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⭐ Core Definition: Qualitative research

Qualitative research is a type of research that aims to gather and analyse non-numerical (descriptive) data in order to gain an understanding of individuals' social reality, including understanding their attitudes, beliefs, and motivation. This type of research typically involves in-depth interviews, focus groups, or field observations in order to collect data that is rich in detail and context. Qualitative research is often used to explore complex phenomena or to gain insight into people's experiences and perspectives on a particular topic. It is particularly useful when researchers want to understand the meaning that people attach to their experiences or when they want to uncover the underlying reasons for people's behavior. Qualitative methods include ethnography, grounded theory, discourse analysis, and interpretative phenomenological analysis. Qualitative research methods have been used in sociology, anthropology, political science, psychology, communication studies, social work, folklore, educational research, information science and software engineering research.

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Qualitative research in the context of Social science

Social science (not often rendered in the plural as the social sciences) is one of the branches of science, devoted to the study of societies and the relationships among members within those societies. The term was formerly used to refer to the field of sociology, the original "science of society", established in the 18th century. It now encompasses a wide array of additional academic disciplines, including anthropology, archaeology, economics, geography, history, linguistics, management, communication studies, psychology, culturology, and political science.

The majority of positivist social scientists use methods resembling those used in the natural sciences as tools for understanding societies, and so define science in its stricter modern sense. Speculative social scientists, otherwise known as interpretivist scientists, by contrast, may use social critique or symbolic interpretation rather than constructing empirically falsifiable theories, and thus treat science in its broader sense. In modern academic practice, researchers are often eclectic, using multiple methodologies (combining both quantitative and qualitative research). To gain a deeper understanding of complex human behavior in digital environments, social science disciplines have increasingly integrated interdisciplinary approaches, big data, and computational tools. The term social research has also acquired a degree of autonomy as practitioners from various disciplines share similar goals and methods.

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Qualitative research in the context of Methodological

In its most common sense, methodology is the study of research methods. However, the term can also refer to the methods themselves or to the philosophical discussion of associated background assumptions. A method is a structured procedure for bringing about a certain goal, like acquiring knowledge or verifying knowledge claims. This normally involves various steps, like choosing a sample, collecting data from this sample, and interpreting the data. The study of methods concerns a detailed description and analysis of these processes. It includes evaluative aspects by comparing different methods. This way, it is assessed what advantages and disadvantages they have and for what research goals they may be used. These descriptions and evaluations depend on philosophical background assumptions. Examples are how to conceptualize the studied phenomena and what constitutes evidence for or against them. When understood in the widest sense, methodology also includes the discussion of these more abstract issues.

Methodologies are traditionally divided into quantitative and qualitative research. Quantitative research is the main methodology of the natural sciences. It uses precise numerical measurements. Its goal is usually to find universal laws used to make predictions about future events. The dominant methodology in the natural sciences is called the scientific method. It includes steps like observation and the formulation of a hypothesis. Further steps are to test the hypothesis using an experiment, to compare the measurements to the expected results, and to publish the findings.

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Qualitative research in the context of Communication studies

Communication studies (or communication science) is an academic discipline that deals with processes of human communication and behavior, patterns of communication in interpersonal relationships, social interactions and communication in different cultures. Communication is commonly defined as giving, receiving or exchanging ideas, information, signals or messages through appropriate media, enabling individuals or groups to persuade, to seek information, to give information or to express emotions effectively. Communication studies is a social science that uses various methods of empirical investigation and critical analysis to develop a body of knowledge that encompasses a range of topics, from face-to-face conversation at a level of individual agency and interaction to social and cultural communication systems at a macro level.

Scholarly communication theorists focus primarily on refining the theoretical understanding of communication, examining statistics in order to help substantiate claims. The range of social scientific methods to study communication has been expanding. Communication researchers draw upon a variety of qualitative and quantitative techniques. The linguistic and cultural turns of the mid-20th century led to increasingly interpretative, hermeneutic, and philosophic approaches towards the analysis of communication. Conversely, the end of the 1990s and the beginning of the 2000s have seen the rise of new analytically, mathematically, and computationally focused techniques.

