McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Chapter 7 Qualitative Research.

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Presentation transcript:

McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Chapter 7 Qualitative Research

7-2 Focus Groups Qualitative Research Ethnography Observation Data Collection Techniques Data Collection Techniques IDIs Case Studies Action Research Grounded Theory Group Interviews

7-3 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

7-4 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

7-5 Data Sources People Organizations Texts Environments Events and happenings Artifacts/ media products

7-6 The Roots of Qualitative Research Psychology Anthropology Communication Sociology Semiotics Economics Qualitative Research

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

7-8 Qualitative Understanding Interpretation Focus of Research Quantitative Description Explanation

7-9 Researcher Involvement Qualitative High Participation-based Quantitative Limited Controlled

7-10 Research Design Qualitative Longitudinal Multi-method Quantitative Cross-sectional or longitudinal Single method

7-11 Sample Design and Size Qualitative Non-probability Purposive Small sample Quantitative Probability Large sample

7-12 Data Type and Preparation Qualitative Verbal or pictorial Reduced to verbal codes Quantitative Verbal descriptions Reduced to numeric codes

7-13 Turnaround Qualitative Shorter turnaround possible Insight development ongoing Quantitative May be time-consuming Insight development follows data entry

7-14 Data Analysis Qualitative Nonquantitative; human Judgment mixed with fact Emphasis on themes Quantitative Computerized analysis Facts distinguished Emphasis on counts

7-15 Choosing a Qualitative Method Types of participants Researcher characteristics Researcher characteristics Factors Schedule Budget Topics Project’s purpose

7-16 NonProbability Sampling Purposive Sampling Snowball Sampling Convenience Sampling

7-17 The Interview Question Hierarchy

7-18 Interview Formats Unstructured Semi-structured Structured

7-19 The Interview Mode GroupIndividual

7-20 Group Interviews Dyads Triads Mini-Groups Small Groups (Focus Group) Supergroups

7-21 Determining the Number of Groups Scope Number of distinct segments Desired number of ideas Desired level of detail Homogeneity Level of distinction

7-22 Group Interview Modes Telephone Online Videoconference Face-to-Face

7-23 Combining Qualitative Methodologies Action ResearchCase Study

7-24 Triangulation: Merging Qualitative and Quantitative Conduct studies simultaneously Perform series: Qualitative, Quantitative, Qualitative Ongoing qualitative with multiple waves of quantitative Quantitative precedes Qualitative

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