QUALITATIVE

RESEARCH METHODS
Reported by: Diana Anne G. Cabayao
MaEd (Methods of Research)

Presentation Outline

Distinguishing qualitative and

quantitative approaches
Qualitative methods
Types of qualitative methods
Advantages and Disadvantages

Qualitative and Quantitative

Approaches
QUALITATIVE

QUANTITATIVE

(Usually) Non-probability based

sample

Typically a probability-based
sample

Non-generalizable

Generalizable

Answers Why and How

Answers How many When and

Where

Formative, earlier phases

Tests hypotheses, latter phases

Data are rich and time

consuming to analyze

Data are more efficient, but may

miss contextual detail

Design may emerge as study

unfolds

Design decided in advance

Researcher IS the instrument

Various tools, instruments

employed

Qualitative vs. Quantitative

Research question guides the
choice
Choice of methods is situational
Complementary
Research more complete with both

Each requires resources and time

Can be amended for rapid analysis

Types of Qualitative Research

Methods

Individual Interviews
Focus Groups
Observations
Ethnography
Action Research

Interviews can be
Unstructured
Can be referred to as depth or in depth interviews
They have very little structure at all
The interviewer may be discussing a limited
number of topics
The interviewer may frame or limit the interview
questions based on the interviewee and his
previous response
Involves the researcher wanting to know a specific
topic without a structure as to how they will deal
with the topic

Interviews can be

Semi Structured
Sometimes called focused interviews
A series of open ended questions based on
topic areas the researcher wants to cover
Allows the researcher to prompt or
encourage the interviewee if they are
looking for more information
Works best when the interviewed has a
number of areas he wants to be addressed

Interviews can be
Structured
The researcher asks the respondent
the same questions the same way
A tightly structured schedule is used
The questions may be phrased in
order that a limited range of responses
may be given

Focus Groups
Sometimes used when it is better to
obtain information from a group
rather than individuals
The aim of the focus group is to
make use of participants feelings,
perceptions and opinions

Characteristics of a Focus Group

Ideal size: 6 to 12 people and a moderator/
note taker
Should be used in order to get a more
objective and macro view of the investigation
Members of the focus group should have
something in common
Groups can either be put together or use
existing groups

Characteristics of a Focus Group

Often segment according to expected
meaningful differences
Running a focus group fine line between
leading too much and not getting people to
contribute
Important to keep discussion on topic without
shutting people down
No right or wring answers

Characteristics of a Focus Group

Coding/Analyzing
Tapes are usually transcribed verbatim
Text is sorted into emergent themes by
at least 2 researchers to ensure validity
using pile-sort method or computerized
version such as CDCs
Themes are compared with field notes
taken by second researcher

Focus Groups vs. Surveys

Surveys offer quantitative

measurements based on a
representative sample.
Focus groups offer content
insight the why of what people
think

Observation
May take place in natural settings and involve
the researcher taking lengthy and descriptive
notes of what is happening
Some times the researcher becomes or needs
to become the participant observer
Sometimes obtain more reliable information
about certain things
It can also serve as a technique for verifying
or nullifying provided information in face to
face encounters

Observation
Limitations with observation
include:
Change in peoples behavior when they
know they are being observed
A snap shot view of the whole situation
Think Pinoy Big Brother
Researcher may miss something while
taking notes
Researcher may make judgments of make
value statements

Observation
Strengths of observation
include:
Can offer a flavor of what is happening
Can give an insight into the bigger
picture
Can demonstrate sub-groups
Can be used to assist in the design of
the rest of the research

Techniques for Collecting Data

through Observation
Written observation
Makes written descriptions of the people,
situation or environment

Video recording
Allows the researcher to also record notes

Photographs and artifacts

Useful when there is a need to collect
observable information or phenomena
Artifacts include objects of significance
instruments or tools

Ethnography
Means portrait of people
It is a methodology for descriptive
studies of culture and people
Looks at the people, cultures and
commonalities of shared experiences
Entails extensive fieldwork by the
researcher

Action Research
Does not involve asking about it, it
involves DOING IT
It is a framework that is
Collaborative
Practical intervention made
Researcher is actively involved in the
planned intervention

Other forms of Qualitative

Research Methods
Longitudinal Research or Panel
Studies
Research is conducted over a long period of
time

Historical
Systematic collection and objective
evaluation of data related to past
occurrences in order to test hypotheses
concerning causes, effects or trends of
these events that may help to explain

Other forms of Qualitative

Research Methods
Case study
It can either take a qualitative or
quantitative approach
A case study unit may include a single
person, a group of people, an organization
or an institution
It can involve the research of a series of
cases
It is very versatile