analyzing the data gathered is important to validate the hypothesis of the field research.

Communicating Results : Once the data is analyzed, communicate the results to the stakeholders involved in the research so that the relevant action required based on the results can be decided and carried out promptly.

Reasons to Conduct Field Research

Field research has been widely used in the 20th century in the social sciences. However, it can be time-consuming and costly to implement. Despite this fact, there exist a lot of reasons to conduct field research.

Here are 4 major reasons to conduct field research:

Solves the problem of lack of data : Field research fixes the issue of gaps in data, especially in cases where there is very little or no data about a topic. In cases like this, the only way to validate any hypothesis is through primary research and data. Conducting field research solves the problem of data lapses and provides material evidence to support any findings.

Understanding the context of the study : In many cases, the data collected is appropriate, however for a deep understanding of the data gathered there is a need for field research to help understand other factors in the study. For instance, if data show that students from rich homes generally do well academically.

Conducting field research can bring to the fore other factors like, discipline, well-equipped teachers, motivation from their forebears to excel in whatever they do, etc. but field research is still conducted.

Increasing data quality: Since this research, method employs the use of multiple tools to collect data and varying methodologies, the quality of data is higher.

Collecting ancillary data : Field research puts the researchers in a position of being at the center of the data collection process, in terms of location, one on one relationship with the participants, etc. This exposes them to new lines of thought that would have hitherto been overlooked and they can now collect data, that was not planned for at the beginning of the study.

Examples of Field Research

1. Interprete social metrics in a slum By employing the use of observation methods and formal interviews, researchers can now understand the social indicators and social hierarchy that exist in a slum.

Financial independence and the way the slum is run daily are part of the study and data collected from these areas can give insight into the way a slum operates differently from structured societies.

2. Understand the impact of sports on a child’s development This method of field research takes years to conduct and the sample size can be quite huge. Data collected and analyzed from this study provides insight into how children from different physical locations and backgrounds are influenced by sports and the impact of sporting activities on a child’s development.

3. The study of animal migration patterns Field research is used immensely to study flora and fauna. A major use case is scientists observing and studying animal migration patterns alongside the change of seasons and its influence on animal migration patterns.

Field research takes time and uses months and sometimes years to help gather data that show how to safely expedite the passage of animals.

Advantages of Field Research

Field research and the various methodology employed have their pros and cons.

Let’s take a look at some of them.

Provide context to the data being analyzed in terms of settings, interactions, or individuals.
The source of data does not require or involve verbal interactions, and there is no intrusion of anyone’s personal, space because everything is done quietly, from a distance.
The researcher develops a deep and detailed understanding of a setting and the members within the setting.
It is carried out in a real-world and natural environment which eliminates tampering with variables.
The study is conducted in a comfortable environment, hence data can be gathered even about an ancillary topic, that would have been undiscovered in other circumstances.
The researcher’s deep understanding of the research subjects due to their proximity to them makes the research thorough and precise.
It helps the researcher to be flexible and respond to individual differences while capturing emerging information. Allows the researcher to be responsive to individual differences and to capture emerging information.

Disadvantages of Field Research

The researcher might not be able to capture all that is being said and there is the risk of losing information.
The quality of the information derived is dependent, on the researcher’s skills.
Significant interactions and events may occur when an observer is not present.
Some topics cannot easily be interpreted by mere observation.g., attitudes, emotions, affection).
The reliability of observations can be complex due to the presence of multiple observers with different interpretations.
It requires a lot of time (and resources)and can take years to complete.
The researcher may lose objectivity as they spend more time among the members of the group.
It is a subjective and interpretive method that is solely dependent on the researcher’s ability.

Field research helps researchers to gain firsthand experience and knowledge about the events, processes, and people, being studied. No other method provides this kind of close-up view of the everyday life of people and events. It is a very detailed method of research and is excellent for understanding the role of social context in shaping the lives, perspectives, and experiences of people. Alongside this, it may uncover aspects of a person that might never have been discovered.

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Data Collection
field research
qualitative research
Angela Kayode-Sanni

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This paper is in the following e-collection/theme issue:

Published on 17.4.2024 in Vol 26 (2024)

This is a member publication of University College London (Jisc)

Twitter Analysis of Health Care Workers’ Sentiment and Discourse Regarding Post–COVID-19 Condition in Children and Young People: Mixed Methods Study

Authors of this article:

Original Paper

Macarena Chepo 1 * , RN, BSN, MPH, PhD ;
Sam Martin 2, 3 * , MSc, PhD ;
Noémie Déom 2 , MSc ;
Ahmad Firas Khalid 4 , MD, PhD ;
Cecilia Vindrola-Padros 2 , BA, MA, PhD

1 School of Nursing, Universidad Andrés Bello, Santiago, Chile

2 Department of Targeted Intervention, University College London, London, United Kingdom

3 Oxford Vaccine Group, Churchill Hospital, University of Oxford, Oxford, United Kingdom

4 Canadian Institutes of Health Research Health System Impact Fellowship, Centre for Implementation Research, Ottawa Hospital Research Institute, Otawa, ON, Canada

*these authors contributed equally

Corresponding Author:

Sam Martin, MSc, PhD

Department of Targeted Intervention

University College London

Charles Bell House 43-45

Foley Street

London, W1W 7TY

United Kingdom

Phone: 44 (0)20 3108 3232

Email: [email protected]

Background: The COVID-19 pandemic has had a significant global impact, with millions of cases and deaths. Research highlights the persistence of symptoms over time (post–COVID-19 condition), a situation of particular concern in children and young people with symptoms. Social media such as Twitter (subsequently rebranded as X) could provide valuable information on the impact of the post–COVID-19 condition on this demographic.

Objective: With a social media analysis of the discourse surrounding the prevalence of post–COVID-19 condition in children and young people, we aimed to explore the perceptions of health care workers (HCWs) concerning post–COVID-19 condition in children and young people in the United Kingdom between January 2021 and January 2022. This will allow us to contribute to the emerging knowledge on post–COVID-19 condition and identify critical areas and future directions for researchers and policy makers.

Methods: From a pragmatic paradigm, we used a mixed methods approach. Through discourse, keyword, sentiment, and image analyses, using Pulsar and InfraNodus, we analyzed the discourse about the experience of post–COVID-19 condition in children and young people in the United Kingdom shared on Twitter between January 1, 2021, and January 31, 2022, from a sample of HCWs with Twitter accounts whose biography identifies them as HCWs.

