1. Demystifying Qualitative Research AnandanPillai FPM Scholar (Marketing) MDI, Gurgaon anandanp22@gmail.com

2. Qualitative vs. Quantitative  ~ Never Ending Saga

3. Scientific Astronomical Mechanical Biological Economical Political Technological Social What is the Phenomenon?

4. Is Reality Objective? YES Quantitative Research NO Qualitative Research

5. Quantitative Research Sum of parts IS EQUAL TO Whole Qualitative Research Sum of parts IS NEVER EQUAL TO Whole

6. Applications of Qualitative Research Phenomenon is Abstract Complex Novel

7. Type of Reasoning Induction Deduction Qualitative Quantitative

8. Qualitative Research Subjective How? Why? Explore propositions Observe & Interpret Researcher is highly involved Smaller samples (Analytical generalization) Purposive, theoretical sampling Content analysis techniques Quantitative Research Objective What? How much? Test hypotheses Measure & Test Researcher is least involved Larger Samples (Statistical generalization) Simple random, Stratified, Systematic Statistical analysis techniques vs.

9. Qualitative Research Methods

10. Observation Researcher observes the phenomenon Non-participative (Obtrusive) Participative Record videos of participant behavior, take field notes, or just observe & remember

11. In-depth Interview Understand respondent’s perspectives on a particular phenomenon in their own words Probe latent / unobservable feelings, attitudes of respondents Structured / Semi-structured / Unstructured Audio recording is MUST

12. Ethnography Study society’s culture Detail daily routine of participants Emic (objective) vs. etic (subjective) Observe behavior, artifacts, physical setting etc.

13. Focus Group Discussions Typically involves 5 to 10 people in a group, apart from a moderator. Present themselves, respond to other’s views Consensus is ‘not’ an objective! Moderator may use discussion guide Audio / video recording

14. Projective Techniques Explore deeply held attitudes and motivations Respondents ‘may not be aware’ of these attitudes! Word association, sentence completion test, Thematic Apperception Test (TAT)

15. Narratives Inquiry Similar to interviews Understand historical events, meaning behind them Difficult for respondents to recollect, and express

16. Netnography (Kozinets, 2002, 2010)

17. Data Analysis Content analysis Computer Assisted Qualitative Data Analysis Softwares (CAQDAS) – NVivo, Atlasti

18. Mixed Method Qualitative followed by Quantitative Quantitative followed by Qualitative

19. Reliability Standardize data collection process, protocols Document every aspect Inter-rater checks

20. Validity Descriptive (Factual certainty) Interpretive (Conceptual accuracy) Theoretical (Postulated relationships) External (Replicability)

21. Qualitative Research Process

22. Qualities of Qualitative Researcher Sensitive Involved Curious Interpretive Empathetic Patient

23. Success Mantra!

24. Quantitative or Qualitative??? Both  Either Or

25. Thank you