Qualitative research

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• Qualitative research involves collecting and
analyzing non-numerical data (e.g., text,
video, or audio) to understand concepts,
opinions, or experiences.
• It can be used to gather in-depth insights
into a problem or generate new ideas for
research.
About
collecting and analyzing non-
numerical data
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Example
• To research the culture of a large tech company,
you decide to take an ethnographic approach. You
work at the company for several months and use
various methods to gather data:
• You take field notes with observations and reflect
on your own company culture experiences.
• You distribute open-ended surveys to employees
across all the company’s offices by email to find out
if the culture varies across locations.
• You conduct in-depth interviews with employees in
your office to learn about their experiences and
perspectives in greater detail.
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Qualitativeresearch
questionexamples
• How does social media shape body
image in teenagers?
• What factors influence employee
retention in a large organization?
• How is anxiety experienced around the
world?
• How can teachers integrate social issues
into science curriculums?
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Approaches
to
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Qualitative Research

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Qualitative research is used to understand how people experience the world. While
there are many approaches to qualitative research, they tend to be flexible and
focus on retaining rich meaning when interpreting data.
Grounded theory
• Researchers collect rich data on a
topic of interest and develop
theories inductively.
• The researcher collects and analyzes
the data, and a theoretical framework
can be established that can be used to
account for the topic of interest.
Ethnography
• Researchers immerse themselves in groups
or organizations to understand their cultures.
• ethnography is based almost entirely on
fieldwork and requires the
complete immersion of the anthropologist in
the culture and everyday life of the people
who are the subject of his study.
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Qualitative Research

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Action research
• Researchers and participants collaboratively
link theory to practice to drive social change.
• Action research is basically learning by
doing. First, a problem is identified, then
some actions are taken to address it, then
how well the efforts worked are measured,
and if the results are not satisfactory, the
steps are applied again.
• Positivist
• Interpretive
• Critical
Narrative research
• Researchers examine how stories are told
to understand how participants perceive
and make sense of their experiences.
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• Researchers investigate a phenomenon
or event by describing and interpreting
participants’ lived experiences.
Phenomenological research
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Qualitative research methods
Each of the research approaches involves using one or more data collection methods. These
are some of the most common qualitative methods:
•Observations: recording what you have seen, heard, or encountered in detailed field notes.
•Interviews: personally asking people questions in one-on-one conversations.
•Focus groups: asking questions and generating discussion among a group of people.
•Surveys: distributing questionnaires with open-ended questions.
•Secondary research: collecting existing data in the form of texts, images, audio or video
recordings, etc.
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Qualitative research method case study
Let’s take the example of a bookstore owner who is looking for ways to improve their
sales and customer outreach. An online community of members who were the loyal
patrons of the bookstore were interviewed and related questions were asked and the
questions were answered by them.
At the end of the interview, it was realized that most of the books in the stores were
suitable for adults and there were not enough options for children or teenagers.
By conducting this qualitative research the bookstore owner realized what the
shortcomings were and what were the feelings of the readers. Through this research
now the bookstore owner can now keep books for different age categories and can
improve his sales and customer outreach.
Such qualitative research method examples can serve as the basis to indulge in further
quantitative research, which provides remedies.
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Qualitative Research

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Quantitative
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That deals with numbers

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QuantitativeResearch
• Quantitative research is a data collection method that uses numeric data to study social,
psychological, political and economic issues.
• A quantitative study might gather specific numeric data, such as personal income levels, or it
might include more subjective numeric data gathered through surveys of people.
• For example, a survey might ask a person to rate whether they like a political candidate on a
scale of one to five.
• Quantitative research involves collecting data through various means, such as surveys,
questionnaires and experiments.
• Quantitative research templates are objective, elaborate, and, often, even investigational.
The results achieved from this research method are logical, statistical, and unbiased.
• Data collection happened using a structured method and was conducted on larger samples
that represent the entire population
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Quantitative
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QuantitativeResearchExamples
• Some examples of quantitative research are:
If any organization would like to conduct a customer
satisfaction (CSAT) survey, the organization can collect
quantitative data and metrics on the goodwill of the brand
or organization in the mind of the customer based on
multiple parameters such as product quality, pricing,
customer experience, etc. Customers will provide data in
the form of numbers that can be analyzed and worked
upon.
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QuantitativeResearch
• Another example of quantitative research is an
organization that conducts an event, collecting
feedback from the event attendees about the value
that they see from the event. The organization can
collect actionable feedback about the satisfaction
levels of customers during various phases of the
event such as the sales, pre and post-event, the
likelihood of recommending the organization to
their friends and colleagues, hotel preferences for
future events and other such questions.
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ThankYou
Prachi Aggarwal
Prachi.15jan@gmail.com
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