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Qualitative Data Analysis: Its Definition, Types, And Benefits Explained!

Submitted by PurviDalvi on Sun, 12/20/2020 - 14:52

If you want approximate and characterised data, then nothing beats qualitative data analysis. Such data can be recorded and observed. Such data is non-numerical and is collected through varied methods such as observation, one-on-one interviews, focus groups, and other similar processes. Qualitative data statistically is also called categorical data, which gets arranged based on attributes and properties of a thing than a phenomenon.

Quantitative data is any quantifiable information that can be used for mathematical calculation or statistical analysis. Such data helps in forming real-life decisions based on mathematical derivations. Quantitative data answers the question, like how many? How often? And how much? Such data gets validated and verified usually.

But qualitative analysis is essential for determining the specific frequency of traits and characteristics. It allows the researchers to arrive at a decision through which larger data sets can be observed. Under market segmentation, the collection of qualitative data helps in answering questions like who are the customers? What issues and problems they are facing? And where should they focus on?

Now, there are many types of qualitative data collection modes. The common ones are –

One on one interviews

This is the best method as it is more of a personal approach. The interview receives information directly from the interviewee. Such interviews are informal and unstructured. Mostly, the open-ended questions are spontaneous, with the researcher letting the flow of the interview dictate the questions to ask.

Focus groups

This is done in a group discussion mode. It involves six to 10 people, and a moderator gets assigned for the ongoing discussion. Depending on the data which gets sorted, the members of the group may have something in common.

Record keeping

This method uses the already available data and a similar source of information as the data source. This data comes in handy for new research.

Process of observation

The researcher here immerses themselves in the setting where the respondents are, keeps an eye on the participants, and takes notes. Such a process is called observation. Apart from taking notes, the other documentation methods include video and audio recording, photography, and so forth.

Benefits:

In-depth analysis

Qualitative data analysis offers detailed information on the subject matter to the researchers. While collecting the data, the researchers probe participants and gather enough information by asking the right questions.

Understand consumers perspective

It helps the researchers to understand the participants' mindset. It gives businesses an insight into why a consumer bought the product.

Rich data

Collected information comes in handy for future research as well. Since the questions asked to collect qualitative data are open-ended, respondents express freely, thereby leading to more information.