Presented By:-Rahul Krishnan

Aniruddh Tiwari

Qualitative Research Techniques

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 Research

Basic research objective

To gain a broad qualitative understanding of the underlying reasons and motivations; As a first step in multistage research

To quantify the data and generalize the results form the sample to the population of interest; Recommend a final course of action

Type of sample used

Small numbers of non-representative cases

Large number of representative cases

Data collection Method

Unstructured Structured

Nature of data analysis

Non-statistical Statistical

Classification of Qualitative Research Procedures

Fo cus G ro ups D epth Interv iews

D irect(N o ndisguised)

A sso cia tio nT echniques

C o m pletio nT echniques

C o nstructio nT echniques

E xpress iveT echniques

P ro jectiveT echniques

Ind irect(D isguised)

Q ualita tive R esearchP ro cedures

Observation Chart For Parle Agro Products

Consumer Questionnaire

Example

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.

Thank You