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Presentation on topic
:- Methods of
Qualitative Research
Presented by :- Sangeeta Saini
M.Com (final)
671
Contents
Qualitative research.
Methods of
qualitative research.
Direct methods.
Indirect methods.
Qualitative research is research
dealing with phenomena that are
difficult or impossible to quantify
mathematically , such as beliefs,
meanings , attributes , and symbols.
The qualitative method investigates
the why and how of decision making
Methods
of
qualitative
research
Direct
method
Focus
group
In –
depth
intervie
w
Indirec
t
method
Project
ive
techniq
ues
Focus
group
collect data
through
group
interaction
on topic
determine
by
researcher
It comprises a
small number
of carefully
selected
people who are
recruited to a
group
discussion on
their
commonality of
experience.
In it
usually
small
group of
people
usually 6
It is
led by
a
trained
modera
Focus
group
interview
is widely
used by
many
advertisin
g and
research
agencies.
Role of
moderator
listen
Be alert
Be flexible
Keep control
over
conversation
Encourage
participation
of each
respondent
Be attentive
for non
verbal
behavior
Understand
fully the
research
objectives
Applications of Focus group
Identify new uses for existing
products and services.
Identify new advertising or
packaging themes.
Diagnose competitors strengths and
weaknesses.
Discover how others judge the
uniqueness of your product or
service.
In depth interview
A depth interview is a one on
one interview between a
researcher and respondent.
The researcher ask many
questions from respondent and
researcher use these answers
provided by respondent and turn
them into related questions .
Time duration :- from 30
minutes to 2 hours.
Techniques of in
depth interview
Laddering
In laddering , the
line of
questioning
proceeds from
product
characteristics
to user
Hidden
test
Questioni
ng
Hidden test
questioning focus
on not just
socially shared
value but also
personal concern
Symbolic
analysis
Symbolic attempts
to analyze the
symbolic meanings
consumers
associated with a
product
What you think people feel about brand X ?
What do you feel about brand X personally ?
If brand X was an animal what would it be
and why ?
Can lead to the
question
This question in turn may lead to
another question
Laddering
question
Hidden test
questioning
Symbolic
analysis
Discussion on highly confidential or sensitive
topics.
(personal finance)
When the respondent may not be able to
express his / her true feelings in a group
discussion
Applications of depth interview
Projective technique
In project techniques,
respondents are asked to
interpret the behavior of
others.
In interpreting the
behavior of others ,
respondents indirectly
project their own beliefs,
attitudes, or feelings into
Word
association
technique
Completion
technique
Construction
technique
• It is simple technique
devised by Galton in 1879.
• In this, respondents are
presented with a list of
words one at a time and
asked to respond to each
with the first word that
comes to mind.
• Example :- Coca – Cola :
beverage , thirst, fun ,
relaxation – respondents
reveal valuable information
regarding their attitudes
and beliefs.
Completion technique
1.Sentence completion
technique
In this method , the respondent
is asked to finish an
incomplete sentence with the
first thought that comes to
his mind .
Example :-
People who drink beer
are____________
Most people smoke
because____________
2. Story completion technique
In this method , respondents are
given part of story enough to direct
attention to a particular topic . They
are required to give the conclusion
in their own words.
Example :-
Since Mr. Islam had received a large commission by check just before leaving
home for a holiday trip, he wanted to deposit it in an ATM, because
______________________________________________ but his friend Mr.
Sumon told him that he should ____________________________ because
___________________________________________________________
Construction technique
Picture
response
technique
Cartoon
test
1.Picture response technique
In this method , the
respondent is shown a
picture – either a line
drawing, illustration or
photograph , and asked
to describe what is going
on – or tell a story about
what is illustrated.
2.Cartoon tests
In the cartoon
technique, the
respondent is shown a
comic – strip like
cartoon with two
characters in a
conversion .
While the speech of
one character is shown
in his /her balloon , the
other balloon is empty.
Useful when required information cannot be accurately obtained by direct methods.
