2. Qualitative research
Definition :
Qualitative research is a type of social science research which
collects and works with non-numerical data and interpret
meaning from these data and it help to understand social life
through the study of targeted populations or places.
Qualitative business research :
• Research in which researcher must extract meaning from
unstructured responses such as text, from a recorded
interview or collage representing the meaning of some
experience.
• Qualitative research is said to be more subjective because
results are researcher dependent. i.e. Different researchers
may reach different conclusions based on same
interview/observation,
3. Uses of Qualitative research
1) Qualitative research is often useful to gain further
insight and crystallize the research problem.
2) Qualitative research provides richer information
than quantitative approaches.
3) Qualitative research produces many product and
process improvement ideas.
4. Nature of Qualitative Research
1. Subjective : Qualitative research is subjective in nature.
i.e. conclusions are based on individual’s interpretation of
consumer’s behaviour.
2. Exploratory : Qualitative research is exploratory in nature.
It explores behaviour, market, place etc.
3. Unstructured : Qualitative research is unstructured in nature.
(Observation made by subconscious mind)
5. Relevance of Qualitative research
While studying behaviour of children, qualitative research
becomes relevant.
If researcher wants to study, whether a particular toy is
liked by children, researcher would prefer to observe
children behaviour towards the toy rather than asking
survey questions to children.
If the sample is illiterate, researcher can use qualitative
research.
6. Need of Qualitative Research
• To understand consumers’ mind, perception
towards the product etc.
• To account for difference in attitudes.
• To know more about things that cannot be easily
measured in numerical.
• It is a less structured method and more intense
than questionnaire based interviews.
7. Characteristics of Qualitative Research
Humanistic :
Qualitative research is humanistic because it focuses on the
personal, subjective basis of knowledge and practice.
Holistic :
It is holistic because is finding the meaning of particular behaviours.
Interpretive :
Qualitative researcher is always interpreting whatever he watching
and hearing .
Reflexive :
Qualitative researcher generally adopt reflexive actions for collecting
data.
8. Limitations of qualitative research
1. It is time consuming process.
2. Qualitative research is not statistically representative
3. Subjectivity of a researcher is a major limitations of
QR.
4. Lack of proper training to observers and investigators
affects the quality of research.
5. You can not verify the results of qualitative research
9. What does ethics mean?
Ethics refers to questions of right and wrong. The
researcher must ask themselves if is right to
conduct a study or investigate a certain question.
Also they must pay attention to the method they
are using, how they gain access and re-access to
research participants etc.
10. Principles or ethical theory for Research
• Harm or Non-maleficence:
researchers should avoid harming participation.
• Beneficence :
Research on human subjects should produce some
positive benefit.
• Autonomy or Self-determination :
The values and decisions of research participants
should be respected.
• Justice :
People should treated equally.
11. Methods to act ethically in qualitative research
• Informed consent process
• Avoiding Harm for participants in collecting data
• Doing justice to Participants in analysing Data.
• Confidentiality and anonymity and privacy
12. Interrelationship of Qualitative and Quantitative
Research
1. Research designs combining or integrating the use of
qualitative and quantitative data and methods.
2. Research methods which we can use in both qualitative
and quantitative.
3. Linking the findings of both qualitative and quantitative
4. Generalization of findings.
5. Assessing the quality of research by applying
quantitative and qualitative criteria.
13. Combining the qualitative and quantitative data and
methods
1. Transformation of qualitative data into quantitative data :
Open ended questions or narratives at interview can be
quantified for analysis.
Ex. : By using Likert Scale.
2. Transformation of quantitative data into qualitative data
It is very difficult process. Here researcher need to identify the
context in which respondent has answered the question etc.
14. Linking qualitative and quantitative Results
Sometimes researcher has to combine results of survey and
interview study.
Sometimes focus of both the results is different but
complementary to each other.
So researcher is linking these two results.
15. Triangulation
• Compares the results from either two or more
different methods of data collection (eg.
Interviews and observations) or more simply ,
two or more data sources eg. Interviews with
members of different interest groups)
16. Types of Triangulation
1. Data Triangulation :
Refers to the use of different data sources.
2. Method triangulation :
Two subtypes : Within method and Between method
triangulation.
3. Investigator triangulation :
Different observers or interviewers are employed
to detect or minimize biases resulting from the
researcher as a person.
4. Theory triangulation :
Approaching data with multiple perspectives and
hypotheses.
