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Understanding Qualitative Research: Methodologies, Advantages, Disadvantages, and Applications

This chapter explores the differences between qualitative and quantitative methodologies, the controversy surrounding qualitative research, the types of decisions that use qualitative methodologies, and the different qualitative research methodologies. It also discusses the advantages and disadvantages of qualitative methods, data collection and analysis techniques, and the application of qualitative research in various business contexts.

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Understanding Qualitative Research: Methodologies, Advantages, Disadvantages, and Applications

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  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. Research Data Secondary Data Primary Data Qualitative Data Quantitative Data Descriptive Causal Observational & Other Data Experimental Data Survey Data A Classification of Research Data

  5. Quantitative vs. Qualitative • Numbers vs. Not • Answers vs. Questions • Conclusions vs. Interpretations • Verification vs. Exploration • Lots of data vs. Small amounts • Closed questions vs. Open ones

  6. Qualitative Research Data Economical & Timeliness of Collection Lack of Generalizability Disadvantages of Qualitative Methods Advantages of Qualitative Methods Richness of Data Inability to Distinguish Small Differences Lack of Establishing Reliability & Validity Accuracy of Recording Marketplace Behaviors Preliminary Insights to Building Models and Scale Measurements Lack of Well-Trained Investigators, Interviewers & Observers

  7. Qualitative Versus Quantitative Research Qualitative Research Quantitative Research Qualitative understanding of the underlying reasons /motives Objective Quantify data and generalise to population Sample Small number of nonrepresentative cases Large number of representative cases Data Collection Unstructured Structured Data Analysis Nonstatistical Statistical Outcome Develop an initial understanding Recommend a final course of action

  8. A Classification of Qualitative Research Techniques Qualitative Research Procedures Direct (Nondisguised) Indirect (Disguised) Depth Interviews Projective Techniques Focus Groups

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

  10. 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

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

  12. 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

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

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

  15. Distinction between Qualitative & Quantitative Theory Building Theory Testing

  16. Qualitative Understanding Interpretation Quantitative Description Explanation Focus of Research

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

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

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

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

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

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

  23. Qualitative Research and the Research Process

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

  25. Formulating the Qualitative Research Question

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

  27. NonProbability Sampling Purposive Sampling Snowball Sampling Convenience Sampling

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

  29. The Interview Question Hierarchy

  30. 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

  31. 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

  32. Interview Formats Unstructured Semi-structured Structured

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

  34. The Interview Mode Individual Group

  35. IDI vs Group

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

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

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

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

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

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

  42. Combining Qualitative Methodologies Case Study Action Research

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

  44. 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

  45. 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.)

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