We explain what qualitative research is, its approach, methods and examples. Also, how to design this type of research and its differences with the quantitative study.
What is qualitative research?
Qualitative research is a methodology that consists of collecting descriptive data about something through instruments, such as the written word, spoken word, and observation. Its objective is to understand reality in a given context and interpret various social phenomena, such as behavioral patterns or trends, based on the study of a small sample (relative to the total size of the population or universe).
Qualitative research seeks to understand a problem. For example, through qualitative research you can know users' opinions about a product. Its results can contribute to raising a hypothesis, because they allow us to understand a reality in depth and, based on that knowledge, make conjectures.
An example of qualitative research could be that the company Bimbo wants to know what the eating habits and preferences for baked goods are of the population of Xalapa, in Veracruz. Based on the study, Bimbo aims to obtain testimonial information from citizens that will allow it to improve and optimize its products, in order to increase sales.
Quantitative research It is another research method that consists of collecting and analyzing data in order to validate or refute a hypothesis. Both types of research, qualitative and quantitative, can be carried out in a complementary way to obtain more detailed results and can be used in different scientific fields.
See also: Types of research
Characteristics of qualitative research
The main characteristics of qualitative research are:
- Take a small study sample.
- It must be flexible, to detect unexpected information, always under scientific rigor and the logical-critical thinking of the researcher.
- Collect qualitative and descriptive data.
- It uses tools to collect information, which can be interviews, surveys, related bibliographic information, documentaries, focus groups and testimonies.
- Their results require a lot of time to process and interpret, and can contribute to formulating a hypothesis.
Types of qualitative research approaches
The types of qualitative research that exist according to the approaches used to explore the study phenomena are:
- The ethnography. In qualitative ethnographic research, the practices, behaviors and beliefs of a culture or group are studied and observed, through the presence of the researcher in the field of study.
- The phenomenology. In qualitative phenomenological research, a phenomenon is examined to capture and interpret the experiences lived by those involved, through interviews, direct observation and questionnaires, among other tools.
- The hermeneutics. In qualitative hermeneutic research, texts, discourses and symbols are analyzed and interpreted in a particular social or cultural context. It is an approach widely used in disciplines such as philosophy and theology.
- The grounded theory. In grounded qualitative research, data are collected and analyzed to then formulate a theory regarding the phenomenon under study, through the process of inductive reasoning.
- Narrative research. In qualitative narrative research, the way in which individuals tell stories is examined to understand their subjectivity or the way they perceive and interpret reality, through interviews and biographies.
- The case study. In qualitative case research, a particular phenomenon, which may be a person, a group, an organization or a situation, is studied in depth in its real context. The research conclusions are specific and cannot be generalized.
- Action research. In qualitative action research, we actively study and collaborate in solving a real problem, through the joint work of the researcher and the participants.
To choose the best approach for qualitative research, several factors must be taken into account, such as, for example, being clear about the objective of the research, determining what data needs to be collected, knowing the context in which the study work will be carried out, and know the skills of the researcher.
Qualitative research instruments
The instruments or techniques used in qualitative research are those that are based on observation, communication and the recording of data that are presented in different discursive forms.
The most common instruments in qualitative research are:
- The interview. It is an instrument for collecting information from a questionnaire that functions as a conversation guide. To record responses, the researcher can take notes or make an audio or video recording.
- The survey. It is a data collection instrument based on a questionnaire with closed questions (the interviewee must choose between predetermined answers) or open questions (the respondent expands and provides as much information as possible). The researcher can carry out the survey in person or indirectly through other means, by email or by telephone.
- The focus group (focus group). It is a research instrument that consists of bringing together a small group of participants who are guided by a moderator so that they can speak freely about a problem or topic. The moderator can stimulate participants with questions, images and videos. The objective is for people to interact, give their opinion and to generate open debates. The researcher analyzes the opinions, attitudes of the participants and any improvised topics that may arise during the debate.
- The observation of the people or participants in the study sample. It is a research instrument that requires the researcher's ability and knowledge to collect data about a phenomenon or situation. Observation can be direct (the researcher is present in the natural environment of the object of study without intervening or altering the elements or the context) or indirect (through documents and records that were made by other people).
See also: Research techniques
Methods for analyzing the results of qualitative research
The information collected in qualitative research is usually very extensive and requires a lot of time to be organized and processed.
The most common methods of analysis of results in qualitative research are:
- Coding It consists of deciphering, ordering and classifying the results through categories or keywords.
- Comparison. It consists of detecting similar or common patterns in the different case studies.
- Discourse analysis. It consists of interpreting the use of language in the collected speeches according to the social and cultural context in which they took place.
Advantages of qualitative research
The main advantages of qualitative research are:
- Depth of understanding It allows you to know in detail the topic of study.
- Flexibility. It allows detecting and incorporating unforeseen information that arises during the investigation process.
- Diverse perspectives It allows participants to express and develop their opinions extensively and freely.
- Context analysis It allows you to explore an event and the social and cultural circumstances in which it happens.
Disadvantages of qualitative research
The main disadvantages of qualitative research are:
- Subjectivity. The researcher's beliefs, knowledge, and expectations can influence how research data is interpreted.
- Difficulty generalizing The research results are representative of a small and specific sample, so they do not represent the entire population.
