Qualitative Research Strategy: Observation, Interview, and Focus Group

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 (Flick, 2018).
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 (Silverman, 2016). 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 (Flick, 2018).
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 (Castillo-