Chapter 10 Flashcards
What is exploratory research?
To require an in-depth understanding when prior theory is absent.
Exploratory research is often?
Based on qualitative data.
What are the fundamental characteristics of qualitative data?
Open-end.
Concrete and vivid.
Rich and nuanced.
Which two sources of qualitative data are there for exploratory research?
Field research
Desk research
When to use a exploratory research?
New phenomenon
Capture concrete and vivid information.
When don’t you use exploratory research?
When results are to be generalized to the population.
When numbers are needed for decisions.
Name three critical research design decisions?
Research strategy,
Statistical techniques,
Sampling designs.
Which 5 steps are there to conduct interviews?
Design, Interview, Transcribing, Analyzing, Reporting.
What is data reduction coding? (Step 4 Analyzing)
The analyzing proces of grouping data int ocategories/words/ideas.
What is data display? (Step 4 Analyzing)
Identify themes and patterns.
What is a focus group?
An interview on group basis (8/10 persons).
Discussion by moderator
Why choose a focus group?
When interaction helps,
When respondents can say what is relevant in less then 10 minutes.
Why choose in-depth interviews?
When interactions hurts (sensitive topic),
When detailed and complex answers are neded.
Which 4 types of observations are there?
Controlled/Uncontrolled, (artificial/natural)
Participant/Non-participant,
Concealed/Unconcealed, (e.g. mystery shopper)
Structured/Unstructured.
Why choose observation?
Provides direct information about behaviour.
When directly asking gets distorted information.
