Principles of Qualitative Methods: Section 7. Presenting Qualitative Data

It cannot be emphasised enough that this stage in the research process is absolutely critical to the success of a research project - 'The reporting task is not simply an act of recording the outcomes of the analysis but also an active construction and representation of the form and nature of the phenomenon being explored' (White, Woodfield and Ritchie:2003:287).

The challenges faced in qualitative research reporting do differ somewhat from those faced by quantitative researchers, and this primarily relates to the different forms of data that are being analysed and the interpretative approach to analysis. This requires the following concerns to be addressed in the final report:

• A discussion in the report of the potential transferability of the qualitative findings to other settings.
• There needs to be a discussion of the methods utilised and the reasons why they were appropriate to the object under investigation.
• It needs to be demonstrated that the conclusions drawn within the study are consistent with the evidence. The interpretative analysis needs to be presented in a transparent way so that the reader can follow the processes leading to the conclusions.
• Presenting the depth and richness of qualitative data is a challenge as they cannot be set-out in a neat series of graphs as would be typically found within quantitative research reports. Nevertheless, the imaginative use of diagrams and other schematics to illustrate the analytical process and findings can be a very useful way of simplifying the complexity of the iterative process of the gradual refinement of analytical categories.
• Qualitative methods are used precisely because of their potential to investigate and explain complex and diverse social phenomena (as discussed in Section 1), therefore a report or presentation which focuses only on one element of the findings will be misleading. Any apparent contradictions or inconsistencies that emerged need to be reported upon in as much detail as the recurrent themes found within the study.
• Including verbatim quotes from the research subjects is a very useful way of illustrating the main themes that emerged from the study and in demonstrating the reliability of the conclusions (as discussed in Section 6). However, this can be overdone, resulting in an overlong narrative which distracts from the main findings.

Structuring a Qualitative Research Report

A research report should ideally include the following features listed in the order in which they should appear:

1. Title Page
2. Acknowledgements
3. Abstract
4. Table of Contents
5. Summary of Findings
6. Introduction and Background to Study
7. Literature Review
8. Research Findings and Evidence
9. Conclusions and transferability of findings
10. Appendices - include an extensive discussion of research methods and include any key documents drawn upon in conducting the research

© ICrinson & MLeontowitsch 2006