June 2010

Qualitative research encapsulates a broad range of methodological approaches which complement quantitative methods by providing, “an in-depth and interpreted understanding of the social world, by learning about people’s social and material circumstances, their experiences, perspectives and histories” (Richie & Lewis 2003). The uses of qualitative data are fourfold: which immigrants adopted the behaviours of their adopted country – in this case a greater intake of sugar containing food and drinks which were not so easy to access in their home country. The qualitative method allowed respondents to discuss their perceptions of the process through which their behaviour had changed and the many influences on this. Describing a process or phenomenon or mapping the features of a phenomenon Where little is known about a phenomenon or the features have not previously been clearly delineated, qualitative methods can provide a rich level of data to map such key features. For example Travess et al (2004) analysed themes emerging from focus group interviews with patients who had undergone combined orthodontic and orthognathic treatment. The data revealed that patients’ experience of such treatment was disproportionately focussed on the surgical aspects of treatment, and highlighted themes (in particular post-operative pain relief) which were especially important to patients, but which would not necessarily take prominence in clinical descriptions of the treatment.