Different types of Qualitative Research Method. Characteristics of Qualitative Research Method. Difference between Qualitative and Quantitative Research Method. Strengths and Weaknesses of Qualitative Research Method. Types of Interview Qualitative Research Method It focuses on obtaining data through open- ended and conversational communication. In a qualitative research the focus is more on the “why” rather than the “what” of social phenomena and relies on the direct experience of human beings as meaning- making agents in their everyday life. Cont’d It is design in a manner that help reveals the behaviour and perception of a target audience with reference to a particular topic. Types of Qualitative Research One-one Interview Focus Group Ethnographic Research Case Study Research Record Keeping Research Process of Observation Case Study It is use for explaining and organising or an entity. A case study may look difficult but it is the easiest way of conducting research as it involves a deep dive and thorough understanding of the data collection method and inferring the data It is use within a number of areas: education, social sciences and similar. Ethnographic Research It is the most in-depth observational method studies people in their naturally occurring environment. In this research geographical constraints can be issued while collecting data. It design aims to understand the cultures, challenges, motivations, and settings that occur. Instead of relying on interviews and discussion, you experience the natural setting first at hand. Cont’d It can last from a few days to a few years, as it involves in-depth observation and collecting on those ground. It is a challenging and time consuming method and solely depends on the expertise of the researcher to be able to analyze, observe and infer the data. One-one Interview It is a personal interview that is carried out with one respondent at a time. It allows you to collect precise data about what people believe and what their motivations are. It is done face-to-face or on phone and usually last between half hour, two hour or more. Cont’d When the in-dept interview is conducted face-to-face it gives a better opportunity to read the body language of the respondent and match the responses. Focus Group It is one of the most commonly used qualitative research method used in data collection. It is use to of the focus group is to find the why, what and how. One advantage of the focus group is that you don’t necessarily need to interact with the person. Cont’d It is very expensive compare to the other methods. It is use to explain complex process. It is very useful when it comes to market research on new products and testing new concepts. Record Keeping This type of research make use of already existing reliable documents and similar sources of information. This data can be use in a new research. It is similar to going to the library. With this type of research it is easy for one to go over books and reference materials to collect relevant data that can likely be used in researches. (Jeff Sauro, 13 October 2015) Process of Observation It is a process of research that uses subjective methodologies to gather systematic information or data. The qualitative observation is primarily used to equate quality difference. It deals with five (5) major sense organ: sight, smell, touch, taste, and hearing. It doesn’t involve measurements or numbers instead characteristics. Characteristics of Qualitative Research Qualitative research methods usually collect data at the sight where the participants are experiencing issues. These are real time data and rarely bring the participants out of the geographic location to collect data. Gather multiple forms of data, such as interviews, observation, documents, rather than rely on a single data source. Cont’d Work towards solving complex issues by breaking down into meaningful inferences, that is easily readable and understood by all. Since it is a more communicative method, people can build their trust on the researcher and the information thus obtain is rawand unadulterated. Differences between Qualitative and Quantitative Research Qualitative research focus on describing individual experiences and beliefs. Quantitative research focus on describing the characteristics of a population. Qualitative deals with open ended question whereas quantitative close ended questions. Cont’d Qualitative use semi-structured methods such as in-depth interviews, focus groups and participant observation. Quantitative use highly structured methods such as structured observation using questionnaires and surveys. Qualitative is descriptive data and Quantitative is numerical data. Strengths of Qualitative Research The capacity to give rich information about the respondent. Provides in-depth information on individual cases. Unravels complex phenomena embedded in local context. Describes rich phenomena situated in some exceptional environment. Cont’d Relays’ subject experiences and perspective in unusual details. Convey setting factors related to the situation of interest. Allows flexibility in research related processes. Enables data to be collected in natural setting. Cont’d Determines possible causes of a particular event in another perspective as given by quantitative research. Permits approaches that are responsive to local conditions and stakeholders’ needs. Present several options in the conduct of the research. Cont’d Tolerates