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Case Study – Methods, Examples and Guide

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A case study is a research method that involves an in-depth examination and analysis of a particular phenomenon or case, such as an individual, organization, community, event, or situation.

It is a qualitative research approach that aims to provide a detailed and comprehensive understanding of the case being studied. Case studies typically involve multiple sources of data, including interviews, observations, documents, and artifacts, which are analyzed using various techniques, such as content analysis, thematic analysis, and grounded theory. The findings of a case study are often used to develop theories, inform policy or practice, or generate new research questions.

Types of Case Study

Types and Methods of Case Study are as follows:

Single-Case Study

A single-case study is an in-depth analysis of a single case. This type of case study is useful when the researcher wants to understand a specific phenomenon in detail.

For Example , A researcher might conduct a single-case study on a particular individual to understand their experiences with a particular health condition or a specific organization to explore their management practices. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a single-case study are often used to generate new research questions, develop theories, or inform policy or practice.

Multiple-Case Study

A multiple-case study involves the analysis of several cases that are similar in nature. This type of case study is useful when the researcher wants to identify similarities and differences between the cases.

For Example, a researcher might conduct a multiple-case study on several companies to explore the factors that contribute to their success or failure. The researcher collects data from each case, compares and contrasts the findings, and uses various techniques to analyze the data, such as comparative analysis or pattern-matching. The findings of a multiple-case study can be used to develop theories, inform policy or practice, or generate new research questions.

Exploratory Case Study

An exploratory case study is used to explore a new or understudied phenomenon. This type of case study is useful when the researcher wants to generate hypotheses or theories about the phenomenon.

For Example, a researcher might conduct an exploratory case study on a new technology to understand its potential impact on society. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as grounded theory or content analysis. The findings of an exploratory case study can be used to generate new research questions, develop theories, or inform policy or practice.

Descriptive Case Study

A descriptive case study is used to describe a particular phenomenon in detail. This type of case study is useful when the researcher wants to provide a comprehensive account of the phenomenon.

For Example, a researcher might conduct a descriptive case study on a particular community to understand its social and economic characteristics. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a descriptive case study can be used to inform policy or practice or generate new research questions.

Instrumental Case Study

An instrumental case study is used to understand a particular phenomenon that is instrumental in achieving a particular goal. This type of case study is useful when the researcher wants to understand the role of the phenomenon in achieving the goal.

For Example, a researcher might conduct an instrumental case study on a particular policy to understand its impact on achieving a particular goal, such as reducing poverty. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of an instrumental case study can be used to inform policy or practice or generate new research questions.

Case Study Data Collection Methods

Here are some common data collection methods for case studies:

Interviews involve asking questions to individuals who have knowledge or experience relevant to the case study. Interviews can be structured (where the same questions are asked to all participants) or unstructured (where the interviewer follows up on the responses with further questions). Interviews can be conducted in person, over the phone, or through video conferencing.

Observations

Observations involve watching and recording the behavior and activities of individuals or groups relevant to the case study. Observations can be participant (where the researcher actively participates in the activities) or non-participant (where the researcher observes from a distance). Observations can be recorded using notes, audio or video recordings, or photographs.

Documents can be used as a source of information for case studies. Documents can include reports, memos, emails, letters, and other written materials related to the case study. Documents can be collected from the case study participants or from public sources.

Surveys involve asking a set of questions to a sample of individuals relevant to the case study. Surveys can be administered in person, over the phone, through mail or email, or online. Surveys can be used to gather information on attitudes, opinions, or behaviors related to the case study.

Artifacts are physical objects relevant to the case study. Artifacts can include tools, equipment, products, or other objects that provide insights into the case study phenomenon.

How to conduct Case Study Research

Conducting a case study research involves several steps that need to be followed to ensure the quality and rigor of the study. Here are the steps to conduct case study research:

• Define the research questions: The first step in conducting a case study research is to define the research questions. The research questions should be specific, measurable, and relevant to the case study phenomenon under investigation.
• Select the case: The next step is to select the case or cases to be studied. The case should be relevant to the research questions and should provide rich and diverse data that can be used to answer the research questions.
• Collect data: Data can be collected using various methods, such as interviews, observations, documents, surveys, and artifacts. The data collection method should be selected based on the research questions and the nature of the case study phenomenon.
• Analyze the data: The data collected from the case study should be analyzed using various techniques, such as content analysis, thematic analysis, or grounded theory. The analysis should be guided by the research questions and should aim to provide insights and conclusions relevant to the research questions.
• Draw conclusions: The conclusions drawn from the case study should be based on the data analysis and should be relevant to the research questions. The conclusions should be supported by evidence and should be clearly stated.
• Validate the findings: The findings of the case study should be validated by reviewing the data and the analysis with participants or other experts in the field. This helps to ensure the validity and reliability of the findings.
• Write the report: The final step is to write the report of the case study research. The report should provide a clear description of the case study phenomenon, the research questions, the data collection methods, the data analysis, the findings, and the conclusions. The report should be written in a clear and concise manner and should follow the guidelines for academic writing.

Examples of Case Study

Here are some examples of case study research:

• The Hawthorne Studies : Conducted between 1924 and 1932, the Hawthorne Studies were a series of case studies conducted by Elton Mayo and his colleagues to examine the impact of work environment on employee productivity. The studies were conducted at the Hawthorne Works plant of the Western Electric Company in Chicago and included interviews, observations, and experiments.
• The Stanford Prison Experiment: Conducted in 1971, the Stanford Prison Experiment was a case study conducted by Philip Zimbardo to examine the psychological effects of power and authority. The study involved simulating a prison environment and assigning participants to the role of guards or prisoners. The study was controversial due to the ethical issues it raised.
• The Challenger Disaster: The Challenger Disaster was a case study conducted to examine the causes of the Space Shuttle Challenger explosion in 1986. The study included interviews, observations, and analysis of data to identify the technical, organizational, and cultural factors that contributed to the disaster.
• The Enron Scandal: The Enron Scandal was a case study conducted to examine the causes of the Enron Corporation’s bankruptcy in 2001. The study included interviews, analysis of financial data, and review of documents to identify the accounting practices, corporate culture, and ethical issues that led to the company’s downfall.
• The Fukushima Nuclear Disaster : The Fukushima Nuclear Disaster was a case study conducted to examine the causes of the nuclear accident that occurred at the Fukushima Daiichi Nuclear Power Plant in Japan in 2011. The study included interviews, analysis of data, and review of documents to identify the technical, organizational, and cultural factors that contributed to the disaster.

Application of Case Study

Case studies have a wide range of applications across various fields and industries. Here are some examples:

Business and Management

Case studies are widely used in business and management to examine real-life situations and develop problem-solving skills. Case studies can help students and professionals to develop a deep understanding of business concepts, theories, and best practices.

Case studies are used in healthcare to examine patient care, treatment options, and outcomes. Case studies can help healthcare professionals to develop critical thinking skills, diagnose complex medical conditions, and develop effective treatment plans.

Case studies are used in education to examine teaching and learning practices. Case studies can help educators to develop effective teaching strategies, evaluate student progress, and identify areas for improvement.

Social Sciences

Case studies are widely used in social sciences to examine human behavior, social phenomena, and cultural practices. Case studies can help researchers to develop theories, test hypotheses, and gain insights into complex social issues.

Law and Ethics

Case studies are used in law and ethics to examine legal and ethical dilemmas. Case studies can help lawyers, policymakers, and ethical professionals to develop critical thinking skills, analyze complex cases, and make informed decisions.

Purpose of Case Study

The purpose of a case study is to provide a detailed analysis of a specific phenomenon, issue, or problem in its real-life context. A case study is a qualitative research method that involves the in-depth exploration and analysis of a particular case, which can be an individual, group, organization, event, or community.

The primary purpose of a case study is to generate a comprehensive and nuanced understanding of the case, including its history, context, and dynamics. Case studies can help researchers to identify and examine the underlying factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and detailed understanding of the case, which can inform future research, practice, or policy.

Case studies can also serve other purposes, including:

• Illustrating a theory or concept: Case studies can be used to illustrate and explain theoretical concepts and frameworks, providing concrete examples of how they can be applied in real-life situations.
• Developing hypotheses: Case studies can help to generate hypotheses about the causal relationships between different factors and outcomes, which can be tested through further research.
• Providing insight into complex issues: Case studies can provide insights into complex and multifaceted issues, which may be difficult to understand through other research methods.
• Informing practice or policy: Case studies can be used to inform practice or policy by identifying best practices, lessons learned, or areas for improvement.

Advantages of Case Study Research

There are several advantages of case study research, including:

• In-depth exploration: Case study research allows for a detailed exploration and analysis of a specific phenomenon, issue, or problem in its real-life context. This can provide a comprehensive understanding of the case and its dynamics, which may not be possible through other research methods.
• Rich data: Case study research can generate rich and detailed data, including qualitative data such as interviews, observations, and documents. This can provide a nuanced understanding of the case and its complexity.
• Holistic perspective: Case study research allows for a holistic perspective of the case, taking into account the various factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and comprehensive understanding of the case.
• Theory development: Case study research can help to develop and refine theories and concepts by providing empirical evidence and concrete examples of how they can be applied in real-life situations.
• Practical application: Case study research can inform practice or policy by identifying best practices, lessons learned, or areas for improvement.
• Contextualization: Case study research takes into account the specific context in which the case is situated, which can help to understand how the case is influenced by the social, cultural, and historical factors of its environment.

Limitations of Case Study Research

There are several limitations of case study research, including:

• Limited generalizability : Case studies are typically focused on a single case or a small number of cases, which limits the generalizability of the findings. The unique characteristics of the case may not be applicable to other contexts or populations, which may limit the external validity of the research.
• Biased sampling: Case studies may rely on purposive or convenience sampling, which can introduce bias into the sample selection process. This may limit the representativeness of the sample and the generalizability of the findings.
• Subjectivity: Case studies rely on the interpretation of the researcher, which can introduce subjectivity into the analysis. The researcher’s own biases, assumptions, and perspectives may influence the findings, which may limit the objectivity of the research.
• Limited control: Case studies are typically conducted in naturalistic settings, which limits the control that the researcher has over the environment and the variables being studied. This may limit the ability to establish causal relationships between variables.
• Time-consuming: Case studies can be time-consuming to conduct, as they typically involve a detailed exploration and analysis of a specific case. This may limit the feasibility of conducting multiple case studies or conducting case studies in a timely manner.
• Resource-intensive: Case studies may require significant resources, including time, funding, and expertise. This may limit the ability of researchers to conduct case studies in resource-constrained settings.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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• What Is a Case Study? | Definition, Examples & Methods

What Is a Case Study? | Definition, Examples & Methods

Published on May 8, 2019 by Shona McCombes . Revised on November 20, 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating and understanding different aspects of a research problem .

Table of contents

When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyze the case, other interesting articles.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

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Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

• Provide new or unexpected insights into the subject
• Challenge or complicate existing assumptions and theories
• Propose practical courses of action to resolve a problem
• Open up new directions for future research

TipIf your research is more practical in nature and aims to simultaneously investigate an issue as you solve it, consider conducting action research instead.

Unlike quantitative or experimental research , a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.

Example of an outlying case studyIn the 1960s the town of Roseto, Pennsylvania was discovered to have extremely low rates of heart disease compared to the US average. It became an important case study for understanding previously neglected causes of heart disease.

However, you can also choose a more common or representative case to exemplify a particular category, experience or phenomenon.

Example of a representative case studyIn the 1920s, two sociologists used Muncie, Indiana as a case study of a typical American city that supposedly exemplified the changing culture of the US at the time.

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

• Exemplify a theory by showing how it explains the case under investigation
• Expand on a theory by uncovering new concepts and ideas that need to be incorporated
• Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions

To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews , observations , and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data.

Example of a mixed methods case studyFor a case study of a wind farm development in a rural area, you could collect quantitative data on employment rates and business revenue, collect qualitative data on local people’s perceptions and experiences, and analyze local and national media coverage of the development.

The aim is to gain as thorough an understanding as possible of the case and its context.

In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.

How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis , with separate sections or chapters for the methods , results and discussion .

Others are written in a more narrative style, aiming to explore the case from various angles and analyze its meanings and implications (for example, by using textual analysis or discourse analysis ).

In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

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What is case study research?

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Suppose a company receives a spike in the number of customer complaints, or medical experts discover an outbreak of illness affecting children but are not quite sure of the reason. In both cases, carrying out a case study could be the best way to get answers.

Organization

Case studies can be carried out across different disciplines, including education, medicine, sociology, and business.

Most case studies employ qualitative methods, but quantitative methods can also be used. Researchers can then describe, compare, evaluate, and identify patterns or cause-and-effect relationships between the various variables under study. They can then use this knowledge to decide what action to take. 

Another thing to note is that case studies are generally singular in their focus. This means they narrow focus to a particular area, making them highly subjective. You cannot always generalize the results of a case study and apply them to a larger population. However, they are valuable tools to illustrate a principle or develop a thesis.

Analyze case study research

Dovetail streamlines case study research to help you uncover and share actionable insights

• What are the different types of case study designs?

Researchers can choose from a variety of case study designs. The design they choose is dependent on what questions they need to answer, the context of the research environment, how much data they already have, and what resources are available.

Here are the common types of case study design:

Explanatory

An explanatory case study is an initial explanation of the how or why that is behind something. This design is commonly used when studying a real-life phenomenon or event. Once the organization understands the reasons behind a phenomenon, it can then make changes to enhance or eliminate the variables causing it. 

Here is an example: How is co-teaching implemented in elementary schools? The title for a case study of this subject could be “Case Study of the Implementation of Co-Teaching in Elementary Schools.”

Descriptive

An illustrative or descriptive case study helps researchers shed light on an unfamiliar object or subject after a period of time. The case study provides an in-depth review of the issue at hand and adds real-world examples in the area the researcher wants the audience to understand. 

The researcher makes no inferences or causal statements about the object or subject under review. This type of design is often used to understand cultural shifts.

Here is an example: How did people cope with the 2004 Indian Ocean Tsunami? This case study could be titled "A Case Study of the 2004 Indian Ocean Tsunami and its Effect on the Indonesian Population."

Exploratory

Exploratory research is also called a pilot case study. It is usually the first step within a larger research project, often relying on questionnaires and surveys . Researchers use exploratory research to help narrow down their focus, define parameters, draft a specific research question , and/or identify variables in a larger study. This research design usually covers a wider area than others, and focuses on the ‘what’ and ‘who’ of a topic.

Here is an example: How do nutrition and socialization in early childhood affect learning in children? The title of the exploratory study may be “Case Study of the Effects of Nutrition and Socialization on Learning in Early Childhood.”

An intrinsic case study is specifically designed to look at a unique and special phenomenon. At the start of the study, the researcher defines the phenomenon and the uniqueness that differentiates it from others. 

In this case, researchers do not attempt to generalize, compare, or challenge the existing assumptions. Instead, they explore the unique variables to enhance understanding. Here is an example: “Case Study of Volcanic Lightning.”

This design can also be identified as a cumulative case study. It uses information from past studies or observations of groups of people in certain settings as the foundation of the new study. Given that it takes multiple areas into account, it allows for greater generalization than a single case study. 

