Understanding Quantitative and Qualitative Research Methods

 
Qualitative Research
 
 
Dr Megan Lee
Bond University
Senior Teaching Fellow
PhD in Nutritional Psychiatry
 
Email
melee@bond.edu.au
 
Website
 
Twitter
@MeganLeePhD
 
Instagram & Facebook
@ MeganLovingMeAgain
 
 
 
 
 
What We Will Cover Today…….
 
 
The differences between quantitative and qualitative research
methods
The importance of qualitative research
Deep dive into the different methodologies – focus groups,
interviews, ethnography
Collecting qualitative data – research ethics
Qualitative data analysis – reflexive thematic analysis
 
 
Getting to Know You
 
Who has conducted qualitative research before?
 
Who has never considered qualitative research
and why?
 
Who is considering qualitative research to
answer future research questions?
 
What promoted you to come to this workshop on
qualitative research?
 
Quantitative vs Qualitative Research
 
Quantitative research uses data containing
numbers to count, examine and interpret
relationships, associations, causality, and
differences between groups.
 
Qualitative research
 uses data containing words
to explore, 
observe
, and interpret
 
individuals
experiences.
 
Qualitative research is subjective and uses very
different 
 
methods 
of 
collecting information. The
nature 
of 
this 
type 
 
of
 
research
 
is
 
exploratory
 
and
open-ended
.
 
Elements
 
of
 
the
 
Research
 
Process
: Quantitative
 
Deductive
 
thinking
THEORY
H
YP
O
T
HESIS
 
OBSERVATION
 
CONFIRMATION
 
Elements
 
of
 
the
 
Research
 
Process 
- Qualitative
 
Inductive
 
thinking
 
OBSERVATION
 
PATTERNS
 
HYPOTHESIS
 
THEORY
undefined
 
Q
U
A
N
T
I
T
A
TI
V
E
 
Q
U
A
L
I
T
A
TI
V
E
 
Research
 
process
 
is
deductive.
Measure
s
 
objective
 facts.
Focus
 
on
 
variables.
Firewall
 
between
 
research
process 
and researchers’ 
 values
.
C
r
o
ss
-
c
o
nt
ex
t
u
a
l.  
Many
 
cases.
 
Research
 
process
 
is
inductive.
Document 
social reality,
meaning 
is
 
constructed.
Focus
 
on
 
in-depth
meaning.
Values
 
are
 
present
 
&
explicit 
 
(
reflexivity
).
Contextual
 
dependence.
Few cases.
undefined
 
QUANTITATIVE
 
Statistical
 
analysis
.
Highly structured research
process.
Particularistic,
 
specific
.
Separation from data
.
Generali
s
e
 
to
 
population
 
QUALITATIVE
 
Thematic
 
analysis
.
Loosely structured 
 
research
process.
Holistic
 
perspective 
.
Intimacy
 
with
 
data
.
Generali
s
ation
 
to
 
properties
 
and
contexts
 
Qualitative Research: 
S
tre
ng
ths
 
Explores in-depth feelings, motivations,
opinions, experiences, perceptions,
understanding, meaning
.
 
Provides insights into real-life situations
that you are unable to measure in a
laboratory or using a survey.
 
Compliments quantitative analyses (e.g. an
open-ended question in a survey asking
why the selection was chosen
 
Qualitative Research: 
Weaknesses
 
Generalisability
Volume
 
of
 
data
Most researchers will need to unlearn
quantitative habits/terminologies
Time-consuming
 – transcription
Complexity of analyses
 
Different Types of Qualitative Research
 
Interpretive
 
Explores h
ow 
 
people
 make meaning of 
a 
situatio
n or event
.
 
C
ollect data from 
 
interviews, 
focus groups, 
observations, or 
content
 
(
explore
writing or social media posts
).
 
Analyse 
patterns or 
 
common 
themes
 
T
he 
outcome 
is 
a 
rich 
descriptive 
 
account 
that makes reference to the literature
that helped 
 
frame
 
the 
study.
 
Can you provide an example of research question that could be answered
using this type of qualitative research?
 
Phenomenological
 
 
Explores an individuals’ lived-experience of an event or phenomenon.
 
