This document discusses qualitative research methods. It defines qualitative research as research that analyzes non-numerical data such as words, pictures, or objects to understand human behavior and the reasons behind it. The document outlines several key aspects of qualitative research, including that the design is not predetermined but develops as the research proceeds, it uses interpretive methodologies rather than experimental ones, and it aims to provide an in-depth understanding of contexts and perspectives rather than make generalized conclusions. The document also discusses researcher bias, reactivity, sampling, data collection and analysis methods in qualitative research.

1. Dr. Bochare Bhagwan R.
Assistant Professor
Department of Psychology
Mail:
bocharebhagwan@gmail.co
Qualitative Research

3. Qualitative Quantitative
understanding of human behavior and
the reasons that govern such behavior,
involves analysis of data using words
(e.g., from interviews), pictures (e.g.,
video), or objects (e.g., an artifact)
involves analysis of
numerical data and
their relationship

4. Qualitative research is research dealing with
phenomena that are difficult or impossible to
quantify mathematically, such as beliefs, meanings,
attributes, and symbols
Qualitative researchers aim to gather an in-
depth understanding of human behaviour and
the reasons that govern such behavior. The
qualitative method investigates the why and how
of decision making, not just what, where, when.

6.  Flick (2009) has defended qualitative research as
research where the researcher is "interested in
analyzing the subjective meaning or social
production of issues, events or practices by collecting
non-standardized data and analyzing text and
images rather than numbers and statistics"

8.  In qualitative research the structure of the design and
data are not organized in advance, rather they
develop as the empirical works proceeds.
 Qualitative research is also much more eclectic in
using multiple Strategies and methods as compared
to quantitative research. Like, observation interview
or more.

9. As we know, the research methodology can be divided
into two major paradigms: logical-positivism or logical
positive paradigm and phenomenological paradigm.
Logical positive paradigm is based upon the
assumptions of natural Sciences and utilizes
experimental research methodologies such as
description of scientific method, hypothesis testing,
etc. quantitative research is based upon logical positive
paradigm.
Qualitative research is based upon the
phenomenological paradigm, which uses a variety of
interpretive research methodologies.

11.  Qualitative research is conducted through a prolonged contact
with a field or life situation.
 the researchers aims to gain a Holistic view of the context under
study, that is its logics, arrangements as well as explicit and
implicit rules that are all under the target of overview.
 the researchers attempts to gather data on the perceptions of the
local individuals from the inside through the process of a deep
attentiveness of empathic understanding and of suspending any
bias or Preconceptions about the topics under study.
 after going through various materials the qualitative researcher
may identify certain themes and expressions, which can be
reviewed with informants but that must be maintained in their
original forms throughout the study.

12.  the major task of the researchers is to explicate the ways the
individuals in a particular settings come to understand and
take action and otherwise manage their day-to-day situations.
 the researchers may make many interpretations of the
materials but some may be more compelling for theoretical
reasons or on the grounds of internal consistency.
 qualitative research uses little standardize instruments at the
outset.
 most analysis is done with words. the various appropriate
words are assembled, sub-clustered and broken into semiotic
segments.

13.  In qualitative research
 Maxwell 1998 proposed a model

14.  to understand the way the subjects are participants
in the study understand the behaviour's or events.
 to understand the context or environment in which
the participant exist.
 to identify some unexpected phenomena and
influences and generate new grounded theories.
 to understand those processes that lead to outcomes.
 to develop causal explanations in rare cases

15.  the researcher has to frame is conceptual
context, that is what he thinks is going to
explain the behaviors, events etc. under study.
here the researchers needs to understand
appropriate theory, prior Research and also
some personal experiences from which he may
be able to draw something.

16.  in qualitative research, the purpose and
context need to be understood for the
research questions to be formulated.
like all components of the study, the
questions are open to change while the
study is going on.

17. what approaches, Strategies and methods will be used to collect data.
this also includes the sampling procedures that is the questions of who is
being studied and how the includes individuals are selected for the study.
In qualitative research the researcher prepares a tentative plan for the
study.
Maxwell has emphasized upon 4 components of methods used in
qualitative research:
the relationship that the researchers established with participants. what
settings or individuals.
what other sources of the information that the researcher decided to use:
how the researcher gather their information's. what the researchers will do
with information's to make sense of it.

18. There are two critical aspects of research validity for
qualitative research: the bias of the researcher and the impact
of the researchers presence on the participants or research
settings:
The researcher bias means the presence of some preconceived
notions and believes that may affect data collections. the
reactivity of the participants to the presence of the researcher is
also important. since both these aspects of qualitative research
are in a way part of the study, the researcher most explain and
understand them rather than making an attempt to eliminate
them why concluding that they are not possible.

19. 1
1. Acknowledge
Social Self
2. Actual
perspective
3. Design
study
4. Collect
Data
5.Analyze
Data
6. Interpret
Data
7.Inform
others
Steps in Qualitative
Research
Theory

20. Mixed Method Approach
Qualitative + Quantitative
Ex. Music & BP level (Feeling )

22. 1 Marketing successes and failures are based on small
differences in the marketing mix.
Qualitative research doesn’t distinguish these
differences as well as quantitative research can.
2 Not representative of the population, that is on
interest of the researcher
3 The multi-attitude of individuals who, without formal
training, professional, experts,………. How can asses
?