Qualitative Evaluation

By Group 6
 Group Members

01 Aliza Imtiaz 02 Syeda Nida Fatima

03 Iqra Munir
 Introduction

Definition
Qualitative evaluation is a research approach that
involves collecting and analyzing non-numerical data
to understand and evaluate complex phenomena.
 Introduction

Qualitative evaluation provides you with the ability to

gain an in-depth understanding of a program or
process. It involves the “why” and the “how” and
allows a deeper look at issues of interest and to
explore nuances.
 Introduction

Why is it Important!?

1 2 3
Providing in-depth Allowing for flexibility: Providing rich data for
understanding: Qualitative evaluation decision-making:
Qualitative evaluation is a flexible research Qualitative evaluation
allows for a deeper approach that allows can provide rich and
and more detailed researchers to adapt detailed data that can
understanding of a to the specific needs of inform decision-
phenomenon. their study. making.

Why is it Important!?
4 5
Exploring complex Understanding
phenomena: Qualitative participant experiences:
evaluation allows Qualitative evaluation
researchers to enables researchers to
understand the
investigate complex
experiences,
social, cultural, or
perspectives, and
psychological motivations of
phenomena that cannot individuals involved in a
be easily quantified. program or process.
Introduction
6
Uncovering unexpected
findings: Qualitative evaluation
often involves open-ended
exploration, allowing
researchers to discover
unexpected or unanticipated
findings. These findings can
lead to new insights,
hypotheses, or areas of focus
for further investigation.
 Introduction

Why is it Important!?
7 8
Contextual understanding: Enhancing quantitative data:
Qualitative evaluation helps Qualitative evaluation can
researchers understand the complement quantitative data by
contextual factors that providing a deeper
influence a program's understanding of the "why"
outcomes. It considers the behind numerical results. It
social, cultural, and helps explain patterns,
environmental factors that contradictions, or unexpected
shape people's experiences outcomes observed in
and behaviors. quantitative data.
 Research Methods

Quantitative Methods
Content analysis
Content analysis is a research method that involves systematically
analyzing and interpreting the characteristics, themes, and patterns within
a given set of data, such as text, images, or audio.

Importance of content analysis

It helps researchers and organizations gain valuable insights, understand
audience preferences, identify trends, evaluate communication strategies,
and much more
 Research Methods

Applications of Content Analysis

Market research
Understand consumer preferences, behaviors, and opinions.
Identify emerging trends and monitor brand sentiment.

Evaluate marketing campaigns and competitor analysis.

Media and communication studies

Analyze media content for representation, bias, and framing.
Assess the effectiveness of advertising and public relations campaigns.

Study the impact of media on public opinion and social change.

 Research Methods

Social sciences

Investigate attitudes, beliefs, and behaviors in

public discourse.
Analyze political speeches, social media
discussions, and online communities.

Study cultural representations and

stereotypes.
 Research Methods

5 Cs of content analysis
1. Context
2. Communication
3. Content
4. Coder
5. Conclusions
 Focus groups unveiled
What are focus groups?

Focus groups are a qualitative research

method that involves gathering a small,
diverse group of individuals to discuss
specific topics or issues
Typically led by a moderator, focus groups
provide a platform for participants to express
their opinions, thoughts, and experiences
 Purpose
Purpose of focus groups

. Focus groups are conducted to

gain in-depth insights into
.
people's perceptions, attitudes,
beliefs, and behaviors
They help researchers
understand the "why" behind
certain opinions or decisions
 Purpose
Purpose of focus groups
Benefits of focus groups

. .
Provides rich qualitative data: Focus groups generate detailed and nuanced
information, allowing researchers to understand participants' thoughts and
motivations.

Group dynamics: Participants interact with each other, leading to the

emergence of diverse viewpoints and new ideas.

Real-time feedback: Researchers can probe deeper into participants' responses,

seeking clarification and elaboration in real-time.
 Continued

Cost-effective:

Focus groups are generally more affordable

compared to individual interviews or surveys,
especially when targeting a specific
demographic.
 Planning

Planning and focus

Define objectives: Clearly outline what you want to achieve through the
focus group and the specific questions you want to address.

Identify the target audience: Select participants who represent your

target demographic or the group you are studying.
Determine group size: Usually, focus groups consist of 6-10 participants
to ensure a lively discussion while maintaining manageability.

Develop a discussion guide: Prepare a structured set of questions or

topics to guide the conversation and ensure consistency across groups.
 Conducting
Conducting a focus group
Choose a suitable location: Find a comfortable and neutral venue
that encourages open discussion.

Moderation: Assign a skilled moderator to guide the conversation,

maintain focus, and ensure all participants have an opportunity to
speak.

Record and observe: Use audio or video recording equipment to

capture the session and take notes to record important insights
and observations.
 Advantages
Advantages of Qualitative Evaluation Interviews

Rich data: Interviews offer detailed and nuanced information that cannot be
captured by surveys or questionnaires.

