Phenomenon: What is the domain, feld or phenomenon that you are
investigating? Why is it important to study it? Many qualitative research articles
begin with a provocative data vignette or news story to pull readers in and
indicate the importance of the phenomenon. For example, “After a brief decline in
the last decade, fatal accidents caused by drunk-driving are again increasing at an
alarming rate of x per cent per year”. Another approach is to begin an article with
a brief description of the focal phenomenon in plain (non-specialist) language.
Common reasons given for studying a phenomenon are that it is historically new,
growing in size, changing in nature, critical to a profession or critical to a social
cause such as environmental sustainability or public welfare