Qualitative Research Techniques Presented By:- Rahul Krishnan Aniruddh Tiwari
What is qualitative research:-• It is a research conducted using an observational technique or structured questioning.• Often viewed as a “Soft-approach.”• Should not be viewed as conclusive research.• Qualitative and quantitative research are complementary to each other.
A Comparison of Qualitative and Quantitative Research Qualitative Research Quantitative ResearchBasic research To gain a broad qualitative To quantify the data andobjective understanding of the generalize the results underlying reasons and form the sample to the motivations; population of interest; As a first step in Recommend a final multistage research course of actionType of sample Small numbers of non- Large number ofused representative cases representative casesData collection Unstructured StructuredMethodNature of data Non-statistical Statisticalanalysis
Classification of Qualitative Research Procedures Qualitative Research Procedures Direct Indirect (Nondisguised) (Disguised)Focus Groups Depth Interviews Projective Techniques Association Completion Construction Expressive Techniques Techniques Techniques Techniques
ExampleObservation Chart For Parle Agro Products Consumer Questionnaire
Appropriate Conditions ForQualitative Research – The event must occur in a short time interval, • avoid lag affect – Must occur in a setting where the researcher can observe the behavior • Chatting with friends, cooking etc are not suitable things to observe – Necessary under situations of faulty recall • Faulty recall>> (Body Language) Remembering things such as how many times one looked at his wristwatch.
• Advantages – Greater data accuracy than direct questioning, in natural settings people behave naturally, – Problems of refusal, not at home, false response, non- cooperation etc. are absent, – No recall error,• Limitations – Time consuming, -- too many things to observe, – may not be representative, – difficulty in determining root cause of the behavior.