09- QUALITATIVE RESEARCH

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 09- QUALITATIVE RESEARCH


Definition:

Qualitative research is a kind of study for real-world problems that avoids treating numerical data in pursuit of information from the participants' experiences, perceptions, and behavior. This study looks for the answer to the "why"s and "how"s, so the questions need open-ended responses that do not fall into numbers or percentages but statements.

Characteristics:

Qualitative research:

- Uses opinions, points of view, and testimonies as fuel for the problem description.

- Considers the individual experience paramount to fulfill the investigation instead of the group perspective.

- Deems reality interpretable as there is not a definitive fact.

- Relies on interviews, focus groups, and observation (for example) to collect data.

- Dodges categorizing information as it varies critically from each source.

 


Main uses

* Interpretation of quantitative data for a deeper explanation of the results
* Understanding of customer needs, complaints, and recommendations
* Sounding for trends and fashion for the creation of new products
* Labeling and analyzing the effectiveness of decrees, and laws, as well as their impact on society

Advantages and disadvantages

Pros:
- Participants feel more motivated to provide ample and detailed information to cover multiple aspects of the research.
- The design can be modified in many ways as it adapts itself to the project 
complexity.
- It is possible to predict the investigation results because some patterns in people's information are evident.
- The researchers can obtain the causes that brought the problem or situation to occur as the data collected goes beyond and reveals the original factors.
Cons:
- It is difficult to replicate because the sample's answers differ from time to time.
- It does not offer statistics since the information gotten cannot be quantified.
- It requires well-informed investigators to carry out the questions since the answers are not filtered out.
- It requires time to refine the investigation conclusions as the researchers need to read/listen carefully word by word to elicit the results.







References:

Regoli, N. (2019, April 23). 16 Key Advantages and Disadvantages of Qualitative Research Methods. The Connect U.S. Fund. https://connectusfund.org/16-key-advantages-and-disadvantages-of-qualitative-research-methods
Tenny, S., Brannan, J., Brannan, G. (2022, September 8). Quantitative Study. National Library of Medicine: The National Center for Biotechnology Information. https://www.ncbi.nlm.nih.gov/books/NBK470395/

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