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How to Write Qualitative Research Questions: Types & Examples

how to write a qualitative research question

Qualitative research questions focus on depth and quality, exploring the “why and how” behind decisions, without relying on statistical tools.

Unlike quantitative research, which aims to collect tangible, measurable data from a broader demographic, qualitative analysis involves smaller, focused datasets, identifying patterns for insights.

The information collected by qualitative surveys can vary from text to images, demanding a deep understanding of the subject, and therefore, crafting precise qualitative research questions is crucial for success.

In this guide, we’ll discuss how to write effective qualitative research questions, explore various types, and highlight characteristics of good qualitative research questions.

Let’s dive in!

What Are Qualitative Research Questions?

Qualitative questions aim to understand the depth and nuances of a phenomenon, focusing on “why” and “how” rather than quantifiable measures.

They explore subjective experiences, perspectives, and behaviors, often using open-ended inquiries to gather rich, descriptive data.

Unlike quantitative questions, which seek numerical data, qualitative questions try to find out meanings, patterns, and underlying processes within a specific context.

These questions are essential for exploring complex issues, generating hypotheses, and gaining deeper insights into human behavior and phenomena.

Here’s an example of a qualitative research question:

“How do you perceive and navigate organizational culture within a tech startup environment?”

This question asks about the respondent’s subjective interpretations and experiences of organizational culture within a specific context, such as a tech startup.

It seeks to uncover insights into the values, norms, and practices that shape workplace dynamics and employee behaviors, providing qualitative data for analysis and understanding.

When Should We Use Qualitative Research Questions?

Qualitative research questions typically aim to open up conversations, encourage detailed narratives, and foster a deep understanding of the subject matter. Here are some scenarios they are best suited for:

Exploring Complex Phenomena : When the research topic involves understanding complex processes, behaviors, or interactions that cannot be quantified easily, qualitative questions help delve into these intricate details.
Understanding Contexts and Cultures : To grasp the nuances of different social contexts, cultures, or subcultures, qualitative research questions allow for an in-depth exploration of these environments and how they influence individuals and groups.
Exploring Perceptions and Experiences : When the aim is to understand people’s perceptions, experiences, or feelings about a particular subject, qualitative questions facilitate capturing the depth and variety of these perspectives.
Developing Concepts or Theories : In the early stages of research, where concepts or theories are not yet well-developed, qualitative questions can help generate hypotheses, identify variables, and develop theoretical frameworks based on observations and interpretations.
Investigating Processes : To understand how processes unfold over time and the factors that influence these processes, qualitative questions are useful for capturing the dynamics and complexities involved.
Seeking to Understand Change : When researching how individuals or groups experience change, adapt to new circumstances, or make decisions, qualitative research questions can provide insights into the motivations, challenges, and strategies involved.
Studying Phenomena Not Easily Quantified : For phenomena that are not easily captured through quantitative measures, such as emotions, beliefs, or motivations, qualitative questions can probe these abstract concepts more effectively.
Addressing Sensitive or Taboo Topics : In studies where topics may be sensitive, controversial, or taboo, qualitative research questions allow for a respectful and empathetic exploration of these subjects, providing space for participants to share their experiences in their own words.

How to Write Qualitative Research Questions?

Read this guide to learn how you can craft well-thought-out qualitative research questions:

1. Begin with Your Research Goals

The first step in formulating qualitative research questions is to have a clear understanding of what you aim to discover or understand through your research. There are two types of qualitative questionnaires or research – Ontological and Epistemological.

Finding out the nature of your research influences all aspects of your research design, including the formulation of research questions.

Subsequently:

Identify your main objective : Consider the broader context of your study. Are you trying to explore a phenomenon, understand a process, or interpret the meanings behind behaviors? Your main objective should guide the formulation of your questions, ensuring they are aligned with what you seek to achieve.
Focus on the ‘how’ and ‘why’ : Qualitative research is inherently exploratory and aims to understand the nuances of human behavior and experience. Starting your questions with “how” or “why” encourages a deeper investigation into the motivations, processes, and contexts underlying the subject matter. This approach facilitates an open-ended exploration, allowing participants to provide rich, detailed responses that illuminate their perspectives and experiences.

