Beyond Numbers : A

rhetorical expression on
understanding Qualitative
Research Methodology

QUALITATIVE
RESEARCH
 Writing Qualitative Paperis like
running a race alone
Ready 1 Day Understand the details of Qualitative Research
st

Set 2 day Acquire the techniques in transcribing and Thematizing

nd

Go 3 day Apply the skills required for publishable paper

rd

YOU WILL COMPETE WITH YOUR OWN TIME QUALITATIVE RESEARCH

 Research Problem
Statement
Idenify a particular
issue in need of
investigation

Research
Purpose
Statement
Methods ref Advance the
major
objective for
beginning the
study

Research
Questions
Specify the
quiding

QUALITATIVE RESEARCH
query for
narrowing
the study
Difference ?

METHODOLOGY refers to the theory of how research should be undertaken

Methods ref

METHODS refer to techniques and procedures

(Saunders, et. Al 2012)

QUALITATIVE RESEARCH
Qualitative research begins with assumptions and
the use of interpretive/ theoretical frameworks that
inform the study of research problems addressing
the meaning individuals or group ascribe to a social
or human problem.

QUALITATIVE RESEARCH
 THE ADVANTAGE OF USING
QUALITATIVE METHODOLOGY

QUALITATIVE RESEARCH
• The ability to probe into responses or observations as
needed and obtain more detailed descriptions and
explanations of experiences, behaviors, and beliefs

• one can get information not anticipated by the researcher

• Research Design Steps and Options

QUALITATIVE RESEARCH
 THE DIFFERENCE BETWEEN QUALITATIVE AND
QUANTITATIVE RESEARCH

Qualitative research is concerned with finding the

answers to questions which begin with how? in
what way?

QUALITATIVE RESEARCH
Quantitative research, on the other hand,
is more concerned with questions
about: how much? how many? how
often? to what extent?

QUALITATIVE RESEARCH
Qualitative research is concerned with the
opinions, experiences and feelingsof
individuals producing subjective data.
Qualitative research describes
social phenomena as they occur naturally.

QUALITATIVE RESEARCH
Approaches of Research Designs

QUALITATIVE RESEARCH
 Type of Approach Defining Features Data Collection
Implications
Questions and
observations are aimed
at drawing out individual
experiences and
perceptions.
Focuses on individual
Phenomenology experiences, beliefs, and
perceptions. ·Text used
 In focus groups,
group experiences
as a proxy for human and normative
experience. perceptions are
typically sought out.

 In-depth interviews
and focus groups
are ideal methods

QUALI for collecting

data.
Phenomenology?
draws heavily on the writing of the German
mathematician Edmun Husserl (1859-1938; 1970 and
those who expanded on his vies, such as Heidegger,
Sartre, and Merleau-Ponty (Spiegelberg, 1982).

QUALITATIVE RESEARCH
Types of Phenomenology
1.Hermeneutic phenomenology (van Manen, 1990,
2014) and empirical,
2.Transcendental, or psychological phenomenology
(Moustakas, 1994).
QUALITATIVE RESEARCH
Types of Phenomenology
1.Hermeneutic phenomenology (van Manen, 1990,
2014)
describes research as an oriented toward lived experience
(phenomenology) and interpreting the “test” of life

QUALITATIVE
Moustakas’ (1994) transcendental or psychological phenomeno

focused less on the interpretations of the researcher and more

description of the experiences of participants.

QUALITATIVE RESEARCH
 Determine if the
research problem is best
examined by using a
phenomenological
Present the approach
understanding of
the essencr of the Identify a
expeeriencve in phenomenon of
written form. interest to study and
describe it.

Report the "essence"

Distinguish and specify
of the phenomenon by
the broad
using a composite
philosoophical
description
assumption of
phenomonolgy

Collect data from the

Develop textual and individuals who have
structural experienced the
descriptions. phenomenon by using
interviews.

Generate themes
from the analysis of
significant
statements.

