Qualitative research methods

Qualitative research methods

Published January 10, 2026

Qualitative research methods

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Qualitative Research - The 'Why' & 'How'

  • Core Mission: To understand the 'why' and 'how' behind actions, beliefs, and experiences through non-numeric data.

  • Function: Primarily for hypothesis generation, exploring complex phenomena in-depth.

  • Contrast (vs. Quantitative): Seeks to understand context and meaning, rather than testing pre-defined hypotheses with statistical analysis.

  • Common Methods:

    • Interviews: One-on-one discussions.
    • Focus Groups: Group discussions on a specific topic.
    • Observation/Ethnography: Immersing in the subject's environment.

Key Concept: Saturation In qualitative studies, data collection continues until no new major themes or insights emerge from participants. This, not a p-value, determines the sample size and study conclusion.

Qualitative Methods - The Core Toolkit

  • Aims to understand the "why" and "how" of human behavior through non-numerical data (e.g., interview transcripts, observations).
  • Utilizes open-ended questions to elicit detailed narrative responses.
  • Data collection continues until data saturation is reached (i.e., no new major themes or information emerge from participants).
MethodDescriptionKey Feature
In-depth InterviewsOne-on-one, semi-structured conversations to explore individual perspectives, beliefs, and experiences in rich detail.Deep individual insights
Focus GroupsA guided discussion with a small group (6-10 people) led by a trained moderator to gather collective views.Group dynamics & interaction
EthnographyLong-term, immersive study of a cultural group in their natural setting, involving participant observation.Deep cultural immersion
Case StudiesAn intensive, holistic investigation of a single unit (e.g., a patient, family, hospital) in its real-world context.In-depth, multi-faceted analysis

Analysis & Trustworthiness - Making It Rigorous

  • Analysis Process: An inductive process moving from specific data to broader theories.
  • Trustworthiness: A set of criteria to ensure the rigor and believability of qualitative findings. 📌 Mnemonic: 'Trustworthy C-D-T-C' (Credibility, Dependability, Transferability, Confirmability).
CriterionParallel Concept (Quantitative)Key Techniques
CredibilityInternal ValidityTriangulation, Member Checking
TransferabilityExternal ValidityThick Description of Context
DependabilityReliabilityAudit Trail
ConfirmabilityObjectivityAudit Trail, Reflexivity

High‑Yield Points - ⚡ Biggest Takeaways

  • Qualitative research explores the ‘why’ and ‘how’ of human behavior, providing deep insights.
  • Common methods include interviews, focus groups, and direct observation to gather non-numerical data.
  • Sample sizes are small and purposive, not randomized, aiming for depth over generalizability.
  • Analysis continues until thematic saturation is achieved (no new major themes emerge).
  • It is primarily used for hypothesis generation, not for hypothesis testing.
  • Researcher subjectivity is an acknowledged part of the interpretive process.

Practice Questions: Qualitative research methods

Test your understanding with these related questions

A research group designed a study to investigate the epidemiology of syphilis in the United States. The investigators examined per capita income and rates of syphilis in New York City, Los Angeles, Chicago, and Houston. Data on city-wide syphilis rates was provided by each city's health agency. The investigators ultimately found that the number of new cases of syphilis was higher in low-income neighborhoods. This study is best described as which of the following?

1 of 5

Flashcards: Qualitative research methods

1/9

Both twin concordance and adoption studies are useful for measuring '_____'

TAP TO REVEAL ANSWER

Both twin concordance and adoption studies are useful for measuring '_____'

nature vs. nurture

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