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The research method and design have close relationships and are contained in each other. This study critically analyses
phenomenological research design in a qualitative research method, intending to expose scholars in management,
humanities, business, and social sciences to the dynamics of qualitative research methods and phenomenological
research design, especially when conducting phenomenological research. A qualitative phenomenological research
design is used to describe previous and present experiences of participants. This study further explains the research
design, data collection methods, sample size, data analysis techniques, and roles of researcher, among other areas
within the qualitative phenomenological research design, such that the outcome of qualitative phenomenological
research will be credible, trustworthy, and dependable.
Keywords: Phenomenology, Research design, Research method, Qualitative research.
1|Introduction
Researches in management, humanities, business, and social sciences are achieved by applying the right
methodology. Globally, scholars from all these identified disciplines often shy away from the fundamentals
of research methods when embarking on original research. The beauty of every study is the reproduction or
replication of such similar research based on a clearly defined methodology [1]. This study critically analyses
phenomenological research design in a qualitative research method, intending to expose scholars in
management, humanities, business, and social sciences to the dynamics of qualitative research methods and
phenomenological research design, especially when conducting phenomenological research. In addition, the
study will explain the research design, data collection methods, sample size, data analysis techniques, and
researchers’ roles, among other areas within the qualitative phenomenological research design, such that the
Management Analytics and Social Insights
www.masi-journal.com
Manag. Anal. Soc. Insights. Vol. 1, No. 2 (2024) 186–196.
Paper Type: Original Article
Critical Analysis of Phenomenological Research Design
in a Qualitative Research Method
Adetayo Olaniyi Adeniran1,*, Oluwadamisi Tayo-Ladega2
1 Department of Logistics and Transport Technology, Federal University of Technology, Akure, Nigeria; adeniranao@futa.edu.ng.
2 Bangor University, UK; dami.jide@gmail.com.
Citation:
Received: 13 June 2024
Revised: 02 August 2024
Accepted: 26 September 2024
Adeniran, A. O., & Tayo-Ladega, O. (2024). Critical analysis of
phenomenological research design in a qualitative research method.
Management analytics and social insights, 2 (2), 186-196.
Abstract
Adeniran et al.|Manag. Anal. Soc. Insights. 1(2) (2024) 186-196
187
outcome of qualitative phenomenological research is credible, trustworthy, and dependable. It is believed that
this study is capable of giving a plausible result.
2|Literature Review
2.1|Research Methods
According to Earl et al. [2], research is a systematic inquiry that involves inductive and deductive methods to
describe, explain, predict, and control the observed phenomenon. It is a thorough consideration of a study
concerning a particular issue or problem employing scientific methods [3], which is best achieved by
narrowing specific issues or issues into questions or questions to provide answers to them.
Furthermore, research methods are the approaches, techniques, or processes employed to collect and
substantiate data analysis to discover new insights, information, and robust understanding of a particular topic
[4]. They are specific procedures for data collecting and analysis [5]. There are three types of research methods,
they are:
I. Qualitative research method.
II. Quantitative research method.
III. Mixed research method [6].
The qualitative research method is usually employed to understand a phenomenon better. In this case,
Creswell and Poth [7] noted that researchers subject the phenomenon to open discourse and open-ended
questions to find out what is happening or has happened. Also, qualitative research is suitable when the
research questions in a study deal with the aspect of "what question" in an inquiry manner. Qualitative
research is adopted in studies that deal with awareness, insights, knowledge, experience, and policy strategy
implementation.
For quantitative research, Jasti and Kodali [8] noted that researchers employ closed-ended questions to elicit
numeric data and to test hypotheses (statistical analysis) among variables (dependent and independent
variables). According to Stone and Miller [9], the research questions involved in a quantitative research
method do not give enough room for respondents' perceptions. It is connected to applying some socio-
economic and demographic variables such as experience, gender, profession, age, and income.
