CHAPTER 6

FINDING ANSWERS THROUGH

DATA COLLECTION AND
ANALYZING THE MEANING OF
QUALITATIVE DATA
Learning Outcomes
• Demonstrate knowledge of collecting data in qualitative research using
observation, interview, document review and audio-visual data and
materials
• Demonstrate how to prepare and conduct observations and interviews
• Manifest ability in conducting document reviews and using audio visual
data in qualitative research
• Demonstrate knowledge in organizing qualitative data for analysis
• Differentiate content analysis and thematic analysis of qualitative data
• Relate findings to relevant literature
Lesson 1

Collecting Data through

Observation, Interview and other
Methods
Collecting Data through Observation, Interview and
other Methods
• Observations, interviews, document reviews and audio visual materials are
the basic and most common methods of data collection in qualitative
research. (Creswell, 2009)

• The choice of method is dependent on the needs of research.

• Researchers may adopt a variety of research techniques, or a combination

of the methods
 OBSERVATION
• Observation is a preferred tool for collecting data where the use of interviews
and questionnaires are not possible.

Guidelines:
Observation should be certain and carefully planned. Pre-planned research questions
serves as guide throughout the process.
Observation checklist should be prepared prior to the observation process. A video
recording may also be used when observing behavioral data that you want to
measure or collect.
Both qualitative and quantitative methods may be used for data analysis.
OBSERVATION EXAMPLE
Sample A : “Teamwork Observation” Checklist
Group 1 Name of Members
Positive Behaviors Paolo Leslie Marlon Rizza Ruby

1) Cooperates with members in performing assigned

tasks.
2) Motivates other group members.

3) Shows respect for group members.

4) Uses kind words and shows caring actions.

5) Exhibit good manners.

OBSERVATION EXAMPLE
Sample A : “Teamwork Observation” Checklist
Group 1 Name of Members
Negative Behaviors Paolo Leslie Marlon Rizza Ruby

1) Does not cooperates with members in performing

assigned tasks.
2) Discourages other group members.

3) Shows disrespect for group members.

4) Uses unkind words and shows inconsiderate

actions.
5) Exhibit bad manners.
OBSERVATION EXAMPLE
Sample B : “Identification of Children’s Emotional and Behavioral Disorders in the Classroom”
Checklist

Behavior Checklist Oftentimes Sometimes Not Apparent

1) Irritable and angry
2) Stealing things from classmates
3) Inattentive
4) Sleeping in class
5) Bullying others
OBSERVATION EXAMPLE
Sample B : “Identification of Children’s Emotional and Behavioral Disorders in the Classroom”
Checklist

Behavior Checklist Oftentimes Sometimes Not Apparent

6) Always crying
7) Fights with classmates
8) Has learning difficulties
9) Shows mood of sadness
10) Not cooperative in class
activities
 INTERVIEW
• Interview is a personal conversation between 2 or more people.

• Used to explore the opinions, beliefs, viewpoints, thoughts,

experiences and judgments about something.

• Preferred due to its high response rate, longer time and opportunity to
view behaviors and listen to personal views and perceptions about a
research topic of interest.
 INTERVIEW: FORMS
• Structured interview
• Semi-structured interview
• Unstructured interview
 INTERVIEW: FORMS (Structured interview)
• Structured interview

- uses an interview schedule

- a set of prepared questions that are asked from one participant to
another
- interviewer can not change the wordings of the questions nor rephrase
the original question
 INTERVIEW: FORMS (Semi-structured interview)
• Semi-structured interview

- has a pre-determined set of questions or schedule but can explore

other information
- participant is free to answer questions
- needs longer time to conduct as to discuss experiences and
perspectives on a particular topic
- additional questions are asked by the interviewer
 INTERVIEW: FORMS (Unstructured interview)
• Unstructured interview

- very informal form of interview

- schedule is not necessary
- uses open-ended questions
- time consuming and have to employ a different type of data analysis
 INTERVIEW: (Individuals)
• When interviewing an individual to obtain a detailed information or
perceptions about a program or issue, it is usually referred to as in-
depth interview

• In-depth interviews are used if the participants are not comfortable

discussing in a group.
 INTERVIEW: (Individuals)
The following are simple checklist or guide in conducting in-depth
interviews:

• Planning Stage

Identify the participants in the study first by groups. You may use
purposive sampling.
Have a listing of the participants to be interviewed.
 INTERVIEW: (Individuals)
 Development of Instruments

Develop the interview guide.

List the questions to be asked during the interview
An ideal number of not more than 15 questions may guide you in the
interview. However, further questions for in-depth probing of issues
which may pop out during the interview process.
 INTERVIEW: (Focus Group Discussion)
 Focus groups are used when your research interest is on cultural
norms of a group of people.