QUALITATIVE RESEARCH
 M otivatingFactor in A cquiring N
ew Knowledge”
“PursuingResearch as a Wa ( Web Conference / October 15 – 17, 2020 )

y o f L i f ea n d Draws on inductive
analytic methods (this
ITA requires generation of
free-flowing data.
would be same for
Grounded Theory below as In-depth interviews and
well). · focus groups are the most
common data collection
Inductive Thematic Involves identifying and techniques associated with
coding emergent themes ITA.
Analysis within data.

Notes from participant

Most common analytic observation activities can
approach used in be analyzed using ITA, but
qualitative inquiry. interview/focus group
data are better.

QUALITATIVE RESEARCH
 Questions and observations
are generally related to social
Oriented toward studying and cultural processes and
shared meanings and shared meanings within a
practices (i.e., culture). given group of people.

Ethnography Emphasizes the emic

Traditionally, it is associated
with long term fieldwork, but
perspective. · Can have a some aspects are employed
contemporary or in applied settings. ·
historical focus.
Participant observation is well
suited to ethnographic
inquiry.

QUALITATIVE RESEARCH
 Inductive data collection and As above, in-depth interviews
analytic methods. and focus groups are the
Grounded Uses systematic and
most c o m m o n data collection
techniques associated with

Theory exhaustive comparison of

text segments to build
GT.

thematic structure and theory ·Sample sizes for grounded

from a body of text. theory are more limited than
for ITA because the analytic
C o m m on analytic approach in process is more intensive and
qualitative studies. time consuming.

Note: M any researchers

incorrectly label all inductive
thematic analyses “grounded
theory,” as a default.

Technically, they are not the

same thing.

QUALITATIVE RESEARCH
 · Analysis of one Cases that are
to several cases unique with
Case that are unique
with respect to
respect to the
research topic
Study the research
topic Questions and
observations
should focus
·Analysis on, and delve
primarily focused deeply into, the
on exploring the unique feature
unique quality.
of interest.
QUALITATIVE RESEARCH
 T h e s e linguistically
S t u d y of “n a tu ra l l y focused metho ds often
o c c u r ri n g ” d i s c o u r s e u s e e x is ti n g d o c u m e n t s
Discourse/ as data.
Can range from
Conversation c o n v e r s a t i o n t o pu b l i c Conversations between
Analysis e v e n t s to e xi s t in g i ndi vi du al s t h a t
documents. spontaneously emerge
w i t h i n g r o u p i n t e rv i e w s
Text a n d structures or focus groups m a y
within discourse used be studied but are not
as objects of p r e f e rr e d .
a n al ys is .

P a rti c i pa n t o b s e r v a t i o n
is c o n d u c i v e t o
d i s c o u r s e a n a l ys is if
n a r ra t i ve s f r o m p u b li c
events can be
recorded.

QUALITATIVE RESEARCH
 Defined as integrating Collection of qualitative
Mixed quantitative and data in a mixed
Methods qualitative research methods study can be
methods in one study. informed from a wide
range of theoretical
perspectives and
Two most common analytic approaches.
designs are sequential
and concurrent. Researchers must
specify up front, and in
detail, how, when,
and why qualitative
and quantitative
datasets will be
integrated.

QUALITATIVE RESEARCH
Phases of Qualitative Process

QUALITATIVE RESEARCH
Why Philosophical Assumption is
important?

QUALITATIVE RESEARCH
Philosophical assumptions are stances taken by the
researcher that provide direction for the study, such as
the researcher’s view of reality (ontology), how the
researcher knows reality (epistemology), the value-
stance taken by the inquirer (axiology), the procedures
used in the study (methodology).

