Qualitative Research and its

Importance in Daily Life

• Qualitative research is the collection,
analysis, and interpretation of comprehensive
narrative data in order to gain insights into a
phenomenon of interest (Bueno, 2017). It is
very useful for describing and answering
questions about participants and contexts.
• The purpose of qualitative research is to
promote a deep, holistic understanding of a
phenomenon. It provides insight into the
complexity of common occurrences. It also
provides specific concrete details to guide
understanding in a setting (Bueno, 2017).
Characteristics of Qualitative Research
• Qualitative research can be characterized
by at least ten overlapping themes that
researchers should be aware of when
collecting and analyzing data. In
qualitative study, Patton (1980) discussed
these characteristics to help researchers
design studies. These characteristics are
explained below based on Balester's
(1993) text, as cited by Constable and his
colleagues (2012).
Naturalistic Inquiry

Qualitative observational research is

naturalistic because it studies a group in its
natural setting. Patton explained that
“Naturalistic inquiry is thus contrasted to
experimental research where the investigator
attempts to completely control the condition
of the study.”
Inductive analysis
This characteristic is prevalent in
qualitative research because it allows the
observer to become immersed in a group.
The researcher starts with answers but
forms questions throughout the research
process. Hypotheses and theories can
continuously change depending on what
the observer wants to know.
• Holistic perspective
Patton stated, “a holistic approach assumes
that the whole is greater than the sum of its
parts”. In other words, almost every action or
communication must be taken as a part of the
whole phenomenon of a certain community or
culture. However, this characteristic of
qualitative observational research can be
bothersome because it can lead researchers
into taking every little action into
consideration when writing a narrative.
Personal contact and insight
The researcher is responsible for
becoming a part of a group to get a
more in-depth study.

However, the researcher also has to

be aware of biases (both good and
bad).
 Dynamic systems

• Qualitative observational research is not

concerned with having straightforward,
right or wrong answers. In addition,
change in a study is common because the
researcher is not concerned with finding
only one answer.
Unique case orientation
Researchers must remember that every
study is special and deserves in-depth
attention. This is especially necessary for
doing cultural comparisons.
Context sensitivity
Researchers must realize the different
variables, such as values and beliefs, that
influence cultural behaviors
Empathic neutrality
Ideally, researchers should be
non-judgmental when
compiling findings.
Because complete neutrality is
impossible, this characteristic
is a controversial aspect of
qualitative research.
Design flexibility
Researchers can continue to
do research on other topics or
questions that emerge from
the initial research.
Qualitative data
This is a detailed description of why
a culture is the way it is.
Triangulation or the use of many
data-gathering methods, such as
field notes, interviews, writing
samples, and other data, helps
determine the cultural phenomenon
of a group.
Strengths and Weaknesses of Qualitative Research

Qualitative research is primarily interpretative and

ethnographic in nature. This kind of research
approach requires explanation and detailed
observation, and it assumes that it is impossible to
define precisely what elements are essential and
crucial and should be considered to the exclusion
of others (Atieno, 2009).
 Types of Qualitative Research

Qualitative research methods typically include

interviews and observations, but may also
include case studies, surveys, and historical and
document analyses. Qualitative research is an
umbrella term used to refer to the theoretical
perspective designs, such as: narrative,
phenomenology, grounded theory, action
research, case study, ethnography, historical
research, and content analysis (Creswell, 2009)
Narrative Research. It is a method that includes
the analysis of the characteristics of the
narrative text, and recently of the meaning of
interhuman relations in social, historical,
and cultural contexts (Felton & Stickley,
2018). It focuses on people’s narratives
either about themselves or a set of events.
Instead of looking for themes that emerge
from an account, it concentrates on the
sequential unfolding of someone’s story, so
there is an emphasis on characters. It is
time consuming and usually includes a very
small number of cases (Hancock et al., 2009)
 Phenomenological Research
The meaning of the phenomenon is
conceptualized in the interior of the individual’s
awareness. Phenomenology is an approach to
explore people’s everyday life experience. It is
used when the study is about the life experiences
of a concept or phenomenon experienced by one
or more individuals. A phenomenological
researcher investigates subjective phenomena
(Creswell, 2009).
 Grounded Theory

