Qualitative Research Methods

• Positivism


  Positivism maintains that true understanding stems from evident events that can be confirmed by sensory experience. It suggests that knowledge is based on what we can directly observe with our senses.

  
  

  In sociology, for example, a positivist approach might entail researching observable behaviors or social structures that can be experimentally seen and studied,such as crime rates or voting patterns.
• Positivist approach in sociology


  • According to positivism, the goal of theory is to develop ideas that can be examined systematically by empirical observation and experimentation. This technique seeks to develop rules or patterns that govern the events under investigation. ​

  
  

  • Positivism holds that knowledge is gained by collecting observed facts, which serve as the foundation to build universalrules or theories. Researchers hope to find patterns and regularities in incidents by systematic observation and datacollecting, which will lead to the development of scientific principles. 
• Positivism3

  Knowledge is gained by collecting observed facts, which serve as the foundation to build universal rules or theories. Researchers hope to find patterns and regularities in incidents by systematic observation and data collecting, which will lead to the development of scientific principles.
• Positivism4


  • Encourages objective and value-neutral study to avoid personal biases and subjective interpretations. Follows strict methodological standards, ensuring that conclusions are founded on scientific facts and are unaffected by preexisting opinions or attitudes.
• Positivism5


  Isolates scientific statements from normative judgments. Scientific statements seek to give objective explanations based on facts, whereas normative judgments are subjective assessments of morality or ethics. Positivists think that scientific study should be based on facts rather than normative judgments.
• Subjectivism (Qualitative research)


  Interpretivism, a philosophical viewpoint, argues that the social world is separate from the natural world, and that scientific models from the sciences do not apply to assessing people and their organizations.

  
  

  Hermeneutics, phenomenology, Weber's Verstehen, and symbolic interactionism are all approaches that believe the social world needs a different methodological and epistemological approach than the scientific sciences.​
• Symbolic interactionism1


  • Symbolic interactionism focuses on the significance of symbols and interactions in the construction of social reality. In this perspective, researchers might explore how individuals attribute meanings to symbols and how these meanings shape their interactions with others.​
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  • Interpretivism is a social science research methodology that stresses the significance of understanding human consciousness and experience. It focuses on subjective parts of social behaviour, such as emotions, values, and interpretations. ​
• Symbolic interactionism (researcher perspective)

  This technique involves learning about social actors' subjective experiences, understanding their practical meanings, how they are seen, and how others interpret these interpretations. In cultural practice research, for example, knowing the personal meanings associated with it is crucial.​
• Participants observation

  • Research in which the fieldworker is engaged in a social situation for a long length of time, watching behavior, listening to interactions between people and with the fieldworker, and questioning.​

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• Key concept

  • The researcher actively engages in the workplace, attending team meetings, joint projects, and social events to get insider knowledge and build relationships with participants.
  • Non-participant observation, on the other hand, involves watching from a distance without actively engaging, such as silently taking notes during meetings rather than actively participating in the activities or interactions under investigation.​
• Participant observation 2


  Observations might be covert or overt, depending on the participant's awareness of the researcher's presence and purpose. 

  
  

  Covert observations involve the researcher taking discreet notes on employee behaviour during company events, whereas overt observations involve the researcher introducing themselves to employees and explaining their role in studying workplace dynamics, and also openly observing and interacting with them during fieldwork.
• Thick descriptions:

  • Thin descriptions are thin and without context, describing surface-level incidents and ignoring cultural or societal consequences. Thick descriptions, on the other hand, recount acts and explain their cultural importance by placing them in the proper context.​

  
  

  • Thick description goes beyond simple observation of actions to convey the ideas, feelings, and nuances that underpin social interactions. It involves comprehending the significance of gestures, pauses, or emotions rather than just stating them at face value. ​

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• Contextualism


  • Contextualism is a conceptual approach to qualitative research that emphasizes the interconnection of pieces within a larger whole. It implies that isolating a single element for research without considering its environment might result in not enough or incorrect results. ​

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  • For example, when assessing a community's response to a public health intervention, researchers take into account socioeconomic realities, cultural beliefs, and historical events that impact these reactions.​
• Contextualism


  • Individual actions, according to contextualism, can't be explained in isolation but must be understood in the context of their happening.

  
  

  • To minimize misinterpretations, researchers examining market consumer behaviour should take into account external elements such as advertising methods, economic situations, and cultural influences. They may gain a better understanding of purchase decisions by studying cultural conventions, advertising tactics, and economic trends.​
• Flexibility

  Qualitative research is sometimes referred to be inductive since it begins with a wide or general research topic. Researchers may have an idea of what they want to investigate, but as they collect and evaluate data, particular research questions and hypotheses emerge. ​

  
  

  Flexibility allows researchers to adapt their data collection methods and analysis methods to new ideas or patterns, such as conducting more interviews to explore recurring themes in local leadership interviews or altering their coding scheme to better understand leadership dynamics data.
• Key approaches: Deductive​

  • The researcher investigates the influence of social media on crime rates by drawing on current information and hypotheses.