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

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

2. Choose the Right Structure

The structure of your research questions significantly impacts the depth and quality of data you collect. Opting for an open-ended format allows respondents the flexibility to express themselves freely, providing insights that pre-defined answers might miss.

Open-ended format : These questions do not constrain respondents to a set of predetermined answers, unlike closed-ended questions. By allowing participants to articulate their thoughts in their own words, you can uncover nuances and complexities in their responses that might otherwise be overlooked.
Avoid yes/no questions : Yes/no questions tend to limit the depth of responses. While they might be useful for gathering straightforward factual information, they are not conducive to exploring the depths and nuances that qualitative research seeks to uncover. Encouraging participants to elaborate on their experiences and perspectives leads to richer, more informative data.

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

3. Be Clear and Specific

Clarity and specificity in your questions are crucial to ensure that participants understand what is being asked and that their responses are relevant to your research objectives.

Use clear language : Use straightforward, understandable language in your questions. Avoid jargon, acronyms, or overly technical terms that might confuse participants or lead to misinterpretation. The goal is to make your questions accessible to everyone involved in your study.
Be specific : While maintaining the open-ended nature of qualitative questions, it’s important to narrow down your focus to specific aspects of the phenomenon you’re studying. This specificity helps guide participants’ responses and ensures that the data you collect directly relates to your research objectives.

4. Ensure Relevance and Feasibility

Each question should be carefully considered for its relevance to your research goals and its feasibility, given the constraints of your study.

Relevance : Questions should be crafted to address the core objectives of your research directly. They should probe areas that are essential to understanding the phenomenon under investigation and should align with your theoretical framework or literature review findings.
Feasibility : Consider the practical aspects of your research, including the time available for data collection and analysis, resources, and access to participants. Questions should be designed to elicit meaningful responses within the constraints of your study, ensuring that you can gather and analyze data effectively.

5. Focus on a Single Concept or Theme per Question

To ensure clarity and depth, each question should concentrate on a single idea or theme. However, if your main qualitative research question is tough to understand or has a complex structure, you can create sub-questions in limited numbers and with a “ladder structure”.

This will help your respondents understand the overall research objective in mind, and your research can be executed in a better manner.

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

Then, you can create the following subquestions:

“How does illiteracy block progress in your state?”

“How would you best describe the feelings you have about illiteracy in your state?”

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

Types of Qualitative Research Questions With Examples

Qualitative survey questions primarily focus on a specific group of respondents that are participating in case studies, surveys, ethnography studies, etc., rather than numbers or statistics.

As a result, the questions are mostly open-ended and can be subdivided into the following types as discussed below:

1. Descriptive Questions

Descriptive research questions aim to detail the “what” of a phenomenon, providing a comprehensive overview of the context, individuals, or situations under study. These questions are foundational, helping to establish a baseline understanding of the research topic.

What are the daily experiences of teachers in urban elementary schools?
What strategies do small businesses employ to adapt to rapid technological changes?
How do young adults describe their transition from college to the workforce?
What are the coping mechanisms of families with members suffering from chronic illnesses?
How do community leaders perceive the impact of gentrification in their neighborhoods?

2. Interpretive Questions

Interpretive questions seek to understand the “how” and “why” behind a phenomenon, focusing on the meanings people attach to their experiences. These questions delve into the subjective interpretations and perceptions of participants.

How do survivors of natural disasters interpret their experiences of recovery and rebuilding?
Why do individuals engage in voluntary work within their communities?
How do parents interpret and navigate the challenges of remote schooling for their children?
Why do consumers prefer local products over global brands in certain markets?
How do artists interpret the influence of digital media on traditional art forms?

3. Comparative Questions

Comparative research questions are designed to explore differences and similarities between groups, settings, or time periods. These questions can help to highlight the impact of specific variables on the phenomenon under study.

How do the strategies for managing work-life balance compare between remote and office workers?
What are the differences in consumer behavior towards sustainable products in urban versus rural areas?
How do parenting styles in single-parent households compare to those in dual-parent households?
What are the similarities and differences in leadership styles across different cultures?
How has the perception of online privacy changed among teenagers over the past decade?

4. Process-oriented Questions

These questions focus on understanding the processes or sequences of events over time. They aim to uncover the “how” of a phenomenon, tracing the development, changes, or evolution of specific situations or behaviors.

