Qualitative Reseach

Quantitative research are designed to precisely measure the association between biological, social, environmental, and behavioral factors and health conditions.

Qualitative research methods focus on understanding why and how individual life experience and the context of community life influence health and wellness. Such contextual information is difficult to capture through traditional quantitative surveys. Methods that rely on rapport and trust between researcher and participant that include open-ended questions enable participants to talk about their perceptions and experiences Qualitative methods may be employed in combination with quantitative methods during the research process.

Mixed Methods Research

When qualitative and quantitative methods are blended in the context of a research study, we refer to it as a "mixed methods research." In such cases it is common to employ qualitative methods to:

1. Generate hypotheses which may be applied to intervention design and evaluation
2. Enrich Understanding about a research topic that may be inaccessible using quantitative methods
3. Provide insights that specialists and researchers may not considered beforehand
4. Facilitate partnership between researcher and community members affected by the heath issue under study

Comparison of Research Methods

The product of qualitative research can be recurrent themes or hypotheses by identifying salient factors and informing predictions about relationships. Themes are unifying concepts that identify and characterize a pattern of behaviors, group interactions, or individual perceptions.

Learning Objectives

1. Articulate the purpose and significance of qualitative research methods
2. Determine when it is appropriate to use qualitative methods to address research
3. Illustrate ethical considerations in the conduct of qualitative methods
4. Define the major qualitative research techniques, their strengths and limitations and contexts in which they are best used
5. Define and illustrate the importance of "Community-based Participatory Research" (CBPR) as a research design often involving qualitative methods

Common Qualitative Methods

Participant Observation

Collecting data on behaviors in natural settings; study cultural aspects of a particular setting. Usually conducted early in a study but can be used to follow up as well. The role of the participant/observer is to careful observe all details with a wide angle lens.

• Non-participation: No involvement with the people or activities studied (ex. studying television programs)
• Passive Participation: Present at the scene where activities take place, but does not participate in them or interact with other people. (Ex. Court or clinic waiting room observer)
• Moderate Participation: Balance between insider and outsider / participant and observer. (Ex. Participating in a town meeting)
• Active Participation: Active involvement in what your subjects are doing. (taking a minimum wage job to see how poor people manage expenses)
• Complete Participation: Some who is already involved in a particular activity or part of a particular group to specifically record systematic observations.

In-Depth Interviews

These are the best way of collecting in-depth information on personal histories, opinions, and life experiences. These can be unstructured, semi-structured, or structured interviews.  The idea is to have a guided discussion reflecting the individual's perspectives and experiences. The researcher might read questions from a prewritten guide which are open-ended in order to have the participant lead the discussion. These are great for sensitive topics when surveys or focus groups are ineffective.

Focus Groups

These provide a means of collecting data on cultural perspectives and norms of a group