Unit 2

Primary data collection- survey vs. Observation. Random sample collection methods. Comparison of self
administered, telephone, mail, e - mail techniques. Qualitative research tools – Depth interviews, focus groups
and project techniques.

Primary Data Collection

When the data are collected directly by the researcher for the first time it is called
as Primary Data. It is original in nature and is specific to a research problem under study.

Primary Data Collection Methods

A fresh data can be collected by using the following methods:

1. Interview Method: It is the most widely used primary data collection methods wherein the
interviewer asks questions either personally, or through mail or telephone from the
respondents to obtain the insights of the problem under study. The researcher may either
visit the respondent in person at his home or meet him at the central location as mutually
decided by them. And in case, a large group of respondents is to be contacted then the mail
and telephone survey can be used. In the mail survey, the questionnaires are sent to the
respondent who is expected to give answers to the questions via mail. In the case of a
telephone survey, the interviewees are called and asked questions (closed-ended) specific to
the research problem.
2. Delphi Technique: It is a forecasting technique wherein the researcher elicits the
information from the panel of experts either personally or through a questionnaire sent
through the mail. Here, each expert in his respective field is asked to give their opinions on
the problem concerned and the consolidated view of all is used to reach for the most accurate
answer.
3. Projective Techniques: The projective techniques are the unstructured and an indirect
interview method used where the respondents are reluctant to give answers if the objective
is disclosed. In order to deal with such situation, the respondents are provided with the
incomplete stimulus and are required to complete it through which their underlying
motivations, attitudes, opinions, feelings, etc. related to the concerned issue gets revealed.
 Some of the following projective techniques are used to discover the ‘whys’ of the market
and the consumer behaviour.

▪ Thematic Apperception Test (TAT): Here the respondent is presented with multiple
pictures and then is asked to describe what he think the pictures represent.
▪ Role Playing: Under this method, the respondents are given the imaginary situations and
are asked to enact in a way they would have if the situation is real.
▪ Cartoon Completion: Here the respondents are shown the cartoon pictures comprising
of two or more characters and then are asked to give their ideas and opinions about the
characters.
▪ Word Association: Here the researcher provides a set of words to the respondent and
then ask them to tell what comes to their mind when they hear a particular word.
▪ Sentence Completion: The researcher provides the incomplete sentences to the
respondents and asks them to complete it. This is done to check the ideas of the
respondents.

4. Focus Group Interview: It is one of the widely used data collection methods wherein a
small group of people, usually 6-12 members come together to discuss the common areas
of the problem. Here each individual is required to provide his insights on the issue
concerned and reach to a unanimous decision. In this interview, there is a moderator who
regulates the discussion among the group members.
5. Questionnaire Method: Questionnaire is the most evident method of data collection, which
is comprised of a set of questions related to the research problem. This method is very
convenient in case the data are to be collected from the diverse population. It mainly includes
the printed set of questions, either open-ended or closed-ended, which the respondents are
required to answer on the basis of their knowledge and experience with the issue concerned.

Surveys:
Surveys are easy to develop, especially when using the advanced survey software solutions
available today. Many researchers are tempted to do much of their data collection online;
however, it is not always the preferred mode of data collection, especially if respondents are
in hard-to-reach areas. Whether a researcher uses an online survey, mobile survey, paper
survey, or a combination of all modes, the mode should depend on the type of study and the
demographics of respondents.

Online surveys and mobile surveys tend to be the most cost-effective modes of survey
research, yet they may not reach those respondents that can only respond using alternate
modes. Results of online surveys and mobile surveys may suffer and differ greatly if
important respondents are left out of the research. Hard-to-reach respondents may be easier
to reach using more traditional methods such as paper surveys or face-to-face interviews.

Advanced survey software solutions have multi-mode capabilities for online surveys,
mobile surveys, email surveys, paper surveys, kiosk surveys, and more, giving researchers
the ability to survey even the hardest-to reach consumers, and analyze data from all survey
modes collectively. The ability to reach respondents is one challenge of surveys. However,
surveys have several advantages and disadvantages. They are as follows:

Advantages

• Relatively easy to administer

• Can be developed in less time (compared to other data-collection methods)
• Cost-effective, but cost depends on survey mode
• Can be administered remotely via online, mobile devices, mail, email, kiosk, or
telephone.
• Conducted remotely can reduce or prevent geographical dependence
• Capable of collecting data from a large number of respondents
• Numerous questions can be asked about a subject, giving extensive flexibility in data
analysis
• With survey software, advanced statistical techniques can be utilized to analyze
survey data to determine validity, reliability, and statistical significance, including the
ability to analyze multiple variables
• A broad range of data can be collected (e.g., attitudes, opinions, beliefs, values,
behavior, factual).
• Standardized surveys are relatively free from several types of errors

