DR

CHAPTER-6
D R D E E PA K C H AW L A

QUALITATIVE METHODS OF DATA COLLECTION

NEENA SONDHI

RESEARCH CONCEPTS AND

 SLIDE 6-1

Qualitative data collection methods

DR

Qualitative methods of data collection explore the

latent and the unconscious constructs through
D R D E E PA K C H AW L A

various means that are loosely structured and

require in-depth and closer exploration and
NEENA SONDHI

reporting of phenomena or behavior, which would

not be apparent through more structured methods.

RESEARCH CONCEPTS AND

 SLIDE 6-2

Classification of qualitative methods

DR

Qualitative Research
Procedures

Direct Indirect
D R D E E PA K C H AW L A

(Nondisguised) (Disguised)

Observation Focus Depth Content

NEENA SONDHI

Groups Interviews Analysis

Projective Sociometry New

Techniques

Association Completion Construction Expressive Choice /

Techniques Techniques Techniques Techniques Ordering

RESEARCH CONCEPTS AND

 SLIDE 6-3

Qualitative vs quantitative methods

DR

Research stage Qualitative Quantitative

Study objective Exploratory, investigative Definite, conclusive and

predictive
D R D E E PA K C H AW L A

Research design Loosely structured Structured, controlled

conditions
Sampling plan Small samples Large/representative
NEENA SONDHI

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

RESEARCH CONCEPTS AND

 SLIDE 6-4

Observation method
DR

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.
D R D E E PA K C H AW L A
NEENA SONDHI

Method format:
Standardized and structured

Non-standardized and unstructured

RESEARCH CONCEPTS AND

 SLIDE 6-5

Observation method
Level of respondent consciousness
DR

Disguised observation
Undisguised observation
D R D E E PA K C H AW L A

Observation setting
Natural environment
NEENA SONDHI

Simulated environment

Role of the human participant

Participating
Non-participating

RESEARCH CONCEPTS AND

 SLIDE 6-6

Mechanical observation method

Store scanners and store cameras
DR

Audio and people meters

D R D E E PA K C H AW L A

Psycho galvanometer
NEENA SONDHI

Oculometers

Pupilometers

Voice pitch meters

RESEARCH CONCEPTS AND

 SLIDE 6-7

Observation guide(sample sheet)

DR
D R D E E PA K C H AW L A
NEENA SONDHI

RESEARCH CONCEPTS AND

 SLIDE 6-8

Content Analysis
DR

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
D R D E E PA K C H AW L A

study.
NEENA SONDHI

Material studied is usually ex-post facto.

Study and analysis is, however, primary and problem

specific.

RESEARCH CONCEPTS AND

 SLIDE 6-9

Content Analysis
Universe of content
DR

Word

Theme
D R D E E PA K C H AW L A

Character
NEENA SONDHI

Space measures

Time measures

Item

RESEARCH CONCEPTS AND

 SLIDE 6-10

Content Analysis
Validating the findings
DR

Obtaining the analysis from multiple evaluators and cross validating

using the following formula
D R D E E PA K C H AW L A
NEENA SONDHI

Pr (a) = the relative observed agreement between the two raters
Pr (e) = the probability that this is due to chance.

If the two raters are in complete agreement then Kappa is =1. If there is
no agreement then Kappa=0, 0.21-0.40 is fair, 0.41-0.80 is good and
0.81-1.00 is considered as excellent.

RESEARCH CONCEPTS AND

 SLIDE 6-11

Focus group discussion

DR

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
D R D E E PA K C H AW L A

study.
NEENA SONDHI

It is essentially a sociological technique.

The group dynamics influence the individual to

respond in divergent ways.

RESEARCH CONCEPTS AND

 SLIDE 6-12

Key elements of focus group method

DR

Size: Ideal recommended size for a group discussion is

8 to 12 members.

Nature: Composition of the group should be homogenous-in

D R D E E PA K C H AW L A

terms of demographic and psychographic traits and

product/subject knowledge.
NEENA SONDHI

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.

RESEARCH CONCEPTS AND

 SLIDE 6-13

Key elements of
Focus Group discussion(FGD)
DR

Time period: usually recommended that the

discussion should take place in a single setting.
D R D E E PA K C H AW L A

Recording: human or mechanical recording of the

entire discussion.
NEENA SONDHI

Moderator: key conductor, might be a participant or a

non-participant.