QUALITATIVE RESEARCH
 Post-Positivism Constructivism Advocacy & participation Pragmatism
Ontology Singular reality
“ P u r s u i n g sPolitical
Multiple realities
e a rreality
ch as a Singular
L i f e&/or multiple
M o t i v a t i n g F aRc oWr ai n
y A oc fq u i r i n g wa nK dn o w l e d
realities
asks questions about the nature
of reality.
t e N e ge”
( Web ence / October 15 – 17, 2020 )
Epistemology Distance & impartiality Closeness Confer Collaboration Practicability

epistemological dualism that

separates research along
objective- subjective lines (Bryman
1998):
Axiology Unbiased Biased Biased & negotiated Multiple stances

the role of values in shaping

research (Creswell & Plano
Clark 2007).

Methodology Deductive Inductive Participatory Combining

refers to the philosophy
underpinning the research and
its design.

Rhetoric Formal Informal Advocacy & change Formal or informal

language and presentation of

research findings (Creswell &
Plano Clark 2007).

Methods

are the specific techniques of

Quantitative Qualitative

QUALI ATIVE
Usually qualitative
ARCqualitative

data collection and analysis

(Creswell & Plano Clark 2007).
Non ENEC/Nawah/BOC
 Theories in Qualitative for reference of the study or
theoretical Lens
Postpositivism (Grounded Theory)

reductionistic, logicial, empirical, cause-and-effect oriented, and deterministic based on a priori

theories.

does not believe in strict cause and effect but rather recognize that all cause and effect is a probability
that may or may not occur

QUALITATIVE RESEARCH
 “
Theories in Qualitative for reference of the study or
theoretical Lens
social constructivism (Phenomenology)

individuals seek understanding of the work in which they live and work. They develop subjective
meanings of their experiences—meanings directed toward certain objects or things.

QUALITATIVE RESEARCH
‘
Theories in Qualitative for reference of the study or
theoretical Lens
transformative framework (Participatory Action Research)

knowledge is not neutral and it reflects the power and social relationships within society; thus, the
purpose of knowledge construction is to aid people to improve society (Mertens, 2003).

is focused on bringing about change in practices.

helps individuals free themselves from constrains found in the media, in language, in work procedures,
and in the relationships of power in educational settings.

QUALITATIVE RESEARCH
 Theories in Qualitative for reference of the study or
theoretical Lens
Postmodernism (Ethnography/Narrative )

might be considered a family of theories and perspectives that have something in common (Slife &
Williams, 1995).

knowledge claims must be set within the conditions of the world today and in the multiple perspectives
of class, race, gender, and other group affiliations.

QUALITATIVE RESEARCH
 Theories in Qualitative for reference of the study or
theoretical Lens
Pragmatism (Phenomenology/Mixed Methods)
Individuals holding an interpretive framework based on actions, situations, and consequences of inquiry—
rather than
antecedent conditions (as in postpositivism).

not committed to any one system of philosophy and reality.

Individual researchers have a freedom of choice. They are “free” to choose the methods, techniques, and
procedures of
research that best meet their needs and purposes.

Pragmatism researchers look to the “what” and “how” of the research

Pragmatists have believed in an external world independent of the mind as well as those lodged in the mind.
QUALITATIVE RESEARCH
 Theories in Qualitative for reference of the study or
theoretical Lens
Feminist Theories (Narrative, Phenomenology, Biography, Transformative, Ethnography)

Feminist research approaches center on and make problematic women’s diverse situations and the institutions
that
frame those situations.

topics may include a postcolonial thought related to forms of feminism depending on the context of nationalism,
globalization and diverse international contexts (e.g., sex workers, domestic servants women violence, slavery),
and work by or about specific groups of women, such as standpoint theories about lesbians, women with
disabilities, and women of color (Olesen, 2011).

QUALITATIVE RESEARCH
 Theories in Qualitative for reference of the study or
theoretical Lens
Critical Theory and Critical Race Theory (Case Study, Ethnograpghy)

empowering human being to transcend the constraints placed on them by race, class, and gender (Fay, 1987).
Researchers need to acknowledge their own power, engage in dialogues,

use theory to interpret or illuminate social action (Madison, 2011).

exploring the scientific study of social institutions and their transformations through interpreting the meanings of
social life; the historical problems of domination alienation, and social struggles; and a critique of society and the
envisioning of new possibilities (Fay, 1987; Morrow & Brown, 1994).

