See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/367221023

Qualitative Research

Article · January 2023

CITATIONS READS
14 207,584

2 authors, including:

Val Hyginus Udoka Eze

Kampala International University, Uganda
199 PUBLICATIONS 2,108 CITATIONS

SEE PROFILE

All content following this page was uploaded by Val Hyginus Udoka Eze on 18 January 2023.

The user has requested enhancement of the downloaded file.

www.idosr.org Ugwu and Eze
©IDOSR PUBLICATIONS
International Digital Organization for Scientific Research
IDOSR JOURNAL OF COMPUTER AND APPLIED SCIENCES 8(1):20-35, 2023. ISSN: 2579-0803
Qualitative Research

Ugwu, Chinyere. N. and Eze Val, H. U.

Department of Publications and Extension Unit, Kampala International University Uganda.

Email: [email protected]; [email protected]; [email protected]

ABSTRACT
Qualitative research is concerned with feelings, ideas, or experiences. Finding insights that
can result in testable hypotheses is the main goal of the data collection, which is frequently
done in narrative form. During the exploratory phases of a study, educators use qualitative
research to find patterns or fresh perspectives. A methodology called qualitative research is
created to gather non-numerical data to produce insights. It is not statistical and is either
semi-structured or unstructured. It is predicated on data gathered using a research
methodology that provides an answer to the why. This article discussed the approaches to
qualitative research, qualitative data collection methods, advantages and disadvantages of
qualitative research and tools for analyzing qualitative data.
Keywords: Qualitative, research, data analysis

INTRODUCTION
Based on its definition, qualitative The aim of qualitative research is to gain a
research is the study of the nature of comprehensive understanding of social
phenomena, which includes their quality, phenomena in their natural environments.
different manifestations, the context in It relies on the direct experiences of people
which they appear, or the perspectives as meaning-making agents in their daily
from which they can be perceived, but lives and focuses on the why rather than
excludes their range, frequency, and place what of social phenomena [4]. For the
in an objectively determined chain of study of human phenomena, qualitative
cause and effect [1]. A more practical researchers employ a variety of systems of
guideline can be added to this formal inquiry, such as biography, case study,
definition: qualitative research typically historical analysis, discourse analysis,
includes data in the form of words instead ethnography, grounded theory, and
of numbers [2]. phenomenology, as opposed to logical and
To better understand ideas, opinions, or statistical methods.
experiences, qualitative research involves Approaches to Qualitative Research
gathering and analyzing non-numerical Qualitative research is used to
data (such as text, video, or audio). It can comprehend how individuals perceive
be used to uncover intricate details about their surroundings. Although there are
a situation or to spark fresh research numerous approaches to qualitative
concepts. Quantitative research, which research, they all share a tendency to be
involves gathering and analyzing adaptable and a focus on preserving rich
numerical data for statistical analysis, is meaning when interpreting data.
the opposite of qualitative research [3]. Grounded theory, ethnography, action
The humanities and social sciences research, phenomenological research, and
frequently employ qualitative research in narrative research are examples of
fields like anthropology, sociology, common methodologies. Despite some
education, the health sciences, history, similarities, they emphasize various goals
etc. and viewpoints [3].

20
www.idosr.org Ugwu and Eze

Figure 1: qualitative research methods

1. Ethnography explore a variety of aspects of the

In order to closely observe people's group and setting, rather than to
behavior and interactions, ethnography is verify a general theory or test a
a type of qualitative research that entails hypothesis.
becoming fully immersed in a particular Disadvantages of ethnography
community or organization. The written  Ethnography is a labor-intensive
report of the research that the technique. You should plan to
ethnographer produces afterward is also spend at least a few weeks, but
referred to as ethnography [5]. probably several months,
It is possible to gain a comprehensive immersing yourself in the
understanding of a group's shared culture, environment and compiling enough
traditions, and social dynamics through observations to create a
the flexible research method of comprehensive picture. This
ethnography. But there are also some prolonged immersion can be
moral and practical difficulties with it. difficult and calls for careful
Advantages of ethnography planning.
 The main benefit of ethnography is  Observer bias is a possibility in
that it allows the researcher to ethnographic research. It can be
observe a group's customs and challenging to maintain the
culture up close. It is a helpful necessary distance to analyze a
strategy for learning first-hand group that you are embedded in
about how people behave and when writing an ethnography
interact in a specific context. because it involves subjective
 By immersing yourself in a social interpretation.
setting, you may have access to  Ethics are frequently another
more accurate information and important factor to take into
acquaint yourself with dynamics account, such as how you disclose
that you could not have learned your role to group members or how
about by asking. you observe and report sensitive
 Ethnography is a method that is information.
also adaptable and open. It seeks to 2. Grounded theory
provide a rich narrative account of A qualitative method known as grounded
a particular culture, allowing you to theory enables you to investigate a specific

