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QUALITATIVE RESEARCH

Not everything that counts can be counted, and not everything
that can be counted counts.

(Albert Einstein)

Qualitative Research is a type of research method that aims to deeply understand human experiences, behaviors, and perspectives by gathering rich, detailed data through methods like interviews, observations, surveys, and content analysis. It often focuses on the "why" and "how" of an experience rather than just the "what" by collecting non-numerical data like narratives and descriptions. In essence, it seeks to explore the meaning people attribute to their experience and perceptions in a particular context. 

 

Within Qualitative Research TEND’s specialty is Program Evaluation. Program Evaluation is a systematic process of assessing the design, implementation, and outcomes of a program to determine its efficacy. We collect and analyze data to inform decision-making, to improve program coherence, efficiency, and fruitfulness, and to ensure accountability to leaders and investors.

 

Key aspects of TEND’s Qualitative Research include:

 

1.  Focus on meaning and interpretation:  Unlike quantitative research which focuses on numbers, our qualitative research aims to understand the subjective meanings and interpretations people hold about their experiences. 

 

2.   Data collection methods:  Our methods include in-depth interviews, focus groups, participant observation, surveys, and document analysis.

 

3.   Rich data:  Our qualitative data is often text-based, providing detailed descriptions and narratives that can reveal complex nuances and insights. 

 

4.   Iterative process:  Our qualitative research is often iterative, meaning our researchers may adjust their approach based on emerging themes and insights as they collect data.

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