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Data analysis in qualitative research, theertha raj, august 30, 2024.

While numbers tell us "what" and "how much," qualitative data reveals the crucial "why" and "how." But let's face it - turning mountains of text, images, and observations into meaningful insights can be daunting.

This guide dives deep into the art and science of how to analyze qualitative data. We'll explore cutting-edge techniques, free qualitative data analysis software, and strategies to make your analysis more rigorous and insightful. Expect practical, actionable advice on qualitative data analysis methods, whether you're a seasoned researcher looking to refine your skills or a team leader aiming to extract more value from your qualitative data.

What is qualitative data?

Qualitative data is non-numerical information that describes qualities or characteristics. It includes text, images, audio, and video. 

This data type captures complex human experiences, behaviors, and opinions that numbers alone can't express.

A qualitative data example can include interview transcripts, open-ended survey responses, field notes from observations, social media posts and customer reviews

Importance of qualitative data

Qualitative data is vital for several reasons:

• It provides a deep, nuanced understanding of complex phenomena.
• It captures the 'why' behind behaviors and opinions.
• It allows for unexpected discoveries and new research directions.
• It puts people's experiences and perspectives at the forefront.
• It enhances quantitative findings with depth and detail.

What is data analysis in qualitative research?

Data analysis in qualitative research is the process of examining and interpreting non-numerical data to uncover patterns, themes, and insights. It aims to make sense of rich, detailed information gathered through methods like interviews, focus groups, or observations.

This analysis moves beyond simple description. It seeks to understand the underlying meanings, contexts, and relationships within the data. The goal is to create a coherent narrative that answers research questions and generates new knowledge.

How is qualitative data analysis different from quantitative data analysis?

Qualitative and quantitative data analyses differ in several key ways:

• Data type: Qualitative analysis uses non-numerical data (text, images), while quantitative analysis uses numerical data.
• Approach: Qualitative analysis is inductive and exploratory. Quantitative analysis is deductive and confirmatory.
• Sample size: Qualitative studies often use smaller samples. Quantitative studies typically need larger samples for statistical validity.
• Depth vs. breadth: Qualitative analysis provides in-depth insights about a few cases. Quantitative analysis offers broader insights across many cases.
• Subjectivity: Qualitative analysis involves more subjective interpretation. Quantitative analysis aims for objective, statistical measures.

What are the 3 main components of qualitative data analysis?

The three main components of qualitative data analysis are:

• Data reduction: Simplifying and focusing the raw data through coding and categorization.
• Data display: Organizing the reduced data into visual formats like matrices, charts, or networks.
• Conclusion drawing/verification: Interpreting the displayed data and verifying the conclusions.

These components aren't linear steps. Instead, they form an iterative process where researchers move back and forth between them throughout the analysis.

How do you write a qualitative analysis?

Step 1: organize your data.

Start with bringing all your qualitative research data in one place. A repository can be of immense help here. Transcribe interviews , compile field notes, and gather all relevant materials.

Immerse yourself in the data. Read through everything multiple times.

Step 2: Code & identify themes

Identify and label key concepts, themes, or patterns. Group related codes into broader themes or categories. Try to connect themes to tell a coherent story that answers your research questions.

Pick out direct quotes from your data to illustrate key points.

Step 3: Interpret and reflect

Explain what your results mean in the context of your research and existing literature.

Als discuss, identify and try to eliminate potential biases or limitations in your analysis. 

Summarize main insights and their implications.

What are the 5 qualitative data analysis methods?

Thematic Analysis Identifying, analyzing, and reporting patterns (themes) within data.

Content Analysis Systematically categorizing and counting the occurrence of specific elements in text.

Grounded Theory Developing theory from data through iterative coding and analysis.

Discourse Analysis Examining language use and meaning in social contexts.

Narrative Analysis Interpreting stories and personal accounts to understand experiences and meanings.

Each method suits different research goals and data types. Researchers often combine methods for comprehensive analysis.

What are the 4 data collection methods in qualitative research?

When it comes to collecting qualitative data, researchers primarily rely on four methods.

• Interviews : One-on-one conversations to gather in-depth information.
• Focus Groups : Group discussions to explore collective opinions and experiences.
• Observations : Watching and recording behaviors in natural settings.
• Document Analysis : Examining existing texts, images, or artifacts.

Researchers often use multiple methods to gain a comprehensive understanding of their topic.

How is qualitative data analysis measured?

Unlike quantitative data, qualitative data analysis isn't measured in traditional numerical terms. Instead, its quality is evaluated based on several criteria. 

Trustworthiness is key, encompassing the credibility, transferability, dependability, and confirmability of the findings. The rigor of the analysis - the thoroughness and care taken in data collection and analysis - is another crucial factor. 

Transparency in documenting the analysis process and decision-making is essential, as is reflexivity - acknowledging and examining the researcher's own biases and influences. 

Employing techniques like member checking and triangulation all contribute to the strength of qualitative analysis.

Benefits of qualitative data analysis

The benefits of qualitative data analysis are numerous. It uncovers rich, nuanced understanding of complex phenomena and allows for unexpected discoveries and new research directions. 

By capturing the 'why' behind behaviors and opinions, qualitative data analysis methods provide crucial context. 

Qualitative analysis can also lead to new theoretical frameworks or hypotheses and enhances quantitative findings with depth and detail. It's particularly adept at capturing cultural nuances that might be missed in quantitative studies.

Challenges of Qualitative Data Analysis

Researchers face several challenges when conducting qualitative data analysis. 

Managing and making sense of large volumes of rich, complex data can lead to data overload. Maintaining consistent coding across large datasets or between multiple coders can be difficult. 

There's a delicate balance to strike between providing enough context and maintaining focus on analysis. Recognizing and mitigating researcher biases in data interpretation is an ongoing challenge. 

The learning curve for qualitative data analysis software can be steep and time-consuming. Ethical considerations, particularly around protecting participant anonymity while presenting rich, detailed data, require careful navigation. Integrating different types of data from various sources can be complex. Time management is crucial, as researchers must balance the depth of analysis with project timelines and resources. Finally, communicating complex qualitative insights in clear, compelling ways can be challenging.

Best Software to Analyze Qualitative Data

G2 rating: 4.6/5

Pricing: Starts at $30 monthly.

Looppanel is an AI-powered research assistant and repository platform that can make it 5x faster to get to insights, by automating all the manual, tedious parts of your job. 

Here’s how Looppanel’s features can help with qualitative data analysis:

• Automatic Transcription: Quickly turn speech into accurate text; it works across 8 languages and even heavy accents, with over 90% accuracy.
• AI Note-Taking: The research assistant can join you on calls and take notes, as well as automatically sort your notes based on your interview questions.
• Automatic Tagging: Easily tag and organize your data with free AI tools.
• Insight Generation: Create shareable insights that fit right into your other tools.
• Repository Search: Run Google-like searches within your projects and calls to find a data snippet/quote in seconds
• Smart Summary: Ask the AI a question on your research, and it will give you an answer, using extracts from your data as citations.

Looppanel’s focus on automating research tasks makes it perfect for researchers who want to save time and work smarter.

G2 rating: 4.7/5

Pricing: Free version available, with the Plus version costing $20 monthly.

ChatGPT, developed by OpenAI, offers a range of capabilities for qualitative data analysis including:

• Document analysis : It can easily extract and analyze text from various file formats.
• Summarization : GPT can condense lengthy documents into concise summaries.
• Advanced Data Analysis (ADA) : For paid users, Chat-GPT offers quantitative analysis of data documents.
• Sentiment analysis: Although not Chat-GPT’s specialty, it can still perform basic sentiment analysis on text data.

ChatGPT's versatility makes it valuable for researchers who need quick insights from diverse text sources.

How to use ChatGPT for qualitative data analysis

ChatGPT can be a handy sidekick in your qualitative analysis, if you do the following:

• Use it to summarize long documents or transcripts
• Ask it to identify key themes in your data
• Use it for basic sentiment analysis
• Have it generate potential codes based on your research questions
• Use it to brainstorm interpretations of your findings

G2 rating: 4.7/5 Pricing: Custom

Atlas.ti is a powerful platform built for detailed qualitative and mixed-methods research, offering a lot of capabilities for running both quantitative and qualitative research.

It’s key data analysis features include:

• Multi-format Support: Analyze text, PDFs, images, audio, video, and geo data all within one platform.
• AI-Powered Coding: Uses AI to suggest codes and summarize documents.
• Collaboration Tools: Ideal for teams working on complex research projects.
• Data Visualization: Create network views and other visualizations to showcase relationships in your data.

G2 rating: 4.1/5 Pricing: Custom

NVivo is another powerful platform for qualitative and mixed-methods research. It’s analysis features include:

• Data Import and Organization: Easily manage different data types, including text, audio, and video.
• AI-Powered Coding: Speeds up the coding process with machine learning.
• Visualization Tools: Create charts, graphs, and diagrams to represent your findings.
• Collaboration Features: Suitable for team-based research projects.

NVivo combines AI capabilities with traditional qualitative analysis tools, making it versatile for various research needs.

Can Excel do qualitative data analysis?

Excel can be a handy tool for qualitative data analysis, especially if you're just starting out or working on a smaller project. While it's not specialized qualitative data analysis software, you can use it to organize your data, maybe putting different themes in different columns. It's good for basic coding, where you label bits of text with keywords. You can use its filter feature to focus on specific themes. Excel can also create simple charts to visualize your findings. But for bigger or more complex projects, you might want to look into software designed specifically for qualitative data analysis. These tools often have more advanced features that can save you time and help you dig deeper into your data.

How do you show qualitative analysis?

Showing qualitative data analysis is about telling the story of your data. In qualitative data analysis methods, we use quotes from interviews or documents to back up our points. Create charts or mind maps to show how different ideas connect, which is a common practice in data analysis in qualitative research. Group your findings into themes that make sense. Then, write it all up in a way that flows, explaining what you found and why it matters.

What is the best way to analyze qualitative data?

There's no one-size-fits-all approach to how to analyze qualitative data, but there are some tried-and-true steps. 

Start by getting your data in order. Then, read through it a few times to get familiar with it. As you go, start marking important bits with codes - this is a fundamental qualitative data analysis method. Group similar codes into bigger themes. Look for patterns in these themes - how do they connect? 

Finally, think about what it all means in the bigger picture of your research. Remember, it's okay to go back and forth between these steps as you dig deeper into your data. Qualitative data analysis software can be a big help in this process, especially for managing large amounts of data.

In qualitative methods of test analysis, what do test developers do to generate data?

Test developers in qualitative research might sit down with people for in-depth chats or run group discussions, which are key qualitative data analysis methods. They often use surveys with open-ended questions that let people express themselves freely. Sometimes, they'll observe people in their natural environment, taking notes on what they see. They might also dig into existing documents or artifacts that relate to their topic. The goal is to gather rich, detailed information that helps them understand the full picture, which is crucial in data analysis in qualitative research.

Which is not a purpose of reflexivity during qualitative data analysis?

Reflexivity in qualitative data analysis isn't about proving you're completely objective. That's not the goal. Instead, it's about being honest about who you are as a researcher. It's recognizing that your own experiences and views might influence how you see the data. By being upfront about this, you actually make your research more trustworthy. It's also a way to dig deeper into your data, seeing things you might have missed at first glance. This self-awareness is a crucial part of qualitative data analysis methods.

What is a qualitative data analysis example?

A simple example is analyzing customer feedback for a new product. You might collect feedback, read through responses, create codes like "ease of use" or "design," and group similar codes into themes. You'd then identify patterns and support findings with specific quotes. This process helps transform raw feedback into actionable insights.

How to analyze qualitative data from a survey?

First, gather all your responses in one place. Read through them to get a feel for what people are saying. Then, start labeling responses with codes - short descriptions of what each bit is about. This coding process is a fundamental qualitative data analysis method. Group similar codes into bigger themes. Look for patterns in these themes. Are certain ideas coming up a lot? Do different groups of people have different views? Use actual quotes from your survey to back up what you're seeing. Think about how your findings relate to your original research questions. 

Which one is better, NVivo or Atlas.ti?

NVivo is known for being user-friendly and great for team projects. Atlas.ti shines when it comes to visual mapping of concepts and handling geographic data. Both can handle a variety of data types and have powerful tools for qualitative data analysis. The best way to decide is to try out both if you can. 

While these are powerful tools, the core of qualitative data analysis still relies on your analytical skills and understanding of qualitative data analysis methods.

Do I need to use NVivo for qualitative data analysis?

You don't necessarily need NVivo for qualitative data analysis, but it can definitely make your life easier, especially for bigger projects. Think of it like using a power tool versus a hand tool - you can get the job done either way, but the power tool might save you time and effort. For smaller projects or if you're just starting out, you might be fine with simpler tools or even free qualitative data analysis software. But if you're dealing with lots of data, or if you need to collaborate with a team, or if you want to do more complex analysis, then specialized qualitative data analysis software like NVivo can be a big help. It's all about finding the right tool for your specific research needs and the qualitative data analysis methods you're using.

Here’s a guide that can help you decide.

How to use NVivo for qualitative data analysis

First, you import all your data - interviews, documents, videos, whatever you've got. Then you start creating "nodes," which are like folders for different themes or ideas in your data. As you read through your material, you highlight bits that relate to these themes and file them under the right nodes. NVivo lets you easily search through all this organized data, find connections between different themes, and even create visual maps of how everything relates.

How much does NVivo cost?

NVivo's pricing isn't one-size-fits-all. They offer different plans for individuals, teams, and large organizations, but they don't publish their prices openly. Contact the team here for a custom quote.

What are the four steps of qualitative data analysis?

While qualitative data analysis is often iterative, it generally follows these four main steps:

1. Data Collection: Gathering raw data through interviews, observations, or documents.

2. Data Preparation: Organizing and transcribing the collected data.

3. Data Coding: Identifying and labeling important concepts or themes in the data.

4. Interpretation: Drawing meaning from the coded data and developing insights.

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• Published: 02 September 2024

Propaganda in focus: decoding the media strategy of ISIS

• Yuanbo Qi   ORCID: orcid.org/0000-0001-9541-8220 1  

Humanities and Social Sciences Communications volume  11 , Article number:  1123 ( 2024 ) Cite this article

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• Cultural and media studies
• Politics and international relations

This investigation employs the analytical framework established by Braddock and Horgan to conduct a comprehensive content analysis of 79 official English-language propaganda videos disseminated by ISIS, with the objective of quantifying the thematic composition and the evolutionary trajectory of ISIS’s international media operations and propaganda machinery from 2014 to 2017. The findings reveal that a predominant portion of the videos articulate narratives extensively centred around themes of the adversary and religious discourse, with the Sharia (Islamic law) emerging as the most prevalent theme. This research concludes that at a global scale, the propaganda apparatus of ISIS has orchestrated an intricate narrative, incorporating adversarial, theological, and emotional elements, thereby delineating the advanced sophistication of ISIS’s global propaganda endeavours.

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Introduction.

Between 2014 and 2017, pivotal years in the trajectory of the Islamic State (ISIS), the group witnessed a meteoric rise and subsequent decline in territorial control (al-Lami, 2019 ; Barnard and Saad, 2017 ; Chulov, 2019 ; Curry, 2014a ; Damon et al. 2017 ; Gilsinan, 2014 ; Phippen, 2017 ). Throughout this period, ISIS strategically utilised media, particularly through its official English-language videos, to propagate its message worldwide. Abu Bakr al-Baghdadi’s proclamation of a caliphate at Mosul’s al-Nuri Mosque marked a significant milestone for ISIS, symbolically hearkening back to a perceived Islamic golden age and galvanising Muslims to join their cause (al-Lami, 2019 ; Chulov, 2019 ). The extreme measures employed by the group, along with the global military response, accentuated the multifaceted nature of contemporary extremist movements (Curry, 2014b ; Gilsinan, 2014 ; Malik, 2014b ).

Understanding ISIS’s media strategy is a vital piece of the puzzle in the broader fight against global terrorism. The English-language videos produced by ISIS from 2014 to 2017 underscore not just the group’s media acumen but also their ideological engagement with a global audience. These videos aimed to intimidate adversaries, recruit sympathisers, and affirm the group’s narrative, showcasing a new dimension of digital terrorism that manipulates psychological, rhetorical, and theological elements to wield influence (Dearden, 2015 ).

This study examines ISIS’s video propaganda to decode its key narratives, rhetoric device, and implications for counter narratives. The increased reliance of ISIS on propaganda as their territorial grasp expanded underscores the imperative to scrutinise and interpret their communicative strategies. By delving into the content of these videos, this research seeks insights into how ISIS’s messaging evolved in response to military setbacks, territorial losses, and shifts in the geopolitical landscape.

This enquiry is of paramount importance for scholarly exploration and practical counter-terrorism measures. Recognising the patterns, themes, and shifts in ISIS’s propagated content enables security analysts and policymakers to anticipate and counteract the tactics of ISIS and similar entities. The insight derived from this study has the potential to inform counter-narratives and deconstruct extremist messaging strategies, thus curtailing the reach and impact of jihadist propaganda on a global scale (Gerges, 2019 ).

The confines of this study are set strictly within the official English-language video propaganda disseminated by ISIS from 2014 to 2017, a period marking the zenith of the group’s influence (al-Lami, 2019 ; Barnard and Saad, 2017 ; Chulov, 2019 ; Curry, 2014a ; Damon et al. 2017 ; Gilsinan, 2014 ; Phippen, 2017 ), thus permitting an analysis of its narrative amidst changing geopolitical realities. By focusing solely on these materials, the research delves into the intricacies of ISIS’s marketing strategies and the ideological underpinnings aimed at a global, primarily English-speaking, audience. The study’s deliberate temporal and linguistic boundaries enable a concentrated examination of the group’s communication tactics during a critical juncture of its existence. The study posits the following specific inquiries:

What intrinsic narrative motifs emerge with the greatest prominence in the videos?

The lens of the videos’ intrinsic narratives, in what manner is the worldview inherent to ISIS ideology articulated and represented?

How does the thematic distribution within these videos reflect an evolution or transformation in the period from 2014 to 2017, and what does this shift signify about ISIS media strategy?

A thorough examination of the corpus of research reveals a trend of tactical and thematic complexity in ISIS’s English-language propaganda (Colas, 2017 ; Winter, 2015 ; Winter, 2018 ). First, many studies do not differentiate their examination of ISIS propaganda between Arabic and English-language content, thereby overlooking the group’s nuanced and targeted messaging aimed at reaching a global audience (Abrahms et al. 2017 ; Fisher, 2015 ; Lakomy, 2021a , 2021b ; Salem et al. 2008 ). Assessments like those by Qi ( 2020a , 2020b ) focus on English-language propaganda, primarily highlighting production aspects or performed speech acts without exploring the thematic richness of the content (Colas, 2017 ). Secondly, there is a lack of studies documenting how these themes have evolved in response to the group’s changing circumstances and the global environment. The thematic evolution within the English text remains unexplored (Al-Rawi, 2018 ; Colas, 2017 ; Fisher, 2015 ; Kuznar, 2017 ; Qi, 2020b ; Winter, 2018 ). By providing a detailed study of the themes and substance found in ISIS’s English-language videos, this research bridges the gaps by analysing how these videos have changed to reflect global dynamics and the group circumstances. This study narrows its focus to provide a necessary perspective on ISIS’s strategic use of English-language materials aimed at global audiences, highlighting the specificity of their media strategy and deliberate use of language in terrorist propaganda.

Literature review

The evolution of isis media strategy and its historical context.

ISIS, also known as the Islamic State, surged to global prominence under the leadership of Abu Bakr al-Baghdadi, who proclaimed a caliphate in 2014, with the ambition of restoring what they considered the golden age of Islam and calling for global Jihad (al-Lami, 2019 ; Chulov, 2019 ). This group quickly gained infamy for its brutal tactics, including the persecution of minorities and conducting high-profile terror attacks, while seizing vast territories in Syria and Iraq (Curry, 2014b ; Gilsinan, 2014 ; Malik, 2014a , 2014b ). By 2017, concerted military efforts significantly diminished ISIS’s territorial control, leading to the loss of their critical strongholds, Mosul and Raqqa (Barnard and Saad, 2017 ; Chulov, 2019 ; Damon et al. 2017 ; Phippen, 2017 ). Despite their territorial defeat and the declaration of the caliphate’s end in 2019, ISIS continues to represent a threat through dispersed networks and sleeper cells globally (Forrest, 2019 ). For instance, nearly a decade after the 2015 terror attacks in Paris, an ISIS affiliate, known as the Islamic State Khorasan Province (ISIS-Khorasan), claimed responsibility for a devastating attack at the Crocus City concert hall in Moscow, which killed 137 people in 2024 (Roth and Sauer, 2024 ; Schmitt, 2024 ). The persistence of the group’s radical ideology suggests that, without addressing the root causes of its emergence, the potential for resurgence remains (Gerges, 2019 ). The transformation of ISIS into a more diffuse entity, which inspires global violence through its propaganda, underscores the enduring challenge of neutralising its impact (al-Lami, 2019 ; Votel et al. 2017 ).

ISIS’s media strategy has a complex history that has developed over time due to strategic adjustments and technology breakthroughs (Gerges, 2016 ). ISIS has recognised the power of the media from the beginning, using it as a recruiting tool and a psychological warfare weapon (Atwan, 2015 ). Their activities at first resembled conventional jihadist communication channels, but they quickly changed into an advanced media machine that made use of social media and excellent video production.

ISIS propagandised mostly in Arabic in the phases, focusing on the local populace as well as the larger Middle East. There was a noticeable change, though, as the group looked to broaden its international appeal and attract members from Western nations. The group’s magazine “Dabiq,” and subsequently “Rumiyah,” as well as a number of videos meant for Western audiences, signalled the appearance of English-language material (Milton, 2020 ). The deliberate change in strategy to add English-language content indicated that the campaign was intended to be multinational.

In addition to being linguistic, the shift from local to international media was both thematic and stylistic. In their analysis of the narrative structures and cinematic devices used in these videos, Venkatesh et al. ( 2020 ) highlight how the “Cinemas of Attraction” and “Pornography of violence” models were created with the intention of shocking as well as attracting viewers. Meanwhile, Sweeney et al. ( 2020 ) emphasised the positive relationship that exists between ISIS’s ability to govern territory and the complexity of the media that it produces, directly connecting the group’s perceived legitimacy and power to the calibre of its output.

ISIS media strategy analyses have changed in tandem with the group’s output. According to Kruglova ( 2020 ), ISIS propaganda utilised narrative advertising by appropriating marketing research, especially on social media platforms. This change is especially significant in light of the group’s deliberate use of stories to elicit strong feelings from the audience; these stories are made much more engaging when they are told in the language of the intended audience. Furthermore, an examination of how the group’s employment of cutting-edge tactics, such as drone images, improved the perceived power and legitimacy of the ISIS brand in these propaganda operations was presented (Archambault and Veilleux-Lepage, 2020 ).

A crucial element in the development of ISIS’s tactics is the interaction between the medium and message content. Toguslu ( 2019 ) examined the ways in which ISIS propaganda—particularly that seen in their magazines—constructs and presents storylines to support their ideology. ISIS’s media activities have seen a substantial metamorphosis with the conversion of these tales into video format and English translation (Fisher, 2015 ). These kinds of materials aim to appeal to Western audiences, frequently imitating Western media styles to give the propaganda a more recognisable sentiment (Qi and He, 2023 ).

The development of ISIS’s media strategy demonstrates a purposeful and strategic shift from local Arabic material to a more inclusive, wider media strategy that aims to interact with English-speaking viewers. This shift highlights how terrorist organisations are adaptable in the digital era and emphasises how crucial it is to thoroughly examine their media outputs to comprehend their influence and reach. Even if they are comprehensive, the earlier studies on ISIS’s media tactics have gaps that need for more research, especially when it comes to the topic of English-language video propaganda and its peculiar characteristics (Cottee and Cunliffe, 2020 ). Comprehending this evolutionary process is essential to crafting counter-narrative tactics and reducing the group’s impact on vulnerable English-speaking communities.

ISIS Propaganda’s thematic and tactical development

The tactical strategies and subject matter of ISIS’s English-language propaganda videos evolved significantly as their media apparatus grew (Winter, 2015 ). After analysing these themes, academics found recurring themes including victimisation, cruelty, utopianism, martyrdom, and apocalypse, all of which were intended to accomplish certain tactical goals (Johnston, 2022 ; Lakomy, 2020 ; Price and Mooney, 2022 ; Winter, 2015 ).

Early examination of the content of ISIS revealed a duality between images of horror and utopia—a dualism meant to arouse and terrify. The contrast of violent activities against the backdrop of an Islamic utopia promised was noticed by Venkatesh et al. ( 2020 ). ‘Cinematic charms’ combined with pictures of a dreamy caliphate lifestyle were intended to justify violence by painting it as a means of achieving a holy purpose.

In their investigation of the “Theatre of Terror,” Sweeney et al. ( 2020 ) and Qi ( 2020b ) contended that the staged violence in ISIS films was a deliberate strategy to represent authority and engender terror rather than being merely for spectacular. According to their study, those videos demonstrated the group’s ability to avenge its adversaries and were an example of a low-cost, high-effect tactic that maximised the symbolic value of violence and self-justification.

This topic was expanded upon by Kruglova ( 2020 ) to include the marketing-like techniques employed in these videos. She emphasised how skilled ISIS is at using social media as a platform to attract and radicalise potential recruits by creating narratives that play on emotions and identity. ISIS was able to connect with a larger audience by using English to tell a compelling tale that spoke to the needs and grievances of those who were remote from the fighting.

