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    Omairah S. Malawi
    Qualitative research is useful across many fields and disciplines. It can provide insights into phenomena that other research methods cannot. Some examples of how qualitative research is used include: 1) In education, ethnographic research helps understand classroom dynamics and how teaching and learning styles match. 2) In technical communication, focus groups are used to understand effective workplace communication practices. 3) In psychology, qualitative methods help explore topics like student motivation and bullying. 4) Across many fields, qualitative research uses methods like interviews and observations to understand peoples' perspectives.

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    PR 1 q3 Group 2 11 Trustworthy

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    Omairah S. Malawi
    161 views20 pages
    Qualitative research is useful across many fields and disciplines. It can provide insights into phenomena that other research methods cannot. Some examples of how qualitative research is used include: 1) In education, ethnographic research helps understand classroom dynamics and how teaching and learning styles match. 2) In technical communication, focus groups are used to understand effective workplace communication practices. 3) In psychology, qualitative methods help explore topics like student motivation and bullying. 4) Across many fields, qualitative research uses methods like interviews and observations to understand peoples' perspectives.

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    Qualitative research is useful across many fields and disciplines. It can provide insights into phenomena that other research methods cannot. Some examples of how qualitative research is used include: 1) In education, ethnographic research helps understand classroom dynamics and how teaching and learning styles match. 2) In technical communication, focus groups are used to understand effective workplace communication practices. 3) In psychology, qualitative methods help explore topics like student motivation and bullying. 4) Across many fields, qualitative research uses methods like interviews and observations to understand peoples' perspectives.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    161 views20 pages

    PR 1 q3 Group 2 11 Trustworthy

    Uploaded by

    Omairah S. Malawi
    Qualitative research is useful across many fields and disciplines. It can provide insights into phenomena that other research methods cannot. Some examples of how qualitative research is used include: 1) In education, ethnographic research helps understand classroom dynamics and how teaching and learning styles match. 2) In technical communication, focus groups are used to understand effective workplace communication practices. 3) In psychology, qualitative methods help explore topics like student motivation and bullying. 4) Across many fields, qualitative research uses methods like interviews and observations to understand peoples' perspectives.

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    of 20

    Qualitative Research

    and Its Important In


    Daily Life
    Presented by:

    Group 2
    LESSON 2 : IMPORTANCE OF QUALITATIVE RESEARCH
    ACROSS DIFFERENT FIELDS

    INTRODUCTION
    —As earlier mentioned in this lesson, qualitative research can shed
    the best light on a certain phenomena; it can likewise offer the best
    answer to research inquiries across fields or discipline.

    Qualitative research has been found useful and productive by expert


    in most disciplines, particularly in education, technical
    communication, business, the social and behavioral science,
    advertising and social work.
    QUALITATIVE RESEARCH IN EDUCATION

    Green and Bloome (1997) confronted with


    the question what counts as ethnography made
    a useful distinction between Ethnograhy of
    education and Ethnography in education.
    1
    They claimed that the ethnography of education
    (usually an education “insider" often a teacher) is
    concern with the social and cultural dynamics of a
    school or classroom. Ethnographic studies of learning
    and knowledge in education ask the question what
    counts as knowledge and learning in classrooms to
    teachers and students.

    An example would be how teaching styles match the


    learning styles of students.
    They concluded the ethnographic practice-like any
    set of social and cultural practices–are ways that
    people in a site act and react to each other 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 flow of
    communication
    Focus groups are used to probe deeper research results in order
    to describe or illustrate current practice in Technical
    Communication which can take the forms of E-mail, fax
    messaging, video and voice conferencing, intranet 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. The early 20th century marked Behaviorism and the
    second half, the cognitive Revolution : quantitative methods employed
    within a (post) positivist, experiment paradigm dominated the discipline
    (Asworth, 2003 Howit, 2010,as cited in Braun and Clarke, 2013).These
    approach and methods were opposed te the more subjective, interpretative,
    and introspective qualitative techniques of early psychology, Which become
    classified as "unscientific"
    Psychology has been strongly shaped by the
    behavioral and cognitive traditions within which
    psychology should seek to understand and
    determine an observable, objective psychological
    reality. For example, psychologists seek to
    understand and why some students lack
    motivation to go to school and why some students
    resort to bullying the
    QUALITIVE RESEARCH IN ADVERTISING

