formulating research questions in qualitative research

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How to write qualitative research questions.

11 min read Here’s how to write effective qualitative research questions for your projects, and why getting it right matters so much.

What is qualitative research?

Qualitative research is a blanket term covering a wide range of research methods and theoretical framing approaches. The unifying factor in all these types of qualitative study is that they deal with data that cannot be counted. Typically this means things like people’s stories, feelings, opinions and emotions , and the meanings they ascribe to their experiences.

Qualitative study is one of two main categories of research, the other being quantitative research. Quantitative research deals with numerical data – that which can be counted and quantified, and which is mostly concerned with trends and patterns in large-scale datasets.

What are research questions?

Research questions are questions you are trying to answer with your research. To put it another way, your research question is the reason for your study, and the beginning point for your research design. There is normally only one research question per study, although if your project is very complex, you may have multiple research questions that are closely linked to one central question.

A good qualitative research question sums up your research objective. It’s a way of expressing the central question of your research, identifying your particular topic and the central issue you are examining.

Research questions are quite different from survey questions, questions used in focus groups or interview questions. A long list of questions is used in these types of study, as opposed to one central question. Additionally, interview or survey questions are asked of participants, whereas research questions are only for the researcher to maintain a clear understanding of the research design.

Research questions are used in both qualitative and quantitative research , although what makes a good research question might vary between the two.

In fact, the type of research questions you are asking can help you decide whether you need to take a quantitative or qualitative approach to your research project.

Discover the fundamentals of qualitative research

Quantitative vs. qualitative research questions

Writing research questions is very important in both qualitative and quantitative research, but the research questions that perform best in the two types of studies are quite different.

Quantitative research questions

Quantitative research questions usually relate to quantities, similarities and differences.

It might reflect the researchers’ interest in determining whether relationships between variables exist, and if so whether they are statistically significant. Or it may focus on establishing differences between things through comparison, and using statistical analysis to determine whether those differences are meaningful or due to chance.

• How much? This kind of research question is one of the simplest. It focuses on quantifying something. For example:

How many Yoruba speakers are there in the state of Maine?

• What is the connection?

This type of quantitative research question examines how one variable affects another.

For example:

How does a low level of sunlight affect the mood scores (1-10) of Antarctic explorers during winter?

• What is the difference? Quantitative research questions in this category identify two categories and measure the difference between them using numerical data.

Do white cats stay cooler than tabby cats in hot weather?

If your research question fits into one of the above categories, you’re probably going to be doing a quantitative study.

Qualitative research questions

Qualitative research questions focus on exploring phenomena, meanings and experiences.

Unlike quantitative research, qualitative research isn’t about finding causal relationships between variables. So although qualitative research questions might touch on topics that involve one variable influencing another, or looking at the difference between things, finding and quantifying those relationships isn’t the primary objective.

In fact, you as a qualitative researcher might end up studying a very similar topic to your colleague who is doing a quantitative study, but your areas of focus will be quite different. Your research methods will also be different – they might include focus groups, ethnography studies, and other kinds of qualitative study.

A few example qualitative research questions:

• What is it like being an Antarctic explorer during winter?
• What are the experiences of Yoruba speakers in the USA?
• How do white cat owners describe their pets?

Qualitative research question types

Marshall and Rossman (1989) identified 4 qualitative research question types, each with its own typical research strategy and methods.

• Exploratory questions

Exploratory questions are used when relatively little is known about the research topic. The process researchers follow when pursuing exploratory questions might involve interviewing participants, holding focus groups, or diving deep with a case study.

• Explanatory questions

With explanatory questions, the research topic is approached with a view to understanding the causes that lie behind phenomena. However, unlike a quantitative project, the focus of explanatory questions is on qualitative analysis of multiple interconnected factors that have influenced a particular group or area, rather than a provable causal link between dependent and independent variables.

• Descriptive questions

As the name suggests, descriptive questions aim to document and record what is happening. In answering descriptive questions , researchers might interact directly with participants with surveys or interviews, as well as using observational studies and ethnography studies that collect data on how participants interact with their wider environment.

• Predictive questions

Predictive questions start from the phenomena of interest and investigate what ramifications it might have in the future. Answering predictive questions may involve looking back as well as forward, with content analysis, questionnaires and studies of non-verbal communication (kinesics).