Results: We obtained 300,000 tweets, out of which (after filtering for relevant tweets) we performed an in-depth qualitative sample analysis of 2588 tweets. The HCWs were responsive to announcements issued by the authorities regarding the management of the COVID-19 pandemic in the United Kingdom. The most frequent sentiment expressed was negative. The main themes were uncertainty about the future, policies and regulations, managing and addressing the COVID-19 pandemic and post–COVID-19 condition in children and young people, vaccination, using Twitter to share scientific literature and management strategies, and clinical and personal experiences.

Conclusions: The perceptions described on Twitter by HCWs concerning the presence of the post–COVID-19 condition in children and young people appear to be a relevant and timely issue and responsive to the declarations and guidelines issued by health authorities over time. We recommend further support and training strategies for health workers and school staff regarding the manifestations and treatment of children and young people with post–COVID-19 condition.

Introduction

More than 3 years after the outbreak of the COVID-19 pandemic [ 1 ], the social, political, and economic impact of this phenomenon has been more than significant, considering >700 million worldwide cases and nearly 7 million people’s deaths [ 2 ]. Given the scale of the phenomenon, it is imperative for all countries to thoroughly examine the lessons gleaned from the pandemic, particularly regarding a matter that has raised significant concern among the populace: the long-term effects experienced by individuals who have had COVID-19, spanning weeks, months, or even years after their initial infection [ 3 ]. This phenomenon, referred to as post–COVID-19 condition (or more commonly “long COVID”), warrants careful consideration and analysis [ 4 ].

There is increasing information regarding the clinical manifestation of this condition, particularly in the adult population. The worldwide prevalence has been estimated at approximately 50% to 70% in individuals hospitalized during acute COVID-19 infection and 10% to 12% in vaccinated cases [ 5 ]. While children and young people have a low likelihood of severe COVID-19 infection [ 6 ], the information available to date indicates that the presence of post–COVID-19 condition in this group may be as disabling as in adults, reaching a prevalence rate of 23.4% (range 3.7%-66.5%) [ 7 ].

An agreed definition by the World Health Organization indicates that post–COVID-19 condition in children and young people is a condition that occurs “in individuals with a history of confirmed or probable SARS-CoV-2 infection when experiencing symptoms lasting at least two months which initially occurred within three months of acute COVID-19” [ 8 ]. Post–COVID-19 condition strongly impacts daily functioning and can develop or continue after COVID-19 infection and may fluctuate or relapse over time [ 4 , 8 , 9 ].

Among the symptoms most frequently attributable to post–COVID-19 condition in children and young people are fatigue, altered smell or anosmia, and anxiety [ 8 ]. However, other symptoms have also been reported, such as sleep disturbances, difficulty in concentrating, abdominal pain, myalgia or arthralgia, earache or ringing in ears, mood swings, persistent chest pain, stomach pain, light sensitivity, diarrhea, heart palpitations, and skin lesions [ 8 , 10 ]. One of England’s most significant studies is the Children and Young People With Long COVID study by Stephenson et al [ 11 ]. This national research matched longitudinal and cohort studies in adolescent individuals aged 11 to 17 years and found the presence of symptoms in 35.4% of the adolescent individuals who tested positive at baseline and 8.3% who of the adolescent individuals who tested negative at baseline. A total of 3 months after testing, 66.5% of those who tested positive and 53.3% of those who tested negative had any symptoms [ 11 ]. However, Stephenson et al [ 12 ] recently indicated that in a 6-month follow-up, the prevalence of specific symptoms reported at the time of the polymerase chain reaction testing decreased over time, where, for example, the prevalence of chills, fever, myalgia, cough, and sore throat among those who tested positive decreased from 10% to 25% to <3%.

As research on the symptoms, prevalence, and treatment of post–COVID-19 condition in children and young people continues, it is essential to add to the literature by developing studies that determine the condition’s impact on this group, considering that they are experiencing a range of unwanted symptoms that disrupt their quality of life and that of their families.

Considering that listening to the voices of families and health workers could be helpful to broaden the knowledge achieved in post–COVID-19 condition in children and young people, a powerful tool could be social media, such as Twitter (subsequently rebranded as X). With >3729 million daily active users, Twitter has become one of the most important social platforms in the world [ 13 ]. People used Twitter during the COVID-19 pandemic for different purposes, such as world leaders communicating with citizens [ 14 , 15 ], organizations monitoring movement [ 16 ], scientists studying public discourse around the pandemic [ 17 , 18 ], and researchers performing sentiment analysis [ 19 - 21 ]. In the case of physicians and health care workers (HCWs), Twitter has been used to share and evaluate scientific evidence, guidelines, and technical advice [ 22 - 24 ] and track the course and burden of disease [ 25 ].

Using the social media monitoring platform Pulsar [ 26 ], we aimed to explore HCWs’ perceptions concerning post–COVID condition in children and young people in the United Kingdom between January 2021 and January 2022. We aimed to contribute to the emerging knowledge on post–COVID-19 condition in children and young people and identify critical areas and future directions for researchers and policy makers.

We considered a mixed methods approach to be a pragmatic research paradigm. We analyzed data by conducting a Collaborative and Digital Analysis of Big Qualitative Data in Time Sensitive Contexts (LISTEN) [ 27 ]. This mixed methods analysis consisted of iterative cycles intercalating team discussion and using digital text and discourse analytics tools to analyze related social media data [ 27 ]. We used the LISTEN method to perform quantitative and qualitative analyses of Twitter posts, extracted through the Pulsar platform [ 26 ], related to the experience of post–COVID-19 condition in children and young people in the United Kingdom (eg, phrases, words, hashtags, videos, and images), published between January 1, 2021, and January 31, 2022. We created an advanced Boolean search for keywords mentioning “long COVID” and corelated words, hashtags, and symptoms; furthermore, we filtered for user accounts who identified as HCWs in their Twitter biography description ( Multimedia Appendix 1 ).

