qualitative methods
& examples

Qualitative methods are research approaches that rely on non-numerical data collection and analysis. Examples include interviews, focus groups, observation, and content or document analysis. Interviews are a qualitative method used to gain in-depth information about a particular topic or individual. A researcher using interviews might ask open-ended questions to encourage the interviewee to elaborate on their experiences or perspectives. Focus groups are a type of qualitative method used to facilitate collective discussion from a group of people on a particular topic. A researcher could use a focus group to understand how members of a particular community view a policy issue, for example. Observation can be used as a qualitative method to allow a researcher to gain an understanding of a certain group, setting, or event. An ethnographic study might involve observational methods, in which a researcher would observe and take notes on the interactions of people in a particular cultural setting. Content or document analysis involves the systematic analysis of written materials such as official reports, policy documents, or literature. A researcher could use content analysis to identify patterns in how legislation has changed over time, for example.