QUALITATIVE RESEARCH

QUALITATIVE RESEARCH

A type of social science research

Collects and works with non-numerical
data
 CHARACTERISTICS OF
QUALITATIVE RESEARCH
Naturalistic setting
Researcher as instrument
Inductive approach
Participants meaning
Thick description
Holistic
Context sensitivity
Flexibility
Reflixivity and positioning
TYPES OF QUALITATIVE
Phenomenology
Ethnography
Grounded Theory
Case Study
ADVANTAGES OF
QUALITATIVE
RESEARCH
Becomes possible to understand attitudes
A content generator
Saves money
Provide insights that are specific to an industry
Allows creativity to be a driving force
A process that is always open-ended
Incorporates the human experience
It has flexibility
Allows for human instinct to play a role
Based on available data, incoming data, or other
data formats
DISADVANTAGES OF
QUALITATIVE RESEACH
Not a statistically representative form of data
collection
Relies upon the experience of the researcher
It can lose data
May require multiple sessions
Difficult to replicate results
Create misleading conclusion
It can be influenced by researcher bias
May not be accepted
Creates data that is difficult to present
Creates data with questionable value