Paper III Qualitative research methodology

 Qualitative research is designed to reveal a specific target audience’s range of behavior and the perceptions that drive it with reference to specific topics or issues.  It uses in-depth studies of small groups of people to guide and support the construction of hypotheses. The results of qualitative research are descriptive rather than predictive. What is Qualitative Research?

Several unique aspects of qualitative research contribute to rich, insightful results:  Interaction among respondents, as they build on each other’s comments and ideas.  The dynamic nature of the interview or group discussion process, which engages respondents more actively than is possible in more structured survey.  The opportunity to probe ("Help me understand why you feel that way") enabling the researcher to reach beyond initial responses and rationales. Why does qualitative research work?

 The opportunity to observe, record and interpret non-verbal communication (i.e., body language, voice intonation) as part of a respondent’s feedback, which is valuable during interviews or discussions, and during analysis. Why does qualitative research work

  Thus, it adds a human aspect to research that is not present in most quantitative data. Why does qualitative research work?

Objective 1.1 Distinguish between qualitative and quantitative data.

Objective 1.1 Make clear the differences between two or more concepts.

From what we just learned and from reflecting on your previous IA, what differences do we initially see with Qualitative and Quantitative data?

 Psychological data come in many different forms, depending on the phenomenon the researcher is interested in. The methods used for this data are usually experimentation and surveys  In Quantitative research, the data are in the form of “numbers” that are easy to summarize and submit to statistical analysis.  Quantitative data are usually meant for generalization beyond the sample from which the data are drawn- as the data is usually representative of a larger population. Distinguishing between qualitative and quantitative data?

Example of Quantitative Data

In essence, quantitative measurement must be objective and statistically valid. Simply put, it’s about numbers, objective hard data. Quantitative data usually derives from large representative samples. Measuring Quantitative Data

Descriptive Statistical Data Analysis Used to construct simple descriptions about the characteristics of a set of quantitative data and to summarize the information in the data. Inferential Data Analysis:  2 PURPOSES  Estimates the characteristics of a population from data gathered on a sample.  Tests for significant DIFFERENCES between groups and significant RELATIONSHIPS between variables. Ways of analyzing Quantitative Data

Be able to draw inference outside of the sample is highly important with qualitative data. The goal of qualitative data is usually strong generalizability to other situations. Drawing inference

 Attempting to explain behavior.  Be able to draw inference outside of the sample is highly important with quantitative data.  The goal of quantitative data is usually strong generalizability to other situations. To quantify data and generalize results from a sample to larger or other populations.  Sampling of quantitative data are usually random. Aim/Purpose of Quantitative Data

 Structured techniques such as online questionnaires, surveys, likert-scaled interviews.  Usually large quantity and less time consuming. Data Collection

 Qualitative research data are gathered through direct interaction with participants-for example, through one to one or group interviews, or by observations in the field.  The data consists of text-for example, from transcripts or field notes. Textual data are open ended and flexible-it is know as rich data (it is usually open for interpretation).  Because the data are rich, they are not as easy to analyze, and there is not single way to approach analysis. Characteristics of Qualitative Data

 Qualitative research data are gathered through direct interaction with participants-for example, through one to one or group interviews, or by observations in the field.  The data consists of text-for example, from transcripts or field notes. Textual data are open ended and flexible-it is know as rich data (it is usually open for interpretation).  Because the data are rich, they are not as easy to analyze, and there is not single way to approach analysis. Characteristics of Qualitative Data

  Different sampling techniques are used to gather qualitative data. Purposive sampling, Snowball sampling, Convenience sampling.   Small samples are usually ideal and specific groups are targeted.   Generalizability is usually not the aim of qualitative data. It not usually intended to draw further inference than from its intended sample. Characteristics of qualitative data

Inductive Content Analysis Used to construct key themes and general concepts of qualitative research transcripts. This is usually done to generate theory and summarize the raw data. Ways of analyzing Qualitative Data

Attempting to describe behavior. To gain an understanding of underlying reasons and motivations To gain an understanding of underlying reasons and motivations To provide insights into the setting of a problem, generating ideas and/or hypotheses for later quantitative research To provide insights into the setting of a problem, generating ideas and/or hypotheses for later quantitative research To uncover prevalent trends in thought and opinion To uncover prevalent trends in thought and opinion Aim/Purpose of Qualitative Data

 Semi-Structured or Unstructured techniques such as observations, interviews, and observations.  Usually very small and specific group. Hard to collect, more time consuming. Data Collection

Questions about 1.1?

 Take the next 5 minutes to outline the general ideas from this objective in your notebook (from the notes that you have).  Have a great lunch! Reflection