What Is Qualitative Research

This paper primarily concerns qualitative research, but we were asked to compare both qualitative and quantitative methods. During comparison, there are many noted differences in both study designs, but not many similarities. Qualitative research uses a subjective approach with a large sample population. It collects non-statistical data, using an unstructured or semi-structured technique (Nieswiadomy & Bailey, 2018). Quantitative research uses an objective approach and large, random, sampling to ask opinions in a structured way. The findings of quantitative studies are conclusive and used to recommend a final course of action (Nieswiadomy & Bailey, 2018). While it is hard to see similarities between the two, both methods aim to find a solution to a problem or question, the researcher doing the study may affect the outcome and an analysis of the collected data must be done (Souza, 2017). What many don’t realize is the connection amongst the two. You can say, both types of research build upon one another, meaning quantitative studies can quantify results found in qualitative research (Souza, 2017).

Qualitative research is subjective data and is often used in the social sciences (Sarantakos 2013, p. 48). Qualitative research is devoted to gathering facts, this can be completed through personal experiences, behaviours, and observations (Sarantakos 2013, p. 46). The purpose of qualitative research is to gather an in depth understanding of human behaviour and the explanations for the behaviour (Martijn & Sharpe 2006, p. 1). An issue with only using a qualitative method is efficacy, qualitative studies cannot address relationships between variables with the degree of accuracy that is required to establish social trends (Sarantakos 2013, p. 46).

According to Schneider, Elliot, LoBiondo-Wood & Haber (2004), qualitative research methods, search for the meaning and understanding of human experiences in a naturalistic setting. A researcher obtains subjective facts in order to explore the experiences of each participant (Schneider, Elliot, LoBiondo-Wood & Haber 2004). As a result, qualitative research is a means in which a researcher gains an insight into the participant's point of view concerning their personal experiences; in order gain an understanding of the information given. Therefore this allows a researcher to collect subjective information to create a description of the phenomenon (Vishnevsky & Beanlands 2004).

The method of qualitative research become key method in the human and social science and also in the education and health science. The definition of qualitative research is a research using methods such as participant observation or case studies which result in a narrative, descriptive account of a setting or practice. Sociologists using these methods typically reject positivism and adopt a form of interpretive sociology (Parkinson & Drislane,2011). It involves the research using data that do not indicate ordinal values. Furthermore, qualitative research includes the different kinds of data collection, techniques of analysis and diversity of theoretical frameworks (Guest; Namey & Mitchell, 2013). According to Creswell(2013) ‘’the final written report or presentation includes the voices of participants, the reflexivity of the researcher, a complex description and interpretation of the problem, and its contribution to the literature or a call for change.

The Methodology that will be used in terms of the research question will be the qualitative research which involves a phenomenological perspective. The researcher aims to evaluate the meaning of events for people in particular situations, the characteristic of qualitative research are as follows.

The approach of this study will take the epistemological position and a qualitative research design. Humphries (2008) asserts that qualitative research focusses on the subjective and recognises that the researcher will affect the data that is produced and therefore the outcome of the research. Denzin & Lincoln (2005:3) state that “Qualitative researchers study things in their natural settings attempting to make sense of, or to interpret, phenomena in terms of the meanings people bring to them”. Quantitative research on the other hand, claims to be objective, removing the researcher’s views and values from the study. While traditionally quantitative data has been deemed to produce more reliable or valid data, it does not suffice to capture the complexities of the human experience as it assumes a positivist epistemology.

Qualitative research describes the research that can produce observations and descriptions. If you were observing or interviewing someone, you would want to use qualitative research to ask questions such as "how" or "why".

The methodological approach of this study is guided by its aims and research questions. This section starts from the clarification of research questions to explain why the qualitative methods are employed.

This chapter describes the methodology and research design of the study. The methodology describes the broad scheme or plan of the research and elaborates the tools of analysis. A methodology or a research design refers to approaches and research strategies, e.g. surveys; questionnaires etc. In a broader context methodology refers to a design whereby, the researcher selects data and analysis procedures to investigate a specific research problem (Cohen, Manion and Morrison; 2008). Research designs have been classified differently by different scholars. Some scholars (Bodgan& Biklen, 1982) discuss research methods under two broad headings: qualitative and quantitative. Gay (1987) indicates that while naturalistic researcher prefer qualitative methods, such as participant observation and in depth interviewing, rationalistic researchers tend to use quantitative methodologies such as random selection of subjects and administration of standardized instruments. While qualitative studies focus on subjective information, such as feelings, experiences or opinions: data that cannot be scientifically quantified. Quantitative research is the opposite, shunning subjectivity in favor of objectivity. Quantitative research focuses on statistics and quantifiable information.

Firstly, what is qualitative research and how does this differ from qualitative research? According to Smith “Qualitative analysis is concerned with describing the constituent properties of an entity” whereas “Qualitative analysis is involved in determining how much of the entity there is” (Smith et al., 2008 p.1)

Qualitative research is a type of scientific research which has its roots in philosophy and human sciences.

Since establishing the definition and approaches of both the qualitative and quantitative researches respectively let’s take a look at their similarities.

This chapter will discuss the methodology used to enhance the study, and justifies it as a fitting process for the subject of the paper. This chapter opens explaining qualitative methodology and why it is the chosen method for the study. Then, after, it details the process of data collection.

Qualitative research methods are utilized to study the social and cultural phenomena. So it includes observation, participant observation (field work), interview sessions, documents and texts and finally the researcher’s imitations and feedback. [Myers, 2009]

In this study there was a blending of both approaches with a greater leaning towards the qualitative method. Qualitative research is an umbrella term that covers a variety of styles of social research. What actually separates qualitative research and gives it its distinctive identity is the fact that it has its own approach to the collection and analysis of data that marks it as quite different from its quantitative counterpart. According to Denscombe (2003), qualitative research is a