Milton ( 2020 ) looked into another facet of ISIS’s propaganda, which involved the deliberate manipulation of pictures. Using a dataset of 1700 ISIS images, he concluded that violent images, especially those of adversaries, greatly boosted attention. In addition to showcasing the group’s military might, the carefully chosen video also showed ISIS government and everyday life, appealing to viewers’ feeling of order and community.

With time, there was a noticeable change in the quality of ISIS propaganda—from widely circulated messages to more specialised information. In their audience perception research, Cottee and Cunliffe ( 2020 ) brought to light ISIS’s acute comprehension of its Western audience. ISIS’s English-language videos were an effective recruiting tool because they were crafted with tales that spoke to certain frustrations or ideological inclinations.

Qi and He ( 2023 ) has conducted an evaluation of English-language videos with an emphasis on their production and semantic attributes. These studies provide insight into how the videos’ production value and thematic distribution strategies have changed over time, despite criticism for their cursory presentation of the subject matter. This kind of study is essential to comprehending how, despite its military decline on the ground, ISIS managed to stay relevant and active in the digital sphere.

By concentrating on the performative element of ISIS narratives, Toguslu ( 2019 ) exposed the group’s deft use of religious texts to justify its crimes. ISIS attempted to provide its supporters with a spiritual purpose and a theological rationale for their atrocities by utilising passages from the Quran and Hadith in their propaganda.

ISIS propaganda’s thematic and tactical growth demonstrates a deliberate progression that aims to shock and persuade. By skilfully utilising English-language videos, the group was able to reach a wider audience and have a more profound effect, appealing to deeper themes of identity, religion, and political grievances than the surface-level appeal of violence. Therefore, analysing these advancements offers crucial insights into the workings of contemporary terrorist propaganda and serves as a foundation for developing potent counterstrategies.

Theoretical framework

In this study, we adopt the theoretical framework of content analysis as outlined by Braddock and Horgan ( 2016 ), which serves as a methodological cornerstone for dissecting the narratives utilised by extremist groups like ISIS. This framework builds upon the understanding that these groups use specific communicative strategies, including narratives imbued with extremist ideologies, values, and beliefs, to achieve strategic objectives and potentially foster radicalisation (Braddock and Horgan, 2016 ; Braddock and Dillard, 2016 ). The persuasive power of extremist media, and its role in radicalisation, has been acknowledged in various studies (Horgan, 2014 ; Jackson, 2007 ), highlighting the urgency of crafting counter-narratives based on a profound understanding of terrorist narratives.

Braddock and Horgan ( 2016 ) advocate for content analysis as a pivotal tool for this endeavour, enabling researchers to identify themes central to an extremist group’s ideology through a detailed examination of their media productions. Their proposed method includes both quantitative assessments of overt message characteristics and a more nuanced thematic analysis aimed at uncovering underlying values, views, and ideologies (Krippendorff, 2012 ). This approach facilitates the recognition of patterns within texts, serving as a crucial step in understanding extremist narratives.

Following the analytic procedures suggested by Braddock and Horgan ( 2016 , pp. 387–388), our study undertakes a systematic exploration of ISIS and other jihadi groups’ narratives. This involves multiple readings of the narratives to grasp their theme, style, and meaning; generating and consolidating codes that reflect the terrorist group’s ideology; sorting codes into overarching themes to identify higher-order concepts; and quantifying these thematic elements to ascertain the most prevalent themes. Such a structured analysis allows for a comprehensive understanding of the narratives, supported by a pilot-coding to ensure objectivity (Boyatzis and E, 1995 ; Patton, 2002 ).

Sampling rationale

Since there has been a substantial quantity of ISIS media production (Atwan, 2015 ; Colas, 2016a ; Cottee, 2015 ; Stern and Berger, 2016 ; Winkler et al. 2016 ; Winter, 2015 ; Zelin, 2015 ), there must be a feasible solution for sampling the data into a manageable corpus (Colas, 2016a ). Through the existing literature, it is observable that, first, studies have largely focused on the written texts, even though empirical studies on ISIS media output have clearly shown that ISIS relies more on visual propaganda than on written propaganda (Zelin, 2015 ). Second, the corpus might need to vary chronologically in terms of release dates to comprehend the evolution and changing dynamics of ISIS media in response to real-world events (Kuznar, 2017 ). Third, English is the second most commonly used language next to Arabic in ISIS propaganda and is the most commonly used foreign language (Fisher, 2015 ). Finally, in its intentional use of such a worldwide, accessible language, the official English-language video, from the organisation’s perspective, represents ISIS’s global ambitions and central strategies. This, in turn, sheds light upon ISIS’s worldview, how ISIS sees itself, and how ISIS wishes to be seen (Colas, 2016a ; Fisher, 2015 ). Ultimately, this fourfold rationale that leads to the sampling criteria sharpens data into a manageable size while remaining quantifiable and comparable with others’ studies of ISIS media production, leading to a more comprehensive, if counter-intuitive, study.

Sampling criteria

The 79 official English-language videos from ISIS were selected based on the following criteria: (1) timing: the video productions must have been released from April 2014 to July 2017, a timeframe that fully captures the Fall and the Liberation of Mosul (10 June 2014–10 July 2017), which symbolises the geographic controllability and territorial power of ISIS (Burke, 2017 ; Forrest, 2019 ; Gamal-Gabriel and Dunlop, 2017 ); (2) language: the video must either be narrated in English or have subtitles in English; (3) sources [for selecting those that represent official ISIS material]: the video productions must be from official ISIS media centres or from provincial-level centres accredited by official media centres. The criteria were implemented to collect English-narrated/subtitled videos released within the established time period that were produced/recognised by the official media centres at al-Hayat , al-Furqan , and al-I’tisam (Barr and Herfroy-Mischler, 2017 ; Zelin, 2015 ). To ensure that the English-language used in the videos released from provincial media centres was officially authorised by ISIS, as opposed to being a private translating effort from pro-ISIS supporters, the videos must have been promoted by the video series Selected 10 and Featured 3 , both of which represent or highlight periodic exaltations of exemplary provincial videos productions by al-Hayat media centre.

The criteria of timing in this study might be worth particular attention to further clarify. The designation of 2014 to 2017 as the peak period of ISIS activities is substantiated by a detailed examination of their territorial control and pivotal events, with a significant focus on the strategic city of Mosul. This era marks ISIS’s swift territorial expansion, reaching its apogee in 2014, characterised by the capture of Mosul, a major urban centre that symbolised their operational and administrative capabilities (Chulov, 2019 ; Curry, 2014b ; Gilsinan, 2014 ). The occupation of Mosul not only demonstrated ISIS’s military prowess but also established a geographical and ideological centre for the caliphate (al-Lami, 2019 ; Boffey and Jalabi, 2014 ; Dearden, 2014 ).

The subsequent decline of ISIS, leading to the liberation of Mosul in July 2017, underscores the importance of this timeframe. The battle for Mosul, which began in October 2016, represented a turning point in the international effort to dismantle ISIS’s territorial hold, highlighting a concerted counter-terrorism strategy that significantly diminished their control and influence (Barnard and Saad, 2017 ; Chulov, 2019 ; Damon et al. 2017 ; Phippen, 2017 )). The liberation of Mosul is widely regarded as a critical indicator of ISIS’s waning power, marking the end of their most significant territorial possession (Burke, 2017 ; Forrest, 2019 ).

Given these considerations, the period between 2014 and 2017 is selected as the focal point of this study, reflecting the zenith and subsequent reduction of ISIS’s territorial and operational command. This timeframe is crucial for understanding the dynamics of ISIS’s rise and fall, providing a comprehensive overview of their impact and the global response to their activities (Burke, 2017 ; Forrest, 2019 ).

Data collection

It is worth noting the distinction between the period of data collection (October 2015 to August 2017) and the video release date criteria (April 2014 to July 2017) for the sake of clarity. This study collected data between 1 October 2015, and 1 August 2017, leveraging Jihadology.net , a renowned repository for jihadi primary materials. During this period, MP4 files of ISIS videos were gathered from digital archives curated by scholars. The collection prioritised anonymity in sourcing to safeguard security while ensuring the authenticity and reliability of the data through cross-verification. Among a broad dataset of 1025 videos, 79 official English-language ISIS videos were chosen based on stringent criteria. Empirical evidence supports data collection via digital media, establishing them as promising research channels for the social sciences (Okereka et al. 2024 ).

Analytical procedure

Extremist organisations use varied communication strategies, including crafting narratives to embed ideologies and values (Braddock and Horgan, 2016 ). The effectiveness of these media in radicalisation is debated. Certain studies suggest narrative exposure can be persuasive, while others see no consistent link (Hong and Park, 2012 ; Peracchio and Meyers-Levy, 1997 ). However, it’s recognised that extremist narratives might potentially lead to radicalisation (Horgan, 2014 ).

Braddock and Horgan focus on developing counter-narratives to extremist ideologies. Understanding terrorist narratives is crucial for crafting effective counter-narratives and strategic communication to prevent radicalisation. These narratives, complex in ideological and emotional content, fulfil several roles: identity, justification for violence, and presenting a skewed reality that influences behaviour. Dissecting them is key to understanding their resonance and potential to foster extremist ideologies.

Development of the coding instrument

The initial phase of the analytical process was the development and enhancement of the coding scheme, which serves as the backbone for thematic analysis. This began with the construction of a provisional list of codes, which are essentially interpretative tags assigned to segments of the meaningful organisations within the videos. These segments to which the codes are applied could vary in length, thereby providing the flexibility to code discrete elements or broader sections of the narrative as necessary.

The analyst used their expertise and preliminary observations to form an initial list of themes present in the videos. This list was dynamically refined to align with established thematic frameworks in extremist propaganda research, ensuring a scholarly foundation for the coding instrument.

Relevant literature, including works by Winter ( 2015 ), Pelletier et al. ( 2016 ), and Gråtrud ( 2016 ), contributed established thematic codes to the analysis. This comparative approach refined the coding list, eliminating redundancy and ensuring a robust, comprehensive coding structure.

The analysis then shifted to a quantitative phase, systematically applying the refined codes to the video narratives. This quantification measured the frequency and prominence of themes, providing empirical insights into ISIS’s strategic messaging priorities during the study period. This approach moved the analysis beyond subjective interpretation towards a data-driven understanding of the thematic content in the ISIS videos.

Application of codes and content analysis

The analytical stage for examining ISIS videos involved a detailed and systematic coding process. The analyst analysed 79 videos, totalling 915 min, by breaking them down into one-minute increments, resulting in 915 distinct units for granular analysis.

Each minute unit was scrutinised using a set of thematic codes, identifying, and recording occurrences of specific themes, termed ‘segments.’ This led to the cataloguing of 799 segments of varying lengths. The prevalence of themes was assessed by calculating the cumulative duration of these segments, quantifying both the frequency and the temporal span of themes in the dataset. The total duration of all segments was 1707 units. Themes with a significance level of 0.06 or higher, roughly equivalent to 100 units or more, were considered substantially prevalent.

Additionally, the analysis explored the ‘asymmetric nature’ of ISIS media operations. This involved using the SKEW function, a statistical measure of distribution asymmetry, to understand the uneven thematic distribution over time, highlighting the dynamic nature of ISIS’s propaganda focus.

The outcome was a comprehensive thematic overview, showing both the frequency and variability of themes in ISIS’s video propaganda. The results were then visually represented in tables and graphs for clearer interpretation and discussion. At the conclusion of this rigorous process, the analyst had at their disposal a comprehensive list of themes, along with detailed insights into the frequency and changing patterns of these themes within ISIS’s video propaganda. The findings from this stage of analysis were then translated into tables and graphs, which facilitated a clear visual representation of the data, allowing for more accessible interpretation and discussion of the results.

Inter-coder reliability

The methodology for analysing ISIS video narratives involved enhancing reliability through an independent expert coder’s review, aligning with Schreier’s ( 2012 ) conflict resolution guidelines. The initial thematic categorisation has been scrutinised to ensure balanced and accurate coding. Braddock and Dillard’s ( 2016 ) methodical evaluation approach guided the determination of theme presence, with coder reviews forming the basis of final decisions.

To verify coding consistency, a pilot test aimed for at least 0.80 inter-coder reliability, following Cohen’s ( 1960 ) benchmark for high reliability. This standard reduces subjective bias, ensuring systematic and replicable coding. After pilot testing and discussions, two significant coding instrument revisions were made, leading to a final list of 26 thematic codes. This process established the credibility and rigour of the analysis.

The research includes three appendices in its online archive for transparency and replication. Appendix 1 details the data collection sources, Appendix 2 presents the final 26 thematic codes, and Appendix 3 contains example tables showing segment cataloguing and duration calculations. These appendices underpin the methodology and analysis, offering detailed insights into the study’s mechanics and coding process.

Thematic dissection of ISIS propaganda: enemy, religious, and emotive narratives

Figure 1 in the study categorises primary narratives in ISIS’s English-language videos into three groups: enemy, religious, and emotive, based on 26 thematic elements.

This figure presents the statistical compositions of the narratives identified in ISIS English-language videos, detailing the specific prevalence of each associated theme.

Figure 2 shows the ‘enemy’ narrative, comprising 40.83% of the content, focuses mainly on portraying ISIS at war (9.02%), captives confessing ‘sins’ (7.26%), and depicting the West as aggressive and oppressive (6.09%). It also highlights Western failures (4.22%) and alliances against ISIS (2.69%), with lesser emphasis on terror attacks (1.52%) and domestic vice and punishment (1.17%).

This figure illustrates the statistical thematic distribution of the enemy narrative within ISIS English-language videos, showing the relative frequency of each theme.

Figure 3 indicates the ‘religious’ narrative forms a substantial portion, led by themes of Sharia law enforcement (9.31%). Other key themes include incitement for jihad (6.39%), Islamic references (6.27%), and calls for emigration (4.16%). Lesser themes include allegiance to the leader (1.29%) and apocalypse (1.05%).

This figure shows the statistical thematic distribution of the religious narrative in ISIS English-language videos, highlighting the prevalence of each associated theme.

Figure 4 signifies the ‘emotive’ narrative, at 21.15%, highlights ‘happiness’ living within ISIS territory (5.74%) and victories at battlefield (4.98%). It also covers martyrdom and Muslim suffering (3.81%; 2.46%; 2.05%), with infrequent mentions of restoring honour of Islam (1.23%) or feelings of humiliation (0.88%).

This figure depicts the statistical thematic distribution of the emotive narrative in ISIS English-language videos, indicating the frequency of different themes.

Prevalent themes in ISIS propaganda: a detailed thematic breakdown

In the detailed analysis of ISIS English-language videos, ‘sharia and governance’ was the most prevalent theme, accounting for 9.31% of the content. This was followed by ‘combat’ (9.02%), ‘captives and confession’ (7.26%), ‘jihad’ (6.39%), ‘support from Quran and Sunnah’ (6.27%), and ‘Western malevolence’ (6.09%). Other notable themes included ‘happiness and wellbeing’ (5.74%), ‘strength and victory’ (4.98%), and ‘execution’ (4.45%).

Figure 5 in the study ranks these 26 themes based on their segment duration in the video corpus. Themes with a significance level of 0.06 or higher, such as ‘sharia and governance’, ‘combat’, and ‘captives and confession’, are highlighted, indicating their central role in ISIS propaganda.

This figure ranks the prevalence of 26 individual themes according to the total duration of segments in 79 ISIS English-language videos, presenting the relative importance of each theme.

Temporal shifts in ISIS narrative focus: analysing the stability of thematic content

The temporal analysis of ISIS English-language videos from 2014 to 2017 reveals fluctuating narrative themes, with six—‘vice and punishment’, ‘terror attack’, ‘apocalypse and prophecy’, ‘support from scholars’, ‘combat’, and ‘obedience to God’—showing significant variability. For example, ‘Terror attack’ was minimal until mid-2015, then became frequent, peaking in January 2016 and coinciding with portrayals of the November 2015 Paris attacks in ISIS videos.

However, as represented by Fig. 6 , themes like ‘jihad’, ‘West colluding with enemies’, ‘happiness and wellbeing’, ‘captives and confession’, ‘support from Quran and Sunnah’, and ‘sharia and governance’ remained stable and recurrent, reflecting ISIS’s core ideological appeals.

This figure displays the skewness in the distribution of the 26 themes in ISIS English-language videos. From left to right, the figure ranks the themes based on their instability, from the highest to the lowest.

Binary worldviews and theological legitimacy in ISIS propaganda

The prevalence of enemy narratives in ISIS propaganda creates a stark ‘us versus them’ dichotomy. Gerges ( 2009 , 2016 ) and Mahood and Rane ( 2016 ) discuss how ISIS portrays itself as the ‘good’—upholders of Sharia and the true path of jihad—while anyone opposing them is depicted as the ‘evil’ doomed to fail due to their disbelief. The narrative is given legitimacy by anchoring it in the historical and contemporary experiences of Muslims. Such binary opposition is a classic psychological warfare technique, fostering a collective identity among ISIS followers and justifying the group’s violent actions (Cantey, 2017 ; Gråtrud, 2016 ).

ISIS ideologues use theological language to assert that the group is on a divine mission, with violent jihad being the sole path to rectify the world (Mahood and Rane, 2016 ). They claim to be guided by a ‘prophetic methodology,’ deriving their understanding from the Quran and Sunnah, and present their jihadists as ‘lions of the caliphate’ and ‘warriors in upholding the rules of God’ (Gerges, 2016 ; Mahood and Rane, 2016 ). This religious narrative is fundamental in legitimising ISIS’s actions and in recruiting followers by weaving theological justifications into its narrative framework.

The strategic use of emotive content in ISIS propaganda is discussed as being less prevalent compared to the enemy and religious narratives. This strategic choice could indicate a focus on ideological and combative aspects, particularly in content aimed at Western audiences (Colas, 2016b ; Spier, 2018 ). However, when emotive content is utilised, it is designed to resonate with feelings of injustice and discrimination, appealing to a sense of identity and grievance (Mahood and Rane, 2016 ; Olidort and McCants, 2015 ).

The discussion further situates ISIS’s propaganda strategy within the broader debate on the role of Islam in its ideology, referencing Graeme Wood’s influential essay (Wood, 2015 ) that contends ISIS is intrinsically Islamic, sparking a debate on the relationship between Islamism and terrorism (Cottee, 2017a ). This debate pits those who view ISIS as representing true Islam (Ali et al. 2020 ) against those who vehemently disagree (Coles, 2015 ; Hasan and Mehdi, 2015 ; Tharoor, 2016 ). This ongoing argument examines whether the violence enacted in the name of religion is inherently religious or if it is politically motivated and sometimes can be secular in character.

Wood’s essay challenges the notion that ISIS’s violence is purely psychopathic, suggesting instead that it is rooted in early medieval Islamic ideology (Remnick, 2014 ). Meanwhile, critics like Coles ( 2015 ) argue that ISIS’s interpretation of Islam is a deviation, and others like Coolsaet ( 2016 ) and Roy ( 2016 ) attribute the violence to political rather than religious motivations.

The empirical evidence from this study, which shows a significant emphasis on religious narrative in ISIS’s English-language videos, adds a critical dimension to this debate. The frequent recurrence of themes such as sharia law and violent jihad in official media suggests that ISIS’s theological underpinnings are significant and that the group’s ideological foundations are vital to understanding its allure and the motivations of its adherents (Makdisi and John, 1985 ; Mutahhari, 2014 ).

The integration of empirical findings with the broader discourse on ISIS’s propaganda strategies provides a more comprehensive understanding of how the group uses enemy and religious narratives to construct a worldview that legitimises its actions, while also participating in a broader debate about the role of religion in political violence. This complex narrative strategy serves multiple functions within the group’s ideological battle, solidifying its identity, justifying its violent actions, and recruiting followers.

Strategic emphasis and media diversity in ISIS’s propaganda narrative

The findings in ISIS’s English-language videos, as identified in the study, affirm the thematic elements highlighted in other research on ISIS’s propaganda (Gråtrud and Henrik, 2016 ; Kuznar, 2017 ). Emotive language, moderately employed in ISIS’s videos, is a common thread throughout jihadist propaganda, which is also prevalent among groups like the Taliban, Al-Qaeda, and its affiliates AQIM and AQAP. However, ISIS’s unique emphasis on certain themes distinguishes its propaganda from others (Abrahms et al. 2017 ; Gendron and Angela, 2016 ; Salem et al. 2008 ).

The study supports Kuznar’s observation that the thematic elements of ISIS propaganda are present in other jihadi propaganda but emphasises that ISIS has a distinctive approach to these themes. While the general message across ISIS’s various media formats—magazines, leaders’ speeches, public statements, and Nasheeds —remains coherent, the intensity with which certain themes are highlighted varies. ISIS’s English-language videos, in particular, consistently emphasise religious and enemy narratives in line with ‘Dabiq,’ the group’s official English-language magazine, while emotive narratives are less pronounced (Colas, 2016a ).

In contrast, the leaders’ speeches seem to focus more on emotion-provoking themes, suggesting a strategic use of emotional appeal to strengthen the group’s core narratives, with religious and enemy narratives taking a secondary role (Spier, 2018 ). Gråtrud’s analysis suggests that the effectiveness of ISIS’s media, such as Nasheeds , could be attributed to its emphasis on a select number of broadly appealing themes. This targeted approach likely extends beyond Nasheeds to other media productions, indicating a nuanced strategy to engage with various target audiences effectively.

When we consider these findings alongside the comparative analysis of other extremist groups, it becomes evident that ISIS has carved out a unique space in jihadist media strategy. While the shared use of recruitment, indoctrination, enemy construction, religious justification, and calls to action are common jihadist media narratives, ISIS’s distinct approach lies in its media production quality, modern communication tool utilisation, apocalyptic messaging, and tailored language use.

The thematic emphasis and diversity in ISIS’s media productions, juxtaposed with the broader landscape of jihadist propaganda, underscore the group’s sophisticated media strategy. ISIS’s ability to maintain thematic consistency across different media forms while varying the intensity of certain themes reveals an intention to optimise the impact of its messaging. This adaptability and tailored emphasis not only differentiate ISIS’s propaganda from other groups but also potentially enhance its effectiveness in recruitment and ideological dissemination.

By understanding these nuances, counter-terrorism efforts can be better tailored to address the specific strategies employed by ISIS and other extremist groups, acknowledging the shared tactics while targeting the unique aspects of each group’s propaganda approach.

Adaptive themes and consistent ideology in ISIS propaganda

The research of Pelletier et al. ( 2016 ) aligns with the findings from this study, suggesting that jihadist groups like AQAP and ISIS exhibit major thematic shifts in response to real-world events while maintaining a consistent overarching thematic structure. In the case of ISIS, the primary and most fundamental themes—those at the core of ISIS’s ideology—tend to remain stable over time. Conversely, the less recurrent themes display more dynamism, often aligning with specific geopolitical or operational developments that ISIS encounters.

For example, the theme of ‘Terror Attack’ in ISIS videos became more prominent following high-profile attacks that ISIS claimed responsibility for, such as the Paris attacks in November 2015. Foster ( 2014 ) notes the depiction of the perpetrators as heroes in ISIS’s narrative, which marked a peak in the terror attack theme’s prominence. The ‘Apocalypse and Prophecy’ theme’s activity aligns with the group’s control over the town of Dabiq, believed to be a prophesied battlefield, and its eventual loss of the town in 2016 (Withnall, 2016 ). These shifts illustrate how ISIS’s media strategy is interwoven with its operational successes and setbacks, using thematic content to reflect and amplify its real-world narrative.

Despite the responsiveness to events, the more recurrent themes, particularly those propagating violent jihad and Islamic law—pillars of the ISIS ideology—remained consistent. These themes are critical for maintaining a steady ideological message for recruitment, indoctrination, and asserting the group’s identity.

However, the theme of ‘Combat’ presents an interesting case. Although it is one of the most recurrent themes, it exhibited significant instability. The two major peaks in this theme’s prominence not only reflect specific events but also disproportionately affect the theme’s overall statistical stability. This instability may serve a strategic purpose, as Zelin ( 2015 ) indicates, potentially highlighting the asymmetric nature of ISIS media operations. The aim could be to project an image of ongoing struggle and resilience despite real-world setbacks, thereby maintaining morale and commitment among its followers.

The skewness in the distribution of themes across ISIS’s videos supports the notion of an asymmetric media strategy. This asymmetry is not arbitrary but appears to be a calculated response to real-world events. Themes that exhibit significant shifts correspond to specific incidents, underscoring ISIS’s intent to manipulate media narratives in line with operational objectives and challenges.

Counter-terrorism strategies implications

Counter-narrative campaigns are crucial in combating the binary enemy narratives that ISIS propagates. ISIS frames the world in terms of black and white, good and evil, believers and non-believers. To counter this, it’s important to develop narratives that showcase the complexity and diversity of Muslim identities and the peaceful, pluralistic nature of Islamic teachings. Educational initiatives can play a pivotal role in this area, as they can foster a more nuanced understanding of Islam that goes beyond the simplistic and extremist interpretations offered by ISIS (Gerges, 2016 ; Mahood and Rane, 2016 ).

By highlighting the rich tapestry of Islamic scholarship and the diversity of interpretations that have coexisted within Islamic history, these campaigns can undermine the theological foundations upon which ISIS builds its legitimacy. It is also essential to promote voices within the Muslim community that speak to the religion’s core messages of peace and compassion, drawing on both historical and contemporary sources of Islamic thought (Makdisi and John 1985 ).

