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The Oxford Handbook of Qualitative Research

The Oxford Handbook of Qualitative Research

Patricia Leavy Independent Scholar Kennebunk, ME, USA

A newer edition of this book is available.

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This handbook provides a broad introduction to qualitative research to those with little to no background in the subject while simultaneously providing substantive contributions to the field that will be of interest to even the most experienced researchers. The first two sections explore the history of qualitative research, ethical perspectives, and philosophical/theoretical approaches. The next three sections focus on the major methods of qualitative practice, as well as on newer approaches (such as arts-based research and internet research); area studies often excluded (such as museum studies and disaster studies); and mixed methods and participatory methods (such as community-based research). The next section covers key issues including data analysis, interpretation, writing, and assessment. The final section offers a commentary about politics and research and the move toward public scholarship. The Oxford Handbook of Qualitative Research is intended for students of all levels, faculty, and researchers across the social sciences.

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Qualitative Research

Qualitative Research

  • David Silverman - Visiting Professor at the University of Technology, Sydney and King’s College, London, Emeritus Professor at Goldsmiths’ College, Visiting Professor Emeritus at Leeds University Business School and Adjunct Professor at Queensland University of Technology
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Written by leaders of qualitative methodology and edited by one of the biggest names in the field, this book provides up-to-date and interdisciplinary insight into a range of qualitative methods. Bringing together different perspectives, contributors discuss theoretical underpinnings of these methods before taking readers through the process of each approach and helping them develop skills needed to carry out this type of research autonomously and with confidence.

Highlights of this new edition include:

  • New chapters on multimethod qualitative research, using digital data and video, and addressing social issues in research.
  • More guidance on how to store and manage data appropriately.
  • Advice on how to publish research in journals.

Full of practical tips, exercises and summaries, this book continues to be a masterclass in qualitative research for students and researchers across the social sciences and beyond.

This book of readings provides us with a wealth of varied advice enlightening the researcher about the exciting world of qualitative research. I recommend the book without hesitation.

David Silverman’s  Qualitative Research , now in its 5 th  edition, is a storehouse of readily accessible approaches to doing qualitative research. it combines in depth focus with broad coverage – an essential resource for researchers requiring up to date advice on the latest approaches to this burgeoning field of research and study.

The fifth edition of this advanced reader in qualitative methods has retained and added to its stunning line-up of authors, increasing and updating its breadth and depth to present leading accounts of the fast moving field of social media analysis and the use of video and other visual data, in addition to a wide range of other methods used by qualitative researchers. This book will really help qualitative researchers think through and enhance their practice and I recommend it

It provided me with ideas for further research in my field based on vi sual methods, internet communication, ethnography, and focus groups.

Accessible, informative, extensive topic coverage

An excellent resource

Well thought out chapters. I feel like this is a book version of a research supervisor for qualitative research!

I dont like electronic books and many students do not either. However I do like David Silvermans work and for students who can work with electronic books I think this is a highly recommendable text

Key updates in new edition

1.        Chapter on Mixed Methods Research

2.       More advice on data management 

3.       Chapter on digital data and video 4.       Guidance on publishing in journals

Preview this book

Sample materials & chapters.

Chapter 17: Visual Research: Issues and Developments

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Qualitative Research: A Guide to Design and Implementation

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Sharan B. Merriam

Qualitative Research: A Guide to Design and Implementation Revised, Expanded Edition

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Qualitative Research: A Guide to Design and Implementation

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"Sharan B. Merriam synthesizes twenty years of developments in qualitative research with clarity and acumen." ?Michael Quinn Patton, author, Qualitative Research and Evaluation Methods

"Here is a qualitative research methods book that reinforces the connection between professional experience and qualitative inquiry." ?Robert Stake, author, The Art of Case Study Research and Multiple Case Study Analysis

"In this new edition, Sharan Merriam once again presents the world of qualitative research in language engaging and accessible?for new and experienced readers alike. If you can have only one book about qualitative research, this is it!" ?Patricia M. Reeves, associate professor, School of Social Work, University of Georgia

"Mystified by qualitative research? You couldn't ask for a better guide than Sharan Merriam, who introduces you to the fundamental concepts of this research method, explains its complex forms, and then shows you exactly how to do a high-quality qualitative study." ?M. Carolyn Clark, coeditor, The International Journal of Qualitative Studies in Education

  • ISBN-10 0470283548
  • ISBN-13 978-0470283547
  • Edition Revised, Expanded
  • Publisher Jossey-Bass Inc Pub
  • Publication date January 1, 2009
  • Language English
  • Dimensions 6 x 0.5 x 9.5 inches
  • Print length 304 pages
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"Sharan B. Merriam synthesizes twenty years of developments in qualitative research with clarity and acumen."-Michael Quinn Patton, author, Qualitative Research and Evaluation Methods?"Here is a qualitative research methods book that reinforces the connection between professional experience and qualitative inquiry."-Robert Stake, author, The Art of Case Study Research and Multiple Case Study Analysis

"In this new edition, Sharan Merriam once again presents the world of qualitative research in language engaging and accessible?for new and experienced readers alike. If you can have only one book about qualitative research, this is it!"-Patricia M. Reeves, associate professor, School of Social Work, University of Georgia

?"Mystified by qualitative research? You couldn't ask for a better guide than Sharan Merriam, who introduces you to the fundamental concepts of this research method, explains its complex forms, and then shows you exactly how to do a high-quality qualitative study."-M. Carolyn Clark, coeditor, The International Journal of Qualitative Studies in Education

About the Author

Sharan B. Merriam is professor of adult education at the University of Georgia. She is the author, coauthor, or editor of numerous books, including Learning in Adulthood, The Profession and Practice of Adult Education, and Third Update on Adult Learning Theory ( New Directions for Adult and Continuing Education ).

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  • Publisher ‏ : ‎ Jossey-Bass Inc Pub; Revised, Expanded edition (January 1, 2009)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 304 pages
  • ISBN-10 ‏ : ‎ 0470283548
  • ISBN-13 ‏ : ‎ 978-0470283547
  • Item Weight ‏ : ‎ 1.36 ounces
  • Dimensions ‏ : ‎ 6 x 0.5 x 9.5 inches
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About the author

Sharan b. merriam.

Sharan B. Merriam is professor of adult education at the University of Georgia. She is the author, coauthor, or editor of numerous books, including Learning in Adulthood, The Profession and Practice of Adult Education, and Third Update on Adult Learning Theory.

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The SAGE Handbook of Qualitative Research

The SAGE Handbook of Qualitative Research

  • Norman K. Denzin - University of Illinois, Urbana - Champaign, USA
  • Yvonna S. Lincoln - Texas A&M University, USA
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Sample materials & chapters, norman k. denzin.

