This document discusses qualitative and quantitative research methodologies. It explains that qualitative research allows understanding of a phenomenon from the perspectives of people involved and seeks to provide a rich understanding of an issue. The most common qualitative methods are described as participant observation, depth interviews, and focus groups. It also covers sampling methods for qualitative research, including purposive sampling, quota sampling, and snowball sampling.

1. QUALITATIVE RESEARCH METHODOLOGIES
INTRODUCTION:
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Qualitative research…
Allows the researcher to understand a problem or
Phenomenon from the perspectives of the people it involves
Reveals a complete picture of a certain research issue
Seeks to provide a rich understanding of a certain research
issue

2. QUANTITATIVE RESEARCH METHODOLOGIES
INTRODUCTION:
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Quantitative research…
1. Quantifies variation
- What factors influence athletic ability?
Expresses a number or measure of a mount
2. Predict relationships
- When is it most likely to rain?
3. Describle characteristics
- What is the average height of an FTU student?

3. QUALITATIVE vs. QUANTITATIVE
RESEARCH
QUALITATIVE
• Textual data
• Explore phenomena
• Flexible, unstructured
• Describe variation,
relationships, and
individual and group
experiences.
QUANTITATIVE
• Numerica data
• Confirm hypotheses
• Rigid, structured
• Quantify variation,
predict relationships,
and describle
characteristics.
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4. QUALITATIVE METHODOLOGIES
The most common qualitative research methodologies
are:
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Participant observation
Depth interviews
Focus groups
Surveys

5. QUALITATIVE METHODOLOGIES
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1. Participant observation
- Observe naturally occurring behaviors
through immersion whith a population
- Develop “insider” knowledge
- Record detailed and extensive field notes
- Notice everything

6. QUALITATIVE METHODOLOGIES
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1. Participant observation

7. QUALITATIVE METHODOLOGIES
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1. Participant observation

8. QUALITATIVE METHODOLOGIES
Depth Interviews
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Intensive individual interviews
Small number of paticipants
Explore perspectives on an issue or phenomenon
Dynamic and detailed

9. QUALITATIVE METHODOLOGIES
Depth interviews
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10. QUALITATIVE METHODOLOGIES
Focus Groups
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Generate data on how groups think about
certain ideas in group settings
Not just facts – meaning of facts.
Good conversation
Careful moderation

11. QUALITATIVE METHODOLOGIES
Focus Groups
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12. QUALITATIVE METHODOLOGIES
Focus Groups
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13. SAMPLING
Determining a Sample
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- Even if it were possible, it is not necessary to
collect data from everyone in a community.
- In qualitative research, the researcher needs to
define and select a sample.
- The study’s objectives and the characteristics
of the study population determine which and
how many people to sellect.

14. SAMPLING METHODS
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Three of the most common sampling menthods are:
Purposive sampling
Qouta Sampling
Snowball Sampling

15. SAMPLING METHODS
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Purposive sampling
Purposive sampling groups participants according to
pre – selected criteria relevant to a particular research question
Ex: Motorbike drivers in HCMC
Sample sizes depend on:
- Resources and time available
- The study’s objectives
If the researcher needs a specific number
of participants, qouta sampling is better.

16. SAMPLING METHODS
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Qouta Sampling
Quota sampling begins with two decisions:
-What characteristics?
- How many people?
Characteristics are selected in order to find participants
who have experience with or knowledge of the research topic
The researcher goes into the community and selects
the predetermined number of people demonstrating
the pre – selected characteristics

17. SAMPLING METHODS
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Snowball Sampling
Snowball Sampling is a form of purposive sampling
Paticipants refer the researcher to orther potential participants
Snowball Sampling is often used to find and recruit
“hidden populaions” – groups not easily accessible

18. QUALITATIVE METHODOLOGIES
Your way of collecting data will depend on wich
qualitative methodology you choose. These include:
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DATA & SYNTHESIS
Field notes
Audio and Video
Transcripts