ISIS has demonstrated an ability to adapt its messages in response to changing circumstances, be they losses on the battlefield or shifts in geopolitical alliances. A successful counter-terrorism approach must be equally flexible, employing real-time intelligence to detect and respond to changes in ISIS’s narrative strategies (Pelletier et al. 2016 ). Developing predictive models based on this intelligence can help anticipate the group’s future shifts in narrative and allow counter-terrorism efforts to stay one step ahead.

At its core, radicalisation often stems from socio-political factors such as alienation, discrimination, and injustice—elements that ISIS exploits to recruit and radicalise individuals. Counter-terrorism efforts must, therefore, also focus on the root causes of radicalisation. This involves creating inclusive policies that address unemployment, provide educational opportunities, and promote social cohesion within marginalised communities (Coolsaet, 2016 ; Roy, 2016 ). Programs that target these areas can reduce the susceptibility of individuals to extremist ideologies by improving their socioeconomic conditions and fostering a sense of belonging within their societies.

In summary, ISIS has created a complex global propaganda apparatus comprising comprehensive narrative themes that span adversarial, theological, and emotional artefacts. The primary conclusion is fourfold: first, within the scope of ISIS propaganda, the extent to which ISIS emphasises certain themes is distinctive from that of other media releases; second, the two most important narratives for ISIS propagandists are the enemy and religious narratives, which reflect a binary worldview of ISIS ideology. ISIS represents the ‘good’ whereas those who oppose ISIS are its enemies and the ‘evil’; third, the ratio of the religious narrative in ISIS English-language videos elucidates one of the hottest debates regarding ISIS’s Islamic nature by supporting and reinforcing the arguments that the religious artefacts of ISIS are important and cannot be neglected if the narrative and underlying ideologies are to be understood (Pelletier et al. 2016 ; Wood, 2015 ); finally, the most fundamental themes promoted by ISIS remain consistent over time whereas the least recurrent themes are more dynamic and might shift significantly in response to a series of real-world events that ISIS faces on the ground.

However, this study is merely the first step. There have been some limitations and many other research trajectories of which future studies might be aware. Most apparently, due to the resource restraints and unstable circumstances in the region, it has been difficult to claim the complete collection of ISIS-produced videos has been archived in this field. Second, this study does not account for the audience perception of ISIS videos – it demands a separate study, although some research in this domain is already underway, and such work is beneficial for our understanding of ISIS propaganda (Cottee, 2017b ). Third, the effectiveness of ISIS narratives might not only depend on what the narrative contains but also on the style in which the content is vividly presented (O’Keefe, 1997 ). Further studies could provide another perspective by, for instance, examining cinematography or semiotics. Finally, the use of content analysis might restrain our understanding of the sophistication of ISIS rhetoric and reasoning devices; further research could offer an interpretation of ISIS English videos beyond locution and thematic analysis of extremists’ messages. For example, ISIS’s use of language as a means to achieve objectives through words and deeds.

Nevertheless, contributing significantly to the discourse on jihadist media strategy, this study undertakes a detailed examination of narrative motifs found in the official English-language videos of ISIS. It renders an original, comprehensive content analysis of ISIS’s propaganda, and facilitates a highly inclusive range of thematic elements that are also applicable to other extremists’ visual texts. Dissecting these videos’ narrative constructs enables a deeper counterpoint to the narratives that have found traction in jihadist online propaganda. By doing so, insights into the group’s strategic narrative constructions and worldviews are gleaned. These insights are crucial for demystifying ISIS: discerning its self-image, presentation style, and desired perception among international audiences. Moreover, this research augments existing studies on ISIS’s global media reach by providing an exhaustive analysis of its official English-language videos and adopts a dynamic perspective on the group’s media offerings, tracking how ISIS tailored its propagandist responses to various global events during the important period. The methodological rigour applied herein lays the groundwork for future explorations into the propaganda of other terrorist organisations. Exposure to jihadist propaganda might not be a sole radicalising force; rather, it is the confluence of ideological currents within broader social, political, and cultural frameworks that is critical (Winter, 2015). ISIS’s media arsenal, encompassing literature, videos, social platforms, and discussion forums, is curated to mirror these undercurrents. The analytical method developed through this study’s examination of ISIS’s videos paves the way for scrutinising a broader array of extremist communications.

Data availability

The dataset generated during and/or analysed during the current study is submitted as a supplementary file and can also be obtained from the corresponding author upon reasonable request.

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• 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?

Table of contents

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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Research Aims, Objectives & Questions

The “Golden Thread” Explained Simply (+ Examples)

By: David Phair (PhD) and Alexandra Shaeffer (PhD) | June 2022

The research aims , objectives and research questions (collectively called the “golden thread”) are arguably the most important thing you need to get right when you’re crafting a research proposal , dissertation or thesis . We receive questions almost every day about this “holy trinity” of research and there’s certainly a lot of confusion out there, so we’ve crafted this post to help you navigate your way through the fog.

Overview: The Golden Thread

• What is the golden thread
• What are research aims ( examples )
• What are research objectives ( examples )
• What are research questions ( examples )
• The importance of alignment in the golden thread

What is the “golden thread”?  

The golden thread simply refers to the collective research aims , research objectives , and research questions for any given project (i.e., a dissertation, thesis, or research paper ). These three elements are bundled together because it’s extremely important that they align with each other, and that the entire research project aligns with them.

Importantly, the golden thread needs to weave its way through the entirety of any research project , from start to end. In other words, it needs to be very clearly defined right at the beginning of the project (the topic ideation and proposal stage) and it needs to inform almost every decision throughout the rest of the project. For example, your research design and methodology will be heavily influenced by the golden thread (we’ll explain this in more detail later), as well as your literature review.

The research aims, objectives and research questions (the golden thread) define the focus and scope ( the delimitations ) of your research project. In other words, they help ringfence your dissertation or thesis to a relatively narrow domain, so that you can “go deep” and really dig into a specific problem or opportunity. They also help keep you on track , as they act as a litmus test for relevance. In other words, if you’re ever unsure whether to include something in your document, simply ask yourself the question, “does this contribute toward my research aims, objectives or questions?”. If it doesn’t, chances are you can drop it.

Alright, enough of the fluffy, conceptual stuff. Let’s get down to business and look at what exactly the research aims, objectives and questions are and outline a few examples to bring these concepts to life.

Research Aims: What are they?

Simply put, the research aim(s) is a statement that reflects the broad overarching goal (s) of the research project. Research aims are fairly high-level (low resolution) as they outline the general direction of the research and what it’s trying to achieve .

Research Aims: Examples  

True to the name, research aims usually start with the wording “this research aims to…”, “this research seeks to…”, and so on. For example:

“This research aims to explore employee experiences of digital transformation in retail HR.”   “This study sets out to assess the interaction between student support and self-care on well-being in engineering graduate students”  

As you can see, these research aims provide a high-level description of what the study is about and what it seeks to achieve. They’re not hyper-specific or action-oriented, but they’re clear about what the study’s focus is and what is being investigated.

Need a helping hand?

Research Objectives: What are they?

The research objectives take the research aims and make them more practical and actionable . In other words, the research objectives showcase the steps that the researcher will take to achieve the research aims.

The research objectives need to be far more specific (higher resolution) and actionable than the research aims. In fact, it’s always a good idea to craft your research objectives using the “SMART” criteria. In other words, they should be specific, measurable, achievable, relevant and time-bound”.

Research Objectives: Examples  

Let’s look at two examples of research objectives. We’ll stick with the topic and research aims we mentioned previously.  

For the digital transformation topic:

To observe the retail HR employees throughout the digital transformation. To assess employee perceptions of digital transformation in retail HR. To identify the barriers and facilitators of digital transformation in retail HR.

And for the student wellness topic:

To determine whether student self-care predicts the well-being score of engineering graduate students. To determine whether student support predicts the well-being score of engineering students. To assess the interaction between student self-care and student support when predicting well-being in engineering graduate students.

  As you can see, these research objectives clearly align with the previously mentioned research aims and effectively translate the low-resolution aims into (comparatively) higher-resolution objectives and action points . They give the research project a clear focus and present something that resembles a research-based “to-do” list.

Research Questions: What are they?

Finally, we arrive at the all-important research questions. The research questions are, as the name suggests, the key questions that your study will seek to answer . Simply put, they are the core purpose of your dissertation, thesis, or research project. You’ll present them at the beginning of your document (either in the introduction chapter or literature review chapter) and you’ll answer them at the end of your document (typically in the discussion and conclusion chapters).  

The research questions will be the driving force throughout the research process. For example, in the literature review chapter, you’ll assess the relevance of any given resource based on whether it helps you move towards answering your research questions. Similarly, your methodology and research design will be heavily influenced by the nature of your research questions. For instance, research questions that are exploratory in nature will usually make use of a qualitative approach, whereas questions that relate to measurement or relationship testing will make use of a quantitative approach.  

Let’s look at some examples of research questions to make this more tangible.

Research Questions: Examples  

Again, we’ll stick with the research aims and research objectives we mentioned previously.  

For the digital transformation topic (which would be qualitative in nature):

How do employees perceive digital transformation in retail HR? What are the barriers and facilitators of digital transformation in retail HR?  

And for the student wellness topic (which would be quantitative in nature):

Does student self-care predict the well-being scores of engineering graduate students? Does student support predict the well-being scores of engineering students? Do student self-care and student support interact when predicting well-being in engineering graduate students?  

You’ll probably notice that there’s quite a formulaic approach to this. In other words, the research questions are basically the research objectives “converted” into question format. While that is true most of the time, it’s not always the case. For example, the first research objective for the digital transformation topic was more or less a step on the path toward the other objectives, and as such, it didn’t warrant its own research question.  

So, don’t rush your research questions and sloppily reword your objectives as questions. Carefully think about what exactly you’re trying to achieve (i.e. your research aim) and the objectives you’ve set out, then craft a set of well-aligned research questions . Also, keep in mind that this can be a somewhat iterative process , where you go back and tweak research objectives and aims to ensure tight alignment throughout the golden thread.

The importance of strong alignment 

Alignment is the keyword here and we have to stress its importance . Simply put, you need to make sure that there is a very tight alignment between all three pieces of the golden thread. If your research aims and research questions don’t align, for example, your project will be pulling in different directions and will lack focus . This is a common problem students face and can cause many headaches (and tears), so be warned.

Take the time to carefully craft your research aims, objectives and research questions before you run off down the research path. Ideally, get your research supervisor/advisor to review and comment on your golden thread before you invest significant time into your project, and certainly before you start collecting data .  

Recap: The golden thread

In this post, we unpacked the golden thread of research, consisting of the research aims , research objectives and research questions . You can jump back to any section using the links below.

As always, feel free to leave a comment below – we always love to hear from you. Also, if you’re interested in 1-on-1 support, take a look at our private coaching service here.

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

41 Comments

Thank you very much for your great effort put. As an Undergraduate taking Demographic Research & Methodology, I’ve been trying so hard to understand clearly what is a Research Question, Research Aim and the Objectives in a research and the relationship between them etc. But as for now I’m thankful that you’ve solved my problem.

Well appreciated. This has helped me greatly in doing my dissertation.

An so delighted with this wonderful information thank you a lot.

so impressive i have benefited a lot looking forward to learn more on research.

I am very happy to have carefully gone through this well researched article.

Infact,I used to be phobia about anything research, because of my poor understanding of the concepts.

Now,I get to know that my research question is the same as my research objective(s) rephrased in question format.

I please I would need a follow up on the subject,as I intends to join the team of researchers. Thanks once again.

Thanks so much. This was really helpful.

I know you pepole have tried to break things into more understandable and easy format. And God bless you. Keep it up

i found this document so useful towards my study in research methods. thanks so much.

This is my 2nd read topic in your course and I should commend the simplified explanations of each part. I’m beginning to understand and absorb the use of each part of a dissertation/thesis. I’ll keep on reading your free course and might be able to avail the training course! Kudos!

Thank you! Better put that my lecture and helped to easily understand the basics which I feel often get brushed over when beginning dissertation work.

This is quite helpful. I like how the Golden thread has been explained and the needed alignment.

This is quite helpful. I really appreciate!

The article made it simple for researcher students to differentiate between three concepts.

Very innovative and educational in approach to conducting research.

I am very impressed with all these terminology, as I am a fresh student for post graduate, I am highly guided and I promised to continue making consultation when the need arise. Thanks a lot.

A very helpful piece. thanks, I really appreciate it .

Very well explained, and it might be helpful to many people like me.

Wish i had found this (and other) resource(s) at the beginning of my PhD journey… not in my writing up year… 😩 Anyways… just a quick question as i’m having some issues ordering my “golden thread”…. does it matter in what order you mention them? i.e., is it always first aims, then objectives, and finally the questions? or can you first mention the research questions and then the aims and objectives?

Thank you for a very simple explanation that builds upon the concepts in a very logical manner. Just prior to this, I read the research hypothesis article, which was equally very good. This met my primary objective.

My secondary objective was to understand the difference between research questions and research hypothesis, and in which context to use which one. However, I am still not clear on this. Can you kindly please guide?

In research, a research question is a clear and specific inquiry that the researcher wants to answer, while a research hypothesis is a tentative statement or prediction about the relationship between variables or the expected outcome of the study. Research questions are broader and guide the overall study, while hypotheses are specific and testable statements used in quantitative research. Research questions identify the problem, while hypotheses provide a focus for testing in the study.

Exactly what I need in this research journey, I look forward to more of your coaching videos.

This helped a lot. Thanks so much for the effort put into explaining it.

What data source in writing dissertation/Thesis requires?

What is data source covers when writing dessertation/thesis

This is quite useful thanks

I’m excited and thankful. I got so much value which will help me progress in my thesis.

where are the locations of the reserch statement, research objective and research question in a reserach paper? Can you write an ouline that defines their places in the researh paper?

Very helpful and important tips on Aims, Objectives and Questions.

Thank you so much for making research aim, research objectives and research question so clear. This will be helpful to me as i continue with my thesis.

Thanks much for this content. I learned a lot. And I am inspired to learn more. I am still struggling with my preparation for dissertation outline/proposal. But I consistently follow contents and tutorials and the new FB of GRAD Coach. Hope to really become confident in writing my dissertation and successfully defend it.

As a researcher and lecturer, I find splitting research goals into research aims, objectives, and questions is unnecessarily bureaucratic and confusing for students. For most biomedical research projects, including ‘real research’, 1-3 research questions will suffice (numbers may differ by discipline).

Awesome! Very important resources and presented in an informative way to easily understand the golden thread. Indeed, thank you so much.

Well explained

The blog article on research aims, objectives, and questions by Grad Coach is a clear and insightful guide that aligns with my experiences in academic research. The article effectively breaks down the often complex concepts of research aims and objectives, providing a straightforward and accessible explanation. Drawing from my own research endeavors, I appreciate the practical tips offered, such as the need for specificity and clarity when formulating research questions. The article serves as a valuable resource for students and researchers, offering a concise roadmap for crafting well-defined research goals and objectives. Whether you’re a novice or an experienced researcher, this article provides practical insights that contribute to the foundational aspects of a successful research endeavor.

A great thanks for you. it is really amazing explanation. I grasp a lot and one step up to research knowledge.

I really found these tips helpful. Thank you very much Grad Coach.

I found this article helpful. Thanks for sharing this.

thank you so much, the explanation and examples are really helpful

This is a well researched and superbly written article for learners of research methods at all levels in the research topic from conceptualization to research findings and conclusions. I highly recommend this material to university graduate students. As an instructor of advanced research methods for PhD students, I have confirmed that I was giving the right guidelines for the degree they are undertaking.

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How to write qualitative research questions.

11 min read Here’s how to write effective qualitative research questions for your projects, and why getting it right matters so much.

What is qualitative research?

Qualitative research is a blanket term covering a wide range of research methods and theoretical framing approaches. The unifying factor in all these types of qualitative study is that they deal with data that cannot be counted. Typically this means things like people’s stories, feelings, opinions and emotions , and the meanings they ascribe to their experiences.

Qualitative study is one of two main categories of research, the other being quantitative research. Quantitative research deals with numerical data – that which can be counted and quantified, and which is mostly concerned with trends and patterns in large-scale datasets.

What are research questions?

Research questions are questions you are trying to answer with your research. To put it another way, your research question is the reason for your study, and the beginning point for your research design. There is normally only one research question per study, although if your project is very complex, you may have multiple research questions that are closely linked to one central question.

A good qualitative research question sums up your research objective. It’s a way of expressing the central question of your research, identifying your particular topic and the central issue you are examining.

Research questions are quite different from survey questions, questions used in focus groups or interview questions. A long list of questions is used in these types of study, as opposed to one central question. Additionally, interview or survey questions are asked of participants, whereas research questions are only for the researcher to maintain a clear understanding of the research design.

Research questions are used in both qualitative and quantitative research , although what makes a good research question might vary between the two.

In fact, the type of research questions you are asking can help you decide whether you need to take a quantitative or qualitative approach to your research project.

Discover the fundamentals of qualitative research

Quantitative vs. qualitative research questions

Writing research questions is very important in both qualitative and quantitative research, but the research questions that perform best in the two types of studies are quite different.

Quantitative research questions

Quantitative research questions usually relate to quantities, similarities and differences.

It might reflect the researchers’ interest in determining whether relationships between variables exist, and if so whether they are statistically significant. Or it may focus on establishing differences between things through comparison, and using statistical analysis to determine whether those differences are meaningful or due to chance.

• How much? This kind of research question is one of the simplest. It focuses on quantifying something. For example:

How many Yoruba speakers are there in the state of Maine?

• What is the connection?

This type of quantitative research question examines how one variable affects another.

For example:

How does a low level of sunlight affect the mood scores (1-10) of Antarctic explorers during winter?

• What is the difference? Quantitative research questions in this category identify two categories and measure the difference between them using numerical data.

Do white cats stay cooler than tabby cats in hot weather?

If your research question fits into one of the above categories, you’re probably going to be doing a quantitative study.

Qualitative research questions

Qualitative research questions focus on exploring phenomena, meanings and experiences.

Unlike quantitative research, qualitative research isn’t about finding causal relationships between variables. So although qualitative research questions might touch on topics that involve one variable influencing another, or looking at the difference between things, finding and quantifying those relationships isn’t the primary objective.

In fact, you as a qualitative researcher might end up studying a very similar topic to your colleague who is doing a quantitative study, but your areas of focus will be quite different. Your research methods will also be different – they might include focus groups, ethnography studies, and other kinds of qualitative study.

A few example qualitative research questions:

• What is it like being an Antarctic explorer during winter?
• What are the experiences of Yoruba speakers in the USA?
• How do white cat owners describe their pets?

Qualitative research question types

Marshall and Rossman (1989) identified 4 qualitative research question types, each with its own typical research strategy and methods.

• Exploratory questions

Exploratory questions are used when relatively little is known about the research topic. The process researchers follow when pursuing exploratory questions might involve interviewing participants, holding focus groups, or diving deep with a case study.

• Explanatory questions

With explanatory questions, the research topic is approached with a view to understanding the causes that lie behind phenomena. However, unlike a quantitative project, the focus of explanatory questions is on qualitative analysis of multiple interconnected factors that have influenced a particular group or area, rather than a provable causal link between dependent and independent variables.

• Descriptive questions

As the name suggests, descriptive questions aim to document and record what is happening. In answering descriptive questions , researchers might interact directly with participants with surveys or interviews, as well as using observational studies and ethnography studies that collect data on how participants interact with their wider environment.

• Predictive questions

Predictive questions start from the phenomena of interest and investigate what ramifications it might have in the future. Answering predictive questions may involve looking back as well as forward, with content analysis, questionnaires and studies of non-verbal communication (kinesics).

Why are good qualitative research questions important?

We know research questions are very important. But what makes them so essential? (And is that question a qualitative or quantitative one?)

Getting your qualitative research questions right has a number of benefits.

• It defines your qualitative research project Qualitative research questions definitively nail down the research population, the thing you’re examining, and what the nature of your answer will be.This means you can explain your research project to other people both inside and outside your business or organization. That could be critical when it comes to securing funding for your project, recruiting participants and members of your research team, and ultimately for publishing your results. It can also help you assess right the ethical considerations for your population of study.
• It maintains focus Good qualitative research questions help researchers to stick to the area of focus as they carry out their research. Keeping the research question in mind will help them steer away from tangents during their research or while they are carrying out qualitative research interviews. This holds true whatever the qualitative methods are, whether it’s a focus group, survey, thematic analysis or other type of inquiry.That doesn’t mean the research project can’t morph and change during its execution – sometimes this is acceptable and even welcome – but having a research question helps demarcate the starting point for the research. It can be referred back to if the scope and focus of the project does change.
• It helps make sure your outcomes are achievable

Because qualitative research questions help determine the kind of results you’re going to get, it helps make sure those results are achievable. By formulating good qualitative research questions in advance, you can make sure the things you want to know and the way you’re going to investigate them are grounded in practical reality. Otherwise, you may be at risk of taking on a research project that can’t be satisfactorily completed.

Developing good qualitative research questions

All researchers use research questions to define their parameters, keep their study on track and maintain focus on the research topic. This is especially important with qualitative questions, where there may be exploratory or inductive methods in use that introduce researchers to new and interesting areas of inquiry. Here are some tips for writing good qualitative research questions.

1. Keep it specific

Broader research questions are difficult to act on. They may also be open to interpretation, or leave some parameters undefined.

Strong example: How do Baby Boomers in the USA feel about their gender identity?

Weak example: Do people feel different about gender now?

2. Be original

Look for research questions that haven’t been widely addressed by others already.

Strong example: What are the effects of video calling on women’s experiences of work?

Weak example: Are women given less respect than men at work?

3. Make it research-worthy

Don’t ask a question that can be answered with a ‘yes’ or ‘no’, or with a quick Google search.

Strong example: What do people like and dislike about living in a highly multi-lingual country?

Weak example: What languages are spoken in India?

4. Focus your question

Don’t roll multiple topics or questions into one. Qualitative data may involve multiple topics, but your qualitative questions should be focused.

Strong example: What is the experience of disabled children and their families when using social services?

Weak example: How can we improve social services for children affected by poverty and disability?

4. Focus on your own discipline, not someone else’s

Avoid asking questions that are for the politicians, police or others to address.

Strong example: What does it feel like to be the victim of a hate crime?

Weak example: How can hate crimes be prevented?

5. Ask something researchable

Big questions, questions about hypothetical events or questions that would require vastly more resources than you have access to are not useful starting points for qualitative studies. Qualitative words or subjective ideas that lack definition are also not helpful.

Strong example: How do perceptions of physical beauty vary between today’s youth and their parents’ generation?

Weak example: Which country has the most beautiful people in it?

Related resources

Qualitative research design 12 min read, primary vs secondary research 14 min read, business research methods 12 min read, qualitative research interviews 11 min read, market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, request demo.

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Aug 19, 2024 • 17 minutes read

Qualitative research examples: How to unlock, rich, descriptive insights

Qualitative research uncovers in-depth user insights, but what does it look like? Here are seven methods and examples to help you get the data you need.

Armin Tanovic

Behind every what, there’s a why . Qualitative research is how you uncover that why. It enables you to connect with users and understand their thoughts, feelings, wants, needs, and pain points.

There’s many methods for conducting qualitative research, and many objectives it can help you pursue—you might want to explore ways to improve NPS scores, combat reduced customer retention, or understand (and recreate) the success behind a well-received product. The common thread? All these metrics impact your business, and qualitative research can help investigate and improve that impact.

In this article, we’ll take you through seven methods and examples of qualitative research, including when and how to use them.

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7 Qualitative research methods: An overview

There are various qualitative UX research methods that can help you get in-depth, descriptive insights. Some are suited to specific phases of the design and development process, while others are more task-oriented.

Here’s our overview of the most common qualitative research methods. Keep reading for their use cases, and detailed examples of how to conduct them.

1. User interviews

A user interview is a one-on-one conversation between a UX researcher, designer or Product Manager and a target user to understand their thoughts, perspectives, and feelings on a product or service. User interviews are a great way to get non-numerical data on individual experiences with your product, to gain a deeper understanding of user perspectives.

Interviews can be structured, semi-structured, or unstructured . Structured interviews follow a strict interview script and can help you get answers to your planned questions, while semi and unstructured interviews are less rigid in their approach and typically lead to more spontaneous, user-centered insights.

When to use user interviews

Interviews are ideal when you want to gain an in-depth understanding of your users’ perspectives on your product or service, and why they feel a certain way.

Interviews can be used at any stage in the product design and development process, being particularly helpful during:

• The discovery phase: To better understand user needs, problems, and the context in which they use your product—revealing the best potential solutions
• The design phase: To get contextual feedback on mockups, wireframes, and prototypes, helping you pinpoint issues and the reasons behind them
• Post-launch: To assess if your product continues to meet users’ shifting expectations and understand why or why not

How to conduct user interviews: The basics

• Draft questions based on your research objectives
• Recruit relevant research participants and schedule interviews
• Conduct the interview and transcribe responses
• Analyze the interview responses to extract insights
• Use your findings to inform design, product, and business decisions

💡 A specialized user interview tool makes interviewing easier. With Maze Interview Studies , you can recruit, host, and analyze interviews all on one platform.

User interviews: A qualitative research example

Let’s say you’ve designed a recruitment platform, called Tech2Talent , that connects employers with tech talent. Before starting the design process, you want to clearly understand the pain points employers experience with existing recruitment tools'.

You draft a list of ten questions for a semi-structured interview for 15 different one-on-one interviews. As it’s semi-structured, you don’t expect to ask all the questions—the script serves as more of a guide.

One key question in your script is: “Have tech recruitment platforms helped you find the talent you need in the past?”

