Qualitative Research Methods

• There are two main research methods; qualitative and quantitative, which can be combined for a comprehensive understanding of a research problem.
• The goal is for students to understand the meaning of data collection, define qualitative and quantitative research, and analyze qualitative and quantitative data.

Qualitative Research

• Exploratory methods are used to understand perceptions, behaviors, or experiences.
• This research relies on words, visuals, or observations rather than numbers.
• Focuses on exploring phenomena, understanding experiences, and interpreting meanings through non-numeric data.
• Non-numeric data includes interviews, observations, and textual analysis.
• Examples include understanding customer satisfaction, exploring cultural practices, or identifying social challenges.
• Seeks to uncover human experiences by helping researchers to understand how people feel about their experiences, and what motivates them.
• Helps to identify intangible factors such as socioeconomic status, ethnicity, and gender roles.
• Aids in informing healthcare by helping healthcare professionals understand how patients feel about their health, and how to tailor care to their needs.
• Can help researchers understand the "how" and "why" of complex issues, such as how COVID-19 spread through different populations.

Quantitative Research

• Involves using numerical data to measure and analyze variables.
• Aims for objectivity and generalizability by using statistical tools to test hypotheses.
• Examples include measuring the impact of marketing strategies, analyzing trends, or testing scientific theories.
• Quantitative research produces data that is free from bias and subjectivity.
• Allows researchers to make more accurate and impartial conclusions.
• Uses standardized procedures and large sample sizes to ensure that findings can be replicated and trusted.
• Provides insights about trends and patterns to understand complex problems.
• Helps people make evidence-based decisions in areas like healthcare, education, and business.
• Advances knowledge by contributing to the body of research in a given field.

Objective/Purpose

• Qualitative research aims to gain an understanding of underlying reasons and motivations, while quantitative research to quantify data and generalise results from a sample to the population of interest.
• Qualitative research seeks to uncover prevalent trends in thought and opinion.
• Quantitative research seeks to measure the incidence of various views and opinions in a chosen sample.

Data Collection

• Data collection is gathering information to solve a problem or answer a research question.
• Qualitative data collection methods include:
  • Interviews
  • Focus groups
  • Participant observation
  • Document analysis
  • Open-ended surveys
• Qualitative tools include:
  • Audio/video recordings
  • Transcription software
  • Field notes
• Quantitative data collection methods include:
  • Surveys
  • Experiments
  • Structured observations
  • Probability samples
  • Interviews
  • Secondary data analysis
• Quantitative tools include:
  • Questionnaires
  • Measuring instruments
  • Online data collection

Data Analysis

• Data analysis involves working with data to glean useful information, which can then be used to make informed decisions.
• Qualitative data analysis techniques include:
  • Grounded theory
  • Content analysis
  • Narrative analysis
  • Discourse analysis
  • Thematic analysis
• Quantitative data analysis methods include:
  • Descriptive statistics
  • Inferential Statistics
  • Regression Analysis

Mixed Methods

• Mixed methods integrate both qualitative and quantitative methods to provide a more comprehensive understanding of a research problem.
• Aims to triangulate data for stronger validity, and balance in-depth insights with measurable outcomes.
• An example is conducting interviews (qualitative) to understand customer feedback and using surveys (quantitative) to measure satisfaction levels.

Summary of Qualitative vs. Quantitative Research

• Nature of Data: qualitative research uses non-numerical data (text, images, video), whereas quantitative research uses numerical data (statistics, numbers).
• Focus: qualitative research works to understand "how" and "why", whereas quantitative research measures "what", "how much," and "how often".
• Research Approach: qualitative research is subjective and exploratory, whereas quantitative research is objective and conclusive.
• Sample Size: qualitative research uses small, purposive samples, whereas quantitative research uses large, representative samples.
• Tools: qualitative researchers use interviews, observation, and coding. Quantitative researchers use surveys and statistical software.
• Outcome: qualitative research provides a detailed understanding of context, whereas quantitative research generates generalizable results.