Qualitative Research

Qualitative research seeks out the ‘why’, not the ‘how’ of its topic through the analysis of unstructured information – things like interview transcripts and recordings, emails, notes, feedback forms, photos and videos. It doesn’t just rely on statistics or numbers, which are the domain of quantitative researchers.
Qualitative research is used to gain insight into people's attitudes, behaviours, value systems, concerns, motivations, aspirations, culture or lifestyles. It’s used to inform business decisions, policy formation, communication and research. Focus groups, in-depth interviews, content analysis and semiotics are among the many formal approaches that are used, but qualitative research also involves the analysis of any unstructured material, including customer feedback forms, reports or media clips.

Types of Qualitative Research
The main types of qualitative research include:
•Depth Interviews
1.Interview is conducted one-on-one, and lasts between 30 and 60 minutes
2.Best method for in-depth probing of personal opinions, beliefs, and values
3.Very rich depth of information
4.Very flexible
5.Probing is very useful at uncovering hidden issues
6.They are unstructured (or loosely structured)- this differentiates them from survey interviews in which the same questions are asked to all respondents
7.Can be time consuming and responses can be difficult to interpret
8.Requires skilled interviewers - expensive - interviewer bias can easily be introduced
9.There is no social pressure on respondents to conform and no group dynamics
10.Start with general questions and rapport establishing questions, then proceed to more purposive questions
11.Laddering is a technique used by depth interviewers in which you start with questions about external objects and external social phenomena, then proceed to internal attitudes and feelings
12.Hidden issue questioning is a technique used by depth interviewers in which they concentrate on deeply felt personal concerns and pet peeves
13.Symbolic analysis is a technique used by depth interviewers in which deeper symbolic meanings are probed by asking questions about their opposites
•Focus Groups
1.An interactive group discussion lead by a moderator
2.Unstructured (or loosely structured) discussion where the moderator encourages the free flow of ideas
3.Usually 8 to 12 members in the group who fit the profile of the target group or consumer but may consist of two interviewees (a dyad) or three interviewees (a triad) or a lesser number of participants (known as a mini-group)
4.Usually last for 1 to 2 hours
5.Usually recorded on video/DVD
6.May be streamed via a closed streaming service for remote viewing of the proceedings
7.The room usually has a large window with one-way glass - participants cannot see out, but the researchers can see in
8.Inexpensive and fast
9.Can use computer and internet technology for on-line focus groups
10.Respondents feel a group pressure to conform
11.Group dynamics is useful in developing new streams of thought and covering an issue thoroughly
•Projective Techniques
1.These are unstructured prompts or stimulus that encourage the respondent to project their underlying motivations, beliefs, attitudes, or feelings onto an ambiguous situation
2.They are all indirect techniques that attempt to disguise the purpose of the research
3.Examples of projective techniques include the followings:
Word association - say the first word that comes to mind after hearing a word - only some of the words in the list are test words that the researcher is interested in, the rest are fillers - is useful in testing brand names - variants include chain word association and controlled word association
Sentence completion - respondents are given incomplete sentences and asked to complete them
Story completion - respondents are given part of a story and are asked to complete it
Cartoon tests - pictures of cartoon characters are shown in a specific situation and with dialogue balloons - one of the dialogue balloons is empty and the respondent is asked to fill it in
Thematic apperception tests - respondents are shown a picture (or series of pictures) and asked to make up a story about the picture(s)
Role playing - respondents are asked to play the role of someone else - researchers assume that subjects will project their own feelings or behaviours into the role
Third-person technique - a verbal or visual representation of an individual and his/her situation is presented to the respondent - the respondent is asked to relate the attitudes or feelings of that person - researchers assume that talking in the third person will minimize the social pressure to give standard or politically correct responses
Random Probability Sampling
This type of qualitative research conducts random interviews within a defined universe, e.g. a city- to understand consumer behavior beyond basic age-gender variables.
Examples of random sample interviewing include telephone interviewing, mailing-questionnaire's/booklets, personal interviewing,
Consumer response for this type of qualitative research could be product usage, personal opinion, events and activities consumers participate in.
One key benefit of the random probability sampling technique is the ability to project your results as they are reflected back to or representative of your universe. For example how many consumers in a city are republican, democrat, independent, or indifferent.

Advantages of Qualitative Research
1.Build new theories
2.Examine complex questions that can be impossible with quantitative method
3.Uses subjective information
4.Deal with value-laden question
5.Not limited to rigidly definable variables
6.In-depth examination of Phenomena

Disadvantages of Qualitative Research
1.Subjectivity leads to procedural problem
2.Replicability is very difficult
3.Researcher bias is built in and unavoidable
4.In-depth, comprehensive approach to data gathering limits scope
5.Labor intensive and expensive
6.Not understood well by “classical” researchers

Criticism of Qualitative Research
"Qualitative studies are tools used in understanding and describing the world of human experience. Since we maintain our humanity throughout the research process, it is largely impossible to escape the subjective experience, even for the most seasoned of researchers. As we proceed through the research process, our humanness informs us and often directs us through such subtleties as intuition or 'aha' moments. Speaking about the world of human experience requires an extensive commitment in terms of time and dedication to process; however, this world is often dismissed as 'subjective' and regarded with suspicion. This paper acknowledges that small qualitative studies are not generalizable in the traditional sense, yet have redeeming qualities that set them above that requirement."

"A major strength of the qualitative approach is the depth to which explorations are conducted and descriptions are written, usually resulting in sufficient details for the reader to grasp the idiosyncrasies of the situation."

"The ultimate aim of qualitative research is to offer a perspective of a situation and provide well-written research reports that reflect the researcher's ability to illustrate or describe the corresponding phenomenon. One of the greatest strengths of the qualitative approach is the richness and depth of explorations and descriptions."

Classic Distinction between Qualitative and Quantitative
Qualitative Research
•Phenomenological
•Inductive
•Holistic
•Subjective/insider centered
•Process oriented
•Anthropological worldview
•Relative lack of control
•Goal: understand actor's view
•Dynamic reality assumed; "slice of life"
•Discovery oriented
•Explanatory

Quantitative Research
•Positivistic
•Hypothetico/deductive
•Particularistic
•Objective/outsider centered
•Outcome oriented
•Natural science worldview
•Attempt to control variables
•Goal: find facts & causes
•Static reality assumed; relative constancy in life
•Verification oriented
•Confirmatory