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• Exploratory Research | Definition, Guide, & Examples

Exploratory Research | Definition, Guide, & Examples

Published on December 6, 2021 by Tegan George . Revised on November 20, 2023.

Exploratory research is a methodology approach that investigates research questions that have not previously been studied in depth.

Exploratory research is often qualitative and primary in nature. However, a study with a large sample conducted in an exploratory manner can be quantitative as well. It is also often referred to as interpretive research or a grounded theory approach due to its flexible and open-ended nature.

Table of contents

When to use exploratory research, exploratory research questions, exploratory research data collection, step-by-step example of exploratory research, exploratory vs. explanatory research, advantages and disadvantages of exploratory research, other interesting articles, frequently asked questions about exploratory research.

Exploratory research is often used when the issue you’re studying is new or when the data collection process is challenging for some reason.

You can use this type of research if you have a general idea or a specific question that you want to study but there is no preexisting knowledge or paradigm with which to study it.

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Exploratory research questions are designed to help you understand more about a particular topic of interest. They can help you connect ideas to understand the groundwork of your analysis without adding any preconceived notions or assumptions yet.

Here are some examples:

• What effect does using a digital notebook have on the attention span of middle schoolers?
• What factors influence mental health in undergraduates?
• What outcomes are associated with an authoritative parenting style?
• In what ways does the presence of a non-native accent affect intelligibility?
• How can the use of a grocery delivery service reduce food waste in single-person households?

Collecting information on a previously unexplored topic can be challenging. Exploratory research can help you narrow down your topic and formulate a clear hypothesis and problem statement , as well as giving you the “lay of the land” on your topic.

Data collection using exploratory research is often divided into primary and secondary research methods, with data analysis following the same model.

Primary research

In primary research, your data is collected directly from primary sources : your participants. There is a variety of ways to collect primary data.

Some examples include:

• Survey methodology: Sending a survey out to the student body asking them if they would eat vegan meals
• Focus groups: Compiling groups of 8–10 students and discussing what they think of vegan options for dining hall food
• Interviews: Interviewing students entering and exiting the dining hall, asking if they would eat vegan meals

Secondary research

In secondary research, your data is collected from preexisting primary research, such as experiments or surveys.

Some other examples include:

• Case studies : Health of an all-vegan diet
• Literature reviews : Preexisting research about students’ eating habits and how they have changed over time
• Online polls, surveys, blog posts, or interviews; social media: Have other schools done something similar?

For some subjects, it’s possible to use large- n government data, such as the decennial census or yearly American Community Survey (ACS) open-source data.

How you proceed with your exploratory research design depends on the research method you choose to collect your data. In most cases, you will follow five steps.

We’ll walk you through the steps using the following example.

Therefore, you would like to focus on improving intelligibility instead of reducing the learner’s accent.

Step 1: Identify your problem

The first step in conducting exploratory research is identifying what the problem is and whether this type of research is the right avenue for you to pursue. Remember that exploratory research is most advantageous when you are investigating a previously unexplored problem.

Step 2: Hypothesize a solution

The next step is to come up with a solution to the problem you’re investigating. Formulate a hypothetical statement to guide your research.

Step 3. Design your methodology

Next, conceptualize your data collection and data analysis methods and write them up in a research design.

Step 4: Collect and analyze data

Next, you proceed with collecting and analyzing your data so you can determine whether your preliminary results are in line with your hypothesis.

In most types of research, you should formulate your hypotheses a priori and refrain from changing them due to the increased risk of Type I errors and data integrity issues. However, in exploratory research, you are allowed to change your hypothesis based on your findings, since you are exploring a previously unexplained phenomenon that could have many explanations.

Step 5: Avenues for future research

Decide if you would like to continue studying your topic. If so, it is likely that you will need to change to another type of research. As exploratory research is often qualitative in nature, you may need to conduct quantitative research with a larger sample size to achieve more generalizable results.

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It can be easy to confuse exploratory research with explanatory research. To understand the relationship, it can help to remember that exploratory research lays the groundwork for later explanatory research.

Exploratory research investigates research questions that have not been studied in depth. The preliminary results often lay the groundwork for future analysis.

Explanatory research questions tend to start with “why” or “how”, and the goal is to explain why or how a previously studied phenomenon takes place.

Like any other research design , exploratory studies have their trade-offs: they provide a unique set of benefits but also come with downsides.

• It can be very helpful in narrowing down a challenging or nebulous problem that has not been previously studied.
• It can serve as a great guide for future research, whether your own or another researcher’s. With new and challenging research problems, adding to the body of research in the early stages can be very fulfilling.
• It is very flexible, cost-effective, and open-ended. You are free to proceed however you think is best.

Disadvantages

• It usually lacks conclusive results, and results can be biased or subjective due to a lack of preexisting knowledge on your topic.
• It’s typically not externally valid and generalizable, and it suffers from many of the challenges of qualitative research .
• Since you are not operating within an existing research paradigm, this type of research can be very labor-intensive.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

Exploratory research is a methodology approach that explores research questions that have not previously been studied in depth. It is often used when the issue you’re studying is new, or the data collection process is challenging in some way.

Exploratory research aims to explore the main aspects of an under-researched problem, while explanatory research aims to explain the causes and consequences of a well-defined problem.

You can use exploratory research if you have a general idea or a specific question that you want to study but there is no preexisting knowledge or paradigm with which to study it.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

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Home » Exploratory Research – Types, Methods and Examples

Exploratory Research – Types, Methods and Examples

Table of Contents

Exploratory Research

Definition:

Exploratory research is a type of research design that is used to investigate a research question when the researcher has limited knowledge or understanding of the topic or phenomenon under study.

The primary objective of exploratory research is to gain insights and gather preliminary information that can help the researcher better define the research problem and develop hypotheses or research questions for further investigation.

Exploratory Research Methods

There are several types of exploratory research, including:

Literature Review

This involves conducting a comprehensive review of existing published research, scholarly articles, and other relevant literature on the research topic or problem. It helps to identify the gaps in the existing knowledge and to develop new research questions or hypotheses.

Pilot Study

A pilot study is a small-scale preliminary study that helps the researcher to test research procedures, instruments, and data collection methods. This type of research can be useful in identifying any potential problems or issues with the research design and refining the research procedures for a larger-scale study.

This involves an in-depth analysis of a particular case or situation to gain insights into the underlying causes, processes, and dynamics of the issue under investigation. It can be used to develop a more comprehensive understanding of a complex problem, and to identify potential research questions or hypotheses.

Focus Groups

Focus groups involve a group discussion that is conducted to gather opinions, attitudes, and perceptions from a small group of individuals about a particular topic. This type of research can be useful in exploring the range of opinions and attitudes towards a topic, identifying common themes or patterns, and generating ideas for further research.

Expert Opinion

This involves consulting with experts or professionals in the field to gain their insights, expertise, and opinions on the research topic. This type of research can be useful in identifying the key issues and concerns related to the topic, and in generating ideas for further research.

Observational Research

Observational research involves gathering data by observing people, events, or phenomena in their natural settings to gain insights into behavior and interactions. This type of research can be useful in identifying patterns of behavior and interactions, and in generating hypotheses or research questions for further investigation.

Open-ended Surveys

Open-ended surveys allow respondents to provide detailed and unrestricted responses to questions, providing valuable insights into their attitudes, opinions, and perceptions. This type of research can be useful in identifying common themes or patterns, and in generating ideas for further research.

Data Analysis Methods

Exploratory Research Data Analysis Methods are as follows:

Content Analysis

This method involves analyzing text or other forms of data to identify common themes, patterns, and trends. It can be useful in identifying patterns in the data and developing hypotheses or research questions. For example, if the researcher is analyzing social media posts related to a particular topic, content analysis can help identify the most frequently used words, hashtags, and topics.

