QUALITATIVE METHODOLOGY

DEFINITION

A descriptive research

Describing rather than explaining the relationships between the variables

WEAKNESSES

Slower

More expensive

Low response rate

Intuitive

Unmanageble

Closed questions tend to force answers into limited categories

PROCESS OF INTERVIEW

The role of the interview

Locate and enlist cooperation of respondents

Motivate respondents to do a good job

Training the interviewers

The interviewer's kit

The interview

Opening remarks

Obtaining adequate responses

Recording the response

Concluding the interview

DATA ANALYSIS

Inductive reasoning

To make specific observation, draw inferences about larger phenomenon

Nature of data - subjective

DATA COLLECTION

Depend on their personal involvement

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

Non-verbal data (Drawings, photographs & videotapes)

STRENGTHS

Clarifying specific responses

Greater accuracy

Provide facts

Results more detailed

Deep understanding

Greater scope for prediction

WHY?

More subjective in nature

Involves examining & reflecting on perception

Not confident with statistics

HOW?

Interview

Structured interview

Semi-structured interview

In-depth interview