Business Research Methods Chapter 7

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the primary purpose of qualitative research compared to quantitative research?

Qualitative research is exploratory, while quantitative research is descriptive and conclusive.

Identify the two main orientations of qualitative research discussed.

The two main orientations are phenomenology and ethnography.

What is the significance of participant observation in ethnographic research?

Participant observation allows researchers to immerse themselves in the culture they are studying, gaining deeper insights.

How do qualitative research tools differ in terms of sample size compared to quantitative research tools?

Qualitative research typically uses smaller sample sizes, while quantitative research uses larger samples. Signup and view all the answers

What does phenomenology aim to achieve in qualitative research?

Phenomenology aims to describe, reflect upon, and interpret human experiences qualitatively. Signup and view all the answers

Describe a limitation of using qualitative research tools.

Qualitative research tools can be subjective and may lack the statistical validity found in quantitative research. Signup and view all the answers

What type of data is primarily gathered through case studies in qualitative research?

Case studies primarily gather documented histories or narratives about specific individuals, groups, or events. Signup and view all the answers

What type of questioning characterizes qualitative research compared to quantitative research?

Qualitative research utilizes a broad range of unstructured questioning, while quantitative research relies on structured questions. Signup and view all the answers

What is the primary function of the free-association method?

To elicit immediate word responses that reflect a person's thoughts. Signup and view all the answers

In word association, what are some potential responses for the word 'GREEN'?

Money, Lawn, Eggs and Ham. Signup and view all the answers

How does the Thematic Apperception Test (T.A.T.) work?

It presents ambiguous images for subjects to interpret, revealing their perceptions and feelings. Signup and view all the answers

What is the primary purpose of a focus group in qualitative research?

To explore a broad topic and generate discussion among participants. Signup and view all the answers

How many participants are typically recommended for a focus group?

6 to 10 participants. Signup and view all the answers

What are the three main steps in qualitative data analysis?

Data reduction, Data display, and Conclusion drawing and verification. Signup and view all the answers

What is one benefit of using computer programs for qualitative data analysis?

They assist in coding and segmenting data effectively. Signup and view all the answers

What is the role of a moderator in a focus group?

To facilitate discussion, develop rapport, and ensure everyone has a chance to speak. Signup and view all the answers

What is one advantage of conducting focus groups online?

They are fast and inexpensive, allowing for participation from diverse geographical areas. Signup and view all the answers

How can memoing or annotation be useful during data analysis?

It allows researchers to make side notes that provide context and meaning to their data. Signup and view all the answers

What is data linking in qualitative analysis?

It tracks relationships between different parts of the database, including transcripts and codes. Signup and view all the answers

Identify a disadvantage of online focus groups.

There is less group interaction and absence of nonverbal cues like facial expressions. Signup and view all the answers

What does the sentence completion method aim to explore?

It seeks to uncover underlying thoughts and feelings about specific prompts. Signup and view all the answers

What does the term 'laddering' refer to in depth interviews?

A technique to probe deeper by comparing brand differences at various levels. Signup and view all the answers

What is the role of field notes in observation research?

Field notes serve as descriptions capturing what happens in the field for analysis. Signup and view all the answers

In what form can observation research occur, besides written notes?

Observation can also take place visually through photographs or videos. Signup and view all the answers

Study Notes

Business Research Methods - Chapter 7: Qualitative Research Tools

Qualitative research differs from quantitative research in purpose (exploratory vs. descriptive/conclusive), sample size (small vs. large), questioning style (broad range vs. structured), and analysis (subjective interpretation vs. statistical).
Qualitative research orientations include: Phenomenology, Ethnography, and Case Studies.

Phenomenology

Phenomenology studies human experiences as inherently subjective and context-dependent.
Researchers focus on how individuals perceive their environment, objects, people, and situations.
Research involves respondents telling stories about experiences.

Ethnography

Ethnography examines cultures through methods that immerse the researcher within that culture.
Participant observation is a common approach, where researchers become part of the culture to gather data through observations.
Cultures can be broad (e.g., American culture) or narrow (e.g., specific subcultures).

Case Studies

Case studies document the history of individuals, groups, organizations, or events, often focusing on critical decisions or situations (e.g., introducing a new product, navigating a management crisis).

Qualitative Research Techniques

Focus Group Interviews:
- Unstructured and free-flowing group discussions.
- Begin with a broad topic, then narrow in on specific issues.
- Typically 6-10 people with similar lifestyles/experiences.
Depth Interviews:
- One-on-one interviews between researchers and respondents about business or social topics.
- Laddering techniques (probing questions) help compare brand differences at various levels (attribute, benefit, value/motivation).
Observation:
- Participant-observer approach to explore various issues.
- Field notes document observed actions, behaviors, and interactions.
- Visual observation methods might be utilized (photographic records, observing in workplace/homes).
Free-Association/Sentence Completion Methods:
- Word association: Subjects respond with the first word that comes to mind for a given word.
- Sentence completion: Subjects complete sentences related to a specific topic.
Thematic Apperception Test (TAT):
- Subjects are presented with ambiguous pictures and asked to explain what is happening now and what might happen next.
Qualitative Data Analysis Process:
- Data reduction: Select important aspects of data for emphasis.
- Data display: Present data visually (diagrams, charts, matrices) to reveal patterns/relationships.
- Conclusion drawing & verification: Interpret the meaning of data and assess its implications for the research question.
Qualitative Data Analysis Software:
- Mention of software like NVivo, ATLAS.ti, CATPACII, Ethnograph, XSight, as tools for data reduction, linking, searching, display, and theory building.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

Explore the key concepts of qualitative research tools as outlined in Chapter 7 of Business Research Methods. This chapter delves into different research orientations such as Phenomenology and Ethnography, highlighting their unique approaches and importance in understanding human experiences. Test your knowledge on how qualitative research differs from quantitative research and the methods used in these explorations.