CHAPTER 2: QUALITATIVE

RESEARCH AND ITS IMPORTANCE

TO DAILY LIFE
MR. JOHN LEWIS SUGUITAN, LPT
SUBJECT TEACHER
LEARNING OBJECTIVES
1. To Define Qualitative Research.
2. To Explain The Elements And Characteristics Of Qualitative
Research.
3. To Identify The Different Types Of Qualitative Research,
4. To Know The Advantages/ Disadvantages Or Strengths/
Weaknesses Of Qualitative Research.
5. To Know The Essence Of Qualitative Research In Our Daily Life.
6. To Illustrate The Importance Of Qualitative Research Across Fields
LET’S GET STARTED!
Living in a world filled with different race
makes us more unique as an individual. We
might probably think and ask what are those
unique traits, its similarities and differences. In
such a way, qualitative research plays a vital
role in answering our doubts and queries in
that certain matters.
WHAT IS QUALITATIVE RESEARCH?
According to Coghan 2014, there is a personal involvement in every
stage of your research.

EXAMPLE. During an interview, we tend to admire the boldness and

fighting spirits of the AFP while combatting the Maute-ISIS terrorists.
We became affected by their expressions of what they think and feel
about a topic while listening or observing a particular object/subject
in a natural setting.

According to Silverman 2013; Litchman 2013; Walliman 2014; Suter

2012, qualitative research is an act of inquiry or investigation of
real-life events.
Qualitative Research is “A form of
social inquiry that focuses on the
way people interpret and make
sense of their experiences and the
world which they live.”
CHARACTERISTICS OF QUALITATIVE
RESEARCH
BELIEFS

1.There is no single reality.

2.Reality is based upon perceptions that are diverse
for each person and vary over time.
3.What people know has meaning only within a given
situation or framework.
CHARACTERISTICS OF QUALITATIVE
RESEARCH

1 Naturalistic inquiry

2 Nonexistence of truth

3 Significance of context
CHARACTERISTICS OF QUALITATIVE
RESEARCH

4 Value of meaning

5 Researcher – as - instrument

Participant – researcher
6 relationship
CHARACTERISTICS OF QUALITATIVE
RESEARCH

7 Skill set essential of the researcher

8 Flexibility of the research design

Types of issues or questions are

9 well - tackled
CHARACTERISTICS OF QUALITATIVE
RESEARCH

10 Messy analysis and inductive

approach

11 Unique capabilities of online

and mobile qualitative research

12 Purposeful sampling
STRENGTHS OF QUALITATIVE RESEARCH

Issues and subjects can be

1 evaluated in – depth and in – detail.
STRENGTHS OF QUALITATIVE RESEARCH

Interviews are not limited to

2 particular questions and can be
redirected or guided by researchers
in real time.
STRENGTHS OF QUALITATIVE RESEARCH

The direction and framework of

3 research can be revised quickly as
soon as fresh information and
findings emerge.
STRENGTHS OF QUALITATIVE RESEARCH

The data in qualitative research

4 depends on human experience and
this is more compelling and powerful
than date gathered through
quantitative research.
STRENGTHS OF QUALITATIVE RESEARCH

Complexities and subtleties about

5 the subjects of the research or the
topic covered are usually missed by
many positivistic inquiries.
STRENGTHS OF QUALITATIVE RESEARCH

Data is usually gathered from few

6 individuals or cases therefore
findings and outcomes cannot be
spread to larger populations.
However, findings can be transferred
to another setting.
STRENGTHS OF QUALITATIVE RESEARCH

With this type of research, the

7 researcher has a clear vision on what
to expect. They collect data in a
genuine effort of plugging data to
bigger picture.
WEAKNESSES OF QUALITATIVE RESEARCH

Research quality is heavily

1 dependent on the individual skills of
the researcher and more easily
influenced by the researcher’s
personal biases and idiosyncrasies.
WEAKNESSES OF QUALITATIVE RESEARCH