The researcher attempts to acknowledge their own attitudes, biases, beliefs,
judgements regarding the phenomenon, allowing the researcher to see the
phenomenon intuitively from the perspective of the individual.
 
Reflexive thematic analysis (Braun and Clarke 2006, 2019, 2021, 2022)
 
 
 
Can you provide an example of research question that could be answered
using this type of qualitative research?
 
Grounded Theory
 
 Explores a t
heory
 that
 is “grounded” in the dat
a.
 
The method involves 
comparing 
units 
 
of 
data 
against 
one
 another until
 
categories,
properties, 
and 
hypotheses that state relations between 
these 
categories and
properties 
are identified
. 
These 
hypotheses are tentative and suggestive, 
 
not
 
tested
in
 
the study.
 
 
 
Can you provide an example of research question that could be answered
using this type of qualitative research?
 
Case
 
Studies
 
A 
descriptive 
intensive analysis of 
one
 
individual, unit, or 
 
phenome
non
 selected
for its typicality or uniqueness.
 
Different methods 
could 
be used 
to 
conduct 
this analysis
, 
but 
the focus is on the
unit of analysis
.
 
Case studies are commonly analysed in groups, but can be just one case study if
there is no other occurrence of this phenomenon. For example: Phineas Gage
who had a steel rod pass through his prefrontal cortex, impacting his
personality.
 
Can you provide an example of research question that could be
answered using this type of qualitative research?
 
Critical
 
Research
 
Critiques 
the 
social, 
cultural, and 
 
psychological assumptions regarding present day
contexts 
with the 
 
goal of empowering 
individuals 
and enabling change.
 
It challenges 
 
current power distributions and the status quo, as opposed to 
 
merely
revealing meaning.
 
Research questions may address race, 
 
gender, and class influences, 
how 
current
power structures may serve some groups’ interests and oppress others, and 
how
truth and 
 
knowledge are 
constructed.
 
 
Can you provide an example of research question that could be answered
using this type of qualitative research?
 
Postmodern
 
Research
 
C
hallenges
 the
 
form and 
categories
 
of
 
traditional
 
qualitative
 
analysis.
 
I
nvolves questioning certainties and assumptions 
in 
the 
 
world 
including the nature
of 
truth, the ability of 
research 
and 
science 
to discover this 
 
truth, and 
all
generali
s
ations 
and 
typologies.
 
Three “crises” 
have 
resulted 
from 
these 
questions
o
Can 
the 
experience 
of another be 
captured 
or is 
it 
created 
by
 
the 
researcher
?
o
Can
 
any study be viewed as valid 
if 
traditional methodologies 
are flawed
?
o
Is it 
possible to institute any 
real change
?
 
Reflexivity
 
Reflexivity
 
Qualitative
 research is
 
very 
practical,
 logical, and 
 
critical
 
of
 
itself.
 
Researchers constantly ask, “Am 
I 
 
accurately
 
depicting
 the
 
social
 world
given
 
the 
 
ways
 
I
 
am
 
collecting
 
and
 
analy
s
ing
 
my data?”
 
Good 
qualitative research is often the 
most 
 
rigorous,
 difficult
research.
 
Reflexivity
 
Reflexivity involves the researcher reflecting on how they are
positioned in relation to the research and the participants.
 
A reflexive journal should be kept from inception of the project until
the research is published.
 
Noting: gender, social privilege, sexuality, race,  age immigration
status, beliefs about gender and queer theory, abortion, feminism,
racism, white male privilege, indigenous and disability rights, political
leanings, euthanasia, the sex industry.
 
Reflexivity Exercise
 
For the next 5 minutes think about how you are positioned in relation
to your research and write down your beliefs, morals, opinions, and
perspectives and how they could influence the research design, data
collection, interaction with participants, data analysis and report
writing.
 
Noting: gender, social privilege, sexuality, race,  age, immigration
status, beliefs about gender and queer theory, abortion, feminism,
racism, white male privilege, indigenous and disability rights, political
leanings, euthanasia, the sex industry.
 
Qualitative Methods
 
Qualitative
 
Methods
 
When
 
should
 
I
 
use
 
qualitative methods?
 
