importance of qualitative research in daily life

Importance of Qualitative Research

Qualitative research is a form of social investigation that primarily focuses on the different types of the way people make sense of their knowledge in the world they live in. It also involves the interpretation of their experiences in their daily life. We live in a world where the different races of human beings exist side by side without any problem. We might ask what are the attributes, differences or similarities to make this comparison. In this scenario, qualitative research plays a major role in answering all of our doubts.

Below are some of the real-life circumstances where qualitative research is often used. They are:

Any type of research be it qualitative or quantitative, both the approaches have pros and cons. In the case of qualitative research, its value is undeniably linked to the numbers of quantitative data. Thus we can conclude that qualitative research is far more focused, experimental and concentrated in capturing the views and feelings of the participants.

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Qualitative Research: Understanding the Goal and Benefits for Effective Analysis

As market trends evolve at lightning speed in the age of digital transformation, having an intimate understanding of consumer desires and motivations is more critical than ever. Enter qualitative research – the knight in shining armor of deep-dive data analysis. In this blog post, we’ll be exploring the profound purpose and impressive benefits behind qualitative research, unveiling how it anchors effective market analysis and strategy development. Brace yourselves for a mesmerizing journey into the realm of potent insights that power consequential decisions and breed groundbreaking innovation.

The primary goal of qualitative research is to obtain insights into participants’ experiences and understanding of the world. This type of research provides rich descriptions and explanations of processes in identifiable local contexts. Qualitative research has several benefits including providing an in-depth understanding, being flexible and adaptable, and generating descriptive data that can be used to create new theories using the inductive method. 

Qualitative Study’s Importance

Qualitative research holds a significant place in the realm of social science research and is integral for understanding the complexities of human behavior, experiences, and social interactions. Unlike quantitative research which focuses on numerical data and statistical analysis, qualitative research collects non-numerical data and emphasizes interpreting meaning from social contexts.

The importance of qualitative research lies in its ability to provide rich descriptions and explanations of processes in identifiable local contexts. It allows researchers to gain insights into participants’ experiences and understand the world as another person experiences it. This deeper understanding paves the way for more comprehensive analyses and the development of theories that accurately represent the intricacies of human life.

For instance, imagine a sociologist interested in studying how individuals cope with unemployment during economic downturns. By conducting qualitative research , these sociologists can immerse themselves in the lives of unemployed individuals, observe their daily routines, conduct in-depth interviews, and analyze their personal narratives. This approach goes beyond simply quantifying unemployment rates; it provides an intimate understanding of how people navigate through difficult situations and sheds light on the emotional, psychological, and societal impacts.

In addition to providing rich insight into human experiences, qualitative research offers numerous other benefits that contribute to effective analysis.

• Qualitative research is essential in social science research as it allows for a deeper understanding of human behavior and social interactions. Its focus on non-numerical data collection and interpretation of meaning helps researchers gain insights into participants’ experiences and contextual factors. Qualitative research also provides rich descriptions and explanations of processes in identifiable local contexts, leading to the development of comprehensive analysis and accurate theories. Overall, qualitative research offers numerous benefits that contribute to effective analysis in social science research.

Goals & Benefits Driving Research

The goals of qualitative research are multifaceted. One primary objective is to investigate the meanings people attribute to their behavior and interactions within specific social contexts. This focus on subjective interpretations helps uncover individual perspectives that may be overlooked by quantitative methods alone. Additionally, qualitative research aims to explore social phenomena that are not easily measurable or quantifiable.

Qualitative research also generates descriptive data that requires rigorous methods of analysis. Researchers employ various techniques such as thematic analysis or grounded theory to identify patterns, themes, and categories within their data. These analytical approaches ensure systematic interpretation while maintaining the integrity of participants’ lived experiences.

Beyond these goals, qualitative research offers several benefits that aid in reliable analysis. Firstly, it provides an in-depth understanding of complex social issues by capturing the nuances and subtleties of human behavior. This depth allows researchers to generate rich descriptions and explanations that facilitate a comprehensive comprehension of social phenomena.

For example, consider a study exploring the experience of minority students in predominantly white institutions. Through qualitative research methods like interviews and focus groups, researchers can delve into the students’ lived experiences, their perceptions of inclusion or exclusion, and their strategies for navigating through institutional challenges. This level of detail paints a holistic picture that goes beyond quantitative statistics such as enrollment numbers.

Another advantage of qualitative research is its flexibility and adaptability. Researchers can modify their data collection methods to account for new insights or unexpected findings during the research process. This responsiveness allows for deeper exploration and ensures that no valuable information is left unexamined.

However, it is essential to acknowledge that qualitative research also has its limitations. These include the limited scope and generalizability of findings due to the smaller sample sizes typically used in qualitative studies. Additionally, there is a potential for researcher bias since the individuals collecting and analyzing the data play an active role in shaping the research process.

Nonetheless, while objectivity may be seen as a myth in qualitative research, researchers should be honest and transparent about their own biases and assumptions. Reflexivity, which involves acknowledging and critically examining one’s subjectivity throughout the research process, is integral to ensuring integrity and minimizing undue influence.

• According to a report from the Journal of Social Issues, as of 2022, around 45% of psychological studies used qualitative methods, signaling strong recognition in the field for its unique insights into human behavior.
• A study conducted by the Market Research Society confirmed that out of all market research carried out worldwide, approximately 20% utilize qualitative methodologies. This highlights its crucial role in understanding customer behaviors and motivations.
• The National Center for Biotechnology Information (NCBI) indicated that nearly 70% of health research incorporates some elements of qualitative research, underscoring its importance in contributing to our understanding of complex health issues and interventions.

Comprehensive Approaches

When conducting qualitative research , adopting comprehensive approaches is essential for capturing the richness and depth of data required for effective analysis. These approaches involve a holistic perspective that considers multiple dimensions and contexts. One commonly used comprehensive approach is triangulation , which involves using multiple data sources, methods, or perspectives to cross-verify findings. By triangulating data, researchers can enhance the reliability and validity of their analysis.

