QUALITATIVE RESEARCH

2/8/13

Com

Click to edit Master subtitle style

Prepared by Asst. Prof.

Qualitative Research Guide

1
Whose Experience

What to have after the journey How to validate findings How to analyze the gathered data

Which layer of the Experience What question to ask

What design to have

How many selection

Where to 2/8/13 source the

Essence of Qualitative Research

Storytellin g
2/8/13

The CIPP of Qualitative Research

CONTEXT Human phenomena (naturally occurring; local groundedness; richness and holism Quanti vs. Quali objective intersubjective etic emic nomothetic idiographic

2/8/13

The CIPP of Qualitative Research

INPUT Tools of Philosophy Own experience and experience of others Words versus Numbers Representational Power versus Rhetoric
Tables and Figures versus Tableux of Human Experience

PROCESS

PRODUCT Better understanding

2/8/13

Guide 1: Whose Experience

Basic question:

Who are the key players/main concerns?

Communication Agencies Media Networks Advertising Broadcasting

2/8/13

Basic Qualitative Dictum

Every human experience is a text to be read.

2/8/13

Guide 2: Which Layer of the Experience

Basic Qualitative Dictum

Every human experience has multiple layers of meaning

2/8/13

Guide 3: Which Question to Ask

Basic Question:

Is the conduct of qualitative research question sensitive?

2/8/13

Looking Back!
In Quantitative studies, questions should be all about DEEP
1.

Descripti
on Exploratio n Explanati on

2.

3.

2/8/13

1.

Description

Involves observation, description and classification and is geared toward new information. Is concerned with the following questions: How prevalent is the phenomenon? 2/8/13

2. Exploration
Is aimed at ascertaining the dimennvolves observaion of the phenomenon thus providing promising insights. Is concerned with the following questions: What is the full nature of the phenomenon? 2/8/13

3. Explanatio
n

Is aimed at ascertaining the dimennvolves observaion of the phenomenon thus providing promising insights. Is concerned with the following questions: What is the full nature of the phenomenon? 2/8/13

4. Prediction and
Control Is concerned with the following questions: If phenomenon X occurs, will phenomenon Y follow? Can the occurrence of the phenomenon be controlled? Does an intervention result in the intended effect? 2/8/13

Questions Asked in

Qualitative research
CONCERN

QUESTIONS

What stories does a Filipino Question about the life young entrepreneur tell us experiences of an individual about managing a business? and how they unfold overtime How do four Filipino young entrepreneurs share problems of unpaid debts? Question about developing an in-depth understanding about how different cases provide insights into an issue or a unique case

What theory explains young Question about experiences entrepreneurs ability to meet overtime or changes that business competition and have stages and phases rivalry? What does business survival Question about what is the 2/8/13 mean to Filipino young essence that all persons

Guide 3: What Design to Have

Basic Concept: The nature of the central questions determines the overall research design

2/8/13

summary
QUALITATIV NATURE FOCUS OF SELECTIO PRODUCT E DESIGN OF QUESTION N REALIZED QUESTIO ASKED N ASKED Narrative StoryStory 1-2 Moderate oriented generaliz ation Case Study In-depth Descripti ve Issue 1 to Lessons multiple learned
2/8/13