Different qualitative methods could be better suited to your research goal than others, because the data you collect from different methods will be different in quality and quantity. For instance, surveys are usually designed to produce relatively short answers, rather than the extensive responses expected in qualitative interviews, for example. Below you'll find descriptions and comparisons of the most common qualitative methods, as well as resources available in the library to learn more.
Researchers will recruit people to answer questions in small group settings. Focus group members may share similar demographics or be diverse, depending on the researchers' needs. Group members will then be asked a series of questions and have their responses recorded. While these responses may be coded and discussed numerically (e.g., 50% of group members responded negatively to a question), researchers will also use responses to provide context, nuance, and other details.
Researchers will recruit a small number of people who fit pre-determined criteria (e.g., people in a certain profession) and ask each the same set of questions, one-on-one. Semi-structured interviews will include opportunities for the interviewee to provide additional information they weren't asked about by the researcher.
Researchers will arrange to observe (usually in an unobtrusive way) a set of subjects in specific conditions. For example, researchers might visit a school cafeteria to learn about the food choices students make or set up trail cameras to collect information about animal behavior in the area.
Unlike quantitative surveys, open-ended surveys require respondents to answer the questions in their own words.
Case studies uses a focus on a single person, incident, or phenomenon to examine a theoretical issue in-depth, offering a holistic analysis which may employ diverse methods of data collection and analysis.
The following are some advantages and potential challenges with each method:
|
Method |
Advantages |
Challenges |
| Surveys |
|
|
| Interviews |
|
|
| Observation |
|
|
| Focus groups |
|
|
| Case studies |
|
|
Adapted from Linda Daniel's table, "Choosing a Method for Collecting Qualitative Data" at Duke University Library. Originally adapted from the Basic Guide to Program Evaluation, http://www.managementhelp.org/evaluatn/fnl_eval.htm#anchor1585345 (inactive)
Using Qualitative Methods in Psychology by
The field of psychology has been characterized by an interesting schism in the area of research methods. The promotion of the scientific method and the emphasis on experimental methodology helped give psychology an identity as a hard science and legitimacy as a discipline. Yet from the beginning, observations of behavior formed the very basis of the field of psychology. Psychologists such as Freud and Piaget used observational qualitative methods to form their theories -which continue to be major cornerstones of contemporary psychology. Editors Mary Kopala and Lisa A. Suzuki have collected a series of essays that help to consider the philosophical foundations for conducting qualitative research in psychological settings, as well as illustrating the application of those methods. Broad-based and inclusive, Using Qualitative Methods in Psychology examines such topics as multicultural issues, supervision, program evaluation, teaching qualitative research, ethics, and therapeutic settings. Using Qualitative Methods in Psychology will be a crucial addition to the libraries of teachers and researchers interested in psychological research methods writ large, and especially to those interested in qualitative research methods.
Qualitative Methods in Business Research by
`Comprehensive, current and compelling, a winning combination for any research student or practitioner interested in increasing his/her knowledge about qualitative methods as they apply to business research′ - The Qualitative Report Covering all the major qualitative approaches in business studies (including case study research, ethnography, narrative inquiry, discourse analysis, grounded theory and action research), this practical how-to guide shows how qualitative methods are used within management, marketing, organizational studies and accounting. Within each approach, the authors consider crucial issues such as framing the research, generating research questions, getting access, collecting empirical materials, reporting the results and evaluating the research. Original case studies drawn from around the world are included throughout to demonstrate the practical applications of the methods discussed.
Criminological research : understanding qualitative methods by 
The SAGE Handbook of Qualitative Methods in Health Research by
The Sage Handbook of Qualitative Methods in Health Research is a comprehensive and authoritative source on qualitative research methods. The Handbook compiles accessible yet vigorous academic contributions by respected academics from the fast-growing field of qualitative methods in health research and consists of: - A series of case studies in the ways in which qualitative methods have contributed to the development of thinking in fields relevant to policy and practice in health care. - A section examining the main theoretical sources drawn on by qualitative researchers. - A section on specific techniques for the collection of data. - A section exploring issues relevant to the strategic place of qualitative research in health care environments. The Sage Handbook of Qualitative Methods in Health Research is an invaluable source of reference for all students, researchers and practitioners with a background in the health professions or health sciences.
