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Research Methods – Qualitative Methods

5. Implementing Qualitative Methods

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In this lecture, we think about implementing qualitative methods, focusing in particular on: (i) Milgram’s 1963 shock experiment as an ethically dubious example of a study, which Gibson later analysed the transcripts from and found some potential interpretation errors in the results; (ii) Gibson’s findings that ambiguous instructions are more effective than direct orders; (iii) Byford and Tileagã’s research into the moral identity of Holocaust survivors; (iv) the relationship between the lack of objectivity in qualitative research and the ability for the research to be political; (v) the role of understanding reflexivity in qualitative research.


In this course, Dr Philippa Carr (University of the West of England) explores qualitative methods. In the first lecture, we think about what qualitative methods are and how they differ from quantitative methods. In the second lecture, we think about theoretical frameworks and how researchers can take different theoretical perspectives. In the third lecture, we think about thematic analysis, specifically the six stages of Braun and Clarke’s reflexive thematic analysis. Next, we think about ethics and data collection, as well as reviewing Sullivan and Gibson’s ‘qualitative kite’. In the fifth and final lecture, we think about how to apply qualitative methods, focusing on social influence and memory.


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).

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APA style

Carr, P. (2022, July 15). Research Methods – Qualitative Methods - Implementing Qualitative Methods [Video]. MASSOLIT.

MLA style

Carr, P. "Research Methods – Qualitative Methods – Implementing Qualitative Methods." MASSOLIT, uploaded by MASSOLIT, 15 Jul 2022,

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