This is an approach to theory development

grounded/rooted in the data rather than
empirical testing of the theory, that is, data
are collected and analyzed, and then a theory
is developed which is grounded in the data
(Glaser & Strauss, 1967)
 Action Research

Action research is an emergent inquiry

process that integrates theory and action
to couple scientific knowledge with
existing organizational knowledge and to
address real organizational problems
together with the people of the system
under inquiry (Coghlan, 2011).
Case Study

Creswell (2009) defined it as a study where

“Researcher makes an in-depth exploration of a
program, an event, an activity, a process, or one
or more individuals”. The structure of a case
study should be the problem, the context, the
issues, and the lessons learned (Creswell, 2014).
Hence, it is a comprehensive description of an
individual case and its analysis.
 Ethnographical Research
Ethnographic observation is the most intensive and in-depth
observational qualitative approach. The word ethnography comes
from Greek ethnos which means ‘folk, people, and nation’, and
grapho means ‘I write’. Therefore, ethnography has a setting in
anthropology, which means ‘portrait of a people’. It represents an
approach in which the researcher engages in prolonged observations
from the group’s everyday life. In this type of research, behaviors,
values, and interactions among the members of the group are deeply
studied, described, and interpreted by the researcher (Creswell,
2014).
 Historical Research
Historical research is one of the methods to describe how and
where the study started, how it is developed during time, and
where it stands at present. Kerlinger (1972) defined historical
research as “Critical investigation of events, development, and
experiences of the past, careful consideration of past testimonies
from the perspective of information sources validity, and
subsequent interpretation of the concerned testimonies.”
Historical research seeks not only to discover the events of the
past but also to relate these past happenings to the present and to
the future.
 Content Analysis

Content analysis is “a detailed and systematic

examination of the contents of a particular body of
materials for the purpose of identifying patterns,
themes, or biases.” It was first used as a method for
analyzing hymns, newspapers and magazines,
articles, advertisements, and political speeches in the
19th century (Harwood & Garry, 2003).
 Importance of Qualitative Research
Qualitative research mainly investigates
the relationships between individuals
and the institutions and society in which
they live using a diverse range of
approaches (Islam & Faruque, 2016). It
allows the researcher the flexibility to
probe initial participant responses.
 The Qualitative Research
Consultants Association (2015)
explained the importance of
qualitative research in terms of how
and what situations it can be used
and when we do not expect from
qualitative research.
• It helps develop hypotheses for further testing
and for qualitative questionnaire development.
• It helps understand the feelings, values, and
perceptions that underlie and influence
behavior.
• It helps identify customer needs.
• It helps capture the language and imagery that
customers use to describe and relate to a
product, service, brand, etc.
• It helps to perceive
marketing/communication messages.
• It helps to obtain information in quantitative
study and to better understand the
context/meaning of the data.
• It helps generate ideas for improvements
and/or extensions of a product, line, or brand.
• It helps uncover potential strategic directions
for branding or communications programs.
Answer the following questions in your
groups.
1. What is the effect of qualitative research
in our decision-making?
2. Why is qualitative research recommended
to be used in Senior High School students?
3. Is the researcher himself the data-
gathering instrument? Defend your answer.
Let’s go beyond…
Directions: Make a research title
relevant to your chosen track of
specialization. What type of
qualitative research methodology
are you going to use? Explain
briefly.
GLOSSARY

Documentary - It means presenting facts and

information, especially about a political, historical,
or social issue.
Homogenous - It is composed of parts or elements
that are all of the same kind.
Hypothesis - It is a tentative explanation for a
phenomenon, which is used as a basis for further
investigation.
Perspective - It is a particular evaluation of a
situation or facts, especially from one person's point
of view.
Process - It is a series of actions directed toward a
specific aim.
Strength - It is the physical power to carry out
demanding tasks.
Theory - It is the body of rules, ideas, principles, and
techniques that apply to a subject, especially when
seen as distinct from actual practice