Data collection, Analysis
and Interpretation
Qualitative and Quantitative data
❑ Quantitative Research: What Happened & How Often
Happened
❑ Qualitative Research: How (process) and Why
(explanation) things happened as they do
❑ Involvement: Researcher & Research
Manager’s / Top Management’s perspective
Qualitative research includes –
Collection of techniques which seek to describe, decode,
translate and otherwise come to terms with the meaning,
of certain more or less naturally occurring phenomena
in the world.
Qualitative Data
It aims to achieve an in-depth understanding of a situation if
researcher want to extract
❑ Feelings
❑ Emotions
❑ Motivations
❑ Perceptions
❑ Consumer ‘language’
❑ self described Behaviour
Qualitative research draws data from -
❑ People (individuals or groups).
❑ Organizations or institutions.
❑ Texts (published, including virtual ones).
❑ Settings and environments (visual/sensory and virtual material).
❑ Objects, artifacts, media products (textual/visual/sensory and virtual
material).
❑ Events and happenings (textual/visual/sensory and virtual material).
How stores track your shopping behavior
Methods of qualitative data collection
❑ Focus group
❑ Individual in-depth Interviews (IDIs)
❑ Observation
Qualitative Research Designs
❑ Grounded theory
❑ Action research
❑ Case studies
Sampling
Qualitative Research
❑ Interviews
o Depth Interview
o Focus Group Interview
❑ Observation
Depth Interview
❑ An unstructured (semi structured / structured), direct,
personal interview in which a single respondent is probed by a
highly skilled interviewer to uncover underlying motivations,
beliefs, attitudes and feelings on a topic.
❑ Probing:
o Why do you say that?
o That’s interesting! can you tell me more?
o Would you like to add anything else?
The interviewer should
❑ Avoid appearing superior and put the respondent at ease
❑ Be detached and objective and yet reasonable
❑ Ask questions in an informative manner
❑ Do Not accept brief ‘yes’ & ‘no’ answers
❑ Probe the respondent
❑ Laddering: Deep understanding of psychological and
emotional reasons – from specific to general
When to use?
❑ Detail probing
❑ Discussion of life story / confidential/sensitive or embarrassing
topics
❑ Situations where strong social norms exist and respondents may
be easily swayed by group responses
❑ Understanding of complicated behavior
❑ Interview of professional people
❑ Interviews with competitors who are unlikely to reveal the
information in the group.
Zee Telefilms Ltd:
I-D-I Interview with Mr. Subhash Chandra
Research Objective:
❑ To Explore the journey of Zee Telefilms Ltd.
Advantages & Disadvantages
❑ Establish rapport & ❑ Time requirement is more
Motivate them ❑ Cost more – based on
❑ Clarify questions and geographical coverage
doubts ❑ Concern of Respondents
❑ Read Non-verbal cues about confidentiality
❑ Interviewer need training
❑ Can induce interviewer bias
Advantages & Disadvantages
1. Product Development: To understand consumer preferences and
feedback on their products. This helps them develop better
products that meet the needs of their target audience.
2. Consumer behavior: To gather information about consumer
behavior, purchasing patterns, and attitudes towards a particular
product or brand.
3. Human Resources: To understand reasons for unrest among
employees for their protest in an organization.
4. Market Analysis: In-depth interviews with industry experts are
conducted to gain insights into market trends, emerging
technologies, and competition. This helps companies stay
up-to-date on industry developments and make informed business
decisions.
Focus Group Interviews
“An interview conducted by a trained moderator among a small
group of respondents in an unstructured and natural manner.”
❑ Purpose: To gain insights by listening to a group of people from the
appropriate target market talk about issues of interest to the
researcher.
❑ It helps to obtain unexpected findings from a free-flowing group
discussion.
Point to remember
❑ The focus sessions are aimed at obtaining respondents’
impressions, interpretations, and opinions, as the members
talk about the event, concept, product, or service.
❑ The moderator plays a vital role in steering the discussions in
a manner that draws out the information sought, and keeps
the members on track.
Used For
❑ Understanding the marketplace & obtaining insight into how people
think and behave
❑ Generating ideas for new products.
❑ Developing marketing or advertising themes.
❑ Screening or evaluating new product concepts
❑ A disaster check, using prototype products if appropriate, before the
introduction of a new product or before the change of an existing one.
For example,
❑ Women with children may compose a focus group to identify
how organizations can help working mothers.
❑ Identify the relevant factors (choice criteria) used by
households in selecting departmental stores.
❑ Identify the relevant factors considered by individuals in
opting for alternate dispute resolution mechanisms over court
cases.
Observation Method
o The systematic process of recording the behavioral patterns
of people, objects, and occurrences as they are witnessed.
o No questioning or communicating with people typically
occurs.
Observation Method
Nonbehavioral observation
o Record analysis
(written/printed/sound-recorded/photographed/videotaped)
o Physical condition analysis
(store audit/plant safety compliance/inventory condition
o Process or activity analysis
(time-motion studies/traffic flows in distribution system/paperwork flow/financial
flow in banks)
1. Witness statements: Analyzing witness statements to
identify inconsistencies and contradictions in their
testimony and determine their claims' credibility and
reliability.
2. Document analysis: Reviewing documents such as
contracts, invoices, and financial statements to identify
evidence of fraud or other illegal activities, or to support
claims made by either party in the case.
3. Forensic analysis: Analyzing physical evidence such as
DNA, fingerprints, and other forms of forensic evidence to
support or refute claims made in the case.
Behavioral observation
Nonverbal behavior
❑ Body (gross/fine) movement
❑ Motor expression – emotional state; interest etc
❑ Exchanged glances – interpersonal behavior
Linguistic behavior
❑ Sound of words in conversation
❑ Content explained through ‘wh’ questions
❑ Interaction process among two persons / small group
Extralinguistic behavior
❑ Vocal – pitch, loudness, tone
❑ Temporal – rate of speaking, duration of utterance, rhythm
❑ Interaction – tendencies to interrupt, dominate, hinder
❑ Verbal stylistic – vocabulary & pronunciation, dialect, etc
[supervisor – subordinate - salespeople - customers]
Spatial analysis
o How a person relates physically to others
Proxemics –
o Organizing territory about them
o Maintaining discrete distance between them & others
[salespeople physically approach customers/effect of crowing in a
workplace]
Personal
❑ Direct versus Indirect
❑ Open versus Concealed
❑ Participant versus Non-participant
Content of Observation: Factual versus Inferential
Advantages & Disadvantages
Case Study
o A strategy for doing research which involves an empirical investigation
of a particular contemporary phenomenon within its real life context
using multiple sources of evidence
Action Research
Data Analysis
❑ Overview of Content Analysis of written/recorded data using
Nvivo
Types of qualitative data Analysis
❑ Content Analysis
❑ Narrative Analysis
❑ Grounded theory
❑ Discourse analysis
❑ Thematic Analysis
❑ Interpretative Phenomenological Analysis (IPA)
End