8-1
Chapter 8Chapter 8
Qualitative Qualitative ResearchResearch
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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 qualitative methodologies
• the different qualitative research methodologies
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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
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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
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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
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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
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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
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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 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