 You will be able to generate views, perceptions, practices and beliefs

on issues unique to the cultural groups or subgroups represented.
 INTERVIEW: (Focus Group Discussion)
Guidelines:
 Employ purposive sampling
 Invite the group in advance
 Send the information sheet and consent form to the participants
 Set the time and venue of the interview
 Set up the technical support like video recording, camera, etc.
 Provide refreshments and offer them travelling expenses; if needed
 Provide the proper orientation about the interview to the participants
 Explain the objective or purpose of the study and the interview process
 Develop and use the interview guide with open-ended questions
 You may ask further questions, clarify issues or unclear responses
 INTERVIEW: Sample Interview Questions
Interview Individuals
1. Questions may be open-ended
“Please describe your thoughts about Alternative Learning System (ALS)”

As an ALS student,
• What activities do you perform inside the classroom?
• What activities do you perform outside the classroom?
• How will you describe your activities inside the classroom?
• How will you describe your activities outside the classroom?
• Describe the quality of modules and other materials you are using.
• Describe the strategies being used by your teachers to help you succeed in your studies
 INTERVIEW: Sample Interview Questions
Interview Individuals
2. You may use probing questions for further clarifications

• Please elaborate the issue on low quality modules.

• Please explain further your thoughts.
• Pease give examples.
• What else can you say about the program?
• Please tell me more about your experiences in community outreach.
• How did you feel when you won the contest?
• What other health services are available in your municipal hospital?
 DOCUMENTS REVIEW
 Deriving relevant information from existing documents such as annual
reports, proceedings of seminars, statistical data, manuscripts,
newspapers, pamphlets, data files, proposals and various records.

 Document review process gives you the systematic procedure for

obtaining useful and relevant information for the documents you will
review
 DOCUMENTS REVIEW
 Can be used as stand alone or a complement to other research
methods.

 In advent of ICT, electronic materials can be used as documents for

qualitative research. Others are radio and TV scripts can also provide
documentary materials
 DOCUMENTS REVIEW: Document Analysis
 Examples of research studies that utilize document analysis

1. Evaluation of Public and Private Partnerships in Education

surveys, interviews and review of documents like memoranda, circulars on
government-assisted projects in schools.

2. Impact of Leadership Training on Leadership Development of SHS Student

Leaders
questionnaire combined with interviews and document analysis
 DOCUMENTS REVIEW: Document Analysis
 Examples of research studies that utilize document analysis

3. Support Roles of Teachers and Students in the School Improvement

Plan
document reviews can be designed to identify the important support
roles of both teachers and students in the school improvement
programs, based on programs held, annual reports, newsletters, etc.
 DOCUMENTS REVIEW: Document Analysis
 Examples of research studies that utilize document analysis

4. Ethnographic Study of Beliefs, Culture and Practices of Indigenous

Peoples of Mindoro
The Mangyan Heritage Centers welcomes researchers to its
library/archives which contains a comprehensive collection of
documents of the Mangyans.
 DOCUMENTS REVIEW: Document Analysis
 Examples of research studies that utilize document analysis

5. Historical Study of the Town of Cainta, Rizal

document analysis of existing data files, coffee table books, and
interviews with key informants
 AUDIO-VISUAL DATA AND MATERIALS
 Sounds and images such as videotapes and films that researchers
collect to assist in understanding the research problem at hand.
Benefits
• It’s cheaper and quicker way to gather data.
• Actual situations recorded are novel and authentic.
• Images could be transferred and stored in may ways.
• The tool is easier to use.
• Research findings could be presented easily through a visual presentation.
• With the advent of ICT and social networking, recording videos is becoming a popular
tool in collecting data in research.
 ANALYZING THE MEANING OF QUALITATIVE DATA
Steps and Guidelines
1. Process and record raw data immediately, while doing the data collection
process.
2. Start analyzing as the data is being collected.
3. Data Reduction
4. Identify Relevant Themes and Patterns
5. Reporting the Data
6. Interpreting Findings and Drawing Conclusions
• Interpret your findings
• Determine how your findings help answer research questions
• Identify the implications of your study in terms of practice and policy
QUESTIONS?
 EXERCISE 1: ABCD
1. If a researcher works at a cafeteria and observes the
waiters, this is an example of?

A. Interview
B. Focus group
C. Document review
D. Observation
 EXERCISE 1: ABCD
2. Qualitative research involves looking at ___ data:

A. numerical
B. Non numerical
C. Categorical
D. statistical
 EXERCISE 1: ABCD
3. Document reviews as a method of data collection can
make use of the following:

A. Written report
B. Oral presentations
C. Minutes of the meeting
D. All of the above
 EXERCISE 1: ABCD
4. Which of the following data collection techniques is not
applicable for qualitative research?

A. interviews
B. questionnaires
C. observations
D. Focus group