Bridging the Gap Between Qualitative and Quantitative with Grid methodology
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Transcript of Bridging the Gap Between Qualitative and Quantitative with Grid methodology
Bridging the Gap Between Bridging the Gap Between Qualitative and Quantitative Qualitative and Quantitative
with Grid methodologywith Grid methodology
QuQuantiantitativetative vvs.s. QuQualitativalitativee
representative
nomotheti
c
relia
ble
, valid
idiographiccreative
numbers,
math
data mining
meaning making
confirmationexploration
words,
story
explanation
understandingobjective
subjective
useful
Please take a side. Which of the two presented ones do you prefer? Which side is more powerful?
Which side would you choose? Which side do you belong to?
resistance to change
proponents of change
hard
soft
REFRAMING THE PROBLEM
We could see the qual-quan problem in two ways:
1. We can discus the nature of these approaches: advantages and disantvatages, about representativness, level of significance, reliability and other internal and external metric characteristics, about usefulness, predictive power...
2. We can also view this data (words, story, narrative) as information about how quantitative and qualitative researchers see their world.
LETS TRY AND WATCH WHAT HAPPENED!!!
It would be unfortunate if we would have to settle upon one approach to the exclusion of the other. The "dichotomy is not a true one; at least not a true one in the way it is usually expressed”
QUANTITATIVERESEARCHER
QUALITATIVERESERCHER
MANAGINGDIRECTOR
CLIENT
Any similarity to "real" world events is purely coincidental and unintentional.
QUANTITATIVERESEARCHER
QUALITATIVE
RESERCHER
MANAGINGDIRECTOR
CLIENT
"I know what is reliable,
valid measure.“
“What she could tell me? Nothing.
It is a bunch of nonsense.“
“He knows the
value of my methods.“
“He wants representativeness
and also sample with less then 500
respondents?!“
“Numbers always are so strange
to me. What does it all means?“
“I am a creative person.
I am discovering the meaning.
I bring the ideas“.
“ We should try and see. I can't
tell him nothing before . I hope he
is reasonable.“
“He always asks me to be more precise and
more creative?!““There are some
strange inconsistencies in
your data!!! Please clean the
base. Force the data.“
“I will finally come to know where we are.
But, what than?What should I do?Nobody tells me.“
“I need a new idea.Something totally
different. She said she is capable for that.
But is she?“
“I don't know if I should accept that
proposal. Everything is to much
expensive for my budget“
…ONCE UPON A TIME THERE WAS A STORYA STORY, THERE WAS A DEBATEA DEBATEPER
CEIV
ER
(PER
SPE
CTIV
E,
VIE
W)
ELEMENTS
“He thinks I don't know that he can do
this faster, with less money. I am a little suspicious.“
“We should do it that way, because it was the clients demand and we
could sell it.“
“We are the best marketing
research agency in the country. Let the client pay!!!“
“It's look like a never ending
story. He always wants more, and he never pays on
time!!!“
PEG (PERCEIVER –
ELEMENT GRID)
Harry Procter
AN EXAMPLE OF QUALITATIVE GRID: BEYOND QUAL- QUANT DEBATE
When I say Professor Lindzey’ s left shoe is an ”introvert”, everyone looks to his shoe as if this were something his shoe was responsible for.
Or if I say that Professor Catell’ s head is “discursive”, everyone looks over at him, as if the propositionhad popped out of his head instead of mine.
Don’t look at his head! Don’t look at his shoe!
Look at me; I’m the one who is responsible for the statement.
(Kelly, 1969).
