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Qualitative Methods of Data Collection: The Case-Study Method Has Four Steps

Qualitative methods are used to understand people's motivations and opinions rather than measure quantities. Some common qualitative methods include case studies, focus groups, depth interviews, the Delphi technique, content analysis, and projective techniques. Case studies provide an in-depth examination of a single subject to generate hypotheses. Focus groups involve interviewing 6-12 people to understand perceptions on a topic. Depth interviews use one-on-one unstructured interviews to uncover attitudes and hidden motives. The Delphi technique develops expert consensus through anonymous questionnaires. Content analysis examines communications like documents to understand their meanings.

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65 views4 pages

Qualitative Methods of Data Collection: The Case-Study Method Has Four Steps

Qualitative methods are used to understand people's motivations and opinions rather than measure quantities. Some common qualitative methods include case studies, focus groups, depth interviews, the Delphi technique, content analysis, and projective techniques. Case studies provide an in-depth examination of a single subject to generate hypotheses. Focus groups involve interviewing 6-12 people to understand perceptions on a topic. Depth interviews use one-on-one unstructured interviews to uncover attitudes and hidden motives. The Delphi technique develops expert consensus through anonymous questionnaires. Content analysis examines communications like documents to understand their meanings.

Uploaded by

hennanivia
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© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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QUALITATIVE METHODS OF DATA COLLECTION

Qualitative methods are not used to measure the quantity of an item but to measure the quality.
Instead of asking “how many times someone purchased an item the researcher asks “ why someone
purchased that item?”. Here the samples are very small and not random. The purpose of qualitative
methods of data collection is to find out what on person’s mind? It is used to analyze those data which
cannot be quantified. The different methods used are:

 Case study method


 Focus group
 Depth interview
 Delphi technique
 Content analysis
 Projective technique

I. Case study method

The term case-study usually refers to a fairly intensive examination of a single unit such as a
person, a small group of people, or a single company. Case-studies involve measuring what is there and
how it got there. In this sense, it is historical. It can enable the researcher to explore, unravel and
understand problems, issues and relationships. It cannot, however, allow the researcher to generalize, that
is, to argue that from one case-study the results, findings or theory developed apply to other similar case-
studies. The case looked at may be unique and, therefore not representative of other instances. It is, of
course, possible to look at several case-studies to represent certain features of management that we are
interested in studying. The case-study approach is often done to make practical improvements.
Contributions to general knowledge are incidental.

The case-study method has four steps:

1. Determine the present situation.

2. Gather background information about the past and key variables.

3. Test hypotheses. The background information collected will have been analyzed for possible
hypotheses. In this step, specific evidence about each hypothesis can be gathered. This step aims
to eliminate possibilities which conflict with the evidence collected and to gain confidence for the
important hypotheses. The culmination of this step might be the development of an experimental
design to test out more rigorously the hypotheses developed, or it might be to take action to
remedy the problem.

4. Take remedial action. The aim is to check that the hypotheses tested actually work out in practice.
Some action, correction or improvement is made and a re-check carried out on the situation to see
what effect the change has brought about.

The case-study enables rich information to be gathered from which potentially useful hypotheses can be
generated. It can be a time-consuming process. It is also inefficient in researching situations which are
already well structured and where the important variables have been identified. They lack utility when
attempting to reach rigorous conclusions or determining precise relationships between variables.

II. Focus group

A focus group is a group interview of approximately six to twelve people who share similar
characteristics or common interests. A facilitator guides the group based on a predetermined set of topics.
The facilitator creates an environment that encourages participants to share their perceptions and points of
view. Focus groups are a qualitative data collection method, meaning that the data is descriptive and
cannot be measured numerically.

When should you use focus groups?

 To get more in-depth information on perceptions, insights, attitudes, experiences, or beliefs.


 To gather additional information as an adjunct to quantitative data collection methods.
What are the advantages focus groups?

 Quick and relatively easy to set up.


 The group dynamic can provide useful information that individual data collection does not
provide.
 Is useful in gaining insight into a topic that may be more difficult to gather through other data
collection methods.
What are the disadvantages of focus groups?

 Susceptible to facilitator bias.


 The discussion can be dominated or sidetracked by a few individuals.
 Data analysis is time consuming and needs to be well planned in advance.
 Does not provide valid information at the individual level.
 The information is not representative of other groups.

III. Depth interview

It is also called Individual depth interview or unstructured direct interview. It is a one to one
interaction. The main aim of depth interview is to encourage the respondent to reveal attitudes, opinions
etc, that he would be reluctant to discuss in group settings. This is the technique used in motivational
research to discover underlying motives and desires and to elicit information from unconscious memory
of the respondent. These interviews are conducted by trained interviewers. Depth interviews may be
projective or non projective.

Merits

 Detailed information about the respondents


 Information about embarrassing topics may be gained
 Group bias is eliminated

Demerits

 the process is slower than focus group


 travelling of interviewer is necessary

IV. Delphi technique

This technique is developed by Norman dalkey and Olaf helmer. This is a formal procedure for obtaining
the consensus of a number of experts through the use of a series of questionnaires. This technique doesn’t
bring participants together. Anonymous participation is facilitated here.
Steps in Delphi technique

1. Creation of coordinating team ( 5-6 members)


2. Selection of experts
3. Coordinating team prepare the first round of questionnaire
4. Check the questionnaire to make sure that it is clear
5. Transfer of first questionnaire to panelists
6. Analysis of the responses of the first round
7. Preparing and testing of second round questionnaire
8. Transmission of second questionnaire to panelists
9. Analyze the second round of responses (steps 7-9 are repeated)
10. A report is prepared by analysis team to present conclusions.

V. Content analysis

It is the procedure of analyzing the contents from all the recorded forms of communication, whether hand
written , printed, taped, films or even critical learning. The primary sources of data for analysis are books,
reports, periodicals, bulletins, folders, newspapers etc.

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