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OBJECTIVES

 What is Qualitative Research Method?


 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,


BDJ 204, 291-295, 22 March 2008)
Reference
 Types of Qualitative Research Method, Sauro Jeff, 13
October 2015. Retrieve from: https://measuringu.com/qual-
methods/. Seidel Michelle, B.Sc., LL.B., MBA, Leonard
Kimberlee, Updated 22 January 2019. Retrieved from:
https://bizfluent.com/info-8580000-six-types-qualitative-
research.html. Retrieved from:
https://www.okstate.edu/ag/agedcm4h/academic/aged5980
a/5980/qualrsch/QUALRSCH/sld001.htm. Gill. P, Stewart. k,
Treasure, Chadwick E & B, BDJ 204, 291-295, 22 March
2008. Retrieved from:
https://www.nature.com/articles/bdj.2008.192.
 Charmaz, Kathy. "Grounded Theory." The SAGE
Encyclopedia of Social Science Research Methods. 2003.
SAGE Publications. 24 May. 2009. Retrieved from;
https://guides.temple.edu/groundedtheory.

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