Qualitative Research: Definition
Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication. This method is not only about “what” people think but also “why” they think so. The qualitative research method allows for in-depth and further probing and questioning of respondents based on their responses, where the interviewer/researcher also tries to understand their motivation and feelings.
Qualitative Research Methods with Examples
Qualitative research methods are designed in a manner that they help reveal the behavior and perception of a target audience with reference to a particular topic. There are different types of qualitative research methods like an in-depth interview, focus groups, ethnographic research, content analysis, case study research that are usually used.
The results of qualitative methods are more descriptive and the inferences can be drawn quite easily from the data that is obtained.
Qualitative research methods originated in the social and behavioral sciences. Today our world is more complicated and it is difficult to understand what people think and perceive. Qualitative research methods make it easier to understand that as it is more communicative and descriptive.
The following are the qualitative research methods that are frequently used:
1. One-on-One Interview: Conducting in-depth interviews is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time. This is purely a conversational method and invites opportunities to get details in depth from the respondent.
One of the advantages of this method provides great opportunity to gather precise data about what people believe and what their motivations are. If the researcher is well experienced asking the right questions can help him/her collect meaningful data. If they should need more information the researchers should ask such follow up questions that will help them collect more information.
These interviews can be performed face-to-face or on phone and usually can last between half an hour to two hours or even more. When the in-depth interview is conducted face to face it gives a better opportunity to read the body language of the respondents and match the responses.
2. Focus groups: A focus group is also one of the commonly used qualitative research methods, used in data collection. A focus group usually includes a limited number of respondents (6-10) from within your target market.
The main aim of the focus group is to find answers to the why what and how questions. One advantage of focus groups is, you don’t necessarily need to interact with the group in person. Nowadays focus groups can be sent an online survey on various devices and responses can be collected at the click of a button.
Focus groups are an expensive method as compared to the other qualitative research methods. Typically they are used to explain complex processes. This method is very useful when it comes to market research of new products and testing new concepts.
3. Ethnographic research: Ethnographic research is the most in-depth observational method that studies people in their naturally occurring environment.
This method requires the researchers to adapt to the target audiences’ environments which could be anywhere from an organization to a city or any remote location. Here geographical constraints can be an issue while collecting data.
This research design aims to understand the cultures, challenges, motivations, and settings that occur. Instead of relying on interviews and discussions, you experience the natural settings first hand.
This type of research method can last from a few days to a few years, as it involves in-depth observation and collecting data on those grounds. It’s a challenging and a time-consuming method and solely depends on the expertise of the researcher to be able to analyze, observe and infer the data.
4. Text Analysis: Text analysis is a research method that is a bit different from other qualitative research methods as this method uses researchers to analyze the social life by decoding the words and images from a piece of the document or other similar forms like film, music etc.
The researcher looks at the context in which the images are used and then tries to draw inferences from the same. In the last decade or so, content analysis through what is shared on social media and other online platforms has become more prominent.
Researchers take into consideration the activities on social media and follow the pattern that relates to their related topic of study. This is how data is collected in modern times. The aim of content analysis is to identify important characteristics of the content being researched and present it in a simplified manner so that it can be easily understood.
5. Case study research: The case study method has evolved over the past few years and developed as into a valuable qualitative research method. As the name suggests it is used for explaining an organization or an entity.
This type of research method is used within a number of areas like education, social sciences and similar. This method may look difficult to operate, however, it is one of the simplest ways of conducting research as it involves a deep dive and thorough understanding the data collection methods and inferring the data.
Qualitative Research Methods Vs Quantitative Research Methods
- Their analytical objectives
- Types of questions asked
- Types of data collection instruments
- Forms of data they produce
- Degree of flexibility
|Attributes||Qualitative Research Methods||Quantitative Research Methods|
|Analytical objectives||This research method focuses on to describe individual experiences and beliefs.||Quantitative research method focuses on describing the characteristics of a population.|
|Types of questions asked||Open ended questions||Closed ended questions|
|Data collection Instrument||Use semi-structured methods such as in-depth interviews, focus groups, and participant observation||Use highly structured methods such as structured observation using questionnaires and surveys|
|Form of data produced||Descriptive data||Numerical data|
|Degree of flexibility||Participant responses affect how and which questions researchers ask next||Participant responses do not influence or determine how and which questions researchers ask next|
Qualitative Research Method- Case Study Example
Let’s take an example of a bookstore owner who is looking for ways to improve their sales and customer outreach. An online community of members who were the loyal patrons of the bookstore were interviewed and related questions were asked and the questions were answered by them.
At the end of the interview, it was realized that most of the books in the stores were suitable for adults and there were not enough options for children or teenagers.
By conducting this qualitative research the bookstore owner realized what the shortcomings were and what were the feelings of the readers. Through this research now the bookstore owner can now keep books for different age categories and can improve his sales and customer outreach.
Such qualitative research method example can serve as the basis to indulge in further quantitative research, which provides remedies.
Qualitative Research Data Collection
Whatever method a researcher chooses for collecting qualitative data, one aspect is very clear the process will generate a large amount of data. In addition to the variety of methods available, there are also different methods of collecting and recording the data.
For example, if the qualitative data is collected through focus group or one-to-one discussion, there will be handwritten notes or video recorded tapes. If there are recording they should be transcribed and before the process of data analysis can begin.
As a rough guide, it can take a seasoned researcher 8-10 hours to transcribe the recordings of an interview, which can generate roughly 20-30 pages of dialogues. Many researchers also like to maintain separate folders to maintain the recording collected from the different focus group. This helps them compartmentalize the data collected.
In case there are running notes taken, which are also known as field notes, they are helpful in maintaining comments, environmental contexts, nonverbal cues etc. These filed notes are helpful and can be compared while transcribing audio recorded data. Such notes are usually informal but should be secured in a similar manner as the video recordings or the audio tapes.
Characteristics of Qualitative Research Methods
1. Qualitative research methods usually collect data at the sight, where the participants are experiencing issues or problems. These are real-time data and rarely bring the participants out of the geographic locations to collect information.
2. Qualitative researchers typically gather multiple forms of data, such as interviews, observations, and documents, rather than rely on a single data source.
3. This type of research method works towards solving complex issues by breaking down into meaningful inferences, that is easily readable and understood by all.
4. Since its a more communicative method, people can build their trust on the researcher and the information thus obtained is raw and unadulterated.