Quantitative analysis of all tweets included the following: (1) engagement analysis, where we specifically measured reactions to posts, for example, a retweet, a share, or a comment or quote made toward a tweet; (2) sentiment and emotion analysis, where we measured the positive or negative sentiment in the words and tone of each post within the context of post–COVID-19 condition and HCW’s roles ( Multimedia Appendix 2 ); (3) emotion analysis, where we measured the emotions expressed in the tweets, classified as sadness, anger, disgust, fear, and joy; (4) frequency analysis, where we observed the frequency of keywords and themes in the data set; (5) segmentation analysis, where we measured the key connections or relationships between keywords and their frequent use in the same context; (6) demographic analysis, where we measured the occupation, gender (man or woman or nonbinary or unknown), and city of origin related to the users posting tweets; and (7) analyses, where we evaluated the most influential accounts and the most mentioned websites.

Big qualitative analysis was carried out through thematic discourse analysis of the data sample, using InfraNodus [ 28 ], specifically analyzing the key themes and topics of concern expressed throughout the data set. A codebook was constructed based on the mapping of themes agreed upon by 3 researchers (ND, SM, and MC; Multimedia Appendix 3 ).

The principal investigators (ND, AFK, SM, and MC) interpreted and analyzed the data collected, following the recommendations for rigorous research provided by Creswell and Poth [ 29 ]. Using the LISTEN method [ 27 ], we aimed to show that the integration of qualitative insights through thematic analysis with the quantitative backing of topic modeling can offer a comprehensive view of the discourse. This mixed methods approach allows us to capture the richness of qualitative data while leveraging the objectivity of quantitative measures. Our initial data harvest of the larger corpus data from the Pulsar platform captured 300,000 tweets; this data harvest helped to underpin the software’s sentiment analysis modeling of this specific data set, providing a robust quantitative foundation. The addition of further qualitative data analyses from a smaller qualitative sample allowed for an in-depth understanding of nuanced conversations, particularly when exploring new or complex phenomena such as post–COVID-19 condition in children and young people, with the provision of insights into the context, subtext, and sentiment behind the tweets offering valuable snapshots of public perception and discourse. We used an iterative mixed methods approach, iterating between team discussions and using digital analytics tools to discern relevant themes from the Twitter data corpus. Specifically, we used InfraNodus for thematic analysis, which incorporates a topic modeling script for analyzing and identifying key topics of concern with a data set and provides a structured and objective interpretation of the data. The coding process involved 3 independent researchers (MC, SM, and ND), each with expertise in health care, social network analysis, and digital global health. When initial coding disagreements arose, we meticulously tagged any queries and discussed the posts in question. These instances led to 3 structured meetings wherein the research team deliberated collaboratively to resolve conflicting interpretations. This approach resulted in an 81.99% (2122/2588) initial intercoder agreement rate for the tweets analyzed. For the remaining instances where consensus was not initially reached, the majority rule was applied to finalize theme codings. To quantify the reliability of our coding procedure, with 81.99% (2122/2588) of the tweets coded identically, we used the Cohen κ score, which provides a measure of interrater agreement adjusted for chance. Including the calculation of all variations, this score was calculated to be approximately κ=0.70, indicating good agreement among the coders.

Ethical Considerations

The study only collected data from publicly accessible social networks that have been anonymized by various means, particularly by replacing all usernames and links with anonymous text and summaries of tweets that have been edited, retaining the original message, avoiding direct quotations being identifiable, and ensuring that no information is provided on the identity of the individuals who posted the content studied on the platform.

Internet research requires researchers to carefully consider guidelines to determine whether ethics approval and informed consent are needed [ 30 ]. On the basis of the terms set out by the Research Ethics Committee at the University College London [ 31 ], the study was considered exempt from formal ethics approval for the following reasons: (1) study involving information freely available in the public domain, such as published biographies, newspaper accounts of an individual’s activities, and published minutes of a meeting, that although is considered personal under the Data Protection Act, would not require ethics review; and (2) study involving anonymized records and data sets in the public domain, such as data sets available through the Office for National Statistics or the UK Data Archive where appropriate permissions have already been obtained and it is not possible to identify individuals from the information provided.

Therefore, we anonymized all records and data sets collected during the study to make identification impossible. We removed social media usernames from the data samples. No direct or easily traceable quotes have been included. These measures align with best practices [ 32 - 35 ]. While this study was beyond the scope of the human ethics committee, we adhered to the principles of ethics: beneficence, nonmaleficence, autonomy, and justice [ 36 ]. We collected and analyzed data through secure encrypted servers via the Meltwater and InfraNodus platforms.

Audience Analysis

During the period from January 2021 to January 2022, we obtained 300,000 tweets from 936 accounts. After filtering for relevant posts (refer to inclusion and exclusion criteria in Multimedia Appendix 1 ), we analyzed a sample of 2588 tweets using mixed methods analysis. In terms of gender (man, woman, nonbinary, or unknown), 32.88% (851/2588) were female individuals, 23.49% (608/2588) were male individuals, and 43.59% (1128/2588) were unknown. According to the description given in the user’s biography, the most frequently self-reported terms were “NHS” (582/2588, 22.49%), “health” (230/2588, 8.89%), “medical” (168/2588, 6.49%), “nurse” (166/2588, 6.41%), “clinical” (160/2588, 6.18%), “mum” (158/2588, 6.11%), “doctor” (145/2588, 5.6%), and “GP” (145/2588, 5.6%). In terms of city, tweets came mainly from London (958/2588, 37.02%), Newcastle upon Tyne (326/2588, 12.6%), Redcar (160/2588, 6.18%), Manchester (140/2588, 5.41%), and Bradford (111/2588, 4.29%).

Regarding profession described in the user’s biography, the most frequently mentioned roles were nurses (176/2588, 6.8%); medical roles, for example, paramedic and nursing assistant (173/2588, 6.68%); clinical roles, for example, surgeon, physiotherapist, and anesthesiologist (160/2588, 6.18%); general practitioners (GPs), for example, hospital GP or local surgery GP (142/2588, 5.49%); and physician (140/2588, 5.41%). The most frequent organization affiliated with was the National Health Service (587/2588, 22.68%).

