What is Qualitative Analysis and Its Types?

What Are Qualitative Analysis?

Qualitative Analysis is a method or device for measuring the effectiveness of a company’s task or function. These metrics involve descriptions or observations of the topic described in words rather than in numbers.

Metrics that do not include any numerical data or statistics that contribute to determining a company’s success.

The best way to understand it is to compare it with quantitative business metrics, which use numerical measurements.

Some examples of these metrics are paintings, pictures, appearance, colors, flavors, etc.


It is one of the qualitative analysis methods that involve viewpoint, perspective, and experiences of people related to any particular topic or business product.

It aims to gather information or uncover the opinion, thoughts by asking various open-ended questions.

Qualitative Analysis

Survey research is classified into two types as Longitudinal survey research and Cross-sectional research.

A longitudinal study involves research that collects data over short or long periods. Cross-sectional analysis gathers information from various individuals at one point in time.

Focus Groups

A Focus group is a qualitative research technique that uses a small group of selected participants to discuss any particular topic.

This method gathers information or data through group interactions. It generally collects data that involves how people behave, think, and respond to related questions. 


Interviewing research is a qualitative analysis that involves asking open-ended questions about any subject to collect data. Interviews help to get detailed research information.

Qualitative Analysis

The various methods of these assessments include observations, oral histories, interviews, questionnaires. 


Benchmarking is qualitative analysis research that involves the study of competitors’ products to improve their own company.

It best describes the comparison of one’s business products over others.

Through qualitative benchmarking, companies can gain information to achieve continuous improvement.

Benchmarking is an essential method for organizations because it helps prioritize the areas they need to improve. 

Types of Qualitative Analysis

We have explained the types of Qualitative Research below:

Phenomenological Method

This method of research focuses on observation, perspective, interviews to assemble information from the subject.

It is the method that describes how one participant experiences, understands and interprets the specific situation.

Phenomenology is mainly concerned about how one feels and experiences things throughout particular events.

A phenomenological example might be a feeling or experience after sunset or before sunrise.

The Ethnographic Model

One of the most popular qualitative analysis models which the study or observe a person in their environment.

This method studies the people and their culture to produce details of a particular culture and against the theoretical backdrop.

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This research aims to develop the skills and gain insights into how users interact with their natural environment.

The Grounded Theory

Grounded theory can be understood as a systematic methodology of conducting qualitative analysis to form a theory development.

It can also be defined as a theory that needs an explanation of the main concerns of the subject.

This theory involves collecting and analyzing data that can be developed into an approach based on the data collected.

For the process of Grounded theory, you require the area of interest, theoretical sensitivity, focuses on data only, and avoid preconceived ideas.

Companies and businesses use this theory to maintain their consumers’ satisfaction and loyalty.

The Case Study Model

Case study theory is a research methodology that collects several data from various sources and then compiles them into specific data or conclusions.

The seeds can be related to persons, places, things, companies, cities, etc. It can be anything that creates data.

The application of this model is most useful for developing evaluations, analyses, and conclusions in health science research.

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In addition, most companies say businesses also use this model when marketing to new clients to showcase how the industry solves the issues when the problem arises.

The Historical Model

The historical qualitative analysis method defines or describes the events or activity that has happened to shape the present pattern or predict the future.

There are two sources of historical models as primary sources and secondary sources.

Primary sources are sources of first-hand information, while secondary sources are sources of data derives from an analysis.

This method is helpful as we can get various ideas, techniques, and information for our present and future needs. 

The Narrative model

This method can be approached as the information gathered over a period of time. Some examples of narrative models are stories, interviews, journals, photography, etc.

A more likely scenario is that this model amounts to a description of any events represented in text form.

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