QUALITATIVE METHODS OF DATA

COLLECTION
Qualitative data collection methods

Qualitative methods of data collection explore the

latent and the unconscious constructs through
various means that are loosely structured and
require in-depth and closer exploration and
reporting of phenomena or behavior, which would
not be apparent through more structured methods.
Classification of qualitative methods
 Qualitative vs quantitative methods
Research stage Qualitative Quantitative

Study objective Exploratory, investigative Definite, conclusive and

predictive
Research design Loosely structured Structured, controlled
conditions
Sampling plan Small samples Large/representative samples

Type of approach Loosely structured Formatted & structured

Data analysis Textual and non-statistical Statistically tested and

authenticated
Study deliverables Explanatory and supportive Conclusive and action
oriented
 Observation method
Observation involves viewing and recording
individuals, groups, organizations or events in a
scientific manner in order to collect valuable data
related to the topic under study.

Method format:
• Standardized and structured

• Non-standardized and unstructured

 Observation method
Level of respondent consciousness
• Disguised observation
• Undisguised observation

Observation setting
• Natural environment
• Simulated environment

Role of the human participant

• Participating
• Non-participating
 Mechanical observation method
• Store scanners and store cameras

• Audio and people meters

• Psycho galvanometer

• Oculometers

• Pupilometers

• Voice pitch meters

Observation guide(sample sheet)
 Content Analysis
Content analysis technique involves studying a
previously recorded or reported communication
and systematically and objectively breaking it up
into more manageable units that are related to the
topic under study.
• Material studied is usually ex-post facto.

• Study and analysis is, however, primary and

problem specific.
 Content Analysis
Universe of content
• Word

• Theme

• Character

• Space measures

• Time measures

• Item
 Content Analysis
Validating the findings
Obtaining the analysis from multiple evaluators and cross validating
using the following formula

• Pr (a) = the relative observed agreement between the two raters

• Pr (e) = the probability that this is due to chance.

If the two raters are in complete agreement then Kappa is =1. If

there is no agreement then Kappa=0, 0.21-0.40 is fair, 0.41-0.80
is good and 0.81-1.00 is considered as excellent.
 Focus group discussion

A focus group discussion involves collecting

information from a representative group of
respondents in a neutral setting. The process
generally involves a moderator who maneuvers
the discussion on the topic under study.
• It is essentially a sociological technique.

• The group dynamics influence the individual to

respond in divergent ways.
 Key elements of focus group method
• Size: Ideal recommended size for a group discussion is
8 to 12 members.

• Nature: Composition of the group should be homogenous-in

terms of demographic and psychographic traits and
product/subject knowledge.
• It is
• Acquaintance: recommended that the members in a group
should be strangers to each other.

• Setting: Discussion setting should be neutral, informal and

comfortable.
 Key elements of
Focus Group discussion(FGD)
• Time period: usually recommended that the
discussion should take place in a single setting.

• Recording: human or mechanical recording of

the entire discussion.

• Moderator: key conductor, might be a

participant or a non-participant.
 Key moderator skills

• Listening skills

• Observation skills

• Flexibility of approach

• Empathetic yet objectivity of conduction

• Summary and closure approach

 Planning and conducting FGDs

• Define the research objective(s) requiring discussion

• Split and bulleted into information areas

• Identifying the respondent screening/selection criteria

• Conducting the FGD

• Summarizing the findings of the FGD

Stages in Group formation
Sample FGD guide
Sample FGD guide
 Type of Focus groups
• Two-way focus group-two groups
• Dual moderator group-one tries to manage the group and the other to
maximize the performance
• Fencing moderator group-the two moderators take the opposite sides
first and then finally make conclusions
• Friendship group-this requires respondents to known each other well
• Mini-groups-experts usually 4 to 6 respondents
• Creativity groups- workshop mode
• Brand-obsessive groups-they are experts and can add more value to
strategies
• Online focus groups-very powerful
 Focus group discussion
Advantages Disadvantages
• Idea generation
• Group dynamics

• Scientific process

• Process advantage • Statistical analysis

• Moderator/investigator bias
• Reliability & validity
 Personal interview method

The personal interview is a one to one interaction

between the investigator/interviewer and the
interviewee. The purpose of the dialogue is
research specific and ranges from completely
unstructured to highly structured

Typical Usage:
• Problem definition
• Exploratory research
• Primary data collection
Conducting the personal interview

• Stating the interview objective

• Identifying the interview guidelines:

unstructured, semi-structured or structured.

• Screening the interviewees

• Analysis and interpretation of interview data

Categorization of personal interview
• Personal methods: these include at-home
interviews, mall-intercept interviews,
computer assisted personal interviews.

• Telephone methods: these include

traditional telephonic interviews, computer
assisted telephonic interviews.
 Projective techniques
The idea of projecting one self or one’s feelings on to ambiguous objects is the basic
assumption.
Projective techniques involve indirect questioning. The respondent is given a relatively
ambiguous stimuli and the underlying assumption is that the respondents would project
their underlying needs, emotions, beliefs and attitudes on to this object .

• Association techniques-presenting a stimulus to the respondent and he needs to

respond with the first thing that comes to his mind- clinical psychology. Word
association test, presenting basket of words and respondent need to respond instantly
with first things that comes to his mind. The word which are selected to address the
objectives are called test words and others are called fillers.
• Ex. Talking to elders.
• Health Care(3) Bad(2) Good(1)
• Life Difficult(2) Relaxed(3) Good(1)
• Medicine Necessity(4) Prevention(2) Avoid(1)
• Walking stick Support(3) Avoid(2) Carved Ivory(1)
• Adult diapers Embarrassment(4) Necessity(2)
• Treatment In time(2) Expensive(4)
Completion techniques- presenting an incomplete
object to the respondent which can be completed
by the respondent in any way.
Old age is ……………………..
Sentence completion is the most popular.
Open –ended questions.
Working at McDonald is …………………. Or
IBM is ………………………..
Story completion. Assumption is that completion of
story/sentence reflects the underlying attitutude
and personality traits of the person.
• Construction techniques-same as above focus is
on completed object- like a story
Thematic appreciation test or cartoon test
• Choice or ordering techniques-with an assortment
of stimuli- in the form of pictures or statements –
related to study topic.
• Ex tom and jerry in supervisor – subordinate
relations.
• Expressive techniques- the method or means or
expressions used in attempting the exercise are
significant. Ex clay modelling – emphasis is on the
manner in which the person uses or works with
clay and not on the end result.
 Sociometric analysis

Sociometry involves measuring the choice,

communication and interpersonal relations of people
in different groups. The computations made on the
basis of these choices indicate the social attraction
and avoidance in a group.
Sociometric measures
• Sociometric indices
• Sociometric matrix
• Sociogram
Sociometric matrix(team choices)