Unit 5: Qualitative Research Design and Methodology

Lesson 1: Qualitative Research Design

Contents
Engage 1
Introduction 1
Objectives 2

Explore 2

Explain and Elaborate 4

Qualitative Research Design 4
Types of Qualitative Research Design 5
Choosing Your Research Design 11

Extend 12
Activity 1 12

Evaluate 13

Wrap Up 14

Bibliography 15
Unit 5.1: Qualitative Research Design

Engage

Introduction

Fig. 1. An informal and friendly interview

Have you ever told a story, or listened to your friend’s experiences? Do you observe their
gestures, their tone of voice, and their enunciation of words? Both listening and telling
stories are pleasures that only humans can experience. Through these experiences,
perceptions, beliefs, and ideas that we share and listen to, we understand more about
events, phenomena, and how people behave the way they do.

In research, how will storytelling be helpful for us in doing our research? What specific ways
and skills should we learn to gain an in-depth understanding of people’s perceptions?

1
Unit 5.1: Qualitative Research Design

Objectives
In this lesson, you should be able to do the following:
● Identify the similarities and differences of qualitative research designs.
● Choose the most appropriate research design for your study.

DepEd Competency
Choose the appropriate qualitative research design. (CS_RS11-IVa-c-1)

Explore

15 minutes
For this activity, you have to make a maze.
1. In the space provided below, create your maze.
2. The maze must be solvable. It can be as easy or as complex as you want it to be.
3. Have your seatmate play your maze.

2
Unit 5.1: Qualitative Research Design
Guide Questions
1. What are the best parts of your design?

2. How was your seatmate able or not able to solve your maze?

3. What are the things you have to consider in order to choose and provide a good design?

4. How is designing your maze game similar in choosing your qualitative research design?

3
Unit 5.1: Qualitative Research Design

Explain and Elaborate

Qualitative Research Design

A systematic and scientific inquiry and investigation in itself, qualitative research deals with
building a holistic understanding of behavioral and sociocultural phenomena (Astalin
2013). The process of creating a systematic framework for understanding these phenomena
involves finding patterns and relationships among categories. Qualitative researchers
observe and study different variables in their natural environment, mostly through direct
observation, interview, or document analysis (Astalin 2013).

Having identified a problem, and delimiting the problem itself, you need to find a method to
solve the problem systematically and scientifically. In research, the method or plan for
analyzing and resolving a research problem is called the research design (Kumar 2011).
Research designs are also known as strategies of inquiry (Denzin, and Lincoln 2011; Creswell
2013).

Why is there a need to use a research design?

By using a research design, you inform your readers of the decisions that you will make in
order to investigate and solve the research problems, collect your data, analyze data, and
communicate your research findings to a larger audience (Kumar 2011). Therefore, choosing
a research design for your qualitative study must be planned critically, done carefully,
and applied honestly.

4
Unit 5.1: Qualitative Research Design

Types of Qualitative Research Design

As a researcher, you have to choose the best and most appropriate research design for your
study. Oftentimes, it is based on the study’s problem, objectives, and delimitations.
There are six types of research designs involved in qualitative research. These will help you
find a logical framework for the relationships of the variables under investigation.

Fig. 2. Types of qualitative research design

Case Study
This type of design involves the in-depth examination of a case, which can be an
individual, an event, a group or organization, an activity or a process (Creswell 2013). In
addition, a case study uses one or more multiple methods of data collection and analysis

5
Unit 5.1: Qualitative Research Design
(Astalin 2013). It can be a descriptive or an exploratory study that serves as a
multipurpose research method. Hence, researchers can use surveys, interviews,
observation, and other types of data collection at their disposal (Astalin 2013). The goal of a
case study is to give a holistic and complete picture of the phenomenon (Marczyk and
DeMatteo 2005).

What are the limitations of a case study?

As a researcher, this type of research design can be used by describing and analyzing an
entity’s characteristics or matters that interest you as a researcher. Here, you cannot
control the variables; instead, you have the opportunity to study them in their most
natural setting through observation or other methods of inquiry.

Since case studies provide an in-depth view of an individual or a group, its findings cannot
be generalized to the entire population where the sample was drawn. It provides a rich
source of information of an individual or a unit’s functional, behavioral, and sociocultural
processes and their relationships, but this information cannot be generalized for a larger
group.

Examples of topics using case study:

1. A Case Study on the Life of a Bulimic: Career, Family, and Life Struggles
2. Crisis Counseling: A Case Study on Collaborative Counseling with Abused Children
3. A Case Study on Advertising Strategies of ABC Company

Phenomenology
Phenomenology as a research design is the study of a “phenomenon,” which involves
describing and analyzing the events that lead to a particular phenomenon or series of
events. Formally defined, in the context of research, phenomenology describes how a
research participant feels about a certain event, activity, or a matter of interest
(Leonard 2019).

6
Unit 5.1: Qualitative Research Design

Why is participant’s experience considered the

main factor in using a phenomenological study?

