1. An Overview of Qualitative Research Methods Presented by Johnnie Daniel, Ph.D., J.D. Department of Sociology and Anthropology for the Responsible Conduct Research Workshop GRADUATE SCHOOL, HOWARD UNIVERSITY February 13, 2013

2. Introduction

3. Purpose of presentation
Provide an introduction to qualitative research methods
Provide descriptions of the differences between qualitative research and quantitative research
Provide a basis for further study and investigation of qualitative research
Encourage the use of qualitative research methods

4. Learning objectives
At the end of this presentation you should be able to:
Distinguish between qualitative research and quantitative research in carrying out the following activities:
Problem formation
Research design development
Selection of data sources
Data collection
Data analysis
Conclusion and report writing
Identify and distinguish the major types of qualitative research designs

5. What are the differences between qualitative research and quantitative research?

6. Qualitative research is research primarily involving the collection and analysis of non-numerical data
On the other hand, quantitative research is research primarily involving the collection and analysis of numerical data

7. Both follow the same major steps in carrying out a research study
However, due to the nature of the data collected, important differences in how these steps are executed

8. Major Steps in Conducting Research
Problem formulation
Research design development
Data analysis
Selection of
data sources
Data
collection
Conclusion / Report Writing

9. Quantitative Research
Problem formation:
Qualitative Research
Quantitative Research
Theory development
Exploratory purpose
Description of participants
Comparison of participants
Create in-depth descriptions and understandings of characteristics
Hypothesis and theory testing
Description of population
Comparison of categories within the population
Create in-depth descriptions and understanding of relationship among variables

10. Quantitative Research
Problem formation:
Qualitative Research
Quantitative Research
Elucidate findings of quantitative research
Verify the presence of phenomena
Purpose to research is to understand a problem
Verify findings of qualitative research
Identify the causes of phenomena
Purpose of research is to explain and predict the existence of a problem

11. Quantitative Research
Problem formation:
Qualitative Research
Quantitative Research
Understand from the point of view of the participants
Interpret experiences and meaning s
Discover theme and relationships
Provide words for closed questions
Understand relationships among variables

12. Quantitative Research
Problem formation:
Qualitative Research
Quantitative Research
Discovery and identification of new thought and understandings
Purpose to discover ideas
Exploratory research
Verification of theory, predictions
Purpose to test hypotheses
Conclusive research

13. Quantitative Research
Problem formation:
Qualitative Research
Quantitative Research
Program aims at individual outcomes
Theory developed during study
Data precede theory
Complex patterns of interactions among variables not investigated
Program aims at common outcomes
Theory developed a priori
Theory precedes data
Complex patterns of interactions among variables may be investigated

14. Research design development:
Qualitative Research
Quantitative Research
Participant observation
Focus group research
Case studies
In-depth interviews
Typically no comparison groups
Research design modified as it is implemented
Survey
Numerical databases
Comparison groups
Research design predetermined

15. Selection of data sources (study participants)
Qualitative Research
Quantitative Research
Nonprobability sampling
Availability sampling
Purposive sampling
Small n
Data saturation, sequential sampling
Probability sampling
Simple random sampling
Stratified sampling
Large n
Sample size predetermined

16. Confirmatory sampling Judgment sampling
Major Types of Purposive Sampling
Selection criteria: Elements’ fit or lack of fit with central tendency
Selection criteria: Variability of elements
Selection criteria: Theory, model development, and hypothesis testing
Selection criteria: Judgment, reputation, or specialized knowledge
Confirmatory sampling Judgment sampling
Disconfirming sampling Subjective sampling
Homogeneous Negative case sampling Bellwether case sampling
Typical case sampling sampling Theoretical sampling Reputational sampling
Modal instance sampling Critical case sampling Politically important cases
Systematic matching sampling Expert sampling
Case control sampling Informant sampling
Consecutive sampling
Deviant case sampling Maximum variation sampling
Rare element sampling Heterogeneity sampling
Extreme case sampling Diversity sampling
Intensity case sampling
Dichotomous case sampling
Outlier sampling

17. Quantitative Research
Data collection:
Qualitative Research
Quantitative Research
Observation
Asking primarily open- ended questions
Scalar items seldom used
Unobtrusive data collection
Data: words, pictures, behavior
Greater ethical issues
Asking primarily closed- ended questions
Scalar items primarily used
Statistical databases
Data: numbers
Fewer ethical issues

18. Quantitative Research
Data collection:
Qualitative Research
Quantitative Research
Researcher interacts at personal level with respondents
Personal values made explicit
Flexible
Unstructured
Researcher seeks to keep personal values, beliefs, and biases separate
Personal values avoided
Not flexible
Structured

