CHAPTER 2

QUALITATIVE
RESEARCH AND ITS
IMPORTANCE IN
DAILY LIFE
“It’s not how long life is
but the quality of your life
that is important.”
- Roger Dawson
 QUALITATIVE
- IsRESEARCH
a type of scientific research that
investigates and seeks answers to a
question that relies on the collection of
qualitative data.
 QUALITATIVE
RESEARCH
- Emphasizes understanding of social phenomena
through direct observation, communication with
participants, or analysis of texts
- Is especially effective in obtaining culturally specific
information about values, opinions, behaviors, and
social contexts of particular populations
 QUALITATIVE
RESEARCH
- Qualitative research can be easily characterized by
carefully observing how some research elements such
as: research design, data collection procedure, and data
analysis have been put into considerations.
TO FURTHER UNDERSTAND THIS KIND OF
RESEARCH, ITS
CHARACTERISTICS ARE PRESENTED AS FOLLOWS:
• 1. Qualitative research is naturalistic.

A study to be conducted by the researcher

should be based on real-life situations.
 TO FURTHER UNDERSTAND THIS KIND OF
RESEARCH, ITS
CHARACTERISTICS ARE PRESENTED AS FOLLOWS:

2. Qualitative research is purposeful.

In conducting a qualitative type of study, the researcher
should select the participants in a purposive manner, that is, they
will be selected because they either have easy access to the
information needed or simply have the knowledge to provide a
great deal of information needed to the study. Hence, these
participants are called “information rich” in the context of
research
 TO FURTHER UNDERSTAND THIS KIND OF
RESEARCH, ITS
CHARACTERISTICS ARE PRESENTED AS FOLLOWS:
3. Qualitative research is detailed.

A thick description of gathered data from

the participants makes this type of study a
detailed one.
 TO FURTHER UNDERSTAND THIS KIND OF
RESEARCH, ITS
CHARACTERISTICS ARE PRESENTED AS FOLLOWS:
4. Qualitative research requires engagement and
neutrality.
Direct contact with the people, situation, and
phenomenon under investigation should be
established by the researcher.
 TO FURTHER UNDERSTAND THIS KIND OF
RESEARCH, ITS
CHARACTERISTICS ARE PRESENTED AS FOLLOWS:
5. Qualitative research follows an inductive
procedure.
As the researcher immerses himself/herself in
the phenomenon under investigation, specific
details and data will be gathered from the target
participant/s.
 TO FURTHER UNDERSTAND THIS KIND OF
RESEARCH, ITS
CHARACTERISTICS ARE PRESENTED AS FOLLOWS:
6. Qualitative research is viewed in a holistic
perspective.

A study in a qualitative type cannot be

simply done in a linear and cause and effect
relationship approach.
 STRENGTHS OF QUALITATIVE
RESEARCH
- Qualitative research complements quantitative
data. Interview and observation are the common
instruments used in the conduct of a qualitative
study.
- Qualitative research provides more detailed
information to explain complex issues.
 STRENGTHS OF QUALITATIVE
RESEARCH
- Qualitative research is cost efficient. Small
number of participants is usually considered in
qualitative research.
 WEAKNESS OF QUALITATIVE
RESEARCH
- Qualitative research cannot generalize the
findings to the study population. The use
of a small number of participants in
qualitative research may result in limited
responses.
 WEAKNESS OF QUALITATIVE
- RESEARCH
Qualitative research is more difficult to analyze.
Unlike quantitative research which deals with
numeric data and can be interpreted through
statistical formula, qualitative research presents
non-numeric data which are all based on the
subjective responses of the participants.
 WEAKNESS OF QUALITATIVE
RESEARCH
- Qualitative research is time consuming.
Though qualitative research utilizes a small
number of participants, this, however,
demands the researcher to spend more time in
dealing and engaging with them.
KINDS OF QUALITATIVE RESEARCH
 1. PHENOMENOLOGICAL.
• This kind of qualitative research focuses on subjective lived
experiences of the participants in order to understand
phenomenon.
• Here, the researcher is concerned with the feelings of the
participants regarding a particular event or activity, hence,
the uniqueness of their lived situations can be described.
Interview is the common instrument used for its data
collection with the suggested sample size ranging from 5 to
25.
 EXAMPLES:
• A researcher aims to determine the challenges and coping
mechanisms of senior high school working students in the
second district of Bataan.

• A researcher aims to explain the lived experiences of the

COVID-19 survivors in the province of Bataan.
 2. ETHNOGRAPHIC
• It is a kind of qualitative research which concentrates on the
study of a group of people in a particular environment.
• To characterize behaviors, cultures, challenges, and possible
occurring themes, the researcher is required to engage
himself/herself with the participants through immersion in an
extended period of time.
• Observation, along with the use of interview and survey, is an
essential instrument for this type of study.
 EXAMPLES:
• A researcher seeks to determine the cultural practices and
healthcare beliefs of the ethnic group living in Bataan
province.

