QUALITATIVE RESEARCH IN EDUCATION

Ethnographer of education
A sociologist or anthropologist
Seeks to understand what counts as education members of a particular group
Ethnographer of education
An education “insider” ( a teacher)

QUALITATIVE RESEARCH IN EDUCATION

Ethnographic studies of learning and knowledge in education ask the question what counts
as knowledge and learning in classrooms to teachers and students.
QUALITATIVE RESEARCH IN PSYCHOLOGY
1. The early 20th century marked Behaviorism and the second half, Cognitive Revolution;
quantitative methods employed within a(post) positivist,experimental paradigm
dominated the discipline(Asworth, 2003,Howit, 2010)
2. These approaches and methods were opposed to the more subjective, interpretative
and introspective qualitative techniques of early psychology, which classified as
“unscientific”.
3. Psychology has been strongly shaped by the behavioral and cognitive traditions,
within which psychology should seek to understand and determine an observable,
objective psychological reality.
QUALITATIVE RESEARCH IN ADVERTISING
Great advertising comes along from an understanding of consumer’s wants and needs. In
order to understand those wants and needs, the consumer needs to be consulted and
integrated at virtually every step of the research process.

THEORY – refers to organizing scheme for the data that place them in orderly patterns and
give meaning and insight into the lives of others
Through qualitative approach, researchers begin with inductive analysis and then, often
swing back and forth between inductive and deductive analyses.
Any approach that allows the researcher to capture the worlds of others can be valid
qualitative technique. These include observation, participant observation, in-depth
interviewing, documents, and record analysis.
QUALITATIVE RESEARCH IN SOCIAL WORK
4 categories of analysis of data and narrative:
1. KNOWLEDGE – direct remembering
and reliving, with complete details of events
2.AWARENESS OF MENTAL PROCESSES-
including awareness of emotions and of cognitive processes
3.AWARENESS OF IDENTITY- including awareness of values and
the construction of personal characteristics of each partner and of couple as a unit
4. ALIENATION- characterized by a refusal to observe, reflect of remember

QUALITATIVE RESEARCH IN MARKETING

They created devices such as matching people, animals, cars, pictorial symbols and
soliciting dreams. They accumulated case studies, personal histories and ethnographies,
and conducted group interviews even before they were called focus group