BUSINESS RESEARCH METHODS

1. CHAPTER-6
QUALITATIVE METHODS OF DATA
COLLECTION
TEXT BOOK: RESEARCH
METHODOLOGY-CHAWLA D.,
SONDHI N.

2. QUALITATIVE DATA COLLECTION
METHODS
Qualitative methods of data collection explore
the latent and the unconscious constructs
through various means that are loosely
structured and require in-depth and closer
exploration and reporting of phenomena or
behavior, which would not be apparent through
more structured methods.

3. QUALITATIVE VS QUANTITATIVE METHODS
Research stage Qualitative Quantitative
Study objective Exploratory, investigative Definite, conclusive and
predictive
Research design Loosely structured Structured, controlled
conditions
Sampling plan Small samples Large/representative
samples
Type of approach Loosely structured Formatted & structured
Data analysis Textual and non-statistical Statistically tested and
authenticated
Study deliverables Explanatory and supportive Conclusive and action
oriented

4. OBSERVATION METHOD
Observation involves viewing and recording individuals, groups,
organizations or events in a scientific manner in order to collect
valuable data related to the topic under study.
Method format:
 Standardized and structured
 Non-standardized and unstructured

5. OBSERVATION METHOD
Level of respondent consciousness
 Disguised observation
 Undisguised observation
Observation setting
 Natural environment
 Simulated environment
Role of the human par ticipant
 Participating
 Non-participating

6. Content analysis technique involves studying a previously
recorded or reported communication and systematically and
objectively breaking it up into more manageable units that
are related to the topic under study.
 Material studied is usually ex-post facto.
 Study and analysis is, however, primary and problem specific.
Content Analysis

7. CONTENT ANALYSIS
UNIVERSE OF CONTENT
 Word
 Theme
 Character
 Space measures
 Time measures
 Item

8. A focus group discussion involves collecting information from a
representative group of respondents in a neutral setting. The
process generally involves a moderator who maneuvers the
discussion on the topic under study.
 It is essentially a sociological technique.
 The group dynamics influence the individual to respond in
divergent ways.
Focus group discussion

9. KEY ELEMENTS OF FOCUS GROUP METHOD
 Size: Ideal recommended size for a group discussion is
8 to 12 members.
 Nature: Composition of the group should be homogenous-in
terms of demographic and psychographic traits and
product/subject knowledge.
 It is
 Acquaintance: recommended that the members in a group
should be strangers to each other.
 Setting: Discussion setting should be neutral, informal and
comfortable.

10. KEY ELEMENTS OF
FOCUS GROUP DISCUSSION
 Time period: usually recommended that the discussion should
take place in a single setting.
 Recording: human or mechanical recording of the entire
discussion.
 Moderator: key conductor, might be a participant or a non-
participant.

11. The personal interview is a one to one interaction between the
investigator/interviewer and the interviewee. The purpose of
the dialogue is research specific and ranges from completely
unstructured to highly structured
Typical Usage:
 Problem definition
 Exploratory research
 Primary data collection
Personal interview method

12. PROJECTIVE TECHNIQUES
Projective techniques involve indirect questioning. The
respondent is given a relatively ambiguous stimuli and the
underlying assumption is that the respondents would project
their underlying needs, emotions, beliefs and attitudes on to
this object .
 Association techniques
 Completion techniques