great

2. DOING QUALITATIVE RESEARCH
Workshop Facilitator
Dr. Muhammad Bilal Majid

3. Food For Thought
َ‫س‬ْ‫ن‬ِ ْ
‫ْل‬ِ‫ل‬ َ
‫س‬ْ‫ی‬َّ‫ل‬ ْ‫ن‬َ‫ا‬
‫نا‬ََ ّٰ ‫ا‬ِ‫ا‬ ِ‫نان‬
َ‫س‬
‫ی‬ٰ‫ع‬
There is nothing for man except what he strives
for (Holy Quran, Chapter 53, Surah Najm verse
39).

4. QUALITATIVE RESEARCH
Emphasize words rather than quantification in the
collection and analysis of data
To obtain cultural specific information (e.g. opinion,
perception, behaviors and social context)
(Bryman and Bell, 2008; Creswell, 2003 and Mark et. al, 2005)

5. Ethics in QUALITATIVE
RESEARCH
Voluntary Participation
Privacy
Informed consents
Evaluating risk of harm
No deception is involved
Right of withdrawal from the study
Data protection (Bryman and Bell, 2008)

6.  Select an individual/participant to represent the entire
population
 Selection based on first hand experience
Sampling in QUALITATIVE RESEARCH

7. Sampling
Sampling Technique
Probability Non-Probability
Simple random sample
Systematic sample
Stratified random sample
Convenience sampling
Snowball sampling
Cont…
Purposive sampling

8. Qualitative data collection methods
Data
collection
methods
Participant
observation
Document
analysis
Focus
group
Interviews
(For details, Consult your handouts)

9. Focus Group
(Qualitative data collection method)
 Form of group interview
 Emphasizes a specific theme to be explored in depth
 These sessions are usually tape-recorded and
sometimes video-taped.
(Mack et. al. 2005)

10. Practical considerations of
conducting focus group
 Tape recording and transcriptions
 Ethical guidelines
 Explaining the purpose of the focus group
 Statement about confidentiality
 Handling informed consent given by the participant
 Sample size
 Time duration
 Open ended questions
 Probing
 Field notes
(Mack et. al. 2005)

11. Tips for Taking
Notes
 Create a form on which to write your notes
 Take notes strategically
 Record participant identifiers
 Use shorthand.
 Record both the question and the response
 Distinguish clearly between participant comments and your
own observations
 Cover a range of observations
(Mack et. al. 2005)

12. Behavioral Techniques for Building
Rapport in Focus Groups
Fostering a relaxed, positive atmosphere
 Be friendly
 Make eye contact with participants (if culturally appropriate)
 Speak in a pleasant tone of voice
 Use relaxed body language
 Incorporate humor where appropriate
 Be patient and do not rush participants to respond

13. Interviews
Structure interviews.
Semi Structure Interviews.
Un Structure Interviews.

14. Practical consideration of participant observation
 Remember ethical guidelines
 Disclose the information
 Confidentiality during participant observation
 Responsibilities of observer
 Site of observer
 Observation time
 Behavior of observer
 Taking field notes
 Preparing report
Participant Observation
(Qualitative data collection method)

15. What to observe during participant
observation?
(Mack et. al. 2005)
Appearance
 Verbal behavior and interactions
 Physical behavior and gestures
 Personal space
 Human traffic

16. Document as a Source of Data
(Qualitative data collection method)
 Personal document
Diaries, letters, email discussions and autobiographies
 Public document
Meeting minutes, magazines and newspapers
 Audio-visual material
Photographs, video-tapes, art objects and films
 Organizational document
Newsletter, organizational charts, consultancy reports,
manual for organizational policies i.e. recruitment,
training and development and company regulations
(Bryman and Bell, 2008)

17. Qualitative Analysis of
Document
Approaches
of document
analysis
Semiotics
Hermeneutics
Discourse
analysis
Content
analysis

18.  Semiotics
Science of signs
Analyze symbols
 Hermeneutics
 Understanding or interpretation of texts
 Attention to the social and historical context
 Discourse analysis
 Forms of communication other than talk (company mission statement,
websites, emails etc)
 Content analysis
 To highlight main themes
Cont….

19. Home Task
Identify a research topic
 Design qualitative study
 Design Interview Protocol