Disadvantages
The reliability of survey data may depend on the following factors:

• Respondents may not feel encouraged to provide accurate, honest answers

• Respondents may not feel comfortable providing answers that present themselves in
a unfavourable manner.
• Respondents may not be fully aware of their reasons for any given answer because of
lack of memory on the subject, or even boredom.
• Surveys with closed-ended questions may have a lower validity rate than other
question types.
• Data errors due to question non-responses may exist. The number of respondents who
choose to respond to a survey question may be different from those who chose not to
respond, thus creating bias.
• Survey question answer options could lead to unclear data because certain answer
options may be interpreted differently by respondents. For example, the answer
option “somewhat agree” may represent different things to different subjects, and
have its own meaning to each individual respondent. ‘Yes’ or ‘no’ answer options
can also be problematic. Respondents may answer “no” if the option “only once” is
not available.
• Customized surveys can run the risk of containing certain types of errors

Observation’ Method for Data Collection

Observation, as the name implies, is a way of collecting data through observing. Observation
as a data collection method can be structured or unstructured. In structured or systematic
observation, data collection is conducted using specific variables and according to a pre-
defined schedule. Unstructured observation, on the other hand, is conducted in an open and
free manner in a sense that there would be no pre-determined variables or objectives.

Features of observation:
1. Eye Observation – In an accurate sense, observation involves the use of the eyes rather
than the use of the ears and the voice. An experienced worker never believes in gossip he
only trusts if he has observed that with his own eyes or if the report is a first hand evidence
of his eyes. So it can be said that observation done with the help of the eyes acts as a most
trustworthy medium for making an observation.
2. Aim – Observations which act on scientific grounds are brought in use by the scientists
or the researchers with some or the other aim to achieve something. Such scientists make
their observations in a very minute and a detailed manner which helps them in achieving
specific goals. These goals can include discovery of something, verification of the
hypothesis etc.
3. Planning – The value of an observation in an operation is only if it is done properly – in
a planned manner as, if it is done in a careless sense then the chance of making such an
observation again may come or not. Hence, observation should be carried out in a very
phased and a planned manner in order to get in depth understanding of an activity.
4. Recording – The various operations that we perform and the results that we obtain should
be remembered but a known fact is that memory is very deceptive in nature. With the
passage of time things tend to get out of mind, so it is very important to keep a record of
such activities. One very common method to keep a track of these activities is to write down
the various impressions, but now a days a tape or in some cases a video camera is used for
the recording purposes.

One of the major advantages of the recording done by a tape or a video camera is that the
chances of going wrong i.e. committing any mistake are very less or almost negative. In
tape, actual words can be recorded which results in zero chance of committing an error.

5. Physical and mental activity – Sense organs have a very critical role to play in the
observation process. During the observation researcher or an investigator has to use his
sense organs for seeing and hearing things and then has to keep in mind the whole set of
observations for an in depth analysis of the matter later on.

6. Direct study – Observation is a very vital scientific method that helps a lot in the
collection of the primary information that is reliable in nature in which direct study of the
situation is involved.

Advantages of Observation:
1. Simplest Method:
Observation is probably the most common and the simplest method of data collection. It
does not require much technical knowledge. Although scientific controlled observation
requires some technical skill of the researcher, still it is easier than other methods.
Everybody in this world observes many things in their daily life. A little training can make
a person perfect, to observe his surroundings.

2. Useful for Framing Hypothesis:

Observation is one of the main bases of formulating hypothesis. By observing a
phenomenon continuously, the researcher may get well acquainted with the observed. He
came to know about their habits, likes, dislikes, problems, perception, different activities
and so many other things. All these help him a lot to form a hypothesis on them. Any
researcher, therefore, has to be a good observer.

