Now that you understand the essentials of qualitative data, it’s time to take a look at the qualitative data collection methods you may be working with. These are some of the leading data collection methods used by marketing research doctoral candidates for their dissertations:
- Surveys and questionnaires
- Interviews
- Focus groups
- Observations
- Records and archival review
Most of these qualitative data collection methods allow you to gather primary data. Primary (or “raw”) data is gathered directly from the primary source. For example, if you distribute a questionnaire or interview people directly, you are collecting primary data.
The only secondary data collection method listed here is the last one: records and archival review. With this method, you are reviewing data that was already collected by someone else. For instance, you might review census records or salary data collected by a job posting website.
This is one of the most popular options for graduate students conducting research for their dissertations, regardless of whether it is quantitative vs. qualitative market research. Qualitative research demands open-ended questions, whereas quantitative requires closed-ended questions.
But before you can get to work on developing your questions, you must first define your target audience and consider whether there will be any exclusionary criteria. For example, if your dissertation topic concerns ESL (English as a second language) learners, do you want to survey only ESL learners who are over age 40, those who hail from a certain country, or those who speak a specific native language? The first few questions of your survey should be exclusionary in nature to ensure accuracy in your results.
It is important to note that qualitative surveys typically do not use multiple-choice questions, instead preferring closed-ended questions. However, multiple-choice and “fill-in-the-blank” questions are acceptable for the purpose of acquiring exclusionary data. In other words, if you are conducting a digital survey, such questions are useful for screening and excluding potential participants whose responses do not meet your eligibility criteria. (Be sure to thank them for their time, whether they qualify or not!)
Next, it’s time to develop the questions you’ll use to gather your qualitative data. Your questions will be shaped by the focus of your research, and they should all be open-ended. Take care to avoid any unconscious biases in your questions. Consider the difference between these two prompts:
- Biased: Discuss how helpful immersive language-learning experiences are for your progress.
- Neutral: Discuss the impact of immersive language-learning experiences on your progress.
After developing your survey, you’ll need to distribute it digitally or via mail.
Another qualitative data collection method is one-on-one interviews. Compared to surveys, interviews offer a more personal way to collect data, which is why many qualitative researchers prefer this approach. However, because interviews tend to be more time-intensive than surveys, they are not the most efficient of all qualitative data collection methods.
A qualitative, data-driven interview can be unstructured and informal, in contrast to the necessary structure and formality of a quantitative interview. The qualitative researcher is free to deviate from the interview script, asking follow-up questions as they occur and pursuing any topics of interest that may arise during the conversation.
Focus groups are a classic method of data collection for qualitative research. Note that in a focus group, participants’ answers may be influenced by the responses of other participants, or even by their mere presence.
Conducting a focus group is quite simple. Limit the participants in each group to no more than six to ten. Lay some ground rules ahead of time, such as no interrupting or judgmental comments about other participants. You will serve as the discussion moderator. Write down some questions in advance, although spontaneous follow-up questions may occur to you during the session. Remember to record your focus group sessions for later analysis.
Observations are a useful method of collecting qualitative data, particularly when it’s necessary to observe participants in their natural environment. For example, you might go to an ESL classroom to observe the behaviors of the students.
Some observational studies are overt, which means the study participants are fully aware that you are there to observe them. Others are covert, which means you will need to blend in with your surroundings and subtly make observations that go unnoticed by the study participants. For instance, you might pose as a fellow ESL student or as an ESL teacher-in-training who assists with the lesson plan.
A records review is a form of secondary research, meaning that you are sifting through data already collected by someone else. However, a records or archival review isn’t necessarily limited to documents. You may also need to comb through archives of images, videos or audio recordings. Many archival collections — but certainly not all — have now been digitized.
Marketing researchers rely on quantitative marketing research to obtain reliable statistical data. However, there are some drawbacks to this type of research. Perhaps most critically, quantitative marketing research does not explain the reasons behind the numbers it produces. Data analysts help fill this gap by interpreting the data to identify patterns and learn valuable insights. Quantitative research may also lack reliability, depending on sample size and how the information was collected.