Norman K. Denzin is Distinguished Emeritus Professor of Communications, College of Communications Scholar, and Research Professor of Communications, Sociology, and Humanities at the University of Illinois at Urbana-Champaign, USA. One of the world’s foremost authorities on qualitative research and cultural criticism, he is the author or editor of more than 30 books, including The Qualitative Manifesto; Qualitative Inquiry Under Fire; Reading Race; Interpretive Ethnography; The Cinematic Society; The Alcoholic Self; and a trilogy on the American West. He is past editor of The Sociological Quarterly, co-editor of six editions of the... More About Author

Yvonna S. Lincoln

Yvonna S. Lincoln is Professor Emerita at Texas A&M University, where she held the Ruth Harrington Chair of Educational Leadership and was Distinguished Professor of Higher Education. She is the coeditor of the journal Qualitative Inquiry, coeditor of the first through six editions of The SAGE Handbook of Qualitative Research, and coeditor of The SAGE Handbook of Critical and Indigenous Methodologies. As well, she is the coauthor, editor, or coeditor of more than a half dozen other books and volumes. She has served as the President of the Association for the Study of Higher Education and the American Evaluation Research Association,... More About Author

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12 Good Books on Qualitative Research

By Med Kharbach, PhD | Published: June 20, 2023 | Updated: February 28, 2024

books about qualitative research

In today’s list, I am sharing with you some of the most impactful books that helped shape my understanding of qualitative research. These books are more than just academic texts; they are powerful tools that unlocked the secrets of data analysis, the art of crafting impactful narratives, and the science of asking the right questions.

Of all the wonderful resources listed, if I had to recommend just one indispensable guide, it would undoubtedly be John W. Creswell’s “ Research Design: Qualitative, Quantitative, and Mixed Methods Approaches “. This book offers an invaluable roadmap for any researcher, irrespective of their level of expertise, and forms the backbone of a successful research project. Creswell’s ingenious blend of methodologies is not just about theoretical knowledge; it instills the reader with a practical sense of how to design a robust and compelling research project.

For those of you interested in quantitative research, make sure to check out my other post entitled best books on quantitative research .

Books on Qualitative Research

Here are my picks for best books on qualitative research:

1. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, by John W. Creswell and J. David Creswell

Books on Qualitative Research

This widely recognized book offers a comprehensive study of qualitative, quantitative, and mixed research methodologies. Its distinguishing feature is its juxtaposition of all three research designs, making it a valuable resource for both new and experienced researchers. The authors provide a meticulous guide that starts with a fundamental understanding of philosophical suppositions, essential aspects of the research process, literature review, theory application in research, and the significance of writing and ethics in academic inquiry.

The updated edition includes a detailed discussion on research proposal design and research study steps. It sheds light on the positioning of epistemological and ontological views in relation to the selected research question and methodology. It also delves into the transformative worldview and features expanded insights into case studies, participatory action research, visual methods, and action research in mixed methods.

Find it:  Amazon  |  Bookshop

2. The SAGE Handbook of Qualitative Research, by Norman K. Denzin, Yvonna S. Lincoln, Michael D. Giardina, Gaile S. Cannella (Editors)

Books on Qualitative Research

The Sixth Edition of The SAGE Handbook of Qualitative Research is virtually a new volume, delivering an enriching dialogue on the discipline, practices, and conduct of qualitative inquiry. This edition pioneers fresh perspectives and techniques, with 27 out of 34 chapters focused on innovative topics or approaches not covered in the previous version.

The novel areas of study include intersectionality, critical disability research, postcolonial and decolonized knowledge, diffraction and intra-action, and social media methodologies. Other new chapters explore thematic analysis, collaborative inquiry from the borderlands, qualitative inquiry’s relationship with public health science, co-production and the politics of impact, qualitative research publishing, and academic survival.

3. Qualitative Research: A Guide to Design and Implementation, by Sharan B. Merriam, Elizabeth J. Tisdell

Books on Qualitative Research

The fourth edition of this bestselling guide provides an in-depth understanding of qualitative research, from conceptualization to presentation. Emphasizing the importance of theoretical frameworks in designing a study, the book offers practical guidance in an accessible, jargon-free style that caters to both new and seasoned researchers.

The latest edition includes expanded coverage of mixed methods, action research, arts-based research, and online data sources. It also presents the newest developments in data analysis, encompassing both software packages and narrative and poetic analysis techniques. In addition, it offers a new section on diverse ways of presenting qualitative research findings, making it an indispensable resource for effective communication of results.

4. Qualitative Research from Start to Finish , by Robert K. Yin

Books on Qualitative Research

This insightful book offers a comprehensive understanding of the practice of qualitative research. It guides readers through all significant research phases, from startup and design to data collection, analysis, and composition, covering newly emerging trends in the field. The unique aspect of the book is its portrayal of qualitative research as an adaptive craft, offering readers an array of methodological choices to tailor their studies according to different worldviews and genres.

The new edition provides an enhanced discussion on different worldviews, including constructivism, postpositivism, and pragmatism, and how these relate to methodological choices. There is a clearer emphasis on executing a generalized qualitative study while acknowledging the existence of 12 specialized genres, such as action-based research, arts-based research, autoethnography, grounded theory, phenomenology, and others. The book also features expanded discussions of diverse qualitative study samples and mixed methods.

5. Qualitative Research Design: An Interactive Approach, by Joseph A. Maxwell

Books on Qualitative Research

Joseph A. Maxwell’s third edition of Qualitative Research Design: An Interactive Approach offers a user-friendly, step-by-step guide to planning qualitative research. The book’s main strength is its interactive approach, which highlights the interplay among the various components of research design.

The author provides a strategic framework for creating coherent and viable relationships among these components, emphasizing key design issues. The book’s language is informal and free of heavy jargon, making it accessible to a broad range of readers.

The book is sprinkled with real-world examples and hands-on exercises designed to reinforce the concepts discussed and to provide practical insights into the planning and execution of qualitative research. This comprehensive guide is an invaluable resource for both students and researchers embarking on their qualitative research journey.

Find it:  Amazon  |  Bookshop

6. Qualitative Research: Bridging the Conceptual, Theoretical, and Methodological, by Sharon M. Ravitch, Nicole Mittenfelner Carl

Books on Qualitative Research

The second edition of Qualitative Research emphasizes the harmonization of theoretical, methodological, and conceptual dimensions, providing deeper insights into their interplay in qualitative research. This comprehensive resource equips students with the necessary knowledge and skills to conduct rigorous, valid, and respectful qualitative research.

The book serves as an effective learning tool for both newcomers and those already familiar with qualitative research, helping students develop a comprehensive understanding of a research approach that seeks, designs for, and engages in criticality.

The new edition has amplified and relocated the discussion on research ethics to a prominent position, reflecting its importance in students’ inquiry. It offers more insights on reflexivity in data collection and specific methods for qualitative data collection. There is a more detailed chapter on coding and other types of qualitative data analysis. Additionally, the resource sections have been expanded, including links to the comprehensive appendices to further aid students on their qualitative research journey.

7. Qualitative Research , by David Silverman (Editor)

Books on Qualitative Research

This edition of Qualitative Research serves as a comprehensive guide, providing students with a holistic view of qualitative research. It not only explains the rationale behind such research but also provides practical advice on how to get started, select appropriate methods, conduct research, and perform data analysis. Each chapter, akin to a masterclass from a leading scholar in qualitative research, comes with practical tips, summaries, exercises, and further reading to assist in understanding and application.

