What are the main qualitative research approaches?
There are five common approaches to qualitative research:
- Grounded theory involves collecting data in order to develop new theories.
- Ethnography involves immersing yourself in a group or organisation to understand its culture.
- Narrative research involves interpreting stories to understand how people make sense of their experiences and perceptions.
- Phenomenological research involves investigating phenomena through people’s lived experiences.
- Action research links theory and practice in several cycles to drive innovative changes.