Most respondents answer with a resounding and passionate ‘no’ with one of them expanding:

“For our company, it’s been pretty hit or miss honestly. They let just about anyone make a profile and call themselves tech talent. It’s so hard sifting through serious candidates. I can’t see any of their achievements until I invest time setting up an interview.”

You begin to notice a pattern in your responses: recruitment tools often lack easily accessible details on talent profiles.

You’ve gained contextual feedback on why other recruitment platforms fail to solve user needs.

2. Focus groups

A focus group is a research method that involves gathering a small group of people—around five to ten users—to discuss a specific topic, such as their’ experience with your new product feature. Unlike user interviews, focus groups aim to capture the collective opinion of a wider market segment and encourage discussion among the group.

When to use focus groups

You should use focus groups when you need a deeper understanding of your users’ collective opinions. The dynamic discussion among participants can spark in-depth insights that might not emerge from regular interviews.

Focus groups can be used before, during, and after a product launch. They’re ideal:

• Throughout the problem discovery phase: To understand your user segment’s pain points and expectations, and generate product ideas
• Post-launch: To evaluate and understand the collective opinion of your product’s user experience
• When conducting market research: To grasp usage patterns, consumer perceptions, and market opportunities for your product

How to conduct focus group studies: The basics

• Draft prompts to spark conversation, or a series of questions based on your UX research objectives
• Find a group of five to ten users who are representative of your target audience (or a specific user segment) and schedule your focus group session
• Conduct the focus group by talking and listening to users, then transcribe responses
• Analyze focus group responses and extract insights
• Use your findings to inform design decisions

The number of participants can make it difficult to take notes or do manual transcriptions. We recommend using a transcription or a specialized UX research tool , such as Maze, that can automatically create ready-to-share reports and highlight key user insights.

Focus groups: A qualitative research example

You’re a UX researcher at FitMe , a fitness app that creates customized daily workouts for gym-goers. Unlike many other apps, FitMe takes into account the previous day’s workout and aims to create one that allows users to effectively rest different muscles.

However, FitMe has an issue. Users are generating workouts but not completing them. They’re accessing the app, taking the necessary steps to get a workout for the day, but quitting at the last hurdle.

Time to talk to users.

You organize a focus group to get to the root of the drop-off issue. You invite five existing users, all of whom have dropped off at the exact point you’re investigating, and ask them questions to uncover why.

A dialog develops:

Participant 1: “Sometimes I’ll get a workout that I just don’t want to do. Sure, it’s a good workout—but I just don’t want to physically do it. I just do my own thing when that happens.”

Participant 2: “Same here, some of them are so boring. I go to the gym because I love it. It’s an escape.”

Participant 3: “Right?! I get that the app generates the best one for me on that specific day, but I wish I could get a couple of options.”

Participant 4: “I’m the same, there are some exercises I just refuse to do. I’m not coming to the gym to do things I dislike.”

Conducting the focus groups and reviewing the transcripts, you realize that users want options. A workout that works for one gym-goer doesn’t necessarily work for the next.

A possible solution? Adding the option to generate a new workout (that still considers previous workouts)and the ability to blacklist certain exercises, like burpees.

3. Ethnographic research

Ethnographic research is a research method that involves observing and interacting with users in a real-life environment. By studying users in their natural habitat, you can understand how your product fits into their daily lives.

Ethnographic research can be active or passive. Active ethnographic research entails engaging with users in their natural environment and then following up with methods like interviews. Passive ethnographic research involves letting the user interact with the product while you note your observations.

When to use ethnographic research

Ethnographic research is best suited when you want rich insights into the context and environment in which users interact with your product. Keep in mind that you can conduct ethnographic research throughout the entire product design and development process —from problem discovery to post-launch. However, it’s mostly done early in the process:

• Early concept development: To gain an understanding of your user's day-to-day environment. Observe how they complete tasks and the pain points they encounter. The unique demands of their everyday lives will inform how to design your product.
• Initial design phase: Even if you have a firm grasp of the user’s environment, you still need to put your solution to the test. Conducting ethnographic research with your users interacting with your prototype puts theory into practice.

How to conduct ethnographic research:

• Recruit users who are reflective of your audience
• Meet with them in their natural environment, and tell them to behave as they usually would
• Take down field notes as they interact with your product
• Engage with your users, ask questions, or host an in-depth interview if you’re doing an active ethnographic study
• Collect all your data and analyze it for insights

While ethnographic studies provide a comprehensive view of what potential users actually do, they are resource-intensive and logistically difficult. A common alternative is diary studies. Like ethnographic research, diary studies examine how users interact with your product in their day-to-day, but the data is self-reported by participants.

⚙️ Recruiting participants proving tough and time-consuming? Maze Panel makes it easy, with 400+ filters to find your ideal participants from a pool of 3 million participants.

Ethnographic research: A qualitative research example

You're a UX researcher for a project management platform called ProFlow , and you’re conducting an ethnographic study of the project creation process with key users, including a startup’s COO.

The first thing you notice is that the COO is rushing while navigating the platform. You also take note of the 46 tabs and Zoom calls opened on their monitor. Their attention is divided, and they let out an exasperated sigh as they repeatedly hit “refresh” on your website’s onboarding interface.

You conclude the session with an interview and ask, “How easy or difficult did you find using ProFlow to coordinate a project?”

The COO answers: “Look, the whole reason we turn to project platforms is because we need to be quick on our feet. I’m doing a million things so I need the process to be fast and simple. The actual project management is good, but creating projects and setting up tables is way too complicated.”

You realize that ProFlow ’s project creation process takes way too much time for professionals working in fast-paced, dynamic environments. To solve the issue, propose a quick-create option that enables them to move ahead with the basics instead of requiring in-depth project details.

4. Qualitative observation

Qualitative observation is a similar method to ethnographic research, though not as deep. It involves observing your users in a natural or controlled environment and taking notes as they interact with a product. However, be sure not to interrupt them, as this compromises the integrity of the study and turns it into active ethnographic research.

When to qualitative observation

Qualitative observation is best when you want to record how users interact with your product without anyone interfering. Much like ethnographic research, observation is best done during:

• Early concept development: To help you understand your users' daily lives, how they complete tasks, and the problems they deal with. The observations you collect in these instances will help you define a concept for your product.
• Initial design phase: Observing how users deal with your prototype helps you test if they can easily interact with it in their daily environments

How to conduct qualitative observation:

• Recruit users who regularly use your product
• Meet with users in either their natural environment, such as their office, or within a controlled environment, such as a lab
• Observe them and take down field notes based on what you notice

Qualitative observation: An qualitative research example

You’re conducting UX research for Stackbuilder , an app that connects businesses with tools ideal for their needs and budgets. To determine if your app is easy to use for industry professionals, you decide to conduct an observation study.

Sitting in with the participant, you notice they breeze past the onboarding process, quickly creating an account for their company. Yet, after specifying their company’s budget, they suddenly slow down. They open links to each tool’s individual page, confusingly switching from one tab to another. They let out a sigh as they read through each website.

Conducting your observation study, you realize that users find it difficult to extract information from each tool’s website. Based on your field notes, you suggest including a bullet-point summary of each tool directly on your platform.

5. Case study research

Case studies are a UX research method that provides comprehensive and contextual insights into a real-world case over a long period of time. They typically include a range of other qualitative research methods, like interviews, observations, and ethnographic research. A case study allows you to form an in-depth analysis of how people use your product, helping you uncover nuanced differences between your users.

When to use case studies

Case studies are best when your product involves complex interactions that need to be tracked over a longer period or through in-depth analysis. You can also use case studies when your product is innovative, and there’s little existing data on how users interact with it.

As for specific phases in the product design and development process:

• Initial design phase: Case studies can help you rigorously test for product issues and the reasons behind them, giving you in-depth feedback on everything between user motivations, friction points, and usability issues
• Post-launch phase: Continuing with case studies after launch can give you ongoing feedback on how users interact with the product in their day-to-day lives. These insights ensure you can meet shifting user expectations with product updates and future iterations

How to conduct case studies:

• Outline an objective for your case study such as examining specific user tasks or the overall user journey
• Select qualitative research methods such as interviews, ethnographic studies, or observations
• Collect and analyze your data for comprehensive insights
• Include your findings in a report with proposed solutions

Case study research: A qualitative research example

Your team has recently launched Pulse , a platform that analyzes social media posts to identify rising digital marketing trends. Pulse has been on the market for a year, and you want to better understand how it helps small businesses create successful campaigns.

To conduct your case study, you begin with a series of interviews to understand user expectations, ethnographic research sessions, and focus groups. After sorting responses and observations into common themes you notice a main recurring pattern. Users have trouble interpreting the data from their dashboards, making it difficult to identify which trends to follow.

With your synthesized insights, you create a report with detailed narratives of individual user experiences, common themes and issues, and recommendations for addressing user friction points.

Some of your proposed solutions include creating intuitive graphs and summaries for each trend study. This makes it easier for users to understand trends and implement strategic changes in their campaigns.

6. Secondary research

Secondary research is a research method that involves collecting and analyzing documents, records, and reviews that provide you with contextual data on your topic. You’re not connecting with participants directly, but rather accessing pre-existing available data. For example, you can pull out insights from your UX research repository to reexamine how they apply to your new UX research objective.

Strictly speaking, it can be both qualitative and quantitative—but today we focus on its qualitative application.

When to use secondary research

Record keeping is particularly useful when you need supplemental insights to complement, validate, or compare current research findings. It helps you analyze shifting trends amongst your users across a specific period. Some other scenarios where you need record keeping include:

• Initial discovery or exploration phase: Secondary research can help you quickly gather background information and data to understand the broader context of a market
• Design and development phase: See what solutions are working in other contexts for an idea of how to build yours

Secondary research is especially valuable when your team faces budget constraints, tight deadlines, or limited resources. Through review mining and collecting older findings, you can uncover useful insights that drive decision-making throughout the product design and development process.

How to conduct secondary research:

• Outline your UX research objective
• Identify potential data sources for information on your product, market, or target audience. Some of these sources can include: a. Review websites like Capterra and G2 b. Social media channels c. Customer service logs and disputes d. Website reviews e. Reports and insights from previous research studies f. Industry trends g. Information on competitors
• Analyze your data by identifying recurring patterns and themes for insights

Secondary research: A qualitative research example

SafeSurf is a cybersecurity platform that offers threat detection, security audits, and real-time reports. After conducting multiple rounds of testing, you need a quick and easy way to identify remaining usability issues. Instead of conducting another resource-intensive method, you opt for social listening and data mining for your secondary research.

Browsing through your company’s X, you identify a recurring theme: many users without a background in tech find SafeSurf ’s reports too technical and difficult to read. Users struggle with understanding what to do if their networks are breached.

After checking your other social media channels and review sites, the issue pops up again.

With your gathered insights, your team settles on introducing a simplified version of reports, including clear summaries, takeaways, and step-by-step protocols for ensuring security.

By conducting secondary research, you’ve uncovered a major usability issue—all without spending large amounts of time and resources to connect with your users.

7. Open-ended surveys

Open-ended surveys are a type of unmoderated UX research method that involves asking users to answer a list of qualitative research questions designed to uncover their attitudes, expectations, and needs regarding your service or product. Open-ended surveys allow users to give in-depth, nuanced, and contextual responses.

When to use open-ended surveys

User surveys are an effective qualitative research method for reaching a large number of users. You can use them at any stage of the design and product development process, but they’re particularly useful:

• When you’re conducting generative research : Open-ended surveys allow you to reach a wide range of users, making them especially useful during initial research phases when you need broad insights into user experiences
• When you need to understand customer satisfaction: Open-ended customer satisfaction surveys help you uncover why your users might be dissatisfied with your product, helping you find the root cause of their negative experiences
• In combination with close-ended surveys: Get a combination of numerical, statistical insights and rich descriptive feedback. You’ll know what a specific percentage of your users think and why they think it.

How to conduct open-ended surveys:

• Design your survey and draft out a list of survey questions
• Distribute your surveys to respondents
• Analyze survey participant responses for key themes and patterns
• Use your findings to inform your design process

Open-ended surveys: A qualitative research example

You're a UX researcher for RouteReader , a comprehensive logistics platform that allows users to conduct shipment tracking and route planning. Recently, you’ve launched a new predictive analytics feature that allows users to quickly identify and prepare for supply chain disruptions.

To better understand if users find the new feature helpful, you create an open-ended, in-app survey.

The questions you ask your users:

• “What has been your experience with our new predictive analytics feature?"
• “Do you find it easy or difficult to rework your routes based on our predictive suggestions?”
• “Does the predictive analytics feature make planning routes easier? Why or why not?”

Most of the responses are positive. Users report using the predictive analytics feature to make last-minute adjustments to their route plans, and some even rely on it regularly. However, a few users find the feature hard to notice, making it difficult to adjust their routes on time.

To ensure users have supply chain insights on time, you integrate the new feature into each interface so users can easily spot important information and adjust their routes accordingly.

💡 Surveys are a lot easier with a quality survey tool. Maze’s Feedback Surveys solution has all you need to ensure your surveys get the insights you need—including AI-powered follow-up and automated reports.

Qualitative research vs. quantitative research: What’s the difference?

Alongside qualitative research approaches, UX teams also use quantitative research methods. Despite the similar names, the two are very different.

Here are some of the key differences between qualitative research and quantitative research .

Before selecting either qualitative or quantitative methods, first identify what you want to achieve with your UX research project. As a general rule of thumb, think qualitative data collection for in-depth understanding and quantitative studies for measurement and validation.

Conduct qualitative research with Maze

You’ll often find that knowing the what is pointless without understanding the accompanying why . Qualitative research helps you uncover your why.

So, what about how —how do you identify your 'what' and your 'why'?

The answer is with a user research tool like Maze.

Maze is the leading user research platform that lets you organize, conduct, and analyze both qualitative and quantitative research studies—all from one place. Its wide variety of UX research methods and advanced AI capabilities help you get the insights you need to build the right products and experiences faster.

Frequently asked questions about qualitative research examples

What is qualitative research?

Qualitative research is a research method that aims to provide contextual, descriptive, and non-numerical insights on a specific issue. Qualitative research methods like interviews, case studies, and ethnographic studies allow you to uncover the reasoning behind your user’s attitudes and opinions.

Can a study be both qualitative and quantitative?

Absolutely! You can use mixed methods in your research design, which combines qualitative and quantitative approaches to gain both descriptive and statistical insights.

For example, user surveys can have both close-ended and open-ended questions, providing comprehensive data like percentages of user views and descriptive reasoning behind their answers.

Is qualitative or quantitative research better?

The choice between qualitative and quantitative research depends upon your research goals and objectives.

Qualitative research methods are better suited when you want to understand the complexities of your user’s problems and uncover the underlying motives beneath their thoughts, feelings, and behaviors. Quantitative research excels in giving you numerical data, helping you gain a statistical view of your user's attitudes, identifying trends, and making predictions.

What are some approaches to qualitative research?

There are many approaches to qualitative studies. An approach is the underlying theory behind a method, and a method is a way of implementing the approach. Here are some approaches to qualitative research:

• Grounded theory: Researchers study a topic and develop theories inductively
• Phenomenological research: Researchers study a phenomenon through the lived experiences of those involved
• Ethnography: Researchers immerse themselves in organizations to understand how they operate

Educational resources and simple solutions for your research journey

What Are Research Objectives and How to Write Them (with Examples)

Table of Contents

Introduction

Research is at the center of everything researchers do, and setting clear, well-defined research objectives plays a pivotal role in guiding scholars toward their desired outcomes. Research papers are essential instruments for researchers to effectively communicate their work. Among the many sections that constitute a research paper, the introduction plays a key role in providing a background and setting the context. 1 Research objectives, which define the aims of the study, are usually stated in the introduction. Every study has a research question that the authors are trying to answer, and the objective is an active statement about how the study will answer this research question. These objectives help guide the development and design of the study and steer the research in the appropriate direction; if this is not clearly defined, a project can fail!

Research studies have a research question, research hypothesis, and one or more research objectives. A research question is what a study aims to answer, and a research hypothesis is a predictive statement about the relationship between two or more variables, which the study sets out to prove or disprove. Objectives are specific, measurable goals that the study aims to achieve. The difference between these three is illustrated by the following example:

• Research question : How does low-intensity pulsed ultrasound (LIPUS) compare with a placebo device in managing the symptoms of skeletally mature patients with patellar tendinopathy?
• Research hypothesis : Pain levels are reduced in patients who receive daily active-LIPUS (treatment) for 12 weeks compared with individuals who receive inactive-LIPUS (placebo).
• Research objective : To investigate the clinical efficacy of LIPUS in the management of patellar tendinopathy symptoms.

This article discusses the importance of clear, well-thought out objectives and suggests methods to write them clearly.

What is the introduction in research papers?

Research objectives are usually included in the introduction section. This section is the first that the readers will read so it is essential that it conveys the subject matter appropriately and is well written to create a good first impression. A good introduction sets the tone of the paper and clearly outlines the contents so that the readers get a quick snapshot of what to expect.

A good introduction should aim to: 2,3

• Indicate the main subject area, its importance, and cite previous literature on the subject
• Define the gap(s) in existing research, ask a research question, and state the objectives
• Announce the present research and outline its novelty and significance
• Avoid repeating the Abstract, providing unnecessary information, and claiming novelty without accurate supporting information.

Why are research objectives important?

Objectives can help you stay focused and steer your research in the required direction. They help define and limit the scope of your research, which is important to efficiently manage your resources and time. The objectives help to create and maintain the overall structure, and specify two main things—the variables and the methods of quantifying the variables.

A good research objective:

• defines the scope of the study
• gives direction to the research
• helps maintain focus and avoid diversions from the topic
• minimizes wastage of resources like time, money, and energy

Types of research objectives

Research objectives can be broadly classified into general and specific objectives . 4 General objectives state what the research expects to achieve overall while specific objectives break this down into smaller, logically connected parts, each of which addresses various parts of the research problem. General objectives are the main goals of the study and are usually fewer in number while specific objectives are more in number because they address several aspects of the research problem.

Example (general objective): To investigate the factors influencing the financial performance of firms listed in the New York Stock Exchange market.

Example (specific objective): To assess the influence of firm size on the financial performance of firms listed in the New York Stock Exchange market.

In addition to this broad classification, research objectives can be grouped into several categories depending on the research problem, as given in Table 1.

Table 1: Types of research objectives

Characteristics of research objectives

Research objectives must start with the word “To” because this helps readers identify the objective in the absence of headings and appropriate sectioning in research papers. 5,6

• A good objective is SMART (mostly applicable to specific objectives):
• Specific—clear about the what, why, when, and how
• Measurable—identifies the main variables of the study and quantifies the targets
• Achievable—attainable using the available time and resources
• Realistic—accurately addresses the scope of the problem
• Time-bound—identifies the time in which each step will be completed
• Research objectives clarify the purpose of research.
• They help understand the relationship and dissimilarities between variables.
• They provide a direction that helps the research to reach a definite conclusion.

How to write research objectives?

Research objectives can be written using the following steps: 7

• State your main research question clearly and concisely.
• Describe the ultimate goal of your study, which is similar to the research question but states the intended outcomes more definitively.
• Divide this main goal into subcategories to develop your objectives.
• Limit the number of objectives (1-2 general; 3-4 specific)
• Assess each objective using the SMART
• Start each objective with an action verb like assess, compare, determine, evaluate, etc., which makes the research appear more actionable.
• Use specific language without making the sentence data heavy.
• The most common section to add the objectives is the introduction and after the problem statement.
• Add the objectives to the abstract (if there is one).
• State the general objective first, followed by the specific objectives.

Formulating research objectives

Formulating research objectives has the following five steps, which could help researchers develop a clear objective: 8

• Identify the research problem.
• Review past studies on subjects similar to your problem statement, that is, studies that use similar methods, variables, etc.
• Identify the research gaps the current study should cover based on your literature review. These gaps could be theoretical, methodological, or conceptual.
• Define the research question(s) based on the gaps identified.
• Revise/relate the research problem based on the defined research question and the gaps identified. This is to confirm that there is an actual need for a study on the subject based on the gaps in literature.
• Identify and write the general and specific objectives.
• Incorporate the objectives into the study.

Advantages of research objectives

Adding clear research objectives has the following advantages: 4,8

• Maintains the focus and direction of the research
• Optimizes allocation of resources with minimal wastage
• Acts as a foundation for defining appropriate research questions and hypotheses
• Provides measurable outcomes that can help evaluate the success of the research
• Determines the feasibility of the research by helping to assess the availability of required resources
• Ensures relevance of the study to the subject and its contribution to existing literature

Disadvantages of research objectives

Research objectives also have few disadvantages, as listed below: 8

• Absence of clearly defined objectives can lead to ambiguity in the research process
• Unintentional bias could affect the validity and accuracy of the research findings

Key takeaways

• Research objectives are concise statements that describe what the research is aiming to achieve.
• They define the scope and direction of the research and maintain focus.
• The objectives should be SMART—specific, measurable, achievable, realistic, and time-bound.
• Clear research objectives help avoid collection of data or resources not required for the study.
• Well-formulated specific objectives help develop the overall research methodology, including data collection, analysis, interpretation, and utilization.
• Research objectives should cover all aspects of the problem statement in a coherent way.
• They should be clearly stated using action verbs.

Frequently asked questions on research objectives

Q: what’s the difference between research objectives and aims 9.

A: Research aims are statements that reflect the broad goal(s) of the study and outline the general direction of the research. They are not specific but clearly define the focus of the study.

Example: This research aims to explore employee experiences of digital transformation in retail HR.

Research objectives focus on the action to be taken to achieve the aims. They make the aims more practical and should be specific and actionable.

Example: To observe the retail HR employees throughout the digital transformation.

Q: What are the examples of research objectives, both general and specific?

A: Here are a few examples of research objectives:

• To identify the antiviral chemical constituents in Mumbukura gitoniensis (general)
• To carry out solvent extraction of dried flowers of Mumbukura gitoniensis and isolate the constituents. (specific)
• To determine the antiviral activity of each of the isolated compounds. (specific)
• To examine the extent, range, and method of coral reef rehabilitation projects in five shallow reef areas adjacent to popular tourist destinations in the Philippines.
• To investigate species richness of mammal communities in five protected areas over the past 20 years.
• To evaluate the potential application of AI techniques for estimating best-corrected visual acuity from fundus photographs with and without ancillary information.
• To investigate whether sport influences psychological parameters in the personality of asthmatic children.

Q: How do I develop research objectives?

A: Developing research objectives begins with defining the problem statement clearly, as illustrated by Figure 1. Objectives specify how the research question will be answered and they determine what is to be measured to test the hypothesis.

Q: Are research objectives measurable?

A: The word “measurable” implies that something is quantifiable. In terms of research objectives, this means that the source and method of collecting data are identified and that all these aspects are feasible for the research. Some metrics can be created to measure your progress toward achieving your objectives.

Q: Can research objectives change during the study?

A: Revising research objectives during the study is acceptable in situations when the selected methodology is not progressing toward achieving the objective, or if there are challenges pertaining to resources, etc. One thing to keep in mind is the time and resources you would have to complete your research after revising the objectives. Thus, as long as your problem statement and hypotheses are unchanged, minor revisions to the research objectives are acceptable.

Q: What is the difference between research questions and research objectives? 10

Q: Are research objectives the same as hypotheses?

A: No, hypotheses are predictive theories that are expressed in general terms. Research objectives, which are more specific, are developed from hypotheses and aim to test them. A hypothesis can be tested using several methods and each method will have different objectives because the methodology to be used could be different. A hypothesis is developed based on observation and reasoning; it is a calculated prediction about why a particular phenomenon is occurring. To test this prediction, different research objectives are formulated. Here’s a simple example of both a research hypothesis and research objective.

Research hypothesis : Employees who arrive at work earlier are more productive.

Research objective : To assess whether employees who arrive at work earlier are more productive.

To summarize, research objectives are an important part of research studies and should be written clearly to effectively communicate your research. We hope this article has given you a brief insight into the importance of using clearly defined research objectives and how to formulate them.

• Farrugia P, Petrisor BA, Farrokhyar F, Bhandari M. Practical tips for surgical research: Research questions, hypotheses and objectives. Can J Surg. 2010 Aug;53(4):278-81.
• Abbadia J. How to write an introduction for a research paper. Mind the Graph website. Accessed June 14, 2023. https://mindthegraph.com/blog/how-to-write-an-introduction-for-a-research-paper/
• Writing a scientific paper: Introduction. UCI libraries website. Accessed June 15, 2023. https://guides.lib.uci.edu/c.php?g=334338&p=2249903
• Research objectives—Types, examples and writing guide. Researchmethod.net website. Accessed June 17, 2023. https://researchmethod.net/research-objectives/#:~:text=They%20provide%20a%20clear%20direction,track%20and%20achieve%20their%20goals .
• Bartle P. SMART Characteristics of good objectives. Community empowerment collective website. Accessed June 16, 2023. https://cec.vcn.bc.ca/cmp/modules/pd-smar.htm
• Research objectives. Studyprobe website. Accessed June 18, 2023. https://www.studyprobe.in/2022/08/research-objectives.html
• Corredor F. How to write objectives in a research paper. wikiHow website. Accessed June 18, 2023. https://www.wikihow.com/Write-Objectives-in-a-Research-Proposal
• Research objectives: Definition, types, characteristics, advantages. AccountingNest website. Accessed June 15, 2023. https://www.accountingnest.com/articles/research/research-objectives
• Phair D., Shaeffer A. Research aims, objectives & questions. GradCoach website. Accessed June 20, 2023. https://gradcoach.com/research-aims-objectives-questions/
• Understanding the difference between research questions and objectives. Accessed June 21, 2023. https://board.researchersjob.com/blog/research-questions-and-objectives

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Qualitative Research Objectives Samples, Ideas and Examples

Qualitative Research Objectives

Table of Contents

Qualitative Research Objectives Samples That’ll Make Thesis Writing Easy Breezy for You

Should you conduct qualitative research or quantitative research – that is the question, are you a student who doesn’t know which of these two research types should you be conducting for your thesis or dissertation.