Another important approach is thick description , which focuses on providing detailed and vivid accounts of participants’ experiences and contexts. This technique enables researchers to capture the nuances and complexities of social phenomena, ensuring a comprehensive understanding of the research topic. Thick descriptions typically include vivid narratives, dialogue excerpts, and detailed observations, providing readers with a rich portrayal of the study’s context.

Researchers may also adopt an iterative process in their analysis, where data collection and analysis occur simultaneously. This approach allows for constant refinement and adjustment of research questions and methods based on emerging findings. Through iteration, researchers can dive deeper into the topic, uncover unexpected insights, and explore various angles that contribute to a more comprehensive analysis.

It’s worth noting that comprehensive approaches in qualitative research require flexibility and openness to embracing emergent themes and unexpected directions. As researchers immerse themselves in the data, they should be willing to adapt their strategies accordingly.

Participant Engagement & Topic Exploration

Participant engagement plays a crucial role in qualitative research as it fosters a deeper understanding of participants’ perspectives and experiences. Effective engagement encourages open dialogue and trust between the researcher and participants, allowing for richer data collection. One way to promote participant engagement is through active listening . By attentively listening to participants’ stories, concerns, and viewpoints, researchers can demonstrate empathy and create a safe space for open expression.

Another aspect that greatly enhances participant engagement is establishing rapport . Building rapport involves creating a comfortable environment where participants feel at ease to share their thoughts and experiences. This can be achieved through transparent communication, respect for participants’ autonomy, and genuine interest in their stories. Researchers should establish a positive and respectful relationship with participants, positioning themselves as partners rather than authoritative figures.

In qualitative research, topic exploration is a dynamic and iterative process that allows researchers to uncover new insights and dimensions of the phenomenon under study. This involves probing deeper into participants’ responses, asking follow-up questions, and exploring unexpected avenues that emerge during data collection. By being open to revisiting research questions and digging deeper into topics, researchers can uncover valuable insights and gain a more comprehensive understanding of the subject matter.

It’s important to note that participant engagement and topic exploration go hand in hand. Engaged participants are more likely to provide rich and detailed responses, leading to enhanced exploration of the research topic. Conversely, skillful topic exploration can foster deeper engagement from participants by demonstrating genuine interest and curiosity in their perspectives.

Effective Data Accumulation Methods

In qualitative research, the collection of rich and meaningful data is a crucial step toward understanding the complexities of human experiences. To ensure effective analysis, researchers need to employ appropriate data accumulation methods that capture the depth of participants’ perspectives and insights. Let’s explore some strategies that can facilitate this process.

One common method used in qualitative research is participant observation. This involves immersing oneself in the research setting, actively observing, and taking detailed notes on behaviors, interactions, and cultural nuances. By being present in the natural context, researchers gain a deeper understanding of the social dynamics and can document valuable data that may go unnoticed otherwise.

For instance, imagine a researcher interested in studying the experiences of healthcare workers in a hospital. Through participant observation, they can shadow these workers, witness their daily routines, the challenges they face, and even engage in conversations during breaks. This method provides an intimate look into their lives and generates valuable insights.

Another effective technique is in-depth interviews. These interviews allow researchers to establish a personal connection with participants and delve into their thoughts, feelings, and motivations regarding the research topic. It’s crucial to create an open and comfortable environment where participants feel safe sharing their views openly.

Additionally, focus groups are utilized as a powerful data accumulation method. Bringing together a small group of individuals who share similar characteristics or experiences allows for stimulating discussions that uncover diverse perspectives. Participants can build upon each other’s ideas and provide deeper insights collectively.

Having explored effective data accumulation methods like participant observation, in-depth interviews, and focus groups, let’s now dive into another important aspect of qualitative research – harnessing sensory inputs & eliciting verbal responses.

Harnessing Sensory Inputs and Eliciting Verbal Responses

Qualitative research aims to understand phenomena from the perspective of individuals involved. One way to achieve this is by harnessing sensory inputs and eliciting verbal responses, allowing participants to express themselves fully. This approach taps into a range of human senses and encourages participants to describe their experiences vividly.

For instance, researchers might utilize photovoice techniques, where participants capture images related to the research topic using cameras or smartphones. These visual representations allow participants to share their perspectives in a unique and powerful way.

Imagine a study exploring the impact of urbanization on community well-being. Participants could be asked to take pictures of spaces they feel contribute positively or negatively to their quality of life. These images can then be used as stimuli for further discussion, sparking conversations about the emotional and sensory aspects of the built environment.

In addition to visuals, researchers can also engage participants’ sense of hearing through audio recordings. By recording interviews, focus group discussions, or even ambient sounds in a particular environment, researchers can capture subtle nuances that may not be conveyed through written transcripts alone.

By harnessing sensory inputs and giving participants the space for verbal expression, qualitative researchers foster an environment where rich and nuanced data can be collected. This multi-sensory approach enables a deeper understanding of individuals’ experiences and allows us to gain insights beyond mere words.

Parsing and Conclusion Derivation from Data

In qualitative research, one of the primary goals is to parse and derive meaningful conclusions from the collected data. Unlike quantitative research which relies on statistical analysis, qualitative research involves obtaining rich descriptions of participants’ experiences and understanding the world as another person experiences it. The process of parsing and deriving conclusions from qualitative data requires a meticulous examination of the data, identification of patterns, themes, and connections, and an inductive approach to theory development.

Qualitative researchers immerse themselves in the data collected through methods such as interviews, observations, and focus groups. They carefully analyze transcripts, field notes, or documents to identify recurring themes or significant incidents that shed light on the research question. Through this process of coding and categorizing, researchers start to make sense of the data and identify key findings that can be used to develop theories or inform specific contexts.

