2. Learning objectives
• To provide the reader with a basic
understanding of qualitative research.
• To equip the reader with sufficient
information to appreciate how qualitative
research is undertaken.
3. Qualitative Research
• Research studies that investigate the quality of
relationship activities , situations or material
are called qualitative research.
• It also involves collection , analysis and
interpretation of data in order to gain
particular phenomena of interest.
• It is used to gain an understanding of
underlying reasons, opinions, and
motivations.
4. Nature of qualitative research
• Qualitative research is concerned with
developing explanations of social phenomena.
• it aims to help us to understand the social
world in which we live and why things are the
way they are.
5. • It is concerned with the social aspects of our
world and seeks to answer questions about:
• Why people behave the way they do
• How opinions and attitudes are formed
• How people are affected by the events that
go on around them
6. When we plan qualitative
Research
we plan qualitative research
When researcher want to explore ideas
To study human behavior and behavior
changes
New area of research
Cause and effects
7. Research Design
• There are main approaches to qualitative
research that include
• Case study
• Ethnography
• Phenomenology
• Grounded theory
• Content analysis
• Data collection
8.
9. Case study
• A case study is an in depth analysis of a single
entity.
• Case studies might be qualitative or quantitative
• It is used to describe an entity that forms a single
unit such as a person, an organization or an
institution.
• The main purpose of case study is to develop a
detailed description and gain an understanding of
individual entity.
12. Ethnography
• Ethnography is collection of two words.
• Ethno refers to “human cultures” and Graphy
means “description of”.
• It is a methodology for descriptive studies of
cultures and peoples so ethnography is a
research process used in the scientific study of
human interactions in social setting.
• It is extremely time consuming
13. Data collection methods
• The ethnographic researchers obtain
information about certain socio-cultural
phenomena through the members.
• Observation and interview are two important
data collection methods, which are known as
ethnographic fieldwork.
14.
15. Phenomenology
• Phenomenological research is to describe and
interpret the experiences and reactions of
participants to the particular phenomena
from their individual perspectives.
• In short it is the study of lived experiences of
persons.
• Data is collected by in depth interview and is
frequently used in such fields as psychology,
sociology and social work.
16.
17. Grounded Theory
• Grounded theory method is a systematic
methodology in the social sciences involving
the discovery of theory through the analysis of
data.
• It is mainly used in qualitative research but is
also applicable to quantitative data.
18. Methodology
• The researcher will be observing , collecting
data , organizing data and forming theory
from the data at the same time.
• An important methodological techniques in
grounded theory research is constant
comparative process in which every piece of
data is compared with other piece.
21. Content Analysis
• Content analysis is used to analyze the
presence, meanings and relationships of
words and concepts in a text
• then make inferences about the messages
within the texts, the writer , the audience and
even the culture of which they are part.
22. • Content analysis is used in large number of
fields, ranging from marketing and media
studies, to literature , information studies,
sociology and political science, psychology
science, as well as other fields of inquiry.
• Content analysis is start with hypotheses
27. Steps in Data Analysis
• Deciding content
• Defining the FRAME
• Deciding data collection tool
• Collecting data
• Data analysis
• Writing the report
28. Data Collection In Qualitative
Research
• Interviews
• Observations
• Journals
• Focus groups
• Existing documents and records
29. Conclusion
• Qualitative research observed the social
behavior of people.
• In summarizes qualitative research, words are
used rather than numbers
• And data collection occurs with data analysis