Ch 07 Qualitative Research Methods

8/10/2019 Ch 07 Qualitative Research Methods

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BUSINESS RESEARCH METHODS

ZIKMUND & BABIN

Qualitative Research Methods

Ch. 7


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Learning Objectives

At the end of this discussion you should be able to:1. Explain the differences between qualitative andquantitative research methods

2. Explain the role of qualitative research in

exploratory research designs3. List and explain the main qualitative researchorientations

4. List and explain key characteristics of commontechniques used in qualitative research

5. Identify and describe the advantages anddisadvantages of these techniques


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QUALITATIVE RESEARCH

Research techniques that allow a researcher to obtain

elaborate interpretations of market phenomenawithout depending on numerical measurements.

Characteristics

1. Uses small versus large samples2. Emphasizes unstructured (broad range of) versus

structured questioning methods

3. Involves subjective interpretation rather than

objective statistical inference; is researcher-dependent

4. Has an exploratory purpose rather than descriptive andconclusive


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Uses Of Qualitative Research

When it is difficult to develop specific actionableproblem statement or research objectives.

When the research objective is develop an

understanding of some phenomena in great detailand depth.

When the research objective is to learn how aphenomena occurs in a natural setting or to learn

how to express some concepts in conversation. When a behavior is context dependent.

When a fresh approach is to studying some problemis needed.


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Qualitative vs. Quantitative

Research The key to successfully using either is to match

right approach to right research context.

Many good research projects combine bothqualitative and quantitative research.

Quantitative research is a business researchthat address research objectives throughempirical assessment that involve numerical

measurement and analysis approaches. Qualitative researchers are more involved in

observing, listening, and interpreting.


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Qualitative vs. Quantitative Research

Qualitative

Research

Quantitative

ResearchPurpose Discover ideas Test hypotheses or

specific researchquestions

ApproachObserve and interpret Measure and test

Data CollectionMethods

Unstructured; free-forms

Structured; responsecategories provided

Researcher

Independence

Researcher is

intimately involved;results are subjective

Researcher is

uninvolved; results areobjective

Sample Small samplesoftennatural setting

Large samples to allowgeneralization

Most often used in: Exploratory researchdesigns

Descriptive and causalresearch designs


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Qualitative vs. Quantitative

ResearchQualitative Research

To gain a qualitativeunderstanding of theunderlying reasons andmotivations

Small number of non-representative cases

Unstructured

Non-statistical

Develop an initial

understanding

Objective

Sample

Data Collection

Data Analysis

Outcome

Quantitative Research

To quantify the data andgeneralize the results fromthe sample to the populationof interest

Large number ofrepresentative cases

Structured

Statistical

Recommend a final course of

action


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Contrasting Exploratory and

confirmatory Research

Research can be considered as exploratory orconfirmatory.

Most exploratory research designs producesqualitative data.

Exploratory design do not producequantitative data that assigns numbers in an

ordered meaningful way. Often, exploratory research is needed to

develop the ideas that lead to researchhypotheses.


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Phenomenology

Based on the ideas that:

1. human experience is inherently subjective and determinedby the context in which a person lives

2. behavior is shaped by a persons relationship with theenvironment in which s/he lives

3. therefore the best way to understand this behavior is tounderstand the context in which the behavior occurs

4. this engaging in a conversational interview with thesubject

Researcher may need to become part of the groupto effectively study it

Special form is hermeneuticsrelying on analysis oftexts in which a person tells a story aboutthemselves


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Ethnography

Methods of studying cultures through becominghighly active in the culture.

Typically uses observation as a data collection

tool, hence the term participant-observation. The observation can be human or mechanical; but

is often purposeful, i.e. focusing on specificfeatures of behaviors that are of interest to the

study


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Grounded Theory

Inductive investigation process in which theresearcher uses empirical evidence to develop a

theory for explaining a given phenomenon

Researcher repeatedly poses questions aboutthe observed evidence and uses the responses to

develop a deeper explanation (theory)

Particularly applicable in dynamic situationsinvolving significant change where new

insights are needed to explain phenomena that

have not been previously encountered


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Case Studies

Documented history of a particular person,group, organization, or event.

