Qualitative research is the collection, analysis, and interpretation of comprehensive
narrative data in order to gain insights into a phenomenon of interest (Bueno, 2017). It is very
useful for describing and answering questions about participants and contexts.
The purpose of qualitative research is to promote a deep, holistic understanding of a
phenomenon. It provides insight into the complexity of common occurrences. It also provides
specific concrete details to guide understanding in a setting (Bueno, 2017).
Characteristics of Qualitative Research
Qualitative research can be characterized by at least ten overlapping themes that
researchers should be aware of when collecting and analyzing data. In qualitative study, Patton
(1980) discussed these characteristics to help researchers design studies. These characteristics
are explained below based on Balester's (1993) text, as cited by Constable and his colleagues
(2012).
Naturalistic Inquiry. Qualitative observational research is naturalistic because it studies
a group in its natural setting. Patton explained that “Naturalistic inquiry is thus contrasted to
experimental research where the investigator attempts to completely control the condition of the
study”
Inductive analysis. This characteristic is prevalent in qualitative research because it
allows the observer to become immersed in a group. The researcher starts with answers but
forms questions throughout the research process. Hypotheses and theories can continuously
change depending on what the observer wants to know.
Holistic perspective. Patton stated, “a holistic approach assumes that the whole is
greater than the sum of its parts”. In other words, almost every action or communication must be
taken as a part of the whole phenomenon of a certain community or culture. However, this
characteristic of qualitative observational research can be bothersome because it can lead
researchers into taking every little action into consideration when writing a narrative.
Personal contact and insight. The researcher is responsible for becoming a part of a
group to get a more in-depth study. However, the researcher also has to be aware of biases (both
good and bad).
Dynamic systems. Qualitative observational research is not concerned with having
straightforward, right or wrong answers. In addition, change in a study is common because the
researcher is not concerned with finding only one answer.
Unique case orientation. Researchers must remember that every study is special and
deserves in-depth attention. This is especially necessary for doing cultural comparisons.
Context sensitivity. Researchers must realize the different variables, such as values and
beliefs, that influence cultural behaviors.
Empathic neutrality. Ideally, researchers should be non-judgmental when compiling
findings. Because complete neutrality is impossible, this characteristic is a controversial aspect
of qualitative research.
Design flexibility. Researchers can continue to do research on other topics or questions
that emerge from the initial research.
Qualitative data. This is a detailed description of why a culture is the way it is.
Triangulation or the use of many data-gathering methods, such as field notes, interviews, writing
samples, and other data, helps determine the cultural phenomenon of a group.
Strengths and Weaknesses of Qualitative Research
Qualitative research is primarily interpretative and ethnographic in nature. This kind of
research approach requires explanation and detailed observation, and it assumes that it is
impossible to define precisely what elements are essential and crucial and should be considered
to the exclusion of others (Atieno, 2009).
The following model in Figure 1 summarizes the strengths and weaknesses of qualitative
research methodology.
Figure 1. The model of strengths and weaknesses of qualitative research methodology
adopted from Choy (2014)
Types of Qualitative Research
Qualitative research methods typically include interviews and observations, but may also
include case studies, surveys, and historical and document analyses. Qualitative research is an
umbrella term used to refer to the theoretical perspective designs, such as: narrative,
phenomenology, grounded theory, action research, case study, ethnography, historical research,
and content analysis (Creswell, 2009).
Narrative Research. It is a method that includes the analysis of the characteristics of the
narrative text, and recently of the meaning of interhuman relations in social, historical, and
cultural contexts (Felton & Stickley, 2018). It focuses on people’s narratives either about
themselves or a set of events. Instead of looking for themes that emerge from an account, it
concentrates on the sequential unfolding of someone’s story, so there is an emphasis on
characters. It is time consuming and usually includes a very small number of cases (Hancock et
al., 2009).
Phenomenological Research. The meaning of the phenomenon is conceptualized in the
interior of the individual’s awareness. Phenomenology is an approach to explore people’s
everyday life experience. It is used when the study is about the life experiences of a concept or
phenomenon experienced by one or more individuals. A phenomenological researcher
investigates subjective phenomena (Creswell, 2009).
Grounded Theory. This is an approach to theory development grounded/rooted in the
data rather than empirical testing of the theory, that is, data are collected and analyzed, and then
a theory is developed which is grounded in the data (Glaser & Strauss, 1967).
Action Research. Action research is an emergent inquiry process that integrates theory
and action to couple scientific knowledge with existing organizational knowledge and to address
real organizational problems together with the people of the system under inquiry (Coghlan,
2011).
Case Study. Creswell (2009) defined it as a study where “Researcher makes an in-depth
exploration of a program, an event, an activity, a process, or one or more individuals”. The
structure of a case study should be the problem, the context, the issues, and the lessons learned
(Creswell, 2014). Hence, it is a comprehensive description of an individual case and its analysis.
Ethnographical Research. Ethnographic observation is the most intensive and in-depth
observational qualitative approach. The word ethnography comes from Greek ethnos which
means ‘folk, people, and nation’, and grapho means ‘I write’. Therefore, ethnography has a setting
in anthropology, which means ‘portrait of a people’. It represents an approach in which the
researcher engages in prolonged observations from the group’s everyday life. In this type of
research, behaviors, values, and interactions among the members of the group are deeply
studied, described, and interpreted by the researcher (Creswell, 2014).
Historical Research. Historical research is one of the methods to describe how and
where the study started, how it is developed during time, and where it stands at present. Kerlinger
(1972) defined historical research as “Critical investigation of events, development, and
experiences of the past, careful consideration of past testimonies from the perspective of
information sources validity, and subsequent interpretation of the concerned testimonies.”
Historical research seeks not only to discover the events of the past but also to relate these past
happenings to the present and to the future.
Content Analysis. Content analysis is “a detailed and systematic examination of the
contents of a particular body of materials for the purpose of identifying patterns, themes, or
biases.” It was first used as a method for analyzing hymns, newspapers and magazines, articles,
advertisements, and political speeches in the 19th century (Harwood & Garry, 2003).
Importance of Qualitative Research
Qualitative research mainly investigates the relationships between individuals and the
institutions and society in which they live using a diverse range of approaches (Islam & Faruque,
2016). It allows the researcher the flexibility to probe initial participant responses.
The Qualitative Research Consultants Association (2015) explained the importance of qualitative
research in terms of how and what situations it can be used and when we do not expect from
qualitative research.
• It helps develop hypotheses for further testing and for qualitative questionnaire development.
• It helps understand the feelings, values, and perceptions that underlie and influence behavior.
• It helps identify customer needs.
• It helps capture the language and imagery that customers use to describe and relate to a
product, service, brand, etc.
• It helps to perceive marketing/communication messages.
• It helps to obtain information in quantitative study and to better understand the
context/meaning of the data.
• It helps generate ideas for improvements and/or extensions of a product, line, or brand.
• It helps uncover potential strategic directions for branding or communications programs.
Activity 1
Directions: Answer the following questions in one whole sheet of paper.
1. What is the effect of qualitative research in our decision-making?
2. Why is qualitative research recommended to be used in Senior High School students?
3. Is the researcher himself the data-gathering instrument? Defend your answer.
Activity 2
Directions: Make a three research titles relevant to your chosen track of specialization. What type
of qualitative research methodology are you going to use? Explain briefly.
Activity 3
I. Matching Type: Read carefully the statement in Column A and find the answer in Column
B. Write the letter that corresponds to your answer in your paper.
II. Multiple Choices: Select the letter that corresponds to your answer.