Management School: KMGT 672 Qualitative Data Analysis Report

This report provides a comprehensive overview of qualitative data, focusing on various collection methods. It explores interviews, focus groups, observation, and content analysis, detailing their advantages, limitations, and practical applications. The report emphasizes the importance of understanding human behavior and social realities through empirical research. It also addresses the challenges in qualitative data collection, such as acknowledging mistakes, avoiding bias, managing resources, and ensuring proper record-keeping. The report concludes by highlighting the significance of critical thinking and proper data analysis to ensure reliable and valid research outcomes. It is a valuable resource for students and researchers seeking to understand and apply qualitative research methodologies.

Qualitative Data
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Introduction - Qualitative Data
It is the data which is concerned with understanding the human behavior and assumes a dynamic
reality. Qualitative data is the data which relies on empirical research and the data so collected is
not in numerical form (McLeod, 2017). This data is collected with the main aim of
understanding the social reality of individuals and studying them in their natural environments.
For the purpose of collection of qualitative data, there are different methods which can be used
by a researcher. These methods have been discussed below:
1. Interview Method
This is a type of data collection method that involves face-to-face communication with
the individual participants in the research(Steber, 2017). This method has various
advantages:
 Helps in building a rapport with the participants in research.
 Higher quality of sample being collected.
 Greater opportunity to ask follow-up questions regarding the problem at hand.
Though this method has many advantages, this is not without limitations. These
limitations are:
 This method is time-consuming. Every participant requires individual attention.
 Interview method is costly.
 Error of bias of the interviewer.
2. Focus Group
This method of qualitative data collection involves a group of about 8 to 10 people who
gather to discuss a concept or an idea of research. Research involves giving the
participants a product or a topic of discussion and later they are allowed to share their
opinions regarding it (Writing, 2019). The benefits are:
 Easy to measure the reaction of potential users to new products.
 Helps to get idea of the expectations of the customer regarding the question in
hand.
This method, however, is not without limitations:
 The participants on the research process may not express their honest opinions.
 This method is expensive.

 Qualitative research through this method is not free of bias.
3. Observation Method
This method of qualitative data collection involves recording the actions and behaviors of
the participants (Choudhury, n.d.). It has its advantages and limitations. Advantages are:
 It is simple to use.
 Easy to frame a hypothesis.
 Greater accuracy in data collection.
The criticism involves:
 Not all occurrences are easy to be observed.
 Bias of the researcher.
 Lack of reliability of data.
4. Content Analysis
Content analysis is a research method which includes making inferences by studying of
textual material and coding and decoding of information available. Its advantages are:
 Highly reliable.
 It is cheap.
The limitations are:
 Researcher bias.
 Inaccurate findings lead to inaccurate results.
 Not valid on its own.
There are various challenges which will have to be overcome when collecting qualitative data.
The ways in which this can be done are:
 Acknowledging mistakes made while collecting or analyzing data.
 Avoiding bias in collection and presentation of data.
 Avoiding wastage of resources
 Proper time management in observation and analysis of data.
 Analyzing data in a manner which makes it easy to generalize it.
 Having a critical mindset during collection, recording and analysis of data.
 Proper record keeping and tabulation of data collected so as to avoid any errors.

References
Choudhury, A. (n.d.). Advantages and Limitations ‘Observation’ Method for Data Collection.
[Online] Available at http://www.yourarticlelibrary.com/social-research/data-collection
/advantages-and-limitations-observation-method-for-data-collection/64507. [Accessed 2 May,
2019].
McLeod, S. (2017). What’s the difference between qualitative and quantitative research?
[Online] Simply Psychology. Available at https://www.simplypsychology.org/qualitative-
quantitative.html. [Accessed 2 May, 2019].
Steber, C. (2017). In-Depth Interviews: Data Collection Advantages and Disadvantages.
[Online] Communications for Research. Available at https://www.cfrinc.net/cfrblog/in-depth-
interviewing. [Accessed 2 May, 2019].
Writing, A. (2019). Advantages & Disadvantages of a Focus Group. [Online] Chron. Available
at [Accessed 2 May, 2019].