Chapter 3: Qualitative Research Process

Lesson Plan
1. Qualitative vs quantitative research
2. Exploratory research and its purpose
3. Types of Exploratory research
4. Focus Group Discussion-Theory and
Practice
5. FGD: Practice
 1. Qualitative vs quantitative research

Qualitative research is subjective in nature.

Data cannot be quantified in the form of
numbers. For data collection, it uses non-
structured questioning techniques and involves
relatively small number of respondents. This
technique is intended to provide insight, or
understanding about a problem, particularly in
the beginning. Conclusive decision cannot be
taken. It is used for supplementing the
 Contd..
The purpose of quantitative research is to determine
the quantity or extent in the form of numbers. It is
characterized by more structured, larger and
representative respondent sample. It is used in
conclusive research process.
Qualitative research does not require using any
rigorous statistical method while in quantitative
research rigorous statistical methods are to be used.
Relatively more time & resources are required for
quantitative research, while for qualitative research,
less time and less manpower resources are
needed..
 2. Exploratory Research and its Purpose
In exploratory research, qualitative techniques are
used. Exploratory research is undertaken to
clarify ambiguous problems for defining the
nature of problems usually during the initial stage
of the research process. Further research is
needed to gain better understanding about the
various dimensions of the problem. It is not for
providing conclusive evidence but to clarify and
define the nature of problems. Exploratory
research is conducted with limited number of
respondents.
.
 Purpose

Three interrelated purposes: (i) diagnosing a situation, (ii)

screening alternatives, and (iii) discovering new ideas.
 Diagnosing a situation: It helps diagnose the dimensions of
problems for successive research projects. It provides some
orientation for management with which it has little
experience.
 Screening alternatives: When several alternatives arise but
the budget precludes investigating all possible options,
exploratory research may be used to determine the best one.
It can be used for concept testing.
 Discovering new ideas: Exploratory research is often used to
generate new ideas. Factory workers may have suggestions
for increasing production or improving safety. Consumers may
suggest new product ideas, etc.
 3. Type of Exploratory Research
Four types:
(i) Secondary data analysis: Preliminary review of data
collected by others for their purpose to clarify issues in the
early stage of a research effort.
(ii) Pilot studies: (a) in-depth interviews and (b) FGD. Pilot
study implies that some aspects of the research will be on
small scale. It generates primary data usually for qualitative
analysis.
(iii)Case studies: Extensive investigation of one or a few
situations similar to the problem the researchers intend to
undertake, and
(iv) Experience surveys: individuals who are knowledgeable or
experienced would be surveyed. It is quite informal;
discussions with knowledgeable persons can be organized;
 4.Focus Group Discussion

Introduction: With origin in Sociology, Focus

Group Discussions (FGDs) was widely used in
business research for more diverse research
application today.
FGD is one of the qualitative research techniques
characterized by the non-structured and small
sample features. These are intended to provide
initial insights, ideas, or understanding about a
problem. In ideal projects both techniques -
quantitative and qualitative, are used.
 
 Contd..
A focus group discussion involves a discussion leader
or moderator or facilitator who introduces a topic to a
group of participants and directs their discussion in a
non-structured and natural fashion based on group
dynamics.
Composition:
Number: The number of participants is 6-10
Homogeneity: FGD participants must be as
homogeneous as possible with respect to demographic
and socio-economic or other characteristics. It is
essential to get as much commonality as possible in a
group.
 Contd..
No of FGD groups: Not one but several focus groups should
be conducted to yield a rich reservoir of data, based on which
generalization is done.
 
Moderator: There is a moderator or facilitator who leads the
discussion. A note taker is also required for taking notes on
the important points of discussion. A cassette player can be
used to record the discussions.
 
Duration: An FGD session continues from one and a half to
two hours. To use the time productively, the moderator must
make the participants feel relaxed and comfortable with one
another as quickly as possible
 Role of a Moderator
Moderator’s role is crucial in FGD. He directs the
discussion, keeps it on tracks, motivates everyone to
participate and maintains group dynamics in the
discussion process. He must possess some skills:
• Kind but firm
• Permissiveness
• Involvement
• Incomplete understanding
• Encouragement
• Flexibility
• Sensitivity
 Type
•Face to face Focus Groups
•Telephone Focus Groups
•Online Focus Groups, and
•Videoconferencing Focus Groups
 Advantages
 

•Easiness: Relatively brief, easy to execute, and quick to

analyze;
•Richness of data: A well-conducted FGD can provide
numerous important insights about a topic/problem.
•Versatility: It can be used for gaining insight of a great
variety of problems. A number of techniques and stimuli
(product, or service, advertisement, etc.) can be used.
•Ability to study special respondents: FGD may be the only
feasible method for gathering data in certain situations
where one-to-one interviews are unproductive. For
example, children’s interview. Doctors and lawyers are
hard-to-interview, while in groups they are good.
•Less costly: It is less expensive and less time consuming.
 Disadvantages
• Not conclusive: FGD results are not conclusive,
but tentative
 
• Opportunity to misuse: Some of the strengths-
richness of data and impact on managers-can
turn into serious drawbacks when the technique
is used by careless researchers and managers.
 
• Data obtained from focus group discussions
are manually processed and compiled.