Professional Documents
Culture Documents
Chapter 8
Qualitative
Research
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
8-3
The Importance of
Qualitative Research
Jerry Zaltman
8-4
Qualitative Research
Group
Focus Groups
Interviews
Observation
Observation IDIs
IDIs
Data
Data
Collection
Collection
Ethnography
Ethnography
Techniques
Techniques Case Studies
Action Grounded
Research Theory
8-6
Why we use
qualitative research
Qualitative Research
Content
Analysis
Artifacts
Artifacts Behavioral
Behavioral
Observations
Observations
Other
Other
Trace Techniques
Techniques
Trace
Evidence Debriefings
Evidence
8-8
Uses of Qualitative
Research for Business
• Market Segmentation • Benefits Management
• Advertising Concept • Package Design
Development • Brand Image
• New Product • Positioning
Development • Retail Design
• Sales Analysis • Process
• Sales Development Understanding
• Productivity
Enhancement
8-9
Data Sources
People
People
Organizations
Organizations
Texts
Texts
Environments
Environments
Artifacts/
Artifacts/ media
media
products
products
Events
Events and
and
happenings
happenings
8-10
Economics
Psychology Sociology
Semiotics
Anthropology
Communication
8-11
Distinction between
Qualitative & Quantitative
Theory Theory
Building Testing
8-12
Exhibit 8-2
Focus of Research
Qualitative
• Understanding
• Interpretation
Quantitative
• Description
• Explanation
8-13
Exhibit 8-2
Researcher Involvement
Qualitative
• High
• Participation-based
Quantitative
• Limited
• Controlled
8-14
Exhibit 8-2
Sample Design and Size
Qualitative
• Non-probability
• Purposive
• Small sample
Quantitative
• Probability
• Large sample
8-15
Exhibit 8-2
Research Design
Qualitative
• Longitudinal
• Multi-method
Quantitative
• Cross-sectional or
longitudinal
• Single method
8-16
Exhibit 8-2
Data Type and Preparation
Qualitative
• Verbal or pictorial
• Reduced to verbal
codes
Quantitative
• Verbal descriptions
• Reduced to numeric
codes
8-17
Exhibit 8-2
Data Analysis
Qualitative
• Nonquantitative; human
• Judgment mixed with fact
• Emphasis on themes
Quantitative
• Computerized analysis
• Facts distinguished
• Emphasis on counts
8-18
Exhibit 8-2
Turnaround
Qualitative
• Shorter turnaround
possible
• Insight development
ongoing
Quantitative
• May be time-consuming
• Insight development
follows data entry
8-19
Exhibit 8-3 Qualitative
Research and the Research
Process
8-20
Pretasking Activities
Use
Use product
product in
in home
home
Bring
Bring visual
visual stimuli
stimuli
Create
Create collage
collage
Keep
Keep diaries
diaries
Draw
Draw pictures
pictures
Construct
Construct aa story
story
8-21
Exhibit 8-4
Formulating the Qualitative
Research Question
8-22
Choosing a Qualitative
Method
Project’s purpose
Researcher
Researcher Schedule
Schedule
characteristics
characteristics
Factors
Factors
Types
Types ofof
participants Budget
participants
Topics
8-23
NonProbability Sampling
Qualitative Sampling
Interviewer Responsibilities
Interview Formats
Unstructured
Semi-structured
Structured
8-29
Requirements for
Unstructured Interviews
Developed dialog
Interviewer skill
8-30
Individual Group
8-31
Oral histories
Sequential
Sequential Life
Life histories
histories
interviewing
interviewing
Types
Types
Cultural Critical
Cultural
interviews incident
interviews
techniques
Ethnography
Ethnography
8-33
Projective Techniques
Laddering
Laddering Association
Association
Semantic
Semantic Sentence
Sentence
Mapping
Mapping Data
Data Completion
Completion
Collection
Collection
Sensory
Sensory sorts
sorts Techniques
Techniques Cartoons
Cartoons
Component
Component Imagination
Imagination Thematic
Thematic
Sorts
Sorts Exercises
Exercises Apperception
Apperception
8-34
Group Interviews
• Dyads
• Triads
• Mini-Groups
• Small Groups
(Focus Group)
• Supergroups
8-35
Determining the
Number of Groups
Scope
Scope
Number
Number of
of distinct
distinct segments
segments
Desired
Desired number
number of
of ideas
ideas
Desired
Desired level
level of
of detail
detail
Level
Level of
of distinction
distinction
Homogeneity
Homogeneity
8-36
Face-to-Face
Telephone
Online
Videoconference
8-37
Combining Qualitative
Methodologies
Merging Qualitative
and Quantitative
Ongoing qualitative
Conduct studies
with multiple waves
simultaneously
of quantitative
Perform series:
Quantitative
Qualitative,
precedes
Quantitative,
Qualitative
Qualitative
8-39
Key Terms
Key Terms
• Qualitative research
• Quantitative research
• Recruitment screener
• Triangulation