For example, imagine a researcher conducting an ethnographic study exploring the experiences of undocumented immigrants in their journey toward citizenship. Through interviews and participant observation, they gather compelling stories and narratives about the challenges faced by these individuals. By carefully analyzing these stories for common themes such as navigating legal systems or facing social stigma, the researcher can derive conclusions about the complex processes involved in seeking legal status.

“Analyzing qualitative data is like piecing together a puzzle. Each interview or observation provides a unique piece that contributes to the overall picture.”

However, it is important to note that deriving conclusions from qualitative data is not a simple linear process. It requires reflexivity on the part of the researcher to acknowledge their own biases and assumptions that may influence their interpretation of the data. Reflexivity encourages researchers to critically reflect on how their own subjectivity affects their analysis and conclusions.

Advantages & Drawbacks of This Research Type

Qualitative research offers several advantages that contribute to its effectiveness in providing rich insights into social phenomena. First and foremost, it allows researchers to gain an in-depth understanding of the experiences, perspectives, and meanings that individuals attribute to their behavior and interactions. This depth of understanding is often difficult to achieve through quantitative research methods alone.

Moreover, qualitative research is known for its flexibility and adaptability. Researchers can modify their research design or data collection methods as they delve deeper into the field, responding to emerging themes or new areas of investigation. The open-ended nature of qualitative research also enables participants to express themselves freely and provide nuanced responses, offering a more comprehensive view of complex social phenomena.

On the other hand, there are some drawbacks to consider when conducting qualitative research. One challenge is the limited scope and generalizability of findings. Due to the small sample sizes typically involved in qualitative studies, it can be challenging to extrapolate findings to broader populations or contexts. Additionally, there is potential for researcher bias as interpretations of qualitative data are subjective and influenced by researchers’ perspectives and assumptions.

Despite these limitations, the benefits of qualitative research outweigh its drawbacks in many cases. By providing detailed insights into participants’ experiences, qualitative research contributes valuable knowledge that can inform policy decisions, improve interventions, and enhance our understanding of social phenomena.

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The purpose of qualitative research

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• Janice M. Morse 3 &
• Peggy Anne Field 4  

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Research fills a vital and important role in society: it is the means by which discoveries are made, ideas are confirmed or refuted, events controlled or predicted and theory developed or refined. All of these functions contribute to the development of knowledge. However, no single research approach fulfills all of these functions, and the contribution of qualitative research is both vital and unique to the goals of research in general. Qualitative research enables us to make sense of reality, to describe and explain the social world and to develop explanatory models and theories. It is the primary means by which the theoretical foundations of social sciences may be constructed or re-examined.

Research is to see what everybody has seen and to think what nobody has thought. (Albert Szent-Gyorgy)

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Practical Research 1 Module: Qualitative Research and Its Importance in Daily Life

This Senior High School Practical Research 1 Self-Learning Module (SLM) is prepared so that you, our dear learners, can continue your studies and learn while at home. Activities, questions, directions, exercises, and discussions are carefully stated for you to understand each lesson.

Conducting qualitative research is as significant as the necessities of human existence. It paves way to understanding the current issues and natural phenomena that greatly contribute to the lives of the people.

As a researcher, it is imperative to realize the importance of qualitative research in everyday life for this will serve as sustenance to finish the course of the study. Further, this will truly inspire anyone to pursue the fulfillment of research in the context of providing answers to questions and set a trend to the rest of the researchers.

This lesson will brace you with knowledge on kinds, characteristics, uses, strengths, and weaknesses of qualitative research. These topics are necessary as you get closer to choosing the field of research you will focus on.

Every day of our lives is a challenge. We face so many questions that sometimes cannot be answered by merely asking our neighbors or even the experts we know. As a result, we attempt to investigate about these problems ourselves. In this scenario, our knowledge in research is very important.

Among the steps we take is asking ourselves, “Why do I need to pursue the answers to these questions? Well, for that matter, you must realize that research plays a big role in the lives of the people-your family, friends, and neighbors.

TABLE OF CONTENTS

Learning Objectives:

After studying this module, you are expected to:

• describe the characteristics, strengths and weaknesses of qualitative research (CS_RS11-IIIb-1) ;
• identify the kinds of qualitative research (CS_RS11-IIIb-1) ;
• familiarize the qualitative research in different fields (CS_RS11-IIIb-2) ; and
• determine the importance of qualitative research in different fields (CS_RS11-IIIb 2) .

Senior High School Quarter 1 Self-Learning Module Practical Research 2 – Qualitative Research and Its Importance in Daily Life

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Qualitative Research in Healthcare: Necessity and Characteristics

1 Department of Preventive Medicine, Ulsan University Hospital, University of Ulsan College of Medicine, Ulsan, Korea

2 Ulsan Metropolitan City Public Health Policy’s Institute, Ulsan, Korea

3 Department of Nursing, Chung-Ang University, Seoul, Korea

Eun Young Choi

4 College of Nursing, Sungshin Women’s University, Seoul, Korea

Seung Gyeong Jang

5 Department of Preventive Medicine, University of Ulsan College of Medicine, Seoul, Korea

Quantitative and qualitative research explore various social phenomena using different methods. However, there has been a tendency to treat quantitative studies using complicated statistical techniques as more scientific and superior, whereas relatively few qualitative studies have been conducted in the medical and healthcare fields. This review aimed to provide a proper understanding of qualitative research. This review examined the characteristics of quantitative and qualitative research to help researchers select the appropriate qualitative research methodology. Qualitative research is applicable in following cases: (1) when an exploratory approach is required on a topic that is not well known, (2) when something cannot be explained fully with quantitative research, (3) when it is necessary to newly present a specific view on a research topic that is difficult to explain with existing views, (4) when it is inappropriate to present the rationale or theoretical proposition for designing hypotheses, as in quantitative research, and (5) when conducting research that requires detailed descriptive writing with literary expressions. Qualitative research is conducted in the following order: (1) selection of a research topic and question, (2) selection of a theoretical framework and methods, (3) literature analysis, (4) selection of the research participants and data collection methods, (5) data analysis and description of findings, and (6) research validation. This review can contribute to the more active use of qualitative research in healthcare, and the findings are expected to instill a proper understanding of qualitative research in researchers who review qualitative research reports and papers.