As a researcher, if you will pursue a phenomenological study, you will have to describe and
analyze how an individual or individuals perceive or experience an event, which can either
be important or ordinary. In addition, you will have to explain how your participants’
experiences relate to the overall experience of the population who have also
experienced the event (Vandersotep, and Johnston 2009).

Research questions that are mostly in phenomenological studies include: “What is the true
essence of regret?”, “How do people feel regret in a certain situation?”, “What makes regret
long-lasting etc.?” Phenomenological questions deal with the essence of events and
situations. Like case studies, a wide range of data collection tools can be used to collect
data, such as interviews, testing, observation, and more.

Examples of topics using phenomenology:

1. Working in Isolation: Analyzing the Experiences of Work-At-Home Employees
2. The Smell of Rain: Experiences of Farmers of Bukidnon during the Rainy Season
3. The Importance of Writer’s Block and Meditation for Creative Writers of Fiction: A
Phenomenological Critique

Ethnography
Derived from the word ethnic, ethnography deals with the study of culture of a group of
people. Most often, the participants involved in the study are from remote communities.
Using a formal definition, ethnography refers to the scientific description of different
human societies (Astalin 2013). This includes rural and urban communities and settings.

As a researcher, you will use varied means of data collection when you employ an
ethnographic research design. This includes identifying, observing, and recording

7
Unit 5.1: Qualitative Research Design
conversations, performances, rituals, ceremonies, artifacts, jokes and gestures, and most
importantly stories, and life experiences (Vanderstoep, and Johnston 2009). The diverse
and rich data that you will collect from a particular group will be the basis in understanding
culture, art, and science.

Tip
Always consider the time frame of your study. While ethnographic studies
sound exciting and promising, you will have to spend a significant amount of
time to learn firsthand the history and culture of the people you are
studying.

Ethnic tribes and their people might have different practices that are uncommon to people
living in urban areas; some practices may be deemed as taboo or illegal in the eyes of
people living in urbanized areas. The reason why we need to take ethnographic studies with
respect and care is to understand how the culture of certain practices has been passed
down to the new generations. Through understanding their way of life, we cannot judge
them by comparing their culture to ours or others (Vanderstoep, and Johnston 2009).
Rather, it is important for them to retain or develop their ways of living naturally.

As a researcher, you must avoid bias in terms of analysis and interpretation of data,
especially in ethnographic studies. You must understand and relate their history, practices
and ways of living to the environment where they grew and matured, and how technology,
urbanization, and globalization might change or preserve their ways of life.

Examples of topics using ethnography:

1. Manaram: The Ethnoscience behind Midwifery
2. A Business Analysis of the Moslems of Manila
3. A Socio-Anthropological Study on the Gods of the Igorot

8
Unit 5.1: Qualitative Research Design

Grounded Theory
The purpose of grounded theory is to develop a new theory or a hypothesis based on
evidence or data. As a grounded theory researcher, you will have to base the results of your
study on the data you have collected from a large sample size to generate new theories
(Astalin 2013; Leonard 2019). However, grounded theory as a design is too advanced and is
mostly used by higher-level students.

How does grounded theory validate and invalidate

an existing theory?

This method of study allows new theories to emerge from the data itself using varied means
of data collection such as interviews and observations, and data analysis such as coding and
connecting themes (Astalin 2013). As a researcher, the use of grounded theory is to base its
data interpretation and examination on existing theories. The gathered data creates a
theory that could either validate or invalidate an existing theory that is related to your study.

Examples of topics using grounded theory:

1. Customer’s Perspective on Local Chicken Stores: A Grounded Theory Approach
2. Exploring the Nurses’ Approach in Geriatric Homes: A Grounded Theory Study
3. The Mamba Mentality: A Grounded Theory Study of a Basketball Players’
Championship Mindset

Historical
Using a historical research design means studying past events to understand the present
events occurring in the society, and anticipating the future based on previous historical
events related to it (Leonard 2019). For this design, answers can be found by looking into
the deviations from the normal course of events that have happened in the past. From
these deviations or alternate courses, historical researchers can discover knowledge that
has not been applied to the present era.

9
Unit 5.1: Qualitative Research Design

How are historical events important in understanding

events in the future?

Various data collection methods are also involved, mostly document analysis of primary
sources of data. As a researcher, you must read texts concerning the topic you have in mind
using this research design. These texts include old journals, photographs, paintings, and
other artifacts that will help you understand the events.

Examples of topics using historical research:

1. Lapu-Lapu: An Icon of Male Masculinity and Heroism in the Philippines
2. Arms Race in the Laboratory: Scientist’s Perspectives and the Creation of Biowarfare
3. Post-Thomasite Education: The History and Future of Philippines’ Educational System

Narrative
A narrative study involves the description and analysis of different sets of events within a
particular person’s life experiences, opportunities, and decisions for growth and
development (Leonard 2019). This design involves a longer period of time as compared to
other qualitative research designs, and also uses varied modes of data collection and
analysis methods. In most narrative studies, the subject is an individual whose life
experiences may be related to others. Using this research design will help you, as a
researcher, understand an individual’s changing motivations and beliefs, and long-lasting
aspirations in life.

