SlideShare a Scribd company logo
2
Most read
11
Most read
23
Most read
Presentation on topic
:- Methods of
Qualitative Research
Presented by :- Sangeeta Saini
M.Com (final)
671
Contents
Qualitative research.
Methods of
qualitative research.
Direct methods.
Indirect methods.
Qualitative research is research
dealing with phenomena that are
difficult or impossible to quantify
mathematically , such as beliefs,
meanings , attributes , and symbols.
The qualitative method investigates
the why and how of decision making
Methods
of
qualitative
research
Direct
method
Focus
group
In –
depth
intervie
w
Indirec
t
method
Project
ive
techniq
ues
methods of qualitative research
Focus
group
collect data
through
group
interaction
on topic
determine
by
researcher
It comprises a
small number
of carefully
selected
people who are
recruited to a
group
discussion on
their
commonality of
experience.
In it
usually
small
group of
people
usually 6
It is
led by
a
trained
modera
Focus
group
interview
is widely
used by
many
advertisin
g and
research
agencies.
Role of
moderator
listen
Be alert
Be flexible
Keep control
over
conversation
Encourage
participation
of each
respondent
Be attentive
for non
verbal
behavior
Understand
fully the
research
objectives
Applications of Focus group
Identify new uses for existing
products and services.
Identify new advertising or
packaging themes.
Diagnose competitors strengths and
weaknesses.
Discover how others judge the
uniqueness of your product or
service.
In depth interview
A depth interview is a one on
one interview between a
researcher and respondent.
The researcher ask many
questions from respondent and
researcher use these answers
provided by respondent and turn
them into related questions .
Time duration :- from 30
minutes to 2 hours.
Techniques of in
depth interview
Laddering
In laddering , the
line of
questioning
proceeds from
product
characteristics
to user
Hidden
test
Questioni
ng
Hidden test
questioning focus
on not just
socially shared
value but also
personal concern
Symbolic
analysis
Symbolic attempts
to analyze the
symbolic meanings
consumers
associated with a
product
What you think people feel about brand X ?
What do you feel about brand X personally ?
If brand X was an animal what would it be
and why ?
Can lead to the
question
This question in turn may lead to
another question
Laddering
question
Hidden test
questioning
Symbolic
analysis
Discussion on highly confidential or sensitive
topics.
(personal finance)
When the respondent may not be able to
express his / her true feelings in a group
discussion
Applications of depth interview
Projective technique
In project techniques,
respondents are asked to
interpret the behavior of
others.
In interpreting the
behavior of others ,
respondents indirectly
project their own beliefs,
attitudes, or feelings into
Word
association
technique
Completion
technique
Construction
technique
• It is simple technique
devised by Galton in 1879.
• In this, respondents are
presented with a list of
words one at a time and
asked to respond to each
with the first word that
comes to mind.
• Example :- Coca – Cola :
beverage , thirst, fun ,
relaxation – respondents
reveal valuable information
regarding their attitudes
and beliefs.
Completion technique
1.Sentence completion
technique
In this method , the respondent
is asked to finish an
incomplete sentence with the
first thought that comes to
his mind .
Example :-
People who drink beer
are____________
Most people smoke
because____________
2. Story completion technique
In this method , respondents are
given part of story enough to direct
attention to a particular topic . They
are required to give the conclusion
in their own words.
Example :-
Since Mr. Islam had received a large commission by check just before leaving
home for a holiday trip, he wanted to deposit it in an ATM, because
______________________________________________ but his friend Mr.
Sumon told him that he should ____________________________ because
___________________________________________________________
Construction technique
Picture
response
technique
Cartoon
test
1.Picture response technique
In this method , the
respondent is shown a
picture – either a line
drawing, illustration or
photograph , and asked
to describe what is going
on – or tell a story about
what is illustrated.
2.Cartoon tests
In the cartoon
technique, the
respondent is shown a
comic – strip like
cartoon with two
characters in a
conversion .
While the speech of
one character is shown
in his /her balloon , the
other balloon is empty.
Useful when required information cannot be accurately obtained by direct methods.
Used to test brand names
Measure attitude about particular products, brands, packages and advertising.
Applications of projective techniques
In short , we can say that
qualitative research is used to
collect the data which cannot be
collected directly with the help of
quantitative method of data
collection. Qualitative research is
only option to collect data about
feelings, thoughts , intentions and
behaviors..
Thank you

