QUALITATIVE

RESEARCH
 01 Tackle about Qualitative Research

02 Kinds of Qualitative Research

03 Characteristics of Qualitative
Research

lesson 04 Strengths and Weaknesses

objectives 05 Importance of Qualitative

Research
WHAT IS QUALITATIVE RESEARCH?
Qualitative Research has, so to speak,
formalized this manner of getting at the
bottom of human situations, social
phenomena or inquiries about human behavior
in daily life.
WHAT IS QUALITATIVE RESEARCH?
Cresswell (1994) defines qualitative research as
“an inquiry process of understanding a social or
human problem based on building a complex
holistic picture formed with words, reporting
detailed views of informants and conducted in
a natural setting.
WHAT IS QUALITATIVE RESEARCH?
Locke, Spirduso and Silverman in (1987)
emphasized that the intent of qualitative
research is to understand a particular social
situation, event, role, group or interaction.
Franenkel and Wallen (1990) stress that
researchers are interested in understanding
how things occur.
WHAT IS QUALITATIVE RESEARCH?
Qualitative research, by its very nature, is essentially
a descriptive analysis and follows the inductive
process of reasoning, that is, from specific situations
like a student’s losing interest or motivation to study,
to arriving at a generalization of what has caused
such behavior, based on observations, interviews or
self-disclosures in written forms like school
compositions, or more popularly, in social network
posts, blogs or videos.
WHAT IS QUALITATIVE RESEARCH?
One of the best explanations of Qualitative Research
is that used by qualitative researchers in business
summing up qualitative methods as procedures for
coming to terms with the meaning, not the frequency
of the phenomenon, by studying it in its social
context.
kinds of qualitative research
One on One - Most common qualitative research
methods. It is a personal interview that is carried
out with one respondent at a time. One of the
advantages of this method is that it provided a
great opportunity to gather precise data about
what people believe.
kinds of qualitative research
Focus Group Interviewing - A focus group
usually includes a limited number of respondents
(6-10). The main aim of the focus group is to find
answers to the "WHY" "WHAT" and "HOW"
questions.
kinds of qualitative research
In-depth Interviewing - Resembles
conversations but with pre-determined response
categories. A degree of systematization in
questioning may be necessary, especially in multi
site case study or when many participants
interviewed.
kinds of qualitative research
Participant Observation - It involves active
participation on the part of the researcher in the
group being studied. This way, the researcher
participant is able to hear, see, and experience
reality as the researcher participants.
kinds of qualitative research
Observation - Observation is the recording or
noting behavior of the sample. Through this
method, the researcher learns about behaviors
and the meaning attached to those behaviors.
kinds of qualitative research
Films, videos, and photographs - These provide
visual records of events, especially the films, and
the videos which capture the perspective of the
film maker or videographer.
kinds of qualitative research
Content Analysis - Calls for systematic
examination of form of communication to
document patterns objectively as shown in
letters, emails, minutes of meeting, policy
statements and a lot more. A method for
studying the meaning that is comtained in the
body of a message.
characteristics and uses
The research takes place in a natural setting-a
home, an office, an institution, or a community
where human behavior and events occur. This
enables the researcher to be immersed in the
actual experiences of the research participants
and to get as much detailed data as s/he needs.
characteristics and uses
The focus of qualitative research is on the
participants perceptions and experiences and
the way they make sense of their lives
(Franenkel and Wallen, 1988 in Cresswell, 2013).
characteristics and uses
The methods are interactive and humanistic, call
for active participation pf research participants,
and on the part of the researcher, sensitivity to
the needs of the participants.
characteristics and uses
It uses various ways of collecting data:
observations, structured or semi structured
interviews, documents, and now, e-mails, blogs,
videos, stills, and a host of others.
characteristics and uses
Qualitative research results being emergent,
new discoveries during the data gathering
process can lead to a total revision of research
questions among others.
characteristics and uses
The theory of general pattern of understanding
about emerge as it begins with initial codes,
develops into broad themes, and coalesces into
a ground theory or broad interpretation
(Cresswell, 2003).
characteristics and uses
It is fundamentally interpretative. This includes a
description of an individual or setting, analyzing
data for themes or categories, and finally,
making an interpretation or drawing conclusions
about its meaning personally and theoretically
stating the lessons learned and offering further
questions to be asked (Wolcott, 1994 as cited in
Cresswell, 2013).
characteristics and uses
The researcher may filter the data through
personal lens that is situated in specific socio-
political and historical moments. One cannot
escape the personal interpretation bought to
qualitative data analysis (Cresswell, 2013).
characteristics and uses
The researcher is the primary instrument in data
collection. She views social phenomena
holistically. The more complex, interactive and
encompassing the narrative, the better is the
qualitative study.
strengths
In-depth Understanding
Flexibility and Adaptability
Participant Perspective
Rich and Detailed Data
Real-World Application
weaknesses
Subjectivity and Bias
Time-Consuming and Labor-Intensive
Difficulty in Replicating Findings
Potential for Misinterpretation
Difficulty in Investigating Causality
importance of
qualitative research
across different
fields
qualitative research in education
Ethnography of education, seeks to understand
what counts as education for members of a
particular group.

