Community health centers across the country are increasingly seeking ways to collect data that will accurately document their work, make a strong case for increased funding, and aid in program planning. Qualitative data collection is an excellent approach for gathering insightful information about the needs of your target population as well as the effects of your outreach program. These data are important for creating a relevant and responsive program and determining the impact of your services.
Qualitative data collection methods are those that rely on the gathering of descriptive or narrative information. Mainly consisting of quotations, observations and excerpts from documents, qualitative data “capture and communicate someone else’s experience of the world in his or her own words” (Patton, 1990). Qualitative methods allow for a much deeper examination of topics than quantitative methods and can yield a richer picture of a program’s impact as well as the needs of the community. This article highlights key methods and uses for qualitative data.
Qualitative methods:
In-depth interviews: In-depth interviews are used to gather information from individual clients or health center/program staff about their knowledge, opinions, plans, behaviors, or other characteristics such as demographics. For example, health center staff could be interviewed to learn about how a program is currently functioning and what changes might improve it. These interviews generally consist of open-ended questions, which are later analyzed and interpreted along with the results of other interviews or data.
Observation: Gathered through an observer looking, listening, and noting what is going on in a particular setting, this method is useful for collecting information in settings where interviews may not be feasible. For example, observation could be used when performing field work (going to public sites where your target population congregates). The observer takes notes and later analyzes them along with other observations to look for trends or changes. Be sure to recognize that you are filtering the experiences of your target population through your own lens. If possible, consider working with another person to compare observations and decrease the potential for introducing bias.
Focus groups: Focus groups are guided discussions or group interviews, led by a facilitator, that generate information through the dynamic interaction of participants. Participants are encouraged to talk to each other, and insights arise from these discussions that would not be uncovered in an individual interview. A focus group could be used to gain valuable insight from clients about a program your organization is considering implementing. Focus groups usually have between eight and twelve participants. Participants often have a shared experience, for example having received services at the clinic or having the same employer.
Open-ended questions: Open-ended questions usually ask for an opinion, belief, or report of an experience or behavior. Respondents are free to answer the question as they wish and to the extent that they feel comfortable. Open-ended questions can be added to most measurement tools, including existing encounter forms, intake documents or feedback surveys. It should be noted that while qualitative methods do not rely on numbers, when the results of qualitative analysis tend to group around a limited set of themes, similar responses can be assigned numeric values to permit quantitative analysis.
It can be very useful to use several data collection tools and to draw from both qualitative and quantitative methods of data collection for program planning and/or fundraising. Using several methods creates a more complete set of data and can often fill gaps left by using only one method. It is important to keep in mind, however, that there are limitations as to how well comparisons can be made between quantitative and qualitative data.
Uses of Qualitative Data
Qualitative information, when gathered and presented constructively, has an instrumental role in successful program planning and fundraising. Beyond immediate applications, these data collectively contribute to ongoing efforts to document health disparities in your service area and facilitate increased access to health services. Prior to gathering data, it is essential to identify what information would most benefit your program and its aims. Some potential uses are:
- Assessing needs in order to establish program priorities, in turn shaping goals and objectives.
- Using findings as a tool for acquiring additional funding sources for your program. The ‘justification of need’ section is always a primary component of any grant application.
- Being responsive to the needs clients identify themselves versus what your organization may assume their needs to be.
- Supplementing existing forms in order to improve quality of care. For example, open-ended questions can be added to an existing encounter form in order to learn about your clients’ biggest health problems or concerns.
- Exploring the extent to which the program is achieving desired outcomes.
- Identifying where target populations live and work in the area and then mapping findings.
Along with identifying qualitative data needs and uses, other questions to consider when using these data for program planning and fundraising purposes include:
- What resources (i.e. financial, time, staff) do you have within the organization for collecting qualitative data?
- How might your organization collaborate with partner agencies or institutions to collect new qualitative data?
- How specifically will findings be reported – in grants, program planning sessions, staff meetings, conferences…?
- Consider establishing an advisory group to oversee the qualitative data collection and analysis process. Involve representatives of the local community.
- Plan to use qualitative data to allow findings to be compared in order to demonstrate differences in the data before your program efforts and after your program efforts.
Qualitative data have critical roles to play in leveraging funds and directing programs. Survey results and patient records cannot convey the individual impact of a health center’s advocacy on behalf of a local family or describe the living and working conditions that clients face every day. Using qualitative data collection methods can frame health issues and needs around the experiences and opinions of community members. When collected and presented appropriately, qualitative data will add depth to your fundraising and program planning efforts while also revealing respect for your beneficiaries.