21
www.idosr.org Ugwu and Eze
phenomenon or process and develop new that grounded theory is a very open-
theories that are founded on the gathering ended methodology, the analysis
and examination of empirical data. strategies give you the ability to
Grounded theory is an inductive approach maintain a structured and analytical
to research where new theories are approach to your research.
deduced from the data as opposed to e. Data gathering and analysis are
conventional hypothesis-deductive simplified: Data gathering and
approaches, where you formulate a analysis are closely related processes.
hypothesis and then attempt to prove or Data is gathered, analyzed, and then
refute it [6]. Iterative processes are used more data is collected as you gain
for data gathering, data analysis, and knowledge from analysis. This makes
theory development. Data is collected and it more likely that the data you gather
analyzed iteratively until theoretical will be adequate to support the
saturation is reached, which is the point at conclusions drawn from your analysis.
which more data provide no new insight f. Provides protection from
into your new theory [7]. confirmation bias: You are actually
Benefits of using grounded theory: observing what is emerging from the
a. Results are true to settings in the data because data collection and
real world: Since the theories you analysis are closely entwined. This
create using grounded theory are serves as a fantastic barrier against the
derived from actual real-world confirmation of existing biases
participants in actual real-world regarding your subject.
settings using techniques like in-depth Limitations of grounded theory
interviews and observation, your a. Recruiting challenges: Grounded
results will more closely reflect the theory is based on an iterative
real world. In contrast, other research recruitment procedure called
methods take place in settings that are theoretical sampling, in which you
less natural, like research labs or focus continuously seek out new
group tables. participants and conduct interviews
b. Results are closely related to the with them while you analyze data.
data: The conclusions are closely Based on what you learn, the hiring
related to the collected data because criteria also develops and changes. It
grounded theory primarily depends on can be difficult to consistently find the
it to determine the outcome. This right participants for your study
contrasts with other research because the recruiting is not
methodologies that depend more on predefined.
theoretical or frameworks from b. Data collection takes a long time:
outside the field of study that are Because the amount of data you will
farther removed from the data. need to gather cannot be predicted in
c. Great for making new discoveries: advance, you must be adaptable with
For inductive research to find new your schedule. Once you reach
theories, grounded theory is a theoretical saturation, or the point at
powerful tool. You enter the which new data no longer adds new
experiment with no preconceived insight to your developing theory, you
notions about the results and are not can stop collecting and analyzing data
focused on validation or description. in grounded theory. Because of this,
Instead, you create theories and it's likely that you'll need to gather a
analyses based on the data you have lot of data before your theory is fully
collected, which leads to new developed.
discoveries. c. Difficulties with analysis:
d. Provides analysis techniques: The Continuous comparisons between
method of grounded theory outlines various data snippets are made during
specific analytic techniques that can data analysis, which is a continuous
be very beneficial. Despite the fact process. Keeping track of your

22
www.idosr.org Ugwu and Eze
comparisons and conclusions as you to better understand its universal nature.
go can be difficult. This method is widely employed to
3. Action Research Studies investigate lived experience, learn more
A type of qualitative research known as about how people think, and increase a
action research aims to improve practice researcher's understanding of a
while examining the effects of the action phenomenon [12]. A researcher might, for
that was taken [8]. In a specific hospital or instance, look into issues like workplace
healthcare setting, solutions are sought antisocial behavior, the effects of a
for practice issues. As is the case with specific disease on women, and many
quantitative research studies, there is no other things.
attempt to generalize the study's findings. Characteristics of phenomenological
The application of solutions takes place as research design.
a real step in the research process in  Descriptive research design is used
action research. The solutions are being in phenomenological research. An
implemented right away. In the 1940s, accurate description of a
action research gained popularity. Action phenomenon's structure is what the
research was popularized by Kurt Lewin, researcher strives for.
who was born in 1946. He came with the  The purpose of qualitative
intention of assisting social workers in phenomenological research design
doing their jobs better. Lewin's is to understand the significance of
involvement in action research is less well a particular experience for a group
known, despite the fact that many of you of people and how they felt about
may be familiar with him and his it.
contribution to change theory [9].  Researchers who use this method
4. Phenomenological research must put aside their
A qualitative research strategy called preconceptions and presumptions
phenomenological research aims to in order to concentrate primarily on
comprehend and characterize a the present moment.
phenomenon's fundamental elements.  It necessitates that the researcher
The methodology examines human first provide an unbiased account
experience in daily life while putting aside of the lived experiences before
the researchers' preconceived notions considering how well the account
about the phenomenon. In other words, fits with the phenomenon's pre-
phenomenological research investigates existing theories.
actual experiences to learn more about 5. Narrative research
how individuals perceive those One of the more recent qualitative
experiences [10]. methodologies that emphasizes life stories
Researchers who employ as the essence of people-oriented sciences
phenomenological research design make is narrative research or inquiry [13].
the assumption that individuals use a Narrative approaches aim to pay attention
common framework or essence to to the ways a story is constructed, for
interpret their experiences. They analyze whom, and why, as well as the cultural
the participants' emotions, perceptions, discourses it draws from, as a research
and beliefs to determine the core of the inquiry [14]. The foundation of narrative
phenomenon they are studying. The research is the idea that people gain
researcher must set aside any understanding of and meaning from their
preconceived notions they may have lives through the stories they tell [15].
regarding the experience or phenomenon People use narratives to organize and
when using a phenomenological research organize their life experiences in this way.
design [11]. People account for and give meaning or
In layman's terms, phenomenological significance to their lives through the use
research designs are used by academics to of story forms [16]. Because of its special
examine the perspectives of those who ability to represent social phenomena in
have encountered a phenomenon in order all of their richness and complexity and

