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Qualitative Research - Report Example

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The paper called "Qualitative Research Report" describes various techniques that are used for analyzing qualitative data, the role of interviews. From this work, it is also clear about Strawberry Fields Forever, the position of this business in Australia, frequency of consuming strawberries, techniques of marketing…
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Qualitative Research Report
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Download file to see previous pages The unstructured interview involves a detailed discussion of the research agenda. The semi-structured interview includes a series of open-ended questions in order to derive the maximum of the respondents’ opinions and outlook regarding the associated subject. In contrast, the structured interview tends to ask the same set of close-ended questionnaire to all the respondents and provided them with a limited range to answer so that the answers of the respondents does not deviate from the objective of the researcher. An ideal individual interview should last for 30 minutes on average (Gill, Stewart, Treasure & Chadwick, 2008).
The focus group is defined as an assembly of 5 to 15 people with an aim to discuss and provide inference regarding any product, services, and contemporary political or socio-economic agendas. The group is formed with individuals who may not be representative of the general population. Such discussion is conducted under the surveillance of a moderator who will be responsible for documentation of the individual response and extracting the qualitative data. The method is particularly ideal for generating new and innovative ideas, problem-solving, and forecasting a qualitative trend based on the opinion and anticipation of the focus group (Gill, Stewart, Treasure & Chadwick, 2008).
The observation method of collecting qualitative data is a time taking procedure that aids the researcher to analyze the behavior and response of the individual public and draws an inference by monitoring the change in the attitude related to the research objective. As the process involves observing the changing behavior for a longer period of time, notifying written description, video referencing, and photographic evidence are used by the researchers for the future purpose of qualitative data analysis (Gill, Stewart, Treasure & Chadwick, 2008).       
Action research is a collaborative approach for collecting qualitative data in which the researchers actively engage in planned intervention in order to carry out in-depth research on the agenda in concern.  Proper analysis of the qualitative data obtained from such an approach results in improving the outcome. The approach is based on FMA the criteria in which framework of ideas are constructed (F), qualitative methodology is applied (M) and finally, research is done on the area of concern (A), on the ground of collated qualitative data (Gill, Stewart, Treasure & Chadwick, 2008). ...Download file to see next pages Read More
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