Chapter 7

Qualitative Research

Andhika Cahya Buana Vena Paramitha Wara Wibuti Wulandari

McGraw-Hill/Irwin Copyright 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Qualitative Research
Array of interpretation technique which seek to describe, decode, translate, come to terms with meaning of certain naturally occurring phenomena in social world.

Qualitative Research in Business

Job Analysis Advertising Concept Development Productivity Enhancement New Product Development Benefits Management Retail Design Process Understanding Union Representation Market Segmentation Sales Analysis

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Qualitative Research
Group Interviews Observation

Focus Groups

Ethnography

Data Collection Techniques

IDIs

Case Studies

Action Research

Grounded Theory
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Distinction between Qualitative & Quantitative

Theory Building

Theory Testing

Qualitative Research

Quantitative Research
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Focus of Research

Qualitative Understanding Interpretation

Quantitative Description Explanation

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Researcher Involvement

Qualitative High Participation-based

Quantitative Limited Controlled

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Research Design
Qualitative Longitudinal Multi-method

Quantitative Consistency Single method

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Sample Design and Size

Qualitative Non-probability Purposive Small sample Quantitative Probability Large sample

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Data Type and Preparation

Qualitative Verbal or pictorial Reduced to verbal codes Quantitative Verbal descriptions Reduced to numeric codes
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Turnaround
Qualitative
Shorter turnaround possible Insight development ongoing

Quantitative
May be time-consuming Insight development follows data entry
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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

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Pretasking Activities
Use product in home Bring visual stimuli Create collage Keep diaries Draw pictures

Construct a story
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Formulating the Qualitative Research Question

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Choosing the Qualitative Method

Projects purpose Researcher characteristics

Schedule

Factors
Types of participants
Topics
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Budget

NonProbability Sampling

Purposive Sampling

Snowball Sampling

Convenience Sampling

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The Interview Question Hierarchy

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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
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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

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Interview Formats

Unstructured
Semi-structured Structured

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Requirements for Unstructured Interviews

Developed dialog

Investigate for answers

Distinctions

Interviewer creativity

Interviewer skill
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The Interview Mode

Individual

Group

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IDI vs Group
Individual Interview
Research Objective Explore life of individual in depth Create case histories through repeated interviews over time Test a survey Detailed individual experiences, choices, biographies Sensitive issues that might provoke anxiety

Group Interview
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 Issues of public interest or common concern Issues where little is known or of a hypothetical nature

Topic Concerns

Time-pressed participants or those difficult to recruit (e.g., elite or highstatus 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 issues

Participants

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Research Using IDIs

Oral histories

Sequential interviewing

Life histories

Types
Cultural interviews
Ethnography
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Critical incident techniques

Projective Techniques
Laddering MET Association

Semantic Mapping

Sensory sorts

Data Collection Techniques

Sentence Completion

Cartoons

Component Sorts

Imagination Exercises

Thematic Apperception
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Group Interviews
Mini-Groups
Dyads Triads

Small Groups
Focus Groups

Supergroups

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Determining the Number of Groups

Scope Number of distinct segments
Desired number of ideas Desired level of detail Level of distinction Homogeneity
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Group Interview Modes

Face-to-Face Telephone Online Videoconference

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Combining Qualitative Methodologies

Case Study

Action Research

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Triangulation: Merging Qualitative and Quantitative

Ongoing qualitative with multiple waves of quantitative Quantitative precedes Qualitative

Conduct studies simultaneously Perform series: Qualitative, Quantitative, Qualitative

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