Graphical abstract

INTRODUCTION

The definition of research varies among studies and scholars, and it is difficult to devise a single definition. The Oxford English Dictionary defines research as “a careful study of a subject, especially in order to discover new facts or information about it” [ 1 ], while Webster’s Dictionary defines research as “studious inquiry or examination - especially: investigation or experimentation aimed at the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts, or practical application of such new or revised theories or laws” [ 2 ]. Moreover, research is broadly defined as the process of solving unsolved problems to broaden human knowledge [ 3 ]. A more thorough understanding of research can be gained by examining its types and reasons for conducting it.

The reasons for conducting research may include practical goals, such as degree attainment, job promotion, and financial profit. Research may be based on one’s own academic curiosity or aspiration or guided by professors or other supervisors. Academic research aims can be further divided into the following: (1) accurately describing an object or phenomenon, (2) identifying general laws and establishing well-designed theories for understanding and explaining a certain phenomenon, (3) predicting future events based on laws and theories, and (4) manipulating causes and conditions to induce or prevent a phenomenon [ 3 ].

The appropriate type of research must be selected based on the purpose and topic. Basic research has the primary purpose of expanding the existing knowledge base through new discoveries, while applied research aims to solve a real problem. Descriptive research attempts to factually present comparisons and interpretations of findings based on analyses of the characteristics, progression, or relationships of a certain phenomenon by manipulating the variables or controlling the conditions. Experimental or analytical research attempts to identify causal relationships between variables through experiments by arbitrarily manipulating the variables or controlling the conditions [ 3 ]. In addition, research can be quantitative or qualitative, depending on the data collection and analytical methods. Quantitative research relies on statistical analyses of quantitative data obtained primarily through investigation and experiment, while qualitative research uses specific methodologies to analyze qualitative data obtained through participant observations and in-depth interviews. However, as these types of research are not polar opposites and the criteria for classifying research types are unclear, there is some degree of methodological overlap.

What is more important than differentiating types of research is identifying the appropriate type of research to gain a better understanding of specific questions and improve problems encountered by people in life. An appropriate research type or methodology is essential to apply findings reliably. However, quantitative research based on the philosophical ideas of empiricism and positivism has been the mainstay in the field of healthcare, with academic advancement achieved through the application of various statistical techniques to quantitative data [ 4 ]. In particular, there has been a tendency to treat complicated statistical techniques as more scientific and superior, with few qualitative studies in not only clinical medicine, but also primary care and social medicine, which are relatively strongly influenced by the social sciences [ 5 , 6 ].

Quantitative and qualitative research use different ways of exploring various social phenomena. Both research methodologies can be applied individually or in combination based on the research topic, with mixed quantitative and qualitative research methodologies becoming more widespread in recent years [ 7 ]. Applying these 2 methods through a virtuous cycle of integration from a complementary perspective can provide a more accurate understanding of human phenomena and solutions to real-world problems.

This review aimed to provide a proper understanding of qualitative research to assist researchers in selecting the appropriate research methodology. Specifically, this review examined the characteristics of quantitative and qualitative research, the applicability of qualitative research, and the data sources collected and analyzed in qualitative research.

COMPARISON OF QUALITATIVE AND QUANTITATIVE RESEARCH

A clearer understanding of qualitative research can be obtained by comparing qualitative and quantitative research, with which people are generally familiar [ 8 , 9 ]. Quantitative research focuses on testing the validity of hypotheses established by the researcher to identify the causal relationships of a specific phenomenon and discovering laws to predict that phenomenon ( Table 1 ). Therefore, it emphasizes controlling the influence of variables that may interfere with the process of identifying causality and laws. In contrast, qualitative research aims to discover and explore new hypotheses or theories based on a deep understanding of the meaning of a specific phenomenon. As such, qualitative research attempts to accept various environmental factors naturally. In quantitative research, importance is placed on the researcher acting as an outsider to take an objective view by keeping a certain distance from the research subject. In contrast, qualitative research encourages looking inside the research subjects to understand them deeply, while also emphasizing the need for researchers to take an intersubjective view that is formed and shared based on a mutual understanding with the research subjects.

Comparison of methodological characteristics between quantitative research and qualitative research

The data used in quantitative research can be expressed as numerical values, and data accumulated through questionnaire surveys and tests are often used in analyses. In contrast, qualitative research uses narrative data with words and images collected through participant observations, in-depth interviews, and focus group discussions used in the analyses. Quantitative research data are measured repeatedly to enhance their reliability, while the analyses of such data focus on superficial aspects of the phenomenon of interest. Qualitative research instead focuses on obtaining deep and rich data and aims to identify the specific contents, dynamics, and processes inherent within the phenomenon and situation.

There are clear distinctions in the advantages, disadvantages, and goals of quantitative and qualitative research. On one hand, quantitative research has the advantages of reliability and generalizability of the findings, and advances in data collection and analysis methods have increased reliability and generalizability. However, quantitative research presents difficulties with an in-depth analysis of dynamic phenomena that cannot be expressed by numbers alone and interpreting the results analyzed in terms numbers. On the other hand, qualitative research has the advantage of validity, which refers to how accurately or appropriately a phenomenon was measured. However, qualitative research also has the disadvantage of weak generalizability, which determines whether an observed phenomenon applies to other cases.

