Topic

QUALITATIVE RESEARCH,CONCEPT,
CHARACTERSTICS AND ADVANTAGE

BY: MOHIT KUMAR ATTRI

ROLL NO. 07.
SESSION 2015-17
M.ED SEM 2ND

Qualitative Research
Qualitative research is an interdisciplinary,
transdisciplinary, and sometimes counterdisciplinary field.
It crosses the humanities and the social and physical
sciences. Qualitative research is many things at the same
time. It is multiparadigmatic in focus. Its practitioners
are sensitive to the value of the multimethod approach.
They are committed to the naturalistic perspective, and to
the interpretative understanding of human experience. At
the same time, the field is inherently political and shaped
by multiple ethical and political positions.

Qualitative Research

Qualitative Researchinvolves finding out what

people think, and how they feel - or at any rate,
what they say they think and how they say they
feel. This kind of information is subjective. It
involves feelings and impressions, rather than
numbers

Qualitative Research

Qualitative research involves the studied use and

collection of a variety of empirical materials - case study,
personal experience, introspective, life story, interview,
observational, historical, interactional, and visual texts-that
describe routine and problematic moments and meanings
in individuals lives.

Deploy a wide range of interconnected methods, hoping

always to get a better fix on the subject matter at hand.

Popularity of Qualitative
Research
Usually

much cheaper than quantitative

research
No better way than qualitative research to
understand in-depth the motivations and
feelings of consumers
Qualitative research can improve the
efficiency and effectiveness of quantitative
research

Limitations of Qualitative
Research

Marketing successes and failures are based on small

differences in the marketing mix.
Qualitative research doesnt distinguish these differences
as well as quantitative research can.
Not representative of the population that is of interest to
the researcher
The multitude of individuals who, without formal training,
profess to be experts in the field

Qualitative Research as a
Process
Theory
Method
Analysis
All three interconnect to define the
qualitative research process

Qualitative Data Collection Techniques

In depth Interviewing
Focus Groups
Participant Observations
Ethnographic Studies
Projective Techniques

Characteristics of
Qualitative Research

Qualitative Research is an umbrella covering several

forms of inquiry that help us understand and explain the
meaning of social phenomena with as little
disruption to
the natural setting as possible.

Naturalistic inquiry

Participant
observation

Interpretative research

Field study

Inductive research

Case study

Ethnography

Qualitative Researchers

Qualitative researchers are interested in

understanding the meaning people have
constructed.

It is assumed that meaning is mediated

through the investigators own perceptions.

Qualitative research is an effort to understand

situations in their uniqueness as part of a
particular context and the interactions.

A second characteristic of all forms of

qualitative research is that the researcher is
the primary instrument for data collection
and analysis.

A third characteristic of qualitative research

is that it usually involves fieldwork. The
researcher must go to the people, setting,
site, institution, in order to observe behavior
in its natural setting.

A fourth characteristic of qualitative

research is that is uses an inductive research
strategy. This type of research builds
abstractions, concepts, hypothesis, or
theories rather than tests existing theory.

Typically qualitative findings are in the

form of themes, categories, concepts or
tentative hypotheses or theories.

The product of a qualitative study is richly

descriptive.

ADVANTAGES OF QUALITATIVE RESEARCH

Data based on the participants own

categories of meaning
Useful for studying a limited number of
cases in depth
Useful for describing complex
phenomena
Provides individual case information
Can conduct cross-case comparisons and
analysis

Provides understanding and description of

peoples personal experiences of
phenomena (i.e., the emic or insiders
viewpoint)

THANKS.