Qualitative Analysis- Your overall Guide with Informative Facts


Hi guys. In this article, I will be talking about Qualitative analysis. It is a type of certainty analysis which uses personal judgment based on the uncountable information. Some of the examples are the strength of research & development, management expertise, etc.

Qualitative analysis is often used with quantitative analysis to study a company’s operational system and thus, assess its potential as an opportunity for investment. I will talk about qualitative analysis vs. quantitative analysis, later in this article.

In this article, I will discuss the following topics:

  • What is Qualitative analysis?
  • Qualitative analysis methods
  • Qualitative data analysis
  • Elements of Qualitative analysis
  • Qualitative analysis Chemistry
  • Qualitative analysis vs Quantitative analysis

So, Let’s start with informative facts about Qualitative analysis.

1) Qualitative Analysis Definition

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Image: Source

Qualitative analysis watches over inexact and abstract concerns which belong to the experimental and social realm, instead of mathematical one. This approach is based on the kind of smartness that machines lack. Things like, customer satisfaction, positive associations with a brand, etc. are tough, nearly impossible to hold with numerical inputs.

Overall you can say that qualitative analysis is done to keep a check on the quality of inputs for the productivity of any company. Customers are significant to a company’s growth and success since they are a source of revenue.

A company’s competitive advantage and business model are the major components of qualitative analysis. There are few questions which get confronted during the process of qualitative analysis. The questions are:

  • what is that one thing, which keeps the company ahead of its rivals?
  • Does the company adopt any unique way to solve issues of its customers?
  • Is the company’s brand recognized globally?
  • Has the company invented any new technology that is hard to replicate?
  • Does its product have any attractive quality?
  • Will the company survive until upcoming 20 years?

The main idea behind to do a qualitative analysis is to understand all the aspects of growth after a quantitative analysis is done. Qualitative analysis is based on facts. Context is the main key here.

Elements of Qualitative analysis

Qualitative analysis can take much more time than Quantitative analysis. It is like listening to your inner voice but keeping facts in mind. The most important thing is that how the employees view their company and its management? Are they all satisfied or are they not?

Some of such questions tell a lot about the company like what is the company’s workplace place culture, the loyalty of the employees towards the company, etc. You should become a person, with whom people can open and up a bit and give their time too. Qualitative analysis is linked to all these factors.

Qualitative analysis helps us to open up the windows towards the plan for communication styles and to improve a company’s strategies. For a company’s growth and success, there should be smart strategies and transparent communication. All these are elements of effective qualitative analysis.

2) What is Qualitative Data Analysis (QDA)?



Qualitative Data Analysis(QDA) is a range of various procedures and processes when we move from the qualitative data which has been collected. It is collected in the form of either interpretation, explanation or understanding of the situations and people whom we are investigating.

Qualitative data analysis is based on a philosophy which is interpreted. The idea behind this is to, study the symbolic and meaningful content of qualitative data.

Principles of Qualitative data analysis

Following are the principles of Qualitative data analysis:

  1. People have different understandings and experience of reality.
  2. Qualitative analysis is also used to generate theory or describe any phenomenon which is based on data.
  3. Any Social phenomenon can’t be explained, apart from its own context.
  4. There are exceptional cases which may yield insights into a problem. They may even develop new ideas for further inquiry.
  5. It’s not easy to understand human behaviour. The understanding develops slowly and gradually.

Features of Qualitative data analysis

Following are the features of Qualitative data analysis:

  • Level of analysis differs.
  • Monotonous & Progressive.
  • Compact interaction with the data.
  • Analysis is uneven and kind of circular.
  • The collection of data and analysis, works together in a sync.
  • Qualitative data analysis uses conjugation(pointing out something in particular).
  • It can be sorted out in various ways.

Points to focus on while analyzing a text data

  • Your first job is to study primary message content.
  • Analyze the evaluative attitude which a speaker has, towards the message.
  • You need to analyze that, whether the message will represent individual ideas or group shared views.
  • Analyze the speakers degree in which he is representing his actual vs hypothetical experience.

Approaches used during Qualitative data analysis

i. Inductive Approach

  • It is used when qualitative research becomes the major picture of the inquiry.
  • To use emergent framework to group the data first and then other things.

ii. Deductive Approach

  • To use research questions to first arrange the data and then look for any similarities or differences.
  • It is used when the recourses and time are limited.
  • It is used when qualitative research becomes a smaller part of a bigger quantitative study.

