What Is Qualitative Research?


Qualitative research has some distinct advantages over quantitative research. Compared with the latter, it tends to focus on data extracted from a local context rather than an abstract scale. This means that data from a survey tends to have an uncertain relationship with the lives of the people who answer it. A qualitative study also allows researchers to check their interpretations through an in-depth investigation of a single case, which is very difficult to do with a survey.

Examples of qualitative research

A bookstore owner is interested in increasing sales and customer outreach. To accomplish this, he interviewed loyal customers online to ask them questions about their experience at his store. Through the responses, he learned that most books were suitable for adults, and there were not enough books for children and teenagers. This helped him identify the weaknesses of his store, and he now carries books for different age groups.

Qualitative research focuses on understanding people’s ideas, perceptions, and behaviours. It is a good choice for any study where a researcher is interested in understanding a phenomenon that cannot be easily quantified. This method also allows for more in-depth probing of subjects, which helps uncover their feelings and motivations. The results of this type of study can then be used to guide the development of subsequent quantitative studies.

Another way to analyze qualitative data is to compare it with quantitative data. Quantitative data is structured, whereas qualitative data is expressed in language and is not based on numerical values. Qualitative data is precious and can help you understand the characteristics of your users, but quantitative data is more accurate.

Methods of collecting data

Qualitative research relies on a variety of sources of data. Primary sources are the experiences and observations of people, while secondary sources come from published sources such as books, databases, and articles. Researchers also make notes about their observations, which are used to identify themes and key points. Questionnaires are also helpful for testing hypotheses.

Most qualitative studies use deliberate sampling strategies called “purposive sampling.” This approach involves defining types of participants, cases, and variations for the study. This approach allows the researcher to include all relevant stakeholders and observation periods. In addition, these researchers may also use a stepwise or cyclical approach to data collection and analysis.

Other qualitative research methods include archival data and observation. For instance, content-specific observations of patients’ reactions can provide rich information. Alternatively, generic qualitative data collection aims to represent a large portion of a population, so larger samples are used.

Bias in qualitative research

Bias in qualitative research refers to the influence of prior knowledge or experience on respondents’ responses. It can be both intentional and unintentional. For example, respondents often try to appear consistent in their answers, but their previous answers may influence their later answers. For this reason, it is essential to clarify the answers provided by respondents. In addition, participant bias is possible, where one respondent is more likely to influence another. In this case, a dominant respondent may dominate a group of respondents by dominating talk time and vocalizing their expertise or knowledge.

One way to mitigate the influence of bias is to ask unaided questions first. When interviewing respondents, it is also important to avoid questions framed in a way that implies a particular response. Researchers should make their surveys conversational and engaging to avoid bias in questions.

Impact of qualitative research on stakeholders

When conducting a qualitative research study, researchers must carefully consider the impact on stakeholders. The process of conducting a qualitative research study differs from quantitative research in that qualitative researchers are expected to be honest and transparent about their methodology, findings, and limitations. This is because the research participants are often vulnerable groups, and the data may be sensitive. Moreover, researchers must consider the ethical implications of publishing such data.

Qualitative research can add rich context to quantitative evidence. For example, it reveals the lived experiences of stakeholders. In addition, it can reveal the equity and power dynamics that are often absent in quantitative research. In addition, it can help inform policies and programs by revealing why they work, why they don’t, and how they can be improved.

The engagement of stakeholders is an increasingly important factor in maximizing desired outcomes. It can also legitimize research findings. Many researchers and health research funding organizations promote stakeholder engagement as a critical approach to increasing impact.