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83 Qualitative Research Questions & Examples

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Qualitative research questions help you understand consumer sentiment. They’re strategically designed to show organizations how and why people feel the way they do about a brand, product, or service. It looks beyond the numbers and is one of the most telling types of market research a company can do.

The UK Data Service describes this perfectly, saying, “The value of qualitative research is that it gives a voice to the lived experience .”

Read on to see seven use cases and 83 qualitative research questions, with the added bonus of examples that show how to get similar insights faster with Similarweb Research Intelligence.

What is a qualitative research question?

A qualitative research question explores a topic in-depth, aiming to better understand the subject through interviews, observations, and other non-numerical data. Qualitative research questions are open-ended, helping to uncover a target audience’s opinions, beliefs, and motivations.

How to choose qualitative research questions?

Choosing the right qualitative research questions can be incremental to the success of your research and the findings you uncover. Here’s my six-step process for choosing the best qualitative research questions.

• Start by understanding the purpose of your research. What do you want to learn? What outcome are you hoping to achieve?
• Consider who you are researching. What are their experiences, attitudes, and beliefs? How can you best capture these in your research questions ?
• Keep your questions open-ended . Qualitative research questions should not be too narrow or too broad. Aim to ask specific questions to provide meaningful answers but broad enough to allow for exploration.
• Balance your research questions. You don’t want all of your questions to be the same type. Aim to mix up your questions to get a variety of answers.
• Ensure your research questions are ethical and free from bias. Always have a second (and third) person check for unconscious bias.
• Consider the language you use. Your questions should be written in a way that is clear and easy to understand. Avoid using jargon , acronyms, or overly technical language.

Types of qualitative research questions

For a question to be considered qualitative, it usually needs to be open-ended. However, as I’ll explain, there can sometimes be a slight cross-over between quantitative and qualitative research questions.

Open-ended questions

These allow for a wide range of responses and can be formatted with multiple-choice answers or a free-text box to collect additional details. The next two types of qualitative questions are considered open questions, but each has its own style and purpose.

• Probing questions are used to delve deeper into a respondent’s thoughts, such as “Can you tell me more about why you feel that way?”
• Comparative questions ask people to compare two or more items, such as “Which product do you prefer and why?” These qualitative questions are highly useful for understanding brand awareness , competitive analysis , and more.

Closed-ended questions

These ask respondents to choose from a predetermined set of responses, such as “On a scale of 1-5, how satisfied are you with the new product?” While they’re traditionally quantitative, adding a free text box that asks for extra comments into why a specific rating was chosen will provide qualitative insights alongside their respective quantitative research question responses.

• Ranking questions get people to rank items in order of preference, such as “Please rank these products in terms of quality.” They’re advantageous in many scenarios, like product development, competitive analysis, and brand awareness.
• Likert scale questions ask people to rate items on a scale, such as “On a scale of 1-5, how satisfied are you with the new product?” Ideal for placement on websites and emails to gather quick, snappy feedback.

Qualitative research question examples

There are many applications of qualitative research and lots of ways you can put your findings to work for the success of your business. Here’s a summary of the most common use cases for qualitative questions and examples to ask.

Qualitative questions for identifying customer needs and motivations

These types of questions help you find out why customers choose products or services and what they are looking for when making a purchase.

• What factors do you consider when deciding to buy a product?
• What would make you choose one product or service over another?
• What are the most important elements of a product that you would buy?
• What features do you look for when purchasing a product?
• What qualities do you look for in a company’s products?
• Do you prefer localized or global brands when making a purchase?
• How do you determine the value of a product?
• What do you think is the most important factor when choosing a product?
• How do you decide if a product or service is worth the money?
• Do you have any specific expectations when purchasing a product?
• Do you prefer to purchase products or services online or in person?
• What kind of customer service do you expect when buying a product?
• How do you decide when it is time to switch to a different product?
• Where do you research products before you decide to buy?
• What do you think is the most important customer value when making a purchase?

Qualitative research questions to enhance customer experience

Use these questions to reveal insights into how customers interact with a company’s products or services and how those experiences can be improved.

• What aspects of our product or service do customers find most valuable?
• How do customers perceive our customer service?
• What factors are most important to customers when purchasing?
• What do customers think of our brand?
• What do customers think of our current marketing efforts?
• How do customers feel about the features and benefits of our product?
• How do customers feel about the price of our product or service?
• How could we improve the customer experience?
• What do customers think of our website or app?
• What do customers think of our customer support?
• What could we do to make our product or service easier to use?
• What do customers think of our competitors?
• What is your preferred way to access our site?
• How do customers feel about our delivery/shipping times?
• What do customers think of our loyalty programs?

Qualitative research question example for customer experience

• ‍♀️ Question: What is your preferred way to access our site?
• Insight sought: How mobile-dominant are consumers? Should you invest more in mobile optimization or mobile marketing?
• Challenges with traditional qualitative research methods: While using this type of question is ideal if you have a large database to survey when placed on a site or sent to a limited customer list, it only gives you a point-in-time perspective from a limited group of people.
• A new approach: You can get better, broader insights quicker with Similarweb Digital Research Intelligence. To fully inform your research, you need to know preferences at the industry or market level.
• ⏰ Time to insight: 30 seconds
• ✅ How it’s done: Similarweb offers multiple ways to answer this question without going through a lengthy qualitative research process. 

First, I’m going to do a website market analysis of the banking credit and lending market in the finance sector to get a clearer picture of industry benchmarks.

Here, I can view device preferences across any industry or market instantly. It shows me the device distribution for any country across any period. This clearly answers the question of how mobile dominate my target audience is , with 59.79% opting to access site via a desktop vs. 40.21% via mobile

I then use the trends section to show me the exact split between mobile and web traffic for each key player in my space. Let’s say I’m about to embark on a competitive campaign that targets customers of Chase and Bank of America ; I can see both their audiences are highly desktop dominant compared with others in their space .

Qualitative question examples for developing new products or services

Research questions like this can help you understand customer pain points and give you insights to develop products that meet those needs.

• What is the primary reason you would choose to purchase a product from our company?
• How do you currently use products or services that are similar to ours?
• Is there anything that could be improved with products currently on the market?
• What features would you like to see added to our products?
• How do you prefer to contact a customer service team?
• What do you think sets our company apart from our competitors?
• What other product or service offerings would like to see us offer?
• What type of information would help you make decisions about buying a product?
• What type of advertising methods are most effective in getting your attention?
• What is the biggest deterrent to purchasing products from us?

Qualitative research question example for service development

• ‍♀️ Question: What type of advertising methods are most effective in getting your attention?
• Insight sought: The marketing channels and/or content that performs best with a target audience .
• Challenges with traditional qualitative research methods: When using qualitative research surveys to answer questions like this, the sample size is limited, and bias could be at play.
• A better approach: The most authentic insights come from viewing real actions and results that take place in the digital world. No questions or answers are needed to uncover this intel, and the information you seek is readily available in less than a minute.
• ⏰ Time to insight: 5 minutes
• ✅ How it’s done: There are a few ways to approach this. You can either take an industry-wide perspective or hone in on specific competitors to unpack their individual successes. Here, I’ll quickly show a snapshot with a whole market perspective.

Using the market analysis element of Similarweb Digital Intelligence, I select my industry or market, which I’ve kept as banking and credit. A quick click into marketing channels shows me which channels drive the highest traffic in my market. Taking direct traffic out of the equation, for now, I can see that referrals and organic traffic are the two highest-performing channels in this market.

Similarweb allows me to view the specific referral partners and pages across these channels. 

Looking closely at referrals in this market, I’ve chosen chase.com and its five closest rivals . I select referrals in the channel traffic element of marketing channels. I see that Capital One is a clear winner, gaining almost 25 million visits due to referral partnerships.

Next, I get to see exactly who is referring traffic to Capital One and the total traffic share for each referrer. I can see the growth as a percentage and how that has changed, along with an engagement score that rates the average engagement level of that audience segment. This is particularly useful when deciding on which new referral partnerships to pursue.  

Once I’ve identified the channels and campaigns that yield the best results, I can then use Similarweb to dive into the various ad creatives and content that have the greatest impact.

These ads are just a few of those listed in the creatives section from my competitive website analysis of Capital One. You can filter this list by the specific campaign, publishers, and ad networks to view those that matter to you most. You can also discover video ad creatives in the same place too.

In just five minutes ⏰ 

• I’ve captured audience loyalty statistics across my market
• Spotted the most competitive players
• Identified the marketing channels my audience is most responsive to
• I know which content and campaigns are driving the highest traffic volume
• I’ve created a target list for new referral partners and have been able to prioritize this based on results and engagement figures from my rivals
• I can see the types of creatives that my target audience is responding to, giving me ideas for ways to generate effective copy for future campaigns

Qualitative questions to determine pricing strategies

Companies need to make sure pricing stays relevant and competitive. Use these questions to determine customer perceptions on pricing and develop pricing strategies to maximize profits and reduce churn.

• How do you feel about our pricing structure?
• How does our pricing compare to other similar products?
• What value do you feel you get from our pricing?
• How could we make our pricing more attractive?
• What would be an ideal price for our product?
• Which features of our product that you would like to see priced differently?
• What discounts or deals would you like to see us offer?
• How do you feel about the amount you have to pay for our product?

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Qualitative research question example for determining pricing strategies.

• ‍♀️ Question: What discounts or deals would you like to see us offer?
• Insight sought: The promotions or campaigns that resonate with your target audience.
• Challenges with traditional qualitative research methods: Consumers don’t always recall the types of ads or campaigns they respond to. Over time, their needs and habits change. Your sample size is limited to those you ask, leaving a huge pool of unknowns at play.
• A better approach: While qualitative insights are good to know, you get the most accurate picture of the highest-performing promotion and campaigns by looking at data collected directly from the web. These analytics are real-world, real-time, and based on the collective actions of many, instead of the limited survey group you approach. By getting a complete picture across an entire market, your decisions are better informed and more aligned with current market trends and behaviors.
• ✅ How it’s done: Similarweb’s Popular Pages feature shows the content, products, campaigns, and pages with the highest growth for any website. So, if you’re trying to unpack the successes of others in your space and find out what content resonates with a target audience, there’s a far quicker way to get answers to these questions with Similarweb.

Here, I’m using Capital One as an example site. I can see trending pages on their site showing the largest increase in page views. Other filters include campaign, best-performing, and new–each of which shows you page URLs, share of traffic, and growth as a percentage. This page is particularly useful for staying on top of trending topics , campaigns, and new content being pushed out in a market by key competitors.

Qualitative research questions for product development teams

It’s vital to stay in touch with changing consumer needs. These questions can also be used for new product or service development, but this time, it’s from the perspective of a product manager or development team. 

• What are customers’ primary needs and wants for this product?
• What do customers think of our current product offerings?
• What is the most important feature or benefit of our product?
• How can we improve our product to meet customers’ needs better?
• What do customers like or dislike about our competitors’ products?
• What do customers look for when deciding between our product and a competitor’s?
• How have customer needs and wants for this product changed over time?
• What motivates customers to purchase this product?
• What is the most important thing customers want from this product?
• What features or benefits are most important when selecting a product?
• What do customers perceive to be our product’s pros and cons?
• What would make customers switch from a competitor’s product to ours?
• How do customers perceive our product in comparison to similar products?
• What do customers think of our pricing and value proposition?
• What do customers think of our product’s design, usability, and aesthetics?

Qualitative questions examples to understand customer segments

Market segmentation seeks to create groups of consumers with shared characteristics. Use these questions to learn more about different customer segments and how to target them with tailored messaging.

• What motivates customers to make a purchase?
• How do customers perceive our brand in comparison to our competitors?
• How do customers feel about our product quality?
• How do customers define quality in our products?
• What factors influence customers’ purchasing decisions ?
• What are the most important aspects of customer service?
• What do customers think of our customer service?
• What do customers think of our pricing?
• How do customers rate our product offerings?
• How do customers prefer to make purchases (online, in-store, etc.)?

Qualitative research question example for understanding customer segments

• ‍♀️ Question: Which social media channels are you most active on?
• Insight sought: Formulate a social media strategy . Specifically, the social media channels most likely to succeed with a target audience.
• Challenges with traditional qualitative research methods: Qualitative research question responses are limited to those you ask, giving you a limited sample size. Questions like this are usually at risk of some bias, and this may not be reflective of real-world actions.
• A better approach: Get a complete picture of social media preferences for an entire market or specific audience belonging to rival firms. Insights are available in real-time, and are based on the actions of many, not a select group of participants. Data is readily available, easy to understand, and expandable at a moment’s notice.
• ✅ How it’s done: Using Similarweb’s website analysis feature, you can get a clear breakdown of social media stats for your audience using the marketing channels element. It shows the percentage of visits from each channel to your site, respective growth, and specific referral pages by each platform. All data is expandable, meaning you can select any platform, period, and region to drill down and get more accurate intel, instantly.

This example shows me Bank of America’s social media distribution, with YouTube , Linkedin , and Facebook taking the top three spots, and accounting for almost 80% of traffic being driven from social media.

When doing any type of market research, it’s important to benchmark performance against industry averages and perform a social media competitive analysis to verify rival performance across the same channels.

Qualitative questions to inform competitive analysis

Organizations must assess market sentiment toward other players to compete and beat rival firms. Whether you want to increase market share , challenge industry leaders , or reduce churn, understanding how people view you vs. the competition is key.

• What is the overall perception of our competitors’ product offerings in the market?
• What attributes do our competitors prioritize in their customer experience?
• What strategies do our competitors use to differentiate their products from ours?
• How do our competitors position their products in relation to ours?
• How do our competitors’ pricing models compare to ours?
• What do consumers think of our competitors’ product quality?
• What do consumers think of our competitors’ customer service?
• What are the key drivers of purchase decisions in our market?
• What is the impact of our competitors’ marketing campaigns on our market share ? 10. How do our competitors leverage social media to promote their products?

Qualitative research question example for competitive analysis

• ‍♀️ Question: What other companies do you shop with for x?
• Insight sought: W ho are your competitors? Which of your rival’s sites do your customers visit? How loyal are consumers in your market?
• Challenges with traditional qualitative research methods:  Sample size is limited, and customers could be unwilling to reveal which competitors they shop with, or how often they around. Where finances are involved, people can act with reluctance or bias, and be unwilling to reveal other suppliers they do business with.
• A better approach: Get a complete picture of your audience’s loyalty, see who else they shop with, and how many other sites they visit in your competitive group. Find out the size of the untapped opportunity and which players are doing a better job at attracting unique visitors – without having to ask people to reveal their preferences.
• ✅ How it’s done: Similarweb website analysis shows you the competitive sites your audience visits, giving you access to data that shows cross-visitation habits, audience loyalty, and untapped potential in a matter of minutes.

Using the audience interests element of Similarweb website analysis, you can view the cross-browsing behaviors of a website’s audience instantly. You can see a matrix that shows the percentage of visitors on a target site and any rival site they may have visited.

With the Similarweb audience overlap feature, view the cross-visitation habits of an audience across specific websites. In this example, I chose chase.com and its four closest competitors to review. For each intersection, you see the number of unique visitors and the overall proportion of each site’s audience it represents. It also shows the volume of unreached potential visitors.

Here, you can see a direct comparison of the audience loyalty represented in a bar graph. It shows a breakdown of each site’s audience based on how many other sites they have visited. Those sites with the highest loyalty show fewer additional sites visited.

From the perspective of chase.com, I can see 47% of their visitors do not visit rival sites. 33% of their audience visited 1 or more sites in this group, 14% visited 2 or more sites, 4% visited 3 or more sites, and just 0.8% viewed all sites in this comparison. 

How to answer qualitative research questions with Similarweb

Similarweb Research Intelligence drastically improves market research efficiency and time to insight. Both of these can impact the bottom line and the pace at which organizations can adapt and flex when markets shift, and rivals change tactics.

Outdated practices, while still useful, take time . And with a quicker, more efficient way to garner similar insights, opting for the fast lane puts you at a competitive advantage.

With a birds-eye view of the actions and behaviors of companies and consumers across a market , you can answer certain research questions without the need to plan, do, and review extensive qualitative market research .

Wrapping up

Qualitative research methods have been around for centuries. From designing the questions to finding the best distribution channels, collecting and analyzing findings takes time to get the insights you need. Similarweb Digital Research Intelligence drastically improves efficiency and time to insight. Both of which impact the bottom line and the pace at which organizations can adapt and flex when markets shift.

Similarweb’s suite of digital intelligence solutions offers unbiased, accurate, honest insights you can trust for analyzing any industry, market, or audience.

• Methodologies used for data collection are robust, transparent, and trustworthy.
• Clear presentation of data via an easy-to-use, intuitive platform.
• It updates dynamically–giving you the freshest data about an industry or market.
• Data is available via an API – so you can plug into platforms like Tableau or PowerBI to streamline your analyses.
• Filter and refine results according to your needs.

Are quantitative or qualitative research questions best?

Both have their place and purpose in market research. Qualitative research questions seek to provide details, whereas quantitative market research gives you numerical statistics that are easier and quicker to analyze. You get more flexibility with qualitative questions, and they’re non-directional.

What are the advantages of qualitative research?

Qualitative research is advantageous because it allows researchers to better understand their subject matter by exploring people’s attitudes, behaviors, and motivations in a particular context. It also allows researchers to uncover new insights that may not have been discovered with quantitative research methods.

What are some of the challenges of qualitative research?

Qualitative research can be time-consuming and costly, typically involving in-depth interviews and focus groups. Additionally, there are challenges associated with the reliability and validity of the collected data, as there is no universal standard for interpreting the results.

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Qualitative Research Questions: Gain Powerful Insights + 25 Examples

We review the basics of qualitative research questions, including their key components, how to craft them effectively, & 25 example questions.

Einstein was many things—a physicist, a philosopher, and, undoubtedly, a mastermind. He also had an incredible way with words. His quote, "Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted," is particularly poignant when it comes to research. 

Some inquiries call for a quantitative approach, for counting and measuring data in order to arrive at general conclusions. Other investigations, like qualitative research, rely on deep exploration and understanding of individual cases in order to develop a greater understanding of the whole. That’s what we’re going to focus on today.

Qualitative research questions focus on the "how" and "why" of things, rather than the "what". They ask about people's experiences and perceptions , and can be used to explore a wide range of topics.

The following article will discuss the basics of qualitative research questions, including their key components, and how to craft them effectively. You'll also find 25 examples of effective qualitative research questions you can use as inspiration for your own studies.

Let’s get started!

What are qualitative research questions, and when are they used?

When researchers set out to conduct a study on a certain topic, their research is chiefly directed by an overarching question . This question provides focus for the study and helps determine what kind of data will be collected.

By starting with a question, we gain parameters and objectives for our line of research. What are we studying? For what purpose? How will we know when we’ve achieved our goals?

Of course, some of these questions can be described as quantitative in nature. When a research question is quantitative, it usually seeks to measure or calculate something in a systematic way.

For example:

• How many people in our town use the library?
• What is the average income of families in our city?
• How much does the average person weigh?

Other research questions, however—and the ones we will be focusing on in this article—are qualitative in nature. Qualitative research questions are open-ended and seek to explore a given topic in-depth.

According to the Australian & New Zealand Journal of Psychiatry , “Qualitative research aims to address questions concerned with developing an understanding of the meaning and experience dimensions of humans’ lives and social worlds.”

This type of research can be used to gain a better understanding of people’s thoughts, feelings and experiences by “addressing questions beyond ‘what works’, towards ‘what works for whom when, how and why, and focusing on intervention improvement rather than accreditation,” states one paper in Neurological Research and Practice .

