Qualitative Research

Qualitative Research & It’s Importance
In Daily Life
Review!!!
Qualitative Research
-It is simply exploratory research. It is used to gain an understanding of underlying reasons,
opinions and motivations. It provides insights into the problems or helps to develop ideas or
hypothesis.
-According to Brinkmoon (2012), qualitative research studies social sciences. Social

sciences focus on the everyday life of humans. He explained that social science began
with the emergence of modern industrial society when individuals are conceived as
separate entities,anomie, and modern malaises (such as excessive individualism,
loneliness and neuroses). In other words, the word “social” was developed from the
everyday life of man.
-He also said that everyday life objects are thus those that the researcher in question
appropriates and uses in his/her daily living (e.g. consumer products, technologies,
pieces of art) And everyday situation s and events are those the researcher experiences in
his/her life (e.g. conversations, parties, work, rituals)
-Qualitative Research is relative to the everyday life of the researcher including his/her
meditation on daily activities and experiences.
Qualitative Research
A form of social inquiry that focuses on the way people interpret and make sense of
their experiences and the world in which they live.
Characteristics of Qualitative Research

-The unique nature and purpose of qualitative inquiry bring in with a distinctive set of
attributes, all of which impact the design of qualitative research one way or another.
1. Absence of absolute “truth”- In all forms of research, the interactive, personal and
interpretive approach in qualitative inquiry extinguishes the notion that the outcomes
represent an absolute truth.
2. Importance of context-the data and the researcher’s interpretation of the data hinge
greatly on the contexts from which the data are obtained.
3. Importance of meaning- It derives meaning from data of multiple sources. Within

any research event (e.g. observations, group discussions) researchers evaluate any
number of variables to make sense of the data. These variables Include the context, the
language, and especially in narrative research, social linguistics; the impact of the
participant researcher relationship, and the potential for participant’s and researcher
bias.
4. Researcher as the data gathering instrument. Qualitative research places the

researcher at the center of the data gathering phase, and indeed the researcher
ultimately is the “instrument” by which information is collected.
5. Participant-researcher relationship. The participants and the researcher share the

“research space” in which certain conventions for communication (knowingly or not)
may be formed that in turn shape the reality the researcher is capturing in the data.
6. Skill set required of the researcher. Requires the researcher’s skills that go beyond
the usual qualities of organization, attention to detail, and analytical abilities that are
necessary for all researchers.
7. Flexible design. It is designed to match the dynamics of the evolving research it can
be modified or changed depending on the need to measure the issue of the
phenomenon under study.
8. Types of issues or questions effectively addressed qualitative research –

research issues or questions that might be difficult, if not possible, to investigate. It
effectively tackles sensitive or personal issues (such as domesticViolence, pregnancy
among teenager, drug addiction, etc.); multifaceted , intricate topics (such as personal
histories and corporate reorganization); and contextual issues ( ex. In-store
observations of shopping patterns)
9. Messy analysis and inductive approach – The analysis of qualitative research is

multilayered involving a process that continually builds upon itself until a meaningful and
verifiable interpretation is achieved. A large contribution to the messiness of the
analytical process is the inductive approach it tends to let the data lead to the
emergence of concepts.
10. Unique capabilities of online and mobile qualitative research –Online and
mobile technology offer unique enhancements to qualitative research designs. The
opportunity to select time and participation empowers online and mobile participation.
Online and mobile participants can also enrich their text responses by attaching files,
images, links to websites, and voice response via VoIP.
Strengths
-Qualitative research is friendly to amateur researchers since their individual perspective and its
impact on the research are an integral part of the process.
 The researcher is seen as involved in the object of inquiry (Maffesoli in Brinkmann,

2012). He/She writes from his/her participating stance in the world. Qualitative
research is the means of the researcher to be closer to the world of his/her
participants.
 Everyday life research is focused on human experience in a broad sense (Maffesoli

in Brinkmann, 2012). Qualitative method is focused on the authentic experiences of
the participants and their critical voices. They become a source of empowerment
from the filtered reality of their local, historical, contextual, and multiple lenses.
 The theme of everyday life demands conceptual audacity so that descriptions and
analyses of mundane life can be intellectually interesting and challenging. A
conceptual audacity is a tool that enables us to see new and perhaps surprising
aspects of the everyday lives that we lead. This may in turn generate new forms of
human action (Maffesoli, in Brinkmann, 2012).

Qualitative Research

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Qualitative Research & It’s Importance

-According to Brinkmoon (2012), qualitative research studies social sciences. Social

Characteristics of Qualitative Research

3. Importance of meaning- It derives meaning from data of multiple sources. Within

4. Researcher as the data gathering instrument. Qualitative research places the

5. Participant-researcher relationship. The participants and the researcher share the

8. Types of issues or questions effectively addressed qualitative research –

9. Messy analysis and inductive approach – The analysis of qualitative research is

 The researcher is seen as involved in the object of inquiry (Maffesoli in Brinkmann,

 Everyday life research is focused on human experience in a broad sense (Maffesoli

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