QUALITATIVE

DATA
COLLECTION
● Qualitative data collection methods are exploratory in nature and are mainly
concerned with gaining insights and understanding on underlying reasons
and motivations . Qualitative data collection methods emerged after it has
become known that traditional quantitative data collection methods were
unable to express human feelings and emotions
● Monette et al(2010) credit qualitative methods with the acknowledgement of
abstraction and generalization . Polonsky and Waller (2011) categorize
vision , images, forms and structures in various media, as well as a spoken
and printed word, and recorded sound into qualitative data collection
methods.
● It is noted that "qualitative methods are often regarded as providing rich data
about real life people and situations and being more able to make sense of
behavior and to understand behavior within its wider context. However ,
qualitative research is often criticized for lacking generalizability , being too
reliant on the subjective interpretations of researchers and being incapable of
replication by subsequent researchers."
● Popular qualitative data collection
methods used in business studies include
interviews , focus groups, observations
and action research. Moreover , grounded
theory and document analysis can be also
used as data collection method in
qualitative studies . The main sources and
procedures associated with the most
popular qualitative methods are presented
on the table below as proposed by
Yamagata-Lynch (2010).
 Data collection approaches
for qualitative research usually
involves:
 direct interaction with
individuals on a one-to-one
basis;
or direct interaction with
individual in a group setting.
• Qualitative research data collection
methods are time consuming .
Therefore,data is usually collected from
a smaller sample than would be the
case for quantitative approaches . This
makes qualitative research more
expensive. The benefits of the
qualitative approach are that the
information is richer and has a deeper
insight into the phenomenon under
study.
● Qualitative data collection methods are
exploratory, and usually more focused
on gaining insights and understanding
the underlying reason by digging
deeper. Although quantitative data
cannot be qualified, measuring it or
analyzing it might become an issue .
Due to the lack of measurability,
qualitative data collection methods are
primarily unstructured or structured in
rare cases in some extent.
KINDS OF QUALITATIVE DATA
COLLECTION METHOD
 Structured
INTERVIEW  Semi-Structured
 Unstructured

Focus Group  Homogenous

DATA Discussion  Semi- structured

 Natural Setting
Observations  Detailed
Documentation
DATA COLLECTION METHODS
1. Interviews can be:
 This allows the discussion to
a. Unstructured cover areas in great details.
 Can be referred to as ‘depth’ or ‘in
depth’ interviews.  They involve the researcher
 Very little structure at all. wanting to know or find out
 Few topics just one or two more about a specific topic
 The interviewer may frame the without there being a
interview questions based on the structure or a preconceived
interviewee and his/ her pervious plan or expectation as to how
response. they will deal with the topic.
DATA COLLECTION METHODS
1. Interviews can be:
 The open-ended questions
b. Semi Structured helps the interviewer and the
 Sometimes called “focused interviewee to discuss some
interviews” topics sin detail.
 A series of open-ended questions
based on the topic areas the  This method gives the
researcher wants to cover. researcher the freedom to
 Series of broad questions to ask probe the interviewee to
and may have some prompts to elaborate new line of inquiry
help the interviewee. introduced by the
interviewee.
DATA COLLECTION METHODS
1. Interviews can be:
 A researcher needs to
c. Structured consider whether a
 The interviewer asks the questionnaire or structured
respondent the same questions in interview is more appropriate.
the same way.
 A tightly structure schedule is  If the interview schedule is
used. too tightly structured this may
 The questions may be phrased in not enable a phenomena
order that a limited range of under investigation to be
responses may be given. explored in either breadth or
depth.
 2. FOCUS GROUPS
 The use of Focus Groups is sometimes used when it is better to
obtain information from a group rather than individuals.

GROUP INTERVIEWS CAN BE USED IN:

a) Limited resources ( time and manpower)
b) The phenomena being researched requires a collective
discussion in order to understand the circumstances
behavior or opinions.
 2. FOCUS GROUPS

c.Greater insights may be

developed of the group dynamic
or cause and consequence.
 CHARACTERISTICS OF A FOCUS
GROUP

 Recommended size of the sample group is 6-10

people as smaller groups may limit the potential
on the amount of information collected. It may
make it difficult for all participants to participate
and interact and for the interviewer to be able to
make sense of the information given.
 CHARACTERISTICS OF A FOCUS
GROUP

 Several focus groups should be used in order to

get a more objective and macro view of the
investigation. The use of several groups will add
to this breadth and depth of information. A
minimum of three focus groups is recommended
for best practice approaches
 CHARACTERISTICS OF A FOCUS
GROUP

