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Qualitative Data Collection

Methods

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Data collection: Qualitative Methods

To gain an insight into the mindattitude and !ehavior of a su!ject.

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Qualitative vs #uantitative methods

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Classi%cation

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1. Direct Methods

Observation

'ie(ing and recording individuals grou)sorgani*ations or events in a scienti%cmanner in order to collect valua!le data

related to the to)ic under study.+tructured o!servation,hen a com)any comes (ith a ne( toy for -ids

nstructured o!servationConsumer e/)erience at a service location

Multi)le o!servers method

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!servation guide: rganic2etailer

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!servation Methods

Disguised Methods Done (ith the res)ondent4s -no(ledge

ne (ay mirror CCT'

Privacy issue

!servation +etting 5atural6Arti%cial

7uman o!servation !servation and recording done !y

human o!servers

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Mechanical o!servationmethod

+tore scanners and store cameras

Audio and )eo)le meters

Psycho galvanometer

9yetrac-ing e#ui)ment

fM2;

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". Direct Methods

=;n> Depth Interview

Conducting intensive individualintervie(s using o)enended #uestions(ith a small num!er of res)ondents to

e/)lore their )ers)ectives on a)articular idea )rogramme or situation. ,hat?s the most di@cult )art of !eing a

manager

,hat (ere the !est6(orst )arts of your)revious jo!

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Personal intervie( method

The )ersonal intervie( is a one to one interaction !et(een theinvestigator6intervie(er and the intervie(ee. The )ur)ose ofthe dialogue is research s)eci%c and ranges from com)letelyunstructured to highly structured

Purpose Pro!lem de%nition

9/)loratory research

Primary data collection

Types nstructured

+emistructured

+tructured

Methods Tele)hone intervie(ing

Personal intervie(ing

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+am)le intervie( guide: BeveragePurchase and Consum)tion +tudy

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$. Direct Methods

Focus group discussion

A focus grou) discussion involvescollecting information from are)resentative grou) of res)ondents in

a neutral setting. The )rocess generallyinvolves a moderator (ho maneuversthe discussion on the to)ic under study.

The grou) dynamics inuence theindividual to res)ond in divergent(ays.

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&. Direct Methods

Content Analysis

+tudying a )reviously recorded orre)orted communication andsystematically and o!jectively

!rea-ing it u) into more managea!leunits that are related to the to)icunder study.

What makes the young Indian tick?

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Projective techni#ues

Psychological techni#ue to getans(ers (ithout as-ing a direct#uestion

Ty)es

1. Association techni#ues

". Com)letion techni#ues

$. Construction techni#ues

&. Choice or ordering techni#ues

0. 9/)ressive techni#ues

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1. Projective techni#ues

Association

The su!jects are )resented (ith astimulus and they res)ond !yindicating the %rst (ord image or

thought elicited !y the stimulus.

Uncovers a brands identity orproduct attributes

,ord association for a )roduct6!rand

Dra( !rands as )eo)le

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,ord Association Test

Test ords

7ealth Care !"# Bad ="> Eood =1>

Fife Di@cult="> $ela%ed!"> Eood =1>

Medicines &ecessity !"# Prevention="> Avoid =1>

,al-ing +tic- 'upport !"# Avoid ="> Carved ivory=1>

Adult Dia)ers ()barrass)e

nt !*#

5ecessity =">

Treatment ;n time ="> (%pensive!*#

Bones ea+ !"# ,rittle !"#

Death The end =1> Inevitable!-#

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". Projective techni#ues:

Co)pletion

The su!ject is given an incom)letesentence story argument orconversation and as-ed to %nish it.

For insight into participants need.value syste). ld age is .......

,or-ing at Eoogle is.....

McDonald is........

A )erson (ho sho)s at +ho))ers +to) isGG...

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$. Projective techni#ues:

Construction

The su!ject is as-ed to construct astory or a )icture from a stimulus=)icture cartoon>.

!jective Build a story around each )icture (hat

led to it and (hat may ha))en in future

Present o)inions of other )eo)le4sactions feelings or attitudes

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&. Projective techni#ues:

Choice Ordering

The su!ject is re#uired to choosefrom a grou) or to order a grou) =of)ictures sentences>.

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0. Projective techni#ues:

(%pressive

;n e/)ressive techni#uesres)ondents are )resented (ith aver!al or visual situation and is

as-ed role)lay act dra( or )aint as)eci%c conce)t or situation.

For situations when participants

cannot describe their actions butcan de)onstrate the).

House where brand lives

""Prof. Arijit Bhattacharya