The recording is active for the lecture time only. There will be no recording for the

tutorial. And I would like to welcome you all for today's lecture with an overview

and introduction to qualitative research methods. But before we start with the content,

I have an announcement for the next class on June 5th, because next week there is a public

holiday on Monday, so there will be no class next week, but in two weeks there will be

the next class. And a class will start 15 minutes earlier than usual. Usually it starts at

2.15 like today. But class will start at 2pm on that day because of a doctor's appointment

that Derina has to make. Derina will be giving the lecture and Christian Kunz from Professor

Francesca Matis Ulrich's group will be giving the tutorial. And I will be writing all of this to

you also in form of an email. So that you can remember it. Okay, as agenda, we will start off with

disclaimer. I call it who am I to tell you about qualitative research. This is actually

in the spirit of qualitative research. As when doing qualitative research, you have to be very

aware of your own perceptions, biases, cultural background. And so on, we're going to go into that

a little bit. But in that spirit, I'm going to tell you like why, like who am I? What is my background?

Like how can you see it in the bigger picture of what I am going to present to you? Then the

second point will be impact of qualitative research. Why should you care about qualitative research?

There my point is that sometimes I have to impression that qualitative research

is seen as less than compared to quantitative research. That people perceive it as something

more like easier maybe and less stringent and scientific maybe even. And so why should you care

about qualitative research? What kind of information? What kind of knowledge can it give you?

And how does it complement quantitative research? Then we will start with an overview of qualitative

research. It is a broad field with a lot of methods and we're going to look a little bit deeper

into only a few of them, but I do want to give you a broad overview. The two methods that we're

going to look closest on are interviewing number four and ethnography. And there, like if you haven't

heard about ethnography, that's about observing people and how they interact. And then

we will end with analysis of qualitative data and look into a little bit into coding,

memos, diagrams and theory production. Okay, let's start off with who am I to tell you about qualitative

research? I am not a trained qualitative researcher, so I'm self-taught. I'm a trained quantitative

researcher. I studied quantitative methods, I'm a neuroscientist and it was a very quantitative

research background. But when I started working at Fraunhofer, I encountered questions that

were actually better approached sometimes with qualitative methods. So I started learning about

them and I came to appreciate them as being very complementary to quantitative research. So having

said that I want to make a case or like explain to you why I came to appreciate qualitative research

as a quantitative researcher. There's a little cartoon that I think comes to the essence of

difference between quantitative and qualitative methods. You have here a setup where you give out

free ice cream like in the cartoon free ice cream is given out. And as you can see on the left

image, the person looks kind of skeptical that takes some ice cream and there is the quantitative

research hiding in the bushes, just counting the number of people who are actually taking the ice

cream and remarking on that. It's interesting that only one in 30 actually take the ice cream,

even though it's free. And qualitative methods, they actually go like one method, it's interviewing

people and then going and also then why did you feel scared for example or what did you feel when

you saw the free ice cream like to understand what is going on.

And on the impact of qualitative research, I want to share with you an example from the medical

field which is the story of the Agra which is about how an observation which is qualitative

research led to finding of what kind of effect the Agra can have. And we're going to listen to the story

bit.

Scientists advise theorize that the action with wine blood vessels, so it's what they call a

phase of dilator. Pfizer thought the drug might be useful for congestive heart failure.

John Lamatina, a former president of our data Pfizer, who's at the company when the drug was

coming through the lab in 1990s. In fact, we almost didn't take it into people because it didn't