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Department of Education
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11 Zest for Progress

Z Peal of artnership

Practical Research 1
Quarter 3 – Module 3:
Characteristics, Strengths and weaknesses of
Qualitative Research
Importance of Qualitative Research Across
Fields

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Practical Research 1- Grade 11
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Quarter 3 – Module 3: Characteristics, Strengths, and weaknesses of Qualitative
Research & Importance of Qualitative Research Across Fields.

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 What I Need to Know

Hello, dear Grade 11 learners; welcome to this new lesson!

In qualitative research, the reality is conditioned by society, and people's intentions explain
cause-effect relationships. Things are studied in their natural setting, enough for you to conclude that
qualitative research is an act of inquiry or investigation of real-life events. Giving you more concepts
about qualitative research are the following paragraphs that comprehensively present the elements or
characteristics, types, and advantages of this research.
Characteristics of a Qualitative Research
1. Human understanding and interpretation
2. Active, powerful, and forceful
3. Multiple research approaches and methods
4. Specificity to generalization
5. Contextualization
6. Diversified data in real-life situations
7. Abounds with words and visuals
8. Internal analysis

Qualitative research has its share of strengths and weaknesses, just like other methods of research.
The strength far outweighs the weaknesses since qualitative research goes to the very depth of human
behavior or human experience that cannot be explained with mere numbers or statistical treatment. The
so-called weaknesses of qualitative research will not affect the serious researcher willing to invest any
amount of time or resources in this endeavor.

In this module, you are expected to:

a. Describe the characteristics, strengths, and weaknesses of qualitative research.
b. Explain the importance of qualitative research in different fields.

What I Know
Directions: Identify whether each statement is a strength or weakness of qualitative research.
Write YES if you consider the item strength and write NO if you consider it as a weakness. Write your
answer on a separate sheet of paper.

____1. Using the questionnaire in collecting data

____2. Gathering information using structural research instruments specifically
on sensitive issues.
____3. The capacity of the respondents to share and elaborate on further information.
____4. The objective in making a conclusion and solution to a problem.
____5. Using a large number of responses in collecting data.
____6. Possibility to replicate reliable research paper.
____7. The expenses in reaching out to people and in reproducing the questionnaire.
____8. Analyzing data using numbers and statistics.
____9. The use of statistical techniques in facilitating analyses and comprehension of huge
amount of vital characteristics of data.
-----10. Use of numerical data on making analysis and interpretation.

1
 What's In
Summarize the strength and weaknesses of qualitative research by completing the T- Chart
below.

The Strength and Weaknesses of a Qualitative Research

STRENGTH WEAKNESSES

What's New
Summarize the characteristics of qualitative research by completing the bubble diagram below.

.
Qualitative
Research

. .
.

2
 Lesson
Characteristics, strengths, and
1 weaknesses of Qualitative Research

Characteristics of a Qualitative Research

1. Human understanding and interpretation

Data analysis results show an individual's mental, social, and spiritual understanding of
the world. Hence, through their world views, you come to know what kinds of human beings
they are, including their values, beliefs, likes, and dislikes.

2. Active, powerful, and forceful

A lot of changes occur continuously in every stage of qualitative research. As you go through
the research process, you find the need to amend or rephrase interview questions and consider varied
ways of getting an answer, like shifting from mere speculating to traveling to places for data gathering.

3. Multiple research approaches and methods

Qualitative research allows you to approach or plan your study in varied ways. You are free
to combine this with quantitative research and use all gathered data and analysis techniques. Being
multi-method research, a qualitative study applies to all research types: descriptive, explanatory, and
case study.

4. Specificity to generalization
Specific ideas will lead to generalizations or conclusions.

5. Contextualization
Quantitative research involves all variables, factors, or conditions affecting the study.
Your goal here is to understanding human behavior. Thus, you must examine the context or situation
or an individual's life----the who, what, why, how, and other circumstances-affecting his or her way of
life.

