What is Qualitative Research with Examples

Perhaps the division into Qualitative and Quantitative research is the most important classification of Research Methods. The main difference between Qualitative and Quantitative is the type of data. Classification is important because it affects how data are collected and subsequently analysed. However, many scholars view that, likewise, Inductive and Deductive most researchers use a mixed methods approach – a combination of Qualitative and Quantitative.

What is Qualitative Research?

Qualitative is- “involving comparisons based on qualities”. The meaning of ‘qualities’ here is a characteristic property that defines the nature of something evident. Defining qualitative is based on the senses or judgement. Qualitative deals with data observed by senses such as sight, taste, smell, touch and hearing. For example, a football’s shape is round- qualitative data. Anything that does not involve numbers or measurement is considered qualitative. For instance- the radius of the ball is 10 centimetres. This sentence involves the measurement of a ball. Therefore, it should not be regarded as qualitative data as a football cannot be measured with senses, Observation and judgement.

The qualitative research technique is to find answers to why or how human behaviour, experience and opinions. This technique focuses on words and collects data through different techniques such as interviews, group discussions and observations. This technique adopts unstructured or semi-structured questions that concentrate on the participant’s point-of-view to build a theory. The qualitative technique works better naturally. It is subjective and considers studies for content, thematic and pattern analysis. This technique is relevant for fewer sample sizes with open-ended interpretative questions.

A few examples of qualitative data is

• The rose is red.
• The tree is bigger than the horse.
• The road is bumpy.
• The cake smells flowery.
• John heard a bang behind him.
• Adam was excited to tell a story.
• Academic writing is an essential skill for students.

Opinions, perceptions, feelings and attitudes are the foundation of the qualitative approach. A qualitative approach to research is likely to be associated with an Inductive Approach to generating theory. Theory building from qualitative data uses an interpretive model through the existence of multiple subjective perspectives (Greener 2008).

For instance- you surveyed five construction companies to find what concerns they are experiencing within a building project.

You concluded that four out of five companies experienced an issue with project delays. Based on their experience, they expressed that the delay in the building project was due to,

• The late payments.
• The lack of transparency in the documentation.
• The lack of effective communication.
• The late payments.
• No delays.

These five points are qualitative data. Based on those points, you can build a theory.

For instance- Delays in building projects are a major concern of construction companies. Eighty percent of the construction firms said that the delay in a building project is a major concern. Rest 20 percent experienced no delays. About 40 percent of the construction firms expressed that the delay occurs due to the late payments. However, 20 percent said, the delay was due to lack of transparency in the documentation, and rest 20 percent concerned that delay in building projects is due to the lack of effective communication.

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Further reading
Richard Fellows and Anita Liu (2015), Research methods for construction, Chichester: Wiley-Blackwell
Saunders, Mark; Lewis, Philip; Thornhill, Adrian (2012), Research methods for business students,
Harlow: Pearson
Knight, A. and Ruddock, L. (2008), Advanced Research Methods in the Built Environment,
Blackwell Publishing, Oxford, UK.
Fellows, R. and Liu, A. (2008) Research Methods for Construction – 3nd Edition. Oxford:
Blackwell Publishing.
Fink, A. and Kosecoff, J. (1998) How to Conduct Surveys – A Step-by-Step Guide – 2nd
Edition. London: Sage Publications.
Jankowicz, A.D. (2005) Business Research Projects – 4th Edition. London: Thomson
Learning.
Kinnear, P. and Gray, C.D. (1999) SPSS for Windows Made Simple – 3rd Edition. Hove:
Psychology Press.
Ruddock, L. (1995). Quantitative Methods for the Built Environment. Vol. 1: Statistical Analysis.
Warrington UK: White Castle Press.
Yin, R.K. (2003) Case Study Research: Design and Methods. – 3rd Edition. London: Sage
Publications.