QUALITATIVE RESEARCH
 Theories in Qualitative for reference of the study or
theoretical Lens
Critical race theory (Case Study, Phenomenology, Etnograpghy)

focuses theoretical attention on “studying and transforming the relationship between race, racism, and power”
(Delgado & Stefancis, 2012, p.3).

first goal is to present stories about discrimination from the perspective of people of color. These may be
qualitative case studies of descriptions and interviews.
second goal, critical race theory argues for the eradication of racial subjugation while simultaneously recognizing
that race is a social construct (Parker & Lynn, 2002). Is shaped by political pressures and informed by individual
lived experiences.

third goal of critical race theory addresses other areas of difference, such as gender, class, and any inequities
experienced by individuals. “

QUALITATIVE RESEARCH
 Theories in Qualitative for reference of the study or
theoretical Lens
Queer Theory (Case Study, Narrative, Phenomenology, Ethnography)

is characterized by a variety of methods and strategies relating to individual identity (Plummer, 2011a; Watson,
2005).

is linked to discoursed, and overlaps gender and sexually. The term itself—queer, rather than gay,
lesbian, or homosexual theory—allows for keeping open to question the elements of race, class, age,
and anything else

QUALITATIVE RESEARCH
 Theories in Qualitative for reference of the study or
theoretical Lens
Disability Theories (Case Study)

the meaning of inclusion in schools and encompasses administrators, teachers, and parents who have
children with disabilities (Mertens, 2009, 2015).

focuses on understanding specific issues or topics that serve to disadvantage and exclude individuals or
cultures, such as hierarchy, hegemony, racism, sexism, unequal power relations, identify, or inequities in
our society.

QUALITATIVE RESEARCH
Designing Qualitative Study

QUALITATIVE RESEARCH
Qualitative researchers need to anticipate and plan for potential ethical
issues because these issues arise during many phases of the research
process.

Qualitative research begins with assumptions and the use of interpretive/

theoretical frameworks that inform the study of research problems
addressing the meaning individuals or groups ascribe to a social or
human problem.

QUALITATIVE RESEARCH
 Characteristics of a Quality Qualitative Research
Create Central Question of the Target Study

"How do respondents characterize high-performance assurance

management systems in Integrated Maintenance Management System
Implementation?

QUALITATIVE RESEARCH
 Characteristics of a Quality Qualitative Research
Natural setting.

the site where participants experience the issue or problem under study

gather up-close information by talking directly to people and seeing them behave within their context.

collect data themselves through examining documents, observing behavior, and interviewing participants.

They may use an instrument, but it is one designed by the researcher using open-ended questions.

QUALITATIVE RESEARCH
 Characteristics of a Quality Qualitative Research
Multiple methods.

typically gather multiple forms of data, such as interviews observations, and documents, rather than rely on a single
data source.

QUALITATIVE RESEARCH
 Characteristics of a Quality Qualitative Research

Complex reasoning through inductive and deductive logic.

build their patterns, categories, and themes from the “bottom up” by organizing the data inductively into increasingly
more abstract units of information.

working back and forth between the themes and the database until they establish a comprehensive set of themes.

deductive thinking in that they build themes that are constantly being checked against the data.

uses complex reasoning skills throughout the process of research.

QUALITATIVE RESEARCH
 Characteristics of a Quality Qualitative Research

Participants’ multiple perspective and meanings.

focus on learning the meaning that the participants hold the problem or issue, not the meaning that the researchers
bring to the research or writers from the literature.

The participants meaning further suggest multiple perspectives on a topic and diverse views. This is why a theme
developed in a qualitative report should reflect multiple perspectives of the participants in the study.

