1. McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. QUALITATIVE RESEARCH Chapter 7

2. 7-2 Qualitative Research and the Research Process

3. 7-3 Qualitative Research Ethnography Observation Data Collection Techniques Data Collection Techniques IDIs Action Research Group Interviews Grounded Theory Focus Groups Case Studies

4. 7-4 Qualitative Research Trace Evidence Artifacts Other Techniques Other Techniques Behavioral Observations Textual Analysis Debriefings

5. 7-5 Qualitative Research in Business Job Analysis Advertising Concept Development Productivity Enhancement New Product Development Benefits Management Retail Design Process Understanding Union Representation Market Segmentation Sales Analysis

6. 7-6 Data Sources People Organizations Texts Environments Events and happenings Artifacts/ media products

7. 7-7 The Roots of Qualitative Research Psychology Anthropology Communication Sociology Semiotics Economics Qualitative Research

8. 7-8 Distinction between Qualitative & Quantitative Theory Testing Theory Building

9. 7-9 Focus of Research Qualitative Understanding Interpretation Quantitative Description Explanation

10. 7-10 Researcher Involvement Qualitative High Participation-based Quantitative Limited Controlled

11. 7-11 Time Duration Qualitative Longitudinal Multi-method Quantitative Cross-sectional or longitudinal Single method

12. 7-12 Sample Design and Size Qualitative Non-probability Purposive Small sample Quantitative Probability Large sample

13. 7-13 Data Type and Preparation Qualitative Verbal or pictorial Reduced to verbal codes Quantitative Verbal descriptions Reduced to numeric codes

14. 7-14 Turnaround Qualitative Shorter turnaround possible Insight development ongoing Quantitative May be time-consuming Insight development follows data entry

15. 7-15 Data Analysis Qualitative Nonquantitative Human judgment mixed with fact Emphasis on themes Quantitative Computerized analysis Facts distinguished Emphasis on counts

16. 7-16 Qualitative Research and the Research Process

17. 7-17 Pretasking Activities Use product in home Bring visual stimuli Create collage Keep diaries Construct a story Draw pictures

18. 7-18 Pretasking Activities

19. 7-19 Formulating the Qualitative Research Question

20. 7-20 Choosing the Qualitative Method Types of participants Researcher characteristics Researcher characteristics Factors Schedule Budget Topics Project’s purpose

21. 7-21 NonProbability Sampling Purposive Sampling Snowball Sampling Convenience Sampling

22. 7-22 Qualitative Sampling General sampling rule: Keep conducting interviews until no new insights are gained.

23. 7-23 The Interview Question Hierarchy

24. 7-24 Interviewer Responsibilities 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

25. 7-25 Elements of a Recruitment Screener Heading Screening requirements Identity information Introduction Security questions Demographic questions Behavior questions Lifestyle questions Attitudinal and knowledge questions Articulation and creative questions Offer/ Termination

26. 7-26 Interview Formats Unstructured Semi-structured Structured

27. 7-27 Requirements: Unstructured Interviews Distinctions Developed dialog Interviewer skill Probe for answers Interviewer creativity

28. 7-28 The Interview Mode GroupIndividual

29. 7-29 IDI vs Group Individual InterviewGroup Interview Explore life of individual in depth Create case histories through repeated interviews over time Test a survey Orient the researcher to a field of inquiry and the language of the field Explore a range of attitudes, opinions, and behaviors Observe a process of consensus and disagreement Detailed individual experiences, choices, biographies Sensitive issues that might provoke anxiety Issues of public interest or common concern Issues where little is known or of a hypothetical nature Time-pressed participants or those difficult to recruit (e.g., elite or high- status participants) Participants with sufficient language skills (e.g., those older than seven) Participants whose distinctions would inhibit participation Participants whose backgrounds are similar or not so dissimilar as to generate conflict or discomfort Participants who can articulate their ideas Participants who offer a range of positions on issues Research Objective Topic Concerns Participants

30. 7-30 Research Using IDIs Cultural interviews Sequential interviewing Sequential interviewing Types Life histories Critical incident techniques Oral histories Ethnography

31. 7-31 Projective Techniques MET Sensory sorts Semantic Mapping Semantic Mapping Data Collection Techniques Data Collection Techniques Sentence Completion Cartoons Thematic Apperception Laddering Association Component Sorts Imagination Exercises Imagination Exercises

32. 7-32 Group Interviews Mini-Groups  Dyads  Triads Small Groups  Focus Groups Supergroups

33. 7-33 Determining the Number of Groups Scope Number of distinct segments Desired number of ideas Desired level of detail Homogeneity Level of distinction

34. 7-34 Group Interview Modes Telephone Online Videoconference Face-to-Face

35. 7-35 Combining Qualitative Methodologies Action ResearchCase Study

36. 7-36 Triangulation: Merging Qualitative and Quantitative Conduct studies simultaneously Perform series: Qualitative, Quantitative, Qualitative Ongoing qualitative with multiple waves of quantitative Quantitative precedes Qualitative