Thematic Analysis

This method involves identifying and analyzing patterns or themes in qualitative data such as interviews or focus groups. The researcher identifies recurring themes or patterns in the data and then categorizes them into different themes. This can be helpful in identifying common patterns or themes in the data and developing hypotheses or research questions. For example, a thematic analysis of interviews with healthcare professionals about patient care may identify themes related to communication, patient satisfaction, and quality of care.

Cluster Analysis

This method involves grouping data points into clusters based on their similarities or differences. It can be useful in identifying patterns in large datasets and grouping similar data points together. For example, if the researcher is analyzing customer data to identify different customer segments, cluster analysis can be used to group similar customers together based on their demographic, purchasing behavior, or preferences.

Network Analysis

This method involves analyzing the relationships and connections between data points. It can be useful in identifying patterns in complex datasets with many interrelated variables. For example, if the researcher is analyzing social network data, network analysis can help identify the most influential users and their connections to other users.

Grounded Theory

This method involves developing a theory or explanation based on the data collected during the exploratory research process. The researcher develops a theory or explanation that is grounded in the data, rather than relying on pre-existing theories or assumptions. This can be helpful in developing new theories or explanations that are supported by the data.

Applications of Exploratory Research

Exploratory research has many practical applications across various fields. Here are a few examples:

• Marketing Research : In marketing research, exploratory research can be used to identify consumer needs, preferences, and behavior. It can also help businesses understand market trends and identify new market opportunities.
• Product Development: In product development, exploratory research can be used to identify customer needs and preferences, as well as potential design flaws or issues. This can help companies improve their product offerings and develop new products that better meet customer needs.
• Social Science Research: In social science research, exploratory research can be used to identify new areas of study, as well as develop new theories and hypotheses. It can also be used to identify potential research methods and approaches.
• Healthcare Research : In healthcare research, exploratory research can be used to identify new treatments, therapies, and interventions. It can also be used to identify potential risk factors or causes of health problems.
• Education Research: In education research, exploratory research can be used to identify new teaching methods and approaches, as well as identify potential areas of study for further research. It can also be used to identify potential barriers to learning or achievement.

Examples of Exploratory Research

Here are some more examples of exploratory research from different fields:

• Social Science : A researcher wants to study the experience of being a refugee, but there is limited existing research on this topic. The researcher conducts exploratory research by conducting in-depth interviews with refugees to better understand their experiences, challenges, and needs.
• Healthcare : A medical researcher wants to identify potential risk factors for a rare disease but there is limited information available. The researcher conducts exploratory research by reviewing medical records and interviewing patients and their families to identify potential risk factors.
• Education : A teacher wants to develop a new teaching method to improve student engagement, but there is limited information on effective teaching methods. The teacher conducts exploratory research by reviewing existing literature and interviewing other teachers to identify potential approaches.
• Technology : A software developer wants to develop a new app, but is unsure about the features that users would find most useful. The developer conducts exploratory research by conducting surveys and focus groups to identify user preferences and needs.
• Environmental Science : An environmental scientist wants to study the impact of a new industrial plant on the surrounding environment, but there is limited existing research. The scientist conducts exploratory research by collecting and analyzing soil and water samples, and conducting interviews with residents to better understand the impact of the plant on the environment and the community.

How to Conduct Exploratory Research

Here are the general steps to conduct exploratory research:

• Define the research problem: Identify the research problem or question that you want to explore. Be clear about the objective and scope of the research.
• Review existing literature: Conduct a review of existing literature and research on the topic to identify what is already known and where gaps in knowledge exist.
• Determine the research design : Decide on the appropriate research design, which will depend on the nature of the research problem and the available resources. Common exploratory research designs include case studies, focus groups, interviews, and surveys.
• Collect data: Collect data using the chosen research design. This may involve conducting interviews, surveys, or observations, or collecting data from existing sources such as archives or databases.
• Analyze data: Analyze the data collected using appropriate qualitative or quantitative techniques. This may include coding and categorizing qualitative data, or running descriptive statistics on quantitative data.
• I nterpret and report findings: Interpret the findings of the analysis and report them in a way that is clear and understandable. The report should summarize the findings, discuss their implications, and make recommendations for further research or action.
• Iterate : If necessary, refine the research question and repeat the process of data collection and analysis to further explore the topic.

When to use Exploratory Research

Exploratory research is appropriate in situations where there is limited existing knowledge or understanding of a topic, and where the goal is to generate insights and ideas that can guide further research. Here are some specific situations where exploratory research may be particularly useful:

• New product development: When developing a new product, exploratory research can be used to identify consumer needs and preferences, as well as potential design flaws or issues.
• Emerging technologies: When exploring emerging technologies, exploratory research can be used to identify potential uses and applications, as well as potential challenges or limitations.
• Developing research hypotheses: When developing research hypotheses, exploratory research can be used to identify potential relationships or patterns that can be further explored through more rigorous research methods.
• Understanding complex phenomena: When trying to understand complex phenomena, such as human behavior or societal trends, exploratory research can be used to identify underlying patterns or factors that may be influencing the phenomenon.
• Developing research methods : When developing new research methods, exploratory research can be used to identify potential issues or limitations with existing methods, and to develop new methods that better capture the phenomena of interest.

Purpose of Exploratory Research

The purpose of exploratory research is to gain insights and understanding of a research problem or question where there is limited existing knowledge or understanding. The objective is to explore and generate ideas that can guide further research, rather than to test specific hypotheses or make definitive conclusions.

Exploratory research can be used to:

• Identify new research questions: Exploratory research can help to identify new research questions and areas of inquiry, by providing initial insights and understanding of a topic.
• Develop hypotheses: Exploratory research can help to develop hypotheses and testable propositions that can be further explored through more rigorous research methods.
• Identify patterns and trends : Exploratory research can help to identify patterns and trends in data, which can be used to guide further research or decision-making.
• Understand complex phenomena: Exploratory research can help to provide a deeper understanding of complex phenomena, such as human behavior or societal trends, by identifying underlying patterns or factors that may be influencing the phenomena.
• Generate ideas: Exploratory research can help to generate new ideas and insights that can be used to guide further research, innovation, or decision-making.

Characteristics of Exploratory Research

The following are the main characteristics of exploratory research:

• Flexible and open-ended : Exploratory research is characterized by its flexible and open-ended nature, which allows researchers to explore a wide range of ideas and perspectives without being constrained by specific research questions or hypotheses.
• Qualitative in nature : Exploratory research typically relies on qualitative methods, such as in-depth interviews, focus groups, or observation, to gather rich and detailed data on the research problem.
• Limited scope: Exploratory research is generally limited in scope, focusing on a specific research problem or question, rather than attempting to provide a comprehensive analysis of a broader phenomenon.
• Preliminary in nature : Exploratory research is preliminary in nature, providing initial insights and understanding of a research problem, rather than testing specific hypotheses or making definitive conclusions.
• I terative process : Exploratory research is often an iterative process, where the research design and methods may be refined and adjusted as new insights and understanding are gained.
• I nductive approach : Exploratory research typically takes an inductive approach to data analysis, seeking to identify patterns and relationships in the data that can guide further research or hypothesis development.

Advantages of Exploratory Research

The following are some advantages of exploratory research:

• Provides initial insights: Exploratory research is useful for providing initial insights and understanding of a research problem or question where there is limited existing knowledge or understanding. It can help to identify patterns, relationships, and potential hypotheses that can guide further research.
• Flexible and adaptable : Exploratory research is flexible and adaptable, allowing researchers to adjust their methods and approach as they gain new insights and understanding of the research problem.
• Qualitative methods : Exploratory research typically relies on qualitative methods, such as in-depth interviews, focus groups, and observation, which can provide rich and detailed data that is useful for gaining insights into complex phenomena.
• Cost-effective : Exploratory research is often less costly than other research methods, such as large-scale surveys or experiments. It is typically conducted on a smaller scale, using fewer resources and participants.
• Useful for hypothesis generation : Exploratory research can be useful for generating hypotheses and testable propositions that can be further explored through more rigorous research methods.
• Provides a foundation for further research: Exploratory research can provide a foundation for further research by identifying potential research questions and areas of inquiry, as well as providing initial insights and understanding of the research problem.

