Qualitative Research UGS 303 Zilan Huang Qualitative Research • Methodologies that help us to understand human experiences. In scientific method, fits into the “observation” stage. Often conducted in natural setting. Knowledge Schema • unconscious beliefs and expectations about categories of people, events, objects, settings. • Seemingly natural • fill in unstated information based on experience in the world Studying Human Actions • focus on localized behavior • Data are words, nonverbal/paraverbal communication, images, or other “text” Interview • Exploring experience from the view of the interviewee – Structured – Semi-structured – Unstructured • Problem? – Self report rather than observation Ethnographic Research • Aimed at developing an insider perspective of a group. – Detailed observation – In-depth interview • Problem? – seeing through one’s own lenses Thank You!