Qualitative and observational research

Manoj v. Nabil rai Suhas chandan Vidya nair

1

Qualitative Research
} Is

any research conducted using an observational technique or unstructured questioning. } Often viewed as a Soft-approach. Conducted:
} } }

when structured research is not possible, when true response may not be available [embarrassing touchy questions] to explain quantitative research results.

} Should

not be viewed as conclusive research. } Qualitative and quantitative research are complementary to each other.

Classification of Qualitative Research Procedures

Qualitative Research Procedures

Direct (Nondisguised)

Indirect (Disguised)

Focus Groups

Depth Interviews

Projective Techniques

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques

Advantages
Emphasises that human reason is supreme and that there is a single objective truth that can be discovered by science Encourages us to stress the function of objects, celebrate technology and to regard the world as a rational, ordered place with a clearly defined past, present and future

Disadvantages
Questions the assumptions of the positivist paradigm Argues that our society places too much emphasis on science and technology Argues that this ordered, rational view of consumers denies the complexity of the social and cultural world we live in Stresses the importance of symbolic, subjective experience

Observation Research A research method that does not involve personal interaction between interviewer and subject.

Observation Research
People Watching People
Types of Observation Research

Mystery Shoppers One-Way Mirrors

People Watching an Activity Machines Watching People

Audits

Traffic Counters Passive People Meter

Advantages
Advantages
1.

Eliminates bias from the interviewing process Does not relay on the respondent's willingness to provide data

2.

Disadvantages
1.

Data collection costs are high Subjective, unsolicited info is limited No insight on the problem that you didnt think to consider

2.

3.

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Thank you