Qualitative.ppt

7/29/2019 Qualitative.ppt

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Procedures of Primary data collection

Exploratory research techniques

1. Expert surveys

2. Pilot surveys

3. Secondary data analysis

4. Qualitative research


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A Classification of QualitativeResearch Procedures

AssociationTechniques

CompletionTechniques

ConstructionTechniques

ExpressiveTechniques

Direct (Nondisguised)

Indirect(Disguised)

Focus Groups Depth Interviews

Projective

Techniques

Qualitative ResearchProcedures


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Some more approaches used for Primary datacollection

Observation method :Observe a event, condition,people, behavior or process.

Communication method : Surveying people and

recording their response for analysis. This is also knownas survey method of data collection.


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Survey methods of obtaining information

(Interviews)

CATI - Computer assisted telephone interviewCAPI - Computer assisted personal interview

Traditional CATI

Telephone

In house

(Traditional)

Intercept CAPI

Personal

Traditional Electronic

Mail

survey method


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Survey methods are structured data collectionprocedures This involves administrating a formal questionnaire Questions are asked in pre assigned order

Telephone interviews Traditional CATI

Personal interviews In- house Mall intercepts

CAPI

Mail interviews Mailed questionnaire Electronic mails Internet interviews


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Factors to be considered for decision of surveychoice depend on the relative importance to thefollowing

Flexibility of data collection

Extent of interaction of the interviewer with the respondent

Clarification of questions/doubts Diversity of questions

Physical stimuli need for demonstration

Sample control choice of respondent

Control of environment demographic composition oftarget population, availability of mode ofcommunication


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Control over field workers

Data quantity

Response rate

Surety of anonymity confidentiality level

Sensitive information survey content- potentially

embarrassing Qs Interviewer bias

Speed How soon is the information required

Cost availability of funds


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Non Response : Complete

Partial

Steps to control non response Call back, weighting, substituting

Response Rate

Non response Error Error that occurs when non response differs from response

in a systematic way

Response Error Error that occurs when data reported differs from actual

data

respondent initiated

Interviewer bias


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Observation method of data collection (used indescriptive research)

Involves recording behavior patterns of people,

events for the phenomenon of interest

Structured verses unstructured observations

Observer directed on what to observe, how toobserve

Observer not instructed exactly on what to observe,how to observe

Disguised (indirect) verses undisguised (direct)

Respondents awareness on their being observed


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Natural verses contrived

Observing behavior as it takes place naturally inactual environment

Observing behavior as it takes place naturally in

artificial environment


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Behavioral observations

Non Verbal ( actions)

Linguistic analysis

Extra linguistic analysis (pitch,tone)

Spatial analysis

Non behavioral observations

Record analysis (content analysis)

Physical conditions analysis (Store audits) Physical process analysis (Traffic flow/density)


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Major procedures used in observational methods

Personal

observation

Mechanical

observation

Audit Content

analysis

Trace

analysis

Observation methods

l b


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Personal observation

Observer to observe the respondent

Mechanical observation

Mechanical devices used for observation

People meter

Pupil-o-meter

Eye tracking monitor

Psycho galvanometers

Voice pitch analysis

Audits

Physical audits

Content analysis

This is used when observational phenomenon iscommunication.It does objective and systematic analysis ofcontent

Trace analysis

Here the researcher plays the role of a detective

N i f S l i i l


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Next step is of Selecting an appropriate sample

Sampling

What is sampling

Need for sampling

Population and sample

Parameters and statistic

Sampling errors Using estimate Due to specific sampling procedure

Selection of a sample Sample should be precise(low standard

error),accurate,should be associated with a confidence level

Methods of sampling

Probability Sampling Methods Non Probabilit Sam lin Methods


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Sampling Methods

Simple Random sampling

Stratified sampling

Systemetic Sampling

Cluster sampling

Probability Sampling

Judgemental

convenience

Snowball

quota

Non probability Sampling

Sampling Methods


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TYPES OF DATA

Primary Data

Secondary Data

Documents

Qualitative.ppt