Introduction:

Living in a world filled with

different race makes us
more unique as an
individual. We might
probably think and ask
what are those unique
traits, its similarities and
differences. In such a way,
qualitative research plays
a vital role in answering
our doubts and queries in
that certain matters.
 Objectives:
1. To define qualitative research.
2. To explain the elements and
characteristics of qualitative
research.
3. To identify the different types of
qualitative research,
4. To know the advantages/
disadvantages or strengths/
weaknesses of qualitative research.
5. To know the essence of qualitative
research in our daily life.
 Qualitative Research
According to Coghan 2014,
there is a personal involvement
in every stage of your research.
Ex. During an interview, we tend
to admire the boldness and
fighting spirits of the AFP while
combatting the Maute-ISIS
terrorists.
According to Silverman
We became affected by their 2013; Litchman 2013;
expressions of what they think Walliman 2014; Suter
and feel about a topic while 2012, qualitative
listening or observing a research is an act of
particular object/subject in a inquiry or investigation
natural setting. of real-life events.
Qualitative Research
“A form of social inquiry that
focuses on the way people
interpret and make sense of
their experiences and the
world which they live.”
 Characteristics of a Qualitative
Research
1. Human understanding and interpretation
- data analysis
2. Active, powerful and forceful
- data gathering
- rephrasing interview questions
3. Multiple research approaches and methods
- allows you to plan your study
- being multi-method research
4. Specificity to generalization
- specific ideas will lead to generalizations or
conclusions
5. Contextualization
- context or situation of individual’s life
6. Diversified data in real-life situations
- collecting data in a natural setting
7. Abounds with words and visuals
- presenting people’s view in a picture, video,
drawing or graphs
8. Internal analysis
- examining the data yielded by the internal
traits of the subject individuals
 Types of Qualitative Research
1. Case Study- a long-time study of a person, group,
organization or situation and an empirical inquiry that
investigates a contemporary phenomenon within its
real-life context. The case can be an individual, person,
event, group or an institution.
2. Ethnography- a study of a particular cultural group.
3. Phenomenology- “live-experienced” of a phenomenon
4. Content and Discourse Analysis-
 Content Analysis- is a research technique that
analyzes the modes of communication such as letters,
e-mails etc.
 Discourse Analysis- is the study of social life,
understood through analysis of language it includes
face-to-face talk, non-verbal interaction, images and
symbols.
5. Historical Analysis- is a qualitative
method where there is an examining of
past events to draw conclusions and
make predictions about the future.

6. Grounded Theory- takes place when

there is a discovery of new theory which
underlies your study at the time of data
collection and analysis.
 Advantages or Strengths of Qualitative
Research
1. It adopts a naturalistic approach to its subject
matter.
2. Promotes a full understanding of human
behavior/personality traits in their natural setting.
3. It is instrumental for positive societal changes.
4. It engenders respect for people’s individuality.
5. It’s a way of understanding & interpreting social
interactions.
6. Increases researcher’s interests in the study.
7. Offers multiple ways of acquiring and
examining knowledge about something.
 Disadvantages or Weaknesses of
Qualitative Research

1. It involves a lot of researcher’s subjectivity in

data analysis.
2. It’s hard to know the validity/reliability of the data.
3. Its open-ended questions yield “data overload”
that requires long-time analysis.
4. Its time-consuming.
5. It involves several process, which results greatly
depend on the researcher’s views or interpretations.
Essence of Qualitative Research
It unveil individual’s perception, feelings
& attitudes about a certain topic.
Information is precise and reliable since
it promotes collaboration of the
researchers and others as well.
It also stimulates people’s
interdependence or interpersonal
relationships.
 Objectives:
1. To identify the three basic research
approach.
2. To differentiate the three approach.
3. To identify the three methods of
data collection.
4. To enumerate the different
humanistic categories.
5. To define hard sciences and soft
sciences.
 Introduction:
Research studies happen in
any field of knowledge.
Anthropology, Business,
Communication, Education,
Engineering, Law and
Nursing.
 3 Basic Research Approach