Qualitative questions often produce rich data that can help researchers develop hypotheses for further quantitative study.

• What are people’s thoughts on the new library?
• How does it feel to be a first-generation student at our school?
• How do people feel about the changes taking place in our town?

As stated by a paper in Human Reproduction , “...‘qualitative’ methods are used to answer questions about experience, meaning, and perspective, most often from the standpoint of the participant. These data are usually not amenable to counting or measuring.”

Both quantitative and qualitative questions have their uses; in fact, they often complement each other. A well-designed research study will include a mix of both types of questions in order to gain a fuller understanding of the topic at hand.

If you would like to recruit unlimited participants for qualitative research for free and only pay for the interview you conduct, try using Respondent  today. 

Crafting qualitative research questions for powerful insights

Now that we have a basic understanding of what qualitative research questions are and when they are used, let’s take a look at how you can begin crafting your own.

According to a study in the International Journal of Qualitative Studies in Education, there is a certain process researchers should follow when crafting their questions, which we’ll explore in more depth.

1. Beginning the process 

Start with a point of interest or curiosity, and pose a draft question or ‘self-question’. What do you want to know about the topic at hand? What is your specific curiosity? You may find it helpful to begin by writing several questions.

For example, if you’re interested in understanding how your customer base feels about a recent change to your product, you might ask: 

• What made you decide to try the new product?
• How do you feel about the change?
• What do you think of the new design/functionality?
• What benefits do you see in the change?

2. Create one overarching, guiding question 

At this point, narrow down the draft questions into one specific question. “Sometimes, these broader research questions are not stated as questions, but rather as goals for the study.”

As an example of this, you might narrow down these three questions: 

into the following question: 

• What are our customers’ thoughts on the recent change to our product?

3. Theoretical framing 

As you read the relevant literature and apply theory to your research, the question should be altered to achieve better outcomes. Experts agree that pursuing a qualitative line of inquiry should open up the possibility for questioning your original theories and altering the conceptual framework with which the research began.

If we continue with the current example, it’s possible you may uncover new data that informs your research and changes your question. For instance, you may discover that customers’ feelings about the change are not just a reaction to the change itself, but also to how it was implemented. In this case, your question would need to reflect this new information: 

• How did customers react to the process of the change, as well as the change itself?

4. Ethical considerations 

A study in the International Journal of Qualitative Studies in Education stresses that ethics are “a central issue when a researcher proposes to study the lives of others, especially marginalized populations.” Consider how your question or inquiry will affect the people it relates to—their lives and their safety. Shape your question to avoid physical, emotional, or mental upset for the focus group.

In analyzing your question from this perspective, if you feel that it may cause harm, you should consider changing the question or ending your research project. Perhaps you’ve discovered that your question encourages harmful or invasive questioning, in which case you should reformulate it.

5. Writing the question 

The actual process of writing the question comes only after considering the above points. The purpose of crafting your research questions is to delve into what your study is specifically about” Remember that qualitative research questions are not trying to find the cause of an effect, but rather to explore the effect itself.

Your questions should be clear, concise, and understandable to those outside of your field. In addition, they should generate rich data. The questions you choose will also depend on the type of research you are conducting: 

• If you’re doing a phenomenological study, your questions might be open-ended, in order to allow participants to share their experiences in their own words.
• If you’re doing a grounded-theory study, your questions might be focused on generating a list of categories or themes.
• If you’re doing ethnography, your questions might be about understanding the culture you’re studying.

Whenyou have well-written questions, it is much easier to develop your research design and collect data that accurately reflects your inquiry.

In writing your questions, it may help you to refer to this simple flowchart process for constructing questions:

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25 examples of expertly crafted qualitative research questions

It's easy enough to cover the theory of writing a qualitative research question, but sometimes it's best if you can see the process in practice. In this section, we'll list 25 examples of B2B and B2C-related qualitative questions.

Let's begin with five questions. We'll show you the question, explain why it's considered qualitative, and then give you an example of how it can be used in research.

1. What is the customer's perception of our company's brand?

Qualitative research questions are often open-ended and invite respondents to share their thoughts and feelings on a subject. This question is qualitative because it seeks customer feedback on the company's brand. 

This question can be used in research to understand how customers feel about the company's branding, what they like and don't like about it, and whether they would recommend it to others.

2. Why do customers buy our product?

This question is also qualitative because it seeks to understand the customer's motivations for purchasing a product. It can be used in research to identify the reasons  customers buy a certain product, what needs or desires the product fulfills for them, and how they feel about the purchase after using the product.

3. How do our customers interact with our products?

Again, this question is qualitative because it seeks to understand customer behavior. In this case, it can be used in research to see how customers use the product, how they interact with it, and what emotions or thoughts the product evokes in them.

4. What are our customers' biggest frustrations with our products?

By seeking to understand customer frustrations, this question is qualitative and can provide valuable insights. It can be used in research to help identify areas in which the company needs to make improvements with its products.

5. How do our customers feel about our customer service?

Rather than asking why customers like or dislike something, this question asks how they feel. This qualitative question can provide insights into customer satisfaction or dissatisfaction with a company. 

This type of question can be used in research to understand what customers think of the company's customer service and whether they feel it meets their needs.

20 more examples to refer to when writing your question

Now that you’re aware of what makes certain questions qualitative, let's move into 20 more examples of qualitative research questions:

• How do your customers react when updates are made to your app interface?
• How do customers feel when they complete their purchase through your ecommerce site?
• What are your customers' main frustrations with your service?
• How do people feel about the quality of your products compared to those of your competitors?
• What motivates customers to refer their friends and family members to your product or service?
• What are the main benefits your customers receive from using your product or service?
• How do people feel when they finish a purchase on your website?
• What are the main motivations behind customer loyalty to your brand?
• How does your app make people feel emotionally?
• For younger generations using your app, how does it make them feel about themselves?
• What reputation do people associate with your brand?
• How inclusive do people find your app?
• In what ways are your customers' experiences unique to them?
• What are the main areas of improvement your customers would like to see in your product or service?
• How do people feel about their interactions with your tech team?
• What are the top five reasons people use your online marketplace?
• How does using your app make people feel in terms of connectedness?
• What emotions do people experience when they're using your product or service?
• Aside from the features of your product, what else about it attracts customers?
• How does your company culture make people feel?

As you can see, these kinds of questions are completely open-ended. In a way, they allow the research and discoveries made along the way to direct the research. The questions are merely a starting point from which to explore.

This video offers tips on how to write good qualitative research questions, produced by Qualitative Research Expert, Kimberly Baker.

Wrap-up: crafting your own qualitative research questions.

Over the course of this article, we've explored what qualitative research questions are, why they matter, and how they should be written. Hopefully you now have a clear understanding of how to craft your own.

Remember, qualitative research questions should always be designed to explore a certain experience or phenomena in-depth, in order to generate powerful insights. As you write your questions, be sure to keep the following in mind:

• Are you being inclusive of all relevant perspectives?
• Are your questions specific enough to generate clear answers?
• Will your questions allow for an in-depth exploration of the topic at hand?
• Do the questions reflect your research goals and objectives?

If you can answer "yes" to all of the questions above, and you've followed the tips for writing qualitative research questions we shared in this article, then you're well on your way to crafting powerful queries that will yield valuable insights.

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Asking the right questions in the right way is the key to research success. That’s true for not just the discussion guide but for every step of a research project. Following are 100+ questions that will take you from defining your research objective through  screening and participant discussions.

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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

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25 Qualitative market research questions (and how to write your own)

25 examples of qualitative research questions, how to write your own insightful qualitative market research questions, ask the right qualitative market research questions to the correct audience.

There’s something very satisfying about being asked a great question that really gets you thinking. And in qualitative market research, it’s especially valuable.

If you ask the right person the right question, you’ll be able to uncover next steps — both small ones and big leaps — that will lead you to a better brand.

If you approach qualitative research right, you can get rich and valuable insights into your customers’ behaviors, and how to play into them.

You’ll learn about how customers interact, their motivations, and how to be there when they need you. And, you’ll uncover things about your brand that are difficult to find out from the inside.

We’re about to show you 25 qualitative research questions across six categories, that will allow you to take a deep dive into your target customers’ brain. These research questions are perfect to use in focus groups or with Attest’s Video Responses feature .

Qualitative research questions come in all shapes and sizes. We’ve split them up in several categories to inspire you to mix it up in your next survey or interview and make them work for your choice of qualitative research question types and methods.

Descriptive qualitative research questions

Descriptive questions are effective qualitative research questions that allow participants to describe experiences, opinions and more.

• Describe how this product/service has changed the way you approach [specific task/activity]. This question digs into the tangible impacts of your product on daily life, revealing how it reshapes routines or approaches to tasks.It’s a great way to highlight the practical value and possibly discover unexpected benefits that your product brings to the table.
• If you were to introduce this product/service to a friend, what would you say? Asking this encourages users to put their experience into their words, almost like a personal pitch. It’s a fun and low barrier approach to find out what stands out to them and what they value most about your offering.
• What three words would you use to describe this product/service after your first use? If you’re looking for immediate, instinctive reactions, qualitative research questions like these work best.They allow the user to give a quick snapshot and not have to think long and hard about an answer. Encourage them to respond with the first thing that comes to mind — no wrong answers.
• What aspect of this product/service do you think is underrated? This seeks to uncover hidden gems within your product that may not be getting the spotlight they deserve — even internally.It’s a clever way to find out about features or benefits that might be flying under the radar but have the potential to be major selling points.

Understand the nuance in your audience’s behaviors

Getting that nuance through qual research will help you explain thy why to your quant ‘whats’, and give you much-needed inspiration during ideation

Comparative qualitative research questions

Using comparative qualitative research questions you can invite respondents to talk about your brand, product or services in comparison to others. It can help you understand the differences between you and your competitors, from your consumers’ perspective.

These qualitative research questions are a great addition to numbers, scores and other numerical data derived from quantitative research questions in a quantitative study.

• What differences do you notice between this brand and its competitors in terms of value provided? This question invites customers to think critically about the unique advantages or shortcomings of your product compared to the competition.It’s insightful because it can highlight what customers value most about your brand and whether you are doubling down on the right USPs according to them.
• In what situation would you prefer this competitors’ product/service over ours? Asking this might seem a bit daring, but it’s a golden opportunity to gain honest feedback on where your product may fall short for certain users or use cases.Research questions like this can uncover specific features, price points, or scenarios where competitors have an edge, offering you clear directions for strategic improvements or innovations.
• How does the ease of use of this product/service compare to others you have used in the past? This question zeros in on usability, a crucial aspect of customer satisfaction. It offers direct feedback on how user-friendly your product is compared to others, highlighting areas where you excel or need improvement.
• When choosing between this product/service and others, what factor weighs most heavily on your decision? Understanding the key factors that influence choice can help you fine-tune your offerings and marketing messages to better meet customer needs and preferences.If you look at the answers and compare the marketing efforts of your own brand and main competitors, you’ll be able to spot where you could make improvements.
• Can you identify a feature in a competing product/service that you wish ours had? Sometimes asking what feature they’d love is tricky: it might be hard to dream up. But if you give users the opportunity to shop from your competitors’ features, it might be easier.Qualitative research questions like these are therefore a smart and straightforward way to identify gaps in your product from a user perspective.

Exploratory qualitative research questions

Exploratory qualitative research questions are used in qualitative methods to tap into potential opportunities, and uncover insights that haven’t been previously considered. Add these research questions to your qualitative research studies if you’re on the hunt for new ideas.

• What challenges are you currently facing that this product/service does not address? This question is a gem in qualitative studies because it shines a light on the gaps between what your product offers and what your users actually need.By understanding these challenges, you’re not just guessing; you’re directly addressing the needs that matter most to your users, making every feature more aligned with their real-world problems.
• If you could add any premium features to this product/service, big or small, while the price remains the same, what would it be? Research questions like these open up a playground for users’ imaginations, allowing you to peek into their deepest wishes.It’s a creative way to use qualitative research to uncover independent variables (new features) that could make your product indispensable.
• What would make you stop using this product/service tomorrow? This one might sound a bit scary, but it’s crucial. It helps you pinpoint the deal breakers that could push your users away.Think of it as a preventive measure; by understanding these thresholds, you can steer clear of them in your future updates or service improvements. This question is a cornerstone in crafting a research design that seeks to minimize risks and maximize satisfaction.
• What’s a feature you never knew you needed until you started using this product/service? These insights are gold for marketing and product development, revealing the unexpected delights that can turn casual users into loyal fans.Plus, it’s a great way to highlight the qualitative words or phrases that resonate most with your audience, giving you a direct line to what makes your product stand out.
• If this product/service no longer existed, what would be the biggest gap in your routine or activities? This qualitative question helps to understand the role your product plays in users’ lives, emphasizing its importance and potential areas for highlighting in marketing efforts.Knowing what would replace you also tells you a great deal about the value your product offers.

Experience-based qualitative research questions

These qualitative research questions focus on the personal experiences of your users, and try to understand their journey and interactions with the product or service deeply.

• Describe a situation where this product/service met or exceeded your expectations. The feedback from this research question can reveal the “wow” factors that differentiate your offering in the market. It’s a great way to identify the elements of your product or service that surprise and delight customers.These qualitative questions will also highlight the specific words they use for this will also be great to fine-tune your communications and choice of words. You might be describing the right benefits already, but maybe not in the words they relate to most.
• What’s missing from your experience with this product/service? This research question is a direct line to understanding your customers’ unmet needs and desires. It encourages them to share their thoughts on how your product or service could be more useful, enjoyable, or relevant to their lives.
• What was your initial impression of this product/service, and how has it evolved? A classic, but nonetheless a valuable qualitative research question. If peoples’ experiences with your product change their impression of it over time, it’s crucial you dig into what those experiences are, to better match your marketing to the real world.Especially if impressions tend to take a more negative turn after some experiences, but also when it’s the other way around — don’t undersell your product!

Behavioral qualitative research questions

Behavioral qualitative research questions seek to understand the actions and behaviors of consumers, particularly in relation to your product or service. Adding these to your qualitative study will make it more relevant to daily life applications.

• Have you been using products/services like ours in ways that you didn’t think you would initially? This is a good qualitative research question to learn about unconventional or alternative use cases of your product. Of course, it doesn’t mean you immediately need to pivot, but it can help you map out uncharted or ignored territory and find fans in niche parts of your market.
• Has this product/service replaced something else you used to rely on? If so, what? We’re going there: ask about the ”ex”. Knowing who or what came before you and why things didn’t work out will help you be better in many ways. So, make sure to follow up this question with another one digging into the reasons for the break-up.
• What activity or task do you most frequently pair with this product/service? This might not seem immediately relevant, but it can tell you a great deal about your customer’s behavior. Knowing what place you have in their routine or what products they combine yours with can help you uncover big possibilities for innovations or even partnerships.
• How has this product/service influenced your daily habits or routines? This question doesn’t just focus on the functional benefits of your product, but also how those manifest in someone’s daily life. Do people highlight time they won back, or pleasure gained? Have they made any other changes that are relevant to you? There’s a lot to learn from small habit changes!

Emotional qualitative research questions

These qualitative questions explore the emotional connections and reactions participants have towards a particular topic, product, service, or brand. The qualitative questions examples below specifically bring a human side to quantitative research.

• How does this product/service fit into the moments that matter most to you? This might not be interesting for every product or brand, but if your brand is aiming to significantly impact people’s lives and important moments, this is a must-ask. Are they taking your products along to big moments in their lives? Does it provide them with comfort, confidence or something else when they need it? Research questions like this go way beyond functionality and tap into emotional significance — which is great for brands who really want to integrate with people’s lives.
• How does using this product/service make you feel compared to not using it at all? Are people frustrated when they run out of your product? Sad? Do they miss it at all? This question can reveal some powerful feelings around your product.
• How does this product/service affect your mood? This is a fun question to ask and can give you a great insight into what emotions your product evokes in general. Maybe some people don’t think about how they feel with your product, but others might get a confidence boost out of it, or chuckle every time they read your product copy. This question can reveal teeny tiny details that could matter a lot.

How this team aced their pitch with qual insights

Qual research helped Barrows understand glasses wearers’ pain points and wow a prospective client.

Got a burning question? Here’s how to make it part of a successful qualitative research project.

1. Set clear objectives

Knowing why you’re asking something is what helps you ask it the right way. Ask yourself what your general research objective is and how each of your qualitative research questions helps you get to the main answer.

For every qualitative research question you ask, find out IF it leads you closer to your goals, and make sure you can explain HOW it does so.

2. Ask open-ended questions the right way

There’s an art in asking great open-ended questions. Here’s an example of both seemingly similar open-ended, qualitative research questions, but one’s good, and one’s not:

“Why do you think people say this new smartwatch is better than others on the market?”

“What feedback are you hearing about this smartwatch in comparison to other smartwatches you know?”

The first one already works with the assumption and bias that your product is great. You’re practically putting words into your respondent’s mouth/answer box. The next one lets them come up with their own, unbiased response.

Good qualitative research questions should be:

• Unbiased: avoid qualitative research questions that are leading or show any form of bias whatsoever.
• Clear: only ask one thing at a time, and make it clear what that actually is.
• Relevant: make sure your question makes sense. Not just in the whole qualitative research, but also in the place it has in your survey or interview.
• Truly open: some quantitative research questions are sometimes disguised as qualitative research questions. Make sure yours is truly open and qualitative.

If you tick these boxes, your respondents will feel encouraged to express their opinions and motivations freely, which in turn will add depth and context to your research findings.

3. Balance between structured questions and flexibility

Let’s talk about flow. Imagine the panic that would set in if your first question in a job interview would be ”and how do you tackle problems with coworkers?”

Timing matters. Mixing up the question matters. This will create a great flow and keep respondents engaged and enthusiastic, and will avoid confusion.

Make sure to give respondents space to add comments or feedback where needed, but do so in a structured way, so your data remains easy to analyze.

4. Take measures to avoid survey bias

We’re circling back to bias for a second, but just because there’s more to be said and done. Avoiding bias in your surveys and qualitative research questions isn’t just about avoiding certain words or biased language, it also helps to choose a well-mixed and representative audience. On top of that, make sure your survey churns out high-quality data, not just high-volume. Read more about how we work on keeping your data in great shape.

5. Conduct pilot testing before launching large surveys

Do a mic-check before you send your qualitative research survey out to thousands of people. With pilot testing, you make sure your survey’s research questions are as-to-the-point as you hoped it to be. Send it to a small slice of your total audience, but make sure that the pilot group is just as representative as the total one will be.

When you hit that sweet spot of the right qualitative research questions and a perfectly represented audience , the feedback you receive from qualitative research isn’t just data—it’s a roadmap to deeper understanding and connection with your audience. For those looking to dive into the rich world of conducting qualitative research, Attest offers the market research tools and audience reach you need to make every question count. Check out how Attest can help bring your qualitative research to life.

VP Customer Success 

Sam joined Attest in 2019 and leads the Customer Research Team. Sam and her team support brands through their market research journey, helping them carry out effective research and uncover insights to unlock new areas for growth.

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How to Write Qualitative Research Questions: Types & Examples

Qualitative research questions focus on depth and quality, exploring the “why and how” behind decisions, without relying on statistical tools.

Unlike quantitative research, which aims to collect tangible, measurable data from a broader demographic, qualitative analysis involves smaller, focused datasets, identifying patterns for insights.

The information collected by qualitative surveys can vary from text to images, demanding a deep understanding of the subject, and therefore, crafting precise qualitative research questions is crucial for success.

