Using Verbatim Quotations in Quant/Qual Research Reports

Introduction
This article will discuss three main axes: What is a literal quotation, the basis for selecting a specific citation, and the considerations that researchers should consider when selecting literal quotations—lastly, the mechanisms of representing literal quotations within reports.

What is a literal quotation?
A literal quotation is an excerpt from a specific text taken verbatim (i.e., as it is) to reference it to prove a particular point of view, hint at something specific, or pose a hypothesis. The quotations we discuss here are specific to quantitative or qualitative research reports. Therefore, the source of the quotation is usually from the testimonials of one of the study’s target samples.

Reasons for Choosing Specific Literal Quotations
Choosing the most important quotations is among the skills that a researcher can master with practice in report writing or by reading reports written by specialist researchers. Below, I will list some of the main reasons for choosing a specific literal quotation over another, because not everything said deserves to be quoted, and every situation has its own merit.

1. The researcher selects a specific quotation to support or prove a hypothesis or conclusion reached during the analysis of answers to an open question. They then look for the most suitable quotation that embodies the reasons for that conclusion or the reasons for posing the hypothesis.
2. Citing a specific quotation to clarify one of the research findings related to a specific behavior of the target sample makes it clearer to the report reader. Mentioning the behavior in the respondent’s language often simplifies its complexity.
3. Quoting in the respondent’s language and tone prevents the researcher from misinterpreting what was meant. When a researcher writes down testimonials in his/her way, this might change the meaning. Using one word instead of another could lead to a completely different understanding of what the respondent meant.
   Example: Often in documentaries, we see live testimonials from stakeholders so that their voice reaches the viewer as it is. Example 2: Some entities require transcribing audio interviews to delve into the respondents’ statements as they are, stripped of the report’s notes, the researcher’s conclusions, or they listen to these recordings. This note is very important for a researcher working in a country where he does not understand its culture or the dialect of its people, as this might lead him to draw incorrect conclusions.
4. Quotations are used to help the report reader gain a deeper understanding and greater comprehension of the feelings of those targeted by the study. The researcher cannot express the state of the respondent’s experience, so real-life experiences and stories lived by the respondents are quoted. Some companies, when conducting an in-depth analysis of feelings, quote texts for their future advertising campaigns.
   Example: A study was conducted to understand the reasons for job dissolution in a particular company. The methodology used was qualitative, through in-depth interviews with a random sample of current employees or those who had recently resigned. In the report, we mentioned real-life stories, stripped of their characters to ensure privacy, and to ensure understanding of the negative feelings that led or lead to resignation.
5. To further engage the report reader, using quotes in different colors from the report writer’s comments is said to attract the reader more and reduce the monotony resulting from qualitative reports overloaded with texts.

Considerations a researcher should keep in mind when quoting:

1. The researcher must ensure that their choice of a direct quote is objective and free from any bias or personal opinions. For example, if there is a discussion group and one of the respondents is verbose and talkative, and if this respondent is negative towards the idea being discussed while the rest are neutral or positive, then the researcher should not take only literal quotes from this negative respondent and then generalize it as a common feature for all participants.
2. Following up on the previous point, the report writer should try to quote an equal amount of content from all the participating respondents to ensure that his selections were representative of the target sample in the research. If the sample is large, the researcher can focus on specific quotes that represent the general feature of the target sample’s responses.
3. The researcher should strive to select the most informative and shorter quotes, instead of the long ones. This follows the saying, “The best words are those that are brief and to the point.” Moreover, care should be taken not to repeat quotes that convey the same meaning or deliver the same message.
4. It’s essential not to overuse direct quotes, so the report does not resemble a news scoop. More experienced researchers agree that the longer a report writer’s experience, the more confidence he has in himself and the less he uses direct quotes, unless it’s absolutely necessary or if the client wishes so.
5. No matter how the quote is represented, the researcher must ensure that the reader can easily distinguish between the quotes and his personal conclusions. This can be achieved by changing the font type, its color, using specific symbols, or quotation marks. It’s essential that the report reader doesn’t confuse a conclusion or comment written by the researcher with a specific literal quote taken from one of the study participants.
6. Categorizing the quotes: In research that includes various demographic categories or includes both genders, it’s appropriate to specify the category from which the quote was taken. For example: “Suppose this quote is within these quotation marks followed by a specific symbol.” F, 19, B+ What do these symbols placed below the quote mean? It means that the quote was taken from a female, aged 19, belonging to the B+ social class. This classification is used when the researcher wants to inform the client that this category of respondents shares the opinion represented by the quote.
7. If there’s a need to include the names of the respondents or their pictures, they can be incorporated in the report after obtaining their permission. Including them without their consent contradicts international standards for market research and might violate local privacy laws.

Methods to represent verbatim quotations within the report slides:

For illustration, below are some methods researchers use to present verbatim quotations in their reports:

• Within a separate box or cloud, away from the researcher’s (report writer’s) comments.
• Between quotation marks “…….”.
• In italic or bold font.
• Highlighted with a different color than the rest of the texts.
• Making the quotes independent within a subsection, separate from the report writer’s comments.
• In the form of a full quote from a part of the conversation of the person who interviewed the respondent, due to the importance of its content. The latest trend in reporting has been through creating a visual report (resembling documentaries) called a “Videoreport”, consisting of several visual clips of the respondents themselves as they speak or answer a question. You can view a similar example at this link: https://www.youtube.com/watch?v=CByJgfuVhbM.

The writing of this summary heavily relied on the research mentioned below, supplemented with real-life examples from my previous experiences in the world of market research:

• Using verbatim quotations in reporting qualitative social research: researchers’ views | University of York — March 2006

Originally written and published in Arabic on linkedin on 28 July 2015.