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Qualitative and Field Methods

This resource discusses qualitative and field methods for studying emotions, particularly in organizational settings. Presented by Anat Rafaeli from the Technion Institute of Technology, it covers essential questions regarding the "why," "who," "when," and "how" of emotion research. The slides detail interview protocols, themes in data, and issues related to emotion perception among the general public toward artifacts. Emphasis is placed on the emotional responses to organizational images, customer experiences, and suggestions for effective data collection and analysis.

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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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