Qualitative Research- All You Need to Know
All market researches work with the idea that the qualitative and quantitative aspects of research cannot be seen as two separate entities or contradictions but have to work together in a complementary manner for proper research output. Qualitative research serves as a preparation or as an addition to quantitative research in all territories. Read on to know more about qualitative research and its many modes of data collection.
The qualitative research data collection process is aimed at creating a detailed picture that determines why people act in certain ways and how they feel about these actions. There are many advantages as well as disadvantages to the method of qualitative data analysis.
Advantages of Qualitative Data Analysis:-
Provides Detail and Depth- it records attitudes, behaviour and feelings and thus looks deeper than just analyzing numbers, ranks and counts.Creates Openness- People choose to respond to queries that they are interested in on topics that they earlier may not have considered important or relevant.Simulates Individual Experiences- It is possible through this method to create a detailed picture bout the actions of people in certain situations and surroundings.Pre-Judgements are Avoided- Data collected can be co-related by analyzing quantitative data to understand particular responses.
Disadvantages of Qualitative Data Analysis:-
Number of People Studied is Less- smaller sample sizes are studied as this process is more time consuming and uses a lot of time, staff and budget.Difficult to Generalize- since fewer people are studied it is impossible to generalize the results to the study group. Instead of percentages, exact numbers are reported.Systematic Comparisons are Difficult- This is because people might end up giving widely differing responses that may be highly subjective.Highly Dependent on Researcher Skills- This is true specially when interviews are being conducted and focus groups are observed.
Qualitative research data collection can be done in the following ways-
1) In Depth Interviews-
These include both individual interviews (e.g., one-on-one) as well as "group" interviews (including focus groups). The data can be recorded using different methods such as stenography, video recording, audio recording, written notes, etc.
2) Direct Observation-
This includes everything from field research to photographic evidence, etc. The observer does not directly query the respondent. Data can be recorded in the same way as in interviewing techniques.
3) Written Documents-
This refers to documents that already exist, not the transcripts of the interviews done during the research. It can include books, websites, memos, annual reports, etc. Usually written documents are analyzed with some form of content analysis.
Impetus Research is one of the leading market research agencies in India that specializes in analyzing quantitative data, qualitative research data collection, and many other techniques that are essential for perfect market research. Check out our complete range of services at http://www.impetus-research.com. If you have any queries or thoughts related to market research techniques, methods, procedures and specifications, you can leave them in the comments section below and our team of specialists will respond at the earliest.
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