Members of the focus group

should have something in
common which is important to
the investigation.
 CHARACTERISTICS OF A FOCUS
GROUP

 Groups can either be put together or

existing groups. It is always useful to
be mindful of the group dynamics of
both situations.
THE AIM OF THE FOCUS GROUP IS TO
MAKE USE OF PARTICIPANTS’
FEELINGS, PERCEPTIONS AND
OPINIONS.
This method requires the
researcher to use a range of skills:

• Group skills
• Facilitating
• Moderating
• Listening/observing analysis
 3. Observations
Observation may take place in natural settings and
involves the researcher taking lengthy and
descriptive notes of what is happening. It is argued
that there are limits to the situations that can be
observed in their ‘natural’ settings and that the
presence of the research may lead to problems
with validity.
Limitations with observation include:

a. Change in people’s behavior when they know they

are being observed.
b. A ‘snapshot’ view of a whole situation
c. Think big brother…
d. The researcher may miss something while they are
watching and taking notes.
e. The researcher may make judgements of value
statements or misunderstand what has been observed.
Strengths of observation:

a. Can offer a flavor for what is happening.

b. Can give an insight into the bigger picture.
c. Can demonstrate sub-groups.
d. Can be used to assist in the design of the rest of
the research.
● Sometimes, the researcher becomes or needs to become a participant
observer, where they are taking part in the situation to be accepted and
further understand the workings of the social phenomenon.
● Observation can sometimes obtain more reliable information about
certain things. For instance, on how people actually behave (although
it may not find out the reasons for why they behave in a particular
way).
● Observation can also serve as a technique for verifying nullifying
information provided in face-to-face encounters. People or
environment can be observed. When the environment is researched, it
can provide valuable background information that may inform other
aspects of the research.
● Sometimes, the researcher becomes or needs to become a participant
observer, where they are taking part in the situation to be accepted and
further understand the workings of the social phenomenon.
● Observation can sometimes obtain more reliable information about
certain things. For instance, on how people actually behave (although
it may not find out the reasons for why they behave in a particular
way).
● Observation can also serve as a technique for verifying nullifying
information provided in face-to-face encounters. People or
environment can be observed. When the environment is researched, it
can provide valuable background information that may inform other
aspects of the research.
 TECHNIQUES FOR COLLECTING DATA
THROUGH OBSERVATION:
1. Written descriptions
a. The researcher makes written descriptions of the people,
situations, or environment.
b. Limitations include:
-Researchers might miss out on an observation as they are
taking notes.
-The researcher may be focused on a particular event or
situation.
-There is room for subjective interpretation of wat is
happening.
 TECHNIQUES FOR COLLECTING DATA
THROUGH OBSERVATION:
2. Video recording

a. Allows the researcher to also record notes.

b. Limitations may include people acting unnaturally

towards the camera or others avoiding
the camera.

c. The camera may not always see everything.

 TECHNIQUES FOR COLLECTING DATA
THROUGH OBSERVATION:
3.Photographs and artefacts

a. Useful when there is a need to collect observable

information or phenomena such as buildings,
neighborhoods, dress and appearance.

b. Artefacts include objects of significance like memorabilia,

instruments, tools, etc.
 TECHNIQUES FOR COLLECTING DATA
THROUGH OBSERVATION:
4. Documentation

Any and all kinds of documentation may

be used to provide information like a local
paper, information on a notice board,
administrative policies and procedures, etc.
previous research, even.
DATA COLLECTION PROCEDURE
 
The process of data collection follows the
identification of the sample. Data collection can take
the form of direct data or indirect data. Direct data
include recordable spoken or written words and
observable body language, actions and interactions.
Here, the interactions may be human-to-human or
human responses to inanimate objects such as a
hemodialysis machine.
 Whatever can be observed or communicated are
considered to be potential or actual data. This will occur
when considering the thoughts, feelings, experiences,
meaning of experience, responses, actions, interactions,
language, and processes of individuals and groups within
their social and/or cultural setting. It is this type of data that
sets the context of qualitative studies. Indirect data are
generated, in the first instance, by someone or something
else, such as with documents or photographs reporting an
event or an artistic rendition of an event or experience (e.g.
novels, songs, paintings, poems, photographs)
 There are skills required and involved in successful
qualitative research approaches which requires careful
consideration and planning.

Take note that a good quality qualitative research

involves:
 
•Thought
•Preparation
•The development of the interview schedule.
•Conducting and analyzing the interview data with care and
consideration.