FIVE APPROACHES TO Qualitative Research

QUALITATIVE Presentation # 1
Chapter # 4
RESEARCH
Astrid Mitchell Godoy Flores 0806-1997-00180
Christian Antonio Sánchez Castro 0801-1997-07670
José Miterrán Hernández Munguía 1501-1990-00771
Jorge Rolando Godoy Andrade 0801-1986-12100
Sara Gabriela Amador Matamoros 0801-1997-06891
Qualitative research asks questions
about how and why. For example, how did the university
increase its enrollment by 20% over the past five years?
Or, why does listening to music impact scholastic grades?
Qualitative research is inductive and therefore may not
always begin with a clear research question. There are
five approaches to qualitative research.
 FIVE APPROACHES - TABLE 1
Method Study Focus Analytical Focus
Ethnography Culture – cultural group Describe a culture or cultural group
(Seek to understand)

Grounded Theory Cultural groups Research theory grounded in data of

(Discover)
Phenomenology Individual experience – People’s
subjective experiences, interpretations of
the world (Describe the experience)
Narrative Individual experiences told in stories and
lived experiences (Report the story)
social processes
Research the lived experiences
Exploration of the individual
phenomenon

Case Study One or more issues studied in a setting In-depth analysis of a single or multiple
(Explore a process) case
 FIVE APPROACHES - TABLE 2
Method Data Collection Data Analysis
Ethnography Interview with artifacts for long periods of • Descriptive
time (e.g. 6 months – year) • Analysis
• Interpretation
Grounded Theory Interview 20 – 30 people detailed theory • Open coding
• Conditional Matrix
• Selective Coding
• Axial Coding
Phenomenology Interviews up to 10 people • Description of experience
• Meaning themes
• Statements
Narrative Interviews • Epiphanies
• Stories
• Historical content
Case Study Documents, archival records, interviews, • Description
observations, and physical artifacts. • Themes
• Assertions
 FIVE APPROACHES - TABLE 3
Methods Overcoming Challenges

Ethnography Researches need to be sensitive to the needs of the participants – avoid going
native.
Grounded Theory Discriminant sampling, and recognize the primary outcome of the study is theory
with specific components a central phenomenon: causal conditions, consequences,
strategies, conditions and context (Creswell, 2013).
Phenomenology Researchers need structured approach to analyzing data – understand
philosophical assumptions and identify with the assumptions, and suspending in a
reflective move cultivating curiosity (Creswell, 2013).
Narrative Researcher needs to collect extensive information from the participant, clear
understanding of individual’s life and experiences, and an active collaborative
including their own experiences (Creswell, 2013).
FIVE APPROACHES –
COMPARISON
Comparing narrative research compared to ethnography:
 Narrative inquires about the focus of the stories told from the participants around in
chronological order compared to ethnography which focuses on setting the participants
stories within the context of the culture and culture-sharing groups and compared to In case
study a single cases is selected illustrating an issue, with a detailed description of the
setting for the case. 

Narrative compared to ethnography, and case study:

 When comparing narrative to ethnography, and case study there is similarities when the
unit of analysis is a single individual. The similarities include data collection processes,
interviews, observations, documents and audiovisual materials, however, the types of data
collection would differ. 
REFERENCE
Creswell, J. (2013). Qualitative inquiry and research design: Choosing among five
approaches. Thousand Oaks, CA: Sage Publications.
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