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
Depth Interviews
Techniques Used in Qualitative Research
(Simple Definition & Research Approach)
One-on-one, probing interview between a
trained researcher and a respondent
Ethnography,
grounded theory,
case studies
Conversations
Techniques Used in Qualitative Research
(Simple Definition & Research Approach)
Unstructured dialogue recorded by a researcher
Phenomenology,
grounded theory
Semi-Structured Interviews
Techniques Used in Qualitative Research
(Simple Definition & Research Approach)
Open-ended questions, often in writing, that ask for short essay-type answers from respondents
Grounded theory,
ethnography
Word Association/ Sentence Completion
Techniques Used in Qualitative Research
(Simple Definition & Research Approach)
Records the first thoughts that come to a consumer in response to some stimulus
Grounded theory,
case studies
Observation
Techniques Used in Qualitative Research
(Simple Definition & Research Approach)
Recorded notes describing observed events
Ethnography,
grounded theory,
case studies
Collages
Techniques Used in Qualitative Research
(Simple Definition & Research Approach)
Respondent assembles pictures that represent their thoughts/feelings
Phenomenology,
grounded theory
Thematic Apperception/ Cartoon Tests
Techniques Used in Qualitative Research
(Simple Definition & Research Approach)
Researcher provides an ambiguous picture and respondent tells about the story
Phenomenology,
grounded theory
Focus Group Interviews
Disadvantages
- Results dependent on moderator
- Results do not generalize to larger population
- Difficult to use for sensitive topics
- Expensive
Focus Group Interviews
Advantages
- Relatively fast
- Easy to execute
- Allow respondents to piggyback off each other’s ideas
- Provide multiple perspectives
- Flexibility to allow more detailed descriptions
- High degree of scrutiny
Piggyback
A procedure in which one respondent stimulates thought among the others; as this process continues, increasingly creative insights are possible.
Depth Interviews
Advantages & Disadvantages
Advantages
• Gain considerable insight from each
individual
• Good for understanding unusual behaviors
Disadvantages
• Result dependent on researcher’s interpretation
• Results not meant to generalize
• Very expensive
Conversations
Advantages & Disadvantages
Advantages
• Gain unique insights from enthusiasts
• Can cover sensitive topics
• Less expensive than depth interviews or focus groups
Disadvantages
• Easy to get off course
• Interpretations are very researcher-dependent
Semi-Structured Interviews
Advantages & Disadvantages
Advantages
• Can address more specific issues
• Results can be easily interpreted
• Cost advantages over focus groups and depth interviews
Disadvantages
• Lack the flexibility that is likely to produce
truly creative or novel explanations
Word Association/ Sentence Completion
Advantages & Disadvantages
Advantages
• Economical
• Can be done quickly
Disadvantages
• Lack the flexibility that is likely to produce
truly creative or novel explanations
Observation
Advantages & Disadvantages
Advantages
• Can be unobtrusive
• Can yield actual behavior patterns
Disadvantages
• Can be very expensive with participant-observer series
Collages
Advantages & Disadvantages
Advantages
• Flexible enough to allow novel insights
Disadvantages
• Highly dependent on the researcher’s
interpretation of the collage
Thematic Apperception/ Cartoon Tests
Advantages & Disadvantages
Advantages
• Projective, allows to get at sensitive issues
• Flexible
Disadvantages
• Highly dependent on the researcher’s
interpretation
