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LEARNING TARGETS
 I can describe the characteristics, strengths and
weaknesses of qualitative research.
 I can classify and describe the kinds of qualitative
research
CHARACTERISTICS OF QUALITATIVE RESEARCH
Bogdan and Biklen (2007) as cited in the book of
Fraenkel and Wallen (2010) outlined the following
main features of qualitative research.
1. The researcher is the primary observer in
qualitative research.
2. A qualitative researcher is a keen observer.
3. Qualitative research offers a wide array of designs,
focusing on individual experiences, societies,
cultures and languages and communication
LEARNING TARGETS
 I can describe the characteristics, strengths and
weaknesses of qualitative research.
 I can classify and describe the kinds of qualitative
research
Review of the Past
What is the difference between qualitative and
quantitative research?
CHARACTERISTICS OF QUALITATIVE RESEARCH
4. Inductive reasoning is largely used in analysing
qualitative data.
5. A qualitative researcher is concerned with
meanings and interpretations.
Strengths and Limitations of Qualitative Research
Strengths
 A research problem in qualitative research can be
examined with greater detail and depth.
 Research instruments, such as interviews, questions
can be made flexible based on the information that
has recently surfaced.
 The researcher framework can be fluid, depending on
the availability of the information.
 Results generated from qualitative research are
largely from human experiences and observations.
1

Strengths and Limitations of Qualitative Research
Strengths
 Qualitative research often requires a small sample
size.
 Qualitative research is an open-ended process.
 Unique and specific cases are selected and studied to
enable the collection of detailed information and bring
about in-depth understanding of the research problem.
 Data collection is usually conducted on-site.
Strengths and Limitations of Qualitative Research
Limitations
 Qualitative data cannot be reproduced. Doing
duplicates can be difficult.
 Selection of human subjects/ participants can be
problematic due to ethical and confidentiality issues.
Qualitative Research Approaches
2. Ethnography
Falling in the field of anthropology, ethnography is
the study of a particular cultural group to get a
clear understanding of its organizational set-up,
internal operation, and lifestyle.
A particular group reveals the nature or
characteristics of their own culture through the
world perceptions of the cultural group’s members.
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Strengths and Limitations of Qualitative Research
Limitations
 Qualitative data is generally subjective and can be
influenced by the researcher’s biases.
 Data obtained from qualitative research typically
comes form a small sample size and therefore may
not be statistically represented.
 Data analysis such as coding and triangulation can be
time-consuming.
 Acceptability of qualitative data is not always
guaranteed.
Qualitative Research Approaches
1. Case Study
Usually takes place in the field of social care,
nursing, psychology, rehabilitation centers,
education, etc.
This involves a long-time study of a person,
group, organization, or situation. It seeks to find
answers to why such thing occurs to the subject.
Varieties of data collection methods such as
interviews, questionnaires, observations, and
documentary analysis are used in a case study.
Qualitative Research Approaches
3. Phenomenology
 From the word “phenomenon,” which means
something known through sensory experience,
phenomenology refers to the study of how people
find their experiences meaningful.
 Its primary goal is to make people understand their
experiences about death of loved ones, care for
handicapped persons, friendliness of people,
etc.
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Qualitative Research Approaches Qualitative Research Approaches

4. Content and Discourse Analysis
 A study of language structures used in the
medium of communication to discover the
effects of sociological, cultural, institutional,
and ideological factors on the content
makes it a discourse analysis.
5. Historical Analysis
Central to this qualitative research method is the
examination of primary documents to make you
understand the connection of past events to the
present time.
The results of your content analysis will help you
specify phenomenological changes in unchanged
aspects of society through the years.

Qualitative Research Approaches

6. Grounded Theory
This theory takes place when you discover a new
theory to underlie your study at the time of data
collection and analysis.
Through your observation on your subjects, you
will happen to find a theory that applies to your
current study.
Interview, observation, and documentary
analysis are the data gathering techniques for this
type of qualitative research.