3. Greater Accuracy:
In other methods like interview, questionnaire etc., the researcher has to depend on
information provided by the respondents. So these are indirect methods and here the
investigator does not have any means to examine the accuracy of the data supplied by them.
But in observation the observer can directly check the accuracy from the observed. He can
apply various devices to test the reliability of their behaviour. So very often the data
collected through observation is more reliable than these collected through interview or
questionnaire.
4. An Universal Method:
Observation is a common method used in all sciences, whether physical or social. So it has
greater universality of practice. As a common method, it is very easily followed and
accepted.
5. Observation is the Only Appropriate Tool for Certain Cases:
Observation can deal with phenomena which are not capable of giving verbal information
about their behaviour, feeling and activities simply for the reason that they cannot speak e.g.
infants or animals. Observation is indispensable for studies on infants who can neither
understand the quarries of the researcher nor express themselves clearly.
Limitations of Observation:
1. Lack of Reliability:
Because social phenomena cannot be controlled or used for laboratory experiments,
generalizations made by observation method are not very reliable. The relative-ness of the
social phenomena and the personal bias of the observer again create difficulty for making
valid generalization in observation.
2. Faulty Perception:
Observation is a highly technical job. One is never sure that what he is observing is the same
as it appears to his eyes. Two persons may judge the same phenomena differently. One
person may find something meaningful and useful from a situation but the other may find
nothing from it. Only those observers who are having the technical knowledge about the
observation can make scientific observation.
3. Personal Bias of the Observer:
The personal bias, personal view or looking at things in a particular way often creates
obstacle for making valid generalization. The observer may have his own ideas of right and
wrong or he may have different pre-conceptions regarding an event which kills the
objectivity in social research.
4. Slow Investigation:
Observation is a time taking process. The researcher cannot complete the investigation in a
short period through observation. It sometimes reduces the interest of both observer and
observed to continue their observation process.
5. Expensive:
Observation is a costly affair. It requires high cost, plenty of time and hard effort.
Observation involves travelling, staying at the place of phenomena and purchasing of
sophisticated equipment’s. Because of this it is called as one of the most expensive methods
of data collection.

Survey vs. Observation:

Survey Observation

It is a field study, as it is always conducted in It is not only seeing & viewing but also
a natural setting. hearing and perceiving as well.

It solicits responses directly from the It is both a physical and a mental activity.
respondents or people known to have The observing eye catches many things
knowledge about the problem under study. which are sighted, but attention is also
focused on data that are relevant to the
problem under study.

Generally, it gathers information from a large It captures the natural social context in
population. which the person’s behaviour occurs.

A survey covers a definite geographical area Observation is selective: The investigator

does not observe everything but selects the
range of things to be observed depending
upon the nature, scope and objectives of the
study.

It has a time frame Observation is not casual but with a

purpose. It is made for the purpose of noting
things relevant to the study.

It can be an extensive survey involving a The investigator first of all observes the
wider sample or it can be an intensive study phenomenon and then gathers and
covering few samples but is an in-depth and accumulates data.
detailed study.

Survey research is best adapted for obtaining Observation may be direct or personal
personal, socio-economic facts, beliefs, observation
attitudes, opinions. Survey research is not a
clerical routine of gathering facts and figures.
It requires a good deal of research knowledge
and sophistication.

Surveys often involve asking participants Observations are conducted by observing

about their own opinions on a specific matter the participants
through carefully selected questions.
Sampling:
Introduction
In the Research Methodology, practical formulation of the research is very much important
and so should be done very carefully with proper concentration and in the presence of a very
good guidance.
But during the formulation of the research on the practical grounds, one tends to go through
a large number of problems. These problems are generally related to the knowing of the
features of the universe or the population on the basis of studying the characteristics of the
specific part or some portion, generally called as the sample.
Sampling can be defined as the method or the technique consisting of selection for the study
of the so called part or the portion or the sample, with a view to draw conclusions or the
solutions about the universe or the population.

According to Mildred Parton, “Sampling method is the process or the method of drawing a
definite number of the individuals, cases or the observations from a particular universe,
selecting part of a total group for investigation.”
Characteristics of the sampling technique
1. Much cheaper.
2. Saves time.
3. Much reliable.
4. Very suitable for carrying out different surveys.
5. Scientific in nature.
Advantages of sampling
1. Very accurate.
2. Economical in nature.
3. Very reliable.
4. High suitability ratio towards the different surveys.
5. Takes less time.
6. In cases, when the universe is very large, then the sampling method is the only practical
method for collecting the data.

Types of Sampling:
Sampling takes on two forms, probability sampling and non-probability sampling:

• Probability sampling uses random sampling techniques to create a sample.

• Non-probability sampling techniques use non-random processes like researcher
judgment or convenience sampling.

