Demystifying qualitative research

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Demystifying qualitative research

  1. 1. Demystifying Qualitative Research <br />AnandanPillai<br />FPM Scholar (Marketing)<br />MDI, Gurgaon<br />anandanp22@gmail.com<br />
  2. 2. Qualitative vs. Quantitative <br />~ Never Ending Saga <br />
  3. 3. Scientific<br />Astronomical<br />Mechanical<br />Biological<br />Economical<br />Political<br />Technological<br />Social <br />What is the Phenomenon?<br />
  4. 4. Is Reality Objective?<br />YES<br /> Quantitative Research<br />NO<br />Qualitative Research<br />
  5. 5. Quantitative Research<br />Sum of parts <br />IS EQUAL TO <br />Whole<br />Qualitative Research<br />Sum of parts<br />IS NEVER EQUAL TO<br />Whole<br />
  6. 6. Applications of Qualitative Research<br />Phenomenon is<br />Abstract<br />Complex<br />Novel<br />
  7. 7. Type of Reasoning<br />Induction<br />Deduction<br />Qualitative<br />Quantitative<br />
  8. 8. Qualitative Research<br />Subjective<br />How? Why?<br />Explore propositions<br />Observe & Interpret<br />Researcher is highly involved<br />Smaller samples (Analytical generalization)<br />Purposive, theoretical sampling<br />Content analysis techniques<br />Quantitative Research<br />Objective<br />What? How much? <br />Test hypotheses<br />Measure & Test<br />Researcher is least involved<br />Larger Samples (Statistical generalization)<br />Simple random, Stratified, Systematic<br />Statistical analysis techniques<br />vs.<br />
  9. 9. Qualitative Research Methods<br />
  10. 10. Observation<br />Researcher observes the phenomenon<br />Non-participative (Obtrusive)<br />Participative<br />Record videos of participant behavior, take field notes, or just observe & remember<br />
  11. 11. In-depth Interview<br />Understand respondent’s perspectives on a particular phenomenon in their own words<br />Probe latent / unobservable feelings, attitudes of respondents<br />Structured / Semi-structured / Unstructured<br />Audio recording is MUST<br />
  12. 12. Ethnography<br />Study society’s culture<br />Detail daily routine of participants<br />Emic (objective) vs. etic (subjective)<br />Observe behavior, artifacts, physical setting etc.<br />
  13. 13. Focus Group Discussions<br />Typically involves 5 to 10 people in a group, apart from a moderator.<br />Present themselves, respond to other’s views<br />Consensus is ‘not’ an objective!<br />Moderator may use discussion guide<br />Audio / video recording<br />
  14. 14. Projective Techniques<br />Explore deeply held attitudes and motivations<br />Respondents ‘may not be aware’ of these attitudes!<br />Word association, sentence completion test, Thematic Apperception Test (TAT)<br />
  15. 15. Narratives Inquiry<br />Similar to interviews<br />Understand historical events, meaning behind them<br />Difficult for respondents to recollect, and express<br />
  16. 16. Netnography<br />(Kozinets, 2002, 2010)<br />
  17. 17. Data Analysis<br />Content analysis<br />Computer Assisted Qualitative Data Analysis Softwares (CAQDAS) – NVivo, Atlasti<br />
  18. 18. Mixed Method<br />Qualitative followed by Quantitative<br />Quantitative followed by Qualitative<br />
  19. 19. Reliability<br />Standardize data collection process, protocols<br />Document every aspect<br />Inter-rater checks<br />
  20. 20. Validity<br />Descriptive (Factual certainty)<br />Interpretive (Conceptual accuracy)<br />Theoretical (Postulated relationships)<br />External (Replicability)<br />
  21. 21. Qualitative Research Process<br />
  22. 22. Qualities of Qualitative Researcher<br />Sensitive<br />Involved<br />Curious <br />Interpretive<br />Empathetic<br />Patient<br />
  23. 23. Success Mantra!<br />
  24. 24. Quantitative or Qualitative???<br /> Both <br /> Either Or<br />
  25. 25. Thank you<br />

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