Qualitative Research is defined as
the method of inquiry employed in many different academic disciplines,
traditionally in the social sciences, but also in market research and further
contexts. Qualitative research is the study of human behavior, and why individuals
may make certain decisions. Unlike quantitative research which relies specifically
on numbers and statistics, qualitative research relies on the why’s and how’s
of “unstructured information.”
“Qualitative research is used to gain insight
into people's attitudes, behaviors, value systems, concerns, motivations,
aspirations, culture or lifestyles. It’s used to inform business decisions,
policy formation, communication and research. Focus groups, in-depth
interviews, content analysis, ethnography, evaluation and semiotics are among
the many formal approaches that are used, but qualitative research also
involves the analysis of any unstructured material, including customer feedback
forms, reports or media clips.”
The three most common
methods of qualitative research are participant observation, in depth
interviews, and focus groups. Qualitative research is generally more flexible
than quantitative research, as qualitative research tends to offer more open
ended questions, and complex inquiries for participants to answer. Responses offer
greater detail and tend to be more elaborate allowing for much flexibility.
The three most common
sampling methods of qualitative research are purposive sampling, quota sampling
and snowball sampling. A purposive sample is a
sample selected in a deliberative and non-random fashion to achieve a certain
goal. Quota
sampling is a method for selecting survey participants. In
quota sampling, a population is first segmented into mutually exclusive sub-groups.
Then judgment is used to select the subjects or units from each segment based
on a specified proportion. Snowball sampling is a non-probability sampling
technique where existing study subjects recruit future subjects from among
their acquaintances.
Qualitative research is extremely useful as it “expands
the range of knowledge and understanding of the world beyond the researchers
themselves. It often helps us see why something is the way it is, rather than
just presenting a phenomenon.” The flexibility of qualitative research offers
the necessary knowledge it takes for one to understand all levels of research
and understanding in a specific study.
References
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