23
www.idosr.org Ugwu and Eze
because it offers a particularly generative contexts, narrative research is being used
source of knowledge about the meaning more and more in studies of health,
people attribute to their everyday social education, and the social sciences [17].

Table 1: Qualitative research approaches in summary

Approach What does it involve?
Grounded theory Researchers gather extensive data on a
chosen subject and then develop theories
deductively.
Ethnography To comprehend the cultures of groups or
organizations, researchers immerse
themselves in them.
Action research To promote social change, researchers and
participants work together to connect
theory to practice.
Phenomenological research In order to better understand a
phenomenon or event, researchers describe
and analyze participant experiences.
Narrative research In order to better understand how
participants interpret and make sense of
their experiences, researchers look at how
stories are told.

Qualitative Data Collection Methods  Focus groups: are a way to get a

The primary goal of qualitative data group of people talking and asking
collection techniques is to gather textual questions.
data for research and analysis, such as  Surveys: sending out
thematic analysis. Some of the most questionnaires with open-ended
popular techniques for gathering questions.
qualitative data in Observations: writing  Secondary research: gathering
down in-depth field notes what you have already-existing data, such as texts,
observed, heard, or come across. images, audio or video recordings,
 Interviews: one-on-one etc.
conversations in which questions
are directly asked of participants.

Figure 2: qualitative data collection methods

24
www.idosr.org Ugwu and Eze

a. Observation The advantages of controlled

By keeping an eye on individuals, events, observation include:
or taking note of physical traits as they  You can create an observation
occur in the wild, observation is a method schedule for your sampling and ask
of gathering data. Overt (subjects are other market researchers to
aware that they are being watched) or replicate the study using the same
covert observations are both possible (do codes. This aids in testing for
not know they are being watched). dependability.
Participant Observation  Analyzing and quantifying the
 The researcher participates in the coded data is simple.
context or culture being studied.  Controlled studies don't take as
 For a study to be successful, the much time.
researcher needs to be accepted as Limitations of a controlled observation
a member of the culture being include:
studied.  If participants are aware that they
Direct Observation are being observed, it may be
 In order to avoid influencing the difficult to assess the study's
observations, the researcher tries validity.
to be as unobtrusive as possible; b. Naturalistic observation
they are more impartial. Another type of observation research
 Technology is sometimes technique is naturalistic observation.
beneficial (i.e video, audio When conducting this kind of observation,
recording). researchers look at participants' actions in
Indirect Observation their natural environment. Typically, there
 The outcomes of a process, are no established behavioral codes. The
interaction, or action are seen (for researcher will instead take meticulous
example, measuring the amount of notes and code the information later.
plate waste left by students in a Naturalistic observation has the
school cafeteria to determine following advantages:
whether a new food is acceptable to  When participants are in their
them). natural environment, the study
Three types of observational research ensures validity.
Three different methodologies are  This kind of study can also spark
available for observational research: new concepts and questions for
controlled observations, naturalistic further investigation.
observations, and participant  It exposes researchers to ideas they
observations. may not have previously
a. Controlled observation considered.
In a psychology lab, controlled  By collecting real data, researchers
observations are typically structured can avoid any potential issues that
observations. Many of the variables, could arise from using self-
including participants, observation sites, reported data.
study times, study-related circumstances, Naturalistic observational limitations
and more, are under the researcher's include the following:
control and are related to a specific  Because different variables are
research question. In this kind of study, uncontrollable, it is challenging to
the researcher frequently develops codes repeat the study and assess its
to represent various behavioral types. reliability.
Instead of writing a detailed report, they  Carrying out this kind of study on a
can categorize behavior in this way to large scale might be difficult.
make it easier to analyze the data.  You must employ qualified
researchers in order to avoid the