Rigor is more difficult to maintain,

2 assess, and demonstrate.
WEAKNESSES OF QUALITATIVE RESEARCH

The volume of data makes analysis

3 and interpretation time consuming.
WEAKNESSES OF QUALITATIVE RESEARCH

It is sometimes not as well

4 understood and accepted as
quantitative research within the
scientific community.
WEAKNESSES OF QUALITATIVE RESEARCH

The researcher’s presence during

5 data gathering, which is often
unavoidable in qualitative research,
can affect the subjects’ responses.
WEAKNESSES OF QUALITATIVE RESEARCH

Issues of anonymity and

6 confidentiality can present problems
when presenting findings.
WEAKNESSES OF QUALITATIVE RESEARCH

Findings can be more difficult and

7 time consuming to characterize in a
visual way.
KINDS OF QUALITATIVE RESEARCH

The word ethnography literally

means “writing about people
groups.”
1 ETHNOGRAPHY
These are holistic in nature and
consist of a history of the culture
being studied, their routines and
practices, and discussion of their
environment.
QUALITIES OF ETHNOGRAPHY

1 Ethnographic research is the observation of groups

of people or a culture in the field or natural setting

Participant observations are the essential type of

2 data collection, but in – interviews are frequently
used to make clear the researcher’s observations.

The researcher pays interest to the context, artifacts,

3 and environments of the subjects besides their
interactions with each other.
QUALITIES OF ETHNOGRAPHY

4 Ethnographies are long – term studies.

5 The researcher also plays the role of the

learner.

The process of ethnography is characterized by

6 intensive, ongoing, face to face involvement with
participants of the culture being studied.
TWO SPECIALIZED TYPES OF
ETHNOGRAPHY

Ethnology – comparative study

1 of cultural groups

Ethno – history – the study of

2 the cultural past of a group of
people
KINDS OF QUALITATIVE RESEARCH

It knits as one a sequence of events,

usually from one or two individuals
to form an organized story.
2 NARRATIVE
The researcher conducts in – depth
interviews, read documents, and
looks for themes.
FORMS OF NARRATIVE

1 Biographical Study

2 Autobiography

3 Life History
FORMS OF NARRATIVE

4 Personal Experience
Story

5 Oral History
KINDS OF QUALITATIVE RESEARCH

It describes event, activity, or

phenomenon.

3 PHENOMENOLOGICAL It aims to describe precisely the lived

experiences of people, and not to
create theories or models of the
phenomenon being studied.
QUALITIES OF PHENOMENOLOGY

1 The researcher tries to gain access to individual’s

life – worlds, which is their world of experience.

Conducting in – depth interviews is a common

2 method for gaining access to individual’s life –
worlds.

The researcher, next, searches for the invariant

3 structures of individuals experiences (also called
the essences of their experiences)
QUALITIES OF PHENOMENOLOGY

4 Phenomenological researchers often search for

commonalities across individuals.

After analyzing his phenomenological research

5 data, he should write a report that provides
rich description and vivid experience of being
there for the reader of the report
KINDS OF QUALITATIVE RESEARCH

It was founded by Glaser and

Strauss. It is founded philosophically
on symbolic interactionism.
4 GROUNDED
THEORY
Distinct features of it are theoretical
sampling and constant comparative
method.
CHARACTERISTICS OF GROUNDED
THEORY

1 Fit
2 Understanding
3 Generality
4 Control
STEPS OF DATA ANALYSIS IN
GROUNDED THEORY

1 Open coding

2 Axial Coding

3 Selective Coding
KEY ANALYTIC STRATEGIES

1 Coding

2 Memoing

3 Integrative diagrams and sessions

KINDS OF QUALITATIVE RESEARCH
It was made famous by the Harvard
Business School in explaining an
organization, entity, company, or
event.
CASE
5 STUDY
It involves a deep understanding
through multiple types of data
sources.

