Module1: Qualitative Data Analysis: An elaborate introduction: (8Lectures)

Introduction to Research, Types, Qualitative and Quantitative Data, Purpose of research,

advantages, limitations of qualitative research, Applications of qualitative data.

Introduction to Research

Definition

“Research is a systematized effort to gain new knowledge.” “Research is the systematic

approach to obtain and confirm new and reliable knowledge.”

-General definition which applies to all disciplines.

And Scientific Research-

“Research is a scientific way of answering questions and testing hypothesis.”

“Research is the systematic method consisting of enunciating the problem, formulating a

hypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusion
either in the form of solutions towards the concerned problem or in certain generalizations for
some theoretical formulation. ”

“Research is the systematic and objective analysis and recording of controlled

observations that may lead to the development of generalizations, principles, or theories,
resulting in prediction and possible control of events.”

Research

• R-Researcher

• E-Evidence of Localization

• S- Systematic Work

• E-Evaluating Research

• A-Analysis of Information

• R-Reporting and Recommendations

• C-Creative

• H-Humanities
Types of Research

• Research is about using established methods to investigate a problem or question in detail

with the aim of generating new knowledge about it.

• It is a vital tool for scientific advancement because it allows researchers to prove or refute
hypotheses based on clearly defined parameters, environments and assumptions. Due to
this, it enables us to confidently contribute to knowledge as it allows research to be
verified and replicated.

• Knowing the types of research and what each of them focuses on will allow you to better
plan your project, utilizes the most appropriate methodologies and techniques and better
communicate your findings to other researchers and supervisors.

Descriptive Research

• The primary objective of descriptive research is to define the characteristics of a

particular phenomenon without necessarily investigating the causes that produce it.

• In this type of research, the researcher must take particular care not to intervene in the
observed object or phenomenon, as its behavior may change if an external factor is
involved.

• For Example, investigating how the public census of influential government officials
differs between urban and non-urban areas.

Analytical research-

On the other hand is fundamentally different in a way that the researcher has to use facts or
information already available and analyses these in order to make a critical evaluation of the
material

Descriptive

• How many disabled people face social isolation?

• What is the unemployment rate for disabled people?

• How many siblings of people with Down syndrome have positive experiences?

Analytical

• What causes social isolation in disabled people?

• Why do disabled people have a harder time finding work?

• Why do so many siblings of people with Down syndrome have positive experiences?
Qualitative Research

• Qualitative methods are often used in the social sciences to collect, compare and interpret
information, have a linguistic-semiotic basis and are used in techniques such as discourse
analysis, interviews, surveys, records and participant observations.

• In order to use statistical methods to validate their results, the observations collected must
be evaluated numerically. Qualitative research, however, tends to be subjective, since not
all data can be fully controlled. Therefore, this type of research design is better suited to
extracting meaning from an event or phenomenon (the ‘why’) than its cause (the ‘how’).

• For example, examining the effects of sleep deprivation on mood.

Quantitative Research

• Quantitative research study delves into phenomena through quantitative data collection
and using mathematical, statistical and computer-aided tools to measure them. This
allows generalized conclusions to be projected over time.

• For example, conducting a computer simulation on vehicle strike impacts to collect

quantitative data.

Applied Research

• The pursuit of information that can be directly applied to practice is aptly known
as applied research. The goal of this research is to determine the applicability of theory
and principles by testing hypotheses within specific settings.

Example: Researchers might conduct basic research on how stress levels impact students
academically, emotionally, and socially. ... Such studies would be examples of applied
research. The purpose of applied research is specifically focused on solving a real problem
that exists in the world.

Fundamental research

• Fundamental is defined as something that is basic or essential. Fundamental research (or

academic research) is “experimental or theoretical works mainly performed to obtain new
knowledge on the basics of observable phenomena or facts, without prior consideration
that it will result in any practical application or use.

• Conceptual Research

Conceptual research is defined as a methodology wherein research is conducted by

observing and analyzing already present information on a given topic. ... It is related to
 abstract concepts or ideas. Conceptual research doesn’t involve conducting any practical
experiments. It is related to abstract concepts or ideas.

• Empirical Research/ Exploratory Research

Empirical research is research using empirical evidence. It is also a way of gaining

knowledge by means of direct and indirect observation or experience.

Example: music website survey.

Qualitative and Quantitative Data

Qualitative Data Quantitative Data

1. Qualitative data uses methods like 1. Quantitative data uses methods as

interviews, participant observation, focus on questionnaires, surveys, and structural
a grouping to gain collective information. observations to gain collective information.

2. Data format used in it is textual. Datasheets 2. Data format used in it is numerical.

are contained of audio or video recordings Datasheets are obtained in the form of
and notes. numerical values.

3. Qualitative data talks about the experience 3. Quantitative data talks about the quantity
or quality and explains the questions like and explains the questions like ‘how much’,
‘why’ and ‘how’. ‘how many .

4. The data is analyzed by grouping it into 4. The data is analyzed by statistical

different categories. methods.

