Analysis Of Qualitative Research Methods

Introduction Qualitative research is a social science research that collects non-numerical data and seeks to decipher meaning from that data to help us understand social life by studying targeted groups or places. Many theorists believe qualitative methods enable researchers to obtain in-depth knowledge of human behavior, opinion, or attitude relating to individuals or a group through methods such as focus groups, individual in-depth interviews, and observation. Qualitative research methods can be used in my discipline to obtain data on the customer’s semi-trailer rental experience enabling the company to provide better equipment and service. The future for qualitative research is evolving due to continued use of technology providing researchers

139). In this method, people are studied as they go about their daily lives without interference from the researcher. Furthermore, this type of research is unknown to those being studied and therefore, it must be conducted in public settings where privacy is not a concern (Crossman, 2017). Open-ended surveys are another research method that is created with open-ended questions to allow qualitative data to be generated and analyzed. The advantage of this method is to allow participants to respond to each question in their own words which requires the researcher to explore the meaning of the responses (Sincereo, 2012). Ethnography is another approach in qualitative research by focusing on how a culture perceives an event and the characteristics of that culture. This method involves the observation of a group of people when the researcher immerses them self into the research setting and lives among the participants for an extended period of time (Types Of Qualitative Research Methods, (n.d.). Focus groups are created by bringing together individuals that meet a specific characteristic profile created by the researcher. This tool is preferred when the interactions between the group members will be as informative as the statements of an individual (Sofaer, 1999). Individual in-depth interviews are a

Social media has allowed people to be more willing than ever before to share their personal lives. The digital world has created a continuously changing landscape of creative and expressive tools for people to use. Clever qualitative researchers will need to keep their respondents engaged while seeking out new ways to take advantage of this trend to benefit their clients (White, 2015). Current research methods will continue to be used if they are applicable and can fit the desired research. As data is extrapolated from consumers the gathered research reveals that it is more than just facts and figures. Qualitative research identifies that consumer behavior, culture, and technology discover the ‘why’ as opposed to the ‘what’ of data analysis (Webb, 2017). According to Webb (2017), If qualitative research can remain adaptable, innovative and synchronize old and new methodologies to deliver both insight and added value, then it will not only survive but