The fourth edition has been streamlined to guide readers through the research process in a step-by-step manner. A significant new section with four chapters has been added, focusing on the collection and analysis of online data. A new chapter on reflexive ethnography is also included, offering insights into this nuanced qualitative research method.

8. Qualitative Inquiry and Research Design , by John W. Creswell, Cheryl N. Poth

books about qualitative research

The revised Fourth Edition of this best-selling text is a comprehensive exploration of the philosophical foundations, historical development, and crucial elements of five qualitative inquiry approaches: narrative research, phenomenology, grounded theory, ethnography, and case study.

The Fourth Edition is enhanced with new content, articles, pedagogical features, and references. It provides a broader discussion on research ethics and serves as an excellent introduction to the theories, strategies, and practices of qualitative inquiry. This book is an ideal resource for those embarking on their qualitative research journey, offering nuanced understanding and practical strategies for choosing among these five significant approaches in qualitative research.

9. Qualitative Research Methods, by Sarah J. Tracy

Books on Qualitative Research

This comprehensive guide brings together both theoretical underpinnings and practical applications of qualitative research in a way that is engaging and accessible. The book adopts a phronetic-iterative approach, leading readers through every phase of a qualitative research project, from design to data collection and analysis, through to theory development and effective communication of results.

The book provides in-depth coverage of a variety of topics, including qualitative theories, research ethics, sampling techniques, interviewing methods, and ensuring quality in qualitative research. Practical advice on fieldwork is also included, offering clear and concise guidance on how to design and conduct robust research projects.

Find it:  Amazon  |  Bookshop

10. Qualitative Research & Evaluation Methods, by Michael Quinn Patton

Books on Qualitative Research

Drawing from over 40 years of applied social science research and program evaluation experience, author Michael Quinn Patton presents the most systematic and comprehensive book on qualitative research and evaluation methods available. In this fourth edition, he offers a more balanced view of applied research and evaluation.

The book shines a light on all facets of qualitative inquiry, using new examples, stories, cartoons, and over a hundred new summarizing and synthesizing exhibits. For the first time, it includes full case studies that illustrate extended research and evaluation examples. Additionally, each chapter contains an in-depth “rumination” about a core issue of persistent debate and controversy, which is intended to be both emphatic and engaging.

12. Qualitative Data Collection Tools, by Felice D. Billups

Books on Qualitative Research

This unique supplementary text guides students and new researchers to design, develop, and apply qualitative tools to gather qualitative data. This essential aspect of qualitative research, often overlooked in general textbooks, forms the backbone of the data collection process. Felice D. Billups uses her experience as a qualitative researcher and in teaching and advising students about qualitative research to develop the templates in this book as a starting point for those conducting original qualitative research.

The book briefly describes each method of data collection and offers readers suggestions for using and adapting the qualitative instrument templates within the text. The text is filled with templates for interview protocols, focus group moderator guides, content analysis tools, document analysis tools, reflective questionnaires, diary and journal logs, and observational rubrics.

Final thoughts

If you’re new to qualitative, consider this list your foundational toolkit. And for seasoned researchers, may these books provide fresh insights or perhaps remind you of important tenets you may have forgotten. The beauty of qualitative research is its ever-evolving nature, and these books offer lenses through which you can appreciate its many facets.

And don’t just stop at qualitative research. If your work leans into the quantitative side of things, make sure to circle back to my other post on the best books for quantitative research . It’s all about having a well-rounded toolset, right?

Related Posts

books about qualitative research

Meet Med Kharbach, PhD

Dr. Med Kharbach is an influential voice in the global educational landscape, with an extensive background in educational studies and a decade-long experience as a K-12 teacher. Holding a Ph.D. from Mount Saint Vincent University in Halifax, Canada, he brings a unique perspective to the educational world by integrating his profound academic knowledge with his hands-on teaching experience. Dr. Kharbach's academic pursuits encompass curriculum studies, discourse analysis, language learning/teaching, language and identity, emerging literacies, educational technology, and research methodologies. His work has been presented at numerous national and international conferences and published in various esteemed academic journals.

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StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2024 Jan-.

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StatPearls [Internet].

Qualitative study.

Steven Tenny ; Janelle M. Brannan ; Grace D. Brannan .

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Last Update: September 18, 2022 .

  • Introduction

Qualitative research is a type of research that explores and provides deeper insights into real-world problems. [1] Instead of collecting numerical data points or intervening or introducing treatments just like in quantitative research, qualitative research helps generate hypothenar to further investigate and understand quantitative data. Qualitative research gathers participants' experiences, perceptions, and behavior. It answers the hows and whys instead of how many or how much. It could be structured as a standalone study, purely relying on qualitative data, or part of mixed-methods research that combines qualitative and quantitative data. This review introduces the readers to some basic concepts, definitions, terminology, and applications of qualitative research.

Qualitative research, at its core, asks open-ended questions whose answers are not easily put into numbers, such as "how" and "why." [2] Due to the open-ended nature of the research questions, qualitative research design is often not linear like quantitative design. [2] One of the strengths of qualitative research is its ability to explain processes and patterns of human behavior that can be difficult to quantify. [3] Phenomena such as experiences, attitudes, and behaviors can be complex to capture accurately and quantitatively. In contrast, a qualitative approach allows participants themselves to explain how, why, or what they were thinking, feeling, and experiencing at a particular time or during an event of interest. Quantifying qualitative data certainly is possible, but at its core, qualitative data is looking for themes and patterns that can be difficult to quantify, and it is essential to ensure that the context and narrative of qualitative work are not lost by trying to quantify something that is not meant to be quantified.

However, while qualitative research is sometimes placed in opposition to quantitative research, where they are necessarily opposites and therefore "compete" against each other and the philosophical paradigms associated with each other, qualitative and quantitative work are neither necessarily opposites, nor are they incompatible. [4] While qualitative and quantitative approaches are different, they are not necessarily opposites and certainly not mutually exclusive. For instance, qualitative research can help expand and deepen understanding of data or results obtained from quantitative analysis. For example, say a quantitative analysis has determined a correlation between length of stay and level of patient satisfaction, but why does this correlation exist? This dual-focus scenario shows one way in which qualitative and quantitative research could be integrated.

Qualitative Research Approaches

Ethnography

Ethnography as a research design originates in social and cultural anthropology and involves the researcher being directly immersed in the participant’s environment. [2] Through this immersion, the ethnographer can use a variety of data collection techniques to produce a comprehensive account of the social phenomena that occurred during the research period. [2] That is to say, the researcher’s aim with ethnography is to immerse themselves into the research population and come out of it with accounts of actions, behaviors, events, etc, through the eyes of someone involved in the population. Direct involvement of the researcher with the target population is one benefit of ethnographic research because it can then be possible to find data that is otherwise very difficult to extract and record.

