(WCC) PR1 - Lesson 2

PRACTICAL
RESEARCH 1
LESSON 2:
Qualitative Research
QUALITATIVE
RESEARCH
What is QUALITATIVE RESEARCH?
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
(Creswell, 1994).
KINDS OF QUALITATIVE
RESEARCH
Kinds of Qualitative Research
PARCTICIPANT OBSERVATION
Demands immersion in the natural setting of the
research participant/s, this way, the researcher
participant is able to hear, see, and experience
reality as the researcher participants perform
activities and deal with one another during a period
of time.
OBSERVATION
Entails systematic noting or recording of events,
behaviors and artifacts (object) in the social setting
chosen for study. Through this method, the
researcher learns about behaviors and the
meanings attached to those behaviors.
IN-DEPTH INTERVIEWING
Resembles conversations, but with pre-determined
response categories. A degree of systematization
may be necessary, especially in a multisite case
study or when many participants are interviewed.
FOCUS GROUP INTERVIEWING

Involves 7-10, at times 6-8 people, who are
unfamiliar with one another and have been
selected because they share certain characteristics
that are relevant to the research inquiry or problem.
CONTENT ANALYSIS
Calls for systematic examination of forms of
communication to document patterns objectively-
as shown in letters, emails, minutes of meeting,
policy statements and a lot more.
NARRATOLOGY
Can be applied to any spoken or written story.
Narrative inquiry requires a great deal of sensitivity
between participant and researcher.
FILMS, VEIDEOS, AND PHOTOGRAPHS

These provide visual records of events, especially
the films and videos which capture the perspective
of the filmmaker or videographer. Pictures, on the
other hand, manifest the intent, interests and values
of the photographer.
CHARACTERISTICS OF
QUALITATIVE RESEARCH
Characteristics of Qualitative
Research
The research takes place in a natural setting-a home,
an office, an institution, or a community where human
behavior and events occur.
The focus of qualitative research is on the participants’

perceptions and experiences and the way they make
sense of their lives.
Research
The methods are interactive and humanistic, call for
active participation of research participants, and on
the part of the researcher, sensitivity to the needs of
the participants.
It uses various ways of collecting data: observations,

structures or semi-structures interviews, documents,
and now, e-mails, blogs, videos, stills, and a host of
others.
Research
Qualitative research results being emergent, new
discoveries during the data gathering process can
lead to a total revision of research questions, among
others.
The theory or general pattern of understanding will

emerge as it begins with initial codes, develops into
broad themes, and coalesces into a ground theory or
broad interpretation.
Research
It is fundamentally interpretative.
The researcher may filter the data through a personal

lens that is situated in specific sociopolitical and
historical moments. One cannot escape the personal
interpretation brought to qualitative data analysis.
Research
The researcher is the primary instrument in data

collection. s/he views social phenomena holistically.
The more complex, interactive and encompassing the
narrative, the better is the qualitative study.
STRENGTHS OF
Strengths of Qualitative Research
Qualitative research can offer the best light on or best

answers to certain phenomena-social, economic,
political or even psychological.
Research results are exhaustive; even underlying

meanings surface.
Strengths of Qualitative Research
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, relationship,
interrelationships that are crystallized during the data
gathering and data analysis processes.
WEAKNESSES OF
Weaknesses of Qualitative Research
Total immersion in the natural setting of the research

can be time-consuming and tedious, and resource-
draining, as well.
There comes a point when the personal-self and the

researcher are inseparable, so, subjectivity, on the
part of the researcher, can happen.
IMPORTANCE OF
Importance of Qualitative Research
across Fields
1. SOCIAL INQUIRY
 for better understanding of the behavior and
social interactions among individuals
across Fields
2. INFORMATION AND COMMUNICATION
TECHNOLOGY
 it is to examine the trends and tendencies in
the use of information technology
across Fields
3. ARTS
 it is to investigate methods or approaches
that enhance one’s creativity
across Fields
4. SCIENCE
 it’s importance is to determine the effectiveness of a
newly developed medicine, treatment, or approach in
addressing health problems
across Fields
5. AGRICULTURE AND FISHERIES
 it is to examine how agriculture in a
particular community is influenced by global
trends
across Fields
6. SPORTS
 it is to understand the relationship between
one’s health and athletic performance
across Fields
7. BUSINESS
 it is to assess approaches that will help
companies in their decision-making practices

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PRACTICAL

An inquiry process of understanding a social or human

FOCUS GROUP INTERVIEWING

FILMS, VEIDEOS, AND PHOTOGRAPHS

The focus of qualitative research is on the participants’

It uses various ways of collecting data: observations,

The theory or general pattern of understanding will

The researcher may filter the data through a personal

The researcher is the primary instrument in data

Qualitative research can offer the best light on or best

Research results are exhaustive; even underlying

It offers several avenues to understand phenomena,

It can build on or even develop theories through

Total immersion in the natural setting of the research

There comes a point when the personal-self and the

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