QUALITATIVE RESEARCH

TECHNIQUES
What is Qualitative Research?

• Qualitative Research
is effective in
obtaining culturally
specific information
about the values,
opinions, behaviors
and social contexts
of particular
population
 Qualitative and Quantitative
Approaches
Qualitative
Non-generalizable
Answers Why? How?
Formative(influential), earlier
phases
Data are “rich” and time-
consuming to analyze
(Usually) Non-probability based
sample
Researcher IS the instrument
Quantitative
Generalizable
Answers How many? When?
Where?
Tests hypotheses, latter phases
Data are more efficient, but may
miss contextual detail
Typically a probability-based
sample
Various tools, instruments
employed
Qualitative Study Designs
Types of Qualitative Data
Collection Methods
 Interviews
• Informal – researcher is required to
recollect discussion
• Unstructured – e.g. ethnographic
interviewing – researcher allows interview
to proceed at respondent’s pace and
subjects to vary by interviewee (to an
extent)
• Semi-structured – researcher uses an
interview guide
 In-depth Interviews

• Fact to face
interviewee is
expert, interviewer
student
• Neutral questions
• Personal feelings,
experiences
Qualitative Research = Observation
Technique
Classification of Observation
• Direct vs. Indirect:
– Direct >>observing behavior as it occurs
– Indirect>>observing the effects of behavior

• Disguised vs. non-disguised

– Non-disguised>>Direct
– Disguised>>Indirect
 Observation

Appropriate Conditions
– Must occur in a
setting where the
researcher can
observe the behavior
 Observation:
Advantages and Limitations
• Advantages
1. Greater data accuracy than direct questioning
2. In natural settings, people behave naturally
3. Problems of refusal, not at home, false response, non-
cooperation etc. are absent
4. No recall error
5. In some situations, only way
• Number of clients visiting a family welfare center
• Children behavior (occurrence of diarrhea)
• Limitations
1. Time consuming -- too many things to observe
2. may not be representative
3. difficulty in determining root cause of the behavior
 Focus Group
• An interview conducted by a trained moderator in a non-
structured and natural manner with a small group of
respondents.

Group size 8-12

Group composition Homogenous, respondents pre-screened
Physical setting Relaxed, informal setting
Time duration 1 - 3 hours
Recording Use of audio and video cassettes
Moderator Observational, interpersonal, good
communication skills needed.
 Focus Groups
• Objectives:
– Understand people’s
perceptions, values,
norms
– Discuss sensitive issues
– Help in informing and
developing quantitative
Questionnaire
– Understanding specific
terminology
 The Focus Group Moderator
The person who conducts the focus group session
• Success of focus groups
depend on him/her
• He/she must strive for
generating a stimulating
natural discussion without
losing sight of the focus
• Must take initiative, but
should not dominate the
discussion unduly
• Must not participate in the
discussion
 Advantages of Focus Group
• 1- Synergism. When a group of people with similar
interests discuss an issue together, they are likely to
produce a richer insight, wider range of information and
innovative ideas than will individual responses obtained
privately.

• 2- Snowballing. In a group discussion, one person’s

comment often triggers a chain reaction from the other
participants and generates more views.

• 3- Stimulation. Once the focus group discussion is

underway, general level of excitement over the topic
increases, and a large number of respondents want to
express their ideas and expose their feelings.
 Advantages of Focus Group
• 4. Security. Because of homogeneity of composition,
focus group participants have similar feelings. This enables
them to feel comfortable and uninhibited to express their
ideas/feelings.

• 5. Spontaneity. In focus groups participants are not

required to answer specific questions. Their responses can
be spontaneous and unconventional reflecting an accurate
idea of their views

• 6. Inexpensive. Considering the richness of output, it is a

relatively inexpensive method of data collection.
 Other Qualitative Techniques
Depth Interview: An
unstructured interview that
seeks opinions of respondents
on a one-to-one basis. Useful
for sensitive issues, politics etc.

Projective technique: Involve

situations in which participants
are placed in simulated
activities hoping that they will
divulge information about
themselves that are unlikely to
be revealed under direct
questioning.
 Projective Techniques

• Free Word Association

• Sentence Completion
• Unfinished
scenario/story
completion
• Cartoon completion
test
 Free Word Association

In this technique, a list of

carefully selected stimulus
Stimulus Word Response
words or phrases related to the Children __________
topic of research are read out, Son _________
one at a time, to a respondent. Daughter __________
Pencil _________
The respondent is asked to Chair _________
respond with the first word or Planning __________
phrase that comes to his/her Horse __________
Family _________
mind. The list of words should _________
contain a mixture of test words
and neutral words.
 Sentence Completion
This technique is an extension of the free-word
association test. In this technique, the respondent is
presented with some sentences containing incomplete
stimuli and is asked to complete them. Like the free-
word association method, interpreting and analyzing
data obtained from this technique is also difficult.
Young boys these days are
___________________________________________________________
___________________________________________________________

Family Planning is
___________________________________________________________
___________________________________________________________
The Concept of Birth Spacing in Islam
___________________________________________________________
___________________________________________________________
 Focus Group Analysis
Thematic coding factors:
1. Frequency – number of times same
thing is mentioned
2. Specificity – details
3. Emotion – enthusiasm, passion, etc.
in responses
4. Extensiveness – how many different
people said same thing