QUALITATIVE RESEARCH

By: Aimor Domingo Mondejar

WHAT IS QUALITATIVE RESEARCH?

QUALITATIVE RESEARCH
Is a generic term for investigative methodologies described as
ethnographic, naturalistic, anthropological, field or participants observer research.
It emphasizes the importance of looking at the variables in the natural setting in which they are
found.
Interaction between variables is important.
It is also called ETHNOMETHODOLOGY or FIELD RESEARCH.
It generates data about human groups in social setting.
Qualitative Research Methods is originated in social and behavioral sciences:
(SOCIOLOGY, ANTHROPOLOGY AND PSYCHOLOGY)
Today , qualitative methods in the field of marketing research include in-depth interviews with
individuals, group discussion(from two-ten is typical) diary and journal exercises, and in context
observations.
Sessions may be conducted in person by telephone, via videoconferencing, and via internet.

Qualitative research uses observations as the data collection method.

Observation is the selection and recording of behaviors of people in their environment.

Observation is useful for generating in-depth description of organizations or events, for obtaining
information that is otherwise inaccessible, and for conducting research when other inadequate.
 Why Qualitative Works?

Synergy among respondents , as they build in each others comment and ideas.
The dynamic nature of interview or group discussion process , which engages respondents more
actively than is possible in more structural survey.
The opportunity to prove ( help me understand why you feel that way ) enabling the researcher
to reach beyond initial responses and rationales
The opportunity to observe, record and interpret non-verbal communication ( i.e, body language,
voice intonation ) as a part of respondents feedback , which is valuable during interviews or
discussion , and during analysis .
The opportunity to engaged respondents in play such as projective techniques and exercises ,
overcoming the self- consciousness that can inhibit spontaneous reactions and comments.
 PROBLEMS WITH QUALITATIVE STUDIES INCLUDE:

More time consuming.

Masses of data to transcribe.
More difficult to code data.
Not applicable to widely dispersed social setting.
Generally only a case study with limited applicability to other situations
Difficult to control for researcher bias.
Example of Qualitative Research
Imagine that your home town has implemented a gun buyback program. The city
offers to buy used guns from people, even if these guns are illegal. There are no
questioned asked. The city hopes that this program will reduce the numbers of
guns on the street and the amount of gun violence. Youre skeptical that the
program will work. How could you figure out whether it does or not.?
There are two types of research that you could do to figure out whether the gun
buyback program actually works to reduce violence .
Qualitative research involves looking in-depth at non-numerical data. Think of
the word Quality when you think of qualitative data- you are taking a deep ,
quality look at phenomenon.
Compare qualitative research to quantitative research, which looks at pattern in
numeric data. For example, if you want to study whether a gun buyback didnt
work for them and what condition they think it could work for. This is qualitative
research.