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Academic and Commercial Qualitative Research: The Best of Both Worlds

Academic and Commercial Qualitative Research: The Best of Both Worlds. Ron Chenail TQR Inaugural Conference January 8, 2010. Abstract.

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Academic and Commercial Qualitative Research: The Best of Both Worlds

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  1. Academic and Commercial Qualitative Research:The Best of Both Worlds Ron Chenail TQR Inaugural Conference January 8, 2010

  2. Abstract With apologies to George Bernard Shaw, academic qualitative research and commercial qualitative research have been “two countries separated by a common language,” but this cultural divide has its positives because these divergent customs present opportunities for mutual innovation. Today we will explore these differences and offer enhancements for both worlds.

  3. Discovery Exploring our cultures

  4. Academic Qualitative Research

  5. Academic Qualitative Research • Investigator-defined problem • Basic and Applied • Discovery-oriented • Naturalistic • Descriptive, Interpretive, and Explanatory • Knowing and Doing

  6. Commercial Qualitative Research

  7. Commercial Qualitative Research

  8. Commercial Qualitative Research • Client-defined problem • Applied • Solution-oriented • Naturalistic and Controlled • Descriptive, Interpretive, and Explanatory • Sense and Decision-Making

  9. Academic Qualitative Research • Colleges and Universities • Research Institutes • Public • Products • Theses and Dissertations • Journal Articles • Books and Book Chapters

  10. Commercial Qualitative Research • Independent Consultants • Research Companies • Departments within Companies • Proprietary • Products • Presentations • Interim and Final Reports

  11. Academic Qualitative Research • Ethnography • Phenomenology • Grounded Theory • Narrative Inquiry • Critical Variations • Artistic Variations • Action Variations

  12. Commercial Qualitative Research • Applied Anthropology • Qualitative Marketing Research • Qualitative Market Research • Collaborative Design • Usability Studies • Social Research: Program and Policy Evaluation • Consumer Research • Organizational Change Research

  13. Academic Qualitative Research • Individual and Group Interviews • Fieldwork • Document Analysis

  14. Commercial Qualitative Research • Qualitative Research • One-on-One Interviews • Focus Group Interviews • Ambush Interviews • Ethnography • Mystery Shopper • Shop-Along’s • Qualitative Data Analysis • Projective Techniques and Scenarios

  15. Differences Noting contrasts and criticisms

  16. Sheila Keegan’s Distinctions Academic Research Commercial Research • Emphasis on methodology • Theory informs practice • Wide range of methods • Long time scales • Emphasis on end benefit • Practice and theory are an iterative process • Qualitative “thinking” privileged over methods (ideally) • Intensive, fast turnaround

  17. Sheila Keegan’s Distinctions Academic Research Commercial Research • Prioritize validity/reliability • Cerebral • Largely verbal • Judged by academic rigour • Prioritize understanding, experience, direction • Holistic (mind / body / emotion) • Sensory, especially visual / emotional • Judged by usefulness

  18. Criticizing Academic and Commercial Qualitative Research Academic Commercial • Too mechanistic • Too long • Knowledge for what purpose? • Quantitative-influenced • Too much oversight • Too creative • Too quick • Purpose for what knowledge? • Business-influenced • Too little oversight

  19. Best of Both Worlds Integrating our cultural differences

  20. Pragmatic Quality

  21. The Creative Instrument

  22. Inductive Method

  23. Tri-Design

  24. Rapid Data Transformation

  25. Wisdom-Informed Change and Change-Informed Reflection

  26. Begin the conversation! Celebrate the Differences Explore the Connections Share the Successes

  27. Sources • Imms, M., & Ereaut, G. (2002). An introduction to qualitative market research. London: Sage. • Keegan, S. (2009). Qualitative research: Good decision making through understanding people, culture and markets. London: Kogan Page. • Sunderland, P. L., & Denny, R. M. (2007). Doing anthropology in consumer research. Walnut Creek, CA: Left Coast Press.

  28. Contact Ron Chenail, Ph.D. The Qualitative Report Nova Southeastern University 3301 College Avenue Fort Lauderdale, Florida 33317 USA ron@nova.edu

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