When
 
variables
 
cannot
 
be
 
quantified;
When variables are 
best
 
understood
 
in
 
their natural settings;
When variables
 
are
 
studied over
 
real time;
 
When studying intimate details 
of 
roles, processes, and 
 
groups;
When
 
the
 
paramount
 objective
 
is
 
understanding
”.
 
Qualitative
 
Methods
 
What
 
skills
 
do
 
I
 
need?
 
 
Must 
have
 
requisite
 
knowledge
 
and
 
skills
 
about 
 
methodology,
 setting
 
and
nature
 of
 
the 
issue.
 
Must be 
familiar 
with own 
biases, assumptions, 
 
expectations, and values.
 
Must
 
be 
empathic,
 
intelligent,
 
energetic,
 
and
 
interested
 in 
 
listening
.
 
Must be
 open 
to
 embracing multiple realities.
 
Must
 
be 
prepared
 to
 produce
 
detailed,
 
comprehensive,
 
and 
 
sometimes lengthy
 reports.
 
Qualitative
 
Methods
 
Qualitative research 
quickly 
exhausts resources and 
 
time.
 
Therefore, 
it is 
ideal to
limit the amount of data 
 
collected.
It’s not 
the 
size 
that 
matters, 
it’s 
what you do 
with 
the 
 
data.
Be
 
very
 
clear
 
about
 
the
 
research
 
focus.
Write down your foggy ideas and then 
get more 
 
specific.
Concentrate 
on 
most important issues and not others.
Start
 
writing specific questions
 
you
 
want
 
to
 
answer.
 
Qualitative
 
Methods
 
 
Interviews
Focus Groups
Ethnography
Auto-Ethnography
Content Analysis
 
 
Interview
s
 
A 
conversation on 
a 
given topic between 
a 
 
respondent
 
and
 
an
interviewer
 
Used
 
to
 
obtain detailed
 
insights and
 
personal
 
thoughts
.
Flexible and unstructured, but usually 
with 
a
 semi-structured
 interview 
 
guide
.
Purpose:
 T
o 
probe informants’ motivations, feelings, 
 
beliefs
.
Lasts
 
about
 
an
 
hour
.
Interviewer
 
creates
 
relaxed,
 
open
 
environment
. Rapport building important.
Wording
 
of
 
questions
 
and
 
order
 
are
 
determined
 
by
 
flow 
 
of
 
conversation
Interview transcripts 
are 
analy
s
ed for themes and 
 
connections
 
between
 
themes
Can you provide an example of research question that could be answered using
this type of qualitative research?
 
Advantages
 
Tendency
 to 
have
 
a
 
freer
 
exchange
.
Can probe 
potentially 
complex 
motivations 
and
behavior
.
Easier to attach 
a 
particular 
response to 
a
respondent
.
Good to use when the topic is sensitive and
participants may not share in a group setting.
 
Di
sa
d
v
an
t
ag
es
 
Qualified
 
interviewers are
 
expensive
.
Length and expense of interview often leads 
to 
 
small
sample
.
Transcribing many interviews is also time intensive.
Subjectivity
 
and
 
“fuzziness”
.
Social desirability bias.
 
Focus Groups
 
A 
loosely structured interview conducted by a trained moderator
among a small number of participants simultaneously
 
8
 
-
 
12
 
members
.
Incentives and refreshments often offered for
participation.
 Conversational style between participants.
Very little contribution from the facilitator.
Facilitator guides the conversation if it goes
off track and ensures everyone gets to
speak.
60 to 90 minutes.
Video or audio recorded.
 
Can you provide an example of research
question that could be answered using this
type of qualitative research?
 
Richness
 
of
 
data
 from conversation, rather than question and answer style.
Ability to study special
 populations.
Easily
 
understandable
.
Flexibility
 
in
 
covering
 
complex 
topics
.
May
 
uncover
 
unanticipated
 
ideas
 
that
 
are
 
important
.
Usually a first exploratory step before survey construction.
Gives
 
“flesh”
 
and
 
connectedness
 
to
 
real people
 and the way they communicate.
G
roup
 
synergy
.
Faster to transcribe than multiple interviews.
 