25
www.idosr.org Ugwu and Eze
chance of overlooking crucial Interview Methods in Research
behavioral data. a. Focus group
 There are no variables that you can Focus group interviews, which involve a
change. number of people being interviewed
c. Participant observation simultaneously, are a common technique
Participant observation is the final for research interviews. Focus group
category of observation technique. moderators typically encourage
Because participants will be observed in participant interaction while watching the
their natural environment, this is a type of group to gain understanding of actual
naturalistic observation. The distinction is attitudes and viewpoints.
that researchers will ingratiate themselves Focus group settings tend to feel more
with the surroundings. authentic than other interview settings, so
Advantages of Participant observation participants often respond more at ease
include: and naturally.
 By being a part of the natural b. Structured interview
environment, you can influence Another choice is structured interviews.
some of the variables. Structured interviews frequently include
 Even when participants are aware closed-ended questions, to which
that you are a part of the study, you respondents can only respond yes or no.
can still observe them in their The interviewer typically asks each
natural environment. interviewee the exact same questions in
 By using this technique of the same order. Because structured
observation, you can also prevent interviews adhere to a predetermined
inaccurate self-reported data. format, researchers can frequently finish
Limitations of Participant observation them quickly.
include: c. Unstructured interview
 Taking notes in public without The opposite of a structured interview is
exposing your researcher identity an unstructured interview, also known as
can be difficult. an informal interview. The interviewer
 If you can't take notes out loud, doesn't pose the same questions to every
you'll have to take notes from interviewee in an unstructured interview.
memory, and memory can be Unstructured interviews, on the other
unreliable. hand, rely on open-ended questions, which
 A researcher may lose objectivity if are inquiries that invite a more in-depth
they become overly involved in the response than a simple yes or no.
research. This might compromise The interviewer has the option to ask
the study's reliability. follow-up questions and let interviewees
b. Interview methods elaborate on their responses in
There are various approaches you can take unstructured interviews. An unstructured
to conduct successful research interviews, interview therefore resembles a real
including interview methods. As part of conversation more.
their research process, many researchers d. Semi-structured interview
interview their participants. You can learn Another option is to conduct interviews
more about people's behaviors, attitudes, using a semi-structured approach, which
and opinions by conducting interviews. combines elements of both structured and
Most often, qualitative research that is, unstructured interviews. Interviewers
research that places a greater emphasis on frequently have the flexibility to make
ideas and experiences than on numbers changes, even though they might stick to a
finds interviews to be most helpful. You general plan and set of questions. Because
can select from a variety of interview of this, interviewers may be more creative
techniques if you want to include in gathering the information they require
interviews in your research and want to for their studies.
use a strategy that is appropriate for your
particular research.

26
www.idosr.org Ugwu and Eze
e. Personal interview d. Secondary Research
A personal interview is a one-on-one A research technique called secondary
conversation between the interviewer and research, also known as desk research,
the interviewee that takes place in person. uses data that has already been collected.
Personal interviews are the best option if To improve the overall effectiveness of
you want to talk to someone one-on-one research, existing data is compiled and
and tailor your questions to them. summarized.
To learn more, you can also follow up with Research that has already been published
more inquiries. Personal interviews are the in research reports and other similar
best if you need to collect a significant documents is considered secondary
amount of accurate data because they research. These documents may be made
typically have higher response rates than available through online resources, public
other interview options. libraries, surveys that have already been
f. Phone interview completed, etc. Some governmental and
Interviews can also be conducted over the non-governmental organizations also keep
phone. The use of telephone interviews data that can be retrieved and used for
can make gathering data simple. This research.
interview technique is also reasonably Secondary research is much more
priced, making it the best choice if you affordable than primary research because
want to gather data quickly without using it uses data that is already available, as
a lot of resources. opposed to primary research, which
g. Online interview collects data from organizations or
Another option for research interviews is businesses directly or through the use of a
online interviews. Online interviews may third party.
include surveys or programs for video Secondary Research Methods
chat. The interviewers and interviewees One factor that makes secondary research
don't have to be present at the same time a preferred method for many businesses
or place when using this method. You may and organizations is its low cost. Not all
be able to quickly gather information from businesses have the resources to spend a
a large number of subjects in this way. significant amount of money on research
c. Surveys and data collection. Therefore, secondary
Surveys are a common way to collect data research is also known as desk research
in a variety of fields. They are a wise since information can be obtained while
choice if you want to learn more about a seated at a desk.
group of people's traits, preferences, Popularly used secondary research
viewpoints, or beliefs. methods are:
Common uses of survey research A. Data available on the
include: internet: Utilizing the internet is
 Social research: studying the traits one of the most common methods
and experiences of various social for gathering secondary data. On
groups the internet, data is easily
 Market research: obtaining accessible and can be downloaded
feedback from customers on with a single click. This information
products, services, and businesses is essentially free, or one might
 Health research: data gathering need to pay a small fee to download
about symptoms and treatments data that is already available.
from patients Businesses and organizations can
 Politics: evaluating the public's use websites' wealth of information
perception of parties and policies to meet their research needs.
 Psychology: study of behavioral Organizations must, however, only
patterns, preferences, and use reliable, authentic websites
personality traits when gathering data.
B. Government and nongovernment
agencies: Some government and