BEYOND WORDS PEOPLE SAY – BASIC ASUMPTION OF OUR APROACH
• "constructive alternativism" - this is to say that reality is subject to many alternative constructions, some of which may prove to be more fruitful than others
• generalizing the psychology of scientific behavior to all human behavior - science is itself a form of human behavior, every man is a scientist
• personal constructs are abstractions of human behavior
• assessing the personal construct includes relational paradigm and participative epistemology
• metaperspective: observing the perspective of an observer
• exploring the process of meaning constructions - the nature and form of individual and shared meaning systems
BEYOND CONSTRUCTIVIST APROACH – METATHEORETICAL POSITION
우선 제가 방법론을 주제로 삼은건 과학기술정책과 관련된 것입니다우선 제가 방법론을 주제로 삼은건 과학기술정책과 관련된 것입니다 . . 제 주장의 기제 주장의 기본적인 전제가 본적인 전제가 "" 과학지식과 기술지식은 다르다과학지식과 기술지식은 다르다 "" 라는 겁니다 대개는 과학에서 기라는 겁니다 대개는 과학에서 기술로의 이행을 전제로 삼는 반면에 말이죠술로의 이행을 전제로 삼는 반면에 말이죠 (( 진화주의 기술경제학은 아니라고진화주의 기술경제학은 아니라고 ......
The meaning of a word is the action it produces.
What does this all mean?
Meanings of word “CONSTRUCT”Meanings of word “CONSTRUCT”
• A way in which two or more things are alike and thereby different from a third or more things.
• It is how a person makes sense of his or her world.
• Lived discriminations chanelising an individual's actions and perceptions, which may or may not be represented adequately in symbolic speech.
• Each construct involves two poles, one at each end of its dichotomy.
• It tell us what to expect and they help us see it when it happens.
• No construct ever stands entirely alone; it makes sense only as it appears in the network.
Meanings of word “CONSTRUCT”Meanings of word “CONSTRUCT”
CONSTRUCT contrast, opposite
other (another's)construct
PYR
AM
IDIN
G -
DO
WN
WA
RD
LA
DD
ER
ING
(Lanfe
ild,1
971)
superordinate(core)
constructs
subordinate (peripheral)constructs
LADDERING(Hinkle,1965)
SALMON LINE (Philida Salmon, 1980)TSCHUDI'S ABC (Fin Tschudi, 1977)DONWARD ARROWSELF-CARACTERISATION
ElaboratingElaboratingthe the
construct systemconstruct system
TIME ARRO
W (changes and consistencies in
construing)
Formal system characteristics:
superordinate - subordinatecore - peripheral
permeable - impermeabletight - loose
preemptive – propositionaldilation - constriction
why he/she
prefers to be "X“
instead of "Y "
How we can know?
What different things does
someone which is " X " do from other
which is " Y "?
In an attempt to „stand in other’s shoes, to see their world as they see it“ we bridge the gap between opposites, we are going beyond dichotomies and from meta-perspective we observe the observing. We bridge the gap between qualitative and quantitative.
with
REPERTORY GRID METHODOLOGY
What is Repertory Grid?What is Repertory Grid?
1. Grid is a set of representations of the relationship between the set of things a person construes (the elements) and the set of ways that person construes them (the constructs). Thus a grid datum expresses a relationship between an element and a construct. (Bell,2004.)
2. Any method of interviewing may be described as a grid technique if it can be used to obtain enough data from one informant to complete a grid and to provide all the data needed to locate the elements and the constructs in the space under observation.
3. Grid gains quantitative heuristic for qualitative work
4. Any form of sorting task which allows for the assessment of relationship between constructs, and which yields these primary data in matrix form.
5. An instrument for eliciting personal constructs.
Grid is an open and dynamic empirical technique for eliciting qualitatively informationabout users’ experiences, whilst at the same time allowing the data to be subjected tocontemporary methods of statistical analysis.
Some surveys done by Repertory Grid:
• Quality control• Design making• Decision – making• Decision rules• Strategies and evaluative criteria• Satisfaction with the product• Core beliefs• Consumer satisfaction• Brand position• Brand characterization • Brand relationship
APPLICATION IN MARKETING RESEARCH
There are many creative adaptation of the technique, this is a technique which is only “limited by the user` slack of imagination” (Fransella and Bannister, 1977).
A modified form of Kelly’s (1955) original Repertory Grid technique was used to measure car owners’ viewsof automotive industry brands.
Laddering, pyramiding and other methods for construct elicitation such as Kelly’s standard dyad and triad elicitation form were applied.
AN EXAMPLE
CONSTRUCT ELICITATIONCONSTRUCT ELICITATION******
PROCEDURESPROCEDURES
1. Dyadic Difference Method
Please could you tell me some way in which they are alike or different?
