CHAPTER 2: QUALITATIVE

RESEARCH
B Y: H A Z E L M A R I A N N E L . M A R I A N O
 QUANTITATIVE VS.
QUALITATIVE
Q UA L I TAT I V E R E S E A R C H & I T S I M P O RTA N C E
 QUANTITATIVE RESEARCH
• It is used to quantify the problem by
way of generating numerical data.

• It is used to quantify attitudes,

opinions, behaviors, and other defined
variables – and generalize results
from a larger sample population.
 QUANTITATIVE RESEARCH
• Quantitative data collection methods
are much more structured than
qualitative data collection methods.

• Quantitative data collection methods

include various forms of surveys.
 QUALITATIVE RESEARCH
• Qualitative researchers are
interested in undertaking the
meaning people have constructed.

• It is based on qualitative data and

tends to follow the exploratory mode
of the scientific book.
 QUALITATIVE RESEARCH
• It is a situated activity that locates
the observer in the world.

• It consists of a set of interpretive,

material practices that makes the
world visible.
 QUALITATIVE RESEARCH
• It is primarily exploratory research. It
is used to gain an understanding of
reasons, opinions, and motivations.

• It is also used to uncover trends in

thought and opinions, and dive
deeper into the problem.
 QUALITATIVE RESEARCH
• It is helpful to understand why and
how.

• Qualitative approaches are used

when the potential answer to a
question requires an explanation, not
a straightforward yes/no.
 QUALITATIVE RESEARCH
• It is concerned with cases and
understanding differences.

• In-depth interviews, focus groups,

case studies, and open-ended
questions are often employed to find
answers.
 CHARACTERISTICS OF
QUALITATIVE RESEARCH
Q UA L I TAT I V E R E S E A R C H & I T S I M P O RTA N C E
Qualitative research occurs naturally
within the setting.
Narrative data is collected over long
period of time.
Qualitative research has rich narrative
descriptions.

It uses process orientation.

It uses inductive data analysis.

Participant perspectives are important.

It uses emergent research designs.

It uses a wide and deep – angle lens

It studies behavior naturalistically and

holistically.
 STRENGTHS OF QUALITATIVE
RESEARCH
Q UA L I TAT I V E R E S E A R C H & I T S I M P O RTA N C E
 Materials can be evaluated with
greater detail. 
Research frameworks are based on
available data. 
It is based on human experiences and
observations. 
Gathered data has a predictive quality
to it. 
It operates within structures that are
fluid. 
Data complexities can be incorporated.

Qualitative research is an open-ended

process. 

Creativity becomes a desirable quality. 

It can create industry-specific insights. 

Smaller sample sizes are used in

qualitative research.
It provides more content for marketing
teams. 
Attitude explanations become
possible. 
 WEAKNESSES OF QUALITATIVE
RESEARCH
Q UA L I TAT I V E R E S E A R C H & I T S I M P O RTA N C E
 The quality of the data is highly
subjective. 
Data rigidity is more difficult to assess
and demonstrate. 
Mining data gathered can be time
consuming. 
It creates valuable findings, but
difficult to present. 

Data created is not always accepted. 

 Researcher influence can have a
negative effect. 
Replicating results can be very
difficult.
Difficult decisions may require
repetitive periods. 

Unseen data can disappear. 

Qualitative research is not statistically

representative.
 KINDS OF QUALITATIVE
RESEARCH
Q UA L I TAT I V E R E S E A R C H & I T S I M P O RTA N C E
PHENOMENOLOGY

• The researchers
attempt to
understand
what people
experience in a
certain
phenomenon.
ETHNOGRAPHY

• It describes
the culture of
a group of
people and
learning to be
a member of
the group.
ETHNOGRAPHY

• The documentation
focused on shared
attitudes, values,
norms, practices,
patterns of
interactions and
languages of
ethnic group.
ETHNOGRAPHY

• The emphasis
in ethnography
is on describing
and
interpreting
cultural
behavior.
CASE STUDY RESEARCH

• A case
study gives info
rmation about a
person, group,
or thing and
their developm
ent over a
period of time.
CASE STUDY RESEARCH

• It can be used
for
exploratory,
descriptive
and
explanatory
research.
HISTORICAL RESEARCH

• It is about
people, places
and events in
the past. This
is sometimes
called
narrative
research.
GROUNDED THEORY

• It generates
and develops a
theory from
the data
collected.
DISCOURSE ANALYSIS

• It is a study of
“naturally
occurring
discourse”. It
can range from
conversation to
public events to
existing
documents.
MIXED METHODS

• It is an
integration of
quantitative
and qualitative
research
methods in
one study.