In this guide, we’ll discuss how to write effective qualitative research questions, explore various types, and highlight characteristics of good qualitative research questions.

Let’s dive in!

What Are Qualitative Research Questions?

Qualitative questions aim to understand the depth and nuances of a phenomenon, focusing on “why” and “how” rather than quantifiable measures.

They explore subjective experiences, perspectives, and behaviors, often using open-ended inquiries to gather rich, descriptive data.

Unlike quantitative questions, which seek numerical data, qualitative questions try to find out meanings, patterns, and underlying processes within a specific context.

These questions are essential for exploring complex issues, generating hypotheses, and gaining deeper insights into human behavior and phenomena.

Here’s an example of a qualitative research question:

“How do you perceive and navigate organizational culture within a tech startup environment?”

This question asks about the respondent’s subjective interpretations and experiences of organizational culture within a specific context, such as a tech startup.

It seeks to uncover insights into the values, norms, and practices that shape workplace dynamics and employee behaviors, providing qualitative data for analysis and understanding.

When Should We Use Qualitative Research Questions?

Qualitative research questions typically aim to open up conversations, encourage detailed narratives, and foster a deep understanding of the subject matter. Here are some scenarios they are best suited for:

• Exploring Complex Phenomena : When the research topic involves understanding complex processes, behaviors, or interactions that cannot be quantified easily, qualitative questions help delve into these intricate details.
• Understanding Contexts and Cultures : To grasp the nuances of different social contexts, cultures, or subcultures, qualitative research questions allow for an in-depth exploration of these environments and how they influence individuals and groups.
• Exploring Perceptions and Experiences : When the aim is to understand people’s perceptions, experiences, or feelings about a particular subject, qualitative questions facilitate capturing the depth and variety of these perspectives.
• Developing Concepts or Theories : In the early stages of research, where concepts or theories are not yet well-developed, qualitative questions can help generate hypotheses, identify variables, and develop theoretical frameworks based on observations and interpretations.
• Investigating Processes : To understand how processes unfold over time and the factors that influence these processes, qualitative questions are useful for capturing the dynamics and complexities involved.
• Seeking to Understand Change : When researching how individuals or groups experience change, adapt to new circumstances, or make decisions, qualitative research questions can provide insights into the motivations, challenges, and strategies involved.
• Studying Phenomena Not Easily Quantified : For phenomena that are not easily captured through quantitative measures, such as emotions, beliefs, or motivations, qualitative questions can probe these abstract concepts more effectively.
• Addressing Sensitive or Taboo Topics : In studies where topics may be sensitive, controversial, or taboo, qualitative research questions allow for a respectful and empathetic exploration of these subjects, providing space for participants to share their experiences in their own words.

How to Write Qualitative Research Questions?

Read this guide to learn how you can craft well-thought-out qualitative research questions:

1. Begin with Your Research Goals

The first step in formulating qualitative research questions is to have a clear understanding of what you aim to discover or understand through your research. There are two types of qualitative questionnaires or research – Ontological and Epistemological.

Finding out the nature of your research influences all aspects of your research design, including the formulation of research questions.

Subsequently:

• Identify your main objective : Consider the broader context of your study. Are you trying to explore a phenomenon, understand a process, or interpret the meanings behind behaviors? Your main objective should guide the formulation of your questions, ensuring they are aligned with what you seek to achieve.
• Focus on the ‘how’ and ‘why’ : Qualitative research is inherently exploratory and aims to understand the nuances of human behavior and experience. Starting your questions with “how” or “why” encourages a deeper investigation into the motivations, processes, and contexts underlying the subject matter. This approach facilitates an open-ended exploration, allowing participants to provide rich, detailed responses that illuminate their perspectives and experiences.

Take a quick look at the following visual for a better understanding:

So, if you are doing Ontological research, ensure that the questions focus on the “what” aspects of reality (the premise of your research) and opt for the nature of the knowledge for Epistemological research.

2. Choose the Right Structure

The structure of your research questions significantly impacts the depth and quality of data you collect. Opting for an open-ended format allows respondents the flexibility to express themselves freely, providing insights that pre-defined answers might miss.

• Open-ended format : These questions do not constrain respondents to a set of predetermined answers, unlike closed-ended questions. By allowing participants to articulate their thoughts in their own words, you can uncover nuances and complexities in their responses that might otherwise be overlooked.
• Avoid yes/no questions : Yes/no questions tend to limit the depth of responses. While they might be useful for gathering straightforward factual information, they are not conducive to exploring the depths and nuances that qualitative research seeks to uncover. Encouraging participants to elaborate on their experiences and perspectives leads to richer, more informative data.

For example, take a look at some qualitative questions examples shown in the following image:

3. Be Clear and Specific

Clarity and specificity in your questions are crucial to ensure that participants understand what is being asked and that their responses are relevant to your research objectives.

• Use clear language : Use straightforward, understandable language in your questions. Avoid jargon, acronyms, or overly technical terms that might confuse participants or lead to misinterpretation. The goal is to make your questions accessible to everyone involved in your study.
• Be specific : While maintaining the open-ended nature of qualitative questions, it’s important to narrow down your focus to specific aspects of the phenomenon you’re studying. This specificity helps guide participants’ responses and ensures that the data you collect directly relates to your research objectives.

4. Ensure Relevance and Feasibility

Each question should be carefully considered for its relevance to your research goals and its feasibility, given the constraints of your study.

• Relevance : Questions should be crafted to address the core objectives of your research directly. They should probe areas that are essential to understanding the phenomenon under investigation and should align with your theoretical framework or literature review findings.
• Feasibility : Consider the practical aspects of your research, including the time available for data collection and analysis, resources, and access to participants. Questions should be designed to elicit meaningful responses within the constraints of your study, ensuring that you can gather and analyze data effectively.

5. Focus on a Single Concept or Theme per Question

To ensure clarity and depth, each question should concentrate on a single idea or theme. However, if your main qualitative research question is tough to understand or has a complex structure, you can create sub-questions in limited numbers and with a “ladder structure”.

This will help your respondents understand the overall research objective in mind, and your research can be executed in a better manner.

For example, suppose your main question is – “What is the current state of illiteracy in your state?”

Then, you can create the following subquestions: 

“How does illiteracy block progress in your state?”

“How would you best describe the feelings you have about illiteracy in your state?”

For an even better understanding, you can see the various examples of qualitative research questions in the following image:

Types of Qualitative Research Questions With Examples

Qualitative survey questions primarily focus on a specific group of respondents that are participating in case studies, surveys, ethnography studies, etc., rather than numbers or statistics.

As a result, the questions are mostly open-ended and can be subdivided into the following types as discussed below:

1. Descriptive Questions

Descriptive research questions aim to detail the “what” of a phenomenon, providing a comprehensive overview of the context, individuals, or situations under study. These questions are foundational, helping to establish a baseline understanding of the research topic.

• What are the daily experiences of teachers in urban elementary schools?
• What strategies do small businesses employ to adapt to rapid technological changes?
• How do young adults describe their transition from college to the workforce?
• What are the coping mechanisms of families with members suffering from chronic illnesses?
• How do community leaders perceive the impact of gentrification in their neighborhoods?

2. Interpretive Questions

Interpretive questions seek to understand the “how” and “why” behind a phenomenon, focusing on the meanings people attach to their experiences. These questions delve into the subjective interpretations and perceptions of participants.

• How do survivors of natural disasters interpret their experiences of recovery and rebuilding?
• Why do individuals engage in voluntary work within their communities?
• How do parents interpret and navigate the challenges of remote schooling for their children?
• Why do consumers prefer local products over global brands in certain markets?
• How do artists interpret the influence of digital media on traditional art forms?

3. Comparative Questions

Comparative research questions are designed to explore differences and similarities between groups, settings, or time periods. These questions can help to highlight the impact of specific variables on the phenomenon under study.

• How do the strategies for managing work-life balance compare between remote and office workers?
• What are the differences in consumer behavior towards sustainable products in urban versus rural areas?
• How do parenting styles in single-parent households compare to those in dual-parent households?
• What are the similarities and differences in leadership styles across different cultures?
• How has the perception of online privacy changed among teenagers over the past decade?

4. Process-oriented Questions

These questions focus on understanding the processes or sequences of events over time. They aim to uncover the “how” of a phenomenon, tracing the development, changes, or evolution of specific situations or behaviors.

• How do non-profit organizations develop and implement community outreach programs?
• What is the process of decision-making in high-stakes business environments?
• How do individuals navigate the process of career transition after significant industry changes?
• What are the stages of adaptation for immigrants in a new country?
• How do social movements evolve from inception to national recognition?

5. Evaluative Questions

Evaluative questions aim to assess the effectiveness, value, or impact of a program, policy, or phenomenon. These questions are critical for understanding the outcomes and implications of various initiatives or situations.

• How effective are online therapy sessions compared to in-person sessions in treating anxiety?
• What is the impact of community gardening programs on neighborhood cohesion?
• How do participants evaluate the outcomes of leadership training programs in their professional development?
• What are the perceived benefits and drawbacks of telecommuting for employees and employers?
• How do residents evaluate the effectiveness of local government policies on waste management?

6. One-on-One Questions

The one-on-one questions are asked to a single person and can be thought of as individual interviews that you can conduct online via phone and video chat as well.

The main aim of such questions is to ask your customers or people in the focus group a series of questions about their purchase motivations. These questions might also come with follow-ups, and if your customers respond with some interesting fact or detail, dig deeper and explore the findings as much as you want.

• What makes you happy in regard to [your research topic]?
• If I could make a wish of yours come true, what do you desire the most?
• What do you still find hard to come to terms with?
• Have you bought [your product] before?
• If so, what was your initial motivation behind the purchase?

7. Exploratory Questions

These questions are designed to enhance your understanding of a particular topic. However, while asking exploratory questions, you must ensure that there are no preconceived notions or biases to it. The more transparent and bias-free your questions are, the better and fair results you will get.

• What is the effect of personal smart devices on today’s youth?
• Do you feel that smart devices have positively or negatively impacted you?
• How do your kids spend their weekends?
• What do you do on a typical weekend morning?

8. Predictive Questions

The predictive questions are used for qualitative research that is focused on the future outcomes of an action or a series of actions. So, you will be using past information to predict the reactions of respondents to hypothetical events that might or might not happen in the future.

These questions come in extremely handy for identifying your customers’ current brand expectations, pain points, and purchase motivation.

• Are you more likely to buy a product when a celebrity promotes it?
• Would you ever try a new product because one of your favorite celebs claims that it actually worked for them?
• Would people in your neighborhood enjoy a park with rides and exercise options?
• How often would you go to a park with your kids if it had free rides?

9. Focus Groups

These questions are mostly asked in person to the customer or respondent groups. The in-person nature of these surveys or studies ensures that the group members get a safe and comfortable environment to express their thoughts and feelings about your brand or services.

• How would you describe your ease of using our product?
• How well do you think you were able to do this task before you started using our product?
• What do you like about our promotional campaigns?
• How well do you think our ads convey the meaning?

10. In-Home Videos

Collecting video feedback from customers in their comfortable, natural settings offers a unique perspective. At home, customers are more relaxed and less concerned about their mannerisms, posture, and choice of words when responding.

This approach is partly why Vogue’s 73 Questions Series is highly popular among celebrities and viewers alike. In-home videos provide insights into customers in a relaxed environment, encouraging them to be honest and share genuine experiences.

• What was your first reaction when you used our product for the first time?
• How well do you think our product performed compared to your expectations?
• What was your worst experience with our product?
• What made you switch to our brand?

11. Online Focus Groups

Online focus groups mirror the traditional, in-person format but are conducted virtually, offering a more cost-effective and efficient approach to gathering data. This digital format extends your reach and allows a rapid collection of responses from a broader audience through online platforms.

You can utilize social media and other digital forums to create communities of respondents and initiate meaningful discussions. Once you have them started, you can simply observe the exchange of thoughts and gather massive amounts of interesting insights!

• What do you like best about our product?
• How familiar are you with this particular service or product we offer?
• What are your concerns with our product?
• What changes can we make to make our product better?

Ask the Right Qualitative Research Questions for Meaningful Insights From Your Respondents

Watch: How to Create a Survey Using ProProfs Survey Maker

By now, you might have realized that manually creating a list of qualitative research questions is a daunting task. Keeping numerous considerations in mind, it’s easy to run out of ideas while crafting qualitative survey questions.

However, investing in smart survey tools, like ProProfs Survey Maker, can significantly streamline this process, allowing you to create various types of surveys in minutes.

With this survey tool , you can generate forms, NPS surveys , tests, quizzes, and assessments.

It’s also useful for conducting polls, sidebar surveys, and in-app surveys. Offering over 100 templates and more than 1,000,000 ready-to-use examples of phenomenological research questions, this software simplifies the task immensely.

Equipped with the right tools and the professional tips shared here, you’re well-prepared to conduct thorough research studies and obtain valuable insights that drive impactful results.

Frequently Asked Questions

1. how do you choose qualitative research questions.

To choose qualitative research questions, identify your main research goal, focus on exploring ‘how’ and ‘why’ aspects, ensure questions are open-ended, and align them with your theoretical framework and methodology.

2. Why are good qualitative research questions important?

Good qualitative research questions are important because they guide the research focus, enable the exploration of depth and complexity, and facilitate the gathering of rich, detailed insights into human experiences and behaviors.

About the author

Emma David is a seasoned market research professional with 8+ years of experience. Having kick-started her journey in research, she has developed rich expertise in employee engagement, survey creation and administration, and data management. Emma believes in the power of data to shape business performance positively. She continues to help brands and businesses make strategic decisions and improve their market standing through her understanding of research methodologies.

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The Ultimate Guide to Qualitative Research - Part 1: The Basics

• Introduction and overview
• What is qualitative research?
• What is qualitative data?
• Examples of qualitative data
• Qualitative vs. quantitative research
• Mixed methods
• Qualitative research preparation
• Theoretical perspective
• Theoretical framework
• Literature reviews
• Introduction

Why are research questions so important?

Research question examples, types of qualitative research questions, writing a good research question, guiding your research through research questions.

• Conceptual framework
• Conceptual vs. theoretical framework
• Data collection
• Qualitative research methods
• Focus groups
• Observational research
• Case studies
• Ethnographical research
• Ethical considerations
• Confidentiality and privacy
• Power dynamics
• Reflexivity

Research questions

The research question plays a critical role in the research process, as it guides the study design, data collection , analysis , and interpretation of the findings.

A research paper relies on a research question to inform readers of the research topic and the research problem being addressed. Without such a question, your audience may have trouble understanding the rationale for your research project.

People can take for granted the research question as an essential part of a research project. However, explicitly detailing why researchers need a research question can help lend clarity to the research project. Here are some of the key roles that the research question plays in the research process:

Defines the scope and focus of the study

The research question helps to define the scope and focus of the study. It identifies the specific topic or issue that the researcher wants to investigate, and it sets the boundaries for the study. A research question can also help you determine if your study primarily contributes to theory or is more applied in nature. Clinical research and public health research, for example, may be more concerned with research questions that contribute to practice, while a research question focused on cognitive linguistics are aimed at developing theory.

Provides a rationale for the study

The research question provides a rationale for the study by identifying a gap or problem in existing literature or practice that the researcher wants to address. It articulates the purpose and significance of the study, and it explains why the study is important and worth conducting.

Guides the study design

The research question guides the study design by helping the researcher select appropriate research methods , sampling strategies, and data collection tools. It also helps to determine the types of data that need to be collected and the best ways to analyze and interpret the data because the principal aim of the study is to provide an answer to that research question.

Shapes the data analysis and interpretation

The research question shapes the data analysis and interpretation by guiding the selection of appropriate analytical methods and by focusing the interpretation of the findings. It helps to identify which patterns and themes in the data are more relevant and worth digging into, and it guides the development of conclusions and recommendations based on the findings.

Generates new knowledge

The research question is the starting point for generating new knowledge. By answering the research question, the researcher contributes to the body of knowledge in the field and helps to advance the understanding of the topic or issue under investigation.

Overall, the research question is a critical component of the research process, as it guides the study from start to finish and provides a foundation for generating new knowledge.

Supports the thesis statement

The thesis statement or main assertion in any research paper stems from the answers to the research question. As a result, you can think of a focused research question as a preview of what the study aims to present as a new contribution to existing knowledge.

Here area few examples of focused research questions that can help set the stage for explaining different types of research questions in qualitative research . These questions touch upon various fields and subjects, showcasing the versatility and depth of research.

• What factors contribute to the job satisfaction of remote workers in the technology industry?
• How do teachers perceive the implementation of technology in the classroom, and what challenges do they face?
• What coping strategies do refugees use to deal with the challenges of resettlement in a new country?
• How does gentrification impact the sense of community and identity among long-term residents in urban neighborhoods?
• In what ways do social media platforms influence body image and self-esteem among adolescents?
• How do family dynamics and communication patterns affect the management of type 2 diabetes in adult patients?
• What is the role of mentorship in the professional development and career success of early-career academics?
• How do patients with chronic illnesses experience and navigate the healthcare system, and what barriers do they encounter?
• What are the motivations and experiences of volunteers in disaster relief efforts, and how do these experiences impact their future involvement in humanitarian work?
• How do cultural beliefs and values shape the consumer preferences and purchasing behavior of young adults in a globalized market?
• How do individuals whose genetic factors predict a high risk for developing a specific medical condition perceive, cope with, and make lifestyle choices based on this information?

These example research questions highlight the different kinds of inquiries common to qualitative research. They also demonstrate how qualitative research can address a wide range of topics, from understanding the experiences of specific populations to examining the impact of broader social and cultural phenomena.

Also, notice that these types of research questions tend to be geared towards inductive analyses that describe a concept in depth or develop new theory. As such, qualitative research questions tend to ask "what," "why," or "how" types of questions. This contrasts with quantitative research questions that typically aim to verify an existing theory. and tend to ask "when," "how much," and "why" types of questions to nail down causal mechanisms and generalizable findings.

Whatever your research inquiry, turn to ATLAS.ti

Powerful tools to help turn your research question into meaningful analysis, starting with a free trial.

As you can see above, the research questions you ask play a critical role in shaping the direction and depth of your study. These questions are designed to explore, understand, and interpret social phenomena, rather than testing a hypothesis or quantifying data like in quantitative research. In this section, we will discuss the various types of research questions typically found in qualitative research, making it easier for you to craft appropriate questions for your study.

Descriptive questions

Descriptive research questions aim to provide a detailed account of the phenomenon being studied. These questions usually begin with "what" or "how" and seek to understand the nature, characteristics, or functions of a subject. For example, "What are the experiences of first-generation college students?" or "How do small business owners adapt to economic downturns?"

Comparative questions

Comparative questions seek to examine the similarities and differences between two or more groups, cases, or phenomena. These questions often include the words "compare," "contrast," or "differences." For example, "How do parenting practices differ between single-parent and two-parent families?" or "What are the similarities and differences in leadership styles among successful female entrepreneurs?"

Exploratory questions

Exploratory research questions are open-ended and intended to investigate new or understudied areas. These questions aim to identify patterns, relationships, or themes that may warrant further investigation. For example, "How do teenagers use social media to construct their identities?" or "What factors influence the adoption of renewable energy technologies in rural communities?"

Explanatory questions

Explanatory research questions delve deeper into the reasons or explanations behind a particular phenomenon or behavior. They often start with "why" or "how" and aim to uncover underlying motivations, beliefs, or processes. For example, "Why do some employees resist organizational change?" or "How do cultural factors influence decision-making in international business negotiations?"

