Forms of Qualitative Research
There are many forms of qualitative research. Here are some ways in which you can get quality data.
Interviews conducted in a personal interview environment allow you to collect detailed information that can be used to better understand the topic or issue. Let’s say you plan to conduct a survey to measure the level of satisfaction of employees of your company.
Before creating your survey, it may be useful to conduct an interview to get some idea of the corporate culture, working conditions and other issues that are specific to your company or region. The interview also provides an opportunity to ask clarifying questions, read the so-called body language and receive other subtle signals that are not available for quantitative research methods.
Your customers can provide the most valuable information about the economic feasibility of the sale. Think about the popularity of Yelp or about the reviews on Amazon. Many read third-party reviews before deciding which product to buy or which restaurant to visit. Collecting positive feedback or encouraging your most loyal customers to publish “their stories” creates valuable content to win potential customers and new customers.
Many people use expert opinions to get sound ideas on a particular topic. For example, you may be interested in studying a topic, but you do not have enough preliminary information about it (as, for example, about the best methods of making surveys). In this case, it is best for you to conduct several interviews with experts on this issue.
Focus group interviews are usually carried out in person or online. In this case, a small group of people are invited to express their thoughts on a given topic. The focus group allows evaluating the reactions of several people from the target audience in a controlled, but free form of group discussion. This form of research is a great way to test how your target audience will perceive a new product or marketing strategy.
interviews are usually carried out in person or online. In this case, a small group of people are invited to express their thoughts on a given topic. The focus group allows evaluating the reactions of several people from the target audience in a controlled, but free form of group discussion. This form of research is a great way to test how your target audience will perceive a new product or marketing strategy.
Questions with an answer in an arbitrary form these questions are often included in the survey in the form of text fields. They allow respondents to provide unique answers (as opposed to selecting ready answers from the provided list). This approach gives respondents the freedom to express exactly what they think about a given topic. So you get research data that can reveal unexpected opportunities, questions or assessments.
This approach involves monitoring clients in their actual environment. An excellent example is the observation of customers while shopping.