WEEK 2 - QUALITATIVE RESEARCH METHODS Flashcards
Qualitative research
Collecting and analyzing non-numerical data to gather rich insights of people’s values, opinions, feelings and behaviors. This is often an emergent and dynamic process to build theory.
When do we use qualitative research?
- RQ is explorative
- sensitive topic
- discover subconscious feelings
- complex topic
- holistic view
- develop new theory
- triangulation; complement quantitative data
Downsides of qualitative research?
- subjective to researchers’ interpretation
- low replicability
- low generalization
- lack of transparancy
Grounded theory
Methodological approach for the collection and analysis of qualitative data with the goal to build theory.
- inductive
- not predefined process
- data collection until suration is reached
Phenomenology
Study of subjective, lived experiences.
Ethnography
A form of naturalistic inquiry that has specific interest in culture.
Netnography
Adapt ethnographic research techniques to study cultures and communities in the digital communication context.
Interviews
subjective accounts of people’s salient and underlying motives, beliefs and feelings.
- deductive; standardized process
- inductive; semi-structured, unstructured
Focus group
A discussion conducted by a trained moderator among a small group of participants in an unstructured and natural manner about a specific topic.
Lead user
creative consumer who try to solve consumer problems/ unknown needs by the public by themselves.
Projective techniques
Project underlying motivations regarding the issue on others or other objects rather than themselves. Easier to give sensitive answers.
What is the first level of coding?
- descriptive = summarizing quotes
- structured = who, what, where, how
In Vivo coding (second level)
direct quotes from subjects
Process coding (second level)
action-based (-ing)
Emotion coding (second level)
Expressed feelings