How do non-profit organizations develop and implement community outreach programs?
What is the process of decision-making in high-stakes business environments?
How do individuals navigate the process of career transition after significant industry changes?
What are the stages of adaptation for immigrants in a new country?
How do social movements evolve from inception to national recognition?

5. Evaluative Questions

Evaluative questions aim to assess the effectiveness, value, or impact of a program, policy, or phenomenon. These questions are critical for understanding the outcomes and implications of various initiatives or situations.

How effective are online therapy sessions compared to in-person sessions in treating anxiety?
What is the impact of community gardening programs on neighborhood cohesion?
How do participants evaluate the outcomes of leadership training programs in their professional development?
What are the perceived benefits and drawbacks of telecommuting for employees and employers?
How do residents evaluate the effectiveness of local government policies on waste management?

6. One-on-One Questions

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

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

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

7. Exploratory Questions

These questions are designed to enhance your understanding of a particular topic. However, while asking exploratory questions, you must ensure that there are no preconceived notions or biases to it. The more transparent and bias-free your questions are, the better and fair results you will get.

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

8. Predictive Questions

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

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

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

9. Focus Groups

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

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

10. In-Home Videos

Collecting video feedback from customers in their comfortable, natural settings offers a unique perspective. At home, customers are more relaxed and less concerned about their mannerisms, posture, and choice of words when responding.

This approach is partly why Vogue’s 73 Questions Series is highly popular among celebrities and viewers alike. In-home videos provide insights into customers in a relaxed environment, encouraging them to be honest and share genuine experiences.

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

11. Online Focus Groups

Online focus groups mirror the traditional, in-person format but are conducted virtually, offering a more cost-effective and efficient approach to gathering data. This digital format extends your reach and allows a rapid collection of responses from a broader audience through online platforms.

You can utilize social media and other digital forums to create communities of respondents and initiate meaningful discussions. Once you have them started, you can simply observe the exchange of thoughts and gather massive amounts of interesting insights!

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

Ask the Right Qualitative Research Questions for Meaningful Insights From Your Respondents

Watch: How to Create a Survey Using ProProfs Survey Maker

By now, you might have realized that manually creating a list of qualitative research questions is a daunting task. Keeping numerous considerations in mind, it’s easy to run out of ideas while crafting qualitative survey questions.

However, investing in smart survey tools, like ProProfs Survey Maker, can significantly streamline this process, allowing you to create various types of surveys in minutes.

With this survey tool , you can generate forms, NPS surveys , tests, quizzes, and assessments.

It’s also useful for conducting polls, sidebar surveys, and in-app surveys. Offering over 100 templates and more than 1,000,000 ready-to-use examples of phenomenological research questions, this software simplifies the task immensely.

Equipped with the right tools and the professional tips shared here, you’re well-prepared to conduct thorough research studies and obtain valuable insights that drive impactful results.

Frequently Asked Questions

1. how do you choose qualitative research questions.

To choose qualitative research questions, identify your main research goal, focus on exploring ‘how’ and ‘why’ aspects, ensure questions are open-ended, and align them with your theoretical framework and methodology.

2. Why are good qualitative research questions important?

Good qualitative research questions are important because they guide the research focus, enable the exploration of depth and complexity, and facilitate the gathering of rich, detailed insights into human experiences and behaviors.

About the author

Emma David is a seasoned market research professional with 8+ years of experience. Having kick-started her journey in research, she has developed rich expertise in employee engagement, survey creation and administration, and data management. Emma believes in the power of data to shape business performance positively. She continues to help brands and businesses make strategic decisions and improve their market standing through her understanding of research methodologies.

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Qualitative Research Questions: Gain Powerful Insights + 25 Examples

We review the basics of qualitative research questions, including their key components, how to craft them effectively, & 25 example questions.

Einstein was many things—a physicist, a philosopher, and, undoubtedly, a mastermind. He also had an incredible way with words. His quote, "Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted," is particularly poignant when it comes to research.

Some inquiries call for a quantitative approach, for counting and measuring data in order to arrive at general conclusions. Other investigations, like qualitative research, rely on deep exploration and understanding of individual cases in order to develop a greater understanding of the whole. That’s what we’re going to focus on today.

