Introduction

Although qualitative research may involve the use of descriptive statistics, more frequently it involves methods that do not usually employ numerical methods; these may include, for example, questionnaires, case studies or content analysis. It is recognized that to have a more complete picture, psychologists may choose to approach their data collection by using more than one method. To achieve this, psychologists can use triangulation to allow for a more credible interpretation of the data that has been collected.

In this unit, HL candidates will examine the different qualitative methods employed by psychologists.

Objectives of the Unit:

• Understand the different ways in which psychologists carry out research.
• Understand the advantages and disadvantages of various methodologies.
• Understand the difficulties in attaining an appropriate sample.
• Apply inferential statistics to collected data.
• Analyse a piece of research with regard to the application of sample selection, method employed, statistics applied, and conclusions reached
• Understand the importance of validity, reliability, and objectivity.

NB: This unit is especially important when dealing with questions of methodology. It is also the beginning of preparation for Paper III, which is only written by HL candidates.

For all of the qualitative methods, students will be expected to:

• Explain each method
• identify conditions appropriate for the use of each method (sampling techniques, participant and researcher expectancies, how demand characteristics affect data)
• evaluate the strengths and limitations of each method
• explain why a single method of qualitative research is often inadequate for drawing conclusions.

• Structured, semi-structured, unstructured
• One-to-one, conversational, and focus groups
• Email and telephone interviews
• Verbal protocols (think-aloud protocols)
• Transcription methods

• Large scale and small scale
• Identification and representativeness of target population
• Sampling techniques (Purposive sampling)
• Use of a Likert scale

• Participant observation
• Non-participant observation
• The ethics of covert vs. overt observations
• Methods of recording data, including time, event, and point sampling

• Inductive vs. deductive (A priori vs emergent coding)
• Application to printed material, television, advertising, and internet

• Self-reports, observed data, and other techniques
• Nomothetic vs. ideographic
• Extrinsic vs. intrinsic

• Data triangulation
• Investigator triangulation
• Theory triangulation
• Methodological triangulation

Websites for research and personal development

• The Case Study NEW
• Idiographic vs. Nomothetic Research: a guide by Jette Hannibal
• Levels of measurement
• Mr. Crane's Paper III workbook and Christian Bryan's guide to Paper III
• An overview of content analysis
• Qualitative vs. Quantitative research
• Qualitative Research - Science or Pseudoscience?
• Reliability and validity
• A review of qualitative research
• Sampling techniques for qualitative research NEW
• Statistics and Research Methods workshops - a very helpful site!
• Types of observations NEW
• Types of Surveys NEW
• Verbal Protocols