My answer for a qualitative study about smoking is to record the different kinds of denials people are in as regards their possibility to contract cancer or COD. They would say : oh a car can drive over me today and I am not going to die from smoking: Look what has been done:
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The problem of smoking is that despite all the media inform about the risks of smoking even ssim people smoke. Overall, we believe that for them will not hurt. Then investigate through interviews, what are the beliefs of these people in relation to smoking, which make them ignore the information about the dangers caused by smoking to health.
Perhaps you have to look at the relationship between epistemology and your research area first, taking into account what knowledge you want to offer. Do you want for example to think about smoker's experiences? This would lend itself to a phenomenological, bottom up approach which makes links with human subjectivity. If you want to look into the effect social factors have on smokers’ motivation, you may have to look into a discourse analysis approaches and how human experiences around smoking are being constructed through discourses i.e. institutions, media, policies, language etc.