ch10

Question 1

Aim of exploratory research

Answer 1

To require an in-depth understanding when prior theory is absent.

Often based on qualitative data (and not quantitative)

Question 2

Fundamental characteristics of qualitative data

Answer 2

•Open-ended
- No need to predetermine precise constructs
- Flexible and exploratory
•Concrete and vivid
- See the world through the eyes of the subjects
•Rich and nuanced
- Capture details

Question 3

Sources of qualitative data

Answer 3

•Primary qualitative data (“field research”)
- interviews: unstructured or structured
•Secondary qualitative data (“desk research”)
- annual reports and other company records
- blogs, websites…

Question 4

When to use exploratory research?

Answer 4

• To study a new phenomenon

* To capture concrete and vivid information

Question 5

When NOT to use exploratory research?

Answer 5

• When results are to be generalised to the total population

* When numbers are needed to make decisions

Question 6

Recall: critical research design decisions

Answer 6

• Choosing research strategies
• Choosing b between statistical techniques (! N/A for inductive research)
• Choosing between sampling designs

Question 7

The most used exploratory research strategies are:

Answer 7

• In-depth interviews
• Focus groups
• Observation

Question 8

In unstructured interviews:

Answer 8

Interviewer:
- Only has a vague idea about info needed
- No planned sequence of questions
Respondent:
- Talks openly and widely about the topic

Question 9

In structured interviews:

Answer 9

Interviewer:
- Knows at the outset what info is needed
- Has a list of predetermined questions
Respondent:
- Is asked the same set of questions in the same order

Question 10

5 steps on how to conduct interviews:

Answer 10

1. Designing
2. Interviewing
3. Transcribing
4. Analysing
5. Reporting

Question 11

5 steps on how to conduct interviews: 1. Designing

Answer 11

•Introduce yourself
•Introduce the purpose of the interview
•Assure confidentiality
•Ask permission to tape record
•Construct the questions
- Start with warm up questions, easy to answer, non-sensitive
- Main question - per topic - after open questions, probing questions
- Summarise, and check if interpreted correctly

Question 12

5 steps on how to conduct interviews: 3. Transcribing

Answer 12

•Write down questions and answers

• Reproduce exactly and immediately
• In the language in which the interview was conducted

! Time intensive, one hr of interviewing = at least 4hr of transcribing

Question 13

5 steps on how to conduct interviews: 4. Analysing

Answer 13

•First; data reduction coding
   - Group the data into categories
     - words
     - ideas (text segments)
•Second; data display
   - Identify themes and patterns
•Computer aided text analysis? 
   - Useful if # of interviews > 20-30

Question 14

5 steps on how to conduct interviews: 5. Reporting

Answer 14

• Empirical description of themes and patterns
• Quotes from interviews
• Explanations for observed patterns and relationships

Make sense of the data beyond the obvious!

Question 15

Focus groups

Answer 15

• An interview on a group basis
• 8 to 10 participants, chosen based on their familiarity with the topic
• Discussion is facilitated by a moderator

Question 16

Focus groups vs in-depth interviews: When focus group

Answer 16

• When interaction helps, i.e. when people can build on each other’s answers
• When respondents can say what is relevant in <10 minutes

Question 17

Focus groups vs in-depth interviews: When in-depth interviews

Answer 17

•When interactions hurts, i.e. sensitive topics
•When detailed answers are needed
- complex topics
- expert respondents

Question 18

Observation

Answer 18

The watching and analysis of the behaviour of employees, consumers, investors,…

Question 19

Four types of observation

Answer 19

•Controlled vs uncontrolled
   - Controlled or artificial environment
   - Uncontrolled or natural environment
•Participant vs nonparticipant
•Concealed vs non concealed
•Structured vs unstructured

Question 20

Choosing between observations and interviews: When interviews

Answer 20

• To identify reasons behind subjects’ behaviour

* When observation would affect the behaviour of respondents

Question 21

Choosing between observation and interviews: When observations

Answer 21

• To provide direct info about behaviour

* When directly asking respondents would lead to distorted info

Question 22

Sampling in exploratorive research

Answer 22

Typically non probability sampling, generalisability is not key
- Convenience, quota, judgement and snowball

•Small samples in order to acquire in-depth understanding

• quantitative researchers seek “generalisability”
• qualitative researchers seek saturation

Question 23

Saturation

Answer 23

• When all viewpoints and info has been voiced by participants
• When last/final interviews/focus groups do net reveal new info
• Usually max 10 interviews/focus groups before saturation. Can be that more sessions are needed

Question 24

Reliability in exploratory research: Interjudge reliability

Answer 24

Degree of agreement among raters/judges. Calculations: percentage of agreement, Cohen’s Kappa, etc

Question 25

Validity in exploratory research: interviewer biases

Answer 25

• Asking loaded questions
• Expressing one’s own opinion and judging
• Selective perception; = hearing what you want to hear and observing what you want to observe

Question 26

Validity in exploratory research: interviewee biases

Answer 26

• Obedience - desire to please the interviewer. If there are signs of conformity, ask probing questions without being authoritative
• Conformity: do/think what the majority does/thinks (=normal social influence)