Although this view is rapidly changing, qualitative research sometimes carries a reputation of being a less reliable or trustworthy approach than say, econometrics. More often than not, this stems from a belief that qualitative research is fundamentally subjective and therefore prone to bias. For some reason which I’m not adequately trained to explain or justify, the human psyche seems to have a tendency to interpret numbers as being more precise, reliable and objective than, let’s say, words. I’d like to explore the role of qualitative research and its potential for rigor in more detail. But first, I think it’s necessary to consider what qualitative research actually means.
But, really, what is qualitative research?
The answer to this question may be less obvious than it seems. We tend to think of qualitative research as being data collection and analysis associated with interviews, focus groups, observation and ethnography; while quantitative research gets grouped with surveys and adm…
But, really, what is qualitative research?
The answer to this question may be less obvious than it seems. We tend to think of qualitative research as being data collection and analysis associated with interviews, focus groups, observation and ethnography; while quantitative research gets grouped with surveys and adm…