Limitations of Exploratory Research

The following are some limitations of exploratory research:

• Limited generalizability: Exploratory research is typically conducted on a small scale and uses non-random sampling techniques, which limits the generalizability of the findings to a broader population.
• Subjective nature: Exploratory research relies on qualitative methods and is therefore subject to researcher bias and interpretation. The findings may be influenced by the researcher’s own perceptions, beliefs, and assumptions.
• Lack of rigor: Exploratory research is often less rigorous than other research methods, such as experimental research, which can limit the validity and reliability of the findings.
• Limited ability to test hypotheses: Exploratory research is not designed to test specific hypotheses, but rather to generate initial insights and understanding of a research problem. It may not be suitable for testing well-defined research questions or hypotheses.
• Time-consuming : Exploratory research can be time-consuming and resource-intensive, particularly if the researcher needs to gather data from multiple sources or conduct multiple rounds of data collection.
• Difficulty in interpretation: The open-ended nature of exploratory research can make it difficult to interpret the findings, particularly if the researcher is unable to identify clear patterns or relationships in the data.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Defining Exploratory-Descriptive Qualitative (EDQ) research and considering its application to healthcare

• Department of Nursing and Community Health

Research output : Chapter in Book/Report/Conference proceeding › Conference contribution

Publication series

• exploratory descriptive research,
• qualitative methodology

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© 2018 Global Science and Technology Forum. This is the accepted author manuscript version of the paper: Hunter, DJ, McCallum, J & Howes, D 2018, 'Defining Exploratory-Descriptive Qualitative (EDQ) research and considering its application to healthcare'. first published in GSTF Conference Proceedings for the Worldwide Nursing Conference 2018, 23-24 July. Published papers are available at: http://nursing-conf.org/accepted-papers/#acc-5b9bb119a6443

• http://nursing-conf.org/accepted-papers/#acc-5b9bb119a6443

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• qualitative research Social Sciences 100%
• Healthcare Social Sciences 98%
• methodology Social Sciences 32%
• health Social Sciences 29%
• literature Social Sciences 13%

T1 - Defining Exploratory-Descriptive Qualitative (EDQ) research and considering its application to healthcare

AU - Hunter, David James

AU - McCallum, Jacqueline

AU - Howes, Dora

N1 - Acceptance in SAN Pub date: used last date of event AAM: made open (publisher guidance available at: http://nursing-conf.org/conference-proceedings-publication-policies/) 'The authors may use their papers for non-commercial purposes by acknowledging first publication in GSTF Conference Proceedings and giving full reference and/or web link as appropriate.'

PY - 2018/7/24

Y1 - 2018/7/24

N2 - — This article aims to introduce readers to a distinctive approach to health research when the topic under investigation has received little previous attention. It provides details of the theoretical underpinnings of the methodology, as well as providing recommendations regarding the practicalities of its use.To address a specific research aim, the primary author believed that an exploratory descriptive qualitative approach was the most suitable. A subsequent review of the relevant literature identified a number of published research articles, which claimed to use an "exploratory descriptive qualitative" design. Closer inspection revealed that these papers lacked theoretical underpinning. As a result, the authors created a conceptual framework, underpinned by appropriate theory, to support the use of an exploratory descriptive qualitative approach. We refer to this approach as EDQ and argue that there is a place in health research when it is deemed the most appropriate methodology to achieve the aims of a study.

AB - — This article aims to introduce readers to a distinctive approach to health research when the topic under investigation has received little previous attention. It provides details of the theoretical underpinnings of the methodology, as well as providing recommendations regarding the practicalities of its use.To address a specific research aim, the primary author believed that an exploratory descriptive qualitative approach was the most suitable. A subsequent review of the relevant literature identified a number of published research articles, which claimed to use an "exploratory descriptive qualitative" design. Closer inspection revealed that these papers lacked theoretical underpinning. As a result, the authors created a conceptual framework, underpinned by appropriate theory, to support the use of an exploratory descriptive qualitative approach. We refer to this approach as EDQ and argue that there is a place in health research when it is deemed the most appropriate methodology to achieve the aims of a study.

KW - exploratory descriptive research,

KW - qualitative methodology

M3 - Conference contribution

T3 - Worldwide Nursing Conference 2018

BT - Proceedings of Worldwide Nursing Conference 2018

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Chapter 5: Qualitative descriptive research

Darshini Ayton

Learning outcomes

Upon completion of this chapter, you should be able to:

• Identify the key terms and concepts used in qualitative descriptive research.
• Discuss the advantages and disadvantages of qualitative descriptive research.

What is a qualitative descriptive study?

The key concept of the qualitative descriptive study is description.

Qualitative descriptive studies (also known as ‘exploratory studies’ and ‘qualitative description approaches’) are relatively new in the qualitative research landscape. They emerged predominantly in the field of nursing and midwifery over the past two decades. 1 The design of qualitative descriptive studies evolved as a means to define aspects of qualitative research that did not resemble qualitative research designs to date, despite including elements of those other study designs. 2

Qualitative descriptive studies  describe  phenomena rather than explain them. Phenomenological studies, ethnographic studies and those using grounded theory seek to explain a phenomenon. Qualitative descriptive studies aim to provide a comprehensive summary of events. The approach to this study design is journalistic, with the aim being to answer the questions who, what, where and how. 3

A qualitative descriptive study is an important and appropriate design for research questions that are focused on gaining insights about a poorly understood research area, rather than on a specific phenomenon. Since qualitative descriptive study design seeks to describe rather than explain, explanatory frameworks and theories are not required to explain or ‘ground’ a study and its results. 4 The researcher may decide that a framework or theory adds value to their interpretations, and in that case, it is perfectly acceptable to use them. However, the hallmark of genuine curiosity (naturalistic enquiry) is that the researcher does not know in advance what they will be observing or describing. 4 Because a phenomenon is being described, the qualitative descriptive analysis is more categorical and less conceptual than other methods. Qualitative content analysis is usually the main approach to data analysis in qualitative descriptive studies. 4 This has led to criticism of descriptive research being less sophisticated because less interpretation is required than with other qualitative study designs in which interpretation and explanation are key characteristics (e.g. phenomenology, grounded theory, case studies).

Diverse approaches to data collection can be utilised in qualitative description studies. However, most qualitative descriptive studies use semi-structured interviews (see Chapter 13) because they provide a reliable way to collect data. 3 The technique applied to data analysis is generally categorical and less conceptual when compared to other qualitative research designs (see Section 4). 2,3 Hence, this study design is well suited to research by practitioners, student researchers and policymakers. Its straightforward approach enables these studies to be conducted in shorter timeframes than other study designs. 3 Descriptive studies are common as the qualitative component in mixed-methods research ( see Chapter 11 ) and evaluations ( see Chapter 12 ), 1 because qualitative descriptive studies can provide information to help develop and refine questionnaires or interventions.

For example, in our research to develop a patient-reported outcome measure for people who had undergone a percutaneous coronary intervention (PCI), which is a common cardiac procedure to treat heart disease, we started by conducting a qualitative descriptive study. 5 This project was a large, mixed-methods study funded by a private health insurer. The entire research process needed to be straightforward and achievable within a year, as we had engaged an undergraduate student to undertake the research tasks. The aim of the qualitative component of the mixed-methods study was to identify and explore patients’ perceptions following PCI. We used inductive approaches to collect and analyse the data. The study was guided by the following domains for the development of patient-reported outcomes, according to US Food and Drug Administration (FDA) guidelines, which included:

• Feeling: How the patient feels physically and psychologically after medical intervention
• Function: The patient’s mobility and ability to maintain their regular routine
• Evaluation: The patient’s overall perception of the success or failure of their procedure and their perception of what contributed to it. 5(p458)

We conducted focus groups and interviews, and asked participants three questions related to the FDA outcome domains:

• From your perspective, what would be considered a successful outcome of the procedure?