Ethnography in education, studies about social

and cultural dynamics of a school or classroom.
An example is how teaching styles match the
learning styles of students.
qualitative research in education
They concluded that ethnographic practice- like
any set of social and cultural practices are ways
that people in a certain place react to each other to
pursue an agenda: including research agenda,
educational agenda, and social, cultural, and
instructional change agenda.
qualitative research in technical
communication
Qualitative research plays a crucial role in technical
communication, offering a unique lens to
understand the complexities of communication
within technical fields. This approach goes beyond
quantifiable data, delving into the nuances of
human experiences, perceptions, and interactions
related to technical information.
qualitative research in
psychology
Qualitative Research in Psychology is a leading
forum for qualitative researchers in all areas of
psychology and seeks innovative and pioneering
work that moves the field forward.
qualitative research in
advertising
Studying the subjective meanings and experiences
of consumers in relation to advertising messages
and campaigns.
Using methods such as focus groups, in-depth
interviews, and ethnographic observation to gather
rich, contextual data on consumer attitudes,
perceptions, and behaviors
qualitative research in
advertising
Analyzing qualitative data to identify themes,
patterns, and insights that can inform the
development of more effective and engaging
advertising strategies

Providing a deeper, more nuanced understanding of

the target audience that complements quantitative
data from surveys and market research
qualitative research in social
work
Qualitative research plays a crucial role in social work,
offering insights that quantitative methods may
overlook. It focuses on understanding human
experiences, social contexts, and the meanings
individuals attach to their interactions and
environments. This approach is particularly beneficial in
social work, where the complexities of human behavior
and societal issues require a nuanced understanding.
Qualitative research in social
work specifically calls for the
following:
Immersion in Everyday Life: Researchers immerse
themselves in normal, everyday situations to
understand the lives of individuals, groups, societies,
and organizations. This immersion is reflective of the
typical experiences of those being studied
Qualitative research in social
work specifically calls for the
following:
Holism and Inquiry into the Particular: Researchers
pursue a holistic understanding through the study of
particular contexts. This involves examining the
whole culture and the specific context under study,
maintaining a balance between the two. Small details
often speak to larger issues, and general themes can
be identified within specific instances
Qualitative research in social
work specifically calls for the
following:
Perceptions from the Inside: Researchers aim to
capture the perceptions of local actors from their
own perspectives. This requires deep attentiveness,
empathic understanding, and the suspension or
"bracketing" of the researcher’s preconceptions
about the topics being studied
Qualitative research in social
work specifically calls for the
following:
Researcher as the Main Instrument: The researcher
themselves is the primary tool for data collection,
rather than using standardized instruments.
Reflexivity is crucial, meaning the researcher's
subjectivity and the perspectives of those being
studied play a central role in the research process
Qualitative research in social
work specifically calls for the
following:
Qualitative Analysis: Most analysis in qualitative
research is conducted through words, focusing on
descriptive and interpretive processes rather than
numerical data
qualitative research in
marketing
Qualitative research in marketing has a rich history,
influenced by social research techniques. Early
researchers used projective devices and in-depth
interviews, including methods like matching
exercises, collecting dreams, case studies, personal
histories, ethnographies, and group interviews, which
evolved into modern focus groups.
qualitative research in
marketing
In 1962, Gilick and Belk conducted pioneering
qualitative studies for companies like Coca-Cola,
AT&T, and Wrigley, exploring consumer behavior and
cultural meanings. For instance, they investigated
why people drink soft drinks, the significance of
telephones, and what baseball means to Cuban fans.
Another notable study for FTD examined the
symbolic importance of flowers.
qualitative research in
marketing
Modern qualitative marketing research often
employs the grounded theory approach. For
example, Flint, Woodruff, and Gardial (2002) studied
value changes among customers in the US
automobile manufacturing industry, providing
insights grounded in real-world contexts and
contributing to substantive grounded theory.
qualitative research in
international business
Qualitative research in international business focuses
on understanding complex phenomena through non-
numeric data. It involves methods like interviews,
focus groups, and case studies to explore how
cultural, social, and contextual factors influence
business practices across different countries.
qualitative research in
international business
The goal is to gain deep insights into behaviors,
attitudes, and motivations of individuals and
organizations in various international settings, which
helps in formulating strategies and making informed
decisions in global business environments.
evaluation of qualitative
research
How does one evaluate qualitative research?
Experts agree on one answer: Triangulation, which
is a good guide, if not to convincing theory, then at
least to the rigorous verification of data.
Triangulation is a term mainly used to refer to
concurrent use of both qualitative and quantitative
data.
conclusion

This structure can help organize your thoughts

and ensure a comprehensive evaluation of the
research quality. If you have specific research or
criteria in mind, please provide those details for
a more tailored summary.