    Most advertising agencies use the following definitions


    whenever 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 a variety of
    methods and involves an interpretive naturalistic
    approach to whaterver is the focus of study ( Denzin &
    lincol , 1994 , as cited in underlying meanings and
    patterns in relationship . The character of qualitative
    research makes it and its associated methods extremely
    useful for uncovering complex consumer insightd that
    can lead to successful advertising
    Morrison , Et al. say that great advertising comes along from
    an understanding of consumer's wants and needs . And in
    order to understand those wants and Needs, the consumer
    needs to be consulted and integrated at virtually evert step of
    the research process , they further say that qualitative
    research approaches or methods useful in advertising have
    been used lengthily by advertising research . But before that ,
    you take a look at How important the following terms are to
    advertising research doing qualitative research: Theory and
    Approach .
    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.
    Theory is not placed before data collection: it comes out of data and is thus
    referred to as grounded theory ( Glaser & Strauss, as cited in Morrison ,
    M , Haley , E Sheehan K,B , Taylor , R , 2002)
    Through the qualitative approach , researches begin with inductive
    analysis and then , offer swing back and forth between inductive and
    deductive analyses .
    Any method or approach that allows the researcher to capture the
    worlds of others can be a valid qualitative technique . These include
    observation, participant observation , in dept interviewing documents and
    record analysis.
    QUALITATIVE RESEARCH IN SOCIAL WORK

    Many people , through theit personal memory of traumatic events , give


    meaning to what has happened to them . They are faced with questions
    regarding their identity and relation with others , and the world. On the
    one hand , they have a 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 &
    holland , 2014) .Examples of 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 .
    To describe the range of ways of reconstructing experiences from full
    reliving of the experience to its disowning , shaw and holland use the term
    " knowledge focus 'of awareness and Alienation as originally used by
    Enosh and buchbinder (2005)
    Analysis of interview data and narratives has four broad categories
    • Knowledge - define as direct remembering and relieving with complete
    details if the events
    • Awareness of mental process - including awareness of emotions and of
    cognitive process
    •awareness Of identity - including awareness of values and the
    construction of personal characteristics of each partner and of the couple
    as a unit
    •Alienation - characterized by a refusal to observe , reflect or remember.
    QUALITATIVE RESEARCH IN SOCIAL WORK

    SPECIFICALLY CALLS FOR THE FOLLOWING

    • immersion in situations of everyday life -Typically normal ones


    , reflective of the everyday life of individuals , groups , societies
    and organizations (Miles and huberman 1994 as cited in shawn
    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 Shawn and holland ) and in the particular is located a
    general theme ( Eisner , 1991 , as cited in Shawn and holland , 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 Shawn 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 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 Shawn 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 in-depth interview.
    They created devices such as matching people , animals ,cars ,pictorial
    symbols and soliciting dreams. They accumulated case studies ,personal histories
    and ethnographies ,and conducted group interviews even before they were called
    “focus group”.
    Glick and Belk did the first qualitative study in 1962 for the Coca-Cola
    Company on why people drink soft drinks , as well as first study for AT & T on
    the meaning of the telephone. For the Wriggley Company ,they did a research on
    what baseball meant to Cuba fans. A study for FTD ,the flower delivery
    system ,analyzed the poignancy of flowers in representing the life cycle ,
    symbolizing its beauty , fragility and the inevitability of death.
    The more 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
    desired value change mean to customer ?'''

    They studied customers at different levels in US automobile


    manufacturing. This context grounded the study in a
    meaningful way. The question asked and answered in their
    study enable the authors to make contributions at the level of a
    substantive grounded theory.
    QUALITATIVE RESEARCH IN INTERNATIONAL BUSINESSES

    The establishment of the Asean Economic Community (AEC) in 2015 is a major


    milestone in the regional economic integration agenda in ASEAN ,offering
    opportunities in the form of 2.6 trillion US dollars and over 622 million people
    (asean.org.asean-economic community)

    Much exploratory research has been done to fulfill AEC's goal of having only one
    currency , as in the european Unions euro ( http:...en.wikipedia.org/wiki/Association
    of Southeast Asian Nations_Roadmap for Asean_financial_integration ).

    Business all over the world use other methods like participant observation ,
    content analysis focus groups , narrative interviews and “hidden" methods such as
    archival research (Marchan,Pekkari & Welch,2004).
    EVALUATION OF QUALITATIVE RESEARCH

    Now the big question comes. How does one evaluate qualitative research?
    Experts agree on one answer : Triangulation, which is a good guide ,if not to
    convincingtheory ,then ,at least to the rigorous verificition of data (Osland
    and Osaland,2001).Triangulation is a term mainly used to refer to the
    concurrent use of both qualitative and quantitative data
    (Mcdonald,1985).Usenier (1998) contents that qualitative and quantitative
    research are ‘complementary’ rather than ‘competing' traditions.and should
    be merged in the search for meaning as differences in nature and differences
    in degree.

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