Qualitative Research Practice

This document provides insights into qualitative research strategies such as observation, interviews, and focus groups. It discusses the best practices for carrying out interviews and observations, as well as the process of data analysis using thematic analysis. The document also explores the importance of qualitative research in understanding user preferences and experiences with smart phones.

QUALITATIVE RESEARCH
PRACTICE

Table of Contents
INTRODUCTION...........................................................................................................................3
Best qualitative research strategy................................................................................................3
INTERVIEWS.................................................................................................................................3
Best interview for the research....................................................................................................3
Presenting the question frame for this study................................................................................4
How to carry out an interview.....................................................................................................5
OBSERVATION.............................................................................................................................5
Best observation...........................................................................................................................5
Presenting the observation guide.................................................................................................5
Observation Process.....................................................................................................................6
FOCUS GROUP..............................................................................................................................7
Best Focus Group........................................................................................................................7
Presenting the observation guide.................................................................................................7
Focus Group Process...................................................................................................................7
DATA ANALYSIS.........................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Qualitative research strategy is refers to that market research method which mainly focus
on obtaining the data using open ended as well as conversational communication. Through the
current study, researcher will describe different qualitative research strategy and also helps to
understand about the qualitative study. Further, report also describe three main types of the
research strategy i.e. observation, focus group and interview. Also, study will describe the best
qualitative data analysis techniques that researcher use to analyze the data
Best qualitative research strategy
Among, researcher chooses observation as a best qualitative research strategy because of
many reasons. Such that observing people is the primary role or task which helps the researcher
to get the meaningful data rather than asking any specific questions related to that situation. That
is why, observation is better method (Lune and Berg, 2016, p.36). Instead of it, If researcher
chooses interview method, they collect many views from the selected respondents and as a result,
it creates confusion and creates difficulties in order to meet the define aim and objectives. That is
why, using observation as a technique of qualitative collection technique did not require any
technical knowledge in order to gather the information. This technique is also help to provide
greater accuracy of results as compared to others and this accuracy is check by observer once
only. As there are many situation, where researcher did not get best answer through verbal
communication and in the same way, as the situation to investigate the experience of smart
phones users with various types of text inputs, this method is helpful. Also, this tool do not
require any consent of people in order to share the information (Mays and Pope, 2020, p. 213).
INTERVIEWS
Best interview for the research
Basically there are three main types of interview method used by the researcher i.e.
structure, semi-structure and unstructured. Among all, semi- structure interview method is
appropriate because it have some planned themes and topics which is not possible in other types.
Another reason for choosing this method is such that this kind of interviews actually follow some

predefine questionnaires that is asked to the respondents with proper theme and topic (Saunders
and Townsend, 2016). Therefore, this type of interviews is actually help researcher to determine
the issues in particular areas and provide solution of the same as well. Not only this, it also help
the researcher to take time in order to prepare and appear the competent at the time of interview
and allow the informants to express own views in their own terms (Board, 2019, p. 329).
Presenting the question frame for this study
There are 5 questions in the semi- structured interview question in which some around 15
users of smart phones are selected who help to investigate the experience of smart phones users
which different types of text input assistance. Under the questionnaire, researcher uses predictive
structure questions are asked that which seek to understand the intent or future outcome
surrounding (Granhag and Luke, 2018, p. 280). Thus, these questions are help to determine the
future results or any changes that will help to take action in order to meet the define aim and
objectives of the smart phone users.
1. Do you satisfy with the smartphone you use in your daily routine?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Strongly dissatisfied
2. Which of the following features you are highly like in your smartphones?
 Predictive text algorithms
 Autocorrect option
 No help
 All of these
3. Would you like to share your any experience of smart phones?
4. Do you think yours preference for the text input assistance is dependent on a specific
situation?
5. Do you really think that smart phones help you to gain knowledge with regards to any
specific situation.

How to carry out an interview
In order to carry out the semi- structure interview, researcher should first make an
effective planning related to topic and then ask the question to right person (Paulo, Albuquerque
and Bull, 2016, p. 780). As it is not possible to ask question to each and every respondents, that
is why, researcher e-mail the questions to their official id that will help to prevent from any
fraud. Also, this semi- structure interview is in the form of options that will not need to discuss
the things in open manner.
OBSERVATION
Best observation
Observation is another type of qualitative data collection technique through which a
scholar observe things in order to gather the information of a particular area. Basically there are
two types of observation i.e. non- participant observation and participant observation. Between
these, researcher chooses participant observation because it will help to researcher to them
closely and get better results that help to meet the define aim and objectives (Guest and et.al.,
2017, p. 280). Thus, using this method, researcher also take participation within a group where
they are going to observe. Also, another reason of choosing this observation is such that it helps
to gain deep understanding as well as familiarity with a certain group of individuals and their
values or beliefs so that it will help to meet the define aim and objectives. Along with this, it also
refine the skills in the native language, facilitate appropriate interviewing and generate good
results as well.
Presenting the observation guide
In order to conduct thee\ research, researcher uses participative observation tool. This is
the type of the of observation tool in which researcher itself used to take part in the group in
which author is looking to observe. This observation guide used to focus on the main focus is to
investigate the experiences of smart phone users with different types of text input assistance. For
that the main focus of the researcher is to select the observer who actually help to determine the
observation and answer the research question which in turn assist to meet the define aim and
objective of the research study (Leone, Minutti-Meza and Wasley, 2019, p.340). Also, an
observation guide is also provided to all observers who actually help to answer the question

