Qualitative Research

Introduction:
“Qualitative research can be said to have a number of defining characteristics including: a focus on interpretation rather than quantification; an emphasis on subjectivity rather than objectivity; flexibility in the process of conducting research; an orientation towards process rather than outcome.” (Cassell & Symon, 1994). Moreover “Qualitative research is oriented towards analyzing concrete cases in their temporal and local particularity and starting from people’s expressions and activities in their local contexts.” (Flick, 2009). This essay deals with deciding on a qualitative research method and the implication of the particular method embracing: the benefits, the framing of the method to ensemble the particular research topic with quality, the skills and approaches that the researcher   should have, the analysis and outcome of the research and the ethical issues arising while performing the method along with the limitations of the particular method, that was found to be appropriate for the research topic dealt by the practitioner.

Deciding on a qualitative research method and its benefits on the research:

      There are various types of interviewing methods that could be taken on board for the purpose of conducting a fruitful research, like the structured and semi-structured interviewing, unstructured interviewing, group interviewing, and gendered interviewing (Denzin & Lincoln, 1998). For the research topic - evaluation of the current marketing activities of the client firm “Ulverston Golf Club” and to provide them with recommendations on how to improve them for maximum impact, the qualitative research method of focus groups interviewing could be adopted. The objective of conducting an interview with existing members of the club is to get an impression of what attracted them to the club and what would motivate them to spread their positive word of mouth to their friends and peers (LUMS, 2009).   Since the research is based on a group of... [continues]

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