QUALITATIVE

RESEARCH
DESIGNS
 TYPES OF QRDs
• Ethnography
• Narrative
• Phenomenological
• Grounded Theory
• Case Study
• Historical
 Ethnography
•
• you immerse yourself in the target participants’
environment to understand the goals, cultures,
challenges, motivations, and themes that
emerge.
• Ethnography has its roots in cultural
anthropology where researchers immerse
themselves within a culture, often for years!
Rather than relying on interviews or surveys, you
experience the environment first hand, and
sometimes as a “participant observer.”
• For example, one way of uncovering the
unmet needs of customers is to “follow them
home” and observe them as they interact with
the product. You don’t come armed with any
hypotheses to necessarily test; rather, you’re
looking to find out how a product is used.
 Phenomenological
• you use a combination of methods, such as
conducting interviews, reading documents,
watching videos, or visiting places and events,
to understand the meaning participants place
on whatever’s being examined.

• You rely on the participants’ own perspectives

to provide insight into their motivations.
• In a phenomenological study, you often
conduct a lot of interviews, usually between 5
and 25 for common themes, to build a
sufficient dataset to look for emerging themes
and to use other participants to validate your
findings.
 Grounded Theory
• provide an explanation or theory behind the
events
• You use primarily interviews and existing
documents to build a theory based on the
data.
• Sample sizes are often also larger—between
20 to 60—with these studies to better
establish a theory.
• Grounded theory can help inform design
decisions by better understanding how a
community of users currently use a product or
perform tasks.

• “Aim for a Model of Practice”

 Case Study
• involves a deep understanding through
multiple types of data sources. Case studies
can be explanatory, exploratory, or describing
an event.
 Historical
• which involves examining past events to draw
conclusions and make predictions about the
future.

• Essays written by Children during the Civil War

 METHOD FOCUS SAMPLE SIZE DATA COLLECTION
Ethnography Context or culture Observation &
--------- interviews

Narrative Individual experience & Stories from

sequence 1 to 2 individuals &
documents

Phenomenological People who have Interviews

experienced a 5 to 25
phenomenon

Grounded Theory Develop a theory from Interviews, then

grounded in field data 20 to 60 open and axial
coding

Case Study Organization, entity, Interviews,

individual, or event --------- documents,
reports,
observations
Formulating
a Qualitative
Research
Problem
What is PROBLEM?
 GUIDELINES….
• Reading a lot of research articles in
journals, books, magazines and other
reading materials can help you
formulate good research problems.
• Should have a General and Specific Problem
– General Problem
Provides the overall picture and direction of the research,
usually stated in NARRATIVE FORM

Specific Problem:
- gives the details of the research. These are
generated from the general problem.

• A set of specific problems are needed to be

formulated. These are usually stated in
questions form.
 Example:
This study aims to discover to what extent color hues affect
our memory recall.

Specifically, the researchers sought to answer the following

questions;

1. Do color hues have significant effect in the memory recall of

grade 3 pupils as a whole group when classified according to:
a. Red hues
b. Blue hues

2. Is there a significant difference in the memory recall of

grade 3 pupils when exposed to color hues?
 Example:
Topic: Students images and views of Chemistry

General Problem:
The study aims to explore the students’ images and
views on Chemistry

Specific Problems:
1. What are the students’ images and views on chemistry
based on drawings?
2. What are students’ views on chemistry?
3. What learning theories are embedded on these images?
 RESEARCH TITLE
• A research title sums up the variables being
studied in the research.
• Usually, the general problem is reflected in the
research title
• Avoid titles that are too long. A good Research
Title is usually composed of 12-15 words.
• SMART
 SIGNIFICANCE OF THE STUDY
• In this section, you are expected to write the
importance of your research/study.
• Your study should specify the role of your
study to different groups of people.

“WHO WILL BENEFIT FROM YOUR RESEARCH

AFTER????.”
 ASSIGNMENT:
• To be submitted on Friday
– WORKING TITLE
– STATEMENT OF THE PROBLEM
– SIGNIFICANCE OF THE STUDY
 DATA GATHERING
• is the process of gathering and measuring
information on targeted variables in an
established systematic fashion, which then
enables one to answer relevant questions
and evaluate outcomes.
 SAMPLING
• Sampling is the process of selecting units (e.g.,
people, organizations) from a population of
interest so that by studying the sample we
may fairly generalize our results back to the
population from which they were chosen.
TYPES OF SAMPLING TECHNIQUES