Examples of topics using narrative:

1. Leadership in Education: A Narrative Research on Female Principals and their
Innovation in School Management
2. Philippines’ Top Entrepreneurs: Rising and Building Empires in 21st Century
3. Surviving Wars: How a Single Mother Survived during the American and Japanese
Regime

10
Unit 5.1: Qualitative Research Design

Tip
Although some qualitative research designs overlap in terms of number of
participants, timeframe, and other variables, it is important for the researcher
to choose the best and most appropriate research design based on the title,
objectives, and delimitations of the study.

Choosing Your Research Design

One of the challenges of researchers is to decide which among the research designs should
be chosen for their specific studies. The following enumerates the criteria that researchers
should consider in choosing the most appropriate design for their study (Nasser 2001):
1. The research problem should be considered when deciding the design to be used.
Some designs are most appropriate in providing resolutions for specific problems.
2. The researcher's training and experience is one of the determining factors in
choosing the research design. It helps in identifying which among the designs the
researchers can do.
3. The willingness of the researchers to do various steps and data collection methods
can determine the research design of a study.
4. The focus of the study is vital in determining which of the designs would be used.

11
Unit 5.1: Qualitative Research Design

Extend

Activity 1
Given the following research titles, evaluate and explain the appropriateness of the chosen
qualitative research designs.

1. Research Title: The Life of Dr. Manuel Leonardo Sipag: An Investigation

Qualitative Research Design: Case study

2. Research Title: Hidden Culture: The Tausug of Manila

Qualitative Research Design: Ethnography

3. Research Title: The Impact of 9-11 Attacks on Filipino-Americans Working in New York
Qualitative Research Design: Phenomenology

12
Unit 5.1: Qualitative Research Design

Guide
Research Designs are specifically chosen based on the participants, goals, problems,
and what the objectives of the study are. Hence, the study should be analyzed
carefully before deciding what design to use.

Evaluate

A. Read and understand each item. Write the correct

answer on the space provided.

1. It is a qualitative research design used by sociologists and anthropologists to

understand the behavior, culture, and lifestyle of people from urban and remote
communities.

2. It is the output of grounded theory based on existing theories.

3. It is an in-depth study of the aspects of one person, an organization, or a group.

13
Unit 5.1: Qualitative Research Design

B. Based on the following titles of qualitative studies, choose

a qualitative research design for each study.

1. The Perception of Small Business Owners in Using Cashless Payment Systems

2. Movie Industry in the Philippines through the Years: Seen From The Lens of Selected
Cinematographers and Film Directors

3. Tawa-Tawa (Euphorbia hirta): Perceptions of “Manggagamot” in Treating High Fever

Wrap Up
___________________________________________________________________________________________

● Qualitative research design refers to the overall strategy that researchers use to
organize methods on how to analyze and build a logical framework to understand
the behavior of variables within a qualitative study.
● Qualitative research designs help researchers find a logical framework for the
relationships of the variables under investigation.
● The research problem, the focus of the study, the researcher's training and
experience, and the willingness of the researcher should all be considered in
choosing the research design.

14
Unit 5.1: Qualitative Research Design

Fig. 3. Types of qualitative research design and their respective characteristics

___________________________________________________________________________________________

Bibliography

Astalin, Phrasant K. "Qualitative Research Designs: A Conceptual Framework." International

Journal of Social Science and Interdisciplinary Research 2, no. 1 (2013): 118-124.

Creswell, John. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches.
California: SAGE Publications Ltd., 2013.

Denzin, Norman K., and Yvonna S. Lincoln, eds. The Sage Handbook of Qualitative Research.
California: SAGE Publications, Ltd., 2011.

Kumar, Ranjit. Research Methodology: A Step-by-Step Guide for Beginners. 3rd ed. California:
SAGE Publications, Ltd., 2011.

Leonard, Kimberly. "Six Types of Qualitative Research." Bizfluent. Last modified January 22,
2019. https://bizfluent.com/info-8580000-six-types-qualitative-research.html.

15
Unit 5.1: Qualitative Research Design

Marczyk, Geoffrey, and David DeMatteo. Essentials of Research Design and Methodology. New
Jersey: John Wiley & Sons, 2005.

Nasser, Fadia M. “Selecting an Appropriate Research Design.” In Research Pathways: Writing

Research Papers, Theses, and Dissertations, edited by E. Farmer & J. Rojowski, 91-106.
New York: University Press of America, 2001.

Vanderstoep, Scott, and Deirdre Johnston. Research Methods for Everyday Life: Blending
Qualitative: Blending Qualitative and Quantitative Approaches. California: Jossey-Bass,
2009.

16