Quiz on Qualitative Research

Qualitative approach has several criticisms, except….

• Too subjective

• Difficult to replicate

• Embracing complexity and diversity

• Problem of generalization

An explicit agreement between the researcher and research participants whereby participants agree to take part in the research project and allow data to be collected for use by the researcher, is called as…

• Informed consent

• Informed letter

• Informed agreement

• Informed informants

Qualitative research design that involves intensive and holistic examination - using multiple sources of evidence (which may be qualitative and quantitative) - of a single phenomenon (such as an issue, a campaign, an event or even an organization) within its social context, which is bounded by time, place, location, a set of people such as a social or professional group, an organization or a community, is called as…

• Ethnography

• Case study

• Phenomenology

• Hermeneutics

There are three steps in the qualitative coding process, except…

• Basic coding

• Open coding

• Axial coding

• Selective coding

1. A team of four students is assigned to collect the data in a village related to how villagers’ literacy toward digital technology. Each member of the group is given different assignment as follow:

Abigail: To compare perceptions across different segments of the community such as with farmers, youth, mothers, and local leaders. Abigail conducted discussion to reveal hidden power dynamics and shared media habits.

Daiyan: To experience firsthand how communication flows through formal and informal channels, and how messages are adapted, resisted, or reshaped by the community. Daiyan joined a local community radio station as a volunteer co-host, and helped youth film a documentary using mobile phones. 

Aliyah: To explore the why behind the what, one-on-one conversations lasted around an hour each. Aliyah let conversations unfold naturally and people spoke freely. 

Rizki: To gather broad patterns by distributing online questionnaires to 100 villagers related to frequency, duration, purpose, and preferences to use digital media. 

Who conducted the observation?

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Based on previous story, what type of interview Aliyah conducted?

Aliyah: To explore the why behind the what, one-on-one conversations lasted around an hour each. Aliyah let conversations unfold naturally and people spoke freely. 

• Structured interview

• Semi structured interview

• Unstructured interview

• Focus group interview

Naldia began her study using a qualitative approach, immersing herself in the daily life of the community. For four months, she lived in the village, documenting how people exchanged information-not just through mobile phones or radio, but also through storytelling, community meetings, and even gossip. She discovered a "text brigade" system through which information about events, emergencies, or local politics spread via SMS, while elders still relied on oral traditions passed down during nightly gatherings. Naldia used ….. qualitative research design.

• Ethnography

• Case study

• Phenomenology

• Hermeneutics

A data collection process involves a group of people - often with common experiences or characteristics - who are interviewed by a researcher (who is known as a moderator or facilitator) for the purpose of eliciting ideas, thoughts and perceptions about a specific topic or certain issues linked to an area of interest, is called…

• Observation

• Interview

• Focus group discussion

• Content analysis

As part of their final-year thesis in Communication Studies, a group of four students— Annisa, Nala, Kailla, and Kenes—set out to investigate how small business owners in their city used social media to sustain their operations during the pandemic. Annisa managed the schedule, secured interview appointments with business owners, and ensured ethical protocols. Nala captured non-verbal cues, expressions, and key quotes in real time with a notepad and voice recorder, ensuring they didn’t miss any key moments during the interview. Kailla recurred themes, helping the team identify patterns in the responses and categorized interviews by business type, communication strategy, and emotional tone. Kenes identified key communication trends—like how business owners personalized messaging or built customer trust through behind-the-scenes content.

Who is the note-taker?

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What is the qualitative data analysis strategy that Kailla has done?

Kailla recurred themes, helping the team identify patterns in the responses and categorized interviews by business type, communication strategy, and emotional tone.

• Content analysis

• Discourse analysis

• Thematic analysis

• Narrative analysis