Qualitative research is defined as a market researchmethod that focuses on obtaining data

through open-ended and conversational communication.

This method is about “what” people think and “why” they think so. For example, consider a
convenience store looking to improve its patronage. A systematic observation concludes that
more men are visiting this store. One good method to determine why women were not visiting
the store is conducting an in-depth interview method with potential customers.

Types of qualitative research designs.

Qualitative research designs include a range of methods and techniques for data
collection and analysis. Some of the most commonly used qualitative research designs
are:

1. Ethnographic research:

Ethnographic research is the most in-depth observational method that studies people in their
naturally occurring environment.

This method requires the researchers to adapt to the target audiences’ environments which
could be anywhere from an organization to a city or any remote location. Here geographical
constraints can be an issue while collecting data.

This research design aims to understand the cultures, challenges, motivations, and settings
that occur. Instead of relying on interviews and discussions, you experience the natural
settings first hand.

This type of research method can last from a few days to a few years, as it involves in-depth
observation and collecting data on those grounds. It’s a challenging and a time-consuming
method and solely depends on the expertise of the researcher to be able to analyze, observe
and infer the data.

2. Case study research:

The case study method has evolved over the past few years and developed into a valuable
qual research method. As the name suggests it is used for explaining an organization or an
entity.
This type of research method is used within a number of areas like education, social sciences
and similar. This method may look difficult to operate, however, it is one of the simplest ways
of conducting research as it involves a deep dive and thorough understanding of the data
collection methods and inferring the data.

3. Phenomenological Studies.

Phenomenological studies examine human experiences through the descriptions

provided by the people involved. These experiences are called lived experiences. The
goal of phenomenological studies is to describe the meaning that experiences hold for
each subject. This type of research is used to study areas in which there is little
knowledge (Donalek, 2004). In phenomenological research, respondents are asked to
describe their experi- ences as they perceive them. They may write about their
experiences, but information is generally obtained through interviews.To understand
the lived experience from the vantage point of the subject, the researcher must take
into account her or his own beliefs and feeling. The researcher must first identify what
she or he expects to discover and then deliberately put aside these ideas; this process
is called bracketing. Only when the researcher puts aside her or his own ideas about
the phenomenon is it possible to see the experience from the eyes of the person who
has lived the experience.

4. Grounded Theory Studies

Grounded theory is a qualitative research approach developed by two sociologists,

Glaser and Strauss (1967). Grounded theory studies are studies in which data are
collected and analyzed and then a theory is developed that is grounded in the data.
Some of the terms used by Glaser and Strauss are difficult for nurses to understand.
Leininger (1985) wrote that in 1980 she began to translate their terms into what she
called “standard English.”

The grounded theory method uses both an inductive and a deductive approach to
theory development. According to Field and Morse (1985), “constructs and concepts
are grounded in the data and hypotheses are tested as they arise from the research” (p.
23). These authors argued that given the state of development of nursing theories,
theory generation is more critical than theory testing for the devel- opment of nursing
knowledge.

According to Jacelon and O’Dell (2005), grounded theory is an excellent method for
understanding the processes through which patients learn to manage new or chronic
health problems. Each individual may manage the health problem in a differ- ent way.
For example a nurse researcher might be interested in how young women deal with
premenstrual syndrome (PMS).
5. Narrative Inquiry

The narrative approach weaves together a sequence of events, usually

from just one or two individuals to form a cohesive story. You conduct in-

depth interviews, read documents, and look for themes; in other words,

how does an individual story illustrate the larger life influences that

created it. Often interviews are conducted over weeks, months, or even

years, but the final narrative doesn’t need to be in chronological order.

Rather it can be presented as a story (or narrative) with themes, and can

reconcile conflicting stories and highlight tensions and challenges which

can be opportunities for innovation.

For example, a narrative approach can be an appropriate method

for building a persona. While a persona should be built using a mix of

methods—including segmentation analysisfrom surveys—in-depth

interviews with individuals in an identified persona can provide the

details that help describe the culture, whether it’s a person living with

Multiple Sclerosis, a prospective student applying for college, or a

working mom.

Circumstances under which each qualitative research design is applied in

research studies:

a) Ethnography:

Ethnography is typically used to study cultures and social groups. It is often used in
anthropology, sociology, and education research. This method involves spending a
significant amount of time in the field, observing and interacting with the participants
in their natural environment.

b) Case Study:

A case study is a method of exploring a particular phenomenon or individual in depth.