The researchers also get an in-depth look at a particular subject from different viewpoints.  Here is an example: “Case Study of how PTSD affected Vietnam and Gulf War Veterans Differently Due to Advances in Military Technology.”

Critical instance

A critical case study incorporates both explanatory and intrinsic study designs. It does not have predetermined purposes beyond an investigation of the said subject. It can be used for a deeper explanation of the cause-and-effect relationship. It can also be used to question a common assumption or myth. 

The findings can then be used further to generalize whether they would also apply in a different environment.  Here is an example: “What Effect Does Prolonged Use of Social Media Have on the Mind of American Youth?”

Instrumental

Instrumental research attempts to achieve goals beyond understanding the object at hand. Researchers explore a larger subject through different, separate studies and use the findings to understand its relationship to another subject. This type of design also provides insight into an issue or helps refine a theory. 

For example, you may want to determine if violent behavior in children predisposes them to crime later in life. The focus is on the relationship between children and violent behavior, and why certain children do become violent. Here is an example: “Violence Breeds Violence: Childhood Exposure and Participation in Adult Crime.”

Evaluation case study design is employed to research the effects of a program, policy, or intervention, and assess its effectiveness and impact on future decision-making. 

For example, you might want to see whether children learn times tables quicker through an educational game on their iPad versus a more teacher-led intervention. Here is an example: “An Investigation of the Impact of an iPad Multiplication Game for Primary School Children.” 

• When do you use case studies?

Case studies are ideal when you want to gain a contextual, concrete, or in-depth understanding of a particular subject. It helps you understand the characteristics, implications, and meanings of the subject.

They are also an excellent choice for those writing a thesis or dissertation, as they help keep the project focused on a particular area when resources or time may be too limited to cover a wider one. You may have to conduct several case studies to explore different aspects of the subject in question and understand the problem.

• What are the steps to follow when conducting a case study?

1. Select a case

Once you identify the problem at hand and come up with questions, identify the case you will focus on. The study can provide insights into the subject at hand, challenge existing assumptions, propose a course of action, and/or open up new areas for further research.

2. Create a theoretical framework

While you will be focusing on a specific detail, the case study design you choose should be linked to existing knowledge on the topic. This prevents it from becoming an isolated description and allows for enhancing the existing information. 

It may expand the current theory by bringing up new ideas or concepts, challenge established assumptions, or exemplify a theory by exploring how it answers the problem at hand. A theoretical framework starts with a literature review of the sources relevant to the topic in focus. This helps in identifying key concepts to guide analysis and interpretation.

3. Collect the data

Case studies are frequently supplemented with qualitative data such as observations, interviews, and a review of both primary and secondary sources such as official records, news articles, and photographs. There may also be quantitative data —this data assists in understanding the case thoroughly.

4. Analyze your case

The results of the research depend on the research design. Most case studies are structured with chapters or topic headings for easy explanation and presentation. Others may be written as narratives to allow researchers to explore various angles of the topic and analyze its meanings and implications.

In all areas, always give a detailed contextual understanding of the case and connect it to the existing theory and literature before discussing how it fits into your problem area.

• What are some case study examples?

What are the best approaches for introducing our product into the Kenyan market?

How does the change in marketing strategy aid in increasing the sales volumes of product Y?

How can teachers enhance student participation in classrooms?

How does poverty affect literacy levels in children?

Case study topics

Case study of product marketing strategies in the Kenyan market

Case study of the effects of a marketing strategy change on product Y sales volumes

Case study of X school teachers that encourage active student participation in the classroom

Case study of the effects of poverty on literacy levels in children

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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

Research question

• Conceptual framework
• Conceptual vs. theoretical framework

Data collection

• Qualitative research methods
• Focus groups
• Observational research

What is a case study?

Applications for case study research, what is a good case study, process of case study design, benefits and limitations of case studies.

• Ethnographical research
• Ethical considerations
• Confidentiality and privacy
• Power dynamics
• Reflexivity

Case studies

Case studies are essential to qualitative research , offering a lens through which researchers can investigate complex phenomena within their real-life contexts. This chapter explores the concept, purpose, applications, examples, and types of case studies and provides guidance on how to conduct case study research effectively.

Whereas quantitative methods look at phenomena at scale, case study research looks at a concept or phenomenon in considerable detail. While analyzing a single case can help understand one perspective regarding the object of research inquiry, analyzing multiple cases can help obtain a more holistic sense of the topic or issue. Let's provide a basic definition of a case study, then explore its characteristics and role in the qualitative research process.

Definition of a case study

A case study in qualitative research is a strategy of inquiry that involves an in-depth investigation of a phenomenon within its real-world context. It provides researchers with the opportunity to acquire an in-depth understanding of intricate details that might not be as apparent or accessible through other methods of research. The specific case or cases being studied can be a single person, group, or organization – demarcating what constitutes a relevant case worth studying depends on the researcher and their research question .

Among qualitative research methods , a case study relies on multiple sources of evidence, such as documents, artifacts, interviews , or observations , to present a complete and nuanced understanding of the phenomenon under investigation. The objective is to illuminate the readers' understanding of the phenomenon beyond its abstract statistical or theoretical explanations.

Characteristics of case studies

Case studies typically possess a number of distinct characteristics that set them apart from other research methods. These characteristics include a focus on holistic description and explanation, flexibility in the design and data collection methods, reliance on multiple sources of evidence, and emphasis on the context in which the phenomenon occurs.

Furthermore, case studies can often involve a longitudinal examination of the case, meaning they study the case over a period of time. These characteristics allow case studies to yield comprehensive, in-depth, and richly contextualized insights about the phenomenon of interest.

The role of case studies in research

Case studies hold a unique position in the broader landscape of research methods aimed at theory development. They are instrumental when the primary research interest is to gain an intensive, detailed understanding of a phenomenon in its real-life context.

In addition, case studies can serve different purposes within research - they can be used for exploratory, descriptive, or explanatory purposes, depending on the research question and objectives. This flexibility and depth make case studies a valuable tool in the toolkit of qualitative researchers.

Remember, a well-conducted case study can offer a rich, insightful contribution to both academic and practical knowledge through theory development or theory verification, thus enhancing our understanding of complex phenomena in their real-world contexts.

What is the purpose of a case study?

Case study research aims for a more comprehensive understanding of phenomena, requiring various research methods to gather information for qualitative analysis . Ultimately, a case study can allow the researcher to gain insight into a particular object of inquiry and develop a theoretical framework relevant to the research inquiry.

Why use case studies in qualitative research?

Using case studies as a research strategy depends mainly on the nature of the research question and the researcher's access to the data.

Conducting case study research provides a level of detail and contextual richness that other research methods might not offer. They are beneficial when there's a need to understand complex social phenomena within their natural contexts.

The explanatory, exploratory, and descriptive roles of case studies

Case studies can take on various roles depending on the research objectives. They can be exploratory when the research aims to discover new phenomena or define new research questions; they are descriptive when the objective is to depict a phenomenon within its context in a detailed manner; and they can be explanatory if the goal is to understand specific relationships within the studied context. Thus, the versatility of case studies allows researchers to approach their topic from different angles, offering multiple ways to uncover and interpret the data .

The impact of case studies on knowledge development

Case studies play a significant role in knowledge development across various disciplines. Analysis of cases provides an avenue for researchers to explore phenomena within their context based on the collected data.

This can result in the production of rich, practical insights that can be instrumental in both theory-building and practice. Case studies allow researchers to delve into the intricacies and complexities of real-life situations, uncovering insights that might otherwise remain hidden.

Types of case studies

In qualitative research , a case study is not a one-size-fits-all approach. Depending on the nature of the research question and the specific objectives of the study, researchers might choose to use different types of case studies. These types differ in their focus, methodology, and the level of detail they provide about the phenomenon under investigation.

Understanding these types is crucial for selecting the most appropriate approach for your research project and effectively achieving your research goals. Let's briefly look at the main types of case studies.

Exploratory case studies

Exploratory case studies are typically conducted to develop a theory or framework around an understudied phenomenon. They can also serve as a precursor to a larger-scale research project. Exploratory case studies are useful when a researcher wants to identify the key issues or questions which can spur more extensive study or be used to develop propositions for further research. These case studies are characterized by flexibility, allowing researchers to explore various aspects of a phenomenon as they emerge, which can also form the foundation for subsequent studies.

Descriptive case studies

Descriptive case studies aim to provide a complete and accurate representation of a phenomenon or event within its context. These case studies are often based on an established theoretical framework, which guides how data is collected and analyzed. The researcher is concerned with describing the phenomenon in detail, as it occurs naturally, without trying to influence or manipulate it.

Explanatory case studies

Explanatory case studies are focused on explanation - they seek to clarify how or why certain phenomena occur. Often used in complex, real-life situations, they can be particularly valuable in clarifying causal relationships among concepts and understanding the interplay between different factors within a specific context.

Intrinsic, instrumental, and collective case studies

These three categories of case studies focus on the nature and purpose of the study. An intrinsic case study is conducted when a researcher has an inherent interest in the case itself. Instrumental case studies are employed when the case is used to provide insight into a particular issue or phenomenon. A collective case study, on the other hand, involves studying multiple cases simultaneously to investigate some general phenomena.

Each type of case study serves a different purpose and has its own strengths and challenges. The selection of the type should be guided by the research question and objectives, as well as the context and constraints of the research.

The flexibility, depth, and contextual richness offered by case studies make this approach an excellent research method for various fields of study. They enable researchers to investigate real-world phenomena within their specific contexts, capturing nuances that other research methods might miss. Across numerous fields, case studies provide valuable insights into complex issues.

Critical information systems research

Case studies provide a detailed understanding of the role and impact of information systems in different contexts. They offer a platform to explore how information systems are designed, implemented, and used and how they interact with various social, economic, and political factors. Case studies in this field often focus on examining the intricate relationship between technology, organizational processes, and user behavior, helping to uncover insights that can inform better system design and implementation.

Health research

Health research is another field where case studies are highly valuable. They offer a way to explore patient experiences, healthcare delivery processes, and the impact of various interventions in a real-world context.

Case studies can provide a deep understanding of a patient's journey, giving insights into the intricacies of disease progression, treatment effects, and the psychosocial aspects of health and illness.

Asthma research studies

Specifically within medical research, studies on asthma often employ case studies to explore the individual and environmental factors that influence asthma development, management, and outcomes. A case study can provide rich, detailed data about individual patients' experiences, from the triggers and symptoms they experience to the effectiveness of various management strategies. This can be crucial for developing patient-centered asthma care approaches.

Other fields

Apart from the fields mentioned, case studies are also extensively used in business and management research, education research, and political sciences, among many others. They provide an opportunity to delve into the intricacies of real-world situations, allowing for a comprehensive understanding of various phenomena.

Case studies, with their depth and contextual focus, offer unique insights across these varied fields. They allow researchers to illuminate the complexities of real-life situations, contributing to both theory and practice.

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Understanding the key elements of case study design is crucial for conducting rigorous and impactful case study research. A well-structured design guides the researcher through the process, ensuring that the study is methodologically sound and its findings are reliable and valid. The main elements of case study design include the research question , propositions, units of analysis, and the logic linking the data to the propositions.

The research question is the foundation of any research study. A good research question guides the direction of the study and informs the selection of the case, the methods of collecting data, and the analysis techniques. A well-formulated research question in case study research is typically clear, focused, and complex enough to merit further detailed examination of the relevant case(s).

Propositions

Propositions, though not necessary in every case study, provide a direction by stating what we might expect to find in the data collected. They guide how data is collected and analyzed by helping researchers focus on specific aspects of the case. They are particularly important in explanatory case studies, which seek to understand the relationships among concepts within the studied phenomenon.

Units of analysis

The unit of analysis refers to the case, or the main entity or entities that are being analyzed in the study. In case study research, the unit of analysis can be an individual, a group, an organization, a decision, an event, or even a time period. It's crucial to clearly define the unit of analysis, as it shapes the qualitative data analysis process by allowing the researcher to analyze a particular case and synthesize analysis across multiple case studies to draw conclusions.

Argumentation

This refers to the inferential model that allows researchers to draw conclusions from the data. The researcher needs to ensure that there is a clear link between the data, the propositions (if any), and the conclusions drawn. This argumentation is what enables the researcher to make valid and credible inferences about the phenomenon under study.

Understanding and carefully considering these elements in the design phase of a case study can significantly enhance the quality of the research. It can help ensure that the study is methodologically sound and its findings contribute meaningful insights about the case.

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Conducting a case study involves several steps, from defining the research question and selecting the case to collecting and analyzing data . This section outlines these key stages, providing a practical guide on how to conduct case study research.

Defining the research question

The first step in case study research is defining a clear, focused research question. This question should guide the entire research process, from case selection to analysis. It's crucial to ensure that the research question is suitable for a case study approach. Typically, such questions are exploratory or descriptive in nature and focus on understanding a phenomenon within its real-life context.

Selecting and defining the case

The selection of the case should be based on the research question and the objectives of the study. It involves choosing a unique example or a set of examples that provide rich, in-depth data about the phenomenon under investigation. After selecting the case, it's crucial to define it clearly, setting the boundaries of the case, including the time period and the specific context.

Previous research can help guide the case study design. When considering a case study, an example of a case could be taken from previous case study research and used to define cases in a new research inquiry. Considering recently published examples can help understand how to select and define cases effectively.

Developing a detailed case study protocol

A case study protocol outlines the procedures and general rules to be followed during the case study. This includes the data collection methods to be used, the sources of data, and the procedures for analysis. Having a detailed case study protocol ensures consistency and reliability in the study.

The protocol should also consider how to work with the people involved in the research context to grant the research team access to collecting data. As mentioned in previous sections of this guide, establishing rapport is an essential component of qualitative research as it shapes the overall potential for collecting and analyzing data.

Collecting data

Gathering data in case study research often involves multiple sources of evidence, including documents, archival records, interviews, observations, and physical artifacts. This allows for a comprehensive understanding of the case. The process for gathering data should be systematic and carefully documented to ensure the reliability and validity of the study.

Analyzing and interpreting data

The next step is analyzing the data. This involves organizing the data , categorizing it into themes or patterns , and interpreting these patterns to answer the research question. The analysis might also involve comparing the findings with prior research or theoretical propositions.

Writing the case study report

The final step is writing the case study report . This should provide a detailed description of the case, the data, the analysis process, and the findings. The report should be clear, organized, and carefully written to ensure that the reader can understand the case and the conclusions drawn from it.

Each of these steps is crucial in ensuring that the case study research is rigorous, reliable, and provides valuable insights about the case.

The type, depth, and quality of data in your study can significantly influence the validity and utility of the study. In case study research, data is usually collected from multiple sources to provide a comprehensive and nuanced understanding of the case. This section will outline the various methods of collecting data used in case study research and discuss considerations for ensuring the quality of the data.

Interviews are a common method of gathering data in case study research. They can provide rich, in-depth data about the perspectives, experiences, and interpretations of the individuals involved in the case. Interviews can be structured , semi-structured , or unstructured , depending on the research question and the degree of flexibility needed.

