Qualitative Research

Paper Summary:

The paper relates that qualitative research offers the possibility of formulating certain assumptions that can be validated through quantitative research. The paper examines focus group research, in-depth interviewing, participant observation and triangulation. The paper explains why qualitative research has several advantages over the quantitative method of research.

From the Paper:

"One of the most important qualitative information sources is the focus group research method. The focus group interview was used for the first time in the 1930s by Paul Lazarsfeld and Robert Merton, who used it in World War II. The focus group represents a free discussion between an independent moderator and a small group of people (6 - 10 people), invited for this purpose. The discussion, which is focused on a well determined issue, may last between two and five hours and is recorded both audio and video, in order to identify the speaker and also to observe people's different reactions when certain opinions are being expressed. The interviewed people must have a series of common demographic traits (age, gender, occupation), as well as a high degree of homogeneity related to the discussion's main issue."

Sample of Sources Used:

• Shoot the Focus Group. Advertisers are inventing new ways into the consumer's head (2005). BusinessWeek online. Retrieved January 29, 2007 from http://www.businessweek.com/magazine/content/05_46/b3959145.htm.
• In-depth Interviewing. Know Your Audience (2002). Retrieved January 29, 2007 from http://www.audiencedialogue.org/kya10.html.
• Participant observation (2006). Wikipedia, the free encyclopedia. Retrieved January 29, 2007 from http://en.wikipedia.org/wiki/Participant_observation.
• Participant Observation. Quantitative Research in Public Administration (NCSU). Retrieved January 29, 2007 from http://www2.chass.ncsu.edu/garson/pa765/particip.htm.
• Triangulation in Research. Research Methods. Retrieved January 29, 2007 from http://www.tele.sunyit.edu/traingulation.htm.

More papers on Qualitative Research:

• Descriptive Essay # 131716 : "Goals of Qualitative Research"
• Comparison Essay # 95167 : "Qualitative Research Methods"
• Term Paper # 64779 : "Components of Qualitative Research"

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