27
www.idosr.org Ugwu and Eze
non-government organizations are business directories and
another source of secondary newsletters.
research data. Businesses and D. Educational
organizations can use the useful Institutions: Secondary research
and pertinent data provided by frequently overlooks the value of
sources like the US Government gathering data from educational
Printing Office, the US Census institutions. Colleges and
Bureau, and Small Business universities, however, are the
Development Centers. To download places where research is done the
or use the data offered by these most frequently in all of business.
agencies, there is a certain fee. University researchers primarily
These organizations provide use the data they collect for
accurate and reliable data. primary research. The request for
C. Public libraries: Another excellent data from educational institutions
place to look for information for can, however, be made by
this research is public libraries. businesses or other organizations.
Copies of significant earlier E. Commercial information
research that was conducted are sources: Local radio, TV,
available in public libraries. They newspapers, journals, and
are a repository for crucial data and magazines are excellent places to
documents from which data can be find information for secondary
gleaned. Each of these public research. These commercial
libraries offers a different set of information sources provide first-
services. Libraries frequently have hand information on topics like
a sizable collection of government demographic segmentation, market
publications with market statistics, research, political agenda, and
as well as sizable collections of economic developments.

Table 2: Key Differences between Primary Research and Secondary Research

Primary Research Secondary Research
To gather data, research is done on-site. Data gathered from prior studies is the
The collected data belongs to the basis for research.
researcher.
On raw data, primary research is based. Secondary research is built on well-proven,
previously analyzed, and filtered data.
The collected information is tailored to the The data may or may not meet a
needs of the researcher. The absolute researcher's requirements.
needs of organizations or businesses are
taken into account when gathering data.
To gather data for primary research, Secondary research is quicker and simpler
researchers are heavily invested in their than primary research. It seeks to gain a
work. deeper comprehension of the subject.
The process of conducting primary The availability of data makes secondary
research is costly, and the data collection research a quick process. The best places
and analysis take a lot of time. to look for information should be known to
researchers.

The steps involved in conducting 2. Identify research sources: Next, focus

secondary research: on the information sources that will offer
1. Identify the topic of research: Decide the most pertinent information and data
what needs to be researched before you for your research.
start your secondary research. List the 3. Collect existing data: Once the sources
characteristics of the research and its goal for the data collection have been selected,
after that. look for any previously collected

28
www.idosr.org Ugwu and Eze
information that is relevant to the subject. reports. Even when the information
Numerous sources, including newspapers, is correct, it might not have been
public libraries, governmental and non- updated frequently enough to take
governmental organizations, etc., can be recent timelines into account.
used to find research-related data.  Secondary research draws its
4. Combine and compare: Once data has conclusions from the results of all
been gathered, combine it with other data primary research. The effectiveness
to check for duplicates, then put it all of the research that has already
together in a format that can be used. Make been done through primary
sure to only gather information from research will have a greater impact
reliable sources. Research can be severely on the outcome of your study.
hampered by inaccurate data. e. Focus group
5. Analyze data: Analyze the information Focus groups are a type of research
gathered to see if all the questions have technique where a small group of
been addressed. If not, repeat the participants are gathered to respond to
procedure if you need to delve deeper into questions in a controlled environment.
practical insights. The group is chosen based on
Advantages of Secondary Research predetermined demographic
 The majority of the data used in characteristics, and the questions are
this research is available. In created to shed light on an interesting
contrast to primary research, where subject. Qualitative research includes
data must be gathered from focus groups. Future research on
scratch, there are numerous consumer choices, goods and services, or
sources from which pertinent data divisive topics can be influenced by
can be gathered and used. observations of the group dynamics, their
 Since the data needed is readily responses to focus group questions, and
available and doesn't cost much if even their body language.
extracted from reliable sources, Focus groups are frequently used in the
this process is less expensive and user research, marketing, library science,
time-consuming. The cost of and social science fields. Compared to
obtaining data starts at a minimum. individual interviews, they can offer more
 Organizations or businesses can nuanced and organic feedback, and they
determine the effectiveness of are simpler to plan than experiments or
primary research using the extensive surveys.
information gathered through Advantages of focus groups
secondary research. As a result,  They are reasonably easy to
organizations or companies can organize, and the findings have
formulate a hypothesis and assess good internal consistency.
the expense of carrying out primary  Even when participants are
research. compensated, they are frequently
 Due to the availability of data, affordable.
secondary research can be  Focus groups take much less time
completed more quickly. to conduct than surveys or
Depending on the business's goals experiments, and the results are
or the volume of data required, it available right away.
may take a few weeks to complete.  Focus group findings are frequently
Disadvantages of Secondary Research easier to understand and apply
 Even though data is easily than raw data.
accessible, credibility assessment Disadvantages of focus groups
must be done to determine the  Putting together a truly
veracity of the information representative sample can be
available. challenging. Due to their small
 Not all secondary data sources sample sizes, focus groups are
provide the newest statistics and

29
www.idosr.org Ugwu and Eze
typically not regarded as having potential for observer dependence
external validity. when drawing conclusions. You
 The respondents' anonymity must be careful not to cherry-pick
cannot be guaranteed due to the answers to support a preconceived
small sample size, which may affect notion.
their willingness to speak candidly. Qualitative Data Analysis
 The depth of the analysis can be The analysis of qualitative data can be
problematic because it can be done in a variety of ways. Although
difficult to find sincere opinions on these methods use similar processes,
contentious issues. they focus on different ideas.
 The data analysis has a lot of room
for error, and there is a lot of