Why are good qualitative research questions important?

We know research questions are very important. But what makes them so essential? (And is that question a qualitative or quantitative one?)

Getting your qualitative research questions right has a number of benefits.

• It defines your qualitative research project Qualitative research questions definitively nail down the research population, the thing you’re examining, and what the nature of your answer will be.This means you can explain your research project to other people both inside and outside your business or organization. That could be critical when it comes to securing funding for your project, recruiting participants and members of your research team, and ultimately for publishing your results. It can also help you assess right the ethical considerations for your population of study.
• It maintains focus Good qualitative research questions help researchers to stick to the area of focus as they carry out their research. Keeping the research question in mind will help them steer away from tangents during their research or while they are carrying out qualitative research interviews. This holds true whatever the qualitative methods are, whether it’s a focus group, survey, thematic analysis or other type of inquiry.That doesn’t mean the research project can’t morph and change during its execution – sometimes this is acceptable and even welcome – but having a research question helps demarcate the starting point for the research. It can be referred back to if the scope and focus of the project does change.
• It helps make sure your outcomes are achievable

Because qualitative research questions help determine the kind of results you’re going to get, it helps make sure those results are achievable. By formulating good qualitative research questions in advance, you can make sure the things you want to know and the way you’re going to investigate them are grounded in practical reality. Otherwise, you may be at risk of taking on a research project that can’t be satisfactorily completed.

Developing good qualitative research questions

All researchers use research questions to define their parameters, keep their study on track and maintain focus on the research topic. This is especially important with qualitative questions, where there may be exploratory or inductive methods in use that introduce researchers to new and interesting areas of inquiry. Here are some tips for writing good qualitative research questions.

1. Keep it specific

Broader research questions are difficult to act on. They may also be open to interpretation, or leave some parameters undefined.

Strong example: How do Baby Boomers in the USA feel about their gender identity?

Weak example: Do people feel different about gender now?

2. Be original

Look for research questions that haven’t been widely addressed by others already.

Strong example: What are the effects of video calling on women’s experiences of work?

Weak example: Are women given less respect than men at work?

3. Make it research-worthy

Don’t ask a question that can be answered with a ‘yes’ or ‘no’, or with a quick Google search.

Strong example: What do people like and dislike about living in a highly multi-lingual country?

Weak example: What languages are spoken in India?

4. Focus your question

Don’t roll multiple topics or questions into one. Qualitative data may involve multiple topics, but your qualitative questions should be focused.

Strong example: What is the experience of disabled children and their families when using social services?

Weak example: How can we improve social services for children affected by poverty and disability?

4. Focus on your own discipline, not someone else’s

Avoid asking questions that are for the politicians, police or others to address.

Strong example: What does it feel like to be the victim of a hate crime?

Weak example: How can hate crimes be prevented?

5. Ask something researchable

Big questions, questions about hypothetical events or questions that would require vastly more resources than you have access to are not useful starting points for qualitative studies. Qualitative words or subjective ideas that lack definition are also not helpful.

Strong example: How do perceptions of physical beauty vary between today’s youth and their parents’ generation?

Weak example: Which country has the most beautiful people in it?

Related resources

Qualitative research design 12 min read, primary vs secondary research 14 min read, business research methods 12 min read, qualitative research interviews 11 min read, market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, request demo.

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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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Crafting Qualitative Research Questions A Prequel to Design

• Elizabeth (Betsy) A. Baker - University of Missouri, USA
• Description

The essence of research design is the ability to articulate your research question. The research question is the precursor to the study, and a well-crafted question encapsulates all of the design elements for that study. Based on more than 20 years of conducting research, collaborating with colleagues to formulate research projects, and experience advising doctoral students, author Dr. Elizabeth (Betsy) A. Baker forged a research design heuristic which she introduces in this book. She starts by dissecting the anatomy of a qualitative research question, outlines the role of paradigms in research design, describes strategies to use the anatomy as a design heuristic, and provides sample cases that track the decisions two researchers made while formulating a qualitative question. The book concludes with advice on how to move from the research question to the proposal. Throughout, the author provides handy worksheets that readers can complete as they work on crafting their own research question.

See what’s new to this edition by selecting the Features tab on this page. Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email [email protected] . Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html .

