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Qualitative research is a type of research that aims to gather and analyse non-numerical (descriptive) data in order to gain an understanding of individuals' social reality, including understanding their attitudes, beliefs, and motivation.
A fundamental difficulty with focus groups (and other forms of qualitative research) is the issue of observer dependency: the results obtained are influenced by the researcher or his or her reading of the group's discussion, thus raising questions of the validity of the research (see experimenter's bias).
Qualitative research methodologies are oriented towards developing an understanding of the meaning and experience dimensions of human lives and their social worlds. Good qualitative research is characterized by congruence between the perspective that informs the research questions and the research methods used.
Regardless of the field of or preference for defining data (quantitative or qualitative), accurate data collection is essential to maintain research integrity. The selection of appropriate data collection instruments (existing, modified, or newly developed) and delineated instructions for their correct use reduce the likelihood of errors .
Photovoice is a qualitative research method used in community-based participatory research that gathers participant-taken photographs and narratives to translate experience into actionable knowledge. [ 1 ] [ 2 ] Photovoice is commonly used in the fields of community development , international development , public health , and education .
Visual ethnography as an aspect of the use of visual data has become increasingly important as a part of the qualitative research toolbox. Qualitative research is an off-shoot of the anthropological practice of ethnography that focuses on the collection and analysis of diverse narrative or textual forms of expression.
Data and information visualization (data viz/vis or info viz/vis) [2] is the practice of designing and creating easy-to-communicate and easy-to-understand graphic or visual representations of a large amount [3] of complex quantitative and qualitative data and information with the help of static, dynamic or interactive visual items.
This methodological tool is a combination of photography as the visual equivalent of a tape recorder, and ethnography or other qualitative methods. Photo elicitation techniques involve using photographs or film as part of the interview—in essence asking research subjects to discuss the meaning of photographs, films or videos.