Qualitative research
In qualitative research you collect data as words or observations, for example in interviews, in focus groups or by observing people at work. You study a small number of people or cases in depth and analyse the material by coding it into themes. It suits questions where the possible answers are not known in advance. After coding you can count how often a theme occurs, but the results describe the people you studied and cannot be generalised with statistics.
Topic list
Turning your research question into topics and open questions, with room for follow-up questions.
Who to talk to
Choosing respondents who have the experience you need, and deciding when you have spoken to enough of them.
Recording and transcripts
Asking permission, recording and transcribing, and storing the files safely.
Coding
Open, axial and selective coding: from quotes to themes you can report.
Questions to settle first
What do you want to understand that a number would not show?
Who has the experience you are asking about?
How will you record the conversations and keep them safe?
Other topics
Survey distribution
Getting a questionnaire to the people in your sample: building the form, testing it with a small group, sending the invitation and reminding people until enough of them have answered.
- Pilot with a small group first
- Reminders and response tracking
Data analysis
Turning collected data into results: cleaning the export, coding open answers, calculating frequencies and averages, and showing them in tables and charts.
- Cleaning and coding the data
- Charts with source and table
Business research
Research into a company and the market it works in, using company registers, annual reports and sector statistics, brought together in a situational analysis.
- Company and sector sources
- Situational analysis
Let NHL Stenden students research your business
Tell us about your business and what you want to find out. We will tell you where NHL Stenden students can help.