QUALITATIVE DATA

COLLECTION
Classify each set of data as DISCRETE or
CONTINUOUS.
• The number of suitcases lost by an airline.
• The height of tomato plants
• The number of ears of corn produced
• The number of green M&M’s in the bag
• The time it takes for a car battery to die
• The number of cats in a shelter at any given time
• The weight of newborn babies
• The types of book in the library
• The length of time in someone’s life
• The number 0f books in the library
• Qualitative data collection methods are
exploratory in nature and are mainly concerned
with gaining insights and understanding on
underlying reasons and motivations.
• Qualitative data collection methods emerged
after it has become known that traditional
quantitative data collection methods were unable
to express human feelings and emotions.
• Qualitative research data collection methods
are time consuming. Therefore, data is usually
collected from a smaller sample than would be
the case for quantitative approaches.
• This makes qualitative research more expensive.
• The benefits of the qualitative approach are that
the information is richer and has a deeper insight
into the phenomenon under study.
• Qualitative data collection methods are
exploratory, and usually more focused on gaining
insights and understanding the underlying
reasons by digging deeper.
• Although quantitative data cannot be quantified,
measuring it or analyzing it might become an
issue. Due to the lack of measurability, qualitative
data collection methods are primarily
unstructured or structured in rare cases in some
extent.
Data collection approaches for qualitative research
usually involves:

• direct interaction with individuals on a one-to-one

basis;
• or direct interaction with individuals in a group
setting.
Below are the most common methods used for
qualitative data collection:

• individual interviews
• focus groups
• observation
 Data Collection Methods
1. Interviews can be:
a. Unstructured
• Can be referred to as 'depth' or 'in depth’
interviews.
• They have very little structure at all.
• The interviewer may just go with the aim of
discussing a limited number of topics,
sometimes as few as just one or two.
• The interviewer may frame the interview
questions based on the interviewee and
his/her previous response.
• This allows the discussion to cover areas in great
detail.
• They involve the researcher wanting to know or
find out more about a specific topic without
there being a structure or a preconceived plan
or expectation as to how they will deal with
the topic.
b. Semi structured
• Semi structured interviews are sometimes also
called focused interviews.
• A series of open-ended questions based on the
topic areas the researcher wants to cover.
• A series of broad questions to ask and may have
some prompts to help the interviewee.
• Semi structured interviews allow the researcher to
prompt or encourage the interviewee if they are
looking for more information or find what they are
saying interesting.
• This method gives the researcher the freedom to
probe the interviewee to elaborate or to follow a
new line of inquiry introduced by what the
interviewee is saying.
• Work best when the interviewed has a number of
areas he/she wants to be sure to be addressing.
c. Structured
• The interviewer asks the respondent the same questions in the
same way.
• A tightly structured schedule is used.
• The questions may be phrased in order that a limited range of
responses may be given(i.e. Do you rate our services as very good,
good or poor?).
• A researcher needs to consider whether a questionnaire or
structured interview is more appropriate.
• If the interview schedule is too tightly structured this may not
enable the phenomena under investigation to be explored in terms
of either breadth or depth.
2. Focus groups. The use of focus groups is sometimes used
when it is better to obtain information from a group rather
than individuals.
Group interviews can be used when:
a. Limited resources (time, manpower, finances)
b. The phenomena being researched requires a collective
discussion in order to understand the circumstances,
behavior or opinions.
c. Greater insights may be developed of the group dynamic
or cause and consequence.
 Characteristics of a focus group:
❖ Recommended size of the sample group is 6 - 10
people as smaller groups may limit the potential on the
amount of information collected. It may make it
difficult for all participants to participate and interact
and for the interviewer to be able to make sense of the
information given.
❖ Members of the focus group should have
something in common which is important to the
investigation.
❖ Several focus groups should be used in order to get
a more objective and macro view of the
investigation(i.e. focusing on one group may give you
idiosyncratic results). The use of several groups will
add to the breadth and depth of information. A
minimum of three focus groups is recommended for
best practice approaches.
❖ Groups can either be put together or existing
groups. It is always useful to be mindful of the group
dynamics of both situations.
The aim of the focus group is to make use of
participants' feelings, perceptions and opinions.
This method requires the researcher to use a range
of skills:
❖ group skills
❖ facilitating
❖ moderating
❖ listening/observing
❖ analysis
3. Observation involves may take place in natural
settings and involves the researcher taking lengthy
and descriptive notes of what is happening. It is
argued that there are limits to the situations that
can be observed in their 'natural' settings and that
the presence of the research may lead to problems
with validity.
Limitations with observation include:
a. Change in people's behavior when they know they are
being observed.
b. A 'snapshot' view of a whole situation
c. Think big brother...
d. The researcher may miss something while they are
watching and taking notes.
e. The researcher may make judgements of make value
statements or misunderstand what has been observed.
Strengths of observation:
a. Can offer a flavor for what is happening
b. Can give an insight into the bigger picture
c. Can demonstrate sub-groups.
d. Can be used to assist in the design of the rest of
the research
• Techniques for collecting data through observation:
1. Written descriptions
a. The researcher makes written descriptions of the
people, situations or environment.
b. Limitations include:
➢ Researcher might miss out on an observation as they
are taking notes.
➢ The researcher may be focused on a particular event or
situation.
➢ There is room for subjective interpretation of what is
happening.
2. Video recording
a. Allows the researcher to also record notes.
b. Limitations may include people acting
unnaturally towards the camera or others
avoiding the camera.
c. The camera may not always see everything.
3. Photographs and artefacts
a. Useful when there is a need to collect
observable information or phenomena such as
buildings, neighborhoods, dress and
appearance.
b. Artefacts include objects of significance like
memorabilia, instruments, tools, etc.
• Documentation
Any and all kinds of documentation may be used
to provide information like a local paper, information
on a notice board, administrative policies and
procedures, etc. previous research, even.
 Data Collection Procedure

The process of data collection follows the

identification of the sample. Data collection can take
the form of direct data or indirect data.
• Direct data include recordable spoken or written words
and observable body language, actions and interactions.
Here, the interactions may be human-to-human or human
responses to inanimate objects such as a hemodialysis
machine.
• Whatever can be observed or communicated are
considered to be potential or actual data. This will occur
when considering the thoughts, feelings, experiences,
meaning of experience, responses, actions, interactions,
language, and processes of individuals and groups within
their social and/or cultural setting. It is this type of data
that sets the context of qualitative studies.
• Indirect data are generated, in the first instance,
by someone or something else, such as with
documents or photographs reporting an event or
an artistic rendition of an event or experience (e.g.
novels, songs, paintings, poems, photographs).
There are skills required and involved in successful
qualitative research approaches which requires
careful consideration and planning.
• Takenote that a good quality qualitative research
involves:
❖ thought
❖ preparation
❖ the development of the interview schedule
❖ conducting and analyzing the interview data
with care and consideration