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

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

3. 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

4. 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

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

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

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

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

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

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

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

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

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

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

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

16. 7-16 NonProbability Sampling Purposive Sampling Snowball Sampling Convenience Sampling

17. 7-17 The Interview Question Hierarchy

18. 7-18 Interview Formats Unstructured Semi-structured Structured

19. 7-19 The Interview Mode GroupIndividual

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

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

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

23. 7-23 Combining Qualitative Methodologies Action ResearchCase Study

24. 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