Qualitative research is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem, and helps develop ideas or hypotheses for potential follow-up quantitative research. It is an exploratory social inquiry and research.
It is a non-numerical methodology and, therefore, does not retain empirical statistical significance. Data is collected and analyzed with very little technological intervention, other than traditional recording methods.
& relevant subjects
Define general research questions & select relevant areas of focus
Collect relevant dat
& write up findings
Initial data interpretation & analysis
In depth insight analysis of the data
The Interview Steps
Document and record the entire interview
Prepare for lengthy
last several hours)
Gather background information
The Interview Steps
One-on-one structured or semi-structured conversations with informants. Excellent for in-depth testing of research hypotheses and insights into the DNA & culture of the society. Provides access to otherwise inaccessible qualitative data. Provides ability to explore and probe responses.
Very expensive and time consuming. Respondents tend to be reluctant to share personal beliefs and information. Exposure to the possibility of interviewer bias. Cannot be used as verifiable quantitative data.
The Focus Group
mall, structured group meeting consisting of five to twenty participants, either from a target market segment or a cross-section of a value chain.
Usually, researchers assemble a demographically diverse group of participants.
The method: A guided discussion about a particular subject or product before its strategy is developed.
The focus group is also meant to provide ongoing feedback during ongoing situations such as political campaigns, television series, etc.
The Focus Group:
Pros & Cons
Ideal for ascertaining interest in abstract or new concepts. Excellent for pre-testing of ideas. Allows researchers to generate new research hypotheses. Allows exploration of new unobvious and unrelated topics as they arise.
Fear of small group bias & group-think. Trained moderators required. Data is insufficient to make major decisions. Respondents inhibitions may interfere. Reluctance to share personal beliefs in group setting.
A data collection method typically used in qualitative research.
Widely used in social anthropology and ethnology, less so in sociology, communication studies, human geography and social psychology. Requires constants data collection and the maintenance of a work log.
characteristics of the business or project that give it an advantage over others
characteristics of the business that place the business or project at a disadvantage relative to others
elements in the environment that the business or project could exploit to its advantage
elements in the environment that could cause trouble for the business or project