Surveys or interviews are effective methods for gathering qualitative data because they allow researchers to collect detailed, subjective information directly from individuals. This type of data focuses on capturing people's thoughts, feelings, and experiences, providing rich insights that can help to understand complex issues or behaviors. Surveys can be structured with specific questions or more open-ended to facilitate deeper responses, while interviews can be conversational in nature, encouraging participants to share their perspectives. Both methods are essential in qualitative research as they help uncover the nuances and context that quantitative data alone may not reveal.
While focus groups also gather qualitative data by facilitating group discussions and capturing shared attitudes and ideas, surveys and interviews can be more versatile in reaching individuals across a broader spectrum. Statistical analysis and benchmarking studies focus on quantitative data, making them less suitable for gathering the rich, descriptive information that qualitative methods provide.