2. Triadic Difference Method
Please could you tell me some important way in which two of the three cars are alike and thereby different from the third?
***ELICITED VERSUS SUPLIED
unpretentiouspowerful
womanishly masculine
“Any word or phrase will have many contrasts in our language, and we ought not to be surprised at the ingenuity of those completing grids in providing new and fascinating examplesof the way language can be used.”
AN EXAMPLE OF A FULLFILED GRIDAN EXAMPLE OF A FULLFILED GRID
The multivariate analysis of grids The multivariate analysis of grids has been done to clarify the has been done to clarify the meanings attributed by male meanings attributed by male
and female car owners. and female car owners.
Due to the quantitativeDue to the quantitative nature of the collected nature of the collected
data a multivariatedata a multivariatetechnique could be used totechnique could be used tocompare thesecompare these meanings.meanings.
He drives an Alfa RomeoHe drives an Alfa RomeoHe drives a BMWHe drives a BMW
He drives an Audi 80He drives an Audi 80
He drives a Yugo 55He drives a Yugo 55
Every Grid is a story, a meaning beyond numbers and Every Grid is a story, a meaning beyond numbers and wordswords
““The grids can be stacked one above the other and aThe grids can be stacked one above the other and a common factor extracted, as if they all constituted one grid. common factor extracted, as if they all constituted one grid.
If one wishes to extract a group stereotype figure, If one wishes to extract a group stereotype figure, he may arrange the grids horizontally and extracthe may arrange the grids horizontally and extract
a factorialized figure.” (Kelly, 1955)a factorialized figure.” (Kelly, 1955)
The consensus configuration, represented by the centroids of the individual points in the semantic space, emphasises the differences and similarities between car images.
THE FACTORIALIZED FIGURES
Predictive
ly
unclear
For the average grid to be a meaningful representation of the data we would expect a significant construct by element interaction (which there is) but relatively small mean squares for element or construct by grid.
Common Space Analysis
Three-mode principal components (Grids x Elements x Constructs)
&Cluster analyses
Element clustering by Complete linkageDendogram
Construct clustering by Complete linkageDendogram
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ZASTAVA
TOYOTA
OPEL
CITROEN
VW
FEMALE
RENAULT
YUGO
ŠKODA
MAZDA
BMW
ALFA ROMEO
PEUGEOT
ZASTAVA
ZASTAVAZASTAV
A ZASTAVA
ZASTAVA
ZASTAVA
ZASTAVA
ZASTAVA
ZASTAVA
YUGO
SUZUKITOYOTA
TOYOTA
TOYOTA
AUDI
AUDI
AUDI
AUDI
MALE
CITROEN
OPEL
OPEL
FIAT
FIAT
MAZDA
MAZDA
It is possible to see to what extent each person's grid is matched by the group scanning pattern. This essentially provides a measure of the functional similarity between an individual's outlook and the common outlook of his group
SUMMARY
Eliciting constructs and understanding their mathematical relationshiphelps us understand and uncover the meanings consumers share.
Grid is a method that we use to elicit “consumer language” and
clarify meanings behind consumer terminology.
We get beyond the words, we are going beyond the numbers.
Grid method is a flexible method useful for explaining how people think about the “world” of different car types and many parallel
worlds of different brands.
It helps us in defining goals for marketing campaigns. It gives us creative ideas for media planning and says how to
make effective advertising and overcome negative meanings.
Grid ResearchGrid Research
Who for?Who for?
Advertising agenciesMedia agencies
Brand managers Brand owners
Business development executivesMarketing executives
Media suppliersPR executives
...
The one who knows how to ask
The one who knows how to ask
– – to him the best knowledge
to him the best knowledge
belongbelong
Institute for market and media researchOmladinskih brigada 86
11070 Novi Beograd, [email protected]
www,mediana.co.yu
tel. & fax: +381 11 22 74 104, 22 74 323
Institute for market and media researchOmladinskih brigada 86
11070 Novi Beograd, [email protected]
www,mediana.co.yu
tel. & fax: +381 11 22 74 104, 22 74 323
The one who knows how to
The one who knows how to
ask – ask –
to him the best knowledge
to him the best knowledge
belongbelong