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.
 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 are, however, primary and

problem specific.
 Content Analysis
Universe of content
 Word

 Theme

 Character

 Space measures

 Time measures

 Item
 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 & 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
 Types of focus groups
 Two-way focus group

 Dual moderator group

 Fencing moderator group

 Friendship Group

 Mini-groups

 Creativity groups

 Brand-obsessive groups

 Online focus groups

 Focus group discussions
Advantages Disadvantages

Idea generation  Group dynamics

Group dynamics  Scientific Process

Process advantage  Statistical analysis

 Moderator/investigator
Reliability & validity

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
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 interviews
Interview Methods

Telephone Personal
Interviewing Interviewing

Traditional Computer – In-Home Mall Computer –

Assisted Intercept Assisted
Categorization of personal interviews
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
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
Completion techniques
Construction techniques
Choice or ordering techniques
Expressive techniques
Thank You