Qualitative Research Design

1. Focus Group Discussiona. includes a limited number of respondents (6-10) from within your target market.
b. the main aim of the focus group is to find answers to the “why” “what” and “how” questions.
c. this method is very useful when it comes to market research on new products and testing new concepts.
d. can be done through the use of a survey.
2. Grounded Theorya. Purpose - theory development

  • Used in discovering what problems exist in a social scene & how persons handle them

  • Involves formulation, testing, & redevelopment of propositions until a theory is developed

b. Method - steps occur simultaneously; a constant comparative process.
• Data collection - interview, observation, record review, or combination

c. Analysis

  • Concept formation

  • Concept development - reduction; selective sampling of literature; selective sampling of subjects; the emergence of core concepts

  • Concept modification & integration

d. Outcomes - a theory supported by examples from data.
3. Phenomenologya. Purpose - to describe experiences as they are lived

  • examines the uniqueness of an individual's lived situations

  • each person has their own reality; reality is subjective

b. Research question development

  • What does the existence of feeling or experience indicate concerning the phenomenon to be explored?

  • What are necessary & sufficient constituents of feeling or experience?

  • What is the nature of the human being?

c. Method

  • No clearly defined steps to avoid limiting the creativity of the researcher

  • Sampling & data collection

  • Seek persons who understand study & are willing to express inner feelings & experiences

  • Describe experiences of the phenomenon

  • Write experiences of the phenomenon

  • Direct observation

  • Audio or videotape

d. Analysis

  • Classify & rank data sense of wholeness

  • Examine experiences beyond human awareness/or cannot be communicated

e. Outcomes

  • Findings described from the subject's point-of-view

  • Researcher identifies themes

  • A structural explanation of findings is developed

4. Discourse Analysis
5. Participant Observationa. Is a process of research that uses subjective methodologies to gather systematic information or data.
b. Deals with the 5 major sensory organs and their functioning – sight, smell, touch, taste, and hearing.
c. This does not involve measurements or numbers but instead characteristics.

6. Case Studya. Purpose - describe in-depth the experience of one person, family, group, community, or institution.
b. Method - direct observation and interaction with the subject
c. Analysis - synthesis of experience
d. Outcomes - in-depth description of the experience

7. Ethnographya. Purpose - describe and examine events of the past to understand the present and anticipate potential future effects.
b. Method

  • Formulate an idea - select a topic after reading related literature

  • Develop research questions

  • Develop an inventory of sources - archives, private libraries, papers

  • Clarify validity & reliability of data - primary sources, authenticity, biasesDevelop a research outline to organize the investigative process

  • Collect data

c. Analysis - synthesis of all data; accept & reject data; reconcile conflicting evidence.
d. Outcomes - select means of presentation — biography, chronology, issue paper.

ReferencesQUALITATIVE RESEARCH DESIGNS
https://www.umsl.edu/~lindquists/qualdsgn.html.