APPLICATIONS OF QUALITATIVE RESEARCH AND ITS USEFULNESS IN THE HEALTHCARE FIELD

Qualitative research cannot be the solution to all problems. A specific methodology should not be applied to all situations. Therefore, researchers need to have a good understanding of the applicability of qualitative research. Generally, qualitative research is applicable in following cases: (1) when an exploratory approach is required on a topic that is not well known, (2) when something cannot be explained fully with quantitative research, (3) when it is necessary to newly present a specific view on a research topic that is difficult to explain with existing views, (4) when it is inappropriate to present the rationale or theoretical proposition for designing hypotheses, as in quantitative research, and (5) when conducting research that requires detailed descriptive writing with literary expressions [ 7 ]. In particular, qualitative research is useful for opening new fields of research, such as important topics that have not been previously examined or whose significance has not been recognized. Moreover, qualitative research is advantageous for examining known topics from a fresh perspective.

In the healthcare field, qualitative research is conducted on various topics considering its characteristics and strengths. Quantitative research, which focuses on hypothesis validation, such as the superiority of specific treatments or the effectiveness of specific policies, and the generalization of findings, has been the primary research methodology in the field of healthcare. Qualitative research has been mostly applied for studies such as subjective disease experiences and attitudes with respect to health-related patient quality of life [ 10 - 12 ], experiences and perceptions regarding the use of healthcare services [ 13 - 15 ], and assessments of the quality of care [ 16 , 17 ]. Moreover, qualitative research has focused on vulnerable populations, such as the elderly, children, disabled [ 18 - 20 ], minorities, and socially underprivileged with specific experiences [ 21 , 22 ].

For instance, patient safety is considered a pillar of quality of care, which is an aspect of healthcare with increasing international interest. The ultimate goal of patient safety research should be the improvement of patient safety, for which it is necessary to identify the root causes of potential errors and adverse events. In such cases, qualitative rather than quantitative research is often required. It is also important to identify whether there are any barriers when applying measures for enhancing patient safety to clinical practice. To identify such barriers, qualitative research is necessary to observe healthcare workers directly applying the solutions step-by-step during each process, determine whether there are difficulties in applying the solutions to relevant stakeholders, and ask how to improve the process if there are difficulties.

Patient safety is a very broad topic, and patient safety issues could be categorized into preventing, recognizing, and responding to patient safety issues based on related metrics [ 23 ]. Responding to issues that pertain to the handling of patient safety incidents that have already occurred has received relatively less interest than other categories of research on this topic, particularly in Korea. Until 2017, almost no research was conducted on the experiences of and difficulties faced by patients and healthcare workers who have been involved in patient safety incidents. This topic can be investigated using qualitative research.

A study in Korea investigated the physical and mental suffering experienced during the process of accepting disability and medical litigation by a patient who became disabled due to medical malpractice [ 21 ]. Another qualitative case study was conducted with participants who lost a family member due to a medical accident and identified psychological suffering due to the incident, as well as secondary psychological suffering during the medical litigation process, which increased the expandability of qualitative research findings [ 24 ]. A quantitative study based on these findings confirmed that people who experienced patient safety incidents had negative responses after the incidents and a high likelihood of sleep or eating disorders, depending on their responses [ 25 ].

A study that applied the grounded theory to examine the second victim phenomenon, referring to healthcare workers who have experienced patient safety incidents, and presented the response stages experienced by second victims demonstrated the strength of qualitative research [ 26 ]. Subsequently, other studies used questionnaire surveys on physicians and nurses to quantify the physical, mental, and work-related difficulties experienced by second victims [ 27 , 28 ]. As such, qualitative research alone can produce significant findings; however, combining quantitative and qualitative research produces a synergistic effect. In the healthcare field, which remains unfamiliar with qualitative research, combining these 2 methodologies could both enhance the validity of research findings and facilitate open discussions with other researchers [ 29 ].

In addition, qualitative research has been used for diverse sub-topics, including the experiences of patients and guardians with respect to various diseases (such as cancer, myocardial infarction, chronic obstructive pulmonary disease, depression, falls, and dementia), awareness of treatment for diabetes and hypertension, the experiences of physicians and nurses when they come in contact with medical staff, awareness of community health environments, experiences of medical service utilization by the general public in medically vulnerable areas, the general public’s awareness of vaccination policies, the health issues of people with special types of employment (such as delivery and call center workers), and the unmet healthcare needs of persons with vision or hearing impairment.

GENERAL WORKFLOW OF QUALITATIVE RESEARCH

Rather than focusing on deriving objective information, qualitative research aims to discern the quality of a specific phenomenon, obtaining answers to “why” and “how” questions. Qualitative research aims to collect data multi-dimensionally and provide in-depth explanations of the phenomenon being researched. Ultimately, the purpose of qualitative research is set to help researchers gain an understanding of the research topic and reveal the implications of the research findings. Therefore, qualitative research is generally conducted in the following order: (1) selection of a research topic and question, (2) selection of a theoretical framework and methods, (3) literature analysis, (4) selection of the research participants (or participation target) and data collection methods, (5) data analysis and description of findings, and (6) research validation ( Figure 1 ) [ 30 ]. However, unlike quantitative research, in which hypothesis setting and testing take place unidirectionally, a major characteristic of qualitative research is that the process is reversible and research methods can be modified. In other words, the research topic and question could change during the literature analysis process, and theoretical and analytical methods could change during the data collection process.

General workflow of qualitative research.

Selection of a Research Topic and Question

As with any research, the first step in qualitative research is the selection of a research topic and question. Qualitative researchers can select a research topic based on their interests from daily life as a researcher, their interests in issues within the healthcare field, and ideas from the literature, such as academic journals. The research question represents a more specific aspect of the research topic. Before specifically starting to conduct research based on a research topic, the researcher should clarify what is being researched and determine what research would be desirable. When selecting a research topic and question, the research should ask: is the research executable, are the research topic and question worth researching, and is this a research question that a researcher would want to research?

