Research key concepts

Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts.Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often used than large samples.

In the conventional view, qualitative methods produce information only on the particular cases studied, and any more general conclusions are only propositions (informed assertions). Quantitative methods can then be used to seek empirical support for such research hypotheses.

Qualitative Research is collecting, analyzing, and interpreting data by observing what people do and say. Whereas, quantitative research refers to counts and measures of things, qualitative research refers to the meanings, concepts, definitions, characteristics, metaphors, symbols, and descriptions of things.

Qualitative research is a situated activity that locates the observer in the
world. It consists of a set of interpretive, material practices that makes the
world visible. These practices transform the world. They turn the world into
a series of representations, including field notes, interviews, conversations,
photographs, recordings, and memos to the self. At this level, qualitative
research involves an interpretive, naturalistic approach to the world. This
means that qualitative researchers study things in their natural settings,
attempting to make sense of, or to interpret, phenomena in terms of the
meanings people bring to them. (Denzin & Lincoln, 2005)

Qualitative research is about exploring issues, understanding phenomena, and answering questions by analyzing and making sense of unstructured data. From health studies to academic, market and policy research; qualitative research happens in nearly every workplace and study environment, nearly every day.

Qualitative research is a type of scientific research. In general terms, scientific research consists of an investigation that:

• seeks answers to a question
• systematically uses a predefined set of procedures to answer the question
• collects evidence
• produces findings that were not determined in advance
• produces findings that are applicable beyond the immediate boundaries of the study
Qualitative research shares these characteristics. Additionally, it seeks to understand a given research problem or topic from the perspectives of the local population it involves. Qualitative research is especially effective in obtaining culturally specific information about the values, opinions, behaviors, and social contexts of particular populations.

This is a process which focuses on investigative methodologies such as ethnographic, naturalistic, anthropological, field, or participant observer research. There are some advatages when we use this type of research.One is that the information is comprehensibe and deep enough for us to understand. Another merit is that subjective and participant observation are used to describe the context or natural setting and the interactions of the different variables in the context.

Qualitative research  is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behaviour and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what,where, when. Hence, smaller but focused samples are more often used than large samples.

In the conventional view, qualitative methods produce information only on the particular cases studied, and any more general conclusions are only propositions (informed assertions). Qualitative methods can then be used to seek empirical support for such research hypotheses.

Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research by the business sector and further contexts including research and service demonstrations by the non-profit sectors

Qualitative research is designed to reveal a target audience’s range of behavior and the perceptions that drive it with reference to specific topics or issues. It uses in-depth studies of small groups of people to guide and support the construction of hypotheses. The results of qualitative research are descriptive rather than predictive

Qualitative research is aimed at gaining a deep understanding of a specific organization or event, rather a than surface description of a large sample of a population. It aims to provide an explicit rendering of the structure, order, and broad patterns found among a group of participants. It is also called field research. It generates data about human groups in social settings.