Qualitative research techniques
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This document discusses qualitative research techniques. It defines qualitative research as research conducted using observational techniques or structured questioning, which is often viewed as a "soft-approach" and should not be viewed as conclusive. Qualitative and quantitative research are complementary. Some common qualitative research procedures discussed are focus groups, depth interviews, projective techniques, association techniques, completion techniques, construction techniques, and expressive techniques. Appropriate conditions for qualitative research include events occurring in a short time interval in a setting where behavior can be observed to avoid faulty recall.
Qualitative research techniques
- 1. Qualitative Research Techniques Presented By:- Rahul Krishnan Aniruddh Tiwari
- 2. 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.
- 3. A Comparison of Qualitative and Quantitative Research Qualitative Research Quantitative Research Basic research To gain a broad qualitative To quantify the data and objective 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 action Type of sample Small numbers of non- Large number of used representative cases representative cases Data collection Unstructured Structured Method Nature of data Non-statistical Statistical analysis
- 4. 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
- 5. Example Observation Chart For Parle Agro Products Consumer Questionnaire
- 6. Appropriate Conditions For Qualitative 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.
- 7. • 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.
- 8. Thank You