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.
Understanding how your audience takes decision can help derive conclusion in
market research.

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