Qualitative data can be defined as data that characterizes and approximates, it can be recorded and observed, and it is not numerical in nature. The qualitative data can be collected through observational methods, conducting a focus group, one to one interview and similar methods. In research analysis, the qualitative data is considered as categorical data as well and it can be categorically based on properties and attributes of a phenomenon or a thing (Saunders, Lewis, & Thornhill, 2012).

Types of Qualitative Data for analyzing

Following are the types of qualitative data that can be used in research:

Structured interview: these are one on one interview that is done by using predetermined questions. The benefit of this type is that it is a quicker approach than other interviews and it is easy to administer. However, structured interviews have a limitation as well that it does not allows for variation or follow up and it may lack the depth of data (Saunders, Lewis, & Thornhill, 2012).

Focus Group: this is a type of qualitative data uses interactions between the group to help to formulate ideas and thoughts. The benefit of this type is that it provides social context, collect information from various people at the same time, and it is more time effective. On the other hand, the limitation associated with this type is that the accuracy of data can sometimes be interfered by group dynamics and the number of questions is often limited (Rowley, 2012).

Direct Observation: in this type of qualitative data, the first-hand data is collected by the researcher on behaviours, processes, or programs through taking notes and direct observation. The benefit of this type is that a holistic perspective can be gained by looking at a full context and unexpected outcomes can be seen by the researcher as it occurs in a natural setting. The limitation associated with this qualitative data is that it is so much time consuming and it might affect the participants’ behaviour, data can be influenced by observer’s perception, and this data might be intrusive (Siccama & Penna, 2008).

Management and Analysis of Qualitative Data

There are few techniques that can be used to overcome the challenges encountered while implementing a qualitative methodology in research and proper management and analysis of qualitative data are a must in this regard. The questions for any kind of observation should be phrased in a manner that is conveniently accepted by the participants regardless of the answer. It is to be ensured that the different questions to collect data are differently worded and throughout the interview, the questions are engaging. As a researcher, it is important to maintain the neutrality throughout the data management and data analyses process by not being influenced by the responses of participants. All the data obtained should be considered for analysis to avoid the research biases and the analysis should be done with an unbiased and clear mind. While interviewing construction, the potential bias must be considered and questions should be ordered suitably so that mistakes could be avoided while data management and data analysis (Siccama & Penna, 2008).

References of Collecting and Analyzing Qualitative Data

Rowley, J. (2012) ‘Conducting research interviews. Management Research Review, 35(3/4), pp. 260-271.

Saunders, M., Lewis, P. & Thornhill, A. (2012) Research Methods for Business Students, 6th ed. Pearson Learning Solutions

Siccama, C.J. & Penna, S. (2008) ‘Enhancing validity of a qualitative dissertation research study by using NVivo’. Qualitative Research Journal, 8(2), pp. 91-103