Benefits and challenges of qualitative methodology and associated methods
Introduction
The research method adopted in conducting a research study positively impacts the credibility of the research study. Therefore, ensuring that the right methodological approaches are adopted is essential. There are different methodological approaches and techniques that researchers can adopt in conducting a research study. One of the methodological approaches entails qualitative research methodology. According to Boxill, Chambers and Wint (1997), qualitative research entails a research approach that involves in-depth investigation of individual’s perception, experiences and attitude with reference to the issue under investigation. Alternatively Nykiel (2007) defines qualitative research methodology to include a set of research techniques that are applied in gathering research data from respondents. Nykiel (2007) asserts that the role of qualitative research method is to ‘define a problem, generate hypothesis, identify determinants and develop quantitative research designs’ (p.40). This paper entails a critical analysis on the benefits and disadvantages and challenges of qualitative methodology and the associated methods.
Analysis
The qualitative methodology and the associated methods are widely applied in conducting research studies. Its extensive application arises from the benefits associated with the method. One of the greatest advantages of applying the qualitative methodology is that it provides the researcher and opportunity to undertake an in-depth assessment on the research topic or issue (Nykiel 2007). In line with this aspect, qualitative research design enables the researcher to gather information on individuals’ behaviours, attitudes and motivations, which is substantially difficult through other research methodologies (Boxill, Chambers & Wint 1997). As a result of this aspect, the researcher is able to gather sufficient data from the field. This aspect arises from the qualitative research methods applied in collecting research data. One of the qualitative research data collection methods used include conducting in-depth interviews on the selected responds. The interview can either be face-to-face or through telephone. Applying the interviewing method in collecting data from the field provides the researcher an opportunity to seek additional information and clarification on the research question from the respondents. By employing face –to-face interview, the researcher receives a reply instant from the respondent. The researcher is also able to examine non-verbal communication cues hence providing additional insight regarding the research subject.
Additionally, the interviewing method enables the researcher to gather relevant data by applying the focus group interview technique. Under the focus group method, the researcher ensures that the respondents selected are adequately informed of the issue under investigation. Subsequently, interviewing enables the researcher to uncover hidden issues associated with the research subject hence improving the quality of the research data (Nykiel 2007). The qualitative methodology is supported by different data collection instruments such as tape recording. Tape recording assures the researcher that the accuracy of the data collected from the field is maintained (Gramatikov 2010).
As one the qualitative data collection methods, conducting telephone interviews enables researchers to undertake research study on sensitive topics. Research respondents might not be comfortable discussing some research issues through face to face interview. This aspect might hinder the effectiveness with which the researcher gathers adequate data from the field. However, the respondents may accept discussing such issues over the telephone. Thus, qualitative research method provides an alternative approach in gathering research data irrespective of the sensitive nature of the research subject or issue.
Qualitative methodology provides the researcher adequate flexibility with reference to how the research process is conducted (Boxill, Chambers & Wint 1997). For example, the researcher has the capacity to influence decision on the location where the research study is conducted. Moreover, the research has the ability to determine other aspects involved in the data collection process such as the research schedule, pace, content and continuity of the research process (Gramatikov 2010).
The aspect of flexibility associated with qualitative data collection method is underlined by application of telephone interview in the data collection process. During this process, the researcher can be able to gather research data from respondents working or living in volatile areas such as war zones are areas characterised by communicable diseases. Telephone interviews further enable the researcher to overcome bureaucracies that might affect the efficiency with which data is collected from the field. For example, the researcher is not required to be physically present in the respondent’s location.
Application of qualitative research methodology is not limited to a specific field. On the contrary, the method can be applied in different areas such as science and marketing fields (Jones, Torres & Arrminio 2013). Qualitative methods can either be applied in isolation or can be used in collaboration with other methods. Thus, it enhances the efficacy with which researchers apply the concept of triangulation, which involve integration of qualitative and quantitative research methods (Neergaad & Ulhoi 2007).
Qualitative research methods entails an inductive research approach, which means that the researcher is able to understand an issue that he or she did not have prior knowledge of. This aspect provides the researcher an opportunity to apply the grounded theory technique. Nykiel (2007) defines grounded theory as a research approach that enables the researcher to examine the qualitative data collected from the interview or observation hence developing a theory. Grounded theory approach enables the researcher to develop a theory by examining the systematic relationship between the research hypothesis and the data collected.