Observations

Observations involve the researcher observing the case in its natural setting, providing first-hand information about the case and its context. Observations can provide data that might not be revealed in interviews or documents, such as non-verbal cues or contextual information.

Documents and artifacts

Documents and archival records provide a valuable source of data in case study research. They can include reports, letters, memos, meeting minutes, email correspondence, and various public and private documents related to the case.

These records can provide historical context, corroborate evidence from other sources, and offer insights into the case that might not be apparent from interviews or observations.

Physical artifacts refer to any physical evidence related to the case, such as tools, products, or physical environments. These artifacts can provide tangible insights into the case, complementing the data gathered from other sources.

Ensuring the quality of data collection

Determining the quality of data in case study research requires careful planning and execution. It's crucial to ensure that the data is reliable, accurate, and relevant to the research question. This involves selecting appropriate methods of collecting data, properly training interviewers or observers, and systematically recording and storing the data. It also includes considering ethical issues related to collecting and handling data, such as obtaining informed consent and ensuring the privacy and confidentiality of the participants.

Data analysis

Analyzing case study research involves making sense of the rich, detailed data to answer the research question. This process can be challenging due to the volume and complexity of case study data. However, a systematic and rigorous approach to analysis can ensure that the findings are credible and meaningful. This section outlines the main steps and considerations in analyzing data in case study research.

Organizing the data

The first step in the analysis is organizing the data. This involves sorting the data into manageable sections, often according to the data source or the theme. This step can also involve transcribing interviews, digitizing physical artifacts, or organizing observational data.

Categorizing and coding the data

Once the data is organized, the next step is to categorize or code the data. This involves identifying common themes, patterns, or concepts in the data and assigning codes to relevant data segments. Coding can be done manually or with the help of software tools, and in either case, qualitative analysis software can greatly facilitate the entire coding process. Coding helps to reduce the data to a set of themes or categories that can be more easily analyzed.

Identifying patterns and themes

After coding the data, the researcher looks for patterns or themes in the coded data. This involves comparing and contrasting the codes and looking for relationships or patterns among them. The identified patterns and themes should help answer the research question.

Interpreting the data

Once patterns and themes have been identified, the next step is to interpret these findings. This involves explaining what the patterns or themes mean in the context of the research question and the case. This interpretation should be grounded in the data, but it can also involve drawing on theoretical concepts or prior research.

Verification of the data

The last step in the analysis is verification. This involves checking the accuracy and consistency of the analysis process and confirming that the findings are supported by the data. This can involve re-checking the original data, checking the consistency of codes, or seeking feedback from research participants or peers.

Like any research method , case study research has its strengths and limitations. Researchers must be aware of these, as they can influence the design, conduct, and interpretation of the study.

Understanding the strengths and limitations of case study research can also guide researchers in deciding whether this approach is suitable for their research question . This section outlines some of the key strengths and limitations of case study research.

Benefits include the following:

• Rich, detailed data: One of the main strengths of case study research is that it can generate rich, detailed data about the case. This can provide a deep understanding of the case and its context, which can be valuable in exploring complex phenomena.
• Flexibility: Case study research is flexible in terms of design , data collection , and analysis . A sufficient degree of flexibility allows the researcher to adapt the study according to the case and the emerging findings.
• Real-world context: Case study research involves studying the case in its real-world context, which can provide valuable insights into the interplay between the case and its context.
• Multiple sources of evidence: Case study research often involves collecting data from multiple sources , which can enhance the robustness and validity of the findings.

On the other hand, researchers should consider the following limitations:

• Generalizability: A common criticism of case study research is that its findings might not be generalizable to other cases due to the specificity and uniqueness of each case.
• Time and resource intensive: Case study research can be time and resource intensive due to the depth of the investigation and the amount of collected data.
• Complexity of analysis: The rich, detailed data generated in case study research can make analyzing the data challenging.
• Subjectivity: Given the nature of case study research, there may be a higher degree of subjectivity in interpreting the data , so researchers need to reflect on this and transparently convey to audiences how the research was conducted.

Being aware of these strengths and limitations can help researchers design and conduct case study research effectively and interpret and report the findings appropriately.

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Organizing Your Social Sciences Research Assignments

• Annotated Bibliography
• Analyzing a Scholarly Journal Article
• Group Presentations
• Dealing with Nervousness
• Using Visual Aids
• Grading Someone Else's Paper
• Types of Structured Group Activities
• Group Project Survival Skills
• Leading a Class Discussion
• Multiple Book Review Essay
• Reviewing Collected Works
• Writing a Case Analysis Paper
• Writing a Case Study
• About Informed Consent
• Writing Field Notes
• Writing a Policy Memo
• Writing a Reflective Paper
• Writing a Research Proposal
• Generative AI and Writing
• Acknowledgments

A case study research paper examines a person, place, event, condition, phenomenon, or other type of subject of analysis in order to extrapolate  key themes and results that help predict future trends, illuminate previously hidden issues that can be applied to practice, and/or provide a means for understanding an important research problem with greater clarity. A case study research paper usually examines a single subject of analysis, but case study papers can also be designed as a comparative investigation that shows relationships between two or more subjects. The methods used to study a case can rest within a quantitative, qualitative, or mixed-method investigative paradigm.

Case Studies. Writing@CSU. Colorado State University; Mills, Albert J. , Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010 ; “What is a Case Study?” In Swanborn, Peter G. Case Study Research: What, Why and How? London: SAGE, 2010.

How to Approach Writing a Case Study Research Paper

General information about how to choose a topic to investigate can be found under the " Choosing a Research Problem " tab in the Organizing Your Social Sciences Research Paper writing guide. Review this page because it may help you identify a subject of analysis that can be investigated using a case study design.

However, identifying a case to investigate involves more than choosing the research problem . A case study encompasses a problem contextualized around the application of in-depth analysis, interpretation, and discussion, often resulting in specific recommendations for action or for improving existing conditions. As Seawright and Gerring note, practical considerations such as time and access to information can influence case selection, but these issues should not be the sole factors used in describing the methodological justification for identifying a particular case to study. Given this, selecting a case includes considering the following:

• The case represents an unusual or atypical example of a research problem that requires more in-depth analysis? Cases often represent a topic that rests on the fringes of prior investigations because the case may provide new ways of understanding the research problem. For example, if the research problem is to identify strategies to improve policies that support girl's access to secondary education in predominantly Muslim nations, you could consider using Azerbaijan as a case study rather than selecting a more obvious nation in the Middle East. Doing so may reveal important new insights into recommending how governments in other predominantly Muslim nations can formulate policies that support improved access to education for girls.
• The case provides important insight or illuminate a previously hidden problem? In-depth analysis of a case can be based on the hypothesis that the case study will reveal trends or issues that have not been exposed in prior research or will reveal new and important implications for practice. For example, anecdotal evidence may suggest drug use among homeless veterans is related to their patterns of travel throughout the day. Assuming prior studies have not looked at individual travel choices as a way to study access to illicit drug use, a case study that observes a homeless veteran could reveal how issues of personal mobility choices facilitate regular access to illicit drugs. Note that it is important to conduct a thorough literature review to ensure that your assumption about the need to reveal new insights or previously hidden problems is valid and evidence-based.
• The case challenges and offers a counter-point to prevailing assumptions? Over time, research on any given topic can fall into a trap of developing assumptions based on outdated studies that are still applied to new or changing conditions or the idea that something should simply be accepted as "common sense," even though the issue has not been thoroughly tested in current practice. A case study analysis may offer an opportunity to gather evidence that challenges prevailing assumptions about a research problem and provide a new set of recommendations applied to practice that have not been tested previously. For example, perhaps there has been a long practice among scholars to apply a particular theory in explaining the relationship between two subjects of analysis. Your case could challenge this assumption by applying an innovative theoretical framework [perhaps borrowed from another discipline] to explore whether this approach offers new ways of understanding the research problem. Taking a contrarian stance is one of the most important ways that new knowledge and understanding develops from existing literature.
• The case provides an opportunity to pursue action leading to the resolution of a problem? Another way to think about choosing a case to study is to consider how the results from investigating a particular case may result in findings that reveal ways in which to resolve an existing or emerging problem. For example, studying the case of an unforeseen incident, such as a fatal accident at a railroad crossing, can reveal hidden issues that could be applied to preventative measures that contribute to reducing the chance of accidents in the future. In this example, a case study investigating the accident could lead to a better understanding of where to strategically locate additional signals at other railroad crossings so as to better warn drivers of an approaching train, particularly when visibility is hindered by heavy rain, fog, or at night.
• The case offers a new direction in future research? A case study can be used as a tool for an exploratory investigation that highlights the need for further research about the problem. A case can be used when there are few studies that help predict an outcome or that establish a clear understanding about how best to proceed in addressing a problem. For example, after conducting a thorough literature review [very important!], you discover that little research exists showing the ways in which women contribute to promoting water conservation in rural communities of east central Africa. A case study of how women contribute to saving water in a rural village of Uganda can lay the foundation for understanding the need for more thorough research that documents how women in their roles as cooks and family caregivers think about water as a valuable resource within their community. This example of a case study could also point to the need for scholars to build new theoretical frameworks around the topic [e.g., applying feminist theories of work and family to the issue of water conservation].

Eisenhardt, Kathleen M. “Building Theories from Case Study Research.” Academy of Management Review 14 (October 1989): 532-550; Emmel, Nick. Sampling and Choosing Cases in Qualitative Research: A Realist Approach . Thousand Oaks, CA: SAGE Publications, 2013; Gerring, John. “What Is a Case Study and What Is It Good for?” American Political Science Review 98 (May 2004): 341-354; Mills, Albert J. , Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010; Seawright, Jason and John Gerring. "Case Selection Techniques in Case Study Research." Political Research Quarterly 61 (June 2008): 294-308.

Structure and Writing Style

The purpose of a paper in the social sciences designed around a case study is to thoroughly investigate a subject of analysis in order to reveal a new understanding about the research problem and, in so doing, contributing new knowledge to what is already known from previous studies. In applied social sciences disciplines [e.g., education, social work, public administration, etc.], case studies may also be used to reveal best practices, highlight key programs, or investigate interesting aspects of professional work.

In general, the structure of a case study research paper is not all that different from a standard college-level research paper. However, there are subtle differences you should be aware of. Here are the key elements to organizing and writing a case study research paper.

I.  Introduction

As with any research paper, your introduction should serve as a roadmap for your readers to ascertain the scope and purpose of your study . The introduction to a case study research paper, however, should not only describe the research problem and its significance, but you should also succinctly describe why the case is being used and how it relates to addressing the problem. The two elements should be linked. With this in mind, a good introduction answers these four questions:

• What is being studied? Describe the research problem and describe the subject of analysis [the case] you have chosen to address the problem. Explain how they are linked and what elements of the case will help to expand knowledge and understanding about the problem.
• Why is this topic important to investigate? Describe the significance of the research problem and state why a case study design and the subject of analysis that the paper is designed around is appropriate in addressing the problem.
• What did we know about this topic before I did this study? Provide background that helps lead the reader into the more in-depth literature review to follow. If applicable, summarize prior case study research applied to the research problem and why it fails to adequately address the problem. Describe why your case will be useful. If no prior case studies have been used to address the research problem, explain why you have selected this subject of analysis.
• How will this study advance new knowledge or new ways of understanding? Explain why your case study will be suitable in helping to expand knowledge and understanding about the research problem.

Each of these questions should be addressed in no more than a few paragraphs. Exceptions to this can be when you are addressing a complex research problem or subject of analysis that requires more in-depth background information.

II.  Literature Review

The literature review for a case study research paper is generally structured the same as it is for any college-level research paper. The difference, however, is that the literature review is focused on providing background information and  enabling historical interpretation of the subject of analysis in relation to the research problem the case is intended to address . This includes synthesizing studies that help to:

• Place relevant works in the context of their contribution to understanding the case study being investigated . This would involve summarizing studies that have used a similar subject of analysis to investigate the research problem. If there is literature using the same or a very similar case to study, you need to explain why duplicating past research is important [e.g., conditions have changed; prior studies were conducted long ago, etc.].
• Describe the relationship each work has to the others under consideration that informs the reader why this case is applicable . Your literature review should include a description of any works that support using the case to investigate the research problem and the underlying research questions.
• Identify new ways to interpret prior research using the case study . If applicable, review any research that has examined the research problem using a different research design. Explain how your use of a case study design may reveal new knowledge or a new perspective or that can redirect research in an important new direction.
• Resolve conflicts amongst seemingly contradictory previous studies . This refers to synthesizing any literature that points to unresolved issues of concern about the research problem and describing how the subject of analysis that forms the case study can help resolve these existing contradictions.
• Point the way in fulfilling a need for additional research . Your review should examine any literature that lays a foundation for understanding why your case study design and the subject of analysis around which you have designed your study may reveal a new way of approaching the research problem or offer a perspective that points to the need for additional research.
• Expose any gaps that exist in the literature that the case study could help to fill . Summarize any literature that not only shows how your subject of analysis contributes to understanding the research problem, but how your case contributes to a new way of understanding the problem that prior research has failed to do.
• Locate your own research within the context of existing literature [very important!] . Collectively, your literature review should always place your case study within the larger domain of prior research about the problem. The overarching purpose of reviewing pertinent literature in a case study paper is to demonstrate that you have thoroughly identified and synthesized prior studies in relation to explaining the relevance of the case in addressing the research problem.

III.  Method

In this section, you explain why you selected a particular case [i.e., subject of analysis] and the strategy you used to identify and ultimately decide that your case was appropriate in addressing the research problem. The way you describe the methods used varies depending on the type of subject of analysis that constitutes your case study.

If your subject of analysis is an incident or event . In the social and behavioral sciences, the event or incident that represents the case to be studied is usually bounded by time and place, with a clear beginning and end and with an identifiable location or position relative to its surroundings. The subject of analysis can be a rare or critical event or it can focus on a typical or regular event. The purpose of studying a rare event is to illuminate new ways of thinking about the broader research problem or to test a hypothesis. Critical incident case studies must describe the method by which you identified the event and explain the process by which you determined the validity of this case to inform broader perspectives about the research problem or to reveal new findings. However, the event does not have to be a rare or uniquely significant to support new thinking about the research problem or to challenge an existing hypothesis. For example, Walo, Bull, and Breen conducted a case study to identify and evaluate the direct and indirect economic benefits and costs of a local sports event in the City of Lismore, New South Wales, Australia. The purpose of their study was to provide new insights from measuring the impact of a typical local sports event that prior studies could not measure well because they focused on large "mega-events." Whether the event is rare or not, the methods section should include an explanation of the following characteristics of the event: a) when did it take place; b) what were the underlying circumstances leading to the event; and, c) what were the consequences of the event in relation to the research problem.

If your subject of analysis is a person. Explain why you selected this particular individual to be studied and describe what experiences they have had that provide an opportunity to advance new understandings about the research problem. Mention any background about this person which might help the reader understand the significance of their experiences that make them worthy of study. This includes describing the relationships this person has had with other people, institutions, and/or events that support using them as the subject for a case study research paper. It is particularly important to differentiate the person as the subject of analysis from others and to succinctly explain how the person relates to examining the research problem [e.g., why is one politician in a particular local election used to show an increase in voter turnout from any other candidate running in the election]. Note that these issues apply to a specific group of people used as a case study unit of analysis [e.g., a classroom of students].

