Qualitative research

Qualitative research is the term for collected information gathered as a research method based on the intended target to isolate humna behaviour and understand reasons and responses that govern so much of our everyday lives. Reasons as to how and why are all explored through this research method giving an overall map of responses human behaviour releases through social interaction.
Qualitative research is collected through field work based upon shadowing a small yet focused sample of people and can verify itself in forms of discussion, observations and collecting field notes. Again qualitive ressearch is more about understanding why, why do people behave and react the way they do to certain situations when faced with questions, what envelops and ultimately control them to make an informed decision, how is it diffrent to how someone else may do the same exact situation.  
This allows a deeper insight into the persons behavioural response that other methods may miss, focus groups aimed at indetifying a small group of people and listening and recording response to later analyse is very common.
Of course as with any other research method being utilised to explore social science qualitative research has its downfalls, being so focused on such a small group means this process is very labour intensive and can inflict a sense of bias among the pool of selected individuals.

Below is an itinerary of qualitative research methods:

• observation

• unstructured

•Structured 

•participant

• interviews (face-to-face, or through various technologies)

•unstructured (everyday conversation, life history narrative of key

informants; projective techniques)

•semi-structured (using an interview guide)

•individual     (an     in-depth        inter view)

•group (focus group)

• life history narrative focused on selected topics

• critical incidents

• structured (using an interview schedule)

• questionnaires given in meetings

• concept mapping

• recordings - audio and video with structured or unstructured analysis,

content analysis of talk and interaction

• case study

• action research

• documentary analysis.

(http://www.col.org/SiteCollectionDocuments/A5.pdf, Common wealth of learning, Unit 1: What are mixed methods)  




In summary qualitative research is effective in gaining realistic human response but due to its adversity and the level of man power needed to gain an insight for selected research component it may not be the correct way of approaching an understanding.