This document discusses qualitative research methods. It defines qualitative research as exploring issues to understand phenomena through unstructured sources like interviews rather than statistics. Some key characteristics of qualitative research are that it seeks to understand people's perspectives in natural settings, is value-bound, and aims for a holistic picture through discovery rather than testing hypotheses. Case studies are described as an in-depth analysis of a single case to understand its complexity. Triangulation is introduced as using multiple research strategies or data sources to confirm findings and reduce errors.

1. RESEARCH METHOD
Qualitative Research
Dr Ahmad Faisal

2. RESEARCH METHOD
Qualitative Research
Expected Learning Outcome
Able to conduct further research on
qualitative research

3. re-search / rē, sərCH/
Noun: The systematic investigation into and study of
materials and sources in order to establish facts and reach
new conclusions.
Verb: Investigate systematically.
Synonyms:
noun. investigation - exploration - search - study – inquiry
verb. explore - investigate - search - study - inquire

4. Research METHOD
"Research methods are the particular strategies
researchers use to collect the evidence necessary for
building and testing theories" Frey, Botan, Friedman, & Kreps (1991)

5. Precise quantitative data and value
rigorous, exact measures, statistical
analysis and verifiable truth.
QUANTITATIVE Hypothesis are tested by carefully
analysing the data using statistics.
Usually deductive logical reasoning.
Approaches
Cavana, Delahaye & Sekaran, 2001
to Research
Method of inquiry appropriated in many
different academic disciplines,
traditionally in the social sciences
QUALITATIVE studies and market research. The aim
is to gather an in-depth understanding
of human behaviour and the reasons
that govern such behaviour.

6. why we go through this?
want to make sense of a particular
situation

7. Theory
Hypothesis
Deductive
Observations
Confirmation
making sense Cavana, Delahaye & Sekaran, 2001; Sekaran, 2003; Wellman & Kruger 1999
Theory
Tentative
Hypothesis
Inductive Patterns
Observations

8. Qualitative Research
Qualitative research is about exploring issues, understanding phenomena
and answering questions. Qualitative research happens almost everyday,
every time in workplace and at personal level
Qualitative research seeks out the ‘why’, not the ‘how’ of its topic through
the analysis of unstructured information – things like interview transcripts,
open ended survey responses, emails, notes, feedback forms, photos and
videos. It doesn’t just rely on statistics or numbers, which are the domain of
quantitative researchers.

9. gain insight into people's attitudes,
behaviours, value systems, concerns,
motivations, aspirations, culture or
lifestyles.
WHAT
PEOPLE SAY
WHAT
Qualitative
Cavana, Delahaye & Sekaran, 2001; Sekaran, 2003; Wellman & Kruger 1999
CULTURE
PEOPLE
MEAN,
Research
NEED,
DESIRE
WHAT
PEOPLE DO
used to make informed business
decisions, policy formation,
communication and future
research effort

10. Qualitative research
Characteristics
Cavana, Delahaye & Sekaran, 2001; Sekaran, 2003; Wellman & Kruger 1999

11. Insider - Reality is what
people perceive it to be.
Value bound - Values will have an
Dynamic - Reality changes
with changes in people’s VIEWPOINTS impact and should be understood and
taken into account when conducting
perceptions.
and reporting research.
REALITY VALUES
Understanding - Seeks to
understand people’s Holistic - A total or
interpretations. complete picture is sought.
10
PURPOSE FOCUS
RESULTS ORIENTATION
Valid - The focus is on design Discovery - Theories and
and procedures to gain "real," hypotheses are evolved from
"rich," and "deep" data. data as collected.
CONDITIONS DATA
Naturalistic - Investigations Subjective - Data are perceptions
are conducted under natural of the people in the environment.
conditions.
INSTRUMENTATIONS
Human - The human person is
the primary collection
instrument.

12. • Produces more in-depth, comprehensive
information.
• gain a total or complete picture in natural setting
Good
Cavana, Delahaye & Sekaran, 2001; Sekaran, 2003; Wellman & Kruger 1999
MITIGATE
Bad Case Studies & Triangulations
• Subjectivity – difficult to establish validity &
reliability.
• Induced biasness – researchers vs respondents
• Limited Scope – in-depth study

13. CASE & CASE STUDIES
Research Context

14. Case: the term given in SPSS to a particular
respondent to a questionnaire or interview.
(Cavana, Delahaye & Sekaran, 2001)
A Case: is a description of an actual situation,
commonly involving a decision, a challenge, an
opportunity, a problem or an issue faced by a person
or persons in an organisation. (Leenders, Muaffette-Leenders & Erskine, 2001; Ellet, 2007)

15. Case Study: a comprehensive description and analysis
of a single situation or case – e.g. a detailed study of
an individual, group or organisation. (Cavana, Delahaye & Sekaran, 2001)
The term Case study pertains to the fact that a
limited number of units of analysis (often only one),
such as individual, a group or an organisation, are
studied intensively. (Wellman & Kruger, 1999)

16. When to use case studies
Cavana, Delahaye & Sekaran, 2001; Sekaran, 2003; Wellman & Kruger 1999
Case studies, are directed towards understanding the
uniqueness and the idiosyncrasy of a particular case
in all its complexity
Objective: to investigate the dynamics of some single
bounded system, such as social system of a family, an
organisation, a community, a group or participants in
a project.

