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. For
example, consider a convenience store looking to improve its patronage. A
systematic observation concludes that the number of men visiting this store are
more. One good method to determine why women were not visiting the store is to
conduct an in-depth interview of potential customers in the category.
On
successfully interviewing female customers, visiting the nearby stores and
malls, and selecting them through random sampling, it was known that
the store doesn’t have enough items for women and so there were fewer women
visiting the store, which was understood only by personally interacting with
them and understanding why they didn’t visit the store, because there were more
male products than female ones.
Therefore,
the qualitative research methods allow 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 a 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 on 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.
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 of the data collection methods and inferring the data.
5.
Record keeping: This
method makes use of the already existing reliable documents and similar sources
of information as the data source. This data can be used in a new research.
This is similar to going to a library. There one can go over books and other
reference material to collect relevant data that can likely be used in the
research.
6.
Process of observation: Qualitative Observation is a process of
research that uses subjective methodologies to gather systematic information or
data. Since, the focus on qualitative observation is the research process of
using subjective methodologies to gather information or data. The qualitative
observation is primarily used to equate quality differences.
Qualitative
observation deals with the 5 major sensory organs and their functioning – sight,
smell, touch, taste, and hearing. This doesn’t involve measurements or numbers
but instead characteristics.
Qualitative Research: Data Collection and
Analysis
A.
Qualitative Data Collection
Qualitative
data collection allows collecting data that is non-numeric and helps us to
explore how decisions are made and provide us with detailed insight. For
reaching such conclusions the data that is collected should be holistic, rich
and nuanced and findings to emerge through careful analysis.
1.
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.
2.
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.
3.
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.
B.
Qualitative Data Analysis
Qualitative
data analysis such as notes, videos, audio recordings images, and text
documents. One of the most used methods for qualitative data analysis is text
analysis.
Text analysis is a data analysis method
that is distinctly different from all other qualitative research methods, where
researchers analyze the social life of the participants in the research study
and decode the words, actions etc.
There
are images also that are used in this research study and the researchers
analyze the context in which the images are used and draw inferences from them.
In the last decade, text analysis through what is shared on social media
platform has gained supreme popularity.
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.
Qualitative Research Method Case Study Example
Let’s
take the 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 Methods Vs Quantitative
Research Methods
The
basic differences of qualitative research methods
and quantitative research methods are simple are
straightforward. They differ in:
·
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
|