Module - 3

Qualitative methods of Data Collection

PowerPoint Slides by
Mustafa Haider Maldar
KUD Kousali Institute of Management
Studies
 Chapter Outline
• Qualitative Research –
• Process of Qualitative Research
• Interviews
• Secondary data Analysis
• Experience Survey
• Focus Group
• Descriptive Studies
• Case Study
• Observation Methods
 Chapter Outline
• Questionnaire Design –
• Steps in Q.D. with examples for each step
• Rating Scales
 Qualitative Research
• Qualitative Research –
• Qualitative research involves collecting and
analyzing non-numerical data (e.g., text, video,
or audio) to understand concepts, opinions, or
experiences.
• It can be used to gather in-depth insights into a
problem or generate new ideas for research.
• This research is designed to inform researcher
how and why things happens.
 Qualitative Research
• Exploratory research replies on secondary
data.
• Results of these research are not usually
useful, but they provide insight.
• There are approaches adaptable for
exploratory investigations for management
questions.
 Qualitative Research
• Individual depth interview
• Participant observation
• Films , photographs and videotapes.
• Projective technique and psychological testing
• Case study
• Elite or expert interviewing
• Document analysis
 Qualitative Research
• Data collection and data analysis.
• Data collection stage – Array of techniques
includes focus groups, individual depth
interviews , case studies , action research
observation.
 Process of Qualitative Research
• Three key elements that affects are
1. Level of question development in
management related question prior to
commencing of qualitative research
2. Preparation of the participant prior to the
research experience
3. Nature of level of data that comes from
debriefing of interviews.
 Process of Qualitative Research
• Qualitative Research starts with an
understanding of an particular problem.
• Qualitative researcher involves the deliberate
preparation of the participant , called pre-
exercises or pre-tasking.
• Qualitative research involves non –
probability sampling – where little attempt is
made to generate representative sample.
 Process of Qualitative Research
• Purposive Sampling - Researchers choose
participants for their unique characteristics or
their experience , attitudes or perceptions.
• Conceptual or theoretical categories of
participants develop during interview process.
• Snowball Sampling - Participants refer
researchers to others who have
characteristics, experience, or attitudes similar
to or different from their own.
 Process of Qualitative Research
• Purposive Sampling - Researchers choose
participants for their unique characteristics or
their experience , attitudes or perceptions.
• Conceptual or theoretical categories of
participants develop during interview process.
• Snowball Sampling - Participants refer
researchers to others who have
characteristics, experience, or attitudes similar
to or different from their own.
Process of Qualitative Research
 Interviews
• It is the primary data collection technique for
gathering data in qualitative method.
• Interview can be conducted –
1. Individual depth interview or IDI
2. Group Interview
 Interviews
• Three types of individual interviews
1. Unstructured interview
2. Semi – structured interview
3. Structured interview
 Interviews
• Three types of individual interviews
1. Unstructured interview ( no specific questions or order of
topics to be discussed, with each interview customized to
each participant
2. Semi – structured interview ( starts with a specific
questions and then follows individual tangents of thought
with interview process)
3. Structured interview ( often uses a detailed similar to a
questionnaire to guide the question order and specific
way
 Interviews
Individual Interview Group Interview
• Research Objectives – • Research Objectives –
• Explores the individual in- • Orient the researcher to a
depth. Creates case field of inquiry and
histories through repeated language of the field.
interviews overtime. • Explores a range of attitude,
• Test a survey opinions and behavior.
• Add contextual detail to
quantitative findings.
 Interviews
Individual Interview Group Interview
• Topic Concerns – • Topic Concerns –
• Detailed individual • Issues of public interest
experiences , choices, • Issues where little is known
biographies. or of hypothetical nature.
• Sensitive issues that might
provoke anxiety.
 Interviews
Individual Interview Group Interview
• Participants – • Participants –
• High status or elites • These participants whose
• Good language skills background are similar or
not so dissimilar as to
generate conflict or
discomfort.
 Interviews
• Interviews are conducted face – to – face able
to observe and record non – verbal as well as
verbal behavior.
• Phone or online interviews helps to conduct
more interviews within same time frame and
drawn participant from wider a geographic
area.
• IDI is an interaction between an individual
interviewer and a single participant.
 Interviews
• IDI generally take between 20 minutes
( telephone interview ) and 2 hours (pre-
schedule face – face interviews ).
• Group Interviews –
• A data collection method using a single
interviewer with more than one research
participant.
• It is describe by the group size or its
composition.
 Interviews
• 2 people group ( dyads) , 3 people group
( triads) , 2 to 6 people (mini group) , 6 to 10
( focus group) , up-to 20 (super group).
