Paper IIIQualitative research

methodology

Qualitative research is designed

to reveal a specific target audience’s range of behavior

and the perceptions that drive

it with reference to specific topics

or issues. It uses in-depth studies of small

groups of people to guide and

support the construction of hypotheses. The results of qualitative research are descriptive rather than predictive.

Wha

t is

Quali

tativ

e Re

sear

ch?

Several unique aspects of qualitative research

contribute to rich, insightful results:Interaction among respondents, as they

build on each other’s comments and ideas.

The dynamic nature of the interview or

group discussion process, which engages

respondents more actively than is possible

in more structured survey. The opportunity to probe ("Help me

understand why you feel that way") enabling

the researcher to reach beyond initial

responses and rationales.

Why

doe

s

quali

tativ

e re

sear

ch w

ork?

The opportunity to observe, record and interpret non-verbal communication (i.e., body language, voice intonation) as part of a respondent’s feedback, which is valuable during interviews or discussions, and during

analysis.

Why

doe

s

quali

tativ

e res

earc

h wo

rk

Thus, it adds a human aspect to research that is not present in most quantitative data.

Why does qualitative research work?

Objective 1.1Distinguish between

qualitative and quantitative data.

Distinguish:

Objective 1.1Th

eorie

s and

Pra

ctice

•Make clear the differences between two or more concepts.

From what we just learned and from reflecting on your previous IA, what differences do we initially see with Qualitative and

Quantitative data?

Psychological data come in many

different forms, depending on the

phenomenon the researcher is interested

in. The methods used for this data are

usually experimentation and surveysIn Quantitative research, the data are in

the form of “numbers” that are easy to

summarize and submit to statistical

analysis. Quantitative data are usually meant for

generalization beyond the sample from

which the data are drawn- as the data is

usually representative of a larger

population.

Disti

ngui

shin

g be

twee

n

quali

tativ

e an

d qu

antit

ative

dat

a?

Exam

ple

of Q

uant

itativ

e Da

ta

In essence, quantitative measurement must be objective and statistically valid.

Simply put, it’s about numbers, objective hard data.

Quantitative data usually derives from large representative samples.

Meas

urin

gQu

antit

ative

Dat

a

Descriptive Statistical Data

AnalysisUsed to construct simple descriptions about the characteristics of a set of quantitative data and to summarize

the information in the data. Inferential Data Analysis:

2 PURPOSES Estimates the characteristics of a

population from data gathered on a

sample. Tests for significant DIFFERENCES

between groups and significant

RELATIONSHIPS between variables.

Way

s of a

nalyz

ing

Quan

titat

ive D

ata

Be able to draw inference outside of the sample is highly important with qualitative data.The goal of qualitative data is

usually strong generalizability to other situations.

Drawing inference

Attempting to explain behavior. Be able to draw inference

outside of the sample is highly

important with quantitative data. The goal of quantitative data is

usually strong generalizability to other situations. To quantify

data and generalize results from a sample to larger or other

populations. Sampling of quantitative data are usually random.

Aim/Purpose of Quantitative Data

Structured techniques such as online questionnaires, surveys, likert-scaled interviews. Usually large quantity and

less time consuming.

Data Collection

Qualitative research data are gathered

through direct interaction with participants-for example, through one to

one or group interviews, or by observations in the field.The data consists of text-for example,

from transcripts or field notes. Textual

data are open ended and flexible-it is

know as rich data (it is usually open for

interpretation).Because the data are rich, they are not

as easy to analyze, and there is not

single way to approach analysis.

Char

acte

ristic

s of

Quali

tativ

e Dat

a

Qualitative research data are gathered

through direct interaction with participants-for example, through one to

one or group interviews, or by observations in the field.The data consists of text-for example,

from transcripts or field notes. Textual

data are open ended and flexible-it is

know as rich data (it is usually open for

interpretation).Because the data are rich, they are not

as easy to analyze, and there is not

single way to approach analysis.

Char

acte

ristic

s of

Quali

tativ

e Dat

a

Different sampling techniques are used to gather qualitative data. Purposive sampling, Snowball sampling, Convenience sampling.

Small samples are usually ideal and specific groups are targeted.

Generalizability is usually not the aim of qualitative data. It not usually intended to draw further inference than from its intended sample.

Char

acte

ristic

s

of qu

alita

tive d

ata

Inductive Content AnalysisUsed to construct key themes

and general concepts of qualitative research transcripts. This is usually done to generate theory and summarize the raw data. W

ays o

f ana

lyzin

g Qu

alita

tive

Data

Attempting to describe behavior.• To gain an understanding of

underlying reasons and motivations• To provide insights into the

setting of a problem, generating ideas and/or hypotheses for later quantitative research• To uncover prevalent trends

in thought and opinion

Aim/Purpose of Qualitative Data

Semi-Structured or Unstructured techniques such as observations, interviews, and observations. Usually very small and

specific group. Hard to collect, more time consuming.

Data Collection

Questions about 1.1?

Take the next 5 minutes to outline the general ideas from this objective in your notebook (from the notes that you have). Have a great lunch!

Reflection