Qualitative Research – Full summary
Short introduction to the summary
This is a summary for the UvA course Qualitative Research, which is part of the Bachelor’s
program Communication Science. This summary is based on the lectures, microlectures, and
the chapters from the course book. Seeing as information from the book was often repeated
in the lecture, much of the lecture material is embedded into the chapters. Information
from the lectures that was not mentioned in the book I included under a separate heading,
‘’Lecture’’, for each week the lecture mentioned alternative info. Hope this helps you with
your studies! Please see the key below if you wish to better understand how I formatted my
summary:
Key
Text = New heading
Text = Subheading
Text = Important term/ important piece of text in a list
- = Item on a list
o = Sub-Item on a list
= Sub-sub-item on a list (yes, they’re in the summary)
1), 2) = Item on a chronological/procedure description
= Additional/Elucidative note
Week 1
Chapter 1
What is qualitative research?
Qualitative research= Research that collects and analyzes semantic data using qualitative
techniques, in a manner suited to the qualitative paradigm.
Big Q research = Research conducted fully within the Qualitative paradigm.
Small Q research = Research that employs qualitative techniques but has methodological
deviations from the Qualitative paradigm
E.g. mixed methods design!
Quantitative paradigm Qualitative paradigm
Numbers used as data Words and/or images used as data
Seeks to identify, explain or predict Seeks to understand/interpret meaning (as
relationships between variables perceived by people)
Generalizability is imperative Generalizability is not imperative;
1
, Focus on appreciating results only within
the context they were collected
Non-detailed but broad data; Detailed but non-broad data;
Not so descriptive and intricate responses, Very descriptive and intricate responses,
but number of responses is large but number of responses is small
Dismiss diversity: Embrace diversity:
Seeks general patterns, reducing diversity Seeks patterns WHILE recognizing diversity
of responses to an average response and divergence in data
Theory-testing/Deductive Theory-generating/inductive
Objectivity is valued Subjectivity/immersion is valued
Fixed method; Non-fixed method;
While conducting your study, you do not While conducting your study, you may
change OG research approach change OG research approach
Quick Time-consuming, due to its interpretative
and non-formulaic nature
Postivist = There is only one correct Constructionist = There are multiple
version of reality/knowledge; correct versions of reality/knowledge,
because reality is highly complex and
interpretive;
the focus should be on finding absolute
truths the focus should not be on finding absolute
truths, but on perceived truths
Chapter 2: The 10 fundamentals of QR
1. QR is about meaning, not numbers.
The focus in QR is on learning to understand some aspect of the social/psychological
world; how people interpret/give meaning to the world around them.
The focus is typically not on comparing phenomena or groups (though comparative
elements may be included).
2. QR doesn’t provide a single answer
According to QR, there are multiple ways to analyze phenomena, which also means
there are multiple answers to a question; There is not a single ‘’right’’ answer to a
question.
Rather, each analysis is a partial contribution to our knowledge of the subject, a story
among many that enriches our view of it.
2
, 3. QR attaches importance to context.
Research subjects are always, inevitably, influenced by their context, biasing results
e.g. where is a subject, what time of the day is it, are they hungry, how have they
been lately, potential influences are endless.
Therefore, contrary to quantitative research, qualitative research appreciates that data
is always dependent on the context in which it was collected.
4. QR can be experiential or critical
Experiential (‘experience’) = Focus is on recognizing the surface-value interpretations in
participant responses.
Presupposes the belief that language is a way for us to communicate how we feel
E.g. How do you feel about McDonalds’?
‘’McDonalds’ is unhealthy and will make me fat, but it is very tasty and I eat it to
treat myself. ‘’
Conclusion: Participants regarded McDonalds’ as unhealthy and fattening, yet as very
tasty, a treat to themselves.
Critical = Focus is on using participant responses to critically analyze how we present
and construct ‘’our reality’’ of phenomena (rather than focusing on participants’
responses alone). 3 sub-focuses:
- Semantic representation of a reality (how do we represent our ideas of reality
through language?)