Table 3: Qualitative data analysis approaches

Approach When to use Example
Content analysis To define and classify To determine the language
typical terms, expressions, used in descriptions of
and concepts in qualitative therapeutic apps, a market
data. researcher could conduct a
content analysis.
Thematic analysis To locate, recognize, and To investigate how tourism
interpret themes and affects self-identity, a
patterns in qualitative data. psychologist may use
thematic analysis of travel
blogs.
Textual analysis To analyze the composition, To comprehend how
organization, and design of celebrity news coverage has
texts. changed over the past ten
years, a media researcher
could use textual analysis.
Discourse analysis To research communication Discourse analysis could be
and how language functions used by a political scientist
in different contexts to to investigate how
produce different effects. candidates build support
during campaigns.

Tools to Analyze Qualitative Data are: been around for a while, and you can rely
a. MAXQDA on the dependability of its products.
MAXQDA is a tool for analyzing data using b. Nvivo
mixed, qualitative, and quantitative Similar to MAXQDA, NVivo is a piece of
methods. It allows you to enter software that enables users to prepare and
information from many different sources, store qualitative data for analysis. Word
including surveys, interviews, and focus documents, PDFs, audio, visual files, and
groups, to name a few. The data can then more can all be imported. Researchers or
be tagged and categorized for analysis. academics looking for software with
MAXQDA was "created by researchers, for autocoding should consider this program.
researchers" in the fields of commercial, Many users find the interface to be
nonprofit, and educational institutions. It immediately intuitive and simple to use
is simple to use and has support for because it is similar to Microsoft and is
numerous languages. Additionally, it easy to use. It offers automated
makes use of Artificial intelligence and transcription and autocoding and is much
machine learning to assist users with audio more powerful than some other options.
transcription [18,19,20]. Since this
software was established in 1989, it has

30
www.idosr.org Ugwu and Eze
c. ATLAS.ti c. It saves money: A smaller sample size
Large-scale collections of textual, is used in qualitative research than in
graphical, audio, and video data can be other types of research. This is as a result
supported by ATLAS.ti, a potent qualitative of the fact that more data is gathered from
data analysis software tool. The software each participant. Research costs are lower
has incorporated Artificial Intelligence (AI) when sample sizes are smaller. This
technology as it has developed, unlike research methodology not only saves
other programs in this category like money, but it can also yield quicker
Quirkos. Due to the additional AI features results. This is among the best research
and the increased cost, this is best for options at hand right now if data is
research organizations, businesses, and required quickly for a crucial decision.
academic institutions. Collaboration is d. It allows creativity to be a driving
simpler than in MAXQDA and has a cleaner, force:
more elegant interface than Nvivo. Research frequently prefers facts to
Additionally, it is more potent because it opinions. It prefers observations to
incorporates sentiment analysis and originality. The methodology of qualitative
autocoding. research is distinct from that of
Advantages and Disadvantages of conventional research. Due to
Qualitative Research respondents' attempts to answer questions
Open-ended questions are the foundation in a way that pleases the researcher, this
of qualitative research. It gathers data in a format eliminates the bias that frequently
unique way. In qualitative research, enters data collection. People are urged to
participants are free to be who they are be authentic in their responses. Their
throughout the research process as originality becomes a valuable resource.
opposed to being asked questions with As a result, the information that can be
only predetermined answers, as in a poll. gathered from the respondents usually has
In exchange, researchers are better able to more accuracy.
investigate methodologies [19,21,22,23]. e. It is a process that is always open-
To find fresh information, they can search ended: Researchers can delve deeper into
through recordings. these behaviors to uncover the real data
The benefits and drawbacks of qualitative that a subject can offer by using the
research are able to offer a special data qualitative research process. It has access
relationship. To produce accurate results, to the emotional information that
it is necessary to combine the participant's influences how we make decisions. There
perspective with the perspectives of those is no right or wrong response because it is
who collected the data. an open-ended process, which makes
Advantages of Qualitative Research gathering data much simpler.
a. It becomes possible to understand f. It incorporates the human experience:
attitudes: Qualitative research's methods Facts are crucial. Statistics can reveal
offer a potential explanation for why a patterns. The human experience, however,
person's attitude might change. cannot be disregarded. Two people will
Qualitative research improves our each perceive the same event differently as
collective understanding of attitudes. a result of their unique human
b. It is a content generator: The experiences. The complexity of this kind of
qualitative research methodology enables data can be incorporated into the
the collection of real ideas from particular conclusions drawn from the gathered
socioeconomic demographics. These research by using qualitative research.
concepts are then transformed into Every viewpoint becomes significant. The
information that can be used to produce process ultimately benefits everyone
worthwhile content that reflects the because it produces conclusions that are
offered brand messaging. Everyone wins more accurate.
when this process is carried out correctly g. It has flexibility: The process of
because the value proposition is improved conducting qualitative research is not
and advantageous. rigidly structured. Instead, it looks for real

