Subsequently, the potential of grounded theory methods for generating middle-range theory has not been fully realized. To read the complete entry, click here: To access this article you must have a Temple University AccessNet account.
If you are not affliated with Temple University, use the citation below to find the article at a library to which you have access. See all library locations. Grounded Theory What is it? Search this Guide Search. Grounded Theory a guide to qualitative research methods. How is it done? Qualitative research operates within structures that are fluid. Because the data being gathered through this type of research is based on observations and experiences, an experienced researcher can follow-up interesting answers with additional questions.
Unlike other forms of research that require a specific framework with zero deviation, researchers can follow any data tangent which makes itself known and enhance the overall database of information that is being collected. Data complexities can be incorporated into generated conclusions. Although our modern world tends to prefer statistics and verifiable facts, we cannot simply remove the human experience from the equation.
Different people will have remarkably different perceptions about any statistic, fact, or event. This is because our unique experiences generate a different perspective of the data that we see. These complexities, when gathered into a singular database, can generate conclusions with more depth and accuracy, which benefits everyone.
Qualitative research is an open-ended process. Creativity becomes a desirable quality within qualitative research.
It can be difficult to analyze data that is obtained from individual sources because many people subconsciously answer in a way that they think someone wants.
By embracing the qualitative research method, it becomes possible to encourage respondent creativity, allowing people to express themselves with authenticity. In return, the data collected becomes more accurate and can lead to predictable outcomes.
Qualitative research can create industry-specific insights. Brands and businesses today need to build relationships with their core demographics to survive. The terminology, vocabulary, and jargon that consumers use when looking at products or services is just as important as the reputation of the brand that is offering them. If consumers are receiving one context, but the intention of the brand is a different context, then the miscommunication can artificially restrict sales opportunities.
Qualitative research gives brands access to these insights so they can accurately communicate their value propositions. Smaller sample sizes are used in qualitative research, which can save on costs. Many qualitative research projects can be completed quickly and on a limited budget because they typically use smaller sample sizes that other research methods.
This allows for faster results to be obtained so that projects can move forward with confidence that only good data is able to provide. Qualitative research provides more content for creatives and marketing teams. When your job involves marketing, or creating new campaigns that target a specific demographic, then knowing what makes those people can be quite challenging. By going through the qualitative research approach, it becomes possible to congregate authentic ideas that can be used for marketing and other creative purposes.
This makes communication between the two parties to be handled with more accuracy, leading to greater level of happiness for all parties involved. Attitude explanations become possible with qualitative research. Consumer patterns can change on a dime sometimes, leaving a brand out in the cold as to what just happened.
Qualitative research allows for a greater understanding of consumer attitudes, providing an explanation for events that occur outside of the predictive matrix that was developed through previous research. The quality of the data gathered in qualitative research is highly subjective. This is where the personal nature of data gathering in qualitative research can also be a negative component of the process. Having individual perspectives and including instinctual decisions can lead to incredibly detailed data.
It can also lead to data that is generalized or even inaccurate because of its reliance on researcher subjectivisms. Data rigidity is more difficult to assess and demonstrate. Because individual perspectives are often the foundation of the data that is gathered in qualitative research, it is more difficult to prove that there is rigidity in the information that is collective. The human mind tends to remember things in the way it wants to remember them.
That is why memories are often looked at fondly, even if the actual events that occurred may have been somewhat disturbing at the time. This innate desire to look at the good in things makes it difficult for researchers to demonstrate data validity.
Mining data gathered by qualitative research can be time consuming. A big advantage of this approach is that the results are valid, reliable and generalizable to a larger population. Quantitative research is advantageous for studies that involve numbers, such as measuring achievement gaps between different groups of students or assessing the effectiveness of a new blood pressure medication.
While quantitative research methods work well in the laboratory under tightly controlled conditions, measuring phenomena like human behavior in natural settings is trickier. Survey instruments are vulnerable to errors such as mistakes in measurement and flawed sampling techniques.
Another disadvantage is that quantitative research involves numbers, but some topics are too difficult to quantify in numbers. For example, constructing an effective survey with closed-ended questions about how people fall in love would be difficult. Qualitative research is often used to conduct social and behavioral studies because human interactions are more complex than molecular reactions in a beaker.
Subjectivity, nonrandom sampling and small sample size distinguishes qualitative research from quantitative research. A big advantage of qualitative research is the ability to deeply probe and obtain rich descriptive data about social phenomena through structured interviews, cultural immersion, case studies and observation, for instance. Examples include ethnography, narratives and grounded theory.
Qualitative studies often take more time to complete due to the pain staking nature of gathering and analyzing field notes, transcribing interviews, identifying themes and studying photographs, for instance. Studies are not easily replicable or generalizable to the general population. Lacking rigorous scientific controls and numerical data, qualitative findings may be dismissed by some researchers as anecdotal information. A mixed method approach capitalizes on the advantages of the quantitative and qualitative methods while offsetting the drawbacks of each.
Qualitative research displays its own strengths however, this is also associated with some disadvantages and these include the following: • The quality of research is heavily dependent on the skills of the researcher and can be easily influenced by personal idiosyncrasies and biases of researchers.
There are many advantages and disadvantages of qualitative research. It is a method used in different academic disciplines generally associated with the social sciences and market research. It is a method used in different academic disciplines generally associated with the social sciences and market research.
Qualitative research is not statistically representative. The one disadvantage of qualitative research which is always present is its lack of statistical representation. It is a perspective-based method of research only, which means the responses given are not measured. Selecting the best research method allows you to successfully answer a research question or test a hypothesis. Missteps at the onset of the research process may derail an otherwise promising study. Knowing the advantages and disadvantages of quantitative and qualitative .
A truly important point in the comparison between quantitative research and qualitative research is that the subjective participation of the researcher -- that is one of the most resilient objections regarding qualitative research -- takes place in quantitative approaches. Qualitative research is generally distinguished from its counterpart, quantitative research, and it has a number of advantages and disadvantages. For marketing research to be as effective as.