Cocepts Flashcards
objective
The objective of the research is to…understand and explain…
to identify and understand… , and to develop strategies to improve
question
The question is “How do they appear… “ “What are the key factors of …” and how can these issues be effectively addressed to enhance …
Почему Qualitative
- to understand the underlying reasons, opinions, and motivations behind the challenges
- the volume of the target group
3.respondents point of view
- Emphasis on understanding, not testing or verification
Target group
should be choosen with specific criteria
Qualitative research before quantitative:
In order to get pre‐understanding of the
phenomenon, first there will be qualitative
research (e.g. for one company) and then
follows a large quantitative survey (e.g. for big group of companies)
Quantitative research before qualitative:
first there will be a large quantitative survey (e.g. a big group of companies) and then follows qualitative research (e.g. interviews for only some companies, and they are selected based on certain criteria)
Both methods at the same time:
using both methods in the same research ‐> usually two different target groups and two different way to collect the data
Triangulation
- Combining methods, data, (theories) and
researchers in the same study. - Purpose to increase reliability
Collecting data steps
- Primary or secondary data (what is the objective and research question),
- What are the Methods of collecting data?
- Longitudinal or Cross‐sectional
- Criteria for the target group
- How to achieve the target group
- How much data is needed
– Whole target group (collecting data from everyone)
– Part of the target group (selection based on specific criteria)
Longitudinal
data is collected from same target group during longer period of time
Cross‐sectional
data is collected from same target group only once
Methods to collect data
INTERVIEW
Focus group interview
OBSERVATION
INTERVIEW, when needed
- When objective of the study is to describe deeply something
- There is only a few persons in our target group
- Case study is used
- When pre‐knowledge about phenomenon is needed (before extensive quantitative survey)
- When researcher wants to make sure to get enough data
INTERVIEW, types
Structured
Semi‐structured
Unstructured
Group interview
Structured
same questions asked from
all participants
information about
facts (what, when, who..)
* This is not flexible, additional questions are not included
Semi‐structured
theme interview
no exact questions, but themes/topics
possibility to add ‘questions’
Unstructured
open interview
to explore topic intensively, broadly
and from participant’s point of view
Group interview
focus group interview
theme interview or open interview is used
OBSERVATION, typesш
Participant observation: Researcher has a role
Non‐participant observation: Researcher has no role in the group
Disguised or non‐disguised observation: This means whether persons/group under observation know they are observed. Mystery shopper
Natural or contrived settings: if situation under observation is real or not.
types of qualitative methods
ETHNOGRAPHIC RESEARCH
GROUNDED THEORY
DISCOURSE ANALYSIS
CASE STUDY
deductive approach
Testing the theory
inductive approach
Building the theory
CASE STUDY why to use
to find explanations for
the phenomenon, to understand it deeply, to interpret the case deeply
- to test the existing theory (Deductive approach)
- there is no knowledge/theory at all or not enough about the phenomenon (Inductive approcah)
- Getting pre‐understanding of the phenomenon for large quantitative survey (pilot case study)‐> in order to
know what kind of questions should be asked in the survey
ETHNOGRAPHIC RESEARCH
- research method, anthropological studies
GROUNDED THEORY
- research method
- to improve existing theories or
!create new theories! - starts with collecting
empirical data (follows inductive approach) - Purpose is to find common patterns in data, to build theoretical model about
the phenomenon
DISCOURSE ANALYSIS
Research method - to interpret and explain the meanings which are ’produced’ in speeches or texts
RESEARCH DESIGN FOR CASE STUDY key elements
Single or multi case
1. Study questions
2. Unit of analysis
3. Proposition
4. Linking empirical data to propositions
5. Criteria for interpreting the findings
unit of analysis
what is ‘case’ (relationship in sponsorship)
How to analyse the data
- Transcript
- Separate analysis for cases or cross case analysis
- Select the approach
Approaches in analising data
- Theory based analysis
- Empirical based analysis
- Theory linked analysis
- Theory based analysis
analysis is based on certain
theory, follows deductive approach
- Empirical based analysis
to use empirical data to create
knowledge
*‐> inductive approach
Previous knowledge, theories, etc. should not have affect on analysis.
- Theory linked analysis
to solve ’problems’ with empirical based analysis
Theoretical knowledge is used but only to help in analysis (not testing the theory) and guiding for new ideas/knowledge
reliability
if the study would be repeated, we
would get the same results
every step of the research process have to be documented and justified
Report
- Introduction
- Theoretical part
- Empirical part
- Discussion/Conclusions
Can also include recommendations for the case company and ideas for future research with managerial implications part
Introduction in the report included
- Objective and delimitations
- Research question(s)
- Theoretical framework
- Research method
- Collection of empirical data methods and Analysis approach
