Bridging the Gap Between Bridging the Gap Between Qualitative and Quantitative Qualitative and Quantitative

with Grid methodologywith Grid methodology

QuQuantiantitativetative vvs.s. QuQualitativalitativee

representative

nomotheti

c

relia

ble

, valid

idiographiccreative

numbers,

math

data mining

meaning making

confirmationexploration

words,

story

explanation

understandingobjective

subjective

useful

Please take a side. Which of the two presented ones do you prefer? Which side is more powerful?

Which side would you choose? Which side do you belong to?

resistance to change

proponents of change

hard

soft

REFRAMING THE PROBLEM

We could see the qual-quan problem in two ways:

1. We can discus the nature of these approaches: advantages and disantvatages, about representativness, level of significance, reliability and other internal and external metric characteristics, about usefulness, predictive power...

2. We can also view this data (words, story, narrative) as information about how quantitative and qualitative researchers see their world.

LETS TRY AND WATCH WHAT HAPPENED!!!

It would be unfortunate if we would have to settle upon one approach to the exclusion of the other. The "dichotomy is not a true one; at least not a true one in the way it is usually expressed”

QUANTITATIVERESEARCHER

QUALITATIVERESERCHER

MANAGINGDIRECTOR

CLIENT

Any similarity to "real" world events is purely coincidental and unintentional.

QUANTITATIVERESEARCHER

QUALITATIVE

RESERCHER

MANAGINGDIRECTOR

CLIENT

"I know what is reliable,

valid measure.“

“What she could tell me? Nothing.

It is a bunch of nonsense.“

“He knows the

value of my methods.“

“He wants representativeness

and also sample with less then 500

respondents?!“

“Numbers always are so strange

to me. What does it all means?“

“I am a creative person.

I am discovering the meaning.

I bring the ideas“.

“ We should try and see. I can't

tell him nothing before . I hope he

is reasonable.“

“He always asks me to be more precise and

more creative?!““There are some

strange inconsistencies in

your data!!! Please clean the

base. Force the data.“

“I will finally come to know where we are.

But, what than?What should I do?Nobody tells me.“

“I need a new idea.Something totally

different. She said she is capable for that.

But is she?“

“I don't know if I should accept that

proposal. Everything is to much

expensive for my budget“

…ONCE UPON A TIME THERE WAS A STORYA STORY, THERE WAS A DEBATEA DEBATEPER

CEIV

ER

(PER

SPE

CTIV

E,

VIE

W)

ELEMENTS

“He thinks I don't know that he can do

this faster, with less money. I am a little suspicious.“

“We should do it that way, because it was the clients demand and we

could sell it.“

“We are the best marketing

research agency in the country. Let the client pay!!!“

“It's look like a never ending

story. He always wants more, and he never pays on

time!!!“

PEG (PERCEIVER –

ELEMENT GRID)

Harry Procter

AN EXAMPLE OF QUALITATIVE GRID: BEYOND QUAL- QUANT DEBATE

When I say Professor Lindzey’ s left shoe is an ”introvert”, everyone looks to his shoe as if this were something his shoe was responsible for.

Or if I say that Professor Catell’ s head is “discursive”, everyone looks over at him, as if the propositionhad popped out of his head instead of mine.

Don’t look at his head! Don’t look at his shoe!

Look at me; I’m the one who is responsible for the statement.

(Kelly, 1969).

BEYOND WORDS PEOPLE SAY – BASIC ASUMPTION OF OUR APROACH

• "constructive alternativism" - this is to say that reality is subject to many alternative constructions, some of which may prove to be more fruitful than others

• generalizing the psychology of scientific behavior to all human behavior - science is itself a form of human behavior, every man is a scientist

• personal constructs are abstractions of human behavior

• assessing the personal construct includes relational paradigm and participative epistemology

• metaperspective: observing the perspective of an observer

• exploring the process of meaning constructions - the nature and form of individual and shared meaning systems

BEYOND CONSTRUCTIVIST APROACH – METATHEORETICAL POSITION

우선 제가 방법론을 주제로 삼은건 과학기술정책과 관련된 것입니다우선 제가 방법론을 주제로 삼은건 과학기술정책과 관련된 것입니다 . . 제 주장의 기제 주장의 기본적인 전제가 본적인 전제가 "" 과학지식과 기술지식은 다르다과학지식과 기술지식은 다르다 "" 라는 겁니다 대개는 과학에서 기라는 겁니다 대개는 과학에서 기술로의 이행을 전제로 삼는 반면에 말이죠술로의 이행을 전제로 삼는 반면에 말이죠 (( 진화주의 기술경제학은 아니라고진화주의 기술경제학은 아니라고 ......

