Understanding Qualitative Methods

About the lecture

In this lecture, we think about what qualitative methods are, focusing in particular on: (i) the fact that qualitative methods do not use hypotheses, and are not concerned with measuring numerical values; (ii) the ability of qualitative methods to capture the ‘messiness’ that quantitative methods can often miss; (iii) differentiating content analysis from quantitative methods; (iv) the challenge, and also benefit, of qualitative research methods being that there is no specific, correct answer; (v) differentiating inductive from deductive research methods, and the ability of qualitative methods to do both; (vi) the use of qualitative and quantitative methods, even in early psychological research.

About the lecturer

Dr Philippa Carr is a senior lecturer in qualitative research methods in the Department of Applied Sciences at the University of the West of England. Dr Carr’s research interests are in how the media presents wealth inequality and how public arguments for extreme wealth are used to legitimise inequality. Some of Dr Carr’s recent publications include '‘You come back fighting. That’s what gives you the drive to achieve’: The extraordinary psychological construction of the super-rich in entertainment documentaries' (2021) and 'Getting what you deserve?' (2022).