A market researcher may answer questions about their clients, the challenges or problems they are experiencing, and where they should concentrate their efforts to find solutions by gathering qualitative data. In this article, with hotsfoods.com, let’s find out some useful technology information about what is qualitative data?

1. What Is Qualitative Data?

What Is Qualitative Data?
What Is Qualitative Data?

Qualitative data is information that cannot be measured, counted, or simply described in terms of numbers. The information acquired from text, audio, and visual sources is presented using data visualization methods including concept maps, timelines, databases of graphs, word clouds, and infographics.

Analyzing qualitative data aims to provide answers to queries regarding the activities individuals perform and the factors that influence such actions. Because it necessitates the analyst reflecting, gathering and processing this type of data might take time. A qualitative investigator or qualitative analyst is someone who works with qualitative data.

Software for qualitative data analytics (QDA) is utilized in a wide range of research areas, including healthcare, business, and marketing. Qualitative data is referred to as categorical data in statistics.

2. What Is Qualitative Data? Different Types

Exploratory qualitative data collecting entails in-depth study and analysis. Its techniques for gathering data go deeper in research since they are primarily focused on learning about thinking, motives, and insights. Researchers choose procedures or data gathering instruments that are only loosely organized since this data cannot be measured.

What Is Qualitative Data? Different Types
What Is Qualitative Data? Different Types

The techniques for gathering qualitative data are as follows:

One-on-one interviews are among the most popular methods for gathering data for qualitative research topics, mostly due to their focus on the individual. Data is gathered one-on-one from respondents by an interviewer or researcher. The interviewing procedure may be informal, conversational, and unstructured. Open-ended questions are typically asked haphazardly by the interviewer, who allows the conversation’s natural flow dictate what to ask.

Focus groups: This is carried out in a context of group discussion. The group is limited to 6–10 participants, and a moderator is chosen to oversee the conversation as it progresses.

Depending on how the data is arranged, a group’s members may share a trait. For instance, a researcher conducting research on track runners will select individuals who are or were track runners and have significant expertise in the field.

Keeping records: The data source for this strategy is existing, trustworthy documents and other sources of information. The new study can make use of this data. It is comparable to visiting a library. There, one can go through books and other reference materials to gather pertinent information for the study.

 Process of observation: The researcher immerses themselves in the environment where his respondents are, keeps a close eye on them, and makes notes as part of the process of observation used in this data gathering technique. The act of observing is referred to as this.

In addition to writing notes, you can also capture your observations using video, audio, or other comparable techniques.

Longitudinal studies: Studies that are conducted over a long period of time using the same data source are known as longitudinal studies. It is a form of observational study that lasts for a number of years, and in some circumstances, even for decades. Through an empirical investigation of participants with similar qualities, this data gathering technique seeks to identify correlations.

Case studies: Using a thorough study of case studies, data is acquired using this strategy. This method’s ability to be used to both simple and difficult issues exemplifies how adaptable it is. The advantage of this approach is how carefully it combines one or more qualitative data gathering techniques to make judgments.

3. What Is Qualitative Data? Examples

What Is Qualitative Data? Examples
What Is Qualitative Data? Examples

A marketer that conducts quantitative research could look at what a particular consumer purchased, when they made the buy, where they made the purchase, and how much they spent in an effort to understand customer behavior.

Comparatively, a qualitative researcher may examine the customer’s overall demographics, the steps they took to research their purchase, and the factors that led them to choose one brand over another in an effort to comprehend the same customer’s behavior.

If you are interested in similar topics, you can also refer to Compare 5 Feature: Data Quality Vs Data Integrity.

4. What Is Qualitative Data? Pros And Cons

Researchers can avoid the Hawthorne effect and gather data that is accurate to the real experience by using observational and content analysis approaches. By bringing broad findings into a less abstract view with actual instances from real people, including qualitative data in reporting helps give color to a story one is trying to convey through statistics.

The process of gathering and analyzing qualitative data might take a lot of time. This is the reason qualitative data analysts frequently employ sampling in their work. However, expanding the results out to identify relevant trends might be challenging when using small samples of data.

Analysts can perform numerical computations and mathematical formulas on quantifiable data by immediately entering it into a database. Comparatively, qualitative data cannot be statistically investigated for patterns or significance without first being classed by descriptive criteria, such as qualities or physical attributes.

While spreadsheets and other software tools make it simple for laypeople to undertake quantitative data analysis, qualitative data analysis depends on the researcher’s expertise to develop parameters from a small sample through which larger data sets may be studied.


Overall, What is qualitative data? Qualitative data is defined as data that approximates and characterizes. Qualitative data can be noticed and recorded. This data type is not numerical in nature. This type of information is gathered via focus groups, individual interviews, observations, and other methods that are comparable. In statistics, data that may be categorized according to the attributes and characteristics of an item or phenomenon are known as qualitative data.

I hope you found the information of this article on what is qualitative data useful. Have a good day!

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