What particular social

issues are depicted in

the picture?
In your own
perspective, what is
the role of research in
resolving those issues?
Qualitative Research and It’s Importance in
Daily Life
Practical Research I (RES 001)
 Learning Outcomes
 Describes characteristics, strengths, weaknesses, and kinds
of qualitative research
 Explains the importance of qualitative research across fields
 Qualitative Research
 J.W Creswell (1994): “An inquiry process of
understanding a social or human problem based on a
building a complex holistic picture formed with words,
reporting detailed views of informants and conducted in a
natural setting.”

 L. Locke, F. Spirduso, and S.J. Silverman (1987): To

understand a particular situation, event, role, group, or
interaction.
 W. Neumann (2007): The major difference between
qualitative and quantitative lies in the use of data.
Quantitative studies use hard data which are statistical
and characterized by numbers or digits. On the other
hand, qualitative uses soft data in the form of
impressions, words, sentences, photos, symbols, and so
fort.
Characteristics and Uses
of Qualitative Research
 Human Understanding and interpretation
 Active, powerful, and forceful
 Multiple research approaches and methods
 Specificity to generalization
 Contextualization
 Diversified data in real life situations
 Abounds with words and visuals
 Internal Analysis
Strengths of Qualitative
Research
 Qualitative Research can offer the best light on or best answers to
certain phenomena-social, economic, or political or even
psychological
 Research results are exhaustive; even underlying meanings surface
 It offers several avenues to understand phenomena, behavior,
human condition and the like
 It can build on, or even develop theories through consistent
themes, categories, relationship and interrelationships that are
crystalized during the data gathering and data analysis processes.
Weaknesses of Qualitative
Research
 Most of the research outcomes are based on the researcher’s
subjectivity.
 It is hard to know the validity or reliability of data
 Its open-minded questions yield “data overload” that
requires long-time analysis
 It is time-consuming
Writing Exercise: Odd Man
Out
1. Which one is not a strength of qualitative research? (5
minutes)
A. Offers the best answers to certain phenomena-social,
economic, political or even psychological
B. In tedious and time-consuming
C. Offers several avenues to understand phenomena, behavior,
and condition
D. Can build on or develop theories

Explain your answer.

Writing Exercise: Odd Man
Out
2. Which is a weakness of qualitative research? (5 minutes)
A. Even underlying meanings surface in a qualitative research
B. Consistent themes, categories, relationship are crystalized
during the data gathering process
C. Research results are exhaustive
D. The researcher being the main instrument of data
collection, subjectivity on the part of the researcher, can
happen during the research process

Explain your choice

 Research Methodology in
Qualitative Research
 Participant Observation – Demands immersion in the natural
setting of the research participant. This is commonly used in
ethnographic type of research.

 Observation – Systematic recording of events, behaviors, artefacts in

the social setting of the study.

 In-depth Interviewing - resembles conversation, but with

predetermined response categories.
 Research Methodology in
Qualitative Research
 Focus Group Interviewing – involves 7-10, at times 6-8 people who are unfamiliar
with one another and have been selected because they share certain characteristics that are
relevant to the research problem or inquiry.

 Content Analysis – calls for systematic examination of forms of communication to

document patterns objectively as shown in letters, emails, minutes of meetings, policy
statements and a lot more.

 Narratology – Inquires a great deal of sensitivity between participant and researcher.

Ideally, a friendly atmosphere pervades during the story telling, retelling and reliving of
personal experiences.
 Films, videos, photographs – These provide visual records of events , especially the films
and videos which capture the perspective of the filmmaker and videographer. Pictures, on the
other hand, manifest the intent and values of the intent.
Kinds of Qualitative
Research
 Case Study – Involves long –time study of a person, group,
organization, or situation. It seeks to find answer to why such
thing occurs to the subject. Uses varieties of data collection

Example:

The Effects of Philex Mining Operations to the Cardiovascular-

related wellness of Duayan, Camarines Norte
Kinds of Qualitative
Research
 Ethnography – A study of particular cultural group to
get a clear understanding of its organizational set-up,
internal operations, lifestyle, and culture.

Examples:
 Baseco Compound: A Study of Lifestyle and
Condition of Philippine Urban Poor
 Kinds of Qualitative
Research
 Phenomenology – Refers to the study of how people find their
experiences meaningful. Its primary goal is to make people
understand their experiences about death of loved ones, care for
handicapped persons, friendliness of people, etc.

 Content and Discourse analysis – Analysis of substance and content

of the mode of communication through a given framework.
Example:
 The Reflection of Marx’s Alienation to the Works of Ernest
Hemingway
 Kinds of Qualitative
Research
 Historical Analysis – Examination of primary documents to
make you understand the connection of the past events to
present times.

Examples:
 Fire and Quake in the Construction of Old Manila, 1789-1803
 Storm over San Isidro: “Civic Community” and Disaster Risk
Reduction in the Nineteenth Century Philippines
Review for 3 minutes
 Bring out ¼ sheet of yellow paper
 10 item quiz
 Identification
 No erasures
 QUIZ
Identify which kind of research concerns the following research titles
1. Simone de Beauvoir and Fantasy: Gender Ideology on Peque Gallaga’s Magic Temple
2. A study on How Students Experience and Understand the University Presidency
3. The Burial Rites of Zambals and Aetas
4. Lived Experiences of Elementary Principals Involved in Dual-Career Relationships
with Children
5. The Religious Character of the Revolution in Cavite, 1898-1902
 QUIZ
Identify which kind of research concerns the following research titles

6. Pinoy Big Brother as reflection of Michel Foucault’s Panopticism

7. The Effects of C & B Factory to the Production of Tomatoes in Dinagat Islands
8. The Philippine Postwar Rehabilitation, 1947-1951
9. Student Nurse Perceptions of risk in relation to International Placements
10. Coping Strategies of Smallholder Farming Communities after the 2015 Nepal Earth
Quake: Insights into Post-Disaster Resilience and Social-Ecological Change
 Answers
1. Content Analysis 6. Content Analysis
2. Phenomenological 7. Case Studies
Research 8. Historical Research
3. Ethnographic 9. Phenomenological
4. Phenomenological Research
Research 10. Case Studies
5. Historical Research
 Home Work
In your notebook, write the importance of qualitative
research in the following fields:

Education Advertising
Technical Communication Social Work
Psychology Marketing
International Business