- Difficulty to replicate. The variability of qualitative methods and the flexibility of the research process make it very difficult to repeat the study in another sample and obtain the same results.
- Difficulty in collecting and analyzing Qualitative data represents a large volume of information that can require a lot of time and work to process and analyze.
How to do qualitative research?
The following steps to follow are a suggestion to develop qualitative research:
1. Preparation for qualitative research
- Determine a lead investigator who will lead the investigation
The researcher may or may not have a team of collaborators who will have the role of those responsible. - Design the research through a flexible plan
The researcher must design the study with the advice of a statistician to achieve effective and scientifically reliable work. The design must consider the conceptual framework of the problem to be studied, the type of sample to be studied, the information collection strategy and the methods of analysis of that data. - Define the objective of the research
The objective of qualitative research is to find the solution to a problem or learn more information about a phenomenon. For the researcher to achieve the objective, he must first ask questions about the object of study and must take into account that, until he develops the research itself, he will not be able to know if he will find all the answers to his questions. - Define the unit or sample of analysis
The selection of a sample consists of defining who or what will be measured and, for this, it is necessary to consider both the characteristics of the sample and its possible scope, that is, that it is a sample capable of measurement and study by the researcher.
The concept of theoretical sampling It consists of the fact that the researcher can select additional case studies during the research process to be part of the sample. - Establish a strategy for collecting information
The selection of techniques for collecting information can be very varied, with interviews, direct observation of certain situations, focus groups or documentaries.
The important thing is that the selected techniques allow access to quality and reliable information, in addition to being achievable for the researcher.
2. Beginning of field work for qualitative research
- Access the field of study in a progressive and orderly manner
The researcher must be persistent and respect the research design step by step to maintain the order of the information as it is collected. For this reason, it is suggested that you always write down and record the details of each encounter or situation on technical sheets. Organizing the information into cards makes it easier for the researcher to carry out the subsequent tasks of processing a large amount of data. - Maintain scientific rigor in all research
The amount of data collected is not synonymous with success. It is important that the information can be analyzed and that it results in a significant and reliable contribution to the topic of study. The researcher's criteria, which must consider epistemological and ontological foundations, contributes to avoiding information saturation and the credibility of a study carried out under scientific rigor.
3. Analysis of the information collected in qualitative research
- Simplify and summarize all the information collected and previously organized in technical sheets.
- Process the results according to the most convenient analysis methods, such as coding, comparison or interpretation of discourses.
- Review the results and define a conclusion.
4. Presentation of the results of a qualitative research
Publish and disseminate the results with a research report that must include: the presentation, the introduction, the development of the study work and the conclusion of the research that justifies it.
Examples of qualitative research
Some common examples of qualitative research are:
- Evaluation of a product. Qualitative research with a phenomenological approach is useful to understand consumers' relationship with a brand's product.
The results help the company to optimize the quality of its product according to user experiences. - Preferences of a social group. Qualitative research with a case study approach is useful to analyze the beliefs and ideologies of a community, for example, to know the position of the majority regarding a political party.
The results can help the party improve or modify its proposals according to the needs of citizens. - Quality of life level Qualitative research with a focus on action is useful to know the vulnerability conditions of a population and obtain data on risk factors.
The results are a contribution to the State's decision-making with the objective of controlling and reversing the situation of vulnerability of the population. - Motivations of a school group. Qualitative research with an ethnographic approach is useful to understand in depth the interests, motivations and behaviors of secondary school students.
The results can be a contribution to improve the bond between students and with teachers. - Preferences of young entrepreneurs. Qualitative research with a grounded theory approach is useful to understand the reasons why new generations prefer jobs that allow greater financial autonomy and time flexibility.
The results can show patterns and motivations of young people, which allow us to understand in depth the change in the social paradigm regarding work. - Influence of social networks. Qualitative research with a grounded approach is useful to understand the impact generated by the prolonged use of social networks on the self-esteem of adolescents.
The results can contribute to raising social awareness and formulating an action plan from educational institutions and extending it to homes.
Difference between qualitative and quantitative research
The general difference between qualitative and quantitative research is the structure of the research design, from the initial question to the final conclusions. Qualitative research starts from a problem or phenomenon about which you want to know more information, while quantitative research starts from a hypothesis that must be supported or refuted according to the results of the study.
The main differences between qualitative and quantitative research are:
| Qualitative research | Quantitative research | |
|---|---|---|
| Study object | Phenomena or subjective realities. | Objective realities based on a previously formulated hypothesis. |
| Aim | Understand a given context in depth. | Support or refute a hypothesis. |
| Researcher's stance | It impacts the development of the research, although try to be as objective as possible. | It impacts objectively, because it is governed by logical methods. |
| Research design | Open and flexible during the development of the study. | It is raised before starting the research and is strictly respected throughout the development. |
| Type of data collected | Descriptive and detailed information about a thing or situation. | Numerical and statistical data that allow opinions, behaviors and other variables to be measured. |
| Research tools | Surveys, interviews, focus groups, documentaries, testimonies and direct observation. | Surveys, experiments, measurement scales, clinical trials, censuses and analysis of user activity. |
| Sample size | It is usually reduced and its elements are selected at the discretion of the researcher. | It is usually large and its elements are selected randomly or it can even reach the entire population. |
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