Probability sampling is based on the fact that every member of a population has a known
and equal chance of being selected. For example, if you had a population of 100 people,
each person would have odds of 1 out of 100 of being chosen. With non-probability
sampling, those odds are not equal. For example, a person might have a better chance of
being chosen if they live close to the researcher or have access to a computer. Probability
sampling gives you the best chance to create a sample that is truly representative of the
population.
Using probability sampling for finding sample sizes means that you can employ statistical
techniques like confidence intervals and margins of error to validate your results.

Types of Probability Sampling:

1. Simple random sampling :

Simple random sampling means that every member of the sample is selected from the
group of population in such a manner that the probability of being selected for all members
in the study group of population is the same.
In other words, sampling units are selected at random so that the opportunity of every
sampling unit being included in the sample is the same. This is the basic method of sampling.
In this method, numbers are assigned to every member in the study group of population.
Then the sample would be selected from a table of random numbers or random selection.

Advantages of Simple random sampling:

1. One of the great advantages of simple random sampling method is that it needs only a
minimum knowledge of the study group of population in advance.
2. It is free from errors in classification.
3. This is suitable for data analysis which includes the use of inferential statistics.
4. Simple random sampling is representative of the population
5. It is totally free from bias and prejudice
6. The method is simple to use.
7. It is very easy to assess the sampling error in this method.
Disadvantages of Simple random sampling
Simple random sampling suffers from the following demerits:
1. This method carries larger errors from the same sample size than that are found in
stratified sampling.
2. In simple random sampling, the selection of sample becomes impossible if the units or
items are widely dispersed.
3. It cannot be employed where the units of the population are heterogeneous in nature.
4. This method lacks the use of available knowledge concerning the population.
5. It may be impossible to contact the cases which are very widely dispersed.

• Stratified Random Sampling involves splitting subjects into mutually

exclusive groups and then using simple random sampling to choose members from
groups.
 • Systematic Sampling means that you choose every “nth” participant from a complete
list. For example, you could choose every 10th person listed.
• Cluster Random Sampling is a way to randomly select participants from a list that is
too large for simple random sampling. For example, if you wanted to choose 1000
participants from the entire population of the U.S., it is likely impossible to get a
complete list of everyone. Instead, the researcher randomly selects areas (i.e. cities or
counties) and randomly selects from within those boundaries.
• Multi-Stage Random sampling uses a combination of techniques.

Advantages
• Cluster sampling: convenience and ease of use.
• Simple random sampling: creates samples that are highly representative of the
population.
• Stratified random sampling: creates strata or layers that are highly representative of
strata or layers in the population.
• Systematic sampling: creates samples that are highly representative of the population,
without the need for a random number generator.

Disadvantages
• Cluster sampling: might not work well if unit members are not homogeneous (i.e. if
they are different from each other).
• Simple random sampling: tedious and time consuming, especially when creating
larger samples.
• Stratified random sampling: tedious and time consuming, especially when creating
larger samples.
• Systematic sampling: not as random as simple random sampling,

Non-probability sampling:
Non-probability sampling is a sampling technique in which the researcher selects samples
based on the subjective judgment of the researcher rather than random selection.

In non-probability sampling, not all members of the population have a chance of

participating in the study unlike probability sampling, where each member of the population
has a known chance of being selected.

Non-probability sampling is most useful for exploratory studies like pilot survey
(a survey that is deployed to a smaller sample compared to pre-determined sample size).
Non-probability sampling is used in studies where it is not possible to draw random
probability sampling due to time or cost considerations.

Non-probability sampling is a less stringent method, this sampling method depends heavily
on the expertise of the researchers. Non-probability sampling is carried out by methods of
observation and is widely used in qualitative research.

Types of non-probability sampling and examples

1. Convenience Sampling: Convenience sampling is a non-probability sampling technique
where samples are selected from the population only because they are conveniently
available to researcher. These samples are selected only because they are easy to recruit and
researcher did not consider selecting sample that represents the entire population. Ideally,
in research, it is good to test sample that represents the population. But, in some research,
the population is too large to test and consider the entire population. This is one of the
reasons, why researchers rely on convenience sampling, which is the most common non-
probability sampling technique, because of its speed, cost-effectiveness, and ease of
availability of the sample. An example of convenience sampling would be using student
volunteers known to researcher. Researcher can send the survey to students and they would
act as sample in this situation.

2. Consecutive Sampling: This non-probability sampling technique is very similar to

convenience sampling, with a slight variation. Here, the researcher picks a single person or
a group of sample, conducts research over a period of time, analyzes the results and then
moves on to another subject or group of subject if needed. Consecutive sampling gives the
researcher a chance to work with many subjects and fine tune his/her research by collecting
results that have vital insights.

