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.

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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 throughfocus 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
Learn More: Difference between Quantitative Research and Qualitative
Research

Attributes Qualitative Research Methods Quantitative Research Methods

This research method focuses on Quantitative research method focuses
Analytical
to describe individual experiences on describing the characteristics of a
objectives
and beliefs. population.
Types of
questions Open ended questions Closed ended questions
asked
Use semi-structured methods such
Data Use highly structured methods such as
as in-depth interviews, focus
collection structured observation
groups, and participant
Instrument using questionnaires and surveys
observation
Form of data
Descriptive data Numerical data
produced
Participant responses affect how Participant responses do not influence or
Degree of
and which questions researchers determine how and which questions
flexibility
ask next researchers ask next