Some researchers believe Qualitative Research and descriptive research are sometimes used interchangeably (Nassaji, 2015, p.129). Interchangeably meaning using one term, means the other, rather than just a synonym or replacement of the term in question. Both terms use different wording to separate one from another. Descriptive research is more concerned with what rather than how or why something has happened (Nassaji, 2015, p.129). Qualitative research is more holistic and often involves a rich collection of data from various sources (Nassaji, 2015, p.129), gaining in depth knowledge of the test subjects, or participants, reactions, viewpoints, etc.
Some researchers believe Qualitative Research and descriptive research are sometimes used interchangeably (Nassaji, 2015, p.129). Interchangeably meaning using one term, means the other, rather than just a synonym or replacement of the term in question. Both terms use different wording to separate one from another. Descriptive research is more concerned with what rather than how or why something has happened (Nassaji, 2015, p.129). Qualitative research is more holistic and often involves a rich collection of data from various sources (Nassaji, 2015, p.129), gaining in depth knowledge of the test subjects, or participants, reactions, viewpoints, etc.
The Role of the Researcher:
General steps to conduct a qualitative research include focus & boundary, inclusion/exclusion criteria for new information, fit of the research paradigm to the focus, determine where and from to collect data, determining phases of collection, instrumentation beyond human instrumentation, analysis procedures, logistics and determination of trustworthiness (Sanders, 1997, para. 19). Prevailing forms of qualitative inquiry are interviews (informal, conversational, open-ended) and observation (monitoring verbal and non-verbal cues) (Sanders, 1997, para. 25). Both types required recording data, maintain the naturalistic scene. Because naturalistic researchers are asking participants to "grant access to their lives, their minds, [and] their emotions," it is also important to provide respondents with a straightforward description of the goals of the research (Sanders, 1997, para. 29).
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| Adapted image from LJ reasearch, 2016 |
One approach to qualitative research is the Grounded Theory developed by Glaser and Strauss. Basically, to be applied in a multitude of diverse situations (Sanders, 1997, para. 35) and a developing process as Coronach may say “working hypothesis” (Sanders, 1997, para. 36). Features of a qualitative researcher to be considered by readers Sanders (1997) concluded from Eisner (1991) are coherence, consensus (occur with findings) and it’s usefulness. (instrumental utility) (para 38).
Terms associated with judging qualitative research are credibility, finding commonalty among analyst in data, transferability of findings to apply in new situations, dependability (consistency), and confirmability, trail of raw data, notes, etc. Some argue conventional terms such as validity and reliability can be found in qualitative research, but as described by Sanders (1997) are quantitive terms compared to credibility and dependability.
Author’s thoughts:
Some people, including myself, like to believe qualitative research is based on descriptive statistics such as median, mode or range determination. Noting patterns, themes, categories or concepts (Nassaji, 2015, p.130) are the results of qualitative data. Qualitative studies typically employ multiple forms of evidence....[and] there is no statistical test of significance to determine if results ‘count’(Sanders, 1997, para. 15). Methods on collecting qualitative data includes interviews, surveys and observations on reactions, beliefs and learned skills.
My experience with qualitative data is participation in surveys online assessing whether I like a particular song, food brand, ads, etc. Customer experience surveys through TripAdvisor, I consider qualitative data to describe the atmosphere, for others to review and decide. My aspirations for supporting qualitative data collection is to give credible and reasonable validation to knowledge passed down as a general consensus.
At my job, its common for someone to provide information based on past actions and assumptions without considering if they are as effective today as they were then. For example, usually told if an incident (software) happens only once or twice its an isolated event. I beg to differ if I unable to source for characteristics to find a root cause, similar to a role of the researcher in qualitative inquiry. Sometimes asking co-workers to assist because the software is managed by their department. They quickly sent generic responses unwilling to investigate further, which I interpret as more investigation for me to find out way using personal contacts. There have been a few matters I personally requested that have resulted in meetings with individuals to improve their communication, and properly represent their department requested. In addition to being a training coordinator, I initiated surveys with a few open ended questions and likert scale like rating questions on the knowledge of information absorbed training topics using some of the options as shown below:
Companies have departments, such as market development, dedicated to measuring the pulse of their customers, making necessary changes to processes and products. For example, a popular kids show Dora the Explorer, saw the need to age the character to appeal to audience they once had to the audience in this generation. Although young children are not faced with the same kinds of decisions as adults, it is arguable that they, too, must make choices that require them to acknowledge that what they prefer right now may differ from what they will prefer in the future (Bélanger, Atance, Varghese, Nguyen, & Vendetti, 2014, p. 2421).
Leaders often have to reassess their goals to re-engage followers, or risk losing them. This election year in the US has generalized followers of candidates within the same political party, starting a civil war of sorts. Purposeful sampling can be used to prove or disprove these generalization. Journalist use qualitative data to describe the voters in different county districts through out the election, even the make up of the district itself. Qualitative data not only useful for journalist, but useful in our daily lives. All of us can likely lead in a positive way incorporating qualitative data to reason actions.
Bélanger, M. J., Atance, C. M., Varghese, A. L., Nguyen, V. and Vendetti, C. (2014), What Will I Like Best When I'm All Grown Up? Preschoolers' Understanding of Future Preferences. Child Development, 85: 2419–2431. doi: 10.1111/cdev.12282
LJ Research | Qualitative research, focus groups and more. (n.d.). Retrieved April 30, 2016, from http://www.ljresearch.co.uk/market-research/market-research-services/qualitative-research-and-focus-groups/
Nassaji, H. (2015). Qualitative and descriptive research: Data type versus data analysis. Language Teaching Research, 19(2), 129-132. doi:http://dx.doi.org.ezproxy.libproxy.db.erau.edu/10.1177/1362168815572747
Sanders, M. (1997). Choosing Qualitative Research: A Primer for Technology Education Researchers. Journal of Technology Education, 9(1) Retrieved from http://scholar.lib.vt.edu/ejournals/JTE/v9n1/hoepfl.html
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