For assistance with your order: Please email us at [email protected] or connect with your SAGE representative.

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A very useful resource for both new and experienced researchers. Highly experienced herself, the author guides the reader through the process of crafting a research question that brings the process into clarity and demystifies it.

• Breaks down the anatomy of a qualitative research question.
• Shows how paradigms influence research design.
• Describes strategies to use the anatomy as a design heuristic.
• Provides sample cases that track the decisions two researchers made while formulating a qualitative question.
• Concludes with advice on how to move from the research question to the proposal.
• Includes handy worksheets that readers can complete as they work on crafting their own research question.

Sample Materials & Chapters

CH001 - The Anatomy of Qualitative Research Questions

CH002 - The Role of Paradigms in Research Design

For instructors

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Developing Skills in Formulating Qualitative Research Questions

• Watching now: Chapter 1: Understanding Research Questions and Connecting Them to a Problem Start time: 00:00:00 End time: 00:04:43
• Chapter 2: Structuring Qualitative Research Questions Start time: 00:04:44 End time: 00:08:29
• Chapter 3: Embedding a Qualitative Research Tradition in Questions Start time: 00:08:30 End time: 00:12:37

Video Type: Tutorial

Durdella, N. (Academic). (2018). Developing skills in formulating qualitative research questions [Video]. Sage Research Methods. https:// doi. org/10.4135/9781526442628

Durdella, Nathan. "Developing Skills in Formulating Qualitative Research Questions." In Sage Video . London: SAGE Publications Ltd, 2018. Video, 00:12:37. https:// doi. org/10.4135/9781526442628.

Durdella, N., 2018. Developing Skills in Formulating Qualitative Research Questions , Sage Video. [Streaming Video] London: Sage Publications Ltd. Available at: <https:// doi. org/10.4135/9781526442628 & gt; [Accessed 19 Mar 2024].

Durdella, Nathan. Developing Skills in Formulating Qualitative Research Questions . Online video clip. SAGE Video. London: SAGE Publications, Ltd., 5 Mar 2018. doi: https:// doi. org/10.4135/9781526442628. 19 Mar 2024.

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Nathan Durdella examines the process of research question formation. Durdella details as well how to adapt existing research questions to accommodate a qualitative approach.

Chapter 1: Understanding Research Questions and Connecting Them to a Problem

• Start time: 00:00:00
• End time: 00:04:43

Chapter 2: Structuring Qualitative Research Questions

• Start time: 00:04:44
• End time: 00:08:29

Chapter 3: Embedding a Qualitative Research Tradition in Questions

• Start time: 00:08:30
• End time: 00:12:37
• Product: Sage Research Methods Video: Practical Research and Academic Skills
• Type of Content: Tutorial
• Title: Developing Skills in Formulating Qualitative Research Questions
• Publisher: SAGE Publications Ltd
• Publication year: 2018
• Online pub date: March 05, 2018
• Discipline: Sociology
• Methods: Research questions , Qualitative data collection , Qualitative interviewing
• Duration: 00:12:37
• DOI: https:// doi. org/10.4135/9781526442628
• Keywords: educational research related topics , practices, strategies, and tools , Scope Show all Show less

Academic: Nathan Durdella

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

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

Why are research questions so important?

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

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

Research questions

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

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

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

Defines the scope and focus of the study

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

Provides a rationale for the study

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

Guides the study design

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

Shapes the data analysis and interpretation

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

Generates new knowledge

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

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

Supports the thesis statement

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

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

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

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

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

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

Descriptive questions

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

Comparative questions

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

Exploratory questions

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

Explanatory questions

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

Evaluative questions

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

Interpretive questions

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

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

Using the literature review

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

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

Conducting pilot research

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

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

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

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

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

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Clarifying the review question leads to specifying what type of studies can best address that question and setting out criteria for including such studies in the review. This is often called inclusion criteria or eligibility criteria. The criteria could relate to the review topic, the research methods of the studies, specific populations, settings, date limits, geographical areas, types of interventions, or something else.

Systematic reviews address clear and answerable research questions, rather than a general topic or problem of interest. They also have clear criteria about the studies that are being used to address the research questions. This is often called inclusion criteria or eligibility criteria.