shifts in focus base on research results. Accepts unstructured interpretation of the participants, respecting anything that is in the participants’ context. Weakness of Qualitative Research Data gathering is often time-consuming. Analysis of data takes longer than that in quantitative research. Interpretation of results is usually biased because it is influenced by the researcher’s perspective. Conclusion are not generalizable because the subjects are few and sometimes possess unique characteristics compare to typical correspondents. Cont’d Conclusion are not generalizable because the subjects are few and sometimes possess unique characteristics compare to typical correspondents. Interview There are three fundamental types of qualitative research interview: Structured Semi-structured and Unstructured. Structured Interview They are essentially, verbally administered questionnaires in which a list of predetermined questions are asked with little or no variation. They are relatively quick and easy to administer and may be of particular use if clarification of certain questions is required or if there are likely to be literacy or numeracy problems with the respondents. Semi-structured Interview It consist of several key questions that help to define the areas to be explored, but also allows the interviewer or interviewee to diverge in order to pursue an idea or response in more detail. It is used most frequently in healthcare, as it provides participants with some guidance on what to talk about, which many find helpful. Cont’d It allows for the discovery or elaboration of information that is important to participants but may not have previously been thought of as pertinent by the research team. Example In a recent dental public health study, school children in Cardiff, UK were interviewed about their food choices and preferences. A key finding that emerged from semi-structured interviews, which was not previously thought to be as highly influential as the data subsequently confirmed, was the significance of peer-pressure in influencing children's food choices and preferences. This finding was also established primarily through follow-up questioning (e.g. probing interesting responses with follow-up questions, such as 'Can you tell me a bit more about that?') and, therefore, may not have emerged in the same way, if at all, if asked as a predetermined question. This finding was also established primarily through follow-up questioning (e.g. probing interesting responses with follow-up questions, such as 'Can you tell me a bit more about that?') and, therefore, may not have emerged in the same way, if at all, if asked as a predetermined question. Unstructured Interview It does not reflect any preconceived theories or ideas and are performed with little or no organization. Unstructured interviews are usually very time-consuming and can be difficult to manage, and to participate in, as the lack of predetermined interview questions provides little guidance on what to talk about. The purpose of a Research Interview Is to explore the views, experiences, beliefs and/or motivations of individuals on specific matters. Qualitative methods, such as interviews, are believed to provide a 'deeper' understanding of social phenomena than would be obtained from purely quantitative methods, such as questionnaires. The Interview It is imperative to ask questions that are likely to yield as much information about the study phenomenon as possible and also be able to address the aims and objectives of the research. Good questions should be open-ended, neutral, sensitive and understandable. Cont’d It is usually best to start with questions that participants can answer easily and then proceed to more difficult or sensitive topics. It is often wise to first pilot the interview schedule on several respondents prior to data collection proper. Cont’d The length of an interview depends on the topic, researcher and participant. Interviews can be performed on a one-off or, if change over time is of interest, repeated basis, or example exploring the psychosocial impact of oral trauma on participants and their subsequent experiences of cosmetic dental surgery. Developing an Interview Before an Interview takes place, respondents should be informed about the study details and given assurance about ethical principles, such as anonymity and confidentiality. Interviews should be conducted in areas free from distractions at times and locations that are most suitable for participants. Cont’d Whilst researchers may have less control over the home environment, familiarity may help the respondent to relax and result in a more productive interview. It is prudent for the interviewer to familiarize themselves with the interview schedule, so that the process appears more natural and less rehearsed. Cont’d To ensure that the interview is as productive as possible, researchers must possess a repertoire of skills and techniques to ensure that comprehensive and representative data are collected during the interview. At the end of the interview it is important to thank participants for their time and ask them if there is anything they would like to add. Cont’d All interviews should be tape recorded and transcribed verbatim afterwards, as this protects against bias and provides a permanent record of what was and was not said.
(P. Gill, K. Stewart, E. Treasure & B. Chadwick,
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