QUALITATIVE METHODS OF DATA COLLECTION

TUSHAR
SIDDARTH JAIN
MOHNISH
RISHAB KALRA
NAMAN JAYANT
1
Qualitative data collection methods

Qualitative methods might be used for exploratory

studies, for formulating and structuring the research
problem and hypothesis, as inputs for designing the
structured questionnaires, as the primary sources of
research enquiry and insight into the mind, attitude and
behavior of a subject.
The information collected is more in-depth and intensive.

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Classification of qualitative methods

Q u alitat ive R e s e a r c h
P r oced u r es

D ir ect Ind ir ect

(N o n d isg u is ed ) (D is g u ised )

O b s er vat i o n Focus Depth Content

G ro u p s In terv ie w s A n alys is

P r ojective S o c io m e t r y N ew
T ech n iq u es

A s so ciati o n C o m p letio n C o n s tru ctio n Ex p r es s iv e C h o ic e /

T e c h n iq u e s T e c h n iq u e s T e c h n iq u e s T ech n iq u es O rd erin g

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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

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 Observation
Observation involves
metho
viewing and
recording
d groups, organizations or events in a
individuals,
scientific manner in order to collect valuable
data related to the topic under study.

Method format:
• Standardized and structured

• Non-standardized and unstructured

Wednesday, April 19, 2017 Prpared By : Prof.Devrshi Upadhayay SLIDE 2-1
RESEARCH CONCEPTS AND
 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.

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Content Analysis
Universe
• Word of content

• Theme

• Character

• Space measures

• Time measures

• Item

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 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.

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 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.

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 Types of Focus Group
• Two-way focus group
• Dual moderator group
• Fencing moderator group
• Friendship group
• Mini-groups
• Creativity groups
• Brand-obsessive groups
• Online focus groups
 Advantages Disadvantages

• Idea generation • Group dynamics

Fo cu s group discussions
• Group dyn a m ci s
• Scientific process
• Process advantage
• Statistical analysis
• Reliability & validity
• Moderator/investigator bias
 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

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 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

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 InterviewMethods

Telephone Personal
Interviewing Interviewing

Traditional Computer – In-Home Mall Computer –

Assisted Intercept Assisted

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• 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.

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