Grounded theory

Grounded Theory is the "generation of a theoretical model through the experience of observing a study population and developing a comparative analysis of their speech and behavior." [5] Unlike quantitative research, which is deductive and tests or verifies an existing theory, grounded theory research is inductive and, therefore, lends itself to research aimed at social interactions or experiences. [3] [2] In essence, Grounded Theory’s goal is to explain how and why an event occurs or how and why people might behave a certain way. Through observing the population, a researcher using the Grounded Theory approach can then develop a theory to explain the phenomena of interest.

Phenomenology

Phenomenology is the "study of the meaning of phenomena or the study of the particular.” [5] At first glance, it might seem that Grounded Theory and Phenomenology are pretty similar, but the differences can be seen upon careful examination. At its core, phenomenology looks to investigate experiences from the individual's perspective. [2] Phenomenology is essentially looking into the "lived experiences" of the participants and aims to examine how and why participants behaved a certain way from their perspective. Herein lies one of the main differences between Grounded Theory and Phenomenology. Grounded Theory aims to develop a theory for social phenomena through an examination of various data sources. In contrast, Phenomenology focuses on describing and explaining an event or phenomenon from the perspective of those who have experienced it.

Narrative research

One of qualitative research’s strengths lies in its ability to tell a story, often from the perspective of those directly involved in it. Reporting on qualitative research involves including details and descriptions of the setting involved and quotes from participants. This detail is called a "thick" or "rich" description and is a strength of qualitative research. Narrative research is rife with the possibilities of "thick" description as this approach weaves together a sequence of events, usually from just one or two individuals, hoping to create a cohesive story or narrative. [2] While it might seem like a waste of time to focus on such a specific, individual level, understanding one or two people’s narratives for an event or phenomenon can help to inform researchers about the influences that helped shape that narrative. The tension or conflict of differing narratives can be "opportunities for innovation." [2]

Research Paradigm

Research paradigms are the assumptions, norms, and standards underpinning different research approaches. Essentially, research paradigms are the "worldviews" that inform research. [4] It is valuable for qualitative and quantitative researchers to understand what paradigm they are working within because understanding the theoretical basis of research paradigms allows researchers to understand the strengths and weaknesses of the approach being used and adjust accordingly. Different paradigms have different ontologies and epistemologies. Ontology is defined as the "assumptions about the nature of reality,” whereas epistemology is defined as the "assumptions about the nature of knowledge" that inform researchers' work. [2] It is essential to understand the ontological and epistemological foundations of the research paradigm researchers are working within to allow for a complete understanding of the approach being used and the assumptions that underpin the approach as a whole. Further, researchers must understand their own ontological and epistemological assumptions about the world in general because their assumptions about the world will necessarily impact how they interact with research. A discussion of the research paradigm is not complete without describing positivist, postpositivist, and constructivist philosophies.

Positivist versus postpositivist

To further understand qualitative research, we must discuss positivist and postpositivist frameworks. Positivism is a philosophy that the scientific method can and should be applied to social and natural sciences. [4] Essentially, positivist thinking insists that the social sciences should use natural science methods in their research. It stems from positivist ontology, that there is an objective reality that exists that is wholly independent of our perception of the world as individuals. Quantitative research is rooted in positivist philosophy, which can be seen in the value it places on concepts such as causality, generalizability, and replicability.

Conversely, postpositivists argue that social reality can never be one hundred percent explained, but could be approximated. [4] Indeed, qualitative researchers have been insisting that there are “fundamental limits to the extent to which the methods and procedures of the natural sciences could be applied to the social world,” and therefore, postpositivist philosophy is often associated with qualitative research. [4] An example of positivist versus postpositivist values in research might be that positivist philosophies value hypothesis-testing, whereas postpositivist philosophies value the ability to formulate a substantive theory.

Constructivist

Constructivism is a subcategory of postpositivism. Most researchers invested in postpositivist research are also constructivist, meaning they think there is no objective external reality that exists but instead that reality is constructed. Constructivism is a theoretical lens that emphasizes the dynamic nature of our world. "Constructivism contends that individuals' views are directly influenced by their experiences, and it is these individual experiences and views that shape their perspective of reality.” [6]  constructivist thought focuses on how "reality" is not a fixed certainty and how experiences, interactions, and backgrounds give people a unique view of the world. Constructivism contends, unlike positivist views, that there is not necessarily an "objective"reality we all experience. This is the ‘relativist’ ontological view that reality and our world are dynamic and socially constructed. Therefore, qualitative scientific knowledge can be inductive as well as deductive.” [4]

So why is it important to understand the differences in assumptions that different philosophies and approaches to research have? Fundamentally, the assumptions underpinning the research tools a researcher selects provide an overall base for the assumptions the rest of the research will have. It can even change the role of the researchers. [2] For example, is the researcher an "objective" observer, such as in positivist quantitative work? Or is the researcher an active participant in the research, as in postpositivist qualitative work? Understanding the philosophical base of the study undertaken allows researchers to fully understand the implications of their work and their role within the research and reflect on their positionality and bias as it pertains to the research they are conducting.

Data Sampling 

The better the sample represents the intended study population, the more likely the researcher is to encompass the varying factors. The following are examples of participant sampling and selection: [7]

  • Purposive sampling- selection based on the researcher’s rationale for being the most informative.
  • Criterion sampling selection based on pre-identified factors.
  • Convenience sampling- selection based on availability.
  • Snowball sampling- the selection is by referral from other participants or people who know potential participants.
  • Extreme case sampling- targeted selection of rare cases.
  • Typical case sampling selection based on regular or average participants. 

Data Collection and Analysis

Qualitative research uses several techniques, including interviews, focus groups, and observation. [1] [2] [3] Interviews may be unstructured, with open-ended questions on a topic, and the interviewer adapts to the responses. Structured interviews have a predetermined number of questions that every participant is asked. It is usually one-on-one and appropriate for sensitive topics or topics needing an in-depth exploration. Focus groups are often held with 8-12 target participants and are used when group dynamics and collective views on a topic are desired. Researchers can be participant-observers to share the experiences of the subject or non-participants or detached observers.

While quantitative research design prescribes a controlled environment for data collection, qualitative data collection may be in a central location or the participants' environment, depending on the study goals and design. Qualitative research could amount to a large amount of data. Data is transcribed, which may then be coded manually or using computer-assisted qualitative data analysis software or CAQDAS such as ATLAS.ti or NVivo. [8] [9] [10]

After the coding process, qualitative research results could be in various formats. It could be a synthesis and interpretation presented with excerpts from the data. [11] Results could also be in the form of themes and theory or model development.

Dissemination

The healthcare team can use two reporting standards to standardize and facilitate the dissemination of qualitative research outcomes. The Consolidated Criteria for Reporting Qualitative Research or COREQ is a 32-item checklist for interviews and focus groups. [12] The Standards for Reporting Qualitative Research (SRQR) is a checklist covering a more comprehensive range of qualitative research. [13]

Applications

Many times, a research question will start with qualitative research. The qualitative research will help generate the research hypothesis, which can be tested with quantitative methods. After the data is collected and analyzed with quantitative methods, a set of qualitative methods can be used to dive deeper into the data to better understand what the numbers truly mean and their implications. The qualitative techniques can then help clarify the quantitative data and also help refine the hypothesis for future research. Furthermore, with qualitative research, researchers can explore poorly studied subjects with quantitative methods. These include opinions, individual actions, and social science research.