3) Qualitative analysis methods

Qualitative analysis methods use similar data collection techniques like interviews, observation and reviewing text. The difference comes in when it is about the purpose of the study.

Following are the methods of Qualitative analysis:

i. Ethnography

It is one of the most applicable and familiar types of qualitative method amongst the professionals. In Ethnography, you focus intensely on the target participant’s environment. By doing so, you get to understand their goals, challenges, cultures, motivations, and themes.

Ethnography has involvements in cultural anthropology too, where the professionals dive within a culture to understand it. When someone researches something, they rely on interviews or the surveys.

But, Ethnography helps you to experience the environment directly. It is moreover practical, rather than assuming things hypothetically and then solving an issue.

ii. Narrative

Narrative approach revolves around a series of events, generally from one or two individuals to form a united story. You have to take brief interviews, look for themes, read documents, etc. and also look for the creator behind a successful story.

You need not arrange everything in sequences; instead, you can create a story, maybe in a narrative form. You can highlight the challenges and tensions which led to those success stories. It might become an opportunity for new innovation.

A narrative approach can be a useful method to build a persona. Also, interview with an identified persona can help you with the details that lead to describe the culture of a place.

iii. Grounded Theory

Grounded Theory looks forward to giving an explanation or theory behind an event. Here, you use the initial interviews and already present documents to build a theory which is based on that data.

You will have to go through many axial coding techniques and series to find out themes and thus, build the theory. You will have to go through many samples around 20 to 60 and then, according to them, develop a theory.

Through Grounded theory, you get a better understanding of how a community of users at present, use a product or how are they performing the tasks?

iv. Phenomenological

In the phenomenological study, you use different methods together in a combination of reading documents, watching videos, visiting places, etc. It is to understand the participants place on whatever subject, being examined. You are dependent on the participant’s own views to provide insights into their motivations.

In this method, you don’t have to start with a hypothesis. You have to conduct a lot of interviews like around 5 to 25 for similar themes. It is to get ready for emerging themes and also to validate your findings.

v. Case Study

A case study includes in-depth understandings via different types of data sources. Case studies can be exploratory, describing and explanatory. In a case study, you get all the information regarding your subject, and then you study it thoroughly.

4) Qualitative analysis Chemistry


In chemistry, the Qualitative analysis is the resolution of the chemical composition of a specimen. It includes a set of techniques which provide non-numerical information about any specimen.

Qualitative analysis gives you the full information that whether, an atom, functional group, ion or compound is there in a sample or is it absent? But, you can’t figure out the quantity. The quantity is then calculated by quantitative analysis.

Branches under Qualitative Analysis-Chemistry

There are two main branches of qualitative analysis. One is Organic Qualitative analysis, and another one is Inorganic Qualitative analysis.

The organic analysis looks up to different types of functional groups, molecules, and chemical bonds. The inorganic analysis looks upon the iconic and elemental composition of a sample by examining the ions in the aqueous solution.

Tests and Techniques

One of the most common qualitative chemical test is the Kastle-Meyer test. It is done for blood, and then there is Iodine test for starch. Another commonly used qualitative test is the flame test. It is used in the inorganic chemical analysis.

The qualitative analysis calculates or checks out changes in colour, odor, melting point, radioactivity, reactivity, boiling point, precipitation and bubble production. These methods include extraction, distillation, chromatography, precipitation, and spectroscopy.

5) Qualitative analysis vs Quantitative analysis

I will be explaining both side by side in a comparison form.

i. Conceptual

  • Qualitative- Concerned towards understanding human behavior from the source’s point of view.  Quantitative- Concerned towards finding out the facts about the social situation.
  • Qualitative- Assumes a reality which is wast and negotiated.  Quantitative- Assumes a reality which is fixed and which can be measured.

ii. Methodological

  • Qualitative- The collection of data is through interviews and the participant’s observation.  Quantitative- The collection of data is by calculating things.
  • Qualitative- Data gets analyzed by themes from informants descriptions.  Quantitative- Data gets collected by statistical inferences and the numerical comparisons made.
  •  Quantitative- The data is reported after a proper statistical analyses.  Qualitative- The data is reported in the language of the person informing.


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