1. Scientific Approach-
 deals with empirical data instead of
personal views, feelings or attitudes.
 It allows control of variables or factors
affecting the study. (Laursen 2010)
 Makes you express & record your
findings quantitatively. (numerical forms)
 Presents structured interviews,
questionnaires & observational checklists.
2. Naturalistic Approach-
 A people-oriented approach which focuses on
discovering the real concept or meaning behind
people’s lifestyles and social relations.
 Lets you present things qualitatively through
verbal language. Using words as unit of analysis.
 “This approach is the basis for determining
universal social values to define ethical and
unethical that society ought to know, not only for
the benefit of individual and community but also for
the satisfaction of man’s quest for knowledge.”
(Sarantakos 2013; Ransome 2013)
Ex. Talking to ethnic groups or people with other
culture in a natural setting. In this case, the researcher
uses unstructured interviews and the participants
answer/response is not scripted.
3. Triangulation/ Mixed Method
 Allows a combination or a mixture of
research designs, data collection and
data analysis techniques.
 This method is used to enhance the
validity & reliability of qualitative research
design.
 Enhances accuracy of interpretation.
 Gives you opportunity to view every
angle of the research from different
perspectives.
 3 Main Methods of Data Collection
1. Interactive interviewing- people asked
to verbally described their experiences of
phenomenon.
2. Written descriptions by participant-
people asked to write descriptions of their
experiences of phenomenon
3. Observation- descriptive observations of
verbal and non-verbal behavior.
In the field of Humanities,
researchers ought to focus not to
man’s social life but instead
studies it’s meanings, significance
& visualizations of man’s
experiences in the field of Fine
Arts, Literature, Music, Drama,
Dance & other artistically inclined
subjects.
 Humanistic Categories
1. Literature and Art Criticism- where the researcher,
using well-chosen language and appropriate
organizational pattern, depend greatly on their
interpretative and reflective thinking in evaluating the
object of their study critically.
2.Philosophical Research- where the focus of inquiry is
on knowledge and principles of being and on the manner
human beings conduct themselves on Earth.
3. Historical Research- where the investigation centers
on events and ideas that took place in man’s life at a
particular period.
 Quantitative Research Qualitative Research
Hard Sciences Soft Sciences
Studies natural data driven Studies human behavior in a
phenomenon scientific manner
Objective Subjective
Tests Theory Develops Theory
Numbers Words
Cause and Effect Knowing meaning &
Relationship discovery
Statistical Analysis & Researcher’s interpretation
Generalizations
Examples: Examples:
Biology, Chemistry, Physics, Sociology, Psychology,
Astronomy, Earth Science Political Science,
Economics, Anthropology,
History
Qualitative and Quantitative
Research can go together in a
research approach .
There is a symbiotic relationship between
these two research methods, in which they
reinforce or strengthen each other.
Moreover, any form of knowledge, factual or
opinionated and any statistical or verbal
expression of this knowledge are deduced
from human experience that is subjective.
(Hollway 2013; Letherby 2013)
 Self-Evaluation
Test I. Direction: Choose your answer on the box. Write
the word only. Number your paper from 1-10.
word scientific Qualitative objectivity
Soft Sciences Silverman 2013, Litchman 2013,
Walliman 2014, Suter 2012, Coghan 2014
1. Numerical data are true for the approach.
2. For the naturalistic approach, is the unit of
analysis.
3. studies human behavior in a scientific manner.
4. Quantitative is to scientific approach; is to
naturalistic approach.
5. According to qualitative research
is an act of inquiry or investigation of real-life events.
Test II.
Direction: Explain briefly.
1. Define Qualitative Research
2. Enumerate the three types
of approach to research. Then,
choose one type of approach
and explain.
3. Differentiate soft sciences
from hard sciences.