Sociologists have used qualitative research methods to conduct research and obtain data to explain, predict or control an aspect of social reality. These research methods are increasingly being used in the business world to examine and explain consumer behavior and other social interactions that may impact a business. Read this article to explore the goals, sources, and primary methods used in qualitative research.
Methods of Data Collection for Qualitative Inquiry
Case Studies
A case study is an in-depth analysis of a single
event, social situation, individual, organization, community, or
process. To conduct a case study, a researcher typically collects or
accesses data from a variety of sources. Data collection strategies may
include the examination of existing documents and archival records,
interviews with key informants, direct observation, and even participant
observation, if possible. While there is no single definition of the
case study method, the approach generally involves an intense
investigation of a bounded (i.e., spatial or temporal) phenomena within
its natural context. For example, researchers might use this method to
study a single case of a foster child, drug lord, cancer patient,
criminal, or sexual assault victim or they could develop a multiple case
study design to facilitate comparative analysis. Alternatively, the
case study researcher may examine an exemplary event within the context
of an entire community or organization. The primary purposes of case
study research are illustrative, descriptive, explanatory and
exploratory. A major criticism of the case study as a method is that a
developed study of a single case, while offering depth on a topic, does
not provide enough evidence to form a generalized conclusion. In other
words, it is difficult to make universal claims based on just one case,
since one case does not verify a pattern.
However, case studies
are useful when the single case is unique. In these instances, a single
case study can add tremendous knowledge to a certain discipline. For
example, a feral child, also called "wild child," is one who grows up
isolated from human beings. Feral children grow up without social
contact and language, which are elements crucial to a "civilized"
child's development. These children mimic the behaviours and movements
of animals, and often invent their own language. There are only about
100 cases of feral children in the world. As you may imagine, a feral
child is a subject of great interest to researchers. Feral children
provide unique information about child development because they have
grown up outside of the parameters of normal child development. And
since there are very few feral children, the case study is the most
appropriate method for researchers to use in studying the subject. At
age three, a Ukrainian girl named Oxana Malaya suffered severe parental
neglect. She lived in a shed with dogs, eating raw meat and scraps. Five
years later, a neighbour called authorities and reported seeing a girl
who ran on all fours, barking. Officials brought Oxana into society,
where she was cared for and taught some human behaviours, but she never
became fully socialized. She has been designated as unable to support
herself and now lives in a mental institution. Case
studies like this offer a way for sociologists to collect data that may
not be collectable by any other method.