Six examples of types of question are listed below, and the examples show different questions that a review might address based on the topic of influenza vaccination. Structuring questions in this way aids thinking about the different types of research that could address each type of question. Mneumonics can help in thinking about criteria that research must fulfil to address the question. The criteria could relate to the context, research methods of the studies, specific populations, settings, date limits, geographical areas, types of interventions, or something else.

Examples of review questions

• Needs - What do people want? Example: What are the information needs of healthcare workers regarding vaccination for seasonal influenza?
• Impact or effectiveness - What is the balance of benefit and harm of a given intervention? Example: What is the effectiveness of strategies to increase vaccination coverage among healthcare workers. What is the cost effectiveness of interventions that increase immunisation coverage?
• Process or explanation - Why does it work (or not work)? How does it work (or not work)?  Example: What factors are associated with uptake of vaccinations by healthcare workers?  What factors are associated with inequities in vaccination among healthcare workers?
• Correlation - What relationships are seen between phenomena? Example: How does influenza vaccination of healthcare workers vary with morbidity and mortality among patients? (Note: correlation does not in itself indicate causation).
• Views / perspectives - What are people's experiences? Example: What are the views and experiences of healthcare workers regarding vaccination for seasonal influenza?
• Service implementation - What is happening? Example: What is known about the implementation and context of interventions to promote vaccination for seasonal influenza among healthcare workers?

Examples in practice :  Seasonal influenza vaccination of health care workers: evidence synthesis / Loreno et al. 2017

Example of eligibility criteria

Research question: What are the views and experiences of UK healthcare workers regarding vaccination for seasonal influenza?

• Population: healthcare workers, any type, including those without direct contact with patients.
• Context: seasonal influenza vaccination for healthcare workers.
• Study design: qualitative data including interviews, focus groups, ethnographic data.
• Date of publication: all.
• Country: all UK regions.
• Studies focused on influenza vaccination for general population and pandemic influenza vaccination.
• Studies using survey data with only closed questions, studies that only report quantitative data.

Consider the research boundaries

It is important to consider the reasons that the research question is being asked. Any research question has ideological and theoretical assumptions around the meanings and processes it is focused on. A systematic review should either specify definitions and boundaries around these elements at the outset, or be clear about which elements are undefined. 

For example if we are interested in the topic of homework, there are likely to be pre-conceived ideas about what is meant by 'homework'. If we want to know the impact of homework on educational attainment, we need to set boundaries on the age range of children, or how educational attainment is measured. There may also be a particular setting or contexts: type of school, country, gender, the timeframe of the literature, or the study designs of the research.

Research question: What is the impact of homework on children's educational attainment?

• Scope : Homework - Tasks set by school teachers for students to complete out of school time, in any format or setting.
• Population: children aged 5-11 years.
• Outcomes: measures of literacy or numeracy from tests administered by researchers, school or other authorities.
• Study design: Studies with a comparison control group.
• Context: OECD countries, all settings within mainstream education.
• Date Limit: 2007 onwards.
• Any context not in mainstream primary schools.
• Non-English language studies.

Mnemonics for structuring questions

Some mnemonics that sometimes help to formulate research questions, set the boundaries of question and inform a search strategy.

Intervention effects

PICO  Population – Intervention– Outcome– Comparison

Variations: add T on for time, or ‘C’ for context, or S’ for study type,

Policy and management issues

ECLIPSE : Expectation – Client group – Location – Impact ‐ Professionals involved – Service

Expectation encourages  reflection on what the information is needed for i.e. improvement, innovation or information.  Impact looks at what  you would like to achieve e.g. improve team communication .

• How CLIP became ECLIPSE: a mnemonic to assist in searching for health policy/management information / Wildridge & Bell, 2002

Analysis tool for management and organisational strategy

PESTLE:  Political – Economic – Social – Technological – Environmental ‐ Legal

An analysis tool that can be used by organizations for identifying external factors which may influence their strategic development, marketing strategies, new technologies or organisational change.

• PESTLE analysis / CIPD, 2010

Service evaluations with qualitative study designs

SPICE:  Setting (context) – Perspective– Intervention – Comparison – Evaluation

Perspective relates to users or potential users. Evaluation is how you plan to measure the success of the intervention.

