Ron Chenail TQR Inaugural Conference January 8, 2010.
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Transcript of Ron Chenail TQR Inaugural Conference January 8, 2010.
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Academic and Commercial Qualitative Research:
The Best of Both WorldsRon Chenail
TQR Inaugural ConferenceJanuary 8, 2010
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AbstractWith apologies to George Bernard Shaw, academic qualitative research and commercial qualitative research have been “two countries separated by a common language,” but this cultural divide has its positives because these divergent customs present opportunities for mutual innovation. Today we will explore these differences and offer enhancements for both worlds.
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DiscoveryExploring our cultures
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Academic Qualitative Research
Social Sciences Humanities
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Academic Qualitative ResearchInvestigator-defined problemBasic and AppliedDiscovery-orientedNaturalisticDescriptive, Interpretive, and ExplanatoryKnowing and Doing
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Commercial Qualitative Research
Business
HumanitiesSocial
Sciences
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Commercial Qualitative ResearchMarket Research
Public Policy
Design
Commercial Qualitative Research
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Commercial Qualitative ResearchClient-defined problemAppliedSolution-orientedNaturalistic and ControlledDescriptive, Interpretive, and ExplanatorySense and Decision-Making
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Academic Qualitative ResearchColleges and UniversitiesResearch InstitutesPublicProducts
Theses and DissertationsJournal ArticlesBooks and Book Chapters
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Commercial Qualitative ResearchIndependent ConsultantsResearch CompaniesDepartments within CompaniesProprietaryProducts
PresentationsInterim and Final Reports
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Academic Qualitative ResearchEthnographyPhenomenologyGrounded TheoryNarrative InquiryCritical VariationsArtistic VariationsAction Variations
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Commercial Qualitative ResearchApplied AnthropologyQualitative Marketing ResearchQualitative Market ResearchCollaborative DesignUsability StudiesSocial Research: Program and Policy
EvaluationConsumer ResearchOrganizational Change Research
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Academic Qualitative ResearchIndividual and Group InterviewsFieldworkDocument Analysis
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Commercial Qualitative ResearchQualitative Research
One-on-One InterviewsFocus Group InterviewsAmbush Interviews
EthnographyMystery ShopperShop-Along’s
Qualitative Data AnalysisProjective Techniques and Scenarios
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DifferencesNoting contrasts and criticisms
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Sheila Keegan’s DistinctionsAcademic Research Commercial ResearchEmphasis on
methodology
Theory informs practice
Wide range of methods
Long time scales
Emphasis on end benefit
Practice and theory are an iterative process
Qualitative “thinking” privileged over methods (ideally)
Intensive, fast turnaround
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Sheila Keegan’s DistinctionsAcademic Research Commercial ResearchPrioritize
validity/reliability
Cerebral
Largely verbal
Judged by academic rigour
Prioritize understanding, experience, direction
Holistic (mind / body / emotion)
Sensory, especially visual / emotional
Judged by usefulness
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Criticizing Academic and Commercial Qualitative ResearchAcademic CommercialToo mechanistic
Too long
Knowledge for what purpose?
Quantitative-influenced
Too much oversight
Too creative
Too quick
Purpose for what knowledge?
Business-influenced
Too little oversight
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Best of Both WorldsIntegrating our cultural differences
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Pragmatic QualityPurpose
Quality
Rigor / Creativity
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The Creative Instrument
Rigorous Method
Creative Self
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Inductive MethodDecide
Reflect
Observe
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Tri-Design
End-Users
ResearcherParticipants
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Rapid Data TransformationThemes
Vertical
Categories
Vertical
Codes
Vertical
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Wisdom-Informed Change and Change-Informed Reflection
Data Information
Knowledge
Wisdom Change
Reflection
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Begin the conversation!Celebrate the DifferencesExplore the ConnectionsShare the Successes
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SourcesImms, M., & Ereaut, G. (2002). An
introduction to qualitative market research. London: Sage.
Keegan, S. (2009). Qualitative research: Good decision making through understanding people, culture and markets. London: Kogan Page.
Sunderland, P. L., & Denny, R. M. (2007). Doing anthropology in consumer research. Walnut Creek, CA: Left Coast Press.
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ContactRon Chenail, Ph.D.The Qualitative ReportNova Southeastern University3301 College AvenueFort Lauderdale, Florida 33317 [email protected]