Definition of qualitative methods
Research is a prerequisite at all stages and phases of business operations, making it an essential aspect of a company’s decision-making process. First and foremost, a company has to research to determine whether venturing out into a particular type of business would be profitable. Research enables a company to collect facts and statistics about its competitors, employees, and customers ( Bell & Willmott, 2015) . Reports containing information on employee and consumer preferences and all the alternative channels for production, marketing, sales, and finance are then presented to top management who make well-informed decisions based on the findings of the study. A business can also use research to ascertain the success of its business strategies and determine whether they should be refined for better outcomes.
A company can employ both qualitative and quantitative methods of research depending on the type of information they wish to collect. Qualitative research is all about qualities rather than quantities. Qualitative research is a form of study that examines the motivations, attitudes, feelings and deeper thoughts of the participants, allowing the researcher to make subjective interpretations of the responses provided. Therefore, this type of research can be beneficial to a human resource department interested in gathering opinions, insights, and feedback from the employees regarding HR practices and performance ( Silverman, 2016) . Qualitative data offers detailed information, and hence they are vital to HR decisions. They can be used to determine why employees leave the company, how the company can sustain employee morale, the kind of training employees should be subjected to or when employees feel most supported. Qualitative research gives the HR department an anecdotal look into the business and is typically not used to predict performance since it generally involves smaller sample sizes than quantitative research. The HR department can also employ qualitative research in exploratory research designs for the purpose of acquiring broad-based ideas from the participants. It can offer additional insights that can allow the researcher to develop clear objectives for a more structured and rigorous study.
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Description of qualitative methods and tools with rationale
Qualitative research can take the form of surveys, observations, or direct interaction with participants. Advancements in technology have increased the ways in which qualitative data can be collected. For instance, HR can collect data through mail surveys, social media platforms, instant messaging, telephones and so on. One commonly used qualitative method of research is focus groups. A focus group usually comprises of eight to twelve people who engage in a discussion guided by a moderator regarding a particular topic. The method of study is useful since it gives employees the opportunity to interact with human resource staff about workplace conditions. Focus groups hold a massive advantage over surveys since the respondents are encouraged to elaborate on their response and thus offers a better understanding of the true feelings of the participants ( Creswell & Poth, 2018) . This type of research is also beneficial since new ideas and thoughts can arise from the interaction of members. Therefore, employee focus groups are a great way of harnessing the collective intelligence of a company’s staff and making a real impact after the survey is complete.
HR can also use individual depth interviews (IDI) which generally involves one-on-one interviews with participants. IDI’s are used to reduce the chances of group thinking which might arise in focus groups. Being an individual interview, this method presents the advantage of detailed questioning and heightened attentiveness. Furthermore, this technique is used where the theme of the study is extremely sensitive or confidential ( Creswell & Poth, 2018) . HR also use IDI during the recruitment and hiring processes. HR has to conduct extensive research before recruiting and hiring new personnel to ensure that the right person is chosen to fill a particular position. This method of study is vital in this process since it gives the HR personnel a clear sense of the candidate's capacity to perform well in the job.
Another type of qualitative research applicable to HR research is the Delphi method. This technique resembles the focus group study. However, it differs from focus groups in that the group comprises of experts in the study area. Also, this method involves rounds of data collection that are then reexamined severally during the study. The Delphi technique can be used to project the future HR demand for employees in a given industry. HR departments also largely depend on case study research. Case studies offer a framework for analysis and decision-making designs. They demand the researcher to look into a business problem, analyze the different solutions, and propose the most practical solution using supporting evidence ( Townsend, Loudoun, & Lewin, 2017) . For instance, HR of a certain company can study the human resource practices of Starbucks which is known for its strong HR strategies, effective management, and logistical planning and then model its human resource practices based on those of Starbucks.
The effectiveness of selected methods and tools
The effectiveness of qualitative methods and tools of research largely depends on the problem or station in which it is being employed. A company can only realize the full benefits of a particular method if it used in the right context. For instance, focus groups are most effective when applied to gather information on new programs or proposal, examining whether a strategy is working, establishing the strengths and weaknesses of a program or the success of a program. Case studies, on the other hand, are successful where HR is interested in refining some of its operations. Case studies are a lot like stories, and they offer a great way of learning from another company's strengths and weaknesses.
References
Bell, E., & In Willmott, H. (2015). Qualitative Research in Business and Management . Los
Angeles: SAGE reference.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry & research design: Choosing among
five approaches . Los Angeles; Thousand Oaks
Silverman, D. (2016). Qualitative research: Issues of theory, method, and practice . London:
SAGE Publications.
Townsend, K., In Loudoun, R., & In Lewin, D. (2017). Handbook of qualitative research methods
on human resource management: Innovative techniques . Cheltenham: Edward Elgar .
