To read the complete entry, click here: To access this article you must have a Temple University AccessNet account. If you are not affliated with Temple University, use the citation below to find the article at a library to which you have access. See all library locations. Grounded Theory What is it? Search this Guide Search. Grounded Theory a guide to qualitative research methods. How is it done?
Covers quantitative, qualitative and mixed methods and includes the entire "Little Green Book" and "Little Blue Book" series. Barney Glaser and Classic Grounded Theory. Grounded Theory Online "Offer online tailored support to research students; support to PhD supervisors and research committees; and consultancy to industry, post doc and professional researchers". Sep 11, 2: Temple University University Libraries See all library locations.
When your job involves marketing, or creating new campaigns that target a specific demographic, then knowing what makes those people can be quite challenging. By going through the qualitative research approach, it becomes possible to congregate authentic ideas that can be used for marketing and other creative purposes. This makes communication between the two parties to be handled with more accuracy, leading to greater level of happiness for all parties involved.
Attitude explanations become possible with qualitative research. Consumer patterns can change on a dime sometimes, leaving a brand out in the cold as to what just happened. Qualitative research allows for a greater understanding of consumer attitudes, providing an explanation for events that occur outside of the predictive matrix that was developed through previous research.
The quality of the data gathered in qualitative research is highly subjective. This is where the personal nature of data gathering in qualitative research can also be a negative component of the process. Having individual perspectives and including instinctual decisions can lead to incredibly detailed data. It can also lead to data that is generalized or even inaccurate because of its reliance on researcher subjectivisms.
Data rigidity is more difficult to assess and demonstrate. Because individual perspectives are often the foundation of the data that is gathered in qualitative research, it is more difficult to prove that there is rigidity in the information that is collective.
The human mind tends to remember things in the way it wants to remember them. That is why memories are often looked at fondly, even if the actual events that occurred may have been somewhat disturbing at the time. This innate desire to look at the good in things makes it difficult for researchers to demonstrate data validity. Mining data gathered by qualitative research can be time consuming.
The number of details that are often collected while performing qualitative research are often overwhelming. Sorting through that data to pull out the key points can be a time-consuming effort. It is also a subjective effort because what one researcher feels is important may not be pulled out by another researcher. Unless there are some standards in place that cannot be overridden, data mining through a massive number of details can almost be more trouble than it is worth in some instances.
Qualitative research creates findings that are valuable, but difficult to present. Presenting the findings which come out of qualitative research is a bit like listening to an interview on CNN. The interviewer will ask a question to the interviewee, but the goal is to receive an answer that will help present a database which presents a specific outcome to the viewer.
We need to pass a law to change that. What a research gleans from the data can be very different from what an outside observer gleans from the data. Data created through qualitative research is not always accepted. Because of the subjective nature of the data that is collected in qualitative research, findings are not always accepted by the scientific community.
A second independent qualitative research effort which can produce similar findings is often necessary to begin the process of community acceptance. Researcher influence can have a negative effect on the collected data. The quality of the data that is collected through qualitative research is highly dependent on the skills and observation of the researcher.
If a researcher has a biased point of view, then their perspective will be included with the data collected and influence the outcome. There must be controls in place to help remove the potential for bias so the data collected can be reviewed with integrity. Otherwise, it would be possible for a researcher to make any claim and then use their bias through qualitative research to prove their point. Replicating results can be very difficult with qualitative research.
The scientific community wants to see results that can be verified and duplicated to accept research as factual. In the world of qualitative research, this can be very difficult to accomplish. Not only do you have the variability of researcher bias for which to account within the data, but there is also the informational bias that is built into the data itself from the provider.
This means the scope of data gathering can be extremely limited, even if the structure of gathering information is fluid, because of each unique perspective.
Difficult decisions may require repetitive qualitative research periods. The smaller sample sizes of qualitative research may be an advantage, but they can also be a disadvantage for brands and businesses which are facing a difficult or potentially controversial decision. A small sample is not always representative of a larger population demographic, even if there are deep similarities with the individuals involve.
This means a follow-up with a larger quantitative sample may be necessary so that data points can be tracked with more accuracy, allowing for a better overall decision to be made.
Unseen data can disappear during the qualitative research process. The amount of trust that is placed on the researcher to gather, and then draw together, the unseen data that is offered by a provider is enormous.
The research is dependent upon the skill of the researcher being able to connect all the dots. If the researcher can do this, then the data can be meaningful and help brands and progress forward with their mission. If not, there is no way to alter course until after the first results are received. Then a new qualitative process must begin. Researchers must have industry-related expertise.
You can have an excellent researcher on-board for a project, but if they are not familiar with the subject matter, they will have a difficult time gathering accurate data.
For qualitative research to be accurate, the interviewer involved must have specific skills, experiences, and expertise in the subject matter being studied. They must also be familiar with the material being evaluated and have the knowledge to interpret responses that are received.
If any piece of this skill set is missing, the quality of the data being gathered can be open to interpretation. Qualitative research is not statistically representative. The one disadvantage of qualitative research which is always present is its lack of statistical representation. It is a perspective-based method of research only, which means the responses given are not measured. Comparisons can be made and this can lead toward the duplication which may be required, but for the most part, quantitative data is required for circumstances which need statistical representation and that is not part of the qualitative research process.
Advantages of Qualitative Research • Issues and subjects covered can be evaluated in depth and in detail. • Interviews are not limited to particular questions and can be redirected or guided by researchers • The direction and framework of research can be revised quickly as soon as fresh information • The data in qualitative research .
The advantages and disadvantages of qualitative research are quite unique. On one hand, you have the perspective of the data that is being collected. On the other hand, you have the techniques of the data collector and their own unique observations that can alter the information in subtle ways.
Selecting the best research method allows you to successfully answer a research question or test a hypothesis. Missteps at the onset of the research process may derail an otherwise promising study. Knowing the advantages and disadvantages of quantitative and qualitative methods will help you make a. Learn about the advantages and disadvantages of quantitative research and how and when to use it versus qualitative methods in market research. Learn about the advantages and disadvantages of quantitative research and how and when to use it versus qualitative methods in market research.
In qualitative research, the methods most commonly used are; qualitative case study, ethnography, content analysis and action research. There are many advantages and disadvantages of using a qualitative research when investigating our social world. The advantages of qualitative research revolve around the use of small groups and the ability to go more in-depth into the human emotions. The data is more comprehensive and gives the researcher a closer look at how and why .