If your subject of analysis is a place. In general, a case study that investigates a place suggests a subject of analysis that is unique or special in some way and that this uniqueness can be used to build new understanding or knowledge about the research problem. A case study of a place must not only describe its various attributes relevant to the research problem [e.g., physical, social, historical, cultural, economic, political], but you must state the method by which you determined that this place will illuminate new understandings about the research problem. It is also important to articulate why a particular place as the case for study is being used if similar places also exist [i.e., if you are studying patterns of homeless encampments of veterans in open spaces, explain why you are studying Echo Park in Los Angeles rather than Griffith Park?]. If applicable, describe what type of human activity involving this place makes it a good choice to study [e.g., prior research suggests Echo Park has more homeless veterans].

If your subject of analysis is a phenomenon. A phenomenon refers to a fact, occurrence, or circumstance that can be studied or observed but with the cause or explanation to be in question. In this sense, a phenomenon that forms your subject of analysis can encompass anything that can be observed or presumed to exist but is not fully understood. In the social and behavioral sciences, the case usually focuses on human interaction within a complex physical, social, economic, cultural, or political system. For example, the phenomenon could be the observation that many vehicles used by ISIS fighters are small trucks with English language advertisements on them. The research problem could be that ISIS fighters are difficult to combat because they are highly mobile. The research questions could be how and by what means are these vehicles used by ISIS being supplied to the militants and how might supply lines to these vehicles be cut off? How might knowing the suppliers of these trucks reveal larger networks of collaborators and financial support? A case study of a phenomenon most often encompasses an in-depth analysis of a cause and effect that is grounded in an interactive relationship between people and their environment in some way.

NOTE:   The choice of the case or set of cases to study cannot appear random. Evidence that supports the method by which you identified and chose your subject of analysis should clearly support investigation of the research problem and linked to key findings from your literature review. Be sure to cite any studies that helped you determine that the case you chose was appropriate for examining the problem.

IV.  Discussion

The main elements of your discussion section are generally the same as any research paper, but centered around interpreting and drawing conclusions about the key findings from your analysis of the case study. Note that a general social sciences research paper may contain a separate section to report findings. However, in a paper designed around a case study, it is common to combine a description of the results with the discussion about their implications. The objectives of your discussion section should include the following:

Reiterate the Research Problem/State the Major Findings Briefly reiterate the research problem you are investigating and explain why the subject of analysis around which you designed the case study were used. You should then describe the findings revealed from your study of the case using direct, declarative, and succinct proclamation of the study results. Highlight any findings that were unexpected or especially profound.

Explain the Meaning of the Findings and Why They are Important Systematically explain the meaning of your case study findings and why you believe they are important. Begin this part of the section by repeating what you consider to be your most important or surprising finding first, then systematically review each finding. Be sure to thoroughly extrapolate what your analysis of the case can tell the reader about situations or conditions beyond the actual case that was studied while, at the same time, being careful not to misconstrue or conflate a finding that undermines the external validity of your conclusions.

Relate the Findings to Similar Studies No study in the social sciences is so novel or possesses such a restricted focus that it has absolutely no relation to previously published research. The discussion section should relate your case study results to those found in other studies, particularly if questions raised from prior studies served as the motivation for choosing your subject of analysis. This is important because comparing and contrasting the findings of other studies helps support the overall importance of your results and it highlights how and in what ways your case study design and the subject of analysis differs from prior research about the topic.

Consider Alternative Explanations of the Findings Remember that the purpose of social science research is to discover and not to prove. When writing the discussion section, you should carefully consider all possible explanations revealed by the case study results, rather than just those that fit your hypothesis or prior assumptions and biases. Be alert to what the in-depth analysis of the case may reveal about the research problem, including offering a contrarian perspective to what scholars have stated in prior research if that is how the findings can be interpreted from your case.

Acknowledge the Study's Limitations You can state the study's limitations in the conclusion section of your paper but describing the limitations of your subject of analysis in the discussion section provides an opportunity to identify the limitations and explain why they are not significant. This part of the discussion section should also note any unanswered questions or issues your case study could not address. More detailed information about how to document any limitations to your research can be found here .

Suggest Areas for Further Research Although your case study may offer important insights about the research problem, there are likely additional questions related to the problem that remain unanswered or findings that unexpectedly revealed themselves as a result of your in-depth analysis of the case. Be sure that the recommendations for further research are linked to the research problem and that you explain why your recommendations are valid in other contexts and based on the original assumptions of your study.

V.  Conclusion

As with any research paper, you should summarize your conclusion in clear, simple language; emphasize how the findings from your case study differs from or supports prior research and why. Do not simply reiterate the discussion section. Provide a synthesis of key findings presented in the paper to show how these converge to address the research problem. If you haven't already done so in the discussion section, be sure to document the limitations of your case study and any need for further research.

The function of your paper's conclusion is to: 1) reiterate the main argument supported by the findings from your case study; 2) state clearly the context, background, and necessity of pursuing the research problem using a case study design in relation to an issue, controversy, or a gap found from reviewing the literature; and, 3) provide a place to persuasively and succinctly restate the significance of your research problem, given that the reader has now been presented with in-depth information about the topic.

Consider the following points to help ensure your conclusion is appropriate:

• If the argument or purpose of your paper is complex, you may need to summarize these points for your reader.
• If prior to your conclusion, you have not yet explained the significance of your findings or if you are proceeding inductively, use the conclusion of your paper to describe your main points and explain their significance.
• Move from a detailed to a general level of consideration of the case study's findings that returns the topic to the context provided by the introduction or within a new context that emerges from your case study findings.

Note that, depending on the discipline you are writing in or the preferences of your professor, the concluding paragraph may contain your final reflections on the evidence presented as it applies to practice or on the essay's central research problem. However, the nature of being introspective about the subject of analysis you have investigated will depend on whether you are explicitly asked to express your observations in this way.

Problems to Avoid

Overgeneralization One of the goals of a case study is to lay a foundation for understanding broader trends and issues applied to similar circumstances. However, be careful when drawing conclusions from your case study. They must be evidence-based and grounded in the results of the study; otherwise, it is merely speculation. Looking at a prior example, it would be incorrect to state that a factor in improving girls access to education in Azerbaijan and the policy implications this may have for improving access in other Muslim nations is due to girls access to social media if there is no documentary evidence from your case study to indicate this. There may be anecdotal evidence that retention rates were better for girls who were engaged with social media, but this observation would only point to the need for further research and would not be a definitive finding if this was not a part of your original research agenda.

Failure to Document Limitations No case is going to reveal all that needs to be understood about a research problem. Therefore, just as you have to clearly state the limitations of a general research study , you must describe the specific limitations inherent in the subject of analysis. For example, the case of studying how women conceptualize the need for water conservation in a village in Uganda could have limited application in other cultural contexts or in areas where fresh water from rivers or lakes is plentiful and, therefore, conservation is understood more in terms of managing access rather than preserving access to a scarce resource.

Failure to Extrapolate All Possible Implications Just as you don't want to over-generalize from your case study findings, you also have to be thorough in the consideration of all possible outcomes or recommendations derived from your findings. If you do not, your reader may question the validity of your analysis, particularly if you failed to document an obvious outcome from your case study research. For example, in the case of studying the accident at the railroad crossing to evaluate where and what types of warning signals should be located, you failed to take into consideration speed limit signage as well as warning signals. When designing your case study, be sure you have thoroughly addressed all aspects of the problem and do not leave gaps in your analysis that leave the reader questioning the results.

Case Studies. Writing@CSU. Colorado State University; Gerring, John. Case Study Research: Principles and Practices . New York: Cambridge University Press, 2007; Merriam, Sharan B. Qualitative Research and Case Study Applications in Education . Rev. ed. San Francisco, CA: Jossey-Bass, 1998; Miller, Lisa L. “The Use of Case Studies in Law and Social Science Research.” Annual Review of Law and Social Science 14 (2018): TBD; Mills, Albert J., Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010; Putney, LeAnn Grogan. "Case Study." In Encyclopedia of Research Design , Neil J. Salkind, editor. (Thousand Oaks, CA: SAGE Publications, 2010), pp. 116-120; Simons, Helen. Case Study Research in Practice . London: SAGE Publications, 2009;  Kratochwill,  Thomas R. and Joel R. Levin, editors. Single-Case Research Design and Analysis: New Development for Psychology and Education .  Hilldsale, NJ: Lawrence Erlbaum Associates, 1992; Swanborn, Peter G. Case Study Research: What, Why and How? London : SAGE, 2010; Yin, Robert K. Case Study Research: Design and Methods . 6th edition. Los Angeles, CA, SAGE Publications, 2014; Walo, Maree, Adrian Bull, and Helen Breen. “Achieving Economic Benefits at Local Events: A Case Study of a Local Sports Event.” Festival Management and Event Tourism 4 (1996): 95-106.

Writing Tip

At Least Five Misconceptions about Case Study Research

Social science case studies are often perceived as limited in their ability to create new knowledge because they are not randomly selected and findings cannot be generalized to larger populations. Flyvbjerg examines five misunderstandings about case study research and systematically "corrects" each one. To quote, these are:

Misunderstanding 1 :  General, theoretical [context-independent] knowledge is more valuable than concrete, practical [context-dependent] knowledge. Misunderstanding 2 :  One cannot generalize on the basis of an individual case; therefore, the case study cannot contribute to scientific development. Misunderstanding 3 :  The case study is most useful for generating hypotheses; that is, in the first stage of a total research process, whereas other methods are more suitable for hypotheses testing and theory building. Misunderstanding 4 :  The case study contains a bias toward verification, that is, a tendency to confirm the researcher’s preconceived notions. Misunderstanding 5 :  It is often difficult to summarize and develop general propositions and theories on the basis of specific case studies [p. 221].

While writing your paper, think introspectively about how you addressed these misconceptions because to do so can help you strengthen the validity and reliability of your research by clarifying issues of case selection, the testing and challenging of existing assumptions, the interpretation of key findings, and the summation of case outcomes. Think of a case study research paper as a complete, in-depth narrative about the specific properties and key characteristics of your subject of analysis applied to the research problem.

Flyvbjerg, Bent. “Five Misunderstandings About Case-Study Research.” Qualitative Inquiry 12 (April 2006): 219-245.

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• Case Study | Definition, Examples & Methods

Case Study | Definition, Examples & Methods

Published on 5 May 2022 by Shona McCombes . Revised on 30 January 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organisation, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating, and understanding different aspects of a research problem .

Table of contents

When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyse the case.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

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Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

• Provide new or unexpected insights into the subject
• Challenge or complicate existing assumptions and theories
• Propose practical courses of action to resolve a problem
• Open up new directions for future research

Unlike quantitative or experimental research, a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.

If you find yourself aiming to simultaneously investigate and solve an issue, consider conducting action research . As its name suggests, action research conducts research and takes action at the same time, and is highly iterative and flexible. 

However, you can also choose a more common or representative case to exemplify a particular category, experience, or phenomenon.

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

• Exemplify a theory by showing how it explains the case under investigation
• Expand on a theory by uncovering new concepts and ideas that need to be incorporated
• Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions

To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews, observations, and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data .

The aim is to gain as thorough an understanding as possible of the case and its context.

In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.

How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis, with separate sections or chapters for the methods , results , and discussion .

Others are written in a more narrative style, aiming to explore the case from various angles and analyse its meanings and implications (for example, by using textual analysis or discourse analysis ).

In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.

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How to Write a Case Study | Examples & Methods

What is a case study?

A case study is a research approach that provides an in-depth examination of a particular phenomenon, event, organization, or individual. It involves analyzing and interpreting data to provide a comprehensive understanding of the subject under investigation. 

Case studies can be used in various disciplines, including business, social sciences, medicine ( clinical case report ), engineering, and education. The aim of a case study is to provide an in-depth exploration of a specific subject, often with the goal of generating new insights into the phenomena being studied.

When to write a case study

Case studies are often written to present the findings of an empirical investigation or to illustrate a particular point or theory. They are useful when researchers want to gain an in-depth understanding of a specific phenomenon or when they are interested in exploring new areas of inquiry. 

Case studies are also useful when the subject of the research is rare or when the research question is complex and requires an in-depth examination. A case study can be a good fit for a thesis or dissertation as well.

Case study examples

Below are some examples of case studies with their research questions:

These examples demonstrate the diversity of research questions and case studies that can be explored. From studying small businesses in Ghana to the ethical issues in supply chains, case studies can be used to explore a wide range of phenomena.

Outlying cases vs. representative cases

An outlying case stud y refers to a case that is unusual or deviates significantly from the norm. An example of an outlying case study could be a small, family-run bed and breakfast that was able to survive and even thrive during the COVID-19 pandemic, while other larger hotels struggled to stay afloat.

On the other hand, a representative case study refers to a case that is typical of the phenomenon being studied. An example of a representative case study could be a hotel chain that operates in multiple locations that faced significant challenges during the COVID-19 pandemic, such as reduced demand for hotel rooms, increased safety and health protocols, and supply chain disruptions. The hotel chain case could be representative of the broader hospitality industry during the pandemic, and thus provides an insight into the typical challenges that businesses in the industry faced.

Steps for Writing a Case Study

As with any academic paper, writing a case study requires careful preparation and research before a single word of the document is ever written. Follow these basic steps to ensure that you don’t miss any crucial details when composing your case study.

Step 1: Select a case to analyze

After you have developed your statement of the problem and research question , the first step in writing a case study is to select a case that is representative of the phenomenon being investigated or that provides an outlier. For example, if a researcher wants to explore the impact of COVID-19 on the hospitality industry, they could select a representative case, such as a hotel chain that operates in multiple locations, or an outlying case, such as a small bed and breakfast that was able to pivot their business model to survive during the pandemic. Selecting the appropriate case is critical in ensuring the research question is adequately explored.

Step 2: Create a theoretical framework

Theoretical frameworks are used to guide the analysis and interpretation of data in a case study. The framework should provide a clear explanation of the key concepts, variables, and relationships that are relevant to the research question. The theoretical framework can be drawn from existing literature, or the researcher can develop their own framework based on the data collected. The theoretical framework should be developed early in the research process to guide the data collection and analysis.

To give your case analysis a strong theoretical grounding, be sure to include a literature review of references and sources relating to your topic and develop a clear theoretical framework. Your case study does not simply stand on its own but interacts with other studies related to your topic. Your case study can do one of the following: 

• Demonstrate a theory by showing how it explains the case being investigated
• Broaden a theory by identifying additional concepts and ideas that can be incorporated to strengthen it
• Confront a theory via an outlier case that does not conform to established conclusions or assumptions

Step 3: Collect data for your case study

Data collection can involve a variety of research methods , including interviews, surveys, observations, and document analyses, and it can include both primary and secondary sources . It is essential to ensure that the data collected is relevant to the research question and that it is collected in a systematic and ethical manner. Data collection methods should be chosen based on the research question and the availability of data. It is essential to plan data collection carefully to ensure that the data collected is of high quality

Step 4: Describe the case and analyze the details

The final step is to describe the case in detail and analyze the data collected. This involves identifying patterns and themes that emerge from the data and drawing conclusions that are relevant to the research question. It is essential to ensure that the analysis is supported by the data and that any limitations or alternative explanations are acknowledged.