• Composition of groups –
• Heterogeneous ( different individual , variety
of opinions , background , actions )
• Homogenous ( Similar individuals , opinions ,
backgrounds , actions )
 Secondary Data Analysis
• Source of literature studies made by others
for their own purposes.
• It is inefficient to discover new through the
collection of primary data or original research.
• Prior research studies often acts as extensive
historical data or decision – making pattern.
• Special catalogue , subject guides , and
electronic indices will help in this search.
 Experience Survey
• Newcomers or recently transferred employees
or personnel to this plant from similar plants.
• Individuals in transition – recently promoted
employees who been transferred to new
departments.
• Those who represent different position in the
system.
 Focus Group
• A focus group is a group of people ( 6 – 10) ,
led by a trained moderator , who meet for 90
minutes to 2 hours.
• Uses dynamic principles to focus or guide the
group in terms of exchange.
• It acts as a tool for feedback.
 Focus Group
• Step 1 – Select the participants to represent
the types of users you want to website.
• Step 2 – Decide what you want to learn.
• Step 3 – Write a script for the moderator to
follow.
• Step 4 – Hire a skilled moderator to facilitate
the discussion so that everyone participants
and the group stays on track.
 Focus Group
• Step 5 – Allows the moderator flexibility in
using the script.
• Step 6 – Good notes making.
 Descriptive Studies
• More formalized studies are typically
structured with clearly stated hypotheses or
investigative questions.
• ( who , what , when , where , and how of a
topic)
• Estimates of the proportions of a population
that haves these characteristics.
• Variable formation.
 Case Studies
• It also refers in Case history.
• It combines individual , groups with record
analysis and observation.
• Extract the data from company brochures ,
annual reports , sales receipts , newspaper ,
magazines etc.
 Qualitative and Quantitative
Qualitative Research Quantitative Research
• Understand and interpret. • Describe , explain and
predict.
• High as researcher is • Researcher keeps himself
participant and catalyst. away to reduce to bias.
• In – depth understanding , • Describe, predict and test
theory building. theory.
• Non – probability • Probability
techniques • Large
• Small
 Qualitative and Quantitative
Qualitative Research Quantitative Research
• May evolve during research • Pre – determined, One method
often uses multiple methods. or mixed methods. Consistency
Consistency is not expected. is critical. Cross Sectional or
Longitudinal approach. longitudinal approach.
• They need to be explained the • Data is reduced to numerical
process or purpose. codes.
• Non – quantitative human • Statistical and mathematical
coding and analysis, Always methods dominate, May be
ongoing during the research ongoing, Maintains clear
process, Distinction between distinction between facts and
facts and judgment less clear. judgment.
 Qualitative and Quantitative
Qualitative Research Quantitative Research
• Deeper level of • Limited by the opportunity
understanding is the norm, to probe respondents,
determined by type and quantity of the original data
quantity of free – response instrumental.
question Researchers , • Insights follow the data
participants interaction collection and data entry
need insights. with a limitation to
interview participants.
 Questionnaire
• Components of Questionnaire -
• Words
• Question / Setups –
• Simple Alternative Question
• Multiple choice Question
• Specific Information Question
• Open Question
• Questionnaire Format
• Hypothesis Development
Organizing/Designing of Questionnaire
• Determine the required information.
• Determine the type of Questionnaire.
• Determine the content of Individual Question.
• Deciding on wording of questions
• Simple – Positive or negative Statement - Define
the issue – Ambiguous
• Decide on the questions sequence
• Basic Information – Classification Information –
Identification Information
Organizing/Designing of Questionnaire
• Decide on Length of Questionnaire
• Decide on Layout of Reproduction
• Acceptance of Question – Ease of control –
Ease of Handling
• Check Questions
• Pilot – testing or Pre – Testing
• Revision of Final Draft.
 Rating Scales
• A Rating scales is a method of measuring or
evaluating a particular characteristics or
behavior of an individual, group or object.
• Examples – Service by a restaurant,
Institutional rating
 Uses of Rating Scales
• It is a tool that allows people to rate or rank
something according to a set of criteria or
standard.
• Including academic grading , employee
performance evaluations, product reviews
and customer satisfaction surveys .
 Uses of Rating Scales
• Rating scales typically use a range of
numerical values , words , phrases to
represent different levels of performance or
quality.
• Example – A rating scale for a product review
might use a scale of 1 to 5, with 1 being the
lowest rating and 5 being the highest.
 Uses of Rating Scales
• Rating scales can be structured or
unstructured.
• Structured rating scales have specific criteria
or descriptions for each rating level.
• Unstructured rating scales allow the rater to
provide their own descriptions or criteria for
each level.