Most Influential Accounts

One of the accounts that generated the highest number of mentions and, therefore, some of the most influence, as they were the ones that talked the most about post–COVID-19 condition in children and young people, was the account for @longcovidkids (593/2588, 22.91% tweets), related to the most shared website longcovidkids.org [ 37 ] , an international UK-based charity for families and children living with post–COVID-19 condition. Although the account was created in October 2020, it was first mentioned in our data collection timeline on January 1, 2021. It offers web support services, funding, and research participation and represents children and young people living with post–COVID-19 condition in expert forums, research panels, health organizations, and parliamentary groups. The other most shared web pages were theguardian.com (the United Kingdom) [ 38 ], bbc.co.uk (the United Kingdom) [ 39 ], peoplewith.com (the United States) [ 40 ], and ncbi.nlm.nih.gov (the United States) [ 41 ]. This shows that in the United Kingdom, there was a mixed influence of UK and US link resources linked to HCW Twitter users in the United Kingdom.

Keyword Analysis

The volume of social media engagement in the discussion about the post–COVID-19 condition experience in children and young people in the United Kingdom reached 1400 posts, 1550 engagements, and 1.9 million impressions. Overall, comments were very responsive to government decisions regarding the vaccination program and school closures ( Multimedia Appendix 4 ). During the first peak of comments in January 2021, the amount of discourse expanded leading up to March 2021, when there were different announcements of school closures, and the guidelines were delivered regarding the priority groups of the vaccination program (frontline HCW and people aged >80 years first). The highest engagement was between June and July 2021, which coincides with the government announcement regarding the availability of vaccines for people aged >18 years. The third peak of comments occurred in September 2021, the same month the authorities announced the extension of the vaccination program to children aged 12 to 15 years.

Top Keywords Analysis

The top words in posts associated with children and young people’s experience of post–COVID-19 condition in the United Kingdom were “Children” (352/2588, 13.6%), “kids” (160/2588, 6.18%), “people” (158/2588, 6.11%), “Young” (148/2588, 5.72%), and “schools” (83/2588, 3.21%). The top hashtags were #longcovid (1387/2588, 53.59%), #longcovidkids (448/2588, 17.31%), #covid19 (370/2588, 14.3%), and #covid (176/2588, 6.8%).

Sentiment and Emotions Analysis

According to sentiment analysis, 99.38% (2572/2588) of the posts reflected negative sentiments and 0.62% (16/2588) reflected positive sentiments. Negative sentiments were mainly associated with comments on hospitalization figures related to the COVID-19 pandemic, criticism of pandemic mitigation policies, and vaccination of children and young people. Furthermore, positive sentiments mainly concerned acknowledgments around decreasing numbers of community support groups.

The primary emotions identified were as follows:

Sadness (1752/2588, 67.7%), such as in the following tweet:

@[Username] Really upset, after my tough on-call last night. Hospitalisations are still going up, and Gov announcement minismises the effect of long-COVID in adults and children. It’s so hard to keep spirits up today. But we’ll try and continue doing our best in the NHS.

Joy (367/2588, 14.18%), such as in the following tweet:

@[Username] It’s been an amazing day! [...] I’ve been able to share the experience I’ve gained treating children and adolescents with Long COVID over the last year.

Fear (233/2588, 9%), as seen in the following tweet:

@[Username] It’s really urgent that young people get the message that they need to get vaccinated. Long COVID is ruining many people’s lives! It’s not a lie or hypochondria, there are real, physiological changes, please understand!

Segmentation Analysis

This analysis revealed the critical clusters of conversation around the main topics of concern within the discourse network around post–COVID-19 condition. Comments were distributed in 4 key conversation segments as follows:

People, schools, and prevention (1734/2588, 67%): Most of the comments related to measures taken in terms of COVID-19 prevention in schools, concern about the risk of exposure, and sharing experiences of infection in schools.
Health, adults, and impact (401/2588, 15.49%): Comments mainly reflected concerns and uncertainty about the long-term effect of post–COVID-19 condition on both children and young people and adults.
Cases, virus, and risk (326/2588, 12.6%): Comments reflected worries about the associated risks and long-term consequences attributable to post–COVID-19 condition (in both adults and children and young people) and the constant mutation of the virus, which will create a permanent risk in the population.
Months, distress, and symptoms (106/2588, 4.1%): Some HCWs used Twitter to share how children and young people experience post–COVID-19 condition and the extent of these symptoms. Some HCWs exemplified certain typical manifestations, such as fatigue.

Discourse Analysis by Theme

To better understand the topics discussed from the segmentation analysis, we performed a discourse analysis of the key co-occurring themes and topics of concern shared within discussions regarding post–COVID-19 condition in children and young people. The following themes emerged ( Textbox 1 ): concern or uncertainty for the future, school attendance, mask protection from COVID-19, vaccine uptake, infection rates, policy (support or skepticism), understanding and visualizing symptoms, child mental health, access to care, community support, and research ( Figures 1 and 2 ).