The manner in which you report your findings depends on the type of research you are doing. Some case studies are structured like a standard academic paper, with separate sections or chapters for the methods section , results section , and discussion section , while others are structured more like a standalone literature review.

Regardless of the topic you choose to pursue, writing a case study requires a systematic and rigorous approach to data collection and analysis. By following the steps outlined above and using examples from existing literature, researchers can create a comprehensive and insightful case study that contributes to the understanding of a particular phenomenon.

Preparing Your Case Study for Publication

After completing the draft of your case study, be sure to revise and edit your work for any mistakes, including grammatical errors , punctuation errors , spelling mistakes, and awkward sentence structure . Ensure that your case study is well-structured and that your arguments are well-supported with language that follows the conventions of academic writing .  To ensure your work is polished for style and free of errors, get English editing services from Wordvice, including our paper editing services and manuscript editing services . Let our academic subject experts enhance the style and flow of your academic work so you can submit your case study with confidence.

Case Study Research Method in Psychology

Saul McLeod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul McLeod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

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Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

On This Page:

Case studies are in-depth investigations of a person, group, event, or community. Typically, data is gathered from various sources using several methods (e.g., observations & interviews).

The case study research method originated in clinical medicine (the case history, i.e., the patient’s personal history). In psychology, case studies are often confined to the study of a particular individual.

The information is mainly biographical and relates to events in the individual’s past (i.e., retrospective), as well as to significant events that are currently occurring in his or her everyday life.

The case study is not a research method, but researchers select methods of data collection and analysis that will generate material suitable for case studies.

Freud (1909a, 1909b) conducted very detailed investigations into the private lives of his patients in an attempt to both understand and help them overcome their illnesses.

This makes it clear that the case study is a method that should only be used by a psychologist, therapist, or psychiatrist, i.e., someone with a professional qualification.

There is an ethical issue of competence. Only someone qualified to diagnose and treat a person can conduct a formal case study relating to atypical (i.e., abnormal) behavior or atypical development.

 Famous Case Studies

• Anna O – One of the most famous case studies, documenting psychoanalyst Josef Breuer’s treatment of “Anna O” (real name Bertha Pappenheim) for hysteria in the late 1800s using early psychoanalytic theory.
• Little Hans – A child psychoanalysis case study published by Sigmund Freud in 1909 analyzing his five-year-old patient Herbert Graf’s house phobia as related to the Oedipus complex.
• Bruce/Brenda – Gender identity case of the boy (Bruce) whose botched circumcision led psychologist John Money to advise gender reassignment and raise him as a girl (Brenda) in the 1960s.
• Genie Wiley – Linguistics/psychological development case of the victim of extreme isolation abuse who was studied in 1970s California for effects of early language deprivation on acquiring speech later in life.
• Phineas Gage – One of the most famous neuropsychology case studies analyzes personality changes in railroad worker Phineas Gage after an 1848 brain injury involving a tamping iron piercing his skull.

Clinical Case Studies

• Studying the effectiveness of psychotherapy approaches with an individual patient
• Assessing and treating mental illnesses like depression, anxiety disorders, PTSD
• Neuropsychological cases investigating brain injuries or disorders

Child Psychology Case Studies

• Studying psychological development from birth through adolescence
• Cases of learning disabilities, autism spectrum disorders, ADHD
• Effects of trauma, abuse, deprivation on development

Types of Case Studies

• Explanatory case studies : Used to explore causation in order to find underlying principles. Helpful for doing qualitative analysis to explain presumed causal links.
• Exploratory case studies : Used to explore situations where an intervention being evaluated has no clear set of outcomes. It helps define questions and hypotheses for future research.
• Descriptive case studies : Describe an intervention or phenomenon and the real-life context in which it occurred. It is helpful for illustrating certain topics within an evaluation.
• Multiple-case studies : Used to explore differences between cases and replicate findings across cases. Helpful for comparing and contrasting specific cases.
• Intrinsic : Used to gain a better understanding of a particular case. Helpful for capturing the complexity of a single case.
• Collective : Used to explore a general phenomenon using multiple case studies. Helpful for jointly studying a group of cases in order to inquire into the phenomenon.

Where Do You Find Data for a Case Study?

There are several places to find data for a case study. The key is to gather data from multiple sources to get a complete picture of the case and corroborate facts or findings through triangulation of evidence. Most of this information is likely qualitative (i.e., verbal description rather than measurement), but the psychologist might also collect numerical data.

1. Primary sources

• Interviews – Interviewing key people related to the case to get their perspectives and insights. The interview is an extremely effective procedure for obtaining information about an individual, and it may be used to collect comments from the person’s friends, parents, employer, workmates, and others who have a good knowledge of the person, as well as to obtain facts from the person him or herself.
• Observations – Observing behaviors, interactions, processes, etc., related to the case as they unfold in real-time.
• Documents & Records – Reviewing private documents, diaries, public records, correspondence, meeting minutes, etc., relevant to the case.

2. Secondary sources

• News/Media – News coverage of events related to the case study.
• Academic articles – Journal articles, dissertations etc. that discuss the case.
• Government reports – Official data and records related to the case context.
• Books/films – Books, documentaries or films discussing the case.

3. Archival records

Searching historical archives, museum collections and databases to find relevant documents, visual/audio records related to the case history and context.

Public archives like newspapers, organizational records, photographic collections could all include potentially relevant pieces of information to shed light on attitudes, cultural perspectives, common practices and historical contexts related to psychology.

4. Organizational records

Organizational records offer the advantage of often having large datasets collected over time that can reveal or confirm psychological insights.

Of course, privacy and ethical concerns regarding confidential data must be navigated carefully.

However, with proper protocols, organizational records can provide invaluable context and empirical depth to qualitative case studies exploring the intersection of psychology and organizations.

• Organizational/industrial psychology research : Organizational records like employee surveys, turnover/retention data, policies, incident reports etc. may provide insight into topics like job satisfaction, workplace culture and dynamics, leadership issues, employee behaviors etc.
• Clinical psychology : Therapists/hospitals may grant access to anonymized medical records to study aspects like assessments, diagnoses, treatment plans etc. This could shed light on clinical practices.
• School psychology : Studies could utilize anonymized student records like test scores, grades, disciplinary issues, and counseling referrals to study child development, learning barriers, effectiveness of support programs, and more.

How do I Write a Case Study in Psychology?

Follow specified case study guidelines provided by a journal or your psychology tutor. General components of clinical case studies include: background, symptoms, assessments, diagnosis, treatment, and outcomes. Interpreting the information means the researcher decides what to include or leave out. A good case study should always clarify which information is the factual description and which is an inference or the researcher’s opinion.

1. Introduction

• Provide background on the case context and why it is of interest, presenting background information like demographics, relevant history, and presenting problem.
• Compare briefly to similar published cases if applicable. Clearly state the focus/importance of the case.

2. Case Presentation

• Describe the presenting problem in detail, including symptoms, duration,and impact on daily life.
• Include client demographics like age and gender, information about social relationships, and mental health history.
• Describe all physical, emotional, and/or sensory symptoms reported by the client.
• Use patient quotes to describe the initial complaint verbatim. Follow with full-sentence summaries of relevant history details gathered, including key components that led to a working diagnosis.
• Summarize clinical exam results, namely orthopedic/neurological tests, imaging, lab tests, etc. Note actual results rather than subjective conclusions. Provide images if clearly reproducible/anonymized.
• Clearly state the working diagnosis or clinical impression before transitioning to management.

3. Management and Outcome

• Indicate the total duration of care and number of treatments given over what timeframe. Use specific names/descriptions for any therapies/interventions applied.
• Present the results of the intervention,including any quantitative or qualitative data collected.
• For outcomes, utilize visual analog scales for pain, medication usage logs, etc., if possible. Include patient self-reports of improvement/worsening of symptoms. Note the reason for discharge/end of care.

4. Discussion

• Analyze the case, exploring contributing factors, limitations of the study, and connections to existing research.
• Analyze the effectiveness of the intervention,considering factors like participant adherence, limitations of the study, and potential alternative explanations for the results.
• Identify any questions raised in the case analysis and relate insights to established theories and current research if applicable. Avoid definitive claims about physiological explanations.
• Offer clinical implications, and suggest future research directions.

5. Additional Items

• Thank specific assistants for writing support only. No patient acknowledgments.
• References should directly support any key claims or quotes included.
• Use tables/figures/images only if substantially informative. Include permissions and legends/explanatory notes.
• Provides detailed (rich qualitative) information.
• Provides insight for further research.
• Permitting investigation of otherwise impractical (or unethical) situations.

Case studies allow a researcher to investigate a topic in far more detail than might be possible if they were trying to deal with a large number of research participants (nomothetic approach) with the aim of ‘averaging’.

Because of their in-depth, multi-sided approach, case studies often shed light on aspects of human thinking and behavior that would be unethical or impractical to study in other ways.

Research that only looks into the measurable aspects of human behavior is not likely to give us insights into the subjective dimension of experience, which is important to psychoanalytic and humanistic psychologists.

Case studies are often used in exploratory research. They can help us generate new ideas (that might be tested by other methods). They are an important way of illustrating theories and can help show how different aspects of a person’s life are related to each other.

The method is, therefore, important for psychologists who adopt a holistic point of view (i.e., humanistic psychologists ).

Limitations

• Lacking scientific rigor and providing little basis for generalization of results to the wider population.
• Researchers’ own subjective feelings may influence the case study (researcher bias).
• Difficult to replicate.
• Time-consuming and expensive.
• The volume of data, together with the time restrictions in place, impacted the depth of analysis that was possible within the available resources.

Because a case study deals with only one person/event/group, we can never be sure if the case study investigated is representative of the wider body of “similar” instances. This means the conclusions drawn from a particular case may not be transferable to other settings.

Because case studies are based on the analysis of qualitative (i.e., descriptive) data , a lot depends on the psychologist’s interpretation of the information she has acquired.

This means that there is a lot of scope for Anna O , and it could be that the subjective opinions of the psychologist intrude in the assessment of what the data means.

For example, Freud has been criticized for producing case studies in which the information was sometimes distorted to fit particular behavioral theories (e.g., Little Hans ).

This is also true of Money’s interpretation of the Bruce/Brenda case study (Diamond, 1997) when he ignored evidence that went against his theory.

Breuer, J., & Freud, S. (1895).  Studies on hysteria . Standard Edition 2: London.

Curtiss, S. (1981). Genie: The case of a modern wild child .

Diamond, M., & Sigmundson, K. (1997). Sex Reassignment at Birth: Long-term Review and Clinical Implications. Archives of Pediatrics & Adolescent Medicine , 151(3), 298-304

Freud, S. (1909a). Analysis of a phobia of a five year old boy. In The Pelican Freud Library (1977), Vol 8, Case Histories 1, pages 169-306

Freud, S. (1909b). Bemerkungen über einen Fall von Zwangsneurose (Der “Rattenmann”). Jb. psychoanal. psychopathol. Forsch ., I, p. 357-421; GW, VII, p. 379-463; Notes upon a case of obsessional neurosis, SE , 10: 151-318.

Harlow J. M. (1848). Passage of an iron rod through the head.  Boston Medical and Surgical Journal, 39 , 389–393.

Harlow, J. M. (1868).  Recovery from the Passage of an Iron Bar through the Head .  Publications of the Massachusetts Medical Society. 2  (3), 327-347.

Money, J., & Ehrhardt, A. A. (1972).  Man & Woman, Boy & Girl : The Differentiation and Dimorphism of Gender Identity from Conception to Maturity. Baltimore, Maryland: Johns Hopkins University Press.

Money, J., & Tucker, P. (1975). Sexual signatures: On being a man or a woman.

Further Information

• Case Study Approach
• Case Study Method
• Enhancing the Quality of Case Studies in Health Services Research
• “We do things together” A case study of “couplehood” in dementia
• Using mixed methods for evaluating an integrative approach to cancer care: a case study

How to undertake a Case Study Research: Explained with practical examples.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Falling in the qualitative research paradigm case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods, but quantitative methods are sometimes also used. Case study approach is best suited for describing, comparing, evaluating and in-depth understanding of different aspects of a research problem.

Undertaking a case study research study involves a systematic process to ensure a thorough and insightful examination of a particular case while using a number of steps to investigate it methodically. In this blog post we briefly discuss how to carry out a case study research using various practical examples.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case with Thick description.

Case studies are often a good choice in a thesis or dissertation. They keep your project focused and manageable when you don’t have the time or resources to do large-scale research inquiry.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

10 useful examples of case study research:

Here is a step by step guide, how to undertake a case study research:

Define the aim and objectives:

In conducting case study research, defining the purpose and objectives involves clearly outlining the overarching goal of the study and the specific aims to be achieved.

For example , the purpose of a case study might be to explore the effectiveness of a particular intervention in improving patient outcomes in a clinical setting. The objectives could include assessing the impact of the intervention on key outcome measures such as symptom severity, quality of life, and healthcare utilization, as well as identifying factors that facilitate or hinder successful implementation.

By defining the purpose and objectives upfront, you can ensure that the study remains focused and aligned with its intended goals, guiding the selection of appropriate methods, data collection strategies and analytical approaches. So you should focus on the following:

• Clearly articulate the specific questions or issues you aim to address through the case study.
• Define the goals and objectives of the case study, indicating what you intend to achieve.

Select the Case :

Once you have developed your research questions and defined research objectives, you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

• Provide new or unexpected insights into the subject
• Challenge or complicate existing assumptions and theories
• Propose practical courses of action to resolve a problem
• Open up new directions for future research

If your research is more practical in nature and aims to simultaneously investigate an issue as you solve it, consider conducting action research instead.

Unlike quantitative or experimental research, a strong case study approach does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem for Contextual analysis and in-depth understanding. So you should remain focused on the following:

• Decide whether your case study will be exploratory, explanatory, intrinsic, instrumental, or another type based on your research goals.
• Clearly define the boundaries and scope of your case study.
• Select a case that aligns with your research questions and objectives.

Develop a Theoretical Framework:

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

• Exemplify  a theory by showing how it explains the case under investigation
• Expand  on a theory by uncovering new concepts and ideas that need to be incorporated
• Challenge  a theory by exploring an outlier case that doesn’t fit with established assumptions

For example  if you are investigated the system of recruitment and selection in the selected universities as a multiple case you may use General Systems Theory as a theoretical lens. To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework. This means identifying key concepts and theories to guide your analysis and interpretation. So if your case study involves theoretical concepts, you should build a theoretical framework and identify theoretical underpinnings.

Plan data collection methods:

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews, observations, and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data. So you should choose the sources of data, such as interviews, observations, documents, or a combination and develop interview guides, observation protocols, or survey questionnaires.

When planning data collection methods for a single or multiple case study research, it is essential to select approaches that align with the research questions and objectives while ensuring the integrity and reliability of the data.