Selection of Theoretical Framework and Methods

A theoretical framework refers to the thoughts or attitudes that a researcher has about the phenomenon being researched. Selecting the theoretical framework first could help qualitative researchers not only in selecting the research purpose and problem, but also in carrying out various processes, including an exploration of the precedent literature and research, selection of the data type to be collected, data analysis, and description of findings. In qualitative research, theoretical frameworks are based on philosophical ideas, which affect the selection of specific qualitative research methods. Representative qualitative research methods include the grounded theory, which is suitable for achieving the goal of developing a theory that can explain the processes involved in the phenomenon being researched; ethnographic study, which is suitable for research topics that attempt to identify and interpret the culture of a specific group; phenomenology, which is suitable for research topics that attempt to identify the nature of research participants’ experiences or the phenomenon being researched; case studies, which aim to gain an in-depth understanding of a case that has unique characteristics and can be differentiated from other cases; action research, which aims to find solutions to problems faced by research participants, with the researchers taking the same position as the participants; and narrative research, which is suitable for research topics that attempt to interpret the entire life or individual experiences contained within the stories of research participants. Other methodologies include photovoice research, consensual qualitative research, and auto-ethnographic research.

Literature Analysis

Literature analysis results can be helpful in specifically selecting the research problem, theoretical framework, and research methods. The literature analysis process compels qualitative researchers to contemplate the new knowledge that their research will add to the academic field. A comprehensive literature analysis is encouraged both in qualitative and quantitative research, and if the prior literature related to the subject to be studied is insufficient, it is sometimes evaluated as having low research potential or research value. Some have claimed that a formal literature review should not be performed before the collection of field data, as it could create bias, thereby interfering with the investigation. However, as the qualitative research process is cyclic rather than unidirectional, the majority believes that a literature review can be performed at any time. Moreover, an ethical review prior to starting the research is a requirement; therefore, the research protocol must be prepared and submitted for review and approval prior to conducting the research. To prepare research protocols, the existing literature must be analyzed at least to a certain degree. Nonetheless, qualitative researchers must keep in mind that their emotions, bias, and expectations may interject themselves during the literature review process and should strive to minimize any bias to ensure the validity of the research.

Selection of the Research Participants and Data Collection Methods

The subjects of qualitative research are not necessarily humans. It is more important to find the research subject(s) from which the most in-depth answers to the research problem can be obtained. However, the subjects in most qualitative studies are humans, as most research question focus on humans. Therefore, it is important to obtain research participants with sufficient knowledge, experience, and attitudes to provide the most appropriate answers to the research question. Quantitative research, which views generalizability as a key research goal, emphasizes the selection of research participants (i.e., the research sample that can represent the study’s population of interest), whereas qualitative research emphasizes finding research participants who can best describe and demonstrate the phenomenon of interest.

In qualitative research, the participant selection method is referred to as purposeful sampling (or purposive sampling), which can be divided into various types. Sampling methods have various advantages, disadvantages, and characteristics. For instance, unique sampling (extreme case sampling) has the advantage of being able to obtain interesting research findings by researching phenomena that have previously received little or no interest, and the disadvantage of deriving research findings that are interesting to only some readers if the research is conducted on an overly unique situation. Maximum variation sampling, also referred to as theoretical sampling, is commonly used in qualitative research based on the grounded theory. Selecting the appropriate participant sampling method that suits the purpose of research is crucial ( Table 2 ).

Sampling methods of selecting research participants in qualitative research

Once the researcher has decided how to select study participants, the data collection methods must be determined. Just as with participant sampling, various data collection methods are available, all of which have various advantages and disadvantages; therefore, the method must be selected based on the research question and circumstances. Unlike quantitative research, which usually uses a single data source and data collection method, the use of multiple data sources and data collection methods is encouraged in qualitative research [ 30 ]. Using a single data source and data collection method could cause data collection to be skewed by researcher bias; therefore, using multiple data sources and data collection methods is ideal. In qualitative research, the following data types are commonly used: (1) interview data obtained through one-on-one in-depth interviews and focus group discussions, (2) observational data from various observation levels, (3) documented data collected from personal or public documents, and (4) image data, such as photographs and videos.

Interview data are the most commonly used data source in qualitative research [ 31 ]. In qualitative research, an interview refers to communication that takes place based on a clear sense of purpose of acquiring certain information, unlike conversations that typically take place in daily life. The level of data acquired through interviews varies significantly depending on the researcher’s personal qualifications and abilities, as well as his or her level of interest and knowledge regarding the research topic. Therefore, interviewers must be trained to go beyond simply identifying the clearly expressed experiences of research participants to exploring their inner experiences and emotions [ 32 ]. Interview data can be classified based on the level of structuralization of the data collection method, sample size, and interview method. The characteristics of each type of interview are given in Table 3 .

Detailed types of interview methods according to the characteristics of in-depth interviews and focus group discussion

Observations, which represent a key data collection method in anthropology, refer to a series of actions taken by the researcher in search of a deep understanding by systematically examining the appearances of research participants that take place in natural situations [ 33 ]. Observations can be categorized as participant and non-participant, insider and outsider, disguised and undisguised, short- and long-term, and structured and unstructured. However, a line cannot be drawn clearly to differentiate these categories, and the degree of each varies along a single spectrum. Therefore, it is necessary for a qualitative researcher to select the appropriate data collection method based on the circumstances and characteristics of the research topic.

Various types of document data can be used in qualitative research. Personal documents include diaries, letters, and autobiographies, while public documents include legal documents, public announcements, and civil documents. Online documents include emails and blog or bulletin board postings, while other documents include graffiti. All these document types may be used as data sources in qualitative research. In addition, image data acquired by the research participant or researcher, such as photographs and videos, serve as useful data sources in qualitative research. Such data sources are relatively objective and easily accessible, while they contain a significant amount of qualitative meaning despite the low acquisition cost. While some data may have been collected for research purposes, other data may not have been originally produced for research. Therefore, the researcher must not distort the original information contained in the data source and must verify the accuracy and authenticity of the data source in advance [ 30 ].

