Design of Qualitative Research

1. Qualitative Research
Presented by
Taiba Mashkoor
The Islamia University Of Bahawalpur

2. Learning objectives
• To provide the reader with a basic
understanding of qualitative research.
• To equip the reader with sufficient
information to appreciate how qualitative
research is undertaken.

3. Qualitative Research
• Research studies that investigate the quality of
relationship activities , situations or material
are called qualitative research.
• It also involves collection , analysis and
interpretation of data in order to gain
particular phenomena of interest.
• It is used to gain an understanding of
underlying reasons, opinions, and
motivations.

4. Nature of qualitative research
• Qualitative research is concerned with
developing explanations of social phenomena.
• it aims to help us to understand the social
world in which we live and why things are the
way they are.

5. • It is concerned with the social aspects of our
world and seeks to answer questions about:
• Why people behave the way they do
• How opinions and attitudes are formed
• How people are affected by the events that
go on around them

6. When we plan qualitative
Research
we plan qualitative research
When researcher want to explore ideas
To study human behavior and behavior
changes
New area of research
Cause and effects

7. Research Design
• There are main approaches to qualitative
research that include
• Case study
• Ethnography
• Phenomenology
• Grounded theory
• Content analysis
• Data collection

9. Case study
• A case study is an in depth analysis of a single
entity.
• Case studies might be qualitative or quantitative
• It is used to describe an entity that forms a single
unit such as a person, an organization or an
institution.
• The main purpose of case study is to develop a
detailed description and gain an understanding of
individual entity.

10. Data Collection methods
• Observation
• Interview
• Questionnaire
• Opinionnaire

12. Ethnography
• Ethnography is collection of two words.
• Ethno refers to “human cultures” and Graphy
means “description of”.
• It is a methodology for descriptive studies of
cultures and peoples so ethnography is a
research process used in the scientific study of
human interactions in social setting.
• It is extremely time consuming

13. Data collection methods
• The ethnographic researchers obtain
information about certain socio-cultural
phenomena through the members.
• Observation and interview are two important
data collection methods, which are known as
ethnographic fieldwork.

15. Phenomenology
• Phenomenological research is to describe and
interpret the experiences and reactions of
participants to the particular phenomena
from their individual perspectives.
• In short it is the study of lived experiences of
persons.
• Data is collected by in depth interview and is
frequently used in such fields as psychology,
sociology and social work.

17. Grounded Theory
• Grounded theory method is a systematic
methodology in the social sciences involving
the discovery of theory through the analysis of
data.
• It is mainly used in qualitative research but is
also applicable to quantitative data.

18. Methodology
• The researcher will be observing , collecting
data , organizing data and forming theory
from the data at the same time.
• An important methodological techniques in
grounded theory research is constant
comparative process in which every piece of
data is compared with other piece.

19. Data Collection
Data may be collected by
o interviews
o Observations
o Historical records

21. Content Analysis
• Content analysis is used to analyze the
presence, meanings and relationships of
words and concepts in a text
• then make inferences about the messages
within the texts, the writer , the audience and
even the culture of which they are part.

22. • Content analysis is used in large number of
fields, ranging from marketing and media
studies, to literature , information studies,
sociology and political science, psychology
science, as well as other fields of inquiry.
• Content analysis is start with hypotheses

23. Sources of data

26. Data Collection Tools
• Open ended questionnaire
• Interviews Responses

27. Steps in Data Analysis
• Deciding content
• Defining the FRAME
• Deciding data collection tool
• Collecting data
• Data analysis
• Writing the report

28. Data Collection In Qualitative
Research
• Interviews
• Observations
• Journals
• Focus groups
• Existing documents and records

29. Conclusion
• Qualitative research observed the social
behavior of people.
• In summarizes qualitative research, words are
used rather than numbers
• And data collection occurs with data analysis