Evaluative questions

Evaluative questions assess the effectiveness, impact, or outcomes of a particular intervention, program, or policy. They seek to understand the value or significance of an initiative by examining its successes, challenges, or unintended consequences. For example, "How effective is the school's anti-bullying program in reducing incidents of bullying?" or "What are the long-term impacts of a community-based health promotion campaign on residents' well-being?"

Interpretive questions

Interpretive questions focus on understanding how individuals or groups make sense of their experiences, actions, or social contexts. These questions often involve the analysis of language, symbols, or narratives to uncover the meanings and perspectives that shape human behavior. For example, "How do cancer survivors make sense of their illness journey?" or "What meanings do members of a religious community attach to their rituals and practices?"

There are mainly two overarching ways to think about how to devise a research question. Many studies are built on existing research, but others can be founded on personal experiences or pilot research.

Using the literature review

Within scholarly research, the research question is often built from your literature review . An analysis of the relevant literature reporting previous studies should allow you to identify contextual, theoretical, or methodological gaps that can be addressed in future research.

A compelling research question built on a robust literature review ultimately illustrates to your audience what is novel about your study's objectives.

Conducting pilot research

Researchers may conduct preliminary research or pilot research when they are interested in a particular topic but don't yet have a basis for forming a research question on that topic. A pilot study is a small-scale, preliminary study that is conducted in order to test the feasibility of a research design, methods, and procedures. It can help identify unresolved puzzles that merit further investigation, and pilot studies can draw attention to potential issues or problems that may arise in the full study.

One potential benefit of conducting a pilot study in qualitative research is that it can help the researcher to refine their research question. By collecting and analyzing a small amount of data, the researcher can get a better sense of the phenomenon under investigation and can develop a more focused and refined research question for the full study. The pilot study can also help the researcher to identify key themes, concepts, or variables that should be included in the research question.

In addition to helping to refine the research question, a pilot study can also help the researcher to develop a more effective data collection and analysis plan. The researcher can test different methods for collecting and analyzing data, and can make adjustments based on the results of the pilot study. This can help to ensure that the full study is conducted in the most effective and efficient manner possible.

Overall, conducting a pilot study in qualitative research can be a valuable tool for refining the research question and developing a more effective research design, methods, and procedures. It can help to ensure that the full study is conducted in a rigorous and effective manner, and can increase the likelihood of generating meaningful and useful findings.

When you write a research question for your qualitative study, consider which type of question best aligns with your research objectives and the nature of the phenomenon you are investigating. Remember, qualitative research questions should be open-ended, allowing for a range of perspectives and insights to emerge. As you progress in your research, these questions may evolve or be refined based on the data you collect, helping to guide your analysis and deepen your understanding of the topic.

Use ATLAS.ti for every step of your research project

From the research question to the key insights, ATLAS.ti is there for you. See how with a free trial.

Research Writing and Analysis

• NVivo Group and Study Sessions
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• Defense Schedule - Commons Calendar This link opens in a new window
• Research Process Flow Chart
• Research Alignment Chapter 1 This link opens in a new window
• Step 1: Seek Out Evidence
• Step 2: Explain
• Step 3: The Big Picture
• Step 4: Own It
• Step 5: Illustrate
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• Systematic Reviews & Meta-Analyses
• How to Synthesize and Analyze
• Synthesis and Analysis Practice
• Synthesis and Analysis Group Sessions
• Problem Statement
• Purpose Statement
• Conceptual Framework
• Theoretical Framework
• Quantitative Research Questions

Qualitative Research Questions

• Trustworthiness of Qualitative Data
• Analysis and Coding Example- Qualitative Data
• Thematic Data Analysis in Qualitative Design
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What’s in a Qualitative Research Question?

Qualitative research questions are driven by the need for the study. Ideally, research questions are formulated as a result of the problem and purpose, which leads to the identification of the methodology. When a qualitative methodology is chosen, research questions should be exploratory and focused on the actual phenomenon under study.

From the Dissertation Center, Chapter 1: Research Question Overview , there are several considerations when forming a qualitative research question. Qualitative research questions should

Below is an example of a qualitative phenomenological design. Note the use of the term “lived experience” in the central research question. This aligns with phenomenological design.

RQ1: “ What are the lived experiences of followers of mid-level managers in the financial services sector regarding their well-being on the job?”

If the researcher wants to focus on aspects of the theory used to support the study or dive deeper into aspects of the central RQ, sub-questions might be used. The following sub-questions could be formulated to seek further insight:

RQ1a.   “How do followers perceive the quality and adequacy of the leader-follower exchanges between themselves and their novice leaders?”

RQ1b.  “Under what conditions do leader-member exchanges affect a follower’s own level of well-being?”

Qualitative research questions also display the desire to explore or describe phenomena. Qualitative research seeks the lived experience, the personal experiences, the understandings, the meanings, and the stories associated with the concepts present in our studies.

We want to ensure our research questions are answerable and that we are not making assumptions about our sample. View the questions below:

How do healthcare providers perceive income inequality when providing care to poor patients?

In Example A, we see that there is no specificity of location or geographic areas. This could lead to findings that are varied, and the researcher may not find a clear pattern. Additionally, the question implies the focus is on “income inequality” when the actual focus is on the provision of care. The term “poor patients” can also be offensive, and most providers will not want to seem insensitive and may perceive income inequality as a challenge (of course!).

How do primary care nurses in outreach clinics describe providing quality care to residents of low-income urban neighborhoods?

In Example B, we see that there is greater specificity in the type of care provider. There is also a shift in language so that the focus is on how the individuals describe what they think about, experience, and navigate providing quality care.

Other Qualitative Research Question Examples

Vague : What are the strategies used by healthcare personnel to assist injured patients?

Try this : What is the experience of emergency room personnel in treating patients with a self-inflicted household injury?

The first question is general and vague. While in the same topic area, the second question is more precise and gives the reader a specific target population and a focus on the phenomenon they would have experienced. This question could be in line with a phenomenological study as we are seeking their experience or a case study as the ER personnel are a bounded entity.

Unclear : How do students experience progressing to college?

Try this : How do first-generation community members describe the aspects of their culture that promote aspiration to postsecondary education?

The first question does not have a focus on what progress is or what students are the focus. The second question provides a specific target population and provides the description to be provided by the participants. This question could be in line with a descriptive study.

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Qualitative Research Questions: What it is and how to write it

Qualitative research questions are like a compass that points researchers in the right direction to find rich stories, untangle complicated social relationships, and get a clear picture of how people act in subtle ways. Unlike their quantitative counterparts, these questions go beyond numbers and figures to explore the subjective, contextual, and complex parts of the human experience.

It’s well-established that all forms of research come with their own theories and implementation methods. Qualitative research is much the same. Qualitative research is conducted to understand the thought process of both the respondents as well as researchers. It usually is conducted in a natural setup where respondents will be their true selves and would respond transparently. 

Results achieved from this research will not be generalized to the entire population but asked research questions , and their vocabulary gives away the researcher’s motive making it easier for respondents to participate in qualitative market research .

LEARN ABOUT: Research Process Steps

Qualitative research survey questions are created to understand a particular topic better or to inspect a new subject to understand the nerve of respondent experiences.

Content Index

What are qualitative research questions?

How to write qualitative research questions, types of qualitative research questions, how to choose qualitative research questions, what should be the process of forming qualitative research questions and questionnaires.

Qualitative research questions are the inquiries that lead to qualitative research studies and investigations. They are meant to help people explore and understand phenomena, experiences, meanings, and views from the participant’s point of view. 

Different from quantitative research questions, which often try to measure and quantify variables, qualitative research questions try to understand the richness and complexity of human experiences and social events.

Most qualitative research questions are open-ended and allow for in-depth study. They want more than simple yes/no answers but instead want people to talk about their thoughts, feelings, views, and experiences. These questions try to find deeper meanings, patterns, and connections in a given situation.

Here are some examples of qualitative study questions in different fields:

• In psychology: How do individuals experience and cope with traumatic events?
• In sociology: What factors influence a student’s decision to pursue higher education?
• In anthropology: How do cultural norms and values shape gender roles in a specific community?
• In education: What are the challenges faced by teachers in implementing project-based learning in the classroom?
• In healthcare: What are the experiences and perspectives of patients undergoing long-term treatment for a chronic illness?

Qualitative research questions should be straightforward, specific, and tailored to the research’s goals. They guide the process of gathering data through interviews, observations, or document analysis and give a method for analyzing and interpreting data.

Writing the right qualitative research questions requires careful thought about the research goals, the event being studied, and the wanted level of understanding. Here are some tips to help you write good qualitative research questions:

Begin with a broad research question

Start by posing an all-encompassing question that probes the subject or phenomenon of interest. Exploring and learning from the answer to this open-ended question should be possible.

Specify the research objectives

Clearly state the objectives and purposes of your research. What do you want your qualitative study to accomplish? What facets or dimensions of the subject do you wish to investigate?

Focus on the phenomenon

Decide on whatever specific subject or phenomenon you want to research. Any pertinent topic, including social behavior, cultural customs, personal experiences, and more, may be used.

Use open-ended and exploratory language

In qualitative research, open-ended questions should be used to enable participants to offer thorough and in-depth responses. Avoid yes/no questions and queries with a one-word answer. Use words like “how,” “what,” “why,” or “describe” instead to compel people to express their thoughts and experiences.

LEARN ABOUT: Qualitative Interview

Consider the context and participants

Consider your research’s background as well as the qualities of your subjects. Make sure your qualitative methods are specific to the people you will be studying so that they are pertinent and meaningful to them.

Incorporate theory and literature

Your research questions should be based on pertinent theories and available literature. This gives your investigation a theoretical foundation and places your study within the body of knowledge.

Balance breadth and depth

When formulating your research topics, try to strike a balance between depth and breadth. To fully understand the subject, you should investigate it broadly to get a variety of viewpoints and intensively delve into certain areas.

Avoid leading or biased questions

Ensure your questions are neutral and unbiased. Avoid leading participants towards a particular response. Instead, create questions that allow participants to express their thoughts and experiences freely.

Pilot test your questions

Pilot-test your research questions with a small group of people before finalizing them. This will make it easier to spot any possible problems, ambiguities, or places where clarity may be increased.

Revise and refine

Revise and clarify your research questions based on the comments and understandings received from the pilot testing. Aim for consistency, coherence, and congruence with your research goals.

Remember, qualitative market research questions should be flexible and adaptable throughout the research process. They serve as a guide but may evolve as you delve deeper into the data and discover new insights.

LEARN ABOUT: Steps in Qualitative Research

There are several types of qualitative research questions focus that can be used to guide qualitative studies. Here are some common types:

1. Descriptive questions

These questions aim to describe and understand a phenomenon or topic in detail. They focus on providing a comprehensive account of the subject matter. For example:

• What are the experiences of individuals living with chronic pain?
• How do employees perceive the organizational culture in a specific company?

2. Exploratory questions

These questions are used to explore new or under-researched areas. They seek to gain a deeper understanding of a topic or phenomenon. For example:

• What are the factors influencing consumers’ decision-making process when purchasing organic food?
• How do teachers perceive the implementation of project-based learning in the classroom?

3. Experiential questions

These questions focus on understanding individuals’ experiences, perspectives, and subjective meanings related to a particular phenomenon. They aim to capture personal experiences and emotions. For example:

• What are the challenges first-generation college students face during their transition to higher education?
• How do individuals with social anxiety disorder experience social interactions?

4. Comparative questions

These questions involve comparing and contrasting different groups, contexts, or perspectives to identify similarities, differences, or patterns. They explore variations in experiences or phenomena. For example:

• How do parenting practices differ between cultures A and B in terms of child discipline?
• What are the similarities and differences in the coping strategies used by individuals with individuals and depression questionnaire with anxiety disorders?

5. Process-oriented questions

These questions focus on understanding a phenomenon’s processes, mechanisms, or dynamics. They aim to uncover how and why certain outcomes or behaviors occur. For example:

• What are the processes by which teams in a workplace reach a consensus on decision-making?
• How does the negotiation process unfold during conflict resolution in interpersonal relationships?

6. Theoretical questions

These questions seek to generate or refine theory. They explore concepts, relationships, or theoretical frameworks to contribute to the existing body of knowledge. For example:

• How does the concept of “self-efficacy” manifest in the context of entrepreneurship?
• What underlying mechanisms explain the relationship between social support and mental health outcomes?

These are just a few examples of the types of qualitative research questions that can be used. The specific type of question you choose will depend on your research objectives, the phenomenon under investigation, and the depth of understanding you aim to achieve.

Explore Insightfully Contextual Inquiry in Qualitative Research

Choosing a good qualitative research question involves a thoughtful and systematic approach to ensure they align with the objectives of your study and allows for an in-depth exploration of the topic. Here are some steps to help you choose effective qualitative research questions:

Identify your research objectives

Clearly define the purpose of your study. What do you want to explore or understand? What specific insights or knowledge are you seeking to gain through your market research?

Review existing literature

Conduct a thorough review of relevant literature to identify existing research gaps or areas requiring further exploration. This will help you understand the current state of knowledge and inform the development of your research questions.

Brainstorm potential qualitative research question

Generate a list of potential research questions that address your research objectives. Consider different angles, perspectives, and dimensions of your topic. Creating open-ended questions that allow for in-depth exploration rather than simple yes/no answers is important.

Prioritize and refine the questions

Evaluate the generated questions based on their relevance to your research objectives, feasibility, and potential to yield meaningful insights. Prioritize the questions that are most likely to provide rich and valuable data. Refine and rephrase the questions as needed to ensure clarity and focus.

Consider the research design and methodology

Take into account the specific qualitative research design and methodology you plan to use. Different research approaches, such as ethnography, interviews, focus groups, or case studies, may require different types of research questions. Ensure that your questions align with your chosen methodology and will help you gather the desired data.

Pilot test the questions

Before finalizing your research questions, consider conducting a pilot test with a small group of participants. This will allow you to assess your questions’ clarity, appropriateness, and effectiveness. Make necessary revisions based on the feedback received.

Seek feedback

Share your research questions with colleagues, mentors, or experts in your field for feedback and suggestions. They can provide valuable insights and help you refine your questions further.

Finalize your research questions

Based on the steps above, select a set of research questions that are well-aligned with your research objectives, provide scope for exploration, and are feasible within the resources and time available for your study.

1. Mention the purpose of conducting qualitative research. It can be in the form of either of these sentences:

• This study will be on the topic of ….
• The reason for conducting this research is ….

2. Create qualitative statements with a defined objective that can be easily communicated to the target audience .

Keep these pointers in mind while designing this statement:

• Try and form single-sentence statements. Single statements can be much more effective than elaborate ones as they help in communicating important messages in an impactful manner in a short and succinct sentence.
• Clarify the purpose of conducting qualitative research in clear words so that respondents understand their contribution to this research.
• Mention the main topic of research that would prompt respondents to have a clearer idea about what they’re getting into.
• It’s the words that make all the difference. Use qualitative words that demonstrate the quality or feeling behind your purpose, such as understanding, describing, explore.
• Specify details that you would want to communicate to your respondents.
• Mention the name of the research website.

3. Other than the primary qualitative questions, you must create sub-questions so that the purpose is executed in a better manner.

• The main question might be – “What is the state of illiteracy in your state?”
• You can create sub-questions such as: “How does illiteracy hamper progress in your state?” or “How would you best describe your feelings about illiteracy?”

4. Highlight these questions using ‘qualitative’ words:

• Start the questions with “What” or “How” to make sure the respondents provide details about their feelings.
• Communicate what you’re trying to “understand,” “explore,” or “identify” using this Qualitative research online survey questionnaire.
• Questions such as “What happened” can be asked to develop a description of the topic.
• Questions about “how did respondents interpret the what happened question” can be asked to examine the outcome.
• Understand the entire qualitative research process by asking questions about “What happened to you with time?”

5. Develop a skeleton to design the primary questions and also the sub-questions. For example:

• Primary Qualitative research survey question: “How do you think _______ (the main topic of research) means?” or “Describe _____(the main topic of research) as you’ve experienced.”
• Sub-question for qualitative research: “What _________ (characteristic) does __________ (respondents) interest in as a _________ (main topic of research)?”

LEARN ABOUT: Structured Questionnaire

Qualitative research questions are key to giving research studies depth and breadth. These questions go into the details and complexities of human experiences, perceptions, and behaviors. This helps researchers get a full picture of a certain occurrence. 

Qualitative research questions are meant to explore, describe, and make sense of subjective truths. Most of the time, they are open-ended, so people can say what they think and feel in their own words. 

QuestionPro is an online poll and research platform with several tools and features that can make it easier to make and use qualitative research questions. Its easy-to-use design and variety of question types help researchers collect qualitative data quickly and easily, improving the whole research process.

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Article contents

Qualitative designs and methodologies for business, management, and organizational research.

• Robert P. Gephart Robert P. Gephart Alberta School of Business, University of Alberta
•  and  Rohny Saylors Rohny Saylors Carson College of Business, Washington State University
• https://doi.org/10.1093/acrefore/9780190224851.013.230
• Published online: 28 September 2020

Qualitative research designs provide future-oriented plans for undertaking research. Designs should describe how to effectively address and answer a specific research question using qualitative data and qualitative analysis techniques. Designs connect research objectives to observations, data, methods, interpretations, and research outcomes. Qualitative research designs focus initially on collecting data to provide a naturalistic view of social phenomena and understand the meaning the social world holds from the point of view of social actors in real settings. The outcomes of qualitative research designs are situated narratives of peoples’ activities in real settings, reasoned explanations of behavior, discoveries of new phenomena, and creating and testing of theories.

A three-level framework can be used to describe the layers of qualitative research design and conceptualize its multifaceted nature. Note, however, that qualitative research is a flexible and not fixed process, unlike conventional positivist research designs that are unchanged after data collection commences. Flexibility provides qualitative research with the capacity to alter foci during the research process and make new and emerging discoveries.

The first or methods layer of the research design process uses social science methods to rigorously describe organizational phenomena and provide evidence that is useful for explaining phenomena and developing theory. Description is done using empirical research methods for data collection including case studies, interviews, participant observation, ethnography, and collection of texts, records, and documents.

The second or methodological layer of research design offers three formal logical strategies to analyze data and address research questions: (a) induction to answer descriptive “what” questions; (b) deduction and hypothesis testing to address theory oriented “why” questions; and (c) abduction to understand questions about what, how, and why phenomena occur.

The third or social science paradigm layer of research design is formed by broad social science traditions and approaches that reflect distinct theoretical epistemologies—theories of knowledge—and diverse empirical research practices. These perspectives include positivism, interpretive induction, and interpretive abduction (interpretive science). There are also scholarly research perspectives that reflect on and challenge or seek to change management thinking and practice, rather than producing rigorous empirical research or evidence based findings. These perspectives include critical research, postmodern research, and organization development.

Three additional issues are important to future qualitative research designs. First, there is renewed interest in the value of covert research undertaken without the informed consent of participants. Second, there is an ongoing discussion of the best style to use for reporting qualitative research. Third, there are new ways to integrate qualitative and quantitative data. These are needed to better address the interplay of qualitative and quantitative phenomena that are both found in everyday discourse, a phenomenon that has been overlooked.

• qualitative methods
• research design
• methods and methodologies
• interpretive induction
• interpretive science
• critical theory
• postmodernism
• organization development

Introduction

Qualitative research uses linguistic symbols and stories to describe and understand actual behavior in real settings (Denzin & Lincoln, 1994 ). Understanding requires describing “specific instances of social phenomena” (Van Maanen, 1998 , p. xi) to determine what this behavior means to lay participants and to scientific researchers. This process produces “narratives-non-fiction division that link events to events in storied or dramatic fashion” to uncover broad social science principles at work in specific cases (p. xii).

