Introduction to Qualitative

Research

George McWhirter
 Introduction to Qualitative Research

Aims of lecture: - to answer 4 questions

• What is qualitative research?

• How does it differ from quantitative research?
• What are the main types / methods
• Can we tell good qualitative research from not so
good?
 Introduction to Qualitative Research

What is Qualitative research?

Qualitative research is a method of naturalistic enquiry-- it
aims to study people in their natural social settings. The
focus is on the meanings the participants in the study
setting attach to their social world. (Bowling, 2002)
Qualitative research believes that if we are to understand a
topic, we need to look at it through the eyes of those who
experience it and try to understand it from their point of
view. (Rees, 1997)

* BMJ
 Introduction to Qualitative Research

How does qualitative research differ from

quantitative?
Quantitative Qualitative
• Emphasis on • Usually no counting
measuring & counting • Emphasis on feeling
• Makes general and experiences
statements about • Sees the world as
people as groups changing
• Likes to prove causal • Emphasis on the
relationships individual
 Introduction to Qualitative Research

How does qualitative research differ from

quantitative?
Aspect Quantitative Qualitative
• Research question How much What is the experience
How many feeling, opinion, pattern
How often of behaviour?
• Type of question Precise Broad
Numeric answer Verbal answer
• Hypothesis Present at start May emerge from study
• Issues described Through eyes of Through eyes of
researcher respondent
• Data collection Extensive Intensive
• Sample size Large Small
• Sample Representative Relevant
• Generalisability High Low
• Analytical approach Deductive Inductive

e.g Car parking at UHW

 Introduction to Qualitative Research

Main types / methods

• Ethnography
• Phenomenology
 Introduction to Qualitative Research

Ethnography:

The study of people in their natural settings (field);

-- a descriptive account of social life and culture in
a defined social system, based on qualitative
methods (e.g. detailed observations, unstructured
interviews, analysis of documents)
 Introduction to Qualitative Research

Phenomenology

-- Focuses on individuals’ interpretations of their

lived experiences and the ways in which they
express them. Tends to use open-ended,
unstructured in-depth interview or participant
interview.
 Introduction to Qualitative Research

Can we tell good research from not so good?

Evaluation of qualitative research is generally
aimed at establishing:
• Trustworthiness – a judgement of the authenticity and accuracy if
the information presented.

• Rigour – the extent to which the researcher has sought to

attain high standards
• an established “decision trail”- auditability
 Introduction to Qualitative Research

The language of qualitative research

Data: The information collected by a researcher.

Interview: A conversation between one or more interviewers and interviewees

with the purpose of eliciting or obtaining certain information.

Unstructured Interview: An interview in which there may be no preplanned

questions or fixed agenda. The dialogue is usually recorded in a transcript or
field notes, which are subsequently analysed.

Participant Observation: Where the researcher studies the behaviour of a group

by actively participating in the group’s activities and situation.
 Introduction to Qualitative Research

Induction: The process in which a set of observations is made and a general

principle formed to explain them.

Focus Group: A research method of interviewing people while they are

interacting in small groups.

Time and Event Sampling: These types of sampling are used mostly in studies
which use observation. In time sampling, the sampling unit is time instead of
people. Researchers may decide to sample the first 15 minutes of each hour of
the day instead of observing the whole day. When events are the focus of a
study, the events become the units from which the sample is drawn.

Coding: A qualitative method of analysis of materials such as interviews, where

categories or themes are formed and their interrelationships examined.