For instance,  if you are investigating the impact of telemedicine on patient satisfaction in a rural healthcare setting might employ a combination of qualitative and quantitative methods. Qualitative techniques such as semi-structured interviews with patients and healthcare providers could provide insights into their experiences and perceptions of telemedicine services, while quantitative surveys or analysis of electronic health records could yield objective measures of patient satisfaction and clinical outcomes. Additionally, document analysis of program protocols or implementation reports could offer contextual information about the telemedicine initiative.

By using a mixed-methods approach tailored to the specific research context, you can capture a comprehensive understanding of the phenomenon under investigation and enhance the credibility and validity of their findings.

The aim is to gain as thorough understanding as possible of the case and its context.

Ensure ethical considerations:

Ensuring ethical considerations is paramount when conducting case study research, especially when dealing with human subjects. When conducting case study research, ensuring ethical considerations involves obtaining informed consent from participants, protecting their privacy and confidentiality, maintaining objectivity and integrity, respecting participant autonomy and dignity, obtaining approval from relevant body/committee and maintaining transparency and accountability throughout the research process.

This entails carefully explaining the study’s purpose and procedures to participants, safeguarding their personal information, minimizing any potential risks, maintaining impartiality and honesty in data collection and analysis, respecting participants’ right to make informed decisions, offering participants the opportunity to receive feedback on the study’s findings, and documenting research practices transparently to ensure accountability and responsible dissemination of findings. So you should do the following:

• If required, seek ethical approval for your study.
• Develop procedures to inform and obtain consent from participants.
• Implement measures to protect participant confidentiality.

Collect data:

When collecting data for a case study, you should employ a variety of methods to gather comprehensive and rich information relevant to the research questions and objectives.

For example , in a study examining the impact of a community health intervention on reducing obesity rates, data collection methods may include semi-structured interviews with community members, healthcare providers, and program administrators to capture their perspectives and experiences. Additionally, you could conduct focus group discussions to explore community attitudes towards healthy lifestyle behaviors and barriers to participation in the intervention.

Observation of program activities and community events related to health promotion could provide contextual insights into program implementation and community engagement. Furthermore, document analysis of program materials, reports, and participant records could offer additional data on intervention components, participant demographics, and outcomes.

By utilizing multiple data collection methods, you can triangulate information from different sources to develop a comprehensive understanding of the case under study and enhance the validity and reliability of their findings. So you should undertake the following:

• If using interviews, conduct them following your interview guide.
• If conducting observations, document behaviors, interactions, and events.
• Gather relevant documents, records, or artifacts.

Analyze data:

When analyzing data for a case study, you should systematically examine and interpret the collected information to derive meaningful insights and address the research questions.

For example , in a case study investigating the factors influencing the adoption of renewable energy technologies in a rural community, you may employ thematic analysis to identify recurring themes and patterns in interview transcripts and documents related to renewable energy initiatives. They might categorize data into themes such as community attitudes towards renewable energy, perceived benefits and barriers to adoption, and strategies for promoting renewable energy uptake.

Additionally, quantitative data collected through surveys or program evaluations could be analyzed using descriptive statistics or inferential methods to quantify the prevalence of certain attitudes or behaviors within the community.

By integrating qualitative and quantitative analyses, you can triangulate findings to develop a comprehensive understanding of the case study phenomenon and draw robust conclusions that inform theory, practice, and policy. So you should ensure the following:

• Use coding techniques to analyze qualitative data by coding and categorizing it.
• If quantitative data is included, apply statistical methods.

Interpret and discuss findings:

When interpreting and discussing findings in a case study research, you should critically analyze the data in relation to the research questions and objectives, contextualize the findings within existing literature, and explore implications for theory, practice, and policy.

For instance , in a case study examining the impact of a school-based mindfulness program on students’ mental health, you might discuss how qualitative data from interviews with students and teachers reveal improvements in emotional regulation and stress management skills following program participation. They could then compare these qualitative findings with quantitative data on changes in self-reported anxiety levels or behavioral outcomes measured through standardized assessments.

Furthermore, you might discuss how these findings align with previous research on mindfulness interventions in educational settings and highlight the potential benefits of integrating such programs into school curricula to support students’ well-being. By engaging in a comprehensive discussion of the findings, you can offer insights that advance understanding of the case study phenomenon and contribute to broader knowledge in the field. So you should do the following:

• Present a comprehensive description of the case, incorporating data, quotes, and examples.
• Structure the case study logically, following a clear and coherent narrative.
• Provide interpretations and explanations of the findings in relation to your research questions.
• Compare your results with existing literature in the field.

Conclude and summarize:

When concluding and summarizing a case study research, you should recapitulate the key findings, revisit the research questions and objectives, and reflect on the implications of the study.

For example , in a case study investigating the factors influencing the success of small businesses in a rural community, the conclusion may highlight the critical role of community support networks, access to financial resources, and entrepreneurial skills in fostering business sustainability. The summary could reiterate how these factors interact to shape the outcomes observed in the case study and underscore the importance of tailored interventions to support small business development in similar contexts.

Additionally, you may discuss any limitations of the study, such as sample size or data collection methods, and offer suggestions for future research to address these gaps and build upon the findings. By providing a concise synthesis of the findings and their implications, the conclusion ensures that the study’s contribution are clearly communicated and actionable for stakeholders in academia, policy, and practice. So you should ensure the following:

• Provide a concise summary of the main findings.
• Draw conclusions based on your analysis.

Conclusion:

By following these steps, you can develop a comprehensive and well-structured case study that contributes valuable insights to your field of study.

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100 Best Case Study Questions for Your Next Customer Spotlight

Published: November 29, 2022

Case studies and testimonials are helpful to have in your arsenal. But to build an effective library, you need to ask the right case study questions. You also need to know how to write a case study .

Case studies are customers' stories that your sales team can use to share relevant content with prospects . Not only that, but case studies help you earn a prospect's trust, show them what life would be like as your customer, and validate that your product or service works for your clients.

Before you start building your library of case studies, check out our list of 100 case study questions to ask your clients. With this helpful guide, you'll have the know-how to build your narrative using the " Problem-Agitate-Solve " Method.

What makes a good case study questionnaire?

The ultimate list of case study questions, how to ask your customer for a case study, creating an effective case study.

Certain key elements make up a good case study questionnaire.

A questionnaire should never feel like an interrogation. Instead, aim to structure your case study questions like a conversation. Some of the essential things that your questionnaire should cover include:

• The problem faced by the client before choosing your organization.
• Why they chose your company.
• How your product solved the problem clients faced.
• The measurable results of the service provided.
• Data and metrics that prove the success of your service or product, if possible.

You can adapt these considerations based on how your customers use your product and the specific answers or quotes that you want to receive.

What makes a good case study question?

A good case study question delivers a powerful message to leads in the decision stage of your prospective buyer's journey.

Since your client has agreed to participate in a case study, they're likely enthusiastic about the service you provide. Thus, a good case study question hands the reins over to the client and opens a conversation.

Try asking open-ended questions to encourage your client to talk about the excellent service or product you provide.

Free Case Study Templates

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Categories for the Best Case Study Questions

• Case study questions about the customer's business
• Case study questions about the environment before the purchase
• Case study questions about the decision process
• Case study questions about the customer's business case
• Case study questions about the buying team and internal advocates
• Case study questions about customer success
• Case study questions about product feedback
• Case study questions about willingness to make referrals
• Case study question to prompt quote-worthy feedback
• Case study questions about the customers' future goals

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

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Case Study Interview Questions About the Customer's Business

Knowing the customer's business is an excellent way of setting the tone for a case study.

Use these questions to get some background information about the company and its business goals. This information can be used to introduce the business at the beginning of the case study — plus, future prospects might resonate with their stories and become leads for you.

• Would you give me a quick overview of [company]? This is an opportunity for the client to describe their business in their own words. You'll get useful background information and it's an easy prompt to get the client talking.
• Can you describe your role? This will give you a better idea of the responsibilities they are subject to.
• How do your role and team fit into the company and its goals? Knowing how the team functions to achieve company goals will help you formulate how your solution involves all stakeholders.
• How long has your company been in business? Getting this information will help the reader gauge if pain points are specific to a startup or new company vs. a veteran company.
• How many employees do you have? Another great descriptor for readers to have. They can compare the featured company size with their own.
• Is your company revenue available? If so, what is it? This will give your readers background information on the featured company's gross sales.
• Who is your target customer? Knowing who the target audience is will help you provide a better overview of their market for your case study readers.
• How does our product help your team or company achieve its objectives? This is one of the most important questions because it is the basis of the case study. Get specifics on how your product provided a solution for your client. You want to be able to say "X company implemented our solution and achieved Y. "
• How are our companies aligned (mission, strategy, culture, etc.)? If any attributes of your company's mission or culture appealed to the client, call it out.

How many people are on your team? What are their roles? This will help describe key players within the organization and their impact on the implementation of your solution.

Case Study Interview Questions About the Environment Before the Purchase

A good case study is designed to build trust. Ask clients to describe the tools and processes they used before your product or service. These kinds of case study questions will highlight the business' need they had to fulfill and appeal to future clients.

• What was your team's process prior to using our product? This will give the reader a baseline to compare the results for your company's product.
• Were there any costs associated with the process prior to using our product? Was it more expensive? Was it worth the cost? How did the product affect the client's bottom line? This will be a useful metric to disclose if your company saved the client money or was more cost-efficient.
• What were the major pain points of your process prior to using our product? Describe these obstacles in detail. You want the reader to get as much information on the problem as possible as it sets up the reasoning for why your company's solution was implemented.
• Did our product replace a similar tool or is this the first time your team is using a product like this? Were they using a similar product? If so, having this information may give readers a reason to choose your brand over the competition.
• What other challenges were you and your team experiencing prior to using our product? The more details you can give readers regarding the client's struggles, the better. You want to paint a full picture of the challenges the client faced and how your company resolved them.
• Were there any concerns about how your customers would be impacted by using our product? Getting answers to this question will illustrate to readers the client's concerns about switching to your service. Your readers may have similar concerns and reading how your client worked through this process will be helpful.
• Why didn't you buy our product or a similar product earlier? Have the client describe any hesitations they had using your product. Their concerns may be relatable to potential leads.
• Were there any "dealbreakers" involved in your decision to become a customer? Describing how your company was able to provide a solution that worked within those parameters demonstrates how accommodating your brand is and how you put the customer first. It's also great to illustrate any unique challenges the client had. This better explains their situation to the reader.
• Did you have to make any changes you weren't anticipating once you became a customer? Readers of your case study can learn how switching to your product came with some unexpected changes (good or bad) and how they navigated them. If you helped your client with troubleshooting, ask them to explain that here.

How has your perception of the product changed since you've become a customer? Get the interviewee to describe how your product changed how they do business. This includes how your product accomplished what they previously thought was impossible.

Case Study Interview Questions About the Decision Process

Readers of the case study will be interested in which factors influenced the decision-making process for the client. If they can relate to that process, there's a bigger chance they'll buy your product.

The answers to these questions will help potential customers through their decision-making process.

• How did you hear about our product? If the client chose to work with you based on a recommendation or another positive case study, include that. It will demonstrate that you are a trusted brand with an established reputation for delivering results.
• How long had you been looking for a solution to this problem? This will add to the reader's understanding of how these particular challenges impacted the company before choosing your product.
• Were you comparing alternative solutions? Which ones? This will demonstrate to readers that the client explored other options before choosing your company.
• Would you describe a few of the reasons you decided to buy our product? Ask the interviewee to describe why they chose your product over the competition and any benefits your company offered that made you stand out.
• What were the criteria you used when deciding to buy our product? This will give readers more background insight into the factors that impacted their decision-making process.
• Were there any high-level initiatives or goals that prompted the decision to buy? For example, was this decision motivated by a company-wide vision? Prompt your clients to discuss what lead to the decision to work with you and how you're the obvious choice.
• What was the buying process like? Did you notice anything exceptional or any points of friction? This is an opportunity for the client to comment on how seamless and easy you make the buying process. Get them to describe what went well from start to finish.
• How would you have changed the buying process, if at all? This is an opportunity for you to fine-tune your process to accommodate future buyers.
• Who on your team was involved in the buying process? This will give readers more background on the key players involved from executives to project managers. With this information, readers can see who they may potentially need to involve in the decision-making process on their teams.

Case Study Interview Questions About the Customer's Business Case

Your case study questions should ask about your product or solution's impact on the customer's employees, teams, metrics, and goals. These questions allow the client to praise the value of your service and tell others exactly what benefits they derived from it.

When readers review your product or service's impact on the client, it enforces the belief that the case study is credible.

• How long have you been using our product? This will help readers gauge how long it took to see results and your overall satisfaction with the product or service.
• How many different people at your company use our product? This will help readers gauge how they can adapt the product to their teams if similar in size.
• Are there multiple departments or teams using our product? This will demonstrate how great of an impact your product has made across departments.
• How do you and your team currently use the product? What types of goals or tasks are you using the product to accomplish? Get specifics on how the product actively helps the client achieve their goals.
• If other teams or departments are using our product, do you know how they're using it? With this information, leads can picture how they can use your product across their teams and how it may improve their workflow and metrics.
• What was the most obvious advantage you felt our product offered during the sales process? The interviewee should explain the benefits they've gained from using your product or service. This is important for convincing other leads you are better than the competition.
• Were there any other advantages you discovered after using the product more regularly? Your interviewee may have experienced some additional benefits from using your product. Have them describe in detail what these advantages are and how they've helped the company improve.
• Are there any metrics or KPIs you track with our product? What are they? The more numbers and data the client can provide, the better.
• Were you tracking any metrics prior to using our product? What were they? This will allow readers to get a clear, before-and-after comparison of using your product.
• How has our product impacted your core metrics? This is an opportunity for your clients to drive home how your product assisted them in hitting their metrics and goals.

Case Study Interview Questions About the Buying Team and Internal Advocates

See if there are any individuals at the customer's company who are advocates for your product.

• Are there any additional team members you consider to be advocates for our product? For example, does anyone stick out as a "power user" or product expert on your team? You may want to interview and include these power users in your case study as well. Consider asking them for tips on using your service or product.
• Is there anyone else on your team you think we should talk to? Again, the more people can share their experience using your product, the better.
• Are there any team members who you think might not be the biggest fans of our product or who might need more training? Providing extra support to those struggling with your product may improve their user experience and turn into an opportunity to not only learn about their obstacles but turn them into a product fan
• Would you share some details about how your team implemented our product? Get as much information as possible about the rollout. Hopefully, they'll gush about how seamless the process was.
• Who from your company was involved in implementing our product? This will give readers more insight into who needs to be involved for a successful rollout of their own.
• Were there any internal risks or additional costs involved with implementing our product? If so, how did you address them? This will give insight into the client's process and rollout and this case study question will likely provide tips on what potential leads should be on the lookout for.
• Is there a training process in place for your team's use of our product? If so, what does it look like? If your company provided support and training to the client, have them describe that experience.
• About how long does it take a new team member to get up to speed with our product? This will help leads determine how much time it will take to onboard an employee to your using your product. If a new user can quickly get started seamlessly, it bodes well for you.
• What was your main concern about rolling this product out to your company? Describing their challenges in detail will provide readers with useful insight.

