According to Robson's, there are three traditions in qualitative research: case studies, ethnographic studies, and grounded theory studies. He mentions the importance of the quality of the analyst in qualitative research. As Fettrman (1989) puts it, in the context of an ethnographic stance, the analysis is as much a test of the enquirer as it is a test of the data. Qualitative analysis remains much closer to codified common sense than the complexities of statistical analysis of quantitative data. However, humans as “natural analysis” have deficiencies and biases corresponding to the problems that they have as observers.

He also mentions some common features of qualitative data analysis:

1. Giving codes to the initial set of materials obtained from observations, interviews,
  etc.;

2. Adding comments, reflections, etc.;

3. Going through the materials trying to identify similar patterns;

4. Taking these patterns out to the field to help focus the next wave of data collection;

5. Gradually elaborate a small set of generalizations;

6. Linking these generalizations to a formalized body of knowledge in the form of
  constructs or theories.

One of the more famous qualitative research studies is the work of Margaret Mead, who studied the Samoan culture. Such studies not only rely on personal observation but also often require the recruitment of informants. Studies such as those conducted to see what life was like for first-generation immigrants who came to the United States in the early part of the twentieth century can be a qualitative study. Interviewers can interview a number of first-generation immigrants and develop life histories. With enough life histories showing similar patterns of behavior a picture can be developed as to what life was like for those who lived in that era. The interviews might be tape recorded. The interview process is conducted in such a way and in such a length to enable the informant to adjust to the interviewer and the recording device. It is part of the plan of qualitative research to carefully choose the interviewer in order to have the best match to the informant.

Quantitative research seldom deviates from the research plan. Qualitative research, on the other hand, is more flexible. However, qualitative research has several advantages over quantitative research. Qualitative research uses direct observation and semi-structured interviewing in real-world settings. The researcher looks for social transactions and interactions between people and events. The data collection process is less structured than quantitative research. The researchers may make a number of adjustments during the observations. The researcher may even develop new hypotheses during the research process. Qualitative research is more naturalistic, participatory, and interpretive.