Qualitative Research

What is qualitative research?

An approach to research that relies on general and
narrative descriptions. It attempts to measure the
full complexity of social phenomena to capture the
perceived meanings of those studied.

Bryman (1988a:172) states that ‘qualitative research

is associated with the generation of theories’.
However, Hammersley (1992) contested that it can
also be used for theory verification.
How qualitative research is different
from quantitative research?
Quantitative research has a usually a fixed design
approach. It has its antecedents in the traditions
variously labeled as scientific, natural science-based,
positivistic, etc. It relies on studying phenomena
through the use of numerical means. It is more
interested in outcomes.

Qualitative has its antecedents in interpretative, case

study, ethnographic, descriptive research. It has a
flexible design or a even multiple designs. It is more
interested in processes. Its results are complex and
rich. Researcher's point of view is part of the
research findings.
 Why qualitative research?

For analyzing and researching concepts and

abstractions, qualitative research is required. Its
purpose is to enhance our general knowledge about
complex events and processes.
Quantitative research is well-adapted to establishing
relationships between variables but is weak in
establishing reasons for them.
Qualitative research methods can develop these
explanations.
 General misconceptions about
qualitative research
 Non-scientific
 Non-generalizable
 Non-reliability
 No validity
 Biased
 Intuitive
Bridging the gap between qualitative and
quantitative research
Triangulation of the two methods.
Qualitative methods look at small scale micro aspects of
social life. Quantitative research is concerned with large
scale, macro aspects. Combining the two can help to
integrate both levels.
Quantitative research are typically focused on the
researcher's perspective. Qualitative research designs
can follow the participants’ perspectives also.
Combining the two can lead to rich results.
 Tools of qualitative research
Commonly used tools:
Interviews : semi-structured, non-structured
Observations
Focus groups
Open-ended questionnaires

Less commonly used tools:

Stories
Case histories
Narratives
 Presentation and analysis of
qualitative data

Finding themes and doing thematic analysis.

As it is usually dealing with conceptual precepts
therefore the focus is on WHY and HOW. You
have to categorize the themes. The categorization
has to be substantiated with a rational
explanation.
 Drawing conclusions in qualitative
research
Need to finish with a ‘bang’ stating the research
questions that you have answered and what those
answers are. In qualitative research the questions may
change during the process. State ‘why’.
More importantly you also tell the lessons learned from
the conduct of the study.
How what you have found links with to previous
knowledge discussed in lit review.
Pull the themes together.
Specific suggestions for future research.