More Related Content

PPT
Qualitative Research Methods
PDF
Qualitative research
PPT
Qualitative research techniques
PPT
05 qualitative research
ODP
Survey Design
PPTX
Marketing research exploratory research using qualitative and observation me...
PDF
Shs applied research-1-cg
PPTX
Data and data collection in qualitative research
Qualitative Research Methods
Qualitative research
Qualitative research techniques
05 qualitative research
Survey Design
Marketing research exploratory research using qualitative and observation me...
Shs applied research-1-cg
Data and data collection in qualitative research

What's hot (20)

DOCX
RESEARCH METHODOLOGY
PPTX
Quanti vs quali research
PPTX
Descriptive and interpretive approaches to qualitative research
DOC
Writing a thesis report
DOC
Differences between qualitative
PPT
Qual&quantitative research
PPT
Qualitative and Quantative
DOC
Note 3. Qualitative Research Vs Quantitative Research
PPT
Research design ii
PPT
Research approaches and methods
PPTX
Qualitative research process
PPT
Research design & secondary data
PPTX
case study methods and survey method by shafeek
PPT
20100820080807 lecture 3 (qualitative & quantitaive
PPTX
Qualitative research
PDF
Tools of Education Research- Dr. K. Thiyagu
PPTX
Media research methods
PPTX
Qualitative research techniques
PPTX
Qualitative research
PPTX
All about research
RESEARCH METHODOLOGY
Quanti vs quali research
Descriptive and interpretive approaches to qualitative research
Writing a thesis report
Differences between qualitative
Qual&quantitative research
Qualitative and Quantative
Note 3. Qualitative Research Vs Quantitative Research
Research design ii
Research approaches and methods
Qualitative research process
Research design & secondary data
case study methods and survey method by shafeek
20100820080807 lecture 3 (qualitative & quantitaive
Qualitative research
Tools of Education Research- Dr. K. Thiyagu
Media research methods
Qualitative research techniques
Qualitative research
All about research
Ad

Similar to methods of qualitative research (20)

PPTX
Chap# 5 marketing research 1 (2) copy
PPT
Sdk projection
PPTX
Data collection
PPTX
Interview method in research
PDF
Các phương pháp nghiên cứu thị trường - Market research methods
PPTX
Qualitative research
PPT
Qualitative research technique
PPTX
QUALITATIVE DATACOLLECTION METOHDS - statistic.pptx
PPT
Interviews methods
PPT
what is In depth interview
PPT
Qualitative research
PPTX
Introduction qualitative research_methodology_with_animation_fmic
PPTX
Lecture 8 data gathering the right tools for the right job
PPTX
ankit ppt qualitative research.pptx
PPTX
Qualitative reseach interviews.
PPT
Qualitative
PDF
QUALITATIVE RESEARCH AND MIXED METHODS.pdf
PDF
Research in stenden masters 2014
PPTX
Interview method in research
PDF
InHouse Training 141114
Chap# 5 marketing research 1 (2) copy
Sdk projection
Data collection
Interview method in research
Các phương pháp nghiên cứu thị trường - Market research methods
Qualitative research
Qualitative research technique
QUALITATIVE DATACOLLECTION METOHDS - statistic.pptx
Interviews methods
what is In depth interview
Qualitative research
Introduction qualitative research_methodology_with_animation_fmic
Lecture 8 data gathering the right tools for the right job
ankit ppt qualitative research.pptx
Qualitative reseach interviews.
Qualitative
QUALITATIVE RESEARCH AND MIXED METHODS.pdf
Research in stenden masters 2014
Interview method in research
InHouse Training 141114
Ad

