LibGuides: Research methods: Qualitative research

What is Qualitative research?

Qualitative data refers to non-numerical information that captures the qualities, meanings, experiences, or concepts behind a phenomenon. It is often gathered through open-ended methods and analyzed through interpretation, thematic exploration, and contextual understanding rather than statistical techniques.

Qualitative data can take various forms, including:

Textual data: Information from interviews, focus groups, open-ended survey responses, or documents.
Visual data: Photographs, videos, or drawings used to understand cultural or social contexts.
Audio data: Recordings of conversations, speeches, or narratives that reveal tone, emphasis, and meaning.
Observational data: Field notes or ethnographic records detailing behaviors, settings, and interactions.

This type of data is frequently used in fields such as: Education / Sociology / Psychology / Anthropology / Media and Communication Studies

Choosing a Method for Collecting Qualitative Data

Method	Purpose	Key Strengths	Limitations	Example Use
Interviews	Explore personal experiences, perceptions, and motivations in depth.	• Rich, detailed insights • Builds rapport • Allows probing and flexibility	• Time-intensive • Data may be inconsistent • Interviewer bias risk	Interviewing recent graduates about job market experiences
Focus Groups	Gather group views, norms, and shared experiences through discussion.	• Interactive and dynamic • Broad insights quickly • Highlights group consensus	• Risk of groupthink • Requires skilled facilitation • Scheduling can be difficult	Exploring online learning perceptions among adult learners
Observation	Understand real-world behavior and interactions in natural settings.	• Captures non-verbal behavior • Context-rich data • Reveals unnoticed patterns	• Subjective interpretation • Observer presence can alter behavior • Time-consuming	Observing student participation in hybrid classrooms
Case Studies	Examine a case (person, organization, event) in depth over time.	• Holistic perspective • Combines multiple sources • Ideal for complex topics	• Limited generalizability • Demands extensive documentation • Resource-heavy	Evaluating the long-term impact of a youth development program
Document / Artifact Analysis	Analyze written, visual, or digital materials for meaning and context.	• Non-intrusive • Historical and cultural insight • Enhances triangulation	• May lack full context • Interpretation varies • Relevance must be assessed	Reviewing institutional brochures to examine diversity messaging
Open-Ended Surveys	Gather narrative responses from a wide sample using open questions.	• Broad reach • Anonymity increases honesty • Easy to distribute and collect	• Limited depth without follow-up • Variable effort from respondents • Harder to interpret and code	Collecting opinions on e-learning platforms through open-text forms

Data Collection Tools

ChatGPT / GPT-based tools Can assist with summarizing long text, generating thematic codes, drafting reports, or even brainstorming interview questions. Always requires human oversight for accuracy and ethics.
Google Docs / Microsoft Word Basic tools for manually recording and organizing interview notes or transcriptions.
Lexalytics Advanced AI tools for sentiment analysis, entity extraction, and natural language processing in qualitative data
Microsoft Teams Useful for conducting and recording interviews and group discussions in virtual settings.
MonkeyLearn A no-code platform for text analysis, including sentiment analysis, keyword extraction, and topic classification. Great for analyzing qualitative responses at scale.
Otter.ai An AI-powered transcription tool useful for converting interviews and discussions into text.
Sonix A multilingual AI transcription tool that allows for speaker labeling, highlighting, and automated subtitling.
Zoom Commonly used for recording remote interviews and focus groups, with transcription and recording capabilities

Data Analysis Software

ATLAS.ti A qualitative data analysis software that helps with coding, categorizing, and visualizing complex data.
Dedoose A web-based application for analyzing qualitative and mixed-method research, especially useful for collaborative projects.
MAXQDA A comprehensive software for qualitative and mixed methods research, supporting text, audio, video, and image data
Nvivo A powerful tool for analyzing unstructured data such as interviews, focus groups, surveys, and social media content.
Taguette A free, open-source tool for simple qualitative coding, ideal for researchers working with text-based data.