QUALITATIVE RESEARCH

ABEGAIL QUINLOB
• Qualitative research is an exploratory
method that aims to understand complex
phenomena, often within their natural
settings, by examining subjective
experiences, beliefs, attitudes, and
behavior.
• Qualitative research involves collecting
and analyzing non-numerical data to
understand concepts, opinions, or
experiences.
 STRENGTH AND WEAKNESSES
STRENGTH
Provides a very naturalistic setting
Respect for individuals
The data based on human
experience that is obtained is
powerful and sometimes more
compelling than quantitative data.
Good for examining feelings and
motivations.
WEAKNESSES
Time consuming
It is sometimes not as well
understood and accepted as
quantitative research within the
scientific community
Issues of anonymity and
confidentiality can present
problems when presenting
findings.
Types of Qualitative research
•Ethnography
•Narrative
•Case study
•Focus group
•Phenomenology
•Grounded theory
•Historical analysis
Ethnography- One of the most popular methods of qualitative research, involves the researcher
embedding himself or herself into the daily life and routine of the subject or subjects.

Narrative- The researcher gathers data or facts from one or two subjects through interviews,
documents, etc. over a period of time.

Case Study- Is used to gather in-depth and detailed information about a subject which could be
any entity, organization, event or something larger like a country.

Focus Group- is a small-group discussion guided by a trained leader. It is used to learn about
opinions on a designated topic and to guide future action.

Phenomenology- Method that is used to study an event or activity as it happens, from various
angles. Using video, interviews, etc., one can add on to existing information using perspectives and
insights from the participants themselves about the activity or event.

Grounded theory- is a qualitative method that enables you to study a particular phenomenon or
process and discover new theories that are based on the collection and analysis of real world data.

Historical Analysis- is a method of the examination of evidence in coming to an understanding

of the past
Data collection strategy
•Qualitative observation
•Qualitative interview
•Document analysis
•Qualitative surveys
Qualitative observation- is a research method in which researchers
collect data using their five senses, sight, smell, touch, taste, and hearing.

Qualitative Interview- is a research approach used in a qualitative

study where more personal interaction is required and detailed in depth
information is gathered from the participant.

Document analysis- involves evaluating electronic and physical

documents to interpret them, gain an understanding of their meaning and
develop upon the information they provide.

Qualitative research- Use open-ended questions to produce

long-form written/typed answers. Questions will aim to reveal opinions,
experiences, narratives, or accounts.