QUALITATIVE RESEARCH FOR RESEARCH APTITUDE FOR NET PAPER 1

• RESEARCH APTITUDE FOR NET PAPER 1
  QUALITATIVE RESEARCH TOOLS
  RESEARCH METHODOLOGY/MARKETING RESEARCH
• MEANING OF QUALITATIVE RESEARCH

1. RESEARCH THAT ADDRESSES BUSINESS OBJECTIVES THROUGH TECHNIQUES THAT ALLOW THE RESEARCHER TO PROVIDE ELABORATE INTERPRETATION OF MARKET PHENOMENON WITHOUT DEPENDING ON NUMERICAL MEASUREMENT
2. FOCUS IS ON DISCOVERING TRUE INNER MEANING AND NEW INSIGHT
3. LESS STRUCTURED THAN QUANTITATIVE APPROACH
4. DOES NOT RELY ON SELF RESPONSE QUESTIONNAIRE CONTAINING STRUCTURED RESPONSE FORMATS
5. MORE RESEARCHER DEPENDENT.MEANS RESEARCHER MUST EXTRACT MEANING FROM UNSTRUCTURED RESPONSES SUCH AS TEXT FROM RECORDED INTERVIEW. THE RESEARCHER INTERPRETS THE DATA TO EXTRACT THE MEANING AND CONVERT IT TO THE MEANING.

• QUALITATIVE RESEARCH

1.  TYPE OF SCIENTIFIC RESEARCH
2. INVESTIGATES THAT:
3. SEEKS TO A QUESTION
4. SYSTEMATICALLY USE A PREDEFINED SET OF PROCEDURES TO ANSWER THE QUESTION
5. COLLECT EVIDENCE
6. PRODUCE FINDING THAT WERE NOT DETERMINED IN ADVANCE
7. PRODUCES FINDING THAT WERE APPLICABLE BEYOND THE IMMEDIATE BOUNDARIES OF THE STUDY
8. SEEKS TO UNDERSTAND A GIVEN RESEARCH PROBLEM
9. EFFECTIVE IN OBTAINING CULTURAL SPECIFIC INFORMATION ABOUT THE VALUES,BEHAVIORS AND SOCIAL TEXT OF PARTICULAR PROBLEM

• QUANTITATIVE RESEARCH

1. INVOLVES  A COLLECTION OF NUMERICAL DATA TO ANSWER A SPECIFIC RESEARCH QUESTION
2. IT IS A DESCRIPTIVE TYPE OF RESEARCH WHERE THE GOAL IS TO ATTEMPT TO PROVIDE A DESCRIPTION OR PICTURE OF A PARTICULAR SITUATION OR PHENOMENON

• DIFFERENCE BETWEEN QUALITATIVE RESEARCH AND QUANTITATIVE RESEARCH
• ORIENTATION TO QUALITATIVE RESEARCH
• MAJOR CATEGORIES OF QUALITATIVE RESEARCH

1. PHENOMENOLOGY-----ORIGINATING PHILOSOPHY AND PSYCHOLOGY
2. ETHNOGRAPHY------ORIGINATING IN ANTHROPOLOGY
3. GROUNDED THEORY_ ORIGINATING IN SOCIOLOGY

• CASE STUDIES----ORIGINATING IN PSYCHOLOGY AND IN BUSINESS RESEARCH
• PHENOMENOLOGY

• PHILOSOPHICAL APPROACH TO STUDY HUMAN EXPERIENCES BASED ON THE IDEA THAT HUMAN EXPERIENCE ITSELF IS INHERENTLY SUBJECTIVE AND DETERMINED BY THE CONTEXT IN WHICH PEOPLE LIVE
• RESEARCHER FOCUSES HOW A PERSON’S BEHAVIOR IS SHAPED BY THE RELATIONSHIP HE OR SHE HAS WITH THE PHYSICAL ENVIRONMENT OBJECT,PEOPLE AND SITUATIONS
• SEEKS TO DESCRIBE,REFLECT UPON AND INTERPRET EXPERIENCES
• RELY LARGLY ON CONVERSATIONAL INTERVIEW TOOLS AND WHEN THEY ARE FACE TO FACE,RECORED EITHER WITH VIDEO OR AUDIO TAPES AND THEN INTERPRETED.
• DIRECT QUESTIONS ARE AVOIDED AND THE RESPONDENT IS ASKED TO SHARE HIS EXPERIENCES

• HERMENNEUTICS

1. IMPORTANT IN PHENOMENOLOGY
2. IS AN APPROACH TO UNDERSTANDING PHENOMENOLOGY THAT RELIES ON ANALYSIS OF TEXTS IN WHICH A PERSONS TELLS A STORY
3. MEANING IS THEN ARE DRAWN BY CONNECTING TEXT PAGES TO ONE ANOTHER OR TO THEMES EXPRESSED OUTSIDE THE STORY
4. CODING THE KEY MEANING EXPRESSED IN THE STORY
5. HERMANEUTIC UNIT REFERS TO TEXT PASSAGE FROM A RESPONDENT’S STORY THAT IS LINKED WITH A KEY THEME FROM WITH IN THE STORY IS PROVIDED BY THE RESEARCHER

• ETHNOGRAPHY

1. REPRESENTS A WAY OF STUDYING CULTURE THROUGH METHODS THAT INVOLVE BECOMING HIGHLY ACTIVE WITH IN THE CULTURE
2. PARTICIPANT OBSERVATIONS TYPIFIES AN ETHNOGRAPHIC RESEARCH APPROACH
3. PARTICIPANT OBSERVATION IS ETHNOGRAPHIC RESEARCH APPROACH WHERE THE RESEARCHER BECOMES IMMERSED WITH IN THE CULTURE THAT HE OR SHE STUDYING AND DRAW DATA FROM IT
4. CULTURE CAN BE BROAD OR NARROW
5. ORGANIZATIONAL CULTURE WOULD ALSO RELEVANT FOR ETHNOGRAPHIC STUDY
6. OBSERVATION PLAYS A VITAL ROLE

• GROUNDED THEORY

1. REPRESENT AN INDUCTIVE INVESTIGATION IN WHICH RESEARCHERS POSES QUESTIONS ABOUT THE INFORMATION PROVIDED BY THE RESPONDENTS OR TAKEN FROM HISTORICAL RECORD
2. ASKING QUESTIONS HIM SELF AND RESPONDENT FOR DEEPER MEANING
3. APPLICABLE IN DYNAMIC SITUATIONS INVOLVING RAPID AND SIGNIFICANT CHANGE
4. TWO KEYS :

1)    WHAT IS HAPPENING HERE

2)    HOW IT IS DIFFERENT

• CASE STUDIES

1)    SIMPLY REFERS TO THE DOCUMENTED HISTORY OF A PARTICULAR PERSON.GROUP.ORGANIZATION OR EVENTS

2)    A CASE STUDY MAY DESCRIBE THE EVENTS OF SPECIFIC COMPANY AS IT FACES IMPORTANT DECISIONS OR SITUATIONS SUCH AS INTRODUCING A NEW PRODUCT ETC

3)    CLIINCIAL INTERVIEW OF MANAGERS.EMPLOYEES OR CUSTOMERS CAN REPRESENT A CASE STUDY.

4)    CAN BE ANALYED FOR IMPORTANT THEMES

5)    COMMONLY APPLIED IN BUSINESS