This document discusses qualitative research methods. It defines qualitative research as research that explores social problems through words and descriptions rather than numbers and statistics. It notes that qualitative research is relevant for understanding human experiences and answering "how" and "why" questions. The document outlines characteristics of qualitative research like being complex, holistic, and subjective. It also discusses limitations like being time-consuming and open to individual interpretations. Additionally, it explains how qualitative research can be combined with quantitative research through mixed methods designs and triangulation to provide a more comprehensive understanding.

1. Subject Code: 210
Subject Name: QUALITATIVE RESEARCH METHODS
Semester: II
Chapter No: 1
Title: QUALITATIVE RESEARCH
Specialization: GENERAL
Course : MBA
As per Savitribai Phule Pune University Revised Syllabus (2019)
DR. PRACHI AJIT
PHD, MMS, PGDBM,
B.COM

2. Content - Qualitative Research:
1. Nature,
2. Relevance,
3. Need,
4. Characteristics and Limitations of Qualitative Research,
5. Ethics in Qualitative Research,
6. Interrelationship of Qualitative and Quantitative Research,
7. Linking Qualitative and Quantitative Research in One Design,
8. Combining Qualitative and Quantitative Data,
9. Combining Qualitative and Quantitative Methods,
10. Linking Qualitative and Quantitative Results,
11. Triangulation.
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3. TYPES OF RESEARCH
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no
Types Meaning Example
1 Descriptive
vs.
Analytical
Descriptive writing focuses on clear
descriptions of facts or things that have
happened, while Analytical writing provides
additional analysis
Descriptive - How
many disabled people
face social isolation?
Analytical - What causes
social isolation in disabled
people?
2. Applied vs.
Fundament
al
Applied research is designed to answer
specific questions aimed at solving practical
problems. basic and applied research in the
areas of science and engineering where the
resulting information is intended to be
published and shared broadly within the
scientific community with no governmental
restrictions
Applied - Applied
research to find a
cure to a disease.
Applied research to
improve agricultural
solutions. Applied
research to test new
lab equipment.
Fundamental - An
investigation into the
main elements of brands
and branding. A study of
factors impacting each
stage of product life cycle.

4. TYPES OF RESEARCH
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Sr.
no
Types Meaning Example
3 Quantitativ
e vs.
Qualitative:
Quantitative research is
based on the measurement of
quantity or amount. It is
applicable to phenomena that
can be expressed in terms of
quantity. Qualitative research,
on the other hand, is
concerned with qualitative
phenomenon, i.e.,
phenomena relating to or
involving quality or kind.
Quantitative - length, mass,
temperature, and time.
Quantitative information is
often called data, but can
also be things other than
numbers.
Qualitative - A good example of a
qualitative research method would
be unstructured interviews which
generate qualitative data through
the use of open questions. This
allows the respondent to talk in
some depth, choosing their own
words. This helps the researcher
develop a real sense of a person's
understanding of a situation.
4 Conceptual
vs.
Empirical
conceptual research involves
abstract ideas and concepts,
whereas empirical research
involves research based on
observation, experiments and
verifiable evidence.
Conceptual- For example,
Copernicus used conceptual
research to come up with the
concepts about stellar
constellations based on his
observations of the universe.
Empirical - finding out whether
listening to happy music promotes
prosocial behaviour

5. Quantitative vs. Qualitative
• Quantitative research is based on the measurement of quantity or
amount. It is applicable to phenomena that can be expressed in terms of
quantity.
• Qualitative research, on the other hand, is concerned with qualitative
phenomenon, i.e., phenomena relating to or involving quality or kind.
DR. PRACHI AJIT

6. DR. PRACHI AJIT
https://www.reveall.co/blog/how-to-combine-quantitative-and-qualitative-user-research

7. Nature – QUALITATIVE RESEARCH
• Creswell (1998), “Qualitative
research is an inquiry process of
understanding based on distinct
methodological traditions of inquiry
that explore a social or human
problem. The research builds a
complex, holistic picture, analyzes
words, reports detailed views of
informants, and conducted the study
in natural setting.”
DR. PRACHI AJIT

8. Relevance
• Qualitative research is very important in educational research as it
addresses the “how” and “why” research questions and enables
deeper understanding of experiences, phenomena, and context.
• Qualitative research allows you to ask questions that cannot be easily
put into numbers to understand human experience.
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9. Need
• Qualitative research enables us to make sense of reality, to describe
and explain the social world and to develop explanatory models and
theories.
• It is the primary means by which the theoretical foundations of social
sciences may be constructed or re-examined.
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10. Characteristics and Limitations of Qualitative
Research
Characteristics Limitations
Soft science Focus: It's a time-consuming process. ...
complex & broad Holistic Subjective Dialectic,
inductive reasoning Basis of knowing:
You can't verify the results of qualitative research. ...
meaning & discovery Develops theory Shared
interpretation Communication & observation Basic
element of analysis:
It's a labor-intensive approach. ...
words Individual interpretation Uniqueness It's difficult to investigate causality. ...
Qualitative research is not statistically representative.
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11. Ethics in Qualitative Research
• while conducting qualitative research, researchers must adhere to the
following ethical conducts;
Upholding informed consent,
Confidentiality and privacy,
Adhering to beneficence's principle,
Practicing honesty and integrity.
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12. Interrelationship of Qualitative and
Quantitative Research
• Quantitative research deals with numbers and statistics, while
qualitative research deals with words and meanings.
• Quantitative methods allow you to systematically measure variables
and test hypotheses. Qualitative methods allow us to explore
concepts and experiences in more detail.
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13. Linking Qualitative and Quantitative
Research in One Design
Convergent parallel design:- In the analysis phase, you often give equal
weight to the quant and qual data—you look to compare and contrast the
results to look for patterns or contradictions.
For example, one team may conduct ethnographic research at customer
locations while another launches a survey to a set of global customers on
the same product experience. The teams then converge and compile the
findings to generate insights.
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14. Combining Qualitative and Quantitative Data
• Using a combination of qualitative and quantitative data can improve
an evaluation by ensuring that the limitations of one type of data
are balanced by the strengths of another.
DR. PRACHI AJIT
https://xaperezsindin.com/2013/03/27/combining-qualitative-and-quantitative-research/

15. Example
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https://www.relevantinsights.com/articles/how-to-use-qualitative-and-quantitative-research-in-new-product-development/

16. Combining Qualitative and Quantitative
Methods
• When qualitative and quantitative methods are mixed in a single
study, one method is usually given priority over the other. In such
cases, the aim of the study, the rationale for employing mixed
methods, and the weighting of each method determine whether, and
how, the empirical findings will be integrated.
DR. PRACHI AJIT
https://www.opinionx.co/blog/mixed-methods-research

17. Linking Qualitative and Quantitative Results
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https://www.researchgate.net/figure/Summary-of-the-methods-used-in-the-qualitative-and-quantitative-phases-of-the-research_tbl1_265215280

18. Triangulation
• Triangulation is a type of survey
which starts at a baseline joining
two positions with a known
distance and grows by adding
sides to form a triangle,
measuring the angles formed –
always exceeding 20° – and
shaping a network of connected
triangles whose sides have
'calculated' distances.
DR. PRACHI AJIT
https://www.sciencedirect.com/topics/computer-science/triangulation

19. Links for further Reference
• https://www.investopedia.com/terms/q/qualitativeanalysis.asp
• https://www.youtube.com/watch?v=F05dE-PpiHA
• https://www.youtube.com/watch?v=F05dE-PpiHA
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20. THANK YOU
DR. PRACHI AJIT