Qualitative Research – Methods and Analysis

Qualitative Research

Qualitative Research

Qualitative research is a method of inquiry that focuses on understanding the meanings that people attach to their experiences. It involves the collection and analysis of data that is non-numeric in nature, such as words, images, and symbols. This type of research is often used in the social sciences to explore topics such as culture, beliefs, and values.

Qualitative Research Methods

Qualitative research methods are those that seek to answer questions about how people think, feel, and experience the world around them. These methods are used in a variety of fields, including sociology, psychology, anthropology, and political science. Qualitative research methods can be used to study individual behavior, as well as group dynamics and social interaction

Types of Qualitative Research Methods are as follows:

  • One-to-one Interview
  • Focus Groups
  • Ethnographic studies
  • Text Analysis
  • Case Study
  • Process of observation
  • Record keeping
  • Surveys
Types of Qualitative Research

One-to-one Interview

One-to-one Interview research method is an interviewee-focused Qualitative Research Method that attempts to understand the interviewee’s experience and perspective on a particular issue or topic. This qualitative research method is conducted in an informal conversation style and with minimal researcher bias. In order to ensure the validity of the data, the interviewer must take care to probe for clarification, probe for depth, and reflect back on what they are hearing from the interviewee.

Focus Groups

Focus groups are one of the oldest and most popular methods for Qualitative Research. A focus group is a small group of people who are brought together to discuss a product, service, or issue. They are typically recruited through advertisements or invitations, and they usually receive some form of compensation for their participation.

Ethnographic studies

Ethnographic studies is a Qualitative Research Method that uses participant observation and interviews to gather data about people’s cultural practices and beliefs. It can be used to study a wide range of topics, from the way people use language to the way they organize their households. Ethnographic studies can provide insights into how people view the world and how they interact with others within their culture.

Text Analysis

Text Analysis is a Qualitative Research Method that uses text data to study human behavior and interactions. The method can be used to understand how people use language, how they think, and how they interact. Text Analysis can also be used to understand social networks, identify key influencers, and track sentiment.

Case Study

Case study research is a form of qualitative research that uses an in-depth, individualized examination of a single case or a small number of cases as a means of understanding a complex issue or event. Case study research employs multiple sources of data, including documents, interviews, and participant observation, to develop an understanding of the case that goes beyond what can be discerned from any one source.

Process of observation

Observational research is a Qualitative Research Method in which the researcher collects data by observing and interacting with participants in their natural environment. The goal of observation research is to understand the participants’ natural behavior and how they interact with their environment.

Record keeping

Record-keeping research method is a systematic way to collect and store records of transactions, events, or other data in Qualitative Research. The aim of this type of research is to provide an accurate and complete history of the subject matter. It helps researchers answer questions about what has happened and makes it possible to track changes over time.


Qualitative Surveys use questions that cannot be answered with a number, such as “What was your favorite part of the movie?” This type of survey is often used to learn about people’s experiences or feelings.

Also see Mixed Methods Research

Qualitative Data Analysis

Qualitative data analysis is a process of turning unstructured data into meaningful insights. It involves extracting and organizing information from sources like interviews, focus groups, and surveys. The goal is to understand people’s attitudes, behaviors, and motivations

Qualitative Data Analysis Methods

There are a variety of Qualitative Data Analysis Methods that researchers can use when examining data. Following are some Methods and Techniques:

  • Content Analysis
  • Narrative Analysis
  • Discourse Analysis
  • Framework Analysis
  • Grounded Theory 
Types of Qualitative Data analysis techniques

Content analysis

Content analysis is a Qualitative Data Analysis Method that involves studying the content of a given text or set of texts. This can include looking at the words used, the frequency of certain words, and how the words are used. Content analysis can be used to understand a text on its own, or to compare different texts. It can also be used to understand how a text is interpreted by different groups of people.

Narrative analysis

Narrative analysis is a type of Qualitative Data Analysis that investigates the meaning of a text, either spoken or written. It looks at the story itself and how it is constructed, as well as the writer’s or speaker’s purpose in telling it. Narrative analysis can be used to explore personal stories, as well as those found in history, literature, and other forms of media.

Discourse analysis

Discourse analysis is the scientific study of the way language is used to create meaning. It involves examining spoken and written texts to identify the ways in which people use language to construct social relationships, shape identities, and negotiate power dynamics. Discourse analysts typically focus on the meanings that are conveyed through words, phrases, and sentences, as well as the ways in which these meanings are shaped by broader social context.

Framework analysis

Frameworks are essential for qualitative researchers to use when organizing and analyzing qualitative data.

There are two main types of frameworks:

Substantive frameworks are focused on the content or meaning of the data, while methodological frameworks focus on how the data was collected or what techniques were used.

There are also many different types of substantive frameworks, including:

Grounded theory 

Grounded theory is a Qualitative Data Analysis Method that aims to generate a theory or theories about a social phenomenon. Grounded theory typically starts with the collection of data, which is then analyzed using various techniques to identify patterns and themes. These patterns and themes are then used to develop a theory or theories about the social phenomenon being studied. Grounded theory is often considered to be an inductive approach, which means that the theory is developed from the data itself rather than being preconceived.

When To use Qualitative Research

Qualitative research should be used when you want to get an in-depth understanding of a problem or phenomenon. It can be used to understand people’s thoughts and feelings and to explore new ideas. The qualitative method is also useful for getting feedback on prototypes or early versions of products. It can also be used to develop hypotheses or theories about behavior or phenomenon.

Advantages Qualitative Research

Qualitative research has many advantages over quantitative research.

  • It is more flexible and can be used to answer a wider range of questions.
  • Qualitative research allows for in-depth exploration of topics and provides detailed information about people’s thoughts and feelings.
  • It can also be used to build a deep understanding of complex issues.

Disadvantages Qualitative Research

Some Disadvantages of Qualitative Research are:

  • It can be time-consuming this is because it involves interviewing people and observing them in their natural environment.
  • It can be expensive since it often involves hiring experts like anthropologists or sociologists.
  • It can be difficult to interpret. This is because it relies on subjective data, which can vary from person to person.

About the author

Muhammad Hassan

I am Muhammad Hassan, a Researcher, Academic Writer, Web Developer, and Android App Developer. I have worked in various industries and have gained a wealth of knowledge and experience. In my spare time, I enjoy writing blog posts and articles on a variety of Academic topics. I also like to stay up-to-date with the latest trends in the IT industry to share my knowledge with others through my writing.