QUALITATIVE RESEARCH
 Characteristics of a Quality Qualitative Research

Context-dependent.

is situated within the context or setting of participants or sites.

The researcher must seek an understanding of contextual features and their influence on participants’ experiences
(e.g., social, political, and historical

the particular contexts allow researchers to “understand how events, actions, and meaning are shaped by the unique
circumstances in which these occur: (Maxwell, 2013, p.30).

QUALITATIVE RESEARCH
 Characteristics of a Quality Qualitative Research

Emergent design.
The research process for qualitative researchers is emergent.

initial plan for research cannot be tightly prescribed and that all phases of the process may change or shift after the
researchers enter the field and begin to collect data.

QUALITATIVE RESEARCH
 Characteristics of a Quality Qualitative Research

Reflexivity.

Researchers “position themselves” in a qualitative research study. This means that researchers convey (i.e., in a method
section, in an introduction, or in other places in a study) their background (e.g., work experiences, cultural experiences,
history), how it informs their interpretation of the information in a study, and what they have to gain from the study.

QUALITATIVE RESEARCH
 Characteristics of a Quality Qualitative Research
Holistic account

try to develop a complex picture of the problem or issue under study.

This involves reporting multiple perspectives, identifying the many factors involved in a situation and generally
sketching the larger picture that emerges. (Simulacrum)

Researchers are bound not by cause-and-effect relationships among factors but rather by describing the complex
interactions of factors in any situation.

QUALITATIVE RESEARCH
If you are into qualitative research you
must be ….,

QUALITATIVE RESEARCH
 Committed to having extensive time in the field.
spend many hours in the field, collect intensive data, and
labors over field issues of trying to gain access and establish
rapport.
Collaborate with participants takes time yet is
important for
developing an “insider” perspective

QUALITATIVE RESEARCH
 Engaged in the complex, time-consuming process of data

analysis.
undertakes the ambitious task of sorting through large amounts of
data and reducing them to a few themes or categories

QUALITATIVE RESEARCH
 Writing lengthy and descriptive passages.

presents the evidence in a way that the

claims are substantiated and reflective of
multiple perspectives

QUALITATIVE RESEARCH
 Embracing dynamic and emergent procedures.

participates in a form of social and human science

research that does not follow specific procedures and is
constantly changing

QUALITATIVE RESEARCH
  Attending to anticipated and developing ethical issues.

considers what ethical issues might surface during the study

and to plan how these issues need to be addressed

Non ENEC/Nawah/BOC QUALITATIVE RESEARCH

Preparing “GOOD” Qualitative Paper

QUALITATIVE RESEARCH
“GOOD” Qualitative Paper
Identity interpretive
lens to be used
Research problem/
Utiliz validation topics is needed to
strategies be addressed using a
literature search

Discuss findings and Draft open-ended

compare with research questions
other findings as exploratory

Participants
perspective and Collect a variety of
researcher sources of data
interprettions.

Analyze data
integrating inuctive
and deductive
strategies

QUALITATIVE RESEARCH
Prepare your “Goal” for Qualitative Paper

Identity Research problem/ topics

interpretive lens is needed to be
addressed using a
to be used literature search
(Philosophical assumption)

QUALITATIVE RESEARCH
 Prepare your “Objectives” for Qualitative Paper

Draft open-ended research

questions as exploratory
Collect a variety of sources of data
(Central Question, Sub-Question, ( semi-structured interview, Robotfoto)
Developmental Question)

QUALITATIVE RESEARCH
Prepare your “Organized thinking” for Qualitative Paper

Analyze data integrating inductive Participants perspective and

and deductive strategies researcher interpretitions.

QUALITATIVE RESEARCH
Prepare your “Detailed final product” for Qualitative
Paper

Discuss findings and compare with other findings Utilize validation

(Member-Checking)
strategies

QUALITATIVE RESEARCH
You are now Ready for your qualitative attempt in
research

Thank you
QUALITATIVE RESEARCH