It can be exploratory, explanatory, or

describing an event.
TYPES OF CASE STUDY ACCORDING TO
ROBERT STAKE

1 Intrinsic case study

2 Instrumental case study

3 Collective case study

DESCRIPTIONS OF CASE STUDY

1 Case study research is a methodology which can

take either a qualitative or quantitative approach

In the qualitative approach, case study refers

2 to the in – depth analysis of a single or small
number of units.

3 Case study unit may include a single person, a

group of people, an organization or an institution
DESCRIPTIONS OF CASE STUDY

4 Some case study research may involve the research

of a series of cases.

Case study research ranges in its complexity:

5 • From a simple, illustrative description of a single event;

• To a more complex analysis of a social situation over a period of
time
• To the most complex approach which is an extended case study
DESCRIPTIONS OF CASE STUDY
Case study aims to offer a richness and depth of information by
6 capturing as many variables as possible.

7 Case study as a method is very versatile.

8 One of the criticisms of case study method is that the case under
study may not be representative of a wider social setting

9 The purpose of case study is to describe that particular case in detail

and take learning from that and develop theory from that approach
IMPORTANCE OF QUALITATIVE RESEARCH ACROSS FIELDS OF
INQUIRY
Inquiry and experimentation in
education is as old as the art of
teaching itself.

1 EDUCATION
It can provide additional, and
sometimes critical, information as to
what interventions can and should
be used for students. Qualitative
researchers in this filed are trying to
find solutions to existing educational
problems.
IMPORTANCE OF QUALITATIVE RESEARCH ACROSS FIELDS OF
INQUIRY
The need of qualitative research in
nursing is due mainly on the use of
diverse range of knowledge,
including that from research, to
2 NURSING make clinical decisions and to plan
care with patients.

Qualitative research. Is better

equipped to provide information on
the meaning of illness for patients
and hot it was affected patients’
lives.
IMPORTANCE OF QUALITATIVE RESEARCH ACROSS FIELDS OF
INQUIRY
Social workers are often encouraged
to further develop theories and
hypotheses regarding the root
SOCIAL causes of the problems faced by
3 WORK their clients.

Social work is, quite simply, the act

of investigating a certain factor or
problem that clients are facing.
IMPORTANCE OF QUALITATIVE RESEARCH ACROSS FIELDS OF
INQUIRY
The social world is a reality.
Qualitative research usually involves
studies of single individuals, based
SOCIAL on interviews and observations, with
4 SCIENCE the goal of identifying their internal
psychological and behavioral
characteristics.
IMPORTANCE OF QUALITATIVE RESEARCH ACROSS FIELDS OF
INQUIRY
The strength of qualitative research
in psychology is its to ability provide
precise answers to specific research
questions and to draw general
5 PSYCHOLOGY
conclusions about human behavior
in the real – world contexts in which
it occurs
FIELDS OF PSYCHOLOGY

1 Abnormal Psychology

2 Cognitive Psychology

3 Developmental Psychology

4 Social Psychology

5 Personality Psychology
IMPORTANCE OF QUALITATIVE RESEARCH ACROSS FIELDS OF
INQUIRY
Qualitative research is widely used
to study issues related to doctor –
patient interaction especially in
HEALTH general practice.
6 CARE
Studies concerning patients’ versus
doctors’ agendas in general practice
and general practitioners
perceptions of effective health care
are examples.
IMPORTANCE OF QUALITATIVE RESEARCH ACROSS FIELDS OF
INQUIRY
It’s about getting people to talk
about their opinions so businesses
can understand their motivations
BUSINESS and feelings.
7 AND
MARKETING
QUALITATIVE RESEARCH IN BUSINESS AND
MARKETING CAN TELL THE FOLLOWING

1 What customers or prospects think and feel

about the company’s product or service.

How customers choose between different

2 products or suppliers; what motivates them

3 How branding, design and packing influence

customers and in what way
QUALITATIVE RESEARCH IN BUSINESS AND
MARKETING CAN TELL THE FOLLOWING

4 What sort of marketing messages have the most

impact and what turns customers off completely

5 How price affects their decision – making

6 Whether there is demand for a new product or

service