This article is an introduction to Qualitative Research, a powerful approach focused on understanding human experiences, perceptions, and behaviors through exploration and interpretation.
Table of Contents
- Definitions of Qualitative Research by Authors
- So What is Qualitative Research?
- Characteristics of Qualitative Research
- Qualitative Research vs. Quantitative Research
- 2 Examples of Qualitative Research
- Advantages & Disadvantages of Qualitative Research
Let’s begin with the definition.
Definitions of Qualitative Research by Authors
Qualitative research, according to scholars such as Creswell, Howitt, Willig, and Charmaz,, is like diving into the ‘why’ and ‘how’ of human life, using conversations, observations, and stories. Here are a definitions proposed by some renowned authors:
John Van Maanen
Qualitative research is “an umbrella term covering an array of interpretive techniques which seek to describe, decode, translate, and otherwise come to terms with the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world.
Van Maanen, Reclaiming Qualitative Methods for Organizational Research (1979, p.520)
John W. Creswell & Cheryl N. Poth
Qualitative research begins with assumptions and the use of interpretive/theoretical frameworks that inform the study of research problems addressing the meaning individuals or groups ascribe to a social or human problem. To study this problem, qualitative researchers use an emerging qualitative approach to inquiry, the collection of data in a natural setting sensitive to the people and places under study, and data analysis that is both inductive and deductive and establishes patterns or themes. The final written report or presentation includes the voices of participants, the reflexivity of the researcher, a complex description and interpretation of the problem, and its contribution to the literature or a call for change.
Creswell & Poth, Qualitative Inquiry & Research Design, Choosing Among Five Approaches (2018, p. 48)
Norman K. Denzin and Yvonna Sessions Lincoln
Qualitative research is a situated activity that locates the observer in the world. Qualitative research consists of a set of interpretive, material practices that make the world visible. These practices transform the world. They turn the world into a series of representations, including field notes, interviews, conversations, photographs, recordings, and memos to the self. At this level, qualitative research involves an interpretive, naturalistic approach to the world. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them.
Denzin & Lincoln, Handbook of Qualitative Research (2011, p. 3)
Joseph A. Maxwell
Qualitative research is research that is intended to help you better understand (1) the meanings and perspectives of the people you study—seeing the world from their point of view, rather than simply from your own; (2) how these perspectives are shaped by, and shape, their physical, social, and cultural contexts; and (3) the specific processes that are involved in maintaining or altering these phenomena and relationships.
Maxwell, Qualitative Research Design, An Interactive Approach (2013, p. 14)
So What is Qualitative Research?
Based on the definitions in the previous section, we can put it this way:
Qualitative research is a methodological approach encompassing interpretive techniques aimed at understanding and describing the meanings individuals or groups attribute to naturally occurring phenomena in the social world.
It begins with assumptions and theoretical frameworks, emphasizing the significance of understanding perspectives within their contexts. This research involves data collection in natural settings, employing inductive and deductive analysis to identify patterns or themes.
The final presentation integrates participant voices, researcher reflexivity, a detailed interpretation of the problem, and its contributions to the literature or calls for change, thus offering an enriched understanding of human experiences and behaviors.
In layman terms, Qualitative Research is a way of studying and understanding people and their behaviors by exploring their thoughts, feelings, and experiences in-depth. It involves gathering information through conversations, observations, and analyzing non-numerical data like words and images. The goal is to uncover rich insights and patterns, helping us grasp the complexities of human life and society.
Characteristics of Qualitative Research
Qualitative research is characterized by several key attributes that distinguish it from other research methodologies. These characteristics highlight the unique nature of qualitative inquiry:
1. Complex Definition and Terminology
Qualitative research defies a simple definition due to its multifaceted influences from philosophy, discipline, and history. Debates about suitable terms, such as “naturalistic,” “interpretive,” or “qualitative,” highlight its diverse nature. Despite this, the term “qualitative” has been deemed suitable because of its inclusivity in covering various research practices (Preissle, 2006).
2. Varied Definitions Reflecting Complexity
Definitions of qualitative research often reflect its intricate nature. Denzin and Lincoln (2013) define it as a situated activity that makes the world visible through interpretive, material practices. This form of research aims to understand phenomena within their unique context and interactions, emphasizing participants’ perspectives and meanings (Patton, 1985).
3. Focus on Meaning and Understanding
Rooted in philosophies like constructionism, phenomenology, and symbolic interactionism, qualitative researchers explore how individuals interpret experiences, construct their realities, and attribute meaning. The goal is to comprehend the intricate process of meaning-making and how people interpret their world (Denzin & Lincoln, 2013).
4. Researcher as Primary Instrument
In qualitative research, the researcher serves as the primary instrument for data collection and analysis. This allows for immediate responsiveness, adapting to nuances in communication, and the ability to delve into participants’ experiences. However, researchers must acknowledge and monitor their subjectivities and biases (Patton, 1985; Peshkin, 1988).
5. Inductive Process and Rich Description
Qualitative research frequently employs an inductive process, building concepts and theories from observations and intuitive understandings. The aim is to create rich descriptions of phenomena, often presented using words and images to convey insights. Findings emerge from data, such as themes, categories, and concepts (Patton, 1985).
6. Emergent Research Design and Adaptability
Unlike the rigid structure of quantitative research, qualitative research designs are flexible and adaptive, evolving as the study progresses. Researchers remain open to unexpected insights, allowing for emergent changes in research questions, methods, and strategies (Denzin & Lincoln, 2013).
