Qualitative Research

What is :

Qualitative research : includes an array of interpretive techniques which seek to describe,

decode, translate and otherwise come to terms with the meaning, not the frequency, of certain
more or less naturally occurring phenomena in the social world.
Qualitative Techniques : used at both the data collection and data analysis stages of
aresearch project.
Data Collection Stage : the array of techniques includes focus groups, individual depth
interviews (IDIs), case studies, ethnography, grounded theory, action research, and
observation.
Qualitative research draws data from a variety of sources, including the following :
1. People (individuals or groups).
2. Organizations or institutions.
3. Texts (published, including virtual ones).
4. Settings and environments (visual/sensory and virtual material).
5. Objects, artifacts, media products (textual/visual /sensory and virtual material).
6. Events and happenings (textual/visual/sensory and virtual material).

Qualitative versus Quantitative Research :

QUALITATIVE QUANTITAVE
Focus of Research Understanding and interpret Describe,explain, and predict
Researcher Involvement Highresearcher is Limited; controlled to prevent
participant or catalyst bias
Research Purpose In-depth understanding; Describe or predict; build and
theory building test theory
Sample Design Nonprobability; purposive Probability
Sample Size Small Large
Research Design May evolve or adjust during Determined before
the course of the project commencing the project
Often uses multiple methods Uses single method or mixed
simultaneously or methods
sequentially Consistency is critical
Consistency is not expected Involves either a cross-
Involves longitudinal sectional or a longitudinal
approach approach
Participant Preparation Pretasking is common No preparation desired to avoid
biasing the participant
Data Type and Preparation Verbal or pictorial Verbal descriptions
descriptions Reduced to numerical codes
Reduced to verbal codes for computerized analysis
(sometimes with computer
assistance)
Data Analysis Human analysis following Computerized analysis
computer or human coding; statistical and mathematical
primarily nonquantitative methods dominate

Insight and Meaning
Research Sponsor Involvement
Feedback Turnaround
Data Security
Forces researcher to see the
contextual framework or
the phenomenon being
measureddistinction
between facts and
jidgments less clear
Always ongoing during the
project
Deeper level of
understanding is the norm;
determined by type and
quantity of freeresponse
questions
Researcher participation in
data collection allows
insights to form and be
tested during the process
May participate by
obeserving reserach in real
time or via taped interviews
Smaller sample sizes make
data collection faster for
shorter possible turnaround
Insight are developed as the
research progesses,
shortening data analysis
More absolute given use of
restricted access facilities and often known by competitors;
smaller sample sizes
Analysis may be ongoing
during the project
Maintains clear distinction
between facts and judgments
Limited by the opportunity to
probe respondents and the
quality of the original data
collection instrument
Insight follow data collection
and data entry, with limited
ability to reinterview
participants
Rarely has either direct or
indirect contact with
participants
Larger sample sizes lenghten
data collection; internet
methodologies are shortening
turnaround but inappropriate
for many studies
Insight development follows
data collection and entry,
lengthening reserach process;
interviewing software
permits some tallying of
responses as data collection
progresses
Act of research in progressis
insight may be gleaned by
competitors for some visible,
field-based studies

Quantitative data often consist of participant responses that are coded, categorized, and
reduced to numbers so that these data may be manipulated for statistical analysis.
Computer software is increasingly used for the coding process in qualitative research, at the
heart of the qualitative process is the researcher framing and interpreting data. Qualitative
data may be especially useful to support a low-risk decision that must be made quickly.
The Process of Qualitative Research :

Three key distinctions suggested in the previous sections do affect the research process :
 1. The level of question development in the management-research question hierarchy
prior to the commencing of qualitative research.
2. The preparation of the participant prior to the research experience.
3. The nature and level of data that come from the debriefing of interviewrs or
observers.
Much of qualitative research involves the deliberate preparation of the participant, called
preexercises or pretasking this step is important due to the desire to extract detail and
meaning from the participant.
The modifications to the research process : qualitative research and the research
process

Qualitative Research Methodologies :

The researcher chooses a qualitative methodology based on the projects purpose; its
schedulu, including the speed with which insights are needed; its budget; the issue(s) or
topic(s) being studied; the types of participants needed; and the researchers skill,
personality, and preferences.
Formulating the Qualitative Research Question :

Sampling
The general sampling guideline for qualitative research : keep sampling as long as your
breadth and depth of knowledge of the issue under study are expanding; stop when you
gain no new knowledge or insight.
Qualitative research involves nonprobability sampling where little attempt is made to
generate a representative sample.
Several types of nonprobability sampling are common :
1. Purposive sampling : Researchers choose participants arbitrarily for their unique
characteristics or their experiences, attitudes, or perceptions; as conceptual or
theoretical categories of participants develop during the interviewing process,
researchers seek new participants to challenge emerging patterns. (pengambilan
sampel secara sengaja sesuai dengan persyaratan sampel yang diperlukan)
2. Snowball sampling : participants refer researchers to others who have charateristics,
experiences, or attitudes similiar to or different from their own. (metoda sampling di
mana sampel diperoleh melalui proses bergulir dari satu responden ke
responden yang lainnya)
3. Convenience sampling : researchers select any readily available individuals as
participants. (subyek dipilih karena aksesibilitas nyaman dan kedekatan mereka
kepada peneliti. Subyek dipilih hanya karena mereka paling mudah untuk
merekrut studi dan peneliti tidak mempertimbangkan memilih ketegori yang
mewakili seluruh populasi)