qualitative research techniques
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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.
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