Qualitative Research
Qualitative Research is concerned with the 'nature of the phenomena' rather than
with producing aggregate data. It is usually used:
- Where the research is very exploratory, perhaps where
the issues being researched are poorly defined
- Either as a fore-runner to quantitative research (where
exploratory work is needed, for example, to help design
questions in a survey) or to provide an in-depth 'rich
picture' of issues where quantitative research provides
insufficient detail.
Qualitative research methods include focus groups and in-depth individual
interviews. Sample sizes are usually small and often not fixed (the research can
continue until nothing new is discovered).An internet resource of qualitative methods is available at
http://www.sosig.ac.uk/roads/subject-listing/World-cat/qualmeth.html |
| Example - Blyth Valley Young People’s Lifestyle Survey The Blyth Valley research comprised of two main phases:
- Focus groups with young people
- A large scale qualitative survey with young people in the
Borough
The focus groups were used to ascertain the views of young people on a range of
issues including attitudes, lifestyle, youth governance and the local area and
enabled the project steering group to determine the content for the main
questionnaire. |
Issues to Consider
- Qualitative Research requires skilled staff to undertake
the work
- Recruitment problems and biases need to be considered
- Reports can be impressionistic, and careful reporting is
needed. Appropriate techniques of analysis are needed to
fully exploit the research content.
Benefits
- Use of visual aids is possible during the research
- Allows interactions to be observed Qualitative research
frequently results in a considerable quantity of data (often
from transcribed tapes). This is then developed into a range
of themes. To assist in this, qualitative data analysis
packages are available. For further information
click here.
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