17. triangulation

18. triangulation
an approach to research that uses a combination of more than
one research strategy in a single investigation.
choosing different strategies in the same study is to balance them
so each counterbalances the margin of error in the other.
ensure completeness confirm findings

19. Data Triangulation – Space, Time, Person
Method Triangulation – Design, Data
Collection
Investigator Triangulation
triangulation
Theory Triangulation
Multiple Triangulation – using multiple
techniques

20. Data
Triangulation
time triangulation, researchers collect data
about a phenomenon at different points in
time.

21. Data
Triangulation
space triangulation consists of collecting data
at more than one site.

22. Data
Triangulation
person triangulation collect data from more
than one level of person, that is, a set of
individuals, groups, or collectives.

23. Data Triangulation – Space, Time, Person
Method Triangulation – Design, Data
Collection
Investigator Triangulation
triangulation
Theory Triangulation
Multiple Triangulation – using multiple
techniques

24. Between method triangulation
using combination of quantitative and
qualitative design; NOT at data collection,
Design generation and analysis BUT at Interpretation
Level
merging findings is an informed thought
process, involving judgment, wisdom, creativity,
and insight and includes the privilege of
creating or modifying theory.
Method
Triangulation often more time consuming and expensive to
complete a study using methods triangulation.
Combination is to provide a more holistic and
better understanding of the phenomenon under
study.
Data Collection two different techniques of data collection, but
each technique is within the same research
tradition.
within method triangulation

25. Data Triangulation – Space, Time, Person
Method Triangulation – Design, Data
Collection
Investigator Triangulation
triangulation
Theory Triangulation
Multiple Triangulation – using multiple
techniques

26. researchers with divergent
backgrounds and expertise work
together on the same study
investigators each must have
prominent roles in the study
Investigator
Triangulation and their areas of expertise
must be complementary.

27. Data Triangulation – Space, Time, Person
Method Triangulation – Design, Data
Collection
Investigator Triangulation
triangulation
Theory Triangulation
Multiple Triangulation – using multiple
techniques

28. use of more than one lens more than one theoretical
or theory to analyse the explanation emerges from
same data set. the data.
Triangulation
Emerging
theories
Theory
Data
Data
Generatio
Analysis
n
conclusio
n

29. why do we go through case
studies and triangulation

30. ensure confirm
completeness findings
trustworthiness

criteria

31. Assessment of Trustworthiness
Cavana, Delahaye & Sekaran, 2001; Sekaran, 2003; Wellman & Kruger 1999
models must ensure rigor without sacrificing the relevance
of the research.
Qualitative Quantitative
Criterion
Approach Approach
Truth value Credibility Internal Validity
Applicability Transferability External Validity
Consistency Dependability Reliability
Neutrality Conformability Objectivity

32. CRITERIA
Cavana, Delahaye & Sekaran, 2001; Sekaran, 2003; Wellman & Kruger 1999
truth value
Prolonged and varied field experience
Time sampling
Reflexivity (field journal)
Triangulation
creditability Member checking
Peer examination
Interview technique
Establishing authority of researcher
Structural coherence
Referential adequacy

33. CRITERIA
Cavana, Delahaye & Sekaran, 2001; Sekaran, 2003; Wellman & Kruger 1999
applicability
Nominated sample
Comparison of sample to demographic
transferability data
Time sample
Dense description

34. CRITERIA
Cavana, Delahaye & Sekaran, 2001; Sekaran, 2003; Wellman & Kruger 1999
consistency
Dependability audit
Dense description of research methods
Stepwise replication
dependability Triangulation
Peer examination
Code-recode procedure

35. CRITERIA
Cavana, Delahaye & Sekaran, 2001; Sekaran, 2003; Wellman & Kruger 1999
neutrality
Conformability audit
conformability Triangulation
Reflexivity

36. summing up
qualitative research
• Another approach to research.
• Trying to make sense of things – idiosyncrasy within bounded
system
• The aim is to gather an in-depth understanding of behaviour
and the reasons that govern such behaviour.
• Using case studies and triangulation to confirm findings and
ensure completeness

37. RESEARCH METHOD
Qualitative Research
Thank You