Qualitative Ppt characteristics of qualitative research

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Research article building theories from case study research characteristic and critique. Sukkur Iba

Transcript of Qualitative Ppt characteristics of qualitative research

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CHARACTERISTICS OF QUALITATIVE CHARACTERISTICS OF QUALITATIVE RESEARCHRESEARCH

Assignment # 01Assignment # 01

BARRERAH KHANBARRERAH KHAN WAHAB AHMEDWAHAB AHMED

SUKKUR IBASUKKUR IBA

03/10/2015

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3 PROCESSPROCESS

DRAFTDRAFT

CRITIQUECRITIQUE

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DRAFT

JOURNAL OF MARKETING MANAGEMENT.

Segmentation and customer insight in contemporary services marketing practice: Why grouping customers

is no longer enough.

By Christine Bailey, Cisco System Ltd, UK

Paul R. Braines, Cranfield school of management, UKHugh Wilson, Cranfield school of management, UK

Moira Clark, Henly Business School, UK(2009)

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Natural Setting

The researchers conducted the study in a natural setting,

The data collected from 5 UK-based large companies to ascertain the role of market segmentation in the services and products & services.

The interviews from staff members of the organizations was conducted at their work places.

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Research Instrument

The study conducted the case based Research and The researchers developed case studies through 25 in-depth interviews with senior personnel of(Marketing, Customer insight, CRM, Call center & Sales management) of the organizations at their work places in a natural setting.

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The interviews were recorded and transcribed and the information was collected into cases along with supporting documentation.

The nature of data is not multiple however within one source (organizations), but the data contains multiple dimensions.

Types Of Data

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The study design was primarily deductive and researcher wanted to test the existing theory on market segmentation.

They also tried to blend this deductive with inductive reasoning in investigation and exploring how the current practices will shape the future market strategies and segmentation.

Inductive & Deductive Reasoning

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The researchers tried to report the perspective of the respondents and their multiple meanings. However the subject under research study does not involve much of the subjective context so there is little scope of multiple meaning. (Page 233 last paragraph)

Participants Multiple Meaning

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The researcher reported the context in which problem of the study was investigated (Refer Page 227, abstract)

Context Of Research

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The researcher discussed in detail the opinions drawn from the responses of the respondents but unable to link it with researchers judgment of the topic. (Refer Page 245 and 246)

Researcher Work Experience & Interpretation.

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it seems hard to find the research linkages of research findings to final conclusions or other way researchers could not manage to shape out the interpretation of the findings. (Refer Page 247)

Complex Picture of Research

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ACADMEY OF MANAGEMENT.

Building Theories from Case Study Research.

By

Kathleen M. Eisenhardt(1989)

CRITIQUE

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In Qualitative research the researcher don’t use or rely on instrument developed by other researchers (Creswell 2009 pp. 45).

The researcher collect the data from multiple cases by reviewing cases, as found mostly in qualitative research.

So there must be any criteria or instrument for collecting data that researcher set for this study.

Instrument for Data collection

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Numerous Process among the Building theories from case study research were found in previous studies.

In all these studies researcher used several pieces of process to build theory but there was a confusion that,

how to combine these process.when to conduct this type of research.how to evaluate the findings.

The researcher went to find out new insight for building theories from case study research.

Context of Research

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In the review one of the strong judgement was extracted from the studies that “case studies were invalid could not solve the organizational problems. So this author tried to suggest another approach that is case study by keeping context of the problems. Case study method is used to identify problems of organizations through different perspectives such as observations, interviews history of problems etc.” However my stand the case study research is very important tools of qualitative research is used in problem solving research as well.

Context of Research continue

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The researcher described her work experience in such field and mentioned some studies. she identified three important gap from her work experience.

There are lack of clarity about process of building cases. No one has explicitly examined after the theory building approach is likely to fruitful and its strengths & weaknesses. Distinctions among qualitative data, inductive logic and case study research.

Researcher Work Experience

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1)Roadmap to building theories from case study research. 2) Explore strengths and weaknesses of theory building from case studies. The researcher also interpreted that this research process (roadmap),

Is especially appropriate in new topic area.The resultant theory will often novel, testable and empirically valid.Frame breaking insights, the tests of good theory and convincing grounding in the evidence are the key criteria for evaluating.

Interpretation Of Finding

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The researcher discussed past studies & described how their research did not explicitly examine theory building from case study research and She concluded after complex phenomenon of study,

Roadmap.strength after this process, and continual cycling between theory and data.

Complex Picture Of Research

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Researcher more emphasis on to go through data collecting method to data analysis and then formulate theory.

Developing theory from case study research, the result may be narrow the theory would be testable by using the methods used to gather the original data for proving the more validity of theory.

Building theories from case study research is not full filling requirement to solve organization problems.

Complex Picture ….. Continue

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To going through this process we faced difficulties initially to identify those characteristics e.g. in article “why customers are no longer enough” author has discussed many aspects in detail but was failed to create link with the conclusion. Further in finding out complex reasoning through deductive and inductive reasoning and also this step was difficult to identify in critique article “Building theories from case study research”.

Process

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To get the remedy to finding out these characteristics we have consulted chapter 3 (Creswell) and to read articles again. For critique, we have made a draft first by keeping in view the qualitative characteristics and compare the opponent group’s draft. After that analysis we have extract 4 characteristics which we think there is a need of change in draft of opponent group.

Process

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While doing this assignment, we tried to communicate our ideas on time and before this assignment our perception about analyzing an article was different because it was a first time we got an opportunity to work on any qualitative research and the Creswell book has support us in making our arguments. After doing that assignment we got the clear knowledge about the basic characteristics of qualitative research and now we are able to analyze any qualitative research paper.

Process

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Thank youThank You