Probing questions: Did the procedure meet your expectations? How do you define whether the procedure was successful?

• How did you feel after the procedure?

Probing question: How did you feel one week after and how does that compare with how you feel now?

• After your procedure, tell me about your ability to do your daily activities?

Prompt for activities including gardening, housework, personal care, work-related and family-related tasks.

Probing questions: Did you attend cardiac rehabilitation? Can you tell us about your experience of cardiac rehabilitation? What impact has medication had on your recovery?

• What, if any, lifestyle changes have you made since your procedure? 5(p459)

Data collection was conducted with 32 participants. The themes were mapped to the FDA patient-reported outcome domains, with the results confirming previous research and also highlighting new areas for exploration in the development of a new patient-reported outcome measure. For example, participants reported a lack of confidence following PCI and the importance of patient and doctor communication. Women, in particular, reported that they wanted doctors to recognise how their experiences of cardiac symptoms were different to those of men.

The study described phenomena and resulted in the development of a patient-reported outcome measure that was tested and refined using a discrete-choice experiment survey, 6 a pilot of the measure in the Victorian Cardiac Outcomes Registry and a Rasch analysis to validate the measurement’s properties. 7

Advantages and disadvantages of qualitative descriptive studies

A qualitative descriptive study is an effective design for research by practitioners, policymakers and students, due to their relatively short timeframes and low costs. The researchers can remain close to the data and the events described, and this can enable the process of analysis to be relatively simple. Qualitative descriptive studies are also useful in mixed-methods research studies. Some of the advantages of qualitative descriptive studies have led to criticism of the design approach, due to a lack of engagement with theory and the lack of interpretation and explanation of the data. 2

Table 5.1. Examples of qualitative descriptive studies

Qualitative descriptive studies are gaining popularity in health and social care due to their utility, from a resource and time perspective, for research by practitioners, policymakers and researchers. Descriptive studies can be conducted as stand-alone studies or as part of larger, mixed-methods studies.

• Bradshaw C, Atkinson S, Doody O. Employing a qualitative description approach in health care research. Glob Qual Nurs Res. 2017;4. doi:10.1177/2333393617742282
• Lambert VA, Lambert CE. Qualitative descriptive research: an acceptable design. Pac Rim Int J Nurs Res Thail. 2012;16(4):255-256. Accessed June 6, 2023. https://he02.tci-thaijo.org/index.php/PRIJNR/article/download/5805/5064
• Doyle L et al. An overview of the qualitative descriptive design within nursing research. J Res Nurs. 2020;25(5):443-455. doi:10.1177/174498711988023
• Kim H, Sefcik JS, Bradway C. Characteristics of qualitative descriptive studies: a systematic review. Res Nurs Health. 2017;40(1):23-42. doi:10.1002/nur.21768
• Ayton DR et al. Exploring patient-reported outcomes following percutaneous coronary intervention: a qualitative study. Health Expect. 2018;21(2):457-465. doi:10.1111/hex.1263
• Barker AL et al. Symptoms and feelings valued by patients after a percutaneous coronary intervention: a discrete-choice experiment to inform development of a new patient-reported outcome. BMJ Open. 2018;8:e023141. doi:10.1136/bmjopen-2018-023141
• Soh SE et al. What matters most to patients following percutaneous coronary interventions? a new patient-reported outcome measure developed using Rasch analysis. PLoS One. 2019;14(9):e0222185. doi:10.1371/journal.pone.0222185
• Hiller RM et al. Coping and support-seeking in out-of-home care: a qualitative study of the views of young people in care in England. BMJ Open. 2021;11:e038461. doi:10.1136/bmjopen-2020-038461
• Backman C, Cho-Young D. Engaging patients and informal caregivers to improve safety and facilitate person- and family-centered care during transitions from hospital to home – a qualitative descriptive study. Patient Prefer Adherence. 2019;13:617-626. doi:10.2147/PPA.S201054

Qualitative Research – a practical guide for health and social care researchers and practitioners Copyright © 2023 by Darshini Ayton is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License , except where otherwise noted.

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Chapter 3: Developing a Research Question

3.2 Exploration, Description, Explanation

As you can see, there is much to think about and many decisions to be made as you begin to define your research question and your research project. Something else you will need to consider in the early stages is whether your research will be exploratory, descriptive, or explanatory. Each of these types of research has a different aim or purpose, consequently, how you design your research project will be determined in part by this decision. In the following paragraphs we will look at these three types of research.

Exploratory research

Researchers conducting exploratory research are typically at the early stages of examining their topics. These sorts of projects are usually conducted when a researcher wants to test the feasibility of conducting a more extensive study; he or she wants to figure out the lay of the land with respect to the particular topic. Perhaps very little prior research has been conducted on this subject. If this is the case, a researcher may wish to do some exploratory work to learn what method to use in collecting data, how best to approach research participants, or even what sorts of questions are reasonable to ask. A researcher wanting to simply satisfy his or her own curiosity about a topic could also conduct exploratory research. Conducting exploratory research on a topic is often a necessary first step, both to satisfy researcher curiosity about the subject and to better understand the phenomenon and the research participants in order to design a larger, subsequent study. See Table 2.1 for examples.

Descriptive research

Sometimes the goal of research is to describe or define a particular phenomenon. In this case, descriptive research would be an appropriate strategy. A descriptive may, for example, aim to describe a pattern. For example, researchers often collect information to describe something for the benefit of the general public. Market researchers rely on descriptive research to tell them what consumers think of their products. In fact, descriptive research has many useful applications, and you probably rely on findings from descriptive research without even being aware that that is what you are doing. See Table 3.1 for examples.

Explanatory research

The third type of research, explanatory research, seeks to answer “why” questions. In this case, the researcher is trying to identify the causes and effects of whatever phenomenon is being studied. An explanatory study of college students’ addictions to their electronic gadgets, for example, might aim to understand why students become addicted. Does it have anything to do with their family histories? Does it have anything to do with their other extracurricular hobbies and activities? Does it have anything to do with the people with whom they spend their time? An explanatory study could answer these kinds of questions. See Table 3.1 for examples.

Table 3.1 Exploratory, descriptive and explanatory research differences (Adapted from Adjei, n.d.).

Research Methods for the Social Sciences: An Introduction Copyright © 2020 by Valerie Sheppard is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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• Methodology
• Exploratory Research | Definition, Guide, & Examples

Exploratory Research | Definition, Guide, & Examples

Published on 6 May 2022 by Tegan George . Revised on 20 January 2023.

Exploratory research is a methodology approach that investigates topics and research questions that have not previously been studied in depth.

Exploratory research is often qualitative in nature. However, a study with a large sample conducted in an exploratory manner can be quantitative as well. It is also often referred to as interpretive research or a grounded theory approach due to its flexible and open-ended nature.

Table of contents

When to use exploratory research, exploratory research questions, exploratory research data collection, step-by-step example of exploratory research, exploratory vs explanatory research, advantages and disadvantages of exploratory research, frequently asked questions about exploratory research.

Exploratory research is often used when the issue you’re studying is new or when the data collection process is challenging for some reason.

You can use this type of research if you have a general idea or a specific question that you want to study but there is no preexisting knowledge or paradigm with which to study it.

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Exploratory research questions are designed to help you understand more about a particular topic of interest. They can help you connect ideas to understand the groundwork of your analysis without adding any preconceived notions or assumptions yet.

Here are some examples:

• What effect does using a digital notebook have on the attention span of primary schoolers?
• What factors influence mental health in undergraduates?
• What outcomes are associated with an authoritative parenting style?
• In what ways does the presence of a non-native accent affect intelligibility?
• How can the use of a grocery delivery service reduce food waste in single-person households?

Collecting information on a previously unexplored topic can be challenging. Exploratory research can help you narrow down your topic and formulate a clear hypothesis , as well as giving you the ‘lay of the land’ on your topic.

