QUALITATIVE RESEARCH

WHAT!

Qualitative research is a method of inquiry employed

in many different academic disciplines, traditionally

in the social sciences, but also in market research

and further contexts. Qualitative researchers aim to

gather an in-depth understanding of human

behaviour and the reasons that govern such

behaviour.

WHY!

• MEANING

• Experiences

• Situations

• Exploration - generation and clarification

• Interpretation - what does this mean?

• Explanation - of complex processes

Plus

*field notes

*audio

* video

recordings

*transcripts.

EXAMPLES OF

QUALITATIVE METHODS

Interviews

Focus Groups

Observation

Diaries, journals, etc

STRENGTHS OF QUALITATIVE RESEARCH

Enables more complex aspects of

experience to be studied

Individuals can be studied in more depth

WEAKNESS OF QUALITATIVE RESEARCH

Data set could have biases

Data overload

Time consuming

Less able to Generalise

DIRECTED READING

Cresswell, J. W. 2007. Qualitative enquiry

and research design. London: Sage

Maxwell, J. 2005. Qualitative research

design. London: Sage.

McLeod, J.2003 Doing counselling

research. London: Sage.

Smith, J. (Ed.). 2006. Qualitative

psychology: A practical guide to research

methods. London: Sage.