A Qualitative Approach to Research Open Workshop 2012-13 Free elearning seminar "Elements of Research Methodology " University of Patras For more on the topic & session: http://openworkshop.pbworks.com/w/page/64348624/Focus%20Groups

1. A Qualitative Approach to Research
Making Sense of Interviews and Focus Groups
Marianna Vivitsou, PhD Scholar, Researcher
CICERO Learning Network, University of Helsinki, Finland

2. Our discussion focus
 the fundamental issues underpinning qualitative
research and how this differs from the
quantitative approach
 interviews and focus groups on stage as
qualitative data collection methods

3. Inspiration from the Literature
 Polkinghorne, D. (1988). Narrative knowing and the human
sciences. State University of New York Press, Albany, New
York.
 Some more suggested readings
 Creswell, J.W. Qualitative Inquiry and Research Design:
Choosing Among Five Traditions. Sage Publishing Company.
Thousand Oaks, CA, 1998.
 Halkier, B. (2010). Focus groups as social enactments:
integrating interaction and content in the analysis of focus
group data. Qualitative Research, 10(71), pp. 71-89.
 Denzin, N.K., Interpretive Ethnography: Ethnographic Practices
for the 21st Century. Sage Publishing Company. Thousand
Oaks, CA, 1997.
 Denzin, N. and Lincoln, Y. Collecting and Interpreting
Qualitative Materials. Sage Publishing, Thousand Oaks, CA,
1998.
 Polkinghorne, D. (1988). Narrative knowing and the human
sciences. State University of New York Press, Albany, New York.
 Shank, G. Qualitative Research: A Personal Skills Approach.
Merrill Prentice Hall. Columbus, Ohio, 2002.

4. Human sciences
 the study of the material, organic and meaning
structures of reality (= the human realm)
 Multi-level interactions :
 genetically given dispositions interacting with habits,
behaviours and thought processes
 ‘The above stratification extends to the cultural
rules and language systems in which individuals
are conjoined in social groups. The environment
produced, culture and meaning, holds traditions
and conventions to which individuals are
connected in a dialectic manner.’

5. The study of meaning
 Requires the use of linguistic data
 The structure of language can be studied as an
indication of the structure of the realm of meaning
 Language is commensurate with meaning. In its
ordinary use it carries meanings among people.
 Information about other people’s realm of meaning
can be gathered through the messages they give
about their experiences.

6. The goal of qualitative research
 To produce clear and accurate descriptions of the
structures and forms of the various meaning systems
 This type of outcome does not provide information for the
prediction and control of behavior; instead, it provides a
kind of knowledge that individuals and groups can use to
increase the power and control they have over their own
actions
 Data gathering techniques:
 self-reflection, interviews, collection of artifacts
 Types of Interviews:
 structured, semi-structured, in-depth

7. Qualitative data as
social enactments
 ‘… Focus group data and individual interview data
all can be seen as social practitioners’ performances
in different contexts.’
 This view underlines the necessity of including the
social interaction dynamics in analyzing focus group
data. (Halkier, 2010)

8. Thank You
for Your Attention! 
Mari@nna Vivitsou
 Contact: marianna.vivitsou@helsinki.fi