Importance

Qualitative
Research
Different
 There are times when a
Importance qualitative approach is a better fit
of for the research needs and
Qualitative questions.
Research 1. Exploration
2. Complexity
Across 3. Context
Fields 4. Explanation
5. Measures do not fit the
problem well
Importance ▪Exploration
of When something is not
Qualitative well-defined, qualitative
Research methods are helpful.
Across
Fields
Importance ▪Complexity
of When complicated problems
Qualitative can be quantified, when you need to
describe the complexity, qualitative
Research research can distil the complexity
Across into more manageable parts.
Fields (Creswell, 2012; Sauro, 2017)
Importance ▪Context
of Some of the richest qualitative
Qualitative data is not collected in a contrived
lab, it comes from observing and
Research collecting data in person. (Creswell,
Across 2012; Sauro, 2017)
Fields
Importance ▪Explanation
of When you need to explain
Qualitative linkages or mechanisms that cause
things, a qualitative method can be
Research fruitful.
Across
Fields
Importance ▪Methods do not fit the
of problem well
Qualitative Qualitative data helps uncover
Research the right things to measure.
Across
Fields
 • Focus groups are used to probe
Qualitative deeper research results in order
Research in to describe or illustrate current
Technical practices in Technical
Communication Communication which can take
the forms of e-mail, fax
messaging, video and voice
conferencing, intranet and
extranet, jargons and graphics.
 • Qualitative ideas and approaches have
Qualitative been part of psychology since its
Research in inception in the second half of the
nineteenth century.
Psychology • The early 20th century marked
Behaviorism and the second half, the
Cognitive Revolution; quantitative
methods employed within a post
(positivist), experimental paradigm
dominated the discipline (Asworth,
2003; Howit, 2010) as cited in Braun and
Clarke, 2013).
 • Morrison, et.al. say that great
Qualitative advertising comes along from an
Research in understanding of consumer’s
Advertising wants and needs.
• The following terms are very
important to advertising
researchers doing qualitative
research: Theory and Approach.
 • Theory refers to an organizing
Qualitative scheme for the data that place
Research in them in orderly patterns and
Advertising give meaning and insight into
the lives of others.
• Any method or approach that
allows the researcher to capture
the worlds of other can be a
qualitative technique.
 • To describe the range of ways of
Qualitative reconstructing experiences from full
reliving of the experiences to its
Research in disowning, Shaw and Holland use the
Social Works terms ‘knowledge focus’ of awareness’
and ‘alienation’.
• Analysis of interview data has 4 broad
categories:
1. Knowledge
2. Awareness of mental process
3. Awareness of identity
4. Alienation
 • They created devices such as
Qualitative matching people, animals, cars,
Research in pictorial symbols and soliciting
dreams. They accumulated case
Marketing studies, personal histories and
ethnographies, and conducted group
interviews even before they were
called “focus groups”.
• The question asked and answered in
their study enabled the authors to
make contributions at the level of
substantive grounded theory.
 • The establishment of the ASEAN
Qualitative Economic Community is a major
Research in milestone in the regional economic

International
integration agenda in ASEAN, offering
opportunities in the form of 2.6 trillion
Business US dollars and over 622 million people.
• Business all over the world use other
methods like participant observation,
content analysis, focus groups, narrative
interviews and “hidden” methods such as
archival research.