6. Diversified data in real-life situations

A qualitative researcher prefers collecting data in a natural setting like observing people as
they live and work, analyzing photographs or videos as they genuinely appear to people, and looking at
classrooms unchanged or adjusted to people's intentional observations.

7. Abounds with words and visuals

Words, words, and more words come in big quantity in this kind of research. Data gathering
through interviews or library reading and the presentation of data analysis results are done verbally. In
some cases, it resorts to quoting some respondents' answers. Likewise, presenting people's world views
through visual presentation (i.e., pictures, videos, drawings, and graphs) is significantly used in
qualitative research.

8. Internal analysis
Here, you examine the data yielded by the subject individuals' internal traits (i.e., emotional,
mental, spiritual characteristics). You study people's perceptions or views about your topic, not the
effects of their physical existence on your study. In the case of objects (e.g., books and artwork)
subjected to qualitative research, the investigation centers on underlying theories or principles that
govern these materials and their usefulness to people in your study. In the case of objects (e.g., books

3
and artwork) subjected to qualitative research, the investigation centers on underlying theories or
principles that govern these materials and their usefulness to people.

What's In
Strengths and weaknesses of Qualitative Research

Activity: Deal or No Deal: Knowing the Characteristic of Research

Directions: Write "DEAL" if the given statement is true and "NO DEAL" if
otherwise.
1. Research must take place in an organized or orderly manner.
2. Research must always give correct or accurate data.
3. Research and inquiry are two different entities.
4. Research must be instrumental in solving problems affecting the lives of
people in a community.
5. A good research report uses complicated language.

What's New

Directions: write the word true if the statement is true and write the word false if it is
false. Write your answer on a separate sheet of paper.
1. Verbal Language is used to describe results in qualitative research.
2. Quantitative research focuses on specific things.
3. Quantitative research is used to describe and express the relationship through numbers.
4. Researchers in quantitative research use open-ended questions.
5. The dominant aim of quantitative research is to classify features, count them, and
construct statistical models to explain what is observed.
6. Policymakers administrators may find quantitative data to be more credible, reliable,
and useful when making decisions.
7. Quantitative data are easy to analyze.
8. The quantitative research method is flexible.
9. The quantitative research study is expensive and time-consuming.
10. Quantitative research uses numerical.

4
 What Is It
Qualitative research has its share of strengths and weaknesses, just like other methods of
research. The strength far outweighs the weaknesses since qualitative research goes to the very depth
of human behavior or human experience, which cannot be explained with mere numbers or statistical
treatments.

Strengths

• Qualitative research can offer the best light on or best answer to certain phenomena-social,
economic, political, or even psychological.
• Research results are exhaustive; even underlying meanings surface.
• It offers several avenues to understand phenomena, behavior, human conditions, and the like.
• It can build on or even develop theories through consistent themes, categories, and
relationships crystallized during the data gathering and data analysis processes.
• It adopts a naturalistic approach to its subject matter, which means that those involved in the
research understand things based on what they find meaningful.
• It promotes a full understanding of human behavior or personality traits in their natural
setting.
• It is instrumental for positive societal changes.
• It engenders respect for people's individuality as it demands the researcher's careful and
attentive stand toward people's world views.
• It is a way of understanding and interpreting social interactions.
• It increases the researcher's interest in the study as it includes the researcher's experience or
background knowledge in interpreting verbal and visual data.
• It offers multiple ways of acquiring and examining knowledge about something.

Weaknesses

The so-called weaknesses of qualitative research will not affect the serious researcher
willing to invest any amount of time or resources in this endeavor.

• Total immersion in the natural setting of the research can be time-consuming, tedious, and
resource-draining.
• There comes the point when the personal-self and the researcher-self are inseparable, so
subjectivity can happen on the part of the researcher. Thus, the researcher must identify
his/her values, assumptions, and biases.
• It involves a lot of researcher subjectivity in data analysis.
• It is hard to know the validity or reliability of the data.
• Its open-ended questions yield "data overload" that requires long-time analysis.
• It is time-consuming.
• It involves several processes, which results greatly depend on the researcher's views or
interpretation.

