1. Qualitative research: an overview
Dr Salwa Tayel & Dr. Noura Abouammoh
KSU College of Medicine
October 2016

2. Learning Objectives
To compare between quantitative / qualitative approaches to research
To understand basic concepts of qualitative research
To be introduced to some examples of qualitative techniques and methods
October, 2016
Qualitative Research

3. Consider these questions
Why do people smoke ?
Why do people eat what they eat ?
Why don’t most people in our part of the world exercise ?
How do people contract infection ?
How is such information useful ?
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Qualitative Research

4. What is qualitative research
Qualitative research is a research methodology that is characterized by its aims, which relate to understanding some aspect of social life, and its methods which (in general) generate words, rather than numbers, as data for analysis.
October, 2016
Qualitative Research

5. Aim of Qualitative Research
Understand phenomena to inform policies and services
Answer questions such as What, How and Why of a phenomena
Examples: -
Why do people smoke ?
How do people contract infection ?
October, 2016
Qualitative Research

6. Why Qualitative ?
Do we need qualitative approaches to research in health ?
Social determinants of health report (2008): requires methodologies, implications and new horizons for in depth understanding of causal pathways of health-related events (habits/RFs, CDs, NCDs, indicators)
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Qualitative Research

7. Quantitative vs. Qualitative
Quantitative methodology
Emphasises on quantification in collection and analysis of data
Tests theories
Views social reality as external and objective
Results as numbers and statistics
Qualitative methodology
Emphasising words, rather than numbers
Generate theories
Based on understanding the ways in which individuals and groups interpret their world
Results as words and concepts
October, 2016
Qualitative Research

8. Quantitative vs. Qualitative
Qualitative methodology
May, or may not, be representative
Less structured instruments (interviews)
Do not infer to population
Reflexivity and attention to individual participants
Flexibility of approach
Quantitative methodology
Generalisability, representativeness
‘Objective’ structured instruments
(attitude/ outcome scales)
Infer to population
‘Distance’ between researcher and
Subjects
Emphasis on following original research
plan
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Qualitative Research

9. Quantitative vs. Qualitative
Quantitative methodology
Methods
Observational
Experimental
Mixed
Sampling: Large& random (simple, stratified, cluster, etc) or purposive
Quality Assurance:
Reliability
Validity
Qualitative methodology
Methods
Focus Groups
Interviews
Self-reports 
Observations 
Document analysis
Sampling: Small &purposive
Quality Assurance:
Trustworthiness
Authenticity
October, 2016
Qualitative Research

10. Quantitative vs. Qualitative
Methodology Quantitative Method Experiment Technique RCT
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Qualitative Research

11. Quantitative vs. Qualitative
Methodology Qualitative
Method Interview
Technique Semi-structured interview
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Qualitative Research

12. Characteristics of Qualitative Research
Natural context
Places where people interact
Study of inanimate objects
Non-manipulative
- Researcher observes, interviews, records, describes settings ‘as they are’
Researcher as ‘instrument’ – researchers engages in a situation and attempts to make sense of it
Data collected through human observation
Data interpretation through human perceptions
‘Subjectivity’ / reflexivity of researcher
– insights, experiences, perceptions of researcher are important part.
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Qualitative Research

13. Characteristics of Qualitative Research
Interpretive character – researcher attempts to explain ‘why’ and ‘how’ something is happening - focus is on meaning rather than specific behaviours
Focus on process, rather than outcome
Depth (rather than breadth) of understanding
Inductive analysis – research begins with open-ended questions rather than attempting to test a priori hypotheses.
Context sensitivity – findings are placed in social and spatial context – limiting generalisations
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Qualitative Research

14. Limitations of Qualitative Research
Subjective
Labour/time intensive
Misunderstanding of novice researchers
Limited generalisability
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Qualitative Research

15. Qualitative Research Techniques
Participant observation (field notes)
Interviews / Focus groups
Video / Text and Image analysis (documents, media data)
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Qualitative Research

16. Qualitative Research Techniques
Participants observation (field notes)
Gains insight into understanding cultural patterns to determine what’s necessary and needed in tool development (complementary to interviews)
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Qualitative Research

17. Qualitative Research Techniques
Interviews/ focus group discussions
Explores how tools are used and could be used in a novice programming course
Gains insight into the meaning of tools for students for learning to programme
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Qualitative Research

18. Qualitative Research Techniques
Document analysis
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Qualitative Research

19. Involved Skills Observing Conversing Participating Interpreting
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Qualitative Research

20. Qualitative Technique- Data analysis
Themes arising from data would provide insight into the issue(s) under investigation and see what is important to students / physicians / administrators
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Qualitative Research

21. Data Analysis Steps Organize and prepare the data for analysis
Read all data, get a sense of the whole
Begin detailed analysis with coding process
Generate a description of the setting /people as well as categories or themes for analysis
Represent themes (writing, visual, etc.)
Interpret and make meaning out of data
*iterative, non-linear process
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Qualitative Research

22. Ethical Considerations
Consequences
Rights and Responsibilities
Social Justice
Care
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Qualitative Research

23. Choice of Methodology Depends on: Research Questions Research Goals
Researcher Beliefs and Values
Researcher Skills
Time and Funds
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Qualitative Research

24. Summary
Qualitative methodology has different aims and methods than that of quantitative methodology
Research question, among other factors, inform your choice of methodology
You will then have a wide choice of methods within these methodological approaches
Both methodologies could be used in an integrated complementary fashion
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Qualitative Research

25. References
Michaela Mora. Quantitative Vs. Qualitative Research – When to Use Which available at
Creswell JW. Research design. Qualitative, quantitative and mixed methods approaches. Thousand Oaks, CA: SAGE, 2003
Bricki, N. and Green, J. (2007) A Guide to Using Qualitative Research Methodology. MSF field research. Available at
Silverman, D. (2001), Interpreting Qualitative Data: Methods for Analysing Talk, Text and Interaction, London: Sage
October, 2016
Qualitative Research