Methods of qualitative

research
Suhail Iqbal
72051
Qualitative research
• scientific method of observation to gather non-numerical data
• It refers to
• Themes
• Meanings
• descriptions
Methods
• There are three most common qualitative methods and each
method is particularly suited for obtaining a specific type of
data.
• 1. Participant observation
• 2. In-depth interviews
• 3. Focus groups
• 4.case study
Participant observation

• is appropriate for collecting data on naturally occurring

behaviors in their usual contexts.

• Ethical concerns

• Informed consents
• E.g spy or undercover agents
In-depth interviews
• are optimal for collecting data on individuals’ personal histories,
perspectives, and experiences, particularly when sensitive
topics are being explored

• Detailed information
• Biasness issue
• Interviewer ‘s skills
Focus groups
• are effective in eliciting data on the cultural norms of a group
and in generating broad overviews of issues of concern to the
cultural groups or subgroups represented
• 6-10 members
• Selected attendents
case study

• is a research method involving an up-close, in-depth, and

detailed examination of a subject of study (the case), as well as
its related contextual conditions.