Section 11 - Qualitative Methods: Why are they valuable?

1. Reporter:
Ms. Arjane C.
Daguplo

2. Qualitative Methods: Why are
they Valuable?
Qualitative research is designed
to reveal a target audience’s range
of behavior and the perceptions that
drive it with reference to specific
topics or issues.

3. What is Qualitative Research?
◊a research study that investigates the
quality of relationship, activities,
situations, or materials
◊aims to get a better understanding
through firsthand experience, truthful
reporting, and quotations of actual
conversations

4. Why use Qualitative Research?
it gives greater consequent
understanding
qualitative design is flexible
cost effective
allows direct link with target

5. Other rationales of doing a qualitative
research by Creswell (1998):
• It derives from the nature of the research
question
•Exploration of a topic to develop theories
•Address the needs to present a detailed view
of a topic
•Studies subject in a natural setting
•Interest in writing in a literary setting

6. •Sufficient time and resources to spend on
extensive data collection in the field and
detailed data analysis
•Audiences are receptive to qualitative
study
•Emphasis on the researcher’s role as an
active learner instead of an expert judging
research participants

7. How does Qualitative Research differ
from Quantitative Research?
Your Quantitative Qualitative
1. Assumptions: Reality through facts
Reality socially
constructed
2. Purpose Looking for causes
Seeking to
understand
3. Approach
Experimental/
correlation
Ethnography
4. Role (Researcher) Detached Immersed
Firestone (1987) suggested that qualitative and
quantitative research differ on 4 dimensions:

8. Distinctions between Qualitative
and Quantitative Research
Qualitative
* Provides deeper understanding
* Asks why
* Studies motivation
* Subjective
* Enables discovery
* Explanatory
* Allows insight into behavior trends, etc.
* Interprets
Quantitative
* Measures level of awareness
* Asks “how many”, “how often”
* Studies action
* Objective
* Provides proof
* Definitive
* Measures level of action, trends, etc.
* Describes

9. What are the characteristics of
Qualitative Research?
ɷNaturalistic
ɷDescriptive Data
ɷConcern with process
ɷInductive
ɷMeaning

10. What are the forms of Qualitative
Research?
1.Participant Observation
Overt Participant Observation
The researcher is easily identified and the
subjects are aware that they are being observed.
Covert Participant Observation
The researcher actually participates and at the
same time observes what is going on.

11. 2.Non-Participant Observation
Naturalistic Observation
Observing individuals in their natural setting.
Simulations
Researchers create a situation and ask subjects
to simulate certain roles.
3.Ethnographic Research
Focuses on the sociology of meaning through
close field observation of sociocultural
phenomena

12. How is Qualitative Research used?
ϕ used as a tool to generate ideas
ϕ used as an aid in developing a quantitative study
ϕ used as a tool in explaining, expanding and
illuminating quantitative data
ϕ used as a step in clarifying the values, language and
meanings attributed to people
ϕ used as an instrument in inquiring into developmental
and historical processes

13. Thank you… 