Business research methods_chapter08

8/8/2019 Business research methods_chapter08

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2006 The McGraw-Hill Companies, Inc., All Rights Reserved.McGraw-Hill/Irwin

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Chapter 8Chapter 8

QualitativeQualitativeResearchResearch


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Learning Objectives

Understand . . .

how qualitative methodologies differ from

quantitative methodologies the controversy surrounding qualitative

research

the types of decisions that use qualitativemethodologies

the different qualitative research

methodologies


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8-3

The Importance of

Qualitative Research

Most of what influences what we say and

do occurs below the level of awareness.Thats why we need new techniques:

to get at hidden knowledge

to get at what people dont know they know.

Jerry Zaltman


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Qualitative Research in the

Research Process

Data AnalysisData Collection


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8-5

Focus Groups


Ethnography

ObservationData

Collection

Techniques

IDIs

Case Studies

Action

Research

Grounded

Theory

Group

Interviews


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8-6

Why we use

qualitative research

Polls and focus groups do a good job on

issues where people have made up theirminds, but there are a number of gridlock

issues laden with complex trade-offs that

people havent thought out.Daniel Yankelovich

Creator of Yankelovich Monitorand ViewPoint Learning


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TraceEvidence

Artifacts

Other

Techniques

Behavioral

Observations

Content

Analysis

Debriefings


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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


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8-9

Data Sources

People

Organizations

Texts

Environments

Events and

happenings

Artifacts/ mediaproducts


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The Roots of Qualitative

Research

Psychology

Anthropology

Communication

SociologySemiotics

Economics

Qualitative

Research


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Distinction between

Qualitative & Quantitative

Theory

Testing

Theory

Building


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8-12

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 orlongitudinal

Single method


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Exhibit 8-2

Data Type and Preparation

Qualitative

Verbal or pictorial

Reduced to verbalcodes

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 turnaroundpossible

Insight developmentongoing

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 home

Bring visual stimuli

Create collage

Keep diaries

Construct a story

Draw pictures


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Exhibit 8-4

Formulating the Qualitative

Research Question


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Choosing a Qualitative

Method

Types ofparticipants

Researcher

characteristics

Factors

Schedule

Budget

Topics

Projects purpose


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NonProbability Sampling

Purposive

SamplingSnowball

Sampling

Convenience

Sampling


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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 Whats Included

in a Recruitment Screener?

Heading

Screening

requirements

Identity information

Introduction

Security questions

Demographicquestions

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 for

answers

Interviewer

creativity


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Exhibit 8-5 IDI vs Group

Individual Interview Group Interview

ResearchObjective

Explore life of individual in depth

Create case histories through repeated interviews overtime

Test a survey

Orient the researcher to a field of inquiry and thelanguage 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., thoseolder than seven)

Participants whose distinctions would inhibitparticipation

Participants whose backgrounds are similar or not sodissimilar 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

Culturalinterviews

Sequential

interviewing

Types

Life histories

Criticalincident

techniques

Oral histories

Ethnography


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Group Interviews

Dyads

Triads

Mini-Groups

Small Groups

(Focus Group)

Supergroups


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Determining the

Number of Groups

Scope

Number of distinct segments

Desired number of ideas

Desired level of detail

Homogeneity

Level 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 wavesof quantitative

Quantitative

precedes

Qualitative


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Dynamic Survey wins

AMA EXPLORAward


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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

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Key Terms

Qualitative research

Quantitative research

Recruitment screener

Triangulation

Documents

Business research methods_chapter08