Concern for the future or uncertainty (615/2588, 23.76% tweets): Most comments showed a concern for the future, focusing on shared statistics regarding the rate and spread of infection in children and young people and how this would affect future health outcomes. Furthermore, this group expressed concern regarding political decisions; the presence of illness in loved ones; the eventual overload and response capacity of the health system in the face of an increase in post–COVID-19 condition cases; and the need for training of health care workers (HCWs) to deal with comorbid, potentially long-term symptoms ( Figure 1 A).
Schools (460/2588, 17.77% tweets): Comments aimed to promote vaccination policies for schoolchildren and flexible measures regarding teachers’ work and attendance, considering cases of people with prolonged symptoms. In addition, several tweets expressed dissatisfaction with school risk mitigation measures, such as the use of face masks and air filters ( Figure 1 B).
Vaccine (386/2588, 14.9% tweets): Most tweets from this group showed their disapproval of the constant changes in the government’s decisions regarding schools and priority groups for vaccination. Between March and June 2021, the first set of tweets criticized the lack of priority in the vaccination program for schoolchildren and other at-risk groups (such as teachers). Once the authorities announced a vaccination program for schoolchildren aged 12 to 15 years ( Multimedia Appendix 4 ), most comments promoted vaccination for this group. A few comments (78/2588, 3.01%) shared concerns about the vaccine’s efficacy for children, based on the experiences of COVID-19 reinfection in adults despite having received the recommended initial doses. However, to a lesser extent (26/2588, 1%), there was a refusal to vaccinate children, citing fear of possible adverse effects. Nonetheless, it is worth noting that the community frequently refuted such comments ( Figure 1 C).
Share statistics (334/2588, 12.91% tweets): Frequently, HCWs shared statistical data, such as the number of affected children and young people, the number of post–COVID-19 condition cases, and hospital admissions and deaths. Some of these data were used to validate the existence of the post–COVID-19 phenomenon or to express concern about it ( Figure 1 D).
Policy (316/2588, 12.21% tweets): The comments were responsive to the policies emanating from the authorities over time ( Multimedia Appendix 4 ). There were 5 main criticisms, including changes in school closure or opening policies; HCWs question why the authorities ignore the evidence of post–COVID-19 cases in children and young people, leading them to question whether decision makers have sufficient training to control the pandemic adequately; the failure to include teachers and school workers in the COVID-19 vaccination program as well as the younger population; the lack of mitigation measures in schools, such as improvements in ventilation systems and mandatory use of masks; and the herd immunity as a plan in the government’s hidden agenda , that is, to promote work and activate the economy ( Figure 1 E).
“Proof” (280/2588, 10.82% tweets): Most tweets in this group argued regarding the existence of children and young people with post–COVID-19 condition through pictures; statistics; scientific papers; and personal, family, and professional experiences ( Figure 1 F).
Signs and symptoms (189/2588, 7.3% tweets): Among the symptoms described, chronic fatigue and exhaustion were the most frequent symptoms, which prevent normal activities. Other symptoms were respiratory: dyspnea, chronic cough, and shortness of breath; gastrointestinal: acute or intense abdominal pain, nausea, bloating, gastroparesis, and change in smell or taste; muscular: severe joint pain, “painful foot” and difficulty with physical activity; mental health: anxiety and low mood; topical: rash, skin rashes, and redness and pain in the eyes; and nonspecific symptoms, such as chest pain, heart palpitations, constant high body temperature, precocious puberty, hormonal changes, and erectile dysfunction ( Figure 2 A).
Face masks (119/2588, 4.6% tweets): Face masks were widely promoted, especially in schools, because HCWs considered them as a practical and straightforward strategy to control the pandemic ( Figure 2 B).
Skepticism (101/2588, 3.9% tweets): Comments showed reticence toward post–COVID-19 condition in children and young people. Some of the arguments focused on a perceived lack of clarity in the clinical manifestations and stressed the need to better differentiate the post–COVID-19 condition from other related symptomatologies, such as mood disorders (eg, depression and anxiety due to confinement). In contrast, several arguments agreed on the need for more scientific evidence, arguing that post–COVID-19 condition in children and young people are isolated. Other users claimed not to know of such cases instead of calling post–COVID-19 condition in children and young people SMS text message an exaggeration. In addition, several arguments favored releasing restrictions for children and young people, particularly arguments related to the use of masks, because of possible associated risks, for example, hypoxia ( Figure 2 C).
Mental health (54/2588, 2.09% tweets): Symptoms attributable to mental health problems in children and young people were also a concern. For instance, HCWs mentioned sadness, fear of infecting their family, anxiety regarding sick parents, stress, night terrors, self-harm, and suicidal ideation. Furthermore, users discussed a perceived lack of specific support for children and young people and their families in situations such as hospitalization; prolonged COVID-19 condition; admission to intensive care; and death of a family member, schoolmate, or teacher, all situations that triggered permanent stress in these groups ( Figure 2 D).
Community support or asking for advice (93/2588, 3.59% tweets): Some HCWs used Twitter to ask for guidance on a specific issue or share experiences of having post–COVID-19 condition or caring for children and young people or family members. Furthermore, they shared informative infographics provided by experts regarding post–COVID-19 condition in children and young people ( Figure 2 E).
Access to health care or treatment (72/2588, 2.78% tweets): Some HCWs mentioned the lack of specialist (cardiology) support, concerns regarding prolonged National Health Service burnout, and criticisms regarding how follow-up was carried out concerning the relative symptomatology of children and young people with post–COVID-19 condition. At the same time, opening new centers for children and young people with post–COVID-19 condition generated different reactions. On the one hand, some HCWs recognized it as a substantial development, but on the other hand, some HCWs recognized it as proof of the existence of post–COVID-19 condition in children and young people, which raised concerns for the future ( Figure 2 F).
Research (52/2588, 2% tweets): Under this theme, tweets largely promoted study on post–COVID-19 condition in children and young people or highlighted the need for further study on the subject ( Figure 2 G).
Images (57/2588, 2.2% tweets): Images shared were primarily from scientific studies, including infographics (from organizations such as National Health Service or @LongCovidKids) and visualization of children and young people’s symptoms, such as rashes, COVID-19 toe, and joint pain. Most infographics shared by organizations (and not individuals), such as the organization LongCovidKids, were related to statistics, such as the number of children and young people with post–COVID-19 condition or the quantification of the type of symptoms experienced. Shared photographs tended to show the more “visually recognizable” symptoms of post–COVID-19 condition, such as skin lesions, rashes, or inflammation. The less visible symptoms, such as chronic fatigue and neurological issues, were represented with photographs of children and young people lying, sleeping under blankets, or duvets or on hospital beds ( Figure 2 H).

Principal Findings

Our primary objective was to explore HCWs’ perceptions concerning post–COVID-19 condition in children and young people in the United Kingdom between January 2021 and January 2022. Our findings indicated that comments made by HCWs on Twitter were responsive to announcements issued by authorities regarding the management of the COVID-19 pandemic in the United Kingdom and associated regulations on the operation of schools. The most frequent feelings and emotions were negative, mainly sadness. In turn, we identified relevant themes for HCWs, such as uncertainty or concern about the future; policies; and regulations for the prevention, management, and addressing both COVID-19 and post–COVID-19 condition in children and young people; vaccination; and the use of Twitter as a strategy to share scientific literature, management strategies, and clinical and personal experiences.

Concern from HCWs regarding the policies for addressing the COVID-19 pandemic in the children and young people in the United Kingdom (including vaccination and schools) was a recurring theme in our findings. Furthermore, concern regarding the side effects of the COVID-19 vaccine and how the vaccine might interact with preexisting physiological symptoms of post–COVID-19 condition in children and young people was a topic of discussion. Similarly, the constant change in policy making in the United Kingdom, as public health bodies and governments have tried to understand and adapt to the emergence of post–COVID-19 condition, have added to the strength of this ongoing debate [ 42 ]. The lack of up-to-date evidence on post–COVID-19 condition in children and young people prompted HCWs to rely on Twitter during the pandemic to communicate relevant information. Twitter has a broad audience reach; is used as a communication tool by politicians, health bodies, and other key influences; and facilitates real-time updates [ 43 ]. During the pandemic, HCWs, primarily those in frontline roles and local response coordination, have often been challenged to become credible spokespersons for pandemic information [ 44 ]. Such credibility directly influences public confidence and decision-making, ultimately determining the success or failure of a public health intervention [ 43 ].

