QUALITATIVE RESEARCH
WHAT IS QUALITATIVE RESEARCH?
Qualitative research involves collecting and analyzing
non-numerical data (e.g., text, video, or audio) to
understand concepts, opinions, or experiences. It can
be used to gather in-depth insights into a problem or
generate new ideas for research.
WHAT IS QUALITATIVE RESEARCH?
Qualitative research is the opposite of quantitative
research, which involves collecting and analyzing
numerical data for statistical analysis.
WHAT IS QUALITATIVE RESEARCH?
Qualitative research is commonly used in the humanities
and social sciences, in subjects such as anthropology,
sociology, education, health sciences, history, etc.
QUALITATIVE RESEARCH QUESTION EXAMPLES
How does social media shape body image in teenagers?
How do children and adults interpret healthy eating in the UK?
What factors influence employee retention in a large
organization?
How is anxiety experienced around the world?
How can teachers integrate social issues into science curriculums?
QUALITATIVE RESEARCH DESIGN
HISTORICAL STUDY
A historical study is the ideal choice for studies that
involve extensive examination of the past — including
people, events and documents. The purpose of a
historical study is to draw conclusions about the
present and future, based off research conducted in
the past.
HISTORICAL STUDY
This model depends on adequate interview sources and
historical documents. It is essential to validate the accuracy
of the data and find primary sources. Depending on the
goal of the researcher, this form of study may result in a
biography, which is why the term “historical study” is
sometimes used interchangeably with “biographical study.”
PHENOMENOLOGY
Researchers investigate a phenomenon or event by
describing and interpreting participants’ lived
experiences.
PHENOMENOLOGY
Researchers investigate a phenomenon or event by
describing and interpreting participants’ lived
experiences.
PHENOMENOLOGY
Phenomenology is a wide-ranging form of study. In this
research model, the researcher looks to gather
information that explains how individuals experience a
phenomenon and how they feel about it. This model
recognizes that there is no single objective reality;
instead, everyone experiences things differently.
PHENOMENOLOGY
The outcome is described from the point of view of the
participants. However, the researcher is still able to
derive a set of findings that can be used to identify
themes surrounding the phenomena under study.
GROUNDED THEORY
Researchers collect rich data on a topic of interest and
develop theories inductively.
GROUNDED THEORY
The purpose of grounded theory is to develop a theory surrounding a
social issue. This theory seeks not only to identify problems in social
scenes, but also to define how people deal with those problems.
Grounded theory is unique among qualitative design approaches,
because it depends solely on the data gleaned through the research
process. Often, the initial research question is progressively reformed
and refined as more information is gathered on the topic. In this
sense, the participants help
ETHNOGRAPHY
Researchers immerse themselves in groups or
organizations to understand their cultures.
ETHNOGRAPHY
Ethnography is the study of a specific grouping within a culture.
Researchers pursuing this study format will immerse
themselves into the culture they are researching. The
qualitative data is gathered through direct observation of — and
interaction with — participants who belong to that culture. The
information is then presented through their perspective.
Ultimately, this study aims at understanding group culture.
ETHNOGRAPHY
Ethnography is the study of a specific grouping within a culture.
Researchers pursuing this study format will immerse
themselves into the culture they are researching. The
qualitative data is gathered through direct observation of — and
interaction with — participants who belong to that culture. The
information is then presented through their perspective.
Ultimately, this study aims at understanding group culture.
ACTION RESEARCH
Researchers and participants collaboratively link
theory to practice to drive social change.
NARRATIVE RESEARCH
Researchers examine how stories are told to
understand how participants perceive and make
sense of their experiences.
NARRATIVE RESEARCH
A literary form of qualitative research, narrative research is all about
collecting and telling a story or stories (in detail). Researchers write
narratives about experiences of individuals, describe a life experience,
and discuss the meaning of the experience with the individual.
Usually, a narrative research design is focused on studying an
individual person. The researcher becomes the interpreter of the
individual's stories, as opposed to a community.
CASE STUDY
Case studies, one of the most common qualitative designs, are used
to examine a person, group, community or institution. Researchers
often use a bounded theory approach that confines the case study in
terms of time or space. To conduct the case study, the researcher may
draw upon multiple sources of data, such as observation, interviews
and documents. All participants chosen must share a unifying factor,
which means they all must have a direct or indirect connection to the
research question or subject being studied. After collecting the data,
the researcher will analyze it to identify common or prominent themes.
QUALITATIVE DATA COLLECTION
TECHNIQUES/METHOD
INTERVIEW
personally asking people questions in one-on-one
conversations.
Researchers can conduct in-depth, face-to-face interviews
with participants. This allows them to gain insights from the
participants to best understand their experience.
FOCUS GROUPS
asking questions and generating discussion among a
group of people.
Focus groups are similar to interviews, but involve
multiple participants at once. They are another route
to obtaining responses and making interview
observations.
OBSERVATION
recording what you have seen, heard, or encountered
in detailed field notes.
A less direct method than interviews or focus groups,
this method requires careful attention to participants’
activities and behaviors in order to gather data.
DOCUMENT ANALYSIS/SECONDARY
RESEARCH/RECORDS/ARCHIVAL REVIEW
Researchers can gather useful data from print
documents as well as electronic records. Careful
analysis is needed to draw conclusions from the body
of related documents.
collecting existing data in the form of texts, images,
audio or video recordings, etc.
SURVEYS/QUESTIONNAIRES
distributing questionnaires with open-ended questions.
Qualitative research demands open-ended questions,
whereas quantitative requires closed-ended questions.
Survey research means collecting information about a
group of people by asking them questions and analyzing
the results.
QUALITATIVE DATA COLLECTION METHOD
Most of these data collection methods allow you to gather primary
data. Primary (or “raw”) data is gathered directly from the primary
source. For example, if you distribute a questionnaire or interview a
person, you are collecting primary data.
The only secondary data collection method listed here is a records or
archival review. With this method, you are reviewing data that was
already collected by someone else. For instance, you might review
census records or salary data collected by a job posting website.
