QUALITATIVE RESEARCH: CHARACTERISTICS, TYPES, TECHNIQUES, EXAMPLES - SCIENCE - 2025

The qualitative research is a set of research methods based on the observation that is used to fully understand a phenomenon without using numerical data for it. This type of research focuses on questions such as why something happens, how often, and what consequences it has.

Unlike quantitative research, qualitative research tends to focus on a single phenomenon and therefore hardly uses statistics to draw its conclusions. On the contrary, when it is applied techniques such as observation, semi-structured interviews or questionnaires are used.

Direct observation, one of the methods used in qualitative research

Qualitative research has traditionally had a bad reputation in the pure science field, but it is becoming increasingly important across the board. It is mostly applied in disciplines related to the natural and social sciences, such as biology, psychology, and sociology. Their methods can also be used in other contexts such as journalism or economics.

Despite the fact that initially it is a less structured research method than the quantitative one, over the last decades numerous techniques and procedures have been developed that must be followed to correctly carry out qualitative research. In this article we will see what its most important characteristics are and in what contexts it is applied.

Qualitative research characteristics

- Study a phenomenon in depth

The main objective of qualitative research is to understand why the phenomenon under study occurs, in addition to the consequences it produces in its environment and the nature of all the causes and effects involved. To achieve this, researchers collect data through different methods and by focusing on different elements.

For example, in a qualitative research in psychology, open interviews can be carried out to better understand a phenomenon from the point of view of the participants; but at the same time observation will be used to understand it from a more external and impartial perspective.

- Divide complex problems into smaller parts

The phenomena that are studied from qualitative research are usually extremely complex and full of nuances, so that in most cases it is necessary to divide them into smaller parts in order to understand them correctly.

For example, an ethologist studying the reproductive habits of a primate species could not cover the phenomenon in its entirety. Instead, I would first study the parts that make up the problem and focus on each of them one by one.

Thus, for example, it could study the behavior of females when they are in heat, the effects of hierarchy among members of the herd, or the presence or absence of monogamy in the species. Later, once all the data had been gathered, you could create a unified theory that tried to explain the whole phenomenon.

- It takes place in a natural environment

One of the most common criticisms of quantitative research is that the studies are conducted in unnatural and controlled settings, so this may indirectly affect results. On the contrary, in the qualitative it is the researcher who has to approach the phenomenon and observe it, interfering as little as possible in its development.

In social psychology, one of the fields that uses qualitative research the most, this would mean that the expert would have to observe groups of people interacting in a normal way, if possible without them being aware of their presence. In this way, much more reliable data could be collected on the phenomenon to be studied.

Qualitative research types

Phenomenological method

It focuses on describing the way in which a participant experiences a specific event. To carry it out, techniques such as interviews, direct observation or questionnaires are used to collect information directly from the participating subjects.

This type of qualitative research is more concerned than others about how participants feel during an activity or event. Therefore, it is mainly used in fields such as psychology, sociology or research in marketing and sales.

Ethnographic model

The ethnographic model is one of the most popular styles in qualitative research. It is used in disciplines such as anthropology and ethology. In it, researchers have to get into the culture or group they want to study, to understand in depth its characteristics, motivations and challenges.

Case study model

The case study model focuses on deeply understanding a clinical case with a single subject. In this way, it is used mostly in contexts such as psychology or medicine.

In the case study model, information about the same phenomenon is collected using different methods and extracting it from different sources. To understand it in depth, all the collected details are used to create an overall conclusion about it.

Historical model

In qualitative research, the historical model studies past events, their causes, and their consequences in order to better understand what is currently happening. This model answers questions based on a hypothetical idea and then uses all available resources to test it.

This type of qualitative research can be used in all kinds of fields, from the field of business to sociology to anthropology.

Techniques and Instruments

Qualitative research uses very different methods than other types of studies. Next we will see which are the techniques and instruments most used within this sector.

