ICT Research Principles: Qualitative Research Report (KIT714)

This report presents a qualitative research study that explores the experiences of smartphone users with different text input assistance features. The research employs a mixed-method approach, utilizing interviews, observations, and focus groups to gather data. The report begins by outlining the chosen qualitative research strategy, emphasizing observation. It then details the methodology for each data collection method, including the structure of interviews, observation guides, and focus group processes. The report includes example interview questions and describes the steps taken in conducting observations and focus groups. The data analysis section highlights the use of thematic data analysis to identify patterns and themes within the collected qualitative data. The conclusion summarizes the findings and emphasizes the importance of understanding user preferences for text input assistance. The report aims to provide insights into how smartphone users interact with text input methods and how these features can be improved.

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-

Montoya, 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 (Dikko, 2016).
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 (King and Hugh-Jones 2018). 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 (Lafrance, 2018). 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 (Spradley, 2016).
Thus, using this method, researcher also takes 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 thee 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 (Aagaard and Matthiesen, 2016). 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 (Jenkinson and et. Al., 2018. 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 (Jenkinson and et. Al., 2018).
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. 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 (Barbour, 2018)
.
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 (Parkin, 2017).
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 fist 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).
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 (Braun and et. Al., 2019). 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.
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 (Vaismoradi and et. Al., 2016).
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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research. ng qualitative research in psychology: a practical guide. Sage, London,
pp.121-144.
Lafrance, M., 2018. Doing interview-based qualitative research: A learner’s guide Eva
Magnusson and Jeanne Marecek.
Spradley, J. P., 2016. Participant observation. Waveland Press.
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Vaismoradi, M and et. Al., 2016. Theme development in qualitative content analysis and
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Braun, V and et. Al., 2019. Thematic analysis. Handbook of research methods in health social
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(Guest, Namey and McKenna, 2017)