  
  

  • To better understand the link between social conditions and criminal behaviour, they can use sociology or criminology ideas. They may also investigate notions such as the shattered windows theory, which states that visual signs of disorder might lead to greater crime.​
• Deductive1


  The hypothesis requires transforming thoughts into researchable variables, which are measurable qualities that canvary during the investigation.

  
  

  Variables may include the frequency with which low-level disorder appears on social media, the geographical regions connected with these posts, and the accompanying crime rates in those places.
• Research Methodology (Deductive)

  • Utilizes social media scraping tools for data collection.

  • Employs geographical mapping software for location analysis.

  • Examines crime statistics databases for crime rates.

  • Empirically tests hypotheses using chosen methodologies.

  • Uses statistical analysis to determine significant connection between low-level disorder conversations and actual crime rates.
• Research Process (Deductive)

  • The researcher considers the importance of their results for theoretical frameworks, progressing to induction and combining empirical data with existing theory. This may result in changes or extensions to the original framework. The link between social media debates and crime rates may be deeper than previously imagined, requiring an update of the idea of the shattered window in social media dynamics.​
• Inductive

  • An inductive technique includes theory developing throughout the research process rather than being pre-established before to data gathering.
  • For example, a researcher may conduct interviews with workers to learn about their experiences with workplace discrimination, then analyze transcripts to discover themes such as power dynamics and organizational culture, which can lead to ideas about their influence on discrimination.​
• Inductive


  Inductive thinking is a method used to draw broad conclusions from individual observations, such as in a consumer behavior study, where trends in purchase decisions based on social networks can be used to develop a theory about peer recommendations' impact on consumer decisions.

  
  

  The inductive technique is an iterative method where data gathering and theory building are interconnected, allowing researchers to identify gaps in knowledge and areas needing further investigation, improve hypotheses, or identify new trends.
• Step 1: Determine what to research​

  • Identifying knowledge gaps or research opportunities from sources like product roadmaps, strategy documents, data, customer feedback, and stakeholder conversations.

  
  

  • Prioritizing projects based on business impact, available resources, timelines, and dependencies.

  
  

  • Identifying key questions, participants, and attributes influencing the research approach.

  
  

  • Aiming for a mix of project types, including tactical requests and strategic research opportunities.
• Step 2(Identify how to research it​)


  • Identify research methodology post-project completion.

  
  

  • Analyze secondary data to identify existing answers and prevent duplicate studies.

  
  

  • Determine research input type: attitudinal or behavioral, problem space exploration, product evaluation.

  
  

  • Use qualitative methodologies like interviews, contextual inquiry, and surveys.

  
  

  • Ensure research remains relevant and relevant.
• Step 3(Get buy-in and alignment from others)​


  • Researchers create a research plan outlining goals, participant scope, timelines, and dependencies.

  
  

  • Stakeholders provide feedback to ensure alignment with research expectations.

  
  

  • Stakeholders may request additional questions, timelines, or product decision-making recommendations.

  
  

  • Some organizations use a 'crit' process for feedback on research craft, methodologies, participant mixes, and goals.

  
  

  • Confidence in the plan allows planning or manager approval.
• Step 4 (Prepare research)

  • Booking venues, labs, and observation rooms.
  • Sourcing participants from internal/external databases.
  • Scheduling participants and managing schedule changes.
  • Identifying and purchasing appropriate incentives.
  • Building relevant designs and prototypes.
  • Creating interview/observation guides and research tools.
• Step 5: Execute research

  • Research activities typically last 1-2 weeks, depending on methodology and participant type.

  
  

  • In consumer research, backup participants are available in case of no shows.

  
  

  • In business or enterprise research, all recruited participants are engaged due to company relationships.

  
  

  • A perfect research setup includes a principal researcher and a secondary attendee for note-taking.
• Step 5 (2)


  • Researchers often need to do both facilitation and documentation, leading to clunkier conversations. In qualitative research, researchers may identify patterns in findings after five sessions and tailor research questions.

  
  

  • Stakeholders may be given an input form for note-taking.
• Step 6: Synthesize and find insights​

  • After capturing research, researchers aggregate findings to identify common themes or success rates, leading to insight generation that aligns with the project's goals.

  
  

  • Analysis is a high-effort task, often utilizing digital tools, hacks, or workarounds. Researchers refine analysis process for efficiency. Visual approaches like post-it affinity analysis used for stakeholder input. Process can take longer with large data volumes but boosts future project buy-in.
• Step 7: Create research outputs​

  Research Reports Overview

  • Outlines key findings in a document or presentation.

  • Includes executive summary, insight themes, and supporting evidence.

  • Uses videos as a highlight reel of evidence.

  • Personas represent intended users to understand goals, needs, and behaviors.

  • Helps stakeholders build empathy for the end-user.
• Step 8: Share and follow up on findings​

  • Conducting pre-share meetings with stakeholders to align expectations and identify potential 'watch-outs'.Sharing findings multiple times to different groups, tailoring them for each audience.

  
  

  • Researchers confirm understanding with stakeholders after sharing their findings, ensuring they are accurate and well-received. This may involve incorporating results into product strategy documents, proposals, or user stories to ensure the findings are sourced and reflected accurately.