What Is Qualitative Research? Methodology, Questions, and Data Collection Methods
Qualitative research is a flexible approach that uses open-ended, non-standardized methods. It is not constrained by prior assumptions or predictions and enables researchers to interpret an issue from multiple perspectives. This method examines a small number of participants and studies evidence and cases.
Methodology
There is no single “right” or “wrong” way to conduct qualitative research. Rather, the unit of analysis and its logic are typically inductive in nature. In other words, it focuses on collecting detailed and specific information about phenomena based on real data, experience, and evidence, and then drawing broader conclusions.
Data collection methods
The following core methods are widely used to collect data in qualitative research. These are selected flexibly depending on the research objectives and the characteristics of participants.
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SICA LLC RESEARCH
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Our organization studies the structure of domestic and international markets, supply and demand, competition, and consumer behavior, and helps you develop your business strategy based on data.
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- Observation – directly observing and recording behaviors, interactions, and processes in a real setting
- In-depth interviews – exploring an individual’s personal experiences, opinions, and underlying reasons in detail
- Focus group interviews – identifying multiple perspectives and differences of opinion through group discussions
Research questions
Main questions: What? Why? How?
Qualitative research questions are typically aimed at explaining reasons, meaning, and the nature of processes. Therefore, open-ended questions that require narrative responses tend to dominate over closed-ended questions.
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SICA LLC
SICA LLC RESEARCH
SERVICES COMPANY
Our organization studies the structure of domestic and international markets, supply and demand, competition, and consumer behavior, and helps you develop your business strategy based on data.
|
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Scope of the questions
The information that answers these questions is typically collected in the form of n words and narratives. This can range from an open-ended response answerable with a single word to text as long as a life story, spanning even long narratives.
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