Qualitative Research
Core summary
Qualitative research explores the 'why' and 'how' of human experience using methods like interviews, focus groups, and observation. It produces rich, detailed data about experiences, beliefs, and behaviors that quantitative methods cannot capture.
Detailed explanation
Detailed explanation
While quantitative research asks 'how much' or 'how many,' qualitative research asks 'what is the nature of this experience?' Major approaches include: Phenomenology — exploring the lived experience of a phenomenon (e.g., what it feels like to live with chronic pain). Grounded theory — developing theory from data through systematic coding and constant comparison. Ethnography — studying culture and social interactions through prolonged immersion. Case study — in-depth analysis of a bounded system (a program, organization, or community). Data collection methods include semi-structured interviews (one-on-one, open-ended questions), focus groups (group discussions facilitated by a researcher), and participant observation. Data analysis involves coding transcripts, identifying themes, and building interpretations. Quality is assessed through trustworthiness criteria: credibility (equivalent to internal validity), transferability (external validity), dependability (reliability), and confirmability (objectivity). COREQ (Consolidated Criteria for Reporting Qualitative Research) provides the reporting standard.
Clinical example
You want to understand why patients with diabetes struggle to adhere to medication regimens. Surveys show 40% non-adherence, but do not explain why. Through semi-structured interviews with 20 patients, you discover themes of financial burden, fear of side effects, feeling well without medication, and lack of family support — insights that reshape your intervention strategy.
Research example
Qualitative research was essential in understanding patient experiences during the COVID-19 pandemic — capturing the emotional impact of isolation, decision-making around vaccination, and the lived experience of long COVID — perspectives that shaped public health communication strategies.
Knowledge check
Q1. Which qualitative approach focuses on lived experience of a phenomenon?
Q2. What is the qualitative equivalent of 'internal validity'?
Q3. Which reporting guideline is used for qualitative studies?