Issues concerning the familiarity of researchers with the research setting.

A key rule in qualitative research suggests that researchers should not carry out their research in a setting with which they are familiar, in that they work in or have previously worked in the setting. Experts in qualitative research warn of the pitfalls related to the researcher's lack of objectivity and to role confusion. The issue is not as clear cut as it may first appear. There are merits to a researcher having subjective knowledge of the setting and, at macro level, the cultural norms and values of the health care professionals involved.