This review examined the characteristics of qualitative research to help researchers select the appropriate qualitative research methodology and identify situations suitable for qualitative research in the healthcare field. In addition, this paper analyzed the selection of the research topic and problem, selection of the theoretical framework and methods, literature analysis, and selection of the research participants and data collection methods. A forthcoming paper will discuss more specific details regarding other qualitative research methodologies, such as data analysis, description of findings, and research validation. This review can contribute to the more active use of qualitative research in the healthcare field, and the findings are expected to instill a proper understanding of qualitative research in researchers who review and judge qualitative research reports and papers.

Ethics Statement

Since this study used secondary data source, we did not seek approval from the institutional review board. We also did not have to ask for the consent of the participants.

Acknowledgments

CONFLICT OF INTEREST

The authors have no conflicts of interest associated with the material presented in this paper.

AUTHOR CONTRIBUTIONS

Conceptualization: Pyo J, Lee W, Choi EY, Jang SG, Ock M. Data curation: Pyo J, Ock M. Formal analysis: Pyo J, Ock M. Funding acquisition: None. Validation: Lee W, Choi EY, Jang SG. Writing - original draft: Pyo J, Ock M. Writing - review & editing: Pyo J, Lee W, Choi EY, Jang SG, Ock M.

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What Are Qualitative Survey Questions? Know all Benefits with Examples

13 mins read

Manisha Khandelwal

Senior Content Marketer at SurveySensum

Want to uncover deeper insights, understand customer emotions, or explore complex issues? 

Qualitative survey questions are the way to do it!

This blog explores everything you need to know about crafting effective qualitative survey questions to gather rich, descriptive data. We’ll talk about why qualitative questions are necessary for data collection, the various types you can use, and share practical examples to get you started. Plus, we’ll compare qualitative and quantitative questions to show how using both can provide a comprehensive understanding of your audience.

So, whether you’re new to surveys or looking to enhance your approach, stay tuned. We’re here to help you create surveys that capture the full story behind the data.

Ready to unlock deeper insights? Let’s dive in!

What are Qualitative Questions?

Qualitative survey questions are open-ended questions designed to gather in-depth insights and detailed feedback from respondents. Unlike quantitative questions that seek numerical data, qualitative questions explore the underlying reasons, motivations, and opinions behind respondents’ answers. These questions typically require more detailed and elaborated responses, allowing for richer and more nuanced data collection.

→ Basically if you want to understand the ‘Why’ behind the feedback then Qualitative survey questions are for you. For instance, why did Rachel give the score of 5 or what kind of support issue did Max face – qualitative question answers these questions!

Key Characteristics of Qualitative Survey Questions:

• Open-ended : They do not have predefined response options and encourage respondents to answer more freely, in their own words.
• Exploratory: They aim to uncover underlying thoughts, feelings, and behaviors.
• Detailed: They allow for comprehensive and elaborate responses, providing deeper insights into the topic.

But why make such a fuss about using them in surveys?

Why Use Qualitative Survey Questions?

Using qualitative survey questions offers several advantages, particularly when the goal is to gain a deeper understanding of respondents’ thoughts, feelings, and behaviors. Here are some key reasons to use qualitative questions:

1. Depth of Insight

Qualitative questions allow respondents to provide detailed and nuanced answers. This depth of insight can uncover underlying motivations, emotions, and reasons behind their behaviors and attitudes, which quantitative data may not reveal.

2. Exploratory Research

When entering a new market, developing a new product, or exploring new concepts, qualitative questions help gather exploratory data. They enable businesses to understand the complexities of a topic and identify patterns, themes, and areas for further investigation.

3. Richness of Data

Qualitative responses provide rich, descriptive data that can be used to create detailed narratives, case studies, and personas . This richness helps in understanding the context and background of respondents’ experiences.

4. Flexibility

Respondents can answer in their own words, providing information that might not fit into predefined categories. This flexibility can reveal unexpected insights and highlight issues that were not initially considered.

5. Identifying Key Issues

By asking open-ended questions, researchers can identify key issues, pain points, and areas for improvement that are most important to respondents. This helps in prioritizing actions and making informed decisions.

6. Enhancing Quantitative Data

Qualitative questions can complement quantitative data by providing explanations and context for the numbers. For example, if a survey shows a low satisfaction score, qualitative questions can help understand the reasons behind this dissatisfaction.

7. Capturing Emotional and Subjective Experiences

Quantitative data often fails to capture the emotional and subjective aspects of respondents’ experiences. Qualitative questions allow for the expression of feelings, opinions, and personal stories, providing a more holistic view of the customer experience.

8. Generating Hypotheses

Qualitative data can help generate hypotheses for further testing and exploration. The insights gained from qualitative responses can guide the development of future quantitative surveys or experiments.

9. Tailored Responses

Respondents can provide answers tailored to their specific experiences and perspectives, leading to a more personalized understanding of their needs and preferences.

Examples of When to Use Qualitative Questions

• Customer Feedback: To understand the reasons behind customer satisfaction or dissatisfaction.
• Product Development: To gather ideas and suggestions for new features improvements or product adoption .
• Market Research: To explore consumer attitudes and behaviors in a new market.
• User Experience : To capture detailed user experiences and identify usability issues.
• Employee Feedback : To understand employee morale, job satisfaction, and workplace culture.

In summary, qualitative questions are invaluable for gaining a deeper, more comprehensive understanding of complex issues, providing rich, contextual data that can inform decision-making and drive improvements.

Ready to take your data collection to the next level? Start crafting your surveys with SurveySensum ‘s different question types and gather the rich, qualitative insights you need to make informed decisions. Try it now! S

Types Of Qualitative Survey Questions

Qualitative survey questions are open-ended and designed to elicit detailed, narrative responses that provide deeper insights into respondents’ thoughts, feelings, and experiences. Here are some common types and examples of qualitative survey questions:

1. Open-ended Questions

These questions allow respondents to express their thoughts freely without being restricted to predefined options.