The meaning of a word is the action it produces.

What does this all mean?

Meanings of word “CONSTRUCT”Meanings of word “CONSTRUCT”

• A way in which two or more things are alike and thereby different from a third or more things.

• It is how a person makes sense of his or her world.

• Lived discriminations chanelising an individual's actions and perceptions, which may or may not be represented adequately in symbolic speech.

• Each construct involves two poles, one at each end of its dichotomy.

• It tell us what to expect and they help us see it when it happens.

• No construct ever stands entirely alone; it makes sense only as it appears in the network.

Meanings of word “CONSTRUCT”Meanings of word “CONSTRUCT”

CONSTRUCT contrast, opposite

other (another's)construct

PYR

AM

IDIN

G -

DO

WN

WA

RD

LA

DD

ER

ING

(Lanfe

ild,1

971)

superordinate(core)

constructs

subordinate (peripheral)constructs

LADDERING(Hinkle,1965)

SALMON LINE (Philida Salmon, 1980)TSCHUDI'S ABC (Fin Tschudi, 1977)DONWARD ARROWSELF-CARACTERISATION

ElaboratingElaboratingthe the

construct systemconstruct system

TIME ARRO

W (changes and consistencies in

construing)

Formal system characteristics:

superordinate - subordinatecore - peripheral

permeable - impermeabletight - loose

preemptive – propositionaldilation - constriction

why he/she

prefers to be "X“

instead of "Y "

How we can know?

What different things does

someone which is " X " do from other

which is " Y "?

In an attempt to „stand in other’s shoes, to see their world as they see it“ we bridge the gap between opposites, we are going beyond dichotomies and from meta-perspective we observe the observing. We bridge the gap between qualitative and quantitative.

with

REPERTORY GRID METHODOLOGY

What is Repertory Grid?What is Repertory Grid?

1. Grid is a set of representations of the relationship between the set of things a person construes (the elements) and the set of ways that person construes them (the constructs). Thus a grid datum expresses a relationship between an element and a construct. (Bell,2004.)

2. Any method of interviewing may be described as a grid technique if it can be used to obtain enough data from one informant to complete a grid and to provide all the data needed to locate the elements and the constructs in the space under observation.

3. Grid gains quantitative heuristic for qualitative work

4. Any form of sorting task which allows for the assessment of relationship between constructs, and which yields these primary data in matrix form.

5. An instrument for eliciting personal constructs.

Grid is an open and dynamic empirical technique for eliciting qualitatively informationabout users’ experiences, whilst at the same time allowing the data to be subjected tocontemporary methods of statistical analysis.

Some surveys done by Repertory Grid:

• Quality control• Design making• Decision – making• Decision rules• Strategies and evaluative criteria• Satisfaction with the product• Core beliefs• Consumer satisfaction• Brand position• Brand characterization • Brand relationship

APPLICATION IN MARKETING RESEARCH

There are many creative adaptation of the technique, this is a technique which is only “limited by the user` slack of imagination” (Fransella and Bannister, 1977).

A modified form of Kelly’s (1955) original Repertory Grid technique was used to measure car owners’ viewsof automotive industry brands.

Laddering, pyramiding and other methods for construct elicitation such as Kelly’s standard dyad and triad elicitation form were applied.

AN EXAMPLE

CONSTRUCT ELICITATIONCONSTRUCT ELICITATION******

PROCEDURESPROCEDURES

1. Dyadic Difference Method

Please could you tell me some way in which they are alike or different?

2. Triadic Difference Method

Please could you tell me some important way in which two of the three cars are alike and thereby different from the third?