- Semantic construction of reality (how does language help us construct a reality)
- Language practices (what are our uses of language phenomena)
Presupposes the belief that language is not a way for us to communicate how we feel,
but to represent and construct our view of reality.
E.g. Language practice research: Focus on in which contexts participants use the
phrase ‘’I don’t know’’ (does it express a cognitive state of uncertainty, serve to
avoid arguments, imply an opinion…)
5. QR is underpinned by ontological assumptions
Ontology = How does ‘’actual reality’’ relate to our subjective interpretation and
practices?
Ontology can best be appreciated as a 3-part continuum:
3
, Relativism = ‘’Reality’’ Critical realism = A Realism = A pre-
is completely social, pre-social reality social reality exists,
dependent on the exists, but we can only and we can access it
ways we come to ever partially know it through scientific
know it (because of our research.
inherent subjectivity) QUANTITATIVE
While quantitative research is based on the assumptions of Realism, qualitative research
leans far more towards Relativism, somewhere in between critical and full-on relativism.
6. QR is underpinned by epistemological assumptions
Epistemology = What kind of information counts as ‘true knowledge’.
e.g. Think of astrology and psychological science: One, many consider an invalid
source of truth, the other a valid source of truth.
Can be seen on 3-part continuum (related to the ontological one)
Relativism/Constructivism = Contextualism = Reality is a social Realism/Positivism =
(Sculptor) We create ‘’true construct, and truths are (Archeologist) We uncover ‘’true
knowledge’’ by exploring, dependent on the context in which knowledge’’ by exploring, doing
doing research. Presupposes were obtained. However, we may research. Presupposes that
that objective reality does ‘’discover’’ valid knowledge within objective reality does exist.
not exist. these contexts. Presupposes that
objective reality does not exist.
e.g. from where I was standing,
the building looked red.
Qualitative research supports the constructivist ideology.
7. QR involves a qualitative methodology
Method = How you go technically about your specific research
Methodology = A framework of theories concerning how one should conduct research,
what techniques are essential in the design and process of the research.
4
Short introduction to the summary
This is a summary for the UvA course Qualitative Research, which is part of the Bachelor’s
program Communication Science. This summary is based on the lectures, microlectures, and
the chapters from the course book. Seeing as information from the book was often repeated
in the lecture, much of the lecture material is embedded into the chapters. Information
from the lectures that was not mentioned in the book I included under a separate heading,
‘’Lecture’’, for each week the lecture mentioned alternative info. Hope this helps you with
your studies! Please see the key below if you wish to better understand how I formatted my
summary:
Key
Text = New heading
Text = Subheading
Text = Important term/ important piece of text in a list
- = Item on a list
o = Sub-Item on a list
= Sub-sub-item on a list (yes, they’re in the summary)
1), 2) = Item on a chronological/procedure description
= Additional/Elucidative note
Week 1
Chapter 1
What is qualitative research?
Qualitative research= Research that collects and analyzes semantic data using qualitative
techniques, in a manner suited to the qualitative paradigm.
Big Q research = Research conducted fully within the Qualitative paradigm.
Small Q research = Research that employs qualitative techniques but has methodological
deviations from the Qualitative paradigm
E.g. mixed methods design!
Quantitative paradigm Qualitative paradigm
Numbers used as data Words and/or images used as data
Seeks to identify, explain or predict Seeks to understand/interpret meaning (as
relationships between variables perceived by people)
Generalizability is imperative Generalizability is not imperative;
1
, Focus on appreciating results only within
the context they were collected
Non-detailed but broad data; Detailed but non-broad data;
Not so descriptive and intricate responses, Very descriptive and intricate responses,
but number of responses is large but number of responses is small
Dismiss diversity: Embrace diversity:
Seeks general patterns, reducing diversity Seeks patterns WHILE recognizing diversity
of responses to an average response and divergence in data
Theory-testing/Deductive Theory-generating/inductive
Objectivity is valued Subjectivity/immersion is valued
Fixed method; Non-fixed method;
While conducting your study, you do not While conducting your study, you may
change OG research approach change OG research approach
Quick Time-consuming, due to its interpretative
and non-formulaic nature
Postivist = There is only one correct Constructionist = There are multiple
version of reality/knowledge; correct versions of reality/knowledge,
because reality is highly complex and
interpretive;
the focus should be on finding absolute
truths the focus should not be on finding absolute
truths, but on perceived truths
Chapter 2: The 10 fundamentals of QR
1. QR is about meaning, not numbers.
The focus in QR is on learning to understand some aspect of the social/psychological
world; how people interpret/give meaning to the world around them.