A research design and/or proposal is often created at the outset of research to act as a guide. But qualitative research is not a rule-governed process and “no one knows” the rules to write memorable and publishable qualitative research (Van Maanen, 1998 , p. xxv). Thus qualitative research “is anything but standardized, or, more tellingly, impersonal” (p. xi). Design is emergent and is often created as it is being done.

Qualitative research is also complex. This complexity is addressed by providing a framework with three distinct layers of knowledge creation resources that are assembled during qualitative research: the methods layer, the logic layer, and the paradigmatic layer. Research methods are addressed first because “there is no necessary connection between research strategies and methods of data collection and analysis” (Blaikie, 2010 , p. 227). Research methods (e.g., interviews) must be adapted for use with the specific logical strategies and paradigmatic assumptions in mind.

The first, or methods, layer uses qualitative methods to “collect data.” That is, to observe phenomena and record written descriptions of observations, often through field notes. Established methods for description include participant and non-participant observation, ethnography, focus groups, individual interviews, and collection of documentary data. The article explains how established methods have been adapted and used to answer a range of qualitative research questions.

The second, or logic, layer involves selecting a research strategy—a “logic, or set of procedures, for answering research questions” (Blaikie, 2010 , p. 18). Research strategies link research objectives, data collection methods, and logics of analysis. The three logical strategies used in qualitative organizational research are inductive logic, deductive logic and abductive logic (Blaikie, 2010 , p. 79). 1 Each logical strategy makes distinct assumptions about the nature of knowledge (epistemology), the nature of being (ontology), and how logical strategies and assumptions are used in data collection and analysis. The task is to describe important methods suitable for each logical strategy, factors to consider when selecting methods (Blaikie, 2010 ), and illustrates how data collection and analysis methods are adapted to ensure for consistency with specific logics and paradigms.

The third, or paradigms, layer of research design addresses broad frameworks and scholarly traditions for understanding research findings. Commitment to a paradigm or research tradition entails commitments to theories, research strategies, and methods. Three paradigms that do empirical research and seek scientific knowledge are addressed first: positivism, interpretive induction, and interpretive abduction. Then, three scholarly and humanist approaches that critique conventional research and practice to encourage organizational change are discussed: critical theory and research, postmodern perspectives, and organization development (OD). Paradigms or traditions provide broad scholarly contexts that make specific studies comprehensible and meaningful. Lack of grounding in an intellectual tradition limits the ability of research to contribute: contributions always relate to advancing the state of knowledge in specific unfolding research traditions that also set norms for assessing research quality. The six research designs are explained to show how consistency in design levels can be achieved for each of the different paradigms. Further, qualitative research designs must balance the need for a clear plan to achieve goals with the need for adaptability and flexibility to incorporate insights and overcome obstacles that emerge during research.

Our general goal has been to provide a practical guide to inspire and assist readers to better understand, design, implement, and publish qualitative research. We conclude by addressing future challenges and trends in qualitative research.

The Substance of Research Design

A research design is a written text that can be prepared prior to the start of a research project (Blaikie, 2010 , p. 4) and shared or used as “a private working document.” Figure 1 depicts the elements of a qualitative research design and research process. Interest in a topic or problem leads researchers to pose questions and select relevant research methods to fulfill research purposes. Implementation of the methods requires use of logical strategies in conjunction with paradigms of research to specify concepts, theories, and models. The outcomes, depending on decisions made during research, are scientific knowledge, scholarly (non-scientific) knowledge, or applied knowledge useful for practice.

Figure 1. Elements of qualitative research design.

Research designs describe a problem or research question and explain how to use specific qualitative methods to collect and analyze qualitative data that answer a research question. The purposes of design are to describe and justify the decisions made during the research process and to explain how the research outcomes can be produced. Designs are thus future-oriented plans that specify research activities, connect activities to research goals and objectives, and explain how to interpret the research outcomes using paradigms and theories.

In contrast, a research proposal is “a public document that is used to obtain necessary approvals for a research proposal to proceed” (Blaikie, 2010 , p. 4). Research designs are often prepared prior to creating a research proposal, and research proposals often require the inclusion of research designs. Proposals also require greater formality when they are the basis for a legal contract between a researcher and a funding agency. Thus, designs and proposals are mutually relevant and have considerable overlap but are addressed to different audiences. Table 1 provides the specific features of designs and proposals. This discussion focuses on designs.

Table 1. Decisions Necessitated by Research Designs and Proposals

Source: Based on Blaikie ( 2010 ), pp. 12–34.

The “real starting point” for a research design (or proposal) is “the formulation of the research question” (Blaikie, 2010 , p. 17). There are three types of research questions: “what” questions seek descriptions; “why” questions seek answers and understanding; and “how” questions address conditions where certain events occur, underlying mechanisms, and conditions necessary for change interventions (p. 17). It is useful to start with research questions rather than goals, and to explain what the research is intended to achieve (p. 17) in a technical way.

The process of finding a topic and formulating a useful research question requires several considerations (Silverman, 2014 , pp. 31–33, 34–40). Researchers must avoid settings where data collection will be difficult (pp. 31–32); specify an appropriate scope for the topic—neither too wide or too narrow—that can be addressed (pp. 35–36); fit research questions into a relevant theory (p. 39); find the appropriate level of theory to address (p. 42); select appropriate designs and research methods (pp. 42–44); ensure the volume of data can be handled (p. 48); and do an effective literature review (p. 48).

A literature review is an important way to link the proposed research to current knowledge in the field, and to explain what was previously known or what theory suggests to be the case (Blaikie, 2010 , p. 17). Research questions can used to bound and frame the literature review while the literature review often inspires research questions. The review may also provide bases for creating new hypotheses and for answering some of the initial research questions (Blaikie, 2010 , p. 18).

Layers of Research Design

There are three layers of research design. The first layer focuses on research methods for collecting data. The second layer focuses on the logical frameworks used for analyzing data. The third layer focuses on the paradigm used to create a coherent worldview from research methods and logical frameworks.

Layer One: Design as Research Methods

Qualitative research addresses the meanings people have for phenomena. It collects narratives of organizational activity, uses analytical induction to create coherent representations of the truths and meanings in organizational contexts, and then creates explanations of this conduct and its prevalence (Van Maanan, 1998 , pp. xi–xii). Thus qualitative research involves “doing research with words” (Gephart, 2013 , title) in order to describe the linguistic symbols and stories that members use in specific settings.

There are four general methods for collecting qualitative data and creating qualitative descriptions (see Table 2 ). The in-depth case study approach provides a history of an event or phenomenon over time using multiple data sources. Observational strategies use the researcher to observe and describe behavior in actual settings. Interview strategies use a format where a researcher asks questions of an informant. And documentary research collects texts, documents, official records, photographs, and videos as data—formally written or visually recorded evidence that can be replayed and reviewed (Creswell, 2014 , p. 190). These methods are adapted to fit the needs of specific projects.

Table 2. Qualitative Data Collection Methods

The in-depth case study method.

The in-depth case study is a key strategy for qualitative research (Piekkari & Welch, 2012 ). It was the most common qualitative method used during the formative years of the field, from 1956 to 1965 , when 48% of qualitative papers published in the Administrative Science Quarterly used the case study method (Van Maanen, 1998 , p. xix). The case design uses one or more data collection strategies to describe in detail how a single event or phenomenon, selected by a researcher, has changed over time. This provides an understanding of the processes that underlie changes to the phenomenon. In-depth case study methods use observations, documents, records, and interviews that describe the events in the case unfolded and their implications. Case studies contextualize phenomena by studying them in actual situations. They provide rich insights into multiple dimensions of a single phenomenon (Campbell, 1975 ); offer empirical insights into what, how, and why questions related to phenomena; and assist in the creation of robust theory by providing diverse data collected over time (Gephart & Richardson, 2008 , p. 36).

Maniha and Perrow ( 1965 ) provide an example of a case study concerned with organizational goal displacement, an important issue in early organizational theorizing that proposed organizations emerge from rational goals. Organizational rationality was becoming questioned at the time that the authors studied a Youth Commission with nine members in a city of 70,000 persons (Maniha & Perrow, 1965 ). The organization’s activities were reconstructed from interviews with principals and stakeholders of the organization, minutes from Youth Commission meetings, documents, letters, and newspaper accounts (Maniha & Perrow, 1965 ).

The account that emerged from the data analysis is a history of how a “reluctant organization” with “no goals to guide it” was used by other aggressive organizations for their own ends. It ultimately created its own mission (Maniha & Perrow, 1965 ). Thus, an organization that initially lacked rational goals developed a mission through the irrational process of goal slippage or displacement. This finding challenged prevailing thinking at the time.

Observational Strategies

Observational strategies involve a researcher present in a situation who observes and records, the activities and conversations that occur in the setting, usually in written field notes. The three observational strategies in Table 2 —participant observation, ethnography, and systematic self-observation—differ in terms of the role of the researcher and in the data collection approach.

Participant observation . This is one of the earliest qualitative methods (McCall & Simmons, 1969 ). One gains access to a setting and an informant holding an appropriate social role, for example, client, customer, volunteer, or researcher. One then observes and records what occurs in the setting using field notes. Many features or topics in a setting can become a focus for participant observers. And observations can be conducted using continuum of different roles from the complete participant, observer as participant, and participant observer, to the complete observer who observes without participation (Creswell, 2014 , Table 9.2, p. 191).

Ethnography . An ethnography is “a written representation of culture” (Van Maanen, 1988 ) produced after extended participation in a culture. Ethnography is a form of participant observation that focuses on the cultural aspects of the group or organization under study (Van Maanen, 1988 , 2010 ). It involves prolonged and close contact with group members in a role where the observer becomes an apprentice to an informant to learn about a culture (Agar, 1980 ; McCurdy, Spradley, & Shandy, 2005 ; Spradley, 1979 ).

Ethnography produces fine-grained descriptions of a micro-culture, based on in-depth cultural participation (McCurdy et al., 2005 ; Spradley, 1979 , 2016 ). Ethnographic observations seek to capture cultural members’ worldviews (see Perlow, 1997 ; Van Maanen, 1988 ; Watson, 1994 ). Ethnographic techniques for interviewing informants have been refined into an integrated developmental research strategy—“the ethno-semantic method”—for undertaking qualitative research (Spradley, 1979 , 2016 ; Van Maanen, 1981 ). The ethnosemantic method uses a structured approach to uncover and confirm key cultural features, themes, and cultural reasoning processes (McCurdy et al., 2005 , Table 3 ; Spradley, 1979 ).

Systematic Self-Observation . Systematic self-observation (SSO) involves “training informants to observe and record a selected feature of their own everyday experience” (Rodrigues & Ryave, 2002 , p. 2; Rodriguez, Ryave, & Tracewell, 1998 ). Once aware that they are experiencing the target phenomenon, informants “immediately write a field report on their observation” (Rodrigues & Ryave, 2002 , p. 2) describing what was said and done, and providing background information on the context, thoughts, emotions, and relationships of people involved. SSO generates high-quality field notes that provide accurate descriptions of informants’ experiences (pp. 4–5). SSO allows informants to directly provide descriptions of their personal experiences including difficult to capture emotions.

Interview Strategies

Interviews are conversations between researchers and research participants—termed “subjects” in positivist research and informants in “interpretive research.” Interviews can be conducted as individual face-to-face interactions (Creswell, 2014 , p. 190) or by telephone, email, or through computer-based media. Two broad types of interview strategies are (a) the individual interview and (b) the group interview or focus group (Morgan, 1997 ). Interviews elicit informants’ insights into their culture and background information, and obtain answers and opinions. Interviews typically address topics and issues that occur outside the interview setting and at previous times. Interview data are thus reconstructions or undocumented descriptions of action in past settings (Creswell, 2014 , p. 191) that provide descriptions that are less accurate and valid descriptions than direct, real-time observations of settings.

Structured and unstructured interviews. Structured interviews pose a standardized set of fixed, closed-ended questions (Easterby-Smith, Thorpe, & Jackson, 2012 ) to respondents whose responses are recorded as factual information. Responses may be forced choice or open ended. However, most qualitative research uses unstructured or partially structured interviews that pose open-ended questions in a flexible order that can be adapted. Unstructured interviews allow for detailed responses and clarification of statements (Easterby-Smith et al., 2012 ; McLeod, 2014 )and the content and format can be tailored to the needs and assumptions of specific research projects (Gephart & Richardson, 2008 , p. 40).

The informant interview (Spradley, 1979 ) poses questions to informants to elicit and clarify background information about their culture, and to validate ethnographic observations. In interviews, informants teach the researcher their culture (Spradley, 1979 , pp. 24–39). The informant interview is part of a developmental research sequence (McCurdy et al., 2005 ; Spradley, 1979 ) that begins with broad “grand tour” questions that ask an informant to describe an important domain in their culture. The questions later narrow to focus on details of cultural domains and members’ folk concepts. This process uncovers semantic relationships among concepts of members and deeper cultural themes (McCurdy et al., 2005 ; Spradley, 1979 ).

The long interview (McCracken, 1988 ) involves a lengthy, quasi-structured interview sessions with informants to acquire rapid and efficient access to cultural themes and issues in a group. Long interviews differ ethnographic interviews by using a “more efficient and less obtrusive format” (p. 7). This creates a “sharply focused, rapid and highly intense interview process” that avoids indeterminate and redundant questions and pre-empts the need for observation or involvement in a culture. There are four stages in the long interview: (a) review literature to uncover analytical categories and design the interview; (b) review cultural categories to prepare the interview guide; (c) construct the questionnaire; and (d) analyze data to discover analytical categories (p. 30, fig. 1 ).

The active interview is a dynamic process where the researcher and informant co-construct and negotiate interview responses (Holstein & Gubrium, 1995 ). The goal is to uncover the subjective meanings that informants hold for phenomenon, and to understand how meaning is produced through communication. The active approach is common in interpretive, critical, and postmodern research that assumes a negotiated order. For example, Richardson and McKenna ( 2000 ) explored how ex-patriate British faculty members themselves interpreted and explained their expatriate experience. The researchers viewed the interview setting as one where the researchers and informants negotiated meanings between themselves, rather than a setting where prepared questions and answers were shared.

Documentary, Photographic, and Video Records as Data

Documents, records, artifacts, photographs, and video recordings are physically enduring forms of data that are separable from their producers and provide mute evidence with no inherent meaning until they are read, written about, and discussed (Hodder, 1994 , p. 393). Records (e.g., marriage certificate) attest to a formal transaction, are associated with formal governmental institutions, and may have legally restricted access. In contrast, documents are texts prepared for personal reasons with fewer legal restrictions but greater need for contextual interpretation. Several approaches to documentary and textual data analysis have been developed (see Table 3 ). Documents that researchers have found useful to collect include public documents and minutes of meetings; detailed transcripts of public hearings; corporate and government press releases; annual reports and financial documents; private documents such as diaries of informants; and news media reports.

Photographs and videos are useful for capturing “accurate” visual images of physical phenomena (Ray & Smith, 2012 ) that can be repeatedly reexamined and used as evidence to substantiate research claims (LeBaron, Jarzabkowski, Pratt, & Fetzer, 2018 ). Photos taken from different positions in space may also reveal different features of phenomena. Videos show movement and reveal activities as processes unfolding over time and space. Both photos and videos integrate and display the spatiotemporal contexts of action.

Layer Two: Design as Logical Frameworks

The second research design layer links data collection and analysis methods (Tables 2 and 3 ) to three logics of enquiry that answer specific questions: inductive, deductive, and abductive logical strategies (see Table 4 ). Each logical strategy focuses on producing different types of knowledge using distinctive research principles, processes, and types of research questions they can address.

Table 3. Data Analysis and Integrated Data Collection and Analysis Strategies

Table 4. logical strategies for answering qualitative research questions with evidence.

Based in part on Blaikie ( 1993 ), ch. 5 & 6; Blaikie ( 2010 ), p. 84, table 4.1

The Inductive Strategy

Induction is the scientific method for many scholars (Blaikie, 1993 , p. 134), and an essential logic for qualitative management research (Pratt, 2009 , p. 856). Inductive strategies ask “what” questions to explore a domain to discover unknown features of a phenomenon (Blaikie, 2010 , p. 83). There are four stages to the inductive strategy: (a) observe and record all facts without selection or anticipating their importance; (b) analyze, compare, and classify facts without employing hypotheses; (c) develop generalizations inductively based on the analyses; and (d) subject generalizations to further testing (Blaikie, 1993 , p. 137).

Inductive research assumes a real world outside human thought that can be directly sensed and described (Blaikie, 2010 ). Principles of inductive research reflect a realist and objectivist ontology. The selection, definition, and measurement of characteristics to be studied are developed from an objective, scientific point of view. Facts about organizational features need to be obtained using unbiased measurement. Further, the elimination method is used to find “the characteristics present in all the positive cases, which are absent in all the negative cases, and which vary in appropriate degrees” (Blaikie, 1993 , p. 135). This requires data collection methods that provide unbiased evidence of the objective facts without pre-supposing their importance.

Induction can establish limited generalizations about phenomena based solely on the observations collected. Generalizations need to be based on the entire sample of data, not on selected observations from large data sets, to establish their validity. The scope of generalization is limited to the sample of data itself. Induction creates evidence to increase our confidence in a conclusion, but the conclusions do not logically follow from premises (Blaikie, 1993 , p. 164). Indeed, inferences from induction cannot be extended beyond the original set of observations and no logical or formal process exists to establish the universality of inferences.

Key data collection methods for inductive designs include observational strategies that allow the researcher to view behavior without making a priori hypotheses, to describe behavior that occurs “naturally” in settings, and to record non-impressionistic descriptions of behavior. Interviews can also elicit descriptions of settings and behavior for inductive qualitative research. Data analysis methods need to describe actual interactions in real settings including discourse among members. These methods include ethnosemantic analysis to uncover key terms and validate actual meanings used by members; analyses of conversational practices that show how meaning is negotiated through sequential turn taking in discourse; and grounded theory-based concept coding and theory development that use the constant comparative method.

Facts or descriptions of events can be compared to one another and generalizations can be made about the world using induction (Blaikie, 2010 ). Outcomes from inductive analysis include descriptions of features in a limited domain of social action that are inferred to exist in other similar settings. Propositions and broader insights can be developed inductively from these descriptions.

The Deductive Strategy

Deductive logic (Blaikie, 1993 , 2010 ) addresses “why” questions to explain associations between concepts that represent phenomena of interest. Researchers can use induction, abduction, or any means, to develop then test the hypotheses to see if they are valid. Hypotheses that are not rejected are temporarily corroborated. The outcomes from deduction are tested hypotheses. Researchers can thus be very creative in hypothesis construction but they cannot discover new phenomena with deduction that is based only on phenomena known in advance (Blaikie, 2010 ). And there is also no purely logical or mechanical process to establish “the validity of [inductively constructed] universal statements from a set of singular statements” from which deductive hypotheses were formed (Hempel, 1966 , p. 15 cited in Blaikie, 1993 , p. 140).

The deductive strategy uses a realist and objectivist ontology and imitates natural science methods. Useful data collection methods include observation, interviewing, and collection of documents that contain facts. Deduction addresses the assumedly objective features of settings and interactions. Appropriate data analysis methods include content coding to identify different types, features, and frequencies of observed phenomena; grounded theory coding and analytical induction to create categories in data, determine how categories are interrelated, and induce theory from observations; and pattern recognition to compare current data to prior models and samples. Content analysis and non-parametric statistics can be used to quantify qualitative data and make it more amenable to analysis, although quantitative analysis of qualitative data is not, strictly speaking, qualitative research (Gephart, 2004 ).

