Week 4 Flashcards
What is research methodology?
The specific procedures/techniques used to identify, select, process and analyse information about a topic.
It answers:
1) How was data collected
2) How was it analysed
What methodologies used in research?
Quantitative:
Primary - a) survey b) observation c) experiment
Secondary - a) business database b) external sources
Qualitative - a) interview b) focus group c) observation.
What is qualitative business research?
Elaborate interpretation of phenomena WITHOUT numerical measurement.
Research dependant
Emphasises subjectivity in process
When is qualitative research used?
1) For exploratory research
2) A detailed, in depth understanding is needed
3) To learn how a phenomenon occurs
4) Limited numbers (quantitative needs 150+)
5) Time/money constraints
However, qualitative research is not necessarily cheaper than quantitative. As greater researcher involvement can drive up the cost.
Qualitative research method - What is an In-depth interview?
A one-on-one interview conducted about some relevant business or social topic.
When is an in-depth interview used?
1) Individual perspective required
2) Sensitive topic
3) Discussion as a group might inhibit conversation
4) Privacy
5) When a topic does not translate well to a survey.
Qualitative research method - What is a focus group?
A unstructured, free-flowing interview with a small group (5-10), led by a moderator who encourages dialogue among repondents.
Advantages of a focus group?
1) fast
2) easy to execute
3) allows respondents to piggyback of each other
4) multiple prospective
5) allows more detailed description
6) High degree of scrutiny
Disadvantages of a focus group?
1) requires objective, sensitive effective moderators
2) unique sample problems
3) not good for sensitive topics (money)
4) High cost
What are Themes?
They are concepts or statements that are re-occurring in the data (responses from the interview/focus groups)
What are codes?
Words or short phrases that represent a construct /topic
Codes are developed into a code/theme structure
What is coding?
Organising the data into chunks.
What is inductive coding?
Data driven analysis - participants experience drives the coding.
What is deductive coding?
Theory driven analysis - coding driven by theory / data fits into theory.
What is in a method section of a report?
1) covers what was done, to whom & how
2) Enough detail so it can be replicated
3) Mentions the research methods (IE. focus group)
4) Mentions the validity / reliability
