Qualitative Research Design

Qualitative research design varies depending upon the method used; participant observations, in-depth
interviews (face-to-face or on the telephone), and focus groups are all examples of methodologies which
may be considered during qualitative research design. Although there is diversity in the various
qualitative methodologies, there are also commonalities between them.

The underlying reason for carrying out any qualitative research is to gain a richly detailed understanding
of a particular topic, issue, or meaning based on first-hand experience. This is achieved by having a
relatively small but focused sample base because collecting the data can be rather time consuming;
qualitative data is concerned with depth as opposed to quantity of findings. A qualitative research design
is concerned with establishing answers to the whys and hows of the phenomenon in question (unlike
quantitative).

Due to this, qualitative research is often defined as being subjective (not objective), and findings are
gathered in a written format as opposed to numerical. This means that the data collected from a piece of
qualitative research cannot usually be analysed in a quantifiable way using statistical techniques because
there may not be commonalities between the various collected findings. However, a process of coding
can be implemented if common categories can be identified during analysis.

Although the questions/observations in qualitative research are not managed to gain a particular
response the ability to code findings occurs more often than you may originally think. This is because the
researcher ‘steers’ the research in a particular direction whilst encouraging the respondent to expand,
and go into greater detail on certain points raised (in an interview/ focus group), or actions carried out
(participant observation).

Qualitative research design should also not only account for what is said or done, but also the manner in
which something is spoken or carried out by a participant. Sometimes these mannerisms can hold
answers to questions in themselves and body language and the tone of voice used by respondents are
key considerations.

Six Types of Qualitative Research

Phenomenological Method

Describing how any one participant experiences a specific event is the goal of the phenomenological
method of research. This method utilizes interviews, observation and surveys to gather information from
subjects. Phenomenology is highly concerned with how participants feel about things during an event or
activity. Businesses use this method to develop processes to help sales representatives effectively close
sales using styles that fit their personality.

Case Study Model

Unlike grounded theory, the case study model provides an in-depth look at one test subject. The subject
can be a person or family, business or organization, or a town or city. Data is collected from various
sources and compiled using the details to create a bigger conclusion. Businesses often use case studies
when marketing to new clients to show how their business solutions solve a problem for the subject.

LEARN MORE →
Social science research often fits into one of two categories: qualitative or quantitative. Qualitative
research focuses on human behavior from a participant's point of view, while quantitative research seeks
facts found commonly across defined groups. Six types of qualitative research are widely used in
business, education and government organizational models.

TL;DR (Too Long; Didn't Read)

The six types of qualitative research are the phenomenological model, the ethnographic model,
grounded theory, case study, historical model and the narrative model.

Phenomenological Method

Describing how any one participant experiences a specific event is the goal of the phenomenological
method of research. This method utilizes interviews, observation and surveys to gather information from
subjects. Phenomenology is highly concerned with how participants feel about things during an event or
activity. Businesses use this method to develop processes to help sales representatives effectively close
sales using styles that fit their personality.

Ethnographic Model

The ethnographic model is one of the most popular and widely recognized methods of qualitative
research; it immerses subjects in a culture that is unfamiliar to them. The goal is to learn and describe
the culture's characteristics much the same way anthropologists observe the cultural challenges and
motivations that drive a group. This method often immerses the researcher as a subject for extended
periods of time. In a business model, ethnography is central to understanding customers. Testing
products personally or in beta groups before releasing them to the public is an example of ethnographic
research.

Grounded Theory Method

The grounded theory method tries to explain why a course of action evolved the way it did. Grounded
theory looks at large subject numbers. Theoretical models are developed based on existing data in
existing modes of genetic, biological or psychological science. Businesses use grounded theory when
conducting user or satisfaction surveys that target why consumers use company products or services.
This data helps companies maintain customer satisfaction and loyalty.

Case Study Model

Unlike grounded theory, the case study model provides an in-depth look at one test subject. The subject
can be a person or family, business or organization, or a town or city. Data is collected from various
sources and compiled using the details to create a bigger conclusion. Businesses often use case studies
when marketing to new clients to show how their business solutions solve a problem for the subject.

Historical Model

The historical method of qualitative research describes past events in order to understand present
patterns and anticipate future choices. This model answers questions based on a hypothetical idea and
then uses resources to test the idea for any potential deviations. Businesses can use historical data of
previous ad campaigns and the targeted demographic and split-test it with new campaigns to determine
the most effective campaign.

Narrative Model

The narrative model occurs over extended periods of time and compiles information as it happens. Like a
story narrative, it takes subjects at a starting point and reviews situations as obstacles or opportunities
occur, although the final narrative doesn't always remain in chronological order. Businesses use the
narrative method to define buyer personas and use them to identify innovations that appeal to a target
market.

Examples of Research Titles

How does school size or location influence where a high school student decides to go to college?

How does standardized testing impact a student’s senior high experience?

How does being a part of a group (sports, band, theatre, etc.) affect student’s grades?

Regarding alcohol ( as an example can say : Alcohol addiction among high schoolers , or among women :
How alcohol has effected to human health: Drinking pattern and reasons for drinking : You can compare
yearly how it has changed and so on.)

Business and personal relationships. Can family business ruin a family?