Pigeonholing Qualitative Data: Why Qualitative Responses Cannot Be Quantified

Research Design Review

A recent webinar on the ins-and-outs of qualitative research stated that qualitative data could be quantified by simply counting the codes associated with some aspect of the data content, such as the number of times a particular brand name is mentioned or a specific sentiment is expressed towards a Pigeonholetopic of interest.  The presenter asserted that, by counting these codes, the researcher has in effect “converted” qualitative to quantitative data.

This way of thinking is not unlike those who contend that useful quantitative data can be calculated with qualitative findings by counting the number of “votes” for a particular concept or some aspect of the research subject matter.  Let’s say a moderator asks group participants to rate a new product idea on a modest four-point scale from “like very much” to “do not like at all.”  Or, an interviewer conducting qualitative in-depth interviews (IDIs) asks each of the 30 participants…

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