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In the name of GOD Faculty of Entrepreneurship خرداد 89
Qualitative Research استاد : دکتر عربیون دانشجو: بهمن طاهرخانی
Quantitative vs. Qualitative Methodologies are fundamentally different BUT not fundamentally opposed Can be used in conjunction
Qualitative Vs. Quantitative Limited Hypothesis testing Isolated and specific Statistical  Numeric Large, ‘easy’ Unique = outliers ,[object Object]
Theory generation
Holistic
Interpretative
Text/ verbal
Small, intensive
Unique = important,[object Object]
What can it be used for? Qualitative Research is used to ascertain people’s ,[object Object]
Opinions
Behaviours – reasons for
Attitudes/ beliefs
Problems
Areas of need/ gaps in services,[object Object]
Qualitative Methodologies These include: Grounded Theory Thematic analysis Content Analysis Discourse Analysis

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Qualitative Research3 bahman taherkhani

  • 1. In the name of GOD Faculty of Entrepreneurship خرداد 89
  • 2. Qualitative Research استاد : دکتر عربیون دانشجو: بهمن طاهرخانی
  • 3. Quantitative vs. Qualitative Methodologies are fundamentally different BUT not fundamentally opposed Can be used in conjunction
  • 4.
  • 10.
  • 11.
  • 16.
  • 17. Qualitative Methodologies These include: Grounded Theory Thematic analysis Content Analysis Discourse Analysis
  • 18. Qualitative Methodologies Grounded theory- A research method in which the theory is developed from the data, rather than the other way around. That makes this an inductive approach, meaning that it moves from the specific to the more general. The method of study is essentially based on three elements: concepts, categories and propositions, or what was originally called “hypotheses”. However, concepts are the key elements of analysis since the theory is developed from the conceptualization of data, rather than the actual data.
  • 19. Qualitative Methodologies Thematic analysis- Focuses on identifiable themes and patterns of living and/or behaviour.  From the conversations that take place in a therapy session or those that are encouraged for the sake of researching a process, ideas emerge that can be better understood under the control of a thematic analysis.
  • 20. Qualitative Methodologies Content Analysis- Is doing the word-frequency count. The assumption made is that the words that are mentioned most often are the words that reflect the greatest concerns. Discourse Analysis-. Discourse analysis focuses on talk and texts as social practices, and on the resources that are drawn on to enable those practices. For example, discourse analytic studies of racism have been concerned with the way descriptions are marshalled in particular contexts to legitimate the blaming of a minority group
  • 21. Common Features of Qualitative Research Sampling Data Collection Triangulation
  • 22. Sampling - How people are selected? From the “population” – e.g. mental health trusts in Wales, teenage smokers in Newcastle “Target population” – inclusion/exclusion criteria applied” “Sample population” is selected - purposeful sampling (size and specific cases depend on the study purpose; theoretical sampling (guided by emerging theories)) Convenience - near to hand/ available Snowball - people known to other participants Volunteer - keen and eager
  • 23. What size should the sample be? Does not need to be representative of population - not statistical Saturation – recruitment of additional cases no longer provides additional information or insights
  • 24. Different methods of data collection Interviews- structures or semi-structured, guided, unstructured Focus groups- researcher(s) plus 2-10 participants - guided group discussion on topic(s) Telephone interviews Observation - researcher may be just observing or sometimes more part of the group - “participant observation” Covert observation - two-way mirrors or hidden camera
  • 25. Triangulation Is the application and combination of several research methodologies in the study of the same phenomenon-data sources, sample groups or investigators Area under investigation is looked at from different perspectives By combining multiple observers, theories and methods, researchers can hope to overcome the weakness or intrinsic biases and the problems that come from single method, single-observer, single-theory studies