CHAPTER 2: Qualitative Research and Its Importance in Daily Life

Republic of the Philippines
Department of Education
ILOCOS NORTE COLLEGE OF ARTS AND TRADES
Laoag City
LECTURE IN PRACTICAL RESEARCH I

CHAPTER 2: Qualitative Research and Its Importance in Daily Life
What is Quantitative Research?
Quantitative research is used to quantify the problem by way of generating numerical data.
It is used to quantify attitudes, opinions, behaviors, and other defined variables – and generalize
results from a larger sample population. Quantitative research uses measurable data to formulate
facts and uncover patterns in research. Quantitative data collection methods include various forms
of surveys – online surveys, paper surveys, online polls, etc.
What is Qualitative Research?
 Qualitative researchers are interested in undertaking the meaning people have constructed,
that is, how people make sense of their world and the experiences they have in the world.
 It is a situated activity that locates the observer in the world. It consists of a set of practices
that transform the world and turn into a series of representations, including field notes,
interviews, conversations, photographs, recordings, and memos.
 It also studies things in their natural settings, attempting to make sense of, or to interpret,
phenomena in terms of the meanings people bring to them.
 Qualitative Research is primarily exploratory research. It is used to gain an understanding of

underlying reasons, opinions, and motivations. It is also used to uncover trends in thought
and opinions, and dive deeper into the problem.
 Qualitative data collection methods include focus groups (group discussions), individual
interviews, and participation/observations. The sample size is typically small.
 Qualitative study is helpful to understand why and how. It is used when the potential
answer to a question requires an explanation, not a straightforward yes/no.
 Generally, qualitative research is concerned with cases rather than variables, and
understanding differences rather than calculating the mean of responses.
Characteristics of Qualitative Research
 Qualitative research occurs naturally within the setting. A natural setting is one that the
researcher does not manipulate or control.
 Direct data collection is also a key characteristic of qualitative research. Narrative data is
collected over long periods of time from observations and interviews.
 Process orientation is also a key characteristic of qualitative research studies. Process
orientation focuses on why and how behaviors occur.
 Qualitative research uses inductive data analysis; generalizations induced from synthesizing
gathered information.
 Participant perspectives are a key characteristic of qualitative research studies. Participant

perspectives are important because each participant could understand things differently
and do things differently than another because there are multiple realities.
 Qualitative research uses emergent research designs; the research design evolves and
changes as the study takes place.
 Qualitative research uses a wide and deep – angle lens, examining human choice, and
behavior as it occurs naturally in all of its detail. Qualitative researchers do not want to
intervene in the natural flow of behavior.
 Qualitative researchers study behavior naturalistically and holistically. They try to

understand multiple dimensions and layers of reality.
Strengths of Qualitative Research Methods
 Subject materials can be evaluated with greater detail.

Qualitative research focuses less on the metrics of the data which allows for the data to
have an enhanced level of detail. It provides more opportunities to glean insights from it.
 Research frameworks can be fluid and based on incoming or available data.

Qualitative research can adapt to the quality of information that is being gathered. If the
available data does not seem to be providing any results, the research can immediately shift
gears and seek to gather data in a new direction.
 Qualitative research data is based on human experiences and observations.

Humans have two operating systems. One is a subconscious method which is instinctual.
The other system evaluates all sources of data before deciding. Many forms of research rely
on the second one while ignoring the instinctual nature of humans. Qualitative research
doesn’t ignore instinct. It embraces it and the data collected is often better for it.
 Gathered data has a predictive quality to it.
 Qualitative research operates within structures that are fluid.

Because the data being gathered is based on observations and experiences, an experienced
researcher can follow-up interesting answers with additional question.
 Data complexities can be incorporated into generated conclusions.

Although our modern world tends to prefer statistics and verifiable facts, we cannot simply
remove the human experience from the equation. Different people will have remarkably
different perception about any statistic, fact, or event. These complexities, when gathered
into a singular database, can generate conclusions with more depth and accuracy.
 Qualitative research is an open-ended process.
The open-ended structures of qualitative research make it possible to gather information
from an individual’s emotional response. This is critically important because it is an
emotional response which often drives a person’s decisions or influences their behavior.
 Creativity becomes a desirable quality within qualitative research.

By embracing the qualitative research method, it becomes possible to encourage
respondent creativity, allowing people to express themselves with authenticity. In return,
the data collected becomes more accurate and can lead to predictable outcomes.
 Qualitative research can create industry-specific insights.

The terminology, vocabulary, and jargon that consumers use when looking at products or
services is just as important as the reputation of the brand that is offering them. Qualitative
research gives access to these insights so they can accurately communicate their offers.
 Smaller sample sizes are used in qualitative research, which can save on costs.
Many qualitative researches can be completed quickly and on a limited budget because
they typically use smaller sample sizes. This allows for faster results to be obtained.
 Qualitative research provides more content for creatives and marketing teams.
By going through the qualitative approach, it becomes possible to gather authentic ideas
that can be used for purposes. This makes communication between the two parties to be
handled with more accuracy, leading to greater level of happiness for all parties involved.
 Attitude explanations become possible with qualitative research.

Qualitative research allows for a greater understanding of consumer attitudes, providing an
explanation for events that occur outside of the predictive matrix that was developed
through previous research.
Weaknesses of Qualitative Research Methods
 The quality of the data gathered in qualitative research is highly subjective.

The personal nature of data gathering can also be negative. Having individual perspectives
and including instinctual decisions can lead to detailed data. It can also lead to data that is
generalized or even inaccurate because of its reliance on researcher subjectivisms.
 Data rigidity is more difficult to assess and demonstrate.

