QUALITATIVE METHODOLOGY

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UNDERSTANDING HUMAN

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QUALITATIVE METHODOLOGY

HOW?

Interview

In-depth interview

Semi-structured interview

Structured interview

WHY?

Not confident with statistics

Involves examining & reflecting on perception

More subjective in nature

STRENGTHS

Greater scope for prediction

Deep understanding

Results more detailed

Provide facts

Greater accuracy

Clarifying specific responses

DATA COLLECTION

Non-verbal data (Drawings, photographs & videotapes)

Collect verbal data (Interview, comments, documents & field notes

Depend on their personal involvement

DATA ANALYSIS

Nature of data - subjective

Inductive reasoning

To make specific observation, draw inferences about larger phenomenon

PROCESS OF INTERVIEW

Concluding the interview

Recording the response

Obtaining adequate responses

Opening remarks

The interview

The interviewer's kit

Training the interviewers

The role of the interview

Motivate respondents to do a good job

Locate and enlist cooperation of respondents

WEAKNESSES

Closed questions tend to force answers into limited categories

Unmanageble

Intuitive

Low response rate

More expensive

Slower

DEFINITION

Describing rather than explaining the relationships between the variables

A descriptive research