What is qualitative research?
Qualitative research does not handle the measurable variable. This research is mainly done to find relationships and to define things in a qualitative way. Represents the data in the form of pictures and words and results are judged through theoretical judgment.
Qualitative research is conducted to understand the perception of individuals and how they give meaning to what they see and go through any experience. This perception can’t be measured rather it can just observe such as language. Data is collected through conversational communication and called non-numerical data like text, audio recording, video, or photographs. Then the data is analyzed to reach the findings of the research. Interviews are conducted in a natural setting and the participants express their thoughts without being biased. They only tell what they feel and see. If we talk about the data collected for qualitative research, it is more than just text or words. It tells the researcher how people perceive particular situations and the social realities. Plus, why do they think so?
what are the techniques of qualitative research?
- Case Study
- Focus Group Discussion
- Field Research
- Observation (Note: Obersrvation can be quantitative or qualitative.)
what are the examples of qualitative research?
- An interview conducted to observe the experience of the user after using a touch screen mobile phone.
- Observation is conducted to observe the ease of eye movement of a person who is playing our developed video game.
- An open-ended question like what is the understandability level of tutorials from T4Tutorials.com? The answer to this question can be descriptive. Everybody gives an answer in his own choice. So we can’t measure the data obtained from this open-ended question.
Methods of data collection in qualitative research
There are different methods of data collecting in this research included:
- Diary accounts
- Case study
- Focus groups
- Record keeping
Uses of qualitative research
Researchers conduct this research when they want to investigate any topic or issue and require factual data. Below are some scenarios where qualitative research is used:
- Creating an idea or launching a product.
- To make your product or service more improved.
- To know about your weaknesses and strengths.
- To understand the purchase behavior of consumers.
- To know the reaction of customers regarding your product or service.
Advantages of qualitative research
Qualitative research is best for many reasons such as:
- Natural setting
The process of data gathering is made in a natural setting or real-world context.
There is more flexibility in data collecting and its analysis process. Because it’s is about thoughts and perception. So, data is not analyzed rigidly.
- Creation of new ideas
During the research, the researcher receives open-ended responses from the participants. These responses help him to generate new ideas.
- Meaningful insights
When the people share their feelings and experiences, and perceptions with the researcher, he can use them in improving his products and services.
Disadvantages of qualitative research
There are also some limitations of qualitative research like:
Although data is collected from different sorts of people, it is the researcher who analyses data and decides what to conclude. His own perception also involves and impacts on finding. So, we can say that analyses of the same data can vary a lot.
Data in qualitative research is collected in a natural setting. But sometimes, uncontrolled factors have a great impact on the situation. So, the data collected from people may not reliable.
This is descriptive research in which large data is collected to conclude anything you want to research. Although you can use software to record data, still you have to analyze data manually and it is time-consuming.
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