Data collection using exploratory research is often divided into primary and secondary research methods, with data analysis following the same model.

Primary research

In primary research, your data is collected directly from primary sources : your participants. There is a variety of ways to collect primary data.

Some examples include:

• Survey methodology: Sending a survey out to the student body asking them if they would eat vegan meals
• Focus groups: Compiling groups of 8–10 students and discussing what they think of vegan options for dining hall food
• Interviews: Interviewing students entering and exiting the dining hall, asking if they would eat vegan meals

Secondary research

In secondary research, your data is collected from preexisting primary research, such as experiments or surveys.

Some other examples include:

• Case studies : Health of an all-vegan diet
• Literature reviews : Preexisting research about students’ eating habits and how they have changed over time
• Online polls, surveys, blog posts, or interviews; social media: Have other universities done something similar?

For some subjects, it’s possible to use large- n government data, such as the decennial census or yearly American Community Survey (ACS) open-source data.

How you proceed with your exploratory research design depends on the research method you choose to collect your data. In most cases, you will follow five steps.

We’ll walk you through the steps using the following example.

Therefore, you would like to focus on improving intelligibility instead of reducing the learner’s accent.

Step 1: Identify your problem

The first step in conducting exploratory research is identifying what the problem is and whether this type of research is the right avenue for you to pursue. Remember that exploratory research is most advantageous when you are investigating a previously unexplored problem.

Step 2: Hypothesise a solution

The next step is to come up with a solution to the problem you’re investigating. Formulate a hypothetical statement to guide your research.

Step 3. Design your methodology

Next, conceptualise your data collection and data analysis methods and write them up in a research design.

Step 4: Collect and analyse data

Next, you proceed with collecting and analysing your data so you can determine whether your preliminary results are in line with your hypothesis.

In most types of research, you should formulate your hypotheses a priori and refrain from changing them due to the increased risk of Type I errors and data integrity issues. However, in exploratory research, you are allowed to change your hypothesis based on your findings, since you are exploring a previously unexplained phenomenon that could have many explanations.

Step 5: Avenues for future research

Decide if you would like to continue studying your topic. If so, it is likely that you will need to change to another type of research. As exploratory research is often qualitative in nature, you may need to conduct quantitative research with a larger sample size to achieve more generalisable results.

It can be easy to confuse exploratory research with explanatory research. To understand the relationship, it can help to remember that exploratory research lays the groundwork for later explanatory research.

Exploratory research investigates research questions that have not been studied in depth. The preliminary results often lay the groundwork for future analysis.

Explanatory research questions tend to start with ‘why’ or ‘how’, and the goal is to explain why or how a previously studied phenomenon takes place.

Like any other research design , exploratory research has its trade-offs: it provides a unique set of benefits but also comes with downsides.

• It can be very helpful in narrowing down a challenging or nebulous problem that has not been previously studied.
• It can serve as a great guide for future research, whether your own or another researcher’s. With new and challenging research problems, adding to the body of research in the early stages can be very fulfilling.
• It is very flexible, cost-effective, and open-ended. You are free to proceed however you think is best.

Disadvantages

• It usually lacks conclusive results, and results can be biased or subjective due to a lack of preexisting knowledge on your topic.
• It’s typically not externally valid and generalisable, and it suffers from many of the challenges of qualitative research .
• Since you are not operating within an existing research paradigm, this type of research can be very labour-intensive.

Exploratory research is a methodology approach that explores research questions that have not previously been studied in depth. It is often used when the issue you’re studying is new, or the data collection process is challenging in some way.

You can use exploratory research if you have a general idea or a specific question that you want to study but there is no preexisting knowledge or paradigm with which to study it.

Exploratory research explores the main aspects of a new or barely researched question.

Explanatory research explains the causes and effects of an already widely researched question.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

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• Developing the Quantitative Research Design
• Qualitative Descriptive Design

Overview of Descriptive Design

Sources of data.

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A descriptive design is a flexible, exploratory approach to qualitative research. Descriptive design is referred to in the literature by other labels including generic, general, basic, traditional, interpretive, and pragmatic. Descriptive design as an acceptable research design for dissertation and other robust scholarly research has received varying degrees of acceptance within the academic community. However, descriptive design has been gaining momentum since the early 2000’s as a suitable design for studies that do not fall into the more mainstream genres of qualitative research (ie. Case study, phenomenology, ethnography, narrative inquiry and grounded theory). In contrast to other qualitative designs, descriptive design is not aligned to specific methods (for example, bracketing in phenomenology, bounded systems in case study, or constant comparative analysis in grounded theory). Rather, descriptive design “borrows” methods appropriate to the proposed study from other designs. 

Arguments supporting the flexible nature of descriptive designs describe it as being preferable to forcing a research approach into a design that is not quite appropriate for the nature of the intended study. However, descriptive design has also been criticized for this mixing of methods as well as for the limited literature describing it. The descriptive design can be the foundation for a rigorous study within the DSE program. Because of the flexibility of the methods used, a descriptive design provides the researcher with the opportunity to choose methods best suited to a practice-based research purpose.   

The following video provides additional insight into descriptive design and qualitative research:

Sources of Data in Descriptive Design

Because of the exploratory nature of descriptive design, the triangulation of multiple sources of data are often used for additional insight into the phenomenon. Sources of data that can be used in descriptive studies are similar to those that may be used in other qualitative designs and include interviews, focus groups, documents, artifacts, and observations.

The following video provides additional considerations for triangulation in qualitative designs including descriptive design:

• << Previous: Developing the Qualitative Research Design
• Next: Qualitative Narrative Inquiry Research >>
• Last Updated: Nov 2, 2023 10:17 AM
• URL: https://resources.nu.edu/c.php?g=1007179

• Exploratory Research: What are its Method & Examples?

Research is a continuous process that needs improvement as time goes by, and as such is non-exhaustive. Although, a lot of researchers working on novel projects, most researchers work on existing theories or formulations and build on them.

Researchers may decide to work on a problem that has not been studied very clearly to establish priorities, develop operational definitions and improving the final research design. This type of research is what is called exploratory research. 

What is Exploratory Research

Exploratory research is the process of investigating a problem that has not been studied or thoroughly investigated in the past . Exploratory type of research is usually conducted to have a better understanding of the existing problem, but usually doesn’t lead to a conclusive result. 

Researchers use exploratory research when trying to gain familiarity with an existing phenomenon and acquire new insight into it to form a more precise problem. It begins based on a general idea and the outcomes of the research are used to find out related issues with the topic of the research.

In exploratory research, the process of the research varies according to the finding of new data or insight. Also referred to as interpretative research or grounded theory approach, the outcomes of this research provide answers to questions like what, how and why. 

Characteristics of Exploratory Research 

• Exploratory research is inexpensive, highly interactive and open-ended in nature.
• There is usually no prior relevant information available from past researchers.
• It has no predefined structure.
• It answers questions like how and why aiding the researcher to acquire more information about the research.
• The absence of relevant information from past research means the researcher will spend a lot of time studying materials in detail. Therefore, spending so much time conducting exploratory research.
• Since there is no standard for carrying out exploratory research, it is usually flexible and scattered.
• There must a few theories which can verify your outcome.
• Researchers cannot form a conclusion based on exploratory research.
• The research problem must be important and valuable
• Exploratory research mostly deals with qualitative data.

Exploratory Research Methods

There are several exploratory research methods available for data gathering and research. However, exploratory research has been classified into two main methods, namely the primary and secondary research methods . The process of conducting research tends to be more difficult when dealing with a problem that hasn’t been deeply investigated before.

Primary Research Methods

In primary research methods , data is collected directly from the subject of investigation. The subject, in this case, maybe a group of people or an individual. 

It doesn’t matter whether the data is collected by the researcher himself or through a third party, the main purpose of the research should be fulfilled. The purpose of conducting this research is to collect information about the problem which requires in-depth analysis.

