Bài giảng Business Research Methods - Chapter 7: Qualitative Research

Qualitative ResearchChapter 7Learning ObjectivesUnderstand . . . 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.Pull Quote“Sometimes people are layered. There’s something totally different underneath than what’s on the surface . . . like pie.”Joss Whedon, author and screenwriter Qualitative Research and the Research ProcessQualitative ResearchEthnographyObservationData CollectionTechniquesIDIsAction ResearchGroupInterviewsGrounded TheoryFocus GroupsCase StudiesQualitative ResearchTrace EvidenceArtifactsOtherTechniquesBehavioral ObservationsTextual AnalysisDebriefingsQualitative Research in BusinessJob AnalysisAdvertising Concept DevelopmentProductivity EnhancementNew Product DevelopmentBenefits ManagementRetail DesignProcess Understanding Union RepresentationMarket SegmentationSales AnalysisData SourcesPeopleOrganizationsTextsEnvironmentsEvents and happeningsArtifacts/ media productsThe Roots of Qualitative ResearchPsychologyAnthropologyCommunicationSociologySemioticsEconomicsQualitative ResearchDistinction between Qualitative & QuantitativeTheory TestingTheory BuildingFocus of ResearchQualitativeUnderstandingInterpretationQuantitativeDescriptionExplanationResearcher InvolvementQualitative High Participation-basedQuantitative Limited ControlledTime DurationQualitativeLongitudinalMulti-methodQuantitative Cross-sectional or longitudinal Single methodSample Design and SizeQualitativeNon-probabilityPurposiveSmall sampleQuantitativeProbabilityLarge sampleData Type and PreparationQualitativeVerbal or pictorialReduced to verbal codesQuantitativeVerbal descriptionsReduced to numeric codesTurnaroundQualitativeShorter turnaround possibleInsight development ongoingQuantitative May be time-consuming Insight development follows data entryData AnalysisQualitative Nonquantitative Human judgment mixed with fact Emphasis on themesQuantitativeComputerized analysisFacts distinguishedEmphasis on countsQualitative Research and the Research ProcessPretasking ActivitiesUse product in homeBring visual stimuliCreate collageKeep diariesConstruct a storyDraw picturesPretasking ActivitiesFormulating theQualitative Research QuestionChoosing the Qualitative MethodTypes of participantsResearcher characteristicsFactorsScheduleBudgetTopicsProject’s purposeNonProbability Sampling PurposiveSamplingSnowballSamplingConvenience SamplingQualitative Sampling General sampling rule: Keep conducting interviews until no new insights are gained. The Interview Question HierarchyInterviewer ResponsibilitiesRecommends topics and questionsControls interviewPlans location and facilitiesProposes criteria for drawing sampleWrites screenerRecruits participantsDevelops pretasking activitiesPrepares research toolsSupervises transcriptionHelps analyze dataDraws insightsWrites reportElements of a Recruitment ScreenerHeadingScreening requirementsIdentity informationIntroductionSecurity questionsDemographic questionsBehavior questionsLifestyle questionsAttitudinal and knowledge questionsArticulation and creative questionsOffer/ TerminationInterview FormatsUnstructuredSemi-structuredStructuredRequirements: Unstructured InterviewsDistinctionsDeveloped dialogInterviewer skillProbe foranswersInterviewer creativityThe Interview ModeGroupIndividualIDI vs GroupIndividual InterviewGroup InterviewExplore life of individual in depthCreate case histories through repeated interviews over timeTest a surveyOrient the researcher to a field of inquiry and the language of the fieldExplore a range of attitudes, opinions, and behaviorsObserve a process of consensus and disagreementDetailed individual experiences, choices, biographiesSensitive issues that might provoke anxiety Issues of public interest or common concernIssues where little is known or of a hypothetical natureTime-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 issuesResearch ObjectiveTopic ConcernsParticipantsResearch Using IDIsCultural interviewsSequential interviewingTypesLife historiesCritical incident techniquesOral historiesEthnographyProjective TechniquesMETSensory sortsSemantic MappingData CollectionTechniquesSentence CompletionCartoonsThematic ApperceptionLadderingAssociationComponent SortsImaginationExercisesPicProfile: Projective TechniquesAnderson Analytics uses a cast of characters during interviewing.Group InterviewsMini-GroupsDyadsTriadsSmall Groups Focus GroupsSupergroupsDetermining the Number of GroupsScopeNumber of distinct segmentsDesired number of ideasDesired level of detailHomogeneityLevel of distinctionGroup Interview ModesTelephoneOnlineVideoconferenceFace-to-FaceCombining Qualitative MethodologiesAction ResearchCase StudyTriangulation: Merging Qualitative and QuantitativeConduct studies simultaneouslyPerform series:Qualitative, Quantitative, QualitativeOngoing qualitative with multiple waves of quantitativeQuantitative precedes QualitativeKey TermsAction researchCase studyCAPIContent analysisCreativity sessionEthnographyFocus groupsGroup interviewIDIConvergent interviewingCritical incident techniqueCultural interviewsGrounded theoryLife historiesOral historySequential interviewingInterviewKey Terms (cont.)Interview guideModeratorNon-probability samplingPretaskingProbability samplingQualitative researchQuantitative researchRecruitment screenerTriangulationProjective techniquesCartoonsComponent sortsImagination exercisesLadderingMetaphor Elicitation TechniqueSemantic mappingBrand mappingSensory sortsSentence completionThematic Apperception TestWord or picture associationAdditional Discussion opportunitiesChapter 7Snapshot: Performance ReviewInformal FeedbackMore CompleteMore timelyPublic web “venting”Social networkingSnapshot: Problems with Focus GroupsBlatherersDominatorsCynicsHostilesProselytizersWallflowersCoModeratorsSnapshot: HallmarkReveal connection dilemmasSenior managers listeningSnapshot: Home Depot Mystery ShoppingCompare research to resultsRethink questions & observationsAdd a conversation with participantsResearch Thought Leader“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.” Gerald Zaltman Emeritus Professor, HarvardCreator, Zmet techniqueResearch Thought Leader“It is better to think of the Web . . . as the sounds of independent voices, just like the street corner soapbox preacher or that friend of yours who always recommends the best books.”David Meerman Scott marketing strategist and author,The New Rules of Marketing and PRPulsePoint: Research Revelation62The percent of wealthy consumers reporting that the state of the economy has changed their view of luxury purchases . . . that flaunting luxury is insensitive.Qualitative ResearchChapter 7Photo AttributionsSlideSource8SuperStock/Purestock12©Digital Vision13McGraw-Hill Education14Fancy Collection/SuperStock15Courtesy of Harris Interactive16McGraw-Hill Education19Per magnus Persson/Getty Images; ©Photodisc/Getty Images; ©Photodisc/Getty Images; copyright 2010 Photolibrary.com; Ingram PublishingSlideSource20Per magnus Persson/Getty Images; ©Photodisc/Getty Images; ©Photodisc/Getty Images; copyright 2010 Photolibrary.com; Ingram Publishing34Courtesy of Anderson Analytics35Jon Feingersh/Getty Images36©Squared Studios/Getty Images37Courtesy of FocusVision Woldwide, Inc.43Photodisc/Getty Images45Ingram Publishing46The McGraw-Hill Companies, Inc./Andrew Resek, photographer