Advantages
 
Lack
 
of
 
generali
s
ability
 
(small
 
sample
 
size)
 – although this is not seen as a weakness in quali
research.
Social desirability bias.
Subject
 
to
 
research i
nterpretation
. Reflexivity very important at all stages.
Cost-per-respondent
 
is
 
high
 
(compared
 
to
 
survey
s
)
.
Results
 
dependent
 
on
 
skill
 
of
 
moderator
 
in
 
running 
 
the
 
group
 
and
 
interpreting the 
analysis
.
may
 
be
 
the
 
response
 
in
 
the
 
moment
 
 
which
 
may 
 
change
 
over
 
time
.
strong
 
personalities
 
are
 
a
 
hazard
 – people who take over the conversation.
Group think
 
Disadvantages
 
Ethnograph
y
 
Common 
in
 
anthropology
 and psychology
 
- 
studying 
human society
 
and
 
culture.
 
Uses 
of 
a 
socio-cultural lens through which 
the 
data are interpreted.
 
Extensive
 
fieldwork
 
is
 
usually
 
required
 
in
 
order
 
to
 
give
 
a
 
cultural 
 
interpretation of the 
data 
and
immersion 
in 
the culture 
is 
common
.
 
A 
description of the culture 
(the 
beliefs, traditions, practices, and 
 
behaviors of 
a 
group of
individuals) 
and an interpretation of the 
 
culture through 
the 
point of view 
of 
an 
insider 
to that
culture 
are 
 necessary
 components
 
of
 ethnographies.
 
Can you provide an example of research question that could be answered using this
type of qualitative research?
 
Auto-
Ethnograph
y
 
An autobiographical research study.
 
The researcher experiences the phenomenon of interest and
connects personal experiences to wider cultural, political and social
meaning.
 
Uses deep and careful self-reflection (reflexivity even more
important).
 
Strives for social justice and making the world a better place.
 
Usually a rich description of lived-experience from a marginalised
research individual.
 
Can you provide an example of research question that could
be answered using this type of qualitative research?
 
Advantages
 
Can provide rich lived experience that no other
research method could provide.
Ability to research groups/cultures that have
never been researched before (e.g. gut
microbiome of native populations that have
never been exposed to the Western Dietary
Pattern).
Ability to understand marginalised groups from
the ‘inside’
 
 
 
Di
sa
d
v
an
t
ag
es
 
Highly reliant on researcher interpretation.
Can take years for the researcher to integrate into the
culture/group.
In some instances can be dangerous or call to
question researcher confidentiality and ethical
practices (e.g. a researcher integrating into a drug
ring – will do drugs, sell drugs, and other illegal
activities).
 
Nar
rative/Content
 
Analysis
 
I
nvolves
 
the
 
use of stories
 
or
 
life
 
narratives, first person 
 
accounts of experiences.
 
These stories 
are 
used as data, taking 
the 
 
perspective of 
the 
storyteller, as opposed to 
the
larger society, with 
 the
 goal
 
of
 
extracting
 
meaning
 
from
 
the
 text.
 
Content from social media a common source for content analysis, where people’s ideas,
experiences and opinions are generally less filtered than other forms of research.
 
I
nvolves analy
s
ing 
internal 
thoughts and motivations 
OR 
written text 
or 
spoken words 
for
the
 component parts 
or 
patterns.
 
Can you provide an example of research question that could be answered using this
type of qualitative research?
 
Advantages
 
Useful for gathering information not commonly
accessed by other research methods – books, social
media, historical records, drawings, diaries.
Cost and time-effective data collection.
Best way to access individuals’ real un-filtered
experiences and beliefs.
A great way to compare things from the past.
 
Di
sa
d
v
an
t
ag
es
 
Data analysis can be time-consuming if there is a lot of
content to analyse.
Susceptible to researcher bias and interpretation.
Researcher unable to control the dialogue or topic being
asked as it has been done in the past.
Information could be 
lost or tampered with over time.
May 
miss the initial context that produced the text.
 
Narrative and Content Analysis – 
the study
of patterns of communication in text.
Discourse Analysis – 
the study of verbal
coherent sequences of sentences.
Grounded Theory – 
coding categories
Thematic Analysis – 
identifying, analysing and
interpreting patterns of meaning.
 
