Qualitative Methods 1,200 words

Executive summary 

This report is based on the market research of a group project, about Princess Grace Kelly Foundation, and their influence on generation Y on social media. The group consisted of eight members and the project was split into two parts. Qualitative and quantitative, where the group had to follow steps to conduct successful research about the foundation. This consisted of dealing with a management problem, to find out if generation Y engaged with the foundation. If not, how can we build awareness and give recommendations to the foundation?

Introduction

This report will be based on my experience and what I learnt in qualitative research. In this report I will be explaining my thoughts, actions, and contribution to the Princess Grace Kelly Foundation project. The aims are what I learnt from the course in lessons and in the project, how will I use what I have learnt in my professional life? And how will I use my new skills in my personal life? I will conclude by telling the reader what I would do better next time and what were my main points that stood out to me.

What have I learnt in the qualitative research course?

In this research project, I learnt many helpful concepts that elevated my ability to problem solve. First, by breaking down the most efficient process necessary to conduct a successful research into steps. Understanding the issue at hand and coming up with a research question, then choosing what research method that is needed. By identifying the target subjects needed to address the research question, then collecting the correct data and interpreting it effectively we were able to analyse the date to find a solution.

 Breaking down the process into steps allowed me to understand what is necessary to analyse themes in the data more effectively. I learnt how to create a questionnaire for interviews. I Ensured there were open questions so the conversation flows, and this allowes for additional questions, such as asking questions that the interviewee will emotionally connect to. When you have an emotional connection to something you tend to want to talk about it more.

I gained the skills to plan questions that would require their opinions and values to see if other subjects share this outlook. This therefore revealed any patterns that will help the research, which improved my ability to find out what the interviewee knows about the topic and if they have any prior knowledge. By asking sensory questions, I developed my ability to tailor my interview technique to better my data. My perception of how to identify an effective participant improved as I became more experienced with the interview process, furthermore I was better able to understand the background and demographic of the person, effectively considering if they were suitable for our market research. 

Being a good interviewer takes a lot of skills and to start an interview correctly you should ask some icebreakers as people get nervous being questioned. Positive body language has the same effect. It is important to put people at ease, as this is the most effective way of opening up an honest dialogue and gaining informative data. I learnt the tone of your voice is vital to gain rapport with a participant. If your tone of voice matches the person you are speaking with then you have connected with that person, which can lead to a more meaningful conversation. Questions that set the scene by using scenario techniques really help the person understand, as they can picture what you are referencing. This allows someone to empathise with you or a situation, be more engaged with the conversation and therefore more forthcoming. Finally, by asking open exit questions to give the person a choice if they want to end the interview. This creates a more welcoming and consensual environment. This will give them awareness of their control over the interview process which will, in turn, make them more comfortable and ensure a more positive conversational environment for a successful interview. 

 

How can I use qualitative research to help me in my professional life?

In the luxury industry networking with the correct people is vital. The skill of interviewing can help with asking the right questions to get gain rapport and information. Asking questions will make the person feel heard and that you are interested in what they have to say. In session 3 we learnt how to be a good interviewer by showing the following traits. Speak clearly so you are easily understood. You should be gentle, sensitive, and open so you are approachable. You must steer the conversation, so it stays on track to get the most out of it. To get the best data for the research. Understand the topic of discussion so you come across as knowledgeable. People listen and respect people who are experts. Most importantly, be rememberable to give the interviewee a great experience and enjoy your company another time. I will continue to build on my interview skills and make my questions clear and visual to gain the most engagement. Having public speaking as a strength is important not just in the work environment but in life. 

I enjoyed turning a market research project into a presentation as it is a more interactive method rather than writing a report. This will be great when suggesting ideas and findings to a manager through presentation instead of verbal. This will allow the manager/ CEO to visually see your concept and show a high level of professionalism.

 

How Can I use qualitative research to help me in my personal life?

I would use qualitative research in my personal life to make better decisions. I use research to make decisions, but my decisions can at times be bias as my emotions influence my final decision. Therefore, I should conduct research with a neutral point of view, analyse the data and see the limitations before concluding. This will allow me to make less mistakes when making decisions, because I have conducted clear research and then can make the right decision. 

I learnt that I need to speak up more in bigger groups and take on more leadership roles. I perform better in smaller groups, but this project showed me I am not as forthcoming in larger groups. My strengths are communication and influencing people; I need to be more confident with my abilities as I like conducting research and problem solving. Next time I will speak up at the beginning of the project, so everyone is clear on my role and my abilities. Working with people can be difficult but if you identify people’s strengths, weaknesses and set roles at the beginning of a project it is easier to manage.

Another way I would use qualitative research in my personal life is use more pictures, graphs, and pie charts to visually see what data was collected. This will allow me to track my progress of either university work, personal career goals and how I allocate my time. This is a practical way I can manage my time and maximise productivity.

Conclusion 

The challenges were that I found it difficult to conduct the interviews as I never have done a transcript for an interview before. Due to this my data was weak as I did not go deep into discussion with my interviewees. Next time, I will ask additional questions to get a deeper understanding of their point of view. To continue, another challenge was making data visual; this was difficult for me as I did not know the true meaning of this. However, when I saw other groups make a picture diagram of their findings it was clear what they learnt from their interviews, and the meaning of making the data visual.  

Moreover, teamwork and time management were tested in this project. At times it was hard to manage time as we all had other groups work projects to complete. But in the end, we came together to finish the assignment. Aurelie managed the assignment by delegating task and everyone done their tasks which resulted in a smooth complete of the research project.

To conclude, I now know how to write a questionnaire according to the research questions and the subjects used for the study. In addition, I know how to be an interviewer for networking and gathering efficient data which I will use in my professional and personal life. I learnt the skill to conducting a market research project and turn it into a PowerPoint presentation. This class has development my skills in making efficient decisions, but also setting goals and tracking my progress using charts and graphs. Finally, qualitative data has shown me the importance of leadership skills when working in groups and discipline to see a project through to completion. Overall, I enjoyed the class and the teachers as it was very engaging, and I learnt a lot of new skills that I will continue to develop.