3. Quota Sampling: Hypothetically consider, a researcher wants to study the career goals
of male and female employees in an organization. There are 500 employees in the
organization. These 500 employees are known as population. In order to understand better
about a population, researcher will need only a sample, not the entire population. Further,
researcher is interested in particular strata within the population. Here is where quota
sampling helps in dividing the population into strata or groups. For studying the career goals
of 500 employees, technically the sample selected should have proportionate numbers of
males and females. Which means there should be 250 males and 250 females. Since, this is
unlikely, the groups or strata is selected using quota sampling.

4. Judgmental or Purposive Sampling: In judgmental sampling, the samples are selected

based purely on researcher’s knowledge and credibility. In other words, researchers choose
only those who he feels are a right fit (with respect to attributes and representation of a
population) to participate in research study. This is not a scientific method of sampling and
the downside to this sampling technique is that the results can be influenced by the
preconceived notions of a researcher. Thus, there is a high amount of ambiguity involved in
this research technique. For example, this type of sampling method can be used in pilot
studies.

5. Snowball Sampling: Snowball sampling helps researchers find sample when they are
difficult to locate. Researchers use this technique when the sample size is small and not
easily available. This sampling system works like the referral program. Once the researchers
find suitable subjects, they are asked for assistance to seek similar subjects to form a
considerably good size sample. For example, this type of sampling can be used to conduct
research involving a particular illness in patients or a rare disease. Researchers can seek help
from subjects to refer other subjects suffering from the same ailment to form a subjective
sample to carry out the study.
Advantages of non-probability sampling
1. Non-probability sampling is a more conducive and practical method for researchers
deploying survey in the real world. Although statisticians prefer probability sampling
because it yields data in the form of numbers. However, if done correctly, non-probability
sampling can yield similar if not the same quality of results.

2. Getting responses using non-probability sampling is faster and more cost-effective as

compared to probability sampling because sample is known to researcher, they are
motivated to respond quickly as compared to people who are randomly selected.

Disadvantages of non-probability sampling

1. In non-probability sampling, researcher needs to think through potential reasons for
biases. It is important to have a sample that represents closely the population.

2. While choosing a sample in non-probability sampling, researchers need to be careful

about recruits distorting data. At the end of the day, research is carried out to obtain
meaningful insights and useful data.

Comparison of self administered, telephone, mail, e - mail techniques.:

One common way to administer surveys is in the form of self-administered questionnaires.

This means that a research participant is given a set of questions, in writing, to which he or
she is asked to respond. Self-administered questionnaires can be delivered in hard copy
format, typically via mail, or increasingly more commonly, online. If you are not able to
visit each member of your sample personally to deliver a survey, you might consider sending
your survey through the mail. While this mode of delivery may not be ideal (imagine how
much less likely you’d probably be to return a survey that didn’t come with the researcher
standing on your doorstep waiting to take it from you), sometimes it is the only available or
the most practical option, this may not be the most ideal way of administering a survey
because it can be difficult to convince people to take the time to complete and return your
survey.

Comparison of self administered, telephone, mail, e - mail techniques.:

Telephonic survey, e - mail technique

Telephonic survey is quicker E - mail technique is cheaper
Interviewing for a typical telephone If the questionnaire is administered using a CATI
project might take one to three system (computer assisted telephone interviewing,
weeks, in which responses are directly entered into a
computer database while the interview takes place),
there is no additional time necessary for data entry.
With mail, there’s the graphic design of the
 questionnaire, printing, mailing, a week or two for
people to respond, time for the responses to get
mailed back, and then a load of data entry. This can
easily take six weeks or more in some projects.
Telephonic surveys are expensive mail surveys can be much less expensive than
than e-mail technique. telephone.

Telephone surveys are generally With a mail survey, the researcher depend on the
administered by trained, expert ability of each respondent to follow directions
interviewers from a centralized
location
Therefore, they can employ very This usually means quite a few skipped questions,
complex questionnaires, incomplete answers, and even illegible responses.
particularly Open-ended questions (which people answer in their
own words, rather than by checking a box or circling
a number) are also a challenge with mail surveys.
With phone surveys, trained The respondents commonly read quickly a mail
interviewers can probe for more questionnaire to get a sense of the whole thing before
information when a respondent they start with question one
provides an answer which is
incomplete or unclear.
Phone surveys provide more Mail surveys usually bring lower response rates.
response rates.