Case Study Interview Questions About Customer Success

Has the customer found success with your product? Ask these questions to learn more.

• By using our product can you measure any reduced costs? If it has, you'll want to emphasize those savings in your case study.
• By using our product can you measure any improvements in productivity or time savings? Any metrics or specific stories your interviewee can provide will help demonstrate the value of your product.
• By using our product can you measure any increases in revenue or growth? Again, say it with numbers and data whenever possible.
• Are you likely to recommend our product to a friend or colleague? Recommendations from existing customers are some of the best marketing you can get.
• How has our product impacted your success? Your team's success? Getting the interviewee to describe how your product played an integral role in solving their challenges will show leads that they can also have success using your product.
• In the beginning, you had XYZ concerns; how do you feel about them now? Let them explain how working with your company eliminated those concerns.
• I noticed your team is currently doing XYZ with our product. Tell me more about how that helps your business. Illustrate to your readers how current customers are using your product to solve additional challenges. It will convey how versatile your product is.
• Have you thought about using our product for a new use case with your team or at your company? The more examples of use cases the client can provide, the better.
• How do you measure the value our product provides? Have the interviewee illustrate what metrics they use to gauge the product's success and how. Data is helpful, but you should go beyond the numbers. Maybe your product improved company morale and how teams work together.

Case Study Interview Questions About Product Feedback

Ask the customer if they'd recommend your product to others. A strong recommendation will help potential clients be more open to purchasing your product.

• How do other companies in this industry solve the problems you had before you purchased our product? This will give you insight into how other companies may be functioning without your product and how you can assist them.
• Have you ever talked about our product to any of your clients or peers? What did you say? This can provide you with more leads and a chance to get a referral.
• Why would you recommend our product to a friend or client? Be sure they pinpoint which features they would highlight in a recommendation.
• Can you think of any use cases your customers might have for our product? Similar industries may have similar issues that need solutions. Your interviewee may be able to provide a use case you haven't come up with.
• What is your advice for other teams or companies who are tackling problems similar to those you had before you purchased our product? This is another opportunity for your client to talk up your product or service.
• Do you know someone in X industry who has similar problems to the ones you had prior to using our product? The client can make an introduction so you can interview them about their experience as well.
• I noticed you work with Company Y. Do you know if they are having any pain points with these processes? This will help you learn how your product has impacted your client's customers and gain insight into what can be improved.
• Does your company participate in any partner or referral programs? Having a strong referral program will help you increase leads and improve customer retention.
• Can I send you a referral kit as a thank-you for making a referral and give you the tools to refer someone to us? This is a great strategy to request a referral while rewarding your existing customers.
• Are you interested in working with us to produce additional marketing content? The more opportunities you can showcase happy customers, the better.

Case Study Interview Questions About Willingness to Make Referrals

• How likely are you to recommend our product to a friend or client? Ideally, they would definitely refer your product to someone they know.
• Can you think of any use cases your customers might have for our product? Again, your interviewee is a great source for more leads. Similar industries may have similar issues that need solutions. They may be able to provide a use case you haven't come up with.
• I noticed you work with Company Y; do you know if they are having any pain points with these processes? This will help you learn how your product has impacted your client's customers and gain insight into what can be improved.

Case Study Interview Questions to Prompt Quote-Worthy Feedback

Enhance your case study with quotable soundbites from the customer. By asking these questions, prospects have more insight into other clients and their success with your product — which helps build trust.

• How would you describe your process in one sentence prior to using our product? Ideally, this sentence would quickly and descriptively sum up the most prominent pain point or challenge with the previous process.
• What is your advice to others who might be considering our product? Readers can learn from your customer's experience.
• What would your team's workflow or process be like without our product? This will drive home the value your product provides and how essential it is to their business.
• Do you think the investment in our product was worthwhile? Why? Have your customer make the case for the value you provide.
• What would you say if we told you our product would soon be unavailable? What would this mean to you? Again, this illustrates how integral your product is to their business.
• How would you describe our product if you were explaining it to a friend? Your customers can often distill the value of your product to their friends better than you can.
• What do you love about your job? Your company? This gives the reader more background on your customer and their industry.
• What was the worst part of your process before you started using our product? Ideally, they'd reiterate how your product helped solve this challenge.
• What do you love about our product? Another great way to get the customer's opinion about what makes your product worth it.
• Why do you do business with us? Hopefully, your interviewee will share how wonderful your business relationship is.

Case Study Interview Questions About the Customers' Future Goals

Ask the customer about their goals, challenges, and plans for the future. This will provide insight into how a business can grow with your product.

• What are the biggest challenges on the horizon for your industry? Chances are potential leads within the same industry will have similar challenges.
• What are your goals for the next three months? Knowing their short-term goals will enable your company to get some quick wins for the client.
• How would you like to use our product to meet those challenges and goals? This will help potential leads understand that your product can help their business as they scale and grow.
• Is there anything we can do to help you and your team meet your goals? If you haven't covered it already, this will allow your interviewee to express how you can better assist them.
• Do you think you will buy more, less, or about the same amount of our product next year? This can help you gauge how your product is used and why.
• What are the growth plans for your company this year? Your team? This will help you gain insight into how your product can help them achieve future goals.
• How can we help you meet your long-term goals? Getting specifics on the needs of your clients will help you create a unique solution designed for their needs.
• What is the long-term impact of using our product? Get their feedback on how your product has created a lasting impact.
• Are there any initiatives that you personally would like to achieve that our product or team can help with? Again, you want to continue to provide products that help your customers excel.
• What will you need from us in the future? This will help you anticipate the customer's business needs.
• Is there anything we can do to improve our product or process for working together in the future? The more feedback you can get about what is and isn't working, the better.

Before you can start putting together your case study, you need to ask your customer's permission.

If you have a customer who's seen success with your product, reach out to them. Use this template to get started:

Thank you & quick request

Hi [customer name],

Thanks again for your business — working with you to [solve X, launch Y, take advantage of Z opportunity] has been extremely rewarding, and I'm looking forward to more collaboration in the future.

[Name of your company] is building a library of case studies to include on our site. We're looking for successful companies using [product] to solve interesting challenges, and your team immediately came to mind. Are you open to [customer company name] being featured?

It should be a lightweight process — [I, a product marketer] will ask you roughly [10, 15, 20] questions via email or phone about your experience and results. This case study will include a blurb about your company and a link to your homepage (which hopefully will make your SEO team happy!)

In any case, thank you again for the chance to work with you, and I hope you have a great week.

[Your name]

If one of your customers has recently passed along some praise (to you, their account manager, your boss; on an online forum; to another potential customer; etc.), then send them a version of this email:

Hey [customer name],

Thanks for the great feedback — I'm really glad to hear [product] is working well for you and that [customer company name] is getting the results you're looking for.

My team is actually in the process of building out our library of case studies, and I'd love to include your story. Happy to provide more details if you're potentially interested.

Either way, thank you again, and I look forward to getting more updates on your progress.

You can also find potential case study customers by usage or product data. For instance, maybe you see a company you sold to 10 months ago just bought eight more seats or upgraded to a new tier. Clearly, they're happy with the solution. Try this template:

I saw you just [invested in our X product; added Y more users; achieved Z product milestone]. Congratulations! I'd love to share your story using [product] with the world -- I think it's a great example of how our product + a dedicated team and a good strategy can achieve awesome results.

Are you open to being featured? If so, I'll send along more details.

Case Study Benefits

• Case studies are a form of customer advocacy.
• Case studies provide a joint-promotion opportunity.
• Case studies are easily sharable.
• Case studies build rapport with your customers.
• Case studies are less opinionated than customer reviews.

1. Case studies are a form of customer advocacy.

If you haven't noticed, customers aren't always quick to trust a brand's advertisements and sales strategies.

With every other brand claiming to be the best in the business, it's hard to sort exaggeration from reality.

This is the most important reason why case studies are effective. They are testimonials from your customers of your service. If someone is considering your business, a case study is a much more convincing piece of marketing or sales material than traditional advertising.

2. Case studies provide a joint-promotion opportunity.

Your business isn't the only one that benefits from a case study. Customers participating in case studies benefit, too.

Think about it. Case studies are free advertisements for your customers, not to mention the SEO factor, too. While they're not promoting their products or services, they're still getting the word out about their business. And, the case study highlights how successful their business is — showing interested leads that they're on the up and up.

3. Case studies are easily sharable.

No matter your role on the sales team, case studies are great to have on hand. You can easily share them with leads, prospects, and clients.

Whether you embed them on your website or save them as a PDF, you can simply send a link to share your case study with others. They can share that link with their peers and colleagues, and so on.

Case studies can also be useful during a sales pitch. In sales, timing is everything. If a customer is explaining a problem that was solved and discussed in your case study, you can quickly find the document and share it with them.

4. Case studies build rapport with your customers.

While case studies are very useful, they do require some back and forth with your customers to obtain the exact feedback you're looking for.

Even though time is involved, the good news is this builds rapport with your most loyal customers. You get to know them on a personal level, and they'll become more than just your most valuable clients.

And, the better the rapport you have with them, the more likely they'll be to recommend your business, products, or services to others.

5. Case studies are less opinionated than customer reviews.

Data is the difference between a case study and a review. Customer reviews are typically based on the customer's opinion of your brand. While they might write a glowing review, it's completely subjective and there's rarely empirical evidence supporting their claim.

Case studies, on the other hand, are more data-driven. While they'll still talk about how great your brand is, they support this claim with quantitative data that's relevant to the reader. It's hard to argue with data.

An effective case study must be genuine and credible. Your case study should explain why certain customers are the right fit for your business and how your company can help meet their specific needs. That way, someone in a similar situation can use your case study as a testimonial for why they should choose your business.

Use the case study questions above to create an ideal customer case study questionnaire. By asking your customers the right questions, you can obtain valuable feedback that can be shared with potential leads and convert them into loyal customers.

Editor’s Note: This article was originally published in June 2021 and has been updated for comprehensiveness.

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Research Writing and Analysis

• NVivo Group and Study Sessions
• SPSS This link opens in a new window
• Statistical Analysis Group sessions
• Using Qualtrics
• Dissertation and Data Analysis Group Sessions
• 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
• Annotated Bibliography
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• Systematic Reviews & Meta-Analyses
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• Problem Statement
• Purpose Statement
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• Theoretical Framework
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• 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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Home Market Research Case Studies

What is a Case Study, and how to conduct it? + Free Questionnaire

Do you know what a case study is and what advantages it holds for your business? As a marketing strategy, it’s highly effective to rely on your customers and their positive testimonials to convert other prospects.

Writing a case study is one of the best ways to do so. More comprehensive than a simple testimonial, it explains in detail how your company managed to find solutions to a specific client’s problems, thereby demonstrating its commitment and generating trust.

Let’s learn more about the characteristics of a case study and what you should consider when creating one.

What is a case study?

A case study is a detailed examination of a specific subject. Case studies are commonly used in social, educational, clinical, and business research .

The research design of a case study often involves qualitative methods , but sometimes quantitative methods are also utilized.

Case studies serve to describe, compare, evaluate, and understand different aspects of a research problem .

Steps to conduct a case study

A case study is an appropriate research design when you aim to obtain concrete, contextual, and in-depth knowledge about a specific subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies keep your project focused and manageable when you lack time or resources for large-scale research.

You can use a single complex case study to delve deep into a single topic or conduct multiple case studies to compare and shed light on different aspects of your research problem.

Now that we know what a case study is, let’s explore the steps to conduct one:

Step 1: Select a case

Once you have developed the problem statement and research questions, you should choose the specific case to focus on. A good case study should have the potential to:

Provide new or unexpected information about the subject. Propose practical measures to solve a problem. Open up new avenues for research . If you are conducting a case study on your customers, check with the relevant department, whether it’s customer service or customer success, to identify potential customers with whom you could work to obtain their testimonials.

Step 2: Gather the data

There are various research methods you can employ to collect data for your case study.

Case studies tend to focus on qualitative data using methods such as interviews, observations, and analysis of primary and secondary sources (e.g., press articles, photographs, and official records).

Sometimes, a case study also collects quantitative data , for example, through online surveys where you can incorporate open-ended questions to obtain the qualitative insights you require.

LEARN ABOUT:  Testimonial Questions

Case study questionnaire sample

Here is an example of a survey that can be useful in gathering data for your case study:

• Contact Information:

How did you hear about QuestionPro?

• By recommendation from a friend or colleague
• From a co-worker
• Through a Google search
• Through social media
• From a website unrelated to QuestionPro
• I met them at an event
• Other (Please specify)

What tool or process did you use before QuestionPro? Check all that apply

• Pen and paper or other traditional tools
• Another survey software
• A different software (not for surveys)
• Secondary information

What limitations did you face with the tool(s) or process(es) you used before?

How has QuestionPro helped you overcome your challenges?

How has QuestionPro impacted your objectives and those of your company?

What do you consider the most successful project you have done with QuestionPro?

What results did you achieve, and what did you do with them?

What is your favorite part about using QuestionPro, and why?

On a scale of 1 to 10, how likely are you to recommend QuestionPro to others in your industry? 1 Very unlikely to 10 Very likely Very unlikely 1 2 3 4 5 6 7 8 9 10 Very likely

How can we improve?

Step 3: Write a summary

Always keep in mind that internet users are busy people: not everyone will have the time to read your entire case study (or at least not right away). An executive summary is essential to give everyone a vague idea of what your case study is about and, more importantly, the results.

You can even create downloadable material where there is more information that can be consulted.

Step 4: Introduce the client

While the case study is intended to serve your company, you should not steal the spotlight from the client whose story you are telling. Present the client in the best possible way, even if it’s just to thank them for agreeing to contribute to your content.

Step 5: Show the challenges to overcome

This step is crucial: It’s about describing, in 2 or 3 paragraphs, the context in which the client was placed and the reasons why they turned to you. Ideally, this section should give the floor to the main stakeholder, who can directly explain the problems they encountered before resorting to your services or products.

This is also an opportunity to mention the objectives the client wanted to achieve (e.g., increase sales by 10%, increase blog traffic, etc.).

This is one of the main reasons to understand what a case study is and implement it as reference content for your other prospects or clients.

Step 6: Showcase the provided solutions

Now is the time to talk about what you actually did to help your client. This is precisely the most important part: knowing how you have solved a problem that others may have. This is an opportunity to present, with evidence, the advantages of your products or services and how they solved the client’s problem.

Explain how you implemented your solution and overcame challenges and limitations.

Step 7: Share the obtained results

Now that you have explained your approach and highlighted the qualities of your solution, you need to demonstrate that it really works: This is where you can truly showcase your expertise. List all the positive effects your products or services have had on your clients, with testimonials from them that support your claims.

And most importantly, evaluate how well you have met or exceeded expectations by achieving even better results. It is essential to demonstrate your ability to fulfill the objectives you have set.

Step 8: Create a great conclusion

You can take advantage of the conclusion of your case study to thank the client who kindly agreed to participate but also to review the main points of the study and your accomplishments.

Even better, invite your readers to contact you if they find themselves in a similar situation to the client you have written about.