This intense examination of one or a few

situations typically: Involves in-depth investigation and careful study Requires cooperation from the investigated

subjects (cases)

Case analyses are used to develop themesthat can help explain a phenomenon

Used extensively in business research andteaching


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QUALITATIVE RESEARCH TOOLS

1. Focus group interviews (discussions)2. Depth interviews3. Conversations4. Semi-structured interviews

5. Word Association/Sentence completion6. Observation7. Collages8. Thematic Apperception Tests (TAT)/Cartoon

Tests


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1. Focus Group Interviews

(Discussions) Unstructured, free-flowing interview(discussion) with a small group of people about

the subject area of the research Unstructured Free flowing Group discussion

Group Composition About 6-10 people Relatively homogeneous

Similar lifestyles and experiences Now sometimes conducted online Online Focus

Groups Approach:Ethnography,, Case studies


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The Focus Group Moderator

The person in charge of moderating the groupdiscussions

Usually he:

Develops rapport - helps people relax Interacts

Listens to what people have to say

Everyone gets a chance to speak Maintains loose control and focuses discussion

Stimulates spontaneous responses


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2. Depth Interviews

Unstructured, extensive one-on-one interviewsconducted with subjects of ultimate concern(typically consumers or customers).

Purpose is to gain valuable insights for the mainstudy

May sometimes involve testing aspects of theresearch design, such as questionnaire clarity,

length, etc

Approach:Ethnography, Grounded theory, Casestudies


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3. Conversations

Unstructured dialogue in which researcherengages the respondent in a discussion of thesubject matter of interest

Combines features of focus group and depthinterviews

Similar to depth interview (in the sense of engagingone respondent at a time)

Similar to focus group discussion in the sense ofallowing free discussion rather than asking specificquestions

Approach:Phenomenology; grounded theory


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4. Semi-Structured

Interviews Open-ended questions with answers solicited

in writing typically in the form of shortessays

Respondents are free to write as much as oras little as they choose

Requires the researcher to prepare the

questions (opening and follow-up questions)in advance

Approach:Grounded theory; ethnography


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5a. Word Association Tests

A projective technique in which subjects are

presented with a word and asked to indicatewhat other words come to mind, e.g.

What comes to mind when you hear thefollowing words?

Soft drinks

Mercedes

Technique may be used to develop anassociative network of words related to a focal

word Useful in brand name testing and productconcept testing


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5b. Sentence Completion

Tests

A projective technique in which subjects aregiven incomplete sentences and asked tocomplete them with the word or phrase thatfirst comes to mind, e.g.

1. People who drive sports cars are __________

2. A man who drinks light beer is ____________

3. Sports cars are most liked by ______________

4. A sports car is ______________


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6. Observation

Unobtrusive data collection method in whichthe researcher watches a phenomenon andrecords notes describing the phenomenon(e.g. a behavior)

Observation can be personal or mechanical;disguised or undisguised; structured or

unstructured, etc Approach:Grounded theory; ethnography;

case studies


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7. Collages

Collage a pattern (larger picture, story, etc)made by sticking pictures or materials on asurface

In this research method, respondents areasked to assemble pictures to represent theirthoughts/feelings about a phenomenon

Collages are then analyzed for meaning

Approach:Phenomenology; Groundedtheory


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8a. Thematic Apperception Tests

(T.A.T.)

A projective technique in which subjects arepresented with a series of pictures and are thenasked to form a story about the pictures

TAT Illustration.ppt(Hamilton Power ToolsCorporation)
http://localhost/var/www/apps/conversion/tmp/scratch_8/TAT%20Illustration.ppthttp://localhost/var/www/apps/conversion/tmp/scratch_8/TAT%20Illustration.ppt


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8b. Picture Frustration (Cartoon)

Tests

Respondent is presented with a cartoondrawing representing an incomplete

dialogue and asked to suggest a dialoguethat the characters might engage in

See p. 153 of your text


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PROJECTIVE TECHNIQUES

A collection of exploratory research techniquesbased on indirect questioning in which respondentsare asked to project themselves into a particularperson, object, or situation

Often used where direct questioning is not likely toprovide honest responses

Word association tests

Sentence completion method

Third-person technique Role playing

T.A.T.

Picture frustration version of T.A.T.

Ch 07 Qualitative Research Methods

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