Used to test brand names
Measure attitude about particular products, brands, packages and advertising.
Applications of projective techniques
In short , we can say that
qualitative research is used to
collect the data which cannot be
collected directly with the help of
quantitative method of data
collection. Qualitative research is
only option to collect data about
feelings, thoughts , intentions and
behaviors..
Thank you

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methods of qualitative research

  • 1. Presentation on topic :- Methods of Qualitative Research Presented by :- Sangeeta Saini M.Com (final) 671
  • 2. Contents Qualitative research. Methods of qualitative research. Direct methods. Indirect methods.
  • 3. Qualitative research is research dealing with phenomena that are difficult or impossible to quantify mathematically , such as beliefs, meanings , attributes , and symbols. The qualitative method investigates the why and how of decision making
  • 5.
  • 6. Focus group collect data through group interaction on topic determine by researcher It comprises a small number of carefully selected people who are recruited to a group discussion on their commonality of experience. In it usually small group of people usually 6 It is led by a trained modera Focus group interview is widely used by many advertisin g and research agencies.
  • 7. Role of moderator listen Be alert Be flexible Keep control over conversation Encourage participation of each respondent Be attentive for non verbal behavior Understand fully the research objectives
  • 8. Applications of Focus group Identify new uses for existing products and services. Identify new advertising or packaging themes. Diagnose competitors strengths and weaknesses. Discover how others judge the uniqueness of your product or service.
  • 9. In depth interview A depth interview is a one on one interview between a researcher and respondent. The researcher ask many questions from respondent and researcher use these answers provided by respondent and turn them into related questions . Time duration :- from 30 minutes to 2 hours.
  • 10. Techniques of in depth interview Laddering In laddering , the line of questioning proceeds from product characteristics to user Hidden test Questioni ng Hidden test questioning focus on not just socially shared value but also personal concern Symbolic analysis Symbolic attempts to analyze the symbolic meanings consumers associated with a product
  • 11. What you think people feel about brand X ? What do you feel about brand X personally ? If brand X was an animal what would it be and why ? Can lead to the question This question in turn may lead to another question Laddering question Hidden test questioning Symbolic analysis
  • 12. Discussion on highly confidential or sensitive topics. (personal finance) When the respondent may not be able to express his / her true feelings in a group discussion Applications of depth interview
  • 13. Projective technique In project techniques, respondents are asked to interpret the behavior of others. In interpreting the behavior of others , respondents indirectly project their own beliefs, attitudes, or feelings into
  • 15. • It is simple technique devised by Galton in 1879. • In this, respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind. • Example :- Coca – Cola : beverage , thirst, fun , relaxation – respondents reveal valuable information regarding their attitudes and beliefs.
  • 16. Completion technique 1.Sentence completion technique In this method , the respondent is asked to finish an incomplete sentence with the first thought that comes to his mind . Example :- People who drink beer are____________ Most people smoke because____________
  • 17. 2. Story completion technique In this method , respondents are given part of story enough to direct attention to a particular topic . They are required to give the conclusion in their own words. Example :- Since Mr. Islam had received a large commission by check just before leaving home for a holiday trip, he wanted to deposit it in an ATM, because ______________________________________________ but his friend Mr. Sumon told him that he should ____________________________ because ___________________________________________________________
  • 19. 1.Picture response technique In this method , the respondent is shown a picture – either a line drawing, illustration or photograph , and asked to describe what is going on – or tell a story about what is illustrated.
  • 20. 2.Cartoon tests In the cartoon technique, the respondent is shown a comic – strip like cartoon with two characters in a conversion . While the speech of one character is shown in his /her balloon , the other balloon is empty.
  • 21. Useful when required information cannot be accurately obtained by direct methods. Used to test brand names Measure attitude about particular products, brands, packages and advertising. Applications of projective techniques
  • 22. In short , we can say that qualitative research is used to collect the data which cannot be collected directly with the help of quantitative method of data collection. Qualitative research is only option to collect data about feelings, thoughts , intentions and behaviors..