How Can I Collect Data Using the Qualitative Approach?

Design the questionnaire. To collect qualitative data, questions that require a descriptive answer are required. For example, "How many people do you know?" leads to a numbered answer and is an example of quantitative data collection. Conversely, a question such as, "How do you feel about your friends who smoke cigarettes?" is an open-ended, qualitative question.

Type the questionnaire using word-processing software like Microsoft Word or Apple's Pages. Number each question and leave plenty of room for the respondent to write in the answer, as qualitative questions can lead to long answers.

Determine an adequate sample number. Larger sample numbers will always give results that are more representative of a population. Generally, tapping a random sample of people is often the best way to obtain representative samples. The group of people that will be asked the question also is important. For example, asking high-school freshmen questions about their plans to buy a house would not be sensible for current-year market research.

Ask each sample subject the questions on the questionnaire. Write each subject's complete answers in the space below the questions. Ensure each subject is asked a question in exactly the same way -- and, if possible, in the same setting, to reduce bias. Avoid asking "leading" questions that likely would lean the respondent in one direction. Such a question might be, "Did you think the roller-coaster was fun?" Instead, use neutral questions like, "How did you feel when you came off the roller-coaster?"