Grade 11

We are here today in this school seeking

knowledge and wisdom because of you. We
are grateful for this wonderful day as we
learn new things from our instructors. We ask
you to guide us through the lesson, which we
hope will improve our understanding of the
world around us. In the name of the Lord
Jesus Christ.
PRAYER
 Qualitative Research
First

❑ uses a positivist perspective in which evidence is objectively and

systematically obtained
Next • identify problems requiring the conduct of research;

❑ focus on how and why something works

Last
❑ researchers might interact with the study objects (respondents)
to collect observations
What is a Qualitative Research?

method that focuses on obtaining data through open-

ended and conversational communication.
Example problem:

a convenience store looking to improve its patronage. A systematic

observation concludes that the number of men visiting this store are
more. One good method to determine why women were not visiting
the store is to conduct an in-depth interview of potential customers
in the category.
 What is the
method used?

Findings:

on successfully interviewing female customers, visiting the

nearby stores and malls, and selecting them through random
sampling, it was known that the store doesn’t have enough
items for women and so there were fewer women visiting the
store, which was understood only by personally interacting
with them and understanding why they didn’t visit the store,
because there were more male products than female ones.
 QUALITATIVE METHODS

are designed in a manner that help reveal the

behavior and perception of a target audience

are more descriptive and the inferences can be

drawn quite easily from the data that is
METHODS obtained

originated in the social and behavioral sciences

1. One-on-one interview
Conducting in-depth interviews is one
of the most common qualitative
research methods. It is a personal
interview that is carried out with one
respondent at a time
2. Group Focus
is also one of the commonly used
qualitative research methods, used in
data collection. A focus group usually
includes a limited number of
respondents (6-10)
Example problem:

an evaluation of a CDC-funded asthma prevention program included

focus groups of middle school students who had participated in the
program.
 What is the
method used?

Findings:

Data were collected on the students' perceptions about how

well they were managing their asthma and how their asthma
affects their school performance
3. Ethnographic research the most
in-depth observational method that
studies people in their naturally
occurring environment
Example problem:

What type of living do people from a certain region live?

 What is the
method used?

Findings:

an anthropologist traveling to an island, living within the society on

said island for years, and researching its people and culture through a
process of sustained observation and participation
4. Case study research is an in-depth
study of one person, group, or event.
In a case study, nearly every aspect of
the subject's life and history is
analyzed to seek patterns and causes
of behavior
Example problem:

Genie was a young girl subjected to horrific abuse and isolation

 What is the
method used?

Findings:

researchers studied whether language could be taught even after

critical periods for language development had been missed
5. Record keeping makes use of the
already existing reliable documents
and similar sources of information as
the data source
Example problem:

Researchers are in need of more reliable information to suffice their existing

studies.
 What is the
method used?

Findings:

There one can go over books and other reference material to collect
relevant data that can likely be used in the research.
Wrap it up!
❑ Qualitative research methods usually collect data at the sight, where the
participants are experiencing issues or problems.

❑ Qualitative researchers typically gather multiple forms of data, such as

interviews, observations, and documents, rather than rely on a
single data source.
❑ It’s a more communicative method, people can build their trust on the
researcher and the information thus understood by all.