For those more familiar with quantitative research techniques, the methods used in qualitative research may, at first look, seem ineffective. However, it is important to realise that qualitative research is not trying to answer the same questions that are asked in quantitative research. In short, in comparison to quantitative, qualitative research focuses on words rather than numbers, depth rather than breadth.
Its methods are exploratory; they seek to unearth the opinions, thoughts and feelings of respondents. It is most commonly used to help inform new concepts, theories and products. First developed within the social sciences, qualitative research is now widely used to inform market research, by gaining unique consumer insight from a wealth of data. One particular difference between qualitative and quantitative research is that the former requires much more in-depth involvement from the researcher.
It is their interpretation which shapes the outcome. Now you know the basics of qualitative research, why should you use it to conduct your project? Here are some of the main benefits:. Online qualitative research methods are a relatively new approach within the field but come with their own unique benefits. Online methods make qualitative research more accessible by taking away the constraints of traditional techniques.
For example, collecting data via a traditional focus group can be time-consuming and costly, whereas conducting an online focus group removes the cost of participant travel, venues and transcriptions, as well as logistically being easier to manage.
It is also a great starting point to develop ideas which will later inform your quantitative research. There are a wealth of online qualitative methods you can use to gain product and customer insight. Here are a few common techniques:. Focus Groups: This is a useful way to generate guided discussion around the topics of your choice.
The moderator of the group would begin the discussion using text or video, allowing respondents to construct a conversation, generating data in real time. Discussion boards: Similar to focus groups, discussion boards are useful when wanting to collect dynamic data over a longer period of time.
Published on June 19, by Pritha Bhandari. Revised on July 30, Qualitative research involves collecting and analyzing non-numerical data e. It can be used to gather in-depth insights into a problem or generate new ideas for research. Qualitative research is the opposite of quantitative research , which involves collecting and analyzing numerical data for statistical analysis.
Qualitative research is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, history, etc.
Table of contents Approaches to qualitative research Qualitative research methods Qualitative data analysis Advantages of qualitative research Disadvantages of qualitative research Frequently asked questions about qualitative research.
Qualitative research is used to understand how people experience the world. While there are many approaches to qualitative research, they tend to be flexible and focus on retaining rich meaning when interpreting data. Common approaches include grounded theory, ethnography, action research, phenomenological research, and narrative research. They share some similarities, but emphasize different aims and perspectives.
Each of the research approaches involve using one or more data collection methods. These are some of the most common qualitative methods:. See an example. Qualitative data can take the form of texts, photos, videos and audio. For example, you might be working with interview transcripts, survey responses, fieldnotes, or recordings from natural settings.
There are several specific approaches to analyzing qualitative data. Although these methods share similar processes, they emphasize different concepts. Qualitative research often tries to preserve the voice and perspective of participants and can be adjusted as new research questions arise.
Qualitative research is good for:. The data collection and analysis process can be adapted as new ideas or patterns emerge. They are not rigidly decided beforehand. Researchers must consider practical and theoretical limitations in analyzing and interpreting their data. Qualitative research suffers from:. The real-world setting often makes qualitative research unreliable because of uncontrolled factors that affect the data.
The researcher decides what is important and what is irrelevant in data analysis, so interpretations of the same data can vary greatly. Morse J , Richards L. Thousand Oaks : Sage , O'Reilly M , Parker N. Qual Res ; 13 : — Porter M , Bhattacharya S. Investigation of staff and patients' opinions of a proposed trial of elective single embryo transfer.
Sandelowski M. The problem of rigor in qualitative research. Adv Nurs Sci ; 8 : 27 — Beyond sperm cells: a qualitative study on constructed meanings of the sperm donor in lesbian families. Women's experiences of endometriosis: a systematic review of qualitative research.
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Sign In. Advanced Search. Search Menu. Article Navigation. Close mobile search navigation Article Navigation. Volume Article Contents Introduction. When to use qualitative research. How to judge qualitative research. Authors' roles. Conflict of interest. Qualitative research methods: when to use them and how to judge them. Hammarberg , K. E-mail: karin. Oxford Academic. Revision received:. Cite Cite K. Select Format Select format. Permissions Icon Permissions. How to judge qualitative research Qualitative research is gaining increased momentum in the clinical setting and carries different criteria for evaluating its rigour or quality.
Trustworthiness A report of a qualitative study should contain the same robust procedural description as any other study. Applicability Applicability, or transferability of the research findings, is the criterion for evaluating external validity. Consistency Consistency, or dependability of the results, is the criterion for assessing reliability. Conclusions Research that uses qualitative methods is not, as it seems sometimes to be represented, the easy option, nor is it a collation of anecdotes.
Authors' roles Each author drafted a section of the manuscript and the manuscript as a whole was reviewed and revised by all authors in consultation. Funding No external funding was either sought or obtained for this study. Conflict of interest The authors have no conflicts of interest to declare. Google Scholar Crossref. Search ADS. Google Scholar PubMed. All rights reserved. For Permissions, please email: journals. Issue Section:. Download all slides.
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