5Qualitative RD

8/12/2019 5Qualitative RD

1/36

Quantitative Vs Qualitative

Research Design


2/36

7-2

Qualitative

Research

and theResearch

Process


3/36

7-3

Focus Groups

Qualitative Research

ObservationData

Collection

Techniques

IDIs

Case Studies

Action ResearchGrounded

Theory

Group

Interviews


4/36

7-4

Why Use Qualitative Research?

Most of what influences what we say and

do occurs below the level of awareness.

Thats why we need new techniques:to get at hidden knowledge

to get at what people dont know they know.

Gerald ZaltmanEmeritus Professor, Harvard

Creator, Zmet technique


5/36

7-5


Trace Evidence

Artifacts

Other

Techniques

BehavioralObservations

Textual Analysis

Debriefings


6/36

7-6

Qualitative Research in Business

Job Analysis

Advertising ConceptDevelopment (images/wordsto be used to connect tocustomer)

Productivity Enhancement

(worker prod)New Product Development(proporsed idea, to get idea, newtech)

Benefits Management(compensation plan)

Perception of FinancialProducts

Retail Design

Process Understanding(cleaning a wood floor, howthe product fits)

Market Segmentation

(who or why)Sales Analysis (why marketshare is not picking up?)

Package design (new pack

effect)Brand image (moredistinctive product)


7/36

7-7

Data Sources

People

Organizations

Texts

Environments

Events and

happenings

Artifacts/ media

products


8/36

7-8

The Roots of


Psychology

Anthropology

Communication

SociologySemiotics

Economics

Qualitative

Research


9/36

7-9

Distinction between

Qualitative & Quantitative

Theory

Testing

Theory

Building


10/36

7-10

Qualitative

Understanding

Interpretation

Focus of Research

Quantitative

Description

Explanation Predict


11/36

7-11

Researcher Involvement

Qualitative

High

Participation-based

Quantitative

LimitedControlled


12/36

7-12

Research Design

Qualitative

Longitudinal

Multi-method

Quantitative

Cross-sectional or longitudinal

Single method


13/36

7-13

Sample Design and Size

Qualitative

Non-probability

PurposiveSmall sample

Quantitative

Probability

Large sample


14/36

7-14

Data Type and Preparation

QualitativeVerbal or pictorial

Reduced to verbal codes

Quantitative

Verbal descriptions

Reduced to numeric codes


15/36

7-15

Turnaround

Qualitative

Shorter turnaround possible

Insight development ongoing

Quantitative

May be time-consuming

Insight development follows data entry


16/36

7-16

Data Analysis

Qualitative

Nonquantitative;

Human judgment mixed

with factEmphasis on themes

Quantitative

Computerized analysis

Facts distinguished

Emphasis on counts


17/36

7-17

Pretasking Activities

Use product in home

Bring visual stimuli

Create collage

Keep diaries

Construct a story

Draw pictures


18/36

7-18

Formulating the Qualitative Research Question


19/36

7-19

Choosing the

Qualitative Method

Types ofparticipants

Researcher

characteristics

Factors

Schedule

Budget

Topics

Projects purpose


20/36

7-20

NonProbability Sampling

Purposive

SamplingSnowball

Sampling

Convenience

Sampling


21/36

7-21

Qualitative Sampling

General sampling rule:

Keep conducting interviews until no

new insights are gained.


22/36

7-22

The Interview Question Hierarchy


23/36

7-23

Interviewer Responsibilities

Recommends topics and

questions

Controls interview

Plans location and

facilities

Proposes criteria for

drawing sample Writes screener

Recruits participants

Develops pretasking

activities

Prepares research tools

Supervises transcription

Helps analyze data

Draws insights

Writes report


24/36

7-24

Elements of a Recruitment Screener

Heading

Screening requirements

Identity information

Introduction

Security questions

Demographic questions

Behavior questions

Lifestyle questions

Attitudinal and

knowledge questions

Articulation and

creative questions

Offer/ Termination


25/36

7-25

Interview Formats

Unstructured

Semi-structured

Structured


26/36

7-26

Requirements for

Unstructured Interviews

Distinctions

Developed dialog

Interviewer skill

Probe for

answers

Interviewer

creativity


27/36

7-27

The Interview Mode

GroupIndividual


28/36

7-28

IDI vs Group

Indiv id ual Interv iew Group Interview

Explore life of individual in depth

Create case histories through

repeated interviews over time

Test a survey

Orient the researcher to a field of inquiry and

the language of the field

Explore a range of attitudes, opinions, and

behaviors

Observe a process of consensus and

disagreement

Detailed individual experiences,

choices, biographies

Sensitive issues that might

provoke anxiety

Issues of public interest or common concern

Issues where little is known or of a hypothetical

nature

Time-pressed participants or thosedifficult 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 ornot so dissimilar as to generate conflict or

discomfort

Participants who can articulate their ideas

Participants who offer a range of positions on

issues

Research

Objective

TopicConcerns

Participants


29/36

7-29

Research Using IDIs

Culturalinterviews

Sequential

interviewing

Types

Life histories

Critical incidenttechniques

Oral histories

Ethnography


30/36

7-30

MET

Projective Techniques

Sensory sorts

Semantic

Mapping Data

Collection

Techniques

Sentence

Completion

Cartoons

Thematic

Apperception

Laddering Association

Component

Sorts

Imagination

Exercises


31/36


32/36

7-32

Group Interviews

Mini-Groups

Dyads

Triads

Small Groups

Focus Groups

Supergroups


33/36

7-33

Determining the Number of Groups

Scope

Number of distinct segments

Desired number of ideas

Desired level of detail

Homogeneity

Level of distinction


34/36

Group Interview Modes

Telephone

Online

Videoconference

Face-to-Face


35/36

Combining Qualitative Methodologies

Action ResearchCase Study


36/36

Triangulation: Merging Qualitative and

Quantitative

Conduct studies

simultaneously

Perform series:

Qualitative,

Quantitative,Qualitative

Ongoing qualitative

with multiple waves

of quantitative

Quantitative

precedes

Qualitative

Date post:	03-Jun-2018
Category:	Documents
Upload:	rohit-shaw
View:	217 times
Download:	0 times

5Qualitative RD

Documents