1. Introduction to Qualitative Research George McWhirter

2. Introduction to Qualitative Research Aims of lecture: - to answer 4 questions What is qualitative research? How does it differ from quantitative research? What are the main types / methods Can we tell good qualitative research from not so good?

3. Introduction to Qualitative Research What is Qualitative research? Qualitative research is a method of naturalistic enquiry-- it aims to study people in their natural social settings. The focus is on the meanings the participants in the study setting attach to their social world. (Bowling, 2002) Qualitative research believes that if we are to understand a topic, we need to look at it through the eyes of those who experience it and try to understand it from their point of view. (Rees, 1997) * BMJ

4. Introduction to Qualitative Research How does qualitative research differ from quantitative? Quantitative Emphasis on measuring & counting Makes general statements about people as groups Likes to prove causal relationships Qualitative Usually no counting Emphasis on feeling and experiences Sees the world as changing Emphasis on the individual

5. Introduction to Qualitative Research How does qualitative research differ from quantitative? AspectQuantitative Qualitative Research questionHow much What is the experience How many feeling, opinion, pattern How often of behaviour? Type of questionPrecise Broad Numeric answer Verbal answer HypothesisPresent at start May emerge from study Issues describedThrough eyes of Through eyes of researcher respondent Data collectionExtensive Intensive Sample sizeLarge Small SampleRepresentative Relevant Generalisability High Low Analytical approachDeductive Inductive e.g Car parking at UHW

6. Introduction to Qualitative Research Main types / methods Ethnography Phenomenology

7. Introduction to Qualitative Research Ethnography: The study of people in their natural settings (field); -- a descriptive account of social life and culture in a defined social system, based on qualitative methods (e.g. detailed observations, unstructured interviews, analysis of documents)

8. Introduction to Qualitative Research Phenomenology -- Focuses on individuals’ interpretations of their lived experiences and the ways in which they express them. Tends to use open-ended, unstructured in-depth interview or participant interview.

9. Introduction to Qualitative Research Can we tell good research from not so good? Evaluation of qualitative research is generally aimed at establishing: Trustworthiness – a judgement of the authenticity and accuracy if the information presented. Rigour – the extent to which the researcher has sought to attain high standards an established “decision trail” - auditability

10. Introduction to Qualitative Research The language of qualitative research Data: The information collected by a researcher. Interview: A conversation between one or more interviewers and interviewees with the purpose of eliciting or obtaining certain information. Unstructured Interview: An interview in which there may be no preplanned questions or fixed agenda. The dialogue is usually recorded in a transcript or field notes, which are subsequently analysed. Participant Observation: Where the researcher studies the behaviour of a group by actively participating in the group’s activities and situation.

11. Introduction to Qualitative Research Induction: The process in which a set of observations is made and a general principle formed to explain them. Focus Group: A research method of interviewing people while they are interacting in small groups. Time and Event Sampling: These types of sampling are used mostly in studies which use observation. In time sampling, the sampling unit is time instead of people. Researchers may decide to sample the first 15 minutes of each hour of the day instead of observing the whole day. When events are the focus of a study, the events become the units from which the sample is drawn. Coding: A qualitative method of analysis of materials such as interviews, where categories or themes are formed and their interrelationships examined.