Qualitative Research Methods Note Taking 

The first question set will always be the same. These are the questions: 
● Identify the method used and outline two characteristics of the method. 
● Describe the sampling method used in the study. 
● Suggest an alternative or additional research method giving one reason for your 
choice. 
For this reason, these notes will be structured a bit differently. We’ll be looking into 
observations, interviews, surveys, inductive content analysis and case studies. 

In general 
● Qualitative research is more focused on ​meaning​, as in how different people 
make sense of the world.  
● Qualitative data is gathered by interacting directly with participants. 
● Rich data​ is collected which means there’s a LOT of detail and data collected. 
This makes it difficult to analyse. 
Strengths 
● Rich data is collected so we get more insight into human behaviour. 
● Useful for investigating sensitive issues. 
● Helps us understand why certain behaviour occurs (because we can question 
peeps about it). 
● High ecological validity because people are studied in their own environment. 
 
Limitations 
● REALLY time-consuming. 
● Risk of researcher bias because data is difficult to analyse. 

Observations 
● There are several types of observations:  
● Participant observation: t​ he researcher becomes a part of the group he/she is 
observing. For e.g. Festinger’s cult study. 
○ It’s demanding and time-consuming because the researcher has to really 
blend in with the group, learning their behaviour. 
○ Prone to researcher bias. 
○ However, it gives a lot of in-depth information about the group. 
● Non-participant observation: ​the researcher doesn’t become a part of the 
group being studied.  
● Naturalistic observation: ​observations carried out in natural environment. 
Covert vs Overt 
● Covert observations are done under cover. 
 ● Overt observations are done with the participant knowing they’re being 
observed. 
 
Data collection → three types 
● Event sampling: R ​ esearcher makes a note when the behaviour is demonstrated. 
● Point sampling:​ Researcher makes note of behaviours of all the participants 
one after the other. 
● Time sampling:​ Observations are made at regularly timed intervals. 
● Can make either unstructured  

Interviews 
Semi-structured interviews 
● The researcher does not strictly follow a formalised list of questions. Rather the 
researcher asks open-ended questions to elicit a more detailed response. 
● It’s more flexible and follow-up questions can be asked. 
● Before these interviews, a list of themes is created around which the researcher 
will ask questions.  
Focus groups 
● A group interview to study what a specific group of people feel/think about a 
topic. 
● This is a naturalistic setting, unlike semi-structured interviews. 
● Issues of conformity--peeps may change answers depending on what others 
have said. 
● Difficult to discuss sensitive/personal issues. 

Surveys 
● A method for collecting information or data as reported by individuals. 
● Data can be qualitative or quantitative depending on questions. 
● Relies on self-reported data so there may be issues with confirming what the 
participants said is true.  

Inductive content analysis 

● Themes in data are analysed, and then sub-themes and so on. 
● Clusters of themes are formed.  

Case studies 
● A descriptive and exploratory analysis of a person, group or event. 
● Method triangulation is used to obtain maximum amount of data. 
● High ecological validity but difficult to replicate. Therefore, low in reliability.