5. Qualitative data are subjective and can be

5. Quantitative data are fixed and universal.
further open for interpretation.

Purpose of Research
From weather forecasts to the discovery of antibiotics, researchers are constantly trying to find
new ways to understand the world and how things work – with the ultimate goal of improving
our lives.

The purpose of research is therefore to find out what is known, what is not and what we can
develop further. In this way, scientists can develop new theories, ideas and products that shape
our society and our everyday lives.
The purpose of research is to further understand the world and to learn how this knowledge can
be applied to better everyday life. It is an integral part of problem solving.

Although research can take many forms, there are three main purposes of research:

1. Exploratory: Exploratory research is the first research to be conducted around a problem

that has not yet been clearly defined. Exploration research therefore aims to gain a better
understanding of the exact nature of the problem and not to provide a conclusive answer
to the problem itself. This enables us to conduct more in-depth research later on.

2. Descriptive: Descriptive research expands knowledge of a research problem or

phenomenon by describing it according to its characteristics and population. Descriptive
research focuses on the ‘how’ and ‘what’, but not on the ‘why’.

3. Explanatory: Explanatory research, also referred to as casual research, is conducted to

determine how variables interact, i.e. to identify cause-and-effect relationships.
Explanatory research deals with the ‘why’ of research questions and is therefore often
based on experiments.

Advantages of Research

There are many advantages to doing research. Some of the most important advantages

include:

 Expanding knowledge: Research can help us to expand our knowledge of the world around

us. By conducting research, we can learn new things about the natural world, human society,
and ourselves.

 Solving problems: Research can help us to solve problems. By conducting research, we can

identify the causes of problems and develop solutions.

 Making informed decisions: Research can help us to make informed decisions. By

conducting research, we can gather information about different options and make decisions

based on evidence.
 Improving our skills: Research can help us to improve our skills. By conducting research,

we learn how to think critically, solve problems, and communicate effectively.

 Contributing to society: Research can help us to contribute to society. By conducting

research, we can develop new knowledge and technologies that can improve the lives of

others.

In addition to these general advantages, research can also have specific advantages for

individuals. For example, research can help students to improve their grades, get into good

graduate schools, and get good jobs. Research can also help businesses to develop new products

and services, improve their efficiency, and increase their profits.

Overall, research is a valuable activity that can benefit individuals and society as a whole. It is a

powerful tool that can be used to expand knowledge, solve problems, make informed decisions,

improve skills, and contribute to society.

Here are some examples of the advantages of research:

 Medical research has led to the development of new drugs and treatments that have saved

millions of lives.

 Scientific research has helped us to understand the climate crisis and to develop

technologies to reduce greenhouse gas emissions.

 Engineering research has led to the development of new products and technologies that have

improved the quality of life for people around the world.

 Business research has helped businesses to develop new products and services, improve

their efficiency, and increase their profits.

 Humanities research has helped us to understand human society and culture, and to develop

new ways of thinking about the world.

Limitations of qualitative research

The disadvantages of qualitative research are quite unique. The techniques of the data collector
and their own unique observations can alter the information in subtle ways. That being said,
these are the qualitative research’ limitations:

1. It’s a time-consuming process

The main drawback of qualitative research is that the process is time-consuming. Another
problem is that the interpretations are limited. Personal experience and knowledge influence
observations and conclusions.

Thus, a qualitative research might take several weeks or months. Also, since this process delves
into personal interaction for data collection, discussions often tend to deviate from the main issue
to be studied.

2. You can’t verify the results of qualitative research

Because qualitative research is open-ended, participants have more control over the content of
the data collected. So the marketer is not able to verify the results objectively against the
scenarios stated by the respondents.

3. It’s a labor-intensive approach

Qualitative research requires a labor-intensive analysis process such as categorization, recoding,
etc. Similarly, qualitative research requires well-experienced marketers to obtain the needed data
from a group of respondents.

4. It’s difficult to investigate causality

Qualitative research requires thoughtful planning to ensure the obtained results are accurate.
There is no way to analyze qualitative data mathematically. This type of research is based more
on opinion and judgment rather than results. Because all qualitative studies are unique they are
difficult to replicate.
5. Qualitative research is not statistically representative
Because qualitative research is a perspective-based method of research, the responses given are
not measured.

Comparisons can be made and this can lead toward duplication, but for the most part,
quantitative data is required for circumstances which need statistical representation and that is
not part of the qualitative research process.

Applications of Qualitative Research

1. Qualitative research originated from social sciences such as psychology, sociology, and
anthropology. Today, it cuts across disciplines, extending into technology, healthcare,
education, and business. Here are some common applications of qualitative research:
2. Product: Critical to product development. Captures user thoughts and sentiments,
helping identify trends and opportunities in the market. This information drives product
launches and updates. Companies constantly iterate and improve their offerings.
3. Marketing: Marketers better understand user perceptions and attitudes toward a product.
They explore user thinking and motivation that influence purchasing decisions. Then,
they customize communication to attract potential customers and retain existing ones.
4. Education: Learning has changed. Qualitative studies examine teaching methods, student
psychology & engagement, and everyday interactions. The needs and challenges teachers
and students face help inform curriculum development.
5. Healthcare & Policy: Helps medical professionals understand patients’ conditions. They
study patients’ experiences with chronic illness, access to healthcare, and others. This
helps develop healthcare practices and applications. Used similarly in policy
development.