If you are a student of sociology, psychology, or marketing, then you should most probably be using qualitative research methods as it gives you better insight for your study.

The objectives of qualitative research are to focus more on target audiences’ range of behavior and perceptions that drive it rather than facts and statistics that govern quantitative research.

Quantitative research objectives try to determine a relationship between a dependent and an independent variable whereas qualitative objectives study complex behavior that is difficult, but not impossible, to capture with statistics.

Because of that, the scope of qualitative research aims and objectives are far wider than quantitative and gives the researcher more freedom than its peer.

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Qualitative research has originated from sociology and psychology , two fields of science that study human behavior, preferences, and the decision-making process.

But there are still several different approaches in the qualitative research field. Which approach should you use for your study and how will you develop their research objectives the core and central point of any research study?

Below mentioned are a few sample qualitative research objectives for your easy understanding and application:

Ethnographic Research

This type of research focuses on the study of human societies and how different people act in different cultures.

Sample Objective:

• Determine the impact of tribal environment on an individual’s personality
• To identify the change in personality if an individual is shifted from his comfort environment
• Observing a group of children playing.
• Observing employees in a corporate office.
• Observing medical personnel in a high-volume hospital.

Ethical Inquiry research

This type of study tries to understand the origin of rights, obligations, and how people develop the sense of right and wrong based on their environment.

• To identify the factors that motivate people to commit crimes in society.
• To determine the ethical background of the students who are known to be ‘school bullies’.

Foundational Research:

This type of research tries to understand how and why the process of learning takes place amongst people of different ages.

• To determine the scale of time it takes an average child to learn a new skill
• To determine the scale of time it takes an individual with the inability to learn a new skill
• A critical analysis of product placement as an effective marketing strategy.
• An investigation into the main elements of brands and branding.
• A study of factors impacting each stage of product life cycle.

Historical Research:

It is the study of a person’s current social attitude and community structure based on his past events and experiences.

• To determine the success rate of a couple’s marriage based on their past relationships
• To understand the level of self-confidence in an individual based on his schooling experiences.

Phenomenology research:

This type of research is known as identifying an experience from an individual’s point of view. It tries to identify how different individuals perceive different experiences.

• To determine the level of satisfaction of a hotel customer
• To understand the unique experience of a mystery shopper who visits a bank branch

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Qualitative research: methods and examples

Last updated

13 April 2023

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Qualitative research involves gathering and evaluating non-numerical information to comprehend concepts, perspectives, and experiences. It’s also helpful for obtaining in-depth insights into a certain subject or generating new research ideas. 

As a result, qualitative research is practical if you want to try anything new or produce new ideas.

There are various ways you can conduct qualitative research. In this article, you'll learn more about qualitative research methodologies, including when you should use them.

Make research less tedious

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• What is qualitative research?

Qualitative research is a broad term describing various research types that rely on asking open-ended questions. Qualitative research investigates “how” or “why” certain phenomena occur. It is about discovering the inherent nature of something.

The primary objective of qualitative research is to understand an individual's ideas, points of view, and feelings. In this way, collecting in-depth knowledge of a specific topic is possible. Knowing your audience's feelings about a particular subject is important for making reasonable research conclusions.

Unlike quantitative research , this approach does not involve collecting numerical, objective data for statistical analysis. Qualitative research is used extensively in education, sociology, health science, history, and anthropology.

• Types of qualitative research methodology

Typically, qualitative research aims at uncovering the attitudes and behavior of the target audience concerning a specific topic. For example,  “How would you describe your experience as a new Dovetail user?”

Some of the methods for conducting qualitative analysis include:

Focus groups

Hosting a focus group is a popular qualitative research method. It involves obtaining qualitative data from a limited sample of participants. In a moderated version of a focus group, the moderator asks participants a series of predefined questions. They aim to interact and build a group discussion that reveals their preferences, candid thoughts, and experiences.

Unmoderated, online focus groups are increasingly popular because they eliminate the need to interact with people face to face.

Focus groups can be more cost-effective than 1:1 interviews or studying a group in a natural setting and reporting one’s observations.

Focus groups make it possible to gather multiple points of view quickly and efficiently, making them an excellent choice for testing new concepts or conducting market research on a new product.

However, there are some potential drawbacks to this method. It may be unsuitable for sensitive or controversial topics. Participants might be reluctant to disclose their true feelings or respond falsely to conform to what they believe is the socially acceptable answer (known as response bias).

Case study research

A case study is an in-depth evaluation of a specific person, incident, organization, or society. This type of qualitative research has evolved into a broadly applied research method in education, law, business, and the social sciences.

Even though case study research may appear challenging to implement, it is one of the most direct research methods. It requires detailed analysis, broad-ranging data collection methodologies, and a degree of existing knowledge about the subject area under investigation.

Historical model

The historical approach is a distinct research method that deeply examines previous events to better understand the present and forecast future occurrences of the same phenomena. Its primary goal is to evaluate the impacts of history on the present and hence discover comparable patterns in the present to predict future outcomes.

Oral history

This qualitative data collection method involves gathering verbal testimonials from individuals about their personal experiences. It is widely used in historical disciplines to offer counterpoints to established historical facts and narratives. The most common methods of gathering oral history are audio recordings, analysis of auto-biographical text, videos, and interviews.

Qualitative observation

One of the most fundamental, oldest research methods, qualitative observation , is the process through which a researcher collects data using their senses of sight, smell, hearing, etc. It is used to observe the properties of the subject being studied. For example, “What does it look like?” As research methods go, it is subjective and depends on researchers’ first-hand experiences to obtain information, so it is prone to bias. However, it is an excellent way to start a broad line of inquiry like, “What is going on here?”

Record keeping and review

Record keeping uses existing documents and relevant data sources that can be employed for future studies. It is equivalent to visiting the library and going through publications or any other reference material to gather important facts that will likely be used in the research.

Grounded theory approach

The grounded theory approach is a commonly used research method employed across a variety of different studies. It offers a unique way to gather, interpret, and analyze. With this approach, data is gathered and analyzed simultaneously.  Existing analysis frames and codes are disregarded, and data is analyzed inductively, with new codes and frames generated from the research.

Ethnographic research

Ethnography  is a descriptive form of a qualitative study of people and their cultures. Its primary goal is to study people's behavior in their natural environment. This method necessitates that the researcher adapts to their target audience's setting. 

Thereby, you will be able to understand their motivation, lifestyle, ambitions, traditions, and culture in situ. But, the researcher must be prepared to deal with geographical constraints while collecting data i.e., audiences can’t be studied in a laboratory or research facility.

This study can last from a couple of days to several years. Thus, it is time-consuming and complicated, requiring you to have both the time to gather the relevant data as well as the expertise in analyzing, observing, and interpreting data to draw meaningful conclusions.

Narrative framework

A narrative framework is a qualitative research approach that relies on people's written text or visual images. It entails people analyzing these events or narratives to determine certain topics or issues. With this approach, you can understand how people represent themselves and their experiences to a larger audience.

Phenomenological approach

The phenomenological study seeks to investigate the experiences of a particular phenomenon within a group of individuals or communities. It analyzes a certain event through interviews with persons who have witnessed it to determine the connections between their views. Even though this method relies heavily on interviews, other data sources (recorded notes), and observations could be employed to enhance the findings.

• Qualitative research methods (tools)

Some of the instruments involved in qualitative research include:

Document research: Also known as document analysis because it involves evaluating written documents. These can include personal and non-personal materials like archives, policy publications, yearly reports, diaries, or letters.

Focus groups:  This is where a researcher poses questions and generates conversation among a group of people. The major goal of focus groups is to examine participants' experiences and knowledge, including research into how and why individuals act in various ways.

Secondary study: Involves acquiring existing information from texts, images, audio, or video recordings.

Observations:   This requires thorough field notes on everything you see, hear, or experience. Compared to reported conduct or opinion, this study method can assist you in getting insights into a specific situation and observable behaviors.

Structured interviews :  In this approach, you will directly engage people one-on-one. Interviews are ideal for learning about a person's subjective beliefs, motivations, and encounters.

Surveys:  This is when you distribute questionnaires containing open-ended questions

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• What are common examples of qualitative research?

Everyday examples of qualitative research include:

Conducting a demographic analysis of a business

For instance, suppose you own a business such as a grocery store (or any store) and believe it caters to a broad customer base, but after conducting a demographic analysis, you discover that most of your customers are men.

You could do 1:1 interviews with female customers to learn why they don't shop at your store.

In this case, interviewing potential female customers should clarify why they don't find your shop appealing. It could be because of the products you sell or a need for greater brand awareness, among other possible reasons.

Launching or testing a new product

Suppose you are the product manager at a SaaS company looking to introduce a new product. Focus groups can be an excellent way to determine whether your product is marketable.

In this instance, you could hold a focus group with a sample group drawn from your intended audience. The group will explore the product based on its new features while you ensure adequate data on how users react to the new features. The data you collect will be key to making sales and marketing decisions.

Conducting studies to explain buyers' behaviors

You can also use qualitative research to understand existing buyer behavior better. Marketers analyze historical information linked to their businesses and industries to see when purchasers buy more.

Qualitative research can help you determine when to target new clients and peak seasons to boost sales by investigating the reason behind these behaviors.

• Qualitative research: data collection

Data collection is gathering information on predetermined variables to gain appropriate answers, test hypotheses, and analyze results. Researchers will collect non-numerical data for qualitative data collection to obtain detailed explanations and draw conclusions.

To get valid findings and achieve a conclusion in qualitative research, researchers must collect comprehensive and multifaceted data.

Qualitative data is usually gathered through interviews or focus groups with videotapes or handwritten notes. If there are recordings, they are transcribed before the data analysis process. Researchers keep separate folders for the recordings acquired from each focus group when collecting qualitative research data to categorize the data.

• Qualitative research: data analysis

Qualitative data analysis is organizing, examining, and interpreting qualitative data. Its main objective is identifying trends and patterns, responding to research questions, and recommending actions based on the findings. Textual analysis is a popular method for analyzing qualitative data.

Textual analysis differs from other qualitative research approaches in that researchers consider the social circumstances of study participants to decode their words, behaviors, and broader meaning. 

Learn more about qualitative research data analysis software

• When to use qualitative research

Qualitative research is helpful in various situations, particularly when a researcher wants to capture accurate, in-depth insights. 

Here are some instances when qualitative research can be valuable:

Examining your product or service to improve your marketing approach

When researching market segments, demographics, and customer service teams

Identifying client language when you want to design a quantitative survey

When attempting to comprehend your or someone else's strengths and weaknesses

Assessing feelings and beliefs about societal and public policy matters

Collecting information about a business or product's perception

Analyzing your target audience's reactions to marketing efforts

When launching a new product or coming up with a new idea

When seeking to evaluate buyers' purchasing patterns

• Qualitative research methods vs. quantitative research methods

Qualitative research examines people's ideas and what influences their perception, whereas quantitative research draws conclusions based on numbers and measurements.

Qualitative research is descriptive, and its primary goal is to comprehensively understand people's attitudes, behaviors, and ideas.

In contrast, quantitative research is more restrictive because it relies on numerical data and analyzes statistical data to make decisions. This research method assists researchers in gaining an initial grasp of the subject, which deals with numbers. For instance, the number of customers likely to purchase your products or use your services.

What is the most important feature of qualitative research?

A distinguishing feature of qualitative research is that it’s conducted in a real-world setting instead of a simulated environment. The researcher is examining actual phenomena instead of experimenting with different variables to see what outcomes (data) might result.

Can I use qualitative and quantitative approaches together in a study?

Yes, combining qualitative and quantitative research approaches happens all the time and is known as mixed methods research. For example, you could study individuals’ perceived risk in a certain scenario, such as how people rate the safety or riskiness of a given neighborhood. Simultaneously, you could analyze historical data objectively, indicating how safe or dangerous that area has been in the last year. To get the most out of mixed-method research, it’s important to understand the pros and cons of each methodology, so you can create a thoughtfully designed study that will yield compelling results.

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• What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

Published on 4 April 2022 by Pritha Bhandari . Revised on 30 January 2023.

Qualitative research involves collecting and analysing 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 analysing 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, and history.

• 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 organisation?
• How is anxiety experienced around the world?
• How can teachers integrate social issues into science curriculums?

Table of contents

Approaches to qualitative research, qualitative research methods, qualitative data analysis, advantages of qualitative research, disadvantages of qualitative research, 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 emphasise different aims and perspectives.

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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 analysing 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 organise 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 categorise 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 analysing qualitative data. Although these methods share similar processes, they emphasise 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.

Researchers must consider practical and theoretical limitations in analysing 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 analysing 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 generalisability

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

• Labour-intensive

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

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.

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 organisation 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 organisations.

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

• Prepare and organise 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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Designing a Research Proposal in Qualitative Research

• First Online: 27 October 2022

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• Md. Ismail Hossain 4 ,
• Nafiul Mehedi 4 &
• Iftakhar Ahmad 4  

The chapter discusses designing a research proposal in qualitative research. The main objective is to outline the major components of a qualitative research proposal with example(s) so that the students and novice scholars easily get an understanding of a qualitative proposal. The chapter highlights the major components of a qualitative research proposal and discusses the steps involved in designing a proposal. In each step, an example is given with some essential tips. Following these steps and tips, a novice researcher can easily prepare a qualitative research proposal. Readers, especially undergraduate and master’s students, might use this as a guideline while preparing a thesis proposal. After reading this chapter, they can easily prepare a qualitative proposal.

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Qualitative Research: Characteristics, Design, Methods & Examples

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On This Page:

Qualitative research is a type of research methodology that focuses on gathering and analyzing non-numerical data to gain a deeper understanding of human behavior, experiences, and perspectives.

It aims to explore the “why” and “how” of a phenomenon rather than the “what,” “where,” and “when” typically addressed by quantitative research.

Unlike quantitative research, which focuses on gathering and analyzing numerical data for statistical analysis, qualitative research involves researchers interpreting data to identify themes, patterns, and meanings.

Qualitative research can be used to:

• Gain deep contextual understandings of the subjective social reality of individuals
• To answer questions about experience and meaning from the participant’s perspective
• To design hypotheses, theory must be researched using qualitative methods to determine what is important before research can begin. 

Examples of qualitative research questions include: 

• How does stress influence young adults’ behavior?
• What factors influence students’ school attendance rates in developed countries?
• How do adults interpret binge drinking in the UK?
• What are the psychological impacts of cervical cancer screening in women?
• How can mental health lessons be integrated into the school curriculum? 

Characteristics 

Naturalistic setting.

Individuals are studied in their natural setting to gain a deeper understanding of how people experience the world. This enables the researcher to understand a phenomenon close to how participants experience it. 

Naturalistic settings provide valuable contextual information to help researchers better understand and interpret the data they collect.

The environment, social interactions, and cultural factors can all influence behavior and experiences, and these elements are more easily observed in real-world settings.

Reality is socially constructed

Qualitative research aims to understand how participants make meaning of their experiences – individually or in social contexts. It assumes there is no objective reality and that the social world is interpreted (Yilmaz, 2013). 

The primacy of subject matter 

The primary aim of qualitative research is to understand the perspectives, experiences, and beliefs of individuals who have experienced the phenomenon selected for research rather than the average experiences of groups of people (Minichiello, 1990).

An in-depth understanding is attained since qualitative techniques allow participants to freely disclose their experiences, thoughts, and feelings without constraint (Tenny et al., 2022). 

Variables are complex, interwoven, and difficult to measure

Factors such as experiences, behaviors, and attitudes are complex and interwoven, so they cannot be reduced to isolated variables , making them difficult to measure quantitatively.

However, a qualitative approach enables participants to describe what, why, or how they were thinking/ feeling during a phenomenon being studied (Yilmaz, 2013). 

Emic (insider’s point of view)

The phenomenon being studied is centered on the participants’ point of view (Minichiello, 1990).

Emic is used to describe how participants interact, communicate, and behave in the research setting (Scarduzio, 2017).

Interpretive analysis

In qualitative research, interpretive analysis is crucial in making sense of the collected data.

This process involves examining the raw data, such as interview transcripts, field notes, or documents, and identifying the underlying themes, patterns, and meanings that emerge from the participants’ experiences and perspectives.

Collecting Qualitative Data

There are four main research design methods used to collect qualitative data: observations, interviews,  focus groups, and ethnography.

Observations

This method involves watching and recording phenomena as they occur in nature. Observation can be divided into two types: participant and non-participant observation.

In participant observation, the researcher actively participates in the situation/events being observed.

In non-participant observation, the researcher is not an active part of the observation and tries not to influence the behaviors they are observing (Busetto et al., 2020). 

Observations can be covert (participants are unaware that a researcher is observing them) or overt (participants are aware of the researcher’s presence and know they are being observed).

However, awareness of an observer’s presence may influence participants’ behavior. 

Interviews give researchers a window into the world of a participant by seeking their account of an event, situation, or phenomenon. They are usually conducted on a one-to-one basis and can be distinguished according to the level at which they are structured (Punch, 2013). 

Structured interviews involve predetermined questions and sequences to ensure replicability and comparability. However, they are unable to explore emerging issues.

Informal interviews consist of spontaneous, casual conversations which are closer to the truth of a phenomenon. However, information is gathered using quick notes made by the researcher and is therefore subject to recall bias. 

Semi-structured interviews have a flexible structure, phrasing, and placement so emerging issues can be explored (Denny & Weckesser, 2022).

The use of probing questions and clarification can lead to a detailed understanding, but semi-structured interviews can be time-consuming and subject to interviewer bias. 

Focus groups 

Similar to interviews, focus groups elicit a rich and detailed account of an experience. However, focus groups are more dynamic since participants with shared characteristics construct this account together (Denny & Weckesser, 2022).

A shared narrative is built between participants to capture a group experience shaped by a shared context. 

The researcher takes on the role of a moderator, who will establish ground rules and guide the discussion by following a topic guide to focus the group discussions.

Typically, focus groups have 4-10 participants as a discussion can be difficult to facilitate with more than this, and this number allows everyone the time to speak.

Ethnography

Ethnography is a methodology used to study a group of people’s behaviors and social interactions in their environment (Reeves et al., 2008).

Data are collected using methods such as observations, field notes, or structured/ unstructured interviews.

The aim of ethnography is to provide detailed, holistic insights into people’s behavior and perspectives within their natural setting. In order to achieve this, researchers immerse themselves in a community or organization. 

Due to the flexibility and real-world focus of ethnography, researchers are able to gather an in-depth, nuanced understanding of people’s experiences, knowledge and perspectives that are influenced by culture and society.

In order to develop a representative picture of a particular culture/ context, researchers must conduct extensive field work. 

This can be time-consuming as researchers may need to immerse themselves into a community/ culture for a few days, or possibly a few years.

Qualitative Data Analysis Methods

Different methods can be used for analyzing qualitative data. The researcher chooses based on the objectives of their study. 

The researcher plays a key role in the interpretation of data, making decisions about the coding, theming, decontextualizing, and recontextualizing of data (Starks & Trinidad, 2007). 

Grounded theory

Grounded theory is a qualitative method specifically designed to inductively generate theory from data. It was developed by Glaser and Strauss in 1967 (Glaser & Strauss, 2017).

This methodology aims to develop theories (rather than test hypotheses) that explain a social process, action, or interaction (Petty et al., 2012). To inform the developing theory, data collection and analysis run simultaneously. 

There are three key types of coding used in grounded theory: initial (open), intermediate (axial), and advanced (selective) coding. 

Throughout the analysis, memos should be created to document methodological and theoretical ideas about the data. Data should be collected and analyzed until data saturation is reached and a theory is developed. 

Content analysis

Content analysis was first used in the early twentieth century to analyze textual materials such as newspapers and political speeches.

Content analysis is a research method used to identify and analyze the presence and patterns of themes, concepts, or words in data (Vaismoradi et al., 2013). 

This research method can be used to analyze data in different formats, which can be written, oral, or visual. 

The goal of content analysis is to develop themes that capture the underlying meanings of data (Schreier, 2012). 

Qualitative content analysis can be used to validate existing theories, support the development of new models and theories, and provide in-depth descriptions of particular settings or experiences.

The following six steps provide a guideline for how to conduct qualitative content analysis.

• Define a Research Question : To start content analysis, a clear research question should be developed.
• Identify and Collect Data : Establish the inclusion criteria for your data. Find the relevant sources to analyze.
• Define the Unit or Theme of Analysis : Categorize the content into themes. Themes can be a word, phrase, or sentence.
• Develop Rules for Coding your Data : Define a set of coding rules to ensure that all data are coded consistently.
• Code the Data : Follow the coding rules to categorize data into themes.
• Analyze the Results and Draw Conclusions : Examine the data to identify patterns and draw conclusions in relation to your research question.

Discourse analysis

Discourse analysis is a research method used to study written/ spoken language in relation to its social context (Wood & Kroger, 2000).

In discourse analysis, the researcher interprets details of language materials and the context in which it is situated.

Discourse analysis aims to understand the functions of language (how language is used in real life) and how meaning is conveyed by language in different contexts. Researchers use discourse analysis to investigate social groups and how language is used to achieve specific communication goals.

Different methods of discourse analysis can be used depending on the aims and objectives of a study. However, the following steps provide a guideline on how to conduct discourse analysis.

• Define the Research Question : Develop a relevant research question to frame the analysis.
• Gather Data and Establish the Context : Collect research materials (e.g., interview transcripts, documents). Gather factual details and review the literature to construct a theory about the social and historical context of your study.
• Analyze the Content : Closely examine various components of the text, such as the vocabulary, sentences, paragraphs, and structure of the text. Identify patterns relevant to the research question to create codes, then group these into themes.
• Review the Results : Reflect on the findings to examine the function of the language, and the meaning and context of the discourse. 

Thematic analysis

Thematic analysis is a method used to identify, interpret, and report patterns in data, such as commonalities or contrasts. 

Although the origin of thematic analysis can be traced back to the early twentieth century, understanding and clarity of thematic analysis is attributed to Braun and Clarke (2006).

Thematic analysis aims to develop themes (patterns of meaning) across a dataset to address a research question. 

In thematic analysis, qualitative data is gathered using techniques such as interviews, focus groups, and questionnaires. Audio recordings are transcribed. The dataset is then explored and interpreted by a researcher to identify patterns. 

This occurs through the rigorous process of data familiarisation, coding, theme development, and revision. These identified patterns provide a summary of the dataset and can be used to address a research question.

Themes are developed by exploring the implicit and explicit meanings within the data. Two different approaches are used to generate themes: inductive and deductive. 

An inductive approach allows themes to emerge from the data. In contrast, a deductive approach uses existing theories or knowledge to apply preconceived ideas to the data.

Phases of Thematic Analysis

Braun and Clarke (2006) provide a guide of the six phases of thematic analysis. These phases can be applied flexibly to fit research questions and data. 

Template analysis

Template analysis refers to a specific method of thematic analysis which uses hierarchical coding (Brooks et al., 2014).

Template analysis is used to analyze textual data, for example, interview transcripts or open-ended responses on a written questionnaire.

To conduct template analysis, a coding template must be developed (usually from a subset of the data) and subsequently revised and refined. This template represents the themes identified by researchers as important in the dataset. 

Codes are ordered hierarchically within the template, with the highest-level codes demonstrating overarching themes in the data and lower-level codes representing constituent themes with a narrower focus.

A guideline for the main procedural steps for conducting template analysis is outlined below.

• Familiarization with the Data : Read (and reread) the dataset in full. Engage, reflect, and take notes on data that may be relevant to the research question.
• Preliminary Coding : Identify initial codes using guidance from the a priori codes, identified before the analysis as likely to be beneficial and relevant to the analysis.
• Organize Themes : Organize themes into meaningful clusters. Consider the relationships between the themes both within and between clusters.
• Produce an Initial Template : Develop an initial template. This may be based on a subset of the data.
• Apply and Develop the Template : Apply the initial template to further data and make any necessary modifications. Refinements of the template may include adding themes, removing themes, or changing the scope/title of themes. 
• Finalize Template : Finalize the template, then apply it to the entire dataset. 

Frame analysis

Frame analysis is a comparative form of thematic analysis which systematically analyzes data using a matrix output.

Ritchie and Spencer (1994) developed this set of techniques to analyze qualitative data in applied policy research. Frame analysis aims to generate theory from data.

Frame analysis encourages researchers to organize and manage their data using summarization.

This results in a flexible and unique matrix output, in which individual participants (or cases) are represented by rows and themes are represented by columns. 

Each intersecting cell is used to summarize findings relating to the corresponding participant and theme.

Frame analysis has five distinct phases which are interrelated, forming a methodical and rigorous framework.

• Familiarization with the Data : Familiarize yourself with all the transcripts. Immerse yourself in the details of each transcript and start to note recurring themes.
• Develop a Theoretical Framework : Identify recurrent/ important themes and add them to a chart. Provide a framework/ structure for the analysis.
• Indexing : Apply the framework systematically to the entire study data.
• Summarize Data in Analytical Framework : Reduce the data into brief summaries of participants’ accounts.
• Mapping and Interpretation : Compare themes and subthemes and check against the original transcripts. Group the data into categories and provide an explanation for them.