• Clear and present questions: formulating questions for evidence based practice / Booth, 2006

Read more about some of the frameworks for constructing review questions:

• Formulating the Evidence Based Practice Question: A Review of the Frameworks / Davis, 2011
• << Previous: Stages in a systematic review
• Next: Identifying studies >>
• Last Updated: Mar 19, 2024 12:36 PM
• URL: https://library-guides.ucl.ac.uk/systematic-reviews

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

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

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

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

LEARN ABOUT: Research Process Steps

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

Content Index

What are qualitative research questions?

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

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

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

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

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

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

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

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

Begin with a broad research question

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

Specify the research objectives

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

Focus on the phenomenon

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

Use open-ended and exploratory language

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

LEARN ABOUT: Qualitative Interview

Consider the context and participants

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

Incorporate theory and literature

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

Balance breadth and depth

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

Avoid leading or biased questions

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

Pilot test your questions

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

Revise and refine

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

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

LEARN ABOUT: Steps in Qualitative Research

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

1. Descriptive questions

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

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

2. Exploratory questions

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

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

3. Experiential questions

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

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

4. Comparative questions

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

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

5. Process-oriented questions

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

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

6. Theoretical questions

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

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

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

Explore Insightfully Contextual Inquiry in Qualitative Research

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

Identify your research objectives

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

Review existing literature

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

Brainstorm potential qualitative research question

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

Prioritize and refine the questions

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

Consider the research design and methodology

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

Pilot test the questions

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

Seek feedback

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

Finalize your research questions

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

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

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

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

Keep these pointers in mind while designing this statement:

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

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

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

4. Highlight these questions using ‘qualitative’ words:

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

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

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

LEARN ABOUT: Structured Questionnaire

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

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

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

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Module 2: Formulating a Research Question and Searching for Sources

Formulating a Research Question

As noted in Module 1: Types of Reviews , conducting a “pre-search” is a crucial first step in devising the research question. A well-formulated research question informs the research process. It can focus your information needs (i.e. identify inclusion and exclusion criteria), help to identify key search concepts, and guide you in the direction of relevant resources.

Types of Research Questions

There are two general types of research questions: quantitative and qualitative .

Quantitative Research Questions

Types of quantitative questions can be categorized as explanatory (i.e., relationship-based), descriptive, or comparative.

• Explanatory questions aim to discover cause-and-effect relationships by comparing two or more variables, individuals or groups based on differing outcomes.
• Descriptive questions will often quantify a single variable but may include multiple variables  within a question. They typically ask for measurements, and can begin with: “how much”, “what percentage”, “how frequently”, or “how many”.
• Comparative questions are designed to identify the “difference between” a dependent variable and two or more groups. These questions tend to begin with “what is the difference” or “what are the differences”.

Qualitative Research Questions

Qualitative questions aim to discover meaning or gain an understanding of a phenomenon. They ask questions that cannot be measured with specific numbers and statistics. Qualitative research questions often contain words like "lived experience" , “personal experience”, “understanding”, “meaning”, and “stories”.

A Comparison of Quantitative and Qualitative Questions

So how do quantitative and qualitative research questions differ when you are conducting a search? In Table 2.1 below, we provide some examples of research topics. Each topic can either be used for a quantitative or qualitative research question. For each question, the category of research question is clarified.

Key Takeaways

Regardless of the type of question being asked, a good research question cannot be answered with a simple yes or no (as demonstrated by the sample questions in Table 2.1).

Quantitative data can be counted, measured,  and  expressed using numbers.

Qualitative research relies on data obtained by the researcher from first-hand observation, interviews, questionnaires (on which participants write descriptively), focus groups, participant-observation, recordings made in natural settings, documents, and artifacts. The data are generally nonnumerical.

Personal knowledge about the world that has been gained through first-hand involvement in everyday events.

Advanced Research Skills: Conducting Literature and Systematic Reviews Copyright © 2021 by Kelly Dermody; Cecile Farnum; Daniel Jakubek; Jo-Anne Petropoulos; Jane Schmidt; and Reece Steinberg is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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How to Write Awesome Qualitative Research Questions: Types & Examples

Unlike the statistical research methodologies, where the results can be extended to a wider population, qualitative research questions focus on in-depth reasoning and quality of results .

The qualitative research questions consider the “ why and how ” aspects of decision-making and don’t require any statistical tools in the analytical process, as done in the other statistical analysis. The qualitative analysis doesn’t require large random samples, it focuses on small and well-focused data sets, and the research methodology classifies data into patterns to conclude results.