Analysing Qualitative Research
 
The most common form of analysis in
qualitative research.
Focuses on examining themes and patterns
of meaning within data.
Also a large focus on the advantage of the
reflexivity of the researcher.
Braun and Clarke developed six systematic
stages to conduct thematic analysis.
 
 
 
Reflexive Thematic Analysis
 
Reflexive Thematic Analysis
 
Questions?
 
 
Dr Megan Lee
Bond University
Senior Teaching Fellow
PhD in Nutritional Psychiatry
 
Email
melee@bond.edu.au
 
Website
www.meganlovingmeagain.com
 
Twitter
@MeganLeePhD
 
Instagram & Facebook
@ MeganLovingMeAgain
 
 
 
 
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Exploring the differences between quantitative and qualitative research methods, this content delves into the importance of qualitative research, various methodologies such as focus groups and interviews, data collection, research ethics, and analysis techniques. It also covers the elements of the research process for both quantitative and qualitative approaches, highlighting the contrasting features and approaches involved.


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  1. www.meganlovingmeagain.com

  2. What We Will Cover Today. The differences between quantitative and qualitative research methods The importance of qualitative research Deep dive into the different methodologies focus groups, interviews, ethnography Collecting qualitative data research ethics Qualitative data analysis reflexive thematic analysis

  3. Getting to Know You Who has conducted qualitative research before? Who has never considered qualitative research and why? Who is considering qualitative research to answer future research questions? What promoted you to come to this workshop on qualitative research?

  4. Quantitative vs Qualitative Research Quantitative research uses data containing numbers to count, examine and interpret relationships, associations, causality, and differences between groups. Qualitative research uses data containing words to explore, observe, and interpret individuals experiences. Qualitative research is subjective and uses very different methods of collecting information. The nature of this type of research is exploratory and open-ended.

  5. Elements of the Research Process: Quantitative Deductive thinking THEORY HYPOTHESIS OBSERVATION CONFIRMATION

  6. Elements of the Research Process - Qualitative Inductive thinking OBSERVATION PATTERNS HYPOTHESIS THEORY

  7. QUANTITATIVE QUALITATIVE Research process is inductive. Document social reality, meaning is constructed. Focus on in-depth meaning. Values are present & explicit (reflexivity). Contextual dependence. Few cases. Research process is deductive. Measures objective facts. Focus on variables. Firewall between research process and researchers values. Cross-contextual. Many cases.

  8. QUANTITATIVE QUALITATIVE Statistical analysis. Thematic analysis. Highly structured research process. Loosely structured research process. Particularistic, specific. Holistic perspective . Separation from data. Intimacy with data. Generalise to population Generalisation to properties and contexts

  9. Qualitative Research: Strengths Explores in-depth feelings, motivations, opinions, experiences, perceptions, understanding, meaning. Provides insights into real-life situations that you are unable to measure in a laboratory or using a survey. Compliments quantitative analyses (e.g. an open-ended question in a survey asking why the selection was chosen

  10. Qualitative Research: Weaknesses Generalisability Volume of data Most researchers will need to unlearn quantitative habits/terminologies Time-consuming transcription Complexity of analyses

  11. Different Types of Qualitative Research Interpretive Critical Research Phenomenological Grounded Theory Postmodern Research Case Studies

  12. Interpretive Explores how people make meaning of a situation or event. Collect data from interviews, focus groups, observations, or content (explore writing or social media posts). Analyse patterns or common themes The outcome is a rich descriptive account that makes reference to the literature that helped frame the study. Can you provide an example of research question that could be answered using this type of qualitative research?

  13. Phenomenological Explores an individuals lived-experience of an event or phenomenon. The researcher attempts to acknowledge their own attitudes, biases, beliefs, judgements regarding the phenomenon, allowing the researcher to see the phenomenon intuitively from the perspective of the individual. Reflexive thematic analysis (Braun and Clarke 2006, 2019, 2021, 2022) Can you provide an example of research question that could be answered using this type of qualitative research?

  14. Grounded Theory Explores a theory that is grounded in the data. The method involves comparing units of data against one another until categories, properties, and hypotheses that state relations between these categories and properties are identified. These hypotheses are tentative and suggestive, not tested in the study. Can you provide an example of research question that could be answered using this type of qualitative research?

