Qualitative Research

Session 5
Qualitative Research

• Array of interpretive techniques which seek to describe, decode, translate,

and otherwise come to terms with the meaning, not the frequency, of certain
more or less naturally occurring phenomena in the social world.

• It attempts precise measurement of something.

• In business research, quantitative methodologies usually measure consumer

behavior, knowledge, opinions, or attitudes

•
Qualitative Research Methodologies

Sampling :

- Qualitative research involves nonprobability sampling—where little attempt is made

to generate a representative sample

- Purposive sampling.

- Snowball sampling. Participants refer researchers to others who have characteristics,

experiences, or attitudes similar to or different from their own.

- Convenience sampling. Researchers select any readily available individuals as

participants.

• Interviews:

• Based on the level structure -

Unstructured, Semi Structured or
Structured
• Group Interviews

• Homogeneous Group

• Hetrogeneous Group

• Non experts
• Focus Group Study

• One moderator and a group of

interviewees.

• Moderator guides the discussion.

• To extract the ideas from the group.

• Case Study Analysis- Particular
case is taken to understand the
problem solution
• Action Study- Action research is • The process is repeated until a
designed to address complex, desired outcome is reached, but
practical problems about which along the way much is learned
little is known—thus no known about the processes and about the
heuristics exist.
prescriptive actions being studied.

• So the scenario is studied; a

•

corrective action is determined,

planned, and implemented; the
results of the action are observed
and recorded; and the action is
assessed as e ective or not.

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