What are the characteristics of qualitative research? (4)
- Research doesnt involve numerical data
- Uses words, pictures, photos, videos, audio recordings
- Starts with a broad question rather than a specific hypothesis
- Develop a theory so its inductive rather than deductive
Sources of qualitative data (6)
- Interviews (structured, semi-structured or unstructured)
- Focus groups
- Questionnaires or surveys
- Secondary data
- Direct observations - may also be recorded (video/audio)
- Ethnography - people’s cultures, habits etc
How’s is the common purpose between quantitative data and qualitative data different?
Quantitative tests hypothesis or specific research questions where as qualitative discovers ideas used in exploratory research with general objects
How is the approach of quantitative data and qualitative data different?
Quantitative data measure and test where as qualitative data observe and interpret
How is the data collection approach of qualitative data and quantitative data different?
Quantitative data has a structured response with categories provided where as qualitative data is unstructured and free form
How is research independence different in qualitative data and quantitative data?
In quantitative data the researcher is an uninvolved observer and results are objective where as in qualitative data the researcher is intimately involved and results are subjective
How are the sample sizes different in quantitative and qualitative data
Quantitative data uses large sample sizes to produce generalisable results where as qualitative data uses small samples often in natural settings
Where is qualitative and quantitative data most often used?
Quantitative data is used in descriptive and causal research designs where as qualitative data is used in exploratory designs
What is the aim of qualitative data?
Is to complete a detailed description
What are the three dimensions of qualitative research?
- Understanding context - How economic, political, social, cultural, environmental and organisational factors influence the particular situation
- Understanding people - how people make sense of their experiences
- Understanding interaction - how various actors involved interact with each other
Strengths of qualitative research (2)
- Data more rich in terms of depth and understanding of a particular phenomena, narrative etc
- Includes researcher and people personal experiences of phenomena
Weaknesses of quantitative data (3)
- Time consuming
- Findings not general and applies to a specific context
- Insufficient data to test hypothesis and build theory
What is a structured interview?
Involves administration of an interview schedule by an interviewer - is sometimes referred to as standardised interview
What is the aim of a structured interview?
Aim is for all interviews to be given exactly the same context of questioning - ensuring that replies can be aggregated
What are unstructured interviews?
Is an interview which is similar to a conversation with the interviewer allowing the interviewee to respond freely
What are semi-structured/focused interviews?
Interviewer has a list of potential questions on fairly specific topics to be covered (an interview guide) but allows the interviewee some latitude in how questions are answered
Features of focus groups (3)
- A structured group process used to obtain detailed information about a particular topic
- Several participants, moderator/facilitator
- Emphasis on questioning on a particular fairly tightly defined topic
How can you reduce the data collected? (3)
- Identify themes
- Coding themes
- Creating categories
How can data be presented?
- Written form
- Graphical form
- Pictorial form
