Qualitative research is the type of non-statistical inquiry that focuses on the analysis of a social phenomenon. The data that is collected from a qualitative research is typically extracted through research methods such as observations, case studies, interviews and videotapes. Qualitative research, unlike quantitative research, does not make use of a huge sample size, deductive style, highly structured questionnaires and interviews or standardised techniques. The data extracted from qualitative research is not quantifiable. Qualitative research gives you the ability to:
- Allows researchers to gain more insight into the values and feelings that influence the behaviour of the consumers
- Understand the feelings, values, and perceptions that influence the behaviour of the participants
- Be able to know the needs of your consumers
- Get a good idea of how participants would describe your product
- Pick up ideas that will help you improve your product or service straight from your consumers
- The date generated from a qualitative research is easier to understand and interpret
- Therefore it can be practically applied quicker
- Get a good idea of the strengths as well as the weaknesses of your product or services
- Create a structure and foundation for which to build your quantitative research on
- It can help extensively in product development
Analysis of Qualitative Research Methods
The main methods that can be used for qualitative research are:
Interviews
There are two types of interviews that researchers can use, structured and unstructured. In a structured interview, the researchers would stick to an already formulated and planned interview question pattern. Whereas in an unstructured interview, the researcher and the participant engage in a more free-flowing conversation that is not following a fixed pattern set by the researcher.
Some researchers prefer to employ both methods and come up with something known as a semi-structured interview. Interviews allow the researcher to dig deeper into the thoughts of the participant by picking up on certain ideas and further expanding on it.
An interview can be conducted in several ways. There is the face to face interview where the researcher and the participant conduct the interview in person. An advantage of conducting a face to face interview is that the researcher would be able to observe the participant’s body language and voice intonation as well and that that into account.
A disadvantage would be the participant might not be completely truthful with the researcher and only give information that he thinks the researcher is expecting from him or her. A researcher may also conduct an interview by other means like through a phone or an e-mail. An advantage of taking this route is that it saves the researcher time. However, the participant may not take the questions as seriously as they would in person and that can compromise the results.
Focus groups
Focus groups are similar to an interview to a certain degree. However, focus groups follow a more semi-structured approach. In focus groups, participants are encouraged to discuss issues picked by the researchers and expand it by exchanging thoughts and ideas with each other.
Focus groups, contrary to what people might think, is not an easier alternative to conducting one on one interviews. Focus groups can be difficult to maintain and the facilitator will have to make sure that the discussion does not go off point. The data that are produced by focus groups is great for market research or product review and launch.
Observation
Observation is another method that a researcher can use when trying to obtain qualitative data. Observations are done when it is not possible for the researcher to collect the data through the other methods available for various reasons such as it lowers the validity of the research or significantly affects the findings.
Observation will let the researcher see how the participants behave under normal circumstances. Although, observing participants without their consent is unethical. You will, therefore, have to strike a fine balance between justifying the means that you are using to achieve the desired end result and invading other people’s privacy.
Documents
Documents are a good source of qualitative data. Documents that were for the specific purpose of documenting events in particular such as diary entries, letters and pictures. These types of documents can give you a deeper glimpse into the thoughts and experiences of a person. It can be useful if you are trying to learn about people who have passed away.
This can also be useful in a corporate perspective if you are trying to learn about a company’s history through their annual reports, minutes of the meetings, contracts, mission statement, letters of correspondence etc. This method of data collection can be time-consuming but if done well, you can extract a substantial amount of data significant to your research from it.
Narrative
You can also collect a good amount of qualitative data by collecting narratives from the participants. Unlike that in interviews or focus groups, the researcher or facilitator does not interfere or guide the participant as to where the conversation is going.
The participant is asked to share their unabridged story as freely as they can and this is where the researcher will gather the date from. Once the participant is done telling the story, that’s when the researcher steps in and probes further on the points that require more detail or information. The researcher can proceed to ask the participant questions that involve how and why.
Open-Ended Questionnaires – Open-ended questionnaires allow the participant to elaborate on their answers a bit more. With a close ended ‘yes or no’ type of questionnaire, the participant would not be able to explain or clarify their answer to the researcher. In a qualitative research, the more detail is extracted from the participant; the better it is for the overall findings.
