>Qualitative Analytical Techniques
>Qualitative Research employs special techniques that allow researchers to observe the ways respondents analyze and synthesize information. When attempting to understand people’s perceptions, beliefs, and behaviors, it is important to solicit information in a way that is meaningful to them. Rigorous sampling and advanced quantitative analysis will not remove bias introduced by a researcher who is subconsciously imposing his/her viewpoint on the study population. The following are a few methods that can be used to collect qualitative data.
Observational techniques are those where a researcher simply observes human behavior or actions first hand. This technique is useful to gain a full understanding of the context in which the behavior is talking place and also when people are unwilling or unable to verbalize the topic being evaluated.
Collecting nonverbal data requires such fineness of observational detail that special training is required to use the terminology and notational systems. Examples of nonverbal study include: Kinesics (observing detail of bodily movement) and Proxemics (social symbolic uses of space). A research study that includes analysis of nonverbal data is usually videotaped for repeated viewing (like focus group tapes).
Listing, Selecting and Sorting – Asking respondents to generate and/or sort lists, and make selections, is a way to explore their taxonomic systems (the way they organize information).
Projective Techniques are based on the understanding that people naturally project their beneath the-surface perceptions, beliefs and personal themes in their verbal responses and behavioral styles. There are many different tests and games to help probe beneath the surface that have been devised and tested over time. Familiar examples include: Sentence Completion Tests, Thematic Apperception Tests, Personalization, and Role Playing.
Interviews or Discussion – Are good at collecting information that can be verbalized easily. Common settings include focus groups and in-depth interviews.
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