Data can be in many forms, such as text, images, sounds, etc. The most crucial requirement for successful qualitative research is an in-depth understanding of the target subject.

However, the success of a qualitative survey stems from the qualitative research questions. Below, we discuss how to write a qualitative research question at length.

We also explore the various types of qualitative survey questions and the characteristics of good qualitative research questions.

How to Write Qualitative Research Questions

1. keep the questions as per the qualitative research approach.

Qualitative research focuses on describing and answering questions about contexts and participants, and serves the following three general purposes:

• Examine the perspectives of participants towards events, practices, and beliefs
• Explore complex research areas and understand specific phenomena and groups
• A viable and alternative approach to survey questions that are not quantitative in nature

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

2. Focus on Quality, Not Numbers

As qualitative market research and surveys don’t focus on numbers, the question can have one or two sub-questions. There are no hypotheses or objectives, and the subquestions are written such that they narrow the focus of your qualitative research.

If you insist on having more than 2 subquestions, keep the number as low as possible, with 5 to 7 being the highest number of subquestions. 

Key considerations for writing research questions for qualitative research are as follows:

• Relate the central question to the inquiry strategy
• Begin with focus question words – “ How ” or “ What “
• Keep the research focused on a single concept or phenomena
• Avoid using words such as “ impact ” or “ effect ” and directional phrases
• Try to evolve during the research and be open-ended without referencing the literature
• Specify the research site and participants

For beginners, the pointers might be confusing. Hence, we are sharing a sample script to help you understand easier.

How to Write a Qualitative Research Question – Sample Script

(How or What) is the (“story of” research; “meaning of” phenomenon; “theory that explains”; “culture sharing pattern”; or “issue in the case of” your research) of (main research topic) for (participants) at (research site).

3. Keep The Questions as per the Type of Research

There are two types of qualitative questionnaires or research – Ontological and Epistemological.

Ontological research focuses on the “ what ” aspect of things, and assumptions are about the nature and form of that specific social reality.

Epistemological research focuses on the nature of knowledge as well as the ways of knowing and learning about the specific social reality.

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

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

4. Create Qualitative Statements With Well-Defined Objectives

Ensure that your qualitative statements have a well-defined objective that you can easily communicate to the target audiences. Keep these statements in a single sentence form and make clear the purpose of conducting qualitative research right from the start.

This will definitely enhance the results, as respondents understand their contribution towards your research and mark qualitative responses.

It is important to outline the main topic of your research that can help respondents understand what they are getting into. Finally, choose qualitative terms that demonstrate quality and the entire sentiment behind your research purpose. Some common examples of qualitative terms are – understanding, describing, exploring, etc.

5. Adding Subquestions

If your main qualitative research question is tough to understand or has a complex structure, you must create sub-questions. Doing so would help your respondents understand the overall research objective in mind, and your research can be executed in a better manner.

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

Then, you can create the following subquestions: 

• How does illiteracy block progress in your state?
• How would you best describe the feelings you have about illiteracy in your state?

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

Now that we know how to write qualitative questions for research or surveys, let us move on to explore their types.

Types of Qualitative Research Questions With Examples

Qualitative research is more focused on understanding a phenomenon or an event. So, it has open-ended questions that focus more on the experiences of a focus group instead of numbers or stats.

The qualitative survey questions primarily focus on a specific group of respondents that are participating in case studies, surveys, ethnography studies, etc.

Below, we share a list of qualitative research question types that you can refer to for your research and surveys.

1. One-on-One Questions

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

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

Some common examples include:

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

2. Exploratory Questions

These questions are designed to enhance your understanding of a particular topic. However, while asking exploratory questions, you must ensure that there are no preconceived notions or biases to it.

The more transparent and bias-free your questions are, the better and fair results you will get.

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

3. Predictive Questions

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

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

Some common predictive qualitative research questions are:

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

4. Interpretive Questions

These qualitative survey questions study people (focus groups) in their natural setting and try to understand how a particular group perceives shared experiences. Interpretive questions also explore how this group attributes meaning to different types of phenomena. The main aim of studies having these questions is to gather group feedback in terms of behavior and responses.