• Probability Sampling

• Non-Probability Sampling
 Probability Sampling
• is any method of sampling that utilizes some
form of random selection.
Types of Probability Sampling
• Simple Random Sampling (SRS)
• Stratified Sampling.
• Cluster Sampling.
• Systematic Sampling.
• Multistage Sampling
 Non-Probability Sampling
• is a sampling technique where the samples are
gathered in a process that does not give all the
individuals in the population equal chances of
being selected.
Types of Non-Probability Sampling
• Convenience
• Snowball
• Purposive
• Quota
Probability
Sampling
 Simple Random Sampling
• is a subset of a statistical population in which
each member of the subset has an equal
probability of being chosen.
• Used if the population is small, homogeneous
and readily available.
 Stratified Random

• the researcher divides the population

into separate groups, called strata. Then,
a probability sample (often a simple
random sample ) is drawn from each
group.
 Cluster Sampling

• the researcher divides the population into

separate groups, called clusters. Then, a
simple random sample of clusters is selected
from the population. The researcher conducts
his analysis on data from the sampled
clusters.
 Systematic Sampling
• a type of probability sampling method in
which sample members from a larger
population are selected according to a random
starting point and a fixed periodic interval.
This interval, called the sampling interval, is
calculated by dividing the population size by
the desired sample size.
 Multistage Sampling
• can be a complex form of
cluster sampling because it is a type
of sampling which involves dividing the
population into groups (or clusters). Then, one
or more clusters are chosen at random and
everyone within the chosen cluster is
sampled.
 Non-Probability Sampling
• is a sampling technique where the samples are
gathered in a process that does not give all the
individuals in the population equal chances of
being selected.
Types of Non-Probability Sampling
• Convenience
• Snowball
• Purposive
• Quota
 CONVENIENCE SAMPLING
• technique where subjects are selected
because of their convenient accessibility and
proximity to the researcher.
 SNOWBALL Sampling
• where existing study subjects recruit future
subjects from among their acquaintances.
 Quota Sampling
• wherein the assembled sample has the same
proportions of individuals as the entire
population with respect to known
characteristics, traits or focused phenomenon.
 Purposive Sampling
• is selected based on characteristics of a
population and the objective of the study.
• Purposive sampling is also known as
judgmental, selective, or subjective sampling.
LALALALA!
 DATA
COLLECTION
STRATEGIES
 D.C.S

•Observation
•Interview
•Focus Group Discussion
 OBSERVATION?
• A qualitative data collection technique in
which a researcher observes the participants

• Entails the systematic noting and recording of

events, behaviors and artifacts in the social
setting chosen for the study.
 TYPES OF OBSERVATION

• Participant observation
• Non participant observation
• Naturalistic observation
• Simulation
 Participant observation
• The researchers assume two roles, observers
and participants.
• The researchers participate as much as
possible in the daily life of the subjects while
also carefully observing everything he or she
can about it.
 Non participant observation

• The researcher does not participate in the

activity being observed but rather he/she “sits
on the sidelines” and watches on subjects.
 Naturalistic observation
• Commonly used by psychologists and other
social science researchers, requires that the
researcher observes the subjects under study
in their natural settings.
 Simulations
• The researchers recreates a situation,
environment, or system and observes the
subjects under study in the simulated
environment.
NOTE:
• Field Notes
• Take into consideration the problems of the ff:
– Observer Effect
• The act of observing will influence the phenomenon
being observed.
– Observer Bias
• The possibility that certain characteristics or ideas of
the researcher may “affect what they observe”
 INTERVIEW?
• A conversation between two or more people
where the interviewer asks questions to gather
specific information from he interviewee.
Types of Interview
• Structured
• Semi-structured
• Informal
• Restrospective
 Structured Interview
• The researcher prepares a specific set of questions and
reads the questions exactly to individuals to establish an
understanding of their ideas on a topic.

GUIDELINES USING STRUCTURED INTERVIEW

• Stay consistent with the introduction of the study,
sequence of the questions and wording of questions.
• Do not let other person answer for the participant or offer
his or her opinion about the question.
• Do not suggest an answer or agree or disagree with an
answer.
• Do not interpret the meaning of the questions.
• Do not improvise.
 Semi-structured Interview
• The researchers set the outline for the topics
covered and prepares mostly open-ended
questions such that the responses of the
interviewee determine the direction of the
interview.
• Often preceded by observation.
 Informal Interview
• Resembles casual conversation as they do not
involve any specific type of sequence of
questions or any particular form of
questioning.
Retrospective Interview
• Is done to recall and reconstruct something
that happened in the past.
Researchers are expected to:
• Respect the culture of the group being studied
• Respect the individual being interviewed
• Be natural
• Develop an appropriate rapport with the participant
• Ask the same question in different ways during the
interview.
• Ask the interviewee to repeat an answer or statement
when there is some doubt about the completeness of a
remark.
• Vary who controls the flow of communication.
• Avoid leading questions.
 Focus Group Discussion

• A free flowing discussion with a small group of

6-10 people in order to generate different
ideas and opinions on certain issues
moderated by a skilled facilitator.
• “NOT A DEBATE”
 In selecting the participants of the
FGD, here are some of the criteria:
• AGE
– Usually members of the FGD are in the same age
bracket.

