Chapter 5 Qualitative Research
Chapter 5 Qualitative Research
Chapter 5 Qualitative Research
LEARNING OBJECTIVES
4 Observation The process of observation deals with the functioning of the five sensory
organs (sight, smell, touch, taste, and hearing). It is a subjective method to
collect systematic information. Humans, cameras (CCTV), and some other
technological devices can be used to collect data from observation.
Case study Case studies are detailed study of one or a group of individuals’ behaviour
or experience. This can also be used to explore more about or describe a
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phenomenon. They are focussed on high level of details to understand
behaviour. They are used to answer how or why questions.
Record Keeping Using existing documents like researches done by various private and
governmental agencies, government data published from time to time,
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books, journals, magazines. This data can be used to devise new
researches, or used to throw light on existing researches.
METHODS OF QUALITATIVE RESEARCH
Respondent is given a single word and asked to say whatever words come
8 Word Association test to her/his mind without any delay.
This applies more in the case of surveys where the interviewers are to
collect data from different respondents. The major characteristics that
an interviewer should possess include:
The interviewer should be in good health.
The interviewer should be an extrovert.
The interviewer should be well dressed and have a pleasing
personality.
The interviewer must know and understand the local or regional
language.
An interviewer must be educated and well qualified to conduct the
interview.
Finally, an interviewer must be capable of communicating with the
respondent.
Training of Interviewers
Initial training
Training for individual studies
Supervision of Interviewers
1. Group interview studies are often fast and cheap; a study based
on three or four group interviews can be conducted in a very short
period.
2. The group interview technique is appropriate for generating
hypotheses; more so in cases when the available information is
scanty.
3. This technique brings the respondent who supplies information
and the client who uses it closer.
4. This technique is quite flexible, which is not the case when a
structured questionnaire is used.
5. The group interviewing technique, like the individual depth
interviewing, is appropriate to handle contingencies.
6. Respondents in a group interview stimulate one another.
Disadvantages and Misuses of Focus Group
Interviewing
1. The technique is used for too many things. It does not indicate how
extensive the attitudes expressed by the participants are.
2. The data are not at all projectable.
3. Much of the results depend on the moderator.
4. Problem relating to recruitment of participants would arise when a
large number of groups are to be formed.
5. Some of the advantages of the focus group technique also lead to
misuses. For example, a manager may use this technique to
support her /his preconceived notions.
Online Versus Offline Focus Group
All participants are linked through All participants are invited to one place.
Settings webcams.
Less High
Cost
Time-consuming process
Results are not verified in qualitative research
Labour-intensive approach
Difficult to investigate causality
Difficult to generalise the findings of qualitative research
Small sample size
Non-representative sample
No conclusive findings