Because individual perspectives are often the foundation of the data that is gathered in
qualitative research, it is more difficult to demonstrate data validity.
 Mining data gathered by qualitative research can be time consuming.

Details that are often collected while performing qualitative research are often
overwhelming. Sorting through that data to pull out the key points can be a time-consuming
effort. It is also a subjective effort.
 Qualitative research creates findings that are valuable, but difficult to present.
Findings from qualitative research are difficult to present. What a research gleans from the
data can be very different from what an outside observer gleans from the data.
 Data created through qualitative research is not always accepted.
Because of the subjective nature of the data that is collected in qualitative research,
findings are not always accepted by the scientific community.
 Researcher influence can have a negative effect on the collected data.

The quality of the data that is collected through qualitative research is highly dependent on
the skills and observation of the researcher. If a researcher has a biased point of view, then
his perspective will be included with the data collected and influence the outcome.
 Replicating results can be very difficult with qualitative research.

The scientific community wants to see results that can be verified and duplicated to accept
research as factual. In the world of qualitative research, this can be difficult to accomplish.
The scope of data gathering can be extremely limited because of each unique perspective.
 Difficult decisions may require repetitive qualitative research periods.

The smaller sample sizes of qualitative research can also be a disadvantage for businesses
which are facing a controversial decision. A small sample is not always representative of a
larger population, even if there are similarities with the individuals involve.
 Unseen data can disappear during the qualitative research process.

The amount of trust that is placed on the researcher to gather, and then draw together the
unseen data that is offered by a provider is enormous. The research is dependent upon the
skill of the researcher being able to connect all the dots.
 Researchers must have industry-related expertise.

For qualitative research to be accurate, the interviewer involved must have specific skills,
experiences, and expertise in the subject matter being studied. They must also be familiar
with the material being evaluated and have the knowledge to interpret responses.
 Qualitative research is not statistically representative.

The one disadvantage of qualitative research which is always present is its lack of statistical
representation. It is a perspective-based method of research only, which means the
responses given are not measured.
Kinds of Qualitative Research
 Phenomenology
The key element of a phenomenological research is that the researchers attempt to
understand what people experience in a certain phenomenon. Examples of such research
are the experience of learning to become a music teacher, bangungot among young
Filipinos, and Filipino physicians turned into nurses.
 Ethnography
It means writing about people. Ethnographic researchers are interested in describing the
culture of a group of people and learning to be a member of the group. Basically, the
documentation focused on shared attitudes, values, norms, practices, patterns of
interactions and languages of ethnic group. The emphasis in ethnography is on interpreting
cultural behavior. Examples are the culture of Mangyan, Badjaos, Igorots, or Maranaos.
 Case Study Research
A case study is a written account that gives detailed information about a person, group, or
thing and their development over a period of time. It can be used for exploratory,
descriptive and explanatory research. Case study examples are “Building Learning
Organizations in Engineering Cultures,” “Integrated Waste Management System for
Bayawan City,” and “Biogas for the Cagayan de Oro City Jail”.
 Historical Research
It is a research about people, places and events in the past. This is sometimes called
narrative research because it studies the text of history. Examples are “Development of
Dance and Music in the Philippines” and “The Period of Imitation”.
 Grounded Theory
It is a qualitative approach to generating and developing a theory from the data collected in
a research study. Grounded theory is an inductive approach for generating theories for
explanation. The emphasis in this methodology is on the generation of theory which is
grounded in the data --- this means that it has emerged from the data. Examples are
“Becoming Selfless: A Grounded Theory of Commitment to Service” and “The Dynamics of
Netizens’ Information Sharing in Social Media”.
 Discourse / Conversation Analysis

It is a study of “naturally occurring discourse”. It can range from conversation to public
events to existing documents. Example: Gender Talk: Feminism, Discourse & Conversation
Analysis
 Mixed Methods
It is an integration of quantitative and qualitative research methods in one study. Through
analytic approaches and different theoretical approaches, the researchers will specify up
front and in detail, how, why and when these two methods will be fully mixed. Example:
Traditions and Alcohol Use: A Mixed Methods Analysis
Prepared by: HAZEL MARIANNE L. MARIANO

CHAPTER 2: Qualitative Research and Its Importance in Daily Life

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Republic of the Philippines

LECTURE IN PRACTICAL RESEARCH I

What is Quantitative Research?

What is Qualitative Research?

 Qualitative Research is primarily exploratory research. It is used to gain an understanding of

Characteristics of Qualitative Research

 Participant perspectives are a key characteristic of qualitative research studies. Participant

 Qualitative researchers study behavior naturalistically and holistically. They try to

Strengths of Qualitative Research Methods

 Subject materials can be evaluated with greater detail.

 Research frameworks can be fluid and based on incoming or available data.

 Qualitative research data is based on human experiences and observations.

 Gathered data has a predictive quality to it.

 Qualitative research operates within structures that are fluid.

 Data complexities can be incorporated into generated conclusions.

 Creativity becomes a desirable quality within qualitative research.

 Qualitative research can create industry-specific insights.

 Attitude explanations become possible with qualitative research.

Weaknesses of Qualitative Research Methods

 The quality of the data gathered in qualitative research is highly subjective.

 Data rigidity is more difficult to assess and demonstrate.

 Mining data gathered by qualitative research can be time consuming.

 Researcher influence can have a negative effect on the collected data.

 Replicating results can be very difficult with qualitative research.

 Difficult decisions may require repetitive qualitative research periods.

 Unseen data can disappear during the qualitative research process.

 Researchers must have industry-related expertise.

 Qualitative research is not statistically representative.

Kinds of Qualitative Research

 Discourse / Conversation Analysis

Prepared by: HAZEL MARIANNE L. MARIANO

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