C5 Qualitative Research Methodology - 18032023

Qualitative
Research
Methodology
GARY TAN, PH.D.
Qualitative Research
Methodology Outline
Research Methodology Overview
Research Design
Research Design Details
Research Instrument
Data Analysis
Scientific Research
In general terms, scientific research consists of an investigation that:
• seeks answers to a question (research)
• systematically uses a predefined set of procedures (methodologies) to answer the question –
others can verify your procedures and replicate your research study in the future
• collects evidence (data)
• produces findings (data analysis) that were not determined in advance
• produces findings that are applicable beyond the immediate boundaries of the study
(recommendation)
What is qualitative research?
Qualitative research is a type of scientific research.
Qualitative research seeks to (deeper) understand a given research
problem or topic from the perspectives of the local population it
involves (very specific/contextualization and not looking for
generalization).
Qualitative research is especially effective in obtaining culturally
specific information about the values, opinions, behaviors, and social
contexts of particular populations.
Quantitative vs Qualitative
6ft
1ft Quantitative
6ft
Qualitative
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Research Methodology Overview
• Connecting the Research Aim to Research Objective and Research Question.
• Note there is NO Research Hypothesis because we are not doing any theory
testing in Qualitative Research Design
•Research Philosophy – Interpretivism
•Research Approach – Induction
•Research Strategy – Qualitative
•Creative, Convincing – logical thinking
Interpretivism
Interpretivists contend that only through the subjective interpretation of and
intervention (the researcher is part of the research/presence at the data collection) in
reality can that reality be fully understood.
The study of phenomena in their natural environment is key to the interpretivist

philosophy, together with the acknowledgement that scientists cannot avoid affecting
those phenomena they study.
They admit that there may be many interpretations of reality, but maintain that these
interpretations are in themselves a part of the scientific knowledge they are pursuing.
Induction
The general inductive approach provides an easily used and systematic set of
procedures for analyzing qualitative data that can produce reliable and valid findings.
The purposes for using an inductive approach are to:

(a) condense raw textual (word) data into a brief, summary format;
(b) establish clear links between the evaluation or research objectives and the summary
findings derived from the raw data; (mind-mapping/concept-mapping)
(c) develop a framework of the underlying structure of experiences or processes that
are evident in the raw data (theory building)
(d) Theory helps to explain a phenomena
Qualitative Research Design
A qualitative research design is concerned with establishing answers to the whys
and hows of the phenomenon in question, focusing causal relationship (unlike
quantitative, focusing correlational relationship).
Creating in-depth understanding, rather than generalization/width (i.e.,
quantitative).
Due to this, qualitative research is often defined as being subjective (not
objective), and findings are gathered in a written (words/quotes/citations from
the research participants) format as opposed to numerical (numbers).
Types of Qualitative Research Design
1. Biography (Narrative Approach)
2. Ethnography
3. Phenomenology
4. Grounded Theory
5. Case Study
Biographical Narrative Interpretive Method
(BNIM)
The method uses an interview technique in the form of a single, initial narrative-inducing
question (minimalist-passive).
For example, “Tell me the story of your life”, to elicit an extensive, uninterrupted narration.
This shift encompasses willingness on the part of the researcher to cede “control” of the
interview scene to the interviewee and assume the posture of active listener/audience
participant.
A follow-up sub-session can then be used to ask additional questions, but based only on what
the interviewee has said in the first interview and using her/his words and phrases in the same
order. Create in-depth understanding.
This dynamic and interpretive method, with its emphasis on action and latent meaning,
distinguishes it within the broad and rich range of life history, oral history and narrative
approaches.
Biography – Narrative Approach
Narrative research is qualitative research method which takes written or spoken
words of some individuals personal stories as data for analysis.
Narrative research has seen to be used in management science and received
maturity in Knowledge Management.
This method deals with human knowledge organization, knowledge
management
Narrative research shares the idea of transferring unquantifiable elements of
knowledge, such as experience, this idea is also known as knowledge transfer.
Ethnography
Investigates certain culture within a group of people. The characteristics of
Ethnographic studies usually linked to the culture, such as beliefs, behaviors,
language, and values.
Ethnographic research originated from anthropology and sociology.
The research questions related to ethnography usually sound something like
what is the culture of……?
Whatever the cause under the study and whatever the people under the study.
Phenomenology
Phenomenology is a research methodology that is mostly applied in social and aids sciences, such as
nursing.
What is the experience of the event or phenomenon that under the study.
It is usually characterized as a logical path to the investigate practice because everything that we see
we also practice.
There are two types of Phenomenology:
(a) Hermeneutic Phenomenology – Phenomenology researcher usually explains texts to reconnoiter
existed experience to determine people’s lived experience with some phenomenon (certain things
happened). How?
(b) Transcendental Phenomenology – Phenomenology usually concentrates on people’s sense of an
existing practice of a notion of phenomenal. The purpose of transcendental phenomenology is to
describe the essence and the nature of experiencing the phenomena that being studied (Creswell,
2013). Why?
Grounded Theory
Investigates the experience of people and their responses and reactions, to
generate a theory or an illustration the process and how it works.
The reasons for the name of the grounded theory are that the grounded theory
is usually generated only from the data that is collected in the study (raw), and
does not come from other sources, such as other theories, textbooks or
researcher's opinions.
Grounded theory is suitable to use when there are no existing theories regarding
the process that are of interest to the researchers; there is a theory that exists,
but they have created for a certain group of people that the researchers are
interested.
Case Study
The Case refers to an event, issue, problem, process, activity, a single person, or
several peoples’ activities.
The case study needs to be studied using a bounded system, the boundaries of
the case usually time or space.
The case study also characterizes by Multiple sources of data, such as
interviews, observations, documents, artifacts… etc. The case study uses many
forms of data to have an in-depth understanding of the case.
Types of Case Study
There are three types of case study:
(a) Single instrumental case study, where the researcher focuses on an issue and then selects a
bounded case to illustrate that issue.
(b) Multiple case study, where the researcher focuses on an issue and then select several
bounded cases to illustrate that issue.
(c) Intrinsic case study, where the researcher studies the case itself, without first focusing on
an issue. In the intrinsic case study, the researcher chose a unique or unusual case and then
studied it (Creswell, 2013).
Qualitative Research Purpose
Qualitative research is aimed at gaining a deep understanding of a specific organization or event,
rather a than surface description of a large sample of a population.
It aims to provide an explicit rendering of the structure, order, and broad patterns found among a
group of participants. It is also called ethnomethodology or field research.
It generates data about human groups in social settings.
Qualitative research lets the meaning emerge from the participants. It is more flexible in that it can
adjust to the setting.
Concepts, data collection tools, and data collection methods can be adjusted as the research
progresses.
Qualitative research aims to get a better understanding through first hand experience, truthful
reporting, and quotations of actual conversations. It aims to understand how the participants derive
meaning from their surroundings, and how their meaning influences their behavior.
Time Horizon & Study Setting
Data Collection/Sampling Time Frame: Mostly Longitudinal (Follow Up)
Study Setting: Mostly Social (involve human being)

