Understanding Qualitative Survey Research

Understanding Qualitative Survey Research

Understanding and Evaluating Qualitative Survey research is an important step prior to starting your project. Generally, survey research can be divided into two types: Qualitative and Quantitative survey research. Both Qualitative and Quantitative survey research play important roles in acquiring quality data. However, which is better?

Qualitative survey research is used to acquire feedback throughout many industries. The objective of Qualitative survey research is to gain an understanding of the underlying reasons or motivations to individual opinions. The major benefit is that you can gain valuable insights into user needs, behaviors, and patterns in the area of products or services.

However, every coin has two sides and so does Qualitative survey research. Here are some advantages and potential limitations of using Qualitative survey research as your primary research approach.

Advantages:

More Depth – It offers you with the ability to take an in depth look at the characteristics and qualities of products or services.

Human Behavior – The number of people who are involved in the survey research can help you understand emotions, personalities, routines, needs, and a variety of other information.

Limitations:

Validity – Qualitative research often depends on the individual judgment of the respondent and is heavily dependent on the researcher’s interpretation(s).

Generalizing Results – depending on time and budget, researchers must be careful not to simply generalize results via simple visualizations. It is better to engage in the process of Behavioral Coding.

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