  15. Case Studies A descriptive intensive analysis of one individual, unit, or phenomenon selected for its typicality or uniqueness. Different methods could be used to conduct this analysis, but the focus is on the unit of analysis. Case studies are commonly analysed in groups, but can be just one case study if there is no other occurrence of this phenomenon. For example: Phineas Gage who had a steel rod pass through his prefrontal cortex, impacting his personality. Can you provide an example of research question that could be answered using this type of qualitative research?

  16. Critical Research Critiques the social, cultural, and psychological assumptions regarding present day contexts with the goal of empowering individuals and enabling change. It challenges current power distributions and the status quo, as opposed to merely revealing meaning. Research questions may address race, gender, and class influences, how current power structures may serve some groups interests and oppress others, and how truth and knowledge are constructed. Can you provide an example of research question that could be answered using this type of qualitative research?

  17. Postmodern Research Challenges the form and categories of traditional qualitative analysis. Involves questioning certainties and assumptions in the world including the nature of truth, the ability of research and science to discover this truth, and all generalisations and typologies. Three crises have resulted from these questions o Can the experience of another be captured or is it created by the researcher? o Can any study be viewed as valid if traditional methodologies are flawed? o Is it possible to institute any real change?

  18. Reflexivity

  19. Reflexivity Qualitative research is very practical, logical, and critical of itself. Researchers constantly ask, Am I accurately depicting the social world given the ways I am collecting and analysing my data? Good qualitative research is often the most rigorous, difficult research.

  20. Reflexivity Reflexivity involves the researcher reflecting on how they are positioned in relation to the research and the participants. A reflexive journal should be kept from inception of the project until the research is published. Noting: gender, social privilege, sexuality, race, age immigration status, beliefs about gender and queer theory, abortion, feminism, racism, white male privilege, indigenous and disability rights, political leanings, euthanasia, the sex industry.

  21. Reflexivity Exercise For the next 5 minutes think about how you are positioned in relation to your research and write down your beliefs, morals, opinions, and perspectives and how they could influence the research design, data collection, interaction with participants, data analysis and report writing. Noting: gender, social privilege, sexuality, race, age, immigration status, beliefs about gender and queer theory, abortion, feminism, racism, white male privilege, indigenous and disability rights, political leanings, euthanasia, the sex industry.

  22. Qualitative Methods

  23. Qualitative Methods When should I use qualitative methods? When variables cannot be quantified; When variables are best understood in their natural settings; When variables are studied over real time; When studying intimate details of roles, processes, and groups; When the paramount objective is understanding .

  24. Qualitative Methods What skills do I need? Must have requisite knowledge and skills about methodology, setting and nature of the issue. Must be familiar with own biases, assumptions, expectations, and values. Must be empathic, intelligent, energetic, and interested in listening. Must be open to embracing multiple realities. Must be prepared to produce detailed, comprehensive, and sometimes lengthy reports.

  25. Qualitative Methods Qualitative research quickly exhausts resources and time. Therefore, it is ideal to limit the amount of data collected. It s not the size that matters, it s what you do with the data. Be very clear about the research focus. Write down your foggy ideas and then get more specific. Concentrate on most important issues and not others. Start writing specific questions you want to answer.

  26. Qualitative Methods Interviews Focus Groups Ethnography Auto-Ethnography Content Analysis

  27. Interviews A conversation on a given topic between a respondent and an interviewer Used to obtain detailed insights and personal thoughts. Flexible and unstructured, but usually with a semi-structured interview guide. Purpose: To probe informants motivations, feelings, beliefs. Lasts about an hour. Interviewer creates relaxed, open environment. Rapport building important. Wording of questions and order are determined by flow of conversation Interview transcripts are analysed for themes and connections between themes Can you provide an example of research question that could be answered using this type of qualitative research?

  28. Advantages Tendency to have a freer exchange. Can probe potentially complex motivations and behavior. Easier to attach a particular response to a respondent. Good to use when the topic is sensitive and participants may not share in a group setting.

