Planning Qualitative Research: Design and Decision Making for New Researchers

For students and novice researchers, the choice of qualitative approach and subsequent alignment among problems, research questions, data collection, and data analysis can be particularly tricky. Therefore, the purpose of this paper is to provide a concise explanation of four common qualitative approaches, case study, ethnography, narrative, and phenomenology, demonstrating how each approach is linked to specific types of data collection and analysis. We first introduce a summary and key qualities of each approach. Then, using two common research contexts, we apply each approach to design a study, enabling comparisons among approaches and demonstrating the internal consistency within each approach. Given the nuance and complexity of qualitative research, this paper provides an accessible starting point from which novice researchers can begin their journey of learning about, designing, and conducting qualitative research.