Qualitative ResearchResearch Methodology

Prepared By

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Manu Melwin JoyAssistant Professor

Ilahia School of Management Studies

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

Qualitative Research• Qualitative research is a

method of inquiry employed in many different academic disciplines, including in the social sciences and natural sciences, but also in market research, in business, and other contexts including service demonstrations by non-profits.

Qualitative Research• The aim of qualitative

research may vary with the disciplinary background, such as a psychologist seeking to gather an in-depth understanding of human behavior and the reasons that govern such behavior.

Qualitative Research• Qualitative methods

examine the why and how of decision making, not just what, where, when, or "who", and has a strong basis in the field of sociology to understand government and social programs, and is popular among political science, social work, and special education and education majors.

Qualitative Research• In the conventional view by

statisticians, qualitative methods produce information only on the particular cases studied (e.g., ethnographies paid for by governmental funds which may involve research teams), and any more general conclusions are considered propositions (informed assertions).

Unique features of qualitative Research

• Synergy among respondents, as they build on each other’s comments and ideas.

• The dynamic nature of the interview or group discussion process, which engages respondents more actively than is possible in more structured survey.

Unique features of qualitative Research• The opportunity to probe

("Help me understand why you feel that way") enabling the researcher to reach beyond initial responses and rationales.

• The opportunity to observe, record and interpret non-verbal communication (i.e., body language, voice intonation) as part of a respondent’s feedback, which is valuable during interviews or discussions, and during analysis.

Problems of qualitative Research• More time consuming • Masses of data to

transcribe • More difficult to code

data • Not applicable to widely

dispersed social settings

Problems of qualitative Research• Generally only a case

study with limited applicability to other situations

• Usually gives only nominal level data, difficult to quantify

• Difficult to control for researcher bias