An excellent qualitative study design starts with a goal or objective. This should be clearly defined or stated. The target population needs to be specified. A method for obtaining information from the study population must be carefully detailed to ensure no omissions of part of the target population. A proper collection method should be selected that will help obtain the desired information without overly limiting the collected data because, often, the information sought is not well categorized or obtained. Finally, the design should ensure adequate methods for analyzing the data. An example may help better clarify some of the various aspects of qualitative research.

A researcher wants to decrease the number of teenagers who smoke in their community. The researcher could begin by asking current teen smokers why they started smoking through structured or unstructured interviews (qualitative research). The researcher can also get together a group of current teenage smokers and conduct a focus group to help brainstorm factors that may have prevented them from starting to smoke (qualitative research).

In this example, the researcher has used qualitative research methods (interviews and focus groups) to generate a list of ideas of why teens start to smoke and factors that may have prevented them from starting to smoke. Next, the researcher compiles this data. The research found that, hypothetically, peer pressure, health issues, cost, being considered "cool," and rebellious behavior all might increase or decrease the likelihood of teens starting to smoke.

The researcher creates a survey asking teen participants to rank how important each of the above factors is in either starting smoking (for current smokers) or not smoking (for current nonsmokers). This survey provides specific numbers (ranked importance of each factor) and is thus a quantitative research tool.

The researcher can use the survey results to focus efforts on the one or two highest-ranked factors. Let us say the researcher found that health was the primary factor that keeps teens from starting to smoke, and peer pressure was the primary factor that contributed to teens starting smoking. The researcher can go back to qualitative research methods to dive deeper into these for more information. The researcher wants to focus on keeping teens from starting to smoke, so they focus on the peer pressure aspect.

The researcher can conduct interviews and focus groups (qualitative research) about what types and forms of peer pressure are commonly encountered, where the peer pressure comes from, and where smoking starts. The researcher hypothetically finds that peer pressure often occurs after school at the local teen hangouts, mostly in the local park. The researcher also hypothetically finds that peer pressure comes from older, current smokers who provide the cigarettes.

The researcher could further explore this observation made at the local teen hangouts (qualitative research) and take notes regarding who is smoking, who is not, and what observable factors are at play for peer pressure to smoke. The researcher finds a local park where many local teenagers hang out and sees that the smokers tend to hang out in a shady, overgrown area of the park. The researcher notes that smoking teenagers buy their cigarettes from a local convenience store adjacent to the park, where the clerk does not check identification before selling cigarettes. These observations fall under qualitative research.

If the researcher returns to the park and counts how many individuals smoke in each region, this numerical data would be quantitative research. Based on the researcher's efforts thus far, they conclude that local teen smoking and teenagers who start to smoke may decrease if there are fewer overgrown areas of the park and the local convenience store does not sell cigarettes to underage individuals.

The researcher could try to have the parks department reassess the shady areas to make them less conducive to smokers or identify how to limit the sales of cigarettes to underage individuals by the convenience store. The researcher would then cycle back to qualitative methods of asking at-risk populations their perceptions of the changes and what factors are still at play, and quantitative research that includes teen smoking rates in the community and the incidence of new teen smokers, among others. [14] [15]

Qualitative research functions as a standalone research design or combined with quantitative research to enhance our understanding of the world. Qualitative research uses techniques including structured and unstructured interviews, focus groups, and participant observation not only to help generate hypotheses that can be more rigorously tested with quantitative research but also to help researchers delve deeper into the quantitative research numbers, understand what they mean, and understand what the implications are. Qualitative research allows researchers to understand what is going on, especially when things are not easily categorized. [16]

  • Issues of Concern

As discussed in the sections above, quantitative and qualitative work differ in many ways, including the evaluation criteria. There are four well-established criteria for evaluating quantitative data: internal validity, external validity, reliability, and objectivity. Credibility, transferability, dependability, and confirmability are the correlating concepts in qualitative research. [4] [11] The corresponding quantitative and qualitative concepts can be seen below, with the quantitative concept on the left and the qualitative concept on the right:

  • Internal validity: Credibility
  • External validity: Transferability
  • Reliability: Dependability
  • Objectivity: Confirmability

In conducting qualitative research, ensuring these concepts are satisfied and well thought out can mitigate potential issues from arising. For example, just as a researcher will ensure that their quantitative study is internally valid, qualitative researchers should ensure that their work has credibility. 

Indicators such as triangulation and peer examination can help evaluate the credibility of qualitative work.

  • Triangulation: Triangulation involves using multiple data collection methods to increase the likelihood of getting a reliable and accurate result. In our above magic example, the result would be more reliable if we interviewed the magician, backstage hand, and the person who "vanished." In qualitative research, triangulation can include telephone surveys, in-person surveys, focus groups, and interviews and surveying an adequate cross-section of the target demographic.
  • Peer examination: A peer can review results to ensure the data is consistent with the findings.

A "thick" or "rich" description can be used to evaluate the transferability of qualitative research, whereas an indicator such as an audit trail might help evaluate the dependability and confirmability.

  • Thick or rich description:  This is a detailed and thorough description of details, the setting, and quotes from participants in the research. [5] Thick descriptions will include a detailed explanation of how the study was conducted. Thick descriptions are detailed enough to allow readers to draw conclusions and interpret the data, which can help with transferability and replicability.
  • Audit trail: An audit trail provides a documented set of steps of how the participants were selected and the data was collected. The original information records should also be kept (eg, surveys, notes, recordings).

One issue of concern that qualitative researchers should consider is observation bias. Here are a few examples:

  • Hawthorne effect: The effect is the change in participant behavior when they know they are being observed. Suppose a researcher wanted to identify factors that contribute to employee theft and tell the employees they will watch them to see what factors affect employee theft. In that case, one would suspect employee behavior would change when they know they are being protected.
  • Observer-expectancy effect: Some participants change their behavior or responses to satisfy the researcher's desired effect. This happens unconsciously for the participant, so it is essential to eliminate or limit the transmission of the researcher's views.
  • Artificial scenario effect: Some qualitative research occurs in contrived scenarios with preset goals. In such situations, the information may not be accurate because of the artificial nature of the scenario. The preset goals may limit the qualitative information obtained.
  • Clinical Significance

Qualitative or quantitative research helps healthcare providers understand patients and the impact and challenges of the care they deliver. Qualitative research provides an opportunity to generate and refine hypotheses and delve deeper into the data generated by quantitative research. Qualitative research is not an island apart from quantitative research but an integral part of research methods to understand the world around us. [17]

  • Enhancing Healthcare Team Outcomes

Qualitative research is essential for all healthcare team members as all are affected by qualitative research. Qualitative research may help develop a theory or a model for health research that can be further explored by quantitative research. Much of the qualitative research data acquisition is completed by numerous team members, including social workers, scientists, nurses, etc. Within each area of the medical field, there is copious ongoing qualitative research, including physician-patient interactions, nursing-patient interactions, patient-environment interactions, healthcare team function, patient information delivery, etc. 

