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BUSINESS RESEARCH METHODS
ZIKMUND & BABIN
Qualitative Research Methods
Ch. 7
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Learning Objectives
At the end of this discussion you should be able to:1. Explain the differences between qualitative andquantitative research methods
2. Explain the role of qualitative research in
exploratory research designs3. List and explain the main qualitative researchorientations
4. List and explain key characteristics of commontechniques used in qualitative research
5. Identify and describe the advantages anddisadvantages of these techniques
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QUALITATIVE RESEARCH
Research techniques that allow a researcher to obtain
elaborate interpretations of market phenomenawithout depending on numerical measurements.
Characteristics
1. Uses small versus large samples2. Emphasizes unstructured (broad range of) versus
structured questioning methods
3. Involves subjective interpretation rather than
objective statistical inference; is researcher-dependent
4. Has an exploratory purpose rather than descriptive andconclusive
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Uses Of Qualitative Research
When it is difficult to develop specific actionableproblem statement or research objectives.
When the research objective is develop an
understanding of some phenomena in great detailand depth.
When the research objective is to learn how aphenomena occurs in a natural setting or to learn
how to express some concepts in conversation. When a behavior is context dependent.
When a fresh approach is to studying some problemis needed.
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Qualitative vs. Quantitative
Research The key to successfully using either is to match
right approach to right research context.
Many good research projects combine bothqualitative and quantitative research.
Quantitative research is a business researchthat address research objectives throughempirical assessment that involve numerical
measurement and analysis approaches. Qualitative researchers are more involved in
observing, listening, and interpreting.
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Qualitative vs. Quantitative Research
Qualitative
Research
Quantitative
ResearchPurpose Discover ideas Test hypotheses or
specific researchquestions
ApproachObserve and interpret Measure and test
Data CollectionMethods
Unstructured; free-forms
Structured; responsecategories provided
Researcher
Independence
Researcher is
intimately involved;results are subjective
Researcher is
uninvolved; results areobjective
Sample Small samplesoftennatural setting
Large samples to allowgeneralization
Most often used in: Exploratory researchdesigns
Descriptive and causalresearch designs
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Qualitative vs. Quantitative
ResearchQualitative Research
To gain a qualitativeunderstanding of theunderlying reasons andmotivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial
understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data andgeneralize the results fromthe sample to the populationof interest
Large number ofrepresentative cases
Structured
Statistical
Recommend a final course of
action
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Contrasting Exploratory and
confirmatory Research
Research can be considered as exploratory orconfirmatory.
Most exploratory research designs producesqualitative data.
Exploratory design do not producequantitative data that assigns numbers in an
ordered meaningful way. Often, exploratory research is needed to
develop the ideas that lead to researchhypotheses.
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Phenomenology
Based on the ideas that:
1. human experience is inherently subjective and determinedby the context in which a person lives
2. behavior is shaped by a persons relationship with theenvironment in which s/he lives
3. therefore the best way to understand this behavior is tounderstand the context in which the behavior occurs
4. this engaging in a conversational interview with thesubject
Researcher may need to become part of the groupto effectively study it
Special form is hermeneuticsrelying on analysis oftexts in which a person tells a story aboutthemselves
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Ethnography
Methods of studying cultures through becominghighly active in the culture.
Typically uses observation as a data collection
tool, hence the term participant-observation. The observation can be human or mechanical; but
is often purposeful, i.e. focusing on specificfeatures of behaviors that are of interest to the
study
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Grounded Theory
Inductive investigation process in which theresearcher uses empirical evidence to develop a
theory for explaining a given phenomenon
Researcher repeatedly poses questions aboutthe observed evidence and uses the responses to
develop a deeper explanation (theory)
Particularly applicable in dynamic situationsinvolving significant change where new
insights are needed to explain phenomena that
have not been previously encountered
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Case Studies
Documented history of a particular person,group, organization, or event.