related to smart phone in order to determine their preferences. Another focus will be to make
relationship with all selected observer in the market as it will get easier to observe the thing very
closely. As observer will not hesitate to express themselves in front of observer so for the same
reason observer will look to build good relationship with all selected respondent (Guest, Namey
and McKenna, 2017, p. 20). Another focus which will be done in the observation process is to
ready with all question which observer is looking to get answer of this eventually will help the
observer in planning different activity in a way that it will enhance the quality of observation and
will also help the observer in considering all the question as there will be good amount of clarity
among observer to carryout different task in observation.
Observation Process
Observation will be conducted by following five step. First step is to identify the objective of the
observation as in this case the objective of observation is to investigate the experiences of smart
phone users with different types of text input assistance. Setting observation generally used to
keep good amount clarity among observer in the market. Next step will be to establish the
recording method, it is next step in which observer will be deciding the method through which
observer can record the behavior or activity of different respondent whom has been selected as
respondent. Video, audio recording and photographs are some of the technique which can be
used by observer. In the next step different question will be develop in the observation, which
will be generally consider by observer at the time of observing different activity and bring good
amount of clarity about different activity. Observe and take note is the next step in observation, it
is the step in which observer will go to the location and participate with all the observer in
different activity to gather different information and will eventually make different note in the
organization. In the last step different analysis of observation will take place in which observer
will analysis different information to ascertain different Behavior and inference of different
selected respondent in the market (Leone, Minutti-Meza and Wasley, 2019, p. 240).

FOCUS GROUP
Best Focus Group
It is another primary data analysis tool in qualitative research. This is the type of technique in
which different information will gather with conducting discussion with seven to twelve
participants to gather different information. Formal focus group will be used by the scholar as
getting respondent for this technique is well easy as compare to other technique (Counsell, Modi
and Abbott, 2020. p. 289). This is the technique in which strong relationship used to matter
among participant and scholar, In this technique generally scholar used to gather the information
about the participants in the market by knowing the view point of participants by knowing the
reason behind different respondent. Also this technique used to allow the free flow of
conversation to gather different information from the discussion which has taken place.
Presenting the observation guide
There will be variety of thing which will be focus in conducting focus group data
collection tool in the study. First thing which will be focused is to make sure that the participant
used to participate with positive prospective. As it is very important to have good participant
from participant end to build good information, so it is very important to focus on the selection
of respondent to conduct focus group in qualitative research data collection (Castleberry and
Nolen, 2018, p. 810). Another thing which will be focused in the same is different themes will be
made by the scholar in a way that it will provide crucial support to scholar for critical evaluation
of different topic very easily in the technique. Another thing which will be focus in the technique
is that researcher will make sure that all respondent gets ample period of time to express variety
of felling and keep their point in conversation; this will help the scholar in making the
conversation very strong in the organization.
Focus Group Process
To conduct focus group the first step which will be consider by scholar is choose your
topic of discussion as in this context topic of discussion is to understand experiences of smart
phone users with different types of text input assistance. After that different question to be used
as a basis for different discussion will be made by the scholar. After that focus group will make
different questionnaire and appoint note taker in the organization. After that different participant
will be recruiting and select for conducting focus group in the market. After that different

consent will be gathering to start different conversation in organization. After that all participant
will introduce themselves to all of other present in conversation. In the end stage the scholar will
be ask different question in the group all the respondent will give their point of view, on the basis
of the same different note of outcome will be recorded in the organization (Braun and et.al.,
2019, p. 840).
DATA ANALYSIS
Data analysis is a process of inspecting, cleansing, transforming and modeling data with
the goal of discovering useful information, informing conclusion and supporting decision-
making. To analysis different data in the project thematic data analysis tool will be used by
scholar. In this data analysis tool the scholar will be making different patterns and themes within
qualitative data to analysis different data which is in front of scholar (Saunders and Townsend,
2016, p. 844). Another reason of choosing thematic data analysis too is that it used to provide
more flexible working environment and good diversity in learning and teaching. Thematic
analysis allows researcher to perform at a latent or semantic level so, it provides result as a
number of final themes. This is also classified in two different category i.e. inductive analysis, in
this theme are developed strongly with data themselves. This category is organization. Generally
known as bottom to up approach in an Another category is Deductive analysis, this type of
analysis generally uses predetermine framework or structure in the organization. It is top to down
approach.
CONCLUSION
By summing up above report, it has been concluded that qualitative research plays an
important role in the study and through this, researcher reaches to the define aim and objectives.
Also, report concluded that observation is considered as a best qualitative research strategy that
will help to observe the smart phone users and their preferences as well. Then report concludes
the process of conducting observation. After that report summarize the form of focus group
which will be used to run focus group. In the end the report conclude that Thematic data analysis
tool will be used to analysis different primary data.

REFERENCES
Books and Journals
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Castleberry, A. and Nolen, A., 2018. Thematic analysis of qualitative research data: Is it as easy
as it sounds?. Currents in Pharmacy Teaching and Learning, 10(6), pp.807-815.Focus
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Assessment in Software Engineering (pp. 288-292).
Granhag, P.A. and Luke, T.J., 2018. How to interview to elicit concealed information:
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Guest, G and et.al., 2017. Comparing focus groups and individual interviews: findings from a
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with a new interview strategy: Category clustering recall. Applied Cognitive
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