The focus is typically not on comparing phenomena or groups (though comparative
elements may be included).
2. QR doesn’t provide a single answer
According to QR, there are multiple ways to analyze phenomena, which also means
there are multiple answers to a question; There is not a single ‘’right’’ answer to a
question.
Rather, each analysis is a partial contribution to our knowledge of the subject, a story
among many that enriches our view of it.
2
, 3. QR attaches importance to context.
Research subjects are always, inevitably, influenced by their context, biasing results
e.g. where is a subject, what time of the day is it, are they hungry, how have they
been lately, potential influences are endless.
Therefore, contrary to quantitative research, qualitative research appreciates that data
is always dependent on the context in which it was collected.
4. QR can be experiential or critical
Experiential (‘experience’) = Focus is on recognizing the surface-value interpretations in
participant responses.
Presupposes the belief that language is a way for us to communicate how we feel
E.g. How do you feel about McDonalds’?
‘’McDonalds’ is unhealthy and will make me fat, but it is very tasty and I eat it to
treat myself. ‘’
Conclusion: Participants regarded McDonalds’ as unhealthy and fattening, yet as very
tasty, a treat to themselves.
Critical = Focus is on using participant responses to critically analyze how we present
and construct ‘’our reality’’ of phenomena (rather than focusing on participants’
responses alone). 3 sub-focuses:
- Semantic representation of a reality (how do we represent our ideas of reality
through language?)
- Semantic construction of reality (how does language help us construct a reality)
- Language practices (what are our uses of language phenomena)
Presupposes the belief that language is not a way for us to communicate how we feel,
but to represent and construct our view of reality.
E.g. Language practice research: Focus on in which contexts participants use the
phrase ‘’I don’t know’’ (does it express a cognitive state of uncertainty, serve to
avoid arguments, imply an opinion…)
5. QR is underpinned by ontological assumptions
Ontology = How does ‘’actual reality’’ relate to our subjective interpretation and
practices?
Ontology can best be appreciated as a 3-part continuum:
3
, Relativism = ‘’Reality’’ Critical realism = A Realism = A pre-
is completely social, pre-social reality social reality exists,
dependent on the exists, but we can only and we can access it
ways we come to ever partially know it through scientific
know it (because of our research.
inherent subjectivity) QUANTITATIVE
While quantitative research is based on the assumptions of Realism, qualitative research
leans far more towards Relativism, somewhere in between critical and full-on relativism.
6. QR is underpinned by epistemological assumptions
Epistemology = What kind of information counts as ‘true knowledge’.
e.g. Think of astrology and psychological science: One, many consider an invalid
source of truth, the other a valid source of truth.
Can be seen on 3-part continuum (related to the ontological one)
Relativism/Constructivism = Contextualism = Reality is a social Realism/Positivism =
(Sculptor) We create ‘’true construct, and truths are (Archeologist) We uncover ‘’true
knowledge’’ by exploring, dependent on the context in which knowledge’’ by exploring, doing
doing research. Presupposes were obtained. However, we may research. Presupposes that
that objective reality does ‘’discover’’ valid knowledge within objective reality does exist.
not exist. these contexts. Presupposes that
objective reality does not exist.
e.g. from where I was standing,
the building looked red.
Qualitative research supports the constructivist ideology.
7. QR involves a qualitative methodology
Method = How you go technically about your specific research
Methodology = A framework of theories concerning how one should conduct research,
what techniques are essential in the design and process of the research.
4
