Qualitative vs quantitative - Qualitative research

9 important questions on Qualitative vs quantitative - Qualitative research

What is qualitative research?

An approach to research that examines a concept/phenomenon from the perspective of the individual who is experiencing it

When is Qualitative research most useful?

  • Little knowledge exists
  • personal experience OR nuanced perspective (of a particular group) is needed

What are 3 ways to conduct qualitative research?

  • Group focus interviews
  • 1-on-1 in depth interviews
  • observe costumer behaviour
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What are the characteristics of qualitative data?

  • Open-ended questions (What?When?How?)
  • can not be COUNTED
  • can find in-depth information

What are the disadvantages of qualitative data?

Not representative for entire group & SUBJECTIVE

How does grounded theory collects data?

  • Interviews
  • observations
  • field notes

Why is grounded theory called GROUNDED theory?

Only uses data collected from the study

How do you collect data for ethnography?

  • participant observation
  • interview
  • field notes

How do you collect data for phenomenology?

  • Multiple, in-depth conversations with participants
  • detailed examples from participant's experiences

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