Session by

Dr. Sandeep Bhanot

Email id: bhanot.sandeep@gmail.com

Contact numbers: 8928042791, 9324557290
 Advanced Workshop on Qualitative
Research Methodology Approved by
ATAL AICTE FDP
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.
Classification of qualitative methods
Qualitative Research
Procedures

Direct Indirect
(Nondisguised) (Disguised)

Observation Focus Depth Content

Groups Interviews Analysis

Projective Sociometry New

Techniques

Association Completion Construction Expressive Choice /

Techniques Techniques Techniques Techniques Ordering
 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
 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.
 Acquaintance: It is 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.
I
 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
Sample FGD guide
 Focus group discussions
Advantages Disadvantages

Idea generation  Group dynamics

Group dynamics  Scientific process

Process advantage  Statistical analysis

 Moderator/investigator
Reliability & validity

bias
THANK YOU