Bridging the Gap Between Qualitative and Quantitative with Grid methodology

1. Bridging the Gap Between Qualitative and Quantitative with Grid methodology

2. Please take a side. Which of the two presented ones do you prefer? Which side is more powerful? Which side would you choose? Which side do you belong to? data mining subjective understanding objective representative idiographic soft creative words, story nomothetic hard reliable, valid meaning making explanation useful numbers, math proponents of change resistance to change exploration confirmation Quantitativevs.Qualitative

3. REFRAMING THE PROBLEM It would be unfortunate if we would have to settle upon one approach to the exclusion of the other. The "dichotomy is not a true one; at least not a true one in the way it is usually expressed” • We could see the qual-quan problem in two ways: • We can discus the nature of these approaches: advantages and disantvatages, about representativness, level of significance, reliability and other internal and external metric characteristics, about usefulness, predictive power... • We can also view this data (words, story, narrative) as information about how quantitative and qualitative researchers see their world. LETS TRY AND WATCH WHAT HAPPENED!!!

4. AN EXAMPLE OF QUALITATIVE GRID: BEYOND QUAL- QUANT DEBATE …ONCE UPON A TIME THERE WAS A STORY, THERE WAS A DEBATE ELEMENTS QUANTITATIVE RESEARCHER QUALITATIVE RESERCHER MANAGING DIRECTOR CLIENT PEG (PERCEIVER – ELEMENT GRID) Harry Procter “He wants representativeness and also sample with less then 500 respondents?!“ “He knows the value of my methods.“ "I know what is reliable, valid measure.“ “What she could tell me? Nothing. It is a bunch of nonsense.“ QUANTITATIVE RESEARCHER “Numbers always are so strange to me. What does it all means?“ “I am a creative person. I am discovering the meaning. I bring the ideas“. “He always asks me to be more precise and more creative?!“ “ We should try and see. I can't tell him nothing before . I hope he is reasonable.“ QUALITATIVE RESERCHER PERCEIVER (PERSPECTIVE, VIEW) “There are some strange inconsistencies in your data!!! Please clean the base. Force the data.“ “We should do it that way, because it was the clients demand and we could sell it.“ “We are the best marketing research agency in the country. Let the client pay!!!“ “It's look like a never ending story. He always wants more, and he never pays on time!!!“ MANAGING DIRECTOR “I need a new idea. Something totally different. She said she is capable for that. But is she?“ “I don't know if I should accept that proposal. Everything is to much expensive for my budget“ “I will finally come to know where we are. But, what than? What should I do? Nobody tells me.“ “He thinks I don't know that he can do this faster, with less money. I am a little suspicious.“ CLIENT Any similarity to "real" world events is purely coincidental and unintentional.

5. BEYOND WORDS PEOPLE SAY – BASIC ASUMPTION OF OUR APROACH When I say Professor Lindzey’ s left shoe is an ”introvert”, everyone looks to his shoe as if this were something his shoe was responsible for. Or if I say that Professor Catell’ s head is “discursive”, everyone looks over at him, as if the proposition had popped out of his head instead of mine. Don’t look at his head! Don’t look at his shoe! Look at me; I’m the one who is responsible for the statement. (Kelly, 1969).

6. 우선 제가 방법론을 주제로 삼은건 과학기술정책과 관련된 것입니다. 제 주장의 기본적인 전제가 "과학지식과 기술지식은 다르다"라는 겁니다 대개는 과학에서 기술로의 이행을 전제로 삼는 반면에 말이죠(진화주의 기술경제학은 아니라고... The meaning of a word is the action it produces. What does this all mean? BEYOND CONSTRUCTIVIST APROACH – METATHEORETICAL POSITION • "constructive alternativism" - this is to say that reality is subject to many • alternative constructions, some of which may prove to be more fruitful • than others • generalizing the psychology of scientific behavior to all human behavior - • science is itself a form of human behavior, every man is a scientist • personal constructs are abstractions of human behavior • assessing the personal construct includes relational paradigm • and participative epistemology • metaperspective: observing the perspective of an observer • exploring the process of meaning constructions - the nature and • form of individual and shared meaning systems

7. Meanings of word “CONSTRUCT” • A way in which two or more things are alike and thereby different from • a third or more things. • It is how a person makes sense of his or her world. • Lived discriminations chanelising an individual's actions and perceptions, • which may or may not be represented adequately in symbolic speech. • Each construct involves two poles, one at each end of its dichotomy. • It tell us what to expect and they help us see it when it happens. • No construct ever stands entirely alone; it makes sense • only as it appears in the network.

