Transcript Chapter 4
Chapter 7 Qualitative Research McGraw-Hill/Irwin Business Research Methods, 10e Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. 7-2 Qualitative Research Group Interviews Observation Ethnography Focus Groups Data Collection Techniques Action Research Grounded Theory IDIs Case Studies 7-3 Why Use Qualitative Research? “Most of what influences what we say and do occurs below the level of awareness. That’s why we need new techniques: to get at hidden knowledge – to get at what people don’t know they know.” Jerry Zaltman 7-4 Qualitative Research in Business • Job Analysis • Advertising Concept Development • Productivity Enhancement • New Product Development • Benefits Management • Retail Design • Process Understanding • Union Representation • Market Segmentation • Sales Analysis 7-5 Data Sources People Organizations Texts Environments Artifacts/ media products Events and happenings 7-6 The Roots of Qualitative Research Qualitative Research Economics Psychology Semiotics Anthropology Communication Sociology Distinction between Qualitative & Quantitative Theory Building Theory Testing 7-7 7-8 Focus of Research Qualitative • Understanding • Interpretation Quantitative • Description • Explanation 7-9 Researcher Involvement Qualitative • High • Participation-based Quantitative • Limited • Controlled 7-10 Research Design Qualitative • Longitudinal • Multi-method Quantitative • Cross-sectional or longitudinal • Single method 7-11 Sample Design and Size Qualitative • Non-probability • Purposive • Small sample Quantitative • Probability • Large sample 7-12 Data Type and Preparation Qualitative • Verbal or pictorial • Reduced to verbal codes Quantitative • Verbal descriptions • Reduced to numeric codes 7-13 Turnaround Qualitative • Shorter turnaround possible • Insight development ongoing Quantitative • May be time-consuming • Insight development follows data entry 7-14 Data Analysis Qualitative • Nonquantitative; human • Judgment mixed with fact • Emphasis on themes Quantitative • Computerized analysis • Facts distinguished • Emphasis on counts 7-15 Choosing a Qualitative Method Project’s purpose Researcher characteristics Schedule Factors Types of participants Budget Topics 7-16 NonProbability Sampling Purposive Sampling Snowball Sampling Convenience Sampling 7-17 The Interview Question Hierarchy 7-18 Interview Formats Unstructured Semi-structured Structured 7-19 The Interview Mode Individual Group 7-20 Group Interviews • Dyads • Triads • Mini-Groups • Small Groups (Focus Group) • Supergroups 7-21 Determining the Number of Groups Scope Number of distinct segments Desired number of ideas Desired level of detail Level of distinction Homogeneity 7-22 Group Interview Modes Face-to-Face Telephone Online Videoconference 7-23 Combining Qualitative Methodologies Case Study Action Research 7-24 Triangulation: Merging Qualitative and Quantitative Conduct studies simultaneously Ongoing qualitative with multiple waves of quantitative Perform series: Qualitative, Quantitative, Qualitative Quantitative precedes Qualitative