Qualitative research questions focus on the "how" and "why" of things, rather than the "what". They ask about people's experiences and perceptions , and can be used to explore a wide range of topics.

The following article will discuss the basics of qualitative research questions, including their key components, and how to craft them effectively. You'll also find 25 examples of effective qualitative research questions you can use as inspiration for your own studies.

Let’s get started!

What are qualitative research questions, and when are they used?

When researchers set out to conduct a study on a certain topic, their research is chiefly directed by an overarching question . This question provides focus for the study and helps determine what kind of data will be collected.

By starting with a question, we gain parameters and objectives for our line of research. What are we studying? For what purpose? How will we know when we’ve achieved our goals?

Of course, some of these questions can be described as quantitative in nature. When a research question is quantitative, it usually seeks to measure or calculate something in a systematic way.

For example:

How many people in our town use the library?
What is the average income of families in our city?
How much does the average person weigh?

Other research questions, however—and the ones we will be focusing on in this article—are qualitative in nature. Qualitative research questions are open-ended and seek to explore a given topic in-depth.

According to the Australian & New Zealand Journal of Psychiatry , “Qualitative research aims to address questions concerned with developing an understanding of the meaning and experience dimensions of humans’ lives and social worlds.”

This type of research can be used to gain a better understanding of people’s thoughts, feelings and experiences by “addressing questions beyond ‘what works’, towards ‘what works for whom when, how and why, and focusing on intervention improvement rather than accreditation,” states one paper in Neurological Research and Practice .

Qualitative questions often produce rich data that can help researchers develop hypotheses for further quantitative study.

What are people’s thoughts on the new library?
How does it feel to be a first-generation student at our school?
How do people feel about the changes taking place in our town?

As stated by a paper in Human Reproduction , “...‘qualitative’ methods are used to answer questions about experience, meaning, and perspective, most often from the standpoint of the participant. These data are usually not amenable to counting or measuring.”

Both quantitative and qualitative questions have their uses; in fact, they often complement each other. A well-designed research study will include a mix of both types of questions in order to gain a fuller understanding of the topic at hand.

If you would like to recruit unlimited participants for qualitative research for free and only pay for the interview you conduct, try using Respondent today.

Crafting qualitative research questions for powerful insights

Now that we have a basic understanding of what qualitative research questions are and when they are used, let’s take a look at how you can begin crafting your own.

According to a study in the International Journal of Qualitative Studies in Education, there is a certain process researchers should follow when crafting their questions, which we’ll explore in more depth.

1. Beginning the process

Start with a point of interest or curiosity, and pose a draft question or ‘self-question’. What do you want to know about the topic at hand? What is your specific curiosity? You may find it helpful to begin by writing several questions.

For example, if you’re interested in understanding how your customer base feels about a recent change to your product, you might ask:

What made you decide to try the new product?
How do you feel about the change?
What do you think of the new design/functionality?
What benefits do you see in the change?

2. Create one overarching, guiding question

At this point, narrow down the draft questions into one specific question. “Sometimes, these broader research questions are not stated as questions, but rather as goals for the study.”

As an example of this, you might narrow down these three questions:

into the following question:

What are our customers’ thoughts on the recent change to our product?

3. Theoretical framing

As you read the relevant literature and apply theory to your research, the question should be altered to achieve better outcomes. Experts agree that pursuing a qualitative line of inquiry should open up the possibility for questioning your original theories and altering the conceptual framework with which the research began.

If we continue with the current example, it’s possible you may uncover new data that informs your research and changes your question. For instance, you may discover that customers’ feelings about the change are not just a reaction to the change itself, but also to how it was implemented. In this case, your question would need to reflect this new information:

How did customers react to the process of the change, as well as the change itself?

4. Ethical considerations

A study in the International Journal of Qualitative Studies in Education stresses that ethics are “a central issue when a researcher proposes to study the lives of others, especially marginalized populations.” Consider how your question or inquiry will affect the people it relates to—their lives and their safety. Shape your question to avoid physical, emotional, or mental upset for the focus group.

In analyzing your question from this perspective, if you feel that it may cause harm, you should consider changing the question or ending your research project. Perhaps you’ve discovered that your question encourages harmful or invasive questioning, in which case you should reformulate it.

