An Overview of Qualitative
Research Methods
Presented by
Johnnie Daniel, Ph.D., J.D.
Department of Sociology and Anthropology
jdaniel202@msn.com
for the
RESPONSIBLE CONDUCT RESEARCH
WORKSHOP
GRADUATE SCHOOL, HOWARD UNIVERSITY
FEBRUARY 13, 2013
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Introduction
Purpose of presentation
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Provide an introduction to qualitative research
methods
Provide descriptions of the differences between
qualitative research and quantitative research
Provide a basis for further study and investigation of
qualitative research
Encourage the use of qualitative research methods
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Learning objectives
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At the end of this presentation you should be able to:
Distinguish between qualitative research and quantitative
research in carrying out the following activities:
 Problem formation
 Research design development
 Selection of data sources
 Data collection
 Data analysis
 Conclusion and report writing
 Identify and distinguish the major types of qualitative
research designs
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What are the differences
between qualitative research
and quantitative research?
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Qualitative research is research primarily involving
the collection and analysis of non-numerical data
On the other hand, quantitative research is research
primarily involving the collection and analysis of
numerical data
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Both follow the same major steps in carrying out a
research study
However, due to the nature of the data collected,
important differences in how these steps are executed
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Major Steps in Conducting Research
Problem formulation
Research design development
Data
analysis
Selection of
data sources
Data
collection
Conclusion / Report Writing
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Problem formation:
Qualitative Research
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Theory development
Exploratory purpose
Description of participants
Comparison of participants
Create in-depth
descriptions and
understandings of
characteristics
Quantitative Research
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Hypothesis and theory
testing
Description of population
Comparison of categories
within the population
Create in-depth
descriptions and
understanding of
relationship among
variables
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Problem formation:
Qualitative Research
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Elucidate findings of
quantitative research
Verify the presence of
phenomena
Purpose to research is to
understand a problem
Quantitative Research
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Verify findings of
qualitative research
Identify the causes of
phenomena
Purpose of research is to
explain and predict the
existence of a problem
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Problem formation:
Qualitative Research
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Understand from the point
of view of the participants
Interpret experiences and
meaning s
Discover theme and
relationships
Provide words for closed
questions
Quantitative Research
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Understand relationships
among variables
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Problem formation:
Qualitative Research
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Discovery and
identification of new
thought and understandings
Purpose to discover ideas
Exploratory research
Quantitative Research
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Verification of theory,
predictions
Purpose to test hypotheses
Conclusive research
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Problem formation:
Qualitative Research
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Program aims at individual
outcomes
Theory developed during
study
Data precede theory
Complex patterns of
interactions among
variables not investigated
Quantitative Research
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Program aims at common
outcomes
Theory developed a priori
Theory precedes data
Complex patterns of
interactions among
variables may be
investigated
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Research design development:
Qualitative Research
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Participant observation
Focus group research
Case studies
In-depth interviews
Typically no comparison
groups
Research design modified
as it is implemented
Quantitative Research
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Survey
Numerical databases
Comparison groups
Research design
predetermined
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Selection of data sources (study
participants)
Qualitative Research
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Nonprobability sampling
 Availability sampling
 Purposive sampling
Small n
Data saturation, sequential
sampling
Quantitative Research
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Probability sampling
 Simple random sampling
 Stratified sampling
Large n
Sample size predetermined
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Major Types of
Purposive Sampling
Selection criteria:
Elements’ fit or lack of
fit with central
tendency
Selection criteria:
Variability of elements
Selection criteria:
Theory, model
development, and
hypothesis testing
Confirmatory sampling
Disconfirming sampling
Homogeneous
Bellwether case sampling
Typical case sampling
Reputational sampling
Modal instance sampling
Deviant case sampling
Rare element sampling
Extreme case sampling
Intensity case sampling
Dichotomous case sampling
Outlier sampling
sampling
Selection criteria:
Judgment, reputation,
or specialized
knowledge
Judgment sampling
Subjective sampling
Negative case sampling
Theoretical sampling
Critical case sampling
Systematic matching sampling
Case control sampling
Consecutive sampling
Politically important cases
Expert sampling
Informant sampling
Maximum variation sampling
Heterogeneity sampling
Diversity sampling
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Data collection:
Qualitative Research
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Observation
Asking primarily openended questions
Scalar items seldom used
Unobtrusive data collection
Data: words, pictures,
behavior
Greater ethical issues
Quantitative Research
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Asking primarily closedended questions
Scalar items primarily used
Statistical databases
Data: numbers
Fewer ethical issues
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Data collection:
Qualitative Research
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Researcher interacts at
personal level with
respondents
Personal values made
