Mir Wajju MS Scholar International Islamic University Islamabad.

2. PRESENTATION:
Presentator : WAJAHAT HUSSAIN
Facilitator: Dr. MUNEER KIYANI
Reg No: 260-FSS-MSEDU-F17

3. Session Objectives:
After this session we will be able to understand about:
 what is Qualitative Research..??
 Nature of Qualitative Research..??
 Needs of Qualitative Research..??
 Characteristics of Qualitative Research..??
Significance of Qualitative Research..??

4. Qualitative Ressearch:????
Qualitative Research is primarily exploratory
research. It is used to gain an understanding of
underlying reasons, opinions, and motivations. It
provides insights into the problem or helps to develop
ideas or hypotheses for potential quantitative research.
Qualitative research is a form of inquiry that
analyzes information conveyed through language and
behavior in natural settings. It is used to capture
expressive information not conveyed in quantitative
data about beliefs, values, feelings, and motivations
that underlie behaviors.

5. Cont…….
Qualitative research is aimed at gaining a deep
understanding of a specific organization or event, rather a
than surface description of a large sample of a population.
... Concepts, data collection tools, and data collection
methods can be adjusted as the research progresses.
Qualitative research is aimed at gaining a deep
understanding of a specific organization or event, rather a
than surface description of a large sample of a population.
... Concepts, data collection tools, and data collection
methods can be adjusted as the research progresses.

6. Cont……

7. Nature of Qualitative Research:
• The term qualitative research refers to studies that
investigate the quality of the relationships, activities,
situations, or materials.
• The natural setting is a direct source of data, and the
researcher is a key part of the instrumentation process in
qualitative research.
• Qualitative data are collected mainly in the form of words
or pictures and seldom involve numbers. Content analysis a
primary method of data analysis.
• Qualitative researchers are especially interested in how
things occur and particularly in the perspectives of the
subjects of a study

8. Cont….
• There is no treatment in qualitative study, nor is there any manipulation of
variables.
• The collection of data in a qualitative study is ongoing
• Conclusion are drawn continuously throughout the course of a qualitative study
Approaches to qualitative research
• A biographical study tells the story of the special events in the life of a single
individual.
• A researcher studies an individual’s reactions to a particular phenomenon in a
phenomenological study. He or she attempts to identify the commonalities among
different individual perceptions.
• In a grounded theory study, a researcher forms a theory inductively from data
collected as a part of the study.
• A case study is a detailed study of one or (at most) a few individuals or other
social units, such as a classroom, a school, or a neighborhood. It can also be a
study of an event, an activity, or an ongoing process.

9. Need of Qualitative Research:
 Exploration: When something isn’t well defined,
qualitative methods are helpful. For example, you can
explore in a qualitative study the problems customers
encounter, the needs users have and can’t articulate, or
misunderstandings customers have in finding
information or using a product.
 Complexity: While complicated problems can be
quantified, when you need to describe the complexity
and subtlety of how users interact with a product or
accomplish goals, qualitative research can distill the
complexity into more manageable parts.

10. Cont…..
 Context: Understanding the context and environment a user
is in provides for better product direction. What are the
products, places, people, and challenges customers deal with
when accomplishing their goals? Some of the richest
qualitative data isn’t collected in a contrived lab; it comes
from observing and collecting data in person.
 Explanation: When you need to explain linkages or
mechanisms that cause things, a qualitative method can be
fruitful. For example, when you want to know why people
aren’t paying their bills via the mobile app or calling
customer support because of an error, hearing customers’
own words help form theories and establish a testable
hypothesis.

11. Cont…..
Measures don’t fit the problem well: While there are
good ways of measuring usability, many interactions can
be hard to quantify. Observing users as they struggle to
accomplish a goal and probing on the source of the
problems helps define what ultimately needs to be
measured. It’s not very helpful to precisely measure the
wrong thing. Qualitative data helps uncover the right
things to measure.

12. Characteristics of Qualitative Research:

13. Cont…

14. Cont…

15. Significance of Qualitative Research:
 In-depth Examination of Phenomena.
 Use subjective information.
Examine complex question that can be impossible with
Quantitative methods.
 Tentative application.
Negotiated outcomes.
Not limited to rigidly definable variables.
Explore new area of research.
Build new theories.
Deal with value-laden questions.

16. Cont…..
THE END
Any Comments OR Questions…?????????????

17. Cont…..
Thanks For Your Participation.