5. Writing the question

The actual process of writing the question comes only after considering the above points. The purpose of crafting your research questions is to delve into what your study is specifically about” Remember that qualitative research questions are not trying to find the cause of an effect, but rather to explore the effect itself.

Your questions should be clear, concise, and understandable to those outside of your field. In addition, they should generate rich data. The questions you choose will also depend on the type of research you are conducting:

If you’re doing a phenomenological study, your questions might be open-ended, in order to allow participants to share their experiences in their own words.
If you’re doing a grounded-theory study, your questions might be focused on generating a list of categories or themes.
If you’re doing ethnography, your questions might be about understanding the culture you’re studying.

Whenyou have well-written questions, it is much easier to develop your research design and collect data that accurately reflects your inquiry.

In writing your questions, it may help you to refer to this simple flowchart process for constructing questions:

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25 examples of expertly crafted qualitative research questions

It's easy enough to cover the theory of writing a qualitative research question, but sometimes it's best if you can see the process in practice. In this section, we'll list 25 examples of B2B and B2C-related qualitative questions.

Let's begin with five questions. We'll show you the question, explain why it's considered qualitative, and then give you an example of how it can be used in research.

1. What is the customer's perception of our company's brand?

Qualitative research questions are often open-ended and invite respondents to share their thoughts and feelings on a subject. This question is qualitative because it seeks customer feedback on the company's brand.

This question can be used in research to understand how customers feel about the company's branding, what they like and don't like about it, and whether they would recommend it to others.

2. Why do customers buy our product?

This question is also qualitative because it seeks to understand the customer's motivations for purchasing a product. It can be used in research to identify the reasons customers buy a certain product, what needs or desires the product fulfills for them, and how they feel about the purchase after using the product.

3. How do our customers interact with our products?

Again, this question is qualitative because it seeks to understand customer behavior. In this case, it can be used in research to see how customers use the product, how they interact with it, and what emotions or thoughts the product evokes in them.

4. What are our customers' biggest frustrations with our products?

By seeking to understand customer frustrations, this question is qualitative and can provide valuable insights. It can be used in research to help identify areas in which the company needs to make improvements with its products.

5. How do our customers feel about our customer service?

Rather than asking why customers like or dislike something, this question asks how they feel. This qualitative question can provide insights into customer satisfaction or dissatisfaction with a company.

This type of question can be used in research to understand what customers think of the company's customer service and whether they feel it meets their needs.

20 more examples to refer to when writing your question

Now that you’re aware of what makes certain questions qualitative, let's move into 20 more examples of qualitative research questions:

How do your customers react when updates are made to your app interface?
How do customers feel when they complete their purchase through your ecommerce site?
What are your customers' main frustrations with your service?
How do people feel about the quality of your products compared to those of your competitors?
What motivates customers to refer their friends and family members to your product or service?
What are the main benefits your customers receive from using your product or service?
How do people feel when they finish a purchase on your website?
What are the main motivations behind customer loyalty to your brand?
How does your app make people feel emotionally?
For younger generations using your app, how does it make them feel about themselves?
What reputation do people associate with your brand?
How inclusive do people find your app?
In what ways are your customers' experiences unique to them?
What are the main areas of improvement your customers would like to see in your product or service?
How do people feel about their interactions with your tech team?
What are the top five reasons people use your online marketplace?
How does using your app make people feel in terms of connectedness?
What emotions do people experience when they're using your product or service?
Aside from the features of your product, what else about it attracts customers?
How does your company culture make people feel?

As you can see, these kinds of questions are completely open-ended. In a way, they allow the research and discoveries made along the way to direct the research. The questions are merely a starting point from which to explore.

This video offers tips on how to write good qualitative research questions, produced by Qualitative Research Expert, Kimberly Baker.

Wrap-up: crafting your own qualitative research questions.

Over the course of this article, we've explored what qualitative research questions are, why they matter, and how they should be written. Hopefully you now have a clear understanding of how to craft your own.

Remember, qualitative research questions should always be designed to explore a certain experience or phenomena in-depth, in order to generate powerful insights. As you write your questions, be sure to keep the following in mind:

Are you being inclusive of all relevant perspectives?
Are your questions specific enough to generate clear answers?
Will your questions allow for an in-depth exploration of the topic at hand?
Do the questions reflect your research goals and objectives?

