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Qualitative observation implies understanding the differences and similarities in quality. It depends on subjective methods to gather data for analysis. Unlike quantitative observation, takes more time. However, the research is more extensive and personal; also, the size of the sample is much smaller. In this method of observation, a researcher gathers a wide range of responses to receive better outcomes from the survey.
A qualitative observation involves the use of five sensory organs, sight, smell, taste, touch, and hearing, and their function to examine the attributes. Being subjective in nature, it focuses on the characteristics and qualities of the variables rather than the numerical value.
In 1990, Connelly and Clandinn observed that in a qualitative observation, a researcher must determine what role to play for the success of the study and acceptance by the participants. Some methods include the following.
Create an actionable feedback collection process.
The data collected from the qualitative observation explains that these lead managers are not well trained in public relations; hence they are bad at client management. A newly opened café wants to understand the taste preference of the customers to increase the menu. The qualitative observation can help them dive deeper into the customers’ choices by receiving results based on their popular taste.