Qualitative research: an overview Dr Salwa Tayel & Dr. Noura Abouammoh KSU College of Medicine October 2016

Learning Objectives To compare between quantitative / qualitative approaches to research To understand basic concepts of qualitative research To be introduced to some examples of qualitative techniques and methods October, 2016 Qualitative Research

Consider these questions Why do people smoke ? Why do people eat what they eat ? Why don’t most people in our part of the world exercise ? How do people contract infection ? How is such information useful ? October, 2016 Qualitative Research

What is qualitative research Qualitative research is a research methodology that is characterized by its aims, which relate to understanding some aspect of social life, and its methods which (in general) generate words, rather than numbers, as data for analysis. October, 2016 Qualitative Research

Aim of Qualitative Research Understand phenomena to inform policies and services Answer questions such as What, How and Why of a phenomena Examples: - Why do people smoke ? How do people contract infection ? October, 2016 Qualitative Research

Why Qualitative ? Do we need qualitative approaches to research in health ? Social determinants of health report (2008): requires methodologies, implications and new horizons for in depth understanding of causal pathways of health-related events (habits/RFs, CDs, NCDs, indicators) October, 2016 Qualitative Research

Quantitative vs. Qualitative Quantitative methodology Emphasises on quantification in collection and analysis of data Tests theories Views social reality as external and objective Results as numbers and statistics Qualitative methodology Emphasising words, rather than numbers Generate theories Based on understanding the ways in which individuals and groups interpret their world Results as words and concepts October, 2016 Qualitative Research

Quantitative vs. Qualitative Qualitative methodology May, or may not, be representative Less structured instruments (interviews) Do not infer to population Reflexivity and attention to individual participants Flexibility of approach Quantitative methodology Generalisability, representativeness ‘Objective’ structured instruments (attitude/ outcome scales) Infer to population ‘Distance’ between researcher and Subjects Emphasis on following original research plan October, 2016 Qualitative Research

Quantitative vs. Qualitative Quantitative methodology Methods Observational Experimental Mixed Sampling: Large& random (simple, stratified, cluster, etc) or purposive Quality Assurance: Reliability Validity Qualitative methodology Methods Focus Groups Interviews Self-reports  Observations  Document analysis Sampling: Small &purposive Quality Assurance: Trustworthiness Authenticity October, 2016 Qualitative Research

Quantitative vs. Qualitative Methodology Quantitative Method Experiment Technique RCT October, 2016 Qualitative Research

Quantitative vs. Qualitative Methodology Qualitative Method Interview Technique Semi-structured interview October, 2016 Qualitative Research

Characteristics of Qualitative Research Natural context Places where people interact Study of inanimate objects Non-manipulative - Researcher observes, interviews, records, describes settings ‘as they are’ Researcher as ‘instrument’ – researchers engages in a situation and attempts to make sense of it Data collected through human observation Data interpretation through human perceptions ‘Subjectivity’ / reflexivity of researcher – insights, experiences, perceptions of researcher are important part. October, 2016 Qualitative Research

Characteristics of Qualitative Research Interpretive character – researcher attempts to explain ‘why’ and ‘how’ something is happening - focus is on meaning rather than specific behaviours Focus on process, rather than outcome Depth (rather than breadth) of understanding Inductive analysis – research begins with open-ended questions rather than attempting to test a priori hypotheses. Context sensitivity – findings are placed in social and spatial context – limiting generalisations October, 2016 Qualitative Research

Limitations of Qualitative Research Subjective Labour/time intensive Misunderstanding of novice researchers Limited generalisability October, 2016 Qualitative Research

Qualitative Research Techniques Participant observation (field notes) Interviews / Focus groups Video / Text and Image analysis (documents, media data) October, 2016 Qualitative Research

Qualitative Research Techniques Participants observation (field notes) Gains insight into understanding cultural patterns to determine what’s necessary and needed in tool development (complementary to interviews) October, 2016 Qualitative Research

Qualitative Research Techniques Interviews/ focus group discussions Explores how tools are used and could be used in a novice programming course Gains insight into the meaning of tools for students for learning to programme October, 2016 Qualitative Research

Qualitative Research Techniques Document analysis October, 2016 Qualitative Research

Involved Skills Observing Conversing Participating Interpreting October, 2016 Qualitative Research

Qualitative Technique- Data analysis Themes arising from data would provide insight into the issue(s) under investigation and see what is important to students / physicians / administrators October, 2016 Qualitative Research

Data Analysis Steps Organize and prepare the data for analysis Read all data, get a sense of the whole Begin detailed analysis with coding process Generate a description of the setting /people as well as categories or themes for analysis Represent themes (writing, visual, etc.) Interpret and make meaning out of data *iterative, non-linear process October, 2016 Qualitative Research

Ethical Considerations Consequences Rights and Responsibilities Social Justice Care October, 2016 Qualitative Research

Choice of Methodology Depends on: Research Questions Research Goals Researcher Beliefs and Values Researcher Skills Time and Funds October, 2016 Qualitative Research

Summary Qualitative methodology has different aims and methods than that of quantitative methodology Research question, among other factors, inform your choice of methodology You will then have a wide choice of methods within these methodological approaches Both methodologies could be used in an integrated complementary fashion October, 2016 Qualitative Research

References Michaela Mora. Quantitative Vs. Qualitative Research – When to Use Which. 2010 available at http://www.surveygizmo.com/survey-blog/quantitative-qualitative-research Creswell JW. Research design. Qualitative, quantitative and mixed methods approaches. Thousand Oaks, CA: SAGE, 2003 Bricki, N. and Green, J. (2007) A Guide to Using Qualitative Research Methodology. MSF field research. Available at http://hdl.handle.net/10144/84230 Silverman, D. (2001), Interpreting Qualitative Data: Methods for Analysing Talk, Text and Interaction, London: Sage October, 2016 Qualitative Research