31
www.idosr.org Ugwu and Eze
information and feelings. This flexibility enough to follow up with participants, and
allows for trained researchers to follow up able to establish rapport with them on a
on any response they choose, adding professional level.
depth and complexity to the data being c. It can lose data: For data to be collected
gathered. The qualitative research can go in qualitative research, it must be
off on any tangent and gather data from understood by the researchers. This
the responses, unlike quantitative indicates that the data collection process
research formats that allow for zero involves a level of trust that is not
deviation. necessary for other types of research.
h. It can be based on available data, Researchers will lose important data if
incoming data, or other data formats: they are unable to recognize it when they
There is no set pattern or format necessary are observing it, which reduces the
for collecting data using the qualitative accuracy of the findings from qualitative
research method. Information reporting is research efforts. That might even cause
determined by the type and volume of data some research projects to draw incorrect
gathered. Researchers can modify their conclusions.
procedures right away if they believe their d. It may require multiple sessions:
efforts are not yielding useful results. Although the small sample size of the
Using this method offers more chances to study can be problematic, the qualitative
collect fresh data. research may be successful in gathering
i. It allows for detail-orientated data to real data. Multiple viewpoints are
be collected: The data-collection process frequently needed to make a significant
in the majority of research methods decision in order to prevent costly errors.
includes a number of restrictions. By doing To gather all the information required to
this, it is possible to produce measurable make such a difficult decision, it might be
results quickly. Qualitative research necessary to conduct several research
emphasizes the nuance of data rather than periods. If that's the case, a larger follow-
a particular metric. Whether or not the up sample might result in more expenses
information fits into a particular rather than fewer if a fork in the road is
framework, it wants as many details as it reached.
can. True insights are frequently e. It can be difficult to replicate results:
discovered within those specifics. Since each participant has a unique
Disadvantages of Qualitative Research perspective, it is nearly impossible to
a. It is not a statistically representative reproduce the findings of qualitative
form of data collection: Statistics are not research. It's possible that tomorrow, even
represented in qualitative research in any the same person, will see things differently
way. It will only offer research information than they do today. Because of this, some
based on viewpoints. Typically, this type people may question the conclusions that
of research cannot measure responses. researchers draw from qualitative research
Only comparisons are feasible, which over because the data they gather may be
time tends to result in data duplication. challenging to verify.
Qualitative research is not the type of f. It can create misleading conclusions:
research that should be used if statistical Although like-minded individuals
data is needed. frequently act, feel, and think similarly,
b. It relies upon the experience of the this isn't always the case. In the United
researcher: The experience of the States, Donald Trump may have received
researchers involved in the process will the support of 80% of evangelical
determine the quality of the data gathered Caucasian Christians. 20% did not vote in
through qualitative research. A researcher the 2016 presidential election, however. A
who is knowledgeable about the industry small qualitative research sample that only
must gather data that is specific to that consists of participants in the 80% would
industry. For the data to be accurate, totally disregard the perspectives of
researchers must also be skilled at participants in the other 20%. It is
conducting effective interviews, brave impossible to know for sure whether

32
www.idosr.org Ugwu and Eze
conclusions drawn from qualitative The researcher involved determines what
research can be applied to a whole is included in the qualitative research
demographic. process and what is excluded. Because of
g. It can be influenced by researcher this, the data collection process is
bias: In qualitative research, the extremely subjective. It is always possible
researcher's bias, whether conscious or to present detailed data, but only if the
unconscious, may influence the results. researcher can put aside their bias and
This bias may even have an impact on the viewpoint in order to present the data they
findings of the research. To avoid results have collected in their unprocessed state.
being impacted by researcher bias, k. It can be time consuming: Data
controls must be a part of the data collection takes longer because
collection process. researchers go off in many different
h. It may not be accepted: Qualitative directions. Additionally, sorting through
research has an element of objectivity, all of that additional data takes time. The
despite having an element of authenticity. value of every data point is never certain
The collected data might not be accepted because it is evaluated subjectively. In
as a result of its nature. The data that was contrast to data gathered through
initially gathered may even be disregarded qualitative research, data gathered
if subsequent qualitative research efforts through other research formats is subject
cannot yield comparable results. to strict guidelines and expectations that
i. It creates data that is difficult to enable it to be evaluated and applied more
present: The responses to qualitative quickly [20,21,22,23].
research findings can frequently fall into l. It has no rigidity: The qualitative
one of two categories because people have research approach is based on unique
varying perspectives. People who agree viewpoints. The information collected is
with the findings will exist as well as those only accurate at the time it is gathered
who disagree with them. Both groups will because those perspectives are subject to
value the information being gathered, but change. Positive things are more likely to
their respective decisions about how to stick in the human memory. Bad memories
proceed will depend on how they see the are pushed to the back of our minds, while
situation. As a result, it is challenging to happy memories are kept close at hand.
present the data to audiences with wide Finding the positive aspects of what has
ranges of interests because it can lead to happened to each of us is a natural
two very different outcomes. instinct. As a result of this characteristic,
j. It creates data with questionable value: it may be challenging for researchers to
Due to their diverse viewpoints, even infer conclusions from the data that hold
researchers occasionally disagree on the true from a long-term standpoint.
importance of data that is being gathered.
CONCLUSION
Information that aims to describe a topic aren't any experiments or control groups
rather than measure it is collected using involved; instead, things are just observed
qualitative data. Instead of using precise as they are. To learn more about people's
numbers that would be displayed in a motivations, thinking, and attitudes,
graph or chart, this type of research qualitative researchers aim to delve deeply
evaluates opinions, views, and into the subject at hand. While using a
characteristics. The majority of qualitative qualitative approach can help you better
research techniques, like focus groups or understand your research questions, it can
interviews, involve direct observation. also make it more difficult to interpret the
Market research is typically carried out in findings.
natural settings, which means that there

