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Qualitative methods

An Introduction

Pre-session preparation

You must not count anything!

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• Locate a short interview (around 500-700 words) or blog of the same kind of length written by an individual of your choice.

• Print a copy of your chosen material and bring it to the lesson on qualitative methods.

• Identify one possible way that you could analyze your data and prepare to explain this to the rest of the group.

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Command words:The language of the learning outcomes

• Distinguish between qualitative and quantitative data.

• Explain strengths and limitations of a qualitative approach to research.

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What is qualitative data?

Qualitative data is non-numeric. It generally involves verbal reports. Methods of collecting qualitative data include:

1. Interviews: semi-structured, focus group and narrative interviews

2. Observations: participant, non-participant, naturalistic, overt and covert

3. Case studies

Qualitative researchers ‘draw out’ meanings from the explanations given by participants.

Qualitative data can also be collected from sources such as books, newspapers, blogs, TV programmes and films.

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Strengths of qualitative data

• Rich, detailed data is produced using qualitative methods.

• It allows an insight into human experiences/feelings which is not available from quantitative data.

• This means that it is much more suitable for the exploration of sensitive or emotional issues/problems.

• This approach can challenge existing explanations/theories or lead to new theories being developed.

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Challenges of qualitative data

• Interpretations of qualitative data are highly subjective.

• Two researchers may perceive or interpret data from an interview in quite different ways.

• This means that researchers must take a reflexive stance and identify their own ‘position’ in relation to the research topic.

• Analyzing qualitative data takes time making this kind of approach generally more expensive.

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Quantitative vs Qualitative research

Quantitative researchers

• Use a deductive approach.

• Collect data in the form of numbers (e.g. scores).

• Data are subjected to statistical tests to determine significance.

• Sees the researcher as objective.

• Prefers random sampling with the intent of generalizing.

Qualitative researchers

• Use an inductive approach and ‘draw out’ meanings from data.

• Collect data in the form of words often with audio or video recordings.

• Data can be subjected to quantitative or qualitative analysis.

• Acknowledges that research is subjective and requires reflexivity.

• Prefers purposive sampling.