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 What's More

Directions: Read each item carefully and answer the following questions. Choose the letter that
corresponds to the correct answer. Write your answer on a separate sheet of paper.
1. Do you agree that the research study can usually be replicated or repeated, given its high
reliability?
a. AGREE b. DIS- AGREE
2. What characteristic of qualitative research refers to results showing an individual's mental,
social, and spiritual and understanding of the world?
a. Active, powerful, and forceful
b. Multiple research approaches and methods
c. Human understanding and interpretation
d. Contextualization
3. What characteristic of qualitative research refers to the variables, factors, or conditions
affecting the study?
a. Active, powerful, and forceful
b. Multiple research approaches and methods
c. Human understanding and interpretation
d. Contextualization
4. Which of the following refers to the strength of qualitative research?
a. It adopts a naturalistic approach to its subject matter.
b. It is time-consuming
c. It is hard to know the validity or reliability of the data.
d. None of the above
5. Which of the following refers to the weaknesses of qualitative research?
a. It offers multiple ways of acquiring and examining knowledge about something.
b. It is instrumental for positive societal changes.
c. It is a way of understanding and interpreting social interaction.
d. All of the above.

Lesson
Importance of Qualitative
2 Research Across different Fields

Good day learners, are you excited to learn this new lesson?

Qualitative research has been found useful and productive by experts in most disciplines,
particularly in education, technical communication, business, the social and behavioral sciences,
advertising, and social work.

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 What's In
Directions: Read each statement below carefully. Write T if you think the statement is TRUE,
and write F if you think it is FALSE. Write your answers on a separate sheet of paper.

1. Action research's primary concern is developing theoretical models.

a. True b. False
2. Case study's focus is trying to understand a phenomenon within a particular context.
a. True b. False
3. Grounded theory does not want to start with any theory or hypotheses.
a. True b. False
4. Focus group discussions are better than questionnaires if the researchers want to reach as
many people as possible.
a. True b. False
5. Narrative research aims to develop very good stories.
a. True b. False

What's New

Qualitative Research In Education

Green and Bloome (1997) confronted what counts as ethnography, made a useful distinction
between Ethnography of education and Ethnography in education.

They claimed that the ethnographer of education (usually a sociologist or anthropologist) seeks
to understand what counts as education for members of a particular group. In contrast, the
ethnographer in education (usually an education" insider," often a teacher) is connected with a school
or classrooms' social and cultural dynamics.

They concluded that ethnographic practice-like any set of social and cultural practices-are ways
that people in a site act and react to others to pursue an agenda: including research agenda, educational
agenda, and social, cultural, and instructional change agenda. An example would be how students
react to the evaluation of their academic performance.

Qualitative Research in Technical Communication

Qualitative methodologies are also effective for Technical Communication, which

determines the effective use of technology in the workplace to ensure smooth communication flow.

Focus groups are used to probe deeper research results to describe or illustrate current
practices in Technical Communication, which can take E-mail forms, fax messaging, video and voice
conferencing, interest and extranet, jargons, and graphics.

Qualitative Research in Psychology

Braun and Clarke (2013) claimed that a qualitative research paradigm in psychology has
been emerging. Qualitative ideas and approaches have been part of psychology since its inception in
the second half of the nineteenth century.

7
 The early 20th century marked Behaviorism and the second half, the cognitive Revolution;
quantitative methods employed within a (post) positivist, experimental paradigm dominated the
discipline (Asworth,2003; Howit,2010, as cited in Braun and Clarke,2013). These approaches and
methods were opposed to the more subjective, interpretative, and introspective qualitative techniques
of early psychology, which became classified as "unscientific."

Qualitative Research in Advertising

Most advertising agencies use the following definitions wherever they commission qualitative
research in specific areas of advertising:

❖ Qualitative research refers to "the meanings, concepts, definitions, characteristics,

❖ metaphors, symbols, and definitions of things (Berg,1989, as cited in Morrison, M., Haley,
E. Sheehan, K.B., Taylor, R.,2002).

