Qualitative Research - The 'Why' & 'How'
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Core Mission: To understand the 'why' and 'how' behind actions, beliefs, and experiences through non-numeric data.
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Function: Primarily for hypothesis generation, exploring complex phenomena in-depth.
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Contrast (vs. Quantitative): Seeks to understand context and meaning, rather than testing pre-defined hypotheses with statistical analysis.
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Common Methods:
- Interviews: One-on-one discussions.
- Focus Groups: Group discussions on a specific topic.
- Observation/Ethnography: Immersing in the subject's environment.
⭐ Key Concept: Saturation In qualitative studies, data collection continues until no new major themes or insights emerge from participants. This, not a p-value, determines the sample size and study conclusion.
Qualitative Methods - The Core Toolkit
- Aims to understand the "why" and "how" of human behavior through non-numerical data (e.g., interview transcripts, observations).
- Utilizes open-ended questions to elicit detailed narrative responses.
- Data collection continues until data saturation is reached (i.e., no new major themes or information emerge from participants).
| Method | Description | Key Feature |
|---|---|---|
| In-depth Interviews | One-on-one, semi-structured conversations to explore individual perspectives, beliefs, and experiences in rich detail. | Deep individual insights |
| Focus Groups | A guided discussion with a small group (6-10 people) led by a trained moderator to gather collective views. | Group dynamics & interaction |
| Ethnography | Long-term, immersive study of a cultural group in their natural setting, involving participant observation. | Deep cultural immersion |
| Case Studies | An intensive, holistic investigation of a single unit (e.g., a patient, family, hospital) in its real-world context. | In-depth, multi-faceted analysis |
Analysis & Trustworthiness - Making It Rigorous
- Analysis Process: An inductive process moving from specific data to broader theories.
- Trustworthiness: A set of criteria to ensure the rigor and believability of qualitative findings. 📌 Mnemonic: 'Trustworthy C-D-T-C' (Credibility, Dependability, Transferability, Confirmability).
| Criterion | Parallel Concept (Quantitative) | Key Techniques |
|---|---|---|
| Credibility | Internal Validity | Triangulation, Member Checking |
| Transferability | External Validity | Thick Description of Context |
| Dependability | Reliability | Audit Trail |
| Confirmability | Objectivity | Audit Trail, Reflexivity |
High‑Yield Points - ⚡ Biggest Takeaways
- Qualitative research explores the ‘why’ and ‘how’ of human behavior, providing deep insights.
- Common methods include interviews, focus groups, and direct observation to gather non-numerical data.
- Sample sizes are small and purposive, not randomized, aiming for depth over generalizability.
- Analysis continues until thematic saturation is achieved (no new major themes emerge).
- It is primarily used for hypothesis generation, not for hypothesis testing.
- Researcher subjectivity is an acknowledged part of the interpretive process.
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