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Disclosure: Steven Tenny declares no relevant financial relationships with ineligible companies.

Disclosure: Janelle Brannan declares no relevant financial relationships with ineligible companies.

Disclosure: Grace Brannan declares no relevant financial relationships with ineligible companies.

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  • Cite this Page Tenny S, Brannan JM, Brannan GD. Qualitative Study. [Updated 2022 Sep 18]. In: StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2024 Jan-.

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10 Best Research Books For Qualitative And Quantitative Research

Are you looking for the best research books? Take a look at some of the best books on research methods below.

Research methodology comes in many shapes and forms. Regardless of whether you are interested in qualitative or quantitative research, it is essential to find a book that can help you plan your research project adequately. Research design can vary from hard sciences to social sciences, but data analysis following a case study is usually similar. Therefore, you need a practical guide that can help you complete a research project and finish your research paper.

1. Qualitative Research: A Guide To Design And Implementation, 4th Edition

2. research design: qualitative, quantitative, and mixed methods approaches, 4th edition, 3. the research methods knowledge base, 3rd edition, 4. the craft of research, 5. doing your research project: open up study skills, 5th edition, 6. qualitative inquiry and research design: choosing among five approaches, 3rd edition, 7. the essential guide to doing your research project, 2nd edition, 8. introducing research methodology: a beginner’s guide to doing a research project, 2nd edition, 9. the sage handbook of qualitative research, 5th edition, 10. research methods in education, 7th edition, the final word on the best research books, what is the difference between quantitative research and qualitative research, how do i figure out which academic journal to publish my research in, further reading.

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When someone talks about qualitative research in academia, they refer to research that focuses on overall concepts and takeaways instead of complex numbers. For those conducting academic research, understanding the basics of this process is critical. Qualitative Research: A Guide to Design and Implementation, by Sharan B. Merriam and Elizabeth J. Tisdell, 4th edition, is one of the best books available because it focuses on action research, mixed methods, online data sources, and some of the latest technology that people can use to complete their projects.

A significant portion of this book focuses on data analysis software packages, which have become critically important in an era where publishing in the best academic journals is critical for every successful researcher. Finally, this book explains topics so that nearly everyone can understand.

Qualitative Research: A Guide to Design and Implementation

  • Merriam, Sharan B. (Author)
  • English (Publication Language)
  • 368 Pages - 08/24/2015 (Publication Date) - John Wiley & Sons (Publisher)

Suppose you are looking for a book that can teach you the best research methodology. In that case, you will want to check out Research Design: Qualitative, Quantitative, and Mixed Methods Approaches by John W. Creswell, 4th edition. John Creswell is one of the most well-respected writers in case study research.

As books on how to research go, this one on quantitative and qualitative research methods is a great tool that will help you learn the basics of forming a research project in every field. This book covers philosophical assumptions and research projects, theory and research approaches, and conducts an effective literature review. These elements are also crucial in helping you form a step-by-step guide for your upcoming research project, and this book will teach you the basics of data analysis.

Research Design: Qualitative, Quantitative and Mixed Methods Approaches

  • Research Design
  • Creswell, John W. (Author)
  • 273 Pages - 05/27/2024 (Publication Date) - SAGE Publications, Inc (Publisher)

The first two editions were already solid, but the third edition of The Research Methods Knowledge Base, by William M.K. Trochim and James P. Donnelly, features many updates to quantitative and qualitative research methods, teaching graduate students the basics of data collection before diving into the details for more advanced learners.

One of the significant advantages of this text is that it is a comprehensive tool that can be used for both undergraduate and graduate-level courses. It has a relatively informal style and conversational feel, which means readers will not be intimidated by walls of text. The research methods it teaches are straightforward, applicable, and relevant to anyone looking to complete a research project in the current era.

The Research Methods Knowledge Base, 3rd Edition

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The Craft of Research, by Wayne C. Booth, Gregory C. Colomb, and Joseph M. Williams, covers various research approaches that teach everyone the basics of forming a solid research project. In particular, this book focuses on what to do with the data after it has been collected.

People need to think about how their readers will interpret the structure of the paper, proactively anticipating questions they might have. By answering the reader’s questions in the initial version of the paper, it is easier to hold their attention from start to finish.

Of course, one of the most critical questions that must be asked when writing a research paper is, “so, what? Why does this information matter?” Researchers can keep this in mind while writing the introduction and conclusion of the paper so they will have an easier time constructing a powerful academic manuscript that is more likely to be accepted into the top academic journals.

The Craft of Research, Fourth Edition (Chicago Guides to Writing, Editing, and Publishing)

  • Booth, Wayne C. (Author)
  • 336 Pages - 10/18/2016 (Publication Date) - University of Chicago Press (Publisher)

Doing Your Research Project: Open Up Study Skills, by Judith Bell, is a must-read for new researchers looking to make their way in academic research. This book is helpful because it teaches people how to conduct a research project using step-by-step advice. A research project can be daunting for new learners because it’s easy to focus on the final project and feel intimidated before taking the first step.

This book is indispensable because it teaches people everything they need to know to develop a research project, draft a hypothesis, carry out the project, and finalize a research paper after conducting detailed data analysis. Furthermore, this text will dive into common mistakes, pitfalls, and obstacles researchers need to overcome. Time is your most valuable resource, and nobody wants to spend time on trials that will not be relevant to the final project.

Doing Youp Research Project (Open Up Study Skills)

  • Bell, Judith (Author)
  • 296 Pages - 05/01/2010 (Publication Date) - Open University Press (Publisher)

Qualitative Inquiry And Research Design: Choose Among Five Approaches, 3rd Edition, Is The Latest In A Line Of Best-Selling Research Books From Creswell. This Book Ties Into People’s Philosophical Underpinnings When Developing A Research Project. It Also Looks At The History Of Various Research Projects, Which Serve As An Example For The Reader.

Overall, there are five traditions in qualitative research; grounded theory, phenomenology, narrative research, case study, and ethnography. Creswell uses an accessible writing style to help the reader understand when to use each of these narratives. Then, he dives into strategies for writing research papers using each of these approaches.

Qualitative Inquiry and Research Design: Choosing Among Five Approaches

  • Used Book in Good Condition
  • 472 Pages - 03/14/2012 (Publication Date) - SAGE Publications, Inc (Publisher)

The Essential Guide To Doing Your Research Project by Zina O’Leary is geared more toward young learners. As books on how to research, it focuses on how to develop a research project, analyze data, and write up the results. Every stage of the book is clearly explained, with the author specifying why it is essential to carry out that step correctly.

It also focuses on practical tips and tricks that learners can use to successfully carry out their research projects. The book includes helpful chapter summaries, a complete glossary, and boxed definitions for essential terms that should not be overlooked. The author also has a variety of suggestions for further reading, which is helpful for more advanced learners who may want to pick up a text that is a bit more detailed. Finally, the book also comes with access to a companion website. The website includes journal articles, real projects, worksheets, and podcasts.

