The Guide to Qualitative Methods of Research

What is Qualitative Research?  | Methodologies | Data Collection Methods | Analysis Approaches | Qualitative Coding | Using Qualitative Analysis Software | Start Free Qualitative Data Analysis Course

Qualitative research is research that utilizes non-numerical methods such as observations, in depth interviews, or focus groups. It can also involve analyzing content such as documents or records. Qualitative analysis deals with words, meaning, and interpretation.

There are various approaches to qualitative methodologies, each with different perspectives, strengths and weaknesses.

Grounded Theory 

Develop a new theory derived from data

Grounded theory is a qualitative method where you develop new theories based on the collection and analysis of real world data.  Data collection, data analysis, and theory development occur iteratively. Iterative data collection and analysis occurs until you reach theoretical saturation: the point at which additional data adds no additional insight into your new theory.

Read more about grounded theory.

Narrative Research 

Learn how stories are told

Researchers use narrative analysis to understand how research participants construct story and narrative from their own personal experience. That leads to dual layer of interpretation. First the research participants interpret their own lives through narrative. Then the researcher interprets the construction of that narrative.

Narrative analysis, like many qual methods, takes a set of data like interviews and reduces it to abstract findings. The difference is that while many popular qualitative methods aim to reduce interviews to a set of core themes or findings, narrative analysis aims to reduce interviews to a set of core narratives.

Read more about narrative research.

Action Research 

Use research to drive change

With Action Research, researchers and participants collaborate to understand  underlying issues, problems, and weaknesses in institutions or systems and act on their research findings to create real world change.

Read more about action research.

Ethnography 

Learn through cultural immersion

Ethnographic research involves on the scene learning and observation. Researchers study their participants’ culture and behavior by immersing themselves in the community. Ethnography enables a deep study of behavior, and enables researchers to learn conventions and social dynamics.

Phenomenological research 

Explore the participants’ point of view

Phenomenological research involves learning about the lived experience of participants from their perspective. Phenomenological research looks to set aside the researcher’s biases, assumptions, and perspective on the situation.

Read more about phenomenological research.

In Depth Interview

Learn from multiple people through one on one interviews

For in depth interviews, the interviewer interviews a series of participants one on one to explore behaviors, description, and motivations. In preparation for the interviews, the researcher will create a discussion guide. 

Semi-structured interviews

Start with a discussion guide, but be free to go off script

Similar to in-depth interviews, interviewers will prepare a research discussion guide for semi-structured interviews. However they will allow flexibility in the interview to go off-script. This allows for a balance between the structure of standardized questions, while allowing the interviewee to take the interview beyond the semi structured interview questions on the discussion guide. 

Learn more about semi-structured interviews.

Focus Groups

Learn through group discussions

Focus groups are group discussions with participants in a target audience, led by a moderator. Focus groups are commonly used in market research for gathering feedback on product launches, marketing campaigns, service designs, or other concepts. They are also popular for political research.

Stakeholder interviews

Learn from your research stakeholders

Stakeholder interviews are in depth interviews or semi structured interviews held with the stakeholders of your research. If you work with a research advisor, client, or team members with a vested interest in the outcome of your research, these are your stakeholders. You learn from stakeholders to optimize the success of your research.

Case Study

Study a person or group in depth

A case study is an in depth research approach to understand one particular person or group in their real life context. You use a variety of data collection methods such as in depth interviews, ethnography and observation to pull together a case study of a particular phenomenon and the context around it. A popular example of case studies are the Harvard Business Case Studies.  It’s often used to understand a complex, multi-faceted phenomenon. 

Qualitative Observation

Go on location and observe with your senses

Qualitative observation is a research method in which researchers collect data using their five senses, sight, smell, touch, taste, and hearing. It is a subjective method of gathering information as it depends on the researcher’s sensory organs. This approach does not involve quantitative measurement; it only deals with data you can observe with your senses. 

Learn more about qualitative observation. 

Qualitative Surveys

Gather data using structured questions

Qualitative surveys are a structured way to gather information from participants by using open ended questions that elicit long form written, typed, or recorded responses. Surveys can be used to learn about the opinions, narratives, feedback, or attitudes of participants.

Secondary Research

Compile knowledge from other sources

Secondary research involves compiling knowledge from other data sources such as documents, published papers, libraries, websites, or data repositories. This is a resourceful way to gather information if you do not have the resources to collect first hand information. There are many resources online for gathering secondary research.