Qualitative research By ~ Prof. Rahul KumavatResearch - # Research is careful and organized study or gathering of information about a specific topic. It aims at finding answers to questions by implementing scientific procedures. Example of research - is a project where scientists try to find a cure for Covid-19. Example ~ Major reasons and causes of stock market crash - US, China , IndiaIdentify from the given sample Height , Weight , Age Score © Creative , Nice , Helpful , Ambitious , Polite , Fearless , Funny , FriendlyProduct Development ‘Quantitative Research Qualitative Research Process - teas © Qualitative Research “Entre ¥ tualy © Quantitative Research Y 60 Desp Y alate Y Saco Uedarstend Mate Dees Qualitative Research ~ Provides the insights and understan studying the behavior , motivation , moral, ethics ,values, perception, satisfaction of a target audience Quantitative Research ~ Quantify the data and generalizes the result from sample to target population. It quantify the data with numbers , mathematical calculation , Computation of data.Qualitative Research - * Qualitative research involves collecting and analysing non-numerical data (e.g, text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.Qualitative research is the opposite of quantitative research, which involves collecting and analysing numerical data for statistical analysis. Qualitative research is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, history, etc. ‘© E.g. ~ Marketing Research conducted to collect data regarding consumer's taste , preferences and choice, by analysing their buying behaviour is a qualitative research.Quantitative Research ‘© Quantitative research is expressed in numbers and graphs. It is used to test or confirm theories and assumptions. This type of research can be used to establish generalizable facts about a topic. ‘Common quantitative methods include experiments, observations recorded as numbers, and surveys with closed-ended questions. Example ~ Research carried out to know the sales of various toothpaste brands in a quarter by different companies of an industry , is a quantitative research.Qualitative Research (Ole them cer lcag) Prete Objectiveieee preter ert Inductive Reasoning Most of our snowstorms come from the north. I's starting to snow. This snowstorm must be coming from the north. Deductive Reasoning All dogs have ears; golden retrievers are dogs, therefore they have ears, Inductive reasoning takes you from the specificto the general, while in deductive reasoning, you make inferences by going frem general premises to-spectfic conclusions.Nature of Qualitative research Subjective - The observation drawn of two different researcher on same topic will be different. Eg. - New Collection liked by consumer Exploratory ~ Researcher may explore or discover the buying behavior of a consumer Unstructured - it is not fixed , exact or linear. Non -Statistical - Data is collected based on observation.Qualitative research methods © Observations: recording what you have seen, heard, or encountered in detailed field notes. ‘Interviews: personally asking people questions in one-on-one conversations. ‘* Focus groups: asking questions and generating discussion among a group of people. © Surveys: distributing questionnaires with open-ended questions. ‘In-depth Interview and Face to Face Interview ‘¢ Secondary research: collecting existing data in the form of texts, images, audio or video recordings, etcNeed — To understand consumer's mind 2.To account for difference in attitudes in international context. 3.To know more about things that cannot be easily measured Alt is a less structured method and more intense than questionnaire ~ based interview. 5.Listen to participants view.Characteristics - * Humanistic ~ it focuses on personal , subjective and experiential (observation or experience) basis of knowledge and practice. ‘Holistic - Overall approach on a subject matter. Interpretive - Trying to make sense of what they see and what they hear in a specific context. Reflexive ~ how their personal history and biography shape the questions.Limitations - Time Consuming process. 2.Cannot be analyzed mathematically 3.Required Careful thought of planning. 4.0pen ended 5.Depends on attitude , perception , judgement , behavior, 6.Cannot be validated T.Labor intensive process 8Subjectivity of a researcher 9.Lack of proper training to observers and investigators affects the quality of research.What is Research Ethics? ‘Research ethics provides guidelines for the responsible conduct of research. In addition, it educates and monitors scientists conducting research to ensure a high ethical standard #1) Honesty #2) Objectivity #3) Integrity 4) Carefulness 5) Openness #6) Respect for intellectual Property #7) Confidentialitylinking qualitative and quantitative research in one design « Integration is an intentional process by which the researcher brings quantitative and qualitative approaches together in a study. © Quantitative and qualitative data then become interdependent in addressing common research questions and hypotheses. ‘* Mixed methods research combines elements of quantitative research and qualitative research in order to answer your research question. Mixed methods can help you gain a more complete picture than a standalone quantitative or qualitative study, as it integrates benefits of both methods Mixed methods research is often used in the behavioural, health, and social sciences, especially in multidisciplinary settings and complex situational or societal researchTriangulation - * Triangulation is using more than one method to collect data on the same topic. It means using multiple datasets , methods , theories or investigators to address a research question . I's a research strategy that can help you enhance the variety and credibility of your findings «© Definition - Triangulation means that researchers take different perspectives on an issue under study or more generally speaking in answering research questions. Mr. A cleared UPSC exam. Confirmation of this information is taken from various sources.Types of Triangulation Denzin (1978) and Patton (1999) identified four types of triangulation Data aT Coe) Method ST Investigator Theory Pere vel ate} redData © Eg, ~ To understand the motivations behind co operative behavior you compile and analyze data from a sample of 130 US college students over a period of 8 months. Then you repeat the experiment with comparable samples in different regions worldwide. This data shows time place and personInvestigator - Investigate ‘For your behavioral data you involve to code your participants behaviors You provide them with training sessions and a manual to so the code behaviors the exact same way.Method — Design and data collection method In this you use different methods ,technique and tools to approach your research question Eg. - You recruit participants to perform team games in a behavioral controlled lab experiment and record observations. You also administer a survey to gather data about co operation on their daly lives.Theory - It means applying several different theoretical frameworks and concepts in your research. the use of multiple theories or hypotheses when examining a situation or phenomenon. Eg - Events in history are framed in theory.