Characteristics of a qualitative study
Qualitative social research has developed a wide range of research methods and practices over time. Despite different perspectives, there are basic principles that most qualitative researchers agree on. These are the main characteristics of qualitative research:
- Theory building: In qualitative research, researchers build their theories following either an inductive or a deductive approach. With an inductive approach, you start by analyzing individual cases to draw general conclusions and ultimately develop a theory or at least a detailed description of the phenomenon. With a deductive approach, you apply an existing theory to the data material.
- Contextuality: The relationship between actions and statements is emphasized. The meaning and significance of actions and statements always arise in a specific social, cultural, situational, and historical context.
- Lived reality: The goal is to stay as close as possible to the real-life experiences of the people being studied. The research is oriented towards everyday life and the knowledge that people in their specific environment have.
- Openness and flexibility: The aim is to approach the study participants, the research situation, and the methods as openly as possible, without a rigid plan.
How do I conduct qualitative research?
Research question. You first develop an open research question. Your question focuses mainly on opinions, values, and qualitative statements that give you insight into social processes and include theories about social developments. It is perfectly fine if your question changes during the research process.
Data collection. You collect primary material. Typical data collection methods are:
- Interviews (narrative, biographical, semi-structured)
- Participant observations (field notes)
- Expert interviews with professionals as well as clients
Audio or video data are converted into text form through transcription or summarization.
Data analysis. You systematically and transparently analyze the collected data. The analysis follows the logic of qualitative research: You look for individual and collective meanings and motives to understand the research field. Typical analysis methods are:
- Qualitative content analysis
- Narrative analysis
- Grounded theory methodology
- Objective hermeneutics
- Documentary method
It is important to document your procedure and the execution of your research so that you can later describe it transparently in your written paper. Readers should understand how sampling, data collection, and data analysis were carried out.
At the end of your study, you discuss and interpret your findings.
Frequently asked questions
What is the difference between qualitative and quantitative research?
Quantitative research attempts to translate reality into numbers that can be statistically processed. Qualitative research, on the other hand, usually verbalizes reality to then interpret it. This aims to shed light on the social background of a topic.
What should I pay attention to in my qualitative research?
After collecting qualitative data, you prepare the material, for example through transcription. When processing your material, accuracy and anonymization are essential. The analysis of your data aims to explore (unknown) phenomena in order to generate theories. Finally, you discuss your findings.
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This article was published in August 2025 and last updated in March 2025.