❖ It is an approach to research that uses various methods and involves an interpretative,

naturalistic approach to whatever is the focus of study (Denzin & Lincoln, 1994, as cited
in Morrison, M. Haley, E., Sheehan, K>B> Taylor R., 2002).

❖ Morrison et al. say that great advertising comes from an understanding of consumers' wants
and needs. To understand those wants and needs, the consumer needs to be consulted and
integrated at virtually every step of the research process.

But before that, you take a look at how important the following terms are to advertising
researchers making qualitative research: Theory and Approach.

➢ The theory refers to an organizing scheme for the data that place them in orderly
patterns and give meaning and insight into others' lives. The theory is not placed
before data collection; it comes out of data and is thus referred to as a ground theory
(Glaser& Strauss, as cited in Morrison, M. Haley, E. Sheehan, K.B. Taylor, R.,
2002).

➢ Researchers begin with inductive analysis through the qualitative approach and
then often swing back and forth between inductive and deductive analysis.

➢ Any method or approach that allows the researchers to capture others' worlds can
be a valid qualitative technique. These include observation, participant
observation, in-depth interviewing, documents, and record analysis

Qualitative Research in Social Work

They are faced with questions regarding their identity and relation with others and the
world. On the other hand, they need to recollect and process those memories; on the other hand, they
feel a need to distance themselves and forget or detach from the pain and threat involved in such
memories (Shaw & Holand,2014).

Examples of individuals or groups that fit this description are disaster victims of the Mt. Pinatubo
eruption; other examples are families of drug addicts who got killed during drug bust operations or
informal settlers whose houses or shanties were demolished by authorities.

Analysis of interview data narratives has four broad categories:

✓ Knowledge- defined as direct remembering and reliving, with complete details of the events.
✓ Awareness of mental processes- including awareness of emotion and cognitive processes.

8
 ✓ Awareness of identify- including awareness of values and the construction of personal
characteristics of each partner and the couple as a unit.
✓ Alienation- characterized by a refusal to observe, reflect, or remember.

Analysis of interview data and narrative has four broad categories:

Immersion in everyday life-typically normal situations reflects the everyday life of

individuals, groups, societies, and organizations (Miles and Huberman, 1994 as cited in Shaw
and Holland,2014).

Holism- pursued through inquiry into the particular-from the whole of the culture to the
context under study.

The whole and the particular are held in tension. Small facts speak to large issues (Geertz,1973
as cited in Shaw and Holland,2014), And in the Particular is located a general theme (Eisner,
1991, as cited in Shaw and Hooland, 2014).

The researcher attempts to capture data on the perceptions of local actors "from the Inside."
Through a process of deep attentiveness, of empathic understanding, and of suspending or
"bracketing" preconceptions about topics under discussion (Miles and Huberman,1994, as
cited in Shaw and Holland, 2014).

The researcher is essentially the main instrument in the study, rather than standardized data
collection devices. It is here that the word' reflexive' often occurs-referring to the central part
played by the subjectivity of the researcher and those being studied (Eisner, 1999 as cited in
Shaw and Holland, 2014).

Qualitative Research in Marketing

Qualitative research in marketing has a long history. Influenced by social research, marketing
researchers embedded projective devices within the approach of an in-depth interview.

Glick and Belk did a qualitative study in 1962 for the Coca-Cola Company on Why people
drink soft drinks and first study AT & T on the meaning of the telephone.

The modern qualitative marketing studies use the grounded theory approach. For example,
Flint, Woodruff, and Guardial (2002, as cited in Belk,2006) posed in their qualitative study the
following research question: "What does desire value change mean to consumers?" They studied
customers at a different level in US automobile manufacturing. This context grounded the study in a
meaningful way. The questions asked and answered in their study enable the authors to contribute at
the level of a substantive grounded theory.