QuestionPro’s Case Studies

Now that you know what a case study is and the advantages of obtaining feedback from your clients, start by making a list of clients with whom you have a good relationship and gathering relevant aspects that will help provide a comprehensive view of your relationship.

I would like to share some of QuestionPro’s Case Studies . In our cases, we gather information from our clients through a survey and conduct small interviews with the help of our customer success team. After collecting the information, we create the content, which is then reviewed and validated by our clients before being published on our website.

This type of content is very useful for building trust with new prospects. It’s a tool that provides assurance to new clients and helps us demonstrate the solutions we have available.

Make the decision to start a relationship that will contribute to the growth of your business. We are confident that we have the solution you are looking for.

Start by creating a free account or request a demonstration of our survey software. We will address all your questions about using our platform and the services we offer.

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

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

Armin Tanovic

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

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

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

Qualitative UX research made easy

Conduct qualitative research with Maze, analyze data instantly, and get rich, descriptive insights that drive decision-making.

7 Qualitative research methods: An overview

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

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

1. User interviews

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

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

When to use user interviews

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

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

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

How to conduct user interviews: The basics

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

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

User interviews: A qualitative research example

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

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

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

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

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

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

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

2. Focus groups

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

When to use focus groups

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

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

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

How to conduct focus group studies: The basics

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

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

Focus groups: A qualitative research example

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

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

Time to talk to users.

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

A dialog develops:

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

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

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

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

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

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

3. Ethnographic research

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

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

When to use ethnographic research

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

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

How to conduct ethnographic research:

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

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

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

Ethnographic research: A qualitative research example

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

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

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

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

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

4. Qualitative observation

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

When to qualitative observation

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

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

How to conduct qualitative observation:

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

Qualitative observation: An qualitative research example

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

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

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

5. Case study research

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

When to use case studies

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

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

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

How to conduct case studies:

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

Case study research: A qualitative research example

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

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

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

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

6. Secondary research

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

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

When to use secondary research

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

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

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

How to conduct secondary research:

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

Secondary research: A qualitative research example

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

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

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

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

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

7. Open-ended surveys

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

When to use open-ended surveys

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

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

How to conduct open-ended surveys:

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

Open-ended surveys: A qualitative research example

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

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

The questions you ask your users:

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

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

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

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

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

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

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

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

Conduct qualitative research with Maze

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

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

The answer is with a user research tool like Maze.

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

Frequently asked questions about qualitative research examples

What is qualitative research?

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

Can a study be both qualitative and quantitative?

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

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

Is qualitative or quantitative research better?

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

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

What are some approaches to qualitative research?

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

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

• How it works

Qualitative Research Questionnaire – Types & Examples

Published by Alvin Nicolas at August 19th, 2024 , Revised On August 20, 2024

Before you start your research, the first thing you need to identify is the research method . Depending on different factors, you will either choose a quantitative or qualitative study.

Qualitative research is a great tool that helps understand the depth and richness of human opinions and experiences. Unlike quantitative research, which focuses on numerical data , qualitative research allows exploring and interpreting the experiences of the subject. Questionnaires, although mostly associated with quantitative research, can also be a valuable instrument in qualitative studies. Let’s explore what qualitative research questionnaires are and how you can create one.

What Is A Qualitative Research Questionnaire

Qualitative research questionnaires are a structured or semi-structured set of questions designed to gather detailed, open-ended participant responses. It allows you to uncover underlying reasons and opinions and provides insights into a particular phenomenon.

While quantitative questionnaires often have closed-ended questions and numerical responses, a qualitative questionnaire encourages participants to express themselves freely. Before you design your questionnaire, you should know exactly what you need so you can keep your questions specific enough for the participants to understand.

For example:

• Describe your experience using our product.
• How has technology impacted your work-life balance?

Types of Qualitative Research Questions With Examples

Now that you are familiar with what qualitative research questions are, let’s look at the different types of questions you can use in your survey .

Descriptive Questions

These are used to explore and describe a phenomenon in detail. It helps answer the “what” part of the research, and the questions are mostly foundational.

Example: How do students experience online learning?

Comparative Questions

This type allows you to compare and contrast different groups or situations. You can explore the differences and similarities to highlight the impact of specific variables.

Example: How do the study habits of first-year and fourth-year university students differ?

Interpretive Questions

These questions help you understand the meanings people attach to experiences or phenomena by answering the “how” and “why”.

Example: What does “success” mean to entrepreneurs?

Evaluative Questions

You can use these to assess the quality or value of something. These allow you to understand the outcomes of various situations.

Example: How effective is the new customer service training program?

Process-Oriented Questions

To understand how something happens or develops over time, researchers often use process-oriented questions.

Example: How do individuals develop their career goals?

Exploratory Questions

These allow you to discover new perspectives on a topic. However, you have to be careful that there must be no preconceived notions or research biases to it.

Example: What are the emerging trends in the mobile gaming industry?

How To Write Qualitative Research Questions?

For your study to be successful, it is important to consider designing a questionnaire for qualitative research critically, as it will shape your research and data collection. Here is an easy guide to writing your qualitative research questions perfectly.

Tip 1: Understand Your Research Goals

Many students start their research without clear goals, and they have to make substantial changes to their study in the middle of the research. This wastes time and resources.

Before you start crafting your questions, it is important to know your research objectives. You should know what you aim to discover through your research, or what specific knowledge gaps you are going to fill. With the help of a well-defined research focus, you can develop relevant and meaningful information.

Tip 2: Choose The Structure For Research Questions

There are mostly open-ended questionnaires in qualitative research. They begin with words like “how,” “what,” and “why.” However, the structure of your research questions depends on your research design . You have to consider using broad, overarching questions to explore the main research focus, and then add some specific probes to further research the particular aspects of the topic.

Tip 3: Use Clear Language

The more clear and concise your research questions are, the more effective and free from ambiguity they will be. Do not use complex terminology that might confuse participants. Try using simple and direct language that accurately conveys your intended meaning.

Here is a table to explain the wrong and right ways of writing your qualitative research questions.

Tip 4: Check Relevance With Research Goals

Once you have developed some questions, check if they align with your research objectives. You must ensure that each question contributes to your overall research questions. After this, you can eliminate any questions that do not serve a clear purpose in your study.

Tip 5: Concentrate On A Single Theme

While it is tempting to cover multiple aspects of a topic in one question, it is best to focus on a single theme per question. This helps to elicit focused responses from participants. Moreover, you have to avoid combining unrelated concepts into a single question.

If your main research question is complicated, you can create sub-questions with a “ladder structure”. These allow you to understand the attributes, consequences, and core values of your research. For example, let’s say your main broad research question is:

• How do you feel about your overall experience with our company?

The intermediate questions may be:

• What aspects of your experience were positive?
• What aspects of your experience were negative?
• How likely are you to recommend our company to a friend or colleague?

Types Of Survey Questionnaires In Qualitative Research

It is important to consider your research objectives, target population, resources and needed depth of research when selecting a survey method. The main types of qualitative surveys are discussed below.

Face To Face Surveys

Face-to-face surveys involve direct interaction between the researcher and the participant. This method allows observers to capture non-verbal cues, body language, and facial expressions, and helps adapt questions based on participant responses. They also let you clarify any misunderstandings. Moreover, there is a higher response rate because of personal interaction.

Example: A researcher conducting a study on consumer experiences with a new product might visit participants’ homes to conduct a detailed interview.

Telephone Surveys

These type of qualitative research survey questionnaires provide a less intrusive method for collecting qualitative data. The benefits of telephone surveys include, that it allows you to collect data from a wider population. Moreover, it is generally less expensive than face-to-face interviews and interviews can be conducted efficiently.

Example: A market research firm might conduct telephone surveys to understand customer satisfaction with a telecommunication service.

Online Surveys

Online survey questionnaires are a convenient and cost-effective way to gather qualitative data. You can reach a wide audience quickly, and participants may feel more comfortable sharing sensitive information because of anonymity. Additionally, there are no travel or printing expenses.

Example: A university might use online surveys to explore students’ perceptions of online learning experiences.

Strengths & Limitations Of Questionnaires In Qualitative Research

Questionnaires are undoubtedly a great data collection tool. However, it comes with its fair share of advantages and disadvantages. Let’s discuss the benefits of questionnaires in qualitative research and their cons as well.

Qualitative Research Questionnaire Example

Here is a concise qualitative research questionnaire sample for research papers to give you a better idea of its format and how it is presented.

Thank you for participating in our survey. We value your feedback on our new mobile app. Your responses will help us improve the applications and better meet your needs.

Demographic Information

• Occupation:
• How long have you been using smartphones:
• How would you describe your overall experience with the new mobile app?
• What do you like most about the app?
• What do you dislike most about the app?
• Are there any specific features you find particularly useful or helpful? Please explain.
• Are there any features you think are missing or could be improved? Please elaborate.
• How easy is the app to navigate? Please explain any difficulties you encountered.
• How does this app compare to other similar apps you have used?
• What are your expectations for future updates or improvements to the app?
• Is there anything else you would like to share about your experience with the app?

Are questionnaires quantitative or qualitative research?

A survey research questionnaire can have both qualitative and quantitative questions. The qualitative questions are mostly open-ended, and quantitative questions take the form of yes/no, or Likert scale rating. 

Can we use questionnaires in qualitative research?

Yes, survey questionnaires can be used in qualitative research for data collection. However, instead of a Likert scale or rating, you can post open-ended questions to your respondents. The participants can provide detailed responses to the questions asked.

Why are questionnaires good for qualitative research?

In qualitative research, questionnaires allow you to collect qualitative data. The open-ended and unstructured questions help respondents present their ideas freely and provide insights. 

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Poster Samples

Looking at samples of real student posters can help you generate ideas and define your goals. As you get started, it may be helpful to look at examples of finished posters.

Below are a number of sample posters created by UT undergraduates. There is a brief discussion of each poster highlighting its greatest strengths and areas where there is room for improvement.

• More than one type of visual aid
• Logical order for sections
• Acknowledgments

Room for improvement

• Background may be distracting, or detract from content
• Sections and images are not aligned
• Too many visual components clutter poster

• White space
• Legible text and graphics
• Reports preliminary results
• All participants listed as authors, with affiliations provided
• Lacks Citations and Acknowledgements
• Labeling of images/graphics
• Inconsistent text alignment
• Color-saturated background

• Clearly defined research questions
• Effective use of visual aids
• Clear organizational structure
• Bullets break up text
• Technical language/undefined acronyms (accessible to limited audience)
• Narrow margins within text boxes
• Too many thick borders around boxes
• Uses UT seal instead of college or university wordmark

• Clear introductory material
• Use of bullet points
• Logical flow
• Color-coding in graphics
• Lacks references section
• May not be accessible to all audiences (some technical language)
• No need for borders around sections (the blue headers are sufficient)

• Compelling visual aids
• Strategic use of color
• Clear sections
• Inconsistent fonts in body text
• Abstract section mislabeled
• Bullet points are great, but only if they’re used judiciously

• Parameters of study well defined
• Clearly defined research question
• Simple color scheme
• Use of white space
• Discussion of Results
• Minor formatting misalignments
• Unauthorized use of UT seal (use wordmark instead)

• Venn diagram in discussion
• Consistent graphics
• Multiple types of visual aids
• Light text on dark background
• Color backgrounds should be avoided, especially dark ones
• Unlabeled, non-credited photos

• Easy to read
• Use of shapes, figures, and bullets to break up text
• Compelling title (and title font size)
• Clean overall visual impression
• Many sections without a clear flow between them
• Lacks acknowledgements

• Use of images/graphics
• Clear title
• Accessible but professional tone
• Length/density of text blocks
• Tiny photo citations
• Connections between images and descriptive text
• Vertical boxes unnecessary

• Compelling title
• Font sizes throughout (hierarchy of text)
• Simple graphics
• Lacks clear Background section
• Relationship of Findings and Conclusion to Research questions

• Use of visual aids
• Uneven column width
• Center-justfied body text
• Lacks “Methods” section

• Use of bullets
• Too many different font styles (serif and sans serif, bold and normal)
• Concise interpretation of graphics

• Accessible visual structure
• Clear, simple graphics
• Fonts and font sizes
• Analysis of graphic data
• Discussion of significance
• Lacks author’s affiliation and contact information

• Balance among visuals, text and white space
• Data presented in visual format (SmartArt)
• Accesible to many audiences (simple enough for general audience, but enough methodological detail for experts)
• Some more editing needed
• When targeting an expert audience (as in the methodology section), should also report statistics ( r, p, t, F, etc.)

• Large, clear title
• Creative adaptation of sections
• Use of lists (rather than paragraphs)
• Accessible to diverse audience
• Connection between visuals (sheet music) and content

• Strategic use of color for section headers
• Labeling and citation of images
• Accessible to a broad audience
• Wide margins around poster edges
• Slightly text-heavy
• Data referenced (“Methodology”) but not discussed

What is my next step?

Begin working on the content for your poster at Create Your Message .

Style and Grammar Guidelines

APA Style provides a foundation for effective scholarly communication because it helps writers present their ideas in a clear, concise, and inclusive manner. When style works best, ideas flow logically, sources are credited appropriately, and papers are organized predictably. People are described using language that affirms their worth and dignity. Authors plan for ethical compliance and report critical details of their research protocol to allow readers to evaluate findings and other researchers to potentially replicate the studies. Tables and figures present information in an engaging, readable manner.

The style and grammar guidelines pages present information about APA Style as described in the Publication Manual of the American Psychological Association, Seventh Edition and the Concise Guide to APA Style, Seventh Edition . Any updates to APA Style are noted on the applicable topic pages. If you are still using the sixth edition, helpful resources are available in the sixth edition archive .

Looking for more style?

• Accessibility of APA Style
• Line Spacing
• Order of Pages
• Page Header
• Paragraph Alignment and Indentation
• Sample Papers
• Title Page Setup
• Appropriate Level of Citation
• Basic Principles of Citation
• Classroom or Intranet Sources
• Paraphrasing
• Personal Communications
• Quotations From Research Participants
• Secondary Sources
• Abbreviations
• Capitalization
• Italics and Quotation Marks
• Punctuation
• Spelling and Hyphenation
• General Principles for Reducing Bias
• Historical Context
• Intersectionality
• Participation in Research
• Racial and Ethnic Identity
• Sexual Orientation
• Socioeconomic Status
• Accessible Use of Color in Figures
• Figure Setup
• Sample Figures
• Sample Tables
• Table Setup
• Archival Documents and Collections
• Basic Principles of Reference List Entries
• Database Information in References
• DOIs and URLs
• Elements of Reference List Entries
• Missing Reference Information
• Reference Examples
• References in a Meta-Analysis
• Reference Lists Versus Bibliographies
• Works Included in a Reference List
• Active and Passive Voice
• Anthropomorphism
• First-Person Pronouns
• Logical Comparisons
• Plural Nouns
• Possessive Adjectives
• Possessive Nouns
• Singular “They”
• Adapting a Dissertation or Thesis Into a Journal Article
• Correction Notices
• Cover Letters
• Journal Article Reporting Standards (JARS)
• Open Science
• Response to Reviewers