The Abductive Strategy

Abduction is “the process used to produce social scientific accounts of social life by drawing on the concepts and meanings used by social actors, and the activities in which they engage” (Blaikie, 1993 , p. 176). Abductive reasoning assumes that the socially meaningful world is the world experienced by members. The first abductive task is to discover the insider view that is basic to the actions of social actors (p. 176) by uncovering the subjective meanings held by social actors. Subjective meaning (Schutz, 1973a , 1973b ) refers to the meaning that actions hold for the actors themselves and that they can express verbally. Subjective meaning is not inexpressible ideas locked in one’s mind. Abduction starts with lay descriptions of social life, then moves to technical, scientific descriptions of social life (Blaikie, 1993 , p. 177) (see Table 4 ). Abduction answers “what” questions with induction, why questions with deduction, and “how” questions with hypothesized processes that explain how, and under what conditions, phenomena occur. Abduction involves making a logical leap that infers an explanatory process to explain an outcome in an oscillating logic. Deductive, inductive, and inferential processes move recursively from actors’ accounts to social science accounts and back again in abduction (Gephart, 2018 ). This process enables all theory and second-order scientific concepts to be grounded in actors’ first-order meanings.

The abductive strategy contains four layers: (a) everyday concepts and meanings of actors, used for (b) social interaction, from which (c) actors provide accounts, from which (d) social scientific descriptions are made, or theories are generated and applied, to interpret phenomena (Blaikie, 1993 , p. 177). The multifaceted research process, described in Table 4 , requires locating and comprehending members’ important everyday concepts and theories before observing or creating disruptions that force members to explain the unstated knowledge behind their action. The researcher then integrates members’ first-order concepts into a general, second-order scientific theory that makes first-order understandings recoverable.

Abduction emerged from Weber’s interpretive sociology ( 1978 ) and Peirce’s ( 1936 ) philosophy. But Alfred Schutz ( 1973a , 1973b ) is the contemporary scholar who did the most to extend our understanding of abduction, although he never used the term “abduction” (Blaikie, 1993 , 2010 ; Gephart, 2018 ). Schutz conceived abduction as an approach to verifiable interpretive knowledge that is scientific and rigorous (Blaikie, 1993 ; Gephart, 2018 ). Abduction is appropriate for research that seeks to go beyond description to explanation and prediction (Blaikie, 1993 , p. 163) and discovery (Gephart, 2018 ). It employs an interpretive ontology (Schutz, 1973a , 1973b ) and social constructionist epistemology (Berger & Luckmann, 1966 ), using qualitative methods to discover “why people do what they do” (Blaikie, 1993 ).

Dynamic data collection methods are needed for abductive research to capture descriptions of interactions in actual settings and their meanings to members. Observational and interview approaches that elicit members’ concepts and theories are particularly relevant to abductive understanding (see Table 2 ). Data analysis methods must analyze situated, first-order (common sense) discourse as it unfolds in real settings and then systematically develop second-order concepts or theories from data. Relevant approaches to produce and validate findings include ethnography, ethnomethodology, and grounded theorizing (see Table 3 ). The combination of what, why, and how questions used in abduction produces a broader understanding of phenomena than do what and why deductive and inductive questions.

Layer Three: Paradigms of Research

Scholarly paradigms integrate methods, logics, and intellectual worldviews into coherent theoretical perspectives and form the most abstract level of research design. Six paradigms are widely used in management research (Burrell & Morgan, 1979 ; Cunliffe, 2011 ; Gephart, 2004 , 2013 ; Gephart & Richardson, 2008 ; Hassard, 1993 ). The first three perspectives—positivism, interpretive induction, and interpretive abduction—build on logics of design and seek to produce rigorous empirical research that constitutes evidence (see Table 5 ). Three additional perspectives pursue philosophical, critical, and practical knowledge: critical theory, postmodernism, and organization development (see Table 6 ). Tables 5 and 6 describe important features of each research design to show similarities and differences in the processes through which theoretical meaning is bestowed on research results in management and organization studies.

Table 5. Paradigms, Logical Strategies, and Methodologies for Empirical Research

Sources: Based on and adapted and extended from Blaikie ( 1993 , pp. 137, 145, & 152); Blaikie ( 2010 , Table 4.1, p. 84); Gephart ( 2013 , Table 9.1, p. 291) and Gephart ( 2018 , Table 3.1, pp. 38–39).

Table 6. Alternative Paradigms, Logical Strategies, and Methodologies

Based in part on Gephart ( 2004 , 2013 , 2018 ).

The Positivist Approach

The qualitative positivist approach makes assumptions equivalent to those of quantitative research (Gephart, 2004 , 2018 ). It assumes the world is objectively describable and comprehensible using inductive and deductive logics. And rigor is important and achieved by reliability, validity, and generalizability of findings (Kirk & Miller, 1986 ; Malterud, 2001 ). Qualitative positivism mimics natural science logics and methods using data recorded as words and talk rather than numerals.

Positivist research (Bitektine, 2008 ; Su, 2018 ) starts with a hypothesis. This can, but need not, be based in data or inductive theory. The research process, aimed at publication in peer-reviewed journals, requires researchers to (a) identify variables to measure, (b) develop operational definitions of the variables, (c) measure (describe) the variables and their inter-relationships, (d) pose hypotheses to test relationships among variables, then (e) compare observations to hypotheses for testing (Blaikie, 2010 ). When data are consistent with theory, theory passes the test. Otherwise the theory fails. This theory is also assessed for its logical correctness and value for knowledge. The positivist approach can assess deductive and inductive generalizations and provide evidence concerning why something occurs—if proposed hypotheses are not rejected.

Positivists view qualitative research as highly subject to biases that must be prevented to ensure rigor, and 23 methodological steps are recommended to enhance rigor and prevent bias (Gibbert & Ruigrok, 2010 , p. 720). Replicability is another concern because methodology descriptions in qualitative publications “insufficiently describe” how methods are used (Lee, Mitchell, & Sablynski, 1999 , p. 182) and thereby prevent replication. To ensure replicability, a qualitative “article’s description of the method must be sufficiently detailed to allow a reader . . . to replicate that reported study either in a hypothetical or actual manner.”

Qualitative research allows positivists to observe naturally unfolding behavior in real settings and allow “the real world” of work to inform research and theory (Locke & Golden-Biddle, 2004 ). Encounters with the actual world provide insights into meaning construction by members that cannot be captured with outsider (etic) approaches. For example, past quantitative research provided inconsistent findings on the importance of pre- and post-recruitment screening interviews for job choices of recruits. A deeper investigation was thus designed to examine how recruitment impacts job selection (Rynes, Bretz, & Gerhart, 1991 ). To do so, students undergoing recruitment were asked to “tell us in their own words” how their recruiting and decision processes unfolded (Rynes et al., 1991 , p. 399). Using qualitative evidence, the researchers found that, in contrast to quantitative findings, “people do make choices based on how they are treated” (p. 509), and the choices impact recruitment outcomes. Rich descriptions of actual behavior can disconfirm quantitative findings and produce new findings that move the field forward.

An important limitation of positivism is its common emphasis on outsiders’ or scientific observers’ objective conceptions of the world. This limits the attention positivist research gives to members’ knowledge and allows positivist research to impose outsiders’ meanings on members’ everyday behavior, leading to a lack of understanding of what the behavior means to members. Another limitation is that no formal, logical, or proven techniques exist to assess the strength of “relationships” among qualitative variables, although such assessments can be formally done using well-formed quantitative data and techniques. Thus, qualitative positivists often provide ambiguous or inexplicit quantitative depictions of variable relations (e.g., “strong relationship”). Alternatively, the analysts quantify qualitative data by assigning numeric codes to categories (Greckhamer, Misngyi, Elms, & Lacey, 2008 ), using non-parametric statistics, or quantitative content analysis (Sonpar & Golden-Biddle, 2008 ) to create numerals that depict associations among variables.

An illustrative example of positivist research . Cole ( 1985 ) studied why and how organizations change their working structures from bureaucratic forms to small, self-supervised work teams that allow for worker participation in shop floor activities. Cole found that existing research on workplace change focused on the micropolitical level of organizations. He hypothesized that knowledge could be advanced differently, by examining the macropolitical change in industries or nations. Next, a testable conclusion was deduced: a macro analysis of the politics of change can better predict the success of work team implementation, measured as the spread of small group work structures, than an examination of the micropolitics of small groups ( 1985 ). Three settings were selected for the research: Japan, Sweden, and the United States. Japanese data were collected from company visits and interviews with employment officials and union leaders. Swedish documentary data on semiautonomous work groups were used and supplemented by interviews at Volvo and Saab, and prior field research in Sweden. U.S. data were collected through direct observations and a survey of early quality circle adopters.

Extensive change was observed in Sweden and Japan but changes to small work groups were limited in the United States (Cole, 1985 ). This conclusion was verified using records of the experiences of the three nations in work reform, compared across four dimensions: timing and scope of changes, managerial incentives to innovate, characteristics of mobilization, and political dimensions of change. Data revealed the United States had piecemeal experimentation and resistance to reform through the 1970s; diffusion emerged in Japan in the early 1960s and became extensive; and Swedish workplace reform started in the 1960s and was widely and rapidly diffused.

Cole then answered the questions of “why” and “how” the change occurred in some countries but not others. Regarding why Japanese and Swedish managers were motivated to introduce workplace change due to perceived managerial problems and the changing national labor market. Differences in the political processes also influenced change. Management, labor, and government interest in workplace change was evident in Japan and Sweden but not in the United States where widespread resistance occurred. As to how, the change occurred through macropolitical processes (Cole, 1985 , p. 120), specifically, the commitment of the national business leadership to the change and whether or not the change was contested or uncontested by labor impacted the adoption of change. Organizational change usually occurs through broad macropolitical processes, hence “the importance of macro-political variables in explaining these outcomes” (p. 122).

Interpretive Induction

Two streams of qualitative research claim the label of “interpretive research” in management and organization studies. The first stream, interpretive induction, emphasizes induction as its primary logical strategy (e.g., Locke, 2001 , 2002 ; Pratt, 2009 ). It assumes a “real world” that is inherently objective but interpreted through subjective lenses, hence different people can perceive or report different things. This research is interpretive because it addresses the meanings and interpretations people give to organizational phenomena, and how this meaning is provided and used. Interpretive induction contributes to scientific knowledge by providing empirical descriptions, generalizations, and low-level theories about specific contexts based on thick descriptions of members’ settings and interactions (first-order understandings) as data.

The interpretive induction paradigm addresses “what” questions that describe and explain the existence and features of phenomena. It seeks to uncover the subjective, personal knowledge that subjects have of the objective world and does so by creating descriptive accounts of the activities of organizational members. Interpretive induction creates inductive theories based on limited samples that provide low-scope, abstract theory. Limitations (Table 5 ) include the fact that inductive generalizations are limited to the sample used for induction and need to be subjected to additional tests and comparisons for substantiation. Second, research reports often fail to provide details to allow replication of the research. Third, formal methods for assessing the accuracy and validity of results and findings are limited. Fourth, while many features of scientific research are evident in interpretive induction research, the research moves closer to humanistic knowledge than to science when the basic assumptions of inductive analysis are relaxed—a common occurrence.

An illustrative example of interpretive induction research . Adler and Adler ( 1988 , 1998 ) undertook a five-year participant-observation study of a college basketball program (Adler, 1998 , p. 32). They sought to “examine the development of intense loyalty in one organization.” Intense loyalty evokes “devotional commitment of . . . (organizational) members through a subordination that sometime borders on subservience” (p. 32). The goal was to “describe and analyze the structural factors that emerged as most related” to intense loyalty (p. 32).

The researchers divided their roles. Peter Adler was the active observer and “expert” who undertook direct observations while providing counsel to players (p. 33). Patricia Adler took the peripheral role of “wife” and debriefed the observer. Two research questions were posed: (a) “what” kinds of organizational characteristics foster intense loyalty? (b) “how” do organizations with intense loyalty differ structurally from those that lack intense loyalty?

The first design stage (Table 5 ) recorded unbiased observations in extensive field notes. Detailed “life history” accounts were obtained from 38 team members interviewed (Adler & Adler, 1998 , p. 33). Then analytical induction and the constant comparative method (Glaser & Strauss, 1967 ) were used to classify and compare observations (p. 33). Once patterns emerged, informants were questioned about variations in patterns (p. 34) to develop “total patterns” (p. 34) reflecting the collective belief system of the group. This process required a “careful and rigorous means of data collection and analysis” that was “designed to maximize both the reliability and validity of our findings” (p. 34). The study found five conceptual elements were essential to the development of intense loyalty: domination, identification, commitment, integration, and goal alignment (p. 35).

The “what” question was answered by inducing a generalization (stage 3): paternalistic organizations with charismatic leadership seek people who “fit” the organization’s style and these people require extensive socialization to foster intense loyalty. This description contrasts with rational bureaucratic organizations that seek people who fit specific, generally known job descriptions and require limited socialization (p. 46). The “how” question is answered by inductive creation of another generalization: organizations that control the extra-organizational activities of members are more likely to evoke intense loyalty by forcing members to subordinate all other interests to those of the organization (p. 46).

The Interpretive Abduction Approach

The second stream of interpretive research—interpretive abduction—produces scientific knowledge using qualitative methods (Gephart, 2018 ). The approach assumes that commonsense knowledge is foundational to how actors know the world. Abductive theory is scientifically built from, and refers to, everyday life meanings, in contrast to positivist and interpretive induction research that omits concern with the worldview of members. Further, interpretive abduction produces second-order or scientific theory and concepts from members’ first-order commonsense concepts and meanings (Gephart, 2018 , p. 34; Schutz, 1973a , 1973b ).

The research process, detailed in Table 5 (process and stages), focuses on collecting thick descriptive data on organizations, identifying and interpreting first-order lay concepts, and creating abstract second-order technical constructs of science. The second-order concepts describe the first-order principles and terms social actors use to organize their experience. They compose scientific concepts that form a theoretical system to objectively describe, predict, and explain social organization (Gephart, 2018 , p. 35). This requires researchers to understand the subjective view of the social actors they study, and to develop second-order theory based on actors’ subjective meanings. Subjective meaning can be shared with others through language use and communication and is not private knowledge.

A central analytical task for interpretive abduction is creating second-order, ideal-type models of social roles, motives, and interactions that describe the behavioral trajectories of typical actors. Ideal-type models can be objectively compared to one another and are the special devices that social science requires to address differences between social phenomena and natural phenomena (Schutz, 1973a , 1973b ). The models, once built, are refined to preserve actors’ subjective meanings, to be logically consistent, and to present human action from the actor’s point of view. Researchers can then vary and compare the models to observe the different outcomes that emerge. Scientific descriptions can then be produced, and theories can be created. Interpretive abduction (Gephart, 2018 , p. 35) allows one to addresses what, why, and how questions in a holistic manner, to describe relationships among scientific constructs, and to produce “empirically ascertainable” and verifiable relations among concepts (Schutz, 1973b , p. 65) that are logical, hold practical meaning to lay actors, and provide abstract, objective meaning to interpretive scientists (Gephart, 2018 , p. 35). Abduction produces knowledge about socially shared realities by observing interactions, uncovering members’ first-order meanings, and then developing technical second-order or scientific accounts from lay accounts.

Interpretive abduction (Gephart, 2018 ) uses well-developed methods to create, refine, test, and verify second-order models, and it provides well-developed tools to support technical, second-level analyses. Research using the interpretive abduction approach includes a study of how technology change impacts sales automobile practices (Barley, 2015 ) and an investigation study of how abduction was used to develop new prescription drugs (Dunne & Dougherty, 2016 ).

An illustrative example of the interpretive abduction approach . Perlow ( 1997 ) studied time management among software engineers facing a product launch deadline. Past research verified the widespread belief that long working hours for staff are necessary for organizational success. This belief has adversely impacted work life and led to the concept of a “time bind” faced by professionals (Hochschild, 1997 ). One research question that subsequently emerged was, “what underlies ‘the time bind’ experienced by engineers who face constant deadlines and work interruptions?” (Perlow, 1997 , p. xvii). This is an inductive question about the causes and consequences of long working hours not answered in prior research that is hard to address using induction or deduction. Perlow then explored assumption underlying the hypothesis, supported by lay knowledge and management literature, that even if long working hours cause professionals to destroy their life style, long work hours “further the goals of our organizations” and “maximize the corporation’s bottom line” (Perlow, 1997 , p. 2).

The research commenced (Table 5 , step 1) when Perlow gained access to “Ditto,” a leader in implementing flexible work policies (Perlow, 1997 , p. 141) and spent nine months doing participant observation four days a week. Perlow collected descriptive data by walking around to observe and converse with people, attended meetings and social events, interviewed engineers at work and home and spouses at home, asked participants to record activities they undertook on selected working days (Perlow, 1997 , p. 143), and made “thousands of pages of field notes” (p. 146) to uncover trade-offs between work and home life.

Perlow ( 1997 , pp. 146–147) analyzed first-order concepts uncovered through his observations and interviews from 17 stories he wrote for each individual he had studied. The stories described workstyles, family lives, and traits of individuals; provided objective accounts of subjective meanings each held for work and home; offered background information; and highlighted first-order concepts. Similarities and differences in informant accounts were explored with an empirically grounded scheme for coding observations into categories using grounded theory processes (Gioia, Corley, & Hamilton, 2012 ). The process allowed Perlow to find key themes in stories that show work patterns and perceptions of the requirements of work success, and to create ideal-type models of workers (step 3). Five stories were selected for detailed analysis because they reveal important themes Perlow ( 1997 , p. 147). For example, second-order, ideal-type models of different “roles” were constructed in step 3 including the “organizational superstar” (pp. 15–21) and “ideal female employee” (pp. 22–32) based on first-order accounts of members. The second-order ideal-type scientific models were refined to include typical motives. The models were compared to one another (step 4) to describe and understand how the actions of these employee types differed from other employee types and how these variations produced different outcomes for each trajectory of action (steps 4 and 5).

Perlow ( 1997 ) found that constant help-seeking led engineers to interrupt other engineers to get solutions to problems. This observation led to the abductively developed hypothesis that interruptions create a time crisis atmosphere for engineers. Perlow ( 1997 ) then created a testable, second-order ideal-type (scientific) model of “the vicious working cycle” (p. 96), developed from first-order data, that explains the productivity problems that the firm (and other research and development firms)—commonly face. Specifically, time pressure → crisis mentality → individual heroics → constant interruptions of others’ work to get help → negative consequences for individual → negative consequences for the organization.

Perlow ( 1997 ) then tested the abductive hypothesis that the vicious work cycle caused productivity problems (stage 5). To do so, the vicious work cycle was transformed into a virtuous cycle using scheduling quiet times to prevent work interruptions: relaxed work atmosphere → individuals focus on own work completion → few interruptions → positive consequences for individual and organization. To test the hypothesis, an experiment was conducted (research process 2 in Table 5 ) with engineers given scheduled quiet times each morning with no interruptions. The experiment was successful: the project deadline was met. The hypothesis about work interruptions and the false belief that long hours are needed for success were supported (design stage 6). Unfortunately, the change was not sustained and engineers reverted to work interruptions when the experiment ended.

