QUALITATIVE

RESEARCH AND ITS

IMPORTANCE IN THE
DAILY LIVES
Definition of Qualitative Research….
…as a curious student, you want to know
many things around your surroundings that
you find intriguing, interesting, mysterious
or unique.
 Resulting from internal aspects, people
cannot measure worldviews but can
know them through numbers.
Obtaining world knowledge in this
manner directs you to do QUALITATIVE
RESEARCH.
According to Silvermann 2013; Litchmann 2013;
Walliman 2014; Suter 2012……
•In qualitative research, the reality is
conditioned by society and people’s
intentions are involved in explaining
cause-effect relationships.
•Things are studied in their natural
setting; an act of inquiry or investigation
of real-life events
 Characteristics of Qualitative Research
1.Human understanding and interpretation
 Data analysis results show an individual’s
mental, social, and spiritual understanding
of the world.
Through their world views, you come to
know what kind of human being he or she is
including her or his values, beliefs, likes and
dislikes.
2. Active, powerful and forceful
3. Multiple research approaches and
methods
4. Specificity to generalization
 specific ideas in a qualitative
research are directed to a general
understanding of something.
5. Contextualization
Involves all variables, factors, or
conditions affecting the study. The
goal is to understanding human
behavior-the who, what, why, how
and other circumstances-affecting
her/his way of life.
6. Diversified data in real-life
situations
The researcher prefers collecting data
in a natural setting like observing people as
they live and work, analyzing photographs or
videos as they genuinely appear to people,
and looking at classrooms unchanged or
adjusted to people’s intentional
observations.
7. Bounds with words and visuals
 words, words, and more words come
in big quantity in this kind of research.

8. Internal Analysis
Data are yielded by internal traits of the
subjects individuals (i.e., emotional, mental,
spiritual characteristics)
 TYPES OF
QUALITATIVE
RESEARCH
 Types of Qualitative Research
1. Case Study
Takes place in the field
Involves long time study of persons, groups,
orgs, or situation.
Finding the reason of such occurrence drives
you to delve into relationships people related
to the case under study.
Interviews, questionnaires, observations,
documentary analysis
2. Ethnography
The study of a particular cultural
group of people to get a clear
understanding of its organizational
set-up, internal operation, and
lifestyle.
A particular group reveals the
nature or characteristics of their own
culture through the world perceptions
of the cultural group’s members.
3. Phenomenology
- something known to the sensory
experience, phenomenology refers to the
study of how people find their
experiences meaningful.
- its goal is to make people
understand their experiences about death
of loved ones, care for handicapped
person, friendliness of people etc.
- those engaged in assisting people to
manage their own lives properly often do
this kind of research.
4. Content and Discourse Analysis
Content analysis is a method
in qualitative research that
requires an analysis or
examination of the substance or
content of the mode of
communication used by a person,
group, organization, or any
institution in communicating.
A study of the language structures
used in the medium of
communication to discover the
effects of sociological, cultural,
institutional, and ideological factors
on the content makes it a discourse
analysis.
In studying the content or structures
of the material, you need a question
or a set of questions to guide in your
analysis.
5. Historical Analysis
- Examination of primary
documents to make you understand
the connection of past events to the
present time.
- The result of your historical
analysis will help you specify
phenomenological changes in
unchanged aspects of society through
the years.
6. Grounded Theory
Grounded theory takes place when
you discover a new theory to underlie
your study at the time of data collection
and analysis.
Through your observation on your
subjects, you will happen to find a
theory that applies to your current
study.
Interview, observation, and
documentary analysis are the data
gathering techniques.
 Advantages of
Qualitative Research
1. It adopts a
naturalistic
approach to its
subject matter,
which means that
those involve in the
research understand
things based on
what they find
meaningful.
2. It promotes a full
understanding of human
behavior or personality traits in a
natural setting
3. It is instrumental for positive
societal changes
4. It engenders respect for
people’s individuality as it
demands the researcher’s careful
and attentive stand toward
people’s world views.
5. It is a way of
understanding and
interpreting social
interactions.
•6. It increases the researcher’s interest in the
study as it includes the researcher’s
experiences or background knowledge in
interpreting verbal and visual data.
7. It offers multiple ways of
acquiring and examining
knowledge about something.