Understanding what qualitative analysis is and how it is used is very important in research. Qualitative analysis is an important aspect of research that can help increase understanding and success. This article will discuss what qualitative analysis is and how it is used in research.
Qualitative analysis is appropriate under specific circumstances. “Qualitative research is designed to tell the researcher how (process) and why (meaning) things happen as they do,” and this is important because it helps a researcher determine the hidden information behind things (Cooper & Schindler, 2006, Ch. 8). Qualitative analysis helps a researcher to understand motivations and meanings. This type of analysis helps a researcher understand the deeper meaning, circumstances, and reasons for things.
Qualitative analysis is not used to find out how things happen or “how often” things happen; it is used to learn why these things occur (Cooper & Schindler, 2006, Ch. 8). Qualitative analysis answers the question of why is this happening. It is used to understand what is behind the things that happen. For instance, qualitative research would help a researcher understand why a certain demographic of customers is not satisfied with a product that many other demographics are satisfied with.
Qualitative research is kind of like predicting or drawing conclusions and this is the reason a lot of business people think it is “too subjective” (Cooper & Schindler, 2006, Ch. 8). Qualitative research is interesting because it tries to understand more than is obvious. It looks at facts and tries to figure out what is behind the facts. This can be beneficial if the information is correct, but often it is hard to relate the information on a larger level. This type of analysis is used mainly for interpreting how and why things happen, and this can be a tricky field of research.
Qualitative analysis is a way of researching the more in depth details of actions. Qualitative research helps understand instead of recording facts. This type of analysis is a useful tool for many areas of research, and it is widely used.
Cooper, D. R., & Schindler, P. S. (2006). Business Research Methods (th ed.). New York, NY: McGraw-Hill.