7. Small Sample Sizes and Holistic Analysis
Qualitative research frequently involves smaller sample sizes, enabling researchers to conduct in-depth analyses of individual cases. This approach facilitates a comprehensive exploration of participants’ experiences, providing a holistic understanding (Patton, 1985).
8. Subjective Interpretation of Data
Acknowledging the subjectivity inherent in human experiences, qualitative research embraces the fact that researchers interpret data through their own perspectives. This recognition allows for the coexistence of multiple interpretations (Denzin & Lincoln, 2013).
In addition to these characteristics, qualitative research involves researcher competencies such as questioning, tolerance for ambiguity, observation skills, effective questioning, inductive thinking, and proficient writing. The approach is adaptable, allowing researchers to tailor their strategies based on insights gained during the research process (Patton, 1985; Denzin & Lincoln, 2013).
Qualitative Research vs. Quantitative Research
According to David Silverman, “Quantitative research involves numerical analysis of the relationship between variables”, while “Qualitative research involves verbal description of real-life situations”.
A couple of examples can help illustrate this better:
Example 1: What are the underlying motivations and beliefs that drive individuals from different backgrounds to choose specific modes of transportation for their daily commute?
This kind of a question, which explores the ‘why’ individual choices is best addressed through qualitative research.
Example 2: What is the correlation between situational factors and mobile phone usage among specific groups of people?
This kind of a question is better tackled through quantitative research.
The below table illustrates the difference between qualitative research and quantitative research in more detail:
2 Examples of Qualitative Research
Here are a couple of examples of qualitative research studies to help you understand the process a little better:
Example 1: Understanding Student Study Habits
Research Question: How do high school students develop their study habits and preferences
Method: Conduct individual interviews with a sample of high school students and ask open-ended questions about their study routines, preferences, distractions, and strategies for effective studying.
Analysis: Thematic analysis of the interview responses to identify common patterns and themes in the students’ study habits and approaches.
Findings: The study may reveal themes such as preferred study environments, use of technology, time management techniques, and strategies for tackling difficult subjects.
Example 2: Exploring Employee Job Satisfaction
Research Question: What factors contribute to employee job satisfaction in a specific organization?
Method: Distribute a survey with open-ended questions to employees within the organization, asking about their job satisfaction, work environment, relationships with colleagues, and suggestions for improvement.
Analysis: Analyze the survey responses qualitatively, identifying recurring themes and sentiments expressed by employees regarding their job satisfaction.
Findings: The research might uncover themes such as meaningful work, supportive work culture, opportunities for growth, and effective communication as key factors influencing employee job satisfaction within the organization.
In both examples, qualitative research involves collecting non-numeric data through interviews or surveys, analyzing the data thematically to identify patterns, and drawing insights to understand specific phenomena.
Advantages & Disadvantages of Qualitative Research
Qualitative research offers a range of advantages and disadvantages, which can make it a suitable or less suitable choice depending on the research goals and context. Here are some key advantages and disadvantages of qualitative research:
Advantages of Qualitative Research
1. In-Depth Understanding: Qualitative research excels in providing a deep and comprehensive understanding of complex phenomena. It allows researchers to explore nuances, contexts, and the richness of human experiences.
2. Flexibility: Qualitative research methods are adaptable and flexible. Researchers can adjust their approaches, questions, and strategies during the research process, making it suitable for exploring emerging or unexpected topics.
3. Subjective Insights: This approach acknowledges subjectivity and embraces multiple perspectives. Researchers can gain insights into participants’ viewpoints, emotions, and interpretations, which quantitative methods may not capture as effectively.
4. Contextualization: Qualitative research excels at placing findings within their cultural, social, or historical contexts. This contextualization is valuable for understanding the “why” and “how” behind observed phenomena.
5. Exploratory Research: It’s particularly useful for preliminary or exploratory research when little is known about a topic. Qualitative methods can help generate hypotheses and refine research questions.
6. Real-Life Settings: Qualitative research often takes place in natural settings, providing a closer connection to real-life situations. This enhances the ecological validity of the findings.
Disadvantages of Qualitative Research
1. Limited Generalizability: One of the primary limitations is that findings from qualitative research may not be easily generalized to larger populations. Sample sizes are typically small and non-random, which restricts the extent to which results can be applied beyond the specific study context.
2. Time-Consuming: Qualitative research can be time-consuming. Data collection, transcription, coding, and analysis require significant investments of time and effort, particularly with larger datasets.
3. Resource-Intensive: This type of research often demands more resources, including skilled researchers, transcription services, software for qualitative analysis, and potentially, access to specialized settings or populations.
4. Potential for Bias: The subjectivity of qualitative research can introduce bias. Researchers’ perspectives, experiences, and interpretations may influence the findings. Rigorous methodologies and reflexivity are essential to mitigate bias.
5. Difficulty in Comparisons: Comparing and synthesizing qualitative findings across studies can be challenging due to variations in methods, contexts, and data collection techniques. This can hinder cumulative knowledge development.
6. Ethical Considerations: In-depth qualitative research may delve into sensitive or personal topics. Researchers must navigate ethical concerns related to informed consent, privacy, and the potential emotional impact on participants.
In summary, qualitative research is a powerful approach for gaining deep insights into complex phenomena and human experiences. However, its limitations, such as challenges in generalizability and the resource-intensive nature, should be carefully considered when choosing this methodology for a research project.