Chapter 7

1. Chapter 7 Qualitative Research

2. Learning Objectives Understand . . . • How qualitative methodologies differ from quantitative methodologies. • The controversy surrounding qualitative research. • The types of decisions that use qualitative methodologies. • The different qualitative research methodologies.

3. Qualitative Research and the Research Process

4. Group Interviews Focus Groups Observation IDIs Ethnography Case Studies Action Research Grounded Theory Qualitative Research Data Collection Techniques

5. Why Use Qualitative Research? “Most of what influences what we say and do occurs below the level of awareness. That’s why we need new techniques: to get at hidden knowledge – to get at what people don’t know they know.” Jerry Zaltman

6. Textual Analysis Other Techniques Artifacts Behavioral Observations Trace Evidence Debriefings Qualitative Research

7. Job Analysis Advertising Concept Development Productivity Enhancement New Product Development Benefits Management Retail Design Process Understanding Union Representation Market Segmentation Sales Analysis Qualitative Research in Business

8. Data Sources People Organizations Texts Environments Artifacts/ media products Events and happenings

9. The Roots of Qualitative Research Qualitative Research Economics Psychology Sociology Semiotics Anthropology Communication

10. Distinction between Qualitative & Quantitative Theory Building Theory Testing

11. Qualitative Understanding Interpretation Quantitative Description Explanation Focus of Research

12. Qualitative High Participation-based Quantitative Limited Controlled Researcher Involvement

13. Qualitative Longitudinal Multi-method Quantitative Cross-sectional or longitudinal Single method Research Design

14. Qualitative Non-probability Purposive Small sample Quantitative Probability Large sample Sample Design and Size

15. Qualitative Verbal or pictorial Reduced to verbal codes Quantitative Verbal descriptions Reduced to numeric codes Data Type and Preparation

16. Qualitative Shorter turnaround possible Insight development ongoing Quantitative May be time-consuming Insight development follows data entry Turnaround

17. Data Analysis Qualitative • Nonquantitative; human • Judgment mixed with fact • Emphasis on themes Quantitative • Computerized analysis • Facts distinguished • Emphasis on counts

18. Qualitative Research and the Research Process

19. Pretasking Activities Use product in home Bring visual stimuli Create collage Keep diaries Draw pictures Construct a story

20. Formulating the Qualitative Research Question

21. Project’s purpose Researcher characteristics Schedule Types of participants Budget Topics Choosing a Qualitative Method Factors

22. NonProbability Sampling Purposive Sampling Snowball Sampling Convenience Sampling

23. Qualitative Sampling General sampling rule: You should keep conducting interviews until no new insights are gained.

24. The Interview Question Hierarchy

25. Recommends topics and questions Controls interview Plans location and facilities Proposes criteria for drawing sample Writes screener Recruits participants Develops pretasking activities Prepares research tools Supervises transcription Helps analyze data Draws insights Writes report Interviewer Responsibilities

26. Heading Screening requirements Identity information Introduction Security questions Demographic questions Behavior questions Lifestyle questions Attitudinal and knowledge questions Articulation and creative questions Offer/ Termination Elements of a Recruitment Screener

27. Interview Formats Unstructured Semi-structured Structured

28. Requirements for Unstructured Interviews Developed dialog Distinctions Probe for answers Interviewer creativity Interviewer skill

29. The Interview Mode Individual Group

30. IDI vs Group

31. Oral histories Sequential interviewing Life histories Cultural interviews Critical incident techniques Types of Research Using IDIs Types Ethnography

32. MET Semantic Mapping Sentence Completion Sensory sorts Cartoons Imagination Exercises Component Sorts Thematic Apperception Projective Techniques Laddering Association Data Collection Techniques

33. Projective Techniques Anderson Analytics uses a cast of characters during interviewing.

34. Group Interviews • Dyads • Triads • Mini-Groups • Small Groups (Focus Group) • Supergroups

35. Determining the Number of Groups Scope Number of distinct segments Desired number of ideas Desired level of detail Level of distinction Homogeneity

36. Group Interview Modes Face-to-Face Telephone Online Videoconference

37. Combining Qualitative Methodologies Case Study Action Research

38. Triangulation: Merging Qualitative and Quantitative Conduct studies simultaneously Ongoing qualitative with multiple waves of quantitative Perform series: Qualitative, Quantitative, Qualitative Quantitative precedes Qualitative

39. Action research Case study CAPI Content analysis Creativity session Ethnography Focus groups Group interview IDI Convergent interviewing Critical incident technique Cultural interviews Grounded theory Life histories Oral history Sequential interviewing Interview Key Terms

40. Interview guide Moderator Non-probability sampling Pretasking Probability sampling Qualitative research Quantitative research Recruitment screener Triangulation Projective techniques Cartoons Component sorts Imagination exercises Laddering Metaphor Elicitation Technique Semantic mapping Brand mapping Sensory sorts Sentence completion Thematic Apperception Test Word or picture association Key Terms (cont.)