Qualitative Research in International Business

The establishment of the ASEAN Economic Community (AEC) in 2015 is a major milestone
in ASEAN's regional economic integration agenda, offering opportunities in the form of 2.6 trillion
US dollars and over 622 million people ( asean.org.asean-economic community).

Much explanatory research has been done to fulfill AEC's goal of having only one currency,
as in the European Union's euro (http:en.wikipediat.org/wiki/association of Southeast Asian National
Roadmap for ASEAN- financial- integration).

Evaluation of Qualitative Research

9
 Now the big question comes. How does one evaluate qualitative research? Experts agree on
one answer: Triangulation, a good guide, if not too convincing theory. Then, at least to the rigorous
verification of data (Osland and Osalamd 2001).
Triangulation- is a term mainly used to refer to qualitative and quantitative data (Mcdonlad,
1985). Usunier (1998) contends that qualitative and quantitative research are 'complementary 'rather
than 'competing' traditions and should be merged in the research for meaning as differences in nature
and differences in degree.

What Is It

Kinds of Research across fields

1. Ethnographic- is the study of a cultural group to understand its organizational set-up,

internal operation, and lifestyle.
2. Focus groups- are used to probe deeper research results to describe or illustrate current
practices in Technical Communication.
3. Phenomenology- Both an approach to and a method of understanding the behavioral,
emotive, and social meanings of individuals' lived experiences.
4. Theory-refers to an organizing scheme for the data that place them in orderly patterns and
give meaning and insight into the lives of others.
5. Grounded Theory-takes place when you discover a new theory to underlie your study at the
time of data collection and analysis. Through your observation of your subjects, you will
happen to find a theory that applies to your current study. Interview, observation, and
documentary analysis are the data gathering techniques for this type of qualitative research.
6. Businesses worldwide use other methods like participant observation, content analysis focus
groups, narrative interviews, and hidden methods such as archival research (Marschan,
Pekkari & Welch, 2004).
7. Triangulation- is a term mainly used to refer to qualitative and quantitative data (Mcdonlad,
1985). Usunier (1998) contends that qualitative and quantitative research are 'complementary'
rather than 'competing' traditions and should be merged in the research for meaning as
differences in nature and differences in degree

What’s More

Directions: Using a Venn Diagram, describe the strengths and weaknesses of quantitative
research. Use words/phrases only.

10
 What I Have Learned
Three Basic Approaches
1. Scientific Approach
• Deals with empirical data instead of personal views, feelings, or attitudes.
• It allows control of variables or factors affecting the study. (Lauren, 2010).
• It makes you express & record yourself quantitatively (numerical forms)
• Presents structured interviews, questioners & observational checklists.
2. Naturalistic Approach
• A people-oriented approach focuses on discovering the real concept or
meaning behind people's lifestyles and social relations.
• Makes your present things qualitatively through verbal language using words
as a unit of analysis.
3.Triangulation/Mixed Method
• Allows a combination or a mixture of research designs, data collection, and
data analysis techniques.
• This method is used to enhance the validity & reliability of qualitative
research design.
• Enhances accuracy of interpretation.
• It allows you to view every angle of the research from different perfectives.

What I Can Do

Directions: Choose your answer in the box. Write your answer on a separate sheet of paper.

Word Scientific Qualitative Objectively

Soft Sciences Silverman2013 Litchman 2013
Walliman 2014 Suter 2012 Coghan 2014

1. Numerical data are true for the ___________ approach.

2. For the naturalistic approach _______________________is the unit of analysis.
3. ___________Studies human behavior in a scientific manner.
4. Quantitative is to scientific approach; ________________ is to naturalistic approach.
5. According to ________________ qualitative research is an act of inquiry or investigation
of real life events.

11
 Assessment
Directions: Read each item carefully and choose the BEST answer from the given options. Write your
answer on a separate sheet of paper.

