Qualitative ResearchPresented by

Taiba Mashkoor

The Islamia University Of Bahawalpur

Learning objectives

• To provide the reader with a basic understanding of qualitative research.

• To equip the reader with sufficient information to appreciate how qualitative research is undertaken.

Qualitative Research

• Research studies that investigate the quality of relationship activities , situations or material are called qualitative research.

• It also involves collection , analysis and interpretation of data in order to gain particular phenomena of interest.

• It is used to gain an understanding of underlying reasons, opinions, and motivations.

Nature of qualitative research

• Qualitative research is concerned with developing explanations of social phenomena.

• it aims to help us to understand the social world in which we live and why things are the way they are.

• It is concerned with the social aspects of our world and seeks to answer questions about:

• Why people behave the way they do• How opinions and attitudes are formed• How people are affected by the events that

go on around them

When we plan qualitative Research

we plan qualitative research When researcher want to explore ideasTo study human behavior and behavior

changesNew area of researchCause and effects

Research Design

• There are main approaches to qualitative research that include

• Case study • Ethnography • Phenomenology• Grounded theory• Content analysis• Data collection

Case study

• A case study is an in depth analysis of a single entity.

• Case studies might be qualitative or quantitative• It is used to describe an entity that forms a single

unit such as a person, an organization or an institution.

• The main purpose of case study is to develop a detailed description and gain an understanding of individual entity.

Data Collection methods

• Observation • Interview • Questionnaire • Opinionnaire

Ethnography

• Ethnography is collection of two words.• Ethno refers to “human cultures” and Graphy

means “description of”.• It is a methodology for descriptive studies of

cultures and peoples so ethnography is a research process used in the scientific study of human interactions in social setting.

• It is extremely time consuming

Data collection methods

• The ethnographic researchers obtain information about certain socio-cultural phenomena through the members.

• Observation and interview are two important data collection methods, which are known as ethnographic fieldwork.

Phenomenology

• Phenomenological research is to describe and interpret the experiences and reactions of participants to the particular phenomena from their individual perspectives.

• In short it is the study of lived experiences of persons.

• Data is collected by in depth interview and is frequently used in such fields as psychology, sociology and social work.

Grounded Theory

• Grounded theory method is a systematic methodology in the social sciences involving the discovery of theory through the analysis of data.

• It is mainly used in qualitative research but is also applicable to quantitative data.

Methodology

• The researcher will be observing , collecting data , organizing data and forming theory from the data at the same time.

• An important methodological techniques in grounded theory research is constant comparative process in which every piece of data is compared with other piece.

Data Collection

Data may be collected byo interviewso Observationso Historical records

Content Analysis

• Content analysis is used to analyze the presence, meanings and relationships of words and concepts in a text

• then make inferences about the messages within the texts, the writer , the audience and even the culture of which they are part.

• Content analysis is used in large number of fields, ranging from marketing and media studies, to literature , information studies, sociology and political science, psychology science, as well as other fields of inquiry.

• Content analysis is start with hypotheses

Sources of data

Data Collection Tools

• Open ended questionnaire• Interviews Responses

Steps in Data Analysis

• Deciding content • Defining the FRAME • Deciding data collection tool• Collecting data • Data analysis • Writing the report

Data Collection In Qualitative Research

• Interviews• Observations• Journals• Focus groups• Existing documents and records

Conclusion

• Qualitative research observed the social behavior of people.

• In summarizes qualitative research, words are used rather than numbers

• And data collection occurs with data analysis