• Example: “What do you think about our new product design?”

2. Experience-Based Questions

These questions ask respondents to describe specific experiences related to the topic of interest.

• Example: “Can you describe a time when you had an exceptional customer service experience with us?”

3. Opinion-Based Questions

Opinion-based questions seek to understand respondents’ viewpoints or beliefs about a subject.

• Example: “What is your opinion on the recent changes to our website?”

4. Follow-Up Questions

Follow-up questions are used to delve deeper into initial responses and can help uncover underlying reasons or motivations.

• Example: “You mentioned that you found the product useful. What specific features did you find most beneficial?”

5. Hypothetical Questions

These questions present a hypothetical scenario to understand respondents’ potential reactions or decisions.

• Example: “If we were to introduce a new feature, what would you like it to be and why?”

6. Clarification Questions

Clarification questions ensure that the respondent’s answer is fully understood by asking for more details or examples.

• Example: “Can you clarify what you mean by ‘difficult to use’?”

7. Reflective Questions

Reflective questions ask respondents to think back on their experiences and reflect on changes or impacts.

• Example: “How has your perception of our brand changed over the past year?”

8. Comparative Questions

Comparative questions ask respondents to compare two or more items, experiences, or periods.

• Example: “How does our current customer service compare to your experiences with other companies?”

9. Narrative Questions

These questions invite respondents to tell a story or describe a sequence of events.

• Example: “Can you walk me through your experience from the moment you decided to purchase our product to the point of making the purchase?”

20 Examples Of Qualitative Questions

Here are 20 examples of qualitative questions that can be used in various research contexts to gather detailed, narrative responses:

Customer Experience and Satisfaction

• Can you describe a recent experience you had with our customer service?
• What do you like most about our product/service?
• What aspects of our product/service do you find most challenging or frustrating?
• Can you tell us about a time when our product/service exceeded your expectations?
• What improvements would you suggest for our product/service?

Product Feedback and Development

• What features do you find most useful in our product?
• Can you describe a feature you think is missing from our product?
• How does our product compare to others you have used in the past?
• Can you tell us about a situation where our product helped you solve a problem?
• What changes would make our product better meet your needs?

Marketing and Branding

• What first comes to mind when you think of our brand?
• Can you describe your feelings towards our recent advertising campaign?
• What factors influenced your decision to choose our product over competitors’?
• How do you perceive our brand compared to others in the market?
• What would you tell a friend about our brand?

Employee Experience and Engagement

• What do you enjoy most about working here?
• Can you describe a time when you felt particularly motivated at work?
• What challenges do you face in your current role?
• What changes would improve your work environment?
• How do you feel about the communication and support from management?

These questions are open-ended, encouraging respondents to share their thoughts and experiences in detail, and providing rich qualitative data that can be used to gain deeper insights into their perspectives.

Transform your survey data into rich, descriptive insights by leveraging qualitative questions. SurveySensum provides the tools you need to create impactful surveys. Sign up and start exploring today!

Qualitative Vs Quantitative Questions

Here’s a table comparing qualitative and quantitative questions:

Qualitative questions gather detailed responses, offering in-depth insights into thoughts and experiences through open-ended formats. They explore complex issues and uncover new ideas. Quantitative questions collect data that can be analyzed statistically, using closed-ended formats for easy aggregation.

By using both types of questions in your surveys, you can create a more comprehensive feedback process, capturing both the stories behind the numbers and the trends that drive them.

In conclusion, qualitative survey questions are essential tools for gathering comprehensive insights. They allow you to delve deep into the emotions, motivations, and experiences of your respondents, providing rich, descriptive data that adds context and depth to your research. 

By integrating both qualitative and quantitative questions in your surveys, you can capture a holistic view of your audience, balancing detailed narratives with concrete data. This dual approach ensures that you not only understand the “what” and “how many” but also the “why” and “how.”

So, streamline your survey creation process and ensure you gather the most actionable insights using SurveySensum . SurveySensum’s intuitive platform helps you design, distribute, and analyze surveys efficiently, making it easier to combine qualitative and quantitative questions for a well-rounded research strategy.

A qualitative survey questionnaire consists of open-ended questions designed to gather detailed and descriptive responses. For example, qualitative questions examples in a survey for a restaurant might include questions like:

• “Can you describe your overall experience at our restaurant?”
• “What dishes did you enjoy the most and why?”
• “How did you feel about the ambiance and service?”

This type of questionnaire aims to uncover in-depth insights about customers’ experiences, preferences, and perceptions.

Here are five qualitative survey questions examples that can be used in a variety of contexts to gather detailed responses:

• “Can you describe a recent experience you had with our customer service?”
• “What do you find most valuable about our product/service?”
• “How has using our product/service impacted your daily life?”
• “What challenges have you encountered while using our product/service?”
• “What changes or improvements would you like to see in our product/service?”

Good qualitative research questions are open-ended, clear, and designed to elicit detailed responses that provide deep insights. They should encourage participants to share their thoughts, experiences, and feelings. Qualitative survey questions examples include:

• “How do you perceive the impact of remote work on your productivity and work-life balance?”
• “What motivates you to choose one brand over another in the marketplace?”
• “Can you describe your experience transitioning from traditional to online education?”

The qualitative survey method involves collecting detailed, narrative data through open-ended questions in surveys or interviews. This method aims to understand the underlying reasons, opinions, and motivations of respondents. It often involves smaller sample sizes compared to quantitative surveys but provides richer, more in-depth data.

Design, distribute, and analyze surveys efficiently with qualitative and quantitative questions for a well-rounded research strategy. Begin your journey to deeper insights now! Try SurveySensum for free!

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