Qualitative research: what is it and how to apply it?

Qualitative research is proving increasingly important for understanding the “why” behind people’s behavior and choices, whether in market research studying consumption or in social research searching for meaning.

In this article we will introduce you to what it is, what features it has, what benefits it offers and how to use it.

What is qualitative research?

Qualitative research is a research method or process that seeks to gain a deep understanding of a phenomenon in its natural setting.

Unlike quantitative research, qualitative research focuses on the “why” rather than the “what” and places emphasis on collecting data that is not numerical.

Qualitative research is based on data collection methods that focus more on communication than on logical or statistical procedures.

The focus is on individuals, societies and cultures. This research method assumes that knowledge is subjective rather than objective.

At this type of research the researcher learns from the participants and tries to maintain a neutral stance while collecting data from them.

Difference between qualitative research and quantitative research

As already explained, these two market research methods are based on different ideologies. Qualitative research is basically non-numerical research while quantitative research is completely based on numbers. But that's not all, because there are some clear differences between these two research methods, some of which I will mention below:

4 characteristics of qualitative research

What makes a research method qualitative? That it has the following basic characteristics:

Natural environment

Those who use the qualitative research method often conduct field research in which they collect data in their natural environment, that is, where participants experience the problems, so to speak.

This research method does not alter the natural environment of the sample; on the contrary, in this type of research, researchers interact face-to-face with participants for the duration of the research.

Multiple methods

In contrast to quantitative research, which relies on only a single source of data, various data collection methods are typically used, such as: B. personal interviews, observation, etc.

The documents are viewed and the collected data is organized accordingly. Here are more qualitative market research techniques.

Complex reasoning:

The qualitative research method involves complex reflections and deeper analyses of the meanings, signs, symbols and interpretations that people have in relation to certain phenomena or situations.

Focus on the participant:

In the qualitative research method, the focus is on finding out what the problem means to the participant.

The meanings that participants offer to the researcher (a perspective and viewpoints) are then converted into data.

Advantages of qualitative research

Applying the qualitative research method can bring numerous advantages to market research, such as: E.g.:

1. Understanding people's attitudes

Consumer behavior can change from one moment to the next. If this happens suddenly, companies may wonder what happened to them.

Here, the results of qualitative research provide insight into why attitudes can change. This may even lead to a definitive statement that allows the company to adjust to the change in perspective.

Because qualitative research helps us all better understand attitudes, it is easier to maintain relationships with consumers.

2. More flexibility in research

Qualitative research offers a much more flexible approach as it can be adjusted during the conduct of the research if it becomes apparent that useful information is not being obtained.

Additionally, qualitative data can add more context and explain details that can't always be understood through numbers.

3. generate new ideas and content

Qualitative research makes it possible to gain real insights into specific socioeconomic and demographic groups.

These insights are then converted into data that can be used to create valuable content that reflects the brand message being offered. When this process is done correctly, everyone benefits from a refined and beneficial value proposition.

Collecting qualitative data allows researchers to be much more speculative about what areas they want to study and how. This allows the research process to be guided by the researcher's “intuition” about where good information can be found.

4. Streamline results

Although it may not always seem like it, using qualitative research can produce faster results.

Qualitative research can be much more targeted, selecting specific groups and key points in an organization to collect meaningful data. This can speed up the data collection process and reduce costs.

How is qualitative research applied?

To use a qualitative research method, we recommend the following steps:

1. develop your research question

A good research question should be clear, specific, and actually answerable using the resources at your disposal.

In the qualitative research method, the question should explore the reasons why people do something or believe in something.

Remember that the research questions determine what you want to learn or understand and also help focus the study. So you decide how you proceed, because different questions require different research methods.

2. Define the sample size

In this step, you need to determine the size of your research sample, which can consist of a group or a small number of people that you can survey.

Since qualitative research methodologies tend to be quite large, there is almost always a chance that you will get useful data from your research.

This is different from a quantitative experiment, where an unproven hypothesis can mean a lot of time has been wasted.

The research budget and available financial resources must also be taken into account.

3. Selection of techniques and instruments

The next step is to select a qualitative survey method. You can use one or more techniques to collect empirical data, and the form of collection depends on this choice.

Some qualitative research methods you can use in your research design are:

• Qualitative surveys.
• Interviews.
• Focus groups.
• Qualitative observation.
• Documentary research.

4. Collecting and analyzing data

Because qualitative research is characterized by its flexibility, openness and responsiveness to context, the phases of data collection and analysis are not as separate and sequential as in quantitative research.

When analyzing data in qualitative research, the goal is to develop and apply codes or categories of data. Each code needs a title that can be summarized in one word or a short sentence.

One of three types of codes can be assigned to events, behaviors, meanings of activities, and more.

• Open coding. This is the initial sorting of all raw data into some sort of order.
• Axial coding. Creating links between code categories.
• 
Selective coding. Connecting categories to formulate a story.

There are no universal methods for identifying patterns in qualitative research data. However, there are a number of techniques for identifying common themes and relationships by reference to previously created codes.

5. Summarize the results

The final step is to connect the research data to the hypotheses. Here it is advisable to highlight the main themes and trends, as well as possible contradictions and aspects that require further study at a later stage.

Conclusion

Qualitative research can offer many benefits when it comes to understanding exactly what people are thinking, especially when they interact in their natural environments.

Don't forget that at QuestionPro we have the tools to help you conduct qualitative research, quantitative research, or both. Ask our advisors or find out what we have for you by creating a free account.

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KEYWORDS OF THIS BLOG POST

Qualitative research | Qualitative | Research