How to Design a Qualitative Survey Step by Step

What is a qualitative survey and when is it used?

A qualitative survey is a research tool designed to obtain detailed information about participants' experiences, perceptions, and attitudes. Unlike quantitative surveys, which focus on obtaining numerical and statistically analyzable data, qualitative surveys focus on exploring the "why" behind behaviors and opinions.

This type of survey is especially useful in market research, social research, and in contexts where the goal is to deeply understand the motivation and underlying factors of a specific population. It is mainly used when researchers want to obtain richer and more detailed insights, such as in exploratory studies or when more subjective recommendations are needed.

How to design an effective qualitative questionnaire

Designing an effective qualitative questionnaire requires questions that are geared towards obtaining open-ended and detailed answers, without imposing limitations on the responses. Here’s how to structure an effective questionnaire:

1. Define the research objective Before writing any questions, it is important to be clear about what you want to investigate. What kind of opinions, attitudes, or behaviors do you want to explore? A clear objective will guide the formulation of the questions.
2. Choose the type of open-ended questions Qualitative questions should be open-ended to allow participants to express their thoughts freely. These questions usually begin with "how?", "why?", "what do you think about...?", "what is your opinion on...?". This encourages a deeper and more detailed response.
3. Maintain a flexible approach In qualitative research, it is important for the questionnaire to be flexible. The answers may open up new areas of exploration, so it is advisable to leave room for additional questions during interviews or focus groups.
4. Group questions by topic To facilitate understanding, organize the questions by key topics or areas. This will make the questionnaire easier to follow for both the researcher and the participants.
5. Ask clear and specific questions Ensure that the questions are understandable and specific. Avoid overly general questions that can lead to vague answers.

Examples of qualitative questions for market research

In market research, qualitative surveys can help understand the motivations behind purchasing decisions, brand perceptions, and customer satisfaction. Here are some examples of qualitative questions you can use:

1. What do you value most about brand X?
   
   
   • This question allows you to know the positive aspects that consumers associate with a brand.
2. How does using our product make you feel?
   
   
   • This helps to explore customers' emotions when interacting with the product or service.
3. What would you change about our store or service?
   
   
   • This allows you to learn about areas for improvement from the customer's perspective.
4. What are the factors that most influence your purchasing decision?
   
   
   • An excellent way to explore the underlying drivers of consumer decisions.
5. Why do you choose our brand over others?
   
   
   • This allows for insights into consumer preferences and loyalties.

Key differences between a qualitative and quantitative survey

Although both qualitative and quantitative surveys are fundamental in research, there are key differences between them:

Objective

• Quantitative: Seeks to measure, count, and analyze phenomena in numerical terms.

• Qualitative: Seeks to explore, understand, and delve into the opinions and feelings of participants.

Type of data

• Quantitative: Collects numerical and statistically analyzable data.

• Qualitative: Collects descriptive and non-numerical data, such as detailed interviews and observations.

Method of analysis

• Quantitative: Statistical analysis (means, frequencies, correlations).

• Qualitative: Thematic or interpretive analysis, looking for underlying patterns and meanings.

Question structure

• Quantitative: Closed-ended questions with predefined answer options.

• Qualitative: Open-ended questions, seeking detailed and narrative answers.

Expected outcome

• Quantitative: Results that can be generalized to a broader population.

• Qualitative: Results that provide a deep understanding of behaviors, attitudes, and perceptions.

Advantages of qualitative research for obtaining deep insights

Qualitative research has several key advantages that make it a powerful tool for gaining deep insights:

1. Deep exploration of opinions and attitudes Qualitative surveys allow for more detailed information about participants' motives and thoughts, which is not possible with quantitative surveys.
2. Flexibility in responses Unlike closed-ended responses, open-ended questions allow participants to express their opinions without limitations, which generates richer and more diverse data.
3. Discovery of emerging themes Interviews and focus groups can reveal emerging patterns and themes that would not have been considered in a quantitative survey.
4. Contextualization of results Qualitative research allows for the contextualization of responses, understanding the circumstances and reasons behind opinions and behaviors.
5. Application in exploratory studies It is ideal for exploring previously unresearched areas or when there are no clear hypotheses, such as in the initial phase of an investigation.