Published on 4 April 2022 by Pritha Bhandari. Revised on 10 October 2022. Qualitative research involves collecting and analysing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. 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 analysing 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, and history. 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 emphasise 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: Qualitative researchers often consider themselves ‘instruments’ in research because all observations, interpretations and analyses are filtered through their own personal lens.Approaches to qualitative research
ApproachWhat does it involve? Grounded theory Researchers collect rich data on a topic of interest and develop theories inductively.
Ethnography Researchers immerse themselves in groups or organisations to understand their cultures.
Action research Researchers and participants collaboratively link theory to practice to drive social change.
Phenomenological research Researchers investigate a phenomenon or event by describing and interpreting participants’ lived experiences.
Narrative research Researchers examine how stories are told to understand how participants perceive and make sense of their experiences.
Qualitative research methods
Research exampleTo research the culture of a large tech company, you decide to take an ethnographic approach. You work at the company for several months and use various methods to gather data:
For this reason, when writing up your methodology for qualitative research, it’s important to reflect on your approach and to thoroughly explain the choices you made in collecting and analysing the data.
Qualitative data analysis
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.
Most types of qualitative data analysis share the same five steps:
- Prepare and organise your data. This may mean transcribing interviews or typing up fieldnotes.
- Review and explore your data. Examine the data for patterns or repeated ideas that emerge.
- Develop a data coding system. Based on your initial ideas, establish a set of codes that you can apply to categorise your data.
- Assign codes to the data. For example, in qualitative survey analysis, this may mean going through each participant’s responses and tagging them with codes in a spreadsheet. As you go through your data, you can create new codes to add to your system if necessary.
- Identify recurring themes. Link codes together into cohesive, overarching themes.
There are several specific approaches to analysing qualitative data. Although these methods share similar processes, they emphasise different concepts.
Qualitative data analysisTo describe and categorise common words, phrases, and ideas in qualitative data. | A market researcher could perform content analysis to find out what kind of language is used in descriptions of therapeutic apps. |
To identify and interpret patterns and themes in qualitative data. | A psychologist could apply thematic analysis to travel blogs to explore how tourism shapes self-identity. |
To examine the content, structure, and design of texts. | A media researcher could use textual analysis to understand how news coverage of celebrities has changed in the past decade. |
To study communication and how language is used to achieve effects in specific contexts. | A political scientist could use discourse analysis to study how politicians generate trust in election campaigns. |
Advantages of qualitative research
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:
- Flexibility
The data collection and analysis process can be adapted as new ideas or patterns emerge. They are not rigidly decided beforehand.
- Natural settings
Data collection occurs in real-world contexts or in naturalistic ways.
- Meaningful insights
Detailed descriptions of people’s experiences, feelings and perceptions can be used in designing, testing or improving systems or products.
- Generation of new ideas
Open-ended responses mean that researchers can uncover novel problems or opportunities that they wouldn’t have thought of otherwise.
Disadvantages of qualitative research
Researchers must consider practical and theoretical limitations in analysing and interpreting their data. Qualitative research suffers from:
- Unreliability
The real-world setting often makes qualitative research unreliable because of uncontrolled factors that affect the data.
- Subjectivity
Due to the researcher’s primary role in analysing and interpreting data, qualitative research cannot be replicated. The researcher decides what is important and what is irrelevant in data analysis, so interpretations of the same data can vary greatly.
- Limited generalisability
Small samples are often used to gather detailed data about specific contexts. Despite rigorous analysis procedures, it is difficult to draw generalisable conclusions because the data may be biased and unrepresentative of the wider population.
- Labour-intensive
Although software can be used to manage and record large amounts of text, data analysis often has to be checked or performed manually.
Frequently asked questions about qualitative research
What are the main qualitative research approaches?
There are five common approaches to qualitative research:
- Grounded theory involves collecting data in order to develop new theories.
- Ethnography involves immersing yourself in a group or organisation to understand its culture.
- Narrative research involves interpreting stories to understand how people make sense of their experiences and perceptions.
- Phenomenological research involves investigating phenomena through people’s lived experiences.
- Action research links theory and practice in several cycles to drive innovative changes.
What is data collection?
Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organisations.
Cite this Scribbr article
If you want to cite this source, you can copy and paste the citation or click the ‘Cite this Scribbr article’ button to automatically add the citation to our free Reference Generator.
Bhandari, P. (2022, October 10). What Is Qualitative Research? | Methods & Examples. Scribbr. Retrieved 19 December 2022, from //www.scribbr.co.uk/research-methods/introduction-to-qualitative-research/
Is this article helpful?
You have already voted. Thanks :-) Your vote is saved :-) Processing your vote...