2. Definition
-deals with making meaning and
understanding through rich descriptions
-focuses on quality or meaning of
experience, specifically the essence of
human experience
4. -Good for examining feelings and
motivations
-Allows for complexity and depth of issues
-Provides insights into the real life situations.
Strengths
5. -Can't extrapolate to the whole population
-Volume of data
-Complexity of analysis
-Time consuming nature of the clerical efforts
required in this method of research
Weaknesses
6. -states that qualitative variables are described
based on their observable feature.
-they cannot be measured with a scale, ruler, or
numeric measurement.
-typical qualitative measurement examples include
color, gender, and race.
Qualitative Measurement
7. Qualitative Research
Characteristics
1. Naturalistic
-based on real-life situations
-the study unfolds in a natural manner
-authentic data are gathered from the participants
Such a concept makes qualitative research known for its
non-controlling characteristic.
8. Qualitative Research
Characteristics
2. Purposeful
-the researcher selects the participants in a purposive
manner.
-participants are selected because they either have easy
access to the information needed or simply have knowledge
to provide a great deal of information needed to the study.
9. Qualitative Research
Characteristics
3. Detailed
-involves a thick description gathered data from the
participants
-the researcher captures the direct quotations of the
responses of the participant/s from the conducted
interview or observation
10. Qualitative Research
Characteristics
4. Requires engagement and neutrality
-there is a direct contact with the people, situation and phenomenon under
investigation
-immersing oneself would enable the researcher to acquire personal
experiences
-the researcher should be neutral in the responses and observations he/she
may get while engaging with the participants and should show openness
sensitivity, and respect
11. Qualitative Research
Characteristics
5. Follows an inductive procedure
-specific details and data will be gathered from the
target participants
-following an inductive procedure,the researcher will
start from exploring the phenomenon and will end to
confirming findings of the work
12. Qualitative Research
Characteristics
6. Viewed in a holistic perspective
-cannot be simply done in a linear and cause and
effect relationship approach
-it requires the researcher to view the whole
phenomenon under investigation in a complex
system, meaning the different variables can either
cause or effect the phenomenon.
13. Let's say an online retail store looks
through numerical data and determines
the majority of its customers are female.
While the shop is more than happy to
target women, the owner doesn't
understand why more men aren't
interested in their products. The
business has multiple sections for men
and runs ads on Facebook specifically
targeting a male audience. The research
question is 'Why do more men not
purchase from this store?'
Online Store with a
Female Audience
14. • The shop holds one on one interviews and develops a small sample size of
men to conduct a focus group.
• Potential insights include not having enough products for the male
audience they are targeting or too many products that aren't relevant to the
men they want to reach.
• Another explanation could be that the ads aren't running at the correct
times and haven't been reaching a male audience.
• Regardless of the reason why men don't shop as much as women, it's
beneficial to conduct these studies and expand the horizons of the
business. The research used could help the business create improved
marketing campaigns and adapt its products to reach new markets.
To answer the question
15. What is Qualitative Measurement?
Data acquired through a qualitative measure is a
type of information that describes traits or
characteristics. It's gathered through surveys,
interviews, or observation, and it's usually
presented as a story.
16. Structured, semi-structured and
open interview
The researcher interview is a purposeful
conversation between two or more people,
requiring the interviewer to establish rapport,
to ask concise and unambigious questions, to
which the interviewee is willing to respond and
listen attentively. (Saudners)
