qualitative design

1. Overview of Qualitative
Research, Data Analysis
and Presentation
Philip Adu, PhD.
Founder &
Methodology Expert
Center for Research
Methods Consulting, LLC

3. Outline
• Qualitative research
• Philosophical paradigm and
assumptions
• How to conduct qualitative
research
• Problem
• Purpose of the study
• Research question
• Research method
• Data collection
• Data analysis
• Presenting the results

8. Descriptive
(What, where & who)
Exploratory
(How)
Explanatory
(Why)
Examination
(What,
where,
who,
how
&
why)

9. Describe, Highlight, Identify,
Recognize
Explore, Evaluate, Compare,
Examine
Explain, Conceptualize
(What,
where,
who,
how
&
why)

10. ▪ Phenomenon
▪ Experience
▪ Event
▪ Behavior
▪ Situation
▪ Case

12. Philosophical Paradigm About Truth About the
Researcher-
researched
Connection
About Context Method
Used
Positivism Getting to
the single
‘Truth’
Separation
between the
researcher
and what is
being
researched
Findings are
context-free
Promoting
generalizability
of the findings
Quantitative
method
Interpretive Acceptance
of multiple
truths
Connection
between the
researcher
and what is
being
researched
Findings are
based on context
Promoting
transferability of
the findings
Qualitative
method
Source: https://www.youtube.com/watch?v=KmPZ_89iHT4

14. PROBLEM PURPOSE QUESTION METHOD DATA
COLLECTION
DATA
ANALYSIS
FINDINGS

16. Practical Problem
Example:
Misuse of prescription drugs
• Leading to:
• Drug addiction
• Drug overdose
• Health issues
Practical problem: It is about an issue
happening in real life, at a specific
location and among a group of people.

17. Research
Problem
• Research problem: It is an
issue detected in the
literature that could be
addressed by conducting a
study.
Example:
Limited study on what leads
to the misuse of prescription
drugs in country X

19. Purpose of
the Study
• Purpose: It is about what
you intend to do in the study.
Example:
The purpose of this qualitative
study is to examine factors
that contribute to the misuse
of prescription drugs in
country X.

21. Research
Question
The question that needs to be
addressed in a study.
Example:
What are the factors that
contribute to the misuse of
prescription drugs in county
X?

23. Traditional Qualitative
Research Methods
• Narrative approach
• Phenomenological approach
• Grounded theory approach
• Case study approach
• Ethnographic approach

24. Narrative Approach
▪ Collecting participants’
stories
▪ Examining each of them
▪ Narrating a synthesis of
their stories

25. Phenomenological
Approach
▪ Focusing on gathering
participants’ experience of a
phenomenon
▪ Analyzing their experience
▪ Addressing research question
about an experience

26. Grounded Theory
Approach
Collecting data to help develop
a theory to explain:
• Phenomenon
• Process
• Behavior
• Situation

27. Case Study Approach
• Studying a well-defined
case based on:
• Time
• Setting
• Population
• With the purpose of:
• Describing or
• Explaining
• Collecting data from multiple
sources

28. Ethnographic
Approach
• Studying a group of
people in their
natural environment

30. Non-Traditional
Qualitative
Methods
▪ Art-based research method
▪ Photovoice method
▪ Netnography
▪ Autoethnography
▪ Content analysis method
▪ Cloudsourcing method

31. Research
Method
Specific tool/approach needed
to conduct a study
Example
What are the factors that
contribute to the misuse of
prescription drugs in country X?
Case Study Approach

33. Data Collection
Strategies
Document collection
Interviews
Focus groups
Observations

37. Data
Collection
• Who do you want to collect data from?
• What kind of data do you want to
collect?
• How do you want to sample
participants?
• What kind of data collection strategies
do you want to use?
Example
What are the factors that
contribute to the misuse of
prescription drugs in country X?
Case Study Approach

39. Qualitative
Data Analysis
Systematically
• Extracting information/meaning from
the data
• Summarizing extracts to help address
the research question

40. Types of Qualitative
Analysis
1. Content analysis (CA)
2. Thematic analysis (TA)
3. Constant comparative analysis
(CCA)

41. Content Analysis
Connecting predetermined codes/themes
to relevant excerpt in the data
Create Coding frame Extract information
from the data
Assign codes/themes
to the excerpt

42. Thematic Analysis
Extracting excerpts and generating codes/themes
Extract information
from the data
Assign codes/themes
to the excerpt

43. Constant Comparative
Analysis (CCA)
Comparing initially generated codes/themes/theory
to data for the purpose of
• Confirmation
• Refinement
• Rejection
Review data Propose model/theory Compare the proposed
model/theory with
new set of data

44. Data
Analysis
Example
What are the factors that
contribute to the misuse of
prescription drugs in country X?
Thematic Analysis

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46. Presenting Your Finding
• Setting/background
• Demographics
• Data analysis process
• Presenting the results
Sources:
https://www.slideshare.net/kontorphilip/
writing-your-results

47. Routledge
Amazon
FREE COPY for professors/instructors teaching research
method course(s).
Please go to:
https://www.routledge.com/textbooks/evaluation/97811384
86874

48. Larsen, H. G. & Adu, P. (2021). The theoretical framework in
phenomenological research: Development and
application. Oxford: Routledge
Routledge
Amazon
FREE COPY for professors/instructors teaching research
method course(s).
Please go to: https://lnkd.in/efWFcAa

49. https://www.centerforresearchmethods.com/
info@centerforresearchmethods.com
Philip Adu, PhD., Founder & Methodology Expert
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