Presentation on topic :- Methods of

Qualitative Research Presented by :- Sangeeta Saini

M.Com (final)

671

Contents

Qualitative research.Methods of qualitative research.Direct methods.Indirect methods.Conclusion.

Qualitative research is research dealing with phenomena that are difficult or impossible to quantify mathematically , such as beliefs, meanings , attributes , and symbols. The qualitative method investigates the why and how of decision making , not just what , where and when.

Methods of

qualitative research

Direct method

Focus group

In –depth

interview

Indirect

methodProject

ive techniq

ues

Focus group

used to collect data

through group

interaction on topic

determine by

researcher

It comprises a small number of carefully

selected people who are recruited to a

group discussion on

their commonality of

experience.In it

usually small

group of people

usually 6 to 10.

It is led by

a trained modera

tor.

Focus group

interview is widely used by

many advertisin

g and research agencies.

Role of moderator

listen

Be alert

Be flexible

Keep control over

conversation

Encourage participation

of each respondent

Be attentive for non verbal

behavior

Understand fully the research

objectives

Applications of Focus group

Identify new uses for existing products and services.

Identify new advertising or packaging themes.

Diagnose competitors strengths and weaknesses.

Discover how others judge the uniqueness of your product or service.

In depth interview

A depth interview is a one on one interview between a researcher and respondent.The researcher ask many questions from respondent and researcher use these answers provided by respondent and turn them into related questions .Time duration :- from 30 minutes to 2 hours.

Techniques of in

depth interview

Laddering

In laddering , the line of

questioning proceeds from

product characteristics

to user characteristics.

Hidden test

Questioning

Hidden test questioning focus

on not just socially shared value but also

personal concern of a consumer.

Symbolic analysis

Symbolic attempts to analyze the

symbolic meanings consumers

associated with a product

What you think people feel about brand X ?

What do you feel about brand X personally ?

If brand X was an animal what would it be and why ?

Can lead to the question

This question in turn may lead to another question

Laddering question

Hidden test questioning

Symbolic analysis

Discussion on highly confidential or sensitive topics.

(personal finance)

When the respondent may not be able to express his / her true feelings in a group discussion

Applications of depth interview

Projective techniqueIn project techniques, respondents are asked to interpret the behavior of others.In interpreting the behavior of others , respondents indirectly project their own beliefs, attitudes, or feelings into a situation.

Word association technique

Completion technique

Construction technique

• It is simple technique devised by Galton in 1879.

• In this, respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind.

• Example :- Coca – Cola : beverage , thirst, fun , relaxation – respondents reveal valuable information regarding their attitudes and beliefs.

Completion technique

1.Sentence completion

technique

In this method , the respondent is asked to finish an incomplete sentence with the first thought that comes to his mind .

Example :-People who drink beer

are____________Most people smoke

because____________Cars

2. Story completion technique

In this method , respondents are given part of story enough to direct attention to a particular topic . They are required to give the conclusion in their own words.

Example :-Since Mr. Islam had received a large commission by check just before leaving

home for a holiday trip, he wanted to deposit it in an ATM, because ______________________________________________ but his friend Mr. Sumon told him that he should ____________________________ because ___________________________________________________________

Construction technique

Picture response technique

Cartoon test

1.Picture response technique

In this method , the respondent is shown a picture – either a line drawing, illustration or photograph , and asked to describe what is going on – or tell a story about what is illustrated.

2.Cartoon tests In the cartoon technique, the respondent is shown a comic – strip like cartoon with two characters in a conversion .While the speech of

one character is shown in his /her balloon , the other balloon is empty.The respondent is

Useful when required information cannot be accurately obtained by direct methods.

Used to test brand names

Measure attitude about particular products, brands, packages and advertising.

Applications of projective techniques

In short , we can say that qualitative research is used to

collect the data which cannot be collected directly with the help of

quantitative method of data collection. Qualitative research is only option to collect data about

feelings, thoughts , intentions and behaviors..

Thank you