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CHAPTER-6
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QUALITATIVE METHODS OF DATA COLLECTION

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RESEARCH CONCEPTS AND

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Qualitative data collection methods

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Qualitative methods of data collection explore the

latent and the unconscious constructs through
various means that are loosely structured and
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require in-depth and closer exploration and

reporting of phenomena or behavior, which would
not be apparent through more structured methods.
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RESEARCH CONCEPTS AND

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Classification of qualitative methods

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RESEARCH CONCEPTS AND

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Qualitative vs quantitative methods

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Research stage Qualitative Quantitative

Study objective Exploratory, investigative Definite, conclusive and

predictive
Research design Loosely structured Structured, controlled
conditions
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Sampling plan Small samples Large/representative

samples
Type of approach Loosely structured Formatted & structured

Data analysis Textual and non-statistical Statistically tested and

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authenticated
Study deliverables Explanatory and supportive Conclusive and action
oriented

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Observation method
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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.
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Method format:
Standardized and structured
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Non-standardized and unstructured

RESEARCH CONCEPTS AND

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Observation method
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Level of respondent consciousness

Disguised observation
Undisguised observation

Observation setting
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Natural environment
Simulated environment

Role of the human participant

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Participating
Non-participating

RESEARCH CONCEPTS AND

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Mechanical observation method

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Store scanners and store cameras

Audio and people meters

Psycho galvanometer
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Oculometers

Pupilometers
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Voice pitch meters

RESEARCH CONCEPTS AND

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Observation guide(sample sheet)

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RESEARCH CONCEPTS AND

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Content Analysis
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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
study.
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Material studied is usually ex-post facto.

Study and analysis is, however, primary and problem

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specific.

RESEARCH CONCEPTS AND

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Content Analysis
Universe of content
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Word

Theme
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Character

Space measures
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Time measures

Item

RESEARCH CONCEPTS AND

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Content Analysis
Validating the findings
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Obtaining the analysis from multiple evaluators and cross

validating using the following formula
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 Pr (a) = the relative observed agreement between the two raters

 Pr (e) = the probability that this is due to chance.
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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

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Focus group discussion

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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.
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It is essentially a sociological technique.

The group dynamics influence the individual to

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respond in divergent ways.

RESEARCH CONCEPTS AND

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Key elements of focus group method

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 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
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product/subject knowledge.
 It is
 Acquaintance: recommended that the members in a group
should be strangers to each other.
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 Setting: Discussion setting should be neutral, informal and

comfortable.

RESEARCH CONCEPTS AND

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Key elements of
Focus Group discussion(FGD)
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Time period: usually recommended that the

discussion should take place in a single setting.

Recording: human or mechanical recording of the

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entire discussion.

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

non-participant.
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RESEARCH CONCEPTS AND

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Key moderator skills

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Listening skills

Observation skills
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Flexibility of approach

Empathetic yet objectivity of conduction

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Summary and closure approach

RESEARCH CONCEPTS AND

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Planning & Conducting FGDs

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Define the research objective(s) requiring discussion

Split and bulleted into information areas

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Identifying the respondent screening/selection criteria

Conducting the FGD

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Summarizing the findings of the FGD

RESEARCH CONCEPTS AND

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Stages in group formation

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RESEARCH CONCEPTS AND

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Sample FGD guide

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RESEARCH CONCEPTS AND

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Types of focus groups

 Two-way focus group
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 Dual moderator group

 Fencing moderator group

 Friendship group
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 Mini-groups

 Creativity groups

 Brand-obsessive groups
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 Online focus groups

RESEARCH CONCEPTS AND

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Focus group discussions

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Advantages Disadvantages
Idea generation  Group dynamics

Group dynamics  Scientific process

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 Statistical analysis
Process advantage

 Moderator/investigator
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Reliability & validity

bias

RESEARCH CONCEPTS AND

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Personal interview method

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

RESEARCH CONCEPTS AND

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Conducting the personal interview

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Stating the interview objective

Identifying the interview guidelines: unstructured,

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semi-structured or structured.

Screening the interviewees

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Analysis and interpretation of interview data

RESEARCH CONCEPTS AND

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Sample interview guide
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RESEARCH CONCEPTS AND

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Categorization of personal interviews

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RESEARCH CONCEPTS AND

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Categorization of personal interviews

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Personal methods: these include at-home

interviews, mall-intercept interviews, computer
assisted personal interviews.
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Telephone methods: these include traditional

telephonic interviews, computer assisted
telephonic interviews.
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RESEARCH CONCEPTS AND

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Projective techniques
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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
and attitudes on to this object .
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Association techniques
Completion techniques
Construction techniques
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Choice or ordering techniques

Expressive techniques

RESEARCH CONCEPTS AND

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Sociometric analysis
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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
avoidance in a group.
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Sociometric measures
Sociometric indices
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Sociometric matrix

Sociogram

RESEARCH CONCEPTS AND

 SLIDE 6-22

Sociometric matrix(team choices)

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RESEARCH CONCEPTS AND

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END OF CHAPTER
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RESEARCH CONCEPTS AND