More from sangeeta saini (20)

PPTX
shut down or continue decision
PPTX
methods of sales force compensation
PPTX
web based advertising or online advertising
PPTX
organisational change: its forces, factor affecting and its types
PPTX
Statistics
PPTX
development banks
PPTX
poisson distribution
PPTX
lease accounting and its types
PPTX
working capital
PPTX
concentration and integration strategies
PPTX
international monetary fund
PPTX
human resource mgt. and its nature and objectives
PPTX
channels of distribution
PPTX
marginal and absorption costing
PPTX
provisions and restrictions of buy back of shares
PPTX
law of variable proportion
PPTX
competition act, 2002
PPTX
organisation behaviour and its scope
PPTX
worker participation in management
PPTX
financial restructuring
shut down or continue decision
methods of sales force compensation
web based advertising or online advertising
organisational change: its forces, factor affecting and its types
Statistics
development banks
poisson distribution
lease accounting and its types
working capital
concentration and integration strategies
international monetary fund
human resource mgt. and its nature and objectives
channels of distribution
marginal and absorption costing
provisions and restrictions of buy back of shares
law of variable proportion
competition act, 2002
organisation behaviour and its scope
worker participation in management
financial restructuring

Recently uploaded (20)

PDF
Chapter 2 Heredity, Prenatal Development, and Birth.pdf
PDF
RMMM.pdf make it easy to upload and study
PDF
Supply Chain Operations Speaking Notes -ICLT Program
PPTX
Cell Structure & Organelles in detailed.
PDF
The Lost Whites of Pakistan by Jahanzaib Mughal.pdf
PDF
Yogi Goddess Pres Conference Studio Updates
PPTX
Microbial diseases, their pathogenesis and prophylaxis
PDF
A GUIDE TO GENETICS FOR UNDERGRADUATE MEDICAL STUDENTS
PDF
GENETICS IN BIOLOGY IN SECONDARY LEVEL FORM 3
PDF
grade 11-chemistry_fetena_net_5883.pdf teacher guide for all student
PDF
OBE - B.A.(HON'S) IN INTERIOR ARCHITECTURE -Ar.MOHIUDDIN.pdf
PDF
Black Hat USA 2025 - Micro ICS Summit - ICS/OT Threat Landscape
PPTX
Orientation - ARALprogram of Deped to the Parents.pptx
PPTX
Lesson notes of climatology university.
PPTX
1st Inaugural Professorial Lecture held on 19th February 2020 (Governance and...
PDF
3rd Neelam Sanjeevareddy Memorial Lecture.pdf
PDF
Classroom Observation Tools for Teachers
PDF
Computing-Curriculum for Schools in Ghana
PDF
Trump Administration's workforce development strategy
PDF
O7-L3 Supply Chain Operations - ICLT Program
Chapter 2 Heredity, Prenatal Development, and Birth.pdf
RMMM.pdf make it easy to upload and study
Supply Chain Operations Speaking Notes -ICLT Program
Cell Structure & Organelles in detailed.
The Lost Whites of Pakistan by Jahanzaib Mughal.pdf
Yogi Goddess Pres Conference Studio Updates
Microbial diseases, their pathogenesis and prophylaxis
A GUIDE TO GENETICS FOR UNDERGRADUATE MEDICAL STUDENTS
GENETICS IN BIOLOGY IN SECONDARY LEVEL FORM 3
grade 11-chemistry_fetena_net_5883.pdf teacher guide for all student
OBE - B.A.(HON'S) IN INTERIOR ARCHITECTURE -Ar.MOHIUDDIN.pdf
Black Hat USA 2025 - Micro ICS Summit - ICS/OT Threat Landscape
Orientation - ARALprogram of Deped to the Parents.pptx
Lesson notes of climatology university.
1st Inaugural Professorial Lecture held on 19th February 2020 (Governance and...
3rd Neelam Sanjeevareddy Memorial Lecture.pdf
Classroom Observation Tools for Teachers
Computing-Curriculum for Schools in Ghana
Trump Administration's workforce development strategy
O7-L3 Supply Chain Operations - ICLT Program

