Department of Mass Communication, Lahore Leads University organized a one-day workshop on “Say Hello to Qualitative Research: Possible Challenges and Strengths” the other day. Dr Mohsin Hassan Khan, Assistant Professor, SMCS, UMT was invited as the guest trainer. A large number of MPhil scholars and faculty members from different departments attended the workshop.
In the informative session, Dr Mohsin Hassan Khan well explained different dimensions of the Qualitative Research theoretically and methodologically. He also demonstrated different Qualitative Data Collection and Analysis Techniques and Methods.
Later, a question-and-answer session was held where participants actively participated and put well-thought-out questions to the trainer. All the participants seemed satisfied with the workshop and showed eagerness for the next one in the said domain.
Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication.
This method is not only about “what” people think but also “why” they think so. For example, consider a convenience store looking to improve its patronage. A systematic observation concludes that the number of men visiting this store are more. One good method to determine why women were not visiting the store is to conduct an in-depth interview of potential customers in the category.
For example, on successfully interviewing female customers, visiting the nearby stores and malls, and selecting them through random sampling, it was known that the store doesn’t have enough items for women and so there were fewer women visiting the store, which was understood only by personally interacting with them and understanding why they didn’t visit the store, because there were more male products than female ones.
At the end of the workshop, Dr Muhammad Naeem Javed, Chairperson, Department of Mass Communication, concluded the session with a note of thanks for the guest speaker.
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