Ch7: QUALITATIVE RESEARCH TOOLS Flashcards
Uses of Qualitative Research 1-2
- When it is difficult to develop specific and actionable problem statement or research objectives. Several interviews still didn’t find what needs to be measured
- When research objective is to develop and understanding of some phenomena in great detail and in depth Qualitative research provide richer information than Quantitative Research
Uses of Qualitative Research 3-4
- When research objective is to learn how a phenomena occurs in its natural setting or to learn how to express some concept in colloquial language. How consumer use product, how depart process invoices.
- Study to perform behavior check whether the same is affected from any situation surrounding Van outside skating business
Difference between Qualitative Research and Quantitative Research (1-4)
- Purpose;
Qualitative Research- To understand & interpret social interactions.
Quantitative Research- To test hypotheses, look at cause & effect, & make predictions. - Group Studied
Qualitative Research- Smaller & not randomly selected.
Quantitative Research- Larger & randomly selected. - Variables:
Qualitative Research- Study of the whole, not variables.
Quantitative Research- Specific variables studied - Type of Data Collected:
Qualitative Research- Words, images, or objects.
Quantitative Research- Numbers and statistics.
Difference between Qualitative Research and Quantitative Research (5-8)
- View of Human Behavior:
Qualitative Research- Dynamic, situational, social, & personal.
Quantitative Research- Regular & predictable. - Nature of Observation:
Qualitative Research- Study behavior in a natural environment
Quantitative Research- Study behavior under controlled conditions; isolate causal effects - Final Report:
Qualitative Research- Narrative report with contextual description & direct quotations from research participants.
Quantitative Research- Statistical report with correlations, comparisons of means, & statistical significance of findings. - Objectivity and Subjectivity:
Qualitative Research- Subjectivity is expected.
Quantitative Research- Objectivity is critical.
Uses of Qualitative Research
5
- When a fresh approach is needed. Unique insight may lead to new directions for organisation.
Categories to Orientations to Qualitative Research
- Phenomenology—originating in philosophy and psychology
- Ethnography—originating in anthropology
- Grounded theory—originating in Sociology
- Case studies—originating in psychology and in business research
Categories to Orientations to Qualitative Research
Phenomenology
- A philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.
- The phenomenological researcher focuses on how a person’s behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situations.
- rely largely on conversational interview audio and video later on review and interpret
Hermeneutics
- An approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him or herself.
- Computerized software exists to assist in coding and interpreting texts and images. ATLAS.ti is one such software package that adopts the term hermeneutic unit in referring to groups of phrases that are linked with meaning
Hermeneutic unit
Refers to a text passage from a respondent’s story that is linked with a key theme from within this story or provided by the researcher
Categories to Orientations to Qualitative Research
Ethnography
Represents ways of studying cultures through methods that involve becoming highly active within that culture.
For Example, a researcher investigating the
ethical behavior of salespeople may have difficulty getting a car salesperson to reveal any potentially deceptive sales tactics in a traditional interview.
Researchers today sometimes ask Households for permission to place video cameras in their home. use the observations to test new products, develop new product ideas, and develop strategies in general.
Participant-observation
Ethnographic research approach where the researcher deeply involved within the culture that he or she is studying and draws data from his or her observations.
Categories to Orientations to Qualitative Research
Grounded Theory
- Investigation in which the researcher asks questions about Information provided by respondents or taken from historical records; to drive deeper explainations.
- Two key questions asked “What is happening here?” and “How is it different?”
- based on text analysis of dozens of sales meetings that had been recorded over the previous five years.
Categories to Orientations to Qualitative Research
Case Studies
The documented history of a particular person, group, organization, or event.
Techniques Used in Qualitative Research
- Focus Group Interviews
- Depth Interviews
- Conversations
- Semi-Structured Interviews
- Word Association/ Sentence Completion
- Observation
- Collages
- Thematic Apperception/ Cartoon Tests
Focus Group Interviews
Techniques Used in Qualitative Research
(Simple and in depth Definition & Research Approach)
Small group discussions led by a trained moderator
Common focus group topics include employee programs, employee satisfaction, brand meanings, problems with products, advertising themes, or new-product concepts.
children talking about toys, or employees talking about their jobs
Ethnography, case studies
