Unit 5: Qualitative Research Design and Methodology

Lesson 3
Methods of Data Collection for
Qualitative Research

Practical Research 1
Senior High School Applied - Academic
How do we
ensure that we
collect rich and
substantial
data?

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 ● Identify the different methods
Learning of data collection for
Objectives qualitative research.
At the end of the ● Choose an appropriate data
lesson, you should collection method for a
be able to do the
following: research study.

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My partner is...

1.

2.

3.

4.

5.

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 Qualitative Research Data Collection Methods

In qualitative research, data are often

expressed in words rather than being measured.

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 An interview involves a
researcher and a participant who
Interviews engage in a conversation with
questions focusing on the topic of
the research study.

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What are the things that you
should remember in conducting a
good interview?

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 Interview Structures

Structured Interviews
● pre-set questions
● no follow-up questions
● only ask what is in the guide

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Example
1. What are your hobbies and interests?
2. Do you consider your hobbies and interests
as a deciding factor in choosing your SHS
track?
3. What track do your parents like you to take
up in SHS?
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Tip

In an interview, it is a must to ask

questions that address the objectives of
the research.

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 Interview Structures

Semi-structured Interviews
● more open-ended
● few pre-determined questions
● participants are encouraged to elaborate on
their responses

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Example

Researcher: What was the most interesting part?

Participant: The solution’s changing colors

Researcher: What makes you say that it is the

most interesting compared to the other events
that happened?

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Tip

Good questions are free of bias,

open-ended, and not leading in order
for the respondents to freely express
their answers.

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 Interview Structures

Unstructured Interviews
● lack a predetermined set of questions
● done casually
● appears to be conversational

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Example

Researcher: Hey, brother. I heard you are

already a financial advisor. How is it?
Informant: Hey, bro. Yah, I’m in the insurance
industry now.
Researcher: Great to know that bro. I heard it is
quite rewarding financially too. How do you
actually earn from it?
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 ● requires a group of people to
participate in a discussion
Focus Group about a certain topic
Discussion ● useful in generating a deeper
understanding of participants’
experiences and beliefs

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Example

“Palarong Pinoy: An Alternative Play for Grades 1-3

Gadget Hooked Children”
● conduct palarong pinoy first
● gather the children for them to undergo focus group
discussions

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 ● describes a certain behavior or
phenomenon in their natural
Observation
setting
● firsthand encounters

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How can you differentiate a simple
observation from a research observation?

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 Observation Structures
Fully structured Naturalistic

● laboratory observation ● observe participants

in their natural
● science inclined environment
researcher
● researcher tries to
● collecting data in a be unobtrusive
systematic manner
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 ● Full participant observation
Participant
● Participant as an observer
Observation
● Observer as a participant

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Full participant observation

● researcher pretends to be a full member of

the group being observed
● serious ethical concerns

Example: A researcher pretends to be a fan of a

K-pop group in a concert to observe behaviors
of a fanatic.

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Participant as an observer

● can be done if you are already a participant

in the first place
● researcher’s identity is disclosed

Example: A researcher observes her classmates’

behavior to understand cohesion in groups.

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Observer as a participant

● acceptance of the group members is

important
● trust the researcher

Example: A researcher immerses himself to a

family of Aetas and observe their culture and
practices.

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Remember

Observations can be classified as fully

structured (laboratory), naturalistic,
or participant observation and
depends on the purpose it serves.

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 ● easily accessible
● can be accessed either
Document physically or online
Analysis
● might already exist prior to the
research study

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Remember

The most common documents

analyzed in qualitative research are
public records, personal documents,
popular culture documents, and visual
documents.

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 Focus Group Document
Interview Observation
Discussion Analysis
1. 1. 1. 1.

2. 2. 2. 2.

3. 3. 3. 3.

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 Quick Check

1. When is it appropriate to use a naturalistic

observation in qualitative research?

2. What are some of the major issues in using

structured interviews?

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 Quick Check

A student is currently working on her thesis

about effective marketing strategies in the
industry of fast-moving consumer goods. She
wanted to get the insight of a seasoned
professional in the field of marketing in this
type of industry.

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 Wrap Up
Methods of data collection for
qualitative research are used when
the study requires rich and
substantial data and does not require
measurement.

Interviews can be classified as

structured, semi-structured, and
unstructured.
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 Wrap Up

Focus group discussions require a

group of people to talk about their
insights regarding the topic of
interest.

Observations can be categorized as

fully structured, naturalistic, or
participant observation.
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 Wrap Up

Documents such as public records,

personal documents, popular
culture documents, and visual
documents can be accessed and
analyzed to be used as sources in a
research study.

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Wrap Up
 Bibliography

Gill, Paul, Kate F. Stewart, Elizabeth T. Treasure, and Barbara Lesley Chadwick.
“Methods of Data Collection in Qualitative Research: Interviews and Focus
Groups.” British Dental Journal 204, no. 5 (2008): 291-295. doi:
10.1038/bdj.2008.192

“How to Run Qualitative and Quantitative Research.” National Foundation for

Educational Research. 2013. https://www.nfer.ac.uk/media/2123/resm03.pdf.

Langdridge, Darren, and Gareth Hagger-Johnson. Introductions to Research

Methods and Data Analysis in Psychology. 3rd ed. London: Pearson Education
Limited, 2013.

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 Bibliography

Merriam, Sharan B., and Elizabeth J. Tisdell. Qualitative Research: A Guide to

Design and Implementation. 4th ed. San Francisco: John Wiley & Sons, Inc., 2016.

Morgan, David L. The Focus Group Guidebook. London: Sage Publications, 1998.

“Qualitative Research Data Collection.” Amsterdam Public Health. Last modified

October 20, 2017. http://www.emgo.nl/kc/qual-data-collection/.

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