Different Types of Qualitative Research

“Qualitative research” is a catch-all umbrella term. It encapsulates numerous different methods
of gathering and analyzing data. Each study type lends itself to a different kind of exploration.
Below, we dive into the various types of qualitative research methods:

1. Ethnography

A semi-structured way to learn about different cultures. Researchers observe groups in their
natural environment by immersing themselves in a culture. They seek to understand people’s
behaviors, beliefs, and values.

Researchers study subjects in two ways — as silent background observers or participant

observers. Participatory observers interact with research subjects as they carry out their regular
activities. Both roles involve taking field notes of what they see and hear for later analysis.
Additionally, researchers may seek out key informants, interviewing them with previously
prepared questions. This helps them uncover how people’s experiences shape their perceptions
and decisions. Recording these interactions(audio or video) is helpful for tagging or coding data.

Researchers must beware of how immersing themselves too much can lead to bias. They must
protect participant confidentiality while being sensitive to different cultures and backgrounds.

Ethnography reveals rich contextual data about social conventions, typical behavior, and cultural
dynamics.

Example: Jane Goodall living with chimpanzees and studying their behavior in the wild. Africa,
circa 1991.

2. Phenomenology

“The study of the meaning of phenomena.” Phenomenology investigates how individuals

perceive their lived experiences. Studies reveal why individuals behave a certain way. They offer
insight into people’s individual and subjective experiences.

In-depth interviews and open-ended questionnaires help uncover people’s emotions and
behaviors. Delving into how people make sense of phenomena helps build user empathy. As a
result, companies create more detailed user personas. More user-centric products follow.

The investigator or researcher plays a part in the phenomenological experience. Inherent bias is
ever-present in all research. Document this from the outset. Due to the widely differing and
subjective nature of results, take care and do not overstate findings. Results aren’t applicable to
larger populations.

Example: Interviewing the elderly to understand how they coped during the COVID-19
pandemic.

3. Action Research

A highly interactive research method where researchers investigate and solve an issue. They
participate actively in a situation. Researchers collaborate with participants to undertake a
specific challenge.

Action research is cyclical. This means that at each step, there’s an information exchange
between both parties. In an iterative process, researchers gather data and adjust the scope based
on results. It seeks to produce actionable processes over the course of research. Great for
implementing changes in an existing system.
Used frequently in education, it helps identify the difference between theory and practice. An
effective method to learn how something works practically. Conduct this type of research with
individuals, groups, or communities.

Example: An airline actively asking traveling passengers about their check-in procedure. They
ask about the different tasks, their convenience, and the time taken. Finally, soliciting
suggestions on how to improve it.

4. Case Study

Case studies provide a rich and contextualized understanding of a real-world subject.

Detailed studies focus on a specific entity, event, or instance. Researchers isolate an individual,
group, community, or phenomenon. They explore the circumstances around it in depth. This
helps researchers understand cause-and-effect relationships and how they change over time.

Single case studies examine the nuances of one entity. Multiple entity case studies look for
patterns across entities. Longitudinal studies chart an entity’s progress over time.

Case studies are excellent for describing and examining various aspects of a research problem.
Using findings as examples, companies directly apply what they have learned to other practical
scenarios. Case studies are commonly used in social, educational, clinical, and business settings.

Example: Investigating factors contributing to Nike’s decline in sales and market capitalization.

5. Narrative Analysis

Narrative analysis involves collecting stories from different individuals. It helps us understand
how people make sense of their experiences. A form of long-term observation, subjects share
narratives of their experiences over time. Researchers collect participant data at different stages
of the study.

Researchers deep dive into a few participant stories, observing users and taking notes. Asking
open-ended questions allows people to express their subjective viewpoints. Participants share
their attitudes and opinions as they go through key stages of a study.

Analyzing user responses for key themes and patterns helps create accurate user personas.
Companies then tailor future products and messaging to their target audience.

Example: A running shoe company wants to understand buyer journeys on their website. They
gather data from beginners to expert runners, soliciting feedback at each stage.
6. Historical Research

“The best predictor of future behavior is past behavior.”

Researchers identify, evaluate, and synthesize historical data to analyze past events. They
examine the underlying reasons behind why an event transpired and its impact. This provides
context about the past, explaining different phenomena. It also offers a glimpse into possible
future behavior.

Historical research examines past data from documents, artifacts, and other records. Researchers
use primary and secondary sources of information to gather past data.

Studies offer a longitudinal view – charting the evolution of market trends and changing user
preferences. Analyzing past data for patterns informs marketing and product strategies.

Example: A popular music streaming platform analyzes how people reacted to its “year in
review” feature over time. They leverage user behavior and listening history to recommend new
song choices.