Some of the primary research methods used in exploratory research include:

• Observations

In this primary research method, the researcher does not come in close contact with the subject. Rather, the subject is being watched from afar. Subject observation can be done in two ways.

The first is that the subject is aware that he/she is being observed while the second way is that the subject is not aware of it. The latter method is said to gather fairer data because the subject may behave differently when he/she is aware that (s)he is being watched. 

Surveys are used to collect data from a predefined subject(s). It can be used collected to study trends, opinions, and behaviour of a group of people.

Online form builders like Formplus have made it easier to conduct surveys online and reach diverse demography of participants from all over the world. Although, rarely in use these days, researchers can also conduct offline surveys. 

Although more stressful and time-consuming than others, the interview technique is the best in terms of collecting detailed and correct data. Interviews can be conducted in person, via phone call or video call.

Interviews can also be recorded by the researcher in case he/she needs to go back to it and confirm specific information. 

• Focus Groups

Focus group is often used by researchers when trying to collect data from a group of people with similar characteristics. The research can be done using any of the three methods explained above.

For example, a focus group of fresh graduates may be investigated on how they spend their time. 

Secondary Research Methods 

Secondary research method uses existing resources on the subject under study. Existing sources like newspapers, magazines, articles, papers, etc. are what researchers conduct for exploratory research. 

All the resources used must be cited in publications. Some of the secondary research methods used in exploratory research include:

Literature research is the process of conducting old resources like publications, textbooks, articles, magazines, etc. All this information can be gathered in both sift copy and hard copy documents.

For example, an undergraduate student conducting his/her final project research will need to conduct textbooks, publications, papers, articles, etc. 

• Online Sources

With the advent of technology, this research has gained much popularity among millennials. Online research sources are the cheapest and easiest method of research.

With access to the internet and a personal computer or mobile phone, a researcher can browse through as many resources as possible. They can also be downloaded for further use in the future. 

The setback of this method is the difficulty of combing through the many online resources to find genuine information. Researchers face the possibility of ending up with incorrect data because false information may be difficult to identify. 

A researcher might find relevant information on the problem under study by studying existing cases. For example, a mathematician trying to formulate a model to solve the queuing problem in an airport may conduct existing research in similar areas.

A case study could be research that solved the queuing problem in a shopping mall. This research will be studied and modified to suit that of the airport queuing problem. 

A researcher may decide to get more creative by using informal sources like email newsletter subscription, RSS feeds, google alerts, google trends or even design a bot that combs through the large repository of data online.

How To Conduct Exploratory Research

Step 1 – identify the problem.

This is a common starting point for all types of research. Here, the researcher identifies the purpose of the research by answering the “what question”.For example, when investigating a crime scene, the FBI needs to first identify what happened. Was it theft, murder or a case of child abuse? 

Step 2 – Create the hypothesis

After identifying the problem, the researcher goes ahead to check whether there have been prior investigations regarding the subject matter. But when the researcher realizes that there are no previous investigations, he/she arrives at a hypothesis based on the questions obtained while identifying the problem.

If you are investigating a crime scene, an autopsy will be performed on the dead body to answer how he/she was killed. Questions like, Was he in a gang?, Fighting over a business deal? or very rich? will answer the question of why he was killed. 

With this information, the investigator can arrive at a hypothesis. 

Step 3 – Conduct further research 

To conduct further research, the researcher needs to first obtain relevant data that will assist in the research process. Some of the methods of collecting data include interviews, surveys, online sources, etc. 

Once the data has been collected, the researcher will continue the investigation through descriptive methods. This process uses qualitative data. 

Examples of Exploratory Research 

In this section, we shall be considering three examples of exploratory research and will be going through the research process as explained above. 

Exploratory Research Example on Murder Investigation

A fresh or inconclusive murder case will be investigated using exploratory research because it has not been investigated clearly in the past. To gain a better understanding of how exploratory research is used to conduct a murder investigation, let us review this popular crime movie titled Murder on the Orient Express .  

Adapted from Agatha Christie’s novel , we see in this movie that the first thing detective Hercule Poirot did was to identify the problem which is the murder of Ratchett. After that was the question of how he was killed. 

The how consists of the murder weapon, how it was used, the time he was murdered, etc. The last piece of information the detective needed to nail the culprit was the why. 

By discovering why Ratchett was murdered, the detective can easily arrive at a hypothesis on who the murderer is. In the search for why the detective used a primary research approach to collect relevant data that will aid the investigation. 

When an avalanche stops the Orient Express dead in its tracks, the world’s greatest detective–Hercule Poirot–arrives to interrogate all passengers and search for clues before the killer can strike again. After a series of interviews, the detective was able to arrive at a hypothesis on who the killer was. 

The results of any criminal investigation will remain a hypothesis until tried under a court which will either confirm or nullify the hypothesis. The evidence acquired during the investigation is what will assist the court in making a decision. 

Exploratory Research Example on Product Research

Organizations conduct two major research when working on a new product or service. The first one is conducted before developing the product while the second one is conducted after product development. 

Our focus will be on the exploratory research conducted after product development. For tech products, it is called the beta testing stage of product development. 

If a new feature is added to an existing app, for example, product researchers will want to investigate whether the feature will be well received among the users. If the feature added to the app is something that is already in existence, then the research is not exploratory. 

For example, if telegram adds a status feature to its app, the beta research stage of the app is not exploratory. This is because this feature is something that is already in existence, and they can easily get enough information from WhatsApp.

However, if it is a new feature like the Snapchat filters when they just came out, the research is explanatory. In this case, exploratory research is carried out using a focus group of beta testers. 

Trend Analysis

A good example of trend analysis research is studying the relationship between an increased rate of charity and crime rate in a community. Will giving food, clothes, etc. to the people in a community help decrease the rate at which people steal?

This exploratory research may be conducted through observations. A sample crime laden community will be given charity for a certain period, while the crime rate during this period will be observed. 

This kind of research is better carried out when the subject is not aware they are under observation. An alternative to this approach is using the case study method. 

Although this research may not have been done in this specific community, something similar may have been done in the past. If that is the case, the research can be easily carried out by investigating the case study to get relevant information. 

This will make the research process easier and a hypothesis easier to come by. 

How to use Formplus for Exploratory Surveys 

Start creating exploratory surveys with Formplus in three easy steps.

Step 1: Register or Sign up

• Visit www.formpl.us on your desktop or mobile device.
• Sign up through your Email, Google or Facebook in less than 30 seconds.

Step 2: Create Your Exploratory Survey

We will be creating a product research exploratory survey in this guide. Consider a software company that just added some new features to their app. The app is currently in the beta testing stage and they are taking an exploratory survey to get feedback from the beta testers.

Radio Choice Multiple Choice Question

• Click on the Choice Options section of the form builder menu.
• Create Radio multiple choice questions by clicking on the radio tab.
• Edit the question with your preferred stem and choice options.

Open-Ended Question

• Click on the Inputs section of the form builder menu.
• Create a short text open-ended question by clicking on the Short Text tab.

• Edit the label and placeholder text as preferred.

Checkbox Multiple Choice Question

• Create a checkbox multiple choice question by clicking on the radio tab.

Matrix Rating Multiple Choice Question

• Click on the Ratings section of the form builder menu.
• Create a matrix rating by clicking on the Matrix tab.
• Edit the table as preferred.

• Save your exploratory survey.

You can also add more questions as preferred. 

Step 3: Customise and Share

This is the final stage where you customise your form and start sharing with respondents.

Feel free to customise your forms as you please. You can also add logic in the settings before sharing.

• Copy the link or click on the “Preview Form” button to see how your form looks like.

Advantages of Exploratory Research

• Exploratory research is inexpensive to perform, especially when using the second method for research.
• Exploratory does not have a standard process and as such is very flexible.
• Information gathered from exploratory research is very useful as it helps lay the foundation for future research.
• It gives researchers more insight into the problem under study.
• Researchers don’t have to waste time conducting irrelevant research when using an exploratory approach. It helps the researcher if the topic is worth investigating at an early stage.