8. Meanings of word “CONSTRUCT”

9. Elaborating the construct system Formal system characteristics: superordinate - subordinate core - peripheral permeable - impermeable tight - loose preemptive – propositional dilation - constriction superordinate (core) constructs TIME ARROW (changes and consistencies in construing) LADDERING (Hinkle,1965) why he/she prefers to be "X“ instead of "Y " CONSTRUCT other (another's) construct contrast, opposite How we can know? What different things does someone which is "X " do from other which is "Y "? PYRAMIDING - DOWNWARD LADDERING (Lanfeild,1971) SALMON LINE (Philida Salmon, 1980) TSCHUDI'S ABC (Fin Tschudi, 1977) DONWARD ARROW SELF-CARACTERISATION subordinate (peripheral) constructs

10. In an attempt to „stand in other’s shoes, to see their world as they see it“ we bridge the gap between opposites, we are going beyond dichotomies and from meta-perspective we observe the observing. We bridge the gap between qualitative and quantitative. with REPERTORY GRID METHODOLOGY

11. What is Repertory Grid? • Grid is a set of representations of the relationship between the set of things a person construes (the elements) and the set of ways that person construes them (the constructs). Thus a grid datum expresses a relationship between an element and a construct. (Bell,2004.) • Any method of interviewing may be described as a grid technique if it can be used to obtain enough data from one informant to complete a grid and to provide all the data needed to locate the elements and the constructs in the space under observation. • Grid gains quantitative heuristic for qualitative work • Any form of sorting task which allows for the assessment of relationship between constructs, and which yields these primary data in matrix form. • An instrument for eliciting personal constructs.

12. Grid is an open and dynamic empirical technique for eliciting qualitatively information about users’ experiences, whilst at the same time allowing the data to be subjected to contemporary methods of statistical analysis. Some surveys done by Repertory Grid: APPLICATION IN MARKETING RESEARCH • Quality control • Design making • Decision – making • Decision rules • Strategies and evaluative criteria • Satisfaction with the product • Core beliefs • Consumer satisfaction • Brand position • Brand characterization • Brand relationship There are many creative adaptation of the technique, this is a technique which is only “limited by the user` s lack of imagination” (Fransella and Bannister, 1977).

13. AN EXAMPLE A modified form of Kelly’s (1955) original Repertory Grid technique was used to measure car owners’ views of automotive industry brands. Laddering, pyramiding and other methods for construct elicitation such as Kelly’s standard dyad and triad elicitationform were applied.

14. CONSTRUCT ELICITATION*** PROCEDURES “Any word or phrase will havemany contrasts in our language, and we ought not to be surprised at the ingenuityof those completinggrids in providing new and fascinating examples ofthe way language can be used.” 1. Dyadic Difference Method Please could you tell me some way in which they are alike or different? 2. Triadic Difference Method Please could you tell me some important way in which two ofthe three cars are alike and thereby different from the third? powerful unpretentious masculine womanishly ***ELICITED VERSUS SUPLIED

15. AN EXAMPLE OF A FULLFILED GRID The multivariate analysis of grids has been done to clarify the meanings attributed by male and female car owners. Due to the quantitative nature of the collected data a multivariate technique could be used to compare thesemeanings.

16. He drives an Alfa Romeo He drives a BMW He drives an Audi 80 He drives a Yugo 55 Every Grid is a story, a meaning beyond numbers and words “The grids can be stacked one above the other and a common factor extracted, as if they all constituted one grid. If one wishes to extract a group stereotype figure, he may arrange the grids horizontally and extract a factorialized figure.” (Kelly, 1955)

17. The consensus configuration, represented by the centroids of the individual points in the semantic space, emphasises the differences and similarities between car images. THE FACTORIALIZED FIGURES Predictively unclear For the average grid to be a meaningful representation of the data we would expect a significant construct by element interaction (which there is) but relatively small mean squares for element or construct by grid.

18. Three-mode principal components (Grids x Elements x Constructs) & Cluster analyses Common Space Analysis

19. Construct clustering by Complete linkage Dendogram Element clustering by Complete linkage Dendogram

20. It is possible to see to what extent each person's grid is matched by the group scanning pattern. This essentially provides a measure of the functional similarity between an individual's outlook and the common outlook of his group AUDI 2 SUZUKI TOYOTA 34 ALFA ROMEO 9 18 BMW 31 FIAT RENAULT TOYOTA 27 11 8 TOYOTA 26 FIAT 7 ŠKODA 35 21 MAZDA FEMALE 19 MAZDA MAZDA 6 AUDI 33 MALE PEUGEOT 23 OPEL 32 AUDI OPEL 3 15 OPEL 36 AUDI 10 CITROEN 30 29 TOYOTA 12 CITROEN 5 ZASTAVA 20 25 VW ZASTAVA 22 ZASTAVA 28 ZASTAVA 17 YUGO ZASTAVA YUGO ZASTAVA 1 4 16 13 37 ZASTAVA 24 14 ZASTAVA ZASTAVA ZASTAVA

21. SUMMARY Eliciting constructs and understanding their mathematical relationship helps us understand and uncover the meanings consumers share. Grid is a method that we use to elicit “consumer language” and clarify meanings behind consumer terminology. We get beyond the words, we are going beyond the numbers. Grid method is a flexible method useful for explaining how people think about the “world” of different car types and many parallel worlds of different brands. It helps us in defining goals for marketing campaigns. It gives us creative ideas for media planning and says how to make effective advertising and overcome negative meanings.

22. Grid Research Who for? Advertising agencies Media agencies Brand managers Brand owners Business development executives Marketing executives Media suppliers PR executives ...

23. The one who knows how to ask – to him the best knowledge belong Institute for market and media research Omladinskih brigada 86 11070 Novi Beograd, Serbia mediana@mediana.co.yu www,mediana.co.yu tel. & fax: +381 11 22 74 104, 22 74 323

24. The one who knows how to ask – to him the best knowledge belong Institute for market and media research Omladinskih brigada 86 11070 Novi Beograd, Serbia mediana@mediana.co.yu www,mediana.co.yu tel. & fax: +381 11 22 74 104, 22 74 323