  29. Disadvantages Qualified interviewers are expensive. Length and expense of interview often leads to small sample. Transcribing many interviews is also time intensive. Subjectivity and fuzziness . Social desirability bias.

  30. Focus Groups A loosely structured interview conducted by a trained moderator among a small number of participants simultaneously 8 - 12 members. Incentives and refreshments often offered for participation. Conversational style between participants. Very little contribution from the facilitator. Facilitator guides the conversation if it goes off track and ensures everyone gets to speak. 60 to 90 minutes. Video or audio recorded. Can you provide an example of research question that could be answered using this type of qualitative research?

  31. Advantages Richness of data from conversation, rather than question and answer style. Ability to study special populations. Easily understandable. Flexibility in covering complex topics. May uncover unanticipated ideas that are important. Usually a first exploratory step before survey construction. Gives flesh and connectedness to real people and the way they communicate. Group synergy. Faster to transcribe than multiple interviews.

  32. Disadvantages Lack of generalisability (small sample size) although this is not seen as a weakness in quali research. Social desirability bias. Subject to research interpretation. Reflexivity very important at all stages. Cost-per-respondent is high (compared to surveys). Results dependent on skill of moderator in running the group and interpreting the analysis. may be the response in the moment which may change over time. strong personalities are a hazard people who take over the conversation. Group think

  33. Ethnography Common in anthropology and psychology - studying human society and culture. Uses of a socio-cultural lens through which the data are interpreted. Extensive fieldwork is usually required in order to give a cultural interpretation of the data and immersion in the culture is common. A description of the culture (the beliefs, traditions, practices, and behaviors of a group of individuals) and an interpretation of the culture through the point of view of an insider to that culture are necessary components of ethnographies. Can you provide an example of research question that could be answered using this type of qualitative research?

  34. Auto-Ethnography An autobiographical research study. The researcher experiences the phenomenon of interest and connects personal experiences to wider cultural, political and social meaning. Uses deep and careful self-reflection (reflexivity even more important). Strives for social justice and making the world a better place. Usually a rich description of lived-experience from a marginalised research individual. Can you provide an example of research question that could be answered using this type of qualitative research?

  35. Advantages Can provide rich lived experience that no other research method could provide. Ability to research groups/cultures that have never been researched before (e.g. gut microbiome of native populations that have never been exposed to the Western Dietary Pattern). Ability to understand marginalised groups from the inside

  36. Disadvantages Highly reliant on researcher interpretation. Can take years for the researcher to integrate into the culture/group. In some instances can be dangerous or call to question researcher confidentiality and ethical practices (e.g. a researcher integrating into a drug ring will do drugs, sell drugs, and other illegal activities).

  37. Narrative/Content Analysis Involves the use of stories or life narratives, first person accounts of experiences. These stories are used as data, taking the perspective of the storyteller, as opposed to the larger society, with the goal of extracting meaning from the text. Content from social media a common source for content analysis, where people s ideas, experiences and opinions are generally less filtered than other forms of research. Involves analysing internal thoughts and motivations OR written text or spoken words for the component parts or patterns. Can you provide an example of research question that could be answered using this type of qualitative research?

  38. Advantages Useful for gathering information not commonly accessed by other research methods books, social media, historical records, drawings, diaries. Cost and time-effective data collection. Best way to access individuals real un-filtered experiences and beliefs. A great way to compare things from the past.

  39. Disadvantages Data analysis can be time-consuming if there is a lot of content to analyse. Susceptible to researcher bias and interpretation. Researcher unable to control the dialogue or topic being asked as it has been done in the past. Information could be lost or tampered with over time. May miss the initial context that produced the text.

  40. Analysing Qualitative Research Narrative and Content Analysis the study of patterns of communication in text. Discourse Analysis the study of verbal coherent sequences of sentences. Grounded Theory coding categories Thematic Analysis identifying, analysing and interpreting patterns of meaning.

  41. Reflexive Thematic Analysis The most common form of analysis in qualitative research. Focuses on examining themes and patterns of meaning within data. Also a large focus on the advantage of the reflexivity of the researcher. Braun and Clarke developed six systematic stages to conduct thematic analysis.

  42. Reflexive Thematic Analysis

  43. www.meganlovingmeagain.com

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