Collecting and Analyzing Qualitative Data

Qualitative research provides an adaptable, open-ended, rigorous method to explore local perceptions of an issue. Qualitative approaches are effective at revealing the subjective logic motivating behavior. They are particularly appropriate for research questions that are exploratory in nature or involve issues of meaning rather than magnitude or frequency. Key advantages of qualitative approaches include speed, flexibility and high internal validity resulting from emphasis on rapport building and ability to probe beneath the surface of initial responses. Given the time-intensive nature of qualitative analysis, samples tend to be small and purposively selected to assure every interview counts. Qualitative studies can be done independently or embedded in mixed-method designs. Qualitative data analysis depends on rigorous reading and rereading texts ideally with more than one analyst to confirm interpretations. Computer software is useful for analyzing large data sets but manual coding is often sufficient for rapid assessments in field settings..