_____1. A type of research that deals with the examination of primary documents to correct
the past and presents.
a. Case Study c. Ethnography
b. Content Analysis d. Historical Analysis
______2. Which of the following types of research has the goal to make people understand
their experience about the death of their loved ones?
a. Case Study c. Ethnography
b . Ethnography d. Historical Analysis
______3. Which approach to research uses qualitative data that deals on how people behave
in the surroundings?
a. Naturalistic c. Scientific
b. Positive d. Triangulation
______4. Which of the following is NOT a characteristic of qualitative research?
a. Active, powerful, and forceful c. Diversified data in real-life situation
b. Contextualization d. Internal Analysis
______5. The use of new technology is considered in doing research nowadays.
a. Accuracy c. Objective
b. Clarity d. Timeless
______6. Researchers wishing to study categorical variables would use which of the
following research designs?
a. Narrative c. Qualitative
b. Phenomenological d. Quantitative
______7. What research method is used by researchers who study a simple individual who is
in-depth, to uncover general principles of thinking and behavior?
a. Experimentation c. Naturalistic Observation
b. Correlational study d. Case study

______8. Which research approach is based on the epistemological viewpoint of

pragmatism?
a. Quantitative Research c. Mixed-Method Research
b. Qualitative Research d. All of the above
______9. Research that uses qualitative methods for one place and quantitative methods for
the next phase is known as-
a. Action Research c. Quantitative Research
b. Mixed-Method Research d. Pragmatic research

______10. Sometimes a comprehensive review of the literature before data collection is not
recommended by:
a. Ethnomethodology c. Symbolic Interactionism
b. Grounded Theory d. Feminist Theor

12
 Additional Activity

Directions: Draw a concept map and indicate the different types of Qualitative Research.
Write it on a separate sheet of paper.

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Answer Key
10. No 10. True
9. No 9. True
8. No 8. False
7. No 7. True
6. Yes Deal 5. 6. True
5. No No Deal 4. 5. True
4. No Deal 3. 4. False
3. Yes Deal 2. 3. True
2. Yes Deal 1. 2. True
1. No 1. False
What's In
What I Know What's New

10. B
9. B True 5.
8. D True 4.
7. D False 3.
6. C True 2.
5. D True 1.
4. A What's In
3. D
2. A
1. D

Assessment

13
 D 5. 10. True
D 4. 9. True
D 3. 8. False
C 2. 7. True
A 1. 6. True

What's More What's In

References
Source: Alma R. Velasco "Qualitative activity" Cabadbaran City National High School
Source: Esther L. Baraceros, Practical Research I, First Edition Rex Book Store,2016
pp.19-24.
Source: Nelia G. Prieto, Ph.D., Victoria C. Naval, DEM, Teresita G. Carey, DALL.
Practical Research 1. Qualitative. Lorimar Publishing Inc. Philippines, 2017, 11-14.
Source: Melegrito, Ma. Lourdes F, and Diana J Mendoza. "Research and Importance of
Research.". In Applied Research: An Introduction to Qualitative Research Methods and
Source: Report Writing, 1–9. The Padayon Series. Quezon City, Philippines: Phoenix
Publishing House Inc., 2016.
Website
Source: Reddy, Chitra. "Why Research Is Important for Students, Humans, Education."
WiseStep, November 13, 2019. https://content.wisestep.com/research-important-students-
humans-education/.
.
Development Team of the Module

Writer: Nurol-in M. Panimdim

Ramon Enriquez National High School
Zamboanga City
Editor/QA: Judith C. Mustaham
Jocelyn E. Yu
Reviewers: Florenda H. Quinte, P.D.
Valeria Fides G. Corteza, PhD
EPS-English
Layout Artist: Jovie R. Cruz, MAEd
Management Team:
Roy C. Tuballa, EMD.JD.CESO VI
Jay S. Montealto, CESO VI
Norma T. Francisco, DM
Mildred D. Dayao, Ed.D.
Valeria Fides G. Corteza, Ph.D.
Aida Coyme, Ed.D.

14