Qualitative research focuses on the quality of a subject, explaining the why and how rather than the what, when and where. It is often used in anthropology, human sciences and sociology. Data collection is deliberate and the researcher’s interpretation is central. Qualitative research is useful where quantitative data does not account for a phenomenon. Validity is an important variable to consider.
Qualitative research uses methods that seek to discern the quality – as opposed to the quantity – of its subject. Therefore, it is more often a question of explaining the why and how of a phenomenon rather than the what, when and where.
Qualitative research methods are most often used in fields such as anthropology, human sciences and sociology, although each of these fields can also be studied through quantitative methods. Because this type of research is exploratory and focuses on discerning the why of things, such as human behavior, rather than the what of the natural world, it is often criticized for being too subjective. Many argue, however, that because qualitative methods generate hypotheses, they are not only as valuable as quantitative methods, but are necessary for the production of theoretical models that come to inform the direction of quantitative research methods.
Data collection and analysis is another way that quantitative and qualitative research differ. In qualitative research, data samples are usually not collected through random selection, but rather deliberate reasoning, i.e. they are chosen for how well they characterize the characteristics of a certain class. For example, a qualitative study of racial inequality will likely not cover affluent minorities or the entire population of a minority, but rather may focus on depressed areas where minorities are most prevalent. This approach was chosen because qualitative researchers are not concerned with discerning the quantity of people in a minority class, but rather the quality of life for minorities who are affected by inequality.
The role of the researcher in interpreting the meaning of the data is more centralized in the qualitative approach than in quantitative methods, which ideally seek to render purely empirical observations devoid of perspective. In stark contrast, qualitative researchers need to reflect on their research and make explicit in their analysis the reasoning behind the interpretations of their data.
Qualitative research is thought to be particularly useful in circumstances where quantitative data do not account for a particular phenomenon. For example, while economics is often concerned with gathering concrete information, such as statistics and financial data, it can be said to be flawed because it ignores the humanistic and psychological aspects of people which are a key component. This human component requires a qualitative understanding, leading to the development of concepts such as ‘consumer trust’.
An important variable to consider when analyzing the reliability of qualitative research is validity. It’s important to consider how a conclusion was reached and whether it really represents a reliable and realistic interpretation of your argument. It may or may not be pertinent to ask whether or not a conclusion is reproducible, or whether it was influenced by bias. Consideration should also be given to whether data from qualitative studies are well substantiated and to what extent they represent the substantial majority of the available data.
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