Nathan D.
Nathan D.

Qualitative Research - Definition, Methods, Pros and Cons

11 min read

Published on: Jan 12, 2023

Last updated on: Jan 12, 2023

Qualitative Research

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Are you looking to conduct qualitative research for your upcoming project? This guide is designed to provide you with all the information you need to get started.

Qualitative research is a type of research that involves studying things in-depth and from different angles. It allows the researchers to get a better understanding of their research topic, and to see things from the participants’ perspectives.

In this blog post, we'll provide a complete guide to qualitative research. We’ll discuss what it is, how to conduct it, its benefits, and its limitations. We will also provide some examples of qualitative research studies and interesting topics for your paper.

So whether you're new to qualitative research or just looking for some tips on how to get started, keep reading!

What is Qualitative Research?

Before we delve into learning about how to conduct qualitative research, let’s first understand what it is.

Qualitative Research Definition

Qualitative research is a way to gather in-depth insights into problems and phenomena. It is more descriptive in nature, unlike quantitative research, which is based on numerical data.

It can be used to understand the concepts behind the opinions, behaviors, and experiences of people.

Qualitative research is the most popular form of data collection for humanities, history, social sciences, health sciences, management sciences. It can be applied to any field where understanding human behavior requires more than just numbers.

It enables scientists to explore someone's thoughts and feelings in more natural ways because it doesn't require objectivity.

Characteristics of Qualitative Research

Following are some of the characteristics that define qualitative research:

  • It is conducted in natural settings.
  • It focuses on understanding the meanings behind phenomena.
  • Qualitative data is descriptive in nature, such as text, images, and videos.
  • Where quantitative research answers questions like “what”, qualitative research seeks to explain the “how” and “why”.
  • The researcher plays a crucial role in selecting the research design, gathering data, and interpreting the findings.
  • The perspective of the participants defines the result of the study.
  • The selection of the participants is not random but done carefully.
  • The course of the study may change as you proceed with your research. Hence, qualitative research is more flexible.

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Research Design: Qualitative, Quantitative and Mixed Methods Approaches

Among the many ways, there are three common ways researchers can examine and relate their findings - quantitative, qualitative, and mixed.

Quantitative research is when the researcher uses numbers to explain their findings. The researcher uses these numbers to describe what happened and make predictions about what will happen.

The researcher uses quantitative methods like advanced statistical tests to make sure the results are real, accurate, and valid.

Qualitative research is when the researcher uses a descriptive style to explain their findings. Qualitative methodologies are used to analyze and understand non-numerical information.

This type of methodology is useful when trying to understand relationships between individuals and their environments.

Mixed methods is when the researcher uses a mix of both. It is a methodology that focuses on mixing both quantitative and qualitative data and research methods in a single study.

The main idea is that using quantitative and qualitative approaches together provides a better understanding of research.

Qualitative Research Methodology

There are several effective qualitative research methods. Many researchers make use of triangulation in qualitative research. This means that they use multiple data collection methods for a wider and more reliable data set.

Following are different types of qualitative research methods:

  • In-Depth Interviews
    The in-depth interview is a common type of qualitative research method. It involves one on one conversations with respondents. This helps in gathering the respondents’ opinions and perspectives related to the research topic. This approach can be done effortlessly through phone calls, emails, webchats, etc.
  • Focus Groups
    A focus group involves bringing together a small group of people for discussions and observations. The participants of the group are selected carefully on the basis of similarities among them.
  • Observational Research
    Observational research involves making use of the five senses of sight, smell, taste, touch, and hearing for the participants’ observation. A researcher examines the selected sample group and takes field notes.

For example, Ethnographical qualitative research is an excellent way to get to know more about your sample group. A researcher lives among the chosen ethnic group for a while to learn about their lifestyles, cultures, and behaviors.

  • Open-Ended Questionnaires
    Such questionnaires involve asking open-ended questions from the respondents such that they can answer without any limitations. The respondents are free to discuss their beliefs and opinions.

Hence, these questionnaires are great for gathering information that can help you better understand what your audience is thinking.

  • Literature Review
    A literature review involves studying the available data on the research topic. It can be in the form of publications, articles, and research studies conducted by others.

This research review method allows for the analysis and interpretation of the words and images in published work. You can then draw possible inferences from them.

  • Case Studies
    The case study research method is a powerful way to get deep insights into the subject. It involves examining specific incidents, situations, and groups.

You can look at interviews, documents, or reports in order for you to examine the research problem in detail.

  • Phenomenological Qualitative Research
    Phenomenology is the analysis of the experiences a person has actually lived through. This methodology can help understand how different people experienced a particular situation.
  • Historical Research
    The historical method is a way to study past events, which can provide valuable insights for future forecasting. This process includes gathering data from sources such as past documents or artifacts.

They can tell us what happened in the past. We can then analyze them carefully so as to apply them to current situations too.

  • Narrative Method
    The narrative method is a way to explore how people tell stories and their experiences. This can be done by interviewing respondents, asking questions, examining their responses, and then figuring out what they mean.
  • Grounded Theory in Qualitative Research
    Among the many approaches to qualitative research, grounded theory is important and widely used. The method starts with gathering data through interviews, observations, surveys, etc. The researcher then analyzes the data collected and employs inductive reasoning to form theories and hypotheses from it.

Qualitative Research Questions

Qualitative research requires designing questions to ask the sample group for data collection.