Flexibility: Interviewers can adapt questions and follow-up based on

participants' responses, allowing for deeper exploration.

Participant insights: Interviews provide a platform for participants to share

their thoughts and experiences in their own words..
 Challenges

Advantage Disadvantages
Presence of moderator Dominant individuals
Expand or change can influence
direction Lack of anonymity
Adapt as necessary Can’t cover sensitive
View nonverbal cues topics
Group participants can Moderator effects and
interact bias
Can be inexpensive Challenging to analyze
 Purpose
Definition and purpose

Qualitative evaluation interviews are a research technique used to gather in-

depth, subjective information.

The purpose is to explore participants' perspectives, experiences, and

opinions on a specific topic.

Unlike quantitative methods, qualitative interviews focus on understanding

the meaning behind participants' responses
 Tips for Effective
Qualitative Evaluation
Interviews
Establish rapport:
Active listening:
Probing:
Note-taking:
Respect for confidentiality:
Evaluation
Qualitative evaluation interviews provide valuable
insights by uncovering participants' perspectives
and experiences.
They offer a rich and in-depth understanding of
complex issues that quantitative methods may
not capture.
By following the key steps and best practices,
researchers can conduct effective qualitative
evaluation interviews and gain meaningful
insights.
 Analysis
HOW ARE QUALITATIVE DATA ANALYZED?
ANALYSIS OF DATA
The objective of the qualitative process is to classify and analyze
the information gathered, as well as to interpret it deductions based
on the results.
Data analysis methods
• Transcribing
• Coding
• Themes
Reporting
• Participant voice
Challenges
• Avoiding pitfalls
 Analysis
HOW ARE QUALITATIVE DATA ANALYZED?
ANALYSIS OF DATA
How do we analyze the information we have collected?
Complete Transcription
• Data must be in a reviewable format, hard copy or electronic
Conduct a Review
• Examine and read all of the data

Develop Codes
• Identify pieces of data that are similar
Identify Patterns and Themes
• Determine the commonalities across the data
 Coding Process

Coding Process

Coding is the process of actively interpreting information:

What is the situation's context?
What is/are the goals and significance of the people involved?
Codes are based on: Important keywords and phrases, critical
evaluation concepts and topics, participant behavior, etc. Only
relevant data is coded Creating and using a code book helps to
keep track of work.
 Coding Process
Coding Process
Deductive Coding
• Prior to beginning coding, you create a list of codes to use when
analyzing your data
• Pre-set themes/codes/categories
• Provides direction to how you break the data into snippets or
chunks

Inductive Coding
• More commonly known as Grounded Analysis
• Codes are developed as you read through your data and think
about what it says
• Codes emerge from the data
 Coding Process

Coding Process

Types of coding
• Open coding
′ Use the text to find concepts and categories within the data
• Axial coding
Use your concepts and categories while re-reading the text ′
Confirm accuracy and explore relationships
• Selective Coding
′ Review with the intent to eliminate and/or combine codes
 Steps

Coding Steps

• Code
• Read through data
• Systematically mark similar types or strings of text with the same
code name
• Apply codes to groupings of text (snippets, blocks, chunks)
• Categorize
• Overall intent is to identify categories and meanings within the text
• Group codes and concepts together
• Look for connections between codes
• Read for commonalities and differences
 Steps

Coding Steps
• Analyze
• Systematically retrieve pieces of text that are related
• Identify patterns in data ′ Look for themes
• Draw conclusions
• Finish
• Done when saturation is reached of codes, concepts, and themes
• The coding process is not lateral
• You will likely code and re-code
• You should group codes together
• As you code, you will be looking for themes
• Time consuming process
Creating a visual matrix display may help with the analysis
 Computer-assisted coding
• Advantages to having data on the computer
• Provides you with the ability to more easily manipulate / handle / play with the
data
• Allows for organization and re-organization
• Able to create and explore different possibilities of data analysis and
interpretation
• Ways to make use
• Highlight groups of text in color
• Insert memos and notes
• Link codes and themes by moving data around

Challenges
Subjectivity: Qualitative data is
01 inherently subjective, as it is
often based on the perceptions,
experiences, and opinions of
participants.
Analysis: Analyzing qualitative
03 data requires specialized skills
and training, as well as a
significant amount of time and
effort.
Challenges
Transparency and rigor:
02 Qualitative research is often
criticized for lacking
transparency and rigor.
Bias: Bias can affect both the
04 data collection and analysis
phases of qualitative evaluation.

Data collection: Collecting
05 qualitative data can be time-
consuming and resource-
intensive, as it often involves
conducting interviews, focus
groups, or observations.
Challenges
Generalizability: Qualitative
06 evaluation methods are typically
designed to provide in-depth
insights into a particular
program or intervention, rather
than to generate generalizable
findings.
Thank You
Question and
Answer...