Qualitative Research Characteristics: 5 Common Mistakes That Can Cause Bad Data

Louise Principe
Dec 19, 2022
a researcher having problems during a qualitative study

Gathering bad data could significantly impact the accuracy of your findings. Most qualitative research characteristics rely on proper planning and management to provide meaningful results. However, committing certain errors in the research process can cause your results to be skewed and unreliable.

To ensure your research findings are trustworthy, it’s important to recognize and address any potential sources of bad data. Here are five common causes of bad data in qualitative research and how to avoid them.

What Causes Bad Data?


1. Inadequate Planning 

Like building a house, the foundation of your research project must be well-constructed for your findings to be accurate and reliable. A poorly-designed study will most likely lead to inaccurate data and, in turn, misguided decision-making.

This can include inadequate sampling, failure to consider participant or researcher biases, and improper data collection methods. It’s important to carefully consider your research design and ensure it adequately addresses the research question.

2. Improper Execution

In some instances, bad data may stem from the researcher, moderator, or the methods used. Data collection mistakes can happen due to insufficient training, failure to understand the research question or objectives, and improper use of data collection tools.

It’s vital to ensure all data collection methods are properly conducted and that the research team involved in the process is adequately trained in various qualitative methods and understands the study’s objectives.

3. Misinterpreting Data 

The characteristics of qualitative research include a high degree of subjectivity and reliance on human interpretation and analysis. Poor data analysis results in incorrect conclusions and misinterpretations of data. This can include failure to understand the data’s context (e.g., setting, participants, researcher bias) and improper use of data analysis tools.

To ensure accurate results, take advantage of the different ways to analyze qualitative data. Qualitative analysis can be approached in multiple ways, such as coding, conversation analysis, thematic analysis, and text analysis.

researcher storing data in a cloud


4. Lack of Organization

Data management involves a planned structure for organizing, systematizing, and storing research materials to make them easily retrievable and duplicable. When data management is poor, it can be challenging to convert your results into a meaningful and comprehensive report for clients and stakeholders.

Poor data management includes improper storage practices, confusion of files, scattered systems or databases, and failure to document the process correctly. It’s important to ensure all project data is stored in a secure database and that all data management processes are documented.

5. Miscommunication

Effective researcher and participant communication is integral to the success of any qualitative research study. Specific qualitative research characteristics must be accounted for during discussions, such as the need for open-ended questions and establishing an environment of trust and mutual respect.

When these characteristics aren’t taken into consideration, it can result in inaccurate data, as participants aren’t willing to provide honest answers or aren’t as engaged as they could be. Similarly, asking closed-ended questions leads participants to not fully explain their experiences – resulting in a lack of in-depth data.

To ensure effective communication, you should strive to be clear, open, and honest when engaging with participants. This includes ensuring that all participants are adequately informed and that any misunderstandings are addressed promptly. It is also important to conduct the study in a safe and comfortable setting, respecting the participants’ identities and needs.

Combat Bad Data with Civicom® Marketing Research Services 

Civicom® Marketing Research Services is the global leader in providing restech solutions for your market research projects. Our services include online IDI and focus group facilitation, a mobile insights app, respondent recruitment, a curation tool, and other solutions that will cater to your research needs. Get in touch with us to learn more about how we can help you achieve project success.

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