For mixed-method, Delvin and Steven [3] noted that researchers employ the components present in both
qualitative and quantitative research methods. According to Fetter et al. [10] and Yin [6], a mixed research
method is an option of integrating qualitative research method (explorative technique) and quantitative
research method (analytical technique) to realize effective results.
A qualitative research method is suitable if a study does not involve hypothesis testing. In a situation where a
study will adopt hypothesis testing, a quantitative research method will be suitable. A mixed research method
will be suitable if a study involves both components of qualitative and quantitative research methods. A
disadvantage of qualitative research is the lack of statistical generalization of the findings. The types of
research methods are summarized in Table 1.
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188
Table 1. Summary of research methods.
Indices
Qualitative research method
Quantitative research method
Nature of
research
questions
“What” question
Not “what”
Nature of
questionnaire
Open-ended
Closed-ended
Nature of
study
Awareness, knowledge, insight, experience, policy
strategy implementation
Examination, relationship, numerical
explanation
Tools or
Data
collection
Interview, focus group (discussion), observation,
oral history, life history, and interrogation based
on document analysis
Surveys and questionnaires, document
screening (policy), meta-analysis, and
experiment.
Sampling
Non-probability
Probability
Statistics
Descriptive
Inferential
Technique
Non-parametric
Parametric
The beauty of quantitative research methods is that they can be employed to analyze and describe large
collections systematically and to generate statistical analysis, which can be generalized to form a basis for
knowledge and replication if and only if the samples are randomly sampled in case of a large population.
However, it may not be easy because it requires larger samples. Likewise, the beauty of the qualitative research
method is its flexibility (often adjustable when developing new knowledge), and is conducted with small
samples. However, it cannot be analyzed statistically or generalized to larger populations.
2.2|Research Design
Research design is a framework or structure for planning research and answering or justifying research
questions [11]. A research design implies the decision-making regarding the type of data measurement,
timescale and location of data gathering, nature of participants or respondents, data sources, variables, and
methods of data collection and analysis. To identify the most suitable research design, there is a need to x-ray
the merits and the demerits, the study's objectives, the availability of data, and the costs linked with the study.
All these should be considered when determining the research methods [12], [6]. It is essential to note that
the research design used in a quantitative research method differs quite from the research design used in a
qualitative research method.
2.2.1|Research designs used in quantitative research method
The research designs used in the quantitative research method are experimental and non-experimental; they
are explained below.
Experimental research design
According to Brown and Lord [13], this is done in a laboratory environment where variability is controlled.
The significant advantage of experimental design is its potential to establish causality. It is possible to infer
that an activity produces the resultant condition when one variable affects another. The setting that
experimental techniques create allows for the study and measurement of variables' distinctive features or
qualities. The potential bias that might arise in natural situations when variables function as components of a
more extensive system is reduced in laboratory settings.
It becomes challenging to separate specific contributions and measures for some variables while operating
within a system. However, it has been noted that experimental methods exclude the variable from its native
environment, where it may not respond correspondingly. By lessening or eliminating the interaction between
other factors, experimental designs have the potential to skew the behavior of the variables.
Non-experimental research design
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Observation, surveys, and other non-laboratory techniques for gathering numerical data fall under the
category of non-experimental designs. Quantitative research methods are useful for measuring processing
time, supply chain efficiency, product supply and demand, and price elasticity. As an illustration, the shift
from typical linear supply chain processing to Internet-based ordering was measured [14].
Utilizing surveys, one may get data on variables from a population's members. Surveys have been used to
gather marketing data, political polling behavior, and other helpful data. When field surveys are used to collect
data, external validity improves. Because the results are relevant to different situations and people, external
validity suggests that the findings will be generalized to a broader population [15]. In surveys, data is gathered
through questionnaires and organized interviews. Structured interviews, which ask the identical questions of
every participant without exception, are employed in quantitative research methods. Structured interview
questions aim to prevent prejudice and preserve consistency [16].
