Qualitative Research Methods

1. Qualitative Research Methods

Shantas Ainur
Zhurutaeva Aruzhan

2.

Qualitative research is the acquisition
of deep, detailed information about
the subject of research. Qualitative
research answers the questions
"how?" and "why?«
The ultimate goal of such research is
to achieve a deep understanding of a
topic, question or problem from an
individual point of view.

3. Qualitative research: advantages and disadvantages

Designing a survey when you don't know the
general views, opinions, or even the vocabulary
of the surveyed group is like walking down the
street blindfolded.: You know where to go, but
you are afraid to start the journey without first
studying the situation. Qualitative research is
introductory in nature, helping to get more
detailed information on a topic or issue. Then
you can formulate a hypothesis before collecting
data that will help you decide whether this
hypothesis is true or not.
Although qualitative research can provide
important and detailed information on a topic or
problem, it is often conducted among a small
number of people (samples). This means that
qualitative research is limited only to describing
the subject of the survey, but cannot help to make
a decision or come to a certain conclusion. For
example, qualitative research will help you
understand how people describe the packaging
design of your product, but will not give an idea
of which design is more attractive.

4. Areas of application of qualitative research methods

• Obtaining a real picture of opinions
• Correction of questionnaire questions of quantitative sociological
research
• Testing of materials for an advertising or political campaign (leaflets,
posters, audio and video clips, articles, program provisions)
• Diagnostics of perception of image, corporate, behavioral style
• Development of ways to improve
• Diagnostics of behavior of social groups

5.

Methods of qualitative
research
Desk
research
Expert
surveys
Group
discussion
s (focus
groups)
Observatio
n
Interviews

6.

Desk research.
Collecting the necessary information by reviewing official documents from private
and public sources, the media.
Processing of existing secondary information, data collected earlier for purposes other
than the problem currently being solved
Expert surveys
Many people use expert opinions to gain an informed understanding of a particular
topic.
For example, you might be interested in getting information on a topic that you don't
know much about (say, best practices for conducting surveys). In this case, it's
probably best for you to have a few interviews with experts on the subject. This way
you can ask several open-ended questions and get high-quality information necessary
for a better understanding of the topic.

7.

Focus group.
• In-depth interviewing of representatives of the target audience.
• Purpose: to clarify the attitude of participants to the topic or problem
being studied
• In this study, usually conducted in person or via the Internet, a small
group of people are asked to discuss their thoughts on this issue. A
focus group allows you to evaluate the reaction of a small part of your
target audience in a controlled but unhindered group discussion. This
form of research is a great way to test how your target audience will
perceive a new product or marketing strategy.

8.

Observation.
• Purposeful, systematic perception and registration of the phenomenon
by the researcher.
• Characterizes the state of the object here and now.
• Helps to avoid the influence of the respondent on the information
• For example, observing customers when they visit your store. How
long does it take them to find what they are looking for? Is it
convenient for them to communicate with your employees? Where do
they go first, second? When do they leave the store without buying?
These observations can lead you to conclusions that may not be
noticed in more direct forms of research, such as focus groups and
interviews.

9.

Interview.
• A purposeful discussion or conversation between two or more people.
• The goal: to get some kind of information from these people
Types of
interview
Structured
interview
Semistructured
interview
In-depth
interview

10.

Processing and analysis of qualitative research data:
Decryption of records
Processing of decrypted records
Analysis of processed records
Writing an analytical report