Qualitative research methods

Case Study

• In-depth investigation of group or individual

• Quantitative but no numerical data

• No IV or DV

• Includes a variety of quantitative research methods (interviews, observations, and/or survey)

Case study strengths

• Rich in-depth information and details

• Ecological validity

• Investigate situations that could not be otherwise studied

Case study weakness

• Researcher bias

• Time-consuming

• No clear cause and effect (low control)

Naturalistic Observation

• Takes place in the participant’s natural environment

• Researchers avoid interfering with the behaviours they are observing

• Used when experiment would be impossible or unethical

Naturalistic Observation Strength

• High ecological validity

• Detailed in-depth information

• Ethical

• Presence of research does not affect data

• Consent not required when people are unaware

Natural Observation Weakness

• Low control

• Time-consuming

• Ends when participants know

• Low objectivity

Participant Observation

• Observers participate in group they are studying

Participant Observation Strength

• Deeper understanding of the studied phenomenon

Participant Observation weakness

• Observer may lose objectivity

Non-participant Observation

• Observer does not participate in the group being studied

Non-participant Observation Strength

• Researchers maintain objectivity

Non-participant Observation Weakness

• Participants may behave naturally

Overt Observation

Participants are not aware they are being observed by researchers

Overt Observation Strengths

• Consensual

• Ecological validity

Overt Observation Limitations

• Change of behaviour due to being informed

• No single or double blind

Covert Observation

Participants are not aware they are being observed

Covert Observation Strengths

• Ecologically valid

• Observations in natural environment

Covert Observation Weakness

• No consent (ethicality)

Unstructured Interview

• Structured around a topic or situation without preset questions

• Participants can tell “their story” or interpret an experience

Unstructured Interview Strength

• Collects a vast amount of data

• In-depth understanding of topic

Unstructured Interview Limitations

• Time-consuming

• Not as repeatable or accessible as unstructured interviews

Semi-structured Interview

• Researcher follows guide with open and closed questions.

• Like informal conversation with structure

Semi-structured Interview Strength

• Flexible answers

• Researchers can ask for clarification

• No pressure

• Ask both open-ended and close-ended questions

Semi-structured interview Weakness

• Not repeatable

Focus Groups

Small groups of people explore a topic and talk freely while the researcher acts as facilitator

Focus Groups Strengths

• Quick and convenient way to obtain rich data

Focus Groups Weakness

• Group dynamics might affect responses/data