Ethnographic research aims to holistically understand a specific group through in-depth interviews and observation of their everyday experiences. It requires a detailed description of the group, analysis of themes, and the researcher's interpretations. The researcher considers both an emic, or insider, perspective as well as an etic, or external, perspective on the group's reality. Through thick description including quotations, the researcher documents what they have observed and heard to gain a deeper understanding of the group's behavior in its natural setting. Sampling techniques are important to identify appropriate participants for a study and represent the population.

1. Qualitative Research
Procedure
Module 7

2. Ethnographic Research
-is a qualitative research method that aims to
get a holistic picture of a specific group, society,
institution or any situation.
-usually studies the culture of on group by
documenting the everyday experiences of the
people involved through in-depth interviews
and continuous participant observation.

3. -it requires three important things:
1. Detailed description of the group being
studied
2. Analysis of the group in terms of themes
and constructs
3. Interpretations of the researchers to the
group as to meanings, symbols, and
generalizations

4. Culture
-is the sums of a groups’ customs and
behaviors.
-it also pertains to the ideas and beliefs that
describe a specific group of individuals

5. Contextualization
-of data; means putting into a larger
perspective what is seen, heard, and observed.
-there are two important perspectives
• Emic perspective- insider perspective of reality
• Etic perspective- is the external objective on
reality

6. Why
ethnographers
usually look at
the data on
these two
perspectives?
Ethnographers usually look
at the data on the two
perspectives in order to
have a thorough analysis
and rich interpretation of
the data

7. Thick description
-it involves describing what the researcher
has seen, heard, and observed in details and
including quotations directly from the
participants in writing the final report.

8. Advantages Disadvantages
More comprehensive Dependent the
researcher’s observations
and interpretations
Gains deeper and richer
understanding of one’s
behavior in a natural
setting
Observer bias is difficult to
eliminate
Suited in studying group
behavior over time
Close supervision is
needed

9. Historical Research
-is a systematic collection and evaluation of
data to describe, explain, and understand events
that occurred in the past
-is conducted to become aware of what
happened in the past in order to come up with
the best decision in the present.
-it manifests the one importance of research
which is understanding history

10. Advantages Disadvantages
Permits investigation of
topics and questions
Threats to internal validity is
quite impossible control
Can study evidence from
the past
Limitation of sample
documents and
instrumentation process
Can use wider range of
evidence
Sampling cannot be
ensured
Provides alternative and
richer source of information
Probable bias in the data
collection and analysis

11. Case study
-is a documented study on a particular person,
group, institution or event.
-it can be used if you want to focus on one
particular issue (e.g., teenage pregnancy)

12. Advantages Limitations
You are only focused on
one person or group
Difficulty of getting the
cooperation of the
person or the group that
you are investigating

13. After you have chosen the most appropriate
qualitative research method to use, the next
step is to identify the participants of your study.
What should be done in order to
identify the participants of your
study?

14. Sampling
Procedure

15. - is the process of
choosing a
representative
portion of the
entire population
Sample Vs. Sampling
- subset of the
population that is
selected for a
study

16. Are you ready
for the activity?

17. Think, Answer, and Discuss
Mechanics of the activity
1. Group the class into two, then assign at least one
representative each group to answer the question.
2. The question will only read twice by the quiz master.
3. After the quiz master read the question the participants
have 10 seconds to answer. Their answer should be
written in the white board.
4. When the time is over the participants should raise their
answer. For every correct answer the participant who got the
correct answer will obtain 5 points.

18. Note: If only the one participant who got the question right,
he/she have the freedom to think if he/she will discuss it or
not. If he/she pass the opportunity to answer the other
group will answer the question.
5. The participant who will discuss will be given 15 seconds
to think and have a brainstorm with his/her group. After 15
seconds, he/she will discuss it.
6. If the answer is wrong, their group will lose 2 points and
the other group will be receive 2 points.
7. The highest group will be having a 5 additional points in
their quiz.

19. 1. __________ used when you
are interested in the
normality of the units. It is a
typical representative of that
being studied such as a class
of grade 11 students.

20. Typical Sample

21. Typical Sample used when
you are interested in the
normality of the units. It is
a typical representative of
that being studied such as a
class of grade 11 students.

22. 2. __________ is considered
to be exceptional or
unusual such as a group
of high achievers despite
physical abilities.

23. Critical Sample

24. Critical Sample is
considered to be
exceptional or unusual
such as a group of high
achievers despite physical
abilities.

