What is Qualitative Research – Data

Introduction

Data are, at their most basic, bits of information, any information. In any research, data is the raw material. It is what we gather to support or refute propositions. We use it to ground new theories or challenge old ones. In qualitative research, it is anything that carries meaning or can be interpreted to have meaning.

Data, a broad term, are unprocessed collections of raw observations, evidence, information, or empirical materials that can be interpreted in numeric and nonnumerical forms. Data create the bridge between the content and method providing firsthand evidence or observation. (Allen, 2017)

Types of Data: “Found” and “Made”

Data can be ‘found’ or ‘made.’ It is found if it is pre-existing and then analysed for research. Examples are newspapers, corporate reports, posts from social media or online forums and historical documents. Data is made if it is a product of the researcher’s actions. The most common examples here are interviews and focus groups. We say it is made in the sense that it comes about in response to your questions, the discussion in a focus group, or in responses to a survey you have developed.

It is important not to confuse ‘made’ with ‘manufactured’ or ‘made up.’

Types of Data: Numerical and Non-Numerical

Non-numerical data – in all its various forms – are the key focus of the qualitative researcher. It is from interviews, for example, we find out how people responded to a situation or the opinions they hold on a particular topic.

Non-numerical sources come in a variety of forms. Commonly, any written or spoken materials. Newspapers, magazines, reports, emails, interview transcripts, books, journals, web sites and numerous others. Qualitative researchers also consider anything that can be understood to convey meaning and is open to analysis: images, videos, signs, iconography, music, movies, billboards and performances are examples.

However, it would be a mistake to dismiss the numerical as something for the quantitative researcher only. Various demographic details of a population may be important for context. The age breakdown might be of interest, or your research may have focused on people of a particular income. You may be interested in particular words or phrases so a content analysis – counting these words or phrases – may add important depth to your study. Even the simple inclusion of the number of people you interviewed or attended your focus group is important background.

Summary

For the qualitative researcher, data comes in many forms. Anything that can be understood to carry or convey meaning is open to them. Next, we will look at what to do with the data once you have it.

Next: Analysing Data

Previous: Why We Need Theory

Back to “Start Here“

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References

Allen, M. (2017). The sage encyclopedia of communication research methods (Vols. 1-4). Thousand Oaks, CA: SAGE Publications, Inc doi: 10.4135/9781483381411

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