Qualitative Research Methodology

Study Notes

Qualitative research methodology focuses on exploring and understanding people's attitudes, behaviors, and experiences through non-numerical data.
It aims to gain a deeper understanding of a phenomenon, rather than just measuring its frequency or quantity.

In-depth Interviews: One-on-one, open-ended conversations to gather detailed, personal insights.
Focus Groups: Group discussions to explore collective opinions and experiences.
Observations: Participant or non-participant observation to gather data on behaviors and environments.
Content Analysis: Analyzing texts, images, and other media to identify patterns and themes.
Case Studies: In-depth examination of a single case or a small number of cases to gain detailed insights.

Coding: Assigning labels or codes to data to identify patterns and themes.
Thematic Analysis: Identifying, analyzing, and reporting patterns and themes within data.
Memoing: Writing reflective notes to identify patterns, themes, and relationships in data.
Data Display: Visualizing data to identify patterns and relationships.

Subjectivity: Recognizing the researcher's role and biases in the research process.
Flexibility: Adapting to changing circumstances and emerging themes during data collection.
Contextualization: Considering the cultural, social, and environmental context of the research.
Inductive Approach: Allowing themes and patterns to emerge from the data, rather than imposing preconceived notions.

Strengths:
- Provides rich, detailed insights into people's experiences and behaviors.
- Allows for flexibility and adaptability during data collection.
- Can provide a deeper understanding of a phenomenon.
Limitations:
- Can be time-consuming and resource-intensive.
- May be influenced by researcher bias.
- May not be generalizable to larger populations.

Social Sciences: Studying social phenomena, such as education, healthcare, and social inequality.
Business and Marketing: Understanding consumer behavior, market trends, and organizational culture.
Healthcare: Exploring patient experiences, healthcare outcomes, and healthcare policy.

Aims to gain a deeper understanding of a phenomenon, rather than just measuring its frequency or quantity.

In-depth interviews provide detailed, personal insights through one-on-one, open-ended conversations.
Focus groups explore collective opinions and experiences through group discussions.
Observations gather data on behaviors and environments through participant or non-participant observation.
Content analysis identifies patterns and themes by analyzing texts, images, and other media.
Case studies provide detailed insights through an in-depth examination of a single case or a small number of cases.

Coding assigns labels or codes to data to identify patterns and themes.
Thematic analysis identifies, analyzes, and reports patterns and themes within data.
Memoing involves writing reflective notes to identify patterns, themes, and relationships in data.
Data display visualizes data to identify patterns and relationships.

Subjectivity recognizes the researcher's role and biases in the research process.
Flexibility allows for adapting to changing circumstances and emerging themes during data collection.
Contextualization considers the cultural, social, and environmental context of the research.
Inductive approach allows themes and patterns to emerge from the data, rather than imposing preconceived notions.

Strengths: provides rich, detailed insights, allows for flexibility and adaptability, and can provide a deeper understanding of a phenomenon.
Limitations: can be time-consuming and resource-intensive, may be influenced by researcher bias, and may not be generalizable to larger populations.

Social sciences: studies social phenomena, such as education, healthcare, and social inequality.
Business and marketing: understands consumer behavior, market trends, and organizational culture.
Healthcare: explores patient experiences, healthcare outcomes, and healthcare policy.