8-1

Chapter 8Chapter 8

Qualitative Qualitative ResearchResearch

8-2

Learning Objectives

Understand . . .

• how qualitative methodologies differ from quantitative methodologies

• the controversy surrounding qualitative research

• the types of decisions that use qualitative methodologies

• the different qualitative research methodologies

8-3

The Importance of 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

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Qualitative Research in the Research Process

Data AnalysisData Collection

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Focus Groups

Qualitative Research

EthnographyEthnography

ObservationObservationData

CollectionTechniques

Data Collection

Techniques

IDIsIDIs

Case Studies

Action Research

Grounded Theory

GroupInterviews

8-6

Why we use qualitative research

“Polls and focus groups do a good job on issues where people have made up their minds, but there are a number of gridlock issues laden with complex trade-offs that people haven’t thought out.”

Daniel Yankelovich Creator of Yankelovich Monitor

and ViewPoint Learning

8-7

Qualitative Research

Trace Evidence

Trace Evidence

ArtifactsArtifacts

OtherTechniques

OtherTechniques

Behavioral ObservationsBehavioral

Observations

Content Analysis

Debriefings

8-8

Uses of Qualitative Research for Business

• Market Segmentation• Advertising Concept

Development• New Product

Development• Sales Analysis• Sales Development• Productivity

Enhancement

• Benefits Management• Package Design• Brand Image• Positioning• Retail Design• Process

Understanding

8-9

Data Sources

PeoplePeople

OrganizationsOrganizationsTextsTexts

EnvironmentsEnvironments

Events and happeningsEvents and happenings

Artifacts/ media products

Artifacts/ media products

8-10

The Roots of Qualitative Research

Psychology

Anthropology

Communication

SociologySemiotics

Economics

Qualitative Research

8-11

Distinction between Qualitative & Quantitative

Theory Testing

Theory Building

Authored by David McHugh

Common Contrasts Between Quantitative and Qualitative Research

Quantitative Qualitative Numbers Words Point of view of researcher Points of view of participants Researcher distant Researcher close Theory testing Theory emergent Static Process Structured Unstructured Generalization Contextual understanding Hard, reliable data Rich, deep data Macro Micro Behaviour Meaning Artificial settings Natural settings

Table 16.1

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Qualitative• Understanding• Interpretation

Exhibit 8-2 Focus of Research

Quantitative• Description• Explanation

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Exhibit 8-2 Researcher Involvement

Qualitative• High • Participation-based

Quantitative• Limited• Controlled

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Exhibit 8-2 Sample Design and Size

Qualitative• Non-probability• Purposive• Small sample

Quantitative• Probability• Large sample

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Exhibit 8-2 Research Design

Qualitative• Longitudinal• Multi-method

Quantitative• Cross-sectional or

longitudinal• Single method

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Exhibit 8-2 Data Type and Preparation

Qualitative• Verbal or pictorial• Reduced to verbal

codes

Quantitative• Verbal descriptions• Reduced to numeric

codes

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Exhibit 8-2 Data Analysis

Qualitative• Nonquantitative; human• Judgment mixed with fact• Emphasis on themes

Quantitative• Computerized analysis• Facts distinguished• Emphasis on counts

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Exhibit 8-2 Turnaround

Qualitative• Shorter turnaround

possible• Insight development

ongoing

Quantitative• May be time-consuming• Insight development

follows data entry

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Exhibit 8-3 Qualitative Research and the Research Process

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Pretasking Activities

Use product in homeUse product in home

Bring visual stimuliBring visual stimuli

Create collageCreate collage

Keep diariesKeep diaries

Construct a storyConstruct a story

Draw picturesDraw pictures

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Exhibit 8-4 Formulating the Qualitative Research Question

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Choosing a Qualitative Method

Types of participantsTypes of

participants

Researcher characteristicsResearcher

characteristicsFactorsFactors

ScheduleSchedule

Budget

Topics

Project’s purpose

8-24

NonProbability Sampling

PurposiveSampling

SnowballSampling

Convenience Sampling

8-25

Qualitative Sampling

General sampling rule:

You should keep conducting interviews until no new insights are gained.

