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Conducting Research Projects Guide: Qualitative methodology

Guidance is provided to students engaging in empirical research projects for internships and post-graduate study

Introduction to Qualitative methodology

Qualitative methodology emphasises:
1. relationships,
2. meaning of situational constraints,
3. intensity or frequency of processes and entities,
4. how social experience gives meaning in a situation.

Key elements:
Naturalistic – how real-word situations unfold naturally. The researcher is open to whatever the participant offers.
Emergent – participant can move the discussion in another direction. Avoids rigid design.
Purposeful – cases for study are selected because they are the source of much information.
   
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Strengths of qualitative methodology

The strengths of qualitative methodology are:

a) Gives a realistic view of the situation that cannot be shown in numerical data.

b)  Greater understanding of participant perspective through direct interaction.
c)  Flexibility of data collection, analysis and interpretation.
d)  Results can help to understand the issues.
e)   Ability to respond to changes that occur during the study.
f)   Provides an holistic view of the situation.
g)  Can interact with subjects in their own language and on their own terms.
h)  Ability to describe based on primary, unstructured data.

Data collection

When collecting qualitative data, the researcher has direct contact with subjects through observations, interviews, case studies.
The researcher’s personal experience is key to understanding the issues, and they must show empathy with the subjects
Attention is given to the process not just the data and there is an assumption that change is ongoing.

Data analysis

Understanding qualitative data may not use statistical analysis such as that used with quantitative data.

Elements of qualitative analysis:

1. Researchers respect and capture details of the individual and their story.  They           see each participant as unique.

2. Inductive analysis – the researcher looks for themes, patterns and inter-                        relationships.

3. Holistic perspective -  the researcher acknowledges that there is more to the issue        than what is in front of them

4. Context sensitive – the researcher places findings in a social, historical and time            context.

5. Voice, perspective, and reflexivity – the researcher is aware of their own voice and       perspective.

Complete objectivity is impossible, but through reflection and awareness, a balance can be maintained between subjective understanding and authentic representation of the results.

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Limitations of qualitative methodology

Limitations of qualitative methodology are:
a) Can easily stray off the topic.
b) Researcher bias can lead to differing interpretation of data.
c) Replication of study is very difficult.
d) Increased chance of ethical dilemmas because of human interaction.
e) Inability to investigate causality.
f) Quality and quantity of information can differ between participants.
g) Gathering and analyzing data can be time consuming and expensive.
h) May lack consistency and reliability because of different questioning techniques with each participant.
i) Not usually able to be generalized due to small sample size and too many other factors.

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