Haji - for me - a clear rationale and justification for the adopted methodology and a clear 'trustworthiness' rigour trail - especially in relation to design aspects - such as data analysis frameworks.
As a reviewer, what key areas would you like to see in a qualitative research paper?
Following should be visible & articulated in a qualitative research paper:
Research Problem, Research Objective & Research Questions
Appropriate research design & data collection is adopted e.g. phenomenological study, ground theory, action research etc., 1-to-1 interview or focus group, evidence of artifacts etc.
How immerged or involved the researcher is in the qualitative research?
What are propositions from the outcome of the qualitative research?
what is value of the research / knowledge contribution?
In some qualitative research articles, the reviewers like to see your evidence based like quotation from informants of your study. Give more quotations to make it trustworthy so readers can understand and link with discussion you gave.
You should translate this quotations from your language to English as your journal requires
Good method of data analysis is also important how you analyze your findings and how to make interpretation
Good method of data collection is also important how you collect your findings from your informants, the tools you use
The results answer your objectives and link to your conclusion
The guidelines/views as per the following papers may further help:
Davidson, A. J. and Carlin, J. B. (2008) Review article: What a reviewer wants, Pediatric Anesthesia, 18, 12, pp. 1149-1156.
Ortinau, D. J. (2011) Writing and publishing important scientific articles: A reviewer's perspective, Journal of Business Research, 64, 2, pp. 150-156.
Patton, M. Q. (2003) Qualitative evaluation checklist, The Evaluation Checklist Project: Western Michigan University, The Evaluation Centre.
Rocco, T. S. (2003) Shaping the future: Writing up the method on qualitative studies, Human Resource Development Quarterly, 14, 3, pp. 343-349.
Rocco, T. S. (2010) Editorial: Criteria for evaluating qualitative studies, Human Resource Development International, 13, 4, pp. 375-378.
Shankar, P. R. (2012) What do reviewers look for in an original research article?, Journal of the Nepal Medical Association, 52, 186, pp. 95-101.
Haji Karim Khan. Thank you for your questions. The reviewers of qualitative research usually look at the design of the study, the validity of methods used, the language used matches the qualitative research standards, how the data were interpreted and presented, the discussion and evidence showed, alignment of the different parts of the paper, and the conclusion made.