Qualitative Research Methods

Unit 1.2
What is qualitative research?
 What is Research?

• Christopher Columbus
• World is flat or sphere.
• Old civilizations (Taxila, MohenjoDaro, Harappa) KEYWORD???
• Online buying, Apps, riding services
Characteristics of Qualitative Research
• Natural settings
• Data richness
• Subjectivity
• Unique case orientation
• Context sensitivity
• Empathy by Researcher
• Iteration
Definition of Qualitative Research
• Qualitative Research involves an interpretive and
naturalistic approach to world.
• It study things in natural settings, attempting to make
sense of, or interpret, phenomenon in terms of
meaning people bring to them.

(Denzin & Lincoln,

2011)
Qualitative Research Methods

Unit 1.3
Why qualitative research is impor-
tant?
 Purpose of Qualitative Research
• Identification – Little is known about the phenomenon
• Exploration – new phenomenon being investigated
• Description – describing dimensions, variations,
meaning, importance of the phenomenon
• Explanation – How / why phenomenon exists

HR, ACCOUNTING & FINANCE, MARKETING,

SUPPLY CHAIN MANAGEMENT
Types of Questions

How has it
What is hap- When did it
come to hap-
pening? happen?
pen this way?
 Limitations of Qualitative Research
• Highly subjective ----- interpretation
• Generalizability is an issue
• Difficult to replicate
• Context specific
• Unique cases
Qualitative Research Methods

Unit 1.4
Quantitative vs Qualitative Research
Quantitative Qualitative
• Determine cause and effect / causal • Seek to explore a phenomenon.
relationship of a phenomenon.
• Instruments use more flexible, iterative
• Instruments use more rigid style of elicit-
style of eliciting and categorizing
ing and categorizing responses to ques-
tions
responses to questions

• Use highly structured methods such as • Use semi-structured methods such as

questionnaires, surveys, and struc- in-depth interviews, focus groups, and
tured observation participant observation
Quantitative Qualitative
• Sampling technique is randomization or • Sampling is non-probability or
probability non-randomization.

• Sample size is large. • Sample size is small.

• Hypothesis is tested (deductive)

• Hypothesis is generated (inductive)
Theory --- Hypotheses --- Confirm
Observation --- Pattern --- Theory
• Iteration leads to thematic analysis.
• Statistical precision of a conceptual
model
Quantitative Qualitative
• Numerical (obtained by assigning • Textual (obtained from , audiotapes,
numerical values to responses) videotapes, and field notes), words,
images

• Closed ended questions • Open-ended questions.

• Objectivity/ impartiality (nomothetic) • Subjectivity (idiographic)

Which method is better?
 Both quantitative and qualitative research methods are useful
and needed in business / management / social science or
any other field of interest.
 Both can be applied together (e.g. in mixed research methods)
in one study ---- Triangulation
 Selection of any one approach depends upon “research
questions” “researcher’s interest” and “researcher’s skills”.
Mixed method research
 It integrates the benefits of both.
 Gain both breadth and depth.
 Complete evidence.
 Complement each other.
 Credibility of results.
Qualitative Research Methods

Unit 1.5
Key resources in Qualitative Research
Books
Qualitative Inquiry Research Designs: Choosing among five approaches,
John W Creswell, Sage Publications

Doing Qualitative Research – A comprehensive Guide by David Silverman

and Amir Marvasti 2008, Sage Publications

Qualitative Research – Theory, Method and Practice Edited by David Sil-

verman, Sage Publications

Case Study Research by Robert K Yin, Sage Publications

 DISCUSSION FORUM:
Question # 1: Determine elements of subjectivity and objectivity in the following examples:
• Malala Yousufzai
• Indo-Pak Independence
• Retailing sector

Question # 2: How research can help a Regional Manager of J. Company in analysing the per-
formance of the outlets.

Justify your answer in the context of HR, Marketing, Supply Chain Management and
Finance/Accounting domain with at least 5 areas w.r.t qualitative research for each.
 DISCUSSION FORUM:
Question # 3: Differentiate Qualitative and Quantitative Research on the basis of following
parameters:
1. Purpose
2. Data collection sources
3. Sampling Technique
4. Sample Size
5. Generalizability
6. Research approach
7. Question Format
8. Data Format
9. Analysis
10. Instrument