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Qualitative research in the context of Social research

Social research is research conducted by social scientists following a systematic plan. Social research methodologies can be classified as quantitative and qualitative.

  • Quantitative designs approach social phenomena through quantifiable evidence, and often rely on statistical analyses of many cases (or across intentionally designed treatments in an experiment) to create valid and reliable general claims.
  • Qualitative designs emphasize understanding of social phenomena through direct observation, communication with participants, or analyses of texts, and may stress contextual subjective accuracy over generality.

Most methods contain elements of both. For example, qualitative data analysis often involves a fairly structured approach to coding raw data into systematic information and quantifying intercoder reliability. There is often a more complex relationship between "qualitative" and "quantitative" approaches than would be suggested by drawing a simple distinction between them.

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Qualitative research in the context of Qualitative geography

Qualitative geography is a subfield and methodological approach to geography focusing on nominal data, descriptive information, and the subjective and interpretive aspects of how humans experience and perceive the world. Often, it is concerned with understanding the lived experiences of individuals and groups and the social, cultural, and political contexts in which those experiences occur. Thus, qualitative geography is traditionally placed under the branch of human geography; however, technical geographers are increasingly directing their methods toward interpreting, visualizing, and understanding qualitative datasets, and physical geographers employ nominal qualitative data as well as quanitative. Furthermore, there is increased interest in applying approaches and methods that are generally viewed as more qualitative in nature to physical geography, such as in critical physical geography. While qualitative geography is often viewed as the opposite of quantitative geography, the two sets of techniques are increasingly used to complement each other. Qualitative research can be employed in the scientific process to start the observation process, determine variables to include in research, validate results, and contextualize the results of quantitative research through mixed-methods approaches.

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Qualitative research in the context of Phenomenology (philosophy)

Phenomenology is a philosophical study and movement largely associated with the early 20th century that seeks to objectively investigate the nature of subjective, conscious experience and world-disclosure. It attempts to describe the universal features of consciousness while avoiding assumptions about the external world, aiming to describe phenomena as they appear, and to explore the meaning and significance of lived experience.

This approach, while philosophical, has found many applications in qualitative research across different scientific disciplines, especially in the social sciences, humanities, psychology, and cognitive science, but also in fields as diverse as health sciences, architecture, and human-computer interaction, among many others. The application of phenomenology in these fields aims to gain a deeper understanding of subjective experience, rather than focusing on behavior.

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Qualitative research in the context of Empirical method

Empirical research is research using empirical evidence. It is also a way of gaining knowledge by means of direct and indirect observation or experience. Empiricism values some research more than other kinds. Empirical evidence (the record of one's direct observations or experiences) can be analyzed quantitatively or qualitatively. Quantifying the evidence or making sense of it in qualitative form, a researcher can answer empirical questions, which should be clearly defined and answerable with the evidence collected (usually called data). Research design varies by field and by the question being investigated. Many researchers combine qualitative and quantitative forms of analysis to better answer questions that cannot be studied in laboratory settings, particularly in the social sciences and in education.

In some fields, quantitative research may begin with a research question (e.g., "Does listening to vocal music during the learning of a word list have an effect on later memory for these words?") which is tested through experimentation. Usually, the researcher has a certain theory regarding the topic under investigation. Based on this theory, statements or hypotheses will be proposed (e.g., "Listening to vocal music has a negative effect on learning a word list."). From these hypotheses, predictions about specific events are derived (e.g., "People who study a word list while listening to vocal music will remember fewer words on a later memory test than people who study a word list in silence."). These predictions can then be tested with a suitable experiment. Depending on the outcomes of the experiment, the theory on which the hypotheses and predictions were based will be supported or not, or may need to be modified and then subjected to further testing.

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