1. BUSINESS RESEARCH METHODOLOGY
TOPIC: QUALITATIVE RESEARCH
SUBMITTED TO:- SUBMITTED BY :- ANKIT
DR. VIVEK KUMAR MBA Previous
(Assistant Professor) Section :- B
USM KUK ROLL NO :- 96
2. QUALITATIVE RESEARCH
Researchers employ qualitative research methods to
study human behavior and habits. Qualitative research
involves collecting and analyzing non – numerical data
to understand concepts, opinions or experiences
3. Characteristics of Qualitative Research
1. Give depth knowledge of the phenomenon.
2. Qualitative research does not perform in controlled situation.
3. Aims to study real world situation.
4. Data collection occurs in real world contexts or in naturalistic ways.
5. Generation of new ideas.
6. Qualitative research involves a lot of fieldwork.
4. Essential of Qualitative Research
1. Research Questions
2. Method of the data collection
3. Collection Tools
4. Data analysis
5. Classification of Qualitative Research
1. Ethnographic Approach
2. Phenomenological Approach
3. Field Research
4. Grounded Theory
6. Techniques of Collecting Qualitative Data
1. Depth Interview
2. Focus Group
3. Observations
4. Surveys
5. Secondary Research
7. 1. Depth Interview:
Depth interview aims to achieve the opinions and perspectives of a
small group of individuals on a particular ideas or situation , by
conducting comprehensive interviews with them
8. 2. Focus group:
A focus group may be defined as a gathering of several persons , led by a
trained moderator , to discuss and debate ideas and opinions on a particular
subjects. The first step of the process is to determine the subject that needs to
be discussed. Next , as the members of the group begin to exchange ideas , the
moderator silently observes them and ensures that the discussion takes the
course it is expected to. At the end of the discussion , the observations and
recommendation of the group are attained and recorded by the moderator to
lay the groundwork for further research and analysis.
9. 3. Observation
This method focuses on characteristics and qualities rather than numbers.
Observation is another way to gather information is by observing people or
events in their natural environment.
10. 4. Surveys:
Qualitative surveys use open ended questions. Questions will aim to reveal
opinion , experiences , narratives. Qualitative surveys research is a less
structured methodology used to gain in depth information about peoples
underlying reasoning and motivations. The end goal is to develop a deep
understanding of a topic , issues , or problem from an individual perspective.
11. 5. Secondary Research:
Secondary research is a type of research that has already been compiled ,
gathered , organized and published by others. Secondary Research means
collecting existing data in the form of texts , images , audio or video recording
etc.
12. Advantages of Qualitative research
1. Data collection occurs in real world contexts or in naturalistic ways.
2. Qualitative approach is easily employed when the research objective is
complex , and the answer is not a clear – cut yes or no.
3. Unlike a quantitative study , a qualitative study does not involve constraints
of sample size requirement.
4. The data collection and analysis process can be adapted as new ideas or
patterns emerge. They are not rigidly decided beforehand.
5. Suitable for the study of human behavior.
13. Advantages of Qualitative Research
6. Provide depth and detailed information.
7. It is cost effective.
8. Final result of qualitative research is not in the form of numbers. Results are in
the form of detailed and interesting narrations about the phenomenon.
14. Disadvantages of Qualitative Research
1. It relies a lot on personal observations and opinions.
2. Data collection is based on the experiences of the researcher.
3. Risk of subjectivity on the part of an observer/interview.
4. Research finding lack generalizations.
5. It is a labor intensive approach.
15. Disadvantages of Qualitative Research
6. If the hypothesis is not proved then there could be a lot of wasteful
efforts and expenditure.
7. Qualitative data are not possible to analyze using mathematical analysis.
