construction, meanings, and interpretations. It asks open-ended questions to extract
meanings, perceptions, and interpretations.
Qualitative research
CHARACTERISTICS OF QUALITATIVE RESEARCH
NATURALISTIC
INDUCTIVE
HOLISTIC
PERSONAL IMMERSION
EMPHATIC NEUTRALITY
FLEXIBILITY
QUALITATIVEDATA
Qualitative research is a form of natural inquiry because focuses on
studying its subject in a natural setting.
Naturalistic
A qualitative approach that allows
primary research findings to be
derived from the most dominant
and significant themes being
observed in society.
Inductive
Focuses on the entirety of the
phenomenon. With this approach,
every piece of information is
treated with care in order to paint
the whole picture.
Holistic
The researcher is required to
become part of the observed
group in order to acquire
more in-depth data for the
research.
Personal immersion
The researcher must be keen
in observing neutrality in
compiling findings from the
study.
Emphatic neutrality
Researchers may continue to
conduct research on new
objectives or questions that
emerged during the research
process.
Flexibility
It refers to the detailed
documentation and
description of certain events or
phenomenon being observed
Qualitative data
Deals with the description of participants' real-life experiences of a specific event
Phenomenology
Understanding the culture and experiences of a group of people in their natural environment.
Ethnography
Explains a phenomenon and the evolution of its course of action.
Grounded theory
Deals with an in-depth look at
one specific subject. the subject
can be a specific person. The
subject can also be in the form of
an entire business, organization,
town, or a city.
Case study
Describe past events to fully understand the current patterns needed for making future decisions.
Historical review
Used to document changes in human
perspective or behavior and events or phenomena in the society.
Narrative review
refers to facts generated from objective insights together with the findings processed by the human brain.
knowledge
RELEVANT FIELDS
SOCIAL SCIENCES
MEDIA COMMUNICATION
BUSINESS
PUBLIC HEALTH
Qualitative research equips academics, professionals, and even ordinary people with knowledge about society that would allow people to improve their lives
SOCIAL SCIENCE
Qualitative research helps in the generation of news content
MEDIA COMMUNICATION
All successful companies invest in research, may it be those who are producing consumable goods or offering services.
BUSINESS
Qualitative research is useful in public health through its role in the documentation and analysis of public health issues.