Preventing Bias in Qualitative Research

To evaluate qualitative studies, the CASP (Critical Appraisal Skills Programme) checklist for qualitative studies can be used to ensure all aspects of a study have been considered (CASP, 2018).

The quality of research can be enhanced and assessed using criteria such as checklists, reflexivity, co-coding, and member-checking. 

Co-coding 

Relying on only one researcher to interpret rich and complex data may risk key insights and alternative viewpoints being missed. Therefore, coding is often performed by multiple researchers.

A common strategy must be defined at the beginning of the coding process  (Busetto et al., 2020). This includes establishing a useful coding list and finding a common definition of individual codes.

Transcripts are initially coded independently by researchers and then compared and consolidated to minimize error or bias and to bring confirmation of findings. 

Member checking

Member checking (or respondent validation) involves checking back with participants to see if the research resonates with their experiences (Russell & Gregory, 2003).

Data can be returned to participants after data collection or when results are first available. For example, participants may be provided with their interview transcript and asked to verify whether this is a complete and accurate representation of their views.

Participants may then clarify or elaborate on their responses to ensure they align with their views (Shenton, 2004).

This feedback becomes part of data collection and ensures accurate descriptions/ interpretations of phenomena (Mays & Pope, 2000). 

Reflexivity in qualitative research

Reflexivity typically involves examining your own judgments, practices, and belief systems during data collection and analysis. It aims to identify any personal beliefs which may affect the research. 

Reflexivity is essential in qualitative research to ensure methodological transparency and complete reporting. This enables readers to understand how the interaction between the researcher and participant shapes the data.

Depending on the research question and population being researched, factors that need to be considered include the experience of the researcher, how the contact was established and maintained, age, gender, and ethnicity.

These details are important because, in qualitative research, the researcher is a dynamic part of the research process and actively influences the outcome of the research (Boeije, 2014). 

Reflexivity Example

Who you are and your characteristics influence how you collect and analyze data. Here is an example of a reflexivity statement for research on smoking. I am a 30-year-old white female from a middle-class background. I live in the southwest of England and have been educated to master’s level. I have been involved in two research projects on oral health. I have never smoked, but I have witnessed how smoking can cause ill health from my volunteering in a smoking cessation clinic. My research aspirations are to help to develop interventions to help smokers quit.

Establishing Trustworthiness in Qualitative Research

Trustworthiness is a concept used to assess the quality and rigor of qualitative research. Four criteria are used to assess a study’s trustworthiness: credibility, transferability, dependability, and confirmability.

1. Credibility in Qualitative Research

Credibility refers to how accurately the results represent the reality and viewpoints of the participants.

To establish credibility in research, participants’ views and the researcher’s representation of their views need to align (Tobin & Begley, 2004).

To increase the credibility of findings, researchers may use data source triangulation, investigator triangulation, peer debriefing, or member checking (Lincoln & Guba, 1985). 

2. Transferability in Qualitative Research

Transferability refers to how generalizable the findings are: whether the findings may be applied to another context, setting, or group (Tobin & Begley, 2004).

Transferability can be enhanced by giving thorough and in-depth descriptions of the research setting, sample, and methods (Nowell et al., 2017). 

3. Dependability in Qualitative Research

Dependability is the extent to which the study could be replicated under similar conditions and the findings would be consistent.

Researchers can establish dependability using methods such as audit trails so readers can see the research process is logical and traceable (Koch, 1994).

4. Confirmability in Qualitative Research

Confirmability is concerned with establishing that there is a clear link between the researcher’s interpretations/ findings and the data.

Researchers can achieve confirmability by demonstrating how conclusions and interpretations were arrived at (Nowell et al., 2017).

This enables readers to understand the reasoning behind the decisions made. 

Audit Trails in Qualitative Research

An audit trail provides evidence of the decisions made by the researcher regarding theory, research design, and data collection, as well as the steps they have chosen to manage, analyze, and report data. 

The researcher must provide a clear rationale to demonstrate how conclusions were reached in their study.

A clear description of the research path must be provided to enable readers to trace through the researcher’s logic (Halpren, 1983).

Researchers should maintain records of the raw data, field notes, transcripts, and a reflective journal in order to provide a clear audit trail. 

Discovery of unexpected data

Open-ended questions in qualitative research mean the researcher can probe an interview topic and enable the participant to elaborate on responses in an unrestricted manner.

This allows unexpected data to emerge, which can lead to further research into that topic. 

The exploratory nature of qualitative research helps generate hypotheses that can be tested quantitatively (Busetto et al., 2020).

Flexibility

Data collection and analysis can be modified and adapted to take the research in a different direction if new ideas or patterns emerge in the data.

This enables researchers to investigate new opportunities while firmly maintaining their research goals. 

Naturalistic settings

The behaviors of participants are recorded in real-world settings. Studies that use real-world settings have high ecological validity since participants behave more authentically. 

Limitations

Time-consuming .

Qualitative research results in large amounts of data which often need to be transcribed and analyzed manually.

Even when software is used, transcription can be inaccurate, and using software for analysis can result in many codes which need to be condensed into themes. 

Subjectivity 

The researcher has an integral role in collecting and interpreting qualitative data. Therefore, the conclusions reached are from their perspective and experience.

Consequently, interpretations of data from another researcher may vary greatly. 

Limited generalizability

The aim of qualitative research is to provide a detailed, contextualized understanding of an aspect of the human experience from a relatively small sample size.

Despite rigorous analysis procedures, conclusions drawn cannot be generalized to the wider population since data may be biased or unrepresentative.

Therefore, results are only applicable to a small group of the population. 

While individual qualitative studies are often limited in their generalizability due to factors such as sample size and context, metasynthesis enables researchers to synthesize findings from multiple studies, potentially leading to more generalizable conclusions.

By integrating findings from studies conducted in diverse settings and with different populations, metasynthesis can provide broader insights into the phenomenon of interest.

Extraneous variables

Qualitative research is often conducted in real-world settings. This may cause results to be unreliable since extraneous variables may affect the data, for example:

• Situational variables : different environmental conditions may influence participants’ behavior in a study. The random variation in factors (such as noise or lighting) may be difficult to control in real-world settings.
• Participant characteristics : this includes any characteristics that may influence how a participant answers/ behaves in a study. This may include a participant’s mood, gender, age, ethnicity, sexual identity, IQ, etc.
• Experimenter effect : experimenter effect refers to how a researcher’s unintentional influence can change the outcome of a study. This occurs when (i) their interactions with participants unintentionally change participants’ behaviors or (ii) due to errors in observation, interpretation, or analysis. 

What sample size should qualitative research be?

The sample size for qualitative studies has been recommended to include a minimum of 12 participants to reach data saturation (Braun, 2013).

Are surveys qualitative or quantitative?

Surveys can be used to gather information from a sample qualitatively or quantitatively. Qualitative surveys use open-ended questions to gather detailed information from a large sample using free text responses.

The use of open-ended questions allows for unrestricted responses where participants use their own words, enabling the collection of more in-depth information than closed-ended questions.

In contrast, quantitative surveys consist of closed-ended questions with multiple-choice answer options. Quantitative surveys are ideal to gather a statistical representation of a population.

What are the ethical considerations of qualitative research?

Before conducting a study, you must think about any risks that could occur and take steps to prevent them. Participant Protection : Researchers must protect participants from physical and mental harm. This means you must not embarrass, frighten, offend, or harm participants. Transparency : Researchers are obligated to clearly communicate how they will collect, store, analyze, use, and share the data. Confidentiality : You need to consider how to maintain the confidentiality and anonymity of participants’ data.

What is triangulation in qualitative research?

Triangulation refers to the use of several approaches in a study to comprehensively understand phenomena. This method helps to increase the validity and credibility of research findings. 

Types of triangulation include method triangulation (using multiple methods to gather data); investigator triangulation (multiple researchers for collecting/ analyzing data), theory triangulation (comparing several theoretical perspectives to explain a phenomenon), and data source triangulation (using data from various times, locations, and people; Carter et al., 2014).

Why is qualitative research important?

Qualitative research allows researchers to describe and explain the social world. The exploratory nature of qualitative research helps to generate hypotheses that can then be tested quantitatively.

In qualitative research, participants are able to express their thoughts, experiences, and feelings without constraint.

Additionally, researchers are able to follow up on participants’ answers in real-time, generating valuable discussion around a topic. This enables researchers to gain a nuanced understanding of phenomena which is difficult to attain using quantitative methods.

What is coding data in qualitative research?

Coding data is a qualitative data analysis strategy in which a section of text is assigned with a label that describes its content.

These labels may be words or phrases which represent important (and recurring) patterns in the data.

This process enables researchers to identify related content across the dataset. Codes can then be used to group similar types of data to generate themes.

What is the difference between qualitative and quantitative research?

Qualitative research involves the collection and analysis of non-numerical data in order to understand experiences and meanings from the participant’s perspective.

This can provide rich, in-depth insights on complicated phenomena. Qualitative data may be collected using interviews, focus groups, or observations.

In contrast, quantitative research involves the collection and analysis of numerical data to measure the frequency, magnitude, or relationships of variables. This can provide objective and reliable evidence that can be generalized to the wider population.

Quantitative data may be collected using closed-ended questionnaires or experiments.

What is trustworthiness in qualitative research?

Trustworthiness is a concept used to assess the quality and rigor of qualitative research. Four criteria are used to assess a study’s trustworthiness: credibility, transferability, dependability, and confirmability. 

Credibility refers to how accurately the results represent the reality and viewpoints of the participants. Transferability refers to whether the findings may be applied to another context, setting, or group.

Dependability is the extent to which the findings are consistent and reliable. Confirmability refers to the objectivity of findings (not influenced by the bias or assumptions of researchers).

What is data saturation in qualitative research?

Data saturation is a methodological principle used to guide the sample size of a qualitative research study.

Data saturation is proposed as a necessary methodological component in qualitative research (Saunders et al., 2018) as it is a vital criterion for discontinuing data collection and/or analysis. 

The intention of data saturation is to find “no new data, no new themes, no new coding, and ability to replicate the study” (Guest et al., 2006). Therefore, enough data has been gathered to make conclusions.

Why is sampling in qualitative research important?

In quantitative research, large sample sizes are used to provide statistically significant quantitative estimates.

This is because quantitative research aims to provide generalizable conclusions that represent populations.

However, the aim of sampling in qualitative research is to gather data that will help the researcher understand the depth, complexity, variation, or context of a phenomenon. The small sample sizes in qualitative studies support the depth of case-oriented analysis.

What is narrative analysis?

Narrative analysis is a qualitative research method used to understand how individuals create stories from their personal experiences.

There is an emphasis on understanding the context in which a narrative is constructed, recognizing the influence of historical, cultural, and social factors on storytelling.

Researchers can use different methods together to explore a research question.

Some narrative researchers focus on the content of what is said, using thematic narrative analysis, while others focus on the structure, such as holistic-form or categorical-form structural narrative analysis. Others focus on how the narrative is produced and performed.

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Home » Research Objectives – Types, Examples and Writing Guide

Research Objectives – Types, Examples and Writing Guide

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Research Objectives

Research objectives refer to the specific goals or aims of a research study. They provide a clear and concise description of what the researcher hopes to achieve by conducting the research . The objectives are typically based on the research questions and hypotheses formulated at the beginning of the study and are used to guide the research process.

Types of Research Objectives

Here are the different types of research objectives in research:

• Exploratory Objectives: These objectives are used to explore a topic, issue, or phenomenon that has not been studied in-depth before. The aim of exploratory research is to gain a better understanding of the subject matter and generate new ideas and hypotheses .
• Descriptive Objectives: These objectives aim to describe the characteristics, features, or attributes of a particular population, group, or phenomenon. Descriptive research answers the “what” questions and provides a snapshot of the subject matter.
• Explanatory Objectives : These objectives aim to explain the relationships between variables or factors. Explanatory research seeks to identify the cause-and-effect relationships between different phenomena.
• Predictive Objectives: These objectives aim to predict future events or outcomes based on existing data or trends. Predictive research uses statistical models to forecast future trends or outcomes.
• Evaluative Objectives : These objectives aim to evaluate the effectiveness or impact of a program, intervention, or policy. Evaluative research seeks to assess the outcomes or results of a particular intervention or program.
• Prescriptive Objectives: These objectives aim to provide recommendations or solutions to a particular problem or issue. Prescriptive research identifies the best course of action based on the results of the study.
• Diagnostic Objectives : These objectives aim to identify the causes or factors contributing to a particular problem or issue. Diagnostic research seeks to uncover the underlying reasons for a particular phenomenon.
• Comparative Objectives: These objectives aim to compare two or more groups, populations, or phenomena to identify similarities and differences. Comparative research is used to determine which group or approach is more effective or has better outcomes.
• Historical Objectives: These objectives aim to examine past events, trends, or phenomena to gain a better understanding of their significance and impact. Historical research uses archival data, documents, and records to study past events.
• Ethnographic Objectives : These objectives aim to understand the culture, beliefs, and practices of a particular group or community. Ethnographic research involves immersive fieldwork and observation to gain an insider’s perspective of the group being studied.
• Action-oriented Objectives: These objectives aim to bring about social or organizational change. Action-oriented research seeks to identify practical solutions to social problems and to promote positive change in society.
• Conceptual Objectives: These objectives aim to develop new theories, models, or frameworks to explain a particular phenomenon or set of phenomena. Conceptual research seeks to provide a deeper understanding of the subject matter by developing new theoretical perspectives.
• Methodological Objectives: These objectives aim to develop and improve research methods and techniques. Methodological research seeks to advance the field of research by improving the validity, reliability, and accuracy of research methods and tools.
• Theoretical Objectives : These objectives aim to test and refine existing theories or to develop new theoretical perspectives. Theoretical research seeks to advance the field of knowledge by testing and refining existing theories or by developing new theoretical frameworks.
• Measurement Objectives : These objectives aim to develop and validate measurement instruments, such as surveys, questionnaires, and tests. Measurement research seeks to improve the quality and reliability of data collection and analysis by developing and testing new measurement tools.
• Design Objectives : These objectives aim to develop and refine research designs, such as experimental, quasi-experimental, and observational designs. Design research seeks to improve the quality and validity of research by developing and testing new research designs.
• Sampling Objectives: These objectives aim to develop and refine sampling techniques, such as probability and non-probability sampling methods. Sampling research seeks to improve the representativeness and generalizability of research findings by developing and testing new sampling techniques.

How to Write Research Objectives

Writing clear and concise research objectives is an important part of any research project, as it helps to guide the study and ensure that it is focused and relevant. Here are some steps to follow when writing research objectives:

• Identify the research problem : Before you can write research objectives, you need to identify the research problem you are trying to address. This should be a clear and specific problem that can be addressed through research.
• Define the research questions : Based on the research problem, define the research questions you want to answer. These questions should be specific and should guide the research process.
• Identify the variables : Identify the key variables that you will be studying in your research. These are the factors that you will be measuring, manipulating, or analyzing to answer your research questions.
• Write specific objectives: Write specific, measurable objectives that will help you answer your research questions. These objectives should be clear and concise and should indicate what you hope to achieve through your research.
• Use the SMART criteria: To ensure that your research objectives are well-defined and achievable, use the SMART criteria. This means that your objectives should be Specific, Measurable, Achievable, Relevant, and Time-bound.
• Revise and refine: Once you have written your research objectives, revise and refine them to ensure that they are clear, concise, and achievable. Make sure that they align with your research questions and variables, and that they will help you answer your research problem.

Example of Research Objectives

Examples of research objectives Could be:

Research Objectives for the topic of “The Impact of Artificial Intelligence on Employment”:

• To investigate the effects of the adoption of AI on employment trends across various industries and occupations.
• To explore the potential for AI to create new job opportunities and transform existing roles in the workforce.
• To examine the social and economic implications of the widespread use of AI for employment, including issues such as income inequality and access to education and training.
• To identify the skills and competencies that will be required for individuals to thrive in an AI-driven workplace, and to explore the role of education and training in developing these skills.
• To evaluate the ethical and legal considerations surrounding the use of AI for employment, including issues such as bias, privacy, and the responsibility of employers and policymakers to protect workers’ rights.

When to Write Research Objectives

• At the beginning of a research project : Research objectives should be identified and written down before starting a research project. This helps to ensure that the project is focused and that data collection and analysis efforts are aligned with the intended purpose of the research.
• When refining research questions: Writing research objectives can help to clarify and refine research questions. Objectives provide a more concrete and specific framework for addressing research questions, which can improve the overall quality and direction of a research project.
• After conducting a literature review : Conducting a literature review can help to identify gaps in knowledge and areas that require further research. Writing research objectives can help to define and focus the research effort in these areas.
• When developing a research proposal: Research objectives are an important component of a research proposal. They help to articulate the purpose and scope of the research, and provide a clear and concise summary of the expected outcomes and contributions of the research.
• When seeking funding for research: Funding agencies often require a detailed description of research objectives as part of a funding proposal. Writing clear and specific research objectives can help to demonstrate the significance and potential impact of a research project, and increase the chances of securing funding.
• When designing a research study : Research objectives guide the design and implementation of a research study. They help to identify the appropriate research methods, sampling strategies, data collection and analysis techniques, and other relevant aspects of the study design.
• When communicating research findings: Research objectives provide a clear and concise summary of the main research questions and outcomes. They are often included in research reports and publications, and can help to ensure that the research findings are communicated effectively and accurately to a wide range of audiences.
• When evaluating research outcomes : Research objectives provide a basis for evaluating the success of a research project. They help to measure the degree to which research questions have been answered and the extent to which research outcomes have been achieved.
• When conducting research in a team : Writing research objectives can facilitate communication and collaboration within a research team. Objectives provide a shared understanding of the research purpose and goals, and can help to ensure that team members are working towards a common objective.

Purpose of Research Objectives

Some of the main purposes of research objectives include:

• To clarify the research question or problem : Research objectives help to define the specific aspects of the research question or problem that the study aims to address. This makes it easier to design a study that is focused and relevant.
• To guide the research design: Research objectives help to determine the research design, including the research methods, data collection techniques, and sampling strategy. This ensures that the study is structured and efficient.
• To measure progress : Research objectives provide a way to measure progress throughout the research process. They help the researcher to evaluate whether they are on track and meeting their goals.
• To communicate the research goals : Research objectives provide a clear and concise description of the research goals. This helps to communicate the purpose of the study to other researchers, stakeholders, and the general public.

Advantages of Research Objectives

Here are some advantages of having well-defined research objectives:

• Focus : Research objectives help to focus the research effort on specific areas of inquiry. By identifying clear research questions, the researcher can narrow down the scope of the study and avoid getting sidetracked by irrelevant information.
• Clarity : Clearly stated research objectives provide a roadmap for the research study. They provide a clear direction for the research, making it easier for the researcher to stay on track and achieve their goals.
• Measurability : Well-defined research objectives provide measurable outcomes that can be used to evaluate the success of the research project. This helps to ensure that the research is effective and that the research goals are achieved.
• Feasibility : Research objectives help to ensure that the research project is feasible. By clearly defining the research goals, the researcher can identify the resources required to achieve those goals and determine whether those resources are available.
• Relevance : Research objectives help to ensure that the research study is relevant and meaningful. By identifying specific research questions, the researcher can ensure that the study addresses important issues and contributes to the existing body of knowledge.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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18 Qualitative Research Examples

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

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Qualitative research is an approach to scientific research that involves using observation to gather and analyze non-numerical, in-depth, and well-contextualized datasets.

It serves as an integral part of academic, professional, and even daily decision-making processes (Baxter & Jack, 2008).

Methods of qualitative research encompass a wide range of techniques, from in-depth personal encounters, like ethnographies (studying cultures in-depth) and autoethnographies (examining one’s own cultural experiences), to collection of diverse perspectives on topics through methods like interviewing focus groups (gatherings of individuals to discuss specific topics).

Qualitative Research Examples

1. ethnography.

Definition: Ethnography is a qualitative research design aimed at exploring cultural phenomena. Rooted in the discipline of anthropology , this research approach investigates the social interactions, behaviors, and perceptions within groups, communities, or organizations.

Ethnographic research is characterized by extended observation of the group, often through direct participation, in the participants’ environment. An ethnographer typically lives with the study group for extended periods, intricately observing their everyday lives (Khan, 2014).

It aims to present a complete, detailed and accurate picture of the observed social life, rituals, symbols, and values from the perspective of the study group.

Example of Ethnographic Research

Title: “ The Everyday Lives of Men: An Ethnographic Investigation of Young Adult Male Identity “

Citation: Evans, J. (2010). The Everyday Lives of Men: An Ethnographic Investigation of Young Adult Male Identity. Peter Lang.

Overview: This study by Evans (2010) provides a rich narrative of young adult male identity as experienced in everyday life. The author immersed himself among a group of young men, participating in their activities and cultivating a deep understanding of their lifestyle, values, and motivations. This research exemplified the ethnographic approach, revealing complexities of the subjects’ identities and societal roles, which could hardly be accessed through other qualitative research designs.

Read my Full Guide on Ethnography Here

2. Autoethnography

Definition: Autoethnography is an approach to qualitative research where the researcher uses their own personal experiences to extend the understanding of a certain group, culture, or setting. Essentially, it allows for the exploration of self within the context of social phenomena.

Unlike traditional ethnography, which focuses on the study of others, autoethnography turns the ethnographic gaze inward, allowing the researcher to use their personal experiences within a culture as rich qualitative data (Durham, 2019).

The objective is to critically appraise one’s personal experiences as they navigate and negotiate cultural, political, and social meanings. The researcher becomes both the observer and the participant, intertwining personal and cultural experiences in the research.

Example of Autoethnographic Research

Title: “ A Day In The Life Of An NHS Nurse “

Citation: Osben, J. (2019). A day in the life of a NHS nurse in 21st Century Britain: An auto-ethnography. The Journal of Autoethnography for Health & Social Care. 1(1).

Overview: This study presents an autoethnography of a day in the life of an NHS nurse (who, of course, is also the researcher). The author uses the research to achieve reflexivity, with the researcher concluding: “Scrutinising my practice and situating it within a wider contextual backdrop has compelled me to significantly increase my level of scrutiny into the driving forces that influence my practice.”

Read my Full Guide on Autoethnography Here

3. Semi-Structured Interviews

Definition: Semi-structured interviews stand as one of the most frequently used methods in qualitative research. These interviews are planned and utilize a set of pre-established questions, but also allow for the interviewer to steer the conversation in other directions based on the responses given by the interviewee.

In semi-structured interviews, the interviewer prepares a guide that outlines the focal points of the discussion. However, the interview is flexible, allowing for more in-depth probing if the interviewer deems it necessary (Qu, & Dumay, 2011). This style of interviewing strikes a balance between structured ones which might limit the discussion, and unstructured ones, which could lack focus.

Example of Semi-Structured Interview Research

Title: “ Factors influencing adherence to cancer treatment in older adults with cancer: a systematic review “

Citation: Puts, M., et al. (2014). Factors influencing adherence to cancer treatment in older adults with cancer: a systematic review. Annals of oncology, 25 (3), 564-577.

Overview: Puts et al. (2014) executed an extensive systematic review in which they conducted semi-structured interviews with older adults suffering from cancer to examine the factors influencing their adherence to cancer treatment. The findings suggested that various factors, including side effects, faith in healthcare professionals, and social support have substantial impacts on treatment adherence. This research demonstrates how semi-structured interviews can provide rich and profound insights into the subjective experiences of patients.

4. Focus Groups

Definition: Focus groups are a qualitative research method that involves organized discussion with a selected group of individuals to gain their perspectives on a specific concept, product, or phenomenon. Typically, these discussions are guided by a moderator.

During a focus group session, the moderator has a list of questions or topics to discuss, and participants are encouraged to interact with each other (Morgan, 2010). This interactivity can stimulate more information and provide a broader understanding of the issue under scrutiny. The open format allows participants to ask questions and respond freely, offering invaluable insights into attitudes, experiences, and group norms.

Example of Focus Group Research

Title: “ Perspectives of Older Adults on Aging Well: A Focus Group Study “

Citation: Halaweh, H., Dahlin-Ivanoff, S., Svantesson, U., & Willén, C. (2018). Perspectives of older adults on aging well: a focus group study. Journal of aging research .

Overview: This study aimed to explore what older adults (aged 60 years and older) perceived to be ‘aging well’. The researchers identified three major themes from their focus group interviews: a sense of well-being, having good physical health, and preserving good mental health. The findings highlight the importance of factors such as positive emotions, social engagement, physical activity, healthy eating habits, and maintaining independence in promoting aging well among older adults.

5. Phenomenology

Definition: Phenomenology, a qualitative research method, involves the examination of lived experiences to gain an in-depth understanding of the essence or underlying meanings of a phenomenon.

The focus of phenomenology lies in meticulously describing participants’ conscious experiences related to the chosen phenomenon (Padilla-Díaz, 2015).

In a phenomenological study, the researcher collects detailed, first-hand perspectives of the participants, typically via in-depth interviews, and then uses various strategies to interpret and structure these experiences, ultimately revealing essential themes (Creswell, 2013). This approach focuses on the perspective of individuals experiencing the phenomenon, seeking to explore, clarify, and understand the meanings they attach to those experiences.

Example of Phenomenology Research

Title: “ A phenomenological approach to experiences with technology: current state, promise, and future directions for research ”

Citation: Cilesiz, S. (2011). A phenomenological approach to experiences with technology: Current state, promise, and future directions for research. Educational Technology Research and Development, 59 , 487-510.

