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Chapter 7

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

Why 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.”

Jerry Zaltman
7-6

Qualitative Research

Textual Analysis

Artifacts Behavioral
Observations
Other
Trace Techniques
Evidence Debriefings
7-7

Qualitative Research in Business

• Job Analysis • Retail Design


• Advertising Concept • Process
Development Understanding
• Productivity • Union
Enhancement Representation
• New Product • Market
Development Segmentation
• Benefits Management • Sales Analysis
7-8

Data Sources

People

Organizations
Texts

Environments

Artifacts/ media
products

Events and
happenings
7-9

The Roots of Qualitative Research

Qualitative
Research

Economics

Psychology
Sociology
Semiotics

Anthropology

Communication
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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

Sample Design and Size

Qualitative
• Non-probability
• Purposive
• Small sample

Quantitative
• Probability
• Large sample
7-15

Data Type and Preparation

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
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Qualitative Research
and the Research Process
7-19

Pretasking Activities

Use product in home

Bring visual stimuli

Create collage

Keep diaries

Draw pictures

Construct a story
7-20
Formulating the
Qualitative Research Question
7-21

Choosing a Qualitative Method

Project’s
purpose

Researcher
Schedule
characteristics
Factors

Types of
participants Budget

Topics
7-22

NonProbability Sampling

Purposive Snowball Convenience


Sampling Sampling Sampling
7-23

Qualitative Sampling

General sampling rule:


You should keep conducting
interviews until no new insights are
gained.
7-24

The Interview Question Hierarchy


7-25

Interviewer Responsibilities

• Recommends topics • Develops pretasking


and questions activities
• Controls interview • Prepares research
• Plans location and tools
facilities • Supervises
• Proposes criteria for transcription
drawing sample • Helps analyze data
• Writes screener • Draws insights
• Recruits participants • Writes report
7-26

Elements of a Recruitment Screener

• Heading • Behavior questions


• Screening • Lifestyle questions
requirements • Attitudinal and
• Identity information knowledge questions
• Introduction • Articulation and
• Security questions creative questions
• Demographic • Offer/ Termination
questions
7-27

Interview Formats

Unstructured

Semi-structured

Structured
7-28
Requirements for
Unstructured Interviews

Developed dialog

Probe for Distinctions Interviewer


answers creativity

Interviewer skill
7-29

The Interview Mode

Individual Group
7-30

IDI vs Group

Individual Interview Group Interview


Research Objective
• Explore life of individual in depth • Orient the researcher to a field of inquiry and the
• Create case histories through repeated interviews language of the field
over time • Explore a range of attitudes, opinions, and behaviors
• Test a survey • Observe a process of consensus and disagreement

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
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Types of Research Using IDIs

Oral histories

Sequential
Life histories
interviewing
Types

Cultural Critical
interviews incident
techniques
Ethnography
7-32

Projective Techniques

Laddering MET Association

Semantic Sentence
Mapping Data Completion
Collection
Sensory sorts Techniques Cartoons

Component Imagination Thematic


Sorts Exercises Apperception
7-33

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

Determining the Number of Groups

Scope

Number of distinct segments

Desired number of ideas

Desired level of detail

Level of distinction

Homogeneity
7-36

Group Interview Modes

Face-to-Face

Telephone

Online

Videoconference
7-37

Combining Qualitative Methodologies

Case Study Action Research


7-38
Triangulation:
Merging Qualitative and Quantitative

Ongoing qualitative
Conduct studies
with multiple waves
simultaneously
of quantitative

Perform series:
Quantitative
Qualitative,
precedes
Quantitative,
Qualitative
Qualitative
7-39

Key Terms

• Action research • IDI


• Case study – Convergent interviewing
• CAPI – Critical incident technique
– Cultural interviews
• Content analysis
– Grounded theory
• Creativity session – Life histories
• Ethnography – Oral history
• Focus groups – Sequential interviewing
• Group interview • Interview
7-40

Key Terms (cont.)

• Interview guide • Projective techniques


• Moderator – Cartoons
• Non-probability – Component sorts
sampling – Imagination exercises
– Laddering
• Pretasking
– Metaphor Elicitation Technique
• Probability sampling – Semantic mapping
• Qualitative research • Brand mapping
• Quantitative research – Sensory sorts
• Recruitment screener – Sentence completion
– Thematic Apperception Test
• Triangulation
– Word or picture association

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