QUALITATIVE

RESEARCH
D ES I GN S U S ED

BY: M A R LY N S . PAGHU BA SA N
Qualitative research
is defined as a
market research
method that
focuses on
obtaining data
through open-
ended and
conversational
communication.
 Qualitative research
Qualitative research is an inquiry
process of understanding based on
distinct methodological traditions of
inquiry that explore a social or human
problem. The researcher builds a
complex, holistic picture, analyzes
words, reports detailed views of
informants, and conducts the study in
a natural setting.
 Tactical and Strategic Research
Designs
Tactical Designs
• Short term
• Small picture
• Kludgy (inelegant, clumsy, lower quality)
• How (hands-on, buried in detail, busywork)
• See things from a shorter, narrower
perspective
• Much easier to develop and to implement
(allows things to unfold and develop and can
reverse and change tactics quite readily)
Strategic Designs
• Long term
• Comprehensive big picture
• High quality
• What and why one is doing something
(thinking or planning)
• See things from a longer, wider perspective
• Much harder to develop and to implement
(hard to reverse once started)
Site Selection and Access
Sampling
Ethical Considerations
Role of Researcher
Major
Data Collection/Concurrent Analysis Components of
the Qualitative
(Re) presentation of Data (thick descriptions) Methods Section
Data Analysis of a Research
Paper
Account for Trustworthiness (rigor and quality)
Data Security and Management
Limitations of Emergent Design
INTERPRETIV
E

TYPES OF
QUALITATIVE
DESIGNS
INTERPRETIVE
 INTERPRETIVE

Researchers strive to clarify and elucidate

insights from their data and figure out
what the data mean to the participants.
As researchers accumulate more and
more data and learn more and more
about the topic, their style of gathering
data and insights during the study can
begin to change.
INTERPRETIV
E

INVESTIGATIVE

TYPES OF
QUALITATIVE
DESIGNS PARTICIPATORY
INVESTIGATIVE
 INVESTIGATIVE
An investigative research design involves
investigating (tracing out) a phenomenon
in its natural setting (called field
experience).
a. Obtaining background information on the topic
b. Gaining agreement between the researcher and
participants on entry-issue ground rules
c. Letting research participants help define and lead
the parameters of the field experience
d. Careful field watching, documentation, and
learning on the part of the researcher
INTERPRETIV
E

INVESTIGATIVE

TYPES OF
QUALITATIVE
DESIGNS
PARTICIPATORY
 PARTICIPATORY
When writing articles reporting a
participatory research design, authors are
encouraged to reflect the emergent
coprocess that unfolded among the
researcher and participants over time.

a. Forming community groups at the outset

b. Helping them discover common understandings of

the problem being addressed

c. Facilitating an exchange of ideas for change that come

from the people at the scene of the problem

d. Letting the details for the research plan emerge from

the group
INTERPRETIV
E

INVESTIGATIVE

TYPES OF
QUALITATIVE
DESIGNS PARTICIPATORY
ILLUMINATIVE
 To illuminate Illuminative
means to shed approach entails
more light on a focusing a light on
the data collection
phenomenon,
and data analysis
revealing things process by forming
that are hidden a specific plan to
or in the achieve a research
shadows. goal.
INTERPRETIV
E

INVESTIGATIVE

TYPES OF
QUALITATIVE
DESIGNS PARTICIPATORY
INSTRUMENTATION
 INSTRUMENTATION
Design in a qualitative study entails
nonprobability or purposive sampling to obtain
participation. The researcher then uses
unstructured or semi structured interviews, or
participant observation, to collect data from the
participants.
 INTERPRETIV
E
\
INVESTIGATIVE

TYPES OF
QUALITATIVE
DESIGNS PARTICIPATORY
SENSITIZATION
 SENSITIZATION
Descriptive study
Sensitize means to make someone respond to or be affected by
something
When publishing such a paper, authors would have to provide
sufficient description of how participants understand some aspect of
their lives such that “the reader is sensitized to the perspective of the
group being studied” (Knaff & Howard, 1984).
“either few (if any) studies have been done on the topic, or those
that have been done have failed to represent this group’s point of
view” (Knaff & Howard, 1984).
INTERPRETIV
E

INVESTIGATIVE

TYPES OF
QUALITATIVE
DESIGNS PARTICIPATORY
CONCEPTUALIZATION AND THEORY
DEVELOPMENT
A. Using inductive logic,
authors would report on
qualitative research that
generated a new theory.
 B. When writing the
article, authors
immediately notify
readers about a new
theory/conceptualization
C. Authors would report
that they used
theoretical sampling
conducive to building
their theory.
 D. Authors would
conclude their paper
with a “conceptual
rendering of the data,”
 E. Including specific new
concepts that contributed
to their “overall
conceptualization of the
phenomenon under study”
(Knaff & Howard, 1984)
Biography
 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. This is purely a
conversational method and invites opportunities to get
details in depth from the respondent.
 FOCUS GROUPS

A focus group usually includes a

limited number of respondents
(6-10) from within your target
market.
The main aim of the focus group is
to find answers to the why what and
how questions.
 FOCUS
GROUPS
A focus group usually
includes a limited number
of respondents (6-10) from
within your target market.
The main aim of the focus
group is to find answers to
the why what and how
questions.
 Ethnographic
research
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. This is purely a
conversational method and invites
opportunities to get details in depth
from the respondent.
 Case-study
research
This type of
research method is
used within several
areas like education,
social sciences and
similar.
 Record
keeping
This method makes use of the
already existing reliable documents
and similar sources of information
as the data source. This data can be
used in a new research. This is
similar to going to a library. There
one can go over books and other
reference material to collect
relevant data that can likely be used
in the research.
 Process
observatio
n
Is a process of research that uses
subjective methodologies to
gather systematic information or
data. Since, the focus on
qualitative observation is the
research process of using
subjective methodologies to
gather information or data.