CHAPTER ONE
OVERVIEW OF APPLIED QUALITATIVE METHODS
This chapter provides an overview of several applied qualitative
methods. It begins with a brief description of these methods and a
table of their advantages and disadvantages. The chapter ends with
a brief description of how to use these methods to design
interventions.
1.10: What is Applied Qualitative Research?
Applied qualitative research combines simple, rapid assessment methods to find out about the
meanings of behaviour, and to determine why things are the way they are or why people
behave as they do. Some of the data collected by these methods may be quantified, but the
analysis itself is a qualitative one.
Applied qualitative assessment seeks to investigate a specific behavioral problem in enough
detail to suggest the best strategies for intervening to improve it. This involves understanding the
socio-cultural, economic, structural, and political contexts within which the behavior occurs. By
understanding motivations and constraints, an intervention can be targeted in the most effective
way.
1.11: Applied Qualitative Methods in Drug Use Studies
Applied qualitative methods are useful for investigating a wide range of drug use problems.
These may concern provider or patient behaviours, and the context in which the problem occurs.
Some ways these methods can contribute include:
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exploring a topic about which little is known in order to provide insights for intervention;
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investigating the feasibility, acceptability and appropriateness of potential interventions;
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developing appropriate questionnaires at the early stage of a study;
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validating quantitative data through "triangulation," i.e., the use of multiple methods;
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complementing the quantitative component of a study by providing concrete examples or
explaining observed practices;
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developing appropriate materials for educational interventions;
identifying problems in ongoing interventions and suggesting appropriate solutions;
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assessing the impact of on-going or completed interventions.
Although applied qualitative methods can be used in all these ways, this manual will focus on
how they might contribute to designing the strongest possible interventions.
1.12: Summary of Advantages and Disadvantages
This manual describes four methods that have been particularly useful for understanding drug use
problems: in-depth interviews, focus group discussions, structured observations and structured
questionnaires. The following table briefly summarizes each of these methods and their
advantages and disadvantages.
Table 1.1: Summary of Main Features of Suggested Field Methods
Method
Advantages
Disadvantages
In-Depth Interview
Open-ended face to face
interactions, in which an
interviewer tries to elicit a
respondent=s knowledge,
opinions, feelings, or
behavior related to a defined
set of topics with no
predetermined list of
responses
Flexible and allows interviewer
more opportunity to ask questions
Permits observation of non-verbal
expressions of respondents
Can be difficult to find good
interviewers
Personal opinion of interviewer
may creep into interview
Personal contact with respondent
enhances good probing
Difficult to generalize results
Quicker and cheaper than
individual interviews involving
the same number of people
Depth of information may be
limited since it is hard to probe
individual ideas
Greater pool of expertise is tapped
than in individual interviews
Group consensus may inhibit
original, unorthodox, or minority
views
Focus Group Discussion
Open-ended discussions
facilitated by a trained
moderator with a small
homogeneous group (6-12) of
respondents on a defined list
of topics
Better way than individual
interviewing to explore sensitive
subjects in some cultures
A few people may dominate the
discussion
Provides an excellent means of
obtaining information from
Success of a group discussion can
be unpredictable
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Method
Advantages
Disadvantages
illiterate communities
Structured Observation
Systematic recording of data
about a set of events or
interactions using a
predetermined format
It enables behavior to be recorded
in context
Presence of observer can affect
the subjects' behavior and thereby
bias the data
It affords an opportunity to
understand situational factors that
influence behavior
Observer's bias in recording can
affect the information obtained
It is very helpful in validating data
obtained by other methods
A structured format may limit the
type of information collected
It verifies what people do
compared to what they say they do
Structured Questionnaire
Structured instrument
containing open- &/or closeend questions used with a
relatively large sample of
respondents to examine
knowledge, attitude, or
reported practices.
Samples are relatively large, so
results may be more generalizable
Respondents have little control
over the interview process
Data easily quantified and
analyzed
Little flexibility to collect data on
aspects of the problem not
covered in questionnaire
Findings can be compared with
those of similar studies
Structural rigidity may sometimes
influence responses
Can validate data from interviews,
focus groups, or observations
1.13: Choosing the Right Method(s)
Although the applied qualitative methods in this manual can be used to examine all the
underlying reasons of attitudes, behaviors and practice, each has its particular strengths and
weaknesses. Some methods may be better suited for certain situations or problems, for example:
a.
In-Depth Interview is a suitable choice where:
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group interaction and peer pressure are likely to inhibit individual responses and
make discussion unproductive;
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in certain cultures, when the topic is so sensitive that respondents would be
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unwilling to talk openly in a group;
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b.
c.
d.
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it is necessary to know and understand how attitudes and behaviors link together
on an individual basis;
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respondents are geographically dispersed or cannot be assembled.
Focus Group Discussion is a suitable choice if:
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social network influences are strong and may influence the behavior of interest;
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group interaction is highly desired and favored to stimulate a useful discussion;
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the topic is not so embarrassing as to prompt respondents to withhold information
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a single subject area is being examined, and differences of behavior are less
relevant;
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an acceptable number of target respondents can be reasonably assembled at a
given location.
Structured Observation method is a suitable choice if:
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the aim is to examine a behavior in its natural setting;
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to see if what people actually do confirms or contradicts what they say they do;
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collecting information on non-verbal aspects of behavior is highly desired;
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validating data obtained with other methods.
Structured Questionnaires are most appropriate where:
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when the questions of interest are already well known, and the objective is to
examine knowledge, attitudes, or practices in a defined population;
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information is needed from a relatively larger sample in order to generalize results
from other methods;
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there is a need to follow up a preliminary enquiry to enrich results.
Although each method has specific strengths, an approach using a number of different methods
in complementary fashion may be the most comprehensive and effective way to study a problem.
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