EDUM 541: Prepared By: Meriam G. Torres

EDUM 541
Prepared by: Meriam G. Torres

Qualitative Data: Definition
 Qualitative data can be observed and

recorded. This data type is non-numerical in
nature. This type of data is collected through
methods of observations, one-to-one
interviews, conducting focus groups, and
similar methods.
Qualitative Data Examples
 Qualitative data is also called categorical data since this data can be
grouped according to categories.
 For example, think of a student reading a paragraph from a book during

one of the class sessions. A teacher who is listening to the reading gives
feedback on how the child read that paragraph. If the teacher gives
feedback based on fluency, intonation, throw of words, clarity in
pronunciation without giving a grade to the child, this is considered as
an example of qualitative data.
 It’s pretty easy to understand the difference between
qualitative and quantitative data. Qualitative data does
not include numbers in its definition of traits, whereas
quantitative data is all about numbers.
EXAMPLES
 The cake is orange, blue, and black in color
(qualitative).
 Females have brown, black, blonde, and red hair
(qualitative).
Importance of Qualitative Data
 Qualitative data is important in determining the particular
frequency of traits or characteristics. It allows the
statistician or the researchers to form parameters through
which larger data sets can be observed.
 For a market researcher, collecting qualitative data helps
in answering questions like, who their customers are, what
issues or problems they are facing, and where do they
need to focus their attention, so problems or issues are
resolved.
Qualitative Data Collection Methods- Types
of Qualitative Data
1. One-to-One Interviews: It is one of the most commonly used data
collection instruments for qualitative research, mainly because of its
personal approach. The interviewer or the researcher collects data directly
from the interviewee on a one-to-one basis. The interview may be informal
and unstructured – conversational. Mostly the open-ended questions are
asked spontaneously, with the interviewer letting the flow of the interview
dictate the questions to be asked.
2. Focus groups: This is done in a group discussion setting. The group is
limited to 6-10 people, and a moderator is assigned to moderate the ongoing
discussion.
3. Record keeping: This method makes use of the already
existing reliable documents and similar sources of information as
the data source. This data can be used in the new research. It is
similar to going to a library. There, one can go over books and
other reference material to collect relevant data that can be used
in the research.
4. Process of observation: In this qualitative data collection
method, the researcher immerses himself/ herself in the setting
where his respondents are, and keeps a keen eye on the
participants and takes down notes. This is known as the process
of observation.
5. Longitudinal studies: This data collection method is performed on
the same data source repeatedly over an extended period. It is an
observational research method that goes on for a few years and, in some
cases, can go on for even decades. This data collection method aims to
find correlations through an empirical study of subjects with common
traits.
6. Case studies: In this method, data is gathered by an in-depth analysis
of case studies. The versatility of this method is demonstrated in how
this method can be used to analyze both simple and complex subjects.
The strength of this method is how judiciously it uses a combination of
one or more qualitative data collection methods to draw inferences.
Two Main Approaches to Qualitative Data Analysis
 Deductive Approach - involves analyzing qualitative data based on a
structure that is predetermined by the researcher. A researcher can use the
questions as a guide for analyzing the data. This approach is quick and
easy and can be used when a researcher has a fair idea about the likely
responses that he/she is going to receive from the sample population.
 Inductive Approach - on the contrary, is not based on a predetermined
structure or set ground rules/framework. It is more time consuming and a
thorough approach to qualitative data analysis. An inductive approach is
often used when a researcher has very little or no idea of
the research phenomenon.
Advantages of Qualitative Data
1. It helps in-depth analysis: Qualitative data collected

provide the researchers with a detailed analysis of subject
matters.
2. Understand what customers think: Qualitative data
helps the market researchers to understand the mindset of
their customers.
3. 3. Rich data: Collected data can be used to conduct
research in the future as well.
Disadvantages of Qualitative Data
1. Time-consuming: As collecting qualitative data is more time
consuming, fewer people are studying in comparison to collecting
quantitative data.
2. Not easy to generalize: Since fewer people are studied, it is difficult
to generalize the results of that population.
3. 3.Dependent on the researcher’s skills: This type of data is
collected through one-to-one interviews, observations, focus groups,
etc. it relies on the researcher’s skills and experience to collect
information from the sample.
Unit of Analysis
 One of the most important ideas in a research project is the unit of
analysis. The unit of analysis is the major entity that you are
analyzing in your study. For instance, any of the following could be
a unit of analysis in a study:
 individuals
 groups
 artifacts (books, photos, newspapers)
 geographical units (town, census tract, state)
 social interactions (dyadic relations, divorces, arrests)
Level of Analysis
 The term "level of analysis" is used in the social sciences
to point to the location, size, or scale of a research target.
 "Level of analysis" is distinct from the term "
unit of observation" in that the former refers to a more or
less integrated set of relationships while the latter refers to
the distinct unit from which data have been or will be
gathered. Together, the unit of observation and the level of
analysis help define the population of a research
enterprise.
Procedure of Qualitative Data
 1. Prepare and organize your data.

 2. Review and explore the data.
 3. Create initial codes.
 4. Review those codes and revise or combine
into themes.
 5. Present themes in a cohesive manner.
Levels of Measurement
 The nominal level of
measurement is qualitative and has no
mathematical interpretation. The quantitative
levels of measurement – ordinal, interval, and
ratio – are progressively more mathematically
precise as you move along the levels.
 Nominal Scale
When variables have values that have no mathematical
interpretation they differ in kind or quality but not in amount.
This measure offers names or labels for characteristics. At this
level data can be placed into categories and counted only in
regard to frequency of occurrence. There is no ordering or
valuation implied. When we talk about hair color we are
referring to measurement on a nominal scale but no valuation is
implied with any of the possible responses.
Ordinal Scale
When variables can logically be ranked ordered from greatest to
leased. For example, in a customer satisfaction survey you may
ask a client if they are “very satisfied”, “satisfied”, “dissatisfied”,
or “very dissatisfied.” A customer that responds “very satisfied” is
more satisfied then one that marks “dissatisfied” but you can not
quantify this as being 2 units more satisfied. The interval between
values can not be interpreted. On this level measurement provides
information about the order of categories but does not indicate the
magnitude of differences between them.
 Interval Scale
At the interval level numbers represent fixed measurement units
but have no true zero point. It labels, orders, and uses consistent
units of measurement to indicate the exact value of each category
of response.
 Ratio Scale
This is based on a true zero point and you can measure how
much more one attribute is to another. On the ratio level we can
say that 10 is two times as much as 5 and 10 is 5 more than 5.
Qualitative Data Interpretation
Qualitative data analysis can be summed up in one word – categorical. With qualitative
analysis, data is not described through numerical values or patterns, but through the use of
descriptive context (i.e., text). Typically, narrative data is gathered by employing a wide
variety of person-to-person techniques. These techniques include:
 Observations: detailing behavioral patterns that occur within an observation group.
These patterns could be the amount of time spent in an activity, the type of activity and
the method of communication employed.
 Documents: much like how patterns of behavior can be observed, different types of
documentation resources can be coded and divided based on the type of material they
contain.
 Interviews: one of the best collection methods for narrative data. Enquiry responses can
be grouped by theme, topic or category. The interview approach allows for highly-
focused data segmentation.

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EDUM 541

Prepared by: Meriam G. Torres

 Qualitative data can be observed and

 For example, think of a student reading a paragraph from a book during

1. It helps in-depth analysis: Qualitative data collected

 1. Prepare and organize your data.

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