Qualitative research is a type of study based on the collection of precise, in-depth data, with the aim of understanding facts, behaviors and phenomena.
Unlike quantitative research, qualitative research doesn’t seek to collect as much data as possible, as its approach is based on the study of quality data.
Thus, the methodology of qualitative research is based on gathering information linked to experiences, meanings and other scientific studies. The fields most affected by qualitative research are the social sciences and marketing research.
To perform qualitative research, there are three main techniques for gathering the most relevant data:
- Observation: this enables an analysis of reality. Observation is based on the description of the places, behaviors, and actions of the representative sample under study, without taking part in the experiment (non-participant observation) or by taking part in it (participant observation). Within this methodology, other techniques exist, such as covert observation (without being seen), overt observation (by being known to the individuals), instrumental observation (using an object or individual to interact with the population under study).
- Interviews: interviews are used to gather verbal information based on questions prepared in advance. Testimonies can be gathered through directive, semi-directive or non-directive interviews.
- Focus group: this technique brings together individuals in the same group to analyze their behavior and reactions to a topic, issue, or object. The aim is for the researcher to analyze the behaviors and thoughts of several people in the same space. It’s also possible to analyze relationships between individuals. This technique is mainly used by researchers in the social sciences.
There are other methods for carrying out qualitative studies, such as discourse analysis, document collection, and public policy analysis.
There are 7 stages to qualitative research:
- Define the research problem: this makes it possible to formulate hypotheses and build a framework around the main question.
- Choose the data collection method: this is the step needed to find the most effective way of responding to the hypothesis.
- Define the representative sample: if the qualitative study is based on testimonials from individuals, you’ll need to identify the best candidates in terms of their professional background, age, place of residence, etc.
- Master your subject: you’ll need to have analyzed all the ins and outs of your subject before embarking on the study.
- Collect the data: this is when you take action to gather all the information you need.
- Analyze the results: this is the stage when the data gathered is transcribed and translated into a general conclusion.
- Apply the qualitative study: this is the time to present the data and take action on the changes to be made on the basis of this information.
Qualitative research can shed precise, even scientific light on the theories raised by a subject, and it can also support the hypotheses put forward in quantitative research.