25. 3. __________ is considered if
all the members of the
sample have a common
characteristic or trait such
as a group of singers.

26. Homogenous
Sample

27. Homogenous Sample is
considered if all the
members of the sample
have a common
characteristic or trait such
as a group of singers.

28. 4. _________ is considered in
helping the researcher to
understand a new concept or
theory such as choosing a
group of student leaders in
assessing student leadership.

29. Theoretical
Sample

30. Theoretical Sample is
considered in helping the
researcher to understand a
new concept or theory such
as choosing a group of
student leaders in assessing
student leadership.

31. 5. __________ is considered if all the
members of the group do not fit with the
general pattern or display extreme
characteristics such as group of high
school students who achieve high grades
despite poor social environment .

32. Extreme Case
Sample

33. Extreme Case Sample is considered if all
the members of the group do not fit with
the general pattern or display extreme
characteristics such as group of high
school students who achieve high grades
despite poor social environment .

34. 6. ___________ is chosen during the
study to take advantage of new
conditions or circumstances that
have arisen such as a group of
grade 7 students who are the first
to be involved in the
implementation of K-12
curriculum

35. Opportunistic
Sample

36. An opportunistic sample is
chosen during the study to take
advantage of new conditions or
circumstances that have arisen
such as a group of grade 7
students who are the first to be
involved in the implementation of
K-12 curriculum

37. 7. A ____________is obtained to
validate initial findings such
as a follow-up interview of a
group of teachers to verify
the frequent absenteeism of
students

38. Confirming
Sample

39. A conforming sample is
obtained to validate initial
findings such as a follow-up
interview of a group of
teachers to verify the
frequent absenteeism of
students

40. 8. A _____________ also known as
heterogeneous sample is selected to
represent a wide range of
perspectives or characteristics such
as a group of players who possess a
wide variety of behavior on the new
policy of sports competition

41. Maximal Variation
Sample

42. A maximal variation sample is
selected to represent a wide
range of perspectives or
characteristics such as a group
of players who possess a wide
variety of behavior on the new
policy of sports competition

43. 9. A ______________ is selected as the
need arises during the conduct of
research such as a group of heads is
needed because they were
recommended during the interviews
of school principals.

44. Snowball
Sample

45. A snowball sample is selected as the
need arises during the conduct of
research such as a group of heads is
needed because they were
recommended during the interviews
of school principals.

46. 1. It is the most common
sampling technique in
qualitative research.
Creswell (2005) listed nine
types of it.

47. Purposive
Sampling

48. POWER QUESTION
10 POINTS
List all the 9 nine types
of Purposive Sampling

49. Types of Purposive Sampling
1.Typical Sample
2.Critical Sample
3.Homogenous Sample
4.Theoretical Sample
5.Extreme Case Sample
6.Opportunistic Sample
7.Confirming Sample
8.Maximal Variation
9.Snowball Sample

50. Why is there a need to
choose the best sampling
technique in conducting
your study?

51. It’s quiz time!

52. Identification
1. It is a qualitative research method that aims to get a holistic picture of a specific group,
society, institution or any situation?
2. Give at least one important thing that is required in ethnographic research?
3. It is the group’s customs, behaviors and traditions?
4. If insider’s perspective is emic how about external objective on reality?
5. It involves describing what the researcher has seen, heard, and observed in details and
including quotations directly from the participants in writing the final report?
6. Give at least one advantage and disadvantage of ethnographic research?
7. It is the process of choosing a representative portion of the entire population
8. It is a documented study on a particular person, group, institution or event?
9. It is considered to be exceptional or unusual such as a group of high achievers despite
physical abilities?
10. It is selected as the need arises during the conduct of research such as a group of heads is
needed because they were recommended during the interviews of school principals?

53. True or False
1. Dependent the researcher’s observations and interpretations is one disadvantages
of case study.
2. A theoretical sample is considered in helping the researcher to understand a
hypothesis such as choosing a group of student leaders in assessing student
leadership.
3. Snowball sample is selected as the need arises during the conduct of research
such as a group of heads is needed because they were recommended during the
interviews of school principals.
4. Sample mean is a subset of the population that is selected for a study.
5. One disadvantage of historical research is you are only focused on one person or
group.
6. Theoretical research manifests the one importance of research which is
understanding history.
7. Detailed description of the group being studied, hypothesis of the group in
terms of themes and constructs, and interpretations of the researchers to the
group as to meanings, symbols, and generalizations should be considered in
making ethnographic research.

54. Essay(3 pts.)
What is the significance of
sampling in a qualitative research?