The Essential Guide to Doing Your Research Project

  • O′Leary, Zina (Author)
  • 384 Pages - 12/20/2013 (Publication Date) - SAGE Publications Ltd (Publisher)

Introducing Research Methodology: A Beginner’s Guide to doing a research project, by Uwe Flick is ideal for new researchers. the author guides readers through the fundamentals that underpin a strong research project. He focuses on essential steps, common mistakes, and ways to expedite the research process.

Then, the author dives into some of the most critical skills readers need to have if they want to collect and analyze data properly. he goes into basic organizational tactics that make data easier to interpret, explains how to shorten the analytical process, and dives into real-life quantitative and qualitative research methods. He uses his research as an example, explaining to people how to pull out the essential parts of the research project before writing them up.

Introducing Research Methodology: A Beginner′s Guide to Doing a Research Project

  • Flick, Uwe (Author)
  • 320 Pages - 04/14/2015 (Publication Date) - SAGE Publications Ltd (Publisher)

The SAGE Handbook of Qualitative Research by Norman K. Denzin and Yvonna S. Lincoln focuses on global research. this text teaches readers how to synthesize existing literature, identify current research, and focus on caps that can be filled. the authors gather contributions from some of the most well-renowned researchers, addressing issues in research projects today. this text focuses more on research regarding social justice. therefore, this is better for people in the social sciences.

The SAGE Handbook of Qualitative Research

  • Hardcover Book
  • 992 Pages - 02/15/2017 (Publication Date) - SAGE Publications, Inc (Publisher)

Research Methods in Education, by Louis Cohen, Lawrence Manon, and Keith Morrison, is essential for students and professional researchers who want to learn how to create a comprehensive research project. It’s broken up into helpful chapters wrapped up by a convenient summary at the end, explaining to readers how to hit the high points.

Research Methods in Education also comes with a helpful companion website that contains PowerPoint slides for every chapter. This book can be read independently and discussed with a classroom full of students. The book has been written at a level that is accessible even to high school students, but the basics can be a helpful review for graduate researchers.

Research Methods in Education

  • Cohen, Louis (Author)
  • 944 Pages - 10/27/2017 (Publication Date) - Routledge (Publisher)

Academic research comes in many shapes and forms, with qualitative and quantitative research having high points; however, the basics are the same across all fields. Researchers need to learn how to develop a hypothesis, put together a research methodology, collect their data, interpret it, and write up their findings.

It can be helpful to use the books about research above to refine your research methods . Each book focuses on a slightly different facet of academic research, so readers need to find the right book to meet their needs. With a substantial text, readers can avoid common mistakes, follow in the footsteps of successful researchers, and increase their chances of writing a solid research paper for school or getting their paper accepted into an academic journal.

Books About Research FAQs

Quantitative research focuses more on numbers and statistics. This type of research is more common in hard sciences such as biology, chemistry, and physics.

Qualitative research focuses more on overall meanings and concepts. This type of research is more common in social sciences such as anthropology, archaeology, and research topics focusing on social justice.

It would help compare prior articles in that academic journal to the article you have written. Most academic journals focus on a specific field, and you need to submit your article to a publication that shares research articles similar to your own. Be sure to consider the prestige of the journal before submitting your paper.

If you enjoyed this round-up of the best research books, you might also like our top 11 essay writing tips for students . 

You might also find our guide on essay topics for students  helpful. 

books about qualitative research

Bryan Collins is the owner of Become a Writer Today. He's an author from Ireland who helps writers build authority and earn a living from their creative work. He's also a former Forbes columnist and his work has appeared in publications like Lifehacker and Fast Company.

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Borders of Qualitative Research

Navigating the spaces where therapy, education, art, and science connect.

9781447355632

This engaging book explores the porous borders of research with art, therapy and education, helping researchers reflect on their practice and consider more carefully the potential consequences and impacts of their work.

Increasing numbers of researchers are using arts-based, embodied or creative methods. They promote rapport and connection, facilitating research that reaches beyond surface understanding to expose authentic stories and hidden, richer truths. Whilst powerful, these methods can have unintended consequences and the potential for harm.

Drawing on case studies and lessons learned from programmes and work across research, therapy, education, art and science, this engaging book explores and demonstrates the porous borders of research.

It invites researchers to reflect and consider the boundaries and consequences of their work in order to deepen and widen its applicability and impact across science, art, education and therapy.

Jennifer Leigh is Reader in Creative Practices for Social Justice at the University of Kent.

BookPeople

Best strategy & research books to read in 2024

In a world where staying ahead of the curve is crucial, diving into the right resources can make all the difference. But the big question is of course ‘where do I start?’

Our ebook, 24 Essential Books for Researchers in 2024 , is your go-to list.

24 research books that will help you understand the hallmarks of effective strategy, uncover hidden truths of human behavior through big data, and delve into the creative magic behind branding in everyday life. You will be able to recognize the subtle forces influencing our decisions and unlock the psychology of consumer behavior.

As a sneak peek, here’s everything you need to know about five standout strategy books from our list that will each sharpen your strategic thinking and inspire you to create your own competitive advantage.

Free eBook: 24 Essential Books for Researchers in 2024

1. Good Strategy Bad Strategy: The Difference and Why It Matters

books about qualitative research

By Richard Rumelt

What better place to start than the fundamental differences between winning and losing strategies?

UCLA professor and revered strategy legend, Richard Rumelt, breaks down the bad strategy elements to avoid, like vague objectives and empty slogans, and the good strategy components to never miss. From a solid diagnosis of the challenge to a guiding policy to tackle it and coherent actions to carry it out – complemented by frameworks from leading minds like Michael Porter – Rumelt wants his reader to understand the core principles of strategic thinking.

Brilliantly complementing these principles – which can, in many ways, be seen as modern extensions of the strategic principles found in "The Art of War" by Sun Tzu, one of the best strategy books in history – Rumelt’s real-life case studies make his approach incredibly easy to grasp.

For market researchers, Rumelt’s framework – focusing on clear, actionable strategies over generic goals – will sharpen your strategic planning and refine your analytical approach. Read it and gain a true understanding of what simply makes a good strategy good and how you can streamline your efforts to achieve tangible, measurable results.

Find it on Amazon

2. Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are

books about qualitative research

By Seth Stephens-Davidowitz

Popularly known as “Everybody Lies”, this New York Times bestseller and the Economist book of the year delves into how big data unveils hidden truths about our behavior and desires.

With his background as a Google data scientist, Stephens-Davidowitz leverages online data from search engines and social media to reveal the often surprising – and sometimes uncomfortable – realities that traditional surveys often miss. It’s a fascinating demonstration of big data’s power to uncover genuine insights about everyday life, from economics to ethics, sports to race, and sex to gender.

Highlighting the potential of non-traditional data sources – specifically, online behavior – to reveal deeper consumer insights, market researchers will find this book to be a true eye-opener. Stephens-Davidowitz details techniques researchers can use to develop more precise and effective marketing strategies that truly resonate with an audience.

3. Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

books about qualitative research

By Rory Sutherland

A renowned adman and behavioral science pioneer, Rory Sutherland puts his brilliant mind to print to explore how embracing the irrational and creative aspects of marketing can lead to extraordinary success.

