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Quantitative research mainly focuses on "how much?", while qualitative research asks the questions "what?", "where?", "how?", and "why?". The former are more specific, while the latter are more exploratory in nature. Samples in quantitative research are often random or based on specific numbers, as opposed to deliberate choices in qualitative research. Typically, samples in quantitative studies are much larger than in qualitative ones. Additionally, quantitative research has the ability to make quantitative generalizations of results to the population, which cannot be done with qualitative research.
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Methods used in the area of qualitative research include:
This is one of the popular qualitative research methods, based on a conversation between a moderator and a respondent. Its goal is to obtain important information and understand the attitudes, intentions and motivations of the examined person. Despite a previously prepared script, the conversation is open, allowing the moderator to explore important issues. IDI interviews are used especially when access to the researched groups is difficult or when the topics are sensitive and controversial, which most people would not like to discuss publicly. As with focus groups, IDI interviews are typically recorded, allowing for detailed analysis of the results based on a series of independent interviews.
This is one of the frequently used qualitative research techniques. It is a controlled group discussion led by a moderator, based on a pre-prepared scenario. The course of these conversations is usually recorded. FGI is often used to test new concepts such as logos, packaging and advertising, as well as to explore consumer behavior. This method is characterized by a creative approach and inspiring nature, which allows for a deeper analysis of the topic under study.
Desk research methodology involves the analysis of information obtained from various secondary sources, such as documents, scientific publications or reports available on the Internet or in libraries. The main goal of this method is to obtain a broad view of a given problem or issue and to verify and supplement knowledge on a given topic. This is a particularly useful approach in research on historical events or theoretical analyses.
Qualitative research is used when we want to:
In qualitative research, a flexible approach to obtaining information is important. Vital data can be obtained through open questions that allow for any answers. The prepared plan and questions are only a starting point for an in-depth discussion, which is usually exploratory in nature.
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When a research agency is tasked with creating a qualitative research design, the client should provide key information regarding many aspects of the study. The most common issues include:
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According to the theory of J. Gubrim and J. Holstein, qualitative researchers operate at the interface between representation and actual events, which leads to the identification of four key trends in qualitative methods.
Naturalism - focuses on observing the external environment, instead of imposing one's own opinions. Research focuses on describing the condition rather than explaining it. Interviews and observations are preferred.
Ethnomethodology - assumes the analysis of hidden patterns in conversations, not only on what is directly said by the respondents. Video and audio recordings are preferred.
Emotionalism - is based on close contact with the object of research. It makes it easier to understand the experiences of others by focusing on emotions. Researchers use interviews.
Postmodernism - focuses on the deconstruction of the concept of the area and the research object. This approach aims to analyze and discover new dimensions of the research object.
Qualitative research in the area of market research is used to obtain information about products, services and markets. It is a process of obtaining data from customers using advanced survey techniques. Conducting such a study enables companies to understand the motivations, behaviors and needs of their customers.
This research uses a variety of techniques such as in-depth interviews, focus groups and observations to understand consumer attitudes, opinions, needs and actions. Market research can help companies understand whether their product meets market demands, as well as how it should be adapted to be successful.
Qualitative research is particularly valuable for companies that want to better understand their clientele and tailor their offers to their needs. This research allows you to examine customer reactions to products, monitor changing trends and market demand. They also help assess how the product is perceived on the market and how it can be tailored to customer expectations.
Qualitative research should be carried out at the stage of creation, production or modification of a product or service.
Qualitative research supports the detection of problems at an early stage of development of the examined issue, which reduces costs and facilitates the management of the product or service project.
Qualitative research includes a variety of methods depending on the product and context, such as audits, laboratory tests, surveys, and data collection.
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