This intense examination of one or a few
situations typically: Involves in-depth investigation and careful study Requires cooperation from the investigated
subjects (cases)
Case analyses are used to develop themesthat can help explain a phenomenon
Used extensively in business research andteaching
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QUALITATIVE RESEARCH TOOLS
1. Focus group interviews (discussions)2. Depth interviews3. Conversations4. Semi-structured interviews
5. Word Association/Sentence completion6. Observation7. Collages8. Thematic Apperception Tests (TAT)/Cartoon
Tests
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1. Focus Group Interviews
(Discussions) Unstructured, free-flowing interview(discussion) with a small group of people about
the subject area of the research Unstructured Free flowing Group discussion
Group Composition About 6-10 people Relatively homogeneous
Similar lifestyles and experiences Now sometimes conducted online Online Focus
Groups Approach:Ethnography,, Case studies
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The Focus Group Moderator
The person in charge of moderating the groupdiscussions
Usually he:
Develops rapport - helps people relax Interacts
Listens to what people have to say
Everyone gets a chance to speak Maintains loose control and focuses discussion
Stimulates spontaneous responses
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2. Depth Interviews
Unstructured, extensive one-on-one interviewsconducted with subjects of ultimate concern(typically consumers or customers).
Purpose is to gain valuable insights for the mainstudy
May sometimes involve testing aspects of theresearch design, such as questionnaire clarity,
length, etc
Approach:Ethnography, Grounded theory, Casestudies
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3. Conversations
Unstructured dialogue in which researcherengages the respondent in a discussion of thesubject matter of interest
Combines features of focus group and depthinterviews
Similar to depth interview (in the sense of engagingone respondent at a time)
Similar to focus group discussion in the sense ofallowing free discussion rather than asking specificquestions
Approach:Phenomenology; grounded theory
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4. Semi-Structured
Interviews Open-ended questions with answers solicited
in writing typically in the form of shortessays
Respondents are free to write as much as oras little as they choose
Requires the researcher to prepare the
questions (opening and follow-up questions)in advance
Approach:Grounded theory; ethnography
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5a. Word Association Tests
A projective technique in which subjects are
presented with a word and asked to indicatewhat other words come to mind, e.g.
What comes to mind when you hear thefollowing words?
Soft drinks
Mercedes
Technique may be used to develop anassociative network of words related to a focal
word Useful in brand name testing and productconcept testing
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5b. Sentence Completion
Tests
A projective technique in which subjects aregiven incomplete sentences and asked tocomplete them with the word or phrase thatfirst comes to mind, e.g.
1. People who drive sports cars are __________
2. A man who drinks light beer is ____________
3. Sports cars are most liked by ______________
4. A sports car is ______________
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6. Observation
Unobtrusive data collection method in whichthe researcher watches a phenomenon andrecords notes describing the phenomenon(e.g. a behavior)
Observation can be personal or mechanical;disguised or undisguised; structured or
unstructured, etc Approach:Grounded theory; ethnography;
case studies
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7. Collages
Collage a pattern (larger picture, story, etc)made by sticking pictures or materials on asurface
In this research method, respondents areasked to assemble pictures to represent theirthoughts/feelings about a phenomenon
Collages are then analyzed for meaning
Approach:Phenomenology; Groundedtheory
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8a. Thematic Apperception Tests
(T.A.T.)
A projective technique in which subjects arepresented with a series of pictures and are thenasked to form a story about the pictures
TAT Illustration.ppt(Hamilton Power ToolsCorporation)
http://localhost/var/www/apps/conversion/tmp/scratch_8/TAT%20Illustration.ppthttp://localhost/var/www/apps/conversion/tmp/scratch_8/TAT%20Illustration.ppt -
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8b. Picture Frustration (Cartoon)
Tests
Respondent is presented with a cartoondrawing representing an incomplete
dialogue and asked to suggest a dialoguethat the characters might engage in
See p. 153 of your text
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PROJECTIVE TECHNIQUES
A collection of exploratory research techniquesbased on indirect questioning in which respondentsare asked to project themselves into a particularperson, object, or situation
Often used where direct questioning is not likely toprovide honest responses
Word association tests
Sentence completion method
Third-person technique Role playing
T.A.T.
Picture frustration version of T.A.T.