RESEARCH METHODOLOGY

QUALITATIVE RESEARCH
 ‘QualitativeResearch…involves finding out
what people think, and how they feel - or at any
rate, what they say they think and how they say
they feel. This kind of information is subjective.
It involves feelings and impressions, rather than
numbers’
 Bellenger, Bernhardt and Goldstucker, Qualitative Research in
Marketing, American Marketing Association
DEFINITION

“A form of social inquiry that focuses on the

way people interpret and make sense of
their experiences and the world in which they
live.”
THE NATURE OF QUALITATIVE DESIGN

Qualitative researchers study “things” (people and their

thoughts) in their natural settings.
 Qualitative research questions tend not to ask how much
but rather;
 What
 Why
 How
 CHARACTERISTICS

 Researcher may only know roughly

in advance what he/she is looking
for.

 Data is in the form of

words, pictures, or objects.
STRENGTHS

 Aims to understand meaning

 Interpretation in particular settings, situations and
conditions
 Rigorous and systematic data collection and analysis
often concurrently
 Data rich in descriptions

 Need for triangulation, multiple points of observation

CHALLENGES
 Small scale
 Non-representative samples (purposive)

 Time consuming

 Record keeping

 Subjectivity

 Difficulty in studying large populations

 SAMPLING TECHNIQUE
 Purposive sampling
Purposive sampling (also known as  judgment, selective
or subjective sampling) is a sampling technique in which
researcher relies on his or her own judgment when
choosing members of population to participate in the
study.
Advantages of Purposive Sampling (Judgment
Sampling)
 Purposive sampling is one of the most cost-effective and

time-effective sampling methods available

 Purposive sampling may be the only appropriate method

available if there are only limited number of primary

data sources who can contribute to the study
Disadvantages of Purposive Sampling (Judgment
Sampling)

 Low level of reliability and high levels of bias.

 THERE ARE THREE MAIN TECHNIQUES OF DATA
COLLECTION:

1. Interview People asked to verbally described their

experiences of phenomenon.

2. Questionnaire People asked to write descriptions of  their

experiences of phenomenon.

3. Observation Descriptive observations of verbal and non-

verbal behavior.

Analysis begins when the data is first collected and is used to guide
decisions related to further data collection.
 QUALITATIVE RESEARCH

1. Presenting a problem

2. Asking a question

3. Collecting data to answer the question

4. Analyzing the data

5. Answering the question

(Creswell, 1997:18)
 TRIANGULATION

Method to enhance the validity & reliability of

qualitative research

Collect data from multiple sources

 Collect data in multiple ways from subjects

 Collect different kinds of data in

multiple ways from multiple subjects

For example:
 May interview teachers, principals & parents
 May interview & observe students
 May review student records, interview teachers,
observe students
 THE INSTRUMENT
 The instrument in Qualitative research is the researcher
him/herself.
DATA COLLECTING TECHNIQUE
 COMMON QUALITATIVE RESEARCH
Application of a technique/method/media

Objective:
To know the students responses toward the technique/method/media
that have been used.

Sample

TEACHING VOCABULARY THROUGH GUESS WORD

TECHNIQUE AT THE SEVENTH GRADE STUDENTS
 INSTRUMENT OF DATA COLLECTION

1. OBSERVATION

Observe the teaching and learning activity in the classroom during

the application of the technique/media/technique that you propose

Use a guideline (Observation sheet) containing the observed aspects

The steps in teaching

Teacher and students’ condition in the classroom

2. Interview
Ask the teacher about his/her respond toward the
application of your technique/media/method

You should also ask the teacher’s impression and

expectation toward the technique/media/method that you
proposed
3. Questionnaire
Give to a large number of students to know their responds
toward the applied technique/media/method

Ask the students about their impression, particular

difficulty and expectation