Qualitative research
Qualitative research gathers rich data about
experiences, motivations, beliefs and mental and social dynamics. It strives
for understanding, holistic descriptions and deep insights. Unlike quantitative
research, it studies relatively small samples of respondents and rarely, if
ever, uses statistical methods for data analysis. Qualitative researchers use a
variety of tools and methods in their research.
Role of the Researcher
The
main tool of qualitative research (be it in-depth individual interviews, focus groups
or observations) is the researcher. Qualitative approaches emphasize the role
of the researcher; accept that all data gathering is more or less subjective
and value-laden. In many ways, qualitative interviewing is a two-way process.
Interviewing Tools
Interviewing
techniques that qualitative research uses often derive from clinical and
diagnostic interviews in medicine or psychology. In addition to straight forward
questioning, qualitative interviewers use probing, clarification requests,
paraphrasing, reflection, laddering and listening techniques to explore the
topic in depth.
Most
qualitative interviews use a topic list, sometimes called the guide or the
agenda. This might be a short overview of all issues that the researcher needs
to cover or a more specific list of questions, usually open ended. In all
cases, the focus is on obtaining particular information, not on asking a
specific, standard question.
Depth Interview
They generally use small
samples and also conduct direct one to one personal interviews. A detailed
background is provided by the respondents and elaborate data concerning the respondent’s
opinions, values, motivation, expression, feeling etc are obtained. Even their
non-verbal expressions are observed. They take long time, therefore lengthy
observations are involved.
These are conducted to
customize individual responses. The questions will depend on what kinds of
answers are given. Even interview climate influences the respondents. The
success of interviews depends on the rapport of the interviewers established
with the respondents.
Advantages of Depth Interview
1. Lot of detail is
provided.
2. Information obtained is
comparatively more accurate.
3. Personal or intimate
topic can also be discussed since the personal rapport is established between
the respondent and the interviewer
Disadvantages of Depth Interview
1. It is difficult to
generalize since the interviewers are non-standardized
2. Since the success
depends on the interviewer, there are chances of bias.
3. Data analysis takes a
lot of time.
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