Furthermore, failures in risk communication could explain the presence of uncertainty and negative feelings associated with school regulations. When people are upset, distressed, or fearful, they often do not trust the authority, decrease the perceived validity of the communication received, and find information processing difficult [ 45 ]. In this regard, Fotheringham et al [ 46 ] indicated that during 2020, school leaders in the United Kingdom faced pressures and challenges related to translating and enacting school policies, particularly with the perceived lack of agency shared by the government concerning being able to translate centrally issued guidelines. In turn, Tomson et al [ 47 ] reported that the pandemic has negatively impacted the well-being of leaders in all types of schools and across all demographic groups, affecting their ability to think clearly and solve work-related problems. Given that the protection and care of children and young people health during the COVID-19 pandemic ultimately rests with school leaders, the search for support strategies that focus on the needs of these groups becomes an urgent necessity.

Findings in Relation to Other Studies

Using Twitter’s information, this is one of the first studies to capture health professionals’ perceptions of prolonged COVID-19 in the children and young people in the United Kingdom. However, other studies have addressed post–COVID-19 condition on this social network. Callard and Peregov [ 48 ] reviewed how, through social platforms such as Twitter, patients made the persistence and heterogeneity of COVID-19 symptoms visible, thus catapulting the inclusion of post–COVID-19 condition as a relevant phenomenon in clinical and policy debates. In contrast, other authors in the last 2 years have explored on various platforms (including Twitter) the persistence of symptoms and emotional impact after months of suspected and confirmed diagnosis of COVID-19 [ 49 - 55 ], including the period of vaccination. Furthermore, others have explored web discussions regarding this phenomenon [ 56 ]. Several of these authors agree on a perceived lack of support and specific resources from governmental bodies, a lack of information or clarity in the instructions given, and the absence of formal mechanisms to allow the voices of patients and the community to be heard. The above point is critical as it highlights the gap between the needs of the population and the response provided by policy makers, which not only translates into a gap in access to health services but also limits citizen participation in decision-making on the issues that affect their own health and increases distrust toward regulations and instructions issued by the government.

Implications for Policy and Practice

Several policy recommendations and implications are targeted at various stakeholders to consider while implementing future policy guidelines to address post–COVID-19 health care delivery. First, policy makers should consider investing appropriate resources to collect data regarding post–COVID-19 condition in children and young people, specifically on the impact of COVID-19 on the mental health of children and young people. This implies working closely with researchers to streamline data collection and reporting on post–COVID-19 condition. Second, policy makers should consider providing a basic level of psychosocial support with access to quality mental health and psychosocial support services for HCWs, school staff, parents, and children and young people experiencing post–COVID-19 condition. This implies strengthening health systems, community-based programming, and mobilization. Policies must include documenting the impact of mental health and psychosocial support interventions and innovative approaches to be more widely disseminated and scaled up across different contexts and target population groups. Third, to address the criticism around frequent changes in school closure and opening policies, decision makers should develop clear, easy-to-understand school mitigation plans informed by the best available evidence. The plans should incorporate teachers, school workers, and parents to ensure all voices are included in the policy plan. Fourth, policy makers should adopt a shared decision-making approach incorporating HCWs in the decision-making process for managing the COVID-19 pandemic. Finally, government decision makers should set post–COVID-19 pandemic recovery policies informed from a health equity perspective and how this affects children and young people living with post–COVID-19 condition, factoring in childhood, family income, housing, domestic violence, access to health care, and racism.

In terms of the needed clearer road map for recommendations to support training strategies for HCWs and school staff regarding post–COVID-19 condition in children and young people, we have outlined the following 10 steps.

Step 1: Data Collection and Analysis

Our study underlines the critical need for comprehensive data on post–COVID-19 condition’s impact on the mental health of children and young people. As a first step, it is recommended that policy makers should allocate resources for the systematic collection and analysis of data on post–COVID-19 condition in children and young people, particularly focusing on mental health outcomes. These data should be used to identify the most prevalent symptoms and the most effective treatment strategies. In this context, it is recommended that experts emphasize the importance of early detection and medical consultation for mental health issues in children and young people diagnosed with post–COVID-19 condition, including mood changes, irritability, social withdrawal, memory problems, difficulty in concentrating, anxiety, depression, posttraumatic stress, school absenteeism, and suicidal ideation [ 57 , 58 ]. This entails working closely with researchers to streamline data collection and reporting on post–COVID-19 condition.

Step 2: Psychosocial Support Framework

It has been noted that globally, programs for managing post–COVID-19 condition in children and young people are heterogeneous, ranging from the use of physiotherapy, pediatric occupational therapy, and psychological support to interventions aimed at lifestyle modifications [ 59 ]. This diversity could impact differential outcomes in the treatment, recovery, and timely and effective rehabilitation of children and young people with post–COVID-19 condition. Upon analyzing the wider literature and the social media data in this study, it is recommended that a basic level of psychosocial support should be established. This would involve ensuring access to quality mental health services for HCWs, school staff, parents, and children and young people with post–COVID-19 condition. This framework should be integrated into the health system and community-based programming, emphasizing the mobilization of resources and strengthening of support networks. It is suggested that the psychosocial support framework should facilitate access to quality mental health services and support networks that are robust and responsive. Community engagement gleaned from further Twitter discourse analysis should be a helpful guide in the development of these services to ensure they meet the real and expressed needs of children and young people with post–COVID-19 condition. Practical examples of basic psychosocial support include using web support services; individual or group therapy sessions; school-based emotional support programs; and counseling sessions aimed at parents, family members, or school staff.

Step 3: Educational Mitigation Plans

The frequent policy changes around school closures highlight the necessity for stable and clear educational mitigation plans. It is recommended that these plans should be directly informed by the evidence collected and further analysis of sentiments and emotions surrounding post–COVID-19 condition in schools. Incorporating the viewpoints of teachers, parents, and school staff, as identified in our thematic analysis, will ensure that the mitigation strategies are comprehensive, feasible, and sensitive to the psychosocial impact on children and young people. School staff and policy makers should collaborate to develop clear, evidence-informed educational mitigation plans. These plans should be straightforward and involve teachers, school workers, and parents in their creation, ensuring a unified approach that considers the voices of all stakeholders.

