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Introduction
Qualitative research is an interdisciplinary,
transdisciplinary, and sometimes counterdisciplinary
field. It crosses the humanities and the social and
physical sciences. Qualitative research is many
things at the same time. It is multiparadigmatic in
focus. Its practitioners are sensitive to the value of
the multimethod approach. They are committed to
the naturalistic perspective, and to the
interpretative understanding of human experience.
At the same time, the field is inherently political and
shaped by multiple ethical and political positions.
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History
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In the late 1980s and 1990s after a spate of
criticisms from the quantitative side, new
methods of qualitative research evolved, to
address the perceived problems with reliability
and imprecise modes of data analysis.
In the last thirty years the acceptance of
qualitative research by journal publishers and
editors has been growing. Prior to that time
many mainstream journals were prone to publish
research articles based upon the natural sciences
and which featured quantitative analysis.
Qualitative vs Quantitative
Type of questions
Qualitative
Research
Probing
Quantitative
Research
Limited probing
Sample Size
small
large
Info. Per
respondent
much
varies
Admin
Requires skilled
researcher
Subjective,
interpretative
Exploratory
Fewer specialist
skills required
Statistical
Type of Analysis
Type of research
Descriptive or
causal
Data collection
Qualitative researchers typically rely on the
following methods for gathering
information:
Participant Observation
Non-participant Observation
Field Notes
Structured Interview
Semi-structured Interview
Analysis of documents and materials
Qualitative research
approaches
Ethnographic Research(Also called participant
observation/ naturalistic enquiry)
Ethno = people
Graphy = describing something
Characterised by immersion
It is used for investigating cultures by collecting
and describing data that is intended to help in the
development of a theory. An example of applied
ethnographic research, is the study of a particular
culture and their understanding of the role of a
particular disease in their cultural framework.
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Historical Research: it allows one to discuss past
and present events in the context of the present
condition, and allows one to reflect and provide
possible answers to current issues and problems.
Historical research helps us in answering questions
such as: Where have we come from, where are we,
who are we now and where are we going?
Grounded Theory: it is an inductive type of research,
based or grounded in the observations or data
from which it was developed; it uses a variety of
data sources, including quantitative data, review of
records, interviews, observation and surveys.
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Phenomenology: it describes the subjective
reality of an event, as perceived by the study
population; it is the study of a phenomenon.
Philosophical Research: it is conducted by field
experts within the boundaries of a specific
field of study or profession, the best qualified
individual in any field of study to use an
intellectual analyses, in order to clarify
definitions, identify ethics, or make a value
judgment concerning an issue in their field of
study.
Data analysis
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Coding
Coding is an interpretive technique that both organizes
the data and provides a means to introduce the
interpretations of it into certain quantitative methods.
Most coding requires the analyst to read the data and
demarcate segments within it. Each segment is labeled
with a code usually a word or short phrase that
suggests how the associated data segments inform the
research objectives.
When coding is complete, the analyst prepares reports
via a mix of: summarizing the prevalence of codes,
discussing similarities and differences in related codes
across distinct original sources/contexts, or comparing
the relationship between one or more codes.
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Recursive abstraction
In this process, datasets are summarized, those summaries
are then further summarized, and so on. The end result is a
more compact summary that would have been difficult to
accurately discern without the preceding steps of
distillation.
A frequent criticism of recursive abstraction is that the final
conclusions are several times removed from the underlying
data. While it is true that poor initial summaries will
certainly yield an inaccurate final report, qualitative
analysts can respond to this criticism. They do so, like those
using coding method, by documenting the reasoning
behind each summary step, citing examples from the data
where statements were included and where statements
were excluded from the intermediate summary.
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Mechanical techniques
Mechanical techniques rely on counting words, phrases,
or coincidences of tokens within the data. Often referred
to as content analysis, the output from these techniques
is amenable to many advanced statistical analyses.
Suited for a few scenarios. One such scenario is for
datasets that are simply too large for a human to
effectively analyze, or where analysis of them would be
cost prohibitive relative to the value of information they
contain. Another scenario is when the chief value of a
dataset is the extent to which it contains red flags
(e.g., searching for reports of certain adverse events
within a lengthy journal dataset from patients in a
clinical trial) or green flags (e.g., searching for
mentions of your brand in positive reviews of
marketplace products).
Popularity of Qualitative
Research
Usually
Limitations of Qualitative
Research
Marketing
References
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DeWalt, K. M. & DeWalt, B. R. (2002). Participant
observation. Walnut Creek, CA: AltaMira Press.
Fischer, C.T. (Ed.) (2005). Qualitative research
methods for psychologists: Introduction through
empirical studies. Academic Press.
Flyvbjerg, B. (2006). "Five Misunderstandings About
Case Study Research." Qualitative Inquiry, vol. 12,
no. 2, April 2006, pp. 219-245.
Giddens, A. (1990). The consequences of modernity.
Stanford, CA: Stanford University Press.
Holliday, A. R. (2007). Doing and Writing Qualitative
Research, 2nd Edition. London: Sage Publications
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