Qualitative research provides a broad overview of how human behaviour works, how social dynamics operate, and how personal experiences shape viewpoints. It is helpful in various academic disciplines, such as psychology, anthropology, sociology, and marketing, where understanding human decisions and preferences is important.
Unlike quantitative research, which focuses on statistical analysis and numerical data to derive meaningful conclusions, qualitative analysis focuses on real-life subjective experiences to gain the true meaning of things. Additionally, it provides a comprehensive understanding of numerous subjects and topics that quantitative research might ignore.
What Is Qualitative Research
The meaning of qualitative research can be defined as collecting and analysing non-numerical data such as text, images, and audio to gain insights about a research problem or find answers to a research question.
It employs several qualitative research techniques to obtain such data and information by using surveys, interviews, focus groups, observations, and case studies.
Compared to quantitative research, which uses statistical techniques and relatively large samples to generalise findings for a large population, qualitative research uses non-statistical methods and is keenly focused on small samples to make inferences.
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Approaches To Qualitative Research
Well-rounded qualitative research requires a research question at its base. A clear research question sets the ground for a detailed analysis of the subject under study. For this, certain qualitative research approaches are considered to gain valuable insights:
- Grounded theory
- Ethnography
- Narrative research
- Thematic analysis
- Action research
| Approach | Explanation |
|---|---|
| Grounded Theory | Instead of using a hypothesis, researchers develop theories and patterns by collecting rich data from participants. |
| Ethnography | A qualitative approach where researchers immerse themselves in an environment to understand cultural influences, social interactions, and lived experiences. |
| Narrative Research | Researchers explore how participants narrate their experiences and what meanings or perceptions arise from those stories. |
| Thematic Analysis | A qualitative method for examining textual or visual data to identify, analyse, and interpret recurring themes and how they relate to each other. |
| Action Research | Used by policymakers and researchers to address real-world problems by observing, designing, and implementing actions that aim to create social change. |
Qualitative Research Methods
Qualitative research utilises various methods to gain data and advance knowledge for research studies. Researchers and academic professionals use these methods to observe, analyse, and draw conclusions on the subject, topic, or phenomenon being studied. Here are the most commonly used qualitative methods:
Surveys
Surveys are a popular qualitative method that is used to gain data on human behaviour, attitudes, beliefs, and preferences. Unlike quantitative research, which uses closed-ended questions in surveys and questionnaires, qualitative research uses open-ended questions so that researchers can get a thorough understanding of the topic.
It is crucial to understand how to conduct surveys so that the right information can be obtained without wasting any time and resources. Moreover, it is recommended that the questions in surveys must be concise and objective so that any research bias can be avoided.
Interviews
Interviews are one of the most effective qualitative methods to expand knowledge and gain key information in various research endeavours. These are conducted between an interviewer (researcher) and an interviewee (participant) and consist of open-ended questions. Nowadays, interviews are not just conducted face-to-face but can also be conducted online or over the telephone.
These conversations are of three types:
- Structured interviews in qualitative research
- Unstructured interviews in qualitative research
- Semi-structured interviews in qualitative research
Focus Groups
Qualitative research employs focus groups as a method to obtain real-time information by interviewing or asking questions simultaneously from a group of people.
This group consists of 6-10 people, and they are encouraged to express their opinions, attitudes, beliefs, and experiences openly on the topic that is being investigated. Moreover, a moderator facilitates this mode of discussion and oversees the whole process.
Case Studies
A case study provides an in-depth analysis of a particular event, phenomenon, or topic. These studies are gathered by researchers as a means to understand the research problem, generate new hypotheses, or examine the existing policies. Moreover, multiple observations, documents, articles, and interviews are studied by researchers to develop a comprehensive case.
Observations
This involves using real-time observations to gather information about the subject being studied. There might be no direct interaction between the observer, who is primarily the researcher, and the person or phenomenon being observed. Additionally, non-verbal communication and silent observations can assist researchers in understanding social interactions, social dynamics, and human interaction.
Qualitative Research Process (Step-By-Step)
The qualitative research process involves a series of flexible yet systematic steps that help researchers explore human experiences, behaviours, and social phenomena.
Unlike quantitative methods that rely on numbers, qualitative research focuses on depth, meaning, and understanding.
- Identify the research problem
- Review existing literature
- Choose a qualitative approach
- Select participants
- Collect data
- Data analysis and interpretation
- Report findings
Step 1. Identifying the Research Problem
The first step is to define a clear research problem or question. It should address a gap in existing knowledge or seek to understand a specific social or human experience. A well-defined problem gives direction and purpose to the study.
Step 2. Reviewing Existing Literature
Before collecting new data, researchers review existing literature to understand previous findings and identify what remains unexplored. This helps refine the research focus and ensures the study contributes new insights.
