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Qualitative Research Methods
Dr. B. Manoj Aravind
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Outline
What is Qualitative Research?
Its purpose and charecteristics
How is it different from QuantitativeResearch?
Qualitative Research Data collection
techniques Qualitative Data analyses
Summary
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Qualitative Research
QR involves finding out what people think,
and how theyfeel or at any rate, what they
say they think and how they say they feel. This
kind of information is subjective. It involves
feelings and impressions, rather than
numbers
Bellenger, Bernhardt and Goldstucker
Qualitative Research in Marketing
American Marketing Association
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Purpose of QR
To understand the world from a
particular persons on peoples point
of view To capture the voice and experiences
of other people and understand the
world from their perspective
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What is Qualitative Research
Describes & analyses culture and behaviour
from the point of view of those being studied
(emic perspective)
Emphasis is on providing a holistic
understanding of the social setting in which
research is conducted
Relies on a research strategy which isflexible
and iterative
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What is Qualitative Research
Systematic exploration of Illness requires in
depth interviewing and probing
Rapport building essential for eliciting
sensitive information
Naturalistic inquiry: takes place in natural
social settings
No controlled experimental designs
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Characteristics of Qualitative Research (1)
Asks why, howand under what circumstances
things occur
Seeks depth of understanding
Views social phenomenon holistically
Exploration and discovery
Provides insights into meanings of decisionsand actions
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Characteristics of Qualitative Research (2)
Uses interpretative and other open-ended
methods
Is iterative, rather than fixed
Is emergent, rather than pre-structured
Involves respondents as active participants,
rather than subjects Key: Researcher is an instrument in the
research process
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Characteristics of Qualitative Research (3)
QR research documents may have thefollowing features
Direct quotations from people being studied
Rich descriptions of what is being explored
Details about the interactions between people
Reporting of peoples behaviour and actions
Indepth accounts of peoples experiences,opinions, feelings
Personal accounts by researcher of research
process and thoughts about what is being studied
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Uses of Qualitative Research
Identify variables important to phenomenon
under study
Understand views, motivations, experiences of
participants
Provide comprehensive description;
understand processes and mechanisms
Provide more in-depth information about
possible underlying mechanisms for
relationships observed in our quantitative
analyses
Generate survey items; test item validity
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QUANTITATIVE VS QUALITATIVERESEARCH
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Differences between the two
QuantitativeGeneral framework
Seeks to confirm hypothesis
Instruments use more rigidstyle of eliciting &
categorising responses
Highly structured methods
Qualitative
Seeks to explore
phenomenona
Instruments use more
flexible style
Semi-structured methodsused
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Differences between the two
QuantitativeAnalytical Objectives
To quantifyvariation
To predict causalrelationships
To describe the
characteristics of apopulation
Qualitative
To describe variation
To describe and explainrelationships
To describe individual
experiences & group norms
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Differences between the two
Quantitative
Question format
Closed ended
Data format
Numerical
Study Design
Study design is fixed and linear
Study design is subject tostatistical assumptions
Qualitative
Open ended
Textual
Study design is flexible
Iterative process and
subject to textual analysis
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Collect
Analyze
Collect
Analyze
Quantitative
Qualitative
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Research Process
Sampling
Sample size
Data collection techniques Data analysis
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Sampling
Representative Vs Purposeful
Purposive Sample
Judgmental Sampling Maximum variation sampling
Extreme case sampling
Typical case sampling
Opportunistic Sampling
Snowball, network or chain sampling
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Sample size
Issue of sample size, a lot like problemstudents face when asked to write an essay
Student: How long does the paper have to
be? Teacher: Long enough to cover the
assignment.
Student: But how many pages?
Teacher: Enough pages to do justice to thesubjectnot less, not more
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Techniques for Data Collection
1. Participatory Research (PR) techniques
2. Indepth techniques
3. Systematic techniques
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1. Participatory Research Techniques
Involves people for their empowerment and
assumes that people possess knowledge and
have an understanding of their reality.
Solve local problems with local solutions
Action - > Experience -> Learning cycle
Empower vulnerable sections and accelerate
development process
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1. Participatory Research Techniques
Social Mapping
Transect Walk
Participant Observation Seasonal Calender
Trend analysis
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2. InDepth Techniques
Indepth Interviews
Key Informant Interview
Focus Group Discussion (FGD)
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3. Systematic Techniques
Free listing
Pile sorting
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Analysis of Qualitative Data
Interim analysis
Memo
Coding
Content analysis
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Can softwares help?
ATLAS ti
Nvivo
Anthropac
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