Qualitative Research

We use qualitative methods in survey design and for stand-alone projects. In addition to forming the base for qualitative studies of many types, focus groups are used to explore new issues or topics which are poorly understood and are a useful starting point for questionnaire design. As a tool to identify needs, to discover what people think when they make decisions, and to help understand why people think the way they do, focus groups are also useful in program and policy evaluation in all types of organizations.

Cognitive testing for questionnaire design utilizes think aloud interviews in which respondents are asked to describe what goes through their minds as they answer survey questions. Recordings or transcriptions of their accounts are used to assess and improve survey questions.

ISR also offers a number of short qualitative research methods courses, such as:

  • Interpreting Qualitative Data: An Overview
  • Conducting Focus Groups for Social Research
  • Using Computers in Qualitative¬†Analysis: An NVivo 11 Workshop

For more information about Qualitative Research, please contact Stella Park, Project Manager, E-mail: isrnews@yorku.ca).