• GENDER
– Comfortable between males and females.

• POWER
– “NO INFERIORITY COMPLEX”
 FGD QUESTIONS
• ENGAGEMENT
– Introduce the participants to the topic and set the
tone for the discussion
• EXPLORATION
– Get the insights of the participants on the topic.
– “WHY” and “HOW”
• EXIT QUESTIONS
– Are given to make sure everything is covered up
and nothing is missed in the discussion.
 Documentary Analysis

• a.k.a Content Analysis

• A technique to study human behavior

indirectly by analyzing documents.
 DATA
INTERPRETATIONS
QUALITATIVE RESEARCH
TECHNIQUES IN ANALYZYING DATA
• Looking for Patterns or Themes
• Identifying Key Events
• Preparing Visual Representations
• Statistics
 Looking for Patterns or Themes
• How can you look for patterns?

• You can generate concepts and constructs by

comparing and contrasting the data collected
and sorting our until you can be able to fin
patterns and diving them into themes.
A research is conducted to investigate the
migration of medical doctors in public hospitals
to private hospitals. Based on the interviews that
you conducted to around 15 doctors, many of
them cited the following reasons: better pay,
good working conditions, career growth and
flexible time.
 Key Events
• These are specific and prominent events or
phenomena that occurred in a certain group.
 Visual Representations
• The most useful tool in qualitative research
• It presents any system, patterns, interactions or
relationships that could be generated form the
data.
• Can be in the form of;
– Maps
– Graphic organizers
– Organizational charts
– Matrices
– Flowcharts
Her Music Her Life

Lia’s interrelationships
of her life, music and
work for her family

Her Work Her Family

 Statistics
• This is useful if you want a summary of the
frequency of the responses.

• INFERENTIAL STATISTICS IN NOT USED IN

QUALITATIVE RESEARCH.
 Cause of Migration from Number of Percentage of
public to private hospitals Interviewees Interviewees
who cited the who cited the
reason reason
Better pay 15 100
Good Working conditions 12 80
Career growth 14 93
Flexible time 13 87
 Conceptual Framework
• Network of themes or constructs which shows
its interrelations among these themes.
• IN Q.R, it is written before data analysis as
part of the literature review or after data
analysis to emphasize the patterns that you
have found in your study.
 WRITING THE
SUMMARY OF
FINDINGS,
CONCLUSIONS AND
RECOMMENDATION
 Summary of Findings
• It presents the important findings of the research.
• For clarity of presentation, findings may be
written according to in order of presentation of
the specific research problems.
• Findings need not to be explained nor elaborated.
Should be stated as concise as possible.
 Conclusions
• These are inferences, deductions abstractions,
implications, interpretations, general statements
and or generalizations based upon the findings.
• No conclusion should be made that ar not based
upon the findings.
• The conclusion should answer the specific
questions raised at the beginning of the
investigation in the order they are given under
the statement of the problem.
 Recommendations
• Written after conclusions have been drawn.
In writing recommendations, you can refer to the following:

1. The number of recommendations usually depends on the

number of drawn conclusions
2. You may include in the recommendations other variables
that you did not use in your study for future researchers.
3. Other methods or approaches that you did not employ in
your study may also be included in the recommendations.
 Reference List
• List down all the references that you have
used and consulted such as books, journal
articles, magazines, newspaper, bound copies
of any research paper and online articles.
• This is to give the appropriate recognition and
acknowledgment to the works of other
people.
 In Writing your Research Report
• Use words that are easily understood.
Technical terms used should be defined
conceptually or operationally.
• Make a thorough and comprehensive
discussion of your report. Never deviate from
the variable studied.
• Consistency and cohesiveness of the ideas
should be observed at all times.
• Make your discussion direct to the point.
 Guideline in Conducting An Oral
Presentation
• Study your research paper.
• Prepare a Powerpoint Presentation
• After presentation, expect that there will be
questions from the experts.
• Be courteous and tactful in answering the
questions given by the panel of experts.
• Dress Properly . Ask your adviser for the dress
code required in your school.