Overview: A phenomenological approach to experiences with technology by Sebnem Cilesiz represents a good starting point for formulating a phenomenological study. With its focus on the ‘essence of experience’, this piece presents methodological, reliability, validity, and data analysis techniques that phenomenologists use to explain how people experience technology in their everyday lives.

6. Grounded Theory

Definition: Grounded theory is a systematic methodology in qualitative research that typically applies inductive reasoning . The primary aim is to develop a theoretical explanation or framework for a process, action, or interaction grounded in, and arising from, empirical data (Birks & Mills, 2015).

In grounded theory, data collection and analysis work together in a recursive process. The researcher collects data, analyses it, and then collects more data based on the evolving understanding of the research context. This ongoing process continues until a comprehensive theory that represents the data and the associated phenomenon emerges – a point known as theoretical saturation (Charmaz, 2014).

Example of Grounded Theory Research

Title: “ Student Engagement in High School Classrooms from the Perspective of Flow Theory “

Citation: Shernoff, D. J., Csikszentmihalyi, M., Shneider, B., & Shernoff, E. S. (2003). Student engagement in high school classrooms from the perspective of flow theory. School Psychology Quarterly, 18 (2), 158–176.

Overview: Shernoff and colleagues (2003) used grounded theory to explore student engagement in high school classrooms. The researchers collected data through student self-reports, interviews, and observations. Key findings revealed that academic challenge, student autonomy, and teacher support emerged as the most significant factors influencing students’ engagement, demonstrating how grounded theory can illuminate complex dynamics within real-world contexts.

7. Narrative Research

Definition: Narrative research is a qualitative research method dedicated to storytelling and understanding how individuals experience the world. It focuses on studying an individual’s life and experiences as narrated by that individual (Polkinghorne, 2013).

In narrative research, the researcher collects data through methods such as interviews, observations , and document analysis. The emphasis is on the stories told by participants – narratives that reflect their experiences, thoughts, and feelings.

These stories are then interpreted by the researcher, who attempts to understand the meaning the participant attributes to these experiences (Josselson, 2011).

Example of Narrative Research

Title: “Narrative Structures and the Language of the Self”

Citation: McAdams, D. P., Josselson, R., & Lieblich, A. (2006). Identity and story: Creating self in narrative . American Psychological Association.

Overview: In this innovative study, McAdams et al. (2006) employed narrative research to explore how individuals construct their identities through the stories they tell about themselves. By examining personal narratives, the researchers discerned patterns associated with characters, motivations, conflicts, and resolutions, contributing valuable insights about the relationship between narrative and individual identity.

8. Case Study Research

Definition: Case study research is a qualitative research method that involves an in-depth investigation of a single instance or event: a case. These ‘cases’ can range from individuals, groups, or entities to specific projects, programs, or strategies (Creswell, 2013).

The case study method typically uses multiple sources of information for comprehensive contextual analysis. It aims to explore and understand the complexity and uniqueness of a particular case in a real-world context (Merriam & Tisdell, 2015). This investigation could result in a detailed description of the case, a process for its development, or an exploration of a related issue or problem.

Example of Case Study Research

Title: “ Teacher’s Role in Fostering Preschoolers’ Computational Thinking: An Exploratory Case Study “

Citation: Wang, X. C., Choi, Y., Benson, K., Eggleston, C., & Weber, D. (2021). Teacher’s role in fostering preschoolers’ computational thinking: An exploratory case study. Early Education and Development , 32 (1), 26-48.

Overview: This study investigates the role of teachers in promoting computational thinking skills in preschoolers. The study utilized a qualitative case study methodology to examine the computational thinking scaffolding strategies employed by a teacher interacting with three preschoolers in a small group setting. The findings highlight the importance of teachers’ guidance in fostering computational thinking practices such as problem reformulation/decomposition, systematic testing, and debugging.

Read about some Famous Case Studies in Psychology Here

9. Participant Observation

Definition: Participant observation has the researcher immerse themselves in a group or community setting to observe the behavior of its members. It is similar to ethnography, but generally, the researcher isn’t embedded for a long period of time.

The researcher, being a participant, engages in daily activities, interactions, and events as a way of conducting a detailed study of a particular social phenomenon (Kawulich, 2005).

The method involves long-term engagement in the field, maintaining detailed records of observed events, informal interviews, direct participation, and reflexivity. This approach allows for a holistic view of the participants’ lived experiences, behaviours, and interactions within their everyday environment (Dewalt, 2011).

Example of Participant Observation Research

Title: Conflict in the boardroom: a participant observation study of supervisory board dynamics

Citation: Heemskerk, E. M., Heemskerk, K., & Wats, M. M. (2017). Conflict in the boardroom: a participant observation study of supervisory board dynamics. Journal of Management & Governance , 21 , 233-263.

Overview: This study examined how conflicts within corporate boards affect their performance. The researchers used a participant observation method, where they actively engaged with 11 supervisory boards and observed their dynamics. They found that having a shared understanding of the board’s role called a common framework, improved performance by reducing relationship conflicts, encouraging task conflicts, and minimizing conflicts between the board and CEO.

10. Non-Participant Observation

Definition: Non-participant observation is a qualitative research method in which the researcher observes the phenomena of interest without actively participating in the situation, setting, or community being studied.

This method allows the researcher to maintain a position of distance, as they are solely an observer and not a participant in the activities being observed (Kawulich, 2005).

During non-participant observation, the researcher typically records field notes on the actions, interactions, and behaviors observed , focusing on specific aspects of the situation deemed relevant to the research question.

This could include verbal and nonverbal communication , activities, interactions, and environmental contexts (Angrosino, 2007). They could also use video or audio recordings or other methods to collect data.

Example of Non-Participant Observation Research

Title: Mental Health Nurses’ attitudes towards mental illness and recovery-oriented practice in acute inpatient psychiatric units: A non-participant observation study

Citation: Sreeram, A., Cross, W. M., & Townsin, L. (2023). Mental Health Nurses’ attitudes towards mental illness and recovery‐oriented practice in acute inpatient psychiatric units: A non‐participant observation study. International Journal of Mental Health Nursing .

Overview: This study investigated the attitudes of mental health nurses towards mental illness and recovery-oriented practice in acute inpatient psychiatric units. The researchers used a non-participant observation method, meaning they observed the nurses without directly participating in their activities. The findings shed light on the nurses’ perspectives and behaviors, providing valuable insights into their attitudes toward mental health and recovery-focused care in these settings.

11. Content Analysis

Definition: Content Analysis involves scrutinizing textual, visual, or spoken content to categorize and quantify information. The goal is to identify patterns, themes, biases, or other characteristics (Hsieh & Shannon, 2005).

Content Analysis is widely used in various disciplines for a multitude of purposes. Researchers typically use this method to distill large amounts of unstructured data, like interview transcripts, newspaper articles, or social media posts, into manageable and meaningful chunks.

When wielded appropriately, Content Analysis can illuminate the density and frequency of certain themes within a dataset, provide insights into how specific terms or concepts are applied contextually, and offer inferences about the meanings of their content and use (Duriau, Reger, & Pfarrer, 2007).

Example of Content Analysis

Title: Framing European politics: A content analysis of press and television news .

Citation: Semetko, H. A., & Valkenburg, P. M. (2000). Framing European politics: A content analysis of press and television news. Journal of Communication, 50 (2), 93-109.

Overview: This study analyzed press and television news articles about European politics using a method called content analysis. The researchers examined the prevalence of different “frames” in the news, which are ways of presenting information to shape audience perceptions. They found that the most common frames were attribution of responsibility, conflict, economic consequences, human interest, and morality.

Read my Full Guide on Content Analysis Here

12. Discourse Analysis

Definition: Discourse Analysis, a qualitative research method, interprets the meanings, functions, and coherence of certain languages in context.

Discourse analysis is typically understood through social constructionism, critical theory , and poststructuralism and used for understanding how language constructs social concepts (Cheek, 2004).

Discourse Analysis offers great breadth, providing tools to examine spoken or written language, often beyond the level of the sentence. It enables researchers to scrutinize how text and talk articulate social and political interactions and hierarchies.

Insight can be garnered from different conversations, institutional text, and media coverage to understand how topics are addressed or framed within a specific social context (Jorgensen & Phillips, 2002).

Example of Discourse Analysis

Title: The construction of teacher identities in educational policy documents: A critical discourse analysis

Citation: Thomas, S. (2005). The construction of teacher identities in educational policy documents: A critical discourse analysis. Critical Studies in Education, 46 (2), 25-44.

Overview: The author examines how an education policy in one state of Australia positions teacher professionalism and teacher identities. While there are competing discourses about professional identity, the policy framework privileges a  narrative that frames the ‘good’ teacher as one that accepts ever-tightening control and regulation over their professional practice.

Read my Full Guide on Discourse Analysis Here

13. Action Research

Definition: Action Research is a qualitative research technique that is employed to bring about change while simultaneously studying the process and results of that change.

This method involves a cyclical process of fact-finding, action, evaluation, and reflection (Greenwood & Levin, 2016).

Typically, Action Research is used in the fields of education, social sciences , and community development. The process isn’t just about resolving an issue but also developing knowledge that can be used in the future to address similar or related problems.

The researcher plays an active role in the research process, which is normally broken down into four steps: 

• developing a plan to improve what is currently being done
• implementing the plan
• observing the effects of the plan, and
• reflecting upon these effects (Smith, 2010).

Example of Action Research

Title: Using Digital Sandbox Gaming to Improve Creativity Within Boys’ Writing

Citation: Ellison, M., & Drew, C. (2020). Using digital sandbox gaming to improve creativity within boys’ writing. Journal of Research in Childhood Education , 34 (2), 277-287.

Overview: This was a research study one of my research students completed in his own classroom under my supervision. He implemented a digital game-based approach to literacy teaching with boys and interviewed his students to see if the use of games as stimuli for storytelling helped draw them into the learning experience.

Read my Full Guide on Action Research Here

14. Semiotic Analysis

Definition: Semiotic Analysis is a qualitative method of research that interprets signs and symbols in communication to understand sociocultural phenomena. It stems from semiotics, the study of signs and symbols and their use or interpretation (Chandler, 2017).

In a Semiotic Analysis, signs (anything that represents something else) are interpreted based on their significance and the role they play in representing ideas.

This type of research often involves the examination of images, sounds, and word choice to uncover the embedded sociocultural meanings. For example, an advertisement for a car might be studied to learn more about societal views on masculinity or success (Berger, 2010).

Example of Semiotic Research

Title: Shielding the learned body: a semiotic analysis of school badges in New South Wales, Australia

Citation: Symes, C. (2023). Shielding the learned body: a semiotic analysis of school badges in New South Wales, Australia. Semiotica , 2023 (250), 167-190.

Overview: This study examines school badges in New South Wales, Australia, and explores their significance through a semiotic analysis. The badges, which are part of the school’s visual identity, are seen as symbolic representations that convey meanings. The analysis reveals that these badges often draw on heraldic models, incorporating elements like colors, names, motifs, and mottoes that reflect local culture and history, thus connecting students to their national identity. Additionally, the study highlights how some schools have shifted from traditional badges to modern logos and slogans, reflecting a more business-oriented approach.

15. Qualitative Longitudinal Studies

Definition: Qualitative Longitudinal Studies are a research method that involves repeated observation of the same items over an extended period of time.

Unlike a snapshot perspective, this method aims to piece together individual histories and examine the influences and impacts of change (Neale, 2019).

Qualitative Longitudinal Studies provide an in-depth understanding of change as it happens, including changes in people’s lives, their perceptions, and their behaviors.

For instance, this method could be used to follow a group of students through their schooling years to understand the evolution of their learning behaviors and attitudes towards education (Saldaña, 2003).

Example of Qualitative Longitudinal Research

Title: Patient and caregiver perspectives on managing pain in advanced cancer: a qualitative longitudinal study

Citation: Hackett, J., Godfrey, M., & Bennett, M. I. (2016). Patient and caregiver perspectives on managing pain in advanced cancer: a qualitative longitudinal study.  Palliative medicine ,  30 (8), 711-719.

Overview: This article examines how patients and their caregivers manage pain in advanced cancer through a qualitative longitudinal study. The researchers interviewed patients and caregivers at two different time points and collected audio diaries to gain insights into their experiences, making this study longitudinal.

Read my Full Guide on Longitudinal Research Here

16. Open-Ended Surveys

Definition: Open-Ended Surveys are a type of qualitative research method where respondents provide answers in their own words. Unlike closed-ended surveys, which limit responses to predefined options, open-ended surveys allow for expansive and unsolicited explanations (Fink, 2013).

Open-ended surveys are commonly used in a range of fields, from market research to social studies. As they don’t force respondents into predefined response categories, these surveys help to draw out rich, detailed data that might uncover new variables or ideas.

For example, an open-ended survey might be used to understand customer opinions about a new product or service (Lavrakas, 2008).

Contrast this to a quantitative closed-ended survey, like a Likert scale, which could theoretically help us to come up with generalizable data but is restricted by the questions on the questionnaire, meaning new and surprising data and insights can’t emerge from the survey results in the same way.

Example of Open-Ended Survey Research

Title: Advantages and disadvantages of technology in relationships: Findings from an open-ended survey

Citation: Hertlein, K. M., & Ancheta, K. (2014). Advantages and disadvantages of technology in relationships: Findings from an open-ended survey.  The Qualitative Report ,  19 (11), 1-11.

Overview: This article examines the advantages and disadvantages of technology in couple relationships through an open-ended survey method. Researchers analyzed responses from 410 undergraduate students to understand how technology affects relationships. They found that technology can contribute to relationship development, management, and enhancement, but it can also create challenges such as distancing, lack of clarity, and impaired trust.

17. Naturalistic Observation

Definition: Naturalistic Observation is a type of qualitative research method that involves observing individuals in their natural environments without interference or manipulation by the researcher.

Naturalistic observation is often used when conducting research on behaviors that cannot be controlled or manipulated in a laboratory setting (Kawulich, 2005).

It is frequently used in the fields of psychology, sociology, and anthropology. For instance, to understand the social dynamics in a schoolyard, a researcher could spend time observing the children interact during their recess, noting their behaviors, interactions, and conflicts without imposing their presence on the children’s activities (Forsyth, 2010).

Example of Naturalistic Observation Research

Title: Dispositional mindfulness in daily life: A naturalistic observation study

Citation: Kaplan, D. M., Raison, C. L., Milek, A., Tackman, A. M., Pace, T. W., & Mehl, M. R. (2018). Dispositional mindfulness in daily life: A naturalistic observation study. PloS one , 13 (11), e0206029.

Overview: In this study, researchers conducted two studies: one exploring assumptions about mindfulness and behavior, and the other using naturalistic observation to examine actual behavioral manifestations of mindfulness. They found that trait mindfulness is associated with a heightened perceptual focus in conversations, suggesting that being mindful is expressed primarily through sharpened attention rather than observable behavioral or social differences.

Read my Full Guide on Naturalistic Observation Here

18. Photo-Elicitation

Definition: Photo-elicitation utilizes photographs as a means to trigger discussions and evoke responses during interviews. This strategy aids in bringing out topics of discussion that may not emerge through verbal prompting alone (Harper, 2002).

Traditionally, Photo-Elicitation has been useful in various fields such as education, psychology, and sociology. The method involves the researcher or participants taking photographs, which are then used as prompts for discussion.

For instance, a researcher studying urban environmental issues might invite participants to photograph areas in their neighborhood that they perceive as environmentally detrimental, and then discuss each photo in depth (Clark-Ibáñez, 2004).

Example of Photo-Elicitation Research

Title: Early adolescent food routines: A photo-elicitation study

Citation: Green, E. M., Spivak, C., & Dollahite, J. S. (2021). Early adolescent food routines: A photo-elicitation study. Appetite, 158 .

Overview: This study focused on early adolescents (ages 10-14) and their food routines. Researchers conducted in-depth interviews using a photo-elicitation approach, where participants took photos related to their food choices and experiences. Through analysis, the study identified various routines and three main themes: family, settings, and meals/foods consumed, revealing how early adolescents view and are influenced by their eating routines.

Features of Qualitative Research

Qualitative research is a research method focused on understanding the meaning individuals or groups attribute to a social or human problem (Creswell, 2013).

Some key features of this method include:

• Naturalistic Inquiry: Qualitative research happens in the natural setting of the phenomena, aiming to understand “real world” situations (Patton, 2015). This immersion in the field or subject allows the researcher to gather a deep understanding of the subject matter.
• Emphasis on Process: It aims to understand how events unfold over time rather than focusing solely on outcomes (Merriam & Tisdell, 2015). The process-oriented nature of qualitative research allows researchers to investigate sequences, timing, and changes.
• Interpretive: It involves interpreting and making sense of phenomena in terms of the meanings people assign to them (Denzin & Lincoln, 2011). This interpretive element allows for rich, nuanced insights into human behavior and experiences.
• Holistic Perspective: Qualitative research seeks to understand the whole phenomenon rather than focusing on individual components (Creswell, 2013). It emphasizes the complex interplay of factors, providing a richer, more nuanced view of the research subject.
• Prioritizes Depth over Breadth: Qualitative research favors depth of understanding over breadth, typically involving a smaller but more focused sample size (Hennink, Hutter, & Bailey, 2020). This enables detailed exploration of the phenomena of interest, often leading to rich and complex data.

Qualitative vs Quantitative Research

Qualitative research centers on exploring and understanding the meaning individuals or groups attribute to a social or human problem (Creswell, 2013).

It involves an in-depth approach to the subject matter, aiming to capture the richness and complexity of human experience.

Examples include conducting interviews, observing behaviors, or analyzing text and images.

There are strengths inherent in this approach. In its focus on understanding subjective experiences and interpretations, qualitative research can yield rich and detailed data that quantitative research may overlook (Denzin & Lincoln, 2011).

Additionally, qualitative research is adaptive, allowing the researcher to respond to new directions and insights as they emerge during the research process.

However, there are also limitations. Because of the interpretive nature of this research, findings may not be generalizable to a broader population (Marshall & Rossman, 2014). Well-designed quantitative research, on the other hand, can be generalizable.

Moreover, the reliability and validity of qualitative data can be challenging to establish due to its subjective nature, unlike quantitative research, which is ideally more objective.

Compare Qualitative and Quantitative Research Methodologies in This Guide Here

In conclusion, qualitative research methods provide distinctive ways to explore social phenomena and understand nuances that quantitative approaches might overlook. Each method, from Ethnography to Photo-Elicitation, presents its strengths and weaknesses but they all offer valuable means of investigating complex, real-world situations. The goal for the researcher is not to find a definitive tool, but to employ the method best suited for their research questions and the context at hand (Almalki, 2016). Above all, these methods underscore the richness of human experience and deepen our understanding of the world around us.

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Research Objectives | Examples & How To Write Them

Introduction

Why are research objectives important, characteristics of research objectives, what is an example of a research objective, types of research objectives, formulating research objectives.

Research objectives are clear, concise statements that outline what a research project aims to achieve. They guide the direction of the study, ensuring that researchers stay focused and organized. Properly formulated objectives help in identifying the scope of the research and the methods to be used. This article will cover the importance of research objectives, their characteristics, examples, types, and how to write them. By understanding these elements, researchers can develop effective research aims that enhance the clarity and purpose of their studies. This straightforward approach will provide practical guidance for both novice and experienced researchers in crafting clear research objectives.

Research objectives are crucial because they provide a clear focus and direction for a study. A well-defined research aim can help researchers stay on track by outlining specific goals that need to be achieved. This clarity ensures that all aspects of the research are aligned with the intended outcomes.

Having well-defined objectives also facilitates effective planning and execution. Researchers can allocate resources more efficiently, select appropriate methodologies , and set realistic timelines. Moreover, clear objectives help in the assessment and evaluation of the research process and its outcomes, making it easier to determine whether the study has been successful.

Research objectives also enhance communication. They allow researchers to clearly convey the purpose and scope of their study to stakeholders, including funding bodies, academic peers, and participants. This transparency builds credibility and trust, which are essential for the integrity of the research process.

Research objectives possess several key characteristics that make them effective and useful for guiding a study. These characteristics ensure that the objectives are clear, achievable, and relevant to the research problem . Here are the essential characteristics to keep in mind when you develop research objectives for a successful research project.

• Specific : Research objectives focus on what the researcher intends to accomplish in a precise and unambiguous manner. Specific objectives break a research study into discrete and manageable tasks.
• Measurable : Objectives should include criteria for measuring progress and success. This characteristic allows researchers to track their progress and determine whether the objectives have been achieved.
• Achievable : Objectives need to be realistic and attainable within the constraints of the research project, including time, resources, and expertise. Setting achievable goals prevents frustration and ensures steady progress.
• Relevant : Objectives must be aligned with the research problem and the overall purpose of the study. They should contribute directly to addressing the study's research question or research hypothesis.
• Time-bound : Objectives should have a clear timeline for completion. This characteristic helps in planning and managing the research process, ensuring that objectives are met within a specified period.
• Clear and concise : Objectives should be articulated in a straightforward manner, avoiding complex language and jargon. Clarity helps in communicating the objectives to others involved in the research process.
• Focused : Each objective should target a specific aspect of the research problem. Having focused objectives prevents the study from becoming too broad and unmanageable.
• Logical : Objectives should follow a logical sequence that reflects the research process. This characteristic ensures that the objectives build on one another and collectively contribute to the overall research aim.
• Feasible : Consider the availability of resources, including data, equipment, and personnel, when formulating objectives. Feasibility ensures that the objectives can be realistically achieved with the available resources.
• Ethical : Objectives should respect ethical standards and guidelines . They should consider the well-being of participants, confidentiality , and integrity of the research process.

By adhering to these characteristics, researchers can develop objectives that are effective in guiding their study. Clear and well-defined objectives not only enhance the research process but also improve the quality and credibility of the research outcomes.

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To illustrate what a well-defined research objective might look like, consider a study focused on improving reading comprehension among elementary school students. The research aims to evaluate the effectiveness of a new instructional strategy designed to enhance students' reading skills. Here is an example of a research objective for this study:

"To assess the impact of the interactive reading program on the reading comprehension scores of third-grade students over a six-month period."

This objective is effective because it meets several key criteria:

• Specific : The objective clearly states what will be assessed (the impact of the interactive reading program) and the target group (third-grade students).
• Measurable : The impact will be measured by changes in reading comprehension scores, providing a clear metric for evaluation.
• Achievable : The objective is realistic and attainable within a six-month period, assuming the necessary resources and support are available.
• Relevant : The objective is directly related to the study's research questions , which is to improve reading comprehension among elementary school students.
• Time-bound : The objective specifies a six-month period for the assessment, ensuring that the study is conducted within a defined timeframe.

By formulating objectives in this manner, researchers can create a clear roadmap for their study from research design to research paper . This example demonstrates how to incorporate the essential characteristics of research objectives into a practical and actionable statement.

Well-defined objectives help in planning the study, selecting an appropriate research methodology , and evaluating the outcomes. They also facilitate effective communication among members of the research team and with stakeholders, ensuring that everyone involved understands the purpose and scope of the research.

Research objectives can be categorized into different types based on their purpose and focus. Understanding these types helps researchers design studies that effectively address their research questions . Here are three common types of research objectives:

Descriptive objectives

Descriptive objectives aim to describe the characteristics or functions of a particular phenomenon or group. These objectives are often used in exploratory studies to gather information and provide a detailed picture of the subject being investigated. For example, a descriptive objective might be, "To describe the dietary habits of teenagers in urban areas." This type of objective helps in understanding the current state or conditions of the research subject.

Exploratory objectives

Exploratory objectives seek to explore new areas of knowledge or investigate relationships between variables. These objectives are often used in the initial stages of research to identify patterns, generate propositions, or uncover insights that can lead to further studies. An example of an exploratory objective is, "To investigate the relationship between social media usage and academic performance among college students." This type of objective is useful for studies that aim to look into new or under-researched areas.

Explanatory objectives

Explanatory objectives aim to explain the causes or reasons behind a particular phenomenon. These objectives often involve verifying a theory or determining relationships among variables. For instance, an explanatory objective could be, "To determine the impact of a structured exercise program on the mental health of elderly individuals." This type of objective is essential for studies that seek to understand the underlying mechanisms or effects of specific interventions or conditions.

Writing research aims is a critical step in the research process . Well-defined objectives provide a roadmap for the study and help ensure that the research stays focused and relevant. Here are some steps to guide the formulation of research objectives:

• Identify the research problem : Start by clearly defining the research problem or question you aim to address. Understanding the core issue helps in developing objectives that are directly related to the research focus.
• Conduct a literature review : Review existing research related to your topic to identify gaps in knowledge and areas that need further investigation. This background information can help in shaping specific and relevant objectives.
• Define the scope : Determine the scope of your study by considering factors such as the population, setting, and time frame. This will help in setting realistic and achievable objectives.
• Use the SMART criteria : Ensure that your objectives are Specific, Measurable, Achievable, Relevant, and Time-bound. This framework helps in creating clear and focused objectives that can guide the research process effectively.
• Break down the main objective : If your research has a broad aim, break it down into smaller, more specific sub-objectives. This makes the research more manageable and allows for a systematic approach to addressing the main research problem.
• Phrase objectives clearly : Write your objectives in clear and concise language, avoiding jargon and complex terms. Each objective should be easy to understand and communicate to others involved in the research.
• Align with research questions : Ensure that each objective aligns with your research question(s). The objectives should directly contribute to answering the key questions posed by your study.
• Seek feedback : Discuss your research objectives with peers, advisors, or experts in the field. Feedback can help refine the objectives and ensure that they are realistic and relevant.

