College of Education

School of Continuing and Distance Education 2014/2015 – 2016/2017

Lecturer: Dr. Adote Anum, Dept. of Psychology Contact Information: aanum@ug.edu.gh

Session Overview

• In this Session, we will focus on another type of non-experimental research method which is the qualitative research method. This is unique in a number of ways.

• It is a multidisciplinary approach to research employed from social sciences to marketing and other non-academic endeavours.

• In qualitative research, we hold the view that the understanding of a phenomenon or psychological event comes from exploring the totality of the situation from multiple perspectives without restricting respondents to strict response regimes.

• We will explore the different characteristics of this research method and how it helps us understand human phenomena and contribute to theory.

Session Outline

The key topics to be covered in the session are as follows:

• Topic One: Nature of Qualitative Research

• Topic Two: Types of Qualitative Research

• Topic Three: Evaluating Qualitative Research

Reading List

• Cozby, P. C. (2004). Methods in behavioral research (8th Ed.). Mayfield Pub. Co. CA.

• http://open.lib.umn.edu/psychologyresearchmethods/ (Chapter 7, pages 141-146). Please refer to Sakai for the PDF version of this textbook.

NATURE OF QUALITATIVE RESEARCH Topic One

Qualitative Research

• ‘Qualitative Research…involves finding out what

people think, and how they feel - or at any rate, what

they say they think and how they say they feel. This

kind of information is subjective. It involves feelings

and impressions, rather than numbers’

• Bellenger, Bernhardt and Goldstucker, Qualitative Research in Marketing,

American Marketing Association

Qualitative Research

• Qualitative research is multimethod in focus,

involving an interpretative, naturalistic approach

to its subject matter.

• Qualitative Researchers study “things” (people

and their thoughts) in their natural settings,

attempting to make sense of, or interpret,

phenomena in terms of the meanings people

bring to them.

Positivist Paradigm

• Emphasises that human reason is supreme and that

there is a single objective truth that can be discovered

by science

• Encourages us to stress the function of objects,

celebrate technology and to regard the world as a

rational, ordered place with a clearly defined past,

present and future

Non-Positivist Paradigm

• Questions the assumptions of the positivist paradigm

• Argues that our society places too much emphasis on science

and technology

• Argues that this ordered, rational view of consumers denies

the complexity of the social and cultural world we live in

• Stresses the importance of symbolic, subjective experience

Qualitative Research Methods

• Common Features

– Intensive contact with the sample or setting which allows for deep understanding of their life experiences

– Usually small sample

– Researcher as much as possible sets aside own values, preconceptions and attempts to understand the phenomenon from its perspective

– Seeks thick description of personal experiences, etc.

– Usually relies on quotes from participants

– Qualitative researchers often do quantify data.

TYPES OF QUALITATIVE RESEARCH Topic Two

Qualitative Data Collection Techniques

• In depth Interviewing

• Focus Groups

• Participant Observations

• Ethnographic Studies

• Projective Techniques

In depth Interviews

• In-depth Interviewing – open ended or interview guides

– small number of participants, etc.

• Strengths – allow for flexible exploration of the phenomenon of interest

– conditions of data collection are more standardized eg. recording of interviews etc.

– instant clarification of issues can be sought

In depth Interviews

• Weaknesses

– problem with generalizability

– time consuming etc.

– Depends on the expertise of the interviewer

Focus Group Discussions

- an interview with a group of people

- unit of analysis is the group

- usually has a moderator to facilitate the interview

- group size between 6 and 12 persons

Focus Group Discussions

• Strengths

– Greater access to shared knowledge

– allows for observation of social interaction of members

• Limitations

– some who are not vocal may not talk hence hiding their rich knowledge

EVALUATING QUALITATIVE RESEARCH

Topic Three

Advantages of Qualitative Research

• Deeper understanding of the phenomenon

• opportunity to seek clarification of issues instantly

• Easier to design

• Flexibly design (modify as you go on)

• Develop close contact with respondents/participants

Disadvantages of Qualitative Res

• Subjective

• Time consuming

• Lacks external validity (small sample)

• Depends on the expertise of the researcher/interviewer

References

• Cozby, P. C. (2004). Methods in behavioral research (8th Ed.). Mayfield Pub. Co. CA.

• http://open.lib.umn.edu/psychologyresearchmethods/ (Chapter 7, pages 141-146). Please refer to Sakai for the PDF version of this textbook.

Thank You