Conducting Health Research: Principles, Process, and Methods presents an integrated and practical introduction to the principles and strategies for planning, implementing, reporting, and assessing health sciences research. Comprehensive in its breadth and depth, with an accessible writing style, this text prepares students in public health and related fields to be adept researchers and consumers of health research. Through real-world examples and step-by-step guidance, Frederick J. Kviz provides students with the skills they need to: identify and evaluate research strengths and limitations as practitioners; to actually perform the various core aspects of research; and to choose among alternative methods when making decisions about health practice, policy, and future research needs.

Qualitative Research Methods

Qualitative Research Methods

Qualitative Research Methods

A woman holding a notepad and a pen to it as she speaks to another woman in front of her. They are both standing near a wooden structure, outdoors.

Learning Objectives

After studying Chapter 13, the reader should be able to:

  • Decide when to employ a qualitative research method
  • Identify the advantages and limitations of qualitative methods
  • Select an appropriate qualitative data collection mode
  • Develop a qualitative data collection plan
  • Conduct a small-scale study using at least one qualitative interview method
  • Conduct a small-scale study using at least one qualitative observation method
  • Decide when and why to employ a mixed methods design


Qualitative research methods use varying degrees of unstructured data collection techniques to develop an in-depth understanding of a problem’s nature and scope. They employ a holistic and context-specific approach to collect and interpret data primarily from participants’ perspectives in natural settings. They are used to gain insight into how people experience, interpret, and respond ...

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