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Do you have research questions that can't be answered with traditional statistical analyses or numbers? Do you have a burning desire to conduct focus groups or interviews with real people in the community instead of surveying the undergrad population? Do words like higher-order coding, thematic analysis and subjectivity sound cool yet daunting? If you answered yes to any of these questions, you may be interested in attending this webinar. In our presentation, we will provide an overview of how to conduct a qualitative research study, including data collection, data analysis, using software, and qualitative reporting. We will also compare quantitative versus qualitative research methods, discuss grounded theory, and demonstrate a practical way to conduct an interview/focus group, as well as transcribe and analyze a transcript all within the context of a community-based project. About the Presenters: Kashmala Qasim completed her undergraduate studies in Psychology from the University of Toronto and completed a Masters in Neuroscience from McMaster University. Kashmala has been a lecturer in the Department of Psychology at the Islamic Online University and has also received Level 1 Pastoral Counselling training from the University of Toronto. She is now pursuing a Ph.D. at York University in Social Psychology. Kashmala's research interests include Socio-cultural challenges faced by the Muslim community in accessing mental health care, coping mechanisms used by Syrian refugees and developing an Islamic model of psychotherapy. Alisha Salerno is a first year PhD student at York University. She has a strong research interest in the forensic implications of developmental disabilities, sexual assault and evidenced-based policing. Her program of research focuses on police response to developmental disability. Alisha is also the co-founder of Reach Toronto, a not-for-profit organization for youth and adults with developmental and intellectual disabilities. . Any opinions or conclusions expressed in this video are those of the individual contributor(s) and do not reflect the views of the Society for the Psychological Study of Social Issues, the American Psychological Association, or any of their divisions or subunits.