Microsoft Word research method fm doc

Methods of collecting qualitative data
Qualitative approaches to data collection usually involve direct interaction with individuals on 
a one to one basis or in a group setting. Data collection methods are time consuming and 
consequently data is collected from smaller numbers of people than would usually be the 
case in quantitative approaches such as the questionnaire survey. The benefits of using 
these approaches include richness of data and deeper insight into the phenomena under 
study.
Unlike quantitative data, raw qualitative data cannot be analysed statistically. The data from 
qualitative studies often derives from face-to-face interviews, focus groups or observation and 
so tends to be time consuming to collect. Samples are usually smaller than with quantitative 
studies and are often locally based. Data analysis is also time consuming and consequently 
expensive.
 
The main methods of collecting qualitative data are: individual interviews, focus groups and 
observation
 
Qualitative interviews 
Qualitative interviews are semi structured or unstructured. If the interview schedule is too 
tightly structured this may not enable the phenomena under investigation to be explored in 
terms of either breadth or depth. Semi structured interviews tend to work well when the 
interviewer has already identified a number of aspects he wants to be sure of addressing. 
The interviewer can decide in advance what areas to cover but is open and receptive to 
unexpected information from the interviewee. This can be particularly important if a limited 

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time is available for each interview and the interviewer wants to be sure that the "key issues" 
will be covered.
 
Semi structured interviews 
(sometimes referred to as focused interviews) involve a series of 
open ended questions based on the topic areas the researcher wants to cover. The open 
ended nature of the question defines the topic under investigation but provides opportunities 
for both interviewer and interviewee to discuss some topics in more detail. If the interviewee 
has difficulty answering a question or provides only a brief response, the interviewer can use 
cues or prompts to encourage the interviewee to consider the question further. In a semi 
structured interview the interviewer also has the freedom to probe the interviewee to 
elaborate on the original response or to follow a line of inquiry introduced by the interviewee.
Unstructured interviews (referred to as "depth" or "in depth" interviews) have very little 
structure at all. The interviewer goes into the interview with the aim of discussing a limited 
number of topics, sometimes as few as one or two, and frames the questions on the basis of 
the interviewee's previous response. Although only one or two topics are discussed they are 
covered in great detail. Subsequent questions would depend on how the interviewee 
responded.
Unstructured interviews are exactly what they sound like - interviews where the interviewer 
wants to find out about a specific topic but has no structure or preconceived plan or 
expectation as to how they will deal with the topic. The difference with semi structured 
interviews is that in a semi structured interview the interviewer has a set of broad questions to 
ask and may also have some prompts to help the interviewee but the interviewer has the time 
and space to respond to the interviewees responses.
Qualitative interviews should be fairly informal. Interviewees should feel as though they are 
participating in a conversation or discussion rather than in a formal question and answer 
situation. However, achieving this informal style is dependent on careful planning and on skill 
in conducting the interview.

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