Chapter-6.pptx on research methodology for BBA and MBA students

topic on research methodology

1. QUALITATIVE METHODS OF DATA COLLECTION CHAPTER-6 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI

2. SLIDE 6-1 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Qualitative data collection methods Qualitative methods of data collection explore the latent and the unconscious constructs through various means that are loosely structured and require in-depth and closer exploration and reporting of phenomena or behavior, which would not be apparent through more structured methods.

3. SLIDE 6-2 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Classification of qualitative methods

4. SLIDE 6-3 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Qualitative vs quantitative methods Research stage Qualitative Quantitative Study objective Exploratory, investigative Definite, conclusive and predictive Research design Loosely structured Structured, controlled conditions Sampling plan Small samples Large/representative samples Type of approach Loosely structured Formatted & structured Data analysis Textual and non-statistical Statistically tested and authenticated Study deliverables Explanatory and supportive Conclusive and action oriented

5. SLIDE 6-4 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Observation method Observation involves viewing and recording individuals, groups, organizations or events in a scientific manner in order to collect valuable data related to the topic under study. Method format: Standardized and structured Non-standardized and unstructured

6. SLIDE 6-5 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Observation method Level of respondent consciousness Disguised observation Undisguised observation Observation setting Natural environment Simulated environment Role of the human participant Participating Non-participating

7. SLIDE 6-6 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Mechanical observation method Store scanners and store cameras Audio and people meters Psycho galvanometer Oculometers Pupilometers Voice pitch meters

8. SLIDE 6-7 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Observation guide(sample sheet)

9. SLIDE 6-8 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Content analysis technique involves studying a previously recorded or reported communication and systematically and objectively breaking it up into more manageable units that are related to the topic under study. Material studied is usually ex-post facto. Study and analysis is, however, primary and problem specific. Content Analysis

10. SLIDE 6-9 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Content Analysis Universe of content Word Theme Character Space measures Time measures Item

11. SLIDE 6-10 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Content Analysis Validating the findings Obtaining the analysis from multiple evaluators and cross validating using the following formula Pr ( a ) = the relative observed agreement between the two raters Pr ( e ) = the probability that this is due to chance. If the two raters are in complete agreement then Kappa is =1. If there is no agreement then Kappa=0, 0.21-0.40 is fair, 0.41-0.80 is good and 0.81-1.00 is considered as excellent.

12. SLIDE 6-11 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI A focus group discussion involves collecting information from a representative group of respondents in a neutral setting. The process generally involves a moderator who maneuvers the discussion on the topic under study. It is essentially a sociological technique. The group dynamics influence the individual to respond in divergent ways. Focus group discussion

13. SLIDE 6-12 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Key elements of focus group method Size: Ideal recommended size for a group discussion is 8 to 12 members . Nature: Composition of the group should be homogenous-in terms of demographic and psychographic traits and product/subject knowledge. It is Acquaintance: recommended that the members in a group should be strangers to each other. Setting: Discussion setting should be neutral, informal and comfortable.

14. SLIDE 6-13 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Key elements of Focus Group discussion(FGD) Time period : usually recommended that the discussion should take place in a single setting. Recording: human or mechanical recording of the entire discussion. Moderator: key conductor, might be a participant or a non-participant.

15. SLIDE 6-14 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Key moderator skills Listening skills Observation skills Flexibility of approach Empathetic yet objectivity of conduction Summary and closure approach

16. SLIDE 6-14 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Planning & Conducting FGDs Define the research objective(s) requiring discussion Split and bulleted into information areas Identifying the respondent screening/selection criteria Conducting the FGD Summarizing the findings of the FGD

17. SLIDE 6-15 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Stages in group formation

18. SLIDE 6-15 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Sample FGD guide

19. SLIDE 6-15 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Types of focus groups Two-way focus group Dual moderator group Fencing moderator group Friendship group Mini-groups Creativity groups Brand-obsessive groups Online focus groups

20. SLIDE 6-15 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Focus group discussions Advantages Disadvantages Idea generation Group dynamics Process advantage Reliability & validity Group dynamics Scientific process Statistical analysis Moderator/investigator bias

21. SLIDE 6-16 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI The personal interview is a one to one interaction between the investigator/interviewer and the interviewee. The purpose of the dialogue is research specific and ranges from completely unstructured to highly structured Typical Usage: Problem definition Exploratory research Primary data collection Personal interview method

22. SLIDE 6-17 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Stating the interview objective Identifying the interview guidelines: unstructured, semi-structured or structured. Screening the interviewees Analysis and interpretation of interview data Conducting the personal interview

23. SLIDE 6-18 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Sample interview guide

24. SLIDE 6-18 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Categorization of personal interviews

25. SLIDE 6-19 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Categorization of personal interviews Personal methods : these include at-home interviews, mall-intercept interviews, computer assisted personal interviews. Telephone methods : these include traditional telephonic interviews, computer assisted telephonic interviews.

26. SLIDE 6-20 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Projective techniques Projective techniques involve indirect questioning. The respondent is given a relatively ambiguous stimuli and the underlying assumption is that the respondents would project their underlying needs, emotions, beliefs and attitudes on to this object . Association techniques Completion techniques Construction techniques Choice or ordering techniques Expressive techniques

27. SLIDE 6-21 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Sociometric analysis Sociometry involves measuring the choice, communication and interpersonal relations of people in different groups. The computations made on the basis of these choices indicate the social attraction and avoidance in a group. Sociometric measures Sociometric indices Sociometric matrix Sociogram

28. SLIDE 6-22 RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI Sociometric matrix(team choices)

29. END OF CHAPTER RESEARCH METHODOLOGY CONCEPTS AND CASES DR DEEPAK CHAWLA DR NEENA SONDHI