Disadvantages of Exploratory Research

• It produces an inconclusive result.
• Exploratory research provides qualitative data, which may be difficult to interpret. The interpretation of qualitative data may be bias and/or judgemental.
• Many of the data collected through secondary sources may be old and outdated.
• If collected through online sources, the researcher may be prone to collecting false information.
• Exploratory research mostly involves a smaller sample whose results may be incorrect for a larger population.

Conclusion  

Research is built on the incredible inquisitive and resourceful minds of researchers and the urge to solve problems. This stems from the child-like tendency to frequently ask questions like what, why, and how—a trademark of exploratory research. 

Exploratory research is one of the three main objectives of market research, with the other two being descriptive research and causal research. It is commonly used for various applied research projects. 

Applied research is often exploratory because there is a need for flexibility in approaching the problem. Also, there are often data limitations and a need to decide within a short period. 

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Defining Exploratory-Descriptive Qualitative (EDQ) research and considering its application to healthcare

Publisher's URL: http://dl6.globalstf.org/index.php/jnhc/article/view/1975

This article aims to introduce readers to a distinctive approach to health research when the topic under investigation has received little previous attention. It provides details of the theoretical underpinnings of the methodology, as well as providing recommendations regarding the practicalities of its use. To address a specific research aim, the primary author believed that an exploratory descriptive qualitative approach was the most suitable. A subsequent review of the relevant literature identified a number of published research articles, which claimed to use an "exploratory descriptive qualitative" design. Closer inspection revealed that these papers lacked theoretical underpinning. As a result, the authors created a conceptual framework, underpinned by appropriate theory, to support the use of an exploratory descriptive qualitative approach. We refer to this approach as EDQ and argue that there is a place in health research when it is deemed the most appropriate methodology to achieve the aims of a study.

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• v.9(8); 2019

Beyond exploratory: a tailored framework for designing and assessing qualitative health research

Katharine a rendle.

1 Perelman School of Medicine, University of Pennsylvania, Philadelphia, Pennsylvania, USA

Corey M Abramson

2 School of Sociology, University of Arizona, Tucson, Arizona, USA

Sarah B Garrett

3 Philip R. Lee Institute for Health Policy Studies, University of California San Francisco, San Francisco, California, USA

Meghan C Halley

4 Palo Alto Medical Foundation for Health Care Research and Education, Palo Alto, California, USA

Daniel Dohan

Associated data.

The objective of this commentary is to develop a framework for assessing the rigour of qualitative approaches that identifies and distinguishes between the diverse objectives of qualitative health research, guided by a narrative review of the published literature on qualitative guidelines and standards from peer-reviewed journals and national funding organisations that support health services research, patient-centered outcomes research and other applied health research fields. In this framework, we identify and distinguish three objectives of qualitative studies in applied health research: exploratory, descriptive and comparative. For each objective, we propose methodological standards that may be used to assess and improve rigour across all study phases—from design to reporting. Similar to hierarchies of quality of evidence within quantitative studies, we argue that standards for qualitative rigour differ, appropriately, for studies with different objectives and should be evaluated as such. Distinguishing between different objectives of qualitative health research improves the ability to appreciate variation in qualitative studies and to develop appropriate evaluations of the rigour and success of qualitative studies in meeting their stated objectives. Researchers, funders and journal editors should consider how further developing and adopting the framework for assessing qualitative rigour outlined here may advance the rigour and potential impact of this important mode of inquiry.

Article summary

• Qualitative research in health services research (HSR) and allied fields has maintained steady, yet unsettled, interest and value over recent decades.
• Qualitative methods are epistemologically and theoretically diverse, which is a strength. However, it also means that investigators do not necessarily approach qualitative research using a unified set of evidentiary rules. As such, assessing rigour and quality across studies can be challenging.
• To help address these challenges, we propose a framework for assessing the rigour of qualitative approaches that identifies and distinguishes between three diverse study objectives. For each type of study, we propose preliminary methodological considerations to help improve rigour across all study phases. As is the case for quantitative studies, we argue that standards for qualitative rigourdiffer, appropriately, for different kinds of studies.
• The objective of this commentary is not to resolve all potential conflicts between philosophical assumptions of different qualitative approaches, but rather help to advance a broader and richer understanding of qualitative rigour in relationship to other evidence hierarchies.

In recent decades, the role of qualitative research in health services research (HSR) and allied fields has maintained steady, yet unsettled, interest and value. Evidence of steady interest includes publication of qualitative reviews and guidelines by leading journals including Health Services Research , 1 2 Medical Care Research and Review 3–5 and BMJ , 6 7 and by funders including the Robert Wood Johnson Foundation, 8 National Institutes of Health 9 10 and National Science Foundation. 11 12 In fields such as Patient-Centered Outcomes Research (PCOR) and implementation science, qualitative research has been embraced with particular enthusiasm for its ability to capture, advance and address questions meaningful to patients, clinicians and other healthcare system stakeholders. 2 13 The majority (82%) of inaugural projects awarded by the Patient-Centered Outcomes Research Institute (PCORI) incorporated qualitative research methods. 13 More recently, reflective of the continued prevalence of these approaches in the field, PCORI incorporated qualitative methods into their methodological standards.

Yet, despite this sustained interest, the status of qualitative health research remains unsettled, as illustrated by the BMJ’s changing engagement with the method. After championing qualitative methods in 2008, 7 14–17 BMJ editors in 2016 noted that they tended to assign low priority to qualitative studies because such studies are ‘usually exploratory by their very nature’. 18 This statement came in response to an open letter from scholars arguing that BMJ should adopt formal policies and training for editorial staff on what distinguishes ‘good from poor qualitative research’ rather than de-emphasising the method in toto . 19 In sum, despite sustained interest from the HSR community, the status of qualitative research remains contested. This status reflects debate over the purpose of qualitative research—is it a valuable tool to advance the field or a low-priority exercise in exploration? —and an ongoing desire for guidance on how best to distinguish high-quality from low-quality qualitative research.

Assessing rigour and quality in qualitative research is challenging because qualitative methods are epistemologically diverse. 20–22 This diversity is a strength because it allows for the theoretical and methodological flexibility necessary to fully understand a specific topic from multiple perspectives. 16 However, it also means that investigators do not necessarily approach qualitative research using a unified set of evidentiary rules. 22 Thus, scholars may measure the quality of studies using different or even incompatible yardsticks.

The challenge of diverse epistemologies has become more acute as qualitative health research has expanded beyond its historical roots in phenomenological or grounded theory studies. Contemporary researchers may use qualitative data and methods to improve the descriptive accuracy of health-related phenomena that have already been characterised by exploratory work or are difficult to capture using other approaches. 23 Researchers also use larger scale, comparative qualitative studies in ways that resemble quantitative efforts to identify explanatory pathways. 24 Therefore, assessing the rigour of a specific qualitative study benefits from first identifying the analytic goals and objectives of the study—that is, identifying which yardstick investigators themselves have adopted—and then using this yardstick to examine how the study measures up.

To address these challenges, we propose a tailored framework for designing and informing assessments of different types of qualitative health research common within HSR. The framework recognises that qualitative investigators have different objectives and yardsticks in mind when undertaking studies and that rigour should be assessed accordingly. We distinguish three central types of qualitative study objectives common in applied health research: exploratory, descriptive and comparative. For each objective, we propose preliminary methodological considerations to help improve rigour across all study phases—from design to reporting. As is the case for quantitative studies, we argue that standards for qualitative rigour differ, appropriately, for different kinds of studies. The objective of this commentary is not to resolve all potential conflicts between philosophical assumptions of different qualitative approaches, but rather help to advance a broader and richer understanding of qualitative rigour in relationship to other evidence hierarchies. The proposed framework offers a nuanced set of categories by which to conduct and recognise high-quality qualitative research. The framework also supports efforts to shift debates over the value of qualitative research to discussions on how we can promote rigour across different types of valuable qualitative studies, and underscore how qualitative methods can advance clinical and applied health research.

