Bài giảng Quản trị thương hiệu - Chapter 15 Qualitative Methods

Chapter 15Qualitative MethodsResearcher using qualitative methods needs theoretical and social sensitivityBalance what is being observed with what is knownRecognize subjective role of the researcher Think abstractly and make connections among data collected1Copyright c 2001 The McGraw-Hill Companies, Inc.Field InterviewingMethod for discovering how people Think and feel about their communication practicesOrder and assess their worldSemidirected conversation Goal is to uncover participant's point of viewMore than just asking questions to get answersInterviews can be formal, informal, or both2Copyright c 2001 The McGraw-Hill Companies, Inc.The Interview ProcessConceptualize the interview studyReview the topical and interview literatureDevelop the purpose of your studyDevelop research questions to guide your studyDesign the interviewDecide how to find and select respondentsDetermine how many respondents are neededGenerally enough when interviews are producing the same data3Copyright c 2001 The McGraw-Hill Companies, Inc.The Interview ProcessConduct the interviewSelect locations and times comfortable and accessible for respondentsBest done in pairsOne to interviewOne to take notesEstablish context and frame for interviewDefine situation, explain purpose, ask about taping the interview, ask if participant has any questions4Copyright c 2001 The McGraw-Hill Companies, Inc.The Interview Process Ask questionsCarefully construct questions to get the information you need or to prompt discussionPrepare and use an interview guideAsk relevant biographical questions to contextualize informationSome questions should allow respondent to tell his or her own storyOpen questions are better than closed questions5Copyright c 2001 The McGraw-Hill Companies, Inc.The Interview ProcessConclude the interviewDebrief the participantSummarize main points and new informationProvide any information that was withheld from participant before interviewAsk if participant has any questionsThank the participantTranscribe the interview6Copyright c 2001 The McGraw-Hill Companies, Inc.The Interview ProcessAnalyze the interview transcriptWith research questions in mind, reach each transcript thoroughly and completelyMake tentative margin notesChoose process of analyzing transcripts individually and as a wholeVerify and report interview findings7Copyright c 2001 The McGraw-Hill Companies, Inc.Techniques for Analyzing Interview DataMethod 1Search each transcript for themesSelect helpful quotesDetermine relative significance of themesSearch for oppositions and hierarchies Compare transcriptsMethod 2Identify participant descriptionsIdentify when participant discovers new insightsLook at summaries given as feedbackInterpret the entirety of the interviewFeedback interpretations to participants8Copyright c 2001 The McGraw-Hill Companies, Inc.Strengths and Limitationsof Interview ResearchStrengthsFace-to-face setting allows you to probe and follow upCan collect data on behavior/events you cannot observeLimitationsInterviews produce an enormous amount of dataParticipant can stray off courseParticipant may be hesitant to talk9Copyright c 2001 The McGraw-Hill Companies, Inc.Focus GroupsFacilitator-led group discussionUsually 5 to 10 participants60 to 90 minute group discussionRespondents encouraged to interact with one anotherNot a decision-making groupDistinguish research focus group from marketing focus group10Copyright c 2001 The McGraw-Hill Companies, Inc.Selecting ParticipantsBased upon research questionSelect strangers who possess similar characteristicsUse screening questions to qualify participationMotivate those selected to participateOverrecruit by 20%11Copyright c 2001 The McGraw-Hill Companies, Inc.Conducting Focus Group ResearchResearcher decides level of structure and how conversation will be encouraged90 minutesIntroduce participantsServe refreshmentsConduct discussionSummarize what was said as feedback to participants12Copyright c 2001 The McGraw-Hill Companies, Inc.Focus Group ModeratorMay not be the researcherSomeone with whom participants can identifySomeone who is perceived as credibleHave the communication skills to gently guide a group’s discussionNot an interviewerNot a participant13Copyright c 2001 The McGraw-Hill Companies, Inc.Focus Group OutlineStandardized list of questions or topic to cover in each focus groupUsually a funnel from general to more specificOpening questions should be broadTo encourage free discussionAllow each participant to respondAllow moderator to identify other issues14Copyright c 2001 The McGraw-Hill Companies, Inc.Analyzing Focus Group DiscussionsDiscussions are audiotaped and transcribedModerator should make field notes immediately following each sessionAnalysis of discussion data and moderator notes Stem from literature Answer research questions15Copyright c 2001 The McGraw-Hill Companies, Inc.Focus GroupStrengths and LimitationsStrengthsProvides views and opinions in participants’ own wordsAllows consensus or conflict to emerge among participantsCan generate information about same topic from different peopleLimitationsTalkative or overly opinionated participantsHesitant to express opinions opposite of others’ opinionsResearcher can over influenceEasy to overgeneralize findings16Copyright c 2001 The McGraw-Hill Companies, Inc.Storytelling as NarrativesPeople tell stories as a way of knowing, understanding, and explaining their livesStories organize and interpret their experiencesReliable guide to beliefs, attitudes, and valuesUncover how isolated events are part of a larger environmentUncover justifications people give for past actions17Copyright c 2001 The McGraw-Hill Companies, Inc.Methods for Collecting StoriesFrom one-on-one interviewsCritical incident techniquePositive or negative memorable eventsExist naturally in everyday conversationThrough some form of participant observationPrint forms18Copyright c 2001 The McGraw-Hill Companies, Inc.Analyzing NarrativesTop-down approachLiterature provides rules and principles for analyzing narrativesResearch questions drive the analysisBottom-up approachAllow themes to emerge from stories about same or similar events19Copyright c 2001 The McGraw-Hill Companies, Inc.Strengths and Limitations of Narrative ResearchStrengthsRichness and depth of dataCollect data about communication events that would be difficult or impossible to observeLimitationsRisk in asking participants to recall troubling or negative storiesGeneralizability of findings can be restrictedDid participants embellish story?20Copyright c 2001 The McGraw-Hill Companies, Inc.EthnographyStudy and representation of people and their interactionHolistic description of interactants in their cultural or subcultural groupResearcher immersed into interaction field for long periods21Copyright c 2001 The McGraw-Hill Companies, Inc.EthnographersShare the environment of those being studied Capture interaction as it occurs in its natural contextExperience firsthand the problems, background, language, rituals, and social relations of a specific group of people22Copyright c 2001 The McGraw-Hill Companies, Inc.Characteristics of EthnographyResearchers are unlikely to have well-developed research questions Researcher must work with data that do not fit neatly into categoriesFocus is on one or a small number of cases Analysis produces deep, thick descriptions23Copyright c 2001 The McGraw-Hill Companies, Inc.Gaining AccessGain entry by becoming part of the interaction environmentMay already be a natural actor in that environmentMust become integrated so others interact normally with and toward the researcher 24Copyright c 2001 The McGraw-Hill Companies, Inc.Recording ObservationsOften not be able to take notes while participatingAnything and everything is considered as dataNotes kept in detailed journals or diaries25Copyright c 2001 The McGraw-Hill Companies, Inc.Strengths and Limitations of Ethnographic ResearchStrengthsRich deep descriptionResearcher develops intimacy with communicators and context otherwise not possible LimitationsTime researcher must commit to projectResearcher must be saturated in the data to write the research reportCan overidentify with participants26Copyright c 2001 The McGraw-Hill Companies, Inc.