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Exhibit 8-6 The Interview Question Hierarchy

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Interviewer Responsibilities

• Recommends topics and questions

• Controls interview• Plans location and

facilities• Proposes criteria for

drawing sample• Writes screener• Recruits participants

• Develops pretasking activities

• Prepares research tools

• Supervises transcription

• Helps analyze data• Draws insights• Writes report

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Exhibit 8-7 What’s Included in a Recruitment Screener?

• Heading• Screening

requirements• Identity information• Introduction• Security questions• Demographic

questions

• Product/ brand usage/ purchase questions

• Lifestyle questions• Attitudinal and

knowledge questions• Articulation and

creative questions• Offer/ Termination

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Interview Formats

Unstructured

Semi-structured

Structured

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Requirements for Unstructured Interviews

Distinctions

Developed dialog

Interviewer skill

Probe foranswers

Interviewer creativity

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The Interview Mode

GroupIndividual

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Exhibit 8-5 IDI vs Group

Individual Interview Group Interview

Research Objective• Explore life of individual in depth• Create case histories through repeated interviews over time• Test a survey

• Orient the researcher to a field of inquiry and the language of the field• Explore a range of attitudes, opinions, and behaviors• Observe a process of consensus and disagreement

Topic Concerns• Detailed individual experiences, choices, biographies• Sensitive issues that might provoke anxiety

• Issues of public interest or common concern• Issues where little is known or of a hypothetical nature

Participants• Time-pressed participants or those difficult to recruit (e.g., elite or high-status participants)•Participants with sufficient language skills (e.g., those older than seven)• Participants whose distinctions would inhibit participation

• Participants whose backgrounds are similar or not so dissimilar as to generate conflict or discomfort• Participants who can articulate their ideas• Participants who offer a range of positions on issues

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Exhibit 8-8 Types of Research using IDIs

Cultural interviewsCultural

interviews

Sequential interviewingSequential

interviewingTypesTypes

Life historiesLife histories

Critical incident

techniques

Oral histories

EthnographyEthnography

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Projective Techniques

Sensory sortsSensory sorts

Semantic Mapping

Semantic Mapping Data

CollectionTechniques

Data Collection

Techniques

Sentence CompletionSentence

Completion

CartoonsCartoons

Thematic Apperception

Thematic Apperception

LadderingLaddering AssociationAssociation

Component Sorts

Component Sorts

ImaginationExercises

ImaginationExercises

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Group Interviews

• Dyads• Triads

• Mini-Groups• Small Groups

(Focus Group)• Supergroups

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Determining the Number of Groups

ScopeScope

Number of distinct segmentsNumber of distinct segments

Desired number of ideasDesired number of ideas

Desired level of detailDesired level of detail

HomogeneityHomogeneity

Level of distinctionLevel of distinction

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Group Interview Modes

Telephone

Online

Videoconference

Face-to-Face

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Combining Qualitative Methodologies

Action ResearchCase Study

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Merging Qualitative and Quantitative

Conduct studies simultaneously

Perform series:Qualitative,

Quantitative, Qualitative

Ongoing qualitative with multiple waves

of quantitative

Quantitative precedes Qualitative

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Dynamic Survey wins AMA EXPLOR Award

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Key Terms

• Action research• Case study• CAPI• Content analysis• Creativity session• Ethnography• Focus groups• Group interview

• IDI– Convergent interviewing– Critical incident technique– Cultural interviews– Grounded theory– Life histories– Oral history– Sequential interviewing

• Interview

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Key Terms (cont.)

• Interview guide• Moderator• Non-probability

sampling• Pretasking• Probability sampling

• Projective techniques– Cartoons– Component sorts– Imagination exercises– Laddering– Semantic mapping– Brand mapping– Sensory sorts– Sentence completion– Thematic Apperception Test– Word or picture association

8-43

Key Terms

• Qualitative research• Quantitative research• Recruitment screener• Triangulation