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StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2024 Jan-.

StatPearls [Internet].

Qualitative study.

Steven Tenny ; Janelle M. Brannan ; Grace D. Brannan .

Affiliations

Last Update: September 18, 2022 .

• Introduction

Qualitative research is a type of research that explores and provides deeper insights into real-world problems. [1] Instead of collecting numerical data points or intervening or introducing treatments just like in quantitative research, qualitative research helps generate hypothenar to further investigate and understand quantitative data. Qualitative research gathers participants' experiences, perceptions, and behavior. It answers the hows and whys instead of how many or how much. It could be structured as a standalone study, purely relying on qualitative data, or part of mixed-methods research that combines qualitative and quantitative data. This review introduces the readers to some basic concepts, definitions, terminology, and applications of qualitative research.

Qualitative research, at its core, asks open-ended questions whose answers are not easily put into numbers, such as "how" and "why." [2] Due to the open-ended nature of the research questions, qualitative research design is often not linear like quantitative design. [2] One of the strengths of qualitative research is its ability to explain processes and patterns of human behavior that can be difficult to quantify. [3] Phenomena such as experiences, attitudes, and behaviors can be complex to capture accurately and quantitatively. In contrast, a qualitative approach allows participants themselves to explain how, why, or what they were thinking, feeling, and experiencing at a particular time or during an event of interest. Quantifying qualitative data certainly is possible, but at its core, qualitative data is looking for themes and patterns that can be difficult to quantify, and it is essential to ensure that the context and narrative of qualitative work are not lost by trying to quantify something that is not meant to be quantified.

However, while qualitative research is sometimes placed in opposition to quantitative research, where they are necessarily opposites and therefore "compete" against each other and the philosophical paradigms associated with each other, qualitative and quantitative work are neither necessarily opposites, nor are they incompatible. [4] While qualitative and quantitative approaches are different, they are not necessarily opposites and certainly not mutually exclusive. For instance, qualitative research can help expand and deepen understanding of data or results obtained from quantitative analysis. For example, say a quantitative analysis has determined a correlation between length of stay and level of patient satisfaction, but why does this correlation exist? This dual-focus scenario shows one way in which qualitative and quantitative research could be integrated.

Qualitative Research Approaches

Ethnography

Ethnography as a research design originates in social and cultural anthropology and involves the researcher being directly immersed in the participant’s environment. [2] Through this immersion, the ethnographer can use a variety of data collection techniques to produce a comprehensive account of the social phenomena that occurred during the research period. [2] That is to say, the researcher’s aim with ethnography is to immerse themselves into the research population and come out of it with accounts of actions, behaviors, events, etc, through the eyes of someone involved in the population. Direct involvement of the researcher with the target population is one benefit of ethnographic research because it can then be possible to find data that is otherwise very difficult to extract and record.

Grounded theory

Grounded Theory is the "generation of a theoretical model through the experience of observing a study population and developing a comparative analysis of their speech and behavior." [5] Unlike quantitative research, which is deductive and tests or verifies an existing theory, grounded theory research is inductive and, therefore, lends itself to research aimed at social interactions or experiences. [3] [2] In essence, Grounded Theory’s goal is to explain how and why an event occurs or how and why people might behave a certain way. Through observing the population, a researcher using the Grounded Theory approach can then develop a theory to explain the phenomena of interest.

Phenomenology

Phenomenology is the "study of the meaning of phenomena or the study of the particular.” [5] At first glance, it might seem that Grounded Theory and Phenomenology are pretty similar, but the differences can be seen upon careful examination. At its core, phenomenology looks to investigate experiences from the individual's perspective. [2] Phenomenology is essentially looking into the "lived experiences" of the participants and aims to examine how and why participants behaved a certain way from their perspective. Herein lies one of the main differences between Grounded Theory and Phenomenology. Grounded Theory aims to develop a theory for social phenomena through an examination of various data sources. In contrast, Phenomenology focuses on describing and explaining an event or phenomenon from the perspective of those who have experienced it.

Narrative research

One of qualitative research’s strengths lies in its ability to tell a story, often from the perspective of those directly involved in it. Reporting on qualitative research involves including details and descriptions of the setting involved and quotes from participants. This detail is called a "thick" or "rich" description and is a strength of qualitative research. Narrative research is rife with the possibilities of "thick" description as this approach weaves together a sequence of events, usually from just one or two individuals, hoping to create a cohesive story or narrative. [2] While it might seem like a waste of time to focus on such a specific, individual level, understanding one or two people’s narratives for an event or phenomenon can help to inform researchers about the influences that helped shape that narrative. The tension or conflict of differing narratives can be "opportunities for innovation." [2]

Research Paradigm

Research paradigms are the assumptions, norms, and standards underpinning different research approaches. Essentially, research paradigms are the "worldviews" that inform research. [4] It is valuable for qualitative and quantitative researchers to understand what paradigm they are working within because understanding the theoretical basis of research paradigms allows researchers to understand the strengths and weaknesses of the approach being used and adjust accordingly. Different paradigms have different ontologies and epistemologies. Ontology is defined as the "assumptions about the nature of reality,” whereas epistemology is defined as the "assumptions about the nature of knowledge" that inform researchers' work. [2] It is essential to understand the ontological and epistemological foundations of the research paradigm researchers are working within to allow for a complete understanding of the approach being used and the assumptions that underpin the approach as a whole. Further, researchers must understand their own ontological and epistemological assumptions about the world in general because their assumptions about the world will necessarily impact how they interact with research. A discussion of the research paradigm is not complete without describing positivist, postpositivist, and constructivist philosophies.

Positivist versus postpositivist

To further understand qualitative research, we must discuss positivist and postpositivist frameworks. Positivism is a philosophy that the scientific method can and should be applied to social and natural sciences. [4] Essentially, positivist thinking insists that the social sciences should use natural science methods in their research. It stems from positivist ontology, that there is an objective reality that exists that is wholly independent of our perception of the world as individuals. Quantitative research is rooted in positivist philosophy, which can be seen in the value it places on concepts such as causality, generalizability, and replicability.

Conversely, postpositivists argue that social reality can never be one hundred percent explained, but could be approximated. [4] Indeed, qualitative researchers have been insisting that there are “fundamental limits to the extent to which the methods and procedures of the natural sciences could be applied to the social world,” and therefore, postpositivist philosophy is often associated with qualitative research. [4] An example of positivist versus postpositivist values in research might be that positivist philosophies value hypothesis-testing, whereas postpositivist philosophies value the ability to formulate a substantive theory.

Constructivist

Constructivism is a subcategory of postpositivism. Most researchers invested in postpositivist research are also constructivist, meaning they think there is no objective external reality that exists but instead that reality is constructed. Constructivism is a theoretical lens that emphasizes the dynamic nature of our world. "Constructivism contends that individuals' views are directly influenced by their experiences, and it is these individual experiences and views that shape their perspective of reality.” [6]  constructivist thought focuses on how "reality" is not a fixed certainty and how experiences, interactions, and backgrounds give people a unique view of the world. Constructivism contends, unlike positivist views, that there is not necessarily an "objective"reality we all experience. This is the ‘relativist’ ontological view that reality and our world are dynamic and socially constructed. Therefore, qualitative scientific knowledge can be inductive as well as deductive.” [4]

So why is it important to understand the differences in assumptions that different philosophies and approaches to research have? Fundamentally, the assumptions underpinning the research tools a researcher selects provide an overall base for the assumptions the rest of the research will have. It can even change the role of the researchers. [2] For example, is the researcher an "objective" observer, such as in positivist quantitative work? Or is the researcher an active participant in the research, as in postpositivist qualitative work? Understanding the philosophical base of the study undertaken allows researchers to fully understand the implications of their work and their role within the research and reflect on their positionality and bias as it pertains to the research they are conducting.

Data Sampling 

The better the sample represents the intended study population, the more likely the researcher is to encompass the varying factors. The following are examples of participant sampling and selection: [7]

• Purposive sampling- selection based on the researcher’s rationale for being the most informative.
• Criterion sampling selection based on pre-identified factors.
• Convenience sampling- selection based on availability.
• Snowball sampling- the selection is by referral from other participants or people who know potential participants.
• Extreme case sampling- targeted selection of rare cases.
• Typical case sampling selection based on regular or average participants. 

Data Collection and Analysis

Qualitative research uses several techniques, including interviews, focus groups, and observation. [1] [2] [3] Interviews may be unstructured, with open-ended questions on a topic, and the interviewer adapts to the responses. Structured interviews have a predetermined number of questions that every participant is asked. It is usually one-on-one and appropriate for sensitive topics or topics needing an in-depth exploration. Focus groups are often held with 8-12 target participants and are used when group dynamics and collective views on a topic are desired. Researchers can be participant-observers to share the experiences of the subject or non-participants or detached observers.

While quantitative research design prescribes a controlled environment for data collection, qualitative data collection may be in a central location or the participants' environment, depending on the study goals and design. Qualitative research could amount to a large amount of data. Data is transcribed, which may then be coded manually or using computer-assisted qualitative data analysis software or CAQDAS such as ATLAS.ti or NVivo. [8] [9] [10]

After the coding process, qualitative research results could be in various formats. It could be a synthesis and interpretation presented with excerpts from the data. [11] Results could also be in the form of themes and theory or model development.

Dissemination

The healthcare team can use two reporting standards to standardize and facilitate the dissemination of qualitative research outcomes. The Consolidated Criteria for Reporting Qualitative Research or COREQ is a 32-item checklist for interviews and focus groups. [12] The Standards for Reporting Qualitative Research (SRQR) is a checklist covering a more comprehensive range of qualitative research. [13]

Applications

Many times, a research question will start with qualitative research. The qualitative research will help generate the research hypothesis, which can be tested with quantitative methods. After the data is collected and analyzed with quantitative methods, a set of qualitative methods can be used to dive deeper into the data to better understand what the numbers truly mean and their implications. The qualitative techniques can then help clarify the quantitative data and also help refine the hypothesis for future research. Furthermore, with qualitative research, researchers can explore poorly studied subjects with quantitative methods. These include opinions, individual actions, and social science research.

An excellent qualitative study design starts with a goal or objective. This should be clearly defined or stated. The target population needs to be specified. A method for obtaining information from the study population must be carefully detailed to ensure no omissions of part of the target population. A proper collection method should be selected that will help obtain the desired information without overly limiting the collected data because, often, the information sought is not well categorized or obtained. Finally, the design should ensure adequate methods for analyzing the data. An example may help better clarify some of the various aspects of qualitative research.

A researcher wants to decrease the number of teenagers who smoke in their community. The researcher could begin by asking current teen smokers why they started smoking through structured or unstructured interviews (qualitative research). The researcher can also get together a group of current teenage smokers and conduct a focus group to help brainstorm factors that may have prevented them from starting to smoke (qualitative research).

In this example, the researcher has used qualitative research methods (interviews and focus groups) to generate a list of ideas of why teens start to smoke and factors that may have prevented them from starting to smoke. Next, the researcher compiles this data. The research found that, hypothetically, peer pressure, health issues, cost, being considered "cool," and rebellious behavior all might increase or decrease the likelihood of teens starting to smoke.

The researcher creates a survey asking teen participants to rank how important each of the above factors is in either starting smoking (for current smokers) or not smoking (for current nonsmokers). This survey provides specific numbers (ranked importance of each factor) and is thus a quantitative research tool.

The researcher can use the survey results to focus efforts on the one or two highest-ranked factors. Let us say the researcher found that health was the primary factor that keeps teens from starting to smoke, and peer pressure was the primary factor that contributed to teens starting smoking. The researcher can go back to qualitative research methods to dive deeper into these for more information. The researcher wants to focus on keeping teens from starting to smoke, so they focus on the peer pressure aspect.

The researcher can conduct interviews and focus groups (qualitative research) about what types and forms of peer pressure are commonly encountered, where the peer pressure comes from, and where smoking starts. The researcher hypothetically finds that peer pressure often occurs after school at the local teen hangouts, mostly in the local park. The researcher also hypothetically finds that peer pressure comes from older, current smokers who provide the cigarettes.

The researcher could further explore this observation made at the local teen hangouts (qualitative research) and take notes regarding who is smoking, who is not, and what observable factors are at play for peer pressure to smoke. The researcher finds a local park where many local teenagers hang out and sees that the smokers tend to hang out in a shady, overgrown area of the park. The researcher notes that smoking teenagers buy their cigarettes from a local convenience store adjacent to the park, where the clerk does not check identification before selling cigarettes. These observations fall under qualitative research.

If the researcher returns to the park and counts how many individuals smoke in each region, this numerical data would be quantitative research. Based on the researcher's efforts thus far, they conclude that local teen smoking and teenagers who start to smoke may decrease if there are fewer overgrown areas of the park and the local convenience store does not sell cigarettes to underage individuals.

The researcher could try to have the parks department reassess the shady areas to make them less conducive to smokers or identify how to limit the sales of cigarettes to underage individuals by the convenience store. The researcher would then cycle back to qualitative methods of asking at-risk populations their perceptions of the changes and what factors are still at play, and quantitative research that includes teen smoking rates in the community and the incidence of new teen smokers, among others. [14] [15]

Qualitative research functions as a standalone research design or combined with quantitative research to enhance our understanding of the world. Qualitative research uses techniques including structured and unstructured interviews, focus groups, and participant observation not only to help generate hypotheses that can be more rigorously tested with quantitative research but also to help researchers delve deeper into the quantitative research numbers, understand what they mean, and understand what the implications are. Qualitative research allows researchers to understand what is going on, especially when things are not easily categorized. [16]

• Issues of Concern

As discussed in the sections above, quantitative and qualitative work differ in many ways, including the evaluation criteria. There are four well-established criteria for evaluating quantitative data: internal validity, external validity, reliability, and objectivity. Credibility, transferability, dependability, and confirmability are the correlating concepts in qualitative research. [4] [11] The corresponding quantitative and qualitative concepts can be seen below, with the quantitative concept on the left and the qualitative concept on the right:

• Internal validity: Credibility
• External validity: Transferability
• Reliability: Dependability
• Objectivity: Confirmability

In conducting qualitative research, ensuring these concepts are satisfied and well thought out can mitigate potential issues from arising. For example, just as a researcher will ensure that their quantitative study is internally valid, qualitative researchers should ensure that their work has credibility. 

Indicators such as triangulation and peer examination can help evaluate the credibility of qualitative work.

• Triangulation: Triangulation involves using multiple data collection methods to increase the likelihood of getting a reliable and accurate result. In our above magic example, the result would be more reliable if we interviewed the magician, backstage hand, and the person who "vanished." In qualitative research, triangulation can include telephone surveys, in-person surveys, focus groups, and interviews and surveying an adequate cross-section of the target demographic.
• Peer examination: A peer can review results to ensure the data is consistent with the findings.

A "thick" or "rich" description can be used to evaluate the transferability of qualitative research, whereas an indicator such as an audit trail might help evaluate the dependability and confirmability.

• Thick or rich description:  This is a detailed and thorough description of details, the setting, and quotes from participants in the research. [5] Thick descriptions will include a detailed explanation of how the study was conducted. Thick descriptions are detailed enough to allow readers to draw conclusions and interpret the data, which can help with transferability and replicability.
• Audit trail: An audit trail provides a documented set of steps of how the participants were selected and the data was collected. The original information records should also be kept (eg, surveys, notes, recordings).

One issue of concern that qualitative researchers should consider is observation bias. Here are a few examples:

• Hawthorne effect: The effect is the change in participant behavior when they know they are being observed. Suppose a researcher wanted to identify factors that contribute to employee theft and tell the employees they will watch them to see what factors affect employee theft. In that case, one would suspect employee behavior would change when they know they are being protected.
• Observer-expectancy effect: Some participants change their behavior or responses to satisfy the researcher's desired effect. This happens unconsciously for the participant, so it is essential to eliminate or limit the transmission of the researcher's views.
• Artificial scenario effect: Some qualitative research occurs in contrived scenarios with preset goals. In such situations, the information may not be accurate because of the artificial nature of the scenario. The preset goals may limit the qualitative information obtained.
• Clinical Significance

Qualitative or quantitative research helps healthcare providers understand patients and the impact and challenges of the care they deliver. Qualitative research provides an opportunity to generate and refine hypotheses and delve deeper into the data generated by quantitative research. Qualitative research is not an island apart from quantitative research but an integral part of research methods to understand the world around us. [17]

• Enhancing Healthcare Team Outcomes

Qualitative research is essential for all healthcare team members as all are affected by qualitative research. Qualitative research may help develop a theory or a model for health research that can be further explored by quantitative research. Much of the qualitative research data acquisition is completed by numerous team members, including social workers, scientists, nurses, etc. Within each area of the medical field, there is copious ongoing qualitative research, including physician-patient interactions, nursing-patient interactions, patient-environment interactions, healthcare team function, patient information delivery, etc. 

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Disclosure: Steven Tenny declares no relevant financial relationships with ineligible companies.

Disclosure: Janelle Brannan declares no relevant financial relationships with ineligible companies.

Disclosure: Grace Brannan declares no relevant financial relationships with ineligible companies.

This book is distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) ( http://creativecommons.org/licenses/by-nc-nd/4.0/ ), which permits others to distribute the work, provided that the article is not altered or used commercially. You are not required to obtain permission to distribute this article, provided that you credit the author and journal.

• Cite this Page Tenny S, Brannan JM, Brannan GD. Qualitative Study. [Updated 2022 Sep 18]. In: StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2024 Jan-.

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A Complete Guide About Qualitative Goal Using Examples

Qualitative goals focus on qualities, experiences, and the “why” behind what you do.

They help you cultivate stronger relationships, build a better reputation, and create an environment where both you and those around you can thrive.

In this article, you’ll discover:

• The difference between qualitative and quantitative goals.
• How to identify and set powerful qualitative goals.
• Qualitative goal examples to inspire your own goal-setting strategy.

Get ready to add a new dimension to your goal-setting and transform your life!

An Overview of Qualitative Goals

What is a qualitative goal? Qualitative goals focus on the qualitative improvement aspects, such as improving personal skills , emotional intelligence, or relationships.

Qualitative goals focus on the journey rather than on the destination . They involve subjective experiences and personal growth, like improving communication skills or building stronger professional networks.

Difference between Qualitative Goals and Quantitative Goals

Understanding the difference between quantitative and qualitative goals is essential for goal setting.

• Qualitative Goals: Often open-ended, subjective, and evolving
• Quantitative Goals: Specific, measurable, and time-limited.

For example, a quantitative goal might be to complete a professional certification, whereas a qualitative goal could be to gain a deeper understanding of your field. Both are important but conform to different purposes in our personal development journey.

Identifying and Setting Effective Qualitative Goals

The expedition of individual and professional growth requires setting goals and the right kinds of goals. Qualitative objectives, focusing on personal development and intangible achievements , play a crucial role in this process. Here’s how to identify and set practical qualitative objectives that resonate with your aspirations and values.

Identifying Personal Qualitative Goals

• Self-Reflection: Reflect on your values, passions, and areas you wish to improve. Ask yourself what qualities you admire in others and would like to develop in yourself.
• Feedback and Insights: Aspire to get feedback from co-workers, mentors, or family members. Understanding how others perceive you can highlight areas for improvement.
• Assess Your Needs: Identify areas where you need more confidence or fulfillment . These could be indicators of where qualitative goals can make a significant impact.

Tips on Setting Qualitative Goals

• Be Specific with Descriptions: While qualitative targets are naturally non-measurable , clearly describing the expected objective helps. For instance, instead of just saying “improve leadership skills ”, aim to “develop empathetic leadership by actively listening to team concerns.”
• Align with Long-Term Vision: Ensure your qualitative objectives align with your long-term personal and professional goals .
• Incorporate into Daily Routine: Find ways to incorporate your objectives into your daily life. For example, practice mindfulness during your daily commute if you want to become more patient.
• Create a Support System: Share your goals with someone who can offer support and hold you accountable.
• Reflect and Adjust: Regularly reflect on your progress and be ready to adjust your approach as needed. Qualitative objectives often require flexibility and adaptation.

"Be the change that you wish to see in the world."

Making Qualitative Goals Actionable

• Set Mini-Goals: Break down your objectives into smaller, actionable steps. For instance, if your goal is to improve communication skills, start by joining a public speaking group.
• Utilize Resources: Aim to read books, watch courses, or go to workshops aligning with your objectives. Learning from experts can provide valuable insights and strategies.
• Practice Consistently: Consistency is key to developing new skills or habits. Dedicate time each day or week to practice or reflect on your objective.

Integrating Qualitative Goals into Everyday Life

• Mindful Practice: Integrate practices like mindfulness or reflective journaling into your daily routine to develop qualities like patience and mindfulness.
• Set Daily Reminders: Use reminders to practice or reflect on your qualitative objectives, keeping them at the top of your daily activities.

Real Scenario Using Qualitative Goals

Isabella , an appasionated marketing manager and mother of two, constantly juggled her career and family life demands. She realized that to succeed at work and home, she needed to set a qualitative goal to promote a healthier work-life balance .

Steps Isabella Took to Achieve Her Goal

• Setting Clear Boundaries: She started by defining precise work hours and committed to not extending her work into family time. She will close her laptop and silence work notifications after 6 PM.
• Effective Time Management at Work: Isabella focused on improving her productivity during work hours. She began prioritizing tasks , delegating effectively, and minimizing distractions to ensure she could complete her work within the set hours.
• Prioritizing Self-Care: Understanding the importance of her well-being, Isabella scheduled regular self-care activities. They include short meditation sessions in the morning and a weekly yoga class.
• Quality Family Time: She dedicated evenings and weekends to family activities. She was fully present during these times, whether it was playing board games, family outings, or simply enjoying dinner together.
• Regular Check-Ins and Adjustments: Isabella regularly reflected on her work-life balance, assessing if her current approach was practical or if adjustments were needed. She also openly communicated her goals and boundaries with her family and colleagues.

Different Examples Of Qualitative Goals You Could Use

These goals can significantly improve our lives. Here are some practical qualitative objectives examples to help you illustrate how these goals can be integrated into daily life, including qualitative goals for work.

• Improving Time Management Skills: Prioritize daily tasks, use time-blocking techniques, and limit distractions to enhance productivity.
• Improve Your Patience: Practice mindfulness techniques and slowly put yourself in situations that challenge your patience, reflecting on the experience later.
• Enhancing Team Collaboration: Create and participate in team-building activities, facilitate open communication, and actively aspire input from team members.
• Expanding Professional Knowledge: Through industry books, courses, seminars, and advanced training, encounter continuous learning.
• Improving Conflict Resolution Skills: Learn, practice, and apply conflict resolution techniques in personal and professional conflicts.
• Enhancing Public Speaking Abilities: Join a public speaking group, practice regularly, and aim for opportunities to speak in front of groups.
• Developing a Positive Mindset: Practice gratitude, engage in positive self-talk, and surround yourself with positive influences.
• Building Financial Management Skills: Educate yourself on financial topics, create a personal investment portfolio, and set financial goals.
• Promoting Creativity in Work: Set aside regular ‘idea generation’ times, seek inspiration from diverse sources, and collaborate with creative colleagues.
• Enhancing Adaptability: Challenge yourself to move out of your comfort zone regularly and reflect on the learning from each experience.
• Cultivating Mindfulness: Engage in daily meditation, practice being present at the moment, and attend mindfulness events or retreats.
• Improve Decision-Making Abilities: Practice analyzing situations from various perspectives , making informed decisions, and reflecting on the outcomes.

Qualitative goals are just as important, if not more so, than their quantitative counterparts . They represent the building blocks of who you are, impacting your relationships, mindset, and overall quality of life.

Whether your ambition is to become a better leader, a more empathetic communicator, or simply a more balanced individual, setting and striving for qualitative goals is the key to lasting personal and professional growth.

Next Steps: Your Personal Development Journey

Now that you grasp the power of qualitative goals, it’s time to translate this knowledge into action:

• Self-Exploration: Take some time to reflect on your values, strengths, and areas you want to develop. Be honest with yourself about what personal qualities would truly enhance your life.
• Set Your First Qualitative Goals: Focus on one or two goals that deeply resonate with you. Remember the tips we discussed: be specific, connect them to your bigger picture, and make them actionable.
• Create a Roadmap: Break down each goal into smaller, achievable steps . What actions will you take daily, weekly, or monthly to make progress?
• Embrace the Journey: Personal growth is not always linear. Celebrate small wins, learn from setbacks, and don’t be afraid to adjust your goals along the way.

Qualitative goals are an investment in the best possible version of yourself. It’s a commitment to continuous improvement , a journey that will bring immense rewards both personally and professionally.

Frequently Asked Questions

What is an example of a qualitative objective.

Here’s an example: To explore the factors that influence customer satisfaction with a new product launch. Notice that this objective focuses on insights and experiences, not just numbers.

What is a goal in qualitative research?

The goal of qualitative research is to gain an in-depth understanding of behaviors, motivations, perceptions, and experiences. It seeks to answer the “why” and “how” questions, often using methods like interviews, observations, and focus groups.

What is an example of a quantitative research goal?

Here’s an example: To increase website traffic by 25% within the next six months. This goal is measurable and focuses on a specific numerical target.

How do you write aims and objectives for qualitative research?

Start by stating the overall purpose of your research in broad terms (this is your aim). For example, “To understand the lived experiences of new parents during their first year”.

Next, create specific research objectives that outline the questions or areas you want to explore. For example, you could have objectives focusing on identifying the main challenges new parents face, exploring their support systems, or understanding how new parenthood impacts personal relationships.

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