Qualitative research

Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed than large samples.

History

The history of qualitative research is traced back to the 20th century, particularly in the disciplines of sociology and psychology. The method was developed as a means to understand complex social phenomena and human behavior.

Types of Qualitative Research

There are several types of qualitative research methods, including:

• Ethnography
• Grounded Theory
• Phenomenology
• Case Study
• Narrative Research
• Action Research

Data Collection Methods

Qualitative research uses different methods of data collection such as:

• Interviews
• Observations
• Document Analysis
• Focus Groups

Analysis

In qualitative research, data analysis often involves identifying themes or categories, or providing in-depth descriptions of the data.

Criticisms

Critics argue that the data collected in qualitative research is subjective and difficult to replicate.

See Also

• Quantitative Research
• Mixed Methods Research
• Research Design
• Social Research

• NVivo 9 screenshot
  NVivo 9 screenshot