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Qualitative and Field Methods

Qualitative and Field Methods. Anat Rafaeli Technion Israel Institute of Technology http://Anat.Rafaeli.Net. Qualitative Methods for Studying Emotion. Why? Who? When? How?. Management. Symbolism. Why?. Issue. Image. Constituents. Presumed Outline of Study of Artifact Impact.

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Qualitative and Field Methods

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  1. Qualitative and Field Methods Anat Rafaeli Technion Israel Institute of Technology http://Anat.Rafaeli.Net Studying Emotion Slides available at http://Anat.Rafaeli.Net

  2. Qualitative Methods for Studying Emotion • Why? • Who? • When? • How? Studying Emotion Slides available at http://Anat.Rafaeli.Net

  3. Management Symbolism Why? Issue Image Constituents • Presumed Outline of Study of Artifact Impact General Public Passengers Artifact Studying Emotion Slides available at http://Anat.Rafaeli.Net

  4. Interview Protocol • Have you seen the green buses? What do you think about this color? • If you were asked to redesign the buses, what would you suggest? Why? • Is there anything else you would like to tell us about the color? • To what extent do you use public transportation? Do you ride buses? Studying Emotion Slides available at http://Anat.Rafaeli.Net

  5. Table 1: Themes in data Studying Emotion Slides available at http://Anat.Rafaeli.Net

  6. Emotion in data Emotion Term Valence Total appearance Joyful, calm, restful, good, Positive 24% happy, arousing, fun, peaceful, strong, pleasant. Repulsive, disgust, fear, Negative 76% awful, irritation, evil, stress, worry, anxiety, revulsion, unpleasant, melancholic appalling, heavy, shame, fury, bad vibes, bad feeling, bad energy, depressing. Total 100% Studying Emotion Slides available at http://Anat.Rafaeli.Net

  7. Emotion toward what? Emotion is toward artifact AND toward organization ! Studying Emotion Slides available at http://Anat.Rafaeli.Net

  8. Organizational Image Constituents Others Organization Customers Artifact Symbolism Labor relations Greenwash Corruption Issues Customer service EMOTION Employees Instrumentality Aesthetics Studying Emotion Slides available at http://Anat.Rafaeli.Net

  9. Why Not? Confusing Time Process Unclear Language Dependent Difficult Too Easy to Collect Data Messy Studying Emotion Slides available at http://Anat.Rafaeli.Net

  10. Who? • Students? • Every One? • Utility Studying Emotion Slides available at http://Anat.Rafaeli.Net

  11. How? • Coding is a nightmare! • KISS? Studying Emotion Slides available at http://Anat.Rafaeli.Net

  12. Calm Angry Equal probabilities Greg for sure Greg has higher probability David has higher probability David for sure -1 -4 -3 -2 0 2 3 4 1 Results Angry customer perceived as having higher probability for compensation Studying Emotion Slides available at http://Anat.Rafaeli.Net

  13. How? • Reliability • Validity • Utility Studying Emotion Slides available at http://Anat.Rafaeli.Net

  14. Suggestions • Combine methods • When all else fails – read! • Seek assistance from other people • Keep as much data as possible • Let go of bad ideas Studying Emotion Slides available at http://Anat.Rafaeli.Net

  15. Studying Emotion Slides available at http://Anat.Rafaeli.Net

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