RESEARCH CONCEPTS AND

 SLIDE 6-14

Key moderator skills

DR

Listening skills

Observation skills
D R D E E PA K C H AW L A
NEENA SONDHI

Flexibility of approach

Empathetic yet objectivity of conduction

Summary and closure approach

RESEARCH CONCEPTS AND

 SLIDE 6-14

Planning & Conducting FGDs

DR

Define the research objective(s) requiring discussion

Split and bulleted into information areas

D R D E E PA K C H AW L A
NEENA SONDHI

Identifying the respondent screening/selection criteria

Conducting the FGD

Summarizing the findings of the FGD

RESEARCH CONCEPTS AND

 SLIDE 6-15

Stages in group formation

DR
D R D E E PA K C H AW L A
NEENA SONDHI

RESEARCH CONCEPTS AND

 SLIDE 6-15

Sample FGD guide

DR
D R D E E PA K C H AW L A
NEENA SONDHI

RESEARCH CONCEPTS AND

 SLIDE 6-15

Types of focus groups

Two-way focus group

DR

Dual moderator group

Fencing moderator group

D R D E E PA K C H AW L A

Friendship group
NEENA SONDHI

Mini-groups

Creativity groups

Brand-obsessive groups

Online focus groups

RESEARCH CONCEPTS AND

 SLIDE 6-15

Focus group discussions

DR

Advantages Disadvantages

Idea generation
D R D E E PA K C H AW L A

Group dynamics
NEENA SONDHI

Group dynamics Scientific process

Process advantage Statistical analysis

Reliability & validity Moderator/investigator bias

RESEARCH CONCEPTS AND

 SLIDE 6-16

Personal interview method

DR

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
D R D E E PA K C H AW L A

highly structured
NEENA SONDHI

Typical Usage:
Problem definition
Exploratory research
Primary data collection

RESEARCH CONCEPTS AND

 SLIDE 6-17

Conducting the personal interview

DR

Stating the interview objective

D R D E E PA K C H AW L A

Identifying the interview guidelines: unstructured,

semi-structured or structured.
NEENA SONDHI

Screening the interviewees

Analysis and interpretation of interview data

RESEARCH CONCEPTS AND

 SLIDE 6-18
Sample interview guide
DR
D R D E E PA K C H AW L A
NEENA SONDHI

RESEARCH CONCEPTS AND

 SLIDE 6-18

Categorization of personal interviews

DR

Interview Methods
D R D E E PA K C H AW L A

Telephone Personal
Interviewing Interviewing
NEENA SONDHI

Traditional Computer – In-Home Mall Computer –

Assisted Intercept Assisted

RESEARCH CONCEPTS AND

 SLIDE 6-19

Categorization of personal interviews

DR

Personal methods: these include at-home

interviews, mall-intercept interviews, computer
assisted personal interviews.
D R D E E PA K C H AW L A
NEENA SONDHI

Telephone methods: these include traditional

telephonic interviews, computer assisted
telephonic interviews.

RESEARCH CONCEPTS AND

 SLIDE 6-20

Projective techniques
DR

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
D R D E E PA K C H AW L A

and attitudes on to this object .

NEENA SONDHI

Association techniques
Completion techniques
Construction techniques
Choice or ordering techniques
Expressive techniques

RESEARCH CONCEPTS AND

 SLIDE 6-21

Sociometric analysis
DR

Sociometry involves measuring the choice,

communication and interpersonal relations of people in
different groups. The computations made on the basis
of these choices indicate the social attraction and
D R D E E PA K C H AW L A

avoidance in a group.
NEENA SONDHI

Sociometric measures
Sociometric indices

Sociometric matrix

Sociogram

RESEARCH CONCEPTS AND

 SLIDE 6-22

Sociometric matrix(team choices)

DR

Nimit Shanti Pooja Ravdeep Asmit Rini

Nimit 0 1 1 0 0 0
Shanti 1 0 0 0 1 0
D R D E E PA K C H AW L A

Pooja 1 1 0 0 0 0
Ravdeep 0 1 0 0 1 0
Asmit 0 1 0 0 0 1
Rini 0 1 0 0 1 0
NEENA SONDHI

∑ 2 5 1 0 2 1

RESEARCH CONCEPTS AND

 D R D E E PA K C H AW L A DR
NEENA SONDHI

RESEARCH
CONCEPTS AND
END OF CHAPTER