Benefits of Qualitative Research Methods

Qualitative research is a type of social science research that involves collecting and analyzing non-numerical data. Qualitative research methods are helpful for gaining an in-depth understanding of human behaviour and the reasons that govern such behaviour. The main goal of qualitative research is to provide a detailed and comprehensive description of a phenomenon rather than to test a hypothesis. This research type has numerous benefits, which we’ll discuss in this post.

First, let’s talk more about the uses of qualitative research.

Uses for Qualitative Research

Qualitative research can help uncover societal trends, opinions, attitudes, beliefs, and motivations. Additionally, qualitative research can reveal the root causes of problems and generate new hypotheses for further testing. Qualitative research is also sometimes a precursor to quantitative research designs, the results of which can help develop surveys and questionnaires.

Qualitative Research Methods

There are numerous qualitative research methods that researchers might choose from, depending on their study goals and the type of data they are hoping to collect. Some standard qualitative research methods include focus groups, in-depth interviews, observation, and ethnography.

  • Focus groups: A focus group is a method of qualitative research that brings together a small group of people to discuss a given topic. A moderator typically leads the discussions and aims to generate insights about the topic under discussion.
  • In-depth interviews: An in-depth interview involves asking open-ended questions to elicit detailed responses from participants. These interviews are typically one-on-one, though they can also be with small groups.
  • Observation: This type of research involves observing people in their natural environment, and it can be either structured or unstructured.
  • Ethnography: This is a type of qualitative research that involves observing and immersing oneself in a culture. Ethnographers will often spend an extended period of time in their research setting, getting to know the people and the culture.

Qualitative research is effective in many situations because it allows researchers to gather comprehensive, detailed information. However, this does not mean it’s always the right fit, which we’ll touch on later in this post.

Benefits of Qualitative Research

For now, let’s discuss the benefits of qualitative research.

In-depth understanding

One of the main benefits of qualitative research is that it provides an in-depth understanding of human behaviour. Qualitative data collection methods such as interviews and focus groups allow researchers to gather rich, detailed information about why people think and behave the way they do. For example, this type of data is invaluable for organizations who want to improve their products or services based on customer feedback.


Another advantage of qualitative research is it is highly flexible. Qualitative research takes place in a variety of settings, with different groups of people, and on various topics. This type of flexibility is not always possible with quantitative research, due to large samples and standardized measures.

Generates hypotheses

As we mentioned earlier, qualitative research often generates new hypotheses for further testing. For example, qualitative data can provide insights into the underlying reasons people act the way they do. This type of information is essential for developing testable hypotheses to investigate using quantitative methods.

Drawbacks of Qualitative Research

Back to our earlier point, qualitative research is not always the best choice. Qualitative data collection methods are often time-consuming and labour-intensive, which can make them expensive. Additionally, qualitative research usually involves small samples, which can limit its external validity.

Qualitative research methods also have their own set of limitations. For example, observation can be biased if the researcher is not objective, and interviews can be influenced if the interviewer asks leading questions.

Overall, qualitative research is a valuable tool for understanding human behaviour. When used correctly, it can provide insights that would otherwise be unavailable. However, it’s essential to weigh the costs and benefits of qualitative research before deciding if it’s the right choice for your project.

Conclusion: Qualitative Research Methods

Qualitative research has its advantages and disadvantages, but when used correctly, it can be an invaluable tool for understanding human behaviour. Qualitative data can provide insights that are not always possible to obtain using quantitative methods. Additionally, qualitative research is highly flexible. Researchers can adapt it to a variety of settings and research objectives. So, if you want to gain a deeper understanding of why people think and behave the way they do, qualitative research may be the most suitable method for you.

If you’re looking for a tool to help you collect both qualitative and quantitative data depending on its structure, consider creating a LiGRE survey. Our survey builder software allows you to create surveys that adapt to the respondent, meaning you can collect both types of data in one place. This can save you time and money while providing the necessary insights. Sign up for free today.

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