Qualitative Data: Methods and Challenges

Qualitative Data
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5/2/2019
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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.