Step 4: Shared Decision-Making in Health Care

In health care settings, the adoption of a shared decision-making model is crucial, enabling HCWs to actively contribute to the formulation of COVID-19 and post–COVID-19 policies. This inclusive approach ensures that frontline workers can provide valuable insights toward policy development. To facilitate this, the establishment of advisory committees composed of representatives from HCWs is recommended. This committee can convene regularly to deliberate on key decisions pertaining to the COVID-19 pandemic management, including prevention measures, resource distribution, and vaccination strategies. Such collaborative groups have demonstrated effectiveness in identifying priority needs within the context of a pandemic [ 60 ].

Step 5: Health Equity in Policy Setting

Post–COVID-19 recovery policies should be set with a health equity lens. This means considering factors such as family income, housing, domestic violence, access to health care, and racism and how these factors affect children and young people living with post–COVID-19 condition. Our findings emphasize the importance of framing post–COVID-19 recovery policies through a lens of health equity. The concerns raised by HCWs regarding the socioeconomic impacts, such as family income and access to health care, underline the need for policies that address not just the medical aspects of post–COVID-19 condition but also the social determinants of health. An equitable approach will ensure that children and young people from diverse backgrounds receive appropriate support.

Step 6: Documenting and Disseminating Interventions

It is vital to document the impact of mental health and psychosocial support interventions. In this context, it is crucial to implement innovative strategies to disseminate unbiased information about post–COVID-19 condition among health care professionals and educators working with children and young people, ensuring it reaches different contexts and populations. These strategies may include creating interactive multimedia resources, such as videos and mobile apps; organizing webinars; actively using social media; and forming web support groups. These groups will provide a space where patients, health care professionals, and educators can share their experiences and knowledge regarding post–COVID-19 condition. These actions will not only help reduce isolation and social stigma but also strengthen support for these groups considered vulnerable [ 61 ].

Step 7: Developing a Clear Communication Strategy

Policy makers must develop a clear communication strategy to address frequent policy changes and mitigate confusion. This strategy should be informed by the data collected and analysis conducted in Step 1. The data reveal a palpable sense of uncertainty and frustration due to frequent policy shifts, underscoring the need for a clear and consistent communication strategy. This strategy should be grounded in the evidence gathered from the health care community’s discourse and aim to minimize confusion by providing timely, transparent, and reliable information regarding post–COVID-19 policies and support services.

Step 8: Training and Support Strategies

On the basis of the findings of the comprehensive data analysis, specific training and support strategies should be developed for HCWs and school staff. These strategies should be focused on the practical aspects of identifying and managing post–COVID-19 condition in children and young people. For instance, training sessions could include practical workshops on recognizing post–COVID-19 symptoms in children and adolescents, conducting diagnostic assessments, and implementing appropriate treatment and support interventions.

Step 9: Continuous Feedback and Policy Adaptation

The continuous evolution of the post–COVID-19 phenomenon demands an iterative approach to policy making. On the basis of our study, we recommend establishing feedback mechanisms with HCWs and school staff to monitor the reception and effectiveness of implemented policies. This feedback, coupled with ongoing research, should inform policy adaptations to ensure they remain aligned with the evolving landscape of post–COVID-19 condition and its impact on children and young people.

Step 10: Evaluation and Research

Finally, there should be a commitment to ongoing evaluation and research. This will involve not only monitoring the implementation of the abovementioned steps but also supporting new research to fill any remaining gaps in understanding the long-term effects of COVID-19 on children and young people.

This sequence of steps is designed to be iterative and responsive, ensuring that the recommendations from the study are translated into concrete actions that adapt to emerging data and research findings.

Strengths and Limitations

A key strength of this study is that our social media analysis of post–COVID-19 condition contributes toward an emerging understanding of reported experiential, emotional, and practical dimensions of post–COVID-19 condition in children and young people specifically and questions of vaccine hesitancy in children and young people with post–COVID-19 condition. This is one of the few studies to collect HCWs’ perceptions regarding post–COVID-19 condition in children and young people in the United Kingdom using information from Twitter. We identify key areas that need considering attention and focus, such as the provision of psychosocial support with access to quality mental health resources to alleviate the impact of post–COVID-19 condition in children and young people and the development of clear post–COVID-19 pandemic recovery guidelines that are informed by health equity perspective, and how this affects children and young people living with post–COVID-19 condition.

One of the limitations this study acknowledges is the definition of post–COVID-19 condition in children and young people. When data were collected, the lack of consensus on the definition of post–COVID-19 condition in children and young people forced us to formulate a definition of post–COVID-19 condition in children and young people based on the available literature. Furthermore, this study is limited to the perceptions of people who used descriptors in their web biography attributable to HCWs; therefore, our results only represent some HCWs in the United Kingdom and those in other countries. In turn, this research collected data from Twitter only; therefore, further inquiry into HCWs’ perceptions of post–COVID-19 condition in children and young people required expanding to other data sources or social networks and including languages other than English. We acknowledge that demographic factors, geographic location, and individual daily activities of social media users can significantly influence language use and word choice, introducing potential biases in tweet-based data. Such biases are inherent in any analysis of social media content and can affect the generalizability of findings. For instance, our study relies on Twitter data, which do not encompass the full spectrum of global or the UK public opinion on post–COVID-19 condition in children and young people. While Twitter serves as a valuable platform for capturing real-time sentiments and experiences, it is not fully representative of all demographics and geographic regions. Our results may reflect the perspectives of more vocal or active social media users, which may not correspond to the silent majority or those without access to social media. In addition, the absence of geotagged information for many users limits our ability to conduct a more nuanced spatial analysis of the sentiments expressed.

Furthermore, our study is built upon the recognition that social media data may overrepresent certain demographic groups while underrepresenting others, such as the older population or those without reliable internet access. This skew can influence the apparent prevalence of certain views or experiences of post–COVID-19 condition. Moreover, individuals’ patterns of daily life, reflected in their social media use and content, contribute additional layers of complexity and potential bias to the discourse analyzed.

