Qualitative

Research and
z
its Importance
in Daily Life
 z

At the end of this lesson, you are

expected to:
Qualitative
Research and 1. describe the characteristics,
its Importance strengths, weaknesses, and types
of qualitative research;
in Daily Life
2. make one’s own research title
for a specific type of qualitative
research; and

3. illustrate the importance of

qualitative research across fields.
 z
What is qualitative research?
§ collection, analysis, and interpretation of comprehensive narrative
data in order to gain insights into a phenomenon of interest
(Bueno, 2017)

§ It is very useful for describing and answering questions about

participants and contexts.

§ The purpose of qualitative research is to promote a deep, holistic

understanding of a phenomenon. It provides insight into the
complexity of common occurrences. It also provides specific
concrete details to guide understanding in a setting (Bueno, 2017).
 Criteria Qualitative Research Quantitative Research
To understand and interpret social To test hypotheses, look at cause
Purpose z
interactions and effect, and make predictions
Group Studied Smaller and not randomly selected Larger and randomly selected
Variables Study of the whole, not variables Specific variables studied
Type of Data Collected Words, images, or objects Numbers and statistics
Qualitative data such as open- Quantitative data based on
ended responses, interviews, precise measurements using
Form of Data Collected
participant observations, field structured and validated data-
notes and reflections collection instruments
Type of Data Analysis Identify patterns, features, themes Identify statistical relationships
Objectivity and
Subjectivity is expected Objectivity is critical
Subjectivity
Researcher and their biases are
Researcher and their biases may
not known to participants in the
be known to participants in the
study, and participant
Role of Researcher study, and participant
characteristics are deliberately
characteristics may be known to
hidden from the researcher
the researcher
(double blind studies)
 Criteria Qualitative Research Quantitative Research
z Particular or specialized findings Generalizable findings that can be
Results
that is less generalizable applied to other populations
Exploratory or bottom-up: the
Confirmatory or top-down: the
researcher generates a new
Scientific Method researcher tests the hypothesis
hypothesis and theory from the
and theory with the data
data collected
Dynamic, situational, social and
View of Human Behavior Regular and predictable
personal
Most Common Research
Explore, discover, and construct Describe, explain and predict
Objectives
Wide-angle lens; examines the Narrow-angle lens; tests specific
Focus
breath and depth of phenomena hypotheses
Study behavior in a natural Study behavior under controlled
Nature of Observation
environment. conditions; isolate casual effects
Nature of Reality Multiple realities; subjective Single reality; objective
Narrative report with contextual Statistical report with correlations,
Final Report description and direct quotations comparisons of means and
from research participants statistical significance of findings
 z
Characteristics of Qualitative Research
These characteristics are explained below based on Balester's (1993) text, as cited by
Constable and his colleagues (2012).

1. Naturalistic inquiry 6. Unique case orientation

2. Inductive analysis 7. Context sensitivity
3. Holistic perspective 8. Emphatic neutrality
4. Personal contact & 9. Design flexibility
insight
10. Qualitative data
5. Dynamic systems
 z
Characteristics of Qualitative Research
These characteristics are explained below based on Balester's (1993) text, as cited by
Constable and his colleagues (2012).

Naturalistic inquiry

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 z
Characteristics of Qualitative Research

Inductive analysis

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 z
Characteristics of Qualitative Research

Holistic perspective

In other words, almost every action

or communication must be taken as
a part of the whole phenomenon of a
certain community or culture.
 z
Characteristics of Qualitative Research

Personal contact and insight

The researcher is responsible for

becoming a part of a group to get a more
in-depth study. However, the researcher
also has to be aware of biases (both
good and bad).
 z
Characteristics of Qualitative Research

Dynamic systems

Qualitative observational research is not

concerned with having straightforward,
right or wrong answers. In addition,
change in a study is common because
the researcher is not concerned with
finding only one answer.
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Characteristics of Qualitative Research

Unique case orientation

Researchers must remember that every

study is special and deserves in-depth
attention. This is especially necessary
for doing cultural comparisons.
 z
Characteristics of Qualitative Research

Emphatic neutrality

Ideally, researchers should be non-

judgmental when compiling findings.
Because complete neutrality is
impossible, this characteristic is a
controversial aspect of qualitative
research
 z
Characteristics of Qualitative Research

Design flexibility

Researchers can continue to do research

on other topics or questions that emerge
from the initial research.
 z
Characteristics of Qualitative Research

Qualitative data

This is a detailed description of why a

culture is the way it is. Triangulation or
the use of many data-gathering methods,
such as field notes, interviews, writing
samples, and other data, helps determine
the cultural phenomenon of a group.