Qualitative Research: Data
Collection and Analysis
Learning OutcomesAfter reading this chapter, you will be able to:
• Differentiate between the different data-collection procedures used for
the collection of qualitative research data.
• Outline the circumstances in which a particular qualitative data-collection
method should be used.
• Organize a focus group, write a moderator's outline, and conduct a group
• Organize an in-depth interview, write a moderator's outline, and conduct
• Describe what projective techniques are and in what circumstances they
should be used.
• Understand how qualitative data is analysed and why focus group
discussions and in-depth interview conversations are taped and
This chapter seeks to introduce the reader to the field of qualitative market research, to the industry, and to provide an understanding of the nature of qualitative market research. Qualitative market research is defined, its advantages and disadvantages vis-à-vis other market research techniques are explored briefly and a discussion of the value of qualitative research, in terms of whether it is valid and reliable, takes place within this chapter. Individual qualitative research techniques are outlined including focus groups, in-depth interviews, projective techniques and observation studies. Focus groups as a market research technique are explored in depth. In most