Research Methods|Qualitative Research Methods: Comparison Overview

Zhenting HE / 2025-11-09

Qualitative Research Methods Overview #

This page provides an integrated and detailed overview of three core qualitative research methods: Textual Analysis, Fieldwork (Ethnography), and In-Depth Interviews. It includes conceptualization, data sources, analysis workflow, strengths, limitations, and practical examples. This document is designed for reference and comparison in academic research.

1. Methods Overview #

Aspect Textual Analysis Fieldwork / Ethnography In-Depth Interviews
Core Idea Investigates layered meanings, ideologies, and socio-cultural constructs in texts. Focuses on interpretation of how texts produce, circulate, and reflect social/cultural/political realities (Belsey, 2013; Fairclough & Fairclough, 2015). Immersive study of social groups or communities to understand behaviors, rituals, and lived experiences (Hammersley & Atkinson, 2019; Spradley, 1980). Systematic, focused conversations to explore individual experiences, perceptions, and meanings in depth (Rubin & Rubin, 2012; Kvale & Brinkmann, 2015).
Data Sources Written documents, visual media, audio/video, digital content, advertisements, social media, news reports, films (Burrows, 2004; Kress & van Leeuwen, 2006). Direct observation in natural settings, participant interaction, field notes, artifacts, audio/video recordings (Emerson et al., 2011). One-on-one interviews (semi-structured or open-ended), audio/video recorded and transcribed (Seidman, 2019).
Engagement Non-participatory; researcher interprets texts and analyzes patterns and meaning. Active participation in daily life and observation; long-term immersion. Researcher engages in guided conversation; short- to medium-term engagement per participant.
Analysis Workflow 1. Define research question (Fairclough & Fairclough, 2015)
2. Text selection and collection (Belsey, 2013)
3. Coding & thematic analysis; optional quantitative support (Titscher et al., 2000; Burrows, 2004)
4. Interpretation and synthesis linking to theory (Fairclough, 2003)		 1. Select site & define research question (Hammersley & Atkinson, 2019)
2. Participant observation and field notes
3. Coding and thematic analysis
4. Reflexive interpretation in context (Emerson et al., 2011)		 1. Define research question & select participants (Kvale & Brinkmann, 2015)
2. Develop interview guide
3. Conduct interviews & transcribe
4. Thematic/narrative analysis; identify patterns across cases (Rubin & Rubin, 2012)
Strengths - Flexible across text/media types (Belsey, 2013)
- Reveals socio-cultural, ideological, political meanings (Fairclough & Fairclough, 2015)
- Cross-disciplinary use (Burrows, 2004)		 - Context-rich, holistic understanding of social settings (Spradley, 1980)
- Captures group-level practices and interactions (Hammersley & Atkinson, 2019)
- Adaptive to dynamic environments		 - Deep insight into individual beliefs, motivations, and experiences (Seidman, 2019)
- Access to sensitive or private information
- Detailed subjective understanding
Limitations - Subjectivity affects reliability (Silverman, 2015)
- Sample representativeness may bias conclusions (Titscher et al., 2000)
- Time- and labor-intensive (Burrows, 2004)		 - Time-consuming; requires access and trust (Hammersley & Atkinson, 2019)
- Context-specific; limited generalizability (Geertz, 1973)		 - Limited contextual or social interaction data
- Interviewee bias, selective recall
- Smaller sample limits generalizability
Typical Applications Media framing studies, cultural discourse analysis, social media content analysis, visual communication research Workplace culture, community rituals, online/offline social interactions, urban ethnography Career trajectory studies, identity formation, decision-making processes, personal narratives

2. Method Details #

A. Textual Analysis #

  • Purpose: Understand how texts construct meaning, ideology, and social norms.
  • Examples of Texts: Newspaper articles, tweets, advertising campaigns, film scripts, political speeches.
  • Practical Tip: Combine qualitative thematic analysis with keyword frequency or sentiment analysis for richer insights.
  • Case Example: Analyzing how different media outlets frame climate change responsibility (Fairclough, 2003).

B. Fieldwork / Ethnography #

  • Purpose: Capture holistic, context-dependent social practices.
  • Techniques: Participant observation, field notes, interviews within the field.
  • Duration: Often requires weeks to months to gain trust and understand dynamics.
  • Case Example: Studying workplace culture in a startup to understand informal communication patterns (Emerson et al., 2011).

C. In-Depth Interviews #

  • Purpose: Access detailed personal experiences and perceptions.
  • Techniques: Semi-structured or open-ended interviews, followed by transcription and thematic coding.
  • Best Practices: Prepare an interview guide, ensure rapport, and probe for depth without leading responses.
  • Case Example: Investigating how young professionals perceive career opportunities in the gig economy (Seidman, 2019).

3. Visualization Concept for Webpage #

  • Accordion / Collapsible Panels: Each method can be expanded/collapsed for readability.
  • Icons / Color Codes: Represent Textual Analysis (📄), Fieldwork (🏠), Interviews (🎤) for visual distinction.
  • Case Studies & Tips: Optional hover pop-ups or tooltips for interactive learning.
  • Comparison Grid: Highlights core differences across methods for quick reference.

4. References #

  • Belsey, C. (2013). Textual analysis as a research method. In Research methods for English studies (pp. 160–163). Routledge.
  • Burrows, J. (2004). Textual analysis. In S. Schreibman, R. Siemens, & J. Unsworth (Eds.), A companion to digital humanities (pp. 323–347). Blackwell.
  • Emerson, R. M., Fretz, R. I., & Shaw, L. L. (2011). Writing ethnographic fieldnotes (2nd ed.). University of Chicago Press.
  • Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. Routledge.
  • Fairclough, N., & Fairclough, I. (2015). Textual analysis. In D. Celis, J. R. L. García, & J. R. Routledge (Eds.), Routledge handbook of interpretive political science (pp. 186–198). Routledge.
  • Geertz, C. (1973). The interpretation of cultures. Basic Books.
  • Hammersley, M., & Atkinson, P. (2019). Ethnography: Principles in practice (4th ed.). Routledge.
  • Kress, G., & van Leeuwen, T. (2006). Reading images: The grammar of visual design (2nd ed.). Routledge.
  • Kvale, S., & Brinkmann, S. (2015). InterViews: Learning the craft of qualitative research interviewing (3rd ed.). Sage.
  • Rubin, H. J., & Rubin, I. S. (2012). Qualitative interviewing: The art of hearing data (3rd ed.). Sage.
  • Seidman, I. (2019). Interviewing as qualitative research: A guide for researchers in education and the social sciences (5th ed.). Teachers College Press.
  • Silverman, D. (2015). Interpreting qualitative data (5th ed.). Sage.
  • Spradley, J. P. (1980). Participant observation. Holt, Rinehart & Winston.
  • Titscher, S., Meyer, M., Wodak, R., & Vetter, E. (2000). Methods of text and discourse analysis. Sage.
  • van Dijk, T. A. (1997). Discourse as social interaction (Vol. 2). Sage.
#Academic Reflections

Last modified on 2025-11-09