33
www.idosr.org Ugwu and Eze
REFERENCES
1. Philipsen, H. and Vernooij-Dassen, 11. Groenewald, T. (2004). A
M. (2007). Qualitative research: phenomenological research design
useful, indispensable and illustrated. International Journal of
challenging. In: Qualitative Qualitative Methods.
research: Practical methods for 12. Bliss, L. (2016). Phenomenological
medical practice. In L. PLBJ & H. TCo Research: Inquiry to Understand
(Eds.), 5–12. the Meaning of People’s
2. Punch, K. F. (2013). Introduction to Experiences. International Journal
social research: Quantitative and of Adult Vocational Education and
qualitative approaches. London: Technology.
Sage. 13. Trahar, S. (2009). Beyond the story
3. Bhandari, P. (2022). What Is itself: narrative inquiry and
Qualitative Research? | Methods & autoethnography in intercultural
Examples. (Retrieved). Scribbr. research in higher education.
https://www.scribbr.com/methodo Forum Qual Soc Res.
logy/qualitative-research/ 14. Bochner, A. (2007). Notes toward an
4. Fossey, E., Harvey, C., McDermott, ethics of memory in
F. and Davidson, L. (2002). autoethnographic inquiry. Ethical
Understanding and evaluating futures in qualitative research:
qualitative research. Australian and decolonizing the politics of
New Zealand Journal of Psychiatry, knowledge. 197–208.
36, 717–732. 15. Andrews, M., Squire, C. and
5. Caulfield, J. (2022). What Is Tamboukou, M. (2013). Doing
Ethnography? | Definition, Guide & narrative research. London: Sage.
Examples. Scribbr, Retrieved 16. Bleakley, A. (2000). Writing with
November 5, 2022. invisible ink: narrative,
https://www.scribbr.com/methodo confessionalism and reflective
logy/ethnography/ practice. Reflective Pract. 1(1), 11–
6. Delve, H. and Limpaecher, A. 24.
(2021). The Practical Guide to 17. Clandinin, D. (2013). Engaging in
Grounded Theory. Practical Guide narrative inqui. Walnut Creek: Left
to Grounded Theory Research. Coast Press.
https://delvetool.com/groundedth 18. Corti, L. (2006). End of award report
eory to ESRC for qualitative data tools
7. Charmaz, K. (2006). Constructing (SQUAD). Final report
Grounded Theory: A practical guide 19. Brandon, G. (2018). Advantages and
through Qualitative Analysis. Disadvantages of Qualitative
Thousand Oaks, California: Sage. Research to the ESRC on SQUAD.
8. Streubert, H. J. and Carpenter, D. R. 20. RS Aruho, B Nuwatuhaire, M
(2002). Qualitative research in Manyange, A Bateyo (2022). Socio-
nursing: Advancing the humanistic demographic Distribution of
imperative. Philadelphia: Persons with Small and Medium
Lippincott Williams & Wilkins., 3rd Enterprises in Uganda: A Case Study
ed. of Kabale Municipality South,
9. Lewin, K. (1946). Action research Western Uganda. INOSR Arts And
and minority problems. Journal of Management,8(1): 1-7
Social Issues, 2(4), 34–46. 21. CE Eze (2023). The Need for
10. Delve, H. and Limpaecher, A. Inclusivity in Nigerian Higher
(2022). What is Phenomenological Education System. IAA Journal of
Research Design? Essential Guide to Communication 9 (1), 26-31
Coding Qualitative Data. 22. VB Gerthrude, kimwise Alone, TB
https://delvetool.com/blog/pheno Generous (2023).The Effect of E-
menology resource Use by Staff and Students

34
 www.idosr.org Ugwu and Eze
for Teaching and Learning in in Kampala International University
Kampala International University, Western Campus. IDOSR Journal of
Western Campus. IDOSR Journal of Applied Sciences 8 (1), 72-83.
Applied Sciences 8 (1), 64-71.
23. VB Gerthrude, K Alone, TB Generous
(2023). Availability and Awareness
of E-resources Utilization in
Supporting Teaching and Learning

35

View publication stats