Study Population
In research terminology the Population can be explain as a comprehensive group of individuals,
institutions, objects and so forth with have a common characteristics that are the interest of a
researcher. Any value which is identified or measured from the characteristics of entire
population can be called as Parameter.
While some experts in qualitative research avoid the topic of “how many” interviews “are
enough,” there is indeed variability in what is suggested as a minimum. An extremely large
number of articles, book chapters, and books recommend guidance and suggest anywhere from
5 to 50 participants as adequate
Sampling
Even if it were possible, it is not necessary to collect data from everyone in a community in
order to get valid findings. In qualitative research, only a sample (that is, a subset) of a
population is selected for any given study. The study’s research objectives and the
characteristics of the study population (such as size and diversity) determine which and how
many people to select.
Two common types of sampling for qualitative research: purposive (quota) and snowball.
Purposive Sampling
Purposive sampling, one of the most common sampling strategies, groups participants according
to pre-selected criteria relevant to a particular research question (for example, HIV-positive
women in Capital City).
Sample sizes, which may or may not be fixed prior to data collection, depend on the resources
and time available, as well as the study’s objectives.
Purposive sample sizes are often determined on the basis of theoretical saturation (the point in
data collection when new data no longer bring additional insights to the research questions).
Purposive sampling is therefore most successful when data review and analysis are done in
conjunction with data collection.
Quota Sampling
Quota sampling, sometimes considered a type of purposive sampling, is also common.
In quota sampling, we decide while designing the study how many people with which
characteristics to include as participants.
Characteristics might include age, place of residence, gender, class, profession, marital status,
use of a particular contraceptive method, HIV status, etc.
The criteria we choose allow us to focus on people we think would be most likely to experience,
know about, or have insights into the research topic.
Then we go into the community and – using recruitment strategies appropriate to the location,
culture, and study population – find people who fit these criteria, until we meet the prescribed
quotas (number in mind).
Snowball Sampling
Chain referral sampling is considered a type of purposive sampling.
In this method, participants or informants with whom contact has already been
made use their social networks to refer the researcher to other people who
could potentially participate in or contribute to the study.
Snowball sampling is often used to find and recruit “hidden populations,” that is,
groups not easily accessible to researchers through other sampling strategies.
Research Instruments
Researcher as key instrument. The qualitative researchers collect data themselves through examining
documents, observing behavior, and interviewing participants. They may use an instrument, but it is
one designed by the researcher using open-ended questions.
Participant-Observation – Participant observation is the process of entering a group of people with a

shared identity to gain an understanding of their community. This is achieved by gaining knowledge
and a deeper understating of the actors, interaction, scene, and events that take place at the research
site. Through the experience of spending time with a group of people and closely observing their
actions, speech patterns, and norms, researchers can gain an understanding of the group.
Interview and Focus Group
Interview – Qualitative interviews are sometimes called intensive or in-depth interviews. These
interviews are considered semi-structured because the researcher has a particular topic for the
respondent, but questions are open-ended and may not be asked in the exact same way or order to
each respondent.
Focus Group – A focus group is a form of qualitative research in which a group of people are
asked about their opinions, attitudes, perceptions and beliefs towards a product, service, concept,
advertisement, idea, or packaging.
Qualitative Data Analysis
Qualitative Data Analysis Techniques (2004)
Barbara Kawulich, University of West Georgia
Link:
https://www.researchgate.net/publication/258110388_Qualitative_Data_Analysis_Techniques
Ethnography, Netnography, Ethnomethodology, Conversation Analysis, Narrative Analysis,

Grounded Theory, Qualitative Comparative Analysis, Case-Oriented Understanding, etc.
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Qualitative

The study of phenomena in their natural environment is key to the interpretivist

The purposes for using an inductive approach are to:

Study Setting: Mostly Social (involve human being)

Participant-Observation – Participant observation is the process of entering a group of people with a

Ethnography, Netnography, Ethnomethodology, Conversation Analysis, Narrative Analysis,

Future Workshop Topic

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