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What Is Qualitative Research? Methods, Types, Data Analysis and Examples

Quantitative research, with its emphasis on numerical data and statistical analysis, is a cornerstone of scientific inquiry in many fields, particularly the biomedical sciences. However, qualitative research offers a complementary approach, allowing researchers to explore the depth and complexity of human phenomena in greater detail, delving into the intricate nuances of human behavior, experiences, and perceptions. In this blog post, we’ll embark on a journey to unravel the essence of qualitative research.

What Is Qualitative Research?

Qualitative research is a systematic inquiry method used to explore and understand social phenomena by examining the subjective experiences, behaviors, and perspectives of individuals or groups. Unlike quantitative research, which focuses on quantifiable variables and statistical analysis, qualitative research seeks to uncover rich, context-specific insights through methods such as interviews, observations, and textual analysis.

Types of Qualitative Research


Phenomenology aims to explore and understand the essence of a particular phenomenon as experienced by individuals. It focuses on uncovering the meanings and interpretations people attribute to their experiences. See, for example, Bagaforo and Ceballo’s (2023) phenomenological study on the mental health status of COVID-19 frontliners.


Ethnography involves immersing oneself in the culture or community being studied to gain a deep understanding of their behaviors, beliefs, and practices within their natural environment. For instance, Dhanda and Pryce (2023) conducted an ethnographic investigation of factors that influence social isolation in older adults living in residential care.

Grounded Theory

Grounded Theory aims to develop theoretical frameworks grounded in empirical data by systematically analyzing qualitative data to uncover patterns, themes, and relationships. See how Rochette et al. (2023) used a grounded theory-based qualitative approach to investigate local implementation of public health policies during crises.

Case Study

Case studies involve in-depth examination of a single case or a small number of cases to gain insights into specific phenomena within their real-life context. For example, Williamson et al. (2022) conducted a qualitative case study on how using “link workers” can improve underserved communities’ access to health services.

Narrative Research

Narrative research focuses on collecting and analyzing stories or narratives shared by individuals to understand their lived experiences and subjective interpretations. For instance, Hughes Spence et al. (2023) conducted a narrative inquiry into healthcare staff resilience during Covid-19.

Qualitative Research Methods

One-on-One Interview

Conducting in-depth interviews with individuals allows researchers to explore their perspectives, experiences, and beliefs in detail, often yielding rich qualitative data. For instance, Newington et al. (2022) used semi-structured one-on-one interviews to explore the experiences of individuals participating in healthcare research.

Focus Groups

Focus groups involve bringing together a small group of individuals to discuss a specific topic or issue, allowing researchers to explore diverse perspectives and interactions within the group dynamic. For example, Victorson et al. (2019) used focus groups to understand the psychosocial burden of adolescents and young adults.


Observational methods involve systematically observing and documenting behaviors, interactions, and phenomena within natural settings, providing valuable insights into social dynamics and contexts. Weston et al. (2022) provide a useful guide on how to use observation in qualitative health research.


While often associated with quantitative research, surveys can also be used in qualitative studies to gather structured or semi-structured responses from participants on specific topics or experiences. See how Benjamin et al. (2022) used a qualitative survey to explore the perceived effects of the COVID-19 pandemic on healthcare workers in Africa.

Secondary Research

Utilizing existing qualitative data sources, such as archival records, interviews, or ethnographic studies, can provide valuable insights and complement primary data collection efforts. Chalfield (2020) provides detailed recommendations on secondary analysis of qualitative research data.

Qualitative Data Analysis

Qualitative data analysis involves systematically analyzing textual, visual, or auditory data to identify patterns, themes, and insights. Several techniques are commonly used in qualitative data analysis:

Content Analysis

Content analysis is used to systematically analyze textual or visual data to identify themes, patterns, and meanings within the data.
Example: Analyzing interviews with cancer patients to identify common coping strategies and emotional experiences.

Thematic Analysis

Thematic analysis is used to identify and analyze recurring themes or patterns within qualitative data, providing insights into underlying meanings and interpretations.
Example: Analyzing focus group discussions on healthcare access to identify key themes related to barriers and facilitators.

Textual Analysis

Textual analysis involves examining textual data, such as interviews, documents, or literature, to uncover underlying meanings, ideologies, or discourses.
Example: Analyzing patient narratives in medical records to understand how illness experiences are constructed and conveyed.

Discourse Analysis

Discourse analysis focuses on analyzing language use and communication practices to uncover underlying power dynamics, social structures, and ideologies.
Example: Analyzing media representations of mental illness to understand how stigma and stereotypes are perpetuated.

Advantages of Qualitative Research

• Rich Insights: Qualitative research provides in-depth insights into complex phenomena, allowing for a deeper understanding of human behavior and experiences.
• Flexibility: Qualitative methods are flexible and adaptable, allowing researchers to explore emergent themes and phenomena in real-time.
• Contextual Understanding: Qualitative research enables researchers to explore phenomena within their natural contexts, providing a nuanced understanding of social dynamics and cultural influences.

Disadvantages of Qualitative Research

• Subjectivity: Qualitative research is inherently subjective, relying on the interpretations and perspectives of researchers and participants.
• Time-Intensive: Qualitative data collection and analysis can be time-consuming and resource-intensive, requiring careful planning and execution.
• Limited Generalizability: Findings from qualitative research are often context-specific and may not be easily generalizable to broader populations or settings.


In conclusion, qualitative research offers a valuable approach for exploring the complex and multifaceted aspects of human behavior, experiences, and phenomena within the realm of biomedical research. By employing a variety of methods and data analysis techniques, researchers can uncover rich insights that complement and enrich our understanding of health and disease.

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