• A researcher seeks to characterize the survival strategies of

families in an urban poor community.
 3. GROUNDED THEORY
• This kind of qualitative research intends to explain a
phenomenon through developing a theory. In comparison
with phenomenological study that primarily describes lived
experiences, grounded theory aims to provide explanation
and theory behind those lived experiences.
• Interview and supporting documents are the commonly used
data collection instrument for its participants approximately
ranging from 20 to 30 or until data achieve saturation.
 EXAMPLES:
• A researcher attempts to conceptualize the breast cancer
survivorship process among Bataeños.

• A researcher attempts to generate a theory of defense

mechanisms of students who experience school bullying.
 4. CASE STUDY
• It is a qualitative research kind which allows the researcher
to have an intensive analysis of the phenomenon.

• The aim of this study is to accurately describe the case

through an in-depth examination of a single person or single
institution.

• With this, thorough interview, observation, and

documentation are all utilized as multiple data collection
instruments.
 EXAMPLES:

• A researcher aims to explain the causes of the reading

difficulty of a grade 5 struggling reader.

• A researcher aims to describe the language challenges

of hearing-impairedstudents in a SPED class.
 5. HISTORICAL
• This qualitative research kind is concerned with the
identification, evaluation, and synthesis of past event data.

• It aims to understand present patterns and to anticipate future

choices through clearly relating the past event data which are
obtained from sources such as documents, relics and artifacts,
and oral reports.
 EXAMPLES:

• A researcher attempts to explore the nature and

context of the political leadership of Bataan
governors.

• A researcher seeks to explore the development in the

courtship letter writing style among Bataeños.
 6. NARRATIVE
• Life accounts of individuals based on their personal
experiences are typically obtained and analyzed in the
conduct of this kind of qualitative research.
• The primary objective of the study is to extract meaningful
context based on the documented experiences.
• It focuses on describing and explaining a phenomenon
through the lived experiences of the participants, narrative
research focuses merely on the nature of the story told by the
participants.
 EXAMPLES:

• A researcher seeks to characterize the struggles

faced by student-athletes.

• A researcher seeks to describe the daily teaching

experiences of millennial teachers in the Schools
Division of Bataan.
 Research Aspects Qualitative Research
The purpose of the research Specific: find out what can be
said to be unique and special
to understand and interpret
social interactions

Samples Small samples – often in

natural setting and not
randomly selected
 Research Aspects Qualitative Research
Criteria to identify Relevance: informants are
respondents or key informants relevant in relation to
problems and meaning
Design of Method Flexible: interview with no
clear answer, dialogue,
interaction
Data collection approach Unstructured. Free Form

Type of Data Collected Words, image, or objects

 Research Aspects Qualitative Research
Key Concepts of Methodology Understanding: why, who, thinks
what about.. Meanings and
attitudes

Form of Data Collected Qualitative data such as open-

ended responses, interviews,
participant observations, field
notes
Level of Structuration Low: open answers and a variety
of interpretations. High flexibility
 Research Aspects Qualitative Research
Examples of investigations Case study with interview, focus
group discussion
General approach Empathy: the best understanding
of the qualitative approach
General perspective Depth: seek as much information
as possible on a few qualitative
units
Types of Data Analysis Identify patterns, features, themes
 Research Aspects Qualitative Research
Role of Researcher Researcher and their biases may be
known to participants in the study
and participant characteristics may
be known to the researcher.

Researcher Independence Research is intimately involved.

Results are subjective
Results Particular or specialized findings
that is less generalizable.
 Research Aspects Qualitative Research
Role of Researcher Researcher and their biases may be
known to participants in the study
and participant characteristics may
be known to the researcher.
Researcher Independence Research is intimately involved.
Results are subjective
Results Particular or specialized findings
that is less generalizable.
 Techniques for Data Collection
Participant observation Is appropriate for collecting data on
naturally occurring behaviors in their
usual contexts
In-depth interview (IDI, one-on-one) Interview with single individual
30 to 90 minutes, depending on the
subject matter and context
May be conducted at respondent’s
home, workplace, public location or
by telephone
 Techniques for Data Collection
Dyads, Triads In-depth interview with two or three
people who often represent members
of the same family or business team,
who use a product or service and/or
make purchases decisions together.
Paired Interviews Consecutive or interlocking
interviews with two people who use
and/or decide to purchase a product
service together, e.g husband & wife
 Techniques for Data Collection
Focus Group A moderator-led discussion among a
group of individuals who share a need,
habit, or life circumstance relevant to the
research issue/s at hand.
- 1 to 2 hours in length
- Includes two o ten respondents
- Can be conducted by teleconferencing,
videoconferencing, using text chat,
online bulletin boards, online
collaboration tools, desktop video
conferencing, tele/web conferencing
From the presented illustration of a community below, choose one organization you
perceived to be important in conducting qualitative research. Then, explain how a
qualitative research may help the chosen organization. Your explanation will be graded
based on the rubric.