There are three additional qualitative approaches used in management research that pursue objectives other than producing empirical findings and developing or testing theories. These include critical theory and research, postmodernism, and change intervention research (see Table 6 ).

The Critical Theory and Research Approach

The term “critical” has many meanings including (a) critiques oriented to uncovering ideological manifestations in social relations (Gephart, 2013 , p. 284); (b) critiques of underlying assumptions of theories; and (c) critique as self-reflection that reflexively encapsulates the investigator (Morrow, 1994 , p. 9). Critical theory and critical management studies bring these conceptions of critical to bear on organizations and employees.

Critical theory and research extend the theories Karl Marx, and the Frankfurt School in Germany (Gephart & Kulicki, 2008 ; Gephart & Pitter, 1995 ; Habermas, 1973 , 1979 ; Morrow, 1994 ; Offe, 1984 , 1985 ). Critical theory and research assume that social science research differs from natural science research because social facts are human creations and social phenomena cannot be controlled as readily as natural phenomena (Gephart, 2013 , p. 284; Morrow, 1994 , p. 9). As a result, critical theory often uses a historical approach to explore issues that arise from the fundamental contradictions of capitalism. Critical research explores ongoing changes within capitalist societies and organizations, and analyzes the objective structures that constrain human imagination and action (Morrow, 1994 ). It seeks to uncover the contradictions of advanced capitalism that emerge from the fundamental contradiction of capitalism: owners of capital have the right to appropriate the surplus value created by workers. This basic contradiction produces further contradictions that become sources of workplace oppression and resistance that create labor issues. Thus contradictions reveal how power creates consciousness (Poutanen & Kovalainen, 2010 ). Critical reflection is used to de-reify taken-for-granted structures that create power inequities and to motivate resistance and critique and escape from dominant structures (see Table 6 ).

Critical management studies build on critical theory in sociology. It seeks to transform management and provide alternatives to mainstream theory (Adler, Forbes, & Willmott, 2007 ). The focus is “the social injustice and environmental destruction of the broader social and economic systems” served by conventional, capitalist managers (Adler et al., 2007 , p. 118). Critical management research examines “the systemic corrosion of moral responsibility when any concern for people or for the environment . . . requires justification in terms of its contribution to profitable growth” (p. 4). Critical management studies goes beyond scientific skepticism to undertake a radical critique of socially divisive and environmentally destructive patterns and structures (Adler et al., 2007 , p. 119). These studies use critical reflexivity to uncover reified capitalist structures that allow certain groups to dominate others. Critical reflection is used to de-reify and challenge the facts of social life that are seen as immutable and inevitable (Gephart & Richardson, 2008 , p. 34). The combination of dialogical inquiry, critical reflection, and a combination of qualitative and quantitative methods and data are common in this research (Gephart, 2013 , p. 285). Some researchers use deductive logics to build falsifiable theories while other researchers do grounded theory building (Blaikie, 2010 ). Validity of critical research is assessed as the capability the research has to produce critical reflexivity that comprehends dominant ideologies and transforms repressive structures into democratic processes and institutions (Gephart & Richardson, 2008 ).

An illustrative example of critical research . Barker ( 1998 , p. 130) studied “concertive control” in self-managed work teams in a small manufacturing firm. Concertive control refers to how workers collaborate to engage in self-control. Barker sought to understand how control practices in the self-managed team setting, established to allow workers greater control over their work, differed from previous bureaucratic processes. Interviews, observations, and documents were used as data sources. The resultant description of work activities and control shows that rather than allowing workers greater control, the control process enacted by workers themselves became stronger: “The iron cage becomes stronger” and almost invisible “to the workers it incarcerates” (Barker, 1998 , p. 155). This study shows how traditional participant observation methods can be used to uncover and contest reified structures and taken-for-granted truths, and to reveal the hidden managerial interests served.

Postmodern Perspectives

The postmodern perspective (Boje, Gephart, & Thatchenkery, 1996 ) is based in philosophy, the humanities, and literary criticism. Postmodernism, as an era, refers to the historical stage following modernity that evidences a new cultural worldview and style of intellectual production (Boje et al., 1996 ; Jameson, 1991 ; Rosenau, 1992 ). Postmodernism offers a humanistic approach to reconceptualize our experience of the social world in an era where it is impossible to establish any foundational underpinnings for knowledge. The postmodern perspective assumes that realities are contradictory in nature and value-laden (Gephart & Richardson, 2008 ; Rosenau, 1992 , p. 6). It addresses the values and contradictions of contemporary settings, how hidden power operates, and how people are categorized (Gephart, 2013 ). Postmodernism also challenges the idea that scientific research is value free, and asks “whose values are served by research?”

Postmodern essays depart from concerns with systematic, replicable research methods and designs (Calas, 1987 ). They seek instead to explore the values and contradictions of contemporary organizational life (Gephart, 2013 , p. 289). Research reports have the character of essays that seek to reconceptualize how people experience the world (Martin, 1990 ; Rosenau, 1992 ) and to disrupt this experience by producing “reading effects” that unsettle a community (Calas & Smircich, 1991 ).

Postmodernism examines intertextual relations—how texts become embedded in other texts—rather than causal relations. It assumes there are no singular realities or truths, only multiple realities and multiple truths, none of which are superior to other truths (Gephart, 2013 ). Truth is conceived as the outcome of language use in a context where power relations and multiple realities exist.

From a methodological view, postmodern research tends to focus on discourse: texts and talk. Data collection (in so far as it occurs) focuses on records of discourse—texts of spoken and written verbal communication (Fairclough, 1992 ). Use of formal or official records including recordings, texts and transcripts is common. Analytically, scholars tend to use critical discourse analysis (Fairclough, 1992 ), narrative analysis (Czarniawska, 1998 ; Ganzin, Gephart, & Suddaby, 2014 ), rhetorical analysis (Culler, 1982 ; Gephart, 1988 ; McCloskey, 1984 ) and deconstruction (Calais & Smircich, 1991 ; Gephart, 1988 ; Kilduff, 1993 ; Martin, 1990 ) to understand how categories are shaped through language use and come to privilege or subordinate individuals.

Postmodernism challenges models of knowledge production by showing how political discourses produce totalizing categories, showing how categorization is a tool for social control, and attempting to create opportunities for alternative representations of the world. It thus provides a means to uncover and expose discursive features of domination, subordination, and resistance in society (Locke & Golden-Biddle, 2004 ).

An illustrative example of postmodern research . Martin ( 1990 ) deconstructed a conference speech by a company president. The president was so “deeply concerned” about employee well-being and involvement at work that he encouraged a woman manager “to have her Caesarian yesterday” so she could participate in an upcoming product launch. Martin deconstructs the story to reveal the suppression of gender conflict in the dialogue and how this allows gender conflict and subjugation to continue. This research established the existence of important domains of organizational life, such as tacit gender conflict, that have not been adequately addressed and explored the power dynamics therein.

The Organization Development Approach

OD involves a planned and systematic diagnosis and intervention into an organizational system, supported by top management, with the intent of improving the organization’s effectiveness (Beckhard, 1969 ; Palmer, Dunford, & Buchanan, 2017 , p. 282). OD research (termed “clinical research” by Schein, 1987 ) is concerned with changing attitudes and behaviors to instantiate fundamental values in organizations. OD research often follows the general process of action research (Lalonde, 2019 ) that involves working with actors in an organization to help improve the organization. OD research involves a set of stages the OD practitioner (the leader of the intervention) uses: (a) problem identification; (b) consultation between OD practitioner and client; (c) data collection and problem diagnosis; (d) feedback; (e) joint problem diagnosis; (f) joint action planning; (g) change actions; and (h) further data gathering to move recursively to a refined step 1.

An illustrative example of the organization development approach . Numerous OD techniques exist to help organizations change (Palmer et al., 2017 ). The OD approach is illustrated here by the socioeconomic approach to management (SEAM) (Buono & Savall, 2007 ; Savall, 2007 ). SEAM provides a scientific approach to organizational intervention consulting that integrates qualitative information on work practices and employee and customer needs (socio) with quantitative and financial performance measures (economics). The socioeconomic intervention process commences by uncovering dysfunctions that require attention in an organization. SEAM assumes that organizations produce both (a) explicit benefits and costs and (b) hidden benefits and costs. Hidden costs refer to economic implications of organizational dysfunctions (Worley, Zardet, Bonnet, & Savall, 2015 , pp. 28–29). These include problems in working conditions; work organization; communication, co-ordination, and co-operation; time management; integrated training; and strategy implementation (Savall, Zardet, & Bonnet, 2008 , p. 33). Explicit costs are emphasized in management decision-making but hidden costs are ignored. Yet hidden costs from dysfunctions often greatly outstrip explicit costs.

For example, a fishing company sought to protect its market share by reducing the price and quality of products, leading to the purchase of poor-quality fish (Savall et al., 2008 , pp. 31–32). This reduced visible costs by €500,000. However, some customers stopped purchasing because of the lower-quality product, producing a loss of sales of €4,000,000 in revenue or an overall drop in economic performance of €3,500,000. The managers then changed their strategy to focus on health and quality. They implemented the SEAM approach, assessed the negative impact of the hidden costs on value added and revenue received, and purchased higher-quality fish. Visible costs (expenses) increased by €1,000,000 due to the higher cost for a better-quality product, but the improved quality (performance) cut the hidden costs by increasing loyalty and increased sales by €5,000,000 leaving an increased profit of €4,000,000.

SEAM allows organizations to uncover hidden costs in their operations and to convert these costs into value-added human potential through a process termed “qualimetrics.” Qualimetrics assesses the nature of hidden costs and organizational dysfunctions, develops estimates of the frequencies and amounts of hidden costs in specific organizational domains, and develops actions to reduce the hidden costs and thereby release additional value added for the organization (Savall & Zardet, 2011 ). The qualimetric process is participative and involves researchers who use observations, interviews and focus groups of employees to (a) describe, qualitatively, the dysfunctions experienced at work (qualitative data); (b) estimate the frequencies with which dysfunctions occur (quantitative data); and (c) estimate the costs of each dysfunction (financial data). Then, strategic change actions are developed to (a) identify ways to reduce or overcome the dysfunction, (b) estimate how frequently the dysfunction can be remedied, and (c) estimate the overall net costs of removing the hidden costs to enhance value added. The economic balance is then assessed for changes to transform the hidden costs into value added.

OD research creates actionable knowledge from practice (Lalonde, 2019 ). OD intervention consultants use multistep processes to change organizations that are flexible practices not fixed research designs. OD plays an important role in developing evidence-based practices to improve organizational functioning and performance. Worley et al. ( 2015 ) provide a detailed example of the large-scale implementation of the SEAM OD approach in a large, international firm.

Here we discuss implication of qualitative research designs for covert research, reporting qualitative work and novel integrations of qualitative and quantitative work.

Covert Research

University ethics boards require researchers who undertake research with human participants to obtain informed consent from the participants. Consent requires that all participants must be informed of details of the research procedure in which they will be involved and any risks of participation. Researchers must protect subjects’ identities, offer safeguards to limit risks, and insure informant anonymity. This consent must be obtained in the form of a signed agreement from the participant, obtained prior to the commencement of research observations (McCurdy et al., 2005 , pp. 29–32).

Covert research that fails to fully disclose research purposes or practices to participants, or that is otherwise deceptive by design or tacit practice, has long been considered “suspect” in the field (Graham, 1995 ; Roulet, Gill, Stenger, & Gill, 2017 ). This is changing. Research methodologists have shown that the over/covert dimension is a continuum, not a dichotomy, and that unintended covert elements occur in many situations (Roulet et al., 2017 ). Thus all qualitative observation involves some degree of deception due practical constraints on doing observations since it is difficult to do fully overt research, particularly in observational contexts with many people, and to gain advance consent from everyone in the organization one might encounter.

There are compelling benefits to covert research. It can provide insights not possible if subjects are fully informed of the nature or existence of the research. For example, the year-long, covert observational study of an asylum as a “total institution” (Goffman, 1961 ) showed how ineffective the treatment of mental illness was at the time. This opened the field of mental health to social science research (Roulet et al., 2017 , p. 493). Covert research can also provide access to institutions that researchers would otherwise be excluded from, including secretive and secret organizations (p. 492). This could allow researchers to collect data as an insider and to better see and experience the world from members’ perspective. It could also reduce “researcher demand effects” that occur when informants obscure their normal behavior to conform to research expectations. Thus, the inclusion of covert research data collection in research designs and proposals is an emerging trend and realistic possibility. Ethics applications can be developed that allow for aspects of covert research, and observations in many public settings do not require informed consent.

The Appropriate Style for Reporting Qualitative Work

The appropriate style for reporting qualitative research has become an issue of concern. For example, editors of the influential Academy of Management Journal have noted the emergence of an “AMJ style” for qualitative work (Bansal & Corley, 2011 , p. 234). They suggest that all qualitative work should use this style so that qualitative research can “benefit” from: “decades of refinement in the style of quantitative work.” The argument is that most scholars can assess the empirical and theoretical contributions of quantitative work but find it difficult to do so for qualitative research. It is easier for quantitatively trained editors and scholars “to spot the contribution of qualitative work that mimics the style of quantitative research.” Further, “the majority of papers submitted to . . . AMJ tend to subscribe to the paradigm of normal science that aims to find relationships among valid constructs that can be replicated by anyone” (Bansal, Smith, & Vaara, 2018 , p. 1193). These recommendations appear to explicitly encourage the reporting of qualitative results as if they were quantitatively produced and interpreted and highlights the advantage of conformity to the prevailing positivist perspective to gain publication in AMJ.

Yet AMJ editors have also called for researchers to “ensure that the research questions, data, and analysis are internally consistent ” (Bansal et al., 2018 , p. 1193) and to “Be authentic , detailed and clear in argumentation” (emphasis added) (Bansal et al., 2018 , p. 1193). These calls for consistency appear to be inconsistent with suggestions to present all qualitative research using a style that mimics quantitative, positivist research. Adopting the quantitative or positivist style for all qualitative reports may also confuse scholars, limit research quality, and hamper efforts to produce innovative, non-positivist research. This article provides six qualitative research designs to ensure a range of qualitative research publications are internally consistent in methods, logics, paradigmatic commitments, and writing styles. These designs provide alternatives to positivist mimicry in non-positivist scholarly texts.

Integrating Qualitative and Quantitative Research in New Ways

Qualitative research often omits consideration of the naturally occurring uses of numbers and statistics in everyday discourse. And quantitative researchers tend to ignore qualitative evidence such as stories and discourse. Yet knowledge production processes in society “rely on experts and laypeople and, in so doing, make use of both statistics and stories in their attempt to represent and understand social reality” (Ainsworth & Hardy, 2012 , p. 1649). Numbers and statistics are often used in stories to create legitimacy, and stories provide meaning to numbers (Gephart, 1988 ). Hence stories and statistics cannot be separated in processes of knowledge production (Ainsworth & Hardy, 2012 , p. 1697). The lack of attention to the role of quantification in everyday life means a huge domain of organizational discourse—all talk that uses numbers, quantities, and statistics—is largely unexplored in organizational research.

Qualitative research has, however, begun to study how words and numbers are mutually used for organizational storytelling (Ainsworth & Hardy, 2012 ; Gephart, 2016 ). This focus offers the opportunity to develop research designs to explore qualitative features and processes involved in quantitative phenomena such as financial crises (Gephart, 2016 ), to address how stories and numbers need to work together to create legitimate knowledge (Ainsworth & Hardy, 2012 ), and to show how statistics are used rhetorically to convince others of truths in organizational research (Gephart, 1988 ).

Ethnostatistics (Gephart, 1988 ; Gephart & Saylors, 2019 ) provides one example of how to integrate qualitative and quantitative research. Ethnostatistics examines how statistics are constructed and used by professionals. It explores how statistics are constructed in real settings, how violations of technical assumptions impact statistical outcomes, and how statistics are used rhetorically to convince others of the truth of research outcomes. Ethnostatistics has been used to reinterpret data from four celebrated network studies that themselves were reanalyzed (Kilduff & Oh, 2006 ). The ethnostatistical reanalyses revealed how ad hoc practices, including judgment calls and the imputation of new data into old data set for reanalysis, transformed the focus of network research from diffusion models to structural equivalence models.

Another innovative study uses a Bayesian ethnostatistical approach to understand how the pressure to produce sophisticated and increasingly complex theoretical narratives for causal models has impacted the quantitative knowledge generated in top journals (Saylors & Trafimow, 2020 ). The use of complex causal models has increased substantially over time due to a qualitative and untested belief that complex models are true. Yet statistically speaking, as the number of variables in a model increase, the likelihood the model is true rapidly decreases (Saylors & Trafimow, 2020 , p. 3).

The authors test the previously untested (qualitative) belief that complex causal models can be true. They found that “the joint probability of a six variable model is about 3.5%” (Saylors & Trafimow, 2020 , p. 1). They conclude that “much of the knowledge generated in top journals is likely false” hence “not reporting a (prior) belief in a complex model” should be relegated to the set of questionable research practices. This study shows how qualitative research that explores the lay theories and beliefs of statisticians and quantitative researchers can challenge and disrupt conventions in quantitative research, improve quantitative practices, and contribute qualitative foundations to quantitative research. Ethnostatistics thus opens the qualitative foundations of quantitative research to critical qualitative analyses.

The six qualitative research design processes discussed in this article are evident in scholarly research on organizations and management and provide distinct qualitative research designs and approaches to use. Qualitative research can provide research insights from several theoretical perspectives, using well-developed methods to produce scientific and scholarly insights into management and organizations. These approaches and designs can also inform management practice by creating actionable knowledge. The intended contribution of this article is to describe these well-developed methods, articulate key practices, and display core research designs. The hope is both to better equip researchers to do qualitative research, and to inspire them to do so.

Acknowledgments

The authors wish to acknowledge the assistance of Karen Lund at The University of Alberta for carefully preparing Figure 1 . Thanks also to Beverly Zubot for close reading of the manuscript and helpful suggestions.

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1. The fourth logic is retroduction. This refers to the process of building hypothetical models of structures and mechanisms that are assumed to produce empirical phenomena. It is the primary logic used in the critical realist approach to scientific research (Avenier & Thomas, 2015 ; Bhaskar, 1978 ). Retroduction requires the use of inductive or abductive strategies to discover the mechanisms that explain regularities (Blaikie, 2010 , p. 87). There is no evident logic for discovering mechanisms and this requires disciplined scientific thinking aided by creative imagination, intuition, and guesswork (Blaikie, 2010 ). Retroduction is likr deduction in asking “what” questions and differs from abduction because it produces explanations rather than understanding, causes rather than reasons, and hypothetical conceptual mechanisms rather than descriptions of behavioral processes as outcomes. Retroduction is becoming important in the field but has not as yet been extensively used in management and organization studies (for examples of uses, see Avenier & Thomas, 2015 ); hence, we do not address it at length in this article.

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Research Question Examples 🧑🏻‍🏫

25+ Practical Examples & Ideas To Help You Get Started 

By: Derek Jansen (MBA) | October 2023

A well-crafted research question (or set of questions) sets the stage for a robust study and meaningful insights.  But, if you’re new to research, it’s not always clear what exactly constitutes a good research question. In this post, we’ll provide you with clear examples of quality research questions across various disciplines, so that you can approach your research project with confidence!

Research Question Examples

• Psychology research questions
• Business research questions
• Education research questions
• Healthcare research questions
• Computer science research questions

Examples: Psychology

Let’s start by looking at some examples of research questions that you might encounter within the discipline of psychology.

How does sleep quality affect academic performance in university students?

