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

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.)