Direct observation

Observation is used in qualitative research. Source: pixabay.com

With direct observation, the researcher studies the people or subjects he wants to understand, trying to interfere with their routines and customs as little as possible. This type of research is usually carried out covertly, so that subjects do not know that they are being part of a study.

Open questionnaires

Questionnaires are usually designed to collect quantitative data. However, there is a qualitative version of them in which open questions are used, in such a way that the participants can express their thoughts more freely.

Focus groups

Within focus groups, researchers meet with a small group of participants in a conversation in which they try to collect relevant data for the study that is being carried out. This method is commonly used in fields such as marketing or social psychology.

Semi-structured interviews

Semi-structured interviews are conversations between the researcher and a participant in which various topics of interest to the study are discussed but in an open context, in such a way that the person who is answering the questions can tell their point of view and contribute all the information you want.

Participatory or ethnographic observation

Participatory or ethnographic observation is similar to direct observation in the sense that the researcher focuses on studying a more or less complex phenomenon from within the field. However, in this version the professional participates directly in what is happening, to try to understand it in greater depth.

Thus, for example, an anthropologist could come into contact with an indigenous tribe and go on to live as its members for a more or less long period of time, with the aim of better understanding their customs, motivations, beliefs and ways of acting.

Recent real examples of qualitative research

God's choice

The publication of the book God's Choice, written by Alan Peshkin in 1986, is a good example of a qualitative research process. This author wanted to understand in depth the reasons that lead American families to take their children to religious schools instead of public centers, as well as the effects this has on students.

To collect all the data he needed to write his book, Peshkin spent 18 months living with members of the educational community of a religious college, the Bethany Baptist Academy. During this time she carried out direct observations, one-on-one interviews with students, parents and teachers, and all kinds of questionnaires to better understand what was happening.

Understanding among young people about claims in the field of health

A recent study published by John Wiley & Sons sought to understand the attitudes of young people towards the supposed health benefits of some commonly consumed products, such as energy drinks or certain beauty products.

To understand the attitude of young people towards these elements, semi-structured interviews were carried out with 27 Australian students, and after transcribing them, the responses were analyzed to try to find patterns in them.

The study found that the majority of young people seemed almost completely unaware of everything related to health research, so they had great difficulty differentiating between true messages and others that were simply used as a marketing strategy.

The role of digital technologies in open innovation processes

This qualitative research tried to understand why new technologies are playing an increasingly important role in all creative or innovative processes, especially in companies. To do this, they analyzed in depth the creative processes of several companies of different sizes.

During their analysis they used all kinds of methods, from case studies to interviews and questionnaires among employees. Her conclusion was that new technologies increasingly occupy a greater space in our daily lives, and provide us with opportunities for creativity that simply did not exist before.

Themes of interest

Scientific method.

Exploratory investigation.

Field research.

Applied research.

Pure research.

Explanatory research.

Descriptive research.

References

1. "What's the difference between quantitative and qualitative research?" in: Simply Psychology. Retrieved on: February 24, 2020 from Simply Psychology: simplypsychology.com.
2. "An Overview of Qualitative Research Methods" in: Thought Co. Retrieved on: February 24, 2020 from Thought Co: thoughtco.com.
3. "Qualitative Research Examples and Overview of Methods" in: Bright Hub. Retrieved on: February 24, 2020 from Bright Hub: brighthubpm.com.
4. "A qualitative study exploring high school students' understanding of, and attitudes towards, health information and claims" in: Wiley Online Library. Retrieved on: February 24, 2020 from Wiley Online Library: onlinelibrary.wiley.com.
5. "Qualitative research" in: Wikipedia. Retrieved on: February 24, 2020 from Wikipedia: en.wikipedia.org.
6. "The role of digital technologies in open innovation processes: an exploratory multiple case study analysis" in: Wiley Online Library. Retrieved on: February 24, 2020 from Wiley Online Library: onlinelibrary.wiley.com.