Qualitative research requires understanding a social phenomenon by spending time in the field. It involves community with those being researched and a tolerance for ambiguity. Common qualitative methods include interviews, focus groups, questionnaires, case studies, observations, ethnography, phenomenology, and narrative inquiry/text analysis. Qualitative research involves good listening skills, multiple recording devices, patience, time, and a desire to learn. Proposals for qualitative studies should include plans for ethical considerations, data collection and analysis techniques, and timelines. The goal is to achieve deep understanding of a social setting through qualitative methods.

1. Qualitative Research
(the ridiculously short introduction)
Heather Moorefield-Lang
Virginia Tech

2. If you want to trly understand something,
try to change it.
- Kurt Lewin
Question
What do you know about qualitative
research?
Handout

3. Our Assumptions About Research

4. Truth Is Absolute.
Truth Is Relative.

5. LINGO
Our view of research is often
shaped by language which
can be familiar or foreign to
us

6. Based on NCLB, the
school didn’t make
AYP according to
SOLs. GRE has a weak
correlation to GPA
IMHO, my BFF is not
LOL about the 411 on
her BF. 911!
My HokieSPA PID is
not working in Scholar
LINGO
Familiar or Foreign?

7. What to Know About Qualitative
Research

8. The goal of qualitative research is to achieve,
as best as possible, understanding – a deep
knowledge of a social setting or phenomenon.
Understanding requires time in the field.
-Creswell, 1998
Qualitative Research requires a desire to
understand

9. Time makes more converts than reason.
-Thomas Paine
Qualitative Research Requires Time in
the Field

10. The creative person is willing to live with ambiguity.
-Abe Tannenbaum
Qualitative Research Requires a Tolerance
for Ambiguity

11. We were born to unite with our fellow men, and
to join in community with the human race.
-Cicero
Qualitative Research requires community
with those we research

12. Qualitative Methods

14. Interviews
• Conversation with a purpose
• Participants views are valuable and useful
• There to listen, not to talk
• There to yield data in quantity quickly
• Cooperation is necessary
• Interviewer is involved with participants

15. Example for Libraries
• Interviewing instructional librarians in how
they incorporate technology into their
teaching.
Ideas?

16. Focus Groups
• Also interview based but with groups
• Usually range from 4-12 in number
• Large amounts of data
• Can be very useful
• Method is socially oriented
• Have to be careful of Groupthink. Everyone of
agreeing, or overpowering others in thought

17. Example for Libraries
• Focus group of students on ideas in how to
use empty classroom space in library
Ideas?

18. Questionnaires
• Standardized format
• Very similar to surveys
• Typically contain open ended content
• Useful in gaining a sample
• Useful in narrowing a large group down to a small
(for interviews, focus groups, etc)
• Rapid data
• Poor return rates unless you are aggressive in
collection

19. Example for Libraries
• How librarians use social media in their
professional practice.
Ideas?

20. Case Studies
• Usually looking at groups of people or an
organization
• Typically involves multiple qualitative methods
(interviews, questionnaires, observations,
document analysis, etc)
• Time consuming
• Very involved
• Small numbers of groups or orgs. Sometimes
only one

21. Examples for Libraries
• Case Study of the administrative practices of
minority female deans of libraries.
Ideas?

22. Observations
• Popular Qualitative Method
• Noting and recording events and behaviors
• Commonly referred to as “Field Notes”
• Observer is meant to blend in, not to be a part
of the environment
• Observer is looking for recurring behaviors,
patterns.
• Have to be in the moment, always

23. Example for Libraries
• Observing student use of learning commons
areas.
Ideas?

24. Ethnography
• Looking at cultural data
• Culture through the participant’s perspective
• Rich narrative descriptions
• Interviewer has to build rapport. Very
important in a cultural study
• These types of study can be done with
photography and video as well. Very
expressive

25. Example for Libraries
• Libraries in Appalachian Culture
• Building of libraries in other countries
Ideas?

26. Phenomenology
• Study of lived experiences. A phenomenon!
• Study a concept or phenomenon that a group
of people share
• Focus on deep, lived situations
• Very labor intensive
• Can be highly emotional
• Highly reflective
• Connection and relationships commonly built

27. Example for Libraries
• Experiences of librarians who built the 4/16
collection or a similar collection in Archives
Ideas?

28. Narrative Inquiry/Text Analysis
• Sometimes spoken, sometimes written
• Analysis of text
• Participants can write or tell stories
• Takes in depth listening skills
• Can rely on journals, photos, autobiographical
writing, messages, and more
• More story based

29. Example for Libraries
• Storyteller experiences
• Stories of storytellers
• Career choice of librarians
Ideas?

30. Qualitative Involves
• Good listening skills
• Multiple devices for recording
• Patience
• Time
• Desire to learn
• Interest to be involved (What makes data
weak in some researchers opinion)

31. Proposal for Study Should Include
• Plan for Entry and Ethical Considerations
• Data Collection Techniques
• Data Recording Techniques
• Strategies for Data Analysis
• Management Plan/Timeline for final reporting of
study
• IRB for University will have other items to
consider as well (Interview protocols, consent
forms, email formats, etc)

32. Data Analysis

33. Data Can be Analyzed Multiple Ways
• By hand
• Word Processing
• Data Analysis Software
• No matter how you analyze your data you are
always looking for themes or codes

34. By Hand

35. Word Processing

36. Software/Nvivo
Image courtesy of www.qsrinternational.com

37. Software/Atlas.ti
Image courtesy of www.atlasti.com/

38. Good Reads for Qualitative Research

39. Designing Qualitative
Research: By Marshall
and Rossman
Very down to earth,
easy to use, user
friendly. A great
introduction.

40. Interviewing as
Qualitative Research
by Seidman.
If you are planning to
interview this is a
great short read.
Some love it, some
hate it but it’s a good
one for interviews.

41. John Creswell

42. Denzin and Lincoln

43. Writing Literature
Reviews by Galvan
Probably the best
book I have
encountered for
writing literature
reviews regardless of
Qual or Quan.
Incredibly User
Friendly!

44. Decide you Want to go Qual?
Contact me
• Heather Moorefield-Lang
• hmlang@vt.edu
• Happy to talk anytime about research,
methods, questions, plan, and more