Qualitative Research

Qualitative research emphasizes on the importance of evaluating variables in its natural setting such as, conducting a one on one interview. The interviewer investigating methodologies and determines the interaction between variables. In addition, the interviewer gathers data by means of open ended questions that provide direct quotations; attempting to gain information from the subject on relations, comparisons, and predictions.

Qualitative research when conducted properly can offer a variety of advantages:

·         Provides more in-depth, comprehensive information from the subject.

·         By evaluating the subject in its natural setting, the interviewer can observe the context of the situation; as well as, the interactions between variables; thus providing a more detailed understanding of the situation.

Qualitative research when conducted improperly can offer a series of disadvantages:

·         It becomes difficult for the interviewer to prevent or detect induced biases.

·         The scope is limited due to the depth of the conversation.

·         Inquires can lead to difficulties in establishing validity in the information provided by the subject.

When interviewing participants, the interviewer should emphasis on:   

·         His or her reactions to the topics being discussed.

·         Choosing an interview environment in which the participant will feel comfortable, secure, and relaxed.

·         Avoiding YES or NO questions, the interviewer must ask questions that seek out detailed information.

·         The validity of the questions being asked. Can one question lead to more questions?

·         Being flexible in his or her approach to questions.

Furthermore, the interviewer must maintain the validity of qualitative research when conducting his or her interview. To maintain validity the interviewer must:  be a good listener, recording his or her finding accurately, include all data into the final report, be candid, and seek feedback and achieve order and balance in the interview process.

In general, when conducting qualitative research the interviewer attempts to gain a comprehensive picture from the subject by gathering detailed data and recording his or her findings. The interviewer can then provide a detailed analysis on the research conducted.