Qualitative Research

2. What is
Qualitative
Research?
• Qualitative research use to study things in their
natural settings, attempting to make sense of, or to
interpret, phenomena in terms of the meanings
people bring to them
• Qualitative research is intended to penetrate to the
deeper significance that the subject of the research
assigns to the topic being researched.
• It involves an interpretive, naturalistic approach to its
subject matter and gives priority to what the data
contribute to important research questions or
existing information
• Qualitative research consists of several
methodologies that have been used frequently in
health and nursing research.
(Denzin 1994)

3. Principles of
Qualitative
Research
• Naturalistic inquiry
• Inductive reasoning

4. Dimension Narrative Phenomenology
Grounded
Theory Ethnography Case Study
Focus •Exploring the
life of an
individual
• Understanding
the essence of
experiences
about a
phenomenon
• Developing a
theory grounded
from data in the
field
• Describing and
interpreting a
cultural or
social group
• Developing an
in-depth
analysis of a
single case or
multiple cases
Data
Collection
• Primary
interviews and
documents
• Long interviews
with up to 10
people
• Interviews with
20-30
individuals to
“saturate”
categories and
detail a theory
• Primarily
observations
and interviews
with additional
artifacts during
extended time in
the field (e.g.
6 months to a year)
• Multiple
sources
including
documents,
archival records,
interviews,
observations,
• Physical artifacts
Data
Analysis
• Stories
• Epiphanies (suddenly
become conscious)
• Historical
content
• Statements
• Meanings
• Meaning themes
• General
description of the
experience
• Open coding
• Axial Coding
• Selective
Coding
• Conditional
Matrix
• Description
• Analysis
• Interpretation
• Description
• Themes
• Assertions
(Statements)
Narrative
Form
• Detailed picture
of an individual’s
life
• Description of the
“essence” of the
experience
• Theory or
theoretical
model
• Description of
the cultural
behavior of a
group or an
individual
• In-depth study
of a “case” or
“cases”
The Qualitative Traditions/Designs

5. Common
Methods to
Collect
Qualitative
Data
• Interviews.
• Case studies.
• Secondary research (record keeping)
• Expert opinions.
• Focus groups.
• Online surveys (mobile, desktop)
• Paper surveys.
• Observational studies

6. Introduction
to Interview
• The word interview comes from Latin and French
words meaning to “see between” or “see each
other”.
• Generally, an interview is a private meeting between
people where questions are asked and answered.
• The person who answers the questions is called in
the interviewee & the person who asks the
questions is called an interviewer.
• Qualitative interviews allow respondents to share
information in their own words and are useful for
gathering detailed information and understanding
social processes.

7. Why are
Interview
Techniques in
Qualitative
Research
Effective?
Qualitative research interviews help
you explain, understand and explore
opinions, behavior and experiences.
Qualitative research can provide
insights into a phenomenon.
Qualitative research discoveries can
be further researched and analyzed to
influence the decisions.

8. How to Plan
a Qualitative
Interview
• Ethical approval and informed consent
• Selecting participants
• Convenience
• Purposive
• Quota
• Snowball
• Small sample size – Data saturation.

9. Main Types
of Qualitative
Interviews
• Unstructured interview
• Semi-structured interview
• Structured interview
In a qualitative interview, the researcher usually
develops a guide in advance that he/she then refers
to during the interview (or memorizes in advance of
the interview).

10. Interview
Guide
• An interview guide is a list of topics or questions
that the interviewer hopes to cover during an
interview.
• It is called a guide because it is simply that—it is
used to guide the interviewer, but it is not set in
stone.
• It is further known as theme list, and the topic
guide.
• Interview guides can vary in format but should
contain some outline of the topics you hope to
cover during an interview.

12. How to
conduct
Qualitative
Interview?
• A qualitative interview is a more personal form of
research compared to questionnaires.
• The interviewer can probe or ask follow-up research
questions of the interview participant.
• In some cases, subjects may start to interview the
interviewer. This fosters deep discussion of the
interview topic.
• Qualitative research interviews may take place one-
on-one or in focus groups.
• The interview can take place in person, over the
phone or through video chat. The interviewer
collects information about opinions, behavior,
attitudes, feelings, preferences and knowledge.

13. The Need of
Study Setting
for
Qualitative
Interview
You can ensure that you pick the correct
setting for your qualitative interview and get
the best results.
• Choose a quiet location. ...
• Minimize distractions. ...
• Conduct the interview in a relaxed
environment. ...
• Set up the recording gear before the interview.

14. Time
Duration
for
Qualitative
Interview
Although it varies depending on the study and
its scope.
Most interviews last between 45 minutes and
01 hour or 30 to 90 minutes.
This should provide sufficient time and
flexibility from both sides to get to know one
another.
However, what works for one business may not
work for the other.

15. The Role of the
Qualitative
Interviewer
Identify when
qualitative research
interviews are
appropriate
Prepare yourself as
an interviewer
Construct an
interview guide and
test your questions
Consider cultural
and power
dimensions of the
interview situation
Build rapport with
your respondents
Remember you are
a co-creator of the
data

16. The Role of the
Qualitative
Interviewer…
Talk less and listen
more
Allow yourself to
adjust the
interview guide
Be prepared to
handle
unanticipated
emotions
Transcribe the
interviews in good
time
Check the data
Initiate analysis
early