• What is qualitative research?

Qualitative research gives the answer to the question,

how and why things happen.
• Qualitative research is especially effective in obtaining
culturally specific information about the values,
opinions, behaviors, and social contexts of particular
populations.
• It provides information about the “human” side of an
issue – that is, the often contradictory behaviors,
beliefs, opinions, emotions, and relationships of
• individuals.
Condt…
• When used along with quantitative methods,
qualitative research can help us to interpret
and better understand the complex reality of a
given situation and the implications of
quantitative data.
• Although findings from qualitative data can
often be extended to people with
characteristics similar to those in the study
population
What are some data collection
method in qualitative research
 The three most common qualitative methods,
explained in detail in their respective modules, are
participant observation, in-depth interviews, and
focus groups. Each method is particularly suited for
obtaining a specific type of data.
 Participant observation
Is appropriate for collecting data on naturally
occurring behaviors in their usual contexts.
 In-depth interviews
are optimal for collecting data on individuals’
personal histories, perspectives, and experiences,
particularly when sensitive topics are being explored.
 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.
Quantative Research Appraoch
 In quantitative research, your goal is to determine the
relationship between one thing (an independent
variable) and another (a dependent or outcome
variable) in a population. Quantitative research
designs are either descriptive or experimental. A
descriptive study establishes only associations between
variables. An experiment establishes causality.
 Quantitative research deals in numbers, logic and the
objective, focusing on logic, numbers, and unchanging
static data and detailed, convergent reasoning rather
than divergent reasoning.
  Quantitative
Qualitative
General
framework Seek to confirm hypotheses about
Seek to explore phenomena
phenomena
Instruments use more flexible,
Producing responses to questions iterative style of producing and
categorizing responses to questions

Analytical Use methods such as

Use semi-structured methods such
objectives questionnaires, surveys, as in-depth interviews, focus
observation groups, and participant observation

To describe variation
To quantify variation
To describe and explain relationships
To predict causal relationships

To describe characteristics of a To describe individual experiences

population
To describe group norms
Questions Closed-ended Open-ended
Format
Textual (obtained from audiotapes,
Numerical (obtained by assigning videotapes, and field notes)
Data numerical
Format values to responses)
Some aspects of the study are
flexible (for example, the addition,
Study design is stable from beginning to
exclusion, or wording of particular
Flexible in end interview questions)
Design
Participant responses affect how
and which questions researchers
ask next
Participant responses
Study design is iterative, that is,
Study design is subject to data collection and research
statistical assumptions and questions are adjusted according
conditions to what is learned