The Benefits Of Qualitative Data Collection

It is fair to say that no matter what type of data collection you are taking part in, there are pros and cons.

While we will cover some of the cons of qualitative data collection, we will be focusing on the benefits and discussing a little of what it really means. 

What is Qualitative Data Collection? 

Qualitative data is anything that doesn’t have a numerical value being collected. So, for example, people's thoughts, behaviors, and experiences are all qualitative. There are two categories of qualitative data collection, broadly speaking. 

Deductive methods collect data to test a hypothesis or to offer an answer to research questions that are predetermined. You’ll find these types of questions in a questionnaire or survey that would be open-ended. And the inductive method means collecting data without a predetermined theory in mind. The data will be analyzed, and insights will be developed as the study progresses. This type of data adhering may happen in participant observation, interviews, and focus groups. 

What Is the Difference Between Qualitative and Quantitative?

Qualitative and quantitative are often mixed up when being used because not only are the words spelled similarly, but they are also said similarly! But there is a world of difference between the two. Qualitative is, as mentioned above, anything non-numerical, so it could be sights, sounds, smells, words, and images. In contrast, quantitative is something that can be measured, counted, and analyzed using any statistical method. 

What Are Common Qualitative Data Collection Methods? 

There are a few really common data collection options for qualitative data, and they are typically quite hands-on for the researchers - with a few exceptions. 

Focus Groups

A focus group is a discussion group that usually has a group of people who may meet specified criteria. They will be invited to a location or a call and encouraged to discuss a predetermined topic. The conversation is usually great for researchers to hear and see different perspectives. These are often used for products and services. 

Interviews

A one-to-one conversation usually happens between a researcher and a willing participant. On some occasions, there might be more than one researcher, but usually, it will be one-to-one. The interview can have different structures; for example, they may be completely unstructured and rely on flexible conversation for data. Or they may be very formal with a strict set of questions; there is also the possibility of combining the two.

Document Analysis  

A document analysis usually features company reports, social media posts, historical materials, or any other document containing some information.  A researcher or a group of researchers will seek to extract meaning from images or written items. 

Participant Observation 

Participant observation usually happens in a natural setting for the participant, and a researcher will observe how they behave and the different interactions they have. Using participant observation, the study is usually looking into the everyday experiences and lives of people. 

Some of the types of questions you may see in qualitative data collection are: 

How do you/people cope with a chronic illness with everyday tasks? 

What are the current challenges that people in the education field are facing?

How did you like using this new product? 

What Are the Benefits of a Qualitative Approach?

One of the things that you need to keep in mind when it comes to qualitative research and data collection is that it feels more experimental and really puts views and feelings in the hot seat. That in itself can pose a problem for those who prefer to work with data or where there are limited funds or time. 

One of the biggest benefits of qualitative data collection and research methods is that it can be very flexible and adapt to the needs of the study. So, almost any research project that has scope for qualitative data collection can use any number of methods. 

What qualitative data collection does so well is that it gives researchers something that numbers can’t. It offers connection, understanding, and context with the research. There are typically many more details given and collected than may even be needed (but that could lead to new discoveries). 

A deeper insight into motivations, perspectives, and people’s real-life experiences can be found by using a qualitative data collection method. Rather than receiving a percentage number, researchers can understand how and why people behave the way they do. As an example (random stats), let’s say a study found that 95% of crime in an area was done by males between the ages of 15 and 21 - that’s a figure. Then, using qualitative data collection, they find that the area is severely poor, there is little to no education, it is isolated, and drugs had been introduced to the area 30 or more years ago - that is qualitative. The latter is the context that the quantitative can miss. 

Are There Any Challenges with Qualitative Data Collection?

With all data collection methods, there are some difficulties, which is why a combination of methods is the best option. The main drawback when using qualitative data collection is that it can be an incredibly lengthy process. When using focus groups and interviews, they need to be scheduled at the best time for both the participants and the researcher. And there are going to be some unexpected issues with people unable to make it. 

The data is subjective - since there are a lot of emotions and information in play, it is possible that two researchers will interpret what someone says or ‘means’ in different ways. This can make for some difficulty. Unfortunately, it often causes people who prefer figures to discount the importance of qualitative data because it has limited generalizability - meaning that the data is typically collected from a tiny amount of participants. And what is true for, say, 12-25 people might not be true for the larger population. 

Qualitative data collection can be compelling when used in conjunction with other data collection methods. As a stand-alone, it might not be as robust. Qualitative data collection works particularly well regarding social issues, social sciences, healthcare, marketing, and education.