Challenges of qualitative methodology
Irrespective of the benefits associated with qualitative research methodology, there are some challenges associated with integration of this research methodology. One of the challenges is that a substantial amount of resources are required in operationalising the qualitative methodological approaches. For example, the process of collecting data using the observations and interviewing methods leads to consumption of a substantial amount of time and financial resources. Lack of adequate time and money may negatively impact the data collection process. As a result of resource shortage, data collection under the qualitative method is limited to a small sample. Jones, Torres and Neergaad and Ulhoi (2007), asserts that the size of a sample impacts the degree to which the research findings are representative of the entire population. According to Shepard (2013), qualitative method entails a subjective research approach, which makes it difficult to generalise the research findings to the entire population. Additionally, the findings of the research study based on a qualitative research method cannot be duplicated. Therefore, the research findings are limited to the study group under investigation. The subjectivity associated with the qualitative research method is underlined by Nykiel (2007) who affirms that ‘the data produced using qualitative approaches should not be ultimately taken too seriously’ (p. 149). This criticism means that the reliability of qualitative research method is limited. Different researchers may arrive at different research findings despite applying similar research methods. The effectiveness with which qualitative research methodology is applied depends on the personal skills of the researcher. Klenke (2008) asserts that the effectiveness with which qualitative data is collected using observation method depends on the researcher’s observational skills.
Qualitative research methodology lacks formal operational and theoretical guidelines. As a result of this limitation, qualitative research method cannot adequately respond to some research dimensions such as the rate of prevalence, occurrence or frequency of a particular research issues. This means that quantitative research method have to be employed in order to enhance the effectiveness of qualitative research methods.
Conclusion
The analysis reveals that qualitative research methodology is characterised by significant benefits and challenges. Applying qualitative research methods enables the researcher to collect relevant data from the field hence improving the credibility of the research findings. This aspect arises from the fact that the researcher interacts directly with the researcher through interviews and observation. Qualitative methodology further enables the researcher to gather substantial data. For example, the researcher has an opportunity to further probe issues that emerge from the respondent hence gathering additional insight on the research issue. Unlike other research methodologies, qualitative research methodology enables the researcher to gain insight on the different research aspects such as attitude and behaviour, which are difficult to capture under other methods. Qualitative research methodology is further characterised by a significant degree of flexibility hence giving the researcher adequate control over the research process. Qualitative research methodology is very valuable in that enables the researcher to develop new theories form the data collected by applying grounded theory approach.
In spite of the benefits associated with qualitative research methodology, there are significant limitations or challenges inherent in this method. One of the challenges relates to reliability of the research findings, which makes it difficult to generalise the research findings. Application of qualitative research methodology and the associated methodologies is influenced by resource availability. Thus, resource scarcity such as lack of time and money might negatively impact the data collection process.
In summary, the analysis indicates that qualitative research methodology and the associated methodologies are very valuable in undertaking research studies. The benefits of qualitative methodologies outweigh the challenges. In applying qualitative research methodologies and methods, it is imperative for researchers to consider the most appropriate approaches and techniques to integrate in order to overcome the limitations. One of the approaches entails employing qualitative research methodologies in collaboration with quantitative research methods.
References
Boxill, I, Chambers, C & Wint, E 1997, Introduction to social research; with applications to the Caribbean, University of West Indies, West Indies.
Gramatikov, M 2010, A handbook for measuring the cost and quality of access to justice, Maklu, Mason, Ohio.
Jones, S, Torres, V & Arrminio, J 2013, Negotiating the complexities of qualitative research in higher education; fundamental elements and issues, Routledge, New York.
Neergaad, H & Ulhoi, J 2007, Handbook of qualitative research methods in entrepreneurship, Edward Elgar Publishing, London.
Nykiel, R 2007, Handbook of marketing research methodologies for hospitality and tourism, Psychology Press, New York.
Klenke, K 2008, Qualitative research in the study of leadership, Emerald Group Publishing, Bingley, UK.
Shepard, J 2013, Cengage advantage, sociology, Cengage Learning, Belmont, CA.