Qualitative Research: Definition

Qualitative research is defined as a market research method that focuses on obtaining data
through open-ended and conversational communication.

This method is not only about “what” people think but also “why” they think so. For
example, consider a convenience store looking to improve its patronage. A systematic
observation concludes that the number of men visiting this store are more. One good method
to determine why women were not visiting the store is to conduct an in-depth interview of
potential customers in the category.
Characteristics of Qualitative Research Methods
1. Qualitative research methods usually collect data at the sight, where the participants are
experiencing issues or problems. These are real-time data and rarely bring the participants
out of the geographic locations to collect information.

2. Qualitative researchers typically gather multiple forms of data, such as interviews,

observations, and documents, rather than rely on a single data source.

3. This type of research method works towards solving complex issues by breaking down
into meaningful inferences, that is easily readable and understood by all.

4. Since its a more communicative method, people can build their trust on the researcher
and the information thus obtained is raw and unadulterated.

The following are the qualitative research methods that are frequently used:

1. One-on-One Interview: Conducting in-depth interviews is one of the most common

qualitative research methods. It is a personal interview that is carried out with one
respondent at a time. This is purely a conversational method and invites opportunities to get
details in depth from the respondent.

One of the advantages of this method provides a great opportunity to gather precise data
about what people believe and what their motivations are. If the researcher is well
experienced asking the right questions can help him/her collect meaningful data. If they
should need more information the researchers should ask such follow up questions that will
help them collect more information.

These interviews can be performed face-to-face or on phone and usually can last between
half an hour to two hours or even more. When the in-depth interview is conducted face to
face it gives a better opportunity to read the body language of the respondents and match
the responses.

2. Focus groups: A focus group is also one of the commonly used qualitative research
methods, used in data collection. A focus group usually includes a limited number of
respondents (6-10) from within your target market.

The main aim of the focus group is to find answers to the why what and how questions. One
advantage of focus groups is, you don’t necessarily need to interact with the group in person.
Nowadays focus groups can be sent an online survey on various devices and responses can
be collected at the click of a button.

Focus groups are an expensive method as compared to the other qualitative research
methods. Typically they are used to explain complex processes. This method is very useful
when it comes to market research on new products and testing new concepts.
3. Ethnographic research: Ethnographic research is the most in-depth observational
method that studies people in their naturally occurring environment.

This method requires the researchers to adapt to the target audiences’ environments which
could be anywhere from an organization to a city or any remote location. Here geographical
constraints can be an issue while collecting data.

This research design aims to understand the cultures, challenges, motivations, and settings
that occur. Instead of relying on interviews and discussions, you experience the natural
settings first hand.

This type of research method can last from a few days to a few years, as it involves in-depth
observation and collecting data on those grounds. It’s a challenging and a time-consuming
method and solely depends on the expertise of the researcher to be able to analyze, observe
and infer the data.

4. Case study research: The case study method has evolved over the past few years and
developed as into a valuable qualitative research method. As the name suggests it is used
for explaining an organization or an entity.

This type of research method is used within a number of areas like education, social sciences
and similar. This method may look difficult to operate, however, it is one of the simplest
ways of conducting research as it involves a deep dive and thorough understanding of the
data collection methods and inferring the data.

5. Record keeping: This method makes use of the already existing reliable documents and
similar sources of information as the data source. This data can be used in a new research.
This is similar to going to a library. There one can go over books and other reference material
to collect relevant data that can likely be used in the research.

6. Process of observation: Qualitative Observation is a process of research that uses

subjective methodologies to gather systematic information or data. Since, the focus on
qualitative observation is the research process of using subjective methodologies to gather
information or data. The qualitative observation is primarily used to equate quality
differences.

Qualitative observation deals with the 5 major sensory organs and their functioning – sight,
smell, touch, taste, and hearing. This doesn’t involve measurements or numbers but instead
characteristics.
Qualitative Research Methods Vs Quantitative Research Methods
Attributes Qualitative Research Methods Quantitative Research Methods

This research method focuses on Quantitative research method focuses

Analytical
to describe individual on describing the characteristics of a
objectives
experiences and beliefs. population.

Types of
questions Open ended questions Closed ended questions
asked

Use semi-structured methods

Data Use highly structured methods such as
such as in-depth interviews,
collection structured observation
focus groups, and participant
Instrument using questionnaires and surveys
observation

Form of data
Descriptive data Numerical data
produced

Participant responses affect how Participant responses do not influence

Degree of
and which questions researchers or determine how and which questions
flexibility
ask next researchers ask next