Which of the following is when the researchers observe individuals or small groups of people to provide an in depth study?

What are the main types of qualitative approaches to research?

While there are many different investigations that can be done, a study with a qualitative approach generally can be described with the characteristics of one of the following three types:

Historical research describes past events, problems, issues and facts.  Data are gathered from written or oral descriptions of past events, artifacts, etc.  It describes “what was” in an attempt to recreate the past.  It is different from a report in that it involves interpretation of events and its influence on the present.  It answers the question: “What was the situation?” 

Examples of Historical Research:

• A study of the factors leading to the historical development and growth of cooperative learning
• A study of the effects of the historical decisions of the United States Supreme Court on American prisons
• A study of the evolution of print journalism in the United States through a study of collections of newspapers
• A study of the historical trends in public laws by looking recorded at a local courthouse

Ethnographic research develops in-depth analytical descriptions of current systems, processes, and phenomena and/or understandings of the shared beliefs and practices of a particular group or culture.  This type of design collects extensive narrative data (non-numerical data) based on many variables over an extended period of time in a natural setting within a specific context. The background, development, current conditions, and environmental interaction of one or more individuals, groups, communities, businesses or institutions is observed, recorded, and analyzed for patterns in relation to internal and external influences.  It is a complete description of present phenomena.

One specific form of ethnographic research is called a case study.  It is a detailed examination of a single group, individual, situation, or site. 

A meta-analysis is another specific form.  It is a statistical method which accumulates experimental and correlational results across independent studies.  It is an analysis of analyses.

Examples of Ethnographic Research:

• A case study of parental involvement at a specific magnet school
• A multi-case study of children of drug addicts who excel despite early childhoods in poor environments
• The study of the nature of problems teachers encounter when they begin to use a constructivist approach to instruction after having taught using a very traditional approach for ten years
• A psychological case study with extensive notes based on observations of and interviews with immigrant workers
• A study of primate behavior in the wild measuring the amount of time an animal engaged in a specific behavior

Narrative research focuses on studying a single person and gathering data through the collection of stories that are used to construct a narrative about the individual’s experience and the meanings he/she attributes to them.

Examples of Narrative Research:

• A study of the experiences of an autistic student who has moved from a self-contained program to an inclusion setting
• A study of the experiences of a high school track star who has been moved on to a championship-winning university track team

But just as with quantitative methods, there are actually many varieties of qualitative methods.

Similar to the way you can group usability testing methods, there are also a number of ways to segment qualitative methods.

A popular and helpful categorization separate qualitative methods into five groups: ethnography, narrative, phenomenological, grounded theory, and case study. John Creswell outlines these five methods in Qualitative Inquiry and Research Design.

While the five methods generally use similar data collection techniques (observation, interviews, and reviewing text), the purpose of the study differentiates them—something similar with different types of usability tests. And like classifying different usability studies, the differences between the methods can be a bit blurry. Here are the five qualitative methods in more detail.

1. Ethnography

Ethnographic research is probably the most familiar and applicable type of qualitative method to UX professionals. In ethnography, you immerse yourself in the target participants’ environment to understand the goals, cultures, challenges, motivations, and themes that emerge. Ethnography has its roots in cultural anthropology where researchers immerse themselves within a culture, often for years! Rather than relying on interviews or surveys, you experience the environment first hand, and sometimes as a “participant observer.”

For example, one way of uncovering the unmet needs of customers is to “follow them home” and observe them as they interact with the product. You don’t come armed with any hypotheses to necessarily test; rather, you’re looking to find out how a product is used.

2. Narrative

The narrative approach weaves together a sequence of events, usually from just one or two individuals to form a cohesive story. You conduct in-depth interviews, read documents, and look for themes; in other words, how does an individual story illustrate the larger life influences that created it. Often interviews are conducted over weeks, months, or even years, but the final narrative doesn’t need to be in chronological order. Rather it can be presented as a story (or narrative) with themes, and can reconcile conflicting stories and highlight tensions and challenges which can be opportunities for innovation.

For example, a narrative approach can be an appropriate method for building a persona. While a persona should be built using a mix of methods—including segmentation analysis from surveys—in-depth interviews with individuals in an identified persona can provide the details that help describe the culture, whether it’s a person living with Multiple Sclerosis, a prospective student applying for college, or a working mom.

3. Phenomenological

When you want to describe an event, activity, or phenomenon, the aptly named phenomenological study is an appropriate qualitative method. In a phenomenological study, you use a combination of methods, such as conducting interviews, reading documents, watching videos, or visiting places and events, to understand the meaning participants place on whatever’s being examined. You rely on the participants’ own perspectives to provide insight into their motivations.

Like other qualitative methods, you don’t start with a well-formed hypothesis. In a phenomenological study, you often conduct a lot of interviews, usually between 5 and 25 for common themes, to build a sufficient dataset to look for emerging themes and to use other participants to validate your findings.

For example, there’s been an explosion in the last 5 years in online courses and training. But how do students engage with these courses? While you can examine time spent and content accessed using log data and even assess student achievement vis-a-vis in-person courses, a phenomenological study would aim to better understand the students experience and how that may impact comprehension of the material.

4. Grounded Theory

Whereas a phenomenological study looks to describe the essence of an activity or event, grounded theory looks to provide an explanation or theory behind the events. You use primarily interviews and existing documents to build a theory based on the data. You go through a series of open and axial coding techniques to identify themes and build the theory. Sample sizes are often also larger—between 20 to 60—with these studies to better establish a theory. Grounded theory can help inform design decisions by better understanding how a community of users currently use a product or perform tasks.

For example, a grounded theory study could involve understanding how software developers use portals to communicate and write code or how small retail merchants approve or decline customers for credit.

5. Case Study

Made famous by the Harvard Business School, even mainly quantitative researchers can relate to the value of the case study in explaining an organization, entity, company, or event. A case study involves a deep understanding through multiple types of data sources. Case studies can be explanatory, exploratory, or describing an event. The annual CHI conference has a peer-reviewed track dedicated to case studies.

For example, a case study of how a large multi-national company introduced UX methods into an agile development environment would be informative to many organizations.

Summary

The table below summarizes the differences between the five qualitative methods.

In what type of study does a researcher study an individual or small group in

What type of study is one where researchers investigate one person or a small group?

What is it called when participants know they are being observed?

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