It is easy to fall into the trap of relying on the “why” question when conducting qualitative research. After all, the use of qualitative research is often supported with the claim that qualitative methods enable the researcher to reach beyond quantitative numerical data to grasp the meaning and motivations – that is, the why – associated with particular attitudes and behavior. And it is in this spirit that researchers frequently find themselves with interview and discussion guides full of “why” questions – Why do you say you are happy? Why do you prefer one political candidate over another? Why do you diet? Why do you believe in God? Why do you use a tablet rather than a laptop computer?

Yet “why” is rarely the question worth asking. In fact, asking “why” questions can actually have a negative effect on data collection (i.e., Credibility) and contribute bias to qualitative data. This happens for many reasons, here are just four:

The “why” question potentially

• Evokes rationality. By asking the “why” question, researchers are in essence asking participants to justify their attitudes and behavior. In contemplating a justification, it is not unusual for participants to seek Read Full Text