Qualitative Research Methodologies

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Qualitative Research Methodologies

• Matthew Schwarz and Valerie Dao
• Fulbright Research Mentorship Program
• Ho Chi Minh City, Vietnam

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Introduction
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Introduction

• Qualitative research
• Allows the researcher to understand a problem or
  phenomenon from the perspectives of the people it
  involves.
• Reveals a complete picture of a certain research
  issue.
• Seeks to provide a rich understanding of a
  certain research issue.

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Qualitative vs. Quantitative Research

• Qualitative
• Textual data
• Explore phenomena
• Flexible, unstructured
• Describe variation, relationships, and individual
  and group experiences

• Quantitative
• Numerical data
• Confirm hypotheses
• Rigid, structured
• Quantify variation, predict relationships, and
  describe characteristics

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Steps

• Qualitative research takes place in steps
• Select an appropriate methodology
• Define an appropriate sample
• Implement the methodology
• Collect relevant data from the sample

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Methodologies
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Exploratory Research

• Qualitative methods allow researchers to explore
  subjects thoroughly.
• Open-ended questions
• Probing questions
• Why questions
• How questions

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Qualitative Methodologies

• The most common qualitative research
  methodologies are
• Participant observation
• Depth interviews
• Focus groups

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Participant Observation

• Observe naturally occurring behaviors through
  immersion with a population.
• Develop insider knowledge.
• Record detailed and extensive field notes.
• Notice everything.

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Depth Interviews

• Intensive individual interviews.
• Small number of participants.
• Explore perspectives on an issue or phenomenon.
• Dynamic and detailed

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Focus Groups

• Generate data on how groups think about certain
  ideas in group settings.
• Not just facts meaning of facts.
• Good conversation.
• Careful moderation.

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Sampling
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Determining a Sample

• Even if it were possible, it is not necessary to
  collect data from everyone in a community.
• In qualitative research, the researcher needs to
  define and select a sample.
• The studys research objectives and the
  characteristics of the study population determine
  which and how many people to select.

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Sampling Methods

• Three of the most common sampling methods are
• Purposive sampling
• Quota sampling
• Snowball sampling

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Purposive Sampling

• Purposive sampling groups participants according
  to pre-selected criteria relevant to a particular
  research question.
• ex. Motorbike drivers in HCMC
• ex. Vietnamese businessmen in the USA
• Sample sizes depend on
• Resources and time available
• The studys objectives
• If the researcher needs a specific number of
  participants, quota sampling is better.

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Quota Sampling

• Quota sampling begins with two decisions
• What characteristics?
• How many people?
• Characteristics are selected in order to find
  participants who have experience with or
  knowledge of the research topic.
• The researcher goes into the community and
  selects the predetermined number of people
  demonstrating the pre-selected characteristics.

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Snowball Sampling

• Snowball sampling is a form of purposive
  sampling.
• Participants refer the researcher to other
  potential participants.
• Snowball sampling is often used to find and
  recruit hidden populations groups not easily
  accessible to researchers.

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Recruitment
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Introduction

• Once the researcher has selected a research
  methodology and a sampling methodology, the next
  step is to recruit participants.
• Step 1 Define data collection activities.
• Step 2 Develop a plan with gatekeepers.
• Step 3 Establish guidelines for recruiters.
• Step 4 Implement recruitment plan.
• Step 5 Adjust if necessary

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Ethical Considerations

• Follow the guidelines established by your
  universitys Ethics Committee
• Respect social and cultural contexts
• Ensure voluntary participation
• Obtain informed consent when necessary
• We will discuss Ethical Considerations in more
  detail in later lectures.

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Data Synthesis
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Data

• Your way of collecting data will depend on which
  qualitative methodology you choose. These
  include
• Field notes
• Audio and Video tapes
• Transcripts

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Synthesis

• Understanding vs. Generalizing
• One of the advantages of using a qualitative
  research methodology is that it can help the
  researcher fully understand the issue.
• One of the disadvantages of using a qualitative
  research methodology is that it does not allow
  the researcher to make generalizations.