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MEANING:
DEFINITION:
F o c u s G r oD u e p p s t h I n t e r v P i e r ow j se c t i v e
T e c h n i q u e s
A s s o c i a tC i o o n m p l e tC i o o n n s t r u c E t i xo p n r e s s i v e
T e c h n i q uT e e s c h n i q uT e e s c h n i q uT e e s c h n i q u e s
OBSERVATION TECHNIQUES
Classification of Observation
Direct vs indirect:
Direct>> observing behavior as it occurs
Indirect >> observing the effects of behavior
Disguised vs nondisguised
Nondisguised>>Direct
Disguised >> Indirect
Structured vs unstructured
Structured>>predetermine what to observe
Unstructured>>monitor all behavior
Human vs Mechanical
Human>>observation done by human beings
Mechanical>>observation by machine
ADVANTAGES
Greater data accuracy than direct questioning, in natural settings people
behave naturally,
Problems of refusal, not at home, false response, non-cooperation etc. are
absent,
No recall error,
In some situations, only way
Number of customers visiting a store
Studying children’s behavior
LIMITATIONS
Time consuming,
Too many things to observe,
May not be representative,
Difficulty in determining root cause of the behavior.
FOCUS GROUP
An interview conducted by a trained moderator in a non-structured and
natural manner with a small group of respondents.
Traits of a Goo
He/she must strive for generating a stimulating natural
discussion without losing sight of the focus,
Must take initiative, but should not dominate the discussion
unduly,
Should have feeling of urgency,
Focus Group
Should participate in the research from the beginning,
Must add value beyond just conducting the session.
Moderator
MAJOR DISADVANTAGES:
Lack of representativeness, Misuse, Misjudge, Moderation problem, and
Difficulty of analysis
PROJECTIVE TECHNIQUES
Stimulus Word
Postman
Bank Teller*
SENTENCE COMPLETION
This technique is an extension of the free-word association test. In this
technique, the respondent is presented with some sentences containing
Networking
incomplete stimuli and is asked to complete them. Like the free-word
association method, interpreting and analysing data obtained from this
technique is also difficult.
Automatic teller ma
Persian C arpet
Automatic teller machine
Driver
____________________
Bank by Phone*
____________________
Transitlink
UNFINISHED SCENARIO COMPLETION
This technique is similar to the sentence completion test. However, in this
technique, the respondent is presented with a specific scenario
containing incomplete stimuli [see example below] and is asked to
complete the scenario. Interpreting and analysing data obtained from
this technique is also difficult.
to deposit it in an
In the cartoon technique, the respondent is shown a comic-strip like cartoon
with two characters in a conversation. While the speech of one
character is shown in his/her balloon,the other balloon is empty.The
respondent is asked to assume the role of the other person and fill the
empty baloon with a speech.
___________, but
should _________
Data analysis
Interpretive techniques
Coding
Coding is an interpretive technique that both organizes the data and provides
a means to introduce the interpretations of it into certain quantitative
methods. Most coding requires the analyst to read the data and demarcate
segments within it. Each segment is labeled with a “code” – usually a word
or short phrase that suggests how the associated data segments inform the
research objectives. When coding is complete, the analyst prepares reports
via a mix of: summarizing the prevalence of codes, discussing similarities
and differences in related codes across distinct original sources/contexts, or
comparing the relationship between one or more codes.
Recursive abstraction
Mechanical techniques
Some techniques rely on leveraging computers to scan and sort large sets of
qualitative data. At their most basic level, mechanical techniques rely on
counting words, phrases, or coincidences of tokens within the data. Often
referred to as content analysis, the output from these techniques is amenable
to many advanced statistical analyses.
Primarily inductive process used to Primarily deductive process used to test pre-
formulate theory or hypotheses specified concepts, constructs, and
hypotheses that make up a theory
Text-based Number-based
More in-depth information on a few cases Less in-depth but more breadth of
information across a large number of cases
Can be valid and reliable: largely depends Can be valid and reliable: largely depends
on skill and rigor of the researcher on the measurement device or instrument
used
Time expenditure lighter on the planning Time expenditure heavier on the planning
end and heavier during the analysis phase phase and lighter on the analysis phase