Qualitative Data

Question 1

What is Qualitative Data?

Answer 1

Understanding Meanings and Beliefs.

Subjective

Exploratory

Non-Numerical Data

Inductive Reasoning

Question 2

What is its Objective/Purpose?

Answer 2

To gain understanding of underlying reasons and motivations - by goes deeper into issues of interest.

Explore nuances related to a problem that generates ideas and Hypothesis for later Quantitate Research.

To uncover prevalent trends in thoughts and opinions.

Question 3

What type of Sample is used?

Answer 3

Small number of non-representative cases.

Respondents selected to fill a given quota.

Question 4

What type of Data Collection is used?

Answer 4

Unstructured or semi-structured techniques. example;

Interviews
Focus groups
Triads
Dyads
Uninterrupted observation.

Question 5

What type of Data Analysis is used?

Answer 5

Non-statistical. example; Descriptive, ie Colours, Happiness scale.

Used when don’t know what to expect, to define a problem or develop an approach to a problem.

Question 6

What is the Outcome?

Answer 6

Exploratory and or investigative.

Findings are not conclusive.

Cannot be used to make generalisations in the population of interest.

Develops an initial understanding and sound base for further decision making.