If you can answer "yes" to all of the questions above, and you've followed the tips for writing qualitative research questions we shared in this article, then you're well on your way to crafting powerful queries that will yield valuable insights.

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What’s in a Qualitative Research Question?

Qualitative research questions are driven by the need for the study. Ideally, research questions are formulated as a result of the problem and purpose, which leads to the identification of the methodology. When a qualitative methodology is chosen, research questions should be exploratory and focused on the actual phenomenon under study.

From the Dissertation Center, Chapter 1: Research Question Overview , there are several considerations when forming a qualitative research question. Qualitative research questions should

Below is an example of a qualitative phenomenological design. Note the use of the term “lived experience” in the central research question. This aligns with phenomenological design.

RQ1: “ What are the lived experiences of followers of mid-level managers in the financial services sector regarding their well-being on the job?”

If the researcher wants to focus on aspects of the theory used to support the study or dive deeper into aspects of the central RQ, sub-questions might be used. The following sub-questions could be formulated to seek further insight:

RQ1a. “How do followers perceive the quality and adequacy of the leader-follower exchanges between themselves and their novice leaders?”

RQ1b. “Under what conditions do leader-member exchanges affect a follower’s own level of well-being?”

Qualitative research questions also display the desire to explore or describe phenomena. Qualitative research seeks the lived experience, the personal experiences, the understandings, the meanings, and the stories associated with the concepts present in our studies.

We want to ensure our research questions are answerable and that we are not making assumptions about our sample. View the questions below:

How do healthcare providers perceive income inequality when providing care to poor patients?

In Example A, we see that there is no specificity of location or geographic areas. This could lead to findings that are varied, and the researcher may not find a clear pattern. Additionally, the question implies the focus is on “income inequality” when the actual focus is on the provision of care. The term “poor patients” can also be offensive, and most providers will not want to seem insensitive and may perceive income inequality as a challenge (of course!).

How do primary care nurses in outreach clinics describe providing quality care to residents of low-income urban neighborhoods?

In Example B, we see that there is greater specificity in the type of care provider. There is also a shift in language so that the focus is on how the individuals describe what they think about, experience, and navigate providing quality care.

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

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

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

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

LEARN ABOUT: Research Process Steps

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

Content Index

What are qualitative research questions?

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

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

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

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

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

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

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

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

Begin with a broad research question

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

Specify the research objectives

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

Focus on the phenomenon

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

Use open-ended and exploratory language

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

LEARN ABOUT: Qualitative Interview

Consider the context and participants

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

Incorporate theory and literature

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

Balance breadth and depth

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

Avoid leading or biased questions

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

Pilot test your questions

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

Revise and refine

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

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

LEARN ABOUT: Steps in Qualitative Research

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

1. Descriptive questions

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

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

2. Exploratory questions

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

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

3. Experiential questions

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

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

4. Comparative questions

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

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

5. Process-oriented questions

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

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

6. Theoretical questions

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

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

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

Explore Insightfully Contextual Inquiry in Qualitative Research

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

Identify your research objectives

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

Review existing literature

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

Brainstorm potential qualitative research question

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

Prioritize and refine the questions

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

Consider the research design and methodology

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

Pilot test the questions

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

Seek feedback

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

Finalize your research questions

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

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

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

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

Keep these pointers in mind while designing this statement:

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

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

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

4. Highlight these questions using ‘qualitative’ words:

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

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

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

LEARN ABOUT: Structured Questionnaire

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

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

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

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

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

Why are research questions so important?

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

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

Research questions

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

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

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

Defines the scope and focus of the study

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

Provides a rationale for the study

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

Guides the study design

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

Shapes the data analysis and interpretation

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

Generates new knowledge

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

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

Supports the thesis statement

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

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

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

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

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

Whatever your research inquiry, turn to ATLAS.ti

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

Descriptive questions

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

Comparative questions

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

Exploratory questions

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

Explanatory questions

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

Evaluative questions

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

Interpretive questions

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

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

Using the literature review

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

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

Conducting pilot research

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

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

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

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

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

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