2.2.2|Research designs used in qualitative research method
The research designs used in the qualitative research method are narratives, ethnography, grounded theory,
case study, and phenomenology research designs; they are explained below.
Narratives
This form of research involves asking individuals to share stories about their lives and experiences regarding
a particular issue [17], [16]. Combining the chronological events of the tale with the researcher's own
experience is the aim of the narrative research method. Documents, media, and historical research may be
used to enhance narratives. Regarding counseling, Berrios and Lucca [17] noted that notable individuals' oral
histories add significantly to the field's historical record.
Ethnographies
The ethnographic method is the collection of observational data for a particular time from a set cultural group
in their natural environment [16]. According to Rudkin and Deo [18], such a method is the study of human
cultures. Rudkin and Deo [18] opined that ethnographic research design involves non-numerical and context-
specific data in an unrepeatable manner. However, observable data alone does not have to be the exclusive
focus of ethnographic research. An ethnographic choice model developed by Christensen et al. [19] was used
to forecast at least 80% of participants’ behavior using data from 20 to 60 interviews with small samples of
people. The ethnographic model entails five processes, which are:
I. Identify and select the behavior to be examined, and then a convenience sampling method should be used
to target participants.
II. Select the decision criteria.
III. Create a hierarchical decision model using the data from the previous two steps.
IV. Test the model on an independent sample.
V. Validate the model by asking why people behaved in the manner that they did [19].
When “if-then” statements and judgments requiring a “yes” or “no” response were used, the ethnographic
model will perform best. The fact that ethnographic studies do not rely on representative samples is one of
its disadvantages, as responses obtained from a few participants cannot be used to determine the entire
population. However, it has been identified that individuals are not the same, and as such, the narratives and
interviews gathered through ethnographic research depict reality [20].
Grounded theory
Grounded theory is employed to develop theory by drawing on new patterns that emerge from the perspective
of research participants [16]. In this case, the researcher does not complete the literature review before starting
the investigation, unlike the quantitative technique. The literature is consulted as part of an iterative data-
gathering process [21]. Instead of following some guidelines and protocols, data analysis, in this case, will
Critical analysis of phenomenological research design in a qualitative research method
190
determine the next process. Based on the findings of previous data collection, the researcher has to conduct
many survey waves or interviews to get the necessary information [22].
According to Creswell [16], two major characteristics of grounded theory are collecting data from various
groups to emphasize similarities and contrasts between data and the gathering process. The researcher must
actively introduce personal prejudice. Grounded theory researchers choose informants most likely to
contribute early information to define population sample and survey questions, as many approaches predefine
sampling populations [23].
Case studies
This requires thoroughly comprehending the individuals involved, including occasions, actions, emotions,
and sentiments that arise throughout certain experiences and times. A case study is an empirical inquiry
investigating a contemporary phenomenon within its real-life context, especially when the boundaries
between phenomenon and context are not evident [24].
A case study is connected with triangulation. Woodside & Wilson [24] employed many techniques that
facilitated triangulation. The triangulation methodology comprised the researcher’s firsthand observation of
the case in its natural setting, participant questioning for clarity and interpretation, and document analysis to
support and elucidate conclusions. These procedures and techniques help participants thoroughly understand
the questions and topic under discussion [24].
Phenomenology
Phenomenology is primarily a way of thinking that uses perception to find meaning. It is not a type of research
design that offers a set of norms and regulations for investigation. Based on phenomenology, experience
extends beyond what can be seen by the senses [25]. Perception, intuition, and thought processes are used to
interpret experience. It is thought that human awareness is the only thing that gives the world meaning and
that consciousness has direction and purpose. According to Budd [25], phenomenology explains intentionality
because the perception of humans is usually guided and tends towards a particular direction.
The researcher becomes a participant in the phenomenological research by employing self-perceptions of the
world. Phenomenology is never considered finished since every human being is alive, and their life is always
changing. Phenomenology can also be attained through narrative sharing. Kuper [26] asserts that stories can
be a vehicle for communicating, processing, and presenting concepts, structures, and implicit knowing-acting
experiences. The pictorial summary of the research method and research design is shown in Fig. 1 below.
