Qualitative research as a method for your thesis

What exactly does qualitative research entail?

Qualitative research concentrates on comprehend and interpret social phenomena, human conduct, attitudes, perceptions, and experiences. It involves gathering and examining non-numerical data, such as written information, observations, interviews, and audio or video material. The primary objective is to obtain profound insights into intricate aspects of human behavior and experiences, frequently with the aim of understanding the ‘how’ and ‘why’ behind certain phenomena.

You can utilize various instruments in qualitative research, such as interviews, focus groups, participant observations, and document analysis. The findings of qualitative research are often depicted and interpreted using words, aiming to identify patterns, themes, and meanings within the gathered data. Qualitative research is extensively applied in the social sciences, psychology, anthropology, educational sciences, and other fields where comprehending human behavior and experiences holds significance.

How does it differ from quantitative research?

A fundamental difference between qualitative and quantitative research lies in the purpose of the data collected. Quantitative research focuses on the aspect of “measurement,” where objects or events are quantified and compared to others. It involves gathering numerical data through methods such as surveys with multiple-choice questions or questions pertaining to numbers and duration. On the other hand, qualitative research places less emphasis on measurement and numbers, and instead focuses on the use of words. It is a more subjective and interpretive approach.

What qualitative research methods are there?

There are different approaches within qualitative research, each with its own methodology and focus. Some common qualitative research approaches include:

• Ethnography: This approach involves observing and studying people in their natural environments over a period of time. Researchers aim to understand the culture, customs, interactions, and social dynamics of a specific group.
• Phenomenology: The research focuses on understanding the meaning and experiences of individuals in relation to a particular phenomenon. It revolves around interpreting subjective experiences and perceptions.
• Grounded theory: This approach involves developing a theory directly from the collected data (bottom-up), instead of starting with a predetermined hypothesis. Researchers analyze the data iteratively, identifying patterns and categories to build a theoretical framework.
• Narrative research: This involves studying stories and personal experiences of individuals to gain insight into the creation of meaning and identity. The goal is to understand how people shape their lives and assign significance to events.
• Case study: In this approach, a thorough analysis is conducted on a specific case or a small number of cases. The objective is to gain a comprehensive understanding of a complex phenomenon, process, or situation.
• Participant observation: In this method, researchers actively participate in the activities of the group under study while also observing and analyzing. This allows researchers to gain insight into the social dynamics and cultural context of the group.

The selection of a specific approach is contingent upon the research question, research objective, and the nature of the phenomenon under investigation.

Data collection methods in qualitative research

Data collection methods in qualitative research are the techniques used to gather information that is rich in meaning and context. Some commonly utilized data collection methods in qualitative research include:

• Observation: This involves observing the behavior, interactions, and environment of participants in their natural setting. Observations can be structured - using predefined criteria, or unstructured - where you freely observe and take notes.
• Interviews: Here, you ask questions to individual respondents to gain in-depth insights into their experiences, opinions, attitudes, and perceptions. Interviews can be structured, semi-structured, or unstructured, depending on the level of flexibility and control desired by the researcher.
• Focus groups: Group discussions are facilitated with a small representative group of participants. Focus groups stimulate interaction and group dynamics, allowing researchers to gain insight into shared views, opinions, and experiences.
• Document analysis: This method involves studying and analyzing existing documents, such as official records, letters, emails, newspaper articles, and other written or visual sources. It provides insight into historical events, policy documents, organizational cultures, and other relevant aspects.
• Participant observation: This involves the researcher actively participating in the activities of the group being studied while also observing and taking notes. It provides a deep insight into social interactions, cultural norms, and contextual factors.
• Visual methods: These involve the use of visual stimuli, such as photographs, videos, drawings, or artwork, to explore respondents’ perceptions, experiences, and emotions.

How do you conduct qualitative research?

Conducting qualitative research requires careful planning and methodological considerations. Below are the general steps involved in conducting qualitative research:

• Formulating a research question: Begin by formulating a clear research question that establishes the focus of your study. This question should be specific, relevant, and achievable within the context of your research.
• Literature Review: Conduct a comprehensive literature review to comprehend the existing knowledge on your topic and identify any research gaps. This will also help you develop a theoretical framework for your study.
• Choosing a methodology: Select the most appropriate research methods and techniques for data collection and analysis, such as interviews, focus groups, observations, or document analysis. Base these choices on your research question, the nature of your topic, and the available resources.
• Selecting participants: Determine who you want to involve in your research and establish selection criteria. Ensure that ethical considerations are respected and obtain appropriate consent from all individuals involved.
• Collecting data: Implement the selected research methods to gather data. This may involve conducting interviews, observing situations, analyzing documents, or facilitating focus groups. Ensure that you collect accurate and comprehensive data that is relevant to your research question.
• Analyzing data: Systematically analyze the collected data to identify patterns, themes, meanings, and insights. This may involve transcribing and coding data, developing categories, conducting thematic analysis, or using other appropriate analysis techniques.
• Interpretation and conclusions: Interpret the results of your analysis in relation to your research question and theoretical framework. Formulate conclusions based on the findings and discuss their implications for theory, practice, or policy.

