METHODS OF QUALITATIVE RESEARCH

1. METHODS OF
QUALITATIVE
RESEARCH
PRESENTED BY GROUP #6:
Camila Monserrath Herrera Mosquera
Camila Dámaris Hidalgo Montalvo
Jonathan Patricio Guerrero Flores
Diego Kevin Illanes Aguinda
Naomy Samay Guaytarilla Conterón

2.  Qualitative research methods
 Decide on methods
• It is better to have an advantage, considering the context where the research will be carried out.
• A method or a combination of methods can be used. where
• Detailed information is needed and observing the behavior of the population or target.
• The qualitative results of an investigation must be descriptive and not predictive.
• The researcher must construct or support various theories for future potential quantitative research and in turn know what type of
research is the most appropriate to apply.
• A type of method should be chosen to investigate the problem in its actual context.
• Finally, using the results of the study, conclusions can be drawn regarding the topic.
 The 3 types of qualitative research are:
1. Participant observation
2. In-depth interviews
3. Focus group
An example would be: in a report, where the solution provided by a company to its customers is mentioned. You can see the
challenges they faced during startup and development, the conclusions of the case and the solutions they offered for the problems.
With this they build empirical evidence that must be promoted to obtain more business.

3.  PARTICIPANT OBSERVATION
This is a qualitative method based on ethnographic research. Here the researcher gets involved in the lives of the people being
observed.
 This can be conducted in two different ways:
*Covert participant observation: nobody knows what the researcher is doing.
* Overt participant observation: everyone knows what the researcher is doing.
 Things to consider:
* Behave ethically: you have to obtain the participants consent before you start, you can´t interrupt their activities, you have to be
discreet and be confident.
*Planning observation: you have to determine the purpose, the population to be observed, the possible sites, time and date in which
you would like to observe and schedule time to expand notes.
 Writing field notes
Field notes are a form of representation, that is, a way of reducing
just-observed events, persons and places to written accounts.
there are some tips that could be useful when writing field notes.

4. IN-DEPTH INTERVIEWS
In-depth interviews or unstructured are known as the way in which the interviewer convinces the
interviewee to know the story of his life, allowing him speak frealy about his life. It seems easy, but it’s
really difficult, because the interviewer must attend to all the information of the interviewee, to obtain more
details, being discreet and creating a suitable environment.
Becoming a trustworthy interviewer is important defines success or failure future.
 Ethical characteristics
- Make know the purpose of the interview, with the possible risks and benefits.
- Protect privacy.
- Arrive to the interview site early.
- Establish a positive relationship with the interviewee.
 Focus on strengths and weaknesses
- Strengths
- The interviewer should focus on the behavior of the interviewee.
- Explain the connections with the interviewee's events.
- Weaknesses
- Be susceptible to bias (optimistic bias).
- Analyze the data obtained from the interviewee.

5. FOCUS GROUP
Dawson says a focus group is "A
number of people who come together
to discuss a particular topic for
research purposes." There are two
researches - a moderator and someone
who takes detailed notes.
The moderator must
- Set rules
- Be friendly
- Be patient
- Incorporate humour
- Use a pleasant tone
- Establish mutual respect
Behaving ethically
Moderating a focus group
Preparation
-Practice both moderating and taking
notes.
-Have a checklist of everything
-Confirm the location of the focus
group.
Focus Group Day
-Check the equipment and location.
-Label all documentation materials
-Greeting and registration
-Assign pseudonyms or numbers
-Put the basic rules.
-Give opportunity to ask questions.
After the focus group
Collect data and expand your notes.
Obtain consent and avoid
using participants' names
Writing field notes
-Take notes in an
organized order, capture
the essentials, identify
participants, wear
shorthand, record the
questions and answers,
cover a range of
observations.

6. REFERENCES & BIBLIOGRAPHY
 References.-
• In-depth interview (2017) explores the strengths and limitations of an in-depth interview.
https://www.researchgate.net/publication/319162160_In-depth_Interview
• Dawson, C. (2002). Practical research methods: A user-friendly guide to mastering research
techniques and project [e-book]. Retrieved from https://drive.google.com/file/d/0B-
hFHsTLlAssanVqQmt0NWI5Qmc/view
 Bibliography.-
• S. A. (2020). ¿Cuáles son los métodos de investigación cualitativa y cuantitativa?. QuestionPro.
Recuperado de https://www.questionpro.com/blog/es/metodos-de-investigacion-cualitativa-y-
cuantitativa/