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Chapter 7 Qualitative Research. 授課教授：洪新原 教授 組員：蔣郭彥 602530032 沈國榮 602530040 蘇上方 602530044. Learning Objectives. Understand… How qualitative methods differ from quantitative methods. The controversy surrounding qualitative research.
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Chapter 7Qualitative Research 授課教授：洪新原 教授 組員：蔣郭彥 602530032 沈國榮 602530040 蘇上方 602530044
Learning Objectives • Understand… • How qualitative methods differ from quantitative methods. • The controversy surrounding qualitative research. • The types of decisions that use qualitative methods. • The variety of qualitative research methods.
What Is Qualitative Research? • Managers basically do business research to understand how and why things happen. • If the manager needs to know only what happened, or how often things happened, quantitative research methodologies would serve the purpose.
Group Interviews Focus Groups Individual depth interviews (IDIs) Observation Ethnography Case Studies Action Research Grounded Theory What Is Qualitative Research? Data Collection Techniques
Textual Analysis Other Techniques Behavioral Observations Artifacts Trace Evidence Debriefings What Is Qualitative Research?
Data Sources • People(individuals or groups). • Organizations or institutions. • Texts(published, including virtual ones). • Settings and environments. • Objects, artifacts, media products. • Events and happenings.
Qualitative vs. Quantitative Research The Roots of Qualitative Research: Qualitative Research Economics Psychology Sociology Semiotics Anthropology Communication
Distinction betweenQualitative & Quantitative • 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.
The Process of Qualitative Research • The process of developing a qualitative project is similar to the research process introduced in Chapter 1. • However, three key distinctions suggested in the previous sections do affect the research process:
The Process of Qualitative Research • The level of question development in the management-research question hierarchy prior to the commencing of qualitative research. • The preparation of the participant prior to the research experience. • The nature and level of data that come from the debriefing of interviewers or observers.
The Process of Qualitative Research Exhibit 7-3 introduces the modifications to the research process.
Pre-tasking Activities • Much of qualitative research involves the deliberate preparation of the participant, called pre-tasking. • A variety of creative research and mental exercise draw participants’ understanding of their own though processes and ideas to the surface.
Pre-tasking Activities(cont.) • Use product in home: e.g., a magazine – repeatedly over the preparation period before the interview. • Bring visual stimuli: e.g., family photos of areas or rooms in their homes that they hate to clean. • Create collage: e.g., taking pictures over several weeks, with one-time-use camera, of their children’s favorite outfits for different purpose or situations out of magazine that reflect how they feel when using a particular product.
Pre-tasking Activities(cont.) • Keep diaries: e.g., a record of their step-by-step experience preparing a meal using a particular product. • Draw pictures: e.g., what they felt like when they last shopped in a particular store. • Construct a story: e.g., how a conversation between the participant and a sales associate would progress when a complaint was not resolved.
Project’s purpose Researcher characteristics Schedule Types of participants Types of participants Budget Topics Qualitative Research Methodologies Factors
Qualitative Research Methodologies • Qualitative research involves nonprobability sampling─where little attempt is made to generate a representative. • Purpose sampling: Researchers choose participants arbitrarily for their unique characteristics or their experiences, attitudes. Researchers seek new participants to challenge emerging patterns.
Qualitative Research Methodologies • Snowball sampling: Participants refer researchers to others who have characteristics, experiences, or attitudes similar to or different from their own. • Convenience sampling: Researchers select any readily available individuals as participants.
Interviews • The interview is the primary data collection technique for gathering data in qualitative methodologies. • An interview can be conducted in groups or individually. • Exhibit 7-5 compares the individual depth interview and the group interview as a research methodology. Both are important in qualitative research.
Interview Formats • Unstructured interview • here are no specific questions or order of topics to be discussed. • Semi-structured interview • There are a few standard questions but the individual is allowed to deviate based on his or her answers and thought processes. • Structuredinterview • The interview guide is detailed and specifies question order, and the way questions are to be asked.
Interviews Formats(cont.) • The unstructured and semi-structured interviews used in qualitative research are distinct from the structured interview in several ways. • Rely on developing a dialog between interviewer and participant. • Require more interviewer creativity. • Use the skill of the interviewer to extract more and a greater variety of data. • Use interviewer experience and skill to achieve greater clarity and elaboration of answers.
Interviewer Responsibilities • The interviewers is a consultant with wide-ranging responsibilities: • Recommends the topics and questions. • Control the interview, but also plans─and may manage. • Proposes the criteria for drawing the sample participants. • Writes the recruitment screener and may recruit participants.
Interviewer Responsibilities(cont.) • Develops the various pre-tasking exercise. • Prepares any research tools to be used during the interview. • Supervises the transcription process. • Helps analyze the data and draw insights. • Write the client report, including video clips for the oral report.
Projective Techniques • Because researchers are often looking for hidden or suppressed meanings, projective techniques can be used within the interview structures. • Word or picture association • Sentence completion • Cartoons or empty balloons • Thematic Apperception Test
Projective Techniques(cont.) • Component sorts • Sensory sorts • Laddering or benefit chain • Imagination exercise • Semantic mapping • Metaphor elicitation technique
Individual Depth Interviews • An individual depth interview (IDI) is an interaction between an individual interviewer and a single participant. • Participants are usually paid to share their insights and ideas. • Recently, advances in technology have encouraged the use of detailed visual and auditory aids during interviews, creating the methodology know as computer-assisted personal interviews(CAPIs).
Oral Histories Life Histories Grounded Theory Ethnography Critical Incident Techniques Research Using IDIs Culture Interviews Types Convergent Interviewing Sequential Interviewing
Group Interviews • Group interviews is a data collection method using a single interviewer with more than one research participant. • Group interviews vary widely in size : • Dyad－two people • Triad－three people • Mini groups－two to six people • Small groups－six to ten people • Super groups－up to twenty people
Determining the Number of Groups • The skilled researcher helps the sponsor determine an appropriate number of group interviews to conduct. • The number of groups is determined by: • The general rule is that one should keep conducting focus groups until no new insights are gained. • Scope • Distinct market segments • Number of new ideas or insights • Level of detail • Level of geographic or ethnic distinctions • The homogeneity of the groups
Focus Groups • The focus group is a panel of people (usually 6-10 people), led by a trained moderator, who meet for 90 minutes to 2 hours. • The facilitator uses group dynamics principles to focus or guide the group in an exchange of ideas, feelings, and experiences. • Focus groups can be conducted using various modes.
Group Interview Modes Face-to-Face Telephone Focus Groups Online Focus Groups Videoconferencing Focus Groups
Combining Qualitative Methodologies • Case Study • It’s also referred to as the case history, is a powerful research methodology that combines individual and group interviews with record analysis and observation. • The objective is to obtain multiple perspectives of a single organization, situation, event, or process at a point in time or over a period of time.
Combining Qualitative Methodologies • Action Research • It is designed to address complex, practical problems about which little is known. • It involves brainstorming, followed by sequential trial-and-error attempts until desired results are achieved.
Merging Qualitative and Quantitative Methodologies • Triangulation is the combining of several qualitative methods or combining qualitative with quantitative methods. • Qualitative and quantitative studies can be conducted simultaneously. • A qualitative study can be ongoing while multiple waves of quantitative studies are done, measuring changes in behavior and attitudes over time.
Merging Qualitative and Quantitative Methodologies(cont.) • A qualitative study can precede a quantitative study, and a second qualitative study then might follow the quantitative study, seeking more clarification. • A quantitative study can precede a qualitative study.