Substantiate the reliability and validity

• Reliability refers to the extent to which the same results are obtained when the study is replicated. In qualitative research, reliability is dependent on the verifiability of the results. It is crucial to determine if the claims made by source A are also corroborated by source B, and if a consistent depiction of events is presented. To enhance reliability, it is important to include scientific sources in a bibliography and integrate them into the study’s text.
• Validity refers to the degree to which you measure what you truly intend to measure. This is influenced by the clarity of questions in surveys or interviews, as well as the accuracy of the referenced literature. Increasing the validity of a thesis can be accomplished by assessing the extent to which the theory is recognizable to the experts being interviewed. It is crucial to verify whether the content written in the thesis aligns with the insights provided by the interviewees.

Consider the ethical considerations in qualitative research

In qualitative research, there are several ethical considerations that researchers must take into account to ensure that the research is conducted ethically. Here are some important ethical considerations in qualitative research:

• Informed Consent: Ensure that all participants provide voluntary and informed consent to participate in the study. They should understand the purpose of the research, their responsibilities, and the potential risks and benefits involved.
• Privacy and Confidentiality: Safeguard the privacy of participants by maintaining the confidentiality of their identities and personal information. Results should be reported ensuring anonymity and confidentiality.
• Minimize Harm: Take necessary precautions to minimize any potential harm to participants. Avoid asking overly sensitive or traceable questions.
• Respect for Participants: Respect the autonomy, dignity, and rights of all participants. Treat them with respect, listen to their perspectives, and give their feedback due consideration.
• Cultural Sensitivity: Be aware of cultural differences and adapt research methods and practices accordingly. Respect cultural norms, values, and beliefs of participants, refraining from imposing one’s own cultural perspective.
• Consent for Recording: Obtain separate consent for recording interviews or focus group discussions. Clearly explain how the recordings will be used and assure participants of privacy protection.
• Transparency and Openness: Be transparent about the research purpose, methods, and findings. Clearly communicate expectations to participants and explain how their contributions will be utilized.

By taking into account these ethical considerations, researchers can ensure that their qualitative research is conducted ethically and that the rights and well-being of participants are upheld.

Which methods are used for transcription?

It is important to choose a transcription method that suits your research. Here are a few common methods of transcription:

• Verbatim Transcription: This method involves writing down exactly what the respondent says, including all words, pauses, hesitations, stop words, and stutters. It provides a detailed representation of the conversations and is suitable for qualitative research where the exact words of the respondents need to be analyzed.
• Literal Transcription: Similarly, with this method, you transcribe all the respondents’ words, but you exclude hesitations, filler words, and stutters. This still offers a detailed understanding of the conversation’s content, while eliminating distracting elements. It can be beneficial if you want to enhance the readability of the transcription without losing important information.
• Summary Transcription: This method requires capturing the main ideas and statements expressed by respondents, without including every single detail. It can be useful if you want an overview of the key themes and insights from the interviews, but may not be suitable if you need a thorough analysis of the conversations.

Which coding methods can you apply?

After transcribing the interviews, the next step is to code the data. Please find below a brief description of the coding process:

• Open coding: This is the initial stage of the coding process, where you analyze the interview data to identify key concepts, themes, and patterns. During open coding, you assign codes to specific text passages that are relevant to the topics addressed in your research. The objective is to generate a wide range of possible codes without any limitations.
• Axial coding: In this phase, you organize and establish connections between the codes that were identified during the open coding stage. You begin by grouping related codes and identifying connections between different concepts and categories. Axial coding assists in structuring your data and developing a coherent conceptual framework.
• Selective coding: This is the final stage of the coding process where you select the most relevant and significant codes that provide a detailed understanding of your research questions. You focus on the codes that best represent the key themes and findings in your data. Selective coding helps deepen your analysis and formulate conclusions.

Would you rather get help with your research?

In this article, we provide you with practical tips for conducting qualitative research. You can learn about various research methods and data collection techniques. The method you choose depends on your research question and the insights and results you desire. If you need further guidance or wish to discuss your research design, our thesis coaches are available to assist you. They can help you establish, conduct, and analyze your qualitative research. Please don’t hesitate to reach out to us for a free initial consultation.