Bài giảng Business Research Methods - Chapter 7: Qualitative Research

Chapter 7Qualitative ResearchMcGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. Learning ObjectivesUnderstand . . .How qualitative methodologies differ from quantitative methodologies.The controversy surrounding qualitative research.The types of decisions that use qualitative methodologies.The different qualitative research methodologies.2Web as a Source“It is better to think of the Web . . . as the sounds of independent voices, just like the street corner soapbox preacher or that friend of yours who always recommends the best books.”David Meerman Scott marketing strategist and author,The New Rules of Marketing and PR3PulsePoint: Research Revelation62The percent of wealthy consumers reporting that the state of the economy has changed their view of luxury purchases . . . that flaunting luxury is insensitive.4Qualitative Research and the Research Process5Focus GroupsQualitative ResearchEthnographyObservationData CollectionTechniquesIDIsCase StudiesAction ResearchGrounded TheoryGroupInterviews6Why Use Qualitative Research?“Most of what influences what we say and do occurs below the level of awareness. That’s why we need new techniques: to get at hidden knowledge – to get at what people don’t know they know.” Gerald Zaltman Emeritus Professor, HarvardCreator, Zmet technique7Qualitative ResearchTrace EvidenceArtifactsOtherTechniquesBehavioral ObservationsTextual AnalysisDebriefings8Qualitative Research in BusinessJob AnalysisAdvertising Concept DevelopmentProductivity EnhancementNew Product DevelopmentBenefits ManagementRetail DesignProcess Understanding Union RepresentationMarket SegmentationSales Analysis9Data SourcesPeopleOrganizationsTextsEnvironmentsEvents and happeningsArtifacts/ media products10The Roots of Qualitative ResearchPsychologyAnthropologyCommunicationSociologySemioticsEconomicsQualitative Research11Distinction between Qualitative & QuantitativeTheory TestingTheory Building12QualitativeUnderstandingInterpretationFocus of ResearchQuantitativeDescriptionExplanation13Researcher InvolvementQualitativeHigh Participation-basedQuantitativeLimitedControlled14Research DesignQualitativeLongitudinalMulti-methodQuantitativeCross-sectional or longitudinalSingle method15Sample Design and SizeQualitativeNon-probabilityPurposiveSmall sampleQuantitativeProbabilityLarge sample16Data Type and PreparationQualitativeVerbal or pictorialReduced to verbal codesQuantitativeVerbal descriptionsReduced to numeric codes17TurnaroundQualitativeShorter turnaround possibleInsight development ongoingQuantitativeMay be time-consumingInsight development follows data entry18Data AnalysisQualitativeNonquantitative; Human judgment mixed with factEmphasis on themesQuantitativeComputerized analysisFacts distinguishedEmphasis on counts19Qualitative Research and the Research Process20Pretasking ActivitiesUse product in homeBring visual stimuliCreate collageKeep diariesConstruct a storyDraw pictures21Formulating the Qualitative Research Question22Choosing theQualitative MethodTypes of participantsResearcher characteristicsFactorsScheduleBudgetTopicsProject’s purpose23NonProbability Sampling PurposiveSamplingSnowballSamplingConvenience Sampling24Qualitative Sampling General sampling rule: Keep conducting interviews until no new insights are gained. 25The Interview Question Hierarchy26Interviewer ResponsibilitiesRecommends topics and questionsControls interviewPlans location and facilitiesProposes criteria for drawing sampleWrites screenerRecruits participantsDevelops pretasking activitiesPrepares research toolsSupervises transcriptionHelps analyze dataDraws insightsWrites report27Elements of a Recruitment ScreenerHeadingScreening requirementsIdentity informationIntroductionSecurity questionsDemographic questionsBehavior questionsLifestyle questionsAttitudinal and knowledge questionsArticulation and creative questionsOffer/ Termination28Interview FormatsUnstructuredSemi-structuredStructured29Requirements for Unstructured InterviewsDistinctionsDeveloped dialogInterviewer skillProbe foranswersInterviewer creativity30The Interview ModeGroupIndividual31IDI vs GroupIndividual InterviewGroup InterviewExplore life of individual in depthCreate case histories through repeated interviews over timeTest a surveyOrient the researcher to a field of inquiry and the language of the fieldExplore a range of attitudes, opinions, and behaviorsObserve a process of consensus and disagreementDetailed individual experiences, choices, biographiesSensitive issues that might provoke anxiety Issues of public interest or common concernIssues where little is known or of a hypothetical natureTime-pressed participants or those difficult to recruit (e.g., elite or high-status participants)Participants with sufficient language skills (e.g., those older than seven)Participants whose distinctions would inhibit participation Participants whose backgrounds are similar or not so dissimilar as to generate conflict or discomfort Participants who can articulate their ideas Participants who offer a range of positions on issues32Research Using IDIsCultural interviewsSequential interviewingTypesLife historiesCritical incident techniquesOral historiesEthnography33Projective TechniquesData CollectionTechniquesLadderingAssociation34Projective TechniquesAnderson Analytics uses a cast of characters during interviewing.35Group InterviewsMini-GroupsDyadsTriadsSmall Groups Focus GroupsSupergroups36Determining the Number of GroupsScopeNumber of distinct segmentsDesired number of ideasDesired level of detailHomogeneityLevel of distinction37Group Interview ModesTelephoneOnlineVideoconferenceFace-to-Face38Combining Qualitative MethodologiesAction ResearchCase Study39Triangulation: Merging Qualitative and QuantitativeConduct studies simultaneouslyPerform series:Qualitative, Quantitative, QualitativeOngoing qualitative with multiple waves of quantitativeQuantitative precedes Qualitative40Key TermsAction researchCase studyCAPIContent analysisCreativity sessionEthnographyFocus groupsGroup interviewIDIConvergent interviewingCritical incident techniqueCultural interviewsGrounded theoryLife historiesOral historySequential interviewingInterview41Key Terms (cont.)Interview guideModeratorNon-probability samplingPretaskingProbability samplingQualitative researchQuantitative researchRecruitment screenerTriangulationProjective techniquesCartoonsComponent sortsImagination exercisesLadderingMetaphor Elicitation TechniqueSemantic mappingBrand mappingSensory sortsSentence completionThematic Apperception TestWord or picture association42