INTRODUCING QUALITATIVE
METHODS
INTERVIEWS
1
,OBJECTIVES
Are these really necessary?
Send your personal objectives, thoughts and questions via slido.com
Please put your name and surname down as you log in
Code E047
Questions will be addressed during the lecture or I will be in touch after
the session
,WHEN WOULD YOU USE QUALITATIVE METHODS?
When trying to understand the reasons underpinning the
behaviour, thoughts and motivations of individuals and groups
When we want to understand the richness, complexity and
contradictions of human behaviour
When striving for meaning participants attach to their behaviour
Sometimes we need to know
Why
3
, THE ONTOLOGY OF
QUALITATIVE RESEARCH
Ontology: What are we trying to
understand?
Qualitative Research regards people as
meaning-making beings who actively
construct and make sense of their world
and act accordingly
Meanings are context- and culture-bound
There are multiple realities and no single
truth
4
METHODS
INTERVIEWS
1
,OBJECTIVES
Are these really necessary?
Send your personal objectives, thoughts and questions via slido.com
Please put your name and surname down as you log in
Code E047
Questions will be addressed during the lecture or I will be in touch after
the session
,WHEN WOULD YOU USE QUALITATIVE METHODS?
When trying to understand the reasons underpinning the
behaviour, thoughts and motivations of individuals and groups
When we want to understand the richness, complexity and
contradictions of human behaviour
When striving for meaning participants attach to their behaviour
Sometimes we need to know
Why
3
, THE ONTOLOGY OF
QUALITATIVE RESEARCH
Ontology: What are we trying to
understand?
Qualitative Research regards people as
meaning-making beings who actively
construct and make sense of their world
and act accordingly
Meanings are context- and culture-bound
There are multiple realities and no single
truth
4