methods of qualitative research

  • 1. Presentation on topic :- Methods of Qualitative Research Presented by :- Sangeeta Saini M.Com (final) 671
  • 2. Contents Qualitative research. Methods of qualitative research. Direct methods. Indirect methods.
  • 3. Qualitative research is research dealing with phenomena that are difficult or impossible to quantify mathematically , such as beliefs, meanings , attributes , and symbols. The qualitative method investigates the why and how of decision making
  • 6. Focus group collect data through group interaction on topic determine by researcher It comprises a small number of carefully selected people who are recruited to a group discussion on their commonality of experience. In it usually small group of people usually 6 It is led by a trained modera Focus group interview is widely used by many advertisin g and research agencies.
  • 7. Role of moderator listen Be alert Be flexible Keep control over conversation Encourage participation of each respondent Be attentive for non verbal behavior Understand fully the research objectives
  • 8. Applications of Focus group Identify new uses for existing products and services. Identify new advertising or packaging themes. Diagnose competitors strengths and weaknesses. Discover how others judge the uniqueness of your product or service.
  • 9. In depth interview A depth interview is a one on one interview between a researcher and respondent. The researcher ask many questions from respondent and researcher use these answers provided by respondent and turn them into related questions . Time duration :- from 30 minutes to 2 hours.
  • 10. Techniques of in depth interview Laddering In laddering , the line of questioning proceeds from product characteristics to user Hidden test Questioni ng Hidden test questioning focus on not just socially shared value but also personal concern Symbolic analysis Symbolic attempts to analyze the symbolic meanings consumers associated with a product
  • 11. What you think people feel about brand X ? What do you feel about brand X personally ? If brand X was an animal what would it be and why ? Can lead to the question This question in turn may lead to another question Laddering question Hidden test questioning Symbolic analysis
  • 12. Discussion on highly confidential or sensitive topics. (personal finance) When the respondent may not be able to express his / her true feelings in a group discussion Applications of depth interview
  • 13. Projective technique In project techniques, respondents are asked to interpret the behavior of others. In interpreting the behavior of others , respondents indirectly project their own beliefs, attitudes, or feelings into
  • 15. • It is simple technique devised by Galton in 1879. • In this, respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind. • Example :- Coca – Cola : beverage , thirst, fun , relaxation – respondents reveal valuable information regarding their attitudes and beliefs.
  • 16. Completion technique 1.Sentence completion technique In this method , the respondent is asked to finish an incomplete sentence with the first thought that comes to his mind . Example :- People who drink beer are____________ Most people smoke because____________
  • 17. 2. Story completion technique In this method , respondents are given part of story enough to direct attention to a particular topic . They are required to give the conclusion in their own words. Example :- Since Mr. Islam had received a large commission by check just before leaving home for a holiday trip, he wanted to deposit it in an ATM, because ______________________________________________ but his friend Mr. Sumon told him that he should ____________________________ because ___________________________________________________________
  • 19. 1.Picture response technique In this method , the respondent is shown a picture – either a line drawing, illustration or photograph , and asked to describe what is going on – or tell a story about what is illustrated.
  • 20. 2.Cartoon tests In the cartoon technique, the respondent is shown a comic – strip like cartoon with two characters in a conversion . While the speech of one character is shown in his /her balloon , the other balloon is empty.
  • 21. Useful when required information cannot be accurately obtained by direct methods. Used to test brand names Measure attitude about particular products, brands, packages and advertising. Applications of projective techniques
  • 22. In short , we can say that qualitative research is used to collect the data which cannot be collected directly with the help of quantitative method of data collection. Qualitative research is only option to collect data about feelings, thoughts , intentions and behaviors..