Qualitative Surveying

A purely qualitative survey focuses on open-ended questions designed to elicit subjective feedback from carefully selected participants. It can be unstructured – very similar to an in-depth interview script – or it can be relatively tightly specified to cover a defined range of issues.

The interview usually takes place over the telephone or electronically, for example by email – but it can also be delivered in the form of an on-line survey.

Depending on the scale of the survey the data are usually coded prior to analysis. In some cases we will use content analysis to refine and identify key ideas and concepts.