methods of qualitative research
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Transcript of methods of qualitative research
Presentation on topic :- Methods of
Qualitative Research Presented by :- Sangeeta Saini
M.Com (final)
671
Contents
Qualitative research.Methods of qualitative research.Direct methods.Indirect methods.Conclusion.
Qualitative research is research dealing with phenomena that are difficult or impossible to quantify mathematically , such as beliefs, meanings , attributes , and symbols. The qualitative method investigates the why and how of decision making , not just what , where and when.
Methods of
qualitative research
Direct method
Focus group
In –depth
interview
Indirect
methodProject
ive techniq
ues
Focus group
used to collect data
through group
interaction on topic
determine by
researcher
It comprises a small number of carefully
selected people who are recruited to a
group discussion on
their commonality of
experience.In it
usually small
group of people
usually 6 to 10.
It is led by
a trained modera
tor.
Focus group
interview is widely used by
many advertisin
g and research agencies.
Role of moderator
listen
Be alert
Be flexible
Keep control over
conversation
Encourage participation
of each respondent
Be attentive for non verbal
behavior
Understand fully the research
objectives
Applications of Focus group
Identify new uses for existing products and services.
Identify new advertising or packaging themes.
Diagnose competitors strengths and weaknesses.
Discover how others judge the uniqueness of your product or service.
In depth interview
A depth interview is a one on one interview between a researcher and respondent.The researcher ask many questions from respondent and researcher use these answers provided by respondent and turn them into related questions .Time duration :- from 30 minutes to 2 hours.
Techniques of in
depth interview
Laddering
In laddering , the line of
questioning proceeds from
product characteristics
to user characteristics.
Hidden test
Questioning
Hidden test questioning focus
on not just socially shared value but also
personal concern of a consumer.
Symbolic analysis
Symbolic attempts to analyze the
symbolic meanings consumers
associated with a product
What you think people feel about brand X ?
What do you feel about brand X personally ?
If brand X was an animal what would it be and why ?
Can lead to the question
This question in turn may lead to another question
Laddering question
Hidden test questioning
Symbolic analysis
Discussion on highly confidential or sensitive topics.
(personal finance)
When the respondent may not be able to express his / her true feelings in a group discussion
Applications of depth interview
Projective techniqueIn project techniques, respondents are asked to interpret the behavior of others.In interpreting the behavior of others , respondents indirectly project their own beliefs, attitudes, or feelings into a situation.
• It is simple technique devised by Galton in 1879.
• In this, respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind.
• Example :- Coca – Cola : beverage , thirst, fun , relaxation – respondents reveal valuable information regarding their attitudes and beliefs.
Completion technique
1.Sentence completion
technique
In this method , the respondent is asked to finish an incomplete sentence with the first thought that comes to his mind .
Example :-People who drink beer
are____________Most people smoke
because____________Cars
2. Story completion technique
In this method , respondents are given part of story enough to direct attention to a particular topic . They are required to give the conclusion in their own words.
Example :-Since Mr. Islam had received a large commission by check just before leaving
home for a holiday trip, he wanted to deposit it in an ATM, because ______________________________________________ but his friend Mr. Sumon told him that he should ____________________________ because ___________________________________________________________
1.Picture response technique
In this method , the respondent is shown a picture – either a line drawing, illustration or photograph , and asked to describe what is going on – or tell a story about what is illustrated.
2.Cartoon tests In the cartoon technique, the respondent is shown a comic – strip like cartoon with two characters in a conversion .While the speech of
one character is shown in his /her balloon , the other balloon is empty.The respondent is
Useful when required information cannot be accurately obtained by direct methods.
Used to test brand names
Measure attitude about particular products, brands, packages and advertising.
Applications of projective techniques
In short , we can say that qualitative research is used to
collect the data which cannot be collected directly with the help of
quantitative method of data collection. Qualitative research is only option to collect data about
feelings, thoughts , intentions and behaviors..