Qualitative Resaerch

QUALITATIVE
METHODS OF DATA
COLLECTION
Qualitative vs quantitative methods
Research stage Qualitative Quantitative
Study objective Exploratory, investigative Definite, conclusive and

predictive
Research design Loosely structured Structured, controlled
conditions
Sampling plan Small samples Large/representative
samples
Data analysis Textual and non-statistical Statistically tested and
authenticated
Study deliverables Explanatory and Conclusive and action
supportive oriented
Qualitative data collection methods
Qualitative methods of data collection explore the

latent (hidden) and the unconscious
constructs through various means that are loosely
structured (Semi or un) and require in-depth and
closer exploration and reporting of phenomena or
behavior, which would not be apparent through
more structured methods.
Structured vs un-structured exploration debate

Ethnographic fieldwork:
Carried out according to the method of long-term
participant-observation
Classification of qualitative methods
Qualitative Research
Procedures
Direct Indirect
(Nondisguised) (Disguised)
Observation Focus Depth Content

Groups Interviews Analysis
Projective Sociometry New

Techniques
Association Completion Construction Expressive Choice /

Techniques Techniques Techniques Techniques Ordering
Observation method
Observation involves viewing and recording individuals, groups,

organizations or events in a scientific manner in order to collect
valuable data related to the topic under study.
Method format:
• Standardized and structured
• Non-standardized and unstructured

Observation method
Level of respondent consciousness
• Disguised observation (Subject unaware)
• Undisguised observation (Subject aware of observation)
Observation setting
• Natural environment
• Simulated environment
Role of the human participant

• Participating
• Non-participating
Mechanical observation method
• Store scanners and store

cameras
• Audio and people meters
• Oculometers
• Voice pitch meter

Observation guide(sample sheet)
Focus group discussion
• A focus group discussion involves collecting
information from a representative group of
respondents in a neutral setting. The
process generally involves a moderator
who maneuvers the discussion on the topic
under study.
• It is essentially a sociological technique.
• The group dynamics influence the
individual to respond in divergent ways.
Key elements of focus group method
• Size: Ideal recommended size for a group discussion is
8 to 12 members.
• Nature: The composition of the group should be homogenous-in

terms of demographic and psychographic traits and
product/subject knowledge.
• Homogenous or heterogenous??
• Acquaintance: recommended that the members in a group

should be strangers to each other. (But why?)
• Setting: The discussion setting should be neutral, informal and

comfortable.
Key elements of
Focus Group discussion(FGD)
• Time period: usually recommended that the discussion
should take place in a single setting.
• Recording: human or mechanical recording of the entire

discussion.
• Moderator: key conductor, might be a participant or a non-

participant.
Key moderator skills
• Listening skills
• Observation skills
• Flexibility of approach
• Empathetic yet objective of conduction
• Summary and closure approach
• Which is most important?

• Conduct an experiment
Planning & Conducting FGDs
• Define the research objective(s) requiring discussion
• Split and bulleted into information areas
• Identifying the respondent screening/selection criteria
• Conducting the FGD
• Summarizing the findings of the FGD

Types of focus groups
• Two-way focus group: One group watches another group answer the questions posed by
the moderator. By listening to what the other group thinks and says, the group that listens
is able to facilitate more discussion and potentially draw different conclusions.
• Dual moderator group: Two moderators collaborate in this type of focus group. One
moderator is in charge of asking the questions and the other makes sure the questions are
answered. It is easier for a single moderator to get distracted; having two moderators
helps ensure that participants stay on task with their discussion.
• Fencing moderator group: Also with two moderators, this kind of focus group pits one
moderator against another to explore opposing sides of an issue. By supporting alternate
viewpoints, moderators can introduce discussion points that lead respondents to consider
and draw new conclusions, prompting additional insight.
• Respondent moderator: One or more of the participants in the group takes the lead as
moderator. This is done to change the dynamics of the group and generate more varied
responses.
Types of focus groups
• Mini-groups: A focus group that consists of fewer participants – usually four
or five – which creates a more intimate group.
• Remote Focus Group: Using a teleconference or online format, a remote

focus group can gather participants from locations that might otherwise be
restricted. While this type of focus group is not as revealing as a face-to-face
encounter because members are not able to respond to body language and
communication tone, it can provide an opportunity for anonymity that
appeals to some types of respondents. This makes it a good option for
companies wanting to explore more personal topics or that have limited time
and money to spend on the more in-depth focus group techniques.
Focus group discussions
Advantages Disadvantages
• Idea generation • Group dynamics impacts
• Group dynamics • Less Scientific process
• Process advantage • Statistical analysis missing
• Reliability & validity

• Moderator/investigator bias
• Cheaper
Personal interview method
The personal interview is a one to one interaction

between the investigator/interviewer and the
interviewee. The purpose of the dialogue is
research specific and ranges from completely
unstructured to highly structured
Typical Usage:
• Problem definition
• Exploratory research
• Primary data collection
Conducting the personal interview
• Stating the interview objective
• Identifying the interview guidelines: unstructured, semi-structured

or structured.
• Screening the interviewees
• Analysis and interpretation of interview data

Sample interview guide
Categorization of personal interviews
Interview Methods
Telephone Personal
Interviewing Interviewing
Traditional Computer – In-Home Mall Computer –

Assisted Intercept Assisted
Categorization of personal interviews
• Personal methods: these include at-home
interviews, mall-intercept interviews, computer
assisted personal interviews.
• Telephone methods: these include traditional

telephonic interviews, computer assisted
telephonic interviews.
Content Analysis
• Content analysis technique involves
studying a previously recorded or reported
communication and systematically and
objectively breaking it up into more
manageable units that are related to the
topic under study.
• Material studied is usually ex-post facto.
Projective techniques
Projective techniques involve indirect questioning. The respondent is
given a relatively ambiguous stimuli and the underlying assumption is
that the respondents would project their underlying needs, emotions,
beliefs and attitudes on to this object .
• Association techniques
• Completion techniques
• Choice or ordering techniques
Word association
What is the first thing that comes to your mind

when I say ‘Online Classes’……………………………………
What is the first thing that comes to your mind

when I say ‘PIET’……………………………………
END OF CHAPTER

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QUALITATIVE

Study objective Exploratory, investigative Definite, conclusive and

Qualitative methods of data collection explore the

Structured vs un-structured exploration debate

Observation Focus Depth Content

Projective Sociometry New

Association Completion Construction Expressive Choice /

Observation involves viewing and recording individuals, groups,

• Non-standardized and unstructured

Role of the human participant

• Store scanners and store

• Audio and people meters

• Voice pitch meter

• Nature: The composition of the group should be homogenous-in

• Acquaintance: recommended that the members in a group

• Setting: The discussion setting should be neutral, informal and

• Recording: human or mechanical recording of the entire

• Moderator: key conductor, might be a participant or a non-

• Empathetic yet objective of conduction

• Summary and closure approach

• Which is most important?

• Define the research objective(s) requiring discussion

• Split and bulleted into information areas

• Identifying the respondent screening/selection criteria

• Conducting the FGD

• Summarizing the findings of the FGD

• Remote Focus Group: Using a teleconference or online format, a remote

• Idea generation • Group dynamics impacts

• Group dynamics • Less Scientific process

• Process advantage • Statistical analysis missing

• Reliability & validity

The personal interview is a one to one interaction

• Stating the interview objective

• Identifying the interview guidelines: unstructured, semi-structured

• Screening the interviewees

• Analysis and interpretation of interview data

Traditional Computer – In-Home Mall Computer –

• Telephone methods: these include traditional

What is the first thing that comes to your mind

What is the first thing that comes to your mind

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