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Chapter 7

Chapter 7. Qualitative Research. Distinction between Qualitative & Quantitative. Theory Building. Theory Testing.

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Chapter 7

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  1. Chapter 7 Qualitative Research

  2. Distinction between Qualitative & Quantitative Theory Building Theory Testing Quantitative research is the precise count of some behavior, knowledge, opinion or attitude. While the survey is not the only quantitative method, it is the dominant one. Quantitative research is often used for theory testing. Qualitative research is sometimes called interpretive research because it seeks to develop understanding through detailed description. It builds theory but rarely tests it.

  3. Qualitative Understanding Interpretation Quantitative Description Explanation Focus of Research

  4. Qualitative High Participation-based Quantitative Limited Controlled Researcher Involvement

  5. Qualitative Longitudinal Multi-method Quantitative Cross-sectional or longitudinal Single method Time Duration Quantitative studies are usually single mode. In other words, they will usually rely on one data collection technique whether it be a telephone survey, email survey, or experiment. However, qualitative studies may use several methods in one study to increase the researcher’s ability to interpret and justify the results.

  6. Qualitative Non-probability Purposive Small sample Quantitative Probability Large sample Sample Design and Size Quantitative studies prefer samples greater than 200 and samples that are representative of the target population (desirable). Qualitative studies rely on small sample sizes – less than 25 people is common. The emphasis on selecting the sample is to include people with heterogeneous opinions, attitudes, and experiences.

  7. Qualitative Shorter turnaround possible Insight development ongoing Quantitative May be time-consuming Insight development follows data entry Turnaround Quantitative studies are traditionally time-consuming, but new methods such as web surveys are allowing for fast turnaround. Qualitative research can be faster due to the small sample sizes, but coding and analyzing hours of interviews can also be time consuming.

  8. Data Analysis • Qualitative • Non-quantitative • Human judgment mixed with fact • Emphasis on themes • Quantitative • Computerized analysis • Facts distinguished • Emphasis on counts

  9. Qualitative Research and the Research Process

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

  11. Textual Analysis Artifacts Behavioral Observations Trace Evidence Debriefings Qualitative Research Other Techniques

  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. Pre-Tasking • Much of qualitative research involves the deliberate preparation of the participant, called pre-exercises or pre-tasking. • This step is important due to the desire to extract detail and meaning from the participant. A variety of creative and mental exercises draw participants’ understanding of their own thought processes and ideas to the surface. • Pre-tasking is rarely used in observation studies and is considered a major source of error in quantitative studies.

  15. Pretasking Activities Use product in home Bring visual stimuli Create collage Keep diaries Draw pictures Construct a story

  16. In this slide people were asked to bring pictures from magazines that would reflect their ideal home interior design, spaces as well as furniture and interior design elements to architectural elements. Pretasking Activities

  17. Formulating theQualitative Research Question

  18. Project’s purpose Researcher characteristics Schedule Types of participants Budget Topics Choosing the Qualitative Method Factors

  19. NonProbability Sampling Purposive Sampling Snowball Sampling Convenience Sampling Purposive sampling means that the researchers choose participants arbitrarily for their unique characteristics or their experiences, attitudes, or perceptions. Snowballsampling means that participants refer researchers to others who have characteristics, experiences, or attitudes similar to or different from their own. Conveniencesampling means that researchers select any readily available individuals as participants.

  20. Qualitative Sampling General sampling rule: Keep conducting interviews until no new insights are gained.

  21. The Interview Question Hierarchy

  22. 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

  23. Interview Formats In an unstructured interview, there are no specific questions or order of topics to be discussed. Each interview is customized to each participant. In a semi-structuredinterview, there are a few standard questions but the individual is allowed to deviate based on his or her answers and thought processes. The interviewer’s role is to probe. In a structured interview, the interview guide is detailed and specifies question order, and the way questions are to be asked. These interviews permit more direct comparability of responses and maintain interviewer neutrality. Unstructured Semi-structured Structured

  24. Requirements: Unstructured Interviews Developed dialog Distinctions Probe for answers Interviewer creativity Interviewer skill

  25. The Interview Mode Individual Group

  26. IDI vs Group Research Objective Topic Concerns Participants

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

  28. Group Interview Modes Face-to-Face Telephone Online Videoconference

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

  30. Key Terms • 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

  31. Key Terms (cont.) • 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

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