Such questions seek to understand the thoughts, feelings, and opinions of the respondents. Hence, they are often exploratory in nature.

Following are the fundamental characteristics of qualitative questions:

  • They are open-ended for free expression of opinions from the respondents.
  • They include questions like “why” and “how”.
  • The responses from such questions are difficult to quantify.

Here are some qualitative research questions examples:

  • Why did you choose to buy this particular brand?
  • What do you like the most about your job?
  • How do you cope with stress?
  • Why did you invest your money in crypto?
  • How do you deal with gender discrimination at your workplace?

Data Analysis in Qualitative Research

A basic process of analyzing qualitative data is as follows:

  • Organize the data you’ve collected.
  • Code the data. Coding in qualitative research refers to categorizing and defining what the data is about. It involves linking data to an idea.
  • Identify patterns and themes in the data.

Some common qualitative data analysis techniques include:

  • Qualitative Content Analysis is a method for identifying common words and sentences. For example, it can be used to analyze what people say about certain brands or products on social media sites. A market researcher can use this information to determine the perceptions of people about a brand or product.
  • Thematic Analysis in qualitative research is a method of discovering repeating patterns in data. The process starts by identifying keywords or concepts. The information can give you valuable insight into why something happened or might happen next.
  • Discourse Analysis analyzes the meaning of words and phrases in communication and how they are used. Words have multiple meanings, depending on their context. The way that they are used in sentences can change what those words mean. Discourse analysis interprets this contextual meaning in our communication.

Qualitative vs Quantitative Research

“What is the difference between qualitative and quantitative research?”

Qualitative research and quantitative research differ in the following ways:

Quantitative ResearchQualitative Research
Types of dataNumerical Textual
Methods of data collectionPredefined options and closed questions in surveys, direct measurement, digital data collectionOpen-ended questions in surveys and interviews, focus group discussions, observation, case studies
Types of questionsWhat? How? Why?
Data analysis methodsStatistical data methods (averages, correlations, regression analysis).Summarization, reduction, and scoring; in-depth analysis of individual cases
Validity of ResultsMore accurate and easy to validate resultsMore prone to self-biases; hard to measure the validity of results
TransferabilityResults can be replicated and used in other researchesDifficult to use results for other contexts

Benefits and Limitations of Qualitative Research

Let’s look at some of the benefits and drawbacks of using qualitative research.

Benefits of Qualitative Research

Some advantages of qualitative research are as the following:

  • Qualitative research delves deeper into a topic that goes beyond a numerical study.
  • The research process allows an in-depth understanding of people’s opinions, actions, and thoughts.
  • It provides for more freedom in interpreting data and findings.
  • You do not need a complex or rigid design to conduct your study.
  • Qualitative research design is flexible in the sense that it can be changed. It can be adapted to new findings as you proceed with your research.

Limitations of Qualitative Research

The importance of qualitative research is made apparent by looking at the benefits it provides. However, it has several limitations as well. They are as follows:

  • Qualitative data is generally more difficult to examine as it is not quantifiable.
  • Many people are unwilling to participate in interviews or observations. It can be more difficult to recruit participants to partake in the study.
  • There is an issue of trustworthiness in qualitative research. This is an open-ended study, hence, it is difficult to validate the results. Prolonged engagement of participants and member checking in qualitative research are some ways to establish credibility.
  • Since the data is subjective, there is also an issue of transferability in qualitative research. The research is difficult to apply in other contexts.
  • The researcher's own opinions have an impact on how the results are interpreted. Hence, there is a greater chance of self-bias error.

 Qualitative Research Examples

Looking at an example of qualitative research can help you better understand how to conduct your own research. That’s why we’ve compiled a few examples for your guidance below:





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Qualitative Research Topics

Here are some interesting prompts for you to conduct your qualitative research on and write a compelling paper:

  • The Increasing Gender Identity Issues in Our Society Today
  • Consumer Behavior Changes During COVID-19
  • Research Study on Men Who Commit Rape are More Likely to Use Violence in Their Relationships With Women
  • The Link Between Mental Stability and Being Overweight
  • The Effect of Depression on Our Physical Health
  • Effects of Gender Discrimination in Workplaces
  • Studying the Motive Behind the Increasing #MeToo Movements Today
  • Causes and Effects of Drug Abuse in Teens Today
  • Advantages and Disadvantages of Remote Learning on Students
  • The Impact of Divorce or Separation of Parents on Development of Children

Qualitative research involves the collection and analysis of data from interviews, observations or other forms of qualitative evidence. It seeks to provide in-depth information about people's thoughts, feelings, and experiences.

In this blog post, we've provided an overview of everything you need to know about qualitative research. So, you can easily decide if this approach is right for your project or not. We hope it has been helpful.

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With our assistance, you can select the best research design for your specific needs, both qualitatively and quantitatively speaking.

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Nathan D.


Nathan D. (Education, Literature)

Nathan completed his Ph.D. in journalism and has been writing articles for well-respected publications for many years now. His work is carefully researched and insightful, showing a true passion for the written word. Nathan's clients appreciate his expertise, deep understanding of the process, and ability to communicate difficult concepts clearly.

Nathan completed his Ph.D. in journalism and has been writing articles for well-respected publications for many years now. His work is carefully researched and insightful, showing a true passion for the written word. Nathan's clients appreciate his expertise, deep understanding of the process, and ability to communicate difficult concepts clearly.

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