What are some key qualitative research methods?

Ans.

A wide range of tested qualitative research methods are available to address these challenges. The selection of method, or combination of methods, will be tailored to the questions being studied and the setting for research. Typical methods include:

(i) Naturalistic inquiry and participant observation

(ii) Case study research

(iii) Structured observations of meetings and events

(iv) Content analysis of documents.

(v) Collection and analysis of other archival, administrative and performance data

(vi) Focus groups

(vii) Cognitive interviews

(viii) Mail and telephone surveys

Naturalistic inquiry, or ethnography, has its roots in anthropology and sociology and involves long-term exposure to a setting or a group of people. Extensive use of unstructured observations and conversations documented by detailed field notes form the basis for this type of research, often considered the purest form of qualitative research. Naturalistic inquiry is used when situations are unique or complex, when the level of uncertainty about the questions to ask is high and when there is little or no theory to direct the investigator.

A subset of this type of inquiry involves participant observation in which the investigator becomes a part of the setting or the process being studied. (Sofaer) reports that she was able to learn more from attending a few group meetings in a particular setting than she could have by using more structured qualitative methods such as interviews or surveys.

Case studies are the preferred strategy when ‘how’ or ‘why’ questions are being posed, when the investigator has little control over events, and when the focus is on a contemporary phenomenon within some real-life context. The case study is especially appropriate when the boundaries between phenomenon and context are not clearly evident. The case study copes with the technically distinctive situation in which there will be many more variables of interest than data. points, and as one result relies on multiple sources of evidence, with data needing to converge in a triangulating fashion.

The case study approach can involve a single event or multiple cases and can be short or long term. However, rather than requiring total immersion in the setting or culture, sampling of sites, experiences and/or informants is typical. The methods used in case study research is similar to those of naturalistic inquiry. However the data collection is often more structured, using key informant interviews, structured observations of events and interactions and the collection and content analysis of relevant documents (e.g., to help establish the facts, the assumptions, values and priorities, or to illuminate differences in perceptions). Case studies often also include quantitative data for background or to help generate questions to ask informants (e.g., data on demographics, heath status, utilization, finances, etc.).

Structured Observations of Meetings

This involves attending meetings of the group that you wish to research. This can also be extended to observation of individuals in their daily work routine or on special tasks. The purpose of observing is to learn what is going on at the meeting and witness the group dynamic in process. This can be a rich information source as it can give researchers insight into the group.

Content Analysis of Documents

This is a non-intrusive form of research. This involves reviewing documents, memos or other pieces of written information for content and themes. By examining written word, the researcher is studying one type of communication that occurs in the selected sample.

Collection and analysis of other archival, administrative and performance data : This method also is non-intrusive. Information that has been previously collected, or secondary data, is reviewed to gain a better understanding into the topic. This information is part of the organization’s history and can be a valuable key to understanding the past.

Focus groups usually explore specific issues. The focus group brings together individuals chosen to meet a specific profile. They may be homogenous along some dimensions and heterogeneous along others and a structured, yet informal, setting is used to explore a limited number of questions. Focus groups, unlike individual interviews, provide the added dimension of the interactions among members. Focus groups are often combined with more quantitative approaches such as surveys that can be administered at different points in the group discussion and even used as grist for additional discussion.

Cognitive interviews are typically used in survey development. One-to-one interviews are conducted (with people meeting the criteria for completing a particular survey) as the individuals complete the instrument being tested. This method helps investigators understand how people perceive and interpret language and their own experiences as they refine the survey instruments.

Mail and telephone surveys are a method of collecting information by sending surveys via email or postal mail. Participants return completed forms to the researcher or an outside vendor. Surveys may ask respondents to rate items on a scale (e.g., Likert scale of 1-5). Some surveys also allow respondents to write their feelings or attitudes about a particular event or to elaborate in more detail on an item, or to express suggestions, etc.