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Qualitative
Research
McGraw-Hill/Irwin
Business Research Methods, 10e Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
7-2
Learning Objectives
Understand . . .
• 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.
7-3
Qualitative Research
and the Research Process
7-4
Qualitative Research
Group
Focus Groups
Interviews
Observation IDIs
Data
Collection
Ethnography Techniques Case Studies
Action Grounded
Research Theory
7-5
Jerry Zaltman
7-6
Qualitative Research
Textual Analysis
Artifacts Behavioral
Observations
Other
Trace Techniques
Evidence Debriefings
7-7
Data Sources
People
Organizations
Texts
Environments
Artifacts/ media
products
Events and
happenings
7-9
Qualitative
Research
Economics
Psychology
Sociology
Semiotics
Anthropology
Communication
7-10
Distinction between
Qualitative & Quantitative
Theory Theory
Building Testing
7-11
Focus of Research
Qualitative
• Understanding
• Interpretation
Quantitative
• Description
• Explanation
7-12
Researcher Involvement
Qualitative
• High
• Participation-based
Quantitative
• Limited
• Controlled
7-13
Research Design
Qualitative
• Longitudinal
• Multi-method
Quantitative
• Cross-sectional or
longitudinal
• Single method
7-14
Qualitative
• Non-probability
• Purposive
• Small sample
Quantitative
• Probability
• Large sample
7-15
Qualitative
• Verbal or pictorial
• Reduced to verbal
codes
Quantitative
• Verbal descriptions
• Reduced to numeric
codes
7-16
Turnaround
Qualitative
• Shorter turnaround
possible
• Insight development
ongoing
Quantitative
• May be time-consuming
• Insight development
follows data entry
7-17
Data Analysis
Qualitative
• Nonquantitative; human
• Judgment mixed with fact
• Emphasis on themes
Quantitative
• Computerized analysis
• Facts distinguished
• Emphasis on counts
7-18
Qualitative Research
and the Research Process
7-19
Pretasking Activities
Create collage
Keep diaries
Draw pictures
Construct a story
7-20
Formulating the
Qualitative Research Question
7-21
Project’s
purpose
Researcher
Schedule
characteristics
Factors
Types of
participants Budget
Topics
7-22
NonProbability Sampling
Qualitative Sampling
Interviewer Responsibilities
Interview Formats
Unstructured
Semi-structured
Structured
7-28
Requirements for
Unstructured Interviews
Developed dialog
Interviewer skill
7-29
Individual Group
7-30
IDI vs Group
Topic Concerns
• Detailed individual experiences, choices, biographies • Issues of public interest or common concern
• Sensitive issues that might provoke anxiety • Issues where little is known or of a hypothetical nature
Participants
• Time-pressed participants or those difficult to recruit • Participants whose backgrounds are similar or not so
(e.g., elite or high-status participants) dissimilar as to generate conflict or discomfort
•Participants with sufficient language skills (e.g., those • Participants who can articulate their ideas
older than seven) • Participants who offer a range of positions on issues
• Participants whose distinctions would inhibit
participation
7-31
Oral histories
Sequential
Life histories
interviewing
Types
Cultural Critical
interviews incident
techniques
Ethnography
7-32
Projective Techniques
Semantic Sentence
Mapping Data Completion
Collection
Sensory sorts Techniques Cartoons
Projective Techniques
Anderson Analytics
uses a cast of
characters during
interviewing.
7-34
Group Interviews
• Dyads
• Triads
• Mini-Groups
• Small Groups
(Focus Group)
• Supergroups
7-35
Scope
Level of distinction
Homogeneity
7-36
Face-to-Face
Telephone
Online
Videoconference
7-37
Ongoing qualitative
Conduct studies
with multiple waves
simultaneously
of quantitative
Perform series:
Quantitative
Qualitative,
precedes
Quantitative,
Qualitative
Qualitative
7-39
Key Terms