Some common qualitative research question examples include:

• How do kids in a play-based program respond to the activity switches or changes?
• How do you feel when your mother asks you to put away your toys and start an activity?
• How do you attribute value to a good product or service?

5. Focus Groups

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

What makes such qualitative research questions amazing is that you get to see the verbal and non-verbal reactions of your customers. So, you can analyze the severity of an issue and understand the extent of customer happiness or satisfaction associated with your products.

Also, all the members in a focus group can take inspiration and nudges from the other members’ thoughts and statements to help you get even deeper insights.

Some common qualitative research questions examples for focus groups include:

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

6. In-Home Videos

Taking video inputs from your customers in the natural setting they are most comfortable at can help you get an entirely different perspective. When your customers are at home, they don’t have to watch their mannerisms, posture, and even words while responding to your questions.

This is one of the major reasons Vogue’s 73 Questions Series is so popular among celebs as well as the viewers.

Such videos allow you to observe your customers or respondents in a natural and relaxed environment, and they feel free to put their responses forward. They can be more honest and give you a realistic view of their experiences.

Some sample qualitative research questions in this category include:

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

7. Online Focus Groups

The online focus groups are just like the in-person focus groups, the only difference being that you ask for their responses online. The online focus groups are more cost-efficient than the in-person groups and help you get answers to your list of qualitative research questions in a time-efficient manner.

With the power of online sharing and multiple channels, you can also amplify your reach and gather opinions from more people.

You can also leverage social media and other public platforms by creating communities of respondents and starting a conversation. Once you have them started, you can simply observe the exchange of thoughts and gather massive amounts of interesting insights!

Some sample qualitative research questions for online focus groups include:

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

Now that we have covered the various types of qualitative survey questions, let us find out how to ensure the quality of these questions.

What Makes a Good Qualitative Research Question?

Below, we are sharing some characteristics of good qualitative research questions that you can keep in mind while creating a survey or study.

1. A Good Qualitative Survey Question Is Specific

Always keep your qualitative questions and statements specific, as generic questions are hard to answer.

For example, when you ask your customers – “ Why is your interest declining in our brand? ” they might not be able to give an exact answer. This is because there can be many reasons for it, and many customers won’t even know that their interest in your brand is declining.

So, reframe your question like – “ What changes can be made to our products to make them work better for you? ”

While framing a question, ask yourself:

• Why are you asking this question?
• Do you wish to target a specific demographic with this question?
• Are you making assumptions about your customers while asking this question?
• How well do you want to target your questions?

Specific questions are more targeted, more feasible, and easier to answer. Hence, steer clear of generic questions for successful qualitative research.

2. The Question Must Have a Clear Purpose

When you have a clear understanding of the real reasons behind asking a particular question, you opt for the best words. So, always start by developing a clear understanding of your purpose.

Suppose you are a manager, and of late, you have been feeling that employees in the design department are not performing as per the set KPIs. You wish to conduct an employee survey.

Now, you need to be clear about your aim of doing so, such as:

• Do you wish to learn whether your employees are happy or not?
• Do you wish to know what ails the departmental performance and productivity?
• Are you looking for ways to make your workplace more engaging?
• Are you looking for ways to boost morale and fuel employee motivation?

Only when you have a clear understanding of your intent or survey purpose, can you create a good qualitative research question that results in qualitative responses.

On the other hand, if you don’t have a clear-cut understanding, your research can go in the wrong direction.

3. Focus on a Single Phenomenon

To make your qualitative research questions well-defined, focus on a single phenomenon or idea. This requires a clear focus on your part as well.

When you focus on a broad range of phenomena, the customer response wavers and can get into multiple directions, some of which might not even be relevant to your research.

For example, instead of asking – “ What are some ways to boost our customer engagement? ” you can ask – “ What do you like better – celeb features or influencer videos to learn more about our products? ”

In the second question, you are giving two direct options to your customers, and they are going to respond in favor of one.

Thus, your qualitative response set is well-defined and aligned as per your expectations. On the other hand, if you are asking the first question, some customers might not even understand the term “ customer engagement ,” let alone make suggestions about the same.

4. Define Sample Size and Setting for Your Question

Even before you get started with the question, you must define the sample size and set for your research question for qualitative research.

For example, if you are looking forward to getting more teenagers to buy your animation series products, you need to specify the exact sample size you are looking at – pre-teens, 13 to 16-year-olds, or late teens.

