6 Different Types Of Qualitative Research Methods
Business research is a critical aspect of decision making in the real world. The type and
method of the research may vary based on the needs of the business and the hypothesis being
tested.
This article covered some types of Qualitative Research Methodologies used in business
research.
Qualitative Research: The Definition
Qualitative research is the process of gathering information from individuals while they are in
their natural environment. It is defined as a scientific research technique for amassing non-
numerical data focusing on comprehending the why and how of human behavior in
particular conditions. Qualitative research helps us answer the questions of – “How” and
“Why” – answer which cannot be derived by Quantitative research.
Qualitative research is inherently subjective:
- Methods are aimed to get a better understanding of participants’ views
- The process is kept on a level playing field, with no judgments on individual replies.
- Cultures, society, and people are the focus areas.
Qualitative Research Methodologies
These are some of the most prevalent kinds of qualitative research in several domains:
1. Ethnography
Ethnography, one of the most prominent qualitative research approaches, entails the
researcher immersing themselves in the subject’s or subjects’ everyday lives and routines. The
researcher experiences their rituals, traditions, mannerisms, responses to circumstances, and
other aspects of their culture firsthand, often for years. Geographical limits may be a barrier
to the researcher’s success.
Example: Companies may use this on-the-ground technique to analyze how customers utilize
certain goods or services and then design new items or remodel old ones as a result.
2. Narrative
In the narrative approach of qualitative research, the researcher collects data or facts from one
more people via interviews, documents, and other means. Inferences from each source are
triangulated together to for usable insights and recommendations.
Example: A business may utilize this method to understand better their target audience’s
concerns, which may subsequently be used to enhance product development and production.
3. Phenomenology
The Phenomenology qualitative research approach is used to investigate an event or activity
from many perspectives as it occurs. Interviews, films, on-site visits, and other methods may
supplement current data with viewpoints and insights from the participants on the activity or
event. It is essentially a research approach based on personal experience or perspective.
Example: Businesses may need to map internal or competitor processes to identify gaps and
improve processes leading to better output. This is done through qualitative interviews of
people involved in the processes
4. Grounded Theory
Grounded theory is initiated by a question or a collection of facts. Repetitive thoughts or
components are coded, and codes are grouped or classified using systematic data gathering
and analysis. These classifications may be used to generate new hypotheses.
Example: A product-based firm may use this strategy to learn how consumers utilize their
goods or specific elements of their product or products.
5. Case study
The case study approach collects in-depth and extensive information on a topic, which may
be anything from an individual to an organization to an event to something more extensive
like a country. This qualitative research method might be either explanatory or exploratory.
Case studies are an excellent tool for establishing plans, analyzing influences, designing new
approaches, etc.
Example: Human resources department of companies may use qualitative research to find
patterns of decline in employee satisfaction and identify root causes of the same. These
insights can then be used to structure plans to boost employee satisfaction.
6. Historical Model
The historical approach of qualitative research examines past trends and previous occurrences
to understand current trends better and predict future outlooks. This methodology employs
resources to answer questions based on a hypothetical notion before testing any possible
deviations. Businesses may utilize historical data from previous ad campaigns and the
targeted demographic to try new ads and decide which is the most successful.
The Final Word
Qualitative Research Techniques employ open-ended questions to uncover insights not
apparent from looking at data. This is a human-centric approach and, while highly subjective,
allows to identify convergence/divergence of opinions, views, and preferences; enabling
decision-makers a 360-degree view to make informed decisions.
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