Qualitative research aims to analyze and understand complex processes and events that occur in the course of human activity, and what meanings can be derived from behaviors. It differs from quantitative research in that the focus is on the behavior of subjects through exploration using case studies, interview sessions, and surveys. With quantitative research, the aim is to formulate and test a hypothesis through the application of mathematical models and numerical indices, and arrive at objective outcomes that are verified through repetition.
Qualitative research is most dramatically distinguished from quantitative research in that the researcher is the “instrument” for gathering information in the field. It is an inductive approach that requires the building of a case through the accumulation of elements that when combined explain the underlying psychological rationale and cause & effects of the behavior being studied through pattern recognition. A researcher who engages a group of subjects, views events from a prism that attempts to explain data points based on past experiences, that inevitably presents biases into the interpretation of events. The use of empathy enables the observer to understand behavior from the perspective of the participants. In this respect, the researcher serves in an interactive capacity that may influence the attitudes and actions of the observed.
An example of qualitative research that occurs in real-time is when nationally known Republican political pollster Frank Luntz conducts live qualitative research for clients such as elected officials and television programs by gauging the reaction of voters to the messages of politicians who give speeches or participate in debates. During the course of the broadcast, members of the focus group engage in instant response polling that is aggregated and shows the average reactions to statements regarding various issues. Afterwards, Luntz proceeds to interview the members by asking them a series of questions and recording their feedback. In this way, he is able to accurately gauge the favorable or unfavorable stances of voters towards issues because of the wide cross-section of demographic diversity that is represented by those chosen. Both techniques are very valuable to political parties who wish to formulate the most appealing messages that will allow them to win the most number of votes. By having the results presented, an expert analysis of their meaning, and recommendations about how to alter their positions in order to frame them optimally, politicians can more confidently make proclamations that they know will receive positive reactions.
Having distinguished between qualitative and quantitative research, one must be careful not to confuse qualitative research in the media with investigative journalism. In the case of the former, organizations such as businesses or governments may have a vested interest in the outcome of the study. With journalism, the motivation is to shed light on issues and act in the best interest of the public, while qualitative researches seeks to provide a service for their clients, who may wish to use the material to engage in public relations campaigns. It is also important to point out that with qualitative methods employed by corporations or public agencies, the participants may be compensated and the goal is to extrapolate results from sample groups to large populations, which are target markets for products or services. Journalists on the other hand, take the perspective of the consumer or citizen and aggressively seek to uncover activities that may be unethical, illegal, or exploitative of those in positions of less power and influence.