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Qualitative Research

Autoethnography

Autoethnography is a method where a researcher draws on personal experiences and narratives to form larger conclusions about a group, culture, or some aspect of a society.

Advantages: Autoethnography can validate personal experiences, especially feelings of marginalization.

Disadvantages: Some researchers interpret autoethnography as self-indulgent, as not rigorous, and as not generalizable to a larger group or cultural context.

Case Study

A Case Study is an in-depth and close investigation of one object and its context. A case study can focus on an individual, an event, or a group.

Advantages: Allows you to perform a detailed and thorough analysis.

Disadvantages: Raises questions about whether you can make larger and more generalizable points based on one example. Case studies often have less scope than other forms of qualitative research.

Content Analysis

Content Analysis is the counting, coding, contextualizing, and interpreting of textual material.

Advantages: Content Analysis is low cost and doesn’t involve obtaining IRB approval.

Disadvantages: Analysis can be limited and sometimes there is not enough evidence to perform a detailed qualitative analysis.

  • Andrew M. Lindne. 2012. “An Old Tool with New Promise.” Contexts. 11(1): 70–72. 
  • Michelle Hannah Smirnova.  2012. “A Will to Youth: The Woman’s Anti-Aging Elixir.” Social Science & Medicine. 75:1236-43.
  • Katrina Kimport. 2012. “Remaking the White Wedding? Same-Sex Wedding Photographs’ Challenge to Symbolic Heteronormativity.” Gender & Society. 26(6): 874–899. 
  • Timothy Clark. 2017. “Who Would Eat Such a Fish?” Contexts. 16(3): 26–33. 

Interviews

An Interview is a guided and structured conversation that attempts to get at the intimate thoughts, feelings, behaviors, motivations, and experiences of an individual. Interviews can be semi-structured or structured. Semi-structured interviews are more fluid and changeable in the order and content of the questions than structured interviews.  

Advantages: Interviews allow the researcher to collect in-depth and detailed information.

Disadvantages: The interviewer's self presentation, attitude, or the way that the questions are worded can bias subjects’ answers.

Focus Groups

A Focus Group is a group interview that is facilitated by a moderator on a pre-determined topic. The interaction between group members is an important part of the data collected.

Advantages: Researchers can collect a large amount of data quickly.

Disadvantages: A persuasive or louder person can have a significant effect on the group interaction and the data collected.

  • Jill K. Walls & Scott S. Hall. 2018. "A Focus Group Study of African American Students’ Experiences with Classroom Discussions about Race at a Predominantly White University." Teaching in Higher Education. 23(1): 47-62.
  • Greg Guest, Emily Namey, Jamilah Taylor, Natalie Eley & Kevin McKenna. 2017. "Comparing Focus Groups and Individual Interviews: Findings from a Randomized Study." International Journal of Social Research Methodology. 20(6): 693-708.
  • Daine Shammas. 2017. "Underreporting Discrimination Among Arab American and Muslim American Community College Students: Using Focus Groups to Unravel the Ambiguities Within the Survey Data." Journal of Mixed Methods Research. 11(1): 99–123.
  • Nancy Bates and Theresa Damaio. 2013. “Measuring Same-Sex Relationships.” Contexts. 12(1):66-69 ·

Participant-Observation

Participant-Observation is a method where a researcher works closely, usually over some length of time, with a group to collect data on daily life, community, and interpersonal experiences. The researcher not only observes but participates to get at the how’s and why’s of social life.

Advantages: The researcher can intimately learn about the practices and nuances of daily life.

Disadvantages: The researcher can lose sight of the big picture, become too focused on details, and not be able to generalize on social phenomena. This method is time and cost intensive and data collection can become biased based on the internal politics of the field-site.

Mixed Methods Research

Mixed Methods research combines qualitative and quantitative methods.