QUALITATIVE

RESEARCH
In this presentation, we'll delve into the essence of qualitative
research, its characteristics, purposive sampling, and various data
collection strategies.

Present By: Ajay Mahato

 Contents
01 Meaning and Characteristics of Qualitative Research

02 Purposive Sampling

03 Data Collection Strategies

INTRODUCTION
• Qualitative research aims to uncover the meaning and
understanding of phenomena that cannot be broken down into
measurable elements. It is based on naturalistic, interpretative and
humanistic notions.
• This research method seeks to discover, explore, identify or
describe subjective human experiences using non-statistical
methods and develops themes from the study participants’ stories.
• It utilizes exploratory open-ended questions and observations to
search for patterns of meaning in collected data (e.g. observation,
verbal/written narrative data, photographs, etc.) and uses
inductive thinking (from specific observations to more general
rules) to interpret meaning.
• Analysis of collected data is complex, often involves inductive
data analysis (exploration, contrasts, specific to general) and
requires multiple coding and development of themes from
participant stories.
 1
NATURAL SETTING
Qualitative researchers typically gather data at the
location where participants encounter the phenomenon
under investigation.

RESEARCHER AS KEY

2
INSTRUMENT
Researchers collect data themselves by examining
documents, observing behavior, or interviewing
participants.

CHARACTERISTICS
Of Qualitative Research

3
MULTIPLE SOURCES OF DATA
Multiple forms of data such as interviews,
observations, documents, and audio-visual information
are gathered.

INDUCTIVE AND DEDUCTIVE

4 DATA ANALYSIS
Patterns, categories, and themes are built inductively.
Evidence from the data to support each theme are
obtained deductively.
 5
PARTICIPANTS' MEANING
Participants' meaning of the problem or issue is the
focus of the research.

6
EMERGENT DESIGN
The research process is emergent - some phases of the
process may shift or change once data collection
begins.
CHARACTERISTICS
Of Qualitative Research

7
REFLEXIVITY
Researchers reflect on their role in the study and how
their culture, personal background, and experiences
may affect data interpretation.

HOLISTIC ACCOUNT
Qualitative research seeks to develop a complex
picture of the problem or issue under study by
identifying the many factors involved. 8
PURPOSIVE SAMPLING
Purposive sampling is a technique in which the person conducting the
research relies on their judgment to choose the members who will be
part of the study. It is a type of nonprobability sample, and it’s also
referred to as a judgmental or expert sample.
 One-on-one interview
01

02 Focus groups

Qualitative 03 Ethnographic research

Research
Strategies 04 Case study research

05 Record keeping

06
Process of observation
THANK YOU
FOR ATTENTION