 Uses of Rating Scales
• The choice of rating scales depends on the
purpose of the evaluation and the
information needed from the evaluation.
• The rating scale depends on the purpose of
the evaluation and the information needed
from the evaluation.
• It can be customized for performance
evaluations or customer satisfaction surveys ,
to fit needs of the assessment.
 Benefits of Rating Scales
• Standardization – Standardized way to
measuring opinions or experiences, which
means that they are consistent and
comparable across individuals or groups.
• Quantifiably –Rating scales allow subjective
opinions to be converted into quantitative
data. This means that they can be analyzed
statistically, which can help identify trends,
patterns, and relationships in the data.
 Benefits of Rating Scales
• Easy to use - Rating scales are generally easy
to use, understand and administer. They are
often presented as a series of questions or
statements that respondents can rate on a
numerical scale or with descriptors such as
“strongly agree” or “strongly disagree”
 Benefits of Rating Scales
• Flexibility - Rating scales can be used in
variety of contexts, including research,
customer feedback, employee surveys , and
academic research.
• Cost effective - Rating scales are generally
cost effective and efficient, as they can be
administered to large numbers of people
quickly.
 Types of Rating Scales
• Dichotomous / Simple Attitude Scale
• Category Scale
• Likert Scale / Summated Rating Method
• Semantic Differential Scale
• Numerical Scale
• Stapel Scale
• Fixed or Constant Sum Scale
• Graphic Rating Scale
Purpose of Rating Scales
 Dichotomous / Simple Attitude Scale
• Dichotomous scale – a scale where a variable
can have only two values, for example : Yes /
No, Male / Female. Dichotomous scale is a
special case of nominal scale.
• Example –
• Gender :
• Male
• Female
 Category Scale
• Multiple response option.
• Example – Highest Education
• Masters
• Graduation
• PUC
• School
Likert Scale / Summated Rating Method
 Semantic Differential Scale
• Bipolar Adjective
• Example –
• Young _ _ _ _ _ _ _ Old
• Good _ _ _ _ _ _ _ Bad
• Fast _ _ _ _ _ _ _ Slow
Semantic Differential Scale
Semantic Differential Scale
Semantic Differential Scale
Numerical Scale
 Stapel Scale
• Stapel scale is defined as a rating scale that is
close – ended with a single adjective
(unipolar), developed to gather respondent
insights about a particular subject or event.
The survey question is comprised of an even
number of response options without a neutral
point.
Stapel Scale
 Fixed or Constant Sum Scale
• Constant sum question type gives an
understanding of how respondents value each
answer option. If customers feel that certain
features of a product or service are more
important than others, they will give more
points to those features.
Fixed or Constant Sum Scale
 Graphic Rating Scale
• The graphic Rating Scale is a performance appraisal
method to evaluate employee engagement ,
performance & productivity-related criteria.
• Respondents can choose a particular option on a
line or scale to show how they feel about
something. A graphic rating scale shows the answer
choices on a scale of 1-3, 1-5, etc. The Likert Scale is
a common graphic rating scale example. HR
managers often use this rating scale to evaluate
employees.
 Ranking Scales
• A rating scale question asks participants to evaluate a product,
service, or idea by rating their opinion on a predefined scale.
• Some common types of rating scales include:
• Numeric scales, i.e., scales of 1-5 or 1-10, like Net Promoter
Scores (NPS)
• Likert scales gauge how much a respondent agrees or
disagrees with a given statement
• Frequency scales ask how frequently an occurrence or
behavior occurs and can be scaled from "Never" to "Always."
• Comparison scales help evaluate two variables with answer
choices like "Better" and "Worse."
 Types of Ranking Scales
• Paired Comparison Method
• Forced choice Ranking Method / Scale
• Comparative Scale
 Paired Comparison Method
• Paired comparison is the process of comparing
a set of options using head-to-head pairs to
judge which one is the most preferred overall.
• Also known as “paired ranking”, it is a popular
research method used for ranking people’s
preferences, informing strategic decisions, and
conducting voting at scale.
 Forced choice Ranking Method / Scale
• A forced-choice question is designed to force
respondents to express an opinion or attitude.
• This question type forces the respondent to
choose between two or more desirable
options and pick the one that is most
preferred and clearly indicates a definitive
opinion.
Forced choice Ranking Method / Scale
 Comparative Rating Scale
• A comparative rating scale is used when a researcher employs a
point of comparison, like McDonald’s, to compare with a different
fast food restaurant like Burger King.
• For example: Rate Burger King in comparison to McDonald’s.
• Excellent
• Very good
• Good
• Both are the same
• Poor
• Very poor
• A comparative rating scale allows the researcher to interpret the
resulting data in relation to another company or product.