19. Quantitative Research
Data collection:
Qualitative Research
Quantitative Research
Researcher must be able to fit-in with events/people studied
Data collection environment not controlled
Same questions not necessarily asked to all participants
Data collector may improvise
Researcher can be distant from events/people studied
Data collection environment controlled
Same questions asked to all participants
Data collector should not improvise

20. Quantitative Research
Data collection:
Qualitative Research
Quantitative Research
Subjectivity focus
Adaptive data collections
Exact replication not possible
Theory is “data driven”
Probing
Information per respondent is substantial
Objectivity focus
Predetermined data collection
Exact replication possible
Data are “theory driven”
Limited probing
Information per respondent varies

21. Quantitative Research
Data collection:
Qualitative Research
Quantitative Research
Hardware: tape recorders, video, cameras
Training of researcher: psychology, sociology, consumer behavior
Conversation, unstructured
Hardware: computers, telephone
Training of researcher: psychology, sociology, consumer behavior, statistics
Structured observation, interviews, questionnaires

22. Quantitative Research
Data collection:
Qualitative Research
Quantitative Research
Contextual variables critical to study
Collect verbatim responses
More limited to collection of data on current patterns
More flexible
Contextual variables not necessarily critical to study
Collect responses to structured items
Less limited to collection of data on current patterns
Less flexible

23. Quantitative Research
Data analysis:
Qualitative Research
Quantitative Research
Limited statistical analysis
Inferential statistics are generally irrelevant
Lack of ability to control for extraneous variables
Results cannot be generalized
Basic to advanced multivariate statistical analyses
Inferential statistics are generally essential
Results are generalizable based on inferential statistical analyses

24. Quantitative Research
Data analysis:
Qualitative Research
Quantitative Research
Lack of ability to control for extraneous variables
Data processing and analysis time consuming
Varied analyses
Focus on themes and meanings
Potential to control for extraneous variables
Data processing and analysis not as time consuming
Standardized analyses
Focus on trends, comparisons, predictions, explanations

25. Quantitative Research
Data analysis:
Qualitative Research
Quantitative Research
Inductive analyses
“Thick descriptions”
Validity based on honesty, richness, authenticity, depth, scope, subjectivity, strength of feeling, catching uniqueness, idiographic statements
Deductive analyses
Control of extraneous variables
Validity based on objectivity, generalizability, replicability, predictability, controllability, and nomothetic statements

26. Quantitative Research
Data analysis:
Qualitative Research
Quantitative Research
No testing of null hypotheses
No confidence intervals
Meaning rather than numeric descriptions sought
Null hypothesis testing
Confidence intervals
Numeric descriptions sought

27. Conclusions / report writing:
Qualitative Research
Quantitative Research
Focus on:
Credibility
Dependability
Transferability
Confirmability
Focus on:
Internal validity
Reliability, stability
External validity
Objectivity

28. Conclusions / report writing:
Qualitative Research
Quantitative Research
Conclusions based on understandings, insight
Conclusions are subjective, speculative
Conclusions based on statistical analyses
Conclusions stated in context of statistical degree of accuracy

29. Conclusions / report writing:
Qualitative Research
Quantitative Research
Replications lead to tentative generalizations
Predicated on the assumption that each individual, culture, setting is unique
Generalizations based on probabilities
Assume “law” or “trends” may be identified

30. Conclusions / report writing:
Qualitative Research
Quantitative Research
Reports are longer, written in narrative form and published in the form of books or monographs
Narrative descriptions
Reports are commonly reported in journals and only 5-15 pages in length
Statistical descriptions

31. What are the major types of qualitative research designs?

32. Qualitative Research Designs
In-depth
Interviews
Focus Groups
Observation
Qualitative
Data
Projective Techniques
Ethnography
Case Studies
This slide highlights many of the qualitative techniques that are useful for data collection.
Action Research
Grounded Theory

33. EXHIBIT 5.2 Common Qualitative Research Tools

34. EXHIBIT 5.2 Common Qualitative Research Tools (cont’d)

35. Choosing a Qualitative Method
Purpose of study
Researcher characteristics
Factors
Ethical concerns
Participant characteristics
The researcher chooses a qualitative methodology based on the project’s purpose, its schedule including the speed with which insights are needed; its budget, the issue(s) or topic(s) being studied; the types of participants needed; and the researcher’s skill, personality, and preferences.
Resources
Nature of topic

36. Challenge: Mixed-Methods Research Designs
Qualitative Research Design
Mixed-Methods Research Design
Quantitative Research Design