Step 3. Choosing a Qualitative Approach
Depending on the research objectives, the researcher selects a suitable qualitative approach such as ethnography, grounded theory, case study, narrative research, or phenomenology. Each approach offers unique ways of exploring and interpreting data.
Step 4. Selecting Participants (Sampling)
Qualitative studies typically use purposive or snowball sampling instead of random sampling. The goal is to select participants who have relevant experiences or insights about the topic being studied, ensuring rich and meaningful data.
Step 5. Data Collection (Interviews, Focus Groups, Observations)
Data collection is often done through in-depth interviews, focus groups, participant observations, or document analysis. These methods allow researchers to gather detailed, first-hand information in participants’ natural settings.
Step 6. Data Analysis and Interpretation
After collecting data, researchers organise and code the information to identify emerging themes and patterns. Thematic or content analysis is commonly used to interpret meanings and draw insights from participants’ experiences.
Step 7. Reporting Findings
The final step is presenting the results in a structured report or dissertation. Researchers describe the themes, interpretations, and conclusions while maintaining participants’ confidentiality and authenticity. The findings should connect back to the original research problem and contribute to existing knowledge.
Qualitative Research Advantages And Disadvantages
Qualitative research plays a major role in advancing research, making informed decisions, and improving policies in various fields such as healthcare, medicine, education, and business. However, like any research, there are pros and cons of qualitative research:
| Benefits | Drawbacks |
|---|---|
| Data collection methods can be refined based on emerging trends and patterns, making qualitative research highly flexible. | Subjectivity and researcher bias can influence outcomes, as findings rely heavily on interpretation and personal judgment. |
| Provides deeper insight into human behaviours, attitudes, and preferences, helping policymakers and researchers make informed decisions. | Small sample sizes often limit representativeness, making it difficult to produce generalisable conclusions. |
| Takes place in naturalistic settings, allowing researchers to observe behaviours and attitudes in real-world environments without interference. | Data collection and analysis are time-consuming and labour-intensive, especially when using interviews or observations. |
| Encourages empathy and deeper understanding of diverse cultures, values, beliefs, and social contexts. |
Qualitative Research Examples
Here are a few examples of how qualitative research works:
Example 1
A researcher wants to identify the impact of remote work on employee mental health, work-life balance, and job satisfaction. Hence, an interview is conducted with 20 employees who have been working remotely for 5 months. To gain a comprehensive insight into how similar their experiences are, a focus group of two sessions with 10 employees each is conducted as well.
Thus, the data collected from interviews and focus groups helps researchers understand the implications of remote work on themes such as work productivity, work-life balance, and mental health.
Example 2
A researcher aims to understand the agricultural practices and community interactions in a rural farming village. The researcher uses ethnographic research and gains data and information by living with the village farmers for two months. He observes the different farming practices, community rituals and overall social interaction among the village people.
To widen his research, he conducts interviews with farmers, children and the village elders. Hence, this contributes to his research study, providing insights into traditional agricultural practices and how they navigate through modern challenges.
Frequently Asked Questions
Purposive sampling in qualitative research is a non-random sampling method where researchers select participants based on specific characteristics and attributes. This selected and targeted sampling helps researchers save time and gain insights from only relevant participants.
Content analysis is an effective qualitative research method that examines and evaluates written, verbal and published text to understand the underlying themes and concepts. In simple words, it analyses visual and audio content to draw insights and make conclusions based on the research objectives.
It is crucial to consider ethics in qualitative research, as the implications can be quite complicated. Here is a list of ethical issues to keep in mind while performing qualitative research:
- During an interview, it is necessary to have the participant’s consent known as informed consent.
- Being empathetic of different cultures and backgrounds is important, and any biased or hurtful comments should be avoided,
- Researchers must protect participant’s information and ensure confidentiality.
- Honest reporting of the data gathered should be ensured and no misrepresentation of information should be showcased.
The qualitative research process is a systematic approach used to explore and understand human behaviour, experiences, and perceptions. It involves several steps, including identifying the research problem, reviewing literature, selecting participants, collecting data through interviews or observations, analysing the data, and reporting findings.
The most common qualitative data collection methods include interviews, focus groups, participant observations, and document analysis. These techniques help researchers gather in-depth, descriptive data about people’s experiences and perspectives.
Data in qualitative research is analysed through coding, categorising, and identifying themes or patterns. Techniques such as thematic analysis, content analysis, or narrative analysis are often used to interpret participants’ responses and draw conclusions.
Qualitative research focuses on understanding meanings, emotions, and experiences using non-numerical data, while quantitative research deals with measurable variables and statistical analysis. The qualitative approach aims for depth, whereas quantitative research aims for breadth and generalisability.
Yes, researchers often use a mixed-methods approach to combine qualitative and quantitative research. This allows for a more comprehensive understanding of a problem by integrating numerical data with detailed insights from participants.