Consistent with scholarly precedents on the subject [ 62 , 63 ], our study acknowledges these biases as intrinsic limitations of social media–based research. Although our analysis did not control for these factors, we recognize their potential impact on our results. Future studies would benefit from incorporating a broader array of data sources, including interviews or focus groups, to provide a more representative and comprehensive understanding of post–COVID-19 condition in children and young people. This approach would complement our Twitter-based findings and help mitigate the biases inherent in social media data.

Conclusions

More than a year after the start of the COVID-19 pandemic, the perceptions described on Twitter by HCWs concerning the presence of post–COVID-19 condition in children and young people appear to be a relevant and timely issue as well as very responsive to the declarations and guidelines issued by the health authorities over time. The most prominent group within the discourse studied was the activist or lobbying organization @LongCovidKids, which shared the most tweets and images over the period studied. We recommend that future research focus on how web health activism is organized and carried out for children and young people with post–COVID-19 condition. Such a strategy would allow for a better understanding of the scope and impact of this phenomenon and how it can influence decision-making. Furthermore, we suggest different mitigation strategies, support, and training of HCWs and school staff regarding manifestations and treatment of post–COVID-19 condition in children and young people across all demographic areas.

Acknowledgments

The authors would like to thank the Rapid Research Evaluation and Assessment Lab, Department of Targeted Intervention, University College London, London, United Kingdom, whose support has been essential for developing this project.

Conflicts of Interest

None declared.

Filters used for the search strategy on Twitter.

Sentiment analysis framework: attitudes toward post–COVID-19 condition in children and young people.

Theme codebook: examples of tweets that fit into main themes tagged for mention of children and young people with post–COVID-19 condition.

Timeline of national governmental policies and guidelines regarding children and young people.

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Abbreviations

Edited by A Mavragani; submitted 20.06.23; peer-reviewed by R Gore, A Wahbeh; comments to author 02.11.23; revised version received 14.02.24; accepted 08.03.24; published 17.04.24.

©Macarena Chepo, Sam Martin, Noémie Déom, Ahmad Firas Khalid, Cecilia Vindrola-Padros. Originally published in the Journal of Medical Internet Research (https://www.jmir.org), 17.04.2024.

This is an open-access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in the Journal of Medical Internet Research, is properly cited. The complete bibliographic information, a link to the original publication on https://www.jmir.org/, as well as this copyright and license information must be included.

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Qualitative Data Collection: What it is + Methods to do it
Qualitative data collection is vital in qualitative research. It helps researchers understand individuals' attitudes, beliefs, and behaviors in a specific context. Several methods are used to collect qualitative data, including interviews, surveys, focus groups, and observations. Understanding the various methods used for gathering ...
Data Collection
Data Collection | Definition, Methods & Examples. Published on June 5, 2020 by Pritha Bhandari.Revised on June 21, 2023. Data collection is a systematic process of gathering observations or measurements. Whether you are performing research for business, governmental or academic purposes, data collection allows you to gain first-hand knowledge and original insights into your research problem.
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The aim of the whole process from data collection to presentation is to tell the participants' stories using exemplars from their own narratives, thus grounding the research findings in the participants' lived experiences. ... Examples of Qualitative Research in Pharmacy Practice. Farrell B, Pottie K, Woodend K, Yao V, Dolovich L, Kennie N ...
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As faculty who regularly teach introductory qualitative research methods course, one of the most substantial hurdles we found is for the students to comprehend there are various approaches to qualitative research, and different sets of data collection and data analysis methods (Gonzalez & Forister, 2020).
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Qualitative research methods. Each of the research approaches involve using one or more data collection methods.These are some of the most common qualitative methods: Observations: recording what you have seen, heard, or encountered in detailed field notes. Interviews: personally asking people questions in one-on-one conversations. Focus groups: asking questions and generating discussion among ...
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Figure 10.1. Data Collection Techniques. Each of these data collection techniques will be the subject of its own chapter in the second half of this textbook. This chapter serves as an orienting overview and as the bridge between the conceptual/design portion of qualitative research and the actual practice of conducting qualitative research.
Data collection in qualitative research
The three core approaches to data collection in qualitative research—interviews, focus groups and observation—provide researchers with rich and deep insights. All methods require skill on the part of the researcher, and all produce a large amount of raw data. However, with careful and systematic analysis 12 the data yielded with these ...
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How to conduct qualitative research? Given that qualitative research is characterised by flexibility, openness and responsivity to context, the steps of data collection and analysis are not as separate and consecutive as they tend to be in quantitative research [13, 14].As Fossey puts it: "sampling, data collection, analysis and interpretation are related to each other in a cyclical ...
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Small sample size: Qualitative data collection methods often involve a small sample size, which limits the generalizability of the findings. Time-consuming: Qualitative data collection and analysis can be time-consuming, as it requires in-depth engagement with the data and often involves iterative processes.
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Qualitative data explores the complex layers of human experience, focusing on the 'why' and 'how' behind observable actions and trends. It collects insights through narrative data like opinions, motivations, and emotions, offering a nuanced understanding that numeric data can't capture. This type of data excels in revealing the ...
Sampling and Methods of Data Collection in Qualitative Research
richness. Sample size is not determined using statistical formula, but is based on the principle of data saturation and the type of qualitative study methodology. Qualitative studies adopt flexible data collection plans which may evolve as the study progresses. Observation, in-depth interviews and focus group discussions are the primary data collection methods in qualitative studies....
PDF Data collection in qualitative research
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Qualitative Data Collection: What it is + Methods to do it

What is Qualitative Data?

Individual interview

Qualitative surveys

Paper surveys

Record keeping

Case studies

Observations

Step 1: Arrange your Data

Step 2: Organize all your Data

Step 3: Set a Code to the Data Collected

Step 4: Validate your Data

Step 5: Concluding the Analysis Process

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Pritha Bhandari

8 Essential Qualitative Data Collection Methods

What is Qualitative Data?

Qualitative vs. Quantitative Data

8 Types of Qualitative Data Collection Methods

1. Interviews

2. Focus Groups

3. Observation

4. Open-Ended Surveys and Questionnaires

5. Case Studies

6. Text Analysis

7. Audio and Video Recordings

8. Hybrid Methodologies

Collect and Collate Actionable Data with UpMetrics

Disrupting Tradition

Chapter 10. Introduction to Data Collection Techniques

Revisiting Approaches

Overview of the Four Primary Approaches

Triangulation and Mixed Methods

Advanced Reading: Triangulation

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