Fig. 1. Pictorial summary of research method and research design.
As shown in Fig. 1, the research design that falls under the quantitative research method can also be referred
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to as quantitative research design. In addition, the research design that falls under the qualitative research
method can also be referred to as qualitative research design. For instance, qualitative phenomenological
research design implies that the research method is qualitative while the research design is phenomenology.
This applies to other categories.
3|Critical Analysis of Qualitative Phenomenological Research
Design
3.1|Principle of Phenomenology
Phenomenology is a Western cultural philosophy that emerged in response to the notion that scientific
methods may be used to manipulate human behavior [27]. The phenomenological research design is typically
used since behavioral data are difficult to quantify because human behavior cannot always be predicted [28].
This study is deeply rooted in the critical analysis of qualitative phenomenological research design.
Wehei [29] claims that qualitative phenomenology research delves deeper into reality to unearth common life
experiences and examines the researcher's viewpoint as an obvious event. This type of research design also
enables the researcher to perceive a particular phenomenon freshly [29].
3.2|Sample Size
In qualitative research, there are no restrictions on sample size [30]. Depending on what the researcher hopes
to investigate as the aim [31]. Because the qualitative study aims to characterize, comprehend, and elucidate a
human experience, participants who might potentially add to the research will be chosen [32]. Purposive
sampling is usually employed in phenomenological studies [33].
3.3|Researchers’ Role in a Study
The major role of a researcher in qualitative research is to act as the key instrument for gathering data and
data analysis [34]. Pens, laptops, digital mobile phones, and audio recorders are a few tools utilized for data
collection in a qualitative study. Participants' information is appropriately collected in a setting that is devoid
of distraction [28].
3.4|Data Collection
Initially, a comprehensive analysis of previous research should be carried out. The American Education
Research Association's high ethical requirements for human research study will be ensured by requesting
ethical permission from the school [7]. Immediately after the ethics approval, the recruitment of potential
participants commences.
Audio or video tape is typically used in data-collecting procedures that align with phenomenological
methodologies. A consent form is given following a potential participant's expression of interest in a study.
The study's objectives, advantages and disadvantages, and any hazards are all included in the permission form.
There will also be guarantees of secrecy and privacy. Email correspondence and the audio recording of the
in-person interview provided means of participant identification [34]. This is needed to identify the response
of each participant.
3.5|Data Analysis
Determining themes and characterizing information elicited are part of qualitative data analysis [29]. The
qualitative research method aims to accurately interpret the data and sectionalize the data to produce themes.
Data contributions to knowledge are made possible by identifying themes [35]. Given that human behavior
is not always predictable regarding numerical data, a phenomenological qualitative research method is suitable
to comprehend human experience [28].
Critical analysis of phenomenological research design in a qualitative research method
192
Responses in the form of audio or video are usually analyzed thematically. Some could use an application
called NVivo that requires a password to access. This application organizes, examines, and identifies recurring
themes in qualitative data for academics working in this field. It supports collecting, analyzing, and discovering
insights in unstructured or qualitative data, such as open-ended survey responses, journal articles, social media
posts, and online content. Deep levels of analysis on small or large volumes of data, such as open-ended
interviews, are necessary [36].
After audio-taped interviews are transcribed, the data may be coded and categorized to identify themes using
content analysis [36]. When analyzing data from audio-taped and transcribed chats, the process often entails
grouping similar statements or themes and calculating the number of declarations made in the assigned
categories.
3.6|Trustworthiness
Qualitative research is uniquely positioned to provide research directly tied to human experience through
process-based, narrative, and storied data [16]. Even if the tale is linked to the extent of a person's faith in
another, people nonetheless learn a great deal from the experiences of others [37]. Similarly, developing trust
is essential in qualitative phenomenology research to communicate accurate results to study participants and
readers [38].