Once you have defined the sample, you can begin with the setting.

For example, in this case, if you pick the late teens, you can ask questions about international animation topics and regional animation topics.

With well-defined samples and settings for your qualitative research, you can create focused and targeted questions that result in highly refined responses.

5. Make Sure the Question Is Feasible

As the entire aim of a qualitative study is to identify the understanding and real-life experiential knowledge of your customers, you have to create feasible questions.

For example, if you ask your customers (late teens), “ How many years of membership do you want to get? “, they are simply going to be left clueless. Another poor and non-feasible question can be – “ Do you wish to use our animation products for your kids when they reach your age? “.

Such questions leave your customers and respondents confused, and they are not able to respond properly.

So, it is important to make sure that your questions are feasible, such as:

• Do you wish to opt for the 1-year membership plan we are offering?
• How likely are you to recommend us to your friends?

These questions have a short time frame and target the current circle of your target audience.

Survey Maker: A Powerful Tool to Always Ask the Right Qualitative Research Questions

Watch: How to Create a Survey Using ProProfs Survey Maker

By now, you might have realized that creating a list of qualitative research questions manually is a daunting task. You have to keep a number of things in your mind, and it is highly probable to run out of ideas while framing qualitative survey questions.

However, if you invest in smart survey makers, such as ProProfs Survey Maker, you will be able to create multiple types of surveys within minutes.

Using this survey maker, you can create forms, NPS surveys , tests, quizzes, and even assessments.

You can also use it for polls, sidebar surveys, and in-app surveys. Offering more than 100 templates, and more than 1,000,000 ready-to-use examples of phenomenological research questions, the software will make your job a cakewalk!

Empowered with the right tools and the pro tips shared here, you can always conduct excellent research studies and get amazing insights that drive results.

About the author

Jared cornell.

Jared is a customer support expert. He has been published in CrazyEgg , Foundr , and CXL . As a customer support executive at ProProfs, he has been instrumental in developing a complete customer support system that more than doubled customer satisfaction. You can connect and engage with Jared on Twitter , Facebook , and LinkedIn .

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Qualitative Research

• What is Qualitative Research
• PEO for Qualitative Questions
• SPIDER for Mixed Methods Qualitative Research Questions
• Finding Qualitative Research Articles
• Critical Appraisal of Qualitative Research Articles
• Mixed Methods Research
• Qualitative Synthesis

SPIDER: Mixed Methods Qualitative Research Questions

SPIDER  is a search strategy for finding research to answer a mixed-method qualitative research question.

• Sample:  Sample is similar to Patient/Population of PICO. This is the group of people you are interesting in studying qualitatively. For example, in the qualitative research question, "What are the barriers felt by clinicians that lead to the reluctance to use EBP in practice?", S = clinicians  
• Phenomenon of Interest:  The Phenomenon of Interest can be similar to Intervention of PICO. This can be viewed as the topic of the research. For example, in the qualitative research question, "What are the barriers felt by clinicians that lead to the reluctance to use EBP in practice?", PI = Use of EBP  
• Focus Groups
• Observations  
• Evaluation:  Evaluation is similar to Outcomes of PICO. For example, in the qualitative research question, "What are the barriers felt by clinicians that lead to the reluctance to use EBP in practice?", E = Barriers to use of EBP  
• Phenomenology
• Ethnography
• Grounded theory

Using SPIDER for Search Terms

Now that you have your qualitative research questions broken into SPiDER, you can now think about your search strategy and search terms.

For example, in the qualitative research question, " What are the barriers felt by clinicians that lead to the  reluctance to use EBP in practice?"

NOTE: You might not use all these terms in your search.

FINAL BOOLEAN SEARCH:

(clinician* OR health care professional OR health care provider) AND (evidence-based practice OR EBP) AND  ( interview* OR focus group*) AND (barrier* OR hinder* OR resist*) AND phenomenology

Cooke, A., Smith, D., & Booth, A. (2012). Beyond PICO: The SPIDER tool for qualitative evidence  synthesis.  Quality Health Research, 22 (10), 1435-1443. doi: 10.1177/1049732312452938

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• Last Updated: Aug 28, 2023 2:47 PM
• URL: https://researchguides.gonzaga.edu/qualitative