2. OBJECTIVES
• Describe characteristics, strengths,
weaknesses, and kinds of qualitative research;
and
• Illustrate the importance of qualitative
research across fields.
3. QUALITATIVE
RESEARCH
a process of naturalistic inquiry that seeks
an in-depth understanding of social
phenomena within their natural setting. It
focuses on the "why" rather than the
"what" of social phenomena and relies on
the direct experiences of human beings
as meaning-making agents in their every
day lives.
5. 1. Naturalistic
inquiry
Studying real-world situations as
they unfold naturally; non-
manipulative, unobtrusive and
non-controlling; openness to
whatever emerges—lack of
predetermined constraints on
outcomes.
6. EXAMPLES
• Studying monkeys in their natural
environment. They may use hidden
cameras, discreet researcher
observation, audio recording, or all of the
above in order to study monkey behavior
without them being affected by a human
presence.
7. 2. Inductive
analysis
Immersion in the details and
specifics of the data to discover
important categories,
dimensions, and
interrelationships; begin by
exploring genuinely open
questions rather than testing.
8. As one approach to qualitative
content analysis, inductive content
analysis involves collecting and
analyzing data without preconceived
categories or theories. This flexibility
allows the data to guide the
researcher's analysis in order to
identify emerging patterns, themes,
and concepts.
9. EXAMPLES
• A bank lender using inductive research: A
financial analyst at a bank makes financing
decisions with customers. A member of the bank
applies for a loan to finance the purchase of a
new car. The lender uses inductive research to
decide whether to approve the loan request.
10. 3. Holistic
perspective
The whole phenomenon under
study is understood as a complex
system that is more than the sum
of its parts; focus is on complex
interdependencies not
meaningfully reduced to a few
discrete variables and linear,
11. A holistic approach provides
the opportunity for researchers
to have broader information
and understanding of the
research area and to deal with
problems in a more realistic
and practical manner.
12. EXAMPLES
• Anthropology is a study of all of the things
that come together and make us human.
usually use a holistic perspective to study
history. Holism means looking at something
may involve looking at individual parts, but
understanding the subject of interest as a
13. 4. Qualitative
data
Detailed, thick description; inquiry in
depth; direct quotations capturing
people‘s personal perspectives and
experiences. First level of inquiry is being
true to, respecting, and capturing the
details of the individual cases being
studied; cross-case analysis follows from
and depends on the quality of individual
case studies
14. Qualitative data describes qualities or
characteristics. It is collected using
questionnaires, interviews, or
observation, and frequently appears
in narrative form.
15. EXAMPLES
• For example, it could be notes taken
during a focus group on the quality
of the food at Cafe Mac, or responses
from an open-ended questionnaire.
16. 5. Personal contact
and insight
The researcher has direct contact
with and gets close to the people,
situation, and phenomenon under
study; researcher‘s personal
experiences and insights are
important part of the nquiry and
critical to understanding the
phenomenon.
17. 6. Dynamic
systems.
Attention to process;
assumes change is
constant and ongoing
whether the focus is on an
individual or an entire
culture.
18. EXAMPLES
• (i) it involves a time lag. For instance, after eating, it
takes time for our body system to digest it albeit
make energy (blood) out of it.
• (ii) it has a feedback mechanism. You feel
hunger→You eat—-> Your get energized —-> Your
work out and do the tasks of the day —You feel
hunger, so the cycle continues, over time. You see
“hunger” changes over time, it is dynamic.
19. EXAMPLES
•(iii) it has a non-linear relationship,
for instance, between “hunger” and
“eating”. We hardly eat
proportionally. Instead, if we eat
more tasty food, we eat more and
sometimes we eat less.
20. 7. Unique case
orientation.
Assumes each case is special and
unique; the first level of inquiry is
being true to, respecting, and
capturing the details of the
individual cases being studied;
cross-case analysis follows from
and depends on the quality of
individual case studies.
21. 8. Context
sensitivity.
Places findings in a social,
historical, and temporal
context; dubious of the
possibility or
meaningfulness of
generalization across time
and space.
22. 9. Emphatic
neutrality.
Complete objectivity is impossible; pure
subjectivity undermines credibility; the
researcher‘s passion is understanding the
world in all its complexity – not proving
something, not advocating, not advancing
ersonal agenda, but understanding; the
researcher includes personal experience
and empathic insight as part of the
relevant data, while taking a neutral
nonjudgmental stance toward whatever
content may emerge.
23. 10. Flexibility
Open to adapting inquiry as
understanding deepens and/or
situations change; avoids
getting locked into rigid designs
that eliminate responsiveness;
pursues new paths of discovery
as they emerge.
24. Engaging the audience
• Make eye contact with your audience to create a sense of intimacy
and involvement
• Weave relatable stories into your presentation using narratives
that make your message memorable and impactful
• Encourage questions and provide thoughtful responses
to enhance audience participation
• Use live polls or surveys to gather audience opinions, promoting
engagement and making sure the audience feel involved
26. Effective delivery techniques
This is a powerful tool in public
speaking. It involves varying pitch, tone,
and volume to convey emotion,
emphasize points, and maintain
interest:
• Pitch variation
• Tone inflection
• Volume control
Effective body language enhances your
message, making it more impactful and
memorable:
• Meaningful eye contact
• Purposeful gestures
• Maintain good posture
• Control your expressions
27. Navigating Q&A
sessions
1. Know your material in advance
2. Anticipate common questions
3. Rehearse your responses
Maintaining composure during the Q&A
session is essential for projecting confidence
and authority. Consider the following tips for
staying composed:
• Stay calm
• Actively listen
• Pause and reflect
• Maintain eye contact
28. Speaking impact
Your ability to communicate effectively will
leave a lasting impact on your audience
Effectively communicating involves not only
delivering a message but also resonating
with the experiences, values, and emotions
of those listening
29. Dynamic delivery
Learn to infuse energy
into your delivery to
leave a lasting
impression.
One of the goals of
effective communication
is to motivate your
audience.
Metric Measurement Target Actual
Audience
attendance
# of attendees 150 120
Engagement
duration
Minutes 60 75
Q&A interaction # of questions 10 15
Positive feedback Percentage (%) 90 95
Rate of
information
retention
Percentage (%) 80 85
30. Final tips & takeaways
Consistent rehearsal
• Strengthen your familiarity
Refine delivery style
• Pacing, tone, and emphasis
Timing and transitions
• Aim for seamless, professional delivery
Practice audience
• Enlist colleagues to listen & provide
feedback
• Seek feedback
• Reflect on performance
• Explore new techniques
• Set personal goals
• Iterate and adapt