The various ways to justify factuality, accuracy, honesty, and truthfulness in a research process is through
trustworthiness.
Crowe and Sheppard [39] established four criteria of trustworthiness for a qualitative study, they are:
I. Credibility.
II. Transferability.
III. Dependability.
IV. Confirmability.
Credibility
The ability to be believed, trusted, and persuaded is referred to as credibility [40]. According to Creswell and
Poth [7], validation is synonymous with believability in qualitative research. In qualitative research,
triangulation is typically used with several approaches or data sources to understand phenomena [41] entirely.
According to Lincoln and Guba [42], triangulating uses multiple field-based information sources or
procedures to identify patterns consistently.
According to Bialon and Coke [41], one of the main drawbacks of qualitative research is that conclusions are
often drawn based on the researcher's opinions and lack of rigor. As a result, it is essential to carry out several
tasks to ensure that a certain study is reliable, accurate, and valid [35]. Credibility, also known as internal
validity, is maintained by actively participating in the data collection; this will guard against misunderstandings
[7].
Credibility can be employed in the interview questions and responses from participants in a qualitative study.
This can be achieved through review and re-evaluation. The use of inclusion and exclusion criteria also
enhances credibility. The use of audio tape also enhances credibility [41].
Dependability
Peer debriefing is needed to verify the reliability and dependability of the study [41]. The services of peers
should be sought to ensure quality regarding overall research, methodology, data, interpretations, and final
report. The methodology of a study should be able to reproduce another study [41].
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Transferability
Descriptions and patterns of a study context may apply to further similar studies [40]. Literature sources
should be analyzed to understand other qualitative studies [40]. Transferability can be realized through
evidence that findings apply to other contexts, findings, and situations [37].
Confirmability
According to Stanfors et al. [40], this is the extent to which more people might verify, concur, or corroborate
the findings. Researchers working on a specific study should record practical methods that may be utilized to
double-check and verify research data [39]. Subjectivist viewpoints should also be disregarded. The findings
should be based solely on information elicited from participants; this is needed to avoid bias.
3.7|Ethical Considerations
Respondents participating in a phenomenological study may be volunteers with or without compensation, as
the researcher decides. Before initiating or interacting with participants, they will self-identify and ascertain
whether they meet the requirements. One of the criteria for self-identifying is age (depending on the nature
of the study). Informed consent should be made available to all participants, and the merits and demerits of
participating in the study should be clearly outlined. The informed consent should also include the study's
purpose and any possible confidentiality risks. Lastly, the data elicited from participants should remain
confidential without access to intruders.
4|Conclusion
The research method and research design were critically analyzed in this study. The study explained the
application of research designs within the quantitative and qualitative research methods, specifically
emphasizing phenomenological research design in a qualitative research method. The Western cultural
philosophy of phenomenology emerged in response to the notion that scientific methods might manipulate
human behavior. The phenomenological technique is typically used because it is difficult to quantify
behavioral data, and human behavior cannot always be predicted. The critical examination of qualitative
phenomenological research design forms the foundation of this investigation.
Qualitative phenomenology research design delves deeper into reality to reveal common life experiences while
exploring the researcher's view of the event as evident. Additionally, this kind of study methodology does
allow a researcher to view a certain occurrence in a new light. Trustworthiness in qualitative research indicates
the researcher's ability to guarantee quality and rigor. Transferability (generalizability or external validity),
credibility (internal validity), dependability (reliability), and confirmability (construct validity or objectivity) are
examples of qualities that make something trustworthy.
Acknowledgment
The author appreciates the editor and reviewers for adding value to this manuscript.
Author Contribution
AOA: Conceptualization, Writing – original draft, Supervision.
OTL: Resources, Writing – review & editing.
The authors read and approved the final manuscript.
Funding
This research received no external funding.
Critical analysis of phenomenological research design in a qualitative research method
194
Data Availability
Not applicable.
Conflicts of Interest
The author declares that there is no competing interest.
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