data collection

Methods of data collection in qualitative research

Data can be found in various forms, so researching to find the right information can be confusing and difficult. This data is needed for reasons such as the study of social behaviour change, answering research questions, and evaluating outcomes to different situations among others. Often, gathering information is followed by data transcription and translation so it can reach more audiences. 

Qualitative research for data is a major part for companies, students, researchers, and several others. It helps them understand and target the right audience, discovers trends in the market, create marketing strategies, make better decisions, and improve product or service quality. Data collection in qualitative research and quantitative ones can be done by numerous methods, such as:


A survey or questionnaire of social and behavioural change is an easy way to gather the information you need. It can be done anywhere online. This method is efficient, user friendly, costs less, and you can receive responses from a wide range of people.

Personal interviews

One can gain deeper insight into a person when a face-to-face interview is conducted. Through this method, it is so much simpler to get a better insight into competitors. The process is more intimate and conversational, offering you the choice to decide the kind of environment you need to conduct the meet at.

Focus groups

This is basically a group discussion to collectively gain perspective from different people on the same topic at one time. Usually, there are at least three people in a focus group, along with one moderator. There is always a common factor linking all members of a focus group.

Direct observation

This is a passive way to gain knowledge of a person or group of people. The people collecting the information immerse themselves in the situation and observe the subject crowd to gather data. However, this method of collecting information can be biased at times since those collecting it are a part of the same environment.

To know more about data collection, get in touch with experts at AimResearch.

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