It is often used in psychology, social work, and business research. This method is
used when the researcher wants to understand a specific case in detail, and to explore
the complexities and nuances of a particular situation.

c) Grounded Theory:

Grounded theory is a method of generating theory from data. This method is often
used in sociology and management research. It involves collecting and analyzing data,
and then using that data to develop a theory or explanation for a particular
phenomenon.

d) Phenomenology:

Phenomenology is a method of exploring the lived experiences of individuals. This

method is often used in psychology and nursing research. It involves studying the
perceptions and experiences of individuals in order to understand the meaning and
essence of a particular phenomenon.

e) Narrative Inquiry:

Narrative inquiry is a method of exploring the stories that individuals tell about their
lives. This method is often used in education and social work research. It involves
analyzing the stories that individuals tell in order to understand the meanings and
experiences that shape their lives.

Strengths and Weaknesses of Qualitative Research Designs:

a) Case Study Design: Strengths:

 Provides an in-depth analysis of a particular case or phenomenon

 Allows for the exploration of complex and unique cases
 Enables researchers to generate hypotheses for further research
 Provides rich and detailed data

Weaknesses:

 Generalizability of findings may be limited

 May suffer from researcher bias
 May be time-consuming and expensive
 May be difficult to replicate

b) Ethnographic Design: Strengths:

 Provides a rich understanding of cultural practices and perspectives

 Allows for the exploration of complex and dynamic social contexts
 Enables researchers to generate hypotheses for further research
 Provides rich and detailed data

Weaknesses:

 Generalizability of findings may be limited

 May suffer from researcher bias
 May be time-consuming and expensive
 May be difficult to replicate

c) Phenomenological Design: Strengths:

 Provides an in-depth understanding of subjective experiences and perspectives

 Allows for the exploration of complex and unique cases
 Enables researchers to generate hypotheses for further research
 Provides rich and detailed data

Weaknesses:

 Generalizability of findings may be limited

 May suffer from researcher bias
 May be time-consuming and expensive
 May be difficult to replicate

d) Grounded Theory Design: Strengths:

 Provides a systematic and rigorous approach to theory development

 Allows for the exploration of complex and dynamic social phenomena
 Enables researchers to generate hypotheses for further research
 Provides rich and detailed data

Weaknesses:

 Generalizability of findings may be limited

 May suffer from researcher bias
 May be time-consuming and expensive
May be difficult to replicate

e. Narrative inquiry

Strengths:

1.Rich data: Narrative inquiry provides rich and in-depth data that is collected from
the experiences and stories of participants. This allows researchers to gain a deep
understanding of the phenomenon being studied.

2. Meaningful interpretation: Narrative inquiry emphasizes the importance of

interpretation and understanding the meaning behind the stories that are being shared.
This can lead to a more nuanced and complex understanding of the phenomenon
being studied.

3. Participant-centered approach: Narrative inquiry is a participant-centered approach,

which values the voices and experiences of participants. This allows participants to
have an active role in the research process, which can lead to greater engagement and
ownership of the research findings.

4. Flexibility: Narrative inquiry is a flexible research design that can be used in a

variety of settings and with different populations. It can be used to explore a wide
range of research questions and can be adapted to fit the needs of the researcher and
the participants.

Weaknesses:

1. Subjectivity: Narrative inquiry relies heavily on the interpretation of the

researcher, which can lead to subjectivity and bias in the analysis and interpretation of
the data.

2. Limited generalizability: Narrative inquiry often involves a small sample size,

which can limit the generalizability of the findings to a larger population.

3. Time-consuming: Narrative inquiry can be time-consuming, as it involves

collecting and analyzing large amounts of data from participants. This can be a
challenge for researchers who have limited time or resources.

4. Ethical concerns: Narrative inquiry may raise ethical concerns, particularly around
issues of confidentiality and informed consent. Researchers must ensure that
participants' privacy and rights are protected throughout the research process.
In conclusion, each qualitative research design has its own strengths and weaknesses,
and the choice of design will depend on the research question, context, and resources
available. It is important for researchers to carefully consider the strengths and
weaknesses of each design and choose the most appropriate one for their research.
Additionally, researchers should use rigorous methods to ensure the validity and
reliability of their findings, regardless of the design they choose.

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