***ELICITED VERSUS SUPLIED

unpretentiouspowerful

womanishly masculine

“Any word or phrase will have many contrasts in our language, and we ought not to be surprised at the ingenuity of those completing grids in providing new and fascinating examplesof the way language can be used.”

AN EXAMPLE OF A FULLFILED GRIDAN EXAMPLE OF A FULLFILED GRID

The multivariate analysis of grids The multivariate analysis of grids has been done to clarify the has been done to clarify the meanings attributed by male meanings attributed by male

and female car owners. and female car owners.

Due to the quantitativeDue to the quantitative nature of the collected nature of the collected

data a multivariatedata a multivariatetechnique could be used totechnique could be used tocompare thesecompare these meanings.meanings.

He drives an Alfa RomeoHe drives an Alfa RomeoHe drives a BMWHe drives a BMW

He drives an Audi 80He drives an Audi 80

He drives a Yugo 55He drives a Yugo 55

Every Grid is a story, a meaning beyond numbers and Every Grid is a story, a meaning beyond numbers and wordswords

““The grids can be stacked one above the other and aThe grids can be stacked one above the other and a common factor extracted, as if they all constituted one grid. common factor extracted, as if they all constituted one grid.

If one wishes to extract a group stereotype figure, If one wishes to extract a group stereotype figure, he may arrange the grids horizontally and extracthe may arrange the grids horizontally and extract

a factorialized figure.” (Kelly, 1955)a factorialized figure.” (Kelly, 1955)

The consensus configuration, represented by the centroids of the individual points in the semantic space, emphasises the differences and similarities between car images.

THE FACTORIALIZED FIGURES

Predictive

ly

unclear

For the average grid to be a meaningful representation of the data we would expect a significant construct by element interaction (which there is) but relatively small mean squares for element or construct by grid.

Common Space Analysis

Three-mode principal components (Grids x Elements x Constructs)

&Cluster analyses

Element clustering by Complete linkageDendogram

Construct clustering by Complete linkageDendogram

2

1 4

3

5

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32

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37

ZASTAVA

TOYOTA

OPEL

CITROEN

VW

FEMALE

RENAULT

YUGO

ŠKODA

MAZDA

BMW

ALFA ROMEO

PEUGEOT

ZASTAVA

ZASTAVAZASTAV

A ZASTAVA

ZASTAVA

ZASTAVA

ZASTAVA

ZASTAVA

ZASTAVA

YUGO

SUZUKITOYOTA

TOYOTA

TOYOTA

AUDI

AUDI

AUDI

AUDI

MALE

CITROEN

OPEL

OPEL

FIAT

FIAT

MAZDA

MAZDA

It is possible to see to what extent each person's grid is matched by the group scanning pattern. This essentially provides a measure of the functional similarity between an individual's outlook and the common outlook of his group

SUMMARY

Eliciting constructs and understanding their mathematical relationshiphelps us understand and uncover the meanings consumers share.

Grid is a method that we use to elicit “consumer language” and

clarify meanings behind consumer terminology.

We get beyond the words, we are going beyond the numbers.

Grid method is a flexible method useful for explaining how people think about the “world” of different car types and many parallel

worlds of different brands.

It helps us in defining goals for marketing campaigns. It gives us creative ideas for media planning and says how to

make effective advertising and overcome negative meanings.

Grid ResearchGrid Research

Who for?Who for?

Advertising agenciesMedia agencies

Brand managers Brand owners

Business development executivesMarketing executives

Media suppliersPR executives

...

The one who knows how to ask

The one who knows how to ask

– – to him the best knowledge

to him the best knowledge

belongbelong

Institute for market and media researchOmladinskih brigada 86

11070 Novi Beograd, Serbiamediana@mediana.co.yu

www,mediana.co.yu

tel. & fax: +381 11 22 74 104, 22 74 323

Institute for market and media researchOmladinskih brigada 86

11070 Novi Beograd, Serbiamediana@mediana.co.yu

www,mediana.co.yu

tel. & fax: +381 11 22 74 104, 22 74 323

The one who knows how to

The one who knows how to

ask – ask –

to him the best knowledge

to him the best knowledge

belongbelong