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QUALITATIVE RESEARCH
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
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.
7-2
Pull Quote
Joss Whedon,
author and screenwriter
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
Qualitative Research
Textual Analysis
Artifacts Behavioral
Observations
Other
Trace Techniques
Evidence Debriefings
7-6
Qualitative Research in Business
7-7
Data Sources
People
Organizations
Texts
Environments
7-8
The Roots of Qualitative Research
Qualitative
Research
Economics
Psychology Sociology
Semiotics
Anthropology
Communication
7-9
Distinction between Qualitative &
Quantitative
Theory Theory
Building Testing
7-10
Focus of Research
Qualitative
Understanding
Interpretation
Quantitative
Description
Explanation
7-11
Researcher Involvement
Qualitative
High
Participation-based
Quantitative
Limited
Controlled
7-12
Time Duration
Qualitative
Longitudinal
Multi-method
Quantitative
Cross-sectional or
longitudinal
Single method
7-13
Sample Design and Size
Qualitative
Non-probability
Purposive
Small sample
Quantitative
Probability
Large sample
7-14
Data Type and Preparation
Qualitative
Verbal or pictorial
Reduced to verbal
codes
Quantitative
Verbal descriptions
Reduced to numeric
codes
7-15
Turnaround
Qualitative
Shorter turnaround possible
Insight development ongoing
Quantitative
May be time-consuming
Insight development follows
data entry
7-16
Data Analysis
Qualitative
Nonquantitative
Human judgment mixed
with fact
Emphasis on themes
Quantitative
Computerized analysis
Facts distinguished
Emphasis on counts
7-17
Qualitative
Research
and the
Research
Process
7-18
Pretasking Activities
Create collage
Keep diaries
Draw pictures
Construct a story
7-19
Pretasking Activities
7-20
Formulating
the
Qualitative
Research
Question
7-21
Choosing the Qualitative Method
Project’s
purpose
Researcher
Schedule
characteristics
Factors
Types of
participants Budget
Topics
7-22
NonProbability Sampling
7-23
Qualitative Sampling
7-24
The Interview Question Hierarchy
7-25
Interviewer Responsibilities
7-27
Interview Formats
Unstructured
Semi-structured
Structured
7-28
Requirements: Unstructured Interviews
Developed dialog
Interviewer skill
7-29
The Interview Mode
Individual Group
7-30
IDI vs Group
7-31
Research Using IDIs
Oral histories
Sequential
Life histories
interviewing
Types
Cultural Critical
interviews incident
techniques
Ethnography
7-32
Research Using IDIs
7-33
Research Using IDIs
7-34
Research Using IDIs
7-35
Projective Techniques
Semantic Sentence
Mapping Data Completion
Collection
Sensory sorts Techniques Cartoons
Anderson Analytics
uses a cast of
characters during
interviewing.
7-37
Group Interviews
Mini-Groups
Dyads
Triads
Small Groups
Focus Groups
Supergroups
7-38
Determining the Number of Groups
Scope
Level of distinction
Homogeneity
7-39
Group Interview Modes
Face-to-Face
Telephone
Online
Videoconference
7-40
Group Interviews
7-41
Group Interviews
7-42
Combining Qualitative Methodologies
7-43
Triangulation: Merging Qualitative and
Quantitative
Ongoing qualitative
Conduct studies
with multiple waves
simultaneously
of quantitative
Perform series:
Quantitative
Qualitative,
precedes
Quantitative,
Qualitative
Qualitative
7-44
Key Terms
7-45
Key Terms (cont.)
7-46
Chapter 7
ADDITIONAL DISCUSSION OPPORTUNITIES
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Snapshot: Performance Review
Informal Feedback
More Complete
More timely
Social networking
7-48
Snapshot: Problems with Focus Groups
Dominators
Cynics
Hostiles
Proselytizers
Blatherers
Wallflowers
CoModerators
7-49
Snapshot: Hallmark
7-50
Snapshot: Home Depot Mystery Shopping
7-51
Research Thought Leader
Gerald Zaltman
Emeritus Professor, Harvard
Creator, Zmet technique
7-52
Research Thought Leader
7-53
PulsePoint:
Research Revelation
7-54
Chapter 7
QUALITATIVE RESEARCH
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
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Ingram Publishing 46 The McGraw-Hill Companies,
Inc./Andrew Resek, photographer
7-56