Designing a tailored framework: methods and results

Our framework is based on a team-based review of published guidelines and standards discussing the scientific conduct of qualitative health research. Guided by expert consensus and a targeted literature scan, we identified and reviewed 17 peer-reviewed articles and expert reports published by journals widely read by the HSR community and by major funders or sponsors of qualitative health research (1–12, 21, 33–36). In contrast to previous reviews, 25 we did not seek to synthesise these guidelines. Rather we drew on them to develop a conceptual framework for designing and informing formal assessments of rigorous qualitative research.

Range of approaches in qualitative research

Qualitative research incorporates a range of methods including in-depth interviews, focus groups, ethnography and many others. 26 Even within a single method, accepted approaches and standards for rigour vary depending on disciplinary and theoretical orientations. Correspondingly, qualitative research cannot be defined by a single theoretical approach or data collection procedure. Rather many, often debated, approaches exist with distinct implications for appropriate standards for data collection, analysis and interpretation.

On one end of the spectrum, qualitative researchers guided by realism subscribe to the assumption that rigorous scientific research can provide an accurate and objective representation of reality, and that objectivity should be a primary goal of all scientific inquiries, including qualitative research. 27 These qualitative researchers generally consider standards such as validity, reliability, reproducibility and generalisability as similarly legitimate yardsticks for qualitative research as they are in quantitative research. 28 On the other end of the spectrum, relativist philosophical approaches to qualitative research typically argue that all research is inherently subjective and/or political, 29 and some relativists criticise the scientific approach specifically because it claims to be objective. 30 31 Much of applied qualitative health research falls somewhere between the two ends of the spectrum. For example, Mays and Pope consider themselves ‘subtle realists’. 6 They acknowledge that all research involves subjectivity and includes political dimensions, but they also contend that qualitative research should, nevertheless, be assessed by a similar set of quality criteria as quantitative studies. Although we recognise the value strictly relativist approaches provide, the framework and design considerations we propose are largely guided by a realist (or subtle realist) orientation. However, in addition to resonating with those who operate under similar orientations, we hope this framework will serve to advance discussions of how best to communicate and assess qualitative research using different theoretical and epistemological standpoints.

Tailored framework for qualitative health research

Given the diversity of approaches, a foundational step to improving the assessment of rigour in qualitative research is to abandon the attempt to develop a single standard for the best practices regardless of study orientation and objective. Instead, standards must begin with an assessment of epistemological assumptions and corresponding study objectives, an approach that is similar to standards for quantitative PCOR research 32 and mixed-methods research. 33 In this vein, we identified and defined three general types of study objectives broadly used in applied qualitative health research (see figure 1 ). These three types reflect differences in primary study objectives and existing knowledge within a topic area.

Three broad types of qualitative health research.

In table 1 , we provide preliminary distinctions on how exploratory, descriptive and comparative studies compare across a range of standards and guidelines that have been proposed for qualitative research (see table 1 ). Regardless of study type, researchers should report study details in clear, comprehensive ways, using standardised reporting guidelines whenever possible. 34 35

Framework for designing different types of applied qualitative health research and developing evaluative instruments to assess their rigour

Compared with descriptive or comparative studies, exploratory studies approach the topic of study primarily in an inductive fashion to investigate the areas of potential research interest that remain mostly or wholly unexamined by the scientific community. Investigators undertaking exploratory studies typically have few expectations for what they might find, and their research design and approach may shift dramatically as they learn more about the phenomena of interest. An example of an exploratory study is a study that uses convenience sampling and unstructured interviews to explore what patients think about a new treatment in a single healthcare setting.

At the opposite end of this spectrum, investigators conducting comparative studies aim to use a primarily deductive approach designed to compare and document how well-defined qualitative phenomena are represented in different settings or populations. The qualitative methods employed in a comparative study are typically defined in advance, sampling should be systematic and structured by aims, and investigators enter the field with hypothesised ideas of what findings they may uncover and how to interpret those findings in light of previous research. An example of a comparative study is a multisite ethnography that seeks to compare how patient-provider communication varies by location, and uses random sampling of patient-provider interactions to collect data.

Descriptive studies occupy a middle position, building on previously conducted exploratory work so researchers will be able to proceed with more-focused inquiry. This should include well-defined procedures including sampling protocols and analytical plans, and investigators should usually articulate expected findings prior to beginning the study. However, as researchers investigate phenomena in new settings or patient populations, it is reasonable to expect descriptive studies to generate surprises. Thus, descriptive studies also feature inductive elements to detect unexpected findings, and must be flexible enough in design to accommodate shifts in research focus and methods based on empirical findings. An example of a descriptive study is a longitudinal study of patients with ovarian cancer that employs semistructured interviews and directed content analysis to examine decision-making across patients in a novel setting.

Our review identified a number of qualitative standards and guidelines that have been published. The conceptual framework we present here draws on those extant guidelines through the recognition that qualitative health research includes studies of diverse theoretical and epistemological orientations, each of which has distinct understandings of scientific quality and rigour. Given this intellectual diversity, it is inappropriate to use a single yardstick for all qualitative research. Rather, assessments of qualitative quality must begin with an assessment of a study’s theoretical orientations and research objectives to ensure that rigour is assessed on a study’s own terms. This framework and suggested approaches may help to advance evaluations of qualitative rigour that acknowledge and differentiate between the studies that report exploratory, descriptive or comparative study objectives.

Existing standards for conducting health research and grading evidence, such as Grading of Recommendations Assessment, Development and Evaluation (GRADE), 36 do not capture the diversity of qualitative studies—often designating all qualitative studies as providing weak levels of evidence. PCORI’s own methodological standards have been largely silent regarding qualitative methods until recently, 32 leaving applicants without clear direction on how to conduct rigorous qualitative research. Incorporation of tailored qualitative standards could help to clarify and improve the rigour of proposal design, review and completion. The establishment and integration of such standards could also guide journal editors in developing transparent standards for deciding priorities for publication. For example, editors may decide against publication of exploratory or descriptive studies, but prioritise well-executed comparative studies that advance the field in ways quantitative studies could not.

In addition to these immediate applications, implementing standards that incorporate the diversity of objectives within applied qualitative research has the potential to address broader challenges facing qualitative health research. These include: (1) the need to educate broader audiences about the many goals of qualitative research, including but not limited to exploration; (2) the need to create rigorous standards for conducting and reporting various types of qualitative studies to help audiences, editors and funders evaluate studies on their own merits and (3) the challenges of publishing qualitative research in prestigious and high-impact journals that will reach a wide range of practitioners, researchers and lay audiences. We contend that these challenges can be reframed as opportunities to advance the science of qualitative research, and its potential for improving outcomes for patients, providers and communities.

Supplementary Material

Acknowledgments.

Portions of this work were presented at the 2016 Academy Health Annual Research Meeting and 2017 Society of Behavioral Medicine Annual Meeting. The authors thank Katherine Gillespie and members of our Stakeholder Advisory Board for their invaluable contributions to the project.

Presented in: Earlier version presented at the 2016 Academy Health Annual Research Meeting in Boston, MA, USA.

Contributors: All authors (KAR, CMA, SBG, MCH and DD) helped to design and conceptualise this work including reviewing guidelines and conceptualising the proposed framework. KAR drafted the manuscript, and CMA, SBG, MCH and DD provided substantial review and writing to revisions.

Funding: This work was funded by the Patient-Centered Outcomes Research Institute (PCORI) Award (ME-1409-22996).

Disclaimer: The views presented in this article are solely the responsibility of the author(s) and do not necessarily represent the views of the Patient-Centered Outcomes Research Institute (PCORI), its Board of Governors or Methodology Committee. Funders had no role in the collection, analysis and interpretation of the data; in the writing of the report; and in the decision to submit the paper for publication.

Competing interests: None declared.

Patient consent for publication: Not required.

Provenance and peer review: Not commissioned; externally peer reviewed.