This document provides an overview of qualitative research. It defines qualitative research as aiming to understand how humans experience and interpret the social world. Some common qualitative research methodologies are discussed, including phenomenology, ethnography, and grounded theory. The document explains that qualitative research is used to explore unknown areas, make sense of complex situations, and understand people's experiences and meanings. It outlines the procedures for conducting qualitative research, including developing a research question, choosing a methodology, collecting and analyzing data through coding, and reporting discoveries. Finally, it contrasts qualitative and quantitative research in terms of purpose, process, and outcomes.

1. Understand Qualitative Research
Nan Yang
Doctoral School in Psychological Sciences and Education
Nan.yang@unitn.it
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2. Outline
• What’s qualitative research?
• Why we use it?
• How to use it?
• How to evaluate it?
• Qualitative VS Quantitative
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3. What is it?
• Definition
– Qualitative research is an umbrella term for an array of
attitudes toward and strategies for conducting inquiry that
are aimed at discerning how human beings understand,
experience, interpret, and produce the social
world (Mason, 1996)
• Specific qualitative research methodologies
– Phenomenology
– Ethnography
– Grounded Theory
– Narrative Research
(Research mode: Case Study, Participatory Action Research)
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4. Why we use
• If the purpose is to explore an area where
little is known or a new gaze is required
• To make sense of complex situations
• To understand the meanings participants put
on a setting or the way they experience it
• To construct a theory or a theoretical
framework that reflects reality
• To understand phenomena deeply and in
detail
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5. How to use
• Procedures on conducting qualitative research
– Find a research question(topic)
– Choose the proper methodology, techniques
to study the question
– Making data
– Analysis (coding, reflecting… )
– Summary on the discoveries and report
Iteration
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6. How to evaluate
• Methodological Congruence
– Fit between question, method, data, the way of
handling data
• Ensuring Rigor in every step of research
– Preparation
– Literature study
– Research design
– Sampling techniques
– Pacing of project
– Coding
– Legitimacy
Write research diary and
memos to record all the
valuable information during
the research
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7. Qualitative VS Quantitative
• Research purpose
– Why, how VS what, how many, causal relationship
• Research conducting process
– Make data VS collect data
– What kinds of information are “DATA”
– Sensitivity VS Bias
• Research Outcomes
– Multiple styles VS United form
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8. Thank you
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