At its core, “Alchemy” argues against businesses and organizations taking a purely logical approach – after all, magic and logic aren’t the greatest match. Instead, Sutherland campaigns for the transformative power of unconventional thinking, using leading-edge scientific research, absurdly entertaining storytelling and practical case studies to bring this approach to life.

With a strong emphasis on creativity and intuition, “Alchemy” should give any market researcher reason to break away from data-driven norms and experiment with bold, unconventional ideas.

4. The Illusion of Choice: 16 ½ Psychological Biases That Influence What We Buy

books about qualitative research

By Richard Shotton

Another proponent for the importance of psychology and behavioral science in marketing, Richard Shotton’s "The Illusion of Choice" reveals how tiny, unnoticed factors shape our day-to-day decisions.

Shotton identifies the 16½ most important psychological biases that everyone in business needs to be aware of today – and how any business can use them to find a competitive advantage. The book brilliantly blends theory and practical insights, demonstrating to readers how minor tweaks in presentation and context can have a huge bearing on the choices we make.

"The Illusion of Choice" is a goldmine for market researchers. Revealing the psychological tricks behind decision-making, this book will undoubtedly empower you to design better surveys and marketing strategies to ultimately build a more successful company. Shotton's insights will help you predict consumer responses more accurately and craft more persuasive messages; you’ll understand data on a deeper level and learn how to ethically influence consumer behavior.

5. Decoded: The Science Behind Why We Buy

books about qualitative research

By Phil Barden

Leveraging an over 25-year career in marketing, and working with some of the world’s most successful companies and business leaders, Phil Barden’s groundbreaking book uncovers the psychological mechanisms that drive our purchasing decisions.

Barden draws on neuroscience and behavioral economics to explore why we choose certain products over others, breaking down complex scientific concepts into easy-to-understand insights. With the help of real-world examples, Barden shows how these principles play out in everyday buying behavior with brands that you will no doubt know very well.  

Barden’s exploration of the subconscious factors influencing consumer choices provides valuable tools for any market researcher wanting to deliver more effective work. His book’s popularity stems from its practicality: by understanding the science behind why people buy, you can better predict consumer behavior and tailor your approaches to resonate more deeply with your target audience.

If you're a fan of "Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant" by W. Chan Kim and Renée Mauborgne, you will get a lot out of this book.

Download your gateway to smarter, more impactful research

Whether you’re enhancing your professional toolkit or seeking fresh perspectives, these strategy books are your gateway to smarter, more impactful research in 2024.

Free eBook: 24 essential books for researchers in 2024

Qualtrics // Experience Management

Qualtrics, the leader and creator of the experience management category, is a cloud-native software platform that empowers organizations to deliver exceptional experiences and build deep relationships with their customers and employees.

With insights from Qualtrics, organizations can identify and resolve the greatest friction points in their business, retain and engage top talent, and bring the right products and services to market. Nearly 20,000 organizations around the world use Qualtrics’ advanced AI to listen, understand, and take action. Qualtrics uses its vast universe of experience data to form the largest database of human sentiment in the world. Qualtrics is co-headquartered in Provo, Utah and Seattle.

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Foundations of Qualitative Research

Foundations of Qualitative Research Interpretive and Critical Approaches

  • Jerry W. Willis
  • Description
  • Covers the conceptual foundations of interpretive, critical, and post-positivist paradigms: A thorough background of theory and social inquiry is given by looking at the development of each paradigm throughout history.
  • Provides real-world examples: Cases illustrate different approaches to the same research problem so that students can better understand the contrasting features of these paradigms.
  • Introduces seven qualitative research frameworks: In-depth coverage is provided on Altheide and Johnson's Analytic Realism; Denzin and Lincoln's Interpretive Perspective; Eisner's Connoisseurship Model of Inquiry; Semiotics; the Phenomenological Psychological Model; Poststructuralism and Postmodernism; and Symbolic Interactionism.
  • Offers general guidelines for qualitative research: Conceptually covers the best practices, approaches to data analysis, and interpretation of qualitative research.
  • Examines emergent methods in qualitative research: New research areas such as PAR, emancipatory research, and participatory design research are included, as well as exemplary journal articles to further illustrate how theory links to research practice.

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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"Willis catches the student up on relevant aspects of philosophy, empiricism, history, and prevailing political influences.  This building of chronology is so valuable for students in understanding the origins of specific schools of thought in relations to a paradigm."

— Heather T. Zeng, NACADA

One cannot underestimate the importance of this book. Willis deals with topics and concepts that are normally relegated to a paragraph in other methodology books: interpretivism, hermeneutics and phenomenology. Please note I will be recommending it for COM4809 and not COM4801 as indicated below.

A fantastic book for those who are considering to engage in qualitative research. It covers all the vital parts that are included in qualitative inquiry, such as paradigms and methodology to interpretation and meaning. A must for post-grad students

The book is comprehensively written. It can be very useful for masters and doctoral students. The paradigms are well presented which can assist in clearing a lot of confusion which some students have regarding paradigm,

This is a useful book that is recommended for PG level.

A 'must read' for Education and social science students commencing research at UG or PG level. Expertly written, appropriate detail, thought provoking

excellent for health and social care students

A very useful text on the principles underpinning qualitative research and will be very useful for those wanting to explore this approach in some depth

A great text for students who want to know more about qualitative methods. Parts of it may also be interesting as part of an introduction module.

This text had a unique take on exploring qualitative research - finally an entire, well-researched book that had interpretivist (and of course critical) understanding at its heart. I currently work hermeneutically and this book, even at this late stage of my current project has made such a difference.

I particularly like the key articles it uses to exemplify its points - a useful way to get 3rd year undergraduates and PG Dip students seeing direct connections between the methodology and the actual research carried out. I'm already recommending it as in a single book they can easily and flexibly cover interpretive approaches, which helps to add balance to the range of methodologies they are exposed to.

  • Covers the conceptual foundations of interpretive, critical, and post-positivist paradigms of qualitative research;
  • Provides substantial historical background of theory and social inquiry by positioning the development of each paradigm as a reaction to problems throughout history;
  • Uses cases (fictional and real-world) to illustrate different approaches to the same research problem or question so that students can better understand the contrasting features of these approaches/paradigms;
  • Introduces seven qualitative research frameworks: Altheide and Johnson's Analytic Realism; Denzin and Lincoln's Interpretive Perspective; Eisner's Connoisseurship Model of Inquiry; Semiotics; the Phenomenological Psychological Model; Poststructuralism and Postmodernism; and Symbolic Interactionism;
  • Summarizes Denzin and Lincoln's "moments" of qualitative research to provide a historical perspective on the development of qualitative methods;
  • Covers conceptually the best practices, and approaches to data analysis and interpretation of qualitative research;
  • Introduces emergent methods in qualitative research, such as PAR, emancipatory research, and participatory design research.

Sample Materials & Chapters

Willis Articles

Chapter 1 - World Views, Paradigms, and the Practice of Social Science Research

Chapter 3 - Foundational Issues: Postpositivist and Critical Perspectives

Chapter 5 - Frameworks for Qualitative Research

For instructors

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