explicit
Flexible
Unstructured
Quantitative Research
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Researcher seeks to keep
personal values, beliefs,
and biases separate
Personal values avoided
Not flexible
Structured
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Data collection:
Qualitative Research
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Researcher must be able to
fit-in with events/people
studied
Data collection
environment not controlled
Same questions not
necessarily asked to all
participants
Data collector may
improvise
Quantitative Research
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Researcher can be distant
from events/people studied
Data collection
environment controlled
Same questions asked to all
participants
Data collector should not
improvise
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Data collection:
Qualitative Research
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Subjectivity focus
Adaptive data collections
Exact replication not
possible
Theory is “data driven”
Probing
Information per respondent
is substantial
Quantitative Research
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Objectivity focus
Predetermined data
collection
Exact replication possible
Data are “theory driven”
Limited probing
Information per respondent
varies
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Data collection:
Qualitative Research
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Hardware: tape recorders,
video, cameras
Training of researcher:
psychology, sociology,
consumer behavior
Conversation, unstructured
Quantitative Research
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Hardware: computers,
telephone
Training of researcher:
psychology, sociology,
consumer behavior,
statistics
Structured observation,
interviews, questionnaires
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Data collection:
Qualitative Research
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Contextual variables
critical to study
Collect verbatim responses
More limited to collection
of data on current patterns
More flexible
Quantitative Research
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Contextual variables not
necessarily critical to study
Collect responses to
structured items
Less limited to collection
of data on current patterns
Less flexible
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Data analysis:
Qualitative Research
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Limited statistical analysis
Inferential statistics are
generally irrelevant
Lack of ability to control
for extraneous variables
Results cannot be
generalized
Quantitative Research
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Basic to advanced
multivariate statistical
analyses
Inferential statistics are
generally essential
Results are generalizable
based on inferential
statistical analyses
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Data analysis:
Qualitative Research
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Lack of ability to control
for extraneous variables
Data processing and
analysis time consuming
Varied analyses
Focus on themes and
meanings
Quantitative Research
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Potential to control for
extraneous variables
Data processing and
analysis not as time
consuming
Standardized analyses
Focus on trends,
comparisons, predictions,
explanations
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Data analysis:
Qualitative Research
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Inductive analyses
“Thick descriptions”
Validity based on honesty,
richness, authenticity,
depth, scope, subjectivity,
strength of feeling,
catching uniqueness,
idiographic statements
Quantitative Research
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Deductive analyses
Control of extraneous
variables
Validity based on
objectivity, generalizability,
replicability, predictability,
controllability, and
nomothetic statements
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Data analysis:
Qualitative Research
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No testing of null
hypotheses
No confidence intervals
Meaning rather than
numeric descriptions
sought
Quantitative Research
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Null hypothesis testing
Confidence intervals
Numeric descriptions
sought
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Conclusions / report writing:
Qualitative Research
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Focus on:
 Credibility
 Dependability
 Transferability
 Confirmability
Quantitative Research
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Focus on:
 Internal validity
 Reliability, stability
 External validity
 Objectivity
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Conclusions / report writing:
Qualitative Research
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Conclusions based on
understandings, insight
Conclusions are subjective,
speculative
Quantitative Research
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Conclusions based on
statistical analyses
Conclusions stated in
context of statistical degree
of accuracy
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Conclusions / report writing:
Qualitative Research
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Replications lead to
tentative generalizations
Predicated on the
assumption that each
individual, culture, setting
is unique
Quantitative Research
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Generalizations based on
probabilities
Assume “law” or “trends”
may be identified
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Conclusions / report writing:
Qualitative Research
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Reports are longer, written
in narrative form and
published in the form of
books or monographs
Narrative descriptions
Quantitative Research
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Reports are commonly
reported in journals and
only 5-15 pages in length
Statistical descriptions
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What are the major types of
qualitative research designs?
Qualitative Research Designs
In-depth
Interviews
Focus Groups
Observation
Qualitative
Data
Ethnography
Projective
Techniques
Case Studies
Action
Research
Grounded
Theory
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EXHIBIT 5.2
Common Qualitative Research Tools
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EXHIBIT 5.2
Common Qualitative Research Tools (cont’d)
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Choosing a Qualitative Method
Purpose of study
Researcher
characteristics
Factors
Participant
characteristics
Ethical
concerns
Resources
Nature of topic
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Challenge: Mixed-Methods
Research Designs
Qualitative
Research
Design
MixedMethods
Research
Design
Quantitative
Research
Design
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