QUALITATIVE RESEARCH.pptx

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QUALITATIVE

RESEARCH

Prepared by Asst. Prof.Com


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Qualitative ResearchGuide

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56

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Essence of QualitativeResearch

Storytelling


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The CIPP of QualitativeResearch

CONTEXT Human phenomena (naturallyoccurring; local groundedness;richness and holism

Quanti vs. Qualiobjective intersubjectiveetic emicnomothetic idiographic


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The CIPP of QualitativeResearch

INPUT Tools of PhilosophyOwn experience and experience of others

PROCESS Words versus NumbersRepresentational Power versusRhetoric

Tables and Figures versus Tableux of Human

Experience

PRODUCT Better understanding


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Basicquestion:

Guide 1: Whose Experience

Who are the keyplayers/main concerns?

Communication Agencies Media Networks Advertising Broadcasting


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Basic QualitativeDictum

Every human

experience isa text to be

read.


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Guide 2: Which Layer of the Experience

Basic QualitativeDictum

Every humanexperience has

multiple layers of meaning


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Guide 3: Which Question to Ask

BasicQuestion:

Is the conduct of qualitative research

question sensitive?


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In Quantitative studies, questionsshould be all

about DEEP1. Descripti

on2. Exploratio

n3. Explanati

on

Looking Back!


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1. Description

Involves observation, description

and classificationand is geared toward newinformation.Is concerned with the followingquestions:

How prevalent is the

phenomenon?


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2.Exploration

Is aimed at ascertaining the

dimennvolves observaionof the phenomenon thusproviding promising insights.Is concerned with the followingquestions:

What is the full nature of the

phenomenon?


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3.Ex planation

Is aimed at ascertaining the

dimennvolves observaionof the phenomenon thusproviding promising insights.

Is concerned with the followingquestions: What is the full nature of the

phenomenon?


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4. P rediction andControl

Is concerned with the following

questions: If phenomenon X occurs, willphenomenon Y follow?

Can the occurrence of thephenomenon be controlled? Does an intervention result in

the intended effect?


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Questions Asked inQualitative research

QUESTIONS CONCERNWhat stories does a Filipinoyoung entrepreneur tell usabout managing a business?

Question about the lifeexperiences of an individualand how they unfold overtime

How do four Filipino youngentrepreneurs shareproblems of unpaid debts?

Question about developing anin-depth understanding abouthow different cases provideinsights into an issue or a

unique caseWhat theory explains youngentrepreneurs ability to meetbusiness competition andrivalry?

Question about experiencesovertime or changes thathave stages and phases

What does business survivalmean to Filipino young Question about what is theessence that all persons


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Guide 3: What Design to Have

Basic Concept: The nature of thecentral questions

determines the overall researchdesign


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summary

QUALITATIVE DESIGN

NATUREOF

QUESTION ASKED

FOCUS OFQUESTION

ASKED

SELECTION

PRODUCTREALIZED

Narrative Story-oriented

Story 1-2 Moderategeneraliz

ation

Case Study

In-depthDescripti

ve

Issue 1 tomultiple

Lessonslearned
http://var/www/apps/conversion/tmp/scratch_4/Narrative%20Research.pptxhttp://var/www/apps/conversion/tmp/scratch_4/Case%20Study.ppthttp://var/www/apps/conversion/tmp/scratch_4/Case%20Study.ppthttp://var/www/apps/conversion/tmp/scratch_4/Grounded%20Theory.ppthttp://var/www/apps/conversion/tmp/scratch_4/Case%20Study.ppthttp://var/www/apps/conversion/tmp/scratch_4/Case%20Study.ppthttp://var/www/apps/conversion/tmp/scratch_4/Narrative%20Research.pptx

QUALITATIVE RESEARCH.pptx

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