This question is specific to a population (university students) and looks at a direct relationship between sleep and academic performance, both of which are quantifiable and measurable variables.

What factors contribute to the onset of anxiety disorders in adolescents?

The question narrows down the age group and focuses on identifying multiple contributing factors. There are various ways in which it could be approached from a methodological standpoint, including both qualitatively and quantitatively.

Do mindfulness techniques improve emotional well-being?

This is a focused research question aiming to evaluate the effectiveness of a specific intervention.

How does early childhood trauma impact adult relationships?

This research question targets a clear cause-and-effect relationship over a long timescale, making it focused but comprehensive.

Is there a correlation between screen time and depression in teenagers?

This research question focuses on an in-demand current issue and a specific demographic, allowing for a focused investigation. The key variables are clearly stated within the question and can be measured and analysed (i.e., high feasibility).

Examples: Business/Management

Next, let’s look at some examples of well-articulated research questions within the business and management realm.

How do leadership styles impact employee retention?

This is an example of a strong research question because it directly looks at the effect of one variable (leadership styles) on another (employee retention), allowing from a strongly aligned methodological approach.

What role does corporate social responsibility play in consumer choice?

Current and precise, this research question can reveal how social concerns are influencing buying behaviour by way of a qualitative exploration.

Does remote work increase or decrease productivity in tech companies?

Focused on a particular industry and a hot topic, this research question could yield timely, actionable insights that would have high practical value in the real world.

How do economic downturns affect small businesses in the homebuilding industry?

Vital for policy-making, this highly specific research question aims to uncover the challenges faced by small businesses within a certain industry.

Which employee benefits have the greatest impact on job satisfaction?

By being straightforward and specific, answering this research question could provide tangible insights to employers.

Examples: Education

Next, let’s look at some potential research questions within the education, training and development domain.

How does class size affect students’ academic performance in primary schools?

This example research question targets two clearly defined variables, which can be measured and analysed relatively easily.

Do online courses result in better retention of material than traditional courses?

Timely, specific and focused, answering this research question can help inform educational policy and personal choices about learning formats.

What impact do US public school lunches have on student health?

Targeting a specific, well-defined context, the research could lead to direct changes in public health policies.

To what degree does parental involvement improve academic outcomes in secondary education in the Midwest?

This research question focuses on a specific context (secondary education in the Midwest) and has clearly defined constructs.

What are the negative effects of standardised tests on student learning within Oklahoma primary schools?

This research question has a clear focus (negative outcomes) and is narrowed into a very specific context.

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Examples: Healthcare

Shifting to a different field, let’s look at some examples of research questions within the healthcare space.

What are the most effective treatments for chronic back pain amongst UK senior males?

Specific and solution-oriented, this research question focuses on clear variables and a well-defined context (senior males within the UK).

How do different healthcare policies affect patient satisfaction in public hospitals in South Africa?

This question is has clearly defined variables and is narrowly focused in terms of context.

Which factors contribute to obesity rates in urban areas within California?

This question is focused yet broad, aiming to reveal several contributing factors for targeted interventions.

Does telemedicine provide the same perceived quality of care as in-person visits for diabetes patients?

Ideal for a qualitative study, this research question explores a single construct (perceived quality of care) within a well-defined sample (diabetes patients).

Which lifestyle factors have the greatest affect on the risk of heart disease?

This research question aims to uncover modifiable factors, offering preventive health recommendations.

Examples: Computer Science

Last but certainly not least, let’s look at a few examples of research questions within the computer science world.

What are the perceived risks of cloud-based storage systems?

Highly relevant in our digital age, this research question would align well with a qualitative interview approach to better understand what users feel the key risks of cloud storage are.

Which factors affect the energy efficiency of data centres in Ohio?

With a clear focus, this research question lays a firm foundation for a quantitative study.

How do TikTok algorithms impact user behaviour amongst new graduates?

While this research question is more open-ended, it could form the basis for a qualitative investigation.

What are the perceived risk and benefits of open-source software software within the web design industry?

Practical and straightforward, the results could guide both developers and end-users in their choices.

Remember, these are just examples…

In this post, we’ve tried to provide a wide range of research question examples to help you get a feel for what research questions look like in practice. That said, it’s important to remember that these are just examples and don’t necessarily equate to good research topics . If you’re still trying to find a topic, check out our topic megalist for inspiration.

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 ...

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Qualitative Methods in Monitoring and Evaluation: Qualitative Research Questions

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Selecting your research topic and crafting a qualitative research question from it is the first, and possibly the hardest, step of qualitative research. You will likely start with a topic, and as you start reading and do exploratory research, hone that topic into a research question that can be answered using qualitative methods.

I suggest that students start big and then narrow their topics. As you review the literature and current events around your larger topic, you will likely discover what questions academics and policymakers are asking about that topic. You should identify your topic’s puzzles, those questions that have yet to be answered. Then you should choose one of these puzzles to meld into your research question.

Throughout this process, you should constantly remind yourself of the purpose of qualitative inquiry. As researchers, we use qualitative data collection techniques to gather rich, emic data around a topic. That data highlights experiences and perceptions that help to provide explanation. As you explore your larger topic, focus on those puzzles that need qualitative explanation. As you hone your topic into possible research questions, ask yourself why qualitative data collection techniques would be the best way to provide insight into your topic and answer your research question. This is actually harder than you might think, as many of us tend towards the quantitative. Usually, crafting a qualitative research question means asking a why or a what explains question, NOT a how or a descriptive question.

The best qualitative research questions are:

• Interesting to you. Depending on the purpose of your research and your research output, you will likely spend a lot of time on your topic. Pick a topic that you find interesting, so that you will be engaged throughout the research process.
• Original. When we conduct primary research, we are not summarizing the research of others. We are coming up with our own research question and qualitative design to answer it. Your qualitative research could identify a brand new topic, or it could take a new spin on an old topic, or look at a new topic in a different light.
• Answerable. Your research question should be answerable using qualitative methods. Not every research question can and should be answered using qualitative data collection techniques. You should craft a question that is best answered using qualitative research.
• Manageable. Your research question should be manageable within your time, space, and budget constraints. Craft a question that fits within the purpose and scope of your research. Some qualitative questions might take an article length paper to answer, and some may take a book! Some questions might require a longer time to answer, travel that you are not able to do, or a larger budget than you have to support your research. Craft your question with these constraints and parameters in mind.

Once you have a research question, you will need to draft your qualitative research design. Your design will need to provide specifics on the qualitative data collection techniques you intend to use to answer your research question. You should think in advance about what kinds of data you will need, and what qualitative data collection techniques would be most useful to gather it. You have a number of tools available in your qualitative data collection toolkit, and you need to figure out which is most appropriate for your data collection need. You might use observation, participant observation , interviews , focus groups , or participatory tools , for example. You also need to think through how you will address missing or incomplete data, and how you will manage and analyze the data that you collect.

Qualitative Questions and Evaluation

When we conduct an evaluation , we usually start by crafting a logic model or Logical Framework (LogFrame) . As evaluators, we usually ask qualitative questions that help us to understand an organization’s logic model or to populate its LogFrame. We might ask a broad question such as: What explains this organization’s theory of change? Such a broad question would also have support questions such as: What does this organization do? Why does it do it that way? What are some examples of projects? How are those projects managed? Who are the beneficiaries? What are this organization’s challenges? What are this organization’s risks and assumptions?

Good qualitative research questions that help us to craft an evaluation might include questions around program need, and program conceptualization and design (Rossi, Lipsey, and Freeman, 2004). Depending on the purpose of the evaluation and your evaluation design, you might ask process-focused questions such as who, what, when, where, why, and how; or you might ask outcome focused questions around changes, effects, and impacts.

Your qualitative research and the answers to all of these questions could help you to develop a LogFrame that you could use to guide a future evaluation that asks questions around program operations and service delivery, program outcomes, or program cost efficiency. Your evaluation design would include evaluation questions that likely have a mixed method element that uses a combination of qualitative and quantitative data and methods to help measure progress or change. Our evaluation questions are not necessarily qualitative in nature; they are often questions that require mixed methods or quantitative tools and analyses to answer. However, we often use qualitative research questions and data collection techniques to help us craft our evaluation questions, LogFrame, and evaluation design.

Rossi, Peter, Mark Lipsey, and Howard Freeman. Evaluation: A Systematic Approach. 7th edition. Thousand Oaks, SAGE, 2004.

About The Author

Dr. Beverly Peters has more than twenty years of experience teaching, conducting qualitative research, and managing community development, microcredit, infrastructure, and democratization projects in several countries in Africa. As a consultant, Dr. Peters worked on EU and USAID funded infrastructure, education, and microcredit projects in South Africa and Mozambique. She also conceptualized and developed the proposal for Darfur Peace and Development Organization’s women’s crisis center, a center that provides physical and economic assistance to women survivors of violence in the IDP camps in Darfur. Dr. Peters has a Ph.D. from the University of Pittsburgh. Learn more about Dr. Peters.

To learn more about American University’s online MS in Measurement & Evaluation or Graduate Certificate in Project Monitoring & Evaluation, request more information or call us toll free at 855-725-7614.

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8.4 Qualitative research questions

Learning objectives.

• List the key terms associated with qualitative research questions
• Distinguish between qualitative and quantitative research questions

Qualitative research questions differ from quantitative research questions. Qualitative research questions seek to explore or describe phenomena, not provide a neat nomothetic explanation, so they are often more general and vaguely worded. They may include only one concept, though many include more than one. Instead of asking how one variable causes changes in another, we are instead trying to understand the experiences , understandings , and meanings that people have about the concepts in our research question.

Let’s work through an example from our last section. In Table 8.1, a student asked, “What is the relationship between sexual orientation or gender identity and homelessness for late adolescents in foster care?” In this question, it is pretty clear that the student believes that adolescents in foster care who identify as LGBTQ may be at greater risk for homelessness. This is a nomothetic causal relationship—LGBTQ status causes homelessness.

However, what if the student were less interested in predicting homelessness based on LGBTQ status and more interested in understanding the stories of LGBTQ foster care youth that may be at risk for homelessness? In that case, the researcher would be building an idiographic causal explanation. The youths whom the researcher interviews may share stories of how their foster families, caseworkers, and others treated them. They may share stories about how they thought of their own sexuality or gender identity and how it changed over time. They may have different ideas about what it means to transition out of foster care.

Qualitative questions usually look different than quantitative questions because they search for idiographic causal relationships. Table 8.3 below takes the final research questions from Table 8.1 and adapts them for qualitative research. The guidelines for research questions previously described in this chapter still apply, but there are some new elements to qualitative research questions that are not present in quantitative questions. First, qualitative research questions often ask about lived experience, personal experience, understanding, meaning, and stories. These keywords indicate that you will be using qualitative methods. Second, qualitative research questions may be more general and less specific. Instead of asking how one concept causes another, we are asking about how people understand or feel about a concept. They may also contain only one variable, rather than asking about relationships between multiple variables.

Qualitative research questions have one final feature that distinguishes them from quantitative research questions. They can change over the course of a study. Qualitative research is a reflexive process, one in which the researcher adapts their approach based on what participants say and do. The researcher must constantly evaluate whether their question is important and relevant to the participants. As the researcher gains information from participants, it is normal for the focus of the inquiry to shift.

For example, a qualitative researcher may want to study how a new truancy rule impacts youth at risk of expulsion. However, after interviewing some of the youth in their community, a researcher might find that the rule is actually irrelevant to their behavior and thoughts. Instead, their participants will direct the discussion to their frustration with the school administrators or their family’s economic insecurity. This is a natural part of qualitative research, and it is normal for research questions and hypothesis to evolve based on the information gleaned from participants.

Key Takeaways

• Qualitative research questions often contain words like lived experience, personal experience, understanding, meaning, and stories.
• Qualitative research questions can change and evolve as the researcher conducts the study.

Image attributions

Empathy by  Sean MacEntee   CC-BY-2.0

Scientific Inquiry in Social Work Copyright © 2018 by Matthew DeCarlo is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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• Market Research

30 market research questions for startups to ask

Business owners say that a lack of market research is one of the top reasons that businesses fail. It’s proof that while good ideas are powerful, they’re not enough to ensure the success of your startup.

If you want your new business to thrive, then robust market research is a necessity. And an essential part of the process is asking the right market research questions for startups.

In this article, we’ll discuss types of market research, review why market research is important for startups, and outline methods for conducting a market research survey. Then we’ll help you get started by sharing 30 example market research questions for startups to ask and highlighting how Jotform can help startups create the perfect market research survey.

The benefits of market research for a startup

Market research is the process of collecting data about the audience for a product or service (such as information on their attitudes, opinions, buying behavior, level of customer satisfaction, and awareness of your brand). This data is then combined with research on market size, competitors, and industry trends.

You can use the insights you’ve gathered from this research to create or enhance a positive user experience, improve your brand’s products and services, differentiate your company in the marketplace, and make other decisions that will ensure your startup succeeds.

While it certainly would be disappointing to discover that there’s no market for your potential solution, understanding this before you sink months or years of your blood, sweat, and tears into a project will save you a lot of headache and heartache going forward.

Market research can be helpful in many other ways. It allows you to

• Test your ideas
• Clarify and understand your ideal client profile (ICP)
• Attract investors by gathering data that proves the viability of your idea
• Differentiate your startup by analyzing the competition
• Identify market gaps where you have a competitive advantage
• Mitigate risk and boost the odds of success
• Determine the right pricing strategy
• Gather insights for developing your marketing and branding strategy
• Improve your current product or service based on customer feedback
• Understand shifts in the marketplace so you can adapt your business accordingly

Market research can provide a solid road map for making the kind of informed, data-driven decisions that will help you navigate the twists and turns along the way to startup success.

Types of market research

The two main types of market research are primary research and secondary research.

Primary market research is the process of gathering market data directly from your target audience through methods such as in-person interviews, questionnaires, online surveys, phone interviews, focus groups, and existing customer reviews.

Secondary market research is the process of reviewing information third parties have collected and shared via industry publications and studies, academic journals, news sites, white papers, and public databases.

Primary and secondary research can be both qualitative and quantitative. With qualitative research , you discover how your target audience thinks and feels, often by asking open-ended questions on a survey or reviewing interview transcripts. With quantitative research , the data you gather is numbers-based and measurable, such as test scores, website traffic numbers, subscriber counts, or numbers and percentages you’ve gathered from survey question responses.

Methods for conducting a market research survey for startups

A market research survey for startups should aim to collect reliable data on the target audience, competitors, and industry trends. This data can help you create an effective marketing strategy that appeals to your ICP, a value proposition that differentiates your startup from competitors, and an understanding of trends in your market.

There are several reliable methods for collecting market research data. Four common approaches include in-person interviews, telephone interviews, focus groups, and online surveys .

In-person interviews

Interviews are one-on-one conversations with people in your target market. You can conduct them through video if a face-to-face meeting isn’t possible. In-person interviews allow you to read non-verbal cues, which can be helpful for getting context you wouldn’t otherwise have access to.

Telephone interviews

Telephone interviews involve asking your participants questions over the phone. Because respondents aren’t meeting face to face or on camera with an interviewer, they may feel more comfortable answering questions and sharing more information. That said, not many organizations use phone surveys these days because many people won’t answer a call from a number they don’t recognize.

Focus groups

Like interviews, focus groups are also conducted in person, but they involve a small group of people who are representative of the target market. In this setting, a trained moderator asks questions about participant opinions, interests, and tastes related to a product or service, user experience, company branding or marketing, or competing products and services.

Online surveys

This method of conducting market research involves distributing surveys via email, a website, or social media. Online surveys often have a higher response rate than other methods because they are convenient for respondents — anyone with an internet connection can complete them online on any device.

Advantages of online surveys for conducting market research

Online surveys are a popular and powerful way to conduct market research because of their many advantages:

• They offer an easy, low-cost way to collect lots of data, which means you can get a statistically reliable sample to base your decision-making on.
• The data you gather with online surveys is usually straightforward to analyze.
• You can use them to reach a specific target market.
• You can use them to collect both qualitative and quantitative data on customer preferences, market trends, and more.
• You can distribute them to anyone with an internet connection in any location around the world.
• Participants can access them easily and complete them more quickly.
• Because online surveys can be anonymous, respondents may be more likely to share their honest thoughts and opinions.
• They’re more accurate than other methods because respondents record their answers directly into the survey, rather than having someone else record responses.
• You can analyze results quickly and share them easily with others.

30 example market research questions for startups

There are several question types you can include in your market research survey, such as yes/no or single choice questions, multiple choice questions, open-ended questions, star rating questions, ranking questions, and more.

Let’s take a look at 30 example market research questions for startups.

Yes/no or single choice questions

• Do you ever purchase products/services in this category?
• Have you purchased our product/service before?
• How many other products like this do you own?

Multiple choice questions

• How many similar products/services like ours have you tried?

[0; 1–2; 3–4; 5 or more]

• What’s your main source of information for products/services like ours? [Include a list of options.]
• Which of these companies have you purchased this product from in the past six months? [Include a list of competitors.]
• What would you be willing to spend on an effective product/service in this category? [Include a list of price categories.]
• How do you prefer to purchase products like ours? [Include a list of choices: online, in the store, or through a mobile app.]

Star rating questions

You can introduce these questions with instructions like: Please select an answer between 1–5 stars, with 1 being the lowest rating and 5 being the highest.

• How would you rate our customer service?
• How would you rate our product selection online?
• How would you rate the ease of using our communication channels to contact us?

Ranking questions

• On a scale of 1–5, how would you rate the effectiveness of our product/service?
• Which product features do you use the most? Rank them in order, from most to least.
• In order of importance, please rank the top three things that persuaded you to consider our product rather than a competitor’s.
• On a scale of 1–10, how likely are you to recommend our product/service to your friends, family, and colleagues?

Checkbox questions

• Which of the following features do you use in our app? [Include a list of 4–5 app features.]
• Which of the following features are most important to you when considering a product or service in this category? [Include a list of 4–5 features of your product/service.]

Open-ended questions

• What has the greatest influence on your purchasing decisions: price, quality, ease-of-use, or something else?
• What was your biggest concern about purchasing our product/service?
• What were your first impressions of our product/service?
• What do you like most about our new product/service?
• What do you like least about our new product/service?
• What do you wish our product/service did that it doesn’t do?
• What feature do you think we should add to help improve the product experience for you?
• How would you feel if this product/service was no longer available?
• What challenges do you currently face in your industry (related to this product/service)?
• What problem were you trying to solve by buying a product/service in this category?
• What similar products/services have you used to solve this problem in the past?
• Describe what was happening the day you decided to solve this problem.
• Is there anything else you’d like to add that wasn’t addressed in any of the previous questions in this survey?

Create a market research survey for your startup with Jotform

You can easily create a survey using one of Jotform’s 70-plus marketing survey templates . Simply choose a template and customize it to match your goals and your company’s branding. Then share it with a link, through email, or by embedding it on your website to start collecting responses.

The free market research survey template is fast and easy to set up. It allows you to collect demographic information such as age, gender, household income, and education level, and its multiple-choice format makes it simple for respondents to complete. Customize it with your company logo, change the text and colors, and you’ll be ready to go. Or for another option, choose this market research template .

It’s easy to embed surveys in a website , and thanks to Jotform Tables , you can collect, organize, and manage data as well as track survey responses in